How to write a launch-ending sales email

Presented live on Tuesday, Aug 22, 2017

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Let’s live write! In this very special hands-on tutorial, Joanna Wiebe of Copy Hackers and Airstory is joined by Ry Schwartz (launch copywriter extraordinaire) to walk you – step by step – through how to write a sales email. You’ll get the template to use as well as training from Ry on how to fill it in… time to write… and answers to Qs along the way.

Use this Airstory template to write an email like this today

 

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

TRANSCRIPT 

JOANNA WIEBE:                   Hello everybody! Welcome to this week’s Tutorial Tuesday! Joanna here from Copy Hackers and Air Story, and Mr. Ry Schwartz is here with us as well today. Ry, say hi.

RY SCHWARTZ:                     Hey, guys. Awesome being here.

JOANNA WIEBE:                   Cool. All right, people are filing in. We had a lot of actually panicked emails about an hour ago, or two hours. People are like, “I don’t have my link! I don’t have my link!” So hopefully everybody has their link. Of course, people are filing in, so those who didn’t get their link, I don’t know why that would be, but … I think what happens is when I sent out the email that’s like, “Hey, here’s why …” A reminder email about coming today, people expect the link in that, but Zoom doesn’t let you do that, so they’re like, “Oh no, it doesn’t include a link!” So anyway. People are showing up. If you’re here, this doesn’t apply to you. You’re like, “I’m already here. I got my link.” But everybody else should be fine too.

RY SCHWARTZ:                     This whole anxiety thing blends in perfectly with the theme of today’s template, too, so …

JOANNA WIEBE:                   Great. So we planned it, yes, yes, that was planted.

RY SCHWARTZ:                     Yeah. We’re setting the mood, yes.

JOANNA WIEBE:                   Yup. So Ry is going to be doing some teaching today. That’s fun.

RY SCHWARTZ:                     Yeah, I’m into it.

JOANNA WIEBE:                   You’re like, yeah …

RY SCHWARTZ:                     No, I opened a chat at the same time, and Jen couldn’t hear us, so I wanted to do a quick sound check. Can everyone else hear us? Yeah? Cool?

JOANNA WIEBE:                   Yeah? Everybody can? Sounds like they can.

RY SCHWARTZ:                     Hey Will, Matthew. Got some friends in the house, awesome.

JOANNA WIEBE:                   I know. There’s lots of chats coming through now, which is amazing. Hello everybody who’s chatting over saying hey. Just some quick housekeeping before we dive into this tutorial. We have myself and Ry here, of course. I will be doing my best to field questions in chat as they come in during the tutorial. This is a live writing session, so kudos to everybody who is here and ready to do some live writing. Pretty intense stuff. It’s going to be amazing, but yeah. If you have anything you want to chat over, use chat. If there’s a question you need answered, then do go ahead and use the Q&A area for that.

Cool. Okay. Quickly, you should also have your template here for today. Unlike other Tutorial Tuesdays, we are starting out by giving you the template because we’re going to do some live writing. I’m going to quickly share my screen and show you what you should have seen by now, and how to go about getting that ready to go for today’s tutorial. Right now you should be seeing the page that you were directed to when you registered, if you already registered before. I sent this link out earlier today. I will chat it over right now, if I can find where the chat went to. All right, here we go. One second. Awesome stuff you guys are saying in the chat as well. Nice, thanks you.

So go there, go to the bottom of this page if you can handle going past Shia LaBeouf. Shia? Shia? Shia LaBeouf.

RY SCHWARTZ:                     Shia. I think it’s Shia.

JOANNA WIEBE:                   Shia LaBeouf? I want to say … What was the … There was the song, right? Da da da da Shia LaBeouf, whatever? When he’s super scary?

RY SCHWARTZ:                     What?

JOANNA WIEBE:                   Remember that song?

RY SCHWARTZ:                     I don’t know that song.

JOANNA WIEBE:                   You should go on YouTube if you don’t know, anybody who doesn’t know this, go google … Of course, I mean, everything that comes up for him is crazy.

RY SCHWARTZ:                     I’m so bad at the internet. I only catch on to memes two years after they were a thing, and then … Yeah.

JOANNA WIEBE:                   I know, it’s true. I’m the same.

RY SCHWARTZ:                     Really lame.

JOANNA WIEBE:                   Okay, so let me do that. I wouldn’t even know, except that Lance’s two boys know everything going on all the time, and so they’re always like, “Here, you should know this by now!” Anyway. Enough about Mr. LaBeouf. You can choose to either add the template to your Google Drive just by clicking that, and that will open up this Google Doc, which we’re seeing people are already in and have been in over the past couple of days as well. Or, you can add it to Air Story if you’re using Air Story. That’ll take you to this page where you go in and it’ll be part of your templates. Just make sure you go under templates inside Air Story, and you will find probably in uncategorized, you’ll find it there and you can drag it into emails if you have an emails folder. Otherwise, just open it up and go ahead and start using it or adding it to an existing project.

Cool? So that’s the lay of the land there. That’s how to get going on it. Thanks, Natasha, for her chatting that … Is that the song? I’m not going to play it right now, but you have to watch that song later. You really have to. You should send it to everybody, Natasha, except everybody will go watch it instead of doing this tutorial. We want to focus, people, on what’s that next step.

RY SCHWARTZ:                     Yeah.

JOANNA WIEBE:                   Cool, so let us get into this now. Ry has so brilliantly put together a deck for today’s training. We’re going to launch into that, and I’m going to go off camera so I can handle questions. One moment. And Ry, I will let you take over and then we’ll head over to the doc. Cool?

RY SCHWARTZ:                     Cool, yeah. I kind of want to watch Natasha’s video right now. That’s really hard to have to save that for later. You know what? I think one day we will write the Shia LaBeouf template and see what that looks like.

JOANNA WIEBE:                   Yes.

RY SCHWARTZ:                     Yes. But for now, we make due with what we got, and we’ve got my favorite Winnie the Pooh character of all time, and what better way to honor your favorite Winnie the Pooh character of all time than to name an email template after him? That’s what we’re going to do. That’s what we’re going to do with the template, but the real reason we’re commemorating Piglet in this fashion is because he was responsible for our highest converting final day sales email in our February launch of Copy School. It’s not very often we get people emailing us saying, “This is the email that made me sign up.” But when it came to the Piglet, maybe it’s the disarming smile, maybe it’s because everyone resonates with him, but this one did it.

What I want to do is I want to go beyond the cuddly images and my childhood and nostalgia and all that and actually break down some of the pretty subtle, but advanced persuasion triggers that went into this template. Why did it pull so much weight? Why did it get people excited to buy and excited to tell us that this is the one that made them buy? There must be something at play here, and that’s what we’re going to do today. We’re going to break it down and give you a chance to actually incorporate it yourself.

What is this Piglet all about? It’s about FOMO and how marketers paint it on so thick in the final 48 hours of any promotion. You know, you’ll get those 48 hours remaining, 36, 24, 12, 8, buy this or you’re a terrible human! 4 hours, we’re all going to have so much fun without you on the proverbial other side! How many times do we hear, quote unquote, “other side”? That’s what we typically hear in the final 48 hours of a campaign, and it’s cool. It’s fun. It’s effective. It’s part of any sound campaign, but it’s not the only thing, and it definitely cannot be reserved for just your prospect. If you’re going to ask them to feel it, if you’re going to ask them to feel this anxiety around missing out, then the least you could do is meet them halfway and feel it yourself. When you do that, you elicit their empathy and make them feel safer in reciprocating it.

That’s the first thing we’re going to do. We’re going to really get into this deeper type of FOMO. Talk about what you’re afraid of them missing out, and you should be afraid of them missing out on something. If you believe in your product and your service or the product or service you’re promoting for your client, then there should be a genuine fear of how they’re going to miss out. This is going to be an invitation for you to tap into that.

Then here’s the deeper feely, more sentimental thing; that people don’t care what you know until they know you care. I’m not going to take ownership of this quote. I don’t want anyone creating a quote card later and putting Ry Schwartz next to it and distributing it on social media, because I heard this somewhere. I don’t know where I heard it, but I heard it somewhere. The prevailing point here is that it’s up to you as the marketer to make the first move. Don’t expect your prospect to care about the fact that your product is going to expire, your campaign or promotion is going to end, unless you first show that it matters to you; that you’re anxious on behalf of them. It’s about making that first move. The more you can stack your genuine reasons for caring in a very sincere, hyper-specific way, then the less it feels like we’re just pushing this FOMO on them from our pedestal, our ivory tower.

You don’t want to be this guy from, I think this is Johnny Depp from Fear and Loathing. You don’t want to be him, the one who’s having a grand old time doing his thing without a concern for everybody else and saying, “You guys are totally missing out on my awesome life.” No one likes that guy. Instead, you want to be more Rose. Jack is your prospect in the freezing cold water, and you will never let him go. You will do everything you can to make sure that he stays with you. Of course, the challenge here is to be better than Rose, because she didn’t invite him onto that raft, which is a bunch of BS, because anybody who’s ever seen the movie knows how big that raft was and there was plenty of room for Jack. So be better than Rose.

JOANNA WIEBE:                   So much [inaudible 00:09:48].

RY SCHWARTZ:                     So much room. So much room. What was she thinking, Jo?

JOANNA WIEBE:                   I know! It’s the thing that’s so rarely discussed, and we were all thinking it as we’re watching. “Get on the raft!” Anyway.

RY SCHWARTZ:                     She didn’t actually like him.

JOANNA WIEBE:                   No.

RY SCHWARTZ:                     It was all a farce. She wasn’t into it. Anyway, the challenge here is to be so desperate yourself for your prospect to come into your program, your product or service, because you know that this is what they need to solve that problem. It’s to actually care. This is what I call reverse FOMO. Show your prospect why it matters to you that they take action.

I know a lot of people say that it’s not about you, it’s about your customer, but in many ways this still is, because of a little thing called mirror neurons. I love dropping science terms like I actually know sciencey stuff. But what we’re saying here is that by leading with your own concern, your prospects are more likely to feel okay getting in touch with their own. Mirroring your own concern, mirroring your own anxiety out of empathy, and why this is important. It’s really important that they get in touch with that anxiety and feel safe doing so, because the greatest enemy to your conversions isn’t your prospect saying, “No.” But it’s in them saying nothing at all. It’s them avoiding the fear of missing out and it’s then avoiding the fact that a decision had to be made, and there’s anxiety around that. By leading with your own anxiety about them not doing it, they feel more safe getting in touch with their own and thus that pushes us towards decisiveness.

Finally, this is super satisfying. A win-win situation. The conversion is no longer about you selling them something, per se. It’s about you solving each other’s problems. They get to solve your anxiety around them missing out, and I’m denying you of your mission. Your business stands for something, it really wants to solve this problem in a genuine way, so they get to help you achieve that. You get to help them solve their problems, and the win-win is very satisfying. I think Stephen Covey had a whole chapter on … I think it was in the 7 Habits of Highly Effective Piglets, he spoke about win-wins just being the highest form of relationships. This is what you want to achieve with your prospects, and one of the things that you can achieve when you start leading with more reverse FOMO.

To make this super practical, I know we just dropped a lot of theory on you, but it’s actually not going to take so long to incorporate these elements to make it really fast and practical and something you could do in about 20 minutes max, I would say, is the Piglet template. If you don’t have it yet open, I know most of you probably do, ’cause when I was in the Google Doc before, I saw a bunch of anonymous squirrels and anonymous fairies in there, so everyone’s probably in there. But if you’re not, time to pull it up, ’cause we’re going to do a little bit of live writing in just a sec.

But final note, when do you want to send this email? I like to send this on the last day to sign up for any kind of milestone action, whether it’s free or paid. For a webinar you’re promoting, a workshop series, a challenge, anything where value will be given. That is still considered a conversion. Just because it’s not paid, it’s still a milestone action on route to your prospect signing up for something paid. Any time it’s the last day to sign up for something, and of course the way that we used it was the last day of a $2000 product. It could be used on either side of your funnel, but on the last day of your offer, first email in the morning. This is where we put it, worked really well, so I encourage you to do the same.

Time for good old fashioned live writing. Yeah. We’re going to pull this up. Let me see if I could … Actually, you know what, I’m just going to follow the screen share.

JOANNA WIEBE:                   Cool, yeah. Thanks, Ry. I’ve got it shared now. Everybody should be able to see it. I’m just going to increase the size of this here, so you all can see that better. A couple questions coming in in chat. Hopefully everybody does have access to chat and things like that. Now, okay, Neil asked, “Where’s Puff?” It’s a very good question. It’s a wonderful question. He’s not present right now, but he is outside.

Meg said, “I’d add the Piglet template to an Air Story project, but don’t see how to drag it into the project or activate it”, so I’m going to very quickly show you how to do that. Select the template itself inside Air Story, and then you can say start new project or you can add to an existing project. Then you can chose whatever project it is that you want to add it to. It’ll go in as a new tab. If you go start new project, then you just go through choose your team, go through the usual way that you would create a project out of it, so this could be live writing session, add in anything you want to about yay, live, and then go ahead and create the project and it will open up as a new project for you to work in, and you’ll see the template right there. It’s just loading here for you. Cool. Good.

So you can see that in here as well, and you’ll see comments and things like that. Here we are over at the Google Doc, so hopefully that’s clear to everybody who is using it inside Air Story and hasn’t used a template like that before. That should clear things up. Other questions I’m going to take … I think most of these will go at the end, but Colin asks a big one, which is, “What does FOMO stand for?” Ry.

RY SCHWARTZ:                     FOMO is the fear of missing out, a.k.a. it’s what I feel every Friday night when my friends are doing something cooler than I am. In the marketing sense in what’s typically elicited in the final dates of a campaign is the fear of your prospect missing out on that promotion, on that limited time offer. So that’s the type of FOMO we’re referring to here.

JOANNA WIEBE:                   Perfect. Someone else asked, “How do I actually use the Google Doc template?” So make a copy. If you want to start editing this and add it to your own Google Drive, go ahead and make a copy. This is not an editable version. If for some unimaginable reason, you’re able to edit this, stop now. Please go in and hit ‘make a copy’ inside here, and then you can go ahead and edit. Or, you can just use the template inside Air Story. Whatever works for you there. How do I get the template? We did chat that out earlier. I’ll chat it out one more time, of course. Here we go. This is the fun of everybody writing live together. Everybody has to have their template ready to go, so let’s get that ready to go.

Do you have a specific … Okay, that question we’ll just wait until later as well. If you have any questions that need to be answered, please put them in Q&A. Without further ado, Ry, please return to actually working in this, yeah.

RY SCHWARTZ:                     Cool. Awesome. Scott asked what the MOHT is. We are going to get into that in just a second. But I think what we’re going to do for this live write is I’m going to break down the first three parts of the template here, you’re going to get a change to write it, and then we’ll tackle the next four, and then close with the final three. We’re going to do it in intervals, so that way we don’t silence you for too long as you go write alone.

Starts off really simply. You’re going to flat-out declare your anxiety in any kind of languaging that makes sense. The way we went about it in Copy School is just, I’m worried. My best friend Angie hates it when I worry. Is it Ange or Angie? I don’t want to get your best friend’s name wrong, Jo.

JOANNA WIEBE:                   It’s Ange, and she makes me put an E at the end ’cause she’s like, “Otherwise it’s Ang!” I’m like, “Okay, it’s your name.”

RY SCHWARTZ:                     Yeah. My cats, Lily and Puff, hate it when I stress. The cashier guy at Tim Hortons hates it when I get that furrowed look right between my eyebrows. He knows even a 20 pack of Timbits won’t fix it. That is incurable sorrow. And obviously, I don’t like worrying. That is the declaration of anxiety and the personal [inaudible 00:18:29].

JOANNA WIEBE:                   Looks like we just … Oh, Ry, we just lost you there for a second.

RY SCHWARTZ:                     Oh. Just lost me? Am I back?

JOANNA WIEBE:                   You’re back.

RY SCHWARTZ:                     Yeah? Do you hear me?

JOANNA WIEBE:                   Yes.

RY SCHWARTZ:                     I’m back, all right. Cool.

JOANNA WIEBE:                   We missed the part where you just explained, yup, that they’re adding personal details to build intimacy and now we’re getting into why you’re concerned.

RY SCHWARTZ:                     Yeah, so just to add on that, you’re really wanting to build up that intimacy because you’re asking your prospects to feel very human emotion. You need to ground that in a reality that is observable. Talk about your best friends. Give them a name. Talk about where you go, you know, Tim Hortons. Paint it with some very human real detail. Then you get into why you’re concerned, you know?

… be able to work with you inside Copy School. Notice languaging there. It’s not, “After today, you won’t be able to get inside Copy School.” It’s, “I won’t be able to work with you.” It’s got that win-win collaborative feel to it again. Those are the first, very quick elements of this email. That lead-in. You know what? I think this could be a good time for you guys to take a stab for three minutes, to try to get your own intro in there, and then we’re going to get into the meat of it, which are those four reasons that you’re going to explain why you’re worried.

JOANNA WIEBE:                   Cool. That’s awesome. If you have any questions about how to do that, again, we’re just working right now. It’s going to go quiet for a couple minutes. Ry and I will stare awkwardly ahead, and you’re going to just fill in these first three parts, that’s it. Declaring your anxiety, what’s the thing that you’re worried about? Then adding in those personal details. Again, as shown there. You can see the example below. You can start with that, if that works for you. If you’re like, okay, my husband, Tom, hates it when I worry. Whatever it is, however you can get started. The point is just to get started and to keep as close as possible to the template, which is a thoughtful template that’s performed well. Do these first three parts and we’re going to do that live writing basically until … What do you think? For four minutes? Should we just haul ass through it? Four minutes.

RY SCHWARTZ:                     Yeah, I think four minutes is good for this intro.

JOANNA WIEBE:                   Cool. All right, and I will once again share out … ‘Cause some people are missing this, that’s cool, totally understandable. I would be the one who’s like … Except I wouldn’t ask for it. I’d be like, “Oh, I missed the template, I wish they would share it.” But I’m so glad when you do ask for the thing if you missed it. So it’s at the bottom of that link I just shared out. It’s either a Google Doc or an Air Story template. Go ahead and use that, and we’re going to be quiet for three minutes. This is the part where you write.

RY SCHWARTZ:                     Even though I really what to answer to Mikaela what Timbits are, but I’ll restrain myself for now. Yeah.

JOANNA WIEBE:                   Get her address and FedEx her some.

RY SCHWARTZ:                     We should. For Carmelina, so moment of highest tension. MOHT, we’re actually going to get into that when we discuss the next four parts of this template in just a few minutes.

JOANNA WIEBE:                   Okay, one minute. Okay. Longest minute ever. When you’re staring at the screen, you’re like, are they good? How’s it going? Cool. Okay. I think, well, we’re going to move on from there, at least. I’m just going to make sure that we’ve got everybody working off the same thing. Lynn asked, “Got the template in Google Docs. Here comes the stupid question.” There are no stupid questions. “How do I get it from your viewing screen?” I don’t know what that question means, though. What does that mean, from my viewing screen? We’re currently sharing my screen right now and the Google Doc inside of it is the one you’ll get from that template. There should be no … Not sure what the question is, so we’re just going to move on. If you want to get more specific, I can answer you back in text afterward.

Oh, like, are you trying to … Okay. So once again, you just go in here, go under file, make a copy, and then that will be it. You can make a copy. Someone else chatted over something else about putting something at the end of the line, so you can just maybe have a look in that chat. I missed that. But there, there you go. All right, Ry. Let’s continue on. I don’t know, do we want to see how people felt about filling in those first three lines? Ry, are you on available? Are you muted?

RY SCHWARTZ:                     Oh, I muted myself, yeah. I just don’t like the sound of my …

JOANNA WIEBE:                   Oh, live writing.

RY SCHWARTZ:                     I’m like, it’s a lip reading tutorial, actually. Cool, so are we going to jump straight to the next part, which is the meat of this email. Which are the reasons you’re anxious. The first one we’re going to lead off with is the crunchy moment of highest tension, which they’ll continue to experience. What is the moment of highest tension? This is that hyper contextual realistic three dimensional pain point that they feel, where the problem that your product solves is most vividly felt. If it’s a hair loss solution, the moment of highest tension is worry that I’m losing hair. That is vague. That doesn’t keep someone up at night. What it is for the 25 year old who’s going out to a bar with his friends to meet a lovely lady, it’s when they’re talking, they’re having a good time, and she asks him to take his hat off.

For somebody who is behind on their taxes, maybe, it’s not this dull, unpresent pain of not having it done, which may or may not actually keep them up at night. It is when they get that letter from the IRS, that’s on their desk. This is that very specific moment where the problem that your product solves most vividly and painfully presents itself. That’s going to be reason why. Reason two is going … Yeah, we could actually … Yeah, we’ll go through the reasons and then we’ll read it in the example.

Reason two is more of the emotional moment of highest tension. We have the descriptive part of it, what it actually looks like in real life. You know, going to the bar with your friends. And then you have the emotional moment of highest tension, which is the inner experience of that same situation, and then reason three is where you’re going to contrast the two possible outcomes, both with your product and without it. Then reason four, this is where you do get a chance to be a little selfish and lead why you’re anxious. Them not buying, not taking you up on your offer or service, it denies you and your company of your why or of your mission. Those are the four reasons we’re going to stack.

Let’s read how it came across in the Copy Hackers email. “After today, I won’t be able to work with you inside of the Copy School, which means you’ll still struggle the next time you’re supposed to produce a high converting email campaign and the landing page it drives to, when I could have helped.” That is the moment of highest tension. “You’ll still think of copywriting as something you guess at and, as a consequence, you’ll still actually guess at it, and as a consequence, you’ll believe you’re just guessing wrong and you’ll try one more time, and as a consequence you’ll give up. When I could have helped.” That is the internal experience of that same dynamic.

“You’ll still live in a world where you never, ever get that feeling that comes with publishing new copy and stepping away from the screen with the cheeky grin that says, ‘Damn right, I wrote that’ when I could have helped. In short, I won’t be able to make good on all the reasons Copy Hackers exists in the first place.” So yeah, bit of an issue. This is really kind of the meat of the email; those three or four reasons you’re anxious, including the moment of highest tension, both the observable one and the internal reality of that, contrasting two possible outcomes, both with and without the product, and then simply one line saying that this denies you of your big why of what really drives you to do what you do. Those are the four reasons. Yeah, I think it’s time for us to pull, like Shia LaBeouf watching his own movies, and just stay silent for a little while.

JOANNA WIEBE:                   Yeah.

RY SCHWARTZ:                     Are you ready for … Yeah?

JOANNA WIEBE:                   These are the most fun, too, I just want to be clear on this. This is the kind of email copywriting that when you can start with a template like this, where it’s really flexible and you’ve got Ry training you on it, don’t be afraid to have a little fun with what you’re about to write. Email is an awesome space to have fun with what you’re doing. Do go ahead and experiment, get specific, play around. Cool?

RY SCHWARTZ:                     Mm-hmm (affirmative).

JOANNA WIEBE:                   Cool, okay. Ry is cutting out or I’m cutting out. I’m not sure which one of us is cutting out, but Ry keeps vanishing from me.

RY SCHWARTZ:                     Am I here?

JOANNA WIEBE:                   You’re here now. Yeah, it’s okay, you were saying something. Okay, good. Internet, right? Okay, good, let’s take about four minutes again and just haul butt through these. Don’t worry about getting them perfect. Worry about getting them down on the page. Just get it down and then you can go back in and make it awesome afterward. Four minutes of silent time.

Like 30 seconds left. Okay, so in chat, only to [inaudible 00:34:09] this, Ry chatted out, “Hello, Clarice” in response to Neil chatting, “The Silence of the Lambs”, but I didn’t see Neil’s chat. All I saw was “Hello, Clarice” and I was instantly scared.

RY SCHWARTZ:                     That’s so awkward out of context, like, that’s the weirdest message ever.

JOANNA WIEBE:                   That’s awesome. Okay, so we’re back. Amazing. Those reasons, hopefully, you just got through them. Maybe you even got some cool ones down on the page, and maybe you’ll want to share that out at the end, which would be awesome. I know that we’re, again, as I mentioned before, this is going to be a longer Tutorial Tuesday, but let’s dive into the final part. This part here, Ry, what do you think?

RY SCHWARTZ:                     Yeah. The final part, we really declared our anxiety, we got into the reasons we’re anxious in a very strategic way, and now we just want to end with the very powerful straight to the point inarguable close. We’re going to balance out the feels and now we’re going to get logical. What is the most inarguable, no-brainer reason to buy and then [inaudible 00:35:22] final pitch of why your prospect needs what you have. Don’t skirt around the issue. If you genuinely feel like they need what you have and time is running out for them to grab that offer, say it in a very confident, non-apologetic way, and then you can actually close with proof. A case study, a little testimonial that actually gives some data to all the emotional arguments that you already built out.

What we’re doing with these final three points is balancing the scales. We talked about our anxiety, we were very personal and intimate about details with our life, and now we’re just being very strong and compelling and logical in our close to balance out the equation. This is how it played out with Copy School. “Because Copy School is the closest thing to a shortcut to high-converting copy that exists. There is no bot for this. And the copywriters you’d love to hire to do this work are really, really hard to find, really, really, expensive when you find them, and nearly impossible to get on the calendars of. Even then, you won’t know if their work hits the mark until after you’ve paid a hefty deposit and waited weeks to get their proposed copy. And even then, you won’t have more than your gut to go on when it’s time to review their copy. Is it persuasive? Who knows? Does it follow the rules? You don’t know the rules. Are there better practices at play, or did this copywriter learn everything about copywriting from a few blog posts, which were themselves based on other blog posts? Did your freelance copywriter get their training at the end of a game of telephone?

So I’m worried. I’m worried that you’ll miss out on this in-your-grasp opportunity to take that next step that’s eluded you. I can’t think of any other skillset where the gap between those who do it well and those who don’t is so wide, but the best part is, I also can’t think of any other skill where that gap could be bridged faster and with more predictable results. I created Copy School to be that bridge. Join today, take your risk-free shot, and start crossing that bridge with me. Today’s the last day to get in and to view our workshops, and we close enrollment in …” We had a little countdown timer there, and then the “P.S., need a glimpse of what it’s like to cross that bridge? Here’s what Marian Schembari experienced after taking 10x Emails, which is just one of three programs you’ll get immediate access to inside Copy School.”

“Before 10x, I knew how to write a good email, but I didn’t know how to write a 10x email and holy crap, did the course deliver on its promise. I indeed 10x’ed, I 10x’ed my client’s investment, I helped Teachable make $500k using this sequence, I 10x’ed my hourly rate, I 10x’ed my available daylight hours. Seriously, I now charge $500 per email and using these email templates, it now only takes me one hour to write.” So that is how it looks like in action. Closing with that hard data, that testimonial, and really previous to that, stacking the most logical, inarguable reasons to get in the program and a very confident, strong, non-apologetic, non-anxious call to action.

JOANNA WIEBE:                   Dig it. Yeah, we’re getting some cool comments. Like, “How do I buy it?” So that’s always a god reaction when you write an email and send an email, right? That’s the whole point. That’s amazing. Cool, so that’s the final part of today’s training on this template. Are there any questions, guys, before you dive into finishing off this template where we’ll give you about another four minutes to get one going? Any questions about using that part of the template, not about writing in general, ’cause we’ll take that …

Cool, we’re good. Okay. Well, it’s not looking like, and if there are, I will try to take those while the writing is happening, but let’s give you … Yeah, four minutes once again. This stuff can happen once again. You get a first draft out in twelve minutes, that’s pretty good, even if you don’t get it all completed in this time. Still, having a really solid draft in place that could turn into a really amazing sales email. Awesome. I’m going to be quiet, and we will … Yeah. Start up again in four more minutes, and then we’ll wrap this up.

RY SCHWARTZ:                     Silence of the …

JOANNA WIEBE:                   Silence of the Lambs, as Neil put it. All right, cool.

RY SCHWARTZ:                     And yes, Matthew, this led to a sales page. Just going to answer Linda’s question real quick. She asked if this is part of a sequence or a broadcast. This version of it was a broadcast for a live launch, but this email could also be plugged into any kind of evergreen drip sequence you have, any evergreen promotion you have, definitely plug it in to the last day of any promotion, whether it is life or whether it is evergreen. So hope that answers it.

JOANNA WIEBE:                   Cool, two more minutes. Okay, awesome. So that’s the time to write in. And that’s pretty amazing. It’s really fast, right? It’s a really quick exercise to go through but you can see how you can take this same template and use it in different ways going forward, where it won’t feel the same again and again, because it’s not about a Mad Libs sort of template, which is a perfectly fine thing, too. But you can actually just go in and declare your anxiety in different ways about different things. Those personal details will always feel different. Why you’re concerned will be different based on the reality of your concern in that moment. Cool that we got through that.

I want to add here, ’cause Donna chatted over, “This template has a lot of copy compared to the emails my organization usually sends. Is this template geared toward a certain audience or product?” Without question, every single time, without fail, every time I show my copy to anyone, in the tutorial, at a talk, at a workshop that we’re hosting, anything, the answer to a client, it’s always, “Well, that’s a lot of copy.” But keep in mind the results that we’re talking about here, right? This is like the cure for the common email. This is not sending a common email that gets ignored. This is sending an email that insists on being read and that is persuasive while that’s happening. That’s what we’re talking about here, so don’t worry about length.

This is flexible, right? When it comes down to it, this is how many lines? Nine lines? Some cases, you might be able to get it all in in nine lines. You might be able to do that, but don’t worry about that as much. Don’t worry about the length of it. Give it a shot, try it in your organization. Start short, and then build out to big. Start long, and then cut back and see how short you can go. Okay? Ry, how are you feeling about all that? I know we have some questions to answer here.

RY SCHWARTZ:                     Yeah, I’m going good. The only thing I want to add, a lot of clients are really starting to understand when I present it as a reason for longer copy, and I’ll use the jewelry example. If you were selling that jewelry one-on-one in a store, you wouldn’t say four words and then shut up. To be persuasive, to really coach someone into a decision does require fleshing things out. What these templates are based off of, and everything I create is based off of, is replicating what a one-on-one conversation might look like, but doing it at scale. Obviously, you don’t have the same adaptability as you would one-on-one, but to just use that as a reference. You wouldn’t sell a major decision with two words of copy.

JOANNA WIEBE:                   Exactly. Totally. Great to keep that in mind, and when your client pushes back or your company pushes back, use that same example that Ry just used, absolutely. Marina said, “What would be a good subject line for this type of email?” The subject line we used was, “K I’m worried”. Awesome open rates. That’s some awesome open rates for a lot of reasons. One of those is they want to see you fail, right? There’s that morbid curiosity around … Sorry, I’m getting a phone call. Around, uh-oh, what went wrong for her? Right? It’s that weird … They don’t want to see you fail but they’re like, oh, what went wrong there? Let’s see. So that was what we used: “K, I’m worried.”

Awesome, okay. So before we take all these questions, I mentioned this last week and I do want to get into it very quickly, because it’s already opened. We opened up our doors this morning to 10x Emails Mastery, which includes a couple things that I want to share with you now, and then we’ve take questions. Just going to fly through this. People are already signing up for this. Email went out about 15 minutes ago. 10x Emails Mastery. If you like what you learned today with those templates and you like the walkthrough, you like not guessing at emails and having some guidance as you write email after email, we’d love you to join. 10x Emails Mastery, which is only open until this Friday.

With it, you are going to confidently write emails that sell. That is our value prop, that is what we’re here to do with 10x Emails Mastery. You’re going to actually look forward to the send, instead of dreading it, instead of ending up with anxiety every time you think you’re going to send an email. There’ll be strategies, templates, techniques, and inside 10x Emails Mastery is not just 10x Emails 2.0, which alone is awesome, or so we’re hearing from our students, not just me saying that. But also 10x Launches, too. 10x Launches is Ry’s program that he put together with Copy Hackers based on so many six and seven figure launching sesh he’s been a part of for clients like Amy Porterfield and Todd Herman and things like that. You’re getting both of those inside 10x Emails Mastery today.

Again, this is only happening this week. It’s kind of a blowout that we’re doing here to get you ready for the fall, for going back to work and getting those numbers up when you go back to work right away. Most of us are at work, but it’s still summery. Once September hits, you’ve got real numbers to hit, and your clients do as well. So 10x Emails 2.0 and 10x Launches are both in 10x Emails Mastery, which is at 10xEmailsMastery.com. Tarzan, a copywriter we know and love, we got to know her after she took 10x Emails. She did over $15,000 in revenue with her first affiliate launch using what she learned in 10x Emails and 10x Launches. That’s her first affiliate launch, so she’ll only do better the more she keeps doing this. That’s an amazing start.

Sarah Jones doubled enrollments, almost doubled enrollments for her coaching program, ’cause she used the templates, like one of the templates you saw here today. The Piglet was, I believe, a bonus template that we included in 10x Launches, and that’s just one of nearly 30 templates in side 10x Emails Mastery. Of course, Mark Angelo Coppola over at Superhero Academy took his only business from being just break even to doing five figure mini launches every two weeks. That’s, again, with email there is this incredible power in email. You know it, I know it, we really just have to go out and write emails that do the nurturing and that do that converting.

Why should we teach you? You already learned from us today. Jeff Walker invited me to teach email copywriting at his annual event, Ry of course writes emails for some huge names and coaches huge names as well so that they can write emails without hiring him, which is exactly what 10x Launches is all about. I, of course, optimize emails for all sorts of businesses, from SaaS to traditional online information marketers, all of it. Some big names and some very cool small and up and coming names, and awesome tech names as well. Ry’s webinar show-up sequence was responsible for a six figure bump in revenue for Amy Porterfield.

There’s a lot of cool stuff behind what you’re going to learn inside 10x Emails Mastery. If you head over there, 10xEmailsMastery.com now, you’re going to get instant access to 10x Emails 2.0, which has all this cool stuff, including over the shoulder tutorials, people dig those the most, I got to say. Instant access to 10x Launches, which has, again, lots of cool stuff inside of it, like those worksheets and cheat sheets. And the templates alone are ridiculous, and if you are working in funnels at all, or if your organization is talking more about funnels, you want to get the emails in this course in order to write the funnel emails better.

Instant access to our private Facebook group, and if you complete the quizzes throughout both programs, you’ll get completion certificates, which goes a long way to prove your authority. All of that for $97 a month for 12 months, okay? It is a super low price if you like not starting from scratch. If you like not worrying about what you’re going to put in the next email you have to write, which is supposed to bring in revenue or nurture people toward that point. This is a really, really reasonable price for these two training programs.

Plus, the first 30 people to sign up will get a private 30 minute session with either Jo, that’s me, or Ry, that’s Ry. So you’ll get it with either one of us, 30 minutes to discuss your email that you wrote, your email strategy, a launch that you’re going to do, any of these. If you want to be an email copywriter and you’re wondering how to make that happen. That’s what happens for the first 30 people to sign up today. There’s also a single payment bonus. If you just go through it and do a one-time investment, you’ll get access to a nurturing sequence workshop with me. We’re going to hold that in a couple of weeks.

So, you’ll get that bonus, the two bonuses I talked about, depending on whether you buy right today and if you pay full price, and of course we’ve got the 10x Emails 2.0, Launches, private Facebook group, all of that stuff. But it does end Friday. So go to 10xEmailsMastery.com, make sure you go there as soon as possible to get in on these bonuses. You’ve got a 60 day money back guarantee, so there really is no reason to wait. If you write emails at all, if you find these tutorials helpful, this is just scratching the surface of what we get into deeply inside 10x Emails Mastery. So again, $97 a month for that Email Mastery. Ends Friday. This is where you’re going to end up, on a page that looks like that. Go through, check it out.

I do want to pop over and take some questions, but I want you to make … I want to know that you know where to go to get this before it closes on Friday. Okay? So Ry, are we ready to take some questions here?

RY SCHWARTZ:                     Yeah, let’s do it. Let’s dive in.

JOANNA WIEBE:                   Let us … All right, cool. So, “what’s the first thing to get down on paper when you first start writing a business email?” That’s a really tough question that Mary asked, because it depends so much. But the first thing is to have a really solid strategy in place to know what you’re aiming for, what the goal is for the email, and what I do is I work backward from there. Ry, do you have anything to add to that?

RY SCHWARTZ:                     No, I think you nailed that one.

JOANNA WIEBE:                   Cool. It’s so tough, right? It’s a really big question. “For the Piglet email, can this be used at the start of a campaign?”

RY SCHWARTZ:                     It can, if the start of your campaign is them signing up for a workshop, a live series, a live webinar, whatever. It’s really kind of the last email before a milestone action, whether it’s paid or free. The free one is usually at the beginning of the campaign.

JOANNA WIEBE:                   It feels like you could use it in a webinar show-up sequence. Have you ever done that?

RY SCHWARTZ:                     I have not. We should test on that.

JOANNA WIEBE:                   Yeah. It could be an, “I’m worried you won’t show” or something, right? Anyway, interesting. Okay. Rosanna asked an interesting question. “How do you act concerned when you are trying to sell something to a prospect?” My guess is act concerned is a concern for me to hear that language, ’cause hopefully you legitimately are concerned. Ry, do you have any thoughts there?

RY SCHWARTZ:                     No. I genuinely am concerned when I feel I could help somebody and I see that opportunity for me to help them slipping away. I think you can maintain this state of authority and leadership while also displaying authentic concern. Tap into what you’re actually concerned about and that’s how to deal with that.

JOANNA WIEBE:                   Cool, very cool. I’m very conscious of the time. Natalie says, “Do you have any more resources for reading up on or experimenting with moment of highest tension?” Natalie would like to research this more.

RY SCHWARTZ:                     Ooh, yeah. There is a whole section and exercise on the moment of highest tension inside 10x Launches, where you’ll be guided through an exercise to discover what yours is, and the usage and application of the moment of highest tension is not limited to just this email. You’re going to be using it on a bunch of sales emails, even on sales pages. That’s where we really go deeper into how to find it.

JOANNA WIEBE:                   Awesome. So get 10x Launches inside 10x Emails Mastery. Awesome. Cool. Okay, Rodney says, “What’s an example of reason three in the template?” So in the template, we didn’t skip over it. It went through it, it’s just the fourth point didn’t read like a bullet point. The fourth point read like just a sentence, so that was the difference there. But have a look over that again, Rodney, and you should be able to see that. Okay, hold on. Sorry, hold on I’m saying to myself.

[Katana 00:56:10] said, “Sorry, Joanna, I missed a ton ’cause I’m a work.” That’s cool. “Can you post a link to where the replay will be?” Yes. We will send out the replay after this. The recording will process, we’ll host it on Wistia, we’ll put it on the page, we’ll send that link out. The transcript will follow later. Cool?

RY SCHWARTZ:                     Matthew had a question I want to answer, ’cause it’s a really good one.

JOANNA WIEBE:                   Yeah.

RY SCHWARTZ:                     “How does your launch compare to Jeff Walker’s product launch sequence?” We spoke about Jeff Walker, we spoke about 10x Launches. 10x Launches could actually be used to complement any launch style you’re using, whether it’s a webinar launch, whether it’s a three video series type of launch, but there’s also what I call the minimum viable funnel, which is in there. That’s if you don’t necessarily have the time or the energy or the resources to create these long, elaborate video funnels, this is an actual email only funnel that you could have written in literally two days.

Sarah Jones, who we showed you earlier, who nearly doubled her monthly revenue, she was previously doing webinar style launches and actually almost doubled her enrollments the next month with using that minimum viable funnel email only. It can be used to complement any launch style you’re currently using or as a very quick way to execute anything you’re launching, without having to do all the video stuff.

JOANNA WIEBE:                   Yeah, cool. I won’t add much more to it, but there’s a lot more that we could say absolutely about that, so that’s awesome. [Katana 00:57:40] said, “Would this be for a warm market, or could this be sent to a cold audience as well, the Piglet template?” Because it’s meant for the bottom of funnel, it’s end of the sequence, that’s where it’s best for a warm market. I personally wouldn’t try it with a cold audience, because I don’t know how that would work. What do you think, Ry?

RY SCHWARTZ:                     I haven’t tried it with a cold audience, but I’d actually be curious to see how it would perform. You could … If you’re running Facebook ads, you can even try using this template as your Facebook ad and see how that works. We’ve had templates that people have used as Facebook ads that have performed really well. Yeah, give it a shot. At the very least, your ad will stand out and come off as original and bonding and create that humanist side.

JOANNA WIEBE:                   Yeah. That’s one of the things … We talked about this in our blog post last week, on how we optimize the Wistia SaaS emails. In that, one of the first tips that we give is to think of an email not as an email, but as a little sales letter. That’s true for ads, too. You shouldn’t think of it as an ad. You should think of it as a sales letter. It’s there for you to sell and you’re setting things up, you’re having this conversation, this template works as that conversation. Other email templates also work as that type of conversation that should happen in a Facebook ad. I love that you mentioned it works for Facebook ads, and I’d love to see more people test that. That’s awesome.

Dan asked more about that, the final pitch. “Does final pitch begin ‘but the best part is’ for the Piglet template?” I guess you could call it that, but I wouldn’t worry about “but the best part is” as part of that email template. It doesn’t have to fit into your email that you use. Just follow the template, replay this training so you can go through it step by step again, and see … give it a different shot in different ways. But I wouldn’t worry about where the pitch actually starts.

RY SCHWARTZ:                     Mm-hmm (affirmative).

JOANNA WIEBE:                   Yeah. Okay?

RY SCHWARTZ:                     Christina, “Any suggestions on how to use the template for a book launch?” Yeah. Exactly as it is. We could easily have made Copy School the name of the book and it still would have worked. In fact, the risk reversal would have been even more of a no-brainer for a $19 book than a $2000 program. Yeah, same principles apply.

JOANNA WIEBE:                   Okay. [Quiyung 01:00:16]? I don’t know how to say it! Asked a question about the final pitch. So, I’m worried. I’m worried that you’ll miss out. “What about changing the tone to, so I’m rooting for you. I’m rooting that you’ll … And that’s just going with more optimistic action based, or is it important to keep the main point at the forefront?” I personally think give it a shot, if “I’m rooting for you” feels better. Our subject line was “K, I’m worried.” So it was already setting things up as, okay, I’m worried. So if yours is, if your tone is, “I’m rooting for you”, which ours wasn’t not that tone. Wow, that was a double negative if I’ve ever heard one. But yeah. Ry, do you have any thoughts on “I’m rooting for you” versus “I’m worried.”

RY SCHWARTZ:                     Nothing that you didn’t just say. These templates are very flexible. We use certain languaging that feels right to us, but at the end of the day, you need to feel really good about what you’re sending. If rooting feels more aligned, absolutely, go with that.

JOANNA WIEBE:                   Cool. Selena asked, “Will the templates be in Air Story?” This Piglet template is in Air Story. Others will not be. If it’s inside 10x Launches or 10x Emails, it won’t be. The only way we would put it as a template in the template marketplace in Air Story is if we sold it. Everything inside 10x Launches and 10x Emails, all those templates, they are not available free anywhere else. Cool? Okay.

Lauren says, “Can you re-paste the Google Doc link from the beginning?” We will, and you can also, of course, go through the chat where you’ll find it there as well. But I’ll post that afterward, and I’ll send it out in the email that’s going to follow with the replay. Okay? The video, yes, Victor, the video will be available to view once again. I’m going to send that out afterward. Anonymous asked, “Do I need to buy 10x Emails Mastery if I already have Copy School and 10x Emails?” Nope, you do not. Copy School included 10x Emails and 10x Launches, so this is separate from Copy School but they are the same programs, this is just a different approach to helping people who only want to work on emails to get better at emails. Cool, so that’s what that is for.

[Katana 01:02:26], already answered that. Jennifer says, “Is there something we need to do at checkout to get your bonuses?” What we’re going to do is we’re going to go through manually and for the first 30 people who sign up, I’m going to send you an email to get us connected so we can set up that time to chat. Cool? That is going to happen manually. Awesome. What’s the address for 10x Emails Mastery? It is 10xEmailsMastery.com, right there, 10xEmailsMastery.com. Cool? Hopefully that works for you and we can chat that out as well. Let me just quickly chat it here. Ry, if you wanted to take the next question?

RY SCHWARTZ:                     Okay, what is the link, you did that. “Could this be used for a physical product launch?” Yeah. Same thing applies, right? If your physical product solves a pain point of any kind, which I’m sure it does. Then yeah, talk about why you’re worried when you could have helped. So yes, it can be used for a physical product launch, and many of the templates that you’ll find inside these programs have been used for physical products as well. Absolutely.

JOANNA WIEBE:                   Awesome. Valerie, I just want to answer Valerie quickly here. Sorry, I have her up above at the top here. Valerie says, “What’s the link to pay all up front to get the two hour nurturing bonus?” When you arrive on 10xEmailsMastery.com, you’ll see this. If you hop in here, that’ll take you to the payment plan. Just scroll down to choose your plan. If you do one-time versus monthly, when you go over and choose one-time, you’ll see your single payment, and you’ll see the bonus described right below it. Just click ‘join now’ and that will take you into a page where you will just go through that and once you sign up this way, then you’ll automatically get an email later that invites you to that special nurturing sequence training. Cool? Okay. Sorry, go ahead, Ry, you were going to do your next one and I cut you off.

RY SCHWARTZ:                     Ooh, what’s the difference between a crunchy moment of highest tension and an emotional one? The crunchy one is if you were directing a scene and had to describe what it actually looked like. That is the crunchy one. Using the hair loss example, that is a guy is at a bar. The girl takes his hat off and reveals that he has no hair and he loses all his confidence. The emotional moment of highest tension is how he’s feeling internally about that. Things were going so well, and just a whole downward spiral. So yeah, same situation, just one is observable. One of them is more internal.

JOANNA WIEBE:                   Cool. Awesome. Again, more about that moment of highest tension inside 10x Emails Mastery. [Eugen 01:05:19] asked, “Would the Piglet template also work for SaaS?” Yeah, absolutely. When you’re writing SaaS, and this is what, again, I mentioned in the blog post last week, and if you haven’t checked it out, I recommend you do over on CopyHackers.com. It’s the newest post on our blog, although a new one’s coming out tomorrow from Mr. Schwartz. Go check that out.

SaaS emails are still the same as other emails. They are still. They’re just in a different context. You still should think of them the way people think of writing a sales email. That doesn’t mean you’ll say all the same things that you would say in an email that’s selling Copy School. You’re going to be selling something different, so you have to modify it for that. But ultimately, you want to convert those trial users into paying users who keep paying you every month, or who pay you that annual fee, if that’s the thing you’re really looking for. But absolutely, you should be using these templates to optimize the emails that you’re writing for SaaS. Do go ahead and do that. Then you asked, you got 10x Emails. “Will there be more email templates for SaaS there?” Again, we don’t have specific to SaaS email templates, but 10x Launches has a crap ton of templates that are worth you giving a shot at when you’re testing in your emails. Cool?

Mark says, “What if you’ve had an offline business for 30 years, but want to start an online business where you don’t have a list?” Well, it’s time to start building your list. There’s … I love, this is one of my favorite sayings ever, “The best time to plant a tree is 20 years ago, and the second best time is today.” You didn’t. You haven’t been doing this before, but what’s stopping you? Go now, start growing your list now. Start doing that stuff now. When you do strong tactics to grow your list, you can actually grow it pretty quickly, and by the way, you don’t need a huge list to sell to. As soon as people start signing up for your list, you should be entering them into and nurturing to a sale sequence. They should be buying from you very early on.

I don’t know what the point is in waiting. People say, “Oh, I have to have a big enough list.” No subscriber on your list knows that they’re one of ten people. That’s not what they’re thinking about, like, “Oh, this is a tiny list and I’m just one person on it.” They’re just getting your email from you, so why wouldn’t you start selling as soon as you start growing your list?

RY SCHWARTZ:                     I’m so glad you said that. The only other thing I wanted to add there is, as long as you’re able to give value and solve a problem, you don’t have to wait till this vague sense of permission to start selling to that list. It should be implemented from day one. You could use the minimum viable funnel to do that. Going back to some of those case stories before, Tarzan didn’t have a huge list on her affiliate launch. Sarah Jones didn’t have a big list. These are emails that could really get you the most out of those smaller lists.

JOANNA WIEBE:                   And then you compare it also to those who have big lists, like Wistia’s list. That’s a very large list. Neil Patel’s list. Very large list. And the same principles were applied to those as well for really good results. Will, you have a question about being upgraded to 2.0. I certainly don’t see that being a problem. If you use chat when you’re on the site, when you’re over on 10xEmailsMastery.com, just chat over what you’re looking for and we can help you out there. Lance is on there right now taking questions, and then I’ll be on there later and so will some other people from Copy Hackers.

Okay. “How is Copy School different from this program? Sorry if you’ve answered it, my internet’s been in and out.” Copy School is the fully comprehensive copy training program. 10x Emails Mastery is for people who just want to optimize their emails, and there are a lot of them. It’s stuff that’s inside Copy School. If you’re in Copy School, don’t take 10x Emails Mastery. You’ve already got it. If you haven’t taken Copy School, 10x Emails Mastery is that training program that will get you optimizing your emails immediately. The ROI begins today. Immediately. You start watching videos and ta-da! You could start writing emails.

[Eugen 01:09:35] asked … Sorry we’re going over, guys, there are a lot of questions here! “About Air Story, is there a video showing us how you can actually use it to write a blog post?” Yeah, absolutely. If you go over to CopyHackers.com and you go in the top … the black bar at the very top, you’ll see ‘free tutorials’ in there. Those tutorials are all of our past Tutorial Tuesdays where I almost every week show you how to write inside Air Story. Go ahead and check that out, and it’s got templates and things included there.

Jodi Trudeau asked, “What’s the difference between Copy School and Mastery course?” I think I’ve just explained that, so hopefully that answered that for you, Jodi. “Can I have this Copy School link and when is Copy School on?”, a couple people just asked. Copy School is not open right now. It is closed until February slash March 2018. We haven’t set the date yet there, but we only open it and launch it once a year. This is your only chance to get this training at this point. What you won’t get is the other stuff in Copy School like 10x Landing Pages and of course, when we launch Copy School, there’s other stuff that goes with that. For now, 10x Emails and 10x Launches are bundled up today in this limited time one-week only … Actually, we’ve got three days and five hours left until it’s not available anymore. It’s a really quick bloat, if you will, of email copywriting training for those people who really need to write emails this fall and can’t wait until next February or March to start optimizing their list and everything that goes out to their list.

Cool? That is it for questions. If we have … I know people are like, “I want Copy School!” That’s awesome, thank you, and that’s probably because of the email you saw, which is, again, just one of the many things you’ll learn inside 10x Emails Mastery. So head over to 10xEmailsMastery.com. This recording will be going out. Thanks for everybody who stayed on all the way to the end. There’s still a bunch of you. I’m sorry. I’m sorry that Puff didn’t make an appearance today. Maybe next time. He’s sleeping down on a patio somewhere, so he’s all good.

But we’ll see you next week for the next Tutorial Tuesday and, again, 10xEmailsMastery.com. Only this week, only for this one low price, at this time. All right? Thank again, Ry.

RY SCHWARTZ:                     Cool, thanks, guys.

JOANNA WIEBE:                   Thanks everybody. Thanks, and we’ll see you next week for the next Tutorial Tuesday. Bye!