Scott Bywater was no stranger to the challenges of writing effective emails. Little did he know that his breakthrough would come in the form of AI technology – transforming his email marketing efforts and revolutionizing the way he spoke to his audience.
But this newfound tool wasn’t just a magic bullet – Scott had to learn how to use it correctly in order to unlock its limitless potential.
What secrets has Scott uncovered, and what transformations has he made?
I look at AI technology as a bit like a chainsaw. It’ll help you chop up the wood a lot faster. But if you don’t know how to use it, you could chop your arm off at the same time. – Scott Bywater
My special guest is Scott Bywater, an incredibly resourceful marketing copywriter from Australia who has made a name for himself in the industry. With a wealth of experience under his belt, Scott has helped numerous real estate investors elevate their marketing game by leveraging the power of AI for crafting engaging emails.
Known for his ability to think outside the box, Scott’s expertise in utilizing innovative technology and understanding the customer’s mindset has made him a sought-after professional in his field. Get ready to be inspired by Scott’s refreshing approach to email marketing for real estate investors.
In this episode, you will be able to:
- Enhance your real estate investor email marketing with AI-driven strategies.
- Spark email curiosity and boost engagement with the power of open loops.
- Forge lasting relationships using genuine storytelling techniques in emails.
- Generate passive income by offering low-cost information products.
- Establish a loyal following and brand trust for long-lasting success.
Starting Email Marketing as a Real Estate Investor
Embarking on email marketing for real estate investors requires a strategic approach that incorporates personalization and delivers value to potential clients. By understanding customers’ needs and interests, tailored messages can be crafted to resonate with the unique nuances of one’s audience. Implementing email marketing sequences or campaigns allows for cohesive messaging and establishes strong connections with subscribers, ultimately transforming curiosity into commitment.
Scott Bywater emphasizes the importance of building trust with subscribers, particularly when first starting out in the email marketing space. He recommends offering valuable information and resources to customers before attempting any sales pitches, ensuring credibility and a solid foundation are established. Scott also encourages the use of platforms like Cartra or ActiveCampaign to manage email sequences for greater efficiency.
The resources mentioned in this episode are:
- Utilize AI technology to brainstorm email ideas by commanding it to generate a list of topics for your specific industry.
- Record yourself speaking and use transcription tools like Otter.AI to turn your speech into written content.
- Incorporate personal stories into your emails and find a way to segue them into your main message.
- Create curiosity in your subject lines to capture the reader’s attention and get them to open the email.
- Use the concept of open loops throughout your email to keep the reader engaged and wanting more. For example, tease upcoming content or exclusive information that will be revealed later in the email or in a follow-up email.
- Encourage readers to click on links within your email by offering valuable content or information, such as a free report or exclusive insights.
- End your email with a teaser for your next email to keep the reader interested and looking forward to future communications.
Learn more from Scott:
https://www.copywritingthatsells.com.au/lp/headlines
Scott Bywater is one of the most sought-after marketing copywriters in Australia, who runs what many regards as the highest-level private marketing group in Australia, Elite Marketers..
He is the creator of the groundbreaking AI copywriting course, ‘Simple Email ROI System’ and over the past 21 years has written for gurus and leading companies including Kerwin Rae, Jay Conrad Levinson (of ‘Guerilla Marketing’ fame), Mercola.com and The Learning Annex.
He’s an in-demand speaker who has presented at James Schramko’s SuperFast Business, Dale Beaumont and Ben Simkin’s masterminds – and is on a mission to help coaches, consultants, and course creators leverage their most undervalued asset (their email list) without being pushy or salesy.
Timestamped summary of this episode:
00:00:00 – Introduction,
The host introduces the guest, Scott Bywater, and the topic of the conversation: how chat, GPT, and AI can help in real estate investing.
00:02:03 – Email Writing,
Scott discusses the two main fears that hold people back from sending emails to their list: not knowing what to write about and the blinking cursor syndrome. He suggests using AI technology to brainstorm ideas and Otter to transcribe spoken answers to client questions. He emphasizes the importance of understanding the conversation going on in the customer’s mind and writing in a personal, conversational tone.
00:06:19 – Copywriting for Email and Web,
Scott explains that the principles of understanding the customer and writing based on their needs are the same for both email and web copywriting. However, email copywriting can be more personal and conversational, while web copywriting is more structured.
00:09:56 – Personal Stories,
Scott advises real estate investors to incorporate personal stories into their emails to make them more interesting and allow readers to connect with them on a deeper level. He suggests using stories to create open loops that entice readers to open and read subsequent emails.
00:13:52 – The Power of Curiosity,
Scott highlights the importance of curiosity in subject lines and how entering the conversation going on in someone’s mind is critical. He suggests using questions or statements that generate curiosity, such as how AI will impact the real estate industry. He also reveals that one of the most powerful words to use in subject lines and headlines is “you.”
00:16:08 – The Power of Open Loops,
Scott Bywater talks about the power of open loops in email marketing by creating curiosity and interest. He shares tips on how to create multiple open loops within an email and how it can lead to a higher engagement rate.
00:18:09 – Don’t be Salesy,
Scott Bywater emphasizes the importance of not being too salesy in email marketing by providing value and building relationships. He suggests sending regular emails with good content and only selling to those who have shown interest.
00:22:12 – The Value of Email,
Scott Bywater highlights the value of email marketing and how it is the only communication platform that businesses own and control. He also emphasizes the high ROI of email marketing and how it outplays other social media platforms.
00:27:23 – Starting Email Marketing as a Real Estate Investor,
Scott Bywater advises real estate investors to start with providing value and good content in their emails. He suggests sending a survey to understand the audience’s interests and problems and using the responses to create an email content calendar.
00:30:35 – Email Sequences,
Scott Bywater explains the importance of an onboarding sequence for new email subscribers and suggests using email sequences to take subscribers on a personalized journey. He emphasizes the importance of building a personal connection and adding value in email marketing.
00:31:54 – Email Marketing Sequences,
By using email marketing sequences, businesses can target specific groups of customers with relevant content. This personalized approach can lead to higher open and click-through rates. Scott suggests using AI to help write the emails but also emphasizes the importance of adding a personal touch.
00:34:24 – Email Marketing Metrics,
Open rates can vary between 5% to 50%, while click-through rates depend on the type of content and length of the email. Scott advises aiming for between 10% to 30% for open rates. It’s also important to track metrics to see what is working and adjust accordingly.
00:37:23 – AI in Copywriting,
AI can be useful for brainstorming and writing simple emails or reports. However, to stand out, businesses need to add a personal touch and emotional connection that AI cannot replicate. Scott recommends using AI tools like Jasper and Scribner to help with writing.
00:46:11 – Helpful Tools,
Jasper and Scribner are two software tools Scott recommends. Jasper uses AI to help write emails, while Scribner is a writing software that allows users to organize research and writing in one place. Both tools can be helpful for businesses looking to improve their email marketing and copywriting skills.
00:47:35 – Final Thoughts,
Scott’s favorite quote is “I really like the saying ‘diamonds in your backyard.'” He encourages businesses to use their existing customer base and email marketing to find these diamonds and grow their business. Consistency and personalization are key to success in email marketing.
00:48:11 – The Power of Networking and Optionality,
Scott Bywater talks about the importance of optionality in networking and marketing. He emphasizes that when you speak at a seminar or go on a podcast, you open yourself up to hundreds of potential opportunities. By leveraging loose connections and treating them like raffle tickets in the game of life, you can connect with potential clients and partners down the line.
00:50:26 – Consistency is Key,
Paul Copcutt emphasizes the importance of consistency in marketing and networking. He explains that while an email or interaction may not lead to success immediately, it could pay off in the long term. By consistently putting out quality content and messaging, businesses can build a loyal following and attract potential clients down the line.
00:55:23 – Finding Your Sweet Spot in Business,
Paul Copcutt explains that 97% of his business is now focused on real estate investors, which he never would have predicted five years ago. He explains that most of his clients come from referrals, and he has found success in focusing on a specific niche. He also talks about his work with professional athletes, who often struggle to find success after their sports careers are over.
01:00:45 – The Power of Quora,
Scott Bywater talks about his experience as a top writer on Quora, but emphasizes that he has not been able to attribute any direct business to his answers on the platform. He suggests that while Quora may be a great way to share expertise and build a following, it may not necessarily lead to direct business opportunities.
01:01:48 – Success in the Real Estate Investing Space,
Paul Copcutt discusses the success he has found in working with real estate investors, who make up the majority of his current clients. He explains that these clients often come from referrals and that he has been able to secure retainers with many of them. He emphasizes the importance of finding a niche and building a consistent brand to attract potential clients.
01:02:32 – Overcoming Business Challenges,
Scott Bywater and Paul Copcutt discuss the challenges of running a business and the importance of delegating tasks to others. They talk about the need to prioritize tasks to avoid working on low-value activities.
01:03:15 – Achieving Business Success,
Scott shares his goal of taking a three-week vacation without worrying about his business. Paul suggests that Scott’s products should be able to deliver that goal. They discuss Justin Welsh’s success in selling two products worth $150 each, generating $3.5 million in two and a half years.
01:04:55 – Selling Information Products,
Scott and Paul discuss the benefits of selling information products. They discuss Justin Welsh’s monthly subscription service, where he sells his five best posts of the month for $9. They also talk about Liz Wilcox’s program, where she sends out email templates every week for $9 per month.
01:06:55 – Low-End Subscription Model,
Paul and Scott discuss the benefits of a low-end subscription model, where customers pay a small amount but provide a steady stream of income. They discuss Liz Wilcox’s program, where she charges $9 per month and provides weekly email templates for a particular group. They also mention the potential for upselling and affiliate fees.
Connect with me here:
- https://twitter.com/paulcopcutt
- https://www.youtube.com/channel/UCV4g4R9026ObZBMyC0cuPtw
- https://paulcopcutt.com/
- https://www.facebook.com/paulcopcutt/
- https://www.linkedin.com/in/paulcopcutt/
Other episodes you’ll enjoy:
https://paulcopcutt.com/episode109/
Reveal, Engage, Impact: Your 3 Step Marketing Roadmap
https://paulcopcutt.com/episode108/
Unlock the Power of Video Marketing
https://paulcopcutt.com/episode107/
When you’re ready here is how I can help you;
Work with me and my team on defining and growing your personal brand and building your business.
Let’s set up an initial call to discuss what that might look like https://bookme.name/paulcopcutt/bb