I've done work for him before with pretty good success. But I've matured as a writer quite a bit since my last stint a few years ago. So I was/am excited about the opportunity to turn up the heat a bit.
He asked me:
"Do you find companies have more success with emails that talk about the product/offer or blind copy that serves to tickle curiosity?"
I told him about an experience I just had in the last couple weeks.
I did some solo ads for a supplement company. We sent out two emails to their list. We split the list in half. One half received a "long" (3 page) email diving into symptoms and revealing the product as the solution with a strong call-to-action. It had a 12% clickthru rate.
The other email was about half a page long and described the worse case scenario for someone who is deficient in the nutrient. It had a pretty ridiculous 67% clickthru rate.
He was intrigued and wanted to do the same kind of test for one of his lists.
We pretty much had the exact opposite results... with a great overall conversion of about 17%.
So I'm curious...
When a company hires you to write email copy, do you lean more towards blind persuasion or being transparent about the offer? And why?