📝

The 5 Components Framework To Write Emails That Sell

 
 
You've reached the bread and butter of our system, it’s quite simple, yet it needs to be done right.
These are the emails that will serve as our main source of revenue.
 
It is as simple as sending a daily email (broadcast) to your list (it’s fine if you miss some days but try to keep them at 4+ a week.)
Every email will follow proven frameworks that I’ve seen every successful email marketer do, and that I’ve extracted and simplified so everyone can profit from it.
 
Let's go over each one of them:
 
Story-based approach
 
Hook/Lead
 
It is the gravitational force that keeps the reader interested in your email and not close it after reading the first sentence.
Most of your readers choose whether they'll read your email or not based on the first line and the last line.
 
And if your first line is not on point, there's a good chance they'll not read the rest of the email.
 
To write a good hook is to catch your reader's attention.
 
So how do you do it?
 
Well...There's several ways. Here are some of my favorites.
 
Questions
 
Asking the exact questions your reader have is a persuasion SUPER POWER.
 
You'll get them hooked to your email.
 
The point here is to make it ALL about the reader.
 
Make these questions benefit-driven or pain-solving.
 
Example:
  • Do you feel tired of hitting the gym 5x a week and not losing weight?
    • Do you want to eat whatever you want and still lose body fat?
      Do you want a "less intensive" workout plan that leads to better results?
 
  • Still listening to internet goo-roos in 2021?
    • Sick of falling prey to their get rick-quick schemes?
      Want to learn from someone that has REAL world exprience?
 
If / Then
 
By far my favorite and one that never misses.
 
You get in your reader's head with the IF and you get them to read with the THEN.
 
Examples:
 
  • If you want to make your emails strike a chord in your reader's mind then this simple trick I've been using for the past month is the ONLY thing you need to know.
 
  • If you're not sure whether my coaching call could help you hit your fitness goals, then John's result will absolutely change your mind.
 
  • If you can't lose more than 10lb of fat per month, then this ancient Chinese technique might be exactly what you need.
 
 
Negative
 
Example:
 
  • The other day I've WASTED $100 on a dead useless course, and I don't want you to make the same mistake as I did.
 
  • You've heard the goo-roos preach about the "laptop lifestyle" but they never told you all the downsides that come from working for yourself.
 
  • Last summer I stupidly packed 10lbs of fat when trying to look "more muscular..."
 
 
Brief introduction that sparks curiosity
 
This one isn't flashy or anything. It's just a great way to introduce the context of your email.
 
Example:
 
  • Last night I had the craziest of dreams. I dreamt that all my life-savings were lost due to a bank rookie mistake...
 
  • When I last logged into my Gumroad account I couldn't believe that I had made $2,000 USD in less than a week...
 
  • The last time I placed my feet on a scale I weighted 10lbs less than what I thought I did...
 
 
 
Transition To The Story
 
It's not always easy to make a smooth transition that makes the reader realize there's A LOT in your story for him to benefit from.
 
Here's my favorite way to do it:
 
Let me tell you the story of [your story] because it clearly shows that [benefit-driven reason].
 
Examples:
 
  • Yesterday I was watching this great freelance summit, and it made me realize there's a CLEAR pattern in emails that sell.
  • The way Sherlock Holmes lured this thief into his house teaches the EXACT same principles you need to know to get clients effortlessly.
 
Not every story will need this as it will be persuasive on its own, but this is a great way to make sure people keep on reading.
 
 
Story
 
People love stories, and most email marketing guys are only doing boring and pushy promotional emails that deliver no value.
Stories are powerful selling mechanisms, they make people reach conclusions on their own and they connect you and your reader in the same wave-length, they’ll be the ones reasoning why they need your product and that makes them feel like they’re making a good decision rather than being sold.
Telling a story is not only exciting but also a way to give context to a lesson, and people will keep on coming for your emails because they know you have something valuable & entertaining for them every day.
The reason the movie industry makes so much MONEY is due to it’s highly-entertaining & dramatic nature, and that’s exactly what you should aim to do with your emails.
Stories are marketers' best option because they fill the three parts of a whole when it comes to the value they provide.
 
notion image
 
The greatest advantage of using the daily story-based email method is that you’ll be able to sell without being too pushy because you’re not directly pitching your product.
Here’s how you do it the right way:
  • If you're selling a product that saves time, tell a story when you wasted precious time.
  • If you're selling a product that gives clarity, tell a story where the main character needs clarity (doesn’t need to be you).
  • If you’re selling a product that puts money in people’s pockets, tell a story where you had no money (and you needed it).
 
notion image
 
That’s the beauty of this way of selling, you don’t need to state the same problem over and over again, you can simply state a problem that stems from the same nature.
Let’s go over an example just to make this clear.
 
Your solution: Help beginners that don’t know where to start doing X.
The problem it seeks to solve: Lack of clarity
Example of problems you can come up:
● Failing to give the first step ● Feeling overwhelmed ● Conflictual ideas ● Procrastination
All these problems come from a lack of clarity, your story should aim to talk about one of these problems and give a solution for it.
After finishing your story, reframe your product as the solution to your reader's story just like the insert story solution was the solution to the story's main character problem (This should be done in the call-to-action section.)
 
💡
OPEN LOOP - Make your email impossible to ignore A great strategy to make sure the reader will feel completed to read your story is to have an open loop at the start. For example...The open scene of the great movie Pulp Fiction starts with a open loop: "Forget it - it's too risky. I'm through doing that shit" It is a dialogue, but you can leverage the same technique even if you're just narrating. The intention here is to open a curiosity window and then keep the story and close it halfway through or at the end.
 
Transition To The Lesson
 
  • Why am I telling you this? Because...
  • This is why...
  • If there's one takeaway from this, I want it to be...
  • And that's why it's important to...
 
Lesson
 
We’re not in the entertainment business, and even though we use it as a means to an end (teach something), you still need to be clear about what it is that you’re trying to teach in your email.
If your reader doesn’t understand what lesson you were trying to give, he will soon discard your emails. Stories are great to give context, but you must not forget to extract a lesson out of a story.
Example:
 
 
Let’s say we just told the Little Red Riding Hood story in our email.
We could extract the lesson by saying:
“That’s exactly why you shouldn’t trust in strangers online, and you should always stick with creators for a while before rushing to buy their products just because they say so”.
 
Transition To The Call-To-Action
 
Here are my favorites to connect the lesson with the CTA:
 
  • With that being said...
  • And that's why...
  • Which leads me to...
  • And if you want to learn more about this...
 
Call-to-action
 
This component is arguably the most important part of your email.
 
Your email success depends solely on the follow-through rate, and if you fail to push people down your funnel, the whole email, although not useless, will lose most of its value.
Here are 3 golden rules for a good call-to-action:
1. Direct and assertive 2. Qualify the right people 3. Has some sense of urgency (optional)
Example 1:
If you want to 10x your email sales, click the link below:
LINK
Example 2:
There are less than 12 hours to grab my best-selling course at 50% of the price.
>>> Click here before it's gone
 
 
Weaponize Your Email
 
At this point, if your reader made it this far, that’s because:
1. Your copy was on point 2. He’s somewhat interested in what you have to offer
And this is where the magic happens and we seal the deal with those who are still not sure about your offer.
The 6th component can come in many shapes and forms, but the most usual is:
 
  1. Before your signature
  1. After your signature using a P.S.
What we want to do now is WEAPONIZE our email for MASS PERSUASION.
 
It must be impossible for your reader to IGNORE your offer.
 
Here are all the different ways you can do this:
 
  • Bullet-point list with all the benefits of what you’re selling
  • Generate urgency with a deadline
  • Testimonials from your customers
  • Give a bonus with the purchase
 
You can even go as far as choosing two of the things listed above.
 
Lightbulb method
 
This is really good to position yourself as the authority and take off some pressure from your readers shoulder's.
 
The way to do this is by starting your email by stating something that people usually take as true - but it's generally not true.
 
And what you want to do is acknowledge it isn't true and tell your readers the truth instead.
 
For example:
 
  • In fitness: Sugar doesn't make you fat → calories do
  • In email marketing: Weekly emails are not the best way to make more money → 5-7x emails a week are
 
✏️
Live Example Have you ever started doing email marketing and quit halfway through becase you were not having results? And let me guess...You were only sending one email a week, right? Well... No wonder you had no results. Let me explain why...