How to Write Breakthrough or Bust Email Copy

Are you sick of following copywriting ‘best practices’ and grammar rules?

So is Joanna Wiebe.

As Founder of Copyhackers, Joanna knows a thing or two about writing killer copy that converts. But sometimes, amazing copy lingers right outside our writing comfort zones.

On this episode of The FWD: Thinking Show, Joanna joins us to talk about the ‘best practices’ that are meant to be broken — and which ones shouldn’t be — and why standing out in the inbox sometimes means saying goodbye to safe copy. 

Episode summary

“Best practices create mediocrity.”

That’s the thesis of Joanna Wiebe’s concept behind breakthrough or bust email copy.

By doing things differently and not being afraid to break the rules, Joanna argues that adhering strictly to best practices and never trying to do something different will hinder our success with email.

But aren’t best practices meant to help us? Guide us? Help us create copy that resonates with our audiences and stand out?

Yes. And no. 

Conversion copywriting best practices can make copy polished and ‘ignorable.’ You need to do or say something that evokes discomfort. The point is — as Joanna says — to challenge boardroom consensus. 

Ready to learn more about crafting breakthrough or bust email copy?

Listen to the Episode Now

Time stamps for interview highlights

1:09: Joanna’s background in “copywriting”

5:09: What is breakthrough or bust email copy?

8:08: Best practices are lame, but there are some that can’t be broken

13:09: How to quit following best practices

16:30: How to get buy in for outside-the-box email copy

21:28: What is group discontent?

23:11: The 9-word email framework and why it’s important to split test emails

30:05: Unsubscribes aren’t necessarily a bad thing, but you can minimize them

32:35: What is an email swipe file and how should you use it?

35:45: Joanna’s best advice for email marketers

Learn more about Joanna Wiebe

Joanna Wiebe is the creator of Copyhackers and the Copy Chief at CH Agency. For nearly 15 years, Joanna has optimized copy for incredible companies like BT, Canva, Glowforge, Intuit, MetaLab, Prezi, SAP, Sprout Social and VWO. She’s also spoken at conferences like Mozon, INBOUND, SearchLove and CXL to teach audiences to write copy that converts. 

Want to read the blog post we talked about in this episode? Go over to Copyhacker’s site and read “Breakthrough-or-bust emails.”

Plus, follow and connect with Joanna on Twitter. 

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