"Yours are the only emails I actually open and read" - a regular reply in my inbox since 2009...and I'll bet in yours, too, once you subscribe and learn by pure, lazy osmosis to become the most compelling writer around. That said, no promises on improving your moral character.
This client’s got ASS for days. 👀
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Hello Reader, I hope that you are well. I recently had the privilege of delivering a thought-leadership session to a marketing visionary’s distinguished copywriting accelerator cohort, where I unpacked proprietary frameworks for leveraging narrative-driven touchpoints to deepen audience immersion and accelerate revenue generation across the email ecosystem so that — WAIT! DON’T GO! That wasn’t me, that was a PowerPoint deck speaking through my body. It happens when I forget to eat lunch. What I meant was: I gave a talk to a marketing hotshot’s mastermind group on my favorite topic: writing addictive emails that sell. A big piece of that is sounding like a human. You know, writing like you talk. (Pronounced “tawk.”) At the end, one of the members asked how she could convince her copywriting client to let go of their wordy, formal, corporate communication style. “I try to tell them that natural and concise is better, but they’re obsessed with keeping in all the extra words. You know that example you showed about using contractions? Like saying ‘who’s’ instead of ‘who is’? They won’t even do that.” I nodded understandingly and said it sounds like the client is a moron. Kidding! I don’t believe that at all. (Though someone did type in the chat, “How to write for a stupid client.”) I think the client suffers from a problem I see all the time in Shrimpers who are former academics, corporate escapees, and “recovering lawyers.” They suffer from Artificial Smartness Syndrome (ASS) — a tragic compulsion to sound intelligent by inserting corporate lingo and extra words.
I actually didn’t say that last part but I have posted about it on IG before: Maybe you’ve got a mild case of ASS. Or maybe you’re just ready to learn the secrets to emails people can’t wait to open…and buy from. 🎤GET PAID TO BE YOU 🗓️Thursday, June 25th Shake (off) that ASS! xoLaura
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Laura Belgray (Talking Shrimp)
"Yours are the only emails I actually open and read" - a regular reply in my inbox since 2009...and I'll bet in yours, too, once you subscribe and learn by pure, lazy osmosis to become the most compelling writer around. That said, no promises on improving your moral character.
Last fall, I got a subscriber email from my friend (and Shrimp Club alum) Frenchie Ferenczi. Subject line: I’ve gone woo(ish). She wrote about a spiritual teacher who was helping her connect to her intuition and let it guide her business. She had me at woo(ish). That’s me — or was. I even coined a term for it years ago: “Woo-Adjacent.” Wrote a manifesto and everything. In a nutshell, I think most of the spiritual industry reeks of bullshit, but I do love a good psychic or astrology reading....
Hey! Have you signed up yet for my free class TOMORROW Get Paid To Be You? How to cash in on your voice, personality and realness with EMAILS THAT SELL? If not, sign up here. Heads up: if you’re there or catch the replay, you might notice something’s different. Haircut? Facial? Nope — just my energy. {*Cue wind chimes*} Last fall, I got a subscriber email from my friend (and Shrimp Club alum) Frenchie Ferenczi. Subject line: I’ve gone woo(ish). She wrote about a spiritual teacher who was...
Hey! Just so you don’t think I’m trash-talking my friend Suzanne, she’d admit this herself: Her email game used to kind of…suck. First of all, because she barely wrote any. She had a dormant list of thousands of writers, and they almost never heard from her. Ugh, I can’t. Do you know how much it hurts me to see a wasted email list? It’s like watching someone let their sundae melt. Give it to me, then! (Except you can’t give someone your email list — illegal.) Suzanne had always counted on...