Here are some Kick Ass Notes from an amazing Email Writing and Auto Responder Course.

Don’t make the mistake of not nurturing the relationship with your existing customers

They already trust you

Don’t talk to your customers the same way that you talk to your prospects

“Imagine you…” – imagine is a powerful word

Ask yourself – what is the goal of your email?

The key should be to get a click back to your sales page, that’s where you sales message is – the email doesn’t sell as hard

Key – make them trust you

Subject line: be original, provocative, intriguing – you MUST get it OPENED!

Take one of the problems of your prospect and tie it together with something completely unrelated

Think : “The problem my prospect is experiencing is a lot like…XXX” – find out what

What you are looking for is a metaphor that can build a common thread between that problem and something you may build your theme around

Example: – fly on the wall recorded real conversations between gurus

Common theme, desire of prospect : to be an insider or listen to insiders

1st email

Subject line: “ticket please”

Imagine being whisked to a mansion full of marketers…bodyguard, shiny conference table etc (painting the picture)

2nd email

Subject line:  “Mooom! He did it again!”

I was listening to my sister’s call, what a rush of adrenaline, finding out about her secrets etc

3rd email

U2 concert backstage pass

QUESTION subjects lines get open much more

Goal of each email : get a click back to the sales page

The sales page SELLS, the email doesn’t sell, it gets people interested again, enough to click and get back to your main message

If talking to prospects: bar stool approach, easier on the sale, gaining trust

If talking to customers: you are the “go to” source, the expert, recommend stuff

The opener – the first few words of your email are EXTREMELY IMPORTANT to get them to keep reading.

Subject line and openers are the most important things that determine if someone will read you – many mails don’t get open, many that do get closed after the 1st paragraph. People don’t have time to read shit. You gotta grab their attention.

Use the journalist rule: the five Ws : Who, what, when, where and why

Including those in the first paragraph will get more people to read. If people don’t have the basics of the story right away and you don’t fill those blanks, people will lose interest.


“Hey there CLIENT-NAME, it’s YOUR-NAME from YOUR-URL with another quick tip on YOUR-SUBJECT”

In this example you’ve got the who (you and them), the what/where (your url/site) and the why (a quick tip).

Don’t lie in your opener. Don’t go overboard on the CLIENT-NAME usage – use it once or twice in the copy, not more.

Key to a good opener: be casual, talk naturally, be authoritative and trustworthy but keep it friendly.

At the end of your opener, insert a statement that sets up your story – this is the BIG TIME PULLER – it established the setting, the mood, it’s a preview of the email and teases them about what’s to come.

“Hey there George, it’s John from XX.Com, and I can’t believe what I just saw…”

“Hey there George, it’s John from XX.Com, and I’m disgusted by what I just heard…”

Now they HAVE TO KNOW what it’s all about…

That’s how The Sun and The Enquirer sell millions of magazines. People HAVE TO KNOW when they see this kind of tidbits.

Use casual words and a casual style. Use sentence fragments. You don’t need to use perfect English – in fact it’s counter-productive to do so, just talk to them as if you were standing face to face to them. Write like you talk.

In fact, on trick is to record yourself TALKING and transcribe it – to make it sound natural.

Be detailed, use colorful words and phrases to paint the picture – put people right in the middle of what’s happening.  This is KEY.

Give them details – it makes the story real

Keep predicting the thought process in their minds and keep pulling the rope, keep them interested thorough the copy.

Writer’s secret : just sit down and start writing – write whatever. You can edit stuff later.

You want your story to have a specific point, and to point/flow towards that point. Have that specific point/goal you’re trying to get to FIRST and work you way back from there.

Where do you get stories?

Personal: childhood, marriage, kids, parents, friends, college, etc

Cultural: popular movies, songs, TV shows (make sure they’re iconic, global and really widely known, stuff that almost everybody has seen – think Rocky, Star Wars, etc)

Topical: hot news items (stay away from politics / religion)

Use the “Imagine that…” technique -  then you can ethically make up a story exactly as you want it to happen.

Testimonials : take bits and pieces of them and BUILD around them

“Hey there George, it’s John from XX.Com, and I want to tell you about Richard…listen to what Richard said: blablabla” and then make a story based around his experience.

“I want to tell you about Peter…”

Actually write down the theme for your email first, to inspire you to find stories


Product: Personal development niche

Theme: Trying to do something without instructions

That theme makes him think about his father trying to put furniture together without instructions.

SUBJECT: Insert Fold A Into Slot B…Uh?

(intriguing headline)

“Hi NAME, MYNAME here from URL with something that’s always frustrated me to no end…” (this introduces and PULLS them in…the “…” is very important)

“Ever tried to put together one of your kids’ toy on the night before Christmas and realize you don’t have the instructions?” (get people to remember, connect, get them to nod their head)”

“you waste time, have to dissemble, spend the night on it frustrated etc etc”

“lesson learned – instructions are an important part of life” (this is the point that he was building to)” – a transition to the pitch will follow

Another Example

Product: Mental Acuity CD

Theme: Having a clear mind

That theme got him thinking about Spock in Star Treck

“Hey NAME, it’s YOURNAME here and I have a confession to make…” (people love confessions)

“Here it is…I’m a closet Trekkie…”

Note: The stories he writes to start the emails are SHORT – 3 to 5 short paragraphs and then he goes into the transition

Transition is a very important part of your copy. Bridge between your story and the soft sell.

Must be smooth, seamless.

Use phrases such as:

“Reminds me a little of…XXX”

“That’s not entirely different from…XXX”, “That’s not different from…”

“It’s just like what you’re going through now with…XXX”

“There is a parallel here I want you to see…”

Make comparisons, contrast statements to connect to their thoughts process.

Pick ONE (only one) burning need/problem and focus on that one in the email. On another email you can focus on a different one.

Poke, prod, pull this thing out into the light and force them to look at it.

Get them to say “yeah I need something to help me with that” or “a way to get rid of that”

Remember you have to be more sneaky in emails, you don’t want to be too sales-pitchy.

Lead-in to introduce your product:

Come in with your “Wouldn’t it be great if you could…” statement.

“How would you like to learn how to XXX in a few minutes a day?”.

“Imagine if you could…”

Get them to imagine themselves without the problem, without the need

Use 3 statements:

“Wouldn’t it be great if …”.

“How would you like to…”.

“Imagine if you could…”

Not less than 3, up to 5 but not more.

This gets them to nod their head saying YES.

Then come in with a “Now you can!” type of statement

“Well, here is the good news…now you CAN do XXX”

“Guess what? I’ve found the answer here…LINK”

They can’t help but click on it because here’s the solution to their problem. This is usually the most clicked-on link.

“A buddy of mine was telling me a story that still has me shaking my head in disbelief…”

“Reluctant hero” approach – I’ve fucked up too, I’m just like you, but I’ve found a way to do this better now

Be on the lookout for Part Two in just a few days.