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Former professional basketball player and current email copywriter, Big Jason Henderson, joins Rob and Kira for the 43rd episode of The Copywriter Club Podcast. Jason shares how he went from Australian basketball star to highly paid email copywriter and in the process talks about: •  the too-easy-to-believe advice for writing great emails •  how he keeps his emails personal by writing to “one” person •  the recommended number of links that should go in every email (jk) • the tools he uses to track clicks and revenue •  his go-to writing formula for emails •  what it means to sell the click vs. sell the product •  which is the better motivator—the carrot or the stick •  why there’s no such thing as an email expert, and •  how he manages stress and overwork (when he doesn’t sleep for two days) Another eye-opening episode packed with lots of lessons, tactics and strategies you can use in your own copywriting business. Click the play button below, or scroll down for a full transcript. The people and stuff we mentioned on the show: Sponsor: AirStory MECLabs Marketing Sherpa Email Summit Gary Halbert Caleb O Dowd Scott Haines Revolution Golf Clicky Email Response Warrior Course Clayton Makepeace Dr. Flint McGlaughlin Tepsii Arman Morin Seminar GKIC (Dan Kennedy’s events) Ryan Deiss Russel Brunson Tony Flores John Carlton’s Simple Writing System Samuel Markowitz Amit Suneja UFC Parris Lampropolous David Deutsch Shortcutcopywritingsecrets.com Tim Ferris Kira’s website Rob’s website The Copywriter Club Facebook Group Intro: Content (for now) Outro: Gravity Full Transcript: The Copywriter Club Podcast is sponsored by Airstory, the writing platform for professional writers who want to get more done in half the time. Learn more at Airstory.co/club. Rob: What if you can hang out with seriously talented copy writers and other experts, ask them about their successes and failures, their work processes and their habits, then steal an idea or two to inspire your own work, that’s what Kira and I do every week and The Copywriter Club Podcast. Kira: You’re invited to join the club for episode 43 as we chat with email copywriter big Jason Henderson about what he has learned about sending more than a billion emails, creating high performance email funnels, the things you should do with email that the experts tell you not to do, and why your value proposition is the most important element for increasing conversation. Rob: Hi Kira. Hi Jason. Jason: Hi, good to be here. Kira: Great to have you Jason. Jason: Thanks for having me. Rob: Jason, I think we really want to start with your story, but before we get into that, I got to know how big are you? Jason: I’m only about 6'11". Rob: Okay, so not that big then. Kira: Not that big. That’s nothing. Rob: Yeah, why don’t we start with your story. You’re famous for email, tell us how you got started as an email copywriter? Jason: In 1996, I was playing professional basketball in Australia, and it was really laid back so I had plenty of free time and the local universities let me go into their computer labs, so I was just going around and I started with Acl and local businesses, and I started doing email and e-commerce back then. Little did I know, that e-commerce was going to be huge, I should have stuck with it. Yeah, I just started with that and I became ... Have you heard of the about.com brand? Rob: Yes. Jason: So back then, they were the mining company and I was the exercise guy. So they basically worked with us to drive as much traffic as possible, so they were teaching us about building email lists, writing articles, attracting free traffic, and for email all they said was, “You know it’s like having a one on one conversation, so if you can do that, then you can write an email.” And that’s basically all I knew. I was like, “Yeah, I can do that.” I think that’s an advantage for me starting way back then ...