I’ve done a lot of copywriting work in the finance niche, and it lines up fairly well with my love of, well, finance topics.
I’m also on various email lists for different market sectors and asset classes, including stocks, real estate, and shiny, shiny gold.
One of these lists is Money Metals Exchange, a precious metals dealer that also publishes lots of news and content about precious metals and market stuff.
Now, finance is a niche where you’ll see plenty of affiliate-style promotions. One company will partner with another, then mail their partner’s list with a relevant offer.
Here, it looks like Money Metals Exchange partnered with Investor Place, a finance and investing news and education website.
They aren’t even selling anything that costs money, either. It’s a free report!
Let’s look at the email.
The Email: A Push to a Free Report Through a Partner
Like I said, Investor Place is pushing to a free report.
First: A Lot Goes Into a Good Subject Line/Preview Combo
Context is vital to your copy. You can write the most powerful passage in your email and sell nothing if it doesn’t cover the right topics.
Likewise, you can write a mediocre but passable piece of copy and get some good conversions if you have to say on a relevant topic.
This is because you’re “entering the conversation in the reader’s head.” You’re speaking on matters that are currently on their minds.
That’s why the subject line/preview text combo here works well.
As you can see, this was in mid-March 2020… Right when Bitcoin dipped slightly in the middle of another bull run (meaning it started going up in price). People at that point likely thought about buying Bitcoin to take advantage of the dip and ride the wave upwards.
Plus, the world was mired in all sorts of craziness, and so people were looking to things like gold and, well, crypto to potentially make money on the volatility.
So when Money Metals Exchange ostensibly comes in with suggestions (3 tokens to buy in a rough market) and a curiosity-driven preview (before you buy Bitcoin)… and you’re in the market of people who want to potentially make money in the market instead of lose it…
You pay attention.
Of course, it’s not Money Metals Exchange, but their partner… but the reader doesn’t have to know about that yet since the brands have partnered for this email.
Know Your Market… And Grab Their Attention Immediately
Like the subject line, Investor Place grabs the reader’s attention in the first 3 lines.
They mention the two coins that were on everyone’s minds before saying “or any other popular coin.”
When I give examples, I like to do it in “groups of 3” like this. Two is too little, and four feels slightly too long.
Having 3 items here (Bitcoin, Dogecoin, and any other coin) gives these lines a more pleasant rhythm and cadence.
Right after, they put CTA 1.
I’m a fan of multiple CTAs, assuming the idea behind the email stays the same. It gives different types of buyers chances to take action when they feel ready.
For example, some buyers might be ready immediately after those first few lines. Maybe they don’t need much persuading (it’s a free report, after all), or perhaps they already trust Investor Place and Money Metals Exchange.
Either way, they can download right there.
If Investor Place had instead said something like “keep reading”, they may have lost a few of the readers who were ready to grab the report right away.
That said, not all readers will be ready to download, even if the report’s free. They need to trust Investor Place more, find out what’s in that report before occupying valuable memory with it, and get an answer as to why they shouldn’t buy Bitcoin and Dogecoin.
That’s why this email continues on…
Tell Them What’s In It… and Build Some Serious Social Proof
It’s a free report. They don’t have to get super fancy about telling you what the offer entails.
So in one line, they, well, tell you what the offer entails — 3 tokens picked by a highly-respected industry guru. That would be enough to persuade a few more people to download…
But now that they’ve introduced the guru, they have another objection. Why is this guy a guru?
The next 4 lines tell you why you can trust Mr. Lango. You get the idea he knows what he’s doing and he’s made money doing it.
That last line serves a dual purpose. It’s part of the social proof…
But it also sets the stage for the 2nd CTA (shown next) by value framing.
Investor Place is showing you how valuable this short report is… the fact that Mr. Lango can theoretically charge $100 per report tells the reader that:
- His knowledge and skills is worth a lot, adding to the social proof (as mentioned)
- Showing you what a deal you’re getting (you’re getting a $100 report for free)
And of course, in theory, you could potentially make that money back if the cryptos he recommends were to go the right way. That’s implicit but only adds to the value proposition here.
Persuade Them With Exclusivity and a Grand Opportunity
Again, exclusivity. Normally, it costs $100, but Mr. Lango wants to give you this report for free because of a time-sensitive opportunity.
Speaking of time sensitivity, the line about the “current crypto dip” adds urgency. The dip would end at some point. His crypto picks wouldn’t be at “bargain prices” forever.
That makes the reader primed to download NOW instead of later — especially after the social proof elements earlier in the email — and the CTA is right there waiting for them.
Lastly, the email is written as if it comes from a person, as you can see from the signature. That’s always better than a “faceless company.”
Takeaways
If I had to guess, the goal here was for Investor Place to get highly qualified new leads since they partnered with a precious metals dealer.
And they did it quite well in both offer (a free report to draw in leads) and copy pushing to that report. The copy feels punchy, short, and compelling.
The use of 2 CTAs is a great idea since it’s a free report. You don’t need to diffuse many objections with a free report. One CTA for the “it’s free so I’ll get it crowd,” and another for the slightly more skeptical.
I especially like the section between the CTAs, too. It explains the offer, why you should get it (the guru), shows why to trust the guru, value-frames, and adds urgency in one seamless chunk.
This is good copy. Everything you need to sell, and not a word too many.
What to Do Next
- Get on my email list.
- Reach out to me if you want help writing emails like this one.
- Check out Money Metals Exchange if you like gold and silver. Give Investor Place a look as well.