Unusual Email Copy Method That Makes BIG Money [LIVE Email Workshop]
Summary
TLDRThis 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
📧 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.
🔗 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.
📊 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.
💡 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.
Mindmap
Keywords
💡Action
💡Curiosity
💡Momentum
💡Preview Text
💡Subject Lines
💡Personal Relationships
💡Storytelling
💡Pain and Stress
💡Luxury
💡Deliverability
💡Engagement
💡Sales Funnel
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
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