Unusual Email Copy Method That Makes BIG Money [LIVE Email Workshop]

Summary

This script outlines an email marketing strategy using the 'story-lesson-offer' framework to engage subscribers. It emphasizes starting emails with action to pique curiosity, using personal anecdotes to build rapport, and seamlessly integrating lessons with product pitches. The approach aims to foster ongoing relationships, maintain high deliverability scores, and consistently drive sales without relying on complex copywriting techniques.

Takeaways

• 📝 Start emails with action to capture attention, similar to how a thrilling movie scene starts.
• 🔍 Use compound curiosity in the opening line to pique interest and encourage email opens.
• 🏋️‍♂️ Share personal stories to build rapport and show the human side behind the email.
• 🤕 Use humor and self-deprecation to connect with the audience on a personal level.
• 📈 Turn personal anecdotes into lessons that provide value and resonate with the reader's needs.
• 💡 Tailor the email's call-to-action to different segments of subscribers based on their motivations.
• 📊 Maintain a consistent 2:1 value-to-offer ratio in emails to keep readers engaged without being salesy.
• 📅 Regularly send emails to maintain high deliverability scores and foster ongoing relationships.
• 💌 The purpose of regular emails is to deepen relationships and gently encourage sales, not just to promote offers.
• 🚀 Daily emails can be a creative outlet and a way to provide continuous value to subscribers.

Q & A

What is the significance of starting an email with 'I knew it was a disaster'?

Starting an email with 'I knew it was a disaster' immediately captures the reader's curiosity, which is a strategic move in copywriting known as starting in the action. It creates momentum and is more engaging than a mundane opening.

What is meant by 'compound curiosity' in the context of the script?

Compound curiosity refers to a situation where there are multiple layers of curiosity evoked by a single statement, such as 'I knew it was a disaster.' It prompts the reader to wonder what the disaster was, who it happened to, and what is going on, thus increasing engagement.

Why is it beneficial to start an email with a high level of curiosity?

Starting an email with high curiosity can increase the chances of it being opened. It's likened to getting a car moving; once it's in motion, it's easier to keep it going. Similarly, a curious opening drives the open rate and subsequent engagement.

How does the script writer use personal anecdotes to connect with the audience?

The script writer uses personal anecdotes, such as the story about Rob's injury from trying a sport, to create a relatable narrative. This approach helps in establishing a connection with the audience by showing the human side of the business.

What is the purpose of the 'lesson mode' segment in the script?

The 'lesson mode' segment is where the script transitions from storytelling to imparting a valuable lesson. In this case, it's about understanding context and how it can change perceptions, which is then related back to email marketing strategies.

How does the script differentiate between subscribers looking to escape pain and those looking to improve their life?

The script differentiates by using the metaphor of 'pain' and 'luxury' to represent the two different mindsets of subscribers. It suggests tailoring the email content to address these distinct motivations effectively.

What is the 'story lesson offer' framework mentioned in the script?

The 'story lesson offer' framework is a structure for crafting emails that begins with a relatable story, followed by a lesson or insight, and concludes with a pitch or offer. It's a method to engage the reader while also promoting a product or service.

Why is it important to maintain a regular email schedule according to the script?

Maintaining a regular email schedule is crucial for deepening relationships with subscribers, maintaining high deliverability scores with email providers, and making consistent sales. It ensures that the sender is not only present during promotions but also provides value to the subscribers.

How does the script writer justify the use of a personal story in an email campaign?

The script writer justifies the use of a personal story by demonstrating how it can be turned into a lesson and then linked to an offer. This approach not only engages the reader but also naturally integrates the promotional aspect of the email.

What is the 'bottomless email strategy' referred to in the script?

The 'bottomless email strategy' is a concept where the email content can be endlessly reworked and reused by changing the story and the lesson derived from it. This strategy ensures a constant flow of fresh content that still adheres to the 'story lesson offer' framework.

Why does the script emphasize that the described email writing style does not require advanced copywriting skills?

The script emphasizes that the email writing style does not require advanced copywriting skills to be effective. This is to show that anyone can write engaging emails by following the 'story lesson offer' framework, which focuses more on relatability and value than on complex copywriting techniques.

Outlines

00:00

📧 Email Marketing Strategy

The speaker discusses the strategy behind crafting an engaging email, emphasizing the importance of starting with action to pique curiosity. They compare this to a James Bond scene to illustrate the concept of 'starting in the action'. The email's narrative includes a personal story about the speaker's lack of sportiness, leading to an injury, which serves as a relatable and humorous anecdote. This story then transitions into a lesson about the difference between seeking pain relief and seeking luxury, which is cleverly tied to their email marketing services. The email concludes with a pitch that is naturally woven into the narrative, aiming to convert readers without being overly salesy.

05:00

🔗 Storytelling in Email Campaigns

The speaker elaborates on the power of storytelling in email campaigns, using a personal anecdote about needing a massage to illustrate the concept. They explain how this story can be turned into a lesson, which is then linked to their product or service. The narrative structure of 'story-lesson-offer' is emphasized, with the speaker noting that it doesn't require complex copywriting techniques. The goal is to deepen relationships with subscribers and gently encourage them to take action. The speaker also touches on the importance of maintaining regular engagement with the audience, rather than only contacting them during sales promotions.

10:01

📊 Sales and Deliverability through Consistent Emails

The speaker discusses how consistent email engagement not only maintains relationships but also improves deliverability scores with email providers. They highlight that by sending regular emails with a mix of stories, lessons, and offers, they achieve high open rates and make sales on a weekly basis. The speaker also stresses the importance of not being perceived as someone who only contacts their audience when there's something to sell. Instead, they advocate for a balanced approach that includes value-driven content and occasional promotional offers.

15:02

💡 The Value of Daily Emails

In the final paragraph, the speaker reflects on the value of sending daily emails, even if they were to retire and no longer need the income. They see it as a mental exercise and a way to connect with an audience over shared interests. The speaker suggests that the process of crafting and sending daily emails can be rewarding in itself, beyond the potential for monetization. They also hint at the broader benefits of this practice, such as staying engaged with trends and maintaining a regular writing habit.

Keywords

💡Action

In the context of the video script, 'action' refers to beginning a narrative with a dynamic or exciting event to immediately engage the audience. The script mentions starting with James Bond dodging bullets instead of a mundane scene like watching TV. This technique is used to capture attention and create momentum, which is crucial for maintaining audience interest.

💡Curiosity

'Curiosity' is highlighted as a key driver in the script's opening line to hook readers. It's defined as the state of wanting to know or learn something. In the script, the phrase 'I knew it was a disaster' is used to create 'compound curiosity', prompting questions like 'what disaster?' and 'what's going on?', which entice readers to continue reading.

💡Momentum

Momentum, in the video script, is used to describe the ease of maintaining reader engagement once it has been initiated. It's likened to a car in motion being easier to keep moving than to start from a standstill. The script emphasizes the importance of starting emails with compelling content to build this momentum.

💡Preview Text

Preview text refers to the snippet of an email that appears in the recipient's inbox before the email is opened. The script suggests that crafting an intriguing first line can increase the likelihood of the email being opened, as it extends curiosity beyond the preview text.

💡Subject Lines

Subject lines are the headers of an email, and the script mentions their importance in leveraging curiosity to increase open rates. A well-crafted subject line can entice the reader to open the email to satisfy their curiosity.

💡Personal Relationships

Personal relationships are highlighted as a core element of the script's narrative strategy. The video discusses how the authors' real-life interactions and camaraderie are mirrored in their emails, creating a sense of authenticity and connection with the audience.

💡Storytelling

Storytelling is a central theme in the script, where the authors use personal anecdotes to engage readers. The script explains how starting with a relatable story, like needing a massage, can lead to a broader lesson and eventually to a sales pitch, following the 'story-lesson-offer' framework.

💡Pain and Stress

These terms are used in the script to categorize the motivations of email subscribers. Some subscribers are looking to 'escape from pain and stress,' indicating they are seeking solutions to problems. This understanding helps tailor the email content to meet these needs.

💡Luxury

In the context of the script, 'luxury' is contrasted with 'pain and stress' to describe another category of subscriber motivation. 'Luxury' implies an aspirational or indulgent aspect, where subscribers are looking to enhance their lives beyond just solving problems.

💡Deliverability

Deliverability refers to the percentage of emails that reach the recipient's inbox rather than being filtered as spam. The script stresses the importance of consistent engagement to maintain high deliverability scores, ensuring emails are seen by the intended audience.

💡Engagement

Engagement in the script is measured by how many recipients interact with the emails sent. High engagement rates are crucial not only for maintaining good deliverability but also for building relationships and trust with the audience.

💡Sales Funnel

Although not explicitly mentioned, the concept of a sales funnel is implied in the script's discussion of moving subscribers from stories to lessons to offers. It's the process of guiding potential customers through stages of awareness, interest, and decision towards a purchase.

Highlights

Starting emails with action creates momentum, similar to a car being hard to start but easier to keep moving.

Using 'I knew it was a disaster' hooks the reader with compound curiosity.

Introducing personal stories about the authors can make readers feel like they know them in real life.

Incorporating humor and poking fun at oneself can represent genuine relationships in the content.

The importance of context in shaping perceptions, like viewing massages as painful instead of relaxing.

Tailoring email content to different subscriber motivations, such as escaping pain or seeking luxury.

The significance of the 2:1 value-to-offer ratio in emails, ensuring each email provides value.

Using storytelling as a framework for emails, with a story, lesson, and offer structure.

The idea that AI may not be able to replicate the personal touch and relationship dynamics in emails.

The necessity of regular engagement with email lists to maintain high deliverability scores.

How daily emails can make sales consistently, not just during big promotions.

Avoiding being the marketer who only contacts subscribers when there's something to sell.

The benefits of a bottomless email strategy that provides endless content ideas.

The importance of keeping in touch with subscribers regularly, not just for sales.

How the story-lesson-offer format doesn't require complex copywriting skills to be effective.

The role of entertainment and escapism in providing value in emails.

The practical application of the strategy in the authors' own email marketing campaigns.

The authors' belief in the value of daily email newsletters even without a business goal.

Transcripts

so this is the email we're going to send

today to our list later on today after

uh after this it be something like uh

hey I knew it was a disaster first name

so let me just say what's going on here

while Rob continues I'm trying Rob keep

going you keep going and I'll try and

narrate what's really going on so the

first thing we're doing is we're

starting in the action so that's a

classic copyrighting thing I'm sure you

all know about is we're not starting

with you know James Bond sitting at home

on the sofa watching TV and then his

phone rings and it's m saying O the is

going to end instead because that's

boring opening just quickly uh m u a y

yeah that's one um where starting with

James Bond running through you know

dodging bullets as a helicopter and it's

raining down bullets from the sky so

we're starting in the action because

starting in momentum is is better

because you know think about when a car

breaks down it's hard to get it moving

initially than it is to keep it moving

once it gets moving so starting in the

action with that first line I knew it

was a disaster we've got curiosity

actually we've got something that that

we call compound curiosity going on

there uh which I'm sure Kyle's talked

about before but it's basically where

there's a not just one curious things uh

going on we often use that in subject

lines as well and you was a disaster has

like what's a disaster what was the

disaster who's it happening to what's

going on um there's a lot of curiosity

going in that first line so when not

even starting with high which honestly I

think is a waste of a first line it also

means that when people see the preview

text there's more reasons to open the

emails so there's more curiosity driving

that open open so we can drive some more

clicks anyway I'm going to read the

second line now I haven't done that yet

um so Ken I are not Ken I are not sporty

but we decided but but he decided that

be weird it' be weird if we decided to

do that that's a it's a bridge too far

for our friendship um but he decided to

take up my tie anyway so that's telling

you a bit about me I'm not very sporty

it tells you that Rob's not very sporty

uh so that's cool so introducing this

idea sure enough a couple of months in

he's injured poor little lamb so now

he's poking fun the fact that I'm I'm an

idiot which represents our relationship

if you were to meet us in real life

obviously you have but if other people

to meet us in real life like we do take

the piss out of each other and like um

mess around so that's the sort of we

want people to like read our emails then

meet us in real life and not be

surprised that's really important which

is you know we can get on talking about

AI later but obviously AI can't do that

um because it doesn't really know your

real relationships with yourself your

relationship with your audience and your

readers and the topic you talk about

anyway the result you had to go for a

massage and that and he was in agony the

reason I've paused there for a second is

that's the story I'm I'm about to go

into the lesson mode so I thought I'll

just pause for a second while you catch

up now I'll do the lesson and we'll

carry on so let's just put a bridge in

there those lines wouldn't be there but

that's just for demonstration purposes

later but for now so I'm going to go I

now need to take that and turn into a

lesson I've already done this because

this came up and again none of this has

been pre-planned for anyone watching we

weren't sat around chatting about this

before and this is genuinely happening

life so this is how we didn't actually

know we're going to teach this honestly

we were just going to sit and have a

chat so this is what I'm now going to go

into the lesson um I always thought

massages were oops were

lovely relaxing things that couples do

in Spa hotels I didn't expect him to be

howling in pain um it figures context

changes things under one context you're

trying to escape from pain and stress

under another context under another

context you're looking to add a little

luxury your life now that by it um I'm

going do one final thing to make the

lesson lesson complete which is your

email subscribers are the same some of

them are looking to escape from Pain

others are looking to improve their life

so all that Rob's done in his head and I

can tell you it's because we've

discussed this a lot about about about

how we both do this is while he was

writing the words um under one context

you're trying to escape from pain and

stress under another context you're

trying to add a little luxury to your

life Rob's brains latched on to and

honed in on the words pain stress

context luxury like those words just pop

out as the important words in that main

piece of the lesson so now Rob's brain

will naturally go to well how does how

are those words related to the thing we

sell the thing we help people with in

our case email marketing for you or your

clients it might be the thing that you

sell right whatever it's going to be so

now as you can see as he's gone into

some of them are looking to escape from

Pain well now we're talk now we're

talking about our topic others are

looking to improve their life which is

the luxury and the life part from that

um from that transitional paragraph you

can't talk to those two groups of

subscribers in the same way uh you're

selling to them or or it feels

irrelevant end the lesson and now the

pitch because again most of these people

already know what our offer is so we

don't have to go too far in depth with

it um so because this has been going to

somebody who's been through our entire

email engine of really High converting

best best highest performing uh

campaigns uh so now this is going to say

something like um that's why inside the

league we have campaigns for um all I'm

going to make this up because I haven't

really thought this through but all six

five all five buyer drivers you can just

call that whatever you want that's not

actually what we call them but so you'll

always know exactly what to send and to

who to maximize sales from every email

jump inside the waterers look W which

how we sign everything off Rob so

basically we've gone from random story

that Kennedy randomly brought up about

needing a massage to me making and bear

in mind this is not even about me so

this story could be about Kennedy my

business partner it could be about my

dad it could be about um my cousin it

could be anybody a BL I met in the

doctor's waiting room while I was

waiting for a massage it's one of the

interesting things that when you realize

the scope of this you realize well cly I

met i' I've got a puppy and I was out

walking the dog the other day and I

ended up in a 10-minute conversation

with a blo because of his dog and I

learned loads about this BL I've never

met before and will probably never meet

again I could have written a daily email

about him like even if you even if even

if you are stuck on the fact that

nothing interesting happens to you

something interesting happens to

somebody that you meet every day it just

does um and so you so so Kennedy told me

this told us collectively this story and

then I've turned it and it it's

convenient he happens to be my business

partner I can write about that but he

doesn't have to be and then I've turned

it into this lesson which is important

so now what happens is people on our

list go oh my god I've never thought

about I've never thought about whether

whether I'm treating those two

categories of subscriber differently

before but I suppose I should be of

course they should be and then that's

why the league is C to help you with

that which means that if now they get to

a point where they've been on the on the

fence about joining our membership for a

while which loads of people are and then

they suddenly read this thing this for

some people will be the penny drop

moment that makes them go oh my God i'

never thought about it now I realize why

I need these different types of

campaigns and here's what's really

important here is I think often times

when we're putting email campaigns

together and thinking about our

subscribers or thinking about our our

customers subscribers for for the

copyrighting services is we think about

should we be setting out value value

based emails today and there's tomorrow

value based email and then the next day

have I earned the uh the right the

ability to then send an offer email when

I'm asking for something so because

people often recommend this radio ratio

of three 3:1 or 2: one what's

interesting is you can forget about

having that mental cognitive load and

realize that within this email we've

already taken care of the the 2: one

ratio because there's value in the story

because we get value from entertainment

and escapism so the first part value

second part they've learned a lesson

they've learned something important

that's another piece of value and then

the final piece is the ask is the is is

is the pitch so there's 's always this

2: one ratio of value to offer in every

single email regardless like by default

so you never and because you can only

talk about your offer from a limited

number of angles what this does it is it

hacks your brain into realizing you can

come up with unlimited leads you can Rel

this in an unlimited fashion that's why

I mean we have a whole course about this

and we called it the bottomless email

strategy because it is a bottom it's

like getting bottomless fries at Ruby

Tuesdays like it you can get as you can

have as much as many as you want it

doesn't run out they keep it just keeps

serving you more up because this bit is

easy to rewrite loads of ways and you

don't need if you send 365 emails in a

year you don't need 365 off a bit like

it's just you know this why inside the

League this month we've given you this

campaign if you can link that campaign

into the L and that's why this month

that's why we get this software tool and

you link the software tool in it you're

probably going to need 3 four 5 10 50 of

those then you do come up with more of

them than that quite quickly and you can

use that rotating round in almost every

email not word for word but just

slightly retweaked um because the story

is always different and the lesson from

the story is always sort of different

there's there's there's probably only a

few hundred uh lessons that you're

likely to give because you'll keep

thinking of the same ones and again just

rewrite them in different ways so I

could teach this pain and Improvement

thing this pain and um Escape From Pain

or move towards the positivity thing

from a totally different story in a

month's time and nobody would nobody

would link the two and go oh my God

that's like for example I mean when when

you first got the puppy when you first

got Alfie again there's two different

ways of training anything you know it's

it's towards uh towards gain and and you

know treat or you know giving it a kick

up the ass because it's being naughty

you know it's the same lesson but

totally Rel you know totally reled per

so same but it would be the same lesson

right exactly was

that oh yeah absolutely and I was just

trying to keep my mouth shut because I

mean everyone's heard what I've got to

say I've got like hundreds of videos

where I just repeat how I believe emails

should be written and uh so that was

something I was going to ask too is like

you know if you would your your

framework which is story lesson offer

and you've broken that apart with the

dash lines of course in an actual email

you would not do that it would just do

that I have to say it cuz someone will

do it like and I'm going to do it

because I'm going to leave this email

here and I'll genuinely send

list later one thing I will say about it

this is not a good copywritten email

like there's nothing about this that is

like good

copy because that's not the well we have

to Define yeah what do you mean why is

it not that's air point if it's it's not

like it's not riddled with clever NLP

and and persuasive writing and um and uh

forhad open Loops really I mean it's got

some in that we're driving them through

to read I guess but it hasn't got like

embedded commands in it really yeah you

don't have basically you don't have to

have any copywriting training to be able

to write an email that's as good as this

and will work as well as this you don't

have to have any copyright training to

do that you just have to you don't have

to be a good writer particularly because

we start with a start sentences with ANS

and you know do all this do all the

terrible grammar stuff that my English

teacher at school would would hate me

for so this is not I think if you again

if you would just coming back to

Kennedy's point about AI for a minute if

you try to go to an AI tool at the

moment and you try to get it to write

your emails for you it will write Co

what I think of as copywritten emails

they'll just be very like benefit Le

like there's none of that here most of

the email has nothing to do with the

product most of the email has to do with

Kennedy hurting himself massages in

hotels one lesson genuine genuine like

proper lesson but definitely not

copywriting and um and then three lines

of actual pitch for the offer but again

the job of these emails is they do make

sales every week we send out these

emails and every week we so every day we

send out these emails and every week we

make sales from the job of the emails is

actually to do two things one deepen

relationships with people and nudge them

off the fence as as often as possible

two honestly just keep showing up and

building relationships with people in

between your big promotions so like we

probably only run like proper formal

email campaigns we've got a bit lazy

with it but maybe like once a quarter

sorry like once a once a month like once

every four to six weeks three three a

quish so we might do like a five day

challenge or we might do a webinar

something that's got like a sort of

meaty um proper campaign around it

rather than an email and the problem is

that you want to avoid being for two

reasons you want to avoid being the

person who only shows up when they've

got an offer to make so like oh

it's Black Friday I should probably turn

up and do something like you don't want

to be that guy because then then people

or that woman because then people are

annoyed by the fact that you only turn

up when you've got something for sale

right I'm the Friend by the way who only

turns up when you want something so like

I'll rarely check in with somebody and

just see how they're getting on like oh

how's it going Kennedy does that all the

time with everyone he's ever met ever

because he's a much better friend than

me whereas I turn up if there's an

appointment or I know we're supposed to

be somewhere I'll text and go what time

are we supposed to be in where like I'll

turn up the minute I need some

information about something or whatever

I'll turn up or if I know you need me

I'll turn up for that but that's it I

don't like keep in touch for the sake of

keeping in touch you don't want to be

that marketer we're kind of keeping in

touch for the sake of being in touch but

also in a but in a way that is

interesting and does make sales this is

the best way we found of doing it so

that you're not that person who just

turns up when you've got a launch but

also on the flip of that um actually

there's three reasons that's one reason

don't be the person who just turns up

when you've got a launch the second

reason is that your deliverability so

depends on you having regular and

consistent engagement with your list

like if you're not getting 60 70 80% of

your list a week to engage with your

emails you are massively damaging your

engagement so each of our emails

probably gets somewhere in the Realms of

it's reported as like 40 to 50% open

rates but because we know open rates are

largely wrong and are probably over

reported in reality it's probably more

like 35 to 40% but over the course of a

week of emails we've tracked the data on

with a friend of ours who's got a bit of

software we tracked the data programmed

to be a software to do it over the

course of an average week we get like 85

90% of people to open one of our emails

because that like today let's say it's

30% just to keep the numbers around and

I send an email today which is Thursday

30% of people open that email tomorrow

Friday 30% of people open that email too

and some of those people are the same

people but a lot of them are different

and then on Saturday I send another

email and another 30% of people open it

and again some of them are the same from

Thursday and Friday but some of them are

new and on Sunday the same thing happens

over the course of a week we get like 85

90% of our list to read an email which

means that our deliverability score from

Gmail's point of view and aol's point of

view and Verizon and Yahoo and all these

big email recipients is huge like we've

got a 100 out of 100 deliverability

score um on the basis that we're getting

massive engag not 100% engagement that's

impossible but we're getting massive

engagement from our list so that's the

other reason it keeps your delivery High

that when you do come to do one of these

big launches not only have you earned

the Goodwill to do it but you've also um

you've also earned the deliverability

chops to back it up and get the emails

in the inbox um and then the third

reason is that like I said it does

actually make sales along the way so it

takes it from a b being a thing where

you only make sales when you're

launching anything to being a thing

where you make sales um every week

probably not every day I don't think we

make sales every day but we

make our engine does such a good job um

we make sales every day from a

combination of our engine and these um

and and these make sales several times a

week for us uh for minutes of work a

week it's also just a good exercise I

think I I if somebody gave us a billion

dollars tomorrow and bought our business

and I retired I would start a daily

email newsletter about something because

I actually just think it's a good mental

exercise um to just like I would just

not not for monetization not to make a

business out of well I probably would

end up making a business out of it but

initially I would just go going to put a

landing page on the internet about

something I'm interested in and I'm

going to go on the journey with the

people people who subscribe and send

them a daily email using this format um

and the offer would just be I'll send

them to a podcast interview I heard I'll

send them to a YouTube video I saw

that's relevant uh just because I think

it's a good exercise so there's a whole

bunch of reasons why where again it's

important for context to understand

where these emails fit in order to

understand why they work um or why they

work so

[Music]

well