Long ago, I joined an affiliate marketing course.
Like a lot of digital courses, one of the perks came with access to a private Facebook group.
It was easy to tell that the course was marketed towards beginner online businesspeople.
There were a lot of common questions like:
“What’s the best WordPress theme to use?”
“Should I get Clickfunnels? Or is there a better alternative?”
Remembering this reminded me of a conversation I listened to between a photographer and film editor, and it went something like this.
One of the photographer’s fans asked the photographer,
“What’s a good quality camera for a beginner photographer?”
To which the photographer replied, “You suck.”
No joke, but he had good reasons for saying so.
1. He’s known to have a blunt personality, which his fans grew to love.
2. He thought his fan was asking the wrong question because he believed that his fan should focus on learning how to take good photos first before worrying about the equipment.
You can take photos with a good camera, but if you don’t know how to take a good photo, you’ll still have a bad photo, it’s just going to be a higher quality bad photo.
Same case if you use an expensive software like Clickfunnels, but you have terrible copywriting skills. You’ll just end up with a good-looking, but unprofitable funnel.
One of my clients has a client who sells home gym equipment. His sales page looks extremely outdated, it’s almost as if it’s a spam page, but the amount of sales it brings in is amazing, especially after the copy was tweaked.
Going back to email, it’s like asking which email marketing software provides the best deliverability rates when that is something completely out of your control. However, when you focus on writing better email copy to the point where your subscribers actually enjoy reading and will look forward to reading more, you no longer need to worry about things like deliverability, spam reports, and other email metrics.
If you want to learn more about writing better email copy, check out How to Become an Email Titan.