Hey Friend, it's Paul.
Today I want to talk about one strategy you can use to develop your voice as an email copywriter.
Plus, how to avoid a common mistake that makes you sound like a derivative hack.
To explain, let me introduce you to Kirby.
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(Look: I’m going to go “full nerd” in this email. But I think you’ll find this lesson valuable -- even with the nerdery.)
If you’re not familiar with Kirby, here’s the deal:
Kirby is a pink, amorphous puffball creature that stars in a series of video games like Kirby’s Dreamland and Super Smash Bros. (Told ya I was going full nerd!)
What’s unique about Kirby, is his ability to inhale other characters and gain their abilities.
For example, if Kirby inhales a fire-wielding enemy he gains cool fire-abilities like so:
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After inhaling another character, Kirby is still Kirby. But he’s leveled up with fun and powerful new abilities.
Part of the fun of playing a Kirby game is in seeing what abilities he’ll gain next.
But what does this have to do with your email copywriting?
Well, last night I was talking to my wife about a certain copywriter whose work I enjoy and admire. And my wife said, “You have to be Kirby!”
Meaning: Absorb this copywriter’s work, adapt elements of his style, but stay true to your own voice.
Listen:
Because email is such an intimate, conversational marketing channel, it’s important for you to develop your own voice. (Or, to emulate your client’s voice if you’re writing for clients.)
So how do you do that?
First let me tell you how NOT to do it:
Don’t do it by slavishly copying other copywriters. I’m not saying you’re guilty of doing this. But, doesn’t it seem like some copywriters put a tad too much emphasis on the “copy” in copywriting?
Not only is copying another copywriter’s work morally dubious…
… but it also obliterates your voice, expression, and creative je ne sais quoi. It erases you from your work. And disconnects you (or your client) from your subscribers.
Not good. (And a surefire way to deep six your engagement and sales.)
Instead, be like Kirby.
Absorb the style and influence of other email copywriters, but reshape it in your own image.
One strategy I use to do this goes like so:
First, find an email copywriter whose work resonates with you. Read, maybe, two dozen emails written by this copywriter.
As you read, take note of recurring themes, expressions, transitional phrases, etc. If you can, outline the structure of a few emails.
What you’re trying to do here is reverse engineer how the email is composed.
Next, set your notes aside and try writing an email of your own. Don’t rely on the notes as you write, but glance over them if you’re feeling stuck.
Finally, compare your email draft with an email written by this copywriter.
Does your email sound like a copy? Or, does it retain enough of your own voice to be unique to you?
If it sounds too much like the copywriter you’re learning from, make tweaks and corrections.
By doing this exercise a few times, you’ll absorb another copywriter’s work and transform it -- Kirby style! -- into your own voice.
This is a great exercise that will level up your email copywriting skills in a hurry.
And speaking of leveling up your email copywriting skills…
I’ve got a brand new email copywriting program called The 1-Email Workday that launches tomorrow, Monday, April 12th.
What’s unique about this program is that it gives you lots of email templates to quickly whip up effective emails.
But also, I break down the formula and structure behind each template so you can infuse your emails with your own voice.
On top of that, The 1-Email Workday is loaded with training, videos, swipes files, and basically everything I’ve learned over the past 7 years as a full-time email copywriter.
If you write emails for clients, or your own business, I think you’re going to dig The 1-Email Workday.
Look for the announcement email early tomorrow.
Stay hungry and keep hustling,
- Paul
P.S. -- Another copywriting lesson by way of Kirby.
Kirby was developed in 1988 by the late Satoru Iwata, one of my business and creativity heroes.
Initially, Kirby’s design -- essentially a circle with eyes and feet -- was meant as a placeholder. Mr. Iwata planned to come up with a more intricate, detailed character later.
But when people playtested the demo version of the first Kirby game, something unexpected happened:
Everyone L-O-V-E-D Kirby! They thought he was beyond adorable. (My wife is firmly in this camp. She reserves the same kind of “Awwww” for Kirby that she uses with babies and puppies.)
Anyways, the lesson:
Sometimes a brilliant idea happens quickly, easily, and naturally. No need to wrack your brain and spirit for hours.
BUT… if an idea happens too easily (as in Kirby’s design) we can have a tendency to discredit it.
In that case, let someone else -- a partner, friend, your email subscribers -- judge the merit of your idea.
Chances are they’ll be able to see it for what it’s truly worth.
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