Module 4, Lesson 1

Email Copywriting Tips

Welcome, welcome, welcome to module four. It is a new module, which means we have brand new topics
of content, and in this module, we're gonna be going over email copywriting.

Now as an entrepreneur or founder, there are so many use cases for email copywriting that, basically, I
decided to make it its own module because for a lot of us that are building any form of email list, this is
really the number one way to sell your product or service, and, still to this day, it is the most engaging way,
and personal way, to really stay in touch with anybody. No matter what platforms you have, it's an ideal
thing to really continue engaging with people via email, and I'm gonna teach you all about how you can
really better understand how to utilise this, how to structure emails, the different types of emails that are
available to you, and so much more.

So a really quick primer, if you will, on email copywriting in general for you to always remember and have
in the back of your mind. First of all, your subject line. This is the first piece of copy that you're gonna need
to write. Now what is the purpose of your subject line? Get the open, it only has one purpose, and that
purpose is to get the open, okay? So don't focus on trying to do more than that, you just gotta get them to
click. When they click and open your email, that leads to the next piece of the puzzle.

The second piece is the actual body copy of your email, and this only has one purpose as well, to get the
click. So first, subject line, just get the open, that's all they need to do. The second purpose, so this is always
gonna be your focus as you're writing the copy for your email, it should all be targeted toward getting the
click. The third piece of this is to lead them to your landing page or sales page or whatever they're clicking
on, wherever they're going, there's one purpose, get them to take action. Either opt-in to an email list of
some sort or buy a product.

So, again, let me summarise that really quickly. The subject line gets the open. The body copy of the email
gets the click. And the landing page or sales page gets the actual sale or opt-in. So to kick off this video,
we're gonna go into specific one-off emails, and the different types of one-off emails, broadcast emails,
some people call them, and the next video will go into different types of sequences and series, but for now,
I wanna discuss just some general tips that you all need to know about when it comes to actually writing
great copy for your emails. So, first and foremost, your subject line, clickbait is actually okay.

Now, I know that might seem a little bit controversial, but the reality is this is a really great tool to get people
to actually open your email, which is the purpose of the subject line. But I say it with a nuance because
clickbait that you don't deliver on is not okay. So by clickbait, I don't mean false promises, but I mean hypey,
weird, confusing, or, you know, just thought-provoking subject lines that get people to want to open, but as
long as you deliver.

So if you say something weird like I never should have done this dot dot dot, that makes people wonder
what should you not have done?
And they have to open the email to find out, great subject line by the way, and they have to open the email
to find out. And so when they do, and you actually deliver on it, and you say, yeah so this one time I was
on this date and I never should have done this and that leads into a story about your product or service,
great, 'cause you delivered on it, and you didn't, you know, just string them along and give them some sort
of false clickbait so that they lose trust with you.

So I think it's a good tool to use, of course, you do not want to overuse this, not more than, say, one out of
every five or 10 emails, but when you really need that open, or you wanna have this, you know, ready to
go, try it out, you'll see that you'll definitely get a higher open rate. As long as you deliver on it, things will
be okay. When you open up the body of the copy of your email never, ever, ever open it up by saying hi
everyone or hey everybody or hey greetings community or anything like that.

Again, remember you wanna be speaking to one person only. They need to feel like the most important
person in the world, so either say nothing and just go directly into your copy, or open up and say hi first
name if you've been capturing their first name in your email management software, or just go hi there or
hey there or greetings or something like that, but keep it focused on one person only. One of the things I
love to do is always give people something to get excited about and a reason to read all the way through. I
talked about this on the webinar lesson as well.

You know, you open up your webinar with a big promise and something that you're gonna deliver in the
end, they have to sit through the webinar. In the case of an email, give them something to get excited about
towards the end of your email, and also make it so that they have to read the story in order to move forward
to really understand what it is you're gonna deliver to them. So, again, this is really all about just giving them
a reason to engage fully with the copy in your email.

Now, in terms of the structure of your emails, it is generally good advice to keep your sentences short, tight,
concise, and your paragraphs no more than two to three sentences. The reason for this is that people are
lazy, and they don't want to do in-depth reading. They're not opening your email because they want to read
an essay. They're opening your email because the subject line got their attention. So now they want more
information, and in order to properly give them more information, you need to make it scannable.

So make sure that your paragraphs are nice and short, and you give people lots of white space between
your paragraphs, maybe even use bullet points and numbered lists and things like that to really break it up,
make it easy to scan.

I also really love using like a PS or even a PPS at the end of emails because people really do look at what
is in a PS, and it's a great opportunity to get a click in the PS.