A Story About Airplanes ✈️

It's 8 PM on a Sunday, and I've been looking at the blinking typing cursor for 30 minutes, trying to figure out how to start the very first email of my newsletter.

I'm just back from a long day at the runway visitors park at Manchester Airport with my two boys, Zach (4) and Axel (2). We spent a lot on kids' rides and ice cream and even did a short tour of the Concorde.

The runway visitors' park is set up the following way

1. It's free to enter (but pay for parking).
2. You can bring your own food and drink.
3. They have commentators telling you about each plane taking off/landing.
4. There are bright, colorful rides for kids (£3.50 per rider per ride). The most popular the plane ride.
5. There's a low-ticket £6 "short Concorde tour," where they upsell the longer tour and private parties (from £52 per person).
6. There's obviously a gift shop with toy planes starting at £15 and going up to £200 and more.

It's visual content that converts. It ladders up from free to paid with plenty of upsell and cross-selling opportunities, and you can spend a lot.

It's perhaps a bit too much - but it works.

If you think you might be promoting yourself or your offer too much - I bet it's actually the opposite, and you could do more.

P.S. How did I do with the intro? I started by setting the scene, telling a story, and linking it to content that converts. The structure of this Newsletter will be similar each week:

• A short story and what I've learned.
• A piece of content I've enjoyed during the week.

This week, I've enjoyed the following video.

It's a video podcast between Harry Dry and David Perell that touches on why copywriting is so important. Attention spans are short. Two of my favorite quotes from it are below.

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There's a lot more content from the "How I Write" video podcast, which is worth checking out—the video with Harry is one of the newest ones.

That's all for this week.