Email Marketing

Lesson 11 – What Do I Write About In My Emails?

Lesson 11

The overarching principle when emailing people is to treat them how you want to be treated.

As simple as that. Stop looking for complicated theories or strategies!

Sadly most people can’t believe it. “This can’t be it. There has to be something else!” they exclaimed.

Let me ask you…

Do you like to receive emails where the emails are always trying to sell you something?

To refresh your memory, remember how I’d pester you to buy from me:

Do you feel annoyed?

Do you want to delete these emails and unsubscribe from them?


Treat others how you want to be treated.

Keeping this principle in mind, this means when writing your emails:

  • Don’t always sell all the time. Yes sales is the end objective, but you can’t start a relationship with a stranger (you ARE a stranger to a new subscriber) by selling. This will scare them away. You must start a relationship by helping them move a step closer to their goals.

  • How do you move them closer to their goals? By educating them in a fun way -- a.k.a. “Edutainment”. E.g. You specialize in helping business professionals speak confidently in public. To move them closer to their goals, you give them strategies, tips, and hacks (in a fun way) on how to overcome their fear and speak confidently. You don’t just give them the tip “as is”, you present them in a fun and engaging way (edutainment). I’ve already mentioned this a few times.

  • One of the best ways to present your emails in a fun and engaging way is to tell via stories (again, this has been mentioned multiple times already), and link the story to your email content.But how do you come up with what stories to tell? I’ve did a quick Facebook Live training in my FB group some time ago on this very subject, and you can watch it here:

If you wanna watch, you need to join the group first to view the content -- joining is free. Make sure you answer the few simple questions -- this let us know you’re a real human and not a spammer. We only want real, genuine folks like you in the community!

  • Drop the content inside the emails instead of linking over to an article/post. You can always link in later emails via broadcasts after the initial email sequence has ended.Reason: As a stranger to your new subscribers, it’s not going to be easy to impress them. Content inside the email is easier to be consumed once they’ve already opened the email. Asking for a link click is another level of obstacle.

The 7 Emails In Your Sequence

Here are some guidelines on what you could write about for your 7 emails in the sequence:


Email #1 -- Welcome email (use story, no link dropping)

This is the most important email in the series.

It can either make or break you. Get this email wrong and they’ll never open your email again.

Immediately fulfill your promise by delivering your lead magnet in the first email. Never deliver your lead magnet on the thank you right after someone opts in. This is to train your subscribers to open your emails and to let email inbox providers know that your subscribers are opening your emails -- which will help in future inbox placement.

Briefly tell how you can help them. Don’t tell them who you are -- i.e. “My name is Casper Johnson and I’m a public speaking expert. I’ve been public speaking for 20 years now and I’m also the champion of bla bla bla. My past clients include bla bla bla.

No. Don’t do that. They’ll think: “Oh my! This person is so arrogant. I just can’t stand him.”

Instead you should reframe your words and say something like: “I’d love to help you increase your confidence and public speaking skills. No longer will you fear going up that stage delivering your speech. I’ve been successfully helping professionals like you for the past 20 years, and I can’t tell you how happy and proud I am seeing them conquer the stage.”

See the difference?

First one is all about ME ME ME.

The second one is about THEM THEM THEM.

No selling, no link dropping to sales page or website in this email. They’ll be surprised: “ehh how come this person is not trying to sell me anything, not even a website link” → this will leave a good impression on them since you’re different than 99% of email marketers. The only link you can drop in this email is the link to download your lead magnet.


Email #2 & 3 -- Edutainment + subtle signature link (use story)

After your edutainment, you can drop sales page or website link in this email, but subtly -- e.g. in the signature part, like this:


​​Email #4 & 5 -- Edutainment + soft sell (use story)

After your edutainment, link to whatever you’ve just written to the product/service you’re trying to sell.


​Email #6 -- Hard sell (use story)

After you’ve built goodwill for the 5 emails for the past 5 consecutive days, you’ve now earned the right to hard sell your offer. As usual, come up with a story angle and then tie it to your offer. Make the transition as smooth as possible.


Email #7 -- Edutainment + soft sell (use story)

After your edutainment, link to whatever you’ve just written to the product/service you’re trying to sell.

You might be asking why not hard sell in the last email in the sequence? Because after this last email, it might be a week or two before they get the next email from you via your regular broadcasts.

(Yes you continue to keep in touch with them via broadcasts even after the sequence has ended -- more explained in just a bit…)

If you “hard sell” in your last sequence email and then they stop receiving your email for a week or two, they’ll think “See I knew it, he’s only interested in selling me his offer. Now that I haven’t bought, he is now ignoring me.”

But if your last email were to “leave” them on a good vibe (by continuing to provide edutainment instead of hard selling), they’ll think highly of you.

To see all these emails in action, I recommend subscribing to my newsletter to observe and experience firsthand how I write my emails. I’ll also throw in my “Top 7 Email Mistakes” and “Email Mahhhneeyy PRACcourse” as bonuses.

After The Email Sequence Has Ended

After the initial email sequence has ended, continue to send broadcast emails to them to provide even more value -- edutainment emails, blog posts/articles, training videos, etc.

Reason: Some of them might not need your product/service now for whatever reason (not the right time, don’t have the budget now, busy with other things), but they might want/need it later.

By continually keeping in touch with them with edutainment emails, they’ll be grateful and see you as someone who truly care and know what he is talking about (expert status). The next time they want/need your product/service, who do you think they are going to contact?

They key to keeping in touch is to be consistent and stick to a schedule. It’s better to send broadcast emails once a month consistently rather than sending every day for the first week, only to stop for 3 months and then continuing to broadcast again.

  • Once in a while, tell your subscribers about your personal life/story. Maybe you just had a new born baby, or you’ve just celebrated the first year anniversary of your company with the team. Include pics too -- they show the human side of you and your business. These things help in connecting and bonding with your subscribers.
  • When writing these emails, also ensure that you employ the “writing and presentation style” that we’ve talked about in chapter 8.

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