Unfortunately I cannot find the reference I wanted to use for this email, so you’ll have to help me if you know more details.

In the USA in the 1800s, I think, a gentleman sold short books on diverse subjects by mail order.

I think it was called Blue Books or something similar.

He had hundreds of books in his catalogue and discovered that to change a book from not selling to selling, he had to change the title.

Often that was the only change he needed to make, but sometimes he had to reword the description.

The lesson here is that the book contents didn’t change.

The title is what grabbed the eye of the customer and got them to read the description.

If the title didn’t catch the eye, the description wouldn’t get read, and the book didn’t sell.

It’s the same with yours and my emails, sales pages, blog posts etc.

It’s why click-bait headlines work even when the rest of the content doesn’t match.

I don’t like using any subject line that looks like click-bait and do my best to avoid them, but I know that I have to pique your interest with the subject line, or you won’t bother to open or read the email.

It’s a fine line that we walk between rabid baiting and interest-grabbing.

You should collect the subject lines that get you to open an email into a swipe file so you can use them as the base for your emails.

Do the same with blog posts, sales pages etc.

Regards,
Brent.

P.S.  Have you grabbed Andy Waring’s free email templates yet?

You’ll find them here https://go.wm-tips.com/ar-emails, and you’ll find them invaluable.