How to write a launch-day sales email

Presented live on Tuesday, Aug 15, 2017

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The money is only in the list if you sell well to the list. That’s where killer email copywriting comes in. In this Tutorial Tuesday, Joanna shows you how to write a sales email for launch day and walks you through this easy “teaching template” you should follow for faster, smarter sales writing.

 

Joanna is writing in Airstory, the writing software for research-based projects. 

TRANSCRIPT

Joanna Wiebe:                     Hello and welcome to this week’s tutorial Tuesday. I am Joanna Wiebe, thank you for joining me here. This is being recorded and people are filing in still. I know an email didn’t go out earlier today to tell you what today’s tutorial is all about, but the one with a little link here did so hopefully people remembered. It looks like people are showing up so it looks like you remembered that we’re doing this. We’re doing this today, and the topic is, how to write a sales email? Hello. Hello. People are saying hello, I love it. It goes to all panelists, generally, like instead of going to everybody, but say hey, it’s cool, I dig it, like Victoria just did. Awesome, cool. [inaudible 00:00:46] okay. Thanks, yeah, my hair is cut again. You should be able to hear me. Is anybody else having trouble hearing me? I’m not speaking right now. I’m speaking again. Yeah, no, I think it’s good, so thank you for those who are saying, “Nope, it’s …” I’m “load and clear”, loud I assume? Just kidding. Cool, awesome. Okay, great. Yay, thank you. Okay, cool. Thanks, all around [inaudible 00:01:12].

Welcome, again. We have Sarah, I believe is … There she is. Helping out today here too, she’ll be answering your questions in chat, and if you have any questions that you’d like me to answer like something about how to use what I’m showing you today, go ahead and put those in the Q&A area. Cool? the usual stuff here. Okay. Yeah, we’re talking about sales emails today. We’re going to be talking about emails a lot over the next couple of weeks. In fact, next week’s tutorial Tuesday is going to be like super mega tutorial Tuesday, essentially, what we’re calling it right now. We’re going to try to do a lot in it, but I will send you more details about that. It will be focused on emails. We do have a course that we’re relaunching again, so if emails interest you, that’s coming out next week where we’re combining two of our email courses together at one time for one low price. Ta-da-da-da-da. Anyway, we’ll talk was that another time, that’s not the point today.

Today we are talking about sales emails, and that first email that you send when you launch something in particular. I don’t mean launch a new product, I mean, if a feature comes out, let’s say, for a solution that you have, or if there’s something launchy about it. So it’s not just a typical, “Hey, we’re selling this product you already known about for 100 years, we’re giving you 50 bucks off.” I’m not talking about that. There are a lot of different types of sales emails, a lot of different moments at which you’ll send a different sales email than you will at a different moment. So today we’re talking about that moment at which you launch something, and what’s the email that you sent your list? How do you tell your list?

Now, what today tutorial will work best for is those cases where you’ve built a little anticipation. So if you’re in a world where you launch products, where you launch courses or training programs, where you’re about to launch a conference, like an event, like the doors are opening, you can buy tickets, et cetera, et cetera. If there’s anything that you’ve been building up to, that’s where this email shines. Okay, so this one actually comes from Ryan Levesque ASK method. So I put together a massive swipe file of everything that went on in that launch, and I recommend that you do the same. I’m going to also talk a little bit today about how to put that swipe file together, and then how to reverse engineer what you’re seeing in an email that you like, that worked on you, that was interesting enough to get you to open the email, to read the email, to even consider clicking on the email or actually click on the email, and especially to buy.

So we want to keep the swipe files, whether you’re a copywriter or you just write copy as part of your job, a swipe file is what a strong conversion copywriter uses to eliminate that part of the job where you have to like, think. Yeah, to think, like, “What should I say? How should I start this? What should I do? Ugh.” That’s where writer’s block starts, and you’re like, “Ugh, I just don’t know. I wish I had something to work with.” That’s what a swipe file is for.

Let me share my screen. Again, this is being recorded. Yep. Okay, good. You should be seeing my screen now. I’m just going to make it a little bit bigger. I don’t know if that got any bigger. My computer is like, “No, it’s not getting bigger.” Huh, interesting. Joanna, come on. Okay, cool. Let me move that over a smidge. All right. This is the template, this has been put together already for you. Sarah is going to chat this out, so if you are using Airstory already or if you’ve been thinking about using it because you’re writing more research-based content, et cetera, and you want to make sure to work with that, this template is perfect.

Go ahead, use this right inside Airstory, you can just click add to Airstory story now. It will live inside the Templates folder that you have, right here. So you can go in and find any template and this will be one of the ones that will live in there. Again, Sarah’s going to chat this link out. If you have an Airstory account, you’ve been thinking about it, great. Go ahead and add that to Airstory now. Cool? All right. Okay.

Once we’re inside, this is the template itself. Now, this is the original email that this is based on is this one right here, from Ryan Levesque. It was day one of Cart Open. So he had anticipation building emails leading up to this. He had anticipation building content leading up to this. He also has a lot of affiliates, so they were doing some other pushing as well for him. So by the time this came out there were a good number of people who were ready to buy. They’ve been waiting and waiting, they’ve heard about The ASK method for a long time.

I mean, if you’re not familiar with Ryan Levesque and the ASK method, I’ve only recently become familiar with it, but I know a lot of people who’re taking the program and love it. So that’s a side note. I haven’t taken it, but I hear really good things about it, and I love the emails that I get on the subject from him and from his affiliates. Actually, we’re going to put that all together in a big swipe that you can download to add to your Airstory as well, but that’s coming down the road, because that is a huge project. There were like 40 emails in that swipe file.

Anyway, if you want to put a swipe file together, if you get emails in Gmail in particular, I’m going to really quickly show you what you can do to put your own swipe file together really quickly, and then we’re going to dive into the template. Go here, if you’re using Airstory and you use Zapier, this is … Let me just chat this over to you. There you go. Go to the bottom of that page if you use Zapier, and if you don’t, you should, because you can connect like everything so easily, it’s amazing the things you can set up with Zapier. Go to the bottom of that page and you can watch a video to see how to turn emails that you star in Gmail, send those straight over to your Airstory project or your Airstory account, and that’s every email you star, there, that’s your swipe file.

That’s all you have to do. You hit star on an email, it becomes a card inside Airstory and ta-da. That’s when you can add a tag to it as well. So there’s lots you can do, you can just tag it “swipe”, you can tag it “email swipe”, whatever it is that you want to do, but as soon as you star something, it goes into Airstory. Now it’s there whenever you need to use it. So kind of awesome, strongly recommend you use that. Go ahead and check that out. Now, back to the email. I’m seeing some chats, people are like, “Ryan Levesque is super advanced.” Yeah, cool, awesome. Still, I don’t know anything more about it than that, but I have heard good things. So, cool, okay.

This is the email where he launched. Now, he had two emails that went out at launch. This was one of them. The other one I want to show, and I might show at another time, because it’s like a really cool study as well on … I won’t get into it, because you can’t see it, but I might do it another time anyway. Okay. We’re looking at this, “Hey, it’s Ryan here … THIS is the moment you’ve been waiting for … This course is now open.” Link pops in right away. You can put a link this early in this email because this email is meant for people in the product to most aware stage of awareness. I’ve talked about stages of awareness before, if somebody is most aware you can sell to them quickly. You don’t have to take a lot of time selling to them. So this is for people who are most aware, and this is a really good study in writing to people based on what stage of awareness they’re actually in. You’ve built anticipation, you don’t have to keep selling in the email. You can just go in and give them the link right away.

Then he sweetens the pot with two fast action bonuses. The first is this fast action bonus, and I’ll unpack this for you right away over on the template side. Then there’s like fast fast action bonus. This is like, “Wow, only 10 people will get this bonus.” So there are two reasons to buy really quickly. They are the core of this email. Another call to action right under it. Again, we’re just trying to sell, this is a sales email. This isn’t a soft sale email, this is here to get paid conversions. Your job here is to sell. I’m going to talk you through some of the things that he’s doing when we look at the template. Okay, so we’ve already got … Already in this email we’ve got two calls to action. Some of them have all caps in them, as well, and these arrows at the start. These are things you do in sales emails. We can talk more about that.

Okay. For those of you who’ve been following along with this video training series, here’s where I am, you may already realize just how valuable this opportunity is and that’s only going to be available for a very short time. You don’t have to give a lot of information about how long it’s going to be available, et cetera, he’s not trying to give you all the details that are on the sales page in the email. He’s just trying to give you enough to get you to click through and buy. So if you haven’t clicked on these two links of them already, how can he get you to click through, again, knowing that this is really for people who are most aware. High product aware to low most aware or mid most aware, if we look at the stages of awareness as a spectrum. If you’re not familiar with stages of awareness and you’re like, “What is she talking about?” Just google stages of awareness, because I think Copy Hackers pops up as one of the top ones. Anywhere you look, Copyblogger has a really good post on stages of awareness as well, so check that out too.

Okay. “This is your chance,” we’re putting things in their words, “your chance to finally take the guesswork out of launching or growing your business,” that’s the outcome people are looking for. Building on what that really means, kind of like flipping it around in different ways, people can get a better sense, getting more specific with that outcome people are looking for. Only here, only here we actually started to talk about the program itself. Again, this is for people who are ready to buy. You don’t have to start the email with, “Hey, I have this program, here’s what’s inside of it, plus you’ll get these bonuses if you buy now,” flip that around. Start with the most interesting part, that bonus that you get if you buy right now, and then afterward get into the details on it.

Okay, that’s really the core of all of the email. Now, let me go over to the template. We can talk through what’s really happening here. Okay, I know I’m flying through it, because it’s a 20 minute tutorial. I’m going to go a little more slowly through this, and actually I want to do this too. If you’re using this template right now, if you added it to your Airstory account, if you add a new tab that goes like, “My practice email,” or something like that, add that in there, drag that template … Oh, wait that’s the original email. Drag that on in. Yep. Fill this in, invite me to your project, “Invite a guest”, Joanna@airstory.co. The first person … Hopefully you can hear me still, first person to invite me to a completed email, not just a joke email, where you’ve actually gone through and done that, I will send you a T-shirt, an Airstory T-shirt. That’s fun, right? More T-shirts, love it.

Okay, so that’s a side note. I was like really throwing things at you. There’s like information coming [inaudible 00:12:55]. I had two cups of coffee this morning, I’ll admit it. “Invite a guest,” Jo or Joanna@airstory.co, that is how you can get your free T-shirt. First person to do that gets a free T-shirt. Yay. Okay, cool.

Let’s have a look at the template itself now, okay? I’m going to move through it slightly. “Sender name,” this is your name, just put your name in there, whatever they’re used to seeing. So if you’re From name had traditionally been Jo@copyhackers, it’s a good thing to just put Jo@copyhackers in, unless your open rate is low Your From name has a lot to do with your open rate. So Subject and From work together to get that open rate, where From is really based on, do I trust you, have I trusted you historically in my inbox? And subject line is about, is this an email that I want to open from you? But they both work together on that job of getting the email open. So your sender name is very important, and this is especially important on mobile, in your mail app, the From name is like the biggest part. The subject line is a tiny little thing in most email platforms, at least, or most email clients. So don’t underestimate the power of that sender name.

Subject line, this is not a template. This is the language to use, you want to fill in this blank. This subject line is time-sensitive, “The doors are open.” That’s it. Now, if the doors haven’t opened for your program or whatever it is that you’re selling, then you would sub in different language. If it’s not about doors being open, it’s about tickets now on sale, let’s say, for your conference you’re putting on or a workshop you’re putting on, whatever that is, you could swap that out. Point being it’s time-sensitive, that’s a big thing.

Look at the all-caps, how bold is that? Right? A lot of us would be like, “Okay, Ryan can get away with that, but I cannot get away with that.” Try it. It gets noticed in an inbox, right? Try it because it’s more likely to get noticed in the inbox, and the job of that subject line is, again, to get the open. If people don’t notice your subject line, how are they going to be pulled in to even read it and open it? So we want, again, [inaudible 00:15:10] you don’t want to overuse all caps, but ask yourself if you’re underusing them, if you’re being too cautious because you’re worried that you would have a weird reaction to all caps, when in fact people open that stuff all the time if the sender is a trusted name. So that’s how they work together. Cool? Okay.

Now, we’re into the body, “Hey, it’s …” Then you put your name here. “This is the moment you’ve been waiting for.” I find this line bold, because it’s actually saying, “Hey, you’ve been waiting for my program.” I know a lot of marketers are like, “But if they’re not waiting for it?” It sounds like we’re saying … we’re really hype-y here, but remember that this is for people who are product to most aware. If they’re going to look at this, they’re going to open this email that says time-sensitive, “The doors are open,” and they’re going to see, “And THIS is the moment you’ve been waiting for,” and have a negative reaction to that, were they really the right prospect anyway? That’s where segmentation can help a lot, so you might only send this email to people who have opened past emails, which is pretty easy to tag and segment out in like any marketing platform that you’re using.

Point being, “This is the moment you’ve been waiting for,” if they agree with that, that’s a powerful thing to leave in their minds now. If you put out there, “Hey, this is the moment you’ve been waiting for,” and they’re like, “Yeah, I know.” They’re nodding with you, that’s part of a sell of a nod thing, right, where you’re trying to get them to nod along with you. Now, if they don’t, you do have to deal with that tension, and if your anticipation building stuff hasn’t actually built anticipation, this line won’t work as well. So if you’re like, “Okay, well, I don’t think I did as much work as Ryan Levesque did in getting people to get excited about my program, so I might pull back on this a bit.” But the better thing to do is to just do better anticipation building content leading up to it.

Point being, I recognize that this is a moment that you might pause around when you’re writing. Try to push through that weird feeling that you have, at least for the first and second draft, and then sit on it, let it kind of rest for day or two, then come back, email it to yourself, send a preview email to yourself. Open that up, see how you feel about it. Send a preview email to someone on your team, have them open it up. Don’t say anything to them or what they should be watching for, but let them react to it. If they’re like, “Ooh, I don’t know about this. I wasn’t feeling this,” then you can edit it out. Don’t edit just on this gut reaction you have, okay?

“Product name is now open.” Again, and I’ve got comments throughout this template too, so you can go into the comments and see more detail on how to sub words and language in and out here. But you put your product name and they you just say, “It’s available, it’s ready for you, the doors now open,” of course, is this other option here. “Yes, I want in on,” and then you put your product name. Okay, so only the stuff that’s in yellow is the stuff that you actually have to sub in. Everything else that’s not in yellow, it’s just there. You just use it. You just take exactly as it is, and maybe when you’re doing your final review of it, just make sure it doesn’t sound awkward in any way. But you’re really just filling in some blanks here.

“This is your chance to go ahead and grab,” and then you explain your fast action bonus. Now, obviously, this requires that you have at least one fast action bonus, if you’re going to use this part of it, the fast action bonus. This is a sales email, so that’s why you’re focusing on that fast action bonus. The reason to buy right now. You’re using scarcity. You’re using urgency. Those are very powerful things, you can throw them in at this stage of awareness, exceptionally powerful. So have that fast action bonus ready to go. The example is also of course in the template if you download it, so you can look and see what his fast action bonus. It’s a swipe. Use that as an idea generator for your own fast action bonus.

Then have this second one, this like really incredible fast action bonus, which is the fastest of the fast action bonuses. You’re not going to zero in on it, you’re not going to agitate it the way that you agitated the original fast action bonus, the one that’s meant for more people. The one that’s meant for very, very few people just gets this single line here. That’s it. That’s as much as you say about this super fast action bonus, because it’s in such limited quantities that most people won’t be able to get it.

So if you oversell this fast fast action bonus, and people get really jazzed about getting this, and they find out it’s only available for the first 10, and they click through but they were number 11, now do they feel too disappointed to take you up on the other fast action bonus? Or they’re like, “Yeah, the fast action bonus is good, but I wanted the fast fast action bonus.” And now they’re disappointed when they should feel excited. So we don’t want to oversell this, we just want to pop it in there. If you don’t have a second fast action bonus, that is not the end of the world. Don’t worry about putting this in here if this doesn’t feel right to you, if you don’t have the super fast action bonus.

Now we have just regular language, that’s all about anticipation building. You can take this exactly as it is. If you’re like, “Wait, that’s plagiarizing.” Adjust it, then don’t worry about it, but we’re just reverse engineering what the original swipe file had in it. So take what’s there, make it your own, of course, but this is like a really solid starting point. You don’t really have to do much more than this. “This is your chance to,” and then you want just to pop in the value prop for your product. Doesn’t take a lot, you’re not going to go along with multiple sentences, this is a single line. Then you agitate on that value prop, expand on it, finishing the sentence with a powerful emotional outcome.

When we’re thinking about formatting your copy, we’re thinking about bookending stuff as well, right? So what are you opening with, what are you closing with? These are things that people tend to look at. The middle, they don’t look at as much, but the start and the end they do look at. If you have a powerful emotional outcome, you can either lead with it or finish with it, but I do not recommend that you bury something powerful, emotional in the middle of a sentence or in the middle of an email or in a middle of body copy or whatever it might be.

Then we get into, “Here’s how this program,” essentially or, “Here’s how this product,” or “Here’s how this new feature, here’s how this event is going to work. When you buy now, register now in,” whatever your product name is, “you’ll get,” and then you just describe the product, list out their features. I’m getting into some weeds here with this, because I’m a copywriter, I can’t help it. This isn’t where you necessarily get into fascinations. A fascination is a thing where you’re … It’s like one of those teaser bullets, where you only give away … You don’t give away really anything, you just make people feel excited to kind of close the gap on these descriptions of what they’re going to get inside the product, like these outcomes that they’ll realize.

This isn’t a session on fascinations, but all I’m saying here is that you just want to use like, “New,” and then you put a feature in your product or your event or whatever that’s new. Like, “New gourmet coffee on demand,” as part of your events, let’s say. “New,” then the next feature, “New,” then you list off a bunch of features and you highlight the value, which is often like, “Valued at $1,800,” or whatever that might be, but make sure that they recognize the value.

On this third bullet here, which would get overlooked if you didn’t make it as powerful as this one is. First of all, it gets noticed all the time. Last bullet gets pretty well noticed. Second bullet gets pretty well notice. The bullets in the middle of the list, again, we’re talking about bookending and sandwiching things, the bullets in the middle don’t get as noticed. So if you want this third bullet to get noticed, you have to do things to make it noticeable. That’s where you’re stacking features together using symbols like plus signs to connect those different features, and then you’re putting something like a dollar value or something to that effect in at the end of this bullet so that it gets noticed. Go through it, add in your bonuses, then remind them how much they’re going to get. Do the math for people. That’s a really simple way to increase your conversion rate. Most often is if you put numbers on the page and there’s math that has to be done, do the math for them.

Then you want to finish off with the outcome that they’re going to get. What’s going to actually change in their lives, which is what’s going on here, and then there’s emotional outcome that they’re looking for. So this is really the only like emotional sort of sales copy that you have in here. Everything the top was like, “Move fast, act on this now,” then you get into the very kind of to the point discussion of what’s inside the product. Only at the end are we going to finish in this kind of like emotional place, where it’s not hype. This big build up that makes you feel kind of anxious as you’re reading, which is the point, right, to make people feel something. Now we’re going to lead into this softer more emotional outcome kind of language here at the bottom. Sometimes that can be money outcome language as well.

So the emotion side of it is great, money and emotion can be very closely tied together, so if there is a money outcome that you can promise, then that’s a good place to put it. But we’re not saying a lot here. You’re not putting a lot more on the page. If we took out the fast action bonus stuff on here, the email would be very, very short. This email is about acting now on a bonus that you’ve got.

That’s it, all the details are here. I have a little note about this. If it feels like your product is complicated, don’t put anything on the page that makes it sound complicated. So if it says, “All the details are here,” and you’re like, “Ugh, sounds like it’s going to be a lot of work to get through these details.” If people thought The ASK method master class or whatever was really complicated, this wouldn’t be good language to put here. “All the details are here,” sounds like I’m going to get into some work here. So just be careful with that. If your product might be complex, don’t introduce any thought in your prospects mind that they’re going to have to do some work, okay? So if this feels wrong, swap it out with something else or just cut it completely and go straight into your call to action. We often think we need a segue like this, like, “All the details are here.” Sometimes you do, sometimes it helps, sometimes you don’t. So don’t feel that you have to put something here if this line, “All details are here,” isn’t working.

Then you want to close out with something friendly, put your name in there again. we have a little smiley face here. I love any emails with a smiley face, in fact only place I’m likely to put a smiley face in an email is at the very end of it, especially in one-to-one emails. So that’s a side note. Then what to do? This is an important part, this is the final part. I know I’m six minutes over our 20 minutes tutorial, but once you’re inside, it says here, “Be sure to,” and then you want to give them a thing to do. So once you’ve registered for your ticket, do this. Once you’ve signed up for the course, do this. Once you’ve downloaded the new software, do this. What is that thing that they can imagine themselves doing? This is part of future pacing.

Future pacing is a copywriting concept where you’re taking people for more …  I think it’s an NLP, like, they’ve taken it over at the neuro-linguistic programming or whatever, which always sounds so shady. But future pacing has been around for a long, long time before shady terms came out. It’s really just like, how do you make your prospect imagine themselves living their life with your product? Ideally, in the short term, like in the near future, but sometimes in the long term as well.

So when you can make people imagine that future and what they’re going to do next, that’s already … it’s hard for them to turn away from. It’s hard for them to imagine themselves turning on the lamp that you’re saying they’re going to buy, I don’t know why I just thought of a lamp, but imagine themselves, in this case, signing into your Facebook group or chatting something to you in the Facebook group immediately when they sign up, if they’re imagining themselves doing that and imagine themselves interacting with you, especially if you’re a personality, that they know like Ryan Levesque. He’s like, “Hey, make sure after you sign up, that you come chat over to me on Facebook and let me know X.” The idea of me not being able to chat with Ryan Levesque when I want to, that’s hard for me to … I don’t want to give that opportunity up.

Without that final line in there and your PS, which continues to be an important place to put good content, without that in there you just don’t have an extra power. So this way I finish off with this idea in my head, I’m talking to Ryan Levesque about my own business challenges and that’s powerful thing. So throw some future pacing in there at the very end, it doesn’t have to be, “Come see me in my Facebook group,” but what is that action that they will be taking, that new life they’re going to be leading, that immediate change in their lives?

So that is it. We have some questions here. 20 minutes is hard, because there’s so much to share in these things. I wanted to do actually three of these email today, I’m so glad I didn’t. I would have been nutty. Okay. Awesome. Do I need a glossary for some of these terms? Yeah, future pacing, it’s in there. Of course it’s in 10x emails as well if you decide to take that when we open next week. Okay, so let’s see. Stylistic question. Victoria asks, stylistic question, “reasoning for all of the ellipses?” Yes. Don’t underestimate the power of an ellipse, or ellipses. It moves you. What we’re trying to do in copywriting at its most basic is get people moving down the page. That’s 101, right? They have to move from the first one to the next to the next to the next to the next to the next. Whenever you lose them or if they look away, how are they going to find their spot back, how can they get back into that momentum?

So we want to pull them along in this narrative, and an ellipsis can go a long way toward that. The dot-dot-dot is this unfinished thing. So we use them a lot. I rely on them. I don’t think they’re a crutch for me, but now that I say that, it is a great way to just pull people down through your copy, instead of finishing with a full stop. A full stop means I can take a break. That’s what we were taught growing up, it means you take a breath after you see a full stop. You just do. Period, go on and read the next one. That breath is an interesting moment in the full narrative. Do you want people to take that breath or don’t you? I don’t. I don’t want it to run out of breath, but we want to keep them moving through instead of taking breaks while they’re reading. Okay. I hope that helps. Okay.

Em Stona asks, “Given that most people’s attention span is really short,” hold on, “how do we avoid over rolling them with too much info where their eyes get overwhelmed?” If you go into copy with that idea in mind your copy will fail. Do not. Okay. I love, actually … I’ve studied user experience. I love Nielsen Norman Group, I’ve done training with these different UX groups, but the problem always is that there’s this myth out there that people don’t read online, that their attention span is so short. We’re not putting paragraphs on the page, they don’t have to work to consume the content, but if you go into writing an email or writing a sales page or writing anything thinking no one’s going to pay attention, guess what? No one’s going to pay attention.

Don’t worry about the average visitor. There’s no such thing as an average person. There’s no such thing as an average visitor. So don’t write for the average visitor or average person, because they don’t exist. What exists is your one reader. Who is the person you’re talking to? In this case who is Ryan Levesque selling this to? He’s not selling it to everybody. He’s selling it to one person. That most aware person who has been following along throughout and who has been waiting for this opportunity, for this cart to open already. That’s what he’s selling on day one. He could write all day, he’s not overdoing it. The string is as long as it needs to be to do the job, right? How long must be string? As long as it needs to be to do the job. He’s not adding any fluff in here. He’s not doing anything that’s not going to carry you along. If you’re going to get overwhelmed by it, you’re unlikely to buy in email anyway. So don’t worry about that. You can’t sell to people you can’t sell to. So if I cannot sell to you because you don’t read, I can’t sell to you because you don’t read. There’s nothing I can do about that, I’m just going to let you go as a prospect and move on to the people who actually do read and will buy. Cool? Thanks. I’m very passionate about that.

Okay. Susan said, “If you’re doing this for a physical product,” okay, “would a smaller size for free as a bonus or better to offer percentage discount or free shipping? I always see these letters for info products. I’m curious as what makes that work for a physical product?” Okay. A physical product, it depends. You could enable success with your product with a bonus. If your product is … My sisters got these sleep stylers, these rollers you put in your hair and sleep on, and they’re comfortable to sleep on. If that’s the product you’re launching, if people have been waiting for this and now ta-da, it’s ready, a bonus could be sitting in on a live private workshop, where you’re going to see different ways to style your hair with these or you’re going to get some solid tricks of the trade. That could be you just get enrolled for a one hour or 30 minute training session that’s live where you can ask questions or you can see the founder, do that thing. You could do that, right?

A bonus could, of course, also be like you’re saying something that has some cost to you, like, “Oh, you’ll get three extra rollers with the sleep styler.” Okay, that’s fine. That’s more expensive, though. So if you can do something where you can enable success with your product, then that can be a great thing to do. Plus it’s also really cheap. You need a Zoom account, and you need a way to get people to register or just to get access to that live training. That could be something that you do, or you give them access in private Slack group, or whatever that other bonus might be. Just get creative with it, and don’t think that has to come down to more physical products. Ideally, you just want to turn your new customers into really happy referring customers. So if you can enable their success with your bonus, everybody wins. Cool? Okay. And it’s cheap too. Okay.

Andrea says, “Do you have to put the fast action bonus before you go into details about the program?” Yes. Follow the template. Just trust the template. First, do it this way. See how that works. If you have an email marketing platform that lets you test body copy, which MailChimp now does, which HubSpot does, I think Active Campaign does, I don’t know if Drip does, ConvertKit doesn’t, but if you can split test that, then you could do variation A as this control, and then variation B would be putting the details of the program at the top.

But why would you want to put the details at the top for something where there’s a fast action bonus? Why wouldn’t you just play off the momentum of, “Hey, cart’s open. You’ve been waiting for this, come get it.” They’re like, “Yes, I’m going to come get it,” right? Instead of like, “Hey, the new iPad’s finally here. Here’s what you get inside the iPad bla-bla-bla-bla-bla.” And then all people are doing is like, just give me the link, where’s the link, I just want the link. Those people that you’re selling to who are really ready for this. So I wouldn’t put the details of the program first, which is why I mentioned that while walking you through this. Put the fast action bonus first. It’s a fast action bonus. Throw that thing on the page, get them excited, let them go buy. Cool? Don’t get in the way of that buying.

Lin, this is the final question, thanks everybody that’s been hanging on, that’s awesome. “Is a term you are referring to future base? Having a hard time getting that audio.” Sorry. It is future pacing. So it’s here in the comment, it’s highlighted here if you download the template you’ll see future pacing. P-A-C-I-N-G. You can google future pacing, but you’re going to get a lot on NLP, like neuro-linguistic programming. You’re going to see a lot of that stuff, some of it is shady. So look for it again, it’s in the course too, if you decide to take that next week. Future pacing, yeah, future pacing. Cool? Okay, guys. That looks

Sarah Dlin:                              [crosstalk 00:36:01] Hello, Jo. I have a question from [Corbett 00:36:05] that’s in the chat. “How can I introduce urgency for an evergreen service? I’m essentially a franchisee so I don’t have the ability to control pricing.”

Joanna Wiebe:                     Yeah. We’re going to do a lot of sales email training throughout tutorial Tuesdays, because there’s so many different types of emails. If you have an evergreen product where there hasn’t been anticipation building for something, right? Again, if The ASK method master class was always available, but you’re doing a special push or a special promotion, you’re building anticipation for that promotion, and then this is the promotion where you say, “Hey, you can get the … It’s finally here. Of course the master class is open and available to you, but here’s why you want to buy it right now. This is why you want to buy it now because you’re going to get this fast action bonus for buying it right now.” That kind of thing. But I’m not saying that this is perfect for an evergreen product at all. It’s going to different, and it’s not good for a cold email. There’s a lot of scenarios where this isn’t going to work for you. This will work for you if it’s day one of cart. If cart has just opened on something. Could be a product, could be a service, but it’s just opened. A new product has just become available and you have a fast action bonus to go with it.

Sarah Dlin:                              Cool.

Joanna Wiebe:                     Cool.

Sarah Dlin:                              One more question about the course, give some more information please?

Joanna Wiebe:                     Yeah. The course is 10x emails and 10x launches combined. Whoa. [inaudible 00:37:32]. I’m sorry. The 10x emails and 10x launches combined together. They’re normally two grand bought separately, we’re going to have a super low price on them next week, but they are the core of our email copywriting training entirely. So if you are interested in email copywriting and you haven’t taken 10x emails or 10x launches which has like 20 templates in it, all to walk you through their whole funnel for a launch, you’ll want to watch for that next week. I’m honestly not trying to pitch this this week, but because there was a question I’ll answer it. We will talk about it more next week, and you’ll get an email about it two, more than one email I’m sure. It’s sales.

Okay, cool. Good. Thanks, Carrie, thanks everybody. I think that’s it. All the questions answered. Thanks everybody for hanging on this recording. The horn wants me off immediately. Okay. The recording will go out shortly, and the template will also be in that emails, there will be a link to it in case you didn’t get it. Invite Joanna@airstory.co to whatever you fill in on my practice. Try to put this into good use for your own product. The first one to get that to me by email will … Yeah, I’ll send you a link to get your own T-shirt. Cool. All right, thanks everybody. We’ll see you next week. Have a good one. Bye.