Welcome to the micro niche mastery podcast, where we help you establish yourself in the perfect micro niche. So you will get noticed and grow your business faster. And now your host, when one of his businesses stopped growing, he fixed it by niching down to solve a problem that only affected 5% of his email list. Ziv, Raviv.

Ziv:

Hello, today’s interviewee is Islam Benfifi and Islam is, uh, has this, uh, claim that is amazingly sexy. And that is if he’s the most expensive copywriter in Russia. I don’t know if that’s true or not, because I didn’t check, but definitely peaked my curiosity, but what peaks my curiosity for even more than that is that Islam has a unique selling proposition. He is unique in his offer in his money back guarantee, and that is something that everyone can learn from. So I want to welcome you to the show. Hello Islam.

Islam:

How are you?

Ziv:

 Good. Good. Thank you for taking the time to come here and chat with us just a little bit about what you do. I want to start just by understanding because you chose to serve very specific people. You’re not just unique in the way that you present your offer and your money back guarantee.

You’re also unique in choosing qualifying, who you work with. Can you tell us a little bit about your journey into copywriting first?

Islam:

Sure. So first thank you for having me on the podcast. I started my journey as a copywriter, probably 2008, somewhere around 2008, 2007. So, uh, I used to do SEO before that I used to have a marketing agency SEO services, and because I sucked managing team just wasn’t for me operation. So I decided why not sound sexy? And everyone had in beards and shaggy in Thailand. So, uh, yeah, I started doing copywriter and I was following a few people rather in a few books and I stumbled upon the Ross Rafino, which I was following before. It was, uh, an affiliate marketer. And I found that his selling his offer to the high ticket, basically coaches and is just selling a webinar basically is selling on webinar funnel as a course, as a coaching program.

Islam:

It was an interesting idea. So I said is selling a, my angle via that I would sell the copy for the webinar, right? If there’s a niche for such a thing, I found a niche. So why not write the copy for it once a well for awhile. But then I stumbled on daily emails from Dave D and for some reason, whenever I mentioned people that for people, nobody seems to know him about the work at J K IC with Dan Kennedy. So is that kind of a big deal in the model? But yeah, when, uh, he started, uh, I subscribed to him, started emailing me daily. I noticed that he was the only person basically that I was eager to open emails and they were mixing kind of sometimes silly. Sometimes [inaudible] sometimes educated sometimes all of it at once, whatever it was. I was excited to open the emails that even if I didn’t open the email today or next day or three days, I always came back to, right.

So then it hit me that maybe this is a good idea. And I noticed that he said in a course about the email, right? So that’s where I started doing daily emails, setting daily. And as for the guarantee, the guarantee, I took it from a course from franker, it was a client acquisition. And in it, he said he teaches something called the irresistible intrigue offer. And in his irresistible intrigue offer, he’s talking that is for example, coaching or anything, really. He talks about giving an offer that if you don’t like it, I’ll send you $100 or $500. Right. And as a teacher, as long as you’re good in filtering and setting the conditions upfront, you will never have to pay anybody 100 and $500, but you get the benefits of, Hey, he has something in dream as a guarantee. So yeah, I started playing it from there.

I was, I was not really sure what I was doing, but I started with $100, then $500 guarantee that $1,000 guarantee 5,000. And then I ended up at the house

Ziv:

 Just to clarify, basically you’re telling your clients in a very ballsy way that if they’re not happy for any reason, from the service, not only will you refund the money, but you will also pay them $10,000. You’ll wire it to paper.

Islam:

And not, if they’re not happy with, I set the specific claim that I don’t increase their sales. Right. And the, yeah, the guarantee, when you read it, increase your sales, I will pay you $10,000. It sounds outrageous a bit. Right. But when you think about it, I pick only people with a good list who have a good offer, a high ticket offer. And I only push the needle a bit with daily emails.

So they have the offer, they have the relationship, they have the list, they have everything. What they need is to pitch more. And most people are afraid to do that, especially with the emails. So what I say to them is give me your list. I’ll talk to it more often. Right. And yeah, as a, if the, the criteria, uh, the sales just happen,

Ziv:

So you make it sound simple, but you’re actually selling like an entry level, like to start a relationship type of offer with 15 emails that will be emailed if I understand correctly all within one month, is that correct?

Islam:

Yeah. 15 emails. I recommend it’s daily or once every two days. So, yeah. Yeah.

Ziv:

So tell me what happens in those emails.

Islam:

What happens in those emails is basically more or less the same. So I start with a story or something random.

I had dinner today. I had pasta today and I craft a story from there and it needs to, of course, to be authentic with what the client does. So if he’s in China and never ate best, I can say it’s best. And, uh, yeah, I can pick a random trivia. I can pick a piece of news and talk about it, talk about the weather, anything really. And the try to link that starts with something that sounds like social media, social media. So, so clean can read. So I was, uh, starting like that and then try to link it to the, the actual offer with a soft pitch at the end. Right. So I tried to really think it’s, for example, if she’s selling weight loss, try to link eating pasta to healthy eating, right. And the, by the way, if you want healthy eating, check out my program at the end of the email, most of the day, the email sellers do the same thing.

Because as I understand it, all of us learned it from the same person, but, uh, yeah, they, they learn this. I learned it from the people no more of Ben settle. Ben settle also learned it from if I remember correctly. So yeah, sometimes the testimonials emails, sometimes I get their webinars, for example, and I slice that women are into ideas and each idea I speak as a topic for the email and they all follow the same, that the email is very short light and gets to the point of they’re fairly quick.

Ziv:

So, uh, what happens with the client after the first month they’ve basically purchased the trip wire form. You, they were willing to take the risk with you because they there’s an amazing money back guarantee. So they can clues really either make more money or they make money from you. They, we need the weight, right. First. Did it ever happen to you that someone clear?

Islam:

Nope. I was a fairly rigorous with, with that. So it doesn’t have to grow because, uh, people, actually, people don’t when they get on people don’t really care about the guarantee. The guarantee is, uh, the people who take it as a challenge to prove me wrong, never have become clients, right. Because either they don’t like it, or they when they tried to get in, just to prove me wrong, I feel that there’s something wrong with their approach. And I turned them down. I don’t get a, they don’t work with everyone, but two people who I think are a mean and business light about it, they just found the guarantee as a way to get their trust and their now trust me a bit and also give me their money. So yeah, we work on it. I never had the problem.

Ziv:

And what happens after the first, like 15 emails? What is your continuity of it? After that?

Islam:

Most people I never hear from, she’s fine. That’s the point. But the few people who really like what I did, I pitch them on my retainer. Right. And my retainer starts at 10,000 emails, but $10,000 month. Right. It’s a that’s for daily emails only. Right. And if they want to a deeper partnership, we can discuss more pricing after.

Ziv:

Do you actually pitch that to the client? Only if they ask you,

Islam:

 I follow up with them. Hey, uh, and if they say awesome, cool, excellent. Sometimes I don’t, even, sometimes they write to me after each email, they say, whoa, amazing. Because they don’t know the power of their list. Right. I have many clients that I gave them. For example, I asked them the emails that they send before, and they’re dry as a stone, right.

So it’s a corporate, Hey, we have this offer today for you, 25% discount, please click here. So, uh, yeah, when they give them something a bit organic, a bit with a soul in it, the list reacts, right. And when you, even if it didn’t react on the first day, the second day at 1230 in a week, it is bound to happen. And, uh, a lot of people get excited with it for a lot of people have hugely with a great offer, but they don’t know how to take advantage of it. So what if a guy with a, let’s say, 80,000 emails selling an offer for $5,000, it can do a lot of profits can bring a lot of money. And, uh, people understand that decide to work with me.

Ziv:

What is your position on serving clients as a copywriter where you will get paid through commissions, basically a royalty or commission?

Islam:

Yeah. I accept that on the condition that there’s also a fixed fee besides the commission. Right? So I don’t work on commission. I tried to do it once or twice to experiment and it never works. People just take the emails, go away. They don’t pay. Right. So it’s not a good filter.

Ziv:

What are the criteria for you to accept the client for your initial one month offer basically?

Islam:

 To sell a offer that is $1,000 plus, and have an email that is 1000 plus emails in their list and on the condition that the list is not bought. So it was actually built via organic or pictures or referrals or whatever. Just not.

Ziv:

What about if it was guided through Facebook paid marketing? Would you still accept that?

 Islam:

Yeah, sure. A lot of people do.

Ziv:

Did you have a experience where you felt like the email itself is not really responding, even though it’s bigger than a thousand and the offer is of a thousand, but you just don’t see good open rates coming up from the emails, from the email list.

Islam:

I actually don’t worry about that stuff because as I said, the criteria out of there for me, it’s probably something about the offer or the list, not about me. And it’s probably something that’s bad that went with them from the start, because my guarantee is the compare, the results of this month or this period with the period right before. So if there’s something that’s really sucks, it will still suck, but it will still suck less with, with a daily. Yeah.

Ziv:

What about, is there a minimum, like they, they’re not making a lot of money, so they have a thousand emails. They have a thousand dollars offer, but then they didn’t sell anything last last month or just a bit. Would you still take the accounts?

Islam:

Yeah, I think a lot of people, but a lot of people that call them that they’re not fit for the guarantee.

If your list is brand new, you build it. But it’s brand new. We can’t compare to a zero. Right. I fell on that. There most people are fine with it because the people with brand new who approached me, I’m not looking for the gap. And, uh, I take people who are, uh, have offers that are lower, for example, $500. If I see that the list is big enough and I tell them it doesn’t fit the guarantee for example.

Ziv:

And so how do you find customers? Because you can’t really tell from the outside of a business, if they have an email list that is over 1000,

Islam:

Honestly, I just think, yeah, I never had a problem with that. So I just trust them when they say, and I use it, you just write the emails, they use them. If they had a problem, they asked for a guarantee, then we can go through all the claims, show me the list show. Right.

Ziv:

And then what do you do that to get customers to that wants to work with you?

Islam:

I just honestly, uh, for the two years for now, I just posted in a single group, copy job board. I did stuff here and there. I posted on LinkedIn. I did the, in other groups where they, for example, they have a Friday or something like that. So pitch us your offer in the comments I did that. I pitch open on my personal profile, but yeah, I just keep it light.

Ziv:

Some people, uh, that’s noticed your offer, maybe got jealous in the Facebook group. And by the way, we’ll put that in the show notes, all the links to all of the resources that you’ve mentioned today. But how do you feel about that? Like that people are upset about your bowl, the money back guarantee.

Islam:

I know a lot of people were upset, money guarantee box.

I just laugh it off. A lot of people have blocked me. I was so offended. Funny enough. Most of the people offended by this are copywriters themselves. How dare you remember when I wrote the first post and the job board and the, at the time, all the posts that the job or needed to be so wordy. I just wrote at the time, um, right. I don’t remember how many emails for a 5,000 guarantee. That’s it. It’s single sentence. And people were really upset. Send me messages. What the heck are you doing? Go learn copywriting first.

So how this is not the copy, but the, I just treated the job, this thing, right? So why not just post the nitty gritty of it? Just here’s the offer I did. Of course longer. I did the frequently asked questions. I did testimonials played with it. I did humor. Funny enough, you did the very silly posts on the job board at the time that landed me $20,000. It was, I listened to this song. It’s called Gil bananas by little big. And it’s just surreal. Ridiculous. The video clip doesn’t make sense. The lyrics doesn’t make sense. I just posted a part of the lyrics, the same way I do for emails. [inaudible],

Islam:

I’m buying I’m [inaudible]. And, uh, I went from there and linked it to, if you’re wanting to go bananas with emails, something like that, here’s a peanut sending me a message. Uh, people, uh, got a laugh of it. Yeah. And, uh, some reach to me. One of them said, Hey, I’ll take your offer. And it ended up with a 20,000.

Ziv:

 Islam. If people want to learn more about what you do or even contact you for help with the copy, with their businesses, with their Emily’s welcome. There you go.

Islam:

I’m only active on Facebook sometimes on maintenance type Islam Benfifi. Find me on Facebook, just send the Frederick.

Ziv:

And we will, I’ll put the link for that as well in the show notes. And I want to say, just thank you for being open here and chatting. What do you do? And what are the results you’re getting by choosing to not just be a copywriter or a daily copywriter, but to focus on specific type of customers and specific type of money back guarantee you have created for yourself, a micro niche, and clearly you have mastered your nation and managed to thrive. And the girl, even in conditions that are hostile and yet you’ve managed to, we may, again and again, I want to thank you for being here in the show. And I guys check out the show notes because all these amazing resources that Islam is a shared, you want check them out valuable. So thank you again, Islam.

Islam:

Awesome. Thank you for having me.

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