Email, Belonging, and the Compelling ‘New’ Element of Persuasion


(Tap tap … Is this thing on?)

Oh, hi! Welcome to the new Copyblogger Weekly … also known (to me) as our Firehose Management Protocol.

The Weekly came from a message we heard from our subscribers:

I love you guys but … holy guacamole that’s a lot of emails.

And, as a person with Way Too Many Emails in my own overstuffed inbox, I feel your pain.

On Thursdays, we’ll be publishing this roundup of the week’s Copyblogger and Rainmaker FM content for you. You can use it to zero in on the content you most want to read or hear, so you don’t miss that one blog post or podcast that you really need this week.

If you subscribe to Copyblogger, The Weekly will arrive in your email inbox on Thursdays.

Clean, simple, manageable.

Email and belonging …

This week, I’m noticing two themes emerging. One is email … not just the Copyblogger Weekly, but the kickoff on Wednesday of Brian Clark’s new 10-part mini course on email. Given that Brian is … well, Brian, I’m excited for this one. Look for a combination of pragmatic tactics you can use right away mixed with Brian’s deep-drill insights into what makes email marketing really work.

The other theme is belonging … whether it’s called membership (Chris Ducker’s Youpreneur podcast episode with Stu McLaren), exclusivity (Sean Jackson’s Copyblogger post), or even tribalism.

Robert Cialdini, author of the insanely useful Persuasion, calls it Unity in his brand-new book Pre-Suasion. I’ve got it loaded on my Kindle to read on my flight today back to the States for our live event and workshop in Denver next week … and I can’t wait to see many of you there. :)

When asked if this was a new principle, Cialdini admitted it had been there all along — underlying all of the other persuasion principles at such a fundamental level that it was nearly invisible.

What does unity have to do with email?

Email marketing is oddly intimate. You’re sending your messages into someone’s daily routine. Their coffee break, their second breakfast, their two minutes of escape from that weird office mate who eats smelly food and won’t wear headphones.

The inbox is a private space … one that needs to be treated with respect and care. When you plaster spammy content or ads around the web, that’s annoying but expected. But when you shoot crummy, irrelevant messages into our inboxes … we get enraged homicidal mad.

Email should be for your community of belonging. Your peeps. The folks who believe what you believe, and value what you value.

Is it okay to sell in email? Absolutely. That’s what business is for … to sell products and services. That doesn’t need to be disrespectful or creepy … and if it is, you’re doing it wrong.

Enjoy the week’s content, and I’ll catch you next Thursday!


By the way, Pamela Wilson and I will talk more about the Hows and Whys of the Copyblogger Weekly in next week’s Copyblogger FM, which will air on Monday, October 10.

— Sonia Simone

Chief Content Officer, Rainmaker Digital

Catch up on this week’s content

Surprising ways to make content creation efficientThe Efficient Approach to Marketing Your Business with Content

by Pamela Wilson

Why a barrier could grow your businessThe Secret Tactic All Successful Online Marketers Use

by Sean Jackson

Get More Clients With Smarter Email MarketingGet More Clients With Smarter Email Marketing

by Brian Clark

How to Find the Optimal Pricing for Your Membership SiteHow to Find the Optimal Pricing for Your Membership Site

by Sean Jackson

How to Sustain a Profitable Creative AgencyHow to Sustain a Profitable Creative Agency

by Brian Gardner & Lauren Mancke

3 Important Lessons About Sponsorships That Will Make You More Money3 Important Lessons About Sponsorships That Will Make You More Money

by Jerod Morris & Jon Nastor

How Jay Baer is Navigating New Waters with His Latest Digital ProductHow Jay Baer is Navigating New Waters With His Latest Digital Product

by Brian Clark & Jerod Morris

The Inner Makings of a Membership Site Launch, with Stu McLarenThe Inner Makings of a Membership Site Launch, with Stu McLaren

by Chris Ducker

The ‘Obligatory’ Structure of Effective ContentThe ‘Obligatory’ Structure of Effective Content

by Sonia Simone

Is the Novel Dead? Part TwoIs the Novel Dead? Part Two

by Kelton Reid

How to Build a Business that Sets You Free, with Sol OrwellHow to Build a Business that Sets You Free, with Sol Orwell

by Brian Clark


Master Class: Lead Prospects Straight to Your Goals with an Appealing User Experience

with Pamela Wilson and Mary Shaw

Friday, October 7

Join Pamela Wilson and user experience (UX) expert Mary Shaw as they talk about how to structure your website so site visitors will understand (and be enticed by) your offers. Discover how your site structure can funnel people directly to pages that help you meet your business goals.

Join Authority to attend this session

The post Email, Belonging, and the Compelling ‘New’ Element of Persuasion appeared first on Copyblogger.

Spread the Word

Click Here to Leave a Comment Below 0 comments