Email Copywriting Tutorial For Dummies (Live Walkthrough)

Summary

The 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

00:00

📈 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.

05:00

🔍 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.

10:01

📝 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.

15:02

💰 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.

Keywords

💡Email Marketing

Email marketing is the use of email to promote products or services. In the video, it's the primary method discussed for generating revenue. The script details a process for writing effective sales emails, emphasizing the importance of understanding the target audience and tailoring the message to resonate with their needs and desires.

💡Copywriting

Copywriting refers to the act of writing persuasive content, often for advertising or marketing materials. The video's narrator is a copywriter and shares insights on how they have used copywriting to work with major brands and generate substantial income, specifically through crafting compelling emails.

💡Fitness Coaching

Fitness coaching is a service that provides guidance and training programs to help individuals achieve their fitness goals. In the script, a fitness coaching service is used as an example client to demonstrate the email writing process, highlighting how to tailor the email content to the specific needs of a fitness-focused audience.

💡Target Audience

The target audience refers to the specific group of people a marketing message is intended to reach. The video script discusses the importance of identifying and understanding the target audience, such as young men wanting to lose fat, to create relevant and effective marketing emails.

💡Anava

Anava is a tool mentioned in the script for conducting market research. The narrator uses it to find communities and discussions related to 'fat loss,' which helps in understanding the target audience's needs and concerns, and in generating ideas for the email content.

💡Subject Line

The subject line is the text that introduces the content of an email and is critical in enticing the recipient to open it. The video emphasizes the creation of a compelling subject line that resonates with the target audience's fears or desires, using a relatable quote as an example.

💡Problem-Agitate-Solution

This is a copywriting technique where the writer first presents a problem, then intensifies the reader's feelings about it (agitates), and finally offers a solution. The script uses this method in crafting the email, starting with a problem related to the target audience and concluding with the fitness coaching service as the solution.

💡Amortizing the Price

Amortizing the price involves breaking down the total cost of a product or service into smaller, more digestible amounts, such as daily costs. In the script, the narrator divides the total cost of a 12-week fitness program by the number of days to present a lower daily cost, making the offer seem more attractive.

💡Call-to-Action (CTA)

A call-to-action is a prompt that tells the audience what to do next, such as making a purchase or signing up for a service. The video script includes a CTA in the email, directing the reader to book a call with Larry, the fitness coach, to potentially close the sale of the £600 service.

💡Emotional Pain Points

Emotional pain points are the feelings of discomfort or dissatisfaction that a potential customer may experience, which a marketer can address to create a connection and sell a solution. The script discusses identifying and leveraging these pain points, such as the fear of judgment or the pain of a breakup, to make the email more persuasive.

💡Storytelling

Storytelling is a powerful communication method that involves telling a story to engage the audience and convey a message. The video script uses storytelling as a technique in email writing, creating a narrative around a fictional client's transformation to make the email more relatable and impactful.

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