How to use apology tactics in your top of funnel emails to make your prospects ‘problem aware’

Presented live on Tuesday, August 14, 2018

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If your emails include things like… “Just wanted to make sure”, “Sorry for the extra email” or “Not sure if you saw…” you’re being waaay too Canadian and it’s costing you sales.
In this tutorial Ry Schwartz and, conversion copywriter, Joanna Wiebe, show you how to write an email using a specific set of apologies to make your prospect ‘problem aware’ in the early stage of your funnel. Free template!

This tutorial is brought to you by Airstory writing software.

Ry Schwartz’s template (a.k.a. themeplate) #1

TRANSCRIPT

Joanna Wiebe: Right. Hello everybody. Morning, afternoon, evening, depending on where you are. Joanna here from Copy Hackers and [Air Story 00:00:08] joined by Sarah, as per ush. Hola Sarah! She’s back here.

Ry Schwartz: Double angle. Yes.

Joanna Wiebe: [inaudible 00:00:20] back.

Ry Schwartz: Oh my goodness.

Joanna Wiebe: All right. We’ve also got … Poke. Just kidding. Because it’s fun now. Pet your hair …

Ry Schwartz: That is why you set up your office the way you did. Yeah. You could do the whole Eiffel Tower thing. “I’m holding Sarah.” Yeah.

Joanna Wiebe: [crosstalk 00:00:38] down. All right. Cool. And we have Ry here, of course. Ry.

Ry Schwartz: Morning guys! Yeah.

Joanna Wiebe: [crosstalk 00:00:44] same way.

Ry Schwartz: I mean, you could sort of frame my very black espresso.

Joanna Wiebe: So, you’re not using the wine glass.

Ry Schwartz: I’m not. I’m using a mason jar with a handle, which isn’t hipster or pretentious at all. And-

Joanna Wiebe: No, I was going to say. Is it the hipsters on Us Story got that or …

Ry Schwartz: Yes, actually. Actually, I think I stole it from the hipster café. And I am drinking aged espresso beans, but that’s a good thing. That’s just the fact that my espresso has been sitting in a cupboard for like two years, but it’s all good. It tastes more and more like wine the longer you kind of let it go.

Joanna Wiebe: Is that true?

Ry Schwartz: I think so. Yeah.

Joanna Wiebe: Okay. We’ll go with it.

Ry Schwartz: Yeah. We’ll go with it.

Sarah Dlin: Dollar Tree has those.

Joanna Wiebe: Dollar Tree has those. Becky wins today. Becky wins. That is amazing. Oh. Only win to panelists. Okay. That brings me to housekeeping.

Joanna Wiebe: Chats. If you want to chat stuff over to us, please use Chat, and if you hit “To Everyone,” then everyone will see when you say something awesome, like Becky just did to us. If you have questions that we can get to at the end of today’s session, put those in the Q&A area please. Hello to everybody saying hello as well. We are recording this. Thanks Hannah, welcome to [inaudible 00:02:08]. Thank you. It’s coming together. I have this cat statue here that moves sometimes [crosstalk 00:02:13]. Holding her now.

Ry Schwartz: Yes.

Joanna Wiebe: Sorry. Alright so, yeah. Okay we are … we have a lot to get into today, and it’s a 20 minute tutorial, and it’s going back to the early days of 20 minute tutorials when they’re going to longer than 20 minutes. So, to avoid going over let’s get into it. Ry, you’re going to share … a template that only … that all Canadians will recognize well. Now, we’re going to do The Bieber, which is better than the Canadian, which I’m going to let you get into. But I’m going to share my screen right away.

Ry Schwartz: Yeah.

Joanna Wiebe: Right now.

Ry Schwartz: Right now. Do it.

Joanna Wiebe: Right?

Ry Schwartz: Yeah. Let’s do it. Yeah.

Joanna Wiebe: We’re on it. Share screen, and mode to present.

Ry Schwartz: Appreciate the intense pictures. I always wonder what your photographer said when that got taken. How did they cue that face up? I could tell you what they told me to cue that face up.

Joanna Wiebe: What was it?

Ry Schwartz: What was it? Whiskey was involved. Album cover. Yeah they wanted the album cover shot. Yeah.

Joanna Wiebe: Cool.

Ry Schwartz: Yeah, album cover.

Joanna Wiebe: Yeah, I don’t even know.

Ry Schwartz: Yeah.

Joanna Wiebe: I have no memory of that. I’ve blocked it out as all the people do when their photo is being taken.

Ry Schwartz: Indeed yes. We should all block out when that happens. Yeah, cool.

Joanna Wiebe: Cool. So, tell us Ry, what’s up?

Ry Schwartz: Alright, so we are doing the Canadian versus The Bieber today presented by two Canadian’s telling you to be less Canadian by showing a template named after the best Canadian ever. So yeah, let’s cue it up. This is Justin. I like to think of him as Canada’s third finest export other than Celine and Copy Hackers of course. Yeah, he’s been the inspiration for this theme plate that we’re going to share with you today. It’s one of our most downloaded, used, versatile, effective templates. So, I am so happy to share that. So this is actually going to be part one of three in a special series of template Tutorial Tuesdays, featuring a Thursday, right?

Joanna Wiebe: Yeah, we’re having a Thursday next week. A special afternoon one for those people in timezones where it’s traditionally been a problem to attend the early morning ones, but also everybody else. Yeah. Oh I didn’t know you were … I would have kept talking.

Ry Schwartz: Yeah. I was sipping. So yeah, part two is going to be the infomercial guide versus the [inaudible 00:04:55], and that’s actually going to have a full live writing component to it, and then part three which is going to more of our pop up surprise Thursday version, The [inaudible 00:05:06] versus the Boss. So more on those in the coming weeks but make sure you get those on your calendar.

Ry Schwartz: But the goal for today is simply to stop being so Canadian-

Joanna Wiebe: You know I have to pause you here. Ry I got to pause you because people [crosstalk 00:05:23] listing off in chat the worlds most amazing people, and they haven’t been Canadian. So this a hard pill to swallow to stop being so Canadian. Ryan Gosling of course [inaudible 00:05:34] for those who are saying [inaudible 00:05:37].

Ry Schwartz: There’s a lot of great Canadians to be fair. [crosstalk 00:05:39] Yeah, and we’re not hating on Canadians as a whole, we’re amazing people I like to think, but being Canadian while writing emails not so good. So-

Joanna Wiebe: Not so good.

Ry Schwartz: Right. So if you’re writing things like, just wanted to make sure, sorry for the extra email, not sure if you saw, to all the tip toeing stuff where you feel like your presence in an inbox is just like an intrusion their soul. That’s a sign you’re being way too Canadian.

Ry Schwartz: And yeah, it’s costing you sales because when you apologize for your presence, and when you have this very passive tone, and tip toe around your offer, and you’re acting like an intrusion, your prospect, your reader they’re going to follow your lead and assume you’re right. And that was literally the most appropriate emoji I could find to connect with that. It’s like the Canadian conversion killing monster, is what I like to call it.

Ry Schwartz: So there’s a better more confident way to say sorry, and that’s what we want to get into today. Sorry isn’t necessarily a bad word, it’s just about how you use it and what you’re apologizing on behalf of. So, agreed. So, when you apologize on behalf of all the things that have let your prospect down, what you do is you release them from self blame, and when you do that you invite resourcefulness, you also build trust and position yourself as an authority, as someone who can even point at those things in your industry that are wrong and causing them to stress. That offers a certain type of diagnosis, which builds that trust. And of course this empowers your prospect to try again with renewed optimism because they know where things have went wrong. They no longer feel like they were the terrible human that caused all of it, and they have an intellectually satisfying and emotionally compelling reason why they know it wasn’t their fault, which is really the key. It’s not enough to just say it wasn’t your fault, you need to really unpack that in a way that satisfies.

Ry Schwartz: So, we’re going to use The Bieber to really use leverage a set of apologies that make your prospect problem aware in the early stage of your funnel. So, that’s going to be … The Bieber’s going to be the framing device for these three types of problems. So we talk a lot about problem aware. A lot of people are already familiar with it, but there are various degrees I like to call them, of problem aware. There’s being problem aware of their situation and condition, which I would say is the most commonly used one. They’re aware that they have this problem, but then there’s also the problem in getting it solved, the process of solving it causes problems, and whether that’s problems from competitors, alternatives, or the missteps in viewing it alone. That is a problem your prospect needs to be made aware of early, and then of course there is the problem in letting it remain unresolved. Now this problem gets leveraged also in the closing sequences when you’re talking about mitigating risk and risk aversion, but it is also good at the beginning to let them know about the problem in letting it remain unresolved. So …

Joanna Wiebe: Which brings us to.

Ry Schwartz: The Bieber. This is animated isn’t it? Wasn’t doing this crazy cool thing before that we were going to try to replicate? No hey?

Joanna Wiebe: Like that?

Ry Schwartz: I don’t know. Yeah, it’s like that. Anyway … why am I the only one doing this? I thought we were all going to do it, now it’s just a [crosstalk 00:09:13]

Joanna Wiebe: [crosstalk 00:09:13]

Ry Schwartz: Yeah we were all going to do it. I mean not like I told you we were all going to do it, I just figured in my mind that we were all going to do it.

Joanna Wiebe: [crosstalk 00:09:20] we should’ve just known, sorry.

Ry Schwartz: Yeah.

Joanna Wiebe: [crosstalk 00:09:23]

Ry Schwartz: Right.

Joanna Wiebe: [crosstalk 00:09:26] possibly. Do you remember that SNL skit where Tina Fey fell in love with Justin Bieber for his cute little face, back when he was still cute? Anyway, I do.

Ry Schwartz: I don’t know. I don’t, yeah.

Joanna Wiebe: I do. I watched it.

Ry Schwartz: It’s worth a re-watch. You taped it right? Yeah.

Joanna Wiebe: Obviously.

Ry Schwartz: Cool, obviously. So, this The Biebs. It’s straight out of a 10x Launches module 3, which is also in 10x Emails Mastery, and this is the link where we actually pulled out the template. We gave you the full template breakdown there, we gave you an example, and yeah. It’s yours to download for being here.

Joanna Wiebe: Just chatted that out, so if you’re in chat you can click the link there, the bit.ly/10xbiebs obviously. Go there. If everybody flies on over to that. That is a Google doc. So you’ll see other people in it and you’ll need to make a copy to use it yourself. Don’t edit directly in it. You will not be able to. Just go in, make a copy, and you can start using this.

Ry Schwartz: Cool. 10xbiebs.

Joanna Wiebe: Yeah.

Ry Schwartz: Yeah.

Joanna Wiebe: Alright.

Ry Schwartz: Cool. So where are we going to set it? So, this is all about getting them problem aware of those three things we spoke about before. The places you’re going to want to do this most are going to be your webinar invites, and that could be in Evergreen webinar as well. We’ve used it for product launch formula style workshop invites at the very, very beginning to invite them to the whole series, not just pointing them to a single video, but really at the beginning, beginning, beginning of that funnel. You could also use this to segment subscribers into a new lead magnet or anything that is segmenting them into a new funnel. It’s really a segmentation email pulling people into a new sequence based on the awareness of the problems The Bieber addresses. And this has even successfully been used in long form Facebook ad copy, and it makes sense. That’s really the top of the funnel bringing people into that sequence.

Ry Schwartz: So it’s versatile, The Bieber can take many different stages in your funnel. That’s a funny metaphor. I didn’t like it as I was saying it, but he could take all the stages, yeah. I want a re-do on that.

Joanna Wiebe: There’s no re-dos.

Ry Schwartz: No re-dos.

Joanna Wiebe: No.

Ry Schwartz: Let’s just keep going. So yeah, these are the four places I’d look to use it.

Joanna Wiebe: But also I want to point this out, we are testing this in a … for another group that has a membership plan that they’re selling. I haven’t even told you this Ry, because we just did this last week where we took The Bieber template testing it on [inaudible 00:12:00]. So we’ll have more to show there outside of this world. So lots of places you can use this template. It’s really handy.

Ry Schwartz: He is really international and pleasing to everybody who hears him. Yeah.

Joanna Wiebe: [crosstalk 00:12:12]

Ry Schwartz: Right. Cool. So, three expert level persuasion tools featured in The Bieber. I just want to give you a really, really quick mini master class on these since this is what you’re going to be leveraging and using when you write it. First one, moment of highest tension. People who have seen other templates have likely seen this before, but what it is as a refresher it’s the hyper specific three dimensional moment where the pain that your product solve is most apparent and acute. So, we’re really painting that vivid three dimensional reality. Getting your taxes done on time isn’t a pain, getting a letter in the mail, and feeling it, and seeing the IRS, and slowly opening it, and having that gut wrenching sensation that you’re late and you’re going to get audited, that is the moment of highest tension. So you’re going to want to leverage specificity to really agitate your pain … agitate your prospects pain and illuminate the context in which it presents itself.

Ry Schwartz: So, that’s what we’re going to be leveraging, and we’re going to describing … we’re going to describe that moment of highest tension to cover ground on those three levels of problem awareness. So, as it relates to the problem they’re solving, as it relates to the process of doing it, and as it relates to leaving it unresolved. Cool.

Ry Schwartz: Persuasion number … Persuasion tool number two sorry, is exclusive empowerment. And the whole idea of exclusive empowerment is that people want to be able to cash in their privilege [inaudible 00:13:44] and experience points. They don’t want to be including in something that literally everyone can get access to. They want to feel like they have either done something, experienced something, achieved something, or have some other type of milestone in their life that uniquely qualifies them to benefit from the invite. So, that’s going to be a tool we leverage when we invite them into joining the webinar in this case in the example we’re going to break down.

Ry Schwartz: So, ways you can uniquely qualify your prospect. These are all points of exclusive empowerment. There’s past accomplishments, anything that is a source of pride. There’s milestones if you’re doing boot camps or any fitness stuff it could be weight already lost, it could be they’ve already adjusted and acclimated to a new diet and they’re ready to take things to a next level, in the B2B world it could be revenue already generated, that’s a very typical one. Number of customers they’re already serving. Those types of things we see a lot, and then experiences, positive or negative. We’re not going to get into too much on this call but reframing negative experiences, and giving them a chance to find meaning out if it is another very big powerful tool that we address in another template that maybe we’ll share another time called Market Search for Meaning.

Ry Schwartz: Anyway, third one, because we are in haul ass mode as [inaudible 00:15:07] would call it, is self forgiveness. We touched upon this earlier but when you’re able to offer your prospect a very compelling and satisfying reason why it wasn’t their fault, that’s how you move them from jaded and disillusioned to feeling reinvigorated, resourceful, and just this renewed optimism around getting it solved. And when they could acuate an attribute, that shift to you, and words, and your product, that is building a lot of good will in advance of the offer that comes later. So, gifting your prospect self forgiveness via your expert diagnosis is literally one of the fastest and most powerful ways to build trust and authority, and your going to use The Bieber to do it.

Joanna Wiebe: Yes.

Ry Schwartz: Cool. Yeah.

Joanna Wiebe: Now those are three pretty big concepts, but yeah we’ll … you’ll talk more about it as we go through actually getting into-

Ry Schwartz: Yeah, we’re going to see it in action pretty soon. I think we’re doing alright on time right Jo?

Joanna Wiebe: Yeah, we’re … we’re not going to hit 20 minutes. [crosstalk 00:16:10]

Ry Schwartz: Cool. So, this is how the template breaks down. You really start off apologizing out of the gate, then you use that moment of highest tension framed as sorries, which shows why it wasn’t their fault, and then you offer an out, a better way with what I like to call the altruistic call to action. You’ll see what that looks like in a second, and then you qualify your prospect using points of exclusive empowerment, and then you could sell the event, lead magnet, whatever you’re pointing them to with more of your traditional fascination style bullets. Cool.

Ry Schwartz: That Oilers jersey was very intentional by the way Jo, that’s a little Easter egg.

Joanna Wiebe: It’s where I live now. So [crosstalk 00:16:50].

Ry Schwartz: Yeah. You were at that show right? I …

Joanna Wiebe: Oh totally, because all Canadians love hockey and Justin Bieber.

Ry Schwartz: It’s a thing. For sure. I wish I was at that show. I didn’t get the invite. So, whatever. Yeah.

Joanna Wiebe: Alright, so do you want to talk over, or do you want to first walk them through the example here Ry?

Ry Schwartz: Yeah, let’s go through the example really, really fast. So this is how it breaks down. I’m going to show you … You have access to this by the way. So, you can give this a closer study later. But I just want to point to how these elements come into play. So, starts off with I’m sorry Ryan. So really apologizing out of the gate battlefield style as Jo would call it, getting to the point, capturing attention. And then we go right into using those sorries, essentially apologizing for those three different types of problems.

Ry Schwartz: So in this case, I’m sorry that the online course you just paid 5k for didn’t warn you about how hard it would be to execute all those tiny email icons on your funnel map, that the success of your funnel, and heck, your entire business fully hinges on writing those little things, and writing them fast, and that the expertly curated concoction of [inaudible 00:17:59] bulletproof coffee, and brain drugs with bad names … That’s a lot of B’s in the Bieber … haven’ been enough to help you blast through it. And I’m sorry that despite your best efforts to do it yourself you’ve been struck down by confusing, overcomplicated, and impractical systems written by old, mostly dead copywriters who didn’t have to contend with unceasing slack notifications, and possible deadlines, and even more impossible screaming six year olds. So, when you look at this again later you’ll see that we are hitting those different degrees of problem awareness, and we’re using the moment of highest tension to really spell them out specifically as to what it would look like in real life when that problem presents itself. Cool.

Ry Schwartz: All right, and then we apologize on behalf of those things, and on behalf of all those things that have put you in this parlous place with the success of your launch dangling in the balance, and the altruistic call to action. Please accept my special invitation to make it up for you. So that make it up for you languaging is where we get a little altruistic, and yeah, just frame it as a way to make up for all those missteps.

Ry Schwartz: Starting next week Jo and I will be hosting the launch and profit workshops. Are you feel nostalgic hearing those launch [crosstalk 00:19:11]

Joanna Wiebe: Yeah, the launch and profit workshops. That’s old.

Ry Schwartz: Classic. It was fun. Good times. I wasn’t a father. You lived … I don’t know you lived-

Joanna Wiebe: [crosstalk 00:19:21]

Ry Schwartz: Yeah.

Joanna Wiebe: [inaudible 00:19:25]

Ry Schwartz: Different time. And then we jump into the exclusive empowerment invitation. So this is a must attend if you’re an online entrepreneur, coach, consultant, expert, or influencer who already has a product. So, using the word already is typically how you know you are exclusively empowering that references something they’ve already experienced or done. So already has a product, [inaudible 00:19:48] or will in the very near future, and what to be able to 2x, 3x, or even 5x sales with the powerful and easy to implement launch copy, or to a talented copywriter who charges the biggest bucks to do this for people … for the people above, and wants to charge the even bigger bucks by getting better results in less time. So, very specific qualifiers for our two main audiences really at Copy Hackers. And then yeah, call to action, and the PS is where we go into your normal everyday fascinations, which we won’t read out loud because I need a sip of coffee or something. So-

Joanna Wiebe: Yeah, you’ve been … yes. Talking up a storm. Amazing. So, yeah that some people are saying really cool stuff in chat about really recognizing a lot of the PAS behind this right? And that’s just, I think a lot of it is recognizing one, a problem, and then big moments of agitation that a lot of people skip through, but that the template leaves you room to explore, as much as you want to as well, right. Excuse me. So yeah, do we want to flip over and look at the template or are we cool as is?

Ry Schwartz: The template … we looked at everything, no?

Joanna Wiebe: Yeah. [crosstalk 00:21:06] So we’re good.

Ry Schwartz: Yeah we good.

Joanna Wiebe: I don’t know how much we’re going to get into that. So, everyone has now that template, and Ry you actually brought this in, in really good time. Well done you.

Ry Schwartz: I knew I could do it. Yeah.

Joanna Wiebe: But yeah. Oh people are asking about PAS’s. So cool, Problem Agitation Solution, or Problem Agitate Solution. Excellent. And look at all the fabulous Copy Hackers folks who are jumping in quickly with what PAS is. That’s awesome. So okay, so we want to talk about … today we talked about The Bieber. Ry you have a little more to tell people.

Ry Schwartz: Yeah. So The Bieber as we alluded to was one of just 35 proven to convert email templates inside of yeah, all our email trainings at this point, 10x Emails, 10x Launches, and 6 Figure Emails. Yeah, templates is what we do. Well, theme plates. I call them templates just for ease of language, but theme plates is really the bread and butter of what we’ve been producing there. This one’s really just one of 35, and we are going to be opening those doors again at the conclusion of next weeks Tutorial Tuesday …

Joanna Wiebe: Yes.

Ry Schwartz: … with The Moves Like Jagger, and this wasn’t decided until literally a day ago. I am going to be creating something new to add to that mix for the first time ever. And yeah, it’ll be available-

Joanna Wiebe: [crosstalk 00:22:34] bad ass.

Ry Schwartz: Next Tuesday. Yeah.

Joanna Wiebe: I’m really excited about it. I’m always excited about the launch of 10x Emails Mastery or whatever it ends up looking like, but I’m always really stoked because without question it’s the most powerful training that we have that applies to every business, because every business largely, that I can think of invest in email when they want to make money at least. So yeah, next we’re going to do a Moves Like Jagger template which some may recognize, and then of course on the Thursday we have another one as well. So, should we see if there are any questions? Are you ready for that Ry?

Ry Schwartz: I’m ready. Let’s do it.

Joanna Wiebe: Cool. All right, I will stop sharing my screen. We have one question in Q and A which I will read out. If you have other questions please throw them into the Q and A area right now, and we will get to them. I am so happy with how quickly you got through that Ry. At 17 minutes I was like, are we …

Ry Schwartz: Right. You had doubt. There was doubt, and I’m like …

Joanna Wiebe: Apologize.

Ry Schwartz: We got this. I did the Bieber.

Joanna Wiebe: You did. Do it. Do the …

Ry Schwartz: I mean I am doing it. I am doing it very poorly, but I’m doing it.

Joanna Wiebe: That was it. That was it.

Ry Schwartz: Yeah, that was it. I got to work on it is what you’re saying. Yeah.

Joanna Wiebe: That’s awesome.

Ry Schwartz: Sorry my Bieber sucks. Yeah, sorry.

Joanna Wiebe: Yeah, no. It’s a great Bieber. It was really good Bieber. Okay.

Ry Schwartz: I’m really sorry.

Joanna Wiebe: People are asking about 10x Emails, and things like that. We will talk more next week about what people who are already in 10x Emails … what’s going on there. So, if you have questions about that we will definitely handle that next week. We do not have those details ready for you at this exact moment in time. Anonymous asked, “How do you keep that kingly beard on lock?”

Ry Schwartz: How do I keep that kingly beard on what?

Joanna Wiebe: Your on lock.

Ry Schwartz: On lock. [crosstalk 00:24:43] This is going to be totally a no shame moment, but today I put beard oil in it. Legit, because it wasn’t meant to still be on my face. I actually had an appointment with a barber yesterday, and I was going to go beardless, and it got canceled. And I’m like, I can’t present The Bieber with this thing.

Joanna Wiebe: No.

Ry Schwartz: So, I did the next best thing. I oiled that. So yeah.

Joanna Wiebe: There we go.

Ry Schwartz: If only zoom could get the scent of the beard oil right now.

Joanna Wiebe: Beard oils are a wonderful thing. Yes.

Ry Schwartz: Yes. Cool. Done. Check.

Joanna Wiebe: Yes. So Debby has an actual question, “What was the subject line for an email like this? Any tips on subject lines?”

Ry Schwartz: It was literally, Sorry … Yeah curiosity loop going on there.

Joanna Wiebe: Totally, and we’re testing that one also in that email that I mentioned that we’re running right now. We are testing exactly that subject line, sorry.

Ry Schwartz: Yeah. So, anecdotally of the people I’ve really spoken to who have been using it. Sorry … is getting pretty stellar open rates, it hasn’t dwindled. People think that emails get played out, but it’s easy to think that when you’re in the copywriting circle. But in the general world The Bieber still has a lot of shows left in it. So yeah.

Joanna Wiebe: Yeah, [crosstalk 00:26:08].

Ry Schwartz: Another that stupid metaphor. Yeah.

Joanna Wiebe: [crosstalk 00:26:11] sorry in your inbox. Oh I guess that’s done now.

Ry Schwartz: Yeah.

Joanna Wiebe: Nope. No there still … still keep testing it.

Ry Schwartz: Yeah.

Joanna Wiebe: Cool. [inaudible 00:26:20] I hope, says, does this work for creating sales appointments in B2B context?

Ry Schwartz: Haven’t tested in that context, but I’d love to. I mean I don’t see why it wouldn’t. Just make sure that the tone works for your B2B context, but apologizing on behalf of the things that have let them down still feels like it could work there.

Joanna Wiebe: Totally.

Ry Schwartz: Yeah.

Joanna Wiebe: Awesome, and Tanya … Hello …. says, “Great presentation. Thanks. What was the moment of highest tension in this example please?” She missed it. She was busy writing.

Ry Schwartz: Yeah. Well, the quickest for you to really read through it again later is to get the bit.ly/10xBiebs, but the moment of highest tension, there’s actually a set of three of them, and it’s really at the beginning after the initial sorry. So we’re apologizing on behalf of those three types of moment of highest tensions. Yeah.

Joanna Wiebe: Very interesting. Okay. Tod asks, “Are these emails designed to get people to sign up for a webinar, or does it work for other offers?”

Ry Schwartz: It works for anything top funnel. So we’ve used it traditionally to get webinar sign ups, or product launch formula workshop sign ups. So, both of them being at the beginning of the funnel. As I mentioned earlier, I’ve seen students use it successfully in Facebook ads leading to webinar sign ups. Where it essentially functions as an email, just on Facebook. So yeah.

Joanna Wiebe: Cool, yeah. Honestly, it’s try it everywhere, and once you use it, it’s just got such a powerful pull. It’s just a very easy template to use, and you feel at the end like all right, good. Cool, that’s what you do.

Ry Schwartz: There’s not an emoji for this yet is there?

Joanna Wiebe: There needs to be. Yeah, you’re right.

Ry Schwartz: It would be my most used emoji.

Joanna Wiebe: Even Skype doesn’t have it, and we’re big fans of Skype emojis.

Ry Schwartz: Crazy. Yeah.

Joanna Wiebe: [crosstalk 00:28:23] Carl says, “Is Copy School accepting new pupils?” I love that you called it pupils Carl. No. Okay, next topic … just kidding, it could be, but it isn’t. Copy School isn’t open right now. But watch for next week to see what is. Jin says, “You mentioned the Canadian and how the two are different. Did I misunderstand what it does [crosstalk 00:28:46] comparison was done?” So the Canadian of course, is not a template itself. The Canadian … go ahead Ryan answer.

Ry Schwartz: Yeah no. The Canadian is a mistake. It’s what you don’t want to be. So, the Canadian really is when you are being so apologetic out of the gate saying, sorry for the extra email. Just wanted to make sure, blah blah blah. So, whenever you’re saying sorry in an actual apologetic way, and trying to justify your reason to be in that inbox, and just feeling like an intrusion. That is when you are being too Canadian. So it is not a template, it never will be, it’s just a mistake people make. So …

Joanna Wiebe: Totally.

Ry Schwartz: Done. Yeah.

Joanna Wiebe: Yeah. Totally, and we see that all the time. People being terrified to email their list, and then even putting on the page where you’re like, “No.”

Ry Schwartz: Yeah, we need to add the Canadian sweep to the sweeps.

Joanna Wiebe: The Canadian sweep, the special bonus sweep.

Ry Schwartz: A bonus sweep yeah.

Joanna Wiebe: [crosstalk 00:29:40] Canadian. Okay and then anonymous asks very practical question, “Where do I access the recording?” These will be available where all of the Copy Hackers tutorials are, and Sarah can probably chat that link out, but it’s over on CopyHackers.com, and you can go in the top map … I thought I just heard singing … That was weird.

Sarah Dlin: [inaudible 00:30:03]

Joanna Wiebe: Oh you actually were?

Sarah Dlin: Yeah.

Joanna Wiebe: You’re a dork. Or in the sidebar as well. So there all over the place there, but course, the [inaudible 00:30:12] results attend live. So you can get it all … all the info live. Tod says, “Any articles I can read about building your email list?” So that’s a different discussion potentially, but if you … I mean we don’t really talk about building your email list on CopyHackers.com because they’re so many ways, and so much has been written already about them, and a lot of it is, it only works in some cases. Building your authority naturally builds your email list, and so we talk about that all over the place, and in the 10x Freelance Copywriter. And I say naturally, but there’s always work. Jessica says, “Is there a spin on this, this template, that works for physical product sales?”

Ry Schwartz: Yeah. I mean even in a physical product sale there’s still going to be those moment of highest tensions. They still have the problem that your physical product solves, they still have the problem associated with having solved it incorrectly, and the problem associated with letting that problem continue. So you could still absolutely use that frame. Of course, your call to action is going to be to point towards a purchase, not an invitation to a webinar or a longer funnel. But you could definitely still use that framing.

Joanna Wiebe: I mean we’re really curious to see how people use this stuff too, so if you do use it in a email, and when you do not if, but when, take a screenshot and post it over in the Word Workers Facebook group, and just show people how you’re implementing it because that along can be really educational for a lot of people.

Ry Schwartz: Yeah, this is a grass roots effort to blow up the Biebers career right?

Joanna Wiebe: [crosstalk 00:31:55]

Ry Schwartz: He needs our help, yeah.

Joanna Wiebe: Although [crosstalk 00:31:58] now that we’re at the end, and people are dropping off, I just got to say, I saw that he’s engaged to that Baldwin girl. Makes me sad for the other girl he was dating. I don’t know why. I don’t actually feel things about this, but I was a little thrown by it.

Ry Schwartz: It’s okay to feel. Yeah.

Joanna Wiebe: [crosstalk 00:32:15] feel things Ry.

Ry Schwartz: It’s definitely okay to feel. Yeah.

Joanna Wiebe: I gave us enough time for Lianne to ask one more question. “Curious, for a subject line that just plain works, quoted like, sorry, how often would you use it on the same list?”

Ry Schwartz: That’s a good question. Thought Jo?

Joanna Wiebe: A test using it more than once, but I wouldn’t confidently use it more than once. I mean a lot of time passes and no one really remembers a subject line unless it’s a really, like whoa. I wouldn’t overthink it. If it fits than do it, but what’s working about sorry, and then can you do the same thing that’s working but just write it differently? And if it’s no, that’s the only way to write it but it’s the right subject line, okay, then test it. And every email platform let’s you test subject lines. So, that should be fine.

Ry Schwartz: Right.

Joanna Wiebe: That’s it.

Ry Schwartz: Because it’s 2018.

Joanna Wiebe: Because it’s 2018. [crosstalk 00:33:11]

Ry Schwartz: Remember when not every email software did that?

Joanna Wiebe: Yeah.

Ry Schwartz: I was like-

Joanna Wiebe: [crosstalk 00:33:16] finally brought it, and I was like …

Ry Schwartz: Yeah.

Joanna Wiebe: Right?

Ry Schwartz: Because it’s 2018. Yeah.

Joanna Wiebe: 2018. All right. Well, thanks. Thanks everyone. Yeah, there’s a Copy Hackers Facebook group Doug. It’s called Word Workers. It’s just it’s where a whole bunch of word workers [crosstalk 00:33:34] That’s where you should too. All right. Ry thanks for that. We will see everybody next week for our other template. Two of them next week on Tuesday and Thursday. Block that time in your calendars, especially if you’re like, what’s this new program that’s coming out too? I really want to master emails.

Ry Schwartz: Yeah, and next week is live writing too. We’re not going to-

Joanna Wiebe: Oh yeah.

Ry Schwartz: Yeah we’re not only breaking it down, but we’re live writing that.

Joanna Wiebe: Yeah. That’s a very good point. So today if you’re like, now I want to go implement it. Next week is the time when you actually will on the call turn this template into a real email that you can then go send for yourself or your clients. Awesome. You guys.

Ry Schwartz: Cool.

Joanna Wiebe: Thanks everybody and have [crosstalk 00:34:19]-

Ry Schwartz: Thanks so much guys. Bye.

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Our most popular tutorials

COPYWRITING
How to write headlines
How to be specific in your copy
How to write great bullet lists
How to write a long-form sales page
How to write compelling “agitation” copy
How to write holiday copy
3 essential copy techniques to use daily

AD COPYWRITING
How to write an Adwords ad
How to write Facebook-compliant ads

EMAIL COPYWRITING
How to write welcome emails
How to write a launch-day sales email
How to write a last-day launch email
How to write a cold email
How to write cold emails for services
How to write a trial-ending SaaS email
How to write a post-welcome SaaS email
How to write TOFU emails

FREELANCING
How to write a project proposal
How to present your copy to clients
How to get more proposals approved
How to wireframe your landing pages

PLANNING & PRE-WORK
How to research a blog post
How to plan a SaaS onboarding funnel
How to use Amazon review mining
How to do a content audit
How to know what your visitor’s thinking
How to use SEO landing pages
Creating a Launch Command Center
How to evergreen your course sales
A 3-part copywriting process for newbies

OPTIMIZATION
How to optimize a headline
How to optimize a SaaS sequence
How to optimize content for SEO
How to validate your copy
Optimize your email sequence with Trello

CONTENT
How to write an epic blog post
How to write a mass-appeal blog post
How to write funny content
How to make your writing sound good
How to keep readers reading
Blog post formula for authority building
How to write an ultimate guide

THE SEVEN SWEEPS (Editing)
Sweep 1: The Clarity Sweep
Sweep 2: The Voice + Tone Sweep
Sweeps 3 & 4: The Believability Sweeps
Sweep 5: The Specificity Sweep
Sweep 6: The Heightened Emotion Sweep
Sweep 7: The Zero Risk Sweep