[FREE COURSE] 9 figure copywriter's 1hr email crash course

What's up everybody? Welcome to my free email masterclass where I'm going to break down and share pretty much everything that I know about email copywriting. So you can go and sell your services as email copywriter or if you're a business owner, you can go and write your own emails or share this with your copywriter to get better. It's specifically for anyone who is, I would consider a beginner, 0 to 5k with email, but honestly, anyone who's above that as well is going to benefit from everything I share in here because I'm going to be sharing literally stuff that I pulled from years and years of trainings that I've done on this and, and tons and tons of examples jam packed into what I hope to be the most informative YouTube video on email copywriting. Okay, so if you don't know who I am, my name is Luke Iha. I am a copywriter who sold nearly nine figures. Here's a nice shiny picture of me speaking at Internet marketing party. I used to own copy accelerator and a seven figure agency called California Labs with my old partner Stefan Giorgi. Now I run Genesis, which I consider to be the premier training membership for copywriters who want to scale to 10k and beyond. With my current partner, Mario Costelli, you'll see some stuff from him as well. And then I've written over 50 VSLs for many 8, 9 figure brands and every kind of niche imaginable. And I've also consistently earned multiple six figures as a copywriter for the past several years. Finally, I'm an SAT tutor, which means I'll obsess with breaking down the skill of copywriting to the easiest process anyone could follow. The two things that I know how to do well is writing and teaching. So I hope to share those with you in this video. Okay, now the reason I'm sharing everything about myself is because if you're trying to learn copywriting as a skill, you really should only listen to people who have a proven track record. Okay, so you want to actually learn from the craftsmen and the people in the trenches who are doing the work. And most of the time there's people who are teaching and the people who are doing, and they're usually two different people. I try to be someone who does both. I'm always, I'm an active copywriter and I'm constantly teaching this and I've been doing so for the past several years. The other thing is you want to make sure that people have examples to back up what they say. So if you're watching videos and people are using theoretical stuff. Make this punchy, make it simple, write it in a third grade language, use pain points, use promises. But they don't have crystal clear examples to back up everything that they say. I would recommend not learning from that person. It's much harder to come up with examples for the things you say, but it's literally the only way to make sure that that person actually knows what they're talking about and for me to communicate that expertise to you. The other thing is make sure they don't over promise and under deliver. Okay. Copywriting is hard. Copywriting is a skill that you can learn. I'm going to try to make it as simple as possible so you can follow this. But it's still going to require effort, it's still going to require work, and there isn't an element of talent. Okay? And the reason why I'm sharing all of this stuff about myself is because if you're trying to learn copywriting as a skill, there's three things you need to keep in mind. One, you need to make sure you're learning from people with a proven track record. There are a lot of teachers of copywriters and there are a lot of doers of copywriters, and oftentimes those are not the same people. So you want to learn from people who are both practitioners of the craft and people who know how to teach it. Right. And that's kind of a small little segment in the Venn diagram. I try to be someone who does both. You also want to make sure this is kind of the litmus test. If you're learning copywriting on YouTube or even if you're taking a course, does the person have crystal clear examples to back up every concept that they talk about? If they're telling you to be punchier with your copy, use pain points, dimensionalized benefits. If they're using any of this terminology and they don't have crystal clear examples to back up every single thing they can say. Either one, they don't know what they're talking about, or two, they're lazy. And that means that's not a person that you want to learn from. So I try to do my best to provide examples for everything I'm talking about to make it super, super clear what it is that I'm sharing and so you can learn as fast as possible. The other thing is make sure they don't over promise and under deliver. I mean, we're in marketing land, so people are gonna over promise people, we're gonna make big promises, right? And sometimes they keep those promises and sometimes they don't. In general though, you wanna make sure that people are not selling you the dream. Copywriting takes work. It is a skill and there are shortcuts to it, right? If you learn from someone who knows how to do this and you, you adopt certain mental models, which is what I hope to give you in this video. You can shortcut the process, but it's still gonna require work just like anything. Okay? So if you're here because you got sold the dream that it's easy, you click buttons on a keyboard and get paid tens of thousands of dollars, that's not really the reality that I know and the reality of many copywriters that I know. But if you're here because you want to master the skill and you want to learn to get better, let's jump on board. Okay? This is me saying most other people are garbage because I believe that that's true. Good. One caveat. This is only going to be about the writing of email. So I'm not going to cover deliverability, strategy, segmentation. A lot of the technical, strategic stuff of email copywriting is not going to be in this video. It's. It will maybe be in other later videos. All right, so I want to start with the anatomy of an email. Okay? So the way that this training is going to go is we're going to talk about sort of the five things that I consider to be the most important when you are writing email copy. Number one, this is the idea. Number two is the subject line and the from name. Number three are email openings. Okay. Which I emphasize for a reason. Number four is the body copy. Number five is the call to action. If you nail each one of these things, you'll. Your email is gonna be solid. Okay, so let's break them down one by one. At the end of this, I'm also gonna show you how to edit my emails or edit your emails based on my experience reviewing hundreds if not thousands of pieces of copy all the way from like really good six figure copywriters down to people who are just starting. I've reviewed all that. I see it all the time. I look at copy constantly and I know what the patterns are and the mistakes people make. So I'm gonna give those to you so you don't make them in your own copy. And then at the end, I'll also be giving you a checklist that you can use to just go through your emails and say, all right, did I do everything I need to do to make this a killer email. So, number one, everything begins with the idea. This is actually just true for any kind of marketing, especially true for copywriting. I don't care if you're writing a vsl, a sales letter, an advertorial email and ad. Everything comes down to the quality of the idea. Everything comes down to the creative. So the better you can get at finding good ideas, recognizing good ideas and creating good ideas, the better you're going to be as a copywriter, as a salesman, as a marketer. This is going to be a later video that I'm putting together where I'm going to do a deep dive into this. I think I'm going to call it the A Listers Infinite Email Idea Glitch. Let me know in the comments if you think that that's a shitty name or not. But in this email or in this training, I'm going to give you the 8020 for coming up with ideas for your email. Because once you nail that, your execution is usually just more about expressing that idea clearly and not messing up anything else after that. Great. So when it comes to coming up with an idea, there are three different approaches that you can take. Number one is what I call a top down approach. This basically means you're starting with a template. This is an email type, this is a type of idea and you're just building off of that. The second one is what I call a bottom up approach, where you're sort of taking something called like copy blocks, which is the first video I did. You're taking fundamental pieces of copy and then you're building up your idea out of combinations of those elements. If that sounds abstract, you'll see examples in just a minute. The third is just raw creativity, right? Either you see something that inspires you or, or you just sit down, close your eyes and have an idea come to you, right? That flash of inspiration. Now there's different approaches on how you're supposed to go about do I use templates, do I use this? Some people say never use templates, don't swipe, right? You're not a real copywriter if you use templates or swipe. I think that that's bullshit. Other people say, well, there's no formula for coming up with copy. I also think that that's bullshit. And there's some people who say you should never be creative and use raw creative ideas. I think all three of those stances are complete bullshit. The way that I teach in the way that I think is the best way to learn, I know, is the best way to learn is to start with proven templates. Okay? So what has worked in the past or what is working now is a good indicator of what's also going to work for whatever sort of email that you're writing, right? So going back to the tried and true types of ideas that I'll show you in a second is actually a really good place to start. You should start with templates. It's going to get you most of the way there. However, you're not going to learn a lot with templates unless you're really focusing on what is the underlying psychology beneath them. This is why I like the bottom up approach, things like copy blocks or teaching formulas. Because what you're doing is you're starting to tease apart the elements that make up a good template. So instead of just swiping an email, you're starting to ask yourself, okay, why is this swipe and why is this template actually good? This is going to help you actually understand the persuasion on a more fundamental level. Finally, when you've gone through the process of using templates and understanding and dissecting them, then when you've gone deeper into building up things from fundamental elements and formulas, only then do your raw creative ideas actually have merit. Because if just go and sit without any sort of framework or system for thinking about ideas, 99% of your ideas are going to be shit. Because even a good creative idea still needs to follow certain persuasion principles, right? So you can't just come up with some crazy abstract idea and expect it to sell. It still needs to fit within certain kinds of principles, but you'll never understand those principles unless you start with templates, copy blocks, et cetera. So again, just to be clear, start with the templates, then start to really analyze them into their different elements so you understand what makes the persuasion actually work. Then you can go and use your pure creativity. There are no rules in copywriting. You should break rules all the time. I love breaking rules and being creative. But you should only do it when you understand the fundamentals. One of my favorite quotes from Picasso, learn the rules like a pro so you can break them like an artist. So in this video, I'm going to start with the bottom up approach, which means taking the fundamental building blocks so you can start to understand some of the psychology behind a good idea. And I'm basically going to give you a email idea formula that will work almost 90% of the time. Okay? It'll work all the time. And you can just rinse and repeat and change it up after that I'm going to give you templates like basic email types. There's seven that I really enjoy. I'm going to give those to you so you can copy them, you can swipe them. I'll give you examples for everything, and you can just use them. But don't be lazy. Actually study them and learn them and understand why they work. That's what's going to make you actually a highly paid copywriter, is being good. The other thing is I'll show you how to use something I call idea caricatures, which is actually kind of the secret sauce I think of what makes great copywriters great when coming up with good hooks and angles and ideas, which is the most important part. All right, so let's start really broad strokes. When it comes to copy ideas, people are really only interested in two things, which is the what and the how. So this basically means when you're talking to a market, they want to know the nature of their problem. Why do I have this problem? Let's say that somebody is struggling to get dates. Why do I have this problem? Who else has this problem? What's the history of this problem? Who else has tried to solve it? Right? What does this problem mean about me? Am I alone in having this problem? They want to know information about their problem. Number two, they want to know how to fix the problem. Here's a strategy, here's a tip, here's a tactic. Here's how Jordan Peterson solves the problem. Here's how Andrew Tate solves the problem, right? It's either the what, the nature of the problem, or the how. Here's some examples you can see on there. Now, some markets prioritize one over the other, right? So some markets really want answers about their problem, and some markets really want answers about their solution. That's a more advanced topic that we'll talk about later. But in general, this is the basic breakdown. All markets will respond to information about the what of their problem and the how of how to actually fix it. So let me show you the most basic copy formula you can use. On repeat, as often as you like. Now, if you watched the first video writing Million Dollar Copy with Legos, you should already be familiar with the five copy blocks. You can think of them as like the five platonic solids of copy. These are the basic building blocks that everything is built off of. This is the pain point of the market. The promises that you're offering to the market. Curiosity, which is exactly what it sounds like. It's a curiosity element. It also typically Means the mechanism or the vehicle, the thing that gets people from point A to point B, which is your system, your steps, your methodology, your proprietary formula, your expertise, whatever that is that fits in the curiosity. Proof is any kind of proof that you can imagine. There's tons of different types of proof. That's another video, but just proof in general. Why should I believe you? And the final one is constraints. Okay, so constraints is basically what is holding people back. This can be their value system. Right? They're worried that following is going to compromise their values and it's going to compromise their identity. They don't believe in themselves. It'll compromise their past experiences. And this also typically means anything to do with time or money. Those are the biggest constraints. What you'll notice is that the first two of these, the pain and the promise, are going to make up the first ingredients in our email idea. Because like I said, everybody wants to know the nature of their problem and how to fix that problem. Well, that just happens to be 1 and 2. Pain, point and promise. So let's say that your email idea, you're going to start with pain and promise. And the example could be a sluggish metabolism. That's their pain and burn fat. That's their promise. I'm using a weight loss example and you actually see me use a lot of health examples and I'll pull from different kinds of markets. I love using weight loss examples because it's the most sophisticated form of copywriting, meaning so many copywriters have participated in that market that the copy has evolved and sophisticated at such a rapid rate that if you study weight loss copywriters, it will give you a lot of ideas and strategies and understandings that you can apply to other markets. So I like to use that as an example because we know that people either want insight into their pain or their solution to solve it. Next, we want to add in probably the most important block, which is the curiosity block. So this block is the new piece of information or the mechanism that's going to help them solve their problem. Okay, so now we're building up our email idea step by step. Pain and promise plus curiosity. So the example is sluggish metabolism, burn fat, and the curiosity could be hormonal workout or hard fat. You'll notice here that there are two types of curiosity. So this is the solution. Okay. We would call this the unique mechanism of the solution. Don't get bogged down on that. This is just how do you fix the problem? And this is basically what's the real reason why I have this problem. We're giving a name to it. Okay, These are hypothetical examples. So now then we have the two remaining copy blocks, proof and constraints. So for these we can choose to add one, both or neither to our idea. Okay, so the email idea that we're coming up with is either we're going to talk about pain, we're going to talk about a promise, we're going to make sure we have a curiosity element, and then we're going to add either proof, constraints, or both or neither. Okay, this one is sort of more optional is what I will say. So let's say we have these elements, Miami Dr. That's going to be our proof. And let's say without hard exercise. So now we can just start to combine these different ones in our formula. Right. Every single one needs to have a pain or a promise like it does here. Every single one should have a curiosity element like we put here. And then let's just add in some proof and constraints. Okay, so these are just the raw ideas for the email. You'll see the different ones here. And then what we can do is we can turn those into subject lines using a process. I'll show you in a minute. And we get end up with subject lines like this. And what you'll see is if you start to kind of tease these apart. Forgot which colors I use for which. But let's say that this is. Okay, so what you'll see is, let's say, for instance, purple is for credibility, which is our proof. So purple is for proof, orange is for the constraints, blue is for our curiosity, red is for our problem, green is for our solution. So hopefully you can see in these different examples how every single one either has a problem or a solution. Every single one also has a curiosity element. Hard, fat, hormonal workout. And some of them optional. You don't need all of these, but they tend to make it better. They often have a proof element or they have something that is easing a constraint. Right. People like to work out, or maybe they're scared of working out, but they'll be more prone to work out if they think it's easy or it only takes seven minutes or it's not not long and sweaty. So those are the different constraints. And hopefully you can see how understanding these building blocks, you can literally build from the ground up different kinds of subject lines, each of these mirrors, each of these. And all we do is we put a little sauce and a little magic on it to make it look like an attractive subject line. And by the way, Some of these are a little bit aggressive, right? This is weight loss copy. What I want to show you is that you can also write this for pretty much any kind of market imaginable, right? So I recently did a challenge for my coach which was on keeping your word. And this is one of the subject lines we use, right? This attraction factor gets you high paying copy clients. Closes tonight. So same thing. We have curiosity and we have the promise on here, okay? So no sort of proof or no sort of constraints on this one, but you'll see it still has the same elements, right? So you can do this in any sort of market. Once again, the basic ass email formula you need to use is to take pain or promise. Pick one of those. You could put two together, but for now pick one of those. Then pick curiosity element, okay? And then pick proof constraints, either both or neither when you start to put those together. And by the way, every single market has multiple things that they'll be responding to in terms of promises, multiple pain points, multiple curiosity factors, multiple kinds of proof, and multiple constraints. So let's say that each one of those has, you know, 10 different ones, which is kind of short. Now you have literally hundreds of different subject lines you can do just by swapping out different combinations and variations of these. So let me show you an example. So this is from an attention hacking promo that my partner Mario and I did recently where we went through all the science of how to create attention. And what we did is we. I just pulled out from that sales letter all of the different pain points that this market has. Then I pulled out all of the different promises that this market has. Then I pulled out all of the proof that we have between the two of us. And based on our trainings and teachings, then I pulled out all the different constraints that they might believe, right? Belief constraints, resource constraints, identity constraints, et cetera. Then I pulled out all the curiosity mechanism things that we have, right? The S2E formula, the speed to emotion, evocative velocity, beam and motion. Then what you can do is let's just choose a handful of these blocks, right? I could choose as many different combinations as I want, but let's just say I pull out a handful of these. Pain, promise, constraint, curiosity, proof. Then I can go on to write different kinds of subject lines like this, okay? Evocative velocity equals Limitless copy clients, 30k a month Blueprint if you pay attention. We have subject line or curiosity elements, we have promises, limited copy clients, and then we have some stuff right here which is a little bit extra, but we kind of qualify that as proof or something else. And then here's some more examples from different subject lines that we could use that would use the same elements as above. And as an exercise for yourself, you can actually break it down. Is this a pain, is this a promise, is this curiosity, is this a constraint, is this proof, etc. So again, I want to emphasize this is one basic formula you can use. I do not want to mistake the fact that I'm saying this is the only sales or subject line formula because there are so many subject lines that work that don't follow this. But this is a proven formula that you can use on repeat and you should be able to kind of understand it because almost every good subject line, implied or not, has some sort of pain and some sort of promise and has to have some sort of curiosity in it. You cannot get away from that secret sauce. And then on top of that, if you add in the proof and constraints, you're just amplifying the persuasive power of those. So I want you to be able to drill this into your head so you can recognize these kinds of subject lines in the wild, dissect subject lines that you see and be able to generate at least a decent subject line for anything that you write. Always on autopilot, this is the go to and we're using a bottom up approach. Again, you pick your pain or promise, add a curiosity element, and then optionally you add in proof or constraints. And again, hopefully you can see the underlying psychology and the building blocks that make this up. Rather than just swiping templates blind, which talking about swiping templates blind, let me give you seven different email ideas or templates just for the ideas that you could use. And you could use them blind if you want. I think the better strategy is actually to learn the skill and learn the underlying psychology. But this will give you sort of a head start. So the first one is the case study and the testimonial. You'll see examples on here. Second one is using a hack or a tip. These are basically little tidbits of information that will help them to get closer to their goal, right? You're not promising a whole comprehensive solution, just little tidbits of device of advice. The next one is an entire system or strategy, right? So a formula or a system or something that's going to help them go from A to Z in accomplishing their goal. The other one is just talking about a fear or a problem. Oftentimes these are powerful. If you're introducing A previously unknown or overlooked fear or problem. So you have two options. You can talk about a problem that they know exists, or you can introduce a new problem to them that they didn't even know was with them. There's different options there, but either one of them falls under this category of introducing the fear or the problem. The next one is the explanation of a problem. So this only works when your market is already pretty clear that they have a problem and they've been doing some work to try to solve it, and they just want to get more insight into their problem. Right. It's like, you know, let's say you've been trying to be more productive and you've been using calendars, you've been using this, and you're like, I just can't seem to to get my life together. I can't seem to be hitting my goals. And you see a video, a YouTube video, a subject line, anything in the wild that's saying, here's the real reason why you struggle with productivity. It has nothing to do with your goals or your deadlines or anything else. You'll be like, okay, maybe there's a reason that I haven't found before that is going to help me solve this problem. So again, it needs to only work in a market that already is aware that they have some sort of problem and they want to know why, because they've been trying to solve it already. The next one is the quiz. Anything that's interactive. This is so good. Still so many people don't use it. I'll probably do another training video on what I call leads, which are actually really, really important for everyone who's writing email copy. You should definitely just learn how to write leads as well. I think it's a really great opportunity. Most people don't use enough quizzes and they work all the time. People love interactive stuff. Anything that gets the mind going, once you have it going and it needs an answer, it's going to just keep going to keep following, right? So quizzes are really great. Same thing with paradoxical questions, which I'll talk about in a later video. And then next we're going to talk about alternate solutions. These are solutions that the market already knows exist, Right? And we're just talking about why they don't work, why they're ineffective, or why they're actually making the problem worse. Different things you can do. And again, overall, what you're trying to do is optimize for curiosity. Okay, so here are the seven different types that you can use. Here's Some different subject lines for each of them. So I gave you one basic email last formula that will work pretty much all the time. Here are seven more different ideas that you could use for any kind of email that you want to write. And they work pretty well. There's some nuances, but overall they're going to work pretty well. Now I want to make a quick detour and explain because everything that we are talking about so far is about coming up with curiosity. That's what makes subject lines work so well. So the pain points and the promises of a market pretty much always stay the same. They're pretty static. The thing that evolves and changes and where the skills as a marketer and copywriter come in is the curiosity element. How do you make something attention grabbing? And attention is always moving. It's, it's a current, it's a flow. So you need to understand, you know, what captured people's attention five years ago or even a year ago is going to be very different than what captures their attention today. So you need to study attention and understand it fundamentally if you want to be a great copywriter or a great marketer. So one of the ways that I've seen, I've had the privilege of working with really, really brilliant copywriters, my ex partners, my current partners, other people I've working with, and I've really kind of always studied because I'm more analytical by nature. I've studied. Okay. What is it that they're doing that's different than what other people are doing? After seeing it so many different times, I started to sort of dissect it and give it a name and a terminology and kind of give it a formula that I hope other people can borrow. Okay. And it'll hopefully save you a bunch of years. And this is something that I call idea caricatures to come up with winning email ideas. So I'll explain the concept and I'll show you a bunch of different examples. One of the biggest mistakes. This is me ranting because it's all in caps. One of the biggest mistakes new copywriters make is being way too literal. You have to loosen up your logic. I fall in this trap all the time. You have to loosen up your logic as a marketer and as a copywriter, which means you need to allow for multiple degrees of connections between different ideas and allow for exaggerated idea caricatures. This is how you get the most out of your copy and pull from diverse ideas. This is actual creativity. I'll show you in a second. So let me give You a couple different ideas. One of the ideas, this actually comes from my business partner, Mario Castelli. And. And he was doing a night fat burning solution product, right? Something that you take before bed, and it helps to speed up your metabolism. One of the main active ingredients in there was something called kidney bean extract. What he did is he wrote a headline that said, eat this white carb before bed to burn whatever kinds of fat. This promotion crushed for them. He started with kidney bean extract. And I want you to, like, let's trace the logic. So kidney beans. What are kidney beans? Well, they're carbs. I mean, they're beans, right? And beans, I guess, are a kind of carbohydrate. And let's say that that carbohydrate is. Let's call it carbs. And technically the inside, they're white. So we can call it white carb. What are people told they're not supposed to do? Well, white carb before bed. Okay, so now you're taking like. Do you see why this grabs so much attention for people? Because you're telling them something that should be taboo. Like, what do you mean? I'm so. I thought I was not supposed to eat carbs, much less white carbs, much less eat them before bed. And now you're telling me to eat this white car before bed to actually burn fat. So you're going to get the attention. Now then, your job as a copywriter is to communicate the ideas in such a way that you're explaining the science, you're explaining how the product works, that it actually works, that it's actually helping people get results. So they leave and they're like, okay, I understand the science and I'm going to click on this, right? I know that I'm not eating, you know, fucking loaf of bread before I go to bed, but I see. Understand how this is going to help me burn fat. But do you see the levels and the logic that you have to go through, the creativity that you have to come up with to go from something like kidney bean extract all the way to white car before bed? It requires some loose logic. It requires you making a bunch of different connections. And this is a skill that requires practice, but you need to know what it is before you can even practice and attempt it. Another one is, let's say it's a tincture, right? Like a supplement that has like a little dropper in it. Well, you can kind of call that a cocktail, right? Because maybe you put it in a drink and you drink the drink. We're going to Call it a cocktail in the headline to first get the attention. Then as we bring people in, we will start to explain exactly what everything means. Okay, here's a couple of other examples. Here's another one I use all the time. It's not the best example. It just is a great illustration. Let's say that you're selling a doggy probiotic, and let's say the way the probiotic works is it actually mimics a lot of what the Mediterranean diet does. The reason why the Mediterranean diet is so healthy, because it has a bunch of omegas and fats and whatever. This is what this supplement does for dogs. So you could say it's like the Mediterranean diet for your dog. Well, then you could amp it up even a step further. Right? You can. You can go as far as you want with this. You could start to call it, like, the pasta trick. Yeah, the Italian pasta dish that helps with doggy digestion. You're stretching the limits of the idea, and you want to be thoughtful and mindful of what the brand is. You want to be thoughtful about how far you're stretching things, but you need to be able to be ultra creative if you're going to actually sell things. You have to use loose logic. This is what marketers do. This is what copywriters do. It's part of the name of the game. And what I said is this is really just an exercise in creativity. If you don't know what the brick test is, it's actually is a measure for creativity where you give someone an object like a brick, and you ask them, what are all the uses that you can come up with for this brick? In a certain amount of time, some people are going to say, oh, put it as a stopper on the door, throw it at a car, do whatever. But eventually, you exhaust all the obvious ideas, and then people start saying wacky shit like, well, you could stand on it and be a mime, right? You could throw it in and start a revolution, Right? You could draw a face on it and, you know, make it a new Instagram influencer. Right? There's a million different things you can do. You want to expand the uses of a brick, so to speak, to get the most out of your ideas and out of your products. If you cannot master the skill, you're always going to struggle. Okay? So just being aware of it is actually the first step, because I've never heard anyone break it down or even isolate it. Now that you're aware of it, you can start to put attention and effort into growing this skill and this muscle of creativity which is just going to make your copy so much better. The idea is the most important part of any sort of copy, especially for emails. You can use top down, Top down are the templates I gave you, bottom up, bottom up is the formula I gave you, or raw creativity, which is sort of the idea characters I shared to generate your ideas and you can work your way through this process. Again, I gave you the most basic formula you could use, which is pain and promise plus curiosity plus proof or constraints, which is optional. I told you how to use idea caricatures to maximize your curiosity and I gave you my 7 favorite email types you can get. And because I love you, here are some more bonus email types you can use with samples of subject lines that you could pay attention to. All right, so that's the first one. Now let's move on to the from name and the subject line. These are super important because obviously if nobody opens up your email, nothing is going to happen. Let's start with the From Name. Many people actually don't even know this, but if you go into your email inbox, you'll see that there's the from name, which is oftentimes just the name of the company or the name of the person sending the email. And then there's the subject line. One thing you can do is you can actually change the from name so it can play off with the subject line, right? So it gives you more real estate to kind of play off of and communicate an idea. So this is an example, Thick lashes. And then try this no mascara trick, right? So you're blending in the promise and you're blending in the curiosity, but you're doing it by using the from name and the subject line. And it sort of stands out when you see a From name like Thick lashes. Most people are not getting emails from Thick lashes every day or that often. So it does stand out. Now what I'll say is the From Name, the people who really master this are the people I know who are sending like millions and millions of emails where just, just a tiny tweak in the percentages could result in tens of thousands or hundreds of thousands of dollars. Okay. For most people, though, it's not really that important the from name, unless you're trying to be cheeky or just have fun with it. For most people in most email lists, it's not a huge needle mover. I would say just focus on the subject line like nine times out of ten. And to make things a little more interesting is there are Two kinds of lists. So there's the personality driven list some people call the guru guru list where you're subscribed to somebody because you're subscribed to that person. Right. I want to get emails from Luke, I want to get emails from Dan Kennedy. I want to get emails from whoever you're subscribed to that person. In this case, you want your from name to be that speaker because that's who they're subscribed to. So then you have another list where people get signed up to stuff like sort of a mass email. They're not subscribed to a specific person, they're just subscribed to an email list. In this case, it doesn't really matter because there's not one person they're getting emails from. So you can play around with the from name. Again, these tend to be things, email lists that have millions of different names. They're doing affiliate style stuff. So for most copywriters, it's not going to be a thing that you should worry about or think about, but it is important to be aware of at least. And then yes, something I learned from Ian Stanley is in general, you want to get people to open your emails just because it's you. That's the end goal, right? You want to build a relationship with people. So they're opening your email, doesn't matter what you say. You could just put a question mark and they're like, oh, I like this guy's email. So he's providing value to me. Boom. Okay. And if you see the trends in marketing, everything is becoming more personalized and there's usually is a human face in front of everything. But let's go a little bit deeper. So now let's talk about your subject line. So one of the first questions that people always ask is how long should your subject line be? It can be as long or as short as you want it to be. You could have a subject line that just says balls if you want. It really does not matter. But to give you some guidelines, typically if you look in your inbox, you'll see Most are between 30 and 70 characters. So characters, that means letters and spaces and places, punctuation, which is kind of about 7 to 12 words on average. But really you should be asking this question. If you have a question like this, go to your inbox, look at what do the emails look like, how long are they typically, and use that as your range and as your barometer. And now you also have an idea of what your core idea is. This is everything that we just went through. Right. So you have an idea. This is what you want your email to be about. And now you're going to start shaping it and molding it into a subject line. We're doing this process first, by the way. Some people write their body copy and then write a subject line. Some people write their subject line, then write their body copy. You can pick whatever order works for you. We're going to start with the subject line, though. That's the way that I like to do it. Here are some rules of thumb that I like to use personally and that I see work with other people to transform a raw idea into a subject line that gets the most attention. So there's three things you can focus on. One is visual texture. Two is what's called power words. And three is by something called copy velocity. So let's go through them one by one. So the first one is visual texture. This is also something I don't see a lot of people talk about, but it's pretty important because you see it a lot in copy and in the wild. So visual texture. Sometimes I look at someone's copy when I'm reviewing it and it just looks plain, it looks boring, it looks vanilla. All the words are kind of the same length, everything's capitalized the same. There's nothing interesting or like literally, visually, it just looks plain and vanilla and boring. I think I broke my rule because I don't have a great example. I have to find a great example for you. But you look at it and you're like, ah, just like. It has all the right elements, but it's missing something to it. And this is what my copy looked like a lot too, actually. Let me see if I find an example. Maybe I'll use my own as an example. Okay, I found one here. This is from a sales that I wrote way many, many years ago when I first started out. Okay. It is not a good headline at all. And what I'll notice it's. This is not the most egregious example that I know of what I'm talking about, like vanilla headlines. But it is a pretty good example, right? There's nothing in it that really stands out. Just like visually, a lot of the words kind of like running together. What the fuck is new offer me? Like, I don't. I don't, you know, I don't even understand what it's telling me. I understand the promise. I don't understand what new offer means. Okay, so this just shows you everyone starts from, from somewhere. This is not A good headline. When I started to sort of diagnose, okay, what separates a really good headline that I'm seeing from something that just feels kind of vanilla, I realized that a lot of it, yes, it's the idea, right? The idea, characters and all of that. But also a lot of it has to do with the visual texture, which means things like punctuation, quotes, parentheses, brackets, things that provide eye relief and catch the eye. Things like capitalization. So you'll see a lot of subject lines that are all lowercase or certain words that are all uppercase. I even do it when I just write normal, right? People make fun of me all the time, but I don't care. So like capitalization in different forms catches people's attention. Same thing with numbers. Numbers catch people's attention. You don't want to bog down your headlines with a million different numbers, but they do grab attention. And then you see things like uncommon letters like Z or Q or something else like that. They also have a visual texture to them. Literally the way it looks on the page, that's going to be more attention grabbing. So here's another, another example. So you could say date models with this attraction hack. That's all right. It's kind of boring. And then what you could do is you could add things like, let's say we add brackets, let's say we capitalize certain words, let's say we add punctuation and let's say we're adding numbers on here and everything else is sort of lowercase. This is sort of an extreme example, right? Again, it's a pretty aggressive, hard hitting subject line. But you could modify it for whatever market you're dealing with. But hopefully you can just see the difference between something that looks like this kind of boring, standard vanilla to something that looks like this. It doesn't look like most of the emails in your inbox. And so it's going to stand out. The next thing is what I call power words now. People make fun of power words now. They used to be really popular with, you know, copywriters in the 80s and 90s. People kind of make fun of them now. Like words like amazing and stuff in your headline. They're like, what is that? That's, that's old school. And I get why they make fun of them, but truthfully, they still work because on a just a scientific basis, certain words are more emotionally charged than other words. And when you're working in a high leverage piece of copy, something like a headline or a subject line using emotionally charged words still works. Okay. You don't need to be saying the amazing secret, right? Because that has lost all meaning in today's world. But using emotionally charged words, things like banned, things like criminal, things like crook, things like words that just have a lot of connotation and meaning and emotion to them are still going to make your copy better. The trick is you don't want to overdo them. Don't just think you can slam. Like, everything is a matter of taste. And I always use the analogy of seasoning. You don't want to just put a bunch of pepper or paprika or whatever. I don't even cut that in your food. You want to actually be tasteful and thoughtful about the elements and the seasoning you're putting in there. Same thing with power words. Don't overdo them. Just make it a part of your copy DNA so that you know it's not something you think about consistently. You're just always going to using these power words. Here's a whole list of words. Greed words, fear words, anger words, curiosity words. I went through, I curated the list a little bit, but there's something that I pulled and I. I used AI. I came up with a lot of different ones. So I'm not saying every single one of these words is great. I didn't go through with that meticulous detail. But a lot of them are really, really good words. Like jealous, for sure. Victim is really, really good. Thug is really, really good. Pitiful is good. Band is good. Confidential is good. Exclusive is good. So all of these words are great and you have different emotions that you can use for them. I'm giving all those away to you. You can take them. The last one is using copy velocity. So copy velocity is just how much information are you communicating to the reader or the listener and the amount of words. Okay, so this typically means what you want to do is you want to compress the amount of information, you want to move the words around, communicate as much as possible in as short a space as possible. Because if you just wrote everything with regular sentences and filler words, it would be way too long. So you kind of have to mold and move things around. For example, you could look at date, nines and tens with this attraction hack. Now we're saying date, nines and tens with this banned attraction hack. Right? We're adding in information now we're adding in information, like details inside. So we're promising them when they open this up, they're going to get more details. We're calling it foolproof, right? This is Pretty much the same on here. So you'll see that in each of these instances, I'm not adding a bunch of words or a bunch of characters, but I'm doubling or tripling or quadrupling the amount of meaning that is in that subject line. Okay, now you can overdo this as well and just give people way too much information. They can't process it. But in general, you want to try to figure out, especially for subject lines and headlines, you want to figure out how much info can I pack into this little sentence or this little subject line to communicate something to them. I mean, look at the title. This nine figure, which is like an authority type thing. Copywriters, another sort of authority thing, right? Together, it's actually nine figure copywriters. 20 minutes can be way longer than 20 minutes. Email crash course. Let me actually look at the headline here. Yeah, I'm saying this is free. I'm saying it's not for your copywriters. I'm telling who it is. And it's an email masterclass, right? So there's a lot of information communicated in that short amount of time. And so you got to play around with the way words cut out, filler words, et cetera. This is how you make a good subject line. Again, the main goal is just to stand out the inbox. I don't want you to get lost in all the tactics and techniques. Absorb them, let them wash through you and hopefully they become second nature because at the end of the day you're just trying to stand out in the inbox. People should want to open your emails because they like who you are and then you should give them something attractive and interesting to say. Okay? So don't get bogged down in the rules and this and that. The main goal is just to stand out in the inbox. Okay? And these are guideposts to help you to do that. So. So again, zig, when everyone else is zagging. If everyone is doing uppercase, do lowercase. If everyone's doing really long subject lines, try shorter subject lines. That's actually what's so fun about the game of marketing is it's always constantly evolving and it's getting even faster. So there's always something new. What worked before is not going to work now, right? Maybe something really shiny and polished is working now. So that means something ugly and looks unrefined is going to work even better. So now let's combine everything that we've learned so far. Copy blocks from names, subject lines and create some captivating, attention grabbing emails. Okay? We're getting to the body copy and everything else in a little bit. But let's just use what we have so far and see where we ended up. So let's say this is like a health email, more of like an affiliate style one. So let's say we have the from name called Recall, almost like a vitamin recall or, or some sort of scary recall. And we're using a quiz framework. 3 second quiz. Which vitamin keeps you awake at night? So we got pain points, we got curiosity because it's like what do you mean vitamin keeping me awake. We got the brackets, we got the numbers, we got words like quiz, right? Which sort of stand out. So you can see this is, this is pretty decent. And then we have the actual email on here. This sort of style of email works really, really well and you can use it in any market. One thing I love is if you take, just take copy from these aggressive markets like health or wealth or biz op or whatever those are. Just take that more aggressive style style of copy, not even the claims or whatever, and put it in any sort of market you can think of, they're going to work so much better. You're sort of cross pollinating stuff. And if you take it to a market that isn't used to this kind of copy or isn't used to it, it's always going to work really, really well. Okay, again, I'm not talking about the claims, let's talk about the structure and the style of it. Let's look at another example. So this is from my business partner Mario. I'm going to kind of read it because I think he's one of the most brilliant copywriters that I know. Not very public, just someone who's in the trenches, but really, really good. And you'll see in a second. So in this case, because it's from him, the from name is just Mario Castell. Subject line I got too high, right? Accidental copy breakthrough. So I want to show you this because this doesn't follow any of the rules, right? It's like I got too high. It's kind of like a confessional controversy style email. But even so, he makes sure to add in what the promise is. Accidental copy breakthrough. So even if you're not interested in the story of Mario getting high, you're like, okay, at least I'm going to get this copy breakthrough. And how do you get a copy breakthrough from getting too high? It still has the fundamental process, persuasion, principles, basics, promise and curiosity element. So let me read it for you. Don't Let the Goonish New York accent fool you. In my heart, I'm a nerd to the point where even where I'm taking a break from work by popping a few edibles and firing up episodes of Loki on Disney plus. Nerdy as fuck. I'm still thinking about marketing nerdier as fuck. So when I watched the season one finale three years ago, it changed the way I think about copy forever. Again, the reason I'm reading this whole email is one of the best ways to get good at copy is just to read and listen to people read and break down a lot of copy. I think Mary is brilliant. I think it's email is really, really good. If you want to get better email copywriting, this is one way. And we'll look at some better examples in a minute. Now, for those of you who are less nerdy, Loki is a show about the multiverse. That means it has almost infinite amounts of parallel universes all playing out at the same time. Which means there are near infinite versions of the same characters living in different universes, gathering very different life experiences. The villain of the show is a dude called he who Remains, and the reason he's the villain is because he erases timelines to prevent more versions of himself from wilding out and trying to conquer the universe. In hindsight, this probably wasn't the best show to watch on Edibles, but here's where the epiphany came in. At the end of the show, when the heroes decided to kill a villain, all he did was look at them grin and say, I'll see you soon. He didn't stress out at all, because he knew that without him controlling the timelines, one of his other versions was just going to conquer it all and take his place. With me so far. Okay, nice little check in for a longer email is really important. Well, here's why this is important. Our markets are multiversal too. So right now, across the multiverse, there are infinite versions of you. Infinite versions of this email. But the way you're going to respond is based on your experiences in this reality at this current point in time. But time isn't static. So even though we're experiencing the present, there are infinite amounts of past and futures that are already playing out for different versions of you. And our job as marketers is to transport our prospects from the specific point of time in this specific reality to a future point in time in a universe where you were actually able to achieve the outcomes you want. I call this timeline branching. Yes, I swiped it from Marvel and While it probably sounds weird to you now, when you actually get this concept and it gives you a level of power over your markets that 99.99% of marketers will never have. Because when you break it down, every market you want to sell to is just composed of various combinations of the past, present, and future. When we talk about a market's pain, we're really describing our current experiences at this specific point in time. When we talk about the frustrations, we're talking. We're describing the emotions from their past failures up until now. And we talk about a market's fears. What we're really describing is a prospect's expected projections of future experience. And once they envision that future, it becomes real to them, even if their current vision hasn't lived yet. And these experiences drastically shape the beliefs our market has. So you know how you hear that some markets are considered jaded? Like the joint market, for example. What the fuck does that actually mean? Sounds pretty abstract, but it's simple really. A market becomes jaded when their past failures of trying to solve a problem leads to a selective narrowing of possible futures. Because they failed in the past, it's harder to convince them of a future in which they succeed. They develop limiting beliefs around the outcome. And all limiting beliefs actually are just a subconscious rejection of favorable futures. So how do you change those beliefs? By reframing their experiences. And here's the good news. Doing this is easy. You can literally get AI to do 95% of the work for you, telling you exactly how to reframe those experiences to get your prospect to accept the reality in which your product helps them solve their problem. This makes selling basically automatic. But in order to do this, first you have to know the way you're currently your market is currently viewing the world. What were their past experiences? What are their present pains? What futures are they expecting? What limiting beliefs have they attached to the past, present, future experiences? And what a lucky coincidence, because that's what the AI avatar machine is built upon. It's about uncovering everything you need to know about your market so you can shift their beliefs by warping timelines and reshaping their realities like a motherfucking sorcerer, bringing them into the moment where buying your product is the only possible way to get what they want. Obviously, this is not the easiest concept to explain in an email, which is why Luke and I spent 150 hours building a whole system around it, simplifying and crystallizing these concepts into step by step workflows that help you uncover everything Your prospects need to hear in the exact way they want to hear it. So all your promises, hooks, mechanism and offer methodologies deeply resonate as if your prospects were writing sales messages to themselves. This is the evolved way. Blah, blah, blah. I just like this. The deadline should join us tonight and there aren't any possible reality across the entire multiple verse where we're going to make exceptions to that very long email. I'm getting a little bit cotton mouth just reading it. I think it's a really great example of what you can do. It's more humor, it's more personality, and it kind of breaks the rules a little bit, right? Because I don't want you to get too constrained and caught up in templates and formulas and whatever and you just see. But what you'll notice is after you go through this whole video, if you come back and watch it and reread this and listen to it again, you'll see all of the elements and principles that I've been talking about woven up into here. And this is what true mastery is. This is where I want to get you to as fast as possible. Understand the principles and the templates and the psychology. And then the stuff just flows out of you, okay? It's just natural. You speak, copy. It just becomes the foundation for everything else that you want to do. Here's some more examples of good subject lines. Just use them, swipe them, move them around, whatever you want to do. I want to emphasize there are no rules, except one that maybe I forgot to mention, which is that you should probably pay off your subject line pretty early on, especially if it's kind of egregious. Like this one from Ben Settle the TSA Balls Fondling Marketing Funnel. And he starts by saying there are a few places I despise more than airports and goes right into the story. I'm just mentioning that because sometimes people have a great headline or a subject line and then they don't pay off. It's called paying off the subject line until like you're halfway through the email. It's weird for people because if people opened it for that specific subject line and you're not telling them about it, they're going to get kind of pissed. Last device is just be fucking normal, be cool. Which means especially if you're doing personality lists. This is not true for affiliate email list because you don't have the opportunity to do this. But be likable, Give actual value. Communicate clearly. Give people what they want. And then people open your game. Even emails, okay? It doesn't need to be that complicated. But this is going to start to give you some of the basics and some of the formulas that you can use to write really good subject lines. Let's move on. Let's talk about openings and body copy. So openings. This is by far the biggest mistake that copywriters make when they write their emails. Okay? It does not matter how many times I say this. It doesn't matter how much advice I give. This always ends up being the most common mistake with email copywriters. And it's also true for leads. Really, any kind of copy you can imagine and kind of any writing and what it is, is there is stuff is too much throat clearing. So by throat clearing, this is when you're starting to write your copy. You're just giving. You're not getting to the point. You just have all of this intro. So in the beginning, there was a man, he had a really big problem. It was something related to his body, something he couldn't shake, really. It was his body, himself. It was his fat, and it bothered him a lot. This is an extreme exaggeration, obviously, but this is kind of a lot of copy that I get, right? It just starts with all of this stuff. It's like, just get to the point. Stop trying to show off and be so fancy. Just get to the fucking point. That's what people want, okay? People's attention spans are limited. They don't want to read your shitty email. They just want to know what their solution is and solve their problem. So just get to the point. Your emails are not shitty. After you watch this video, they're going to be excellent. But here's a real example from a copywriter in my group. This is old copy that she submitted. She's a really good copywriter. Now, it starts when this says, want to take the revolver for a test drive? This is for like selling camper vans or something like that. We know you have a lot of questions and uncertainties, and some questions come only be answered through experience. Is camper van worth the. Worth the investment? Okay, I understand her angle and you'll see the whole email in a second. You'll understand the angle too, why she's going into it. But this is not a good example because the whole email is just about how you can test drive the revolver right before you buy it. But it's starting by saying, we know you have a lot of questions and uncertainties, which is like, do you know that or not? Or are you just putting those in their minds? Then there's just like Platitudes like some questions can only be answered through experience. It's like, duh, like, why are you telling me that? Especially in the beginning of an email where you're just about to get their attention. Why are you taking that valuable real estate for telling me platitudes that have no meaning? And then you're kind of getting to the point. So this is an example of throat clearing. I'm going to edit this in later so you can see it. This is a video from Mario Castelli where he's going to share kind of his own take on it because it's so important. I want you to hear it twice.

Hey, if you're watching this video right now, that means your coach told us that you're struggling with your emails and a little in particular, you're struggling with the openings of your email. So this video, I'm going to give you a quick lesson that's going to make your emails instantly more impactful and allow you to get much stronger results. Your coach told us that the area where you're struggling is at the opening of the emails, which happens to be the most important thing to get, right? Because if you're. The opening of your emails isn't strong, just like the lead of a sales letter. If the opening of your emails isn't strong, people aren't going to keep reading the rest of your email. You have to make sure you hit these emails hard coming right out of the gate. A lot of times what people do is they spend their. They waste their first few lines of the email doing what we call throat clearing. Basically, they're warming up, breaking out into a jog, and slowly building up speed. That's not how you want to approach your emails. You need to be coming full speed right out of the gate from the very first line. I'm going to show you examples what throat clearing looks like in emails and how you can get rid of it to make sure that your emails smash from the very first line and capture the most amount of interest and attention. So look, this is an example of throat clearing right here. You could start the email like this. A lot of copywriters do this, and it doesn't even look that bad on the surface. But when you really know what compelling copy looks like, you'll notice how often you can go back and look at other people's emails and you'll notice how often people make this mistake, which is really crippling their conversions. So this is crazy. I'm going to tell you a secret that you're going to love because it's going to help you burn fat faster. I've never seen anything like this before and I can't believe it's true. But it is true. Harvard researchers have discovered a strange biological loophole that allows you to burn all your stored body fat from all over your body all at once. You see the difference here? All this stuff is lukewarm. It's building up towards something. But your email will be much stronger if you just delete all this and start with this Harvard researchers thing right here. This is clearly the most compelling and interesting part of this email and that's what you want at to look lead with right away. Watch the difference one more time. I'm going to read through it. This is crazy. I'm going to tell you a secret that you're going to love because it's going to help you burn fat faster. I've never seen anything like this before and I can't believe that it's true. But it is. Harvard researchers have discovered a strange biological loophole that allows you to burn all your stored body fat from all over your body all at once. See that difference? It takes way too long to get to anything exciting and then imagine that versus this. Just starting the email right away. Boom, they hit the subject line, very first line. Harvard researchers have discovered a strange biological loophole that allows you to burn all your stored body fat from all over your body all at once. Now you immediately have their attention. You're not spending wasting a minute or ten lines or so trying to build up to your compelling promise. You're leading with the compelling promise right away. And I promise you, way more people are actually going to read your compelling promise here and continue on than if you had all this copy diluting your email and forcing them to stick around just to get to anything interesting. So this is throat clearing in action. It's one of the biggest mistakes that copywriters make, especially newer copywriters. And the quicker and sooner you get you stop making this mistake, the faster you're going to see big results and big improvements with your copy. So hopefully this helps.

Peace. That's opening. So just get right to the point. That's basically it. We'll show you examples in second when it comes to writing body copy. This is sort of my school of thought. If you have your idea right and you get people to open it using your subject line. But let's forget that for now. If your idea is right, your body copy is just to get people to press the button, the CTA without fucking Anything up. Most copy in general is get a good idea, only talk about that idea. Don't fuck anything else up. Okay? Or even simpler, get a good idea, don't fuck it up. That's basically it. So most of your copy is actually playing defense. People try to get too fancy and flowery with their language. But really what you're trying to do is get out of your own way and help your prospects get out of their own way as well. As long as you have a good idea and a good offer and a good attention grabbing headline or hook or subject line, getting out of their way, just kind of checking the boxes is the best thing you can do as a copywriter. What I'm gonna do is give you principles. Maybe later in some other videos I'll give you templates, I'll even give you AI prompts and templates and stuff that you can use. But right now I'm just gonna give you the principles. And they're actually like really quite easy. So the first one is you want to sell the click and not the product. Okay. This is really, really important. Alright, so we'll look at it in a second. Less is more is actually the second principle which you'll see. I call it the pissed off copywriter. And the third one is to thin it out, which is a concept called the slippery slope. So let's break it down. This is pretty much everything I said. If your idea is good enough, your job is just provide enough information to get people to want to click the cta. Less is more. Some of the best emails I've ever written are the simplest because I was actually pissed at having to write the email. So I just had to let it out. Let me show you an example of one of the best emails, best performing emails I did when I worked for this one company. You can see, I think it was sent at 11:27. This might have been the first one that I sent. I couldn't have another email that beat it. And look how simple it is. It's dumb. It literally, if you put this into a Hemingway app, it's like a zero grade level. And I literally wrote it. I was at the bar in Austin, which is why I have an Austin bar. And I was like, oh fuck, I have to send this email. I don't want to send this email. But I said I was going to do it, so I need to do it in like 10 minutes because I, I actually want to go drink and like party. Okay? That was my old lifestyle. So I was like, let me just get this Thing out. So I was like struggling to start an online business. Read this. It's the dream. Make your living from your laptop or phone, wherever, whenever. An Austin bar and a beach in Bali in your house with a six month old. You have total control. You have total freedom. It's the dream, right? But so many people struggle to reach it. Why? I'm not going to claim to know the full answer. There's a lot of factors or what specifically you might be dealing with. But I can tell you that this is the number one issue. I see most women struggle with resolve. It has to do with your frequency. And if you're like most women, things just start to fall into place, one after the other, Right on queue, right on time. Read it and let me know what you think. It's very blind. Not only did most people click it, but many people bought the whole product after this. They booked a call and ended up buying again. Best performing email that we had. And it's so, so, so simple because I didn't overcomplicate it. I just started right away. This is your dream. This is what you want. Why do people struggle? I don't know. But here's the main factor I see. Click on it. It has to do with this and everything is going to be good. Bye. I didn't waste their time. I didn't do a bunch of throat clearing. I didn't start with in the beginning. I just went right into it. So let's say, let's call this exercise the pissed off copywriter. Less is more. So let's go back to this original email. Want to take this revolver for a test drive? So it says, we know you have a lot of questions and uncertainties. Some questions can be answered through experience. Is a camper van worth the investment? Will actually be that much better than a truck camper. Do you need a wine rack or else is a deal breaker. Well, our sister company, Romerica. You can answer these questions for yourself. Yourself. We actually start AVO as a way to build quality, durable vans for this. So you can test run the exact style van you're interested in purchasing. But be careful. Could just change your life. Here's the thing, blah blah blah. You don't get to see your van. How does it drive? Should you upgrade? Okay. It's just going on and on with stuff. Not bad. The writing's not bad. It's too much bloat, right? It's not getting to the point. So what I told the writer is I said I want you to just adopt this attitude, right? Of the pissed off copywriter. Like you're pissed at writing it or you're pissed at reading it. And you're just like, you know what, I need to just get this fucking thing done. So what is the fastest way to go? Point A to point B. So what I told her to do was say, let's just figure out what it is that you're trying to say. So let's sort of reverse engineer, let's do a reverse outline, let's take your email and figure out what is it you're trying to say. And then we can figure out what the most efficient, effective way to say it is. So this whole section of copy is really just saying, we know that you're uncertain about this van. This is saying, so you can test drive, right? You're uncertain, so test drive it. Here's this. Test driving is useful. That's all this copy is doing is telling people why test driving is useful. Then it's saying, we'll credit it to your purchase. And then we have this call to action. Okay, that's all that's going on in this email. Now if we analyze it, we get these beats. We know you're uncertain about the van, you can test drive van. Test driving is useful. We'll credit it to your purchase. Now if you analyze those, one of these we can actually get rid of. Because do people need to know that test driving is useful or is that kind of self explanatory? It's self explanatory. You're uncertain about the van, so you can test drive it and we'll credit to your purchase. That's all you're trying to say. 1, 2, 3. So I said adopt this mindset of the pissed off copywriter and try to say it like you're a caveman, like as dumb as you possibly can, as simple as you can, and just get right to the point. So here's what we came up with. Test drive camper van for free. We get it. Camper vans are expensive and you're not so certain it's for you, so why not test drive it. That way you know for sure our sister company lets you test drive these vans for free, so you'll know if it's right for you. Best of all, once you test drive, you can apply that to your purchase. If you decide, of course, test drive your camper van for free. Here's what Shannon from Round Rock said. Amazing. Sign off again, this is obviously an exaggeration. I went super, super rudimentary and caveman with it, right? With Amazing as my testimonial. But honestly, it's actually not that bad. I would prefer to send this email versus this one. It just gets. Gets right to the point. It's so easy to read. It's so breezy. Let's. Let's do a quick test. Okay. So you'll see in Hemingway app, which is what I'll recommend to you in a second. We got a grade zero. And if we did the original one, I'm just going to take it with these notes. Okay. Grade three, which is actually still not. Still not horrible. But the other one is better. Way more to the point. Okay. Like I said, it is an exaggeration. But it goes to show you how simple you can make your emails. So thin it out the next one. Yeah, the next concept is called thin out your email. And let me explain what it is. So it starts with a concept called the slippery slope, which comes from this guy, Joseph Sugarman, who wrote this really good book called the Ad Week copywriting handbook. And it's basically where you start with a short opening line in all your ads and emails. That's basically it, a three to five word sentence, right? Really basic opening line. And what it does is it kind of sucks people into your copy. What you don't want to do is start with a really long, dense line that makes it's hard for people to read. They can't even get into your copy. You want it to almost be like, kind of against their will. They're reading the short sentence and they're like, well, I might as well read the next one and the next one and the next one. And that's interesting. That's. And it's a slippery slope until they get to your cta. That's what you want. But too often copywriters start with really long, dense lines that feel intimidating to read again. You know, people say like, oh, people are dumb. And it's not the fact that people are dumb. In fact, there's this quote. A consumer is not a moron. She's your wife. Don't insult her intelligence and don't shock her. I kind of say he was half right. Because sometimes people are dumb, right? You just got to understand that. And all the time, this is the most important part. They're not giving you your full attention. Okay? Like they're on the toilet opening up an email, reading it, right? They're in bed at night. They're like, you know, just moving things around. They're like catching it. Like, people are not giving you their full attention. They're not going to sit there and read it like it's a PhD dissertation. Okay? They're not focused. You don't, you haven't claimed that attention yet. So you need to make it as easy as possible for people not to treat them like they're dumb. Maybe sometimes they are, but also because they, you don't have their full attention. Do not make them work. This is why I like short, attention grabbing sentences to start. This is again from the keep your word challenge that we just did. Your phone gets a ping. That's good. It's five little sentences and it kind of drags people into the story. I included the example unicorn copywriter. I think it's a pretty decent. I'm proud of this one because I didn't actually write this email. One of the people in our membership wrote this email. He works for us and he's been with us for a long time. And this is a pretty decent email that he wrote. And I didn't have to do any edits, so I was happy for that. Okay, so I want to show you some examples. So exhibit A. Let's look at this piece of copy. If you are currently suffering from chronic fatigue, weight gain, brain fog, and hair loss due to your low thyroid, I urge you not to set foot in the grocery store until you read this. According to a groundbreaking study from the University of Pennsylvania, these three superfoods hold the key to nourishing your thyroid back to health. Do you see how long and dense this is? Like literally it's two sentences or two lines. When I write copy, I like my copy to just be half a line almost all the time. Sometimes I'll go to one. One line or two lines or whatever. But especially in the beginning, if you're opening an email like that, it just feels like work just to read it. Not to mention, we're at a grade 15, so the ideas are good, the execution is not good. So what I told him to do is like, let's just again get pissed off and thin it out. If you're suffering from a sluggish thyroid, do not step foot in a grocery store until you read this. Because you Penn scientists just discovered three delicious superfoods that can revive your thyroid. Check them out. If you pop it in here, it's a grade six. Okay, which is better? Which one feels easier to read? This is the process of thinning out your copy. Now, all I did was talk about this one. I just talked about principles for body copy. And the reason I talked about just principles is because that's really the starting place you need to go. Once you have an idea and then you have your subject line you can kind of go through, and little by little you can start to figure out, how am I going to go from this opening idea, explain this idea, and then get them to the cta. Now, one thing that I probably failed to put in here, and I'll have to put in another video. You can. Guys can let me know in the comments below exactly what you want to see. I can give different templates for copy. I can show different outlines. It's probably something that I'll do, the elements that you want to include and kind of some structures to follow. But in general, as long as you have a great idea and you just work on articulating that idea and getting it to the cta, you're going to write pretty good copy and you're going to follow these principles. One thing that I will need to add, and we'll. We'll kind of redo this one a little bit later, is I'll start to add in actual structures that you could follow and some of the main points that you can hit. But for now, I think you've seen enough examples that hopefully you can start to kind of pick them together. All right, let's move from there. Now, let's talk about the cta. For your cta, there are three important things to understand. One is that your CTA is the main goal, which is your crescendo. So one of the mistakes that sometimes people make is they add in too many features. We'll look at that in a second. Number two is your CTA can and often should match your subject line. Three is to make your CTA transformational. Four is to add in what's called visual texture to your cta. We already talked about that for a subject line. Same thing applies to this. Okay, so let's go through them. Number one, your CTA is typically the main buildup and crescendo of what you're trying to say. So often you want to drive all the energy of your email to that one link. Okay? Because you're trying to sell the click versus trying to just sell in the email. You're not trying to include every reason why they should buy a product in the email. Email. You want to send them to the sales page of the vsl, where that can do the selling for you. So you want your cta, you want everything to move people to the cta. Too often people are telling the email. They get so caught up in the email, they just Put the cta and then they keep moving into email. But it's like, no, Remember, your goal of sending that email is to get them to click the link. That's it. So everything needs to be optimized for that. Here's a quick example. This is an example of what not to do. So we started with the email. Looks pretty good. Went into it, we got to the cta and then we have PS and then we're going through all of this extra stuff down here. Click to get the answers below. It's okay in this case, right? Because these are sort of like fascinations and interesting things that can get people to click. But my problem is it's going to start to distract people from the main idea, which is we just want to get them to the cta. And sometimes less is more. So this is an example where I would be careful adding too much more information. It's not too egregious because this is actually interesting and we finish with a cta. But in many other cases, you don't want to get your CTA just sort of caught up. You want to make sure it's the highlight and the crescendo of what you're sending. The next thing is often your CTA can just match your subject line. Since a lot of people are just going to open your email, scroll down and then click the link. I'll show you an example. Okay, so stay at home mom makes 8k per month, part time. And we look at our subject line, how Montana stay at home mom 8k per month part time. A lot of times people are going to open it. And if they're opening this email because they like this idea, chances are they're going to want to click this because they like this idea. Very, very simple. So you don't need to stress out with your cta. Once you have a good subject line, just kind of make your CTA modeled after. You don't have to, but it's a really good place to start. It's pretty much it's usually what I do anyways, the next one is really, really important. This is true for any kind of copy you write is you want to make your CTA transformational. Don't just say learn. Click more. Buy this. That's boring, right? And it's like people don't want to buy. People don't want to learn. People don't even really want to click. They want a transformation. They want to benefit, right? They want the promise. So if you can embed that into your promise, it makes the act of clicking the CTA feel like they're getting something, right? Yes. Burn fat now. Yes. Date more women. Yes. Fix my dog's digestion. So let me show you some examples. This is from my partner, Mario Castelli. Right. Warp realities with the AI avatar machine makes selling easy and systematic without having to be a world class copywriter. Or one minute yoga workout tones your body and burns belly fat. Try this each morning, three times a week. And then you want to add in visual texture. We already covered that quite a bit, so I'm not going to go into it again. But you can look at the above examples here. You can start to see the visual texture again. These are capitalizations, numbers, punctuation, things like that that just make it look more appealing to people who are reading it. Okay, so now I want to cover common email mistakes and what's called copy chiefing, right? So you've written your email, you're looking at someone else's email. How can you make it better? You can do it by avoiding the most common mistakes. And then I'll give you a couple of little rules of thumb so you can start to actually chief it, make it a lot better. So one of the first email mistakes is, is too many ideas. People have too many different ideas and they're trying to fit them into the email and it's more confusing than anything. One idea, one email, that's it. If you're a creative person, if you have a lot of ideas, someone like me, you're trying to put everything in there because you want your genius in there and it's always going to distract you. This is one of the biggest things I had to learn as a copywriter. Less is more, less is more, less is more, less is more. It's true in almost every aspect of life, I think. So too many different ideas. Just communicate one idea. That's the power of one. Number two is trying to sell everything in the email. We talked about it already. But what people try to do is they sell everything. They talk about all the features and the benefits or the product, whatever without forgetting the purpose. Right? Which is your email is just supposed to drive people to the sales page itself. That's the thing you want to optimize for. You're selling the click number three is too much density. Okay, Remember, you want to start out with a slippery slope and copy and then thin out your remaining copy. So here's the example we looked at just previously so you can see it. And then again, remember, the simplest emails often outperform any of the others. Right. Like the really basic one I showed you about being in Bali. A bar in Bali or bar in Austin or beach in Bali, whatever that was. Throat clearing, an email. Another egregious mistake. Get right into the action. Don't pause, don't wait. Just go right to the main thing. Another concept that we haven't covered. It's going to be a subject of another longer training is something I call pain and benefit dimensionalization. Okay. Or we could call this pain and promise dimensionalization. So what this means is, like I said, it's a trickier concept. But I'll give you the 8020 here, and then if you're interested, let me know and we. And we'll expand on it later on. One of the ways to make copy stronger is to take it from something that's abstract to something that is concrete, something that is just kind of an idea or concept, and turn it into something that is actually visual, tangible for people. Okay. It's a little subtle. You need to train yourself to be able to see the difference. But it really makes. It really is so powerful. It's harder to make things concrete and tangible than it is to make them abstract and conceptual. But the payoff is going to be a lot better. And this is one, one thing you have to master as a copywriter. I'm sort of more of an abstract conceptual thinker by nature, so it's something I really had to work. Work hard on to do for other people. It might be easier. Let me show you what I mean. So this is an abstract claim. You'll lose 30, 48 pounds effortlessly. It's kind of hard to see it, right? You could. You could work your way up into a picture of it. But I'm not painting a picture with the words here. This, however, is. I'm painting a visual picture of what life would be like if you lost 48 pounds. Right. You'll see your husband. I usually walk to the bathroom and you tight black dress, right? Like you'll get more affection from your husband. Or people will make comments and they'll want to know your secret. Things like that. Here's another one. Transforming from one who's horrified by her disappearing hair to transforming me from a woman who used to spend hours every day combing and styling her hair to cover up her visible scalp. See how we're using actual concrete language that describes that pain point and exactly what the market is going through versus just this, like, horrified is abstract concept. But spending hours every day combing and styling the hair is something that the most. The Market really connects and relates to. Here's some more examples of pain points that are dimensionalized. I'm not just saying like you're gonna not be making money, right? Like you're gonna be working in this 9 to 5. I'm actually painting a picture of what the pain is like. I've seen other people live the stream life and same thing here. This is the promise of what could happen if this is for like a joint product. Digging around in your backyard garden, playing with your grandkids in the park. It's not just like hey, your joints are gonna feel better and have relief. You need to say those things as well. But you're painting a whole picture for people. The next one is third and fifth grade reading level. Okay, between third and fifth grade reading level for most of your copy that is self explanatory. Just keep your copy simple and you can use this app, Hemingway Editor. Pop it in there and it'll tell you what grade level that you're at. Eventually you just want to be able to write first and third grade level up to fifth grade level automatically. But it's important to check it because especially if you're writing out, it actually takes a lot of work and mastery to do something that's very simple. So when you're starting out, your tendency is going to be a little bit long winded in longer sentences. So you need this as like a stopgap to make sure that you're writing simply. The other thing is adding specificity. So being as specific as possible. So three minutes, three to five appointments made this kind of money in a day. Here's another example that you can read there. So whenever you can add specificity, it's going to be better. Okay, you can overdo specificity, but in general more is going to be better than less. So that's sort of like common email mistakes that will help you to copy chief your copy and other people's copy pretty easily. Now let's look at some quick email examples as well that I think are pretty good from a bunch of different markets. And we'll kind of look at what works and what doesn't work and then I'll show you the email checklist. Okay, so this is an email from Modern Millionaires, which is a company actually that Mario Castelli worked with for a while as well and helped them blow it up. He didn't write this email, but I always liked this email. I think it's, it's kind of fun, it's tongue in cheek, but it still gets the point. Across so sellicated to make 10k hey, chance and Abdul here with an odd question for you. What if you could sell a kidney to make $10k, would you do it? We wouldn't, that's for sure. But someone on Reddit recently posted about how damn hard it is to make money online that he jokingly, we hope, said he was considering selling a kidney instead. We googled it and you can legally sell 1 for 10k. Joking aside, if you want to learn how thousands of regular people are making 10k every month while keeping all their vital organs, learn how to make 10k a month without selling a kidney. It's so simple. It's so straight to the point. Reading level is a grade two. It's funny, it gets the point across, right? It's making a claim and a promise, but it's not over the top and it's not exaggerated claims. It's like, it's basic. It has humor, it has personality and it gets your attention. Like sell like you need to make 10k. I think it's a really, really great email. Let's look at this one. This is also from Mario Castelli, and I like this one a lot. One thing I know about Mario is when Mario is writing to a sophisticated audience, like the copywriting or marketing audience. It's like when you're selling to copywriters who know all the tricks in the trade and stuff like Crazy Crossroads close. Which if you don't know, is something that typically comes at the end of sales letters to give them like two paths. Like path A, your life is amazing. Or Path A, you know, you don't take action and everything sucks. Path B is you take action, buy my thing and your life is amazing. It's a classic thing. It's. You'll see it almost all the time in VSLs and TSLs. When Mario is writing to a copywriting audience, he doesn't treat them like idiots, like they know what's happening. So he always kind of plays back and forth. It's like breaking the fourth wall and copy. I think it's something he does really, really well. Okay, so insert cliche crosswords close here. What? Thought you caught your boy slipping. Like I forgot to change the subject line. This is the part of the email sequence where I'm supposed to write a Crossroads close and tell you how great life's going to be if you sign up for the AI Avatar Machine workshop and how fucked you are if you let your competitors get the secret before you. But since the deadline to sign up is just a Few hours and I have more. I want to prepare for the workshop. I'm just going to let Claude write the crossroads quotes for me. Go get them. Fun fact, they made me take French in high school. So there you have it. You're standing at the crossroads. Path one leads you down the well worn trail of mediocrity. We have to continue to slave away in promos that should work, but leave you scratching your head of frustration when they don't. Where you'll keep throwing spaghetti at the wall, hoping something sticks and never quite understanding why it doesn't. Where you'll keep grinding away late nights, weekends, holidays, sacrificing precious time with Emily and friends, all in pursuit of a breakthrough, etc. Etc. Then path 2 leads you to the AI avatar workshop continues. Boom. See you on the inside, Mario via Claude. So you basically had Claude, which is a great AI copywriting tool. I can do more trainings on that, but shows you how, how it writes it. But I like this one because again, it's just humorous. Right? This is, this is the fun stuff. I think this is when copywriting becomes fun. When you master the fundamentals and the principles I'm sharing here, you can have fun with your market and play with them. It doesn't feel like laborious. It actually feels like you're having fun writing, which is how stuff should be. Let's look at another one. So this is more of an affiliate style one. Okay, so you have something called we have thick lashes. Try this no mascara trick. So wow. What mascara do you use? Your lashes look great. It's hard to answer this question, especially when you don't wear any mascara at all. Truth is, you don't need to use mascara to give your lashes that thick, luscious look. Here's a simple trick I learned to keep those long, curly and beautiful lashes. I'm not talking about fake lashes or extensions either. This is so easy. It works on anyone. No mascara needed. Try it out again. Do you see how simple it is? We're just getting people to the click. So much so that they put the video in the little red YouTube thumbnail. There's. And then they had there and then they had the watch now. Then they had the other call to action and the other call to action. And it's so basic. What mascara do you use? It looks great. Oh, I don't wear mascara. Instead I do this basic, simple idea expressed neatly. If you look at the subject line, we have visual elements, right? Curiosity blocks. We have the promises here. Hopefully you're starting to See these things as we break down these emails. Let's continue. Let's look at this one from Cole Gordon. Very simple email things. One, you can get this little blinking gif. It really makes your email stand out when you have it. But I like this, okay, the moment I refused all the shiny guru tactics, I remember like yesterday, late 2020 and made a conscious decision to stop trying all the shiny objects in the market to try to get more leads. So no more of this. We were just going to sell one high ticket offer on one channel with one repeatable sales process. That's it. And despite my hesitation, I got myself out of sales and transferred all the sales calls to a new closer at the time. And the craziest things happened. We scooted from around 200k a month to our first $1,000,000 a month in a matter of few months doing only that. And I say this because I see so many coaches and consultants agencies try all this complex stuff to generate more leads, get more sales. At this point in late 2023, we pretty much tried every trick in the book on our way to a $30 million year as a company. I'll tell you this, nothing has been as predictable and consistent as nailing one simple marketing campaign. We sell one high ticket flagship offer at the validated sales process. I just haven't seen anything that works better than that. Is there room for all these funnel and lead gen methods I mentioned? Yes. The problem is most high ticket businesses start tinkering with stuff way earlier than they should and it becomes a giant distraction. Instead you want to do this book a call with our team. Very simple, very laid back. It's about refusing all the shiny guru tactics and everything in this email is about refusing those tiny shiny guru tactics. Clicking here to book a call with the team, I think it's a really great email. Leverage is authority. It's super, super solid. So I'm going to share this email checklist, even scoot it down a little bit here so you can see. And it's going to start with do you have a good email idea? Which basically means you have the pain promise and are you leveraging the blocks? Right? So curiosity, things like that. And how do you use the idea caricature process to really make your idea as sticky as possible. The next one is creating a good subject line, which means visual texture, power, words, copy, velocity, everything else. Then we moved into email opening which is making sure. Are you doing throat clearing? Get rid of it. Are you actually paying off the subject line in the email body copy? We want to sell the click and not the product. Everything is one idea funneled down to the cta. The other one is less is more. We talked about the pissed off copywriter approach where you're like, fuck this, I'm just going to write the email as simple as I can and just knock it out. The last one is thin it out. Okay? So we talked about the slippery slope, how you want to start your email with short lines. You want to keep your lines maybe about half, half a line to a line to start, but you really want it to just be simple eye relief so people get sucked into the copy and it doesn't feel like effort for them to read it. We talked about how your CTA is the main goal, so everything should point to your call to action because you want to sell the click. Okay? Often your CTA can and should match your subject line. We talked about making your CTA transformational. So you're not just saying click here, learn more. You're actually saying giving them the transformation, the outcome they want. Then we talked about adding individual texture to your cta, which is very similar to what you do for a subject line. Last we said in copychiefing, you want to make sure you have one idea. You want to make sure your pains and your promises are dimensionalized so they're concrete and visual versus abstract and conceptual. You want to make sure that it's around a third to fifth grade reading level. This is not a perfect science, okay? But the lower the reading level can be and still maintain your meaning, the better your email is going to do. Okay? It's so, so important. And the last one was to add in specificity. So this is everything. This is my the first attempt at a beginner masterclass. I want to continue to make this better for you. So what I'd like you to do if you watch all the way here is you know there's three things you can do. One is please put ideas for future videos, things you want to see in the comments below, and I'm going to start making videos around those now for this one. If there's anything I left out when it comes to emails that you want to see more of a concept I didn't go into deeply, something that wasn't clear, let me know so I can continue to revise this and make better and better videos for you. Because I want to refine this whole email process because I know so many people want to practice more emails and that's about it. I'm going to find a way to make sure that I can get this document over to you. It'll probably be in the description below. I don't know what I'm going to do about it yet, but I want to make sure you can have this document so you can reference it. Play with the examples. Everything else, that's all I have. Thank you so much for your time, for your attention and I'll see you in the next video. Peace. Right. Like the really basic one I showed you about being in a Bali. A bar in Bali or bar in Austin or beach in Bali, whatever that was. Throat clearing, an email. Another egregious mistake. Get right into the action. Don't pause, don't wait. Just go right to the main thing. Another concept that we haven't covered, it's going to be a subject of another longer training is something I call pain and benefit dimensionalization. Okay. Or we could call this pain and promise dimensionalization. So what this means is, like I said, it's a trickier concept. But I'll give you the 8020 here and then if you're interested, let me know and we'll expand on it later on. One of the ways to make copy stronger is to take it from something that's abstract to something that is concrete, something that is just kind of an idea or concept, and turn it into something that is actually visible, tangible for people. Okay. It's a little subtle. You need to train yourself to be able to see the difference. But it really makes. It really is so powerful. It's harder to make things concrete and tangible than it is to make them abstract and conceptual. But the payoff is going to be a lot better. And this is one thing you have to master as a copywriter. I'm sort of more of an abstract, conceptual thinker by nature. So it's something I really had to work. Work hard on to do for other people. It might be easier. Let me show you what I mean. So this is an abstract claim. You'll lose 30, 48 pounds effortlessly. It's kind of hard to see it, right? You could. You could work your way up in. Into a picture of it. But I'm not painting a picture with the words here. This, however, is. I'm painting a visual picture of what life would be like if you lost 48 pounds. Right. You'll see your husband. I usually walk to the bathroom in your tight black dress. Right. Like you'll get more affection from your husband. Or people will make comments and they'll want to know your secret. Things like that. Here's another one. Transforming me from one who's horrified by her disappearing hair to transforming me from a woman who used to spend hours every day combing and styling her hair to cover up her visible scalp. See how we're using actual concrete language that describes that pain point and exactly what the market is going through versus just this like horrified is abstract concept, but spending hours every day combing and styling the hair is something that the market really connects and relates to. Here's some more examples of pain points that are dimensionalized. I'm not just saying like.