Swim Instructor’s Secret to Writing Emails that Convert

It’s all about the basics

Photo by Sara García on Unsplash

Last night I took my 5-year-old to his final swimming class before Christmas break.

For the past 12 weeks…

All of his lessons have been EXACTLY the same.

Practicing strong kicks.

Learning to turn from his back to his front.

And vice versa.

No breaststroke…

No backstroke…

No butterfly…

ZERO arm work.

Here’s why:

The swimming instructor is teaching him the basics.

The fundamentals are what make the “advanced” techniques he will learn in the future work.

(…you can swim without ever moving your arms…)

Writing an email that converts is no different.

Adding a little “flourish” here and there won’t do much of anything…

(except maybe cause you to drown if you don’t have the basics down)

And that’s not good.

You need to focus on the fundamentals.

• Write a strong headline that grabs attention
• Follow it up with an…