Email Copywriting Tutorial For Dummies (Live Walkthrough)
Summary
TLDRThe video script reveals a proven process for crafting high-converting sales emails, demonstrated through a live example for a fitness coaching service. It emphasizes targeting a specific audience, conducting in-depth research using a tool like Anava, and creating relatable narratives to engage potential clients. The script details the steps of crafting compelling subject lines, writing emotionally-driven stories, and presenting solutions that resonate with the audience's pain points. It concludes with a strategy for revising the email for conciseness and impact.
Takeaways
- 💼 Emphasize credibility by mentioning past success in making over a million dollars with the email writing process.
- 🏋️♂️ Use a specific example client, like a fitness coaching service, to make the process relatable and practical.
- 👨💻 Research the target audience to tailor the email; for this example, young men aged 16-25 wanting to lose fat.
- 📚 Use research tools, such as Anava, to understand the problems and pain points of the target audience.
- 📧 Create compelling subject lines by using direct quotes that resonate with the audience's fears and experiences.
- 🔍 Conduct in-depth research by reading through community posts and comments to find real-life problems and emotions.
- 📝 Write the email body by crafting a story that addresses the target audience's pain points and offers a solution.
- 💡 Use a Problem-Agitate-Solution (PAS) framework to structure the email: present the problem, agitate it, and provide a solution.
- 💰 Amortize the cost of the service to make it more palatable by breaking it down into a daily expense.
- 🛠️ Revise and refine the email after a break to ensure it's concise and effective, removing any unnecessary content.
Q & A
What is the main topic of the video script?
-The main topic of the video script is the process of writing effective sales emails, specifically for a fitness coaching service, using a method that has been successful in generating significant revenue.
Who is the target audience for the sales email in the script?
-The target audience for the sales email is young men, aged 16 to 25, who are looking to lose body fat through a fitness coaching program.
What is the price of the fitness coaching program mentioned in the script?
-The fitness coaching program mentioned in the script costs £600 for a 12-week period.
What is the purpose of the initial research conducted in the script?
-The initial research is conducted to understand the target audience's pain points and to gather relatable content that can be used to create an engaging and effective sales email.
What tool is mentioned in the script for conducting research on potential clients?
-The tool mentioned in the script for conducting research is called 'anava,' which helps in finding communities and discussions related to the product or service being sold.
What is the significance of using a relatable subject line in the sales email?
-A relatable subject line is significant because it taps into the target audience's emotions and experiences, increasing the likelihood of them opening and engaging with the email.
What is the 'problem-agitate-solution' approach mentioned in the script?
-The 'problem-agitate-solution' approach is a copywriting technique where the writer first identifies a problem, then agitates or expands on it to create a sense of urgency, and finally presents a solution to the problem.
How does the script suggest pricing the fitness coaching service to make it more appealing?
-The script suggests amortizing the price, presenting it on a per-day basis (£7 per day), which makes the cost seem more manageable and appealing to the potential customer.
What is the final step in the email writing process described in the script?
-The final step in the email writing process is to leave the email for a short period, then return with fresh eyes to review and trim any unnecessary content, making the email more concise and impactful.
What is the script's stance on using personal experiences in writing sales emails?
-The script suggests that writing from personal experience can be a powerful way to create relatable and emotionally resonant emails, as long as the writer has a deep understanding of the problem being addressed.
Outlines
📈 Email Marketing Strategy Reveal
The speaker introduces a proven email marketing process that has generated substantial revenue. They plan to demonstrate this by writing a live email for a fitness coaching service, emphasizing their experience with major brands. The process begins with identifying the target audience, in this case, young men wanting to lose fat, and setting up a Google Document to outline the email's purpose, product details, and call-to-action. The speaker also mentions using a tool called 'anava' for in-depth market research to tailor the email content to the audience's needs and interests.
🔍 Deep Dive into Customer Research
The speaker delves into customer research, utilizing a tool to find communities discussing fat loss. They analyze posts to identify common problems and fears that potential customers face, such as gym anxiety and relationship issues due to being overweight. The speaker uses these insights to brainstorm email subject lines that resonate with these concerns, aiming to create a strong emotional connection with the reader. They also discuss the importance of personal experience in crafting relatable and compelling emails.
📝 Crafting an Emotional Story in Email Copy
The speaker outlines a strategy for writing the body of the email, opting for a storytelling approach to engage the reader. They create a fictional narrative based on real community posts, focusing on a young man who has gained weight and lost confidence after a breakup. The speaker emphasizes the importance of evoking emotion and using personal experiences to make the email more relatable and persuasive. They also introduce the 'problem-agitate-solution' framework for structuring the email content effectively.
💰 Price Amortization and Call-to-Action
The speaker discusses the importance of presenting the product's price in a way that is easily understandable and appealing to the customer. They calculate the daily cost of a 12-week fitness program and use this figure to demonstrate the value of the service. The speaker then crafts a call-to-action (CTA) that includes a link for booking a consultation with the fitness coach, emphasizing the potential transformation the reader can achieve. They also mention the technique of leaving the email to 'cool down' before revisiting it with fresh eyes to refine and improve the content.
Mindmap
Keywords
💡Email Marketing
💡Copywriting
💡Fitness Coaching
💡Target Audience
💡Anava
💡Subject Line
💡Problem-Agitate-Solution
💡Amortizing the Price
💡Call-to-Action (CTA)
💡Emotional Pain Points
💡Storytelling
Highlights
Revealing a proven email writing process used to generate over a million dollars in sales.
Using a fitness coaching service as an example client to demonstrate the email writing process.
Identifying the target audience for the email, focusing on young men who want to lose fat.
Creating a Google Document to outline the email's purpose, audience, and call to action.
Researching the target audience using the Anava tool to find communities discussing fat loss.
Selecting a community called 'loseit' to gather insights and relatable problems for the email content.
Documenting real-life problems from community posts to use as hooks in the email.
Creating a relatable subject line based on a community member's post about gym fear.
Using emotional triggers like breakups to create compelling email subject lines.
Crafting a narrative in the email that resonates with the target audience's personal experiences.
Incorporating a story of transformation from a community post to inspire potential clients.
Using the problem-agitate-solution framework to structure the email body effectively.
Calculating the daily cost of the fitness program to make the price more relatable and appealing.
Including a clear call to action with a link to book a call with the fitness coach.
Revising the email after a break to trim unnecessary content and enhance clarity.
Demonstrating the use of Anava for copywriting and potential income generation.
Providing a step-by-step guide on writing high-converting emails for sales.
Transcripts
this is the exact process I've used to
write over a, emails and make over a
million dollars by doing it and today
I'm going to reveal that entire process
by writing a live email that I'd sell to
a client I've used this process when I
worked with some of the biggest brands
in the world as a copywriter so I
guarantee you'll get results with it if
you use it right so now that I've shown
you I'm a big shot I want to get
straight into the value here okay so
today I'm going to start nice and easy
I'm going to use a fitness coaching
Service as our example client just so we
have something to sort of visualize okay
so I'm just going to type in fat loss
and see who comes up all right so first
result Larry doy coaching all right so
Larry doy is going to be our example he
obviously has some sort of coaching
program that helps people with fat loss
now the first thing I want to do is
basically figure out like does Larry
specifically work with any type of
person or does he work with anyone who
wants to lose fat so if he only works
with like women or like men or older
working professionals or whoever it is
we want to figure that out now it seems
like Larry just works with anyone who
needs to lose fat which is absolutely
fine I want to dial in on one type of
person here because I think it's going
to be a better way to demonstrate how to
write an actual email so I'm just going
to focus on like young men who want to
lose fat okay so I've opened up a Google
Document for our practice email and I've
actually answered some quick questions
here which are questions you're going to
have to answer whenever you decide to
work with someone so firstly who is this
email for I'm going to write it for
young guys who want to lose fat so
probably people who are like 16 to 25
and they want to lose a bit of body fat
and how am I going to get them there so
what am I selling I am selling a fitness
program so it's like one to one coaching
that's £600 for 12 weeks so I know how
much it is I know how long it lasts and
I know what it is and finally what link
am I sending people to on this email so
I'm not just going to send them straight
to buy the £600 it's just not how it
works you want to get people to book a
call with Larry cuz Larry will then
close them on that call on the £600
service okay so the first part of our
process is to do our research so we
obviously know a basic bit about who
we're working with and I've made up some
main details that'll give us some
structure but I want to do more research
now on the type of person I'm going to
be selling this to okay so this is a
really powerful tool called anava and I
always show it on my channel as a way to
research for your potential clients I'll
show you how to use this tool later on
in the video to make 10K a month as a
copywriter but right now I just need to
do some basic research so what you do
you basically go through here and I just
want to type in fat loss so enav is
going to do its work it's going to pull
up all these different like communities
full of people who talk about fat loss
and related topics to Fat Loss so now I
want to look through and find one that's
kind of related to I basically want to
find a community where people who are
like young guys talk about losing fat
okay so I've chosen this one called lose
it which I assume obviously is just a
fat loss sort of community and this is
pretty perfect because we can see
stories of people who are in the current
P point of our customer so people who
want to lose fat and they will tell us
problems that they're having so these
are little nuggets of information that
we can include in our email that we know
that our customers will relate to sorry
I've just seen some of the
recommendations down here small deck
problems nah okay so the first post that
we see here I'm embarrassed to go to the
gym because of how little work I do and
how out of shape I am but if I don't go
there it'll never change I don't know
how to break this cycle any advice okay
so this is literally a post that someone
has written with the problems that they
have so they want to go to the gym but
they just are too nervous to go there
because they're out of shape and they
don't want to get judged okay so I'm
going to document some of the research
that I'm doing here and put it down on a
sheet so that later we can come back and
pull some of these little nuggets of
information out and we can use them in
our email okay so I'm just reading
through the comments this this type of
stuff is literally where you make money
it's when you're reading comments of
some old redit post that like barely
anybody has used this is where the sauce
is okay so I've just got a really good
idea for this email and this came from
doing like 2 seconds of research so the
idea is we basically make our subject
line like a quote like I want to go to
the gym but I'm afraid I'm too fat
whenever somebody reads that it's in
quotation marks and they're like oh my
God that's actually something I relate
to they click the email so this could be
a subject line like this could literally
be a subject line right here because it
obviously attacks a fear and it relates
to people and it's just an interesting
one it's like this could actually be
like a YouTube title on on a YouTube
video as well and it would probably get
a lot of views because it's a relatable
thing for fat people and I can tell you
because I used to be really out of shap
like two years ago and I had this exact
fear I was like oh man I'm going to be
so out of shape people are going to be
looking at me everyone else is going to
be in great shape
but like nobody cares but if this is a
legitimate fear of your Target customer
then you should definitely use it if you
can help them with that problem okay so
I'm going to go on the subreddit and
just sort of search for the biggest and
most popular posts in the last month
actually why don't I just search all
time because if it's the most popular a
lot of people are related to that title
and so we could use it and it could get
us a really good open rate on our email
okay so this is one that I haven't even
properly read yet but it's just giv me
another idea so apparently my husband
has a new girlfriend so I'm thinking
from not even reading this this might be
related to I'm out of shape and my
husband left me because I'm out of shape
and now he has a new girlfriend and
she's in shape and this is obviously
causing them insecurities and problems
which is terrible but this is something
that people might relate to and if we
can help them solve that problem of
being fat then we can you know solve
this problem for them I'm just going to
write here husband got a new
girlfriend actually if we're going to
Target this one for young guys let's
just change this slightly because my
wife got a new
boyfriend because then we can like sort
of relate it to guys instead of related
it to girls okay so new ID required
reason weight loss okay so this is a
great headline like oh this is actually
seems to be a result like somebody I
think someone has basically lost a lot
of weight and so they need to get a new
license because they've lost so much
weight and they're unrecognizable which
is amazing that's actually a cool one as
well so that's sort of like a positive
one that's something slightly different
so this might be a decent headline I'm
going to copy and paste it in anyway in
case okay so this is one that's
legitimately like a pin Point wife asked
me to stop being on top as I was too
heavy so this guy obviously in his
romantic life is not able to do all the
things that he wants to do because he's
he's too fat so it's literally causing
problems in his life and if we could
help someone solve that so this might be
again something that people can relate
to so wife asked me to stop being on top
as it was too
heavy so now that we've done our
research I kind of want to come up with
an angle knife for this email so we're
targeting young men and we've got some
of our research here so I'm just going
to kind of look through these and think
which is the most powerful and
interesting subject line or idea that we
can use so this is a positive one but I
don't think it's going to be as strong
as having a negative one because
basically you're not going to be able to
push enough of the pinpoint in you could
probably change this to girlfriend if
it's young man instead of
wife and my wife got a new boyfriend
that one's pretty strong to be honest my
ex-girlfriend got a new boyfriend I want
to go to the gym but I think I'll get
judged for being fat so this is a decent
one but this one's a really strong one
because you're basically using love and
romance and someone's deep connection
with their part partner as like that's
that's a much more powerful paino than
just feeling a little bit afraid of
judgment right because this one is like
imagine you lost your girlfriend because
you're fat like you're going to want to
really run away from that pain Point
like whenever I got in the best shape of
my life it was after a breakup because I
was like all right I need to go out and
find someone new so I need to get in
better shape because if I continue the
way I'm going I'm not going to get a new
partner and so I think this one is
really strong and this is the angle I
kind of want to go for here now we're
going to use this sort of research I'm
going to come up with three different
subject lines for this one now let's see
I think the quote is really really good
because you can kind of tell a story
with it and it just it just doesn't even
sound Sealy because you're literally
just quoting something so she broke up
with me
because I was
overweight let's think H okay this is
another one
this is really deep [ __ ] right I'm going
to try and not laugh at this [ __ ]
because it's honestly like it is
people's problems and it's not that
funny I know it can seem a little bit
funny if you know like you're like oh
this is you know you're literally like
using this to I suppose like sell a fat
loss thing but this is obviously like
people's actual problems and we want to
sell something that will help these
people get better even though these
customers aren't real in our heads we
want to help them get better if I were
to choose one two or three I mean you
can choose in your own head right now
you can pause this or whatever just tell
me which one you think is the best I'm
probably going to go for number one
because there is a fear of missing out
right so there's the fact that she's
your ex so what happened to cause the
breakup maybe it was your being
overweight and she got a new boyfriend
so it's like the fear of loss and it's
like the fear of missing out like oh my
God she's moved on from me because I was
out of out of shape I really need this
needs to be the Catalyst that drives me
to sort of losing weight so that's a
really really strong motivator right
it's like a age- old quote people join
the gym because they've had a breakup
and I can relate to that as well and so
this is a really strong subject line
that we can use so for the body I think
I'm just going to start with something
I'm not going to even say like hey first
name or anything like that because you
can start obviously by like saying like
hey Matthew or whatever at the start but
I just want to jump straight into the
story here so I'm going to write on on
behalf of this guy Larry so let's just
start here so I was
reading uh
Facebook post last night by a young man
who lives in my local area so we're just
like coming up with a story the stories
don't have to be like real like you're
literally creating a story here it's
copy that's what you're doing your job
is to create emotion
and drive a seale so you can obviously
make it real like this isn't like we're
exaggerating this we literally found
this from a real community so it's just
about changing it to make it more
relatable to the person he'd
recently been
through a Breck up and was having a
rough
time I actually knew this guy growing up
and he was never in overly bad shape but
throughout
College he started to drink a lot more
and
indulge in Comfort eating
leading to him putting on Fair bit of
Weir okay so funny note in the middle of
this this is actually kind of relatable
to me I'm kind of writing this from
experience like I was never in bad shape
and then when I went to UNI I was
drinking I was eating I was building my
businesses and I basically just ate so
much shitty food and didn't work out and
I got in really bad shape so I'm kind of
writing this from experience and if you
can find something that you can write
from experience on like if you overcame
a challenge or if there's a problem you
have in your life and you kind of
understand it inside and out that's a
really strong way to write emails
because you're going to actually
understand the problem and like who
better to to write a relatable email and
a person who's relating to it as they
write it so yeah let's get back to it I
noticed from
interactions with him that he was
starting to lose
confidence over
time he became more shy and introverted
as he got more overweight so I'm just
kind of like telling the story hooking
them in sort of exaggerating what's
happening exaggerating the P points so
like I could just tell you the way I
just told you that story uh but like I
basically just said like when I grew up
me this is me just telling my own story
I was never in bad shape right I always
played Sports I wasn't fat and then when
I went to UNI for a couple of years and
I was also working on my business and a
few other things were going on and I was
basically getting really really out of
shape and so I've just told you that
story in like a very condensed version
but I could tell you it in a very
emotional away where I'm just like yeah
like this really really traumatic thing
happened in my personal life and I went
through this break up and you know this
happened and this happened and every
single day I'd get up and just get
fatter and fatter and my mom just she
just thought like I was never going to
get better and all this [ __ ] I could go
into all these emotional pain points
about it but I've just summarized that
to you but the point of writing an email
and the point of trying to drive someone
to take an action with copyrighting is
to draw out that emotion and sell them
the solution because they have a problem
that you can help with it seems a little
bit manipulative if you're just sort of
trying to use their problems against
them but you're using their problems in
a way that you can actually solve as
long as you're not selling some absolute
[ __ ] fat loss pill here and you're
selling something that you believe in
then there's a perfectly good way to use
copy okay so let's keep going let's just
talk about this guy as if like he's
actually a client of this guy this guy
posts in my coaching group
the following so my ex-girlfriend got a
new boyfriend I'm just making up the
story right now right this is an example
piece of copy as well so like if you're
working with this guy you actually need
to find like a post that's that's real
because I'm just making this up because
I want to show you this for a
demonstration okay so right here we've
just shown like a student result we
probably put that in
italics and we've pretty much done our
body A system that we've used here is
called problem agitate and solution
right and so we're about to give them
the solution but so far we've created a
problem so it's in the subject line my
ex-girlfriend got a new boyfriend and
then we agitate the solu the problem by
saying you know I've got in really bad
shape all of this stuff and now we're
going to pitch the solution so that was
the post from an amazing young man who
transformed his life in 12 weeks with me
if you've suffered from something
similar and are tired of not feeling
confident when you go to the bar or
speak to a woman it's a totally natural
feeling let's just say the young guy is
called neck it's always like necks sir
as a reminder that you have the power to
control a
situation like this and
honestly turn your life around I want to
show you something else Co so I've just
realized this is £600 for 12 weeks so
I'm going to go and calculate like how
much 600 is in 12 weeks or how many days
are in 12 weeks
okay so that's 84 days and let's now do
600 / by
84 okay so 600 divided 84 is £7 so 7 per
day so I'm going to do something called
amortizing the price instead of having
the price for the entire 12 weeks you
tell them what that price looks like on
a day-to-day basis because it's more
understandable for a human to see how
much it cost them per day and if it's a
smaller number it's a little bit more
appealing than the big number because
humans aren't very good at like dealing
with numbers and [ __ ] so we're just
going to amortize that so for the price
of just 7 per day or two cups of coffee
you can have an
enormous
impact on your confidence Fitness
happiness and then we put the link so we
just literally do like link I'm just
going to I usually put it in twice
because it just makes it slightly easier
to click it's just probably like a quirk
of mine if you ever read any of my
emails I put the link twice I just
usually like to end it with whatever the
name of the client is or if it's my name
or whatever so now we've done our second
last step which is our CTA we need to
move on to our very last step which is
quite fun and the very last step is you
pretty much just leave this email for 30
60 Minutes even a day and you come back
to it later and see if if you can trim
any fat so what I'm going to do right
now is I'm going to go to the shop and
come back and by the time I come back
I'll have had a little bit of time away
from this so I can kind of come back
with a fresh set of eyes and have a look
at the email and see if there's anything
we can take out that makes it a little
bit
shorter okay so let's have a look at
this email now I look back at it again I
still think this subject line is really
strong I think there may be some fat
that I can trim here because I think I
want to get in the post straight away so
this stuff could probably go to be
honest leading him to put on a fair bit
Yeah so this stuff actually doesn't even
need to be in here to be honest like I
know we're agitating the pain but I
think the pain point is agitated so you
could remove that and you're still
agitating the pinpoint because you're
saying this and so as you can see I've
just cut out like half of that stuff
that didn't really need to be there and
stories like
his yeah so we just changed that so yeah
that's pretty much it I think this is a
really strong strong little email that
we could sell to a potential client now
I remember earlier I used that research
tool to basically write this whole email
I used it and I found stories straight
away that allowed me to come up with
angles and hooks well in this video on
screen I'm going to show you where to
get that tool how to use it and how to
make 10K a month with it as a copywriter
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