{"id":717,"date":"2020-05-27T13:42:15","date_gmt":"2020-05-27T20:42:15","guid":{"rendered":"https:\/\/www.scot.fun\/damentals\/?p=717"},"modified":"2020-05-27T13:42:26","modified_gmt":"2020-05-27T20:42:26","slug":"a-good-entertainer-email","status":"publish","type":"post","link":"https:\/\/www.scot.fun\/damentals\/a-good-entertainer-email\/","title":{"rendered":"A Good Entertainer Email"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" data-attachment-id=\"718\" data-permalink=\"https:\/\/www.scot.fun\/damentals\/a-good-entertainer-email\/action-aim-ancient-architecture-231013\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/action-aim-ancient-architecture-231013-scaled.jpg?fit=2560%2C1920&amp;ssl=1\" data-orig-size=\"2560,1920\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"action-aim-ancient-architecture-231013\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/action-aim-ancient-architecture-231013-scaled.jpg?fit=1024%2C768&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/action-aim-ancient-architecture-231013.jpg?resize=1024%2C768&#038;ssl=1\" alt=\"\" class=\"wp-image-718\" srcset=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/action-aim-ancient-architecture-231013-scaled.jpg?resize=1024%2C768&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/action-aim-ancient-architecture-231013-scaled.jpg?resize=300%2C225&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/action-aim-ancient-architecture-231013-scaled.jpg?resize=768%2C576&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/action-aim-ancient-architecture-231013-scaled.jpg?resize=1536%2C1152&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/action-aim-ancient-architecture-231013-scaled.jpg?resize=2048%2C1536&amp;ssl=1 2048w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p>Instead of going through the science of how it all works, I&#8217;ll give you the basic protocol for one way to correctly make a marketing email so you can start now. You can of course ignore any of these tips, but realize there&#8217;s success behind every part, so please recognize you will be sacrificing with every such choice.<\/p>\n\n\n\n<!--more-->\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>If you have a lot to say, go to therapy.<\/p><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Starting with the DON&#8217;Ts<\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>ask for something<\/li><li>write a bunch<\/li><li>give news that nobody cares about<\/li><li>try to please everyone in the world<\/li><li>make an email because people suggested it<\/li><li>send to people who don&#8217;t want emails<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">The DO<\/h2>\n\n\n\n<p>You&#8217;re giving something to people that want it. You&#8217;re open to conversation. Every part of your email is a gift. The image is beautiful and interesting. The text is well written. It&#8217;s entertaining. Informational. It&#8217;s emotional. It gives a good feeling. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Here&#8217;s the structure<\/h2>\n\n\n\n<ol class=\"wp-block-list\"><li>compelling subject<\/li><li>contrasting, but compelling preheader text<\/li><li>image<\/li><li>headline<\/li><li>one to three paragraphs<\/li><li>call to action button<\/li><\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"336\" data-attachment-id=\"719\" data-permalink=\"https:\/\/www.scot.fun\/damentals\/a-good-entertainer-email\/email-preview\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/email-preview.png?fit=1040%2C341&amp;ssl=1\" data-orig-size=\"1040,341\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"email-preview\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/email-preview.png?fit=1024%2C336&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/email-preview.png?resize=1024%2C336&#038;ssl=1\" alt=\"\" class=\"wp-image-719\" srcset=\"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/email-preview.png?resize=1024%2C336&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/email-preview.png?resize=300%2C98&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/email-preview.png?resize=768%2C252&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/email-preview.png?w=1040&amp;ssl=1 1040w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption>what someone sees before opening the email<\/figcaption><\/figure>\n\n\n\n<p>Your <strong>email subject<\/strong> is to be compelling, interesting, and does not tell the reader what they will find inside. Look up clickbait headlines and <a href=\"https:\/\/nymag.com\/news\/intelligencer\/obama-emails-2012-8\/\" target=\"_blank\" rel=\"noopener\">Obama&#8217;s email subjects<\/a> for inspiration.<\/p>\n\n\n\n<p>The <strong>preheader text<\/strong> or <strong>preview blurb<\/strong> also compels a person to open, and leads them on the path, but doesn&#8217;t telegraph what&#8217;s inside. Include emotional words. You want people to open with delight.<\/p>\n\n\n\n<p>The <strong>image<\/strong> is beautiful and fun (or informational) and makes a person want to read more.<\/p>\n\n\n\n<p>The <strong>headline<\/strong> starts giving some answers of what&#8217;s to come.<\/p>\n\n\n\n<p>The <strong>text<\/strong> leads to one call to action. Only one.  It is a singular message that is simple and clear and a wonderful thing to read. It&#8217;s written in a personal direct way. It&#8217;s written to one reader. So, you don&#8217;t say &#8220;Hey, guys!&#8221; you say &#8220;What&#8217;s up?&#8221; <\/p>\n\n\n\n<p>The <strong>call to action<\/strong> is a clear statement of what you want the reader to do. It&#8217;s a button like &#8220;Click to watch the full video&#8221; or it&#8217;s just text that says &#8220;Reply and tell me which gift you want.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The trap<\/h2>\n\n\n\n<p>Entertainment companies often think they need to create newsletter emails that detail all their successes, but they don&#8217;t. If your success somehow translates to a benefit for the reader, then great! Let&#8217;s say your emails are going out to bookers who like booking you. If you just did 10 TV shows and now you&#8217;re twice as easy to book. That&#8217;s great news for them. If you just did the Guam state fair, that is not a gift to the reader.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>The job of your email list is not to broadcast and ask for something. It is to have a conversation and serve.<\/p><\/blockquote>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Instead of going through the science of how it all works, I&#8217;ll give you the basic protocol for one way to correctly make a marketing email so you can start now. You can of course ignore any of these tips, but realize there&#8217;s success behind every part, so please recognize you will be sacrificing with [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":720,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":{"facebook_10158666434799935_26707174888":"","twitter_aToyMjM4MTQzMDs=_22381430":""},"rop_publish_now_history":[],"rop_publish_now_status":"pending","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-717","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/05\/action-aim-ancient-architecture-231013-1024x768-1.jpg?fit=1024%2C768&ssl=1","jetpack_shortlink":"https:\/\/wp.me\/pc33gc-bz","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2804,"url":"https:\/\/www.scot.fun\/damentals\/omg-emotions-please\/","url_meta":{"origin":717,"position":0},"title":"OMG! Emotions, Please!","author":"scot","date":"August 17, 2021","format":false,"excerpt":"I'm from the magic and juggling world. We are often seen as cheezy. That's another word for shallow. Great jugglers and great magicians bring in their humanity. One thing humans have... emotions! Easy trick: include emotions in what we do. This applies to any entertainment. Audiences can not absorb anything\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/08\/pexels-adrianna-calvo-4615139.jpg?fit=1200%2C766&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/08\/pexels-adrianna-calvo-4615139.jpg?fit=1200%2C766&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/08\/pexels-adrianna-calvo-4615139.jpg?fit=1200%2C766&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/08\/pexels-adrianna-calvo-4615139.jpg?fit=1200%2C766&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2021\/08\/pexels-adrianna-calvo-4615139.jpg?fit=1200%2C766&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1837,"url":"https:\/\/www.scot.fun\/damentals\/lock-in\/","url_meta":{"origin":717,"position":1},"title":"Lock In","author":"scot","date":"October 21, 2020","format":false,"excerpt":"According to Ryan on The Office, selling to a new customer is 5x more expensive than a repeat customer. It might even be more expensive than that. It takes a lot of work to sell a ticket to a stranger, or get someone who's never heard of us to buy\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/10\/lock-.jpg?fit=1200%2C749&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/10\/lock-.jpg?fit=1200%2C749&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/10\/lock-.jpg?fit=1200%2C749&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/10\/lock-.jpg?fit=1200%2C749&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/10\/lock-.jpg?fit=1200%2C749&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3366,"url":"https:\/\/www.scot.fun\/damentals\/a-brand-is-fertile-soil\/","url_meta":{"origin":717,"position":2},"title":"A Brand is Fertile Soil","author":"scot","date":"July 4, 2022","format":false,"excerpt":"\"Please tell your friends about my show\"\"Share this link\"\"Let's get the word out about my album\" These phrases almost don't need to be uttered when we have a strong brand. If we don't have a strong brand, they're even more useless. What we do is not for everyone. So many\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?fit=1200%2C691&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?fit=1200%2C691&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?fit=1200%2C691&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?fit=1200%2C691&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/07\/seed.jpg?fit=1200%2C691&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1880,"url":"https:\/\/www.scot.fun\/damentals\/messier-please\/","url_meta":{"origin":717,"position":3},"title":"Messier, Please","author":"scot","date":"October 29, 2020","format":false,"excerpt":"I like entertainment to be messy. Everyone does. Not just because flaws are loveable, it's more than that. When something surprising emerges from the natural world, we experience magic. Nature is messy and basic. When a creator makes something sterile, they are hiding the nature of it. When the nature\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/10\/bowl.jpg?fit=1200%2C736&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/10\/bowl.jpg?fit=1200%2C736&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/10\/bowl.jpg?fit=1200%2C736&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/10\/bowl.jpg?fit=1200%2C736&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/10\/bowl.jpg?fit=1200%2C736&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1096,"url":"https:\/\/www.scot.fun\/damentals\/rejection-hoarding-it\/","url_meta":{"origin":717,"position":4},"title":"Rejection: Hoarding it","author":"scot","date":"July 5, 2020","format":false,"excerpt":"Another approach to being rejected is to set up camp on the chopping block. Stay in it. Set yourself up for rejection a lot. Increase your Rejection Opportunity (RO) rate This is a 3 part series on rejection. Doing it, avoiding it & embracing it. Some of us can't get\u2026","rel":"","context":"With 2 comments","block_context":{"text":"With 2 comments","link":"https:\/\/www.scot.fun\/damentals\/rejection-hoarding-it\/#comments"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/07\/garbage-lot-2967770-2.jpg?fit=1163%2C842&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/07\/garbage-lot-2967770-2.jpg?fit=1163%2C842&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/07\/garbage-lot-2967770-2.jpg?fit=1163%2C842&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/07\/garbage-lot-2967770-2.jpg?fit=1163%2C842&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2020\/07\/garbage-lot-2967770-2.jpg?fit=1163%2C842&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3494,"url":"https:\/\/www.scot.fun\/damentals\/free-isnt-cheap-enough\/","url_meta":{"origin":717,"position":5},"title":"Free isn&#8217;t cheap enough","author":"scot","date":"November 18, 2022","format":false,"excerpt":"Doing Scot Nery's Boobietrap, we wanted to fill every seat. So, when we weren't sold out, we gave away lots of tickets for free. Our seats still weren't filled. If enough people knew about us and knew they could get free tickets, why would we not have a packed house?\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/11\/pexels-yana-moroz-14239995.jpg?fit=1200%2C736&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/11\/pexels-yana-moroz-14239995.jpg?fit=1200%2C736&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/11\/pexels-yana-moroz-14239995.jpg?fit=1200%2C736&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/11\/pexels-yana-moroz-14239995.jpg?fit=1200%2C736&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.scot.fun\/damentals\/wp-content\/uploads\/2022\/11\/pexels-yana-moroz-14239995.jpg?fit=1200%2C736&ssl=1&resize=1050%2C600 3x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts\/717","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/comments?post=717"}],"version-history":[{"count":2,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts\/717\/revisions"}],"predecessor-version":[{"id":777,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/posts\/717\/revisions\/777"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/media\/720"}],"wp:attachment":[{"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/media?parent=717"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/categories?post=717"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.scot.fun\/damentals\/wp-json\/wp\/v2\/tags?post=717"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}