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- How to write 5-star emails
Welcome to the 12th issue of Write On!
I’m currently on a plane about to take off for the warmth and sunshine of Myrtle Beach.
I’ll be playing 5 rounds of golf over 4 days. Hopefully, I’ll shoot lower than my SAT Reading & Writing score.
I couldn’t take off and leave you empty-handed, though. 😉
Estimated read time: 2 minutes, 37 seconds
Top Finds This Week:
📖 Storytelling: Your personal zero-to-hero story is your most powerful marketing angle. Here’s an easy step-by-step guide for telling yours in a way that’s truly compelling (link)
🧠 Psychology: Kate has spent 1500+ hours learning about cognitive biases and heuristics (AKA the stuff that drives your customers to buy). Here are the top 19 concepts that marketers need to know (link)
🖼 Framework: A unique spin on the PAS copywriting framework. Plus, a breakdown of a piece of content that had 276k impressions using this format (link)
📜 Principles: The best copywriting has these two elements (link)
⚙️ Resource: A library of reverse-engineered marketing & copywriting inspiration: learn the secret psychology of top marketing promotions (link)
🤖 AI: How to generate unlimited tweet ideas in seconds using the PAIPS copywriting framework you just learned about in the 🖼 Framework section above (link)
How to sell anything with email marketing using the 5-star framework:
I taught this framework in my live cohort-based email marketing course last year. Yours free today :)
1. Identify Your Goal
What do you want the recipient to do after receiving your email?
Book a demo?
Place an order?
Leave a review?
Once you have your end goal in mind you can write compelling copy that drives toward that goal.
2. Audience
Who is going to be receiving this email?
Prospects?
Active customers?
Lapsed customers?
The more specific you can get with your target audience, the easier it will be to write the email. Your audience should feel like you’re writing directly to them.
3. Desired Outcomes
You have YOUR desired goals defined in step 1. But what does your email recipient want?
Go beyond the first answer here. What is the transformation that your customers want to see?
Let’s use Beard Club as an example (the company I work for).
What do Beard Club customers want?
First answer:
A dope beard
Beyond the first answer:
Confidence
To be unique
To look more mature
You want to speak to those feelings that go beyond the first answer. That’s the desired outcome your customer is really after.
4. Pain Points
What pain points are your recipients currently dealing with?
More examples for Beard Club:
Slow beard growth
Patchiness in beard
Skin irritation from shaving
By poking the pain point in your copy, you remind the recipient why they came to you looking for a solution in the first place.
5. Objections
Your recipients are looking for every reason NOT to buy from you.
Some common objections:
Not enough time
Not enough money
Not an urgent problem
Your email copy should aim to crush these common objections.
Not enough time?
Show them how quickly they’ll see results.
Not enough money?
Show how your product is a screaming value at its current price.
If you want to be more aggressive, offer a discount.
Not an urgent problem?
Make it urgent. Show them what life looks like without it.
If you want to be more aggressive, offer a limited-time sale.
Let’s put it all together:
Example for Beard Club:
Goal: get 1st order
Audience: prospects
Pain point: slow growth
Objection: It’s too expensive
Desired outcome: to be unique
Some rough copy for this email might look like this:
In 3 short lines, we’re tackling the most important points:
“full beard in 90 days” = addresses slow growth
“only you are capable of” = unique to you
“20% off” = good value
You could improve this email with testimonials, guarantees, storytelling, etc., but the meat of the email is all right there.
That’s all for this week. Thanks for reading.
See you next Wednesday!
Joe
P.S. If you've got a moment, I'd love to get your feedback:
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