INFLUENCE, MONEY, AUTHORITY

That all comes with the right POSITIONING

Here's how you should do it for your email list

/* THREAD */

Check your inbox right at this second and do this:

1. Browse through all the emails
2. For each sender try to guess the topic of the email
3. Rate from 0-10 how easy it was

If it was below 8...

Here's what these people should do:

There's clearly a lack of position when people can't guess the META topic of what's inside

That leads to readers not being interested in opening the emails

No one wants to read "just another newsletter"

They want to read and gain insight on specific topics they're interested

Here's how legendary copywriter David Ogilvy defines positioning:

My own definition is "what the product does, and who is it for". I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin.

He was defining product positioning.

But in the creators economy age, you have to sell yourself.

And if you want to sell yourself, you have to position yourself accordingly.

The best way to do it?

- Create a new category for yourself

The first question you need to answer is:

"What do you do and who do you help"

The second is:

"What is unique about me?"

This might be hard, so you'll need to be creative.

- There's a lot of copywriters out there.
- There's not a lot empathy-driven copy copywriters for digital creators.

Silly example, could be better, but you get the point.

STAND OUT. BE KNOWN FOR A SPECIFIC NUANCE.

Your goal should be to STAND OUT.

To be so unique people will REGONIZE YOUR UNIQUENESS without effort.

And you should also know the market for what you sell/talk about.

(Dove wouldn't sell for men, but it does for women)

Let's take a look at practical examples.

Example 1: Chris Orzechowski

If you're inside his list YOU 100% KNOW he's the go-to guy for:

- PLAIN TEXT EMAILS FOR ECOMMERCE COMPANIES

He does talk about several topics like:

• Autoresponders
• Email campaigns
• List building
• Etc...

But you know what his main USP is

Example 2: Kevin Rogers from Copy Chief

This guy is all about copywriting, and he uses his former stand-up comedian career as his USP

When you open his emails, you know there's something that will make you:

• Write better copy
• Write faster copy

Example 3: @APompliano with The Pomp Letter

When you receive his emails you know it is all about:

- Decentralization
- Cryptocurrency
- Investing

He's known specifically because of his early support of #Bitcoin

Example 4: Trends

I don't even have to write anything because their headline is already perfect

(Great example of a good landing page)

As a general rule of thumb you don't want to be better than others, you want to be different.

The best way to have no competition:

- Create a category for yourself using your USP

When people receive your emails they KNOW they'll learn something specific about XYZ.

TL;DR:

1. Define what you want to be known for
2. Have an USP
3. Know the market
4. Be different, not better

Thank you for reading. This thread is #2 in my:

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