Copywriting.org Interviews Ryan Lester
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Q1. Where are you from?
Freeport, Illinois
Q2. How did you discover copywriting?
I come from a graphic design and advertising background where I’d been working with my own clients for quite a long time. I discovered copywriting – specifically direct response email copywriting – in 2019 when I joined the beta program for Ian Stanley’s flagship course 90 Days To Freedom. I was immediately drawn to how lucrative copywriting could be for literally every business – no matter what niche or sector.
Q3. What forms of copy do you write?
Email
Q4. What are your favorite niches to write in?
In no particular order… Music Instruction Survival Fitness Nutrition Golf Instruction Ecom Brick n’ Mortar Sales I’ve written for a lot of different niches and find doing research on the READER to be one of the most rewarding parts of the quest.
Q5. What is the #1 lesson you've learned as a copywriter?
The more the person reading relates to what they’re reading, the more they will become hooked. It seems obvious to me now but the psychology behind it is fascinating… Relatability to a good story will almost always outsell a obvious ad — providing the offer also relates and resonates with them. Aside from that… I suppose the $36 return on $1 invested ROI is pretty slick too…if you’re in to that whole “making boatloads of money” thing. Personally, until I saw it happen I really struggled with believing that an ROI like that was legit. But in 2019, my very first Email List Management client — a mom ‘n pop Furniture Store — saw a smooth 36% lift in their overall bottom line…the FIRST month I wrote for them! And it kept happening — month after month… even during a “pandemic.” They directly attribute the rise in sales to the email automation I set up for them. It’s all quite fascinating.
Q6. Who is your favorite copywriter & why?
Derek Johanson and Justin Goff for their email copy. Again, it comes back to who we resonate with — and I’m drawn to their writing style. Both of their email lists are pure gold. For long form stuff, I learned from quite a few of the OG’s of copy when I went through Copy Hour (a 90 day copywriting course) in 2020. Gary Bencivenga and Joe Sugarman are probably the two I gravitate towards most for long form writing — their stuff is absolutely brilliant.
Q7. Do you have any recent wins to share?
My favorite win recently… A client of mine is a touring guitarist for a chart-topping country band and is considered to be one of the best guitarists on the scene right now.. He also has a Patreon membership, Youtube channel and email list for his personal brand. I worked with him to get his emails out of the dreaded “promo” tab, write copy and create automations. In 30 days I was able to take him from a 5-7% open rate to an average open rate of 43%. His click through rate was non-existent and is now 7.2%. He is getting a 33% reply rate to opened emails that ask a question to get feedback from his fans on various musical ideas and offerings. Fans are replying LONG emotional stories to him about how his music has changed their lives. He told me that he now feels a connection with his list that he hasn’t found with any type of social media.
Q8. What would you say to a prospective client who wants to hire you?
If you don’t have an email list, there’s never been a better time to start building one than RIGHT NOW. If you DO have an email list… There’s a pretty fair chance that month-after-month you’re losing money that’s been hiding inside your list. I can show you where that revenue is hiding, how much you’re missing out on every month, and how you can get it back. If spending a few minutes to find all of this out for free with no-strings-attached sounds fairly reasonable to you… I invite you to book a Email List Revenue Audit with me and I’ll hunt it down for you. Simple as that. To see if we’re a good fit be sure to schedule your audit at the link below: www.hiddenrevenuehunter.com
Q9. What is a good email address for prospective clients to contact you?
ryan.lester@hiddenrevenuehunter.com