www.getwsodo.

com

LAUNCH PAD
the

WEEK EIGHT
 www.getwsodo.com

W E E K E I G H T

Automating Sales
With Personalized &
Persuasive Emails
THE COPY POSSE LAUNCH PAD
 www.getwsodo.com

WHAT WHO WHY

the
MONDAY MAY 4
TBD
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1 2PM PT LAUNCH PAD
 www.getwsodo.com

W E E K E I G H T

the

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10 Emails
Day 0 AR (1)
Indoctrination (3)
Sales Campaign (6)

the

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 www.getwsodo.com

P A R T O N E

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D E T E R M I N E C O N T E X T

W H A T I S T H E P O I N T ?

CONTENT, SALES,
INDOCTRINATION?
the

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D E T E R M I N E C O N T E X T

W H O W I L L B E S E E I N G T H I S ?

EXISTING LEADS?
NEW LEADS?
CUSTOMERS?
the

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D E T E R M I N E C O N T E X T

W H E N I S T H I S B E I N G S E N T ?

AUTORESPONDER
(EVERGREEN)
VS
EMAIL BLAST
the
(REAL-TIME)
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A U T O R E S P O N D E R

An email that is not sent in real-time, it is

automatically sent based on a user
action (i.e. signing up for a free ebook).

the

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 www.getwsodo.com

E V E R G R E E N

A term for products, emails, sales pages and

offers that stay relevant over a long period
of time with no mention of dates, real-time
events or cultural references.

the

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D E T E R M I N E S C H E D U L E

H O W M A N Y E M A I L S A R E N E E D E D ?

ONE-OFF
EMAIL
VS
SEQUENTIAL
CAMPAIGN the

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D E T E R M I N E C A D E N C E

For Sequential Campaigns

H O W O F T E N W I L L Y O U C O M M U N I C A T E ?

TWICE A DAY?
EVERY DAY?
EVERY SECOND DAY?
the

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C A M P A I G N S N A P S H O T

E X A M P L E : C O P Y P O S S E L A U N C H P A D

Context: Sales Campaign / Launch

Audience: Existing Leads (Current List)
Timing: Real-Time Emails (Sent Jan 27-Feb 6)
Schedule: 10 Day Sequence (10 Emails)
Cadence: Mail once a day. the

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P A R T T W O

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4 T Y P E S O F E M A I L S

Soap Opera
Objection Killer
Click Magnet
Fire Sale
the

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4 T Y P E S O F E M A I L S

Soap Opera
{ Long Form
Objection Killer
Click Magnet {
Fire Sale Short Form
the

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4 T Y P E S O F E M A I L S

Soap Opera
{ Pro: Builds Trust, Higher On-Site CR
Con: Lower CTR, Harder To Write
Objection Killer
Click Magnet { Pro: High CTR, Quick and Easy
Con: Lower On-Site CR, Trust
Fire Sale Needs To Be Present
the

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S O A P O P E R A

Create open loops between emails

through serialized storytelling.

the

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S O A P O P E R A

First coined by Andre Chaperon in his

Autoresponder Madness Course.
Adapted by Russel Brunson.
Creates strong connection & commitment.
Increases long-term open rate as you train your
leads to OPEN your emails. the

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S O A P O P E R A

Great for indoctrination campaigns or sales

campaigns for new leads.
Think: How can you serialize your stories from
Module 3 to use in your indoctrination sequence?

the

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S O A P O P E R A

Although this usually entails writing an entire

sequence of emails, this concept is still useful in all
types of campaigns.
How can you use the "Soap Opera" concept (i.e.
email to email open loops) in your campaigns?
the

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O B J E C T I O N K I L L E R

Overcome your audience's objections by

telling a personal story that's believable,
relatable and valuable.

the

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O B J E C T I O N K I L L E R

Feels personal, builds brand loyalty and shares

benefits right in the inbox, while you have your
reader's trust and attention.
Think: The indoctrination part of your sales page.

the

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O B J E C T I O N K I L L E R

Great for sales campaigns to build trust and

overcome objections.
Increases on-site conversions because when people
click, they are committed.
Example from Matt Furey
the

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C L I C K M A G N E T

Short and sweet.

Succinct, conversational messages that
create curiosity and opens loop.
Clear and distinct CTA.
Great for re-engagement campaigns and
affiliate emails.
the

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C L I C K M A G N E T

Goal is to START a conversation

and get the click.

Example: Dean Jackson's "9-Word Email"

the

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C L I C K M A G N E T

the

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C L I C K M A G N E T

E X A M P L E : T E L L M A N K N U D S O N F O R N U M E R O L O G I S T . C O M

1. Don't believe me (just try)

2. This is completely nuts.
3. My jaw dropped when I read my report
4. Pop in your name and birthday and see for yourself (it's free).
5. Seriously. I never believed in this stuff until I met this guy a
few months ago .... the

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F I R E S A L E

Multi-day templated promotional campaign that

presents a clear offer, bonuses and scarcity.

Example: Frank Kern's 4-Day Cash Machine

the

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F I R E S A L E

Gets to the point. "Here’s what you’ll get and

here’s why you need to buy right now.”
3 Core Elements
A discount or premium.
Strong "Reason Why"
Scarcity. the

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F I R E S A L E

Good for quick sales campaigns (Black Friday,

etc)
Great for a "Product Aware" audience (trust
needs to be present already)
Careful of spam trigger words.
the

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P A R T T H R E E

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S U B J E C T L I N E T I P S

Communicate Urgency
You have 2000 rewards points to claim by January 1st
Your 50% promo code expires in 48 hours
We only have 10 of these left, Alex
You’re missing out on our weekend deals
the

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S U B J E C T L I N E T I P S

Evoke Curiosity
When was the last time you…
Remember That One Time…
I got Botox—& THIS is what I looked like (Refinery29)
You have to see what’s in this bag (Kate Spade)
Is this freakishly-accurate for you too?
the
(Numerologist.com)
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S U B J E C T L I N E T I P S

Be Controversial/Polarizing/Counter-Intuitive
Black Friday shoppers are the worst customers
(LinkedIn)
I want you to unsubscribe
WTF 
Why your marketing sucks the

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S U B J E C T L I N E T I P S

Get Personal(ized)
Alex, you forgot these in your cart.
Will you put down your phone to save a child's life?
(Unicef)
Imagine yourself one year from today, Alex...
the

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S U B J E C T L I N E T I P S

Tell Them Exactly What's Inside

Your copywriting course PDF download link inside
Here’s your ticket and your invoice for the show
Your 2 week fitness challenge has started
Great for transactional emails (I.e. Lead Magnet Delivery)
the

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P A R T F O U R

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C A M P A I G N F O R M U L A S

Day 0 Autoresponder
Indoctrination
Sales
Re-engagement
Cart Abandonment
Affiliate
Content the

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E V E R Y E M A I L H A S A P U R P O S E

Primary Goal: What do you want your reader to do?

What is the main objective?

Secondary Goal: What is the supportive goal? Build

rapport, overcome objection, increase engagement?

Angle: What is the reason why, the

idea/thing/concept/hook being communicated?
the

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D A Y 0 A U T O R E S P O N D E R E M A I L

This is the email that is automatically

sent out when your prospect opts-in.
Single email (first email lead receives,
before Indoctrination sequence).

the

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D A Y 0 A U T O R E S P O N D E R E M A I L

the

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D A Y 0 A U T O R E S P O N D E R E M A I L

Primary Goal: Deliver the free thing, the lead

magnet/free high-value promise

Secondary Goal: Get users to engage.

Angle: Deliver value and generate interest for

future content/benefits. Encourage engagement so
that your prospect won’t miss any more of your
emails.
the

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E X A M P L E : LINK

the

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I N D O C T R I N A T I O N S E Q U E N C E

How to get cold leads from a "Problem Aware" state

to a "Solution Aware" state, building trust along the
way.
Introduce lead to your brand by including brand
mission/story.
Pivot to Product in a cool and subtle way.
3-Email Formula

the

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I N D O C T R I N A T I O N S E Q U E N C E

the

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E ME
AMI L
A I1L: " :I
1 F IE E
" FLE EYLO Y
UO" U "

A C K N O W L E D G E

Primary Goal: Build Rapport

Secondary Goal: Consume the free content you're

providing.

Angle: Empathize with your prospect by addressing

their pain, while offering the benefits of being part
of the community.
the

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E ME
AMI L
A I1L: " I:
2 F
" E
OEUL
R YMOIU
S"S I O N "

I N C L U D E

Primary Goal: Engagement and connection.

Secondary Goal: Consume the free content you're

providing.

Angle: Share the brand's personal story and mission.

Emphasize community — you want to make them feel
like they belong and are part of the story.
the

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E ME
AMI L
A I1L: " I:
3 F E EEL CYAON
" W U "
H E L P Y O U "

M O B I L I Z E

Primary Goal: Educate.

Secondary Goal: Sale.

Angle: Bring your prospect from problem aware to

solution aware, pivoting to the sale in a subtle and
cool way. This is a good time to add some social
proof from a community perspective, like a case
study or story. the

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E X A M P L E : LINK

the

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S A L E S S E Q U E N C E

Number of emails depends on campaign

length.
NOTE: B2B sales cycle might be longer,
and often the clear CTA is not a direct
"sale" (but the same principles apply).
6-Email Formula
the

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S A L E S S E Q U E N C E

the

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E ME
AMI L
A I1L: " :I
1 FA
E E E
GLE RY O
BUE"
A V E R

I N V I T E / I N T R O D U C E

Primary Goal: Sale.

Secondary Goal: Awareness.

Angle: Announce that doors are open, introduce

the product available for purchase.

the

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E M A I L 2 : B E N N I E S

G E T R E S U L T S

Primary Goal: Sale.

Secondary Goal: Interest. Prospects should start to

feel like the product is for them.

Angle: Share the benefits and what the product

can do for your prospects. Use some scarcity.
the

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E M A I L 3 : I N C E N T I V E & S C A R C I T Y

N O W , N O T L A T E R

Primary Goal: Sale.

Secondary Goal: Desire. Prospects are starting to

realize they need this.

Angle: Convey incentive and scarcity, why your

prospect will want to order right now.
the

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E M A I L 4 : S O C I A L P R O O F & A U T H O R I T Y

I N S P I R E

Primary Goal: Sale.

Secondary Goal: Build trust. Prospects think your

solution is the best.

Angle: Communicate the results other people are

enjoying with the product.
the

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E M A I L 5 : O V E R C O M I N G O B J E C T I O N S

T R U S T - B U I L D I N G

Primary Goal: Sale.

Secondary Goal: Identify and disarm objections

conversationally. Deeper desire.

Angle: Encourage prospects to get off the fence, by

giving them the tools and knowledge to overcome
their doubts. the

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E M A I L 6 : L A S T C H A N C E

E N T I C E

Primary Goal: Sale.

Secondary Goal: Sale.

Angle: Communicate scarcity. Convey that this is

the last and final chance.

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LINK
E X A M P L E :

the

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LINK
E X A M P L E :

the

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C A R T A B A N D O N M E N T

Sent out to those people who didn't go

through with the purchase.

the

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C A R T A B A N D O N M E N T

the

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E M A I L 1 : S H O R T & S W E E T

C U E

Primary Goal: Sale.

Secondary Goal: Awareness.

Angle: Assume your prospect still wants to

purchase, but merely left because something went
wrong with their order. Think: "Something must have
gone wrong. No problem though, your order is
the
waiting for you here."
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E M A I L 2 : G E N T L E R E M I N D E R

A S S U M E S A L E

Primary Goal: Sale.

Secondary Goal: Deeper interest.

Angle: Assume your prospect still wants the sale.

Use soft scarcity and social proof as a reminder.
Think: I want to make sure you got my last email, your
order will be saved for the next 48 hours." the

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E M A I L 3 : S C A R C I T Y & B O N U S E S

R E C A P O F F E R

Primary Goal: Sale.

Secondary Goal: Deeper interest.

Angle: Include a reminder of bonuses and

guarantee, as well as risk reversals. Think: "Heads
up your 50% deal expires soon. Order is only saved
for the next 24 hours." the

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E M A I L 4 : O F F E R A L T E R N A T I V E

T R Y T H I S I N S T E A D

Primary Goal: Sale.

Secondary Goal: Sale.

Angle: Offer/downsell a cheaper product. Think: "I

noticed you didn't grab your product and it got me
thinking ... maybe you're looking for something
different." the

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E X A M P L E :
LINK

the

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R E - E N G A G E M E N T S E Q U E N C E

Reactivation/win-back
campaign
Sent to inactive
subscribers
2-Email Formula

the

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R E - E N G A G E M E N T S E Q U E N C E

the

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E M A I L 1 : A R E Y O U T H E R E ?

Primary Goal: Get your prospect to open the email.

Secondary Goal: Get your prospect to click on the

Call-To-Action.

Angle: Incentivize with a free gift or discount. Use

scarcity and FOMO.

the

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E M A I L 2 : A R E Y O U I N T E R E S T E D ?

Primary Goal: Get your prospect to open the email.

Secondary Goal: Get your prospect to click on the

Call-To-Action.

Angle: Gauge interest and commitment of your

prospect with a very simple and short "are you still
interested in _______________?" question.
the

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E X A M P L E : LINK

the

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A F F I L I A T E

Affiliate emails are used by brands to

promote OTHER products.
Are typically shorter than other emails
as their primary goal is to get the click.
They should open a loop, offer quick
benefits and create trust or authority
(I.e. why am I promoting this
offer/brand?). the

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A F F I L I A T E

Primary Goal: Click.

Secondary Goal: Build Trust/Authority.

Angle: Pique curiosity and open a loop to

entice the reader to click.

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E X A M P L E : LINK

the

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C O N T E N T

Different shapes and forms

Hook + tease some content + CTA

the

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SOURCE
C O N T E N T

Blogs have a
high perceived
value.
Should create a
need, while
offering value.

the

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C O N T E N T

Primary Goal: Engage.

Secondary Goal: Sale.

Angle: The angle will be whatever the

hook of your content is.
the

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E X A M P L E : LINK

the

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P A R T F I V E

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F O R M A T T I N G T I P S

Your Emails Should Include:

Email Title
Outline
Send Audience
4 Subject Line Options
Meta Description
Body Copy
Sign Off
P.S. Line (Optional) the

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F O R M A T T I N G T I P S

E M A I L T I T L E

O U T L I N E

A U D I E N C E S I G N O F F

M E T A
P S L I N E

S U B J E C T

O P T I O N S

B O D Y the
C O P Y

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F O R M A T T I N G T I P S

Space CTA's throughout email (1-2 in body

copy + 1 P.S.)
Use a combo of links and buttons.
Google Drive — narrow writing field with
margin ruler (I use "5" – see next slide)
Pay attention to readability! Don't have
walls of text. Use short sentences and
break up longer paragraphs. the

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F O R M A T T I N G T I P S

" 5 " M A R G I N

the

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H O M E W O R K

Write Your Email Sequences

Day 0 AR (1)
Indoctrination (3)
Sales Campaign (6)
the

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Y O U R C A M P A I G N S N A P S H O T

Context: Day 0, Indoctrination, Sales Campaign

Audience: New Leads (via Landing Page)
Timing: Automated Email Sequence (Upon Registration)
Schedule: 10 Day Sequence (10 Emails)
Cadence: Mail once a day.

the

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O U T L I N E Y O U R E M A I L S

Day 0-9
Primary Goal
Secondary Goal
Angle

the

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W R I T E Y O U R C A M P A I G N

Step 1: Open Google Docs

Step 2: Write (Use Formatting Rules!)
Day 0 AR (1)
Indoctrination (3)
Sales Campaign (6)
the

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