Media Buyers Manual - Episode 3 Recap

Welcome back, last episode had a great reception - thank you! I hope this week it continues to build!
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Danavir Sarria is an Email Marketing specialist, with a STRONG foundation in Direct Response Copywriting.
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To me, he’s an Email Marketing aficionado. This conversation has come full-circle, as Danavir was my first ever podcast guest just 5-short/long years ago. (Depends on your perspective).
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Danavir has elevated his game from info-products to working with 7-8 figure brands via Email Marketing.
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So we’ve got another big fish swimming in our small pond.

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In our conversation, we dive into all things Email Marketing and Copywriting such as:
* Email Marketing Sequences
* Breaking down the Customer Journey
* Persuasion via Positioning Products and Brands
* Product Awareness vs. Problem Awareness
* Style of Writing

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Let’s dive into the good stuff!

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​EMAIL MARKETING SEQUENCES
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There’s a general flow he follows, in which he found his sweet-spot in a flow using 2-4 emails… that’s it.
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He likes to nail down the positioning, be unique or enjoy the quicksand so-to-speak.

Segmenting his lists via SKU’s, by their intent and so on…
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Adam, (one of the new co-hosts) mentions high-frequency emailing, is it an annoyance - or is it effective?
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High-frequency emailing simply works, there’s a reason the big brands use them - the bigger your product catalog - the easier high-frequency emailing becomes.
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Email Subject Lines: Doesn’t matter as much as the BRAND VALUE the SENDER themselves have.
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Brand Power > Semantics
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EMAIL FLOW – Earlier in Email Sequence, the longer the email.
1. Origin Story
2. Problem Awareness
3. Product Awareness + CTA
4. CTA

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​BREAKING DOWN THE CUSTOMER JOURNEY

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What is the value that you’re going to provide to the customer/user?
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In your emails, you’re mapping out the customer journey, from their perspective… what does the customer need to know in order to make a purchase?
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Problem 1 -> Problem 2 -> Problem 3 etc.
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Always provide enough value in the content of the email, while overcoming those objections.

Long-form emails work best.
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PERSUASION VIA POSITIONING

Position your Products in the current Zeitgeist.
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An example was from one of my Coffee Clients - in which we’re using the positioning “the at-home Barista”.
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How does your product or brand really differentiate itself from the rest of the industry?
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You want to be first, first at ANYTHING. First is better than second.
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Essentially repackage your positioning in different messages.
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PRODUCT AWARENESS VS. PROBLEM AWARENESS
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Problem awareness ALWAYS comes before product awareness… (unless you have such a straightforward product).
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The user/potential customer needs to be aware of the problem that they face without your product, that’s an email right there in your automation sequence.
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The following email which should be followed within a day is to raise problem awareness again - as well as product awareness.
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Why your user can’t solve their problem WITHOUT the product and the EASE of solution that your product brings.
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Simplicity sells.

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​STYLE OF WRITING
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Write personable… utilize the way you talk - you are unique, this helps you position yourself and PEOPLE RELATE TO YOU BETTER!

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Don’t sound like a textbook - write like a human being.
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When you overcomplicate your writing, no one wants to read it… again, simplicity sells.

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People want a brand that they can relate to… you want your users to FEEL good about getting your emails.
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That’s it… that’s the email…

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I hope you enjoyed this episode / email / read and have some key takeaways for your business to implement for Email Marketing!
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