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0% found this document useful (0 votes)
77 views

inboxhero_final

Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 103

www.getwsodo.

com
www.getwsodo.com
LAURA BELGRA Y

Inbox Hero
Email Makeovers
Copywriting Mini-Course
www.getwsodo.com
www.getwsodo.com
Inbox Hero

The Makeovers p. 6

New coach with a (free) offer p. 8

Coach welcome series email p. 12

Quiz software business (SAAS) welcome email p. 20

Real estate agency welcome email p. 23

New podcast episode email p. 27

The personal-brand e-commerce welcome email p. 31

Vintage clothing store everyday promo email p. 34

What’s a reverse makeover? p. 39

The super-short, high-ticket sell email


(AKA the $17k, 26-word email) p. 40

The welcome sequence “engage with me” fun facts email p. 41

Teaser to blog post p. 46

The affiliate launch warm-up email p. 49

The “straight sell” (sort of) email p. 55

2 Inbox Hero: Email Makeovers Copywriting Mini-Course


www.getwsodo.com
www.getwsodo.com
Inbox Hero

The “straight sell” (sort of) email 2 p. 60

The going-on-hiatus email p. 64

The army-issue email you have to send for legal reasons - made FUN p. 68

The start-of-launch “whip up desire” email p. 70

The “check me out, I’m on a podcast” email p. 75

The “Share My Sh*t” swipe email p. 79

The “What should I do with this rando story” email p. 85

The thought-piece email p. 90

The “why you should stick with us” confirmation email p. 92

The daily (or frequent) newsletter not “selling” anything p. 94

The “everyday details of life” used as a teachable email


(also, affiliate promotion) p. 98

LAURA BELGRA Y

3
www.getwsodo.com
www.getwsodo.com

Get opened.
Get read.
Get paid.
www.getwsodo.com
www.getwsodo.com

Be an inbox hero
An Inbox Hero is someone who...

...saves our inboxes from being wastelands of ick.


...can stop speeding eyeballs (with an unignorable subject line).
...has the rare power to make sudden career pivots, because they’ve built an audience
who’ll come along for the ride no matter what’s on offer next.
...leaps over social media platforms and their cruel algorithms in a single bound - because
Jeff Zuckerberg can’t hide your emails from your subscribers. You send ‘em, they’ll get ‘em.

When you’re an Inbox Hero, your emails will:

• Stand out amid all the dreck (and even some of the good stuff) in someone’s inbox
• Build know, like, trust, and hot business lust
• Get people running for their credit card
• Keep you top of mind
• Position you as an authority — no wait, a GOD.
• Feel like they’re from a friend
• Become your favorite, most fulfilling creative outlet
• Pay off in ways you can’t predict (along with ways you can predict, like money)
• Prove dangerously entertaining. So much so that people read them while walking,
bump into a pole, and possibly sustain a head injury. But even with temporary brain
damage, they’ll remember one thing: YOU.

Inbox Heroes aren’t born (I certainly wasn’t). They’re made.

Let’s make you one right now.

LAURA BELGRA Y

5
www.getwsodo.com
www.getwsodo.com

The Makeovers

These are all emails from my inbox. They’re not all terrible (a few are). Some are very good
but could be even better with just a tweak or two.

I’ve changed names and any details that would give away who they’re from. I’m not here to
shame anyone! This is about showing what could be better and would get more people (or
me, anyway) to open, enjoy, and take the desired action.

If you disagree with a note and think, “Actually, I like that part!” – then, great. Ignore and
move on. Take what works for you, leave what doesn’t.

A lot of my notes are subjective. They’re based on my own criteria for:


• Good, compelling writing
• Originality
• What I myself would open and click on

Then again, that’s the criteria I apply to my own emails, and by all accounts (including my
bank account), they work.

Most of these are welcome emails because that’s your most-opened email, and a smart one
to get right.

In this Makeovers section, you’ll see each email twice. First, as it was delivered with my
quick notes on what areas could use fixing. Then, a version showing specifics on how I’d
tweak them.

6 Inbox Hero: Email Makeovers Copywriting Mini-Course


www.getwsodo.com
www.getwsodo.com

LAURA BELGRA Y

7
BEFORE www.getwsodo.com
www.getwsodo.com
New coach with a (free) offer

SUBJECT: You’re Gonna Want To Get In On This 1 WHAT TO FIX

1 / Title case looks formal and screams


Hi there! “Newsletter” Also might be more effective to
make it specific -- what’s the “this”?

I have two things I’d like to share 2 with you this week, 2 / Formal, overwritten, unnecessary. You
wouldn’t say this to a friend. Cut.
<< Test First Name >>.
3 / Don’t apologize for telling them
something they might know, or assume,
First, as you likely know,3 in addition to the new that your audience remembers things you’ve
podcast, I’m starting a coaching practice. My personal already told them. This doesn’t add anything
- and if it doesn’t add, it gets cut.
business coach issued me a challenge: help 30 people
in 30 days. 4 / Change this to “1-hour”. Numerals pop,
and there’s a lot of “one” in here.

Challenge accepted! 5 / Don’t let them off the hook on this - add
something to show that they’ve definitely
said it.
So...I’m offering 30 FREE coaching calls in the month
6 / Too much, too many options - getting
of May. overwhelmed, and this is for people who are
already overwhelmed.
Yep, free one 4 hour one-on-one calls. 7 / Urgency is great, but it has to be specific.

This is for you if you’ve ever said “I don’t have time”


or “I’ll get to it later” when it comes to a goal. 5 We
can discuss business strategy, time blocking, or bust
through mindsets that might be holding you back
from reaching your goals. 6

If you haven’t already signed up, you’ll want to get in


on this soon.7

8 Inbox Hero: Email Makeovers Copywriting Mini-Course


BEFORE (CONTINUED - PART 2) www.getwsodo.com
www.getwsodo.com
New coach with a (free) offer

If this sounds like it’s for you, click here to answer a WHAT TO FIX
few questions. Then I’ll email you to set up a time that 8 / A reader will likely have forgotten by this
works for us both! point that you had two things. I’d organize it
with a big ol’ FIRST/ SECOND.

Second,8 if you haven’t joined the Facebook Group for 9 / “I’d love” it is about the sender, not the
reader. Give some WIIFM (what’s in it for me)
___________________, I’d love it if you stopped by for action.
the _____________ launch! 9 I’ll have a launch party
10 / Bullet out what’s going on in there
for the May 31st release date, and I’ll be giving away to give our eyes some excitement and
lots of cool (and soulful) books as the first ________ up the FOMO.
__ _________ comes out. 10 Click here to join the _____ 11 / Just because you send in the morning
_______________ FB Group! doesn’t mean that’s when someone reads it.
“Awesome day” is an awkward time stamp
that can, on a subconscious level, make them
Hope you have an awesome day! 11 feel like it’s already obsolete.

12 / Don’t sign off without a ps! You don’t


XOXO, 12 always have to use one, but if you wanted
them to take a specific action, this is a good
place to remind them.
Gina

LAURA BELGRA Y

9
AFTER www.getwsodo.com
www.getwsodo.com
New coach with a (free) offer

SUBJECT: You’re Gonna Want To Get In On This WHAT GOT FIXED


SUBJECT: You’re gonna want to get in on this1 1 / Changed to sentence case.
SUBJECT: you’re gonna want to get in on this - 2
2 / All lower-case is even more casual, plus
SUBJECT: 30 free coaching calls - want one? 3 the dash gives a little tension that makes us
SUBJECT: Coach with me for free want to see what “this” is.
SUBJECT: Coach with me for free???? 4 3 / More specific might be more intriguing.

4 / The question marks might make it seem


Hi there! so crazy-outrageous that it’s irresistible.
These are all worth testing.
I have two things for you this week, 5 / Sectioning it off into “thing one” and
<< Test First Name >>. “thing two” organizes the content for the
reader.

THING ONE: 5 6 / Now we’re not letting the reader say “Oh,
that doesn’t apply to me.”
In addition to the new podcast, I’m starting a
coaching practice. And I’m really good.

My personal business coach issued me a challenge:


help 30 people in 30 days.

Challenge accepted!

So...I’m offering 30 FREE coaching calls in the month


of May.

Yep, free 1-hour one-on-one calls. (Grab yours here.)

This is for you if you’ve ever said, “I don’t have time”


or “I’ll get to it later” when it comes to a goal. 6
(And if you think you haven’t said that, you’re lying to
yourself! Are you telling me you’ve followed through
on all your goals to completion?)

10 Inbox Hero: Email Makeovers Copywriting Mini-Course


AFTER (CONTINUED - PART 2) www.getwsodo.com
www.getwsodo.com
New coach with a (free) offer
WHAT GOT FIXED
We can discuss business strategy, time blocking, or
7 / Making the urgency more specific makes
bust through mindsets that might be holding you back it feel real.
from reaching your goals.
8 / Add a ps to call them back to the main
action you want them to take.
10% of the spots were snapped up in the first _____.
Free goes fast, so get in on this soon. 7

If this sounds like it’s for you, click here to answer a


few questions. Then I’ll email you to set up a time that
works for us both!

THING TWO: 5
If you haven’t joined the Facebook Group for
________________, you’re missing out! Make sure and
pop in there before the ___________ _ launch. Just in
time for:

• Launch party - Yep, we’re having a launch party for


the May 31st release date.
• Giveaways - I’ll be giving away lots of cool (and
soulful) books the first __________ __ is out.
• All the fun [SCREENSHOT OF FUN IN FB GROUP
HERE]

Click here to join the ______________ Group!

See you in there, [firstname]! We’re waiting for you.

XOXO, Gina

Ps - How have you not signed up for a free call? You do


put things off, don’t you? I’ll help. 8 LAURA BELGRA Y

11
BEFORE (PART 1) www.getwsodo.com
www.getwsodo.com
Coach welcome sequence email

SUBJECT: How Loving Yourself Can Change The World1 WHAT TO FIX

1 / Title case! No, no, no! Also, a little too


Dear X, 2 self-explanatory. The reader is probably
already used to this idea or gets it right away.
So there’s no intrigue or friction.
Lately I have been wondering what the biggest
2 / “Dear” is ok if that’s how you want to
challenge in my life has been. 3 go, but I find it formal. Doesn’t fit the EFAB
(Emails From A Bestie) model. To a bestie,
you’d use a different greeting or none at all.
I had lots of examples 4 but I realized they all lead back
to one thing: 3 / This feels like verbal bubble wrap. A
ramp-up, fluff that cushions the actual
message.
The biggest challenge in my life has been to fully love
4 / Avoid saying “lots of examples” unless
myself. Spiritually, intellectually, physically, sexually. you’re going to illustrate.
All of me.5
5 / This is a big idea, a conclusion more than
a jumping-off point
X, can you relate to this kind of challenge?
6 / More big, essay-worthy thoughts that
the writer is trying to get through but can’t
I have craved for a certain kind of spirituality in my life because they’re too broad.
that wasn’t present for a very long time. I wanted to
know if there is something out there that has my back
- something that would remind me that everything is
always working out for me. I searched for in the ocean
but it wasn’t fulfilling. I made other people my “Gods”,
but that caused more suffering.

I have also craved feeling intelligent enough. For the


longest time in my life I believed that I was not enough
even though all signs were pointing in the opposite
direction. I spare you the details but the key message
is that I chose to stay small way too long. That’s what
every job I had reflected back to me until I started
changing my belief. 6

12 Inbox Hero: Email Makeovers Copywriting Mini-Course


BEFORE (CONTINUED - PART 2) www.getwsodo.com
www.getwsodo.com
Coach welcome sequence email

Loving my body was challenging, too. Does that WHAT TO FIX


sound familiar to you? It started in high school, when 7 / Now we’re getting somewhere - real
my breasts started growing. 7 I felt ashamed of my details of a particular time and place. I smell
a story.
feminine body because it attracted attention and
made other women envious. In my teens, I had eating 8 / Yet another idea. And wait, you
encountered death? This better be a loop
disorders as I wanted to be slim. I was 19 when I had that you close.
my first orgasm, because I never dared to masturbate
until then. It took me 30 years to fully fall in love
with my body and another two years to fully love my
sexuality.

It will be of no surprise to you that my relationship life


was a mess. I mostly dated unavailable men and my
relationships were severely co-dependent. I could not
imagine a life without compromising “myself”.

I know, a lot of bad stuff and I haven’t even started. It


was really bad. But the good news is - it all changed.
Literally from one day to another.

It was the day I closely encountered death. 8

Such an experience changes your life - whether you


feel you have asked for it or not. I got no choice but to
trust something that was greater than myself. I had no
concept of it - and didn’t know if it was save to trust or
if I was making myself ridiculous.

LAURA BELGRA Y

13
BEFORE (CONTINUED - PART 3) www.getwsodo.com
www.getwsodo.com
Coach welcome sequence email

But the trust thing helped me to make sense of live in


WHAT TO FIX
way I had never seen it before. I saw clues everywhere
that showed me how awesome I was. I learnt that 9 / This is all vague, and now I’m scanning
for more info about how you encountered
there was a new way to navigate life less accidentally death.
and more directed to where I want to go. I began to
experience a kind of gratitude and love that I have
never felt before. Experiencing emotions felt different,
less threatening. For the first time in my life, I let go
of shame - you know the feeling that sneaks into your
brain telling you that you are not good enough, a
piece of shit in fact, and totally unlovable. I also let go
of fear of rejection. Negative thoughts don’t attack me
and sidetrack me like they used to.

I finally acknowledged that I was actually smart.


Instantly others stopped labelling me as “small” and
more opportunities came into my life effortlessly. The
less I worried about what other people think of me,
the more the potential of my higher self grew.

That’s what I call being “unfuckwithable”.

I don’t compromise myself anymore and yet


experience deep human connection (yes, that’s
actually possible!). In fact, because I love myself I am
able to connect deeper than ever before. 9

14 Inbox Hero: Email Makeovers Copywriting Mini-Course


BEFORE (CONTINUED - PART 4) www.getwsodo.com
www.getwsodo.com
Coach welcome sequence email

It is my sincere wish that you experience the joy of WHAT TO FIX


being unfuckwithable in your life, too. You so deserve 9 / This is all vague, and now I’m scanning
to love yourself as a whole instead of being afraid. for more info about how you encountered
death.

If there is something in my story that ignited a 10 / Hmm. I haven’t been convinced that I
need these tools, don’t have a clear picture
connection this connection me, then take it as a sign of a before and after that makes me say, “I
that you and I are at the beginning of a story. want this, too!”

The story of your own journey towards total


acceptance and love for yourself. 9

You will be surprised about what’s possible for you if


you join us on the other side. We are women on the
leading edge of an emerging future. One with more
female leaders, more equality and more connection
with the Earth.

Over the following 10 days, I am sharing the most


important insights and tools that I have used and
developed over the past three years of intense and
dedicated work on the journey to love myself. 10

With love and gratitude,

Gigi

LAURA BELGRA Y

15
www.getwsodo.com
www.getwsodo.com

There’s a major payday


in emails that make
someone’s day.
AFTER www.getwsodo.com
www.getwsodo.com
Coach welcome sequence email

SUBJECT: Took me 30 years to undo this WHAT GOT FIXED


SUBJECT: I hated them (and hid them) 1 / Any of these would make me click. I
SUBJECT: The day that changed everything 1 might be partial to the middle one.

2 / Now we’re getting somewhere - real


It started in high school; when my breasts started details of a particular time and place. I smell
a story.
growing under my Bennetton sweater [OR insert other
brand or recognizable garment from that time that’s 3 / Making all of this up, you insert the details
that are true for you. If girls were envious,
true for you]. 1 how did you know? What did that look like?
Show, don’t tell.
I walked around with my bag in front of my chest. 4 / Contrast how you felt or what you did
I thought about using an ace bandage to make my with the girls who were TRYING to make
themselves sexy.
chest look flat.

I hated my breasts. I hated my curvy body.

When [NAME OF BOY] looked me up and down, I


fantasized about having the superpower to become
invisible.

When [NAME OF GIRL] spread a rumor about me that I


went to third with [BOY’S NAME], 2 I asked my mom if I
could try homeschooling.

When other girls were in the bathroom putting on


eyeliner and tying their shirts in the front to show
their midriffs, I was in the private bathroom trying to
make myself throw up. 3

That’s right, I developed an eating disorder,


something I wouldn’t shake till age [NUMBER]. That’s
what you do when you’re trying to go back to your
10-year-old body - you exist on [FOOD YOU ATE]. LAURA BELGRA Y

17
AFTER (CONTINUED - PART 2) www.getwsodo.com
www.getwsodo.com
Coach welcome sequence email

I was 19 when I had my first orgasm because I never WHAT GOT FIXED
dared to masturbate until then. 4 / Shorten up those paragraphs to make it
easier and seem less of a chore to read.
It took me 30 more years to fully fall in love with my
body and another two years to fully love my sexuality. 4

It will be of no surprise to you that my relationship life


was a mess. I dated unavailable men, and my relation-
ships were severely co-dependent. I couldn’t imagine a
life where I didn’t compromise “myself.”
And this sexuality and body stuff was just a fraction of
the big picture that I call “self-love.”

If you ask anyone their biggest challenge in life --


whether it’s around money, appearance, romantic re-
lationships, friendships, career, even phone addiction
-- it always boils down to that one thing: self-love.

Mine, as you can see, was way out of whack.

But the good news is, it all changed.

Literally, from one day to another.

It was the day I encountered death.

18 Inbox Hero: Email Makeovers Copywriting Mini-Course


AFTER (CONTINUED - PART 3) www.getwsodo.com
www.getwsodo.com
Coach welcome sequence email

How about you? WHAT GOT FIXED


Hope you’re having a great week! 5 / Cliffhanger anyone? Make them eager for
the next email!
Xoxo

Gigi

PS - Are you kidding, you think I’d end the email there
and leave you hanging like that? No way. I’ll tell you
about the day I encountered death -- the day that
changed everything -- in the next email. Look for it in
your inbox on [DAY]. 5

PPS - And [firstname], if you find loving yourself


challenging, too (and we all do, it’s the human
condition), stick with me. I’ll be sharing my most
powerful tools for generating that self-love. It’s the key
to everything!

LAURA BELGRA Y

19
BEFORE www.getwsodo.com
www.getwsodo.com
Quiz software business (SAAS) welcome email

[ PR E V IE W T E X T IN E M A IL PA N E ]

[ AC T UA L E M A IL AS IT A P P E A R S ]

20 Inbox Hero: Email Makeovers Copywriting Mini-Course


BEFORE www.getwsodo.com
www.getwsodo.com
Quiz software business (SAAS) welcome email

SUBJECT: Welcome to Interact WHAT TO FIX

1 / I already forget what Interact is! The


PREVIEW TEXT: Hi Laura, We’re glad you’re here. preview text of this welcome email should
remind me.
At Interact we do things a little differently, and we
appreciate every single person who signs up with us. 1 Get into the head of your subscriber and
remember that they might see an email the
next day, or weeks later. We all sign up for
things when we don’t have time to look at
them, and then forget what it is and how we
Hi Laura, got on the list.

Remind people!
We’re glad you’re here.
2 / Show, don’t tell. What does this mean?
How do you do things differently?
At Interact we do things a little differently, 2 and we
appreciate every single person who signs up with us. 3 3 / I totes forget why I signed up with you.
And why I thought I needed it.

On that note, we’d love to connect with you and talk 4 / Oh yeah! Now I remember - quizzes.
about your goals with using interact on a one-on-one 5 / Not sure what I’m going to get.
call with one of our quiz experts. 4
6 / No sign-off?

Click here to schedule your call now. 5 / 6

LAURA BELGRA Y

21
AFTER www.getwsodo.com
www.getwsodo.com
Quiz software business (SAAS) welcome email

SUBJECT: Welcome to Interact WHAT GOT FIXED

1 / Preview text reminds me, what you are


PREVIEW TEXT: Using a quiz can 10x your opt-in and why I signed up and gets me interested
all over again.
rates -- sorry, downloadable lead magnets! But you
already know how powerful quizzes are, that’s why 2 / They may not have looked at other
options, but this is a way of saying “we do
you’re here. 1 things differently” that’s specific and lets
them know you’re better than the other
options, so they don’t even bother.
Hi Laura,
3 / Dangle the idea of results - make it
tempting
We’re glad you’re here.
4 / “Let’s connect” is more commanding
than “we’d love to connect.” And has more
You may have looked into other quiz-funnel options, personality.
and found that they cost more than your monthly
5 / A name makes it more personal and
cell phone charges, or that they require a degree gives me at least an iota more feeling of
from MIT to put in place. 2 responsibility to take action or respond. I’ve
used “On behalf of” here because the sign
off is “talk soon” - it might not be the person
Not us! This is going to be easy. And the ROI? Well, named who talks to them.
we’re bursting to show you what sweet rewards an
Interact quiz can shower upon you. 3

On that note, let’s connect! 4 We’d love a chance


to talk about your goals with using interact on a
one-on-one call with one of our quiz experts.

Click here to schedule your free call now.

Talk soon,

[NAME] (on behalf of the Interact team) 5

22 Inbox Hero: Email Makeovers Copywriting Mini-Course


BEFORE www.getwsodo.com
www.getwsodo.com
Real estate agency welcome email

[ PR EV IE W T E X T IN E M A IL PA N E ]

[ AC T UA L E M A IL AS IT A P P E A R S ]
LAURA BELGRA Y

23
BEFORE www.getwsodo.com
www.getwsodo.com
Real estate agency welcome email

PREVIEW TEXT: Hello Laura Belgray, Thank you for WHAT TO FIX
registering with us. We see that you registered yourself 1 / Looks like it was written by a robot. Saying
to the listing search... 1 “hello [name]” is cold - say it out loud. Also,
this is anything but intriguing.

SUBJECT: Welcome 2 / Get in the subscriber’s head - if


someone signs up to a real estate site,
they’ve probably been looking around at
Hello Laura Belgray, others. They probably won’t even notice or
remember what group or company it was,
so “thank you for registering with us” isn’t
Thank you for registering with us. 2 enough info.

Also, who’s this from? It says Noah Freedman


We see that you registered yourself to the listing in the “from” field, but you don’t introduce
yourself in the email. I just signed up for
search on our website BOND New York. 3 The great listings, not some guy Noah.
thing about this tool is that, you can select the
3 / OK, now I see what this is, but it’s
properties you like and would like to see, and our redundant with “thank you for registering
agents can take you out to view these. 4 Let us know with us.”
if you have any questions or if there is anything else 4 / Not sure why this is great - sounds like
we can assist you with at this time. If you need any what any online real estate listings are for.
assistance in the future please feel free to contact us 5 / Eyes glazing over. I know this...
at or e-mail [email protected]. 5

24 Inbox Hero: Email Makeovers Copywriting Mini-Course


AFTER www.getwsodo.com
www.getwsodo.com
Real estate agency welcome email

PREVIEW TEXT: Hi Laura, did you see your dream WHAT GOT FIXED
2br/2bath Greenwich Village apartment? If not, we 1 / Get my attention! No bland “thanks for
might have something for you - not even listed yet! 1 registering.” I just put in all kinds of info
about what I was looking for. Your ESP
software should have the function to input
ALT PREVIEW TEXT: Hi Laura, WOW -- did you see that that. If not this specific, at least something
close.
dream apartment listing? There were a few must-sees
in your search results you might have missed. 2 2 / If you don’t have the functionality to use
specifics, something like this will do.

SUBJECT: Perfect layout! 3 / Any of these would get my attention if I


were looking.
SUBJECT: you see this one?
SUBJECT: Might have an apt for you 4 / Introduces this mysterious Noah.
SUBJECT: Before you look at more online listings... 3 5 / Shows I didn’t put in that info for nought, I
feel paid attention to.
Hi Laura!

I’m Noah from Bond. Nice to “meet” you. 4


Just saw that you signed up on our site and got the
details you’re looking for, too. (# of beds, baths,
features, neighborhood, etc -- love that you know
what you want.) 5

LAURA BELGRA Y

25
AFTER (CONTINUED - PART 2) www.getwsodo.com
www.getwsodo.com
Real estate agency welcome email

I know how hard it can be to find something that ticks WHAT GOT FIXED
all the boxes. 6 / Everyone loves an edge - and a little
secret. This is the reason that sticks with me,
as far as bothering with a realtor goes. No
Here’s a little secret: we realtors -- at least those of doubt there are other ways to entice and
us who’ve been around and made great connections show your leading edge. The “those of us
with connections” part acts as a credibility
over the years -- know what’s going on the market marker.
before it’s up. Often, those apartments are sold before
7 / GIve a little FOMO, which creates
they even make it to the listing portal. 6 urgency.

8 / Insert a specific that would speak to the


So if you’re thinking, “I don’t need to talk to a realtor, target buyer’s taste. Blue Bottle is a good
I’ll just keep looking online,” you might be letting that guess for someone looking in the village or
any sought-after city neighborhood.
dream apartment (the one with the chef’s kitchen,
perfect layout, and Blue Bottle in shouting distance) 9 / Call to action - way better than “don’t
hesitate.”
slip through your fingers. 7 & 8
10 / This kind of sign-off isn’t a must but can
be a nice touch - reminding me that you’ve
Want to talk about what you’re looking for so I can got my goal in mind.
keep you in the loop as soon as I see it?
11 / A place to toss in social proof. “I get
results for other people.” And, more urgency:
Shoot me a reply, 9 and we’ll get the ball rolling. be first, and you win. There’s competition out
there.

To finding your dream apartment, 10


Noah

Ps - Here’s one my clients snapped up recently. They


were the first to see it, and got in the first bid. It
worked! [PICTURES ATTACHED] 11

26 Inbox Hero: Email Makeovers Copywriting Mini-Course


BEFORE www.getwsodo.com
www.getwsodo.com
New podcast episode email

[ E X A M P LE E M A IL ]

LAURA BELGRA Y

27
BEFORE www.getwsodo.com
www.getwsodo.com
New podcast episode email

SUBJECT: 11 Things I learned Last Year 1 WHAT TO FIX

1 / Not title case, not sentence case, just


Are you a student of life? weird case. Part formal, part oops. Could also
be more intriguing.

I sure am. If you’re open to it, you can learn something 2 / This is all vague verbal bubble wrap.
“Am I a student of life? Why yes, thanks for
from every experience, every moment, and every asking! Must read the rest!” - No One
person.
3 / This is where the real story starts. But we
don’t really get any. I want a detail -- Dark
Sometimes that takes a little more stepping back and how?
gaining perspective on a situation or experience. 4 / OK. A little preachy, but OK.

5 / Hmm. This is a whole new topic. Is it in


The best we can do is do the best we can, learn the the podcast? Is it just a coda?
most we can learn, and strive to make a positive
impact on the world we live in.2

Last year was a dark year for me, a learning year if you
will. There are parts of me that are still going through
it. 3

Gratitude is one of the most important things you can


practice. The moment we start getting resentful is the
moment our body creates more stress and releases
toxic chemicals. Practicing gratitude keeps us in high
vibration, and brings more into our lives. 4

For sure it takes practice though. Just dropped a new


podcast episode with 11 things I learned this last year.
You can find it at [podcast link].

There are three types of people in this world: Those


who DON’T learn from their mistakes, those who learn
from their mistakes, and those who learn from other
people’s mistakes. Which one are you? 5

28 Inbox Hero: Email Makeovers Copywriting Mini-Course


AFTER (VERSION 1) www.getwsodo.com
www.getwsodo.com
New podcast episode email

SUBJECT: Got dumped, everything itches, and I’m WHAT GOT FIXED
grateful. 1 1 / Visceral specifics + counterintuitive
SUBJECT: 11 things I learned in my darkest year. 2 element
SUBJECT: Well, that was a dark year! (Good times) 3 2 / “in my darkest year” is way more
intriguing than “last year” - especially since
everyone does roundups of what they
Last year, I got dumped, a client badmouthed me to learned last year.
the press, and I got three colds, strep, a broken foot,
3 / Conflict and a little humor
and shingles. 4 Yes, shingles. I’ll spare you the itchy
details. Let’s say, it was a dark year. 5 4 / “Last year was a dark year” is telling. We
want to show, not tell. Details do the job of
showing. And they start it with a bang.
And during a dark year or a light one, gratitude is
5 / Now we can say this. We don’t have to,
one of the most important things you can practice. It but it adds a conversational and understated
sure saved me -- maybe from being even itchier. 6 The touch.
moment we start getting resentful is the moment our 6 / Adding a personal, “TMI”-ish detail makes
body creates more stress and releases toxic chemicals. this a little less preachy.

7 / Explains why it takes practice, so anyone


Practicing gratitude keeps us in high vibration, and who says, “Oh, I’ve got it down” might
second-guess that and wonder, “Do I need to
brings more into our lives. learn more?”

8 / Call to action - if you’re sending your


For sure it takes practice though. It’s not as simple as people to a podcast, why not remind them to
“being grateful.” 7 share and rate it? They won’t unless you ask.

That’s just one of the 11 things I learned in my darkest


year. Just dropped a new podcast episode with all 11.
You can find it at [podcast link]

And if you like it, would you share and review it?
Means the world to me when I see shares of my
podcast. And reviews? Well, on itunes, they mean
everything. Thanks! 8

LAURA BELGRA Y

29
AFTER (VERSION 2) www.getwsodo.com
www.getwsodo.com
New podcast episode email

SUBJECT: Which one of these 3 are you? WHAT GOT FIXED


SUBJECT: I hope you’re a #3 1 1 / All the v. 1 subject lines work for this
version, too. Here are two options that turn it
on the reader. We always want to know more
Last year, I got dumped, a client badmouthed me to if it seems to relate to us.
the press, and I got three colds, strep, a broken foot,
2 / Taking what seemed like a disconnected
and shingles. Yes, shingles. I’ll spare you the itchy afterthought and working it into the body. We
details. Let’s say it was a dark year. love to diagnose and archetype ourselves,
so this little multiple choice element can
be an intriguing angle. Also formatted it for
But hey -- there are three types of people in this world: easier, more organized reading. (Before, it
was all in one paragraph.)

1 - Those who DON’T learn from their mistakes 3 / Giving someone a chance to confirm who
they think they are makes for a strong call to
2 - Those who DO learn from their mistakes action.
3 - Those who learn from other people’s mistakes. 2

I’m trying to be #2, at least regarding last year.

And if you want to be #3, come learn from my mistakes


over at the podcast. 3

I’m sharing 11 things I learned last year in the latest


podcast. You can find it at [podcast link]

And if you like it, would you share and review it?
Means the world to me when I see shares of my
podcast. And reviews? Well, on iTunes, they mean
everything. Thanks!

30 Inbox Hero: Email Makeovers Copywriting Mini-Course


BEFORE www.getwsodo.com
www.getwsodo.com
The personal-brand e-commerce welcome email

[ PR EV IE W T E X T IN E M A IL PA N E ]

LAURA BELGRA Y
[ E X A M P LE E M A IL ]

31
BEFORE www.getwsodo.com
www.getwsodo.com
The personal-brand e-commerce welcome email

PREVIEW TEXT: I co-founded Jimmy Choo in 1996 NOTES


and 20 years later, I’m still obsessed with shoes, but 1 / Great preview text. Most people who’ve
not the traditional way of doing things. So I… 1 just discovered these shoes don’t know
they’re by the co-founder of Jimmy Choo.
And “but not the traditional way of doing
SUBJECT: Welcome to Tamara Mellon 2 things” implies a story - and some tension.

2 / This subject line could be way more


“In 1996 I left my post as an accessories editor at interesting. I don’t have stats on other
people, but I ignore most welcome emails
British Vogue to cofound a company named Jimmy unless I’m looking for a discount code.
Choo. Twenty years later, I’m still obsessed with
3 / Great, quick “about” that establishes
shoes - but not the traditional way of doing things. major cred and, without trashing the Jimmy
So I’m starting over and doing what I do best: Choo company, implies that Tamara parted
ways with them on principle. And that
designing shoes and breaking rules.” - Tamara 3 implies that there’s a big “why” the customer
can get on board with: breaking rules and
bucking corporate traditions. The subtext
EACH PAIR OF SHOES is Is handcrafted in Italy by is, “By wearing these shoes, you stand for
generations-old factories and fit-tested by Tamara something.” The part about “starting over” is
strong. The right customer will identify with
herself, for unparalleled quality and comfort. 4 that bold, mid-career move.

4 / The voice now switches from Tamara


EXPECT VIP TREATMENT to “the company.” Using Tamara’s voice as
a note at the top makes it easy to toggle
between voices.
Like free shipping and returns, best-in-class
customer service, and complimentary cobbler 5 / “Because scuffs happen” is colloquial and
adds a touch of informality.
repairs to your shoes for up to two years (because
scuffs happen.) 5 6 / “Real-life person” is a prized thing these
days. Worth highlighting.

Contact us and a real-life person 6 will answer to


help you find your perfect fit.

[contact info]

32 Inbox Hero: Email Makeovers Copywriting Mini-Course


BEFORE (CONTINUED - PART 2) www.getwsodo.com
www.getwsodo.com
The personal-brand e-commerce welcome email

Get to know a few of our customer’s’ 7 favorites 8 NOTES


below. 7 / Making this customer’s, singular (as
opposed to customers’ is subtly brilliant.
It implies that they see customers as
SHOP NOW individuals, not as a group, and also that one
customer might buy ALL THOSE SHOES.
Put our service to the test 8 / Also, “favorites” is a nice, less-commercial
alternative to “best sellers.”
[SERVICE CONTACT BUTTONS]

LAURA BELGRA Y

33
AFTER www.getwsodo.com
www.getwsodo.com
The personal-brand e-commerce welcome email

SUBJECT: I’m still obsessed. WHAT GOT FIXED


SUBJECT: Welcome, fellow rule-breaker 1 / They did this right. The only thing I’d
SUBJECT: Had to start over... change is the subject line.
One of these would get me to click. My
SUBJECT: Obsessed with shoes? You and me both. favorite is “Had to start over…”
SUBJECT: Welcome! (Shoes that re-write the rules) 1 Yours?

34 Inbox Hero: Email Makeovers Copywriting Mini-Course


BEFORE www.getwsodo.com
www.getwsodo.com
Vintage clothing store everyday promo email

[ PR EV IE W T E X T IN E M A IL PA N E ]

[ E X A M P LE E M A IL ] LAURA BELGRA Y

35
BEFORE www.getwsodo.com
www.getwsodo.com
Vintage clothing store everyday promo email

PREVIEW TEXT: These sexy shoes have good chunky WHAT TO FIX
heels and they are unbelievably sturdy! Follow us on 1 / The body text works for preview text
Instagram! Pur… 1 here. It’s good! Would expand it a little so
we don’t see the newsletter-y “follow us on
Instagram.” Or, might try a sexier line. Chunky
SUBJECT: Do you love sexy shoes? 2 and sturdy are benefits, but not super glam.
Might want to dress that up.

These sexy shoes have good chunky heels and they 2 / This works. Not clever, and doesn’t need
to be. A question probably works better than
are unbelievably sturdy! 3 a simple “sexy shoes.”

3 / This store knows its audience. They’re


Follow us on Instagram in Silverlake, which is like the Brooklyn of
Los Angeles. Hipster moms abound. They
want to look good, but also care about
Purchase before Friday and get 50% off! 4 being comfortable and maybe walking up
and down hills or to school pick-up in their
sexy shoes. (Contrary to the L.A. stereotype,
people actually walk around in Silverlake.)

One nit-picky thing: would recommend “and


are” or “and they’re” instead of “and they
are.” Read it out loud and the “and they are
unbelievably sturdy” feels formal and stilted.
Contractions make it conversational!

4 / I’d rather see “purchase by 6pm Thursday


and get 50% off.” If I see Friday, I’ll think
“good, I can go buy them Friday.” Humans
aren’t good readers anymore.

36 Inbox Hero: Email Makeovers Copywriting Mini-Course


AFTER www.getwsodo.com
www.getwsodo.com
Vintage clothing store everyday promo email

PREVIEW TEXT: The holy grail -- sexy shoes you can WHAT GOT FIXED
actually walk in! Gorgeous, flattering lines meet 1 / Replaces the business-y “housekeeping”
sturdy, chunky heels 1 items with a little more description

2 / Playing around with different options - I


SUBJECT: Do you love sexy shoes? like to generate a few and see which ones
look the best to my squinting eye
SUBJECT: Love sexy shoes?
SUBJECT: Sexy shoes you can walk in 3 / I’d add that they’re chic, because
just “sturdy” on its own sounds dowdy.
SUBJECT: Sexy shoes you can actually walk in If someone says, “Wow, your shoes look
SUBJECT: The holy grail: sexy shoes you can walk in 2 sturdy,” that’s not a compliment

4 / Made the deadline specific


These sexy shoes have good, chunky heels -- the
perfect balance of sturdy and chic. 3

Follow us on Instagram

Purchase before 9pm Thursday and get 50% off! 4

LAURA BELGRA Y

37
www.getwsodo.com
www.getwsodo.com
www.getwsodo.com
www.getwsodo.com

What’s a reverse makeover?

This isn’t a showcase of *perfect* emails — because it’s never perfect, nor does it need to be
– but, rather, of emails that work. I break down why I think each works so well, pointing out
the techniques at play.

Most are my own emails because I have the stats to tell me that they’re good. I picked
emails with higher-than-usual open rates, click-through rates, engagement, and, in some
cases, sales numbers.

A few are other people’s emails because I wanted to mix it up, give you a feel for other styles
and make sure you don’t think your style has to be my style.

These are all emails that sell, in some form or another. And yours should be, too. Even
when your emails aren’t selling directly, you want them to sell you. That builds trust and
connection, which helps create a runway to whatever you do want to sell down the road.

Go through them and see how it’s done.

LAURA BELGRA Y

39
REVERSE MAKEOVER www.getwsodo.com
www.getwsodo.com
The super-short, high-ticket sell email
(AKA the $17k, 26-word email)
I learned this one from Dean Jackson in his “9-word email” presentation at Kevin Rogers’
Copy Chief Live event. I’ve seen a lot of people use the technique and finally decided
to try it myself. GOLD! Got lots of entries and was able to choose the perfect person.
Actually, the entries were so good, I stretched the limits and took two people - for a
combined $17k.

SUBJECT: Real quick - one spot open 1 WHY IT WORKS

1 / Urgency (quick) and scarcity (one spot) in


Hey [FIRST NAME GOES HERE], one subject line. Plus, curiosity. They don’t
know what it’s for.

A single spot just opened for Shrimp Club, my Live 2 / Especially because I normally write long
emails to my list, this pattern interrupt felt
Mentoring Party. It’s the only way to work with me intimate and personal. Several people wrote
personally right now. Wanna join us? 2 back saying, “thanks for thinking of me.”
They really thought it was just to them.

xoLaura I think there’s magic in the “us.” If it just


said “Wanna join,” it wouldn’t be quite as
compelling. The “us” adds FOMO - there’s a
group of people already gathered that you
can be a part of.

Note: Dean Jackson’s version didn’t include


a link, just left it at “Would you like to join
us?” I linked to my Shrimp Club application.
Worked beautifully!

40 Inbox Hero: Email Makeovers Copywriting Mini-Course


REVERSE MAKEOVER www.getwsodo.com
www.getwsodo.com
The welcome sequence “engage with me” fun
facts email

Do you have a welcome sequence? If not, create one.

There’s no set number of emails, or one particular framework, for a welcome sequence. The
only wrong welcome sequence is no welcome sequence at all. See #14 in your included “21
Ways To Do Emails Better” guide for more on this.

And if you want a template for a welcome sequence that sells on autopilot, keep an eye out
for The Copy Cure, which launches once a year.

SUBJECT: Let’s not fake it, [FIRST NAME] 1 WHY IT WORKS

1 / Fake what? “Faking it” is dishonest, so


Hey [FIRST NAME], there’s tension and curiosity here.

2 / Planting personal background details -


What do you do when someone says hi to you, talking about my husband, and my father
further below, lets the reader in.
and you have NO FREAKING IDEA HOW YOU KNOW
THEM? 3 / Confessions - especially about dishonesty
- are always interesting.

My husband, who was a restaurant GM 2 for years


and had to greet familiar-but-forgotten people every
single night, has the big-smiled “Hey, YOU!” down
pat.

I’ve done my share of “Yo! What is UP!” to people


whose names and entire beings I’m blanking on. 3

My dad, once he reached 80, gave up on pretending


and had his own system. He simply said -- eyebrows
raised and eyes all bugged-out in a friendly way --
“Hello. Do I know you?”
LAURA BELGRA Y

41
REVERSE MAKEOVER (CONTINUED PART 2)www.getwsodo.com
www.getwsodo.com
The welcome sequence “engage with me” fun
facts email
It was refreshing until they said their name, and he’d WHY IT WORKS
say “PLEASE SPELL IT,” and demand to know where 4 / This was all a more story-based way of
in Ukraine their great-great-grandparents were born. saying, “Let’s get to know each other.”
The “let’s not fake it” brings the subject line
home.
Anyway, just so you’re not all, “Do I know you?” or
“Um....and you are....?” whenever you see me in
your inbox, let’s get to know each other. That way,
we don’t have to fake it. 4

Me:

• Born in New York City, grew up here when it


was fun and filthy, perverts roamed free, and
the streets were paved with dogshit. Never left
except for college. And college was close
enough to drive home with my laundry.
• I was on the show open of Sesame Street.
• On most days, I wake up at 9am. If I get up
before that, I’m a superhero.
• My superpower is knowing from a mile away
who’s giving out free samples. Of food, not
soap. Please don’t hand me soap. (I’m looking
at you, Sabon.)
• My first real jobs were at magazines (SPY and
New York Magazine), then I spent years and
years writing TV promos for networks like
Nickelodeon, Nick at Nite, TV Land, NBC, USA,
Bravo, and many more.

42 Inbox Hero: Email Makeovers Copywriting Mini-Course


www.getwsodo.com
www.getwsodo.com
REVERSE MAKEOVER (CONTINUED PART 3)

The welcome sequence “engage with me” fun


facts email
• Shoots were fun. I taught Sherman Hemsley,
WHY IT WORKS
AKA George Jefferson, to moonwalk. Adam
West, AKA Batman, growled “See you in the bat 5 / Fun facts are a great way to link back to
stories on your blog, Instagram, or wherever
cave” in my ear. Both are now deceased. Not my you want your new subscriber to spend time.
doing.
• The easiest job I ever had was writing in an
online forum about Melrose Place. 5 The
grossest job I ever had was bartending in the
Lower East Side’s most notorious dung-hole.
• My friend Marie Forleo got me into the online
world. We’ve worked together for years, creating
our signature copywriting course, The Copy
Cure, and co-scripting every episode of her
award-winning web show, Marie TV. My favorite
part is writing her team into ridiculous outfits,
like adult baby costumes, or mankinis.
• I got let go by my biggest TV client back in 2010.
It was a 6-figure contract. That hurt. Luckily, I’d
already put up a website and knew how to write
copy for myself. I added packages to my site. It
worked. People hired me.
• I still write some promos, but most of my
work is with private clients. I help freelancers,
service-based businesses, entrepreneurs, so-
lo-preneurs, and other types ending in -preneur
(I’m a samplepreneur). Through my work with
hundreds of them (including online biggies like
Marie Forleo, Mastin Kipp, Amy Porterfield,
and Kate Northrup) I’ve seen over and over that
putting “you” into your copy is pure magic for
getting people to love you up, share your ideas, LAURA BELGRA Y

and happily click your Buy button. Are you


a whatever-preneur or anyone who wants
43
better copy? I can help you.
REVERSE MAKEOVER (CONTINUED PART 4)www.getwsodo.com
www.getwsodo.com
The welcome sequence “engage with me” fun
facts email
• I’m obsessed with my House dance class. To say WHY IT WORKS
I sweat like a pig is unfair to pigs, who barely 6 / Early in a welcome sequence is a good
have a dewy glow next to me. Do pigs even time to include a photo of yourself. Once
sweat? they match a face to the sender name, they
feel more connected.
• I will not apologize for loving Real Housewives.
I’m all for sisterhood, but I also like watching
women fight in giant hoop earrings and silky
tops.
• When I say, “I’m in the mood for a nice bowl of
pasta,” my husband rolls his eyes and points
out, “You want that every night.” True dat. I want
to live in a world made of spaghetti.
• I’ve had two professional photoshoots. Here’s
how I look when I’m in full makeup, pretending
to perch casually on a credenza. 6 It’s also how
I might look when I’m trying to remember who
you are. 👇

44 Inbox Hero: Email Makeovers Copywriting Mini-Course


www.getwsodo.com
www.getwsodo.com
REVERSE MAKEOVER (CONTINUED PART 5)

The welcome sequence “engage with me” fun


facts email
And you, [FIRST NAME]?
WHY IT WORKS

Write and tell me something, so I can say, “Hey, I 7 / Ask your readers to engage with you.
Best case, you read all the replies, respond
know you!”7 yourself, and get to know (and thrill) the
people on your list. Worst case, if you can’t
do that, they’ve at least entered a dialog
If you don’t know where to start, what’s one weird with you, which makes them feel more
thing only friends know about you? connected.

8 / I ask this a couple of times in my welcome


How’d you come across me? (I always want to know sequence. It’s an important research
question.
this.) 8
9 / Almost everyone has a favorite food. It’s
an easy way for even the most self-conscious
What was the easiest money you ever made? people to write about themselves.

10 / A lot of people who write back say, “I


Or, what one meal 9 would you have for the rest of never write back to automated emails, but
your life if you had to eat the same thing for dinner since you asked twice…” Conclusion: Asking
twice works!
every night?

Mine is spaghetti, duh. With tomato sauce. And ice


cream for dessert.

xoLaura

ps - I really mean it, [FIRST NAME], write me


back! 10 At least tell me how you came across
Talking Shrimp and what made you sign up. I love
hearing from you.

pps - I’ve heard that a good way to remember


someone’s name is to picture them doing something
violent or sekshual (I won’t spell the word out, don’t
want to screw up delivery rates) when you meet LAURA BELGRA Y

them. Hasn’t worked for me, but I like the idea.

45
www.getwsodo.com
www.getwsodo.com

Next up…

People always ask me, “Should I focus on


emails or blog posts? And do they have to be
different?”

I have a longer answer to this, but my feeling is,


any time you write a blog post, it should go to
your list. You can a) send the whole thing in the
email, or, if it’s long and/or you want that traffic
to your blog, b) tease it in the email and send
‘em over for the rest.

46 Inbox Hero: Email Makeovers Copywriting Mini-Course


REVERSE MAKEOVER www.getwsodo.com
www.getwsodo.com
Teaser to blog post
Here’s an example of method B, the teaser.

SUBJECT: This is for the lazy1 ones WHY IT WORKS

1 / People really respond to the word “lazy”!


Hey Laura! Also, whether or not they identify, they want
to know what this says. Whereas, if it were
Oh, I laugh. Laugh, laugh, laugh. Why? subj: “You and I are lazy,” they might get
I’ve helped a lot of coaches with their copy. 2 defensive.

2 / You always want to know what someone’s


Life coaches, wellness coaches, joy coaches, laughing about, so you can laugh along with
them. Also, there’s a hint that I’m mocking
high-performance coaches, abundance coaches, something.
gluten-cleanse coaches, empowerment coaches,
3 / This is both a credibility marker and a bit
vibrational alignment coaches. 3 showing I’m on these coaches’ side even if
I’m having a little fun at their expense.
Also, lists that get ridiculous are fun.
(I’m tempted to put quotation marks on some of
those, but I won’t. There’s a lid for every pot, a client Furthermore, making fun of the online
marketing/self-dev space is an ongoing
for every “WTF-does-that-title-you-gave-yourself- inside joke I have with my readers. Running
mean” service provider.) themes throughout your emails help create
an “insider culture” around you.

Can I tell you how many of those have asked me to 4 / Now, I get to the conflict. Conflict and
tension are key to a good story.
barter? 4
5 / Reader might wonder, “OK -- but what’s
hilarious about these things? They sound
In return for my services, they offer to help me do legit, actually.” The curiosity keeps them
the following hilarious things: 5 reading.

- Take more breaks.


- Learn the art of self-care
- Release feelings of unworthiness around money
- Put myself first, for once.
- Create that “something bigger than myself” that I’m
craving in my life.
LAURA BELGRA Y

47
www.getwsodo.com
www.getwsodo.com
REVERSE MAKEOVER (CONTINUED - PART 2)

Teaser to blog post

Um...have we met? 5 WHY IT WORKS

5 / “Um...have we met” opens a curiosity gap


[CLICK HERE TO READ THE REST] even for people who know me and get why
this is all ridiculous. They want to see if their
guess about what I’ll say next is right.
Too lazy to go to the blog? You should anyway, it’s
6 / I’m making it almost impossible to resist
where you’ll find like-minded lazies. We need to stick clicking. To not click is admitting you’re that
together. lazy.

And really, you can click a link. 6

Here it is again. If you’ve got it in you, leave a


comment.

See you over there!


xoLaura

48 Inbox Hero: Email Makeovers Copywriting Mini-Course


Next up… www.getwsodo.com
www.getwsodo.com
Got a long one for you! And worth it.

This was the first in an email series that made me Denise


Duffield Thomas’ #1 affiliate the first time I promoted her
program. It was a strange fit for me because I don’t position
myself as “spiritual” or “woo,” and often make fun of the
language around that. But I was game to promote because I
love Denise’s style and I LOVE to talk about money.

When you’re promoting something to your audience that


they wouldn’t ever expect from you, it’s smart to give
context from the very beginning, so the whole promotion
makes sense coming from you.

Money Bootcamp is about practical mindset work, but also


heavy on the woo. Because I’m not known as a “woo-woo”
type, I needed to lay the groundwork for
this one.

As a side note, I recommend you


never promote something that you
don’t believe in.

But if you do believe in it, you can make


any course, product, or program feel
like a fit through your copy. LAURA BELGRA Y

49
REVERSE MAKEOVER www.getwsodo.com
www.getwsodo.com
The affiliate launch warm-up email

SUBJECT: Don’t tell my husband. 1 [FREE money WHY IT WORKS


mindset training] 1 / “Don’t tell my husband” - implying I’m
letting them in on something I hide from
the closest person in my life -- you can’t get
Hey, Laura! more charged than that! One of my most
I hide my woo-woo side from my husband.2 opened and responded to emails.

2 / I get right into it. My ideal reader,


Last night at dinner, I waited till he wandered away especially for this one, is a lot like me: woo-
curious but with a big grain of salt. And
from the table with his glass of wine to talk to some surrounded by people who’d laugh at us if
restaurant people. 3 we admitted we were into “this stuff.”

3 / This paints a picture of the scene so


Coast clear, I leaned in to tell our friend Frenchie, “I’ve you can visualize it. Could’ve just said, “he
got up to use the restroom,” but this shows
been working with a tapping coach.” something about my husband for extra
“Oooh, you mean EFT tapping? Like --” and then she measure.
tapped her forehead with her fingertips.4 4 / Gives social proof by showing someone
not in “this world” would have heard of
tapping.
“Exactly,” I said. “That.”
5 / Subtly works in the pre-launch-content...
(If you haven’t done it, tapping is a way of releasing 6 / ...and the possible outcomes. I’m listing
blocks and reprogramming your behaviors by tapping my own pain points that my ideal reader will
probably identify with. And it opens a loop
meridian points while saying things. Ish.) where they’ll be wondering the same thing
Frenchie asks.
I explained that tapping is part of this Money Mindset
training that Denise Duffield Thomas offers 5 (get in her
free webinar here), and I’m trying it for a few different
issues --

For dealing with my time better;

For not eating so much ice cream;

But, mostly for money. 6

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Frenchie asked, “So is it working?” WHY IT WORKS

7 / Quoting what I said candidly to a friend


I thought about it. “I can’t say definitively that it’s adds extra credibility to it. Also, makes it
more entertaining to show a point through
because of the tapping, but yeah -- things have been dialogue, which is fun to read and breaks up
going well!” 7 the text styles.

8 / Proof that things are going well, via an


They have. I’ve FINALLY been shifting my business example that relates to my reader’s own
desires. (My ideal customer wants the same
model. things in life that I do, and wants to try what
works for me.)
Been taking fewer clients, trying new ventures, and 9 / My ICA will relate to this story, because
making way more money. they, too, deal with people in their lives who
think “this stuff” is crazy. That even I -- jaded
New Yorker -- have a closet woo side makes
I also haven’t had my nightly bowl of Haagen Dazs 8 in them feel relieved, less like a weirdo. It gives
them permission to be into it too.
over a month! Haven’t really missed it. I’m still crap at
managing time, but I’m going to keep trying. Why not, 10 / All of this is addressing an objection. It
turns, “OK, I’m curious about this woo stuff
right? but don’t want to be a magical-thinking idiot
who my friends & partner think is crazy” into
“Hmm. If someone I respect is willing to do a
I’d already revealed to my husband, Steven, that little ‘magical thinking,’ then I can be open to
I’d been doing this. He reacted exactly as I’d it, too.
expected. 9

“’Tapping?’” he said, making air quotes with his


fingers. Followed by a closed-eyes head shake, like he
was shaking off a hallucination. “I’m sorry, WHAT.”

I said, don’t worry, it’s cheap. (It is.) And easy.


(That too.) And not weird. (It’s not.) 10

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I wasn’t going to tell him it works, because I can’t WHY IT WORKS


prove it, and because Steven hates it when I attribute 11 / More objection-busting: A demonstration
a causal relationship to unrelated things. of how you can show the anti-woo person in
your life the practical benefits, without having
to convert them into “believers.”
Like if I say, “I think this happened because you put
it out there that you wanted it,” he gives me major
side-eye.

He gets spooked when I sound woo.

I think he’s afraid I’ll lose my edge, start saying


namaste a lot, and put crystals all over the house. I get
it. I hate that whole culture, too.

“Know what else I did?” I asked Frenchie. “I


decluttered. It’s part of the money thing.”

Steven came back, and I stopped talking. He spends


just about every Saturday waving papers from my
stuffed desk drawer in my face:

“Can I throw this out, or are you still thinking you’re


really going to call about this two-dollar overcharge?”

Since Denise gets you to declutter as part of her


protocol to upgrade your money mindset, I recently
tackled the offending drawer, which couldn’t open
without an envelope catching in the gears.

I texted Steven a little video of the drawer rolling out


with nothing but a few pens and the scissors in it. He
couldn’t believe it. Sent back a bunch of s. 😍
I pretended I’d done it just for him. I kind of did. 11

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Hey, if it helps me make more money, he gets to WHY IT WORKS


share it. 12 12 / I’m letting the reader in so far behind the
scenes of my relationship, they feel like a
true insider.
Anyway, Laura, I’m telling you all this because I
want you to know that if you feel weird about doing 13 / The “wake-up call” – challenges anyone
who complains, but doesn’t do anything
woo-woo stuff or anything self-help-y; about it, to take an action.

14 / Hard proof that it’s at least worth a try -


if it feels hokey; you’d be silly not to try something that works
for so many people
if you’re afraid to tell your significant other or your
friends that you’re working on your “money mindset,”
you’re in good company.

My feeling is this:

If something has bothered you for years or all


your life, it’s not going to change unless you try
something new. 13

And if that new thing has countless success stories


racked up -- I can’t tell you how many people I know
say they multiplied their income after working with
Denise -- then really: WHY NOT TRY IT? 14

On that note, Denise is offering a free Money


Mindset webinar on Tuesday.

If you’re unsatisfied with your money situation…

If you work too hard, with too little to show for it…

LAURA BELGRA Y

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If you keep making the same income every year, and WHY IT WORKS
can’t seem to crack through…
15 / “If/then” copy that gets them to identify
with the pain point so they consider the
Then I think you should grab a spot. 15 Click to join: solution

16 / Unmissable call to action


GET 5 STRATEGIES TO UPGRADE YOUR
17 / A graphic can attract clicks from people
MONEY MINDSET. 16 who are “link blind.” (That’s not a medical
condition.) Also, when I’m introducing my
audience to someone they might not know, I
like to show them that person’s face.
17
18 / Extra enticement for skimmers to sign up
for the webinar.

19 / I always give readers a way to opt


out of an affiliate promotion. If they don’t
click it, they know they’re choosing to get
the barrage of emails and feel both more
agreeable about receiving them, and more
invested in reading them.

xoLaura

ps 18 A heads-up: Denise will open enrollment for her


full Money Bootcamp program, taught live only once
a year, on the webinar. I’m going to be offering very
special bonuses to you if you sign up through me.
Full info on that in the next email.

pps - Don’t want to hear19 about this money mindset


stuff? Click this puppy: DON’T send me any more
emails about Denise or making more money.

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Next up…

My business coach/advisor suggested that


I ramp up from one email a week (with no
mention of my mini-products other than
a banner) to three a week. Monday and
Wednesday, he said, should be “pure value”
emails, and Friday would be the “straight sell.”

But even if the email is there to sell, I like


mixing in story -- so you never have a reason
to ignore my email, even if you’re not planning
to buy. From a sales standpoint, this was my
most successful Friday email.

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The “straight sell” (sort of) email

SUBJECT: You have at least half of this! (Deadly WHY IT WORKS


combo) 1 1 / Intriguing subject line. When it’s about us,
we’ll open it to find out more.
Laura! 2 / Starts with tension. Something happened
I shouldn’t have opened the bag. 2 that shouldn’t have. Why? We don’t know yet
- this creates an open loop.

On our vacation in Anguilla,3 we stayed in a not- 3 / The story backtracks to set the scene
(and leave us in suspense about the open
quite-hotel, meaning a complex of condos with a 9-5 loop).
office. I love a real hotel and always drool over the
4 / Paints a picture of what kind of place
Four Seasons down the beach, but prices during the this is, which is 1 part aspirational, 6 parts
holiday? relatable. Because the place is lacking
grandeur, but comfortable.

#couldpayforacar #notworthit. So we stay at this


perfectly nice place called Turtle’s Nest, which is like
if your grandma had a condo on the beach and let
you use it. 4

There’s still maid service, except on Sundays. It


sucks to forget that and come back from the beach
to find the bed unmade, which is one of the most
spoiled things I’ve ever said, and I should probably
delete it, but I won’t.

When you check in at this place, there’s a sweet


kind of “You’re on your own” courtesy basket on the
kitchenette table.

You get a couple of hand soaps, laundry detergent,


and a bunch of supermarket snacks chosen to
withstand the Caribbean humidity: microwave
popcorn, vacuum-sealed bags of Chips Ahoy, nut
mix, Sunmaid raisins, and one lethally addictive
item: Ritz Bits.

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The “straight sell” (sort of) email

I mentioned these in another email, and keep WHY IT WORKS


thinking about them. 5 / More relatable details - everyone knows
that intestinal discomfort from flying.
I normally wouldn’t even have opened them, but 6 / Observational humor that goes farther
the supermarket was closed Christmas, the day we into detail than necessary, but has fun.
arrived. We were ravenous, or fake ravenous (that 7 / Lands the plane (the plane being the
indigestion bubble in your stomach you get from the story) with a point. I wasn’t just telling this
story to talk about crackers or vacation
plane) and didn’t have any snacks.5 travel.

8 / A new way of framing the desire to be


Goddamn, they’re good! Hello, crack. They’re mini addictive to one’s audience
Ritz crackers with a little “cheese food” -- as in, the
9 / Ah, so this is what the subject line was
delicious dried paste more correctly described as about! Open loop satisfied.
notcheese -- sandwiched in between.6

Finished the courtesy pack, then went back to the


Best Buy (the local supermarket, not the electronics
chain) to get more. If I were a resolution person, mine
would be: No more Ritz Bits.

So, Laura.

You want to be lethally addictive to your audience


like those little sandwich crackers? 7 So much so that
people keep coming back for more?

You have the ability to become Ritz Bits, through


your copy. 8

I present to you another deadly (effective) combo, of


which you already have at least half: Talking Shrimp
emails (check!) + the Talking Shrimp mini-courses. 9
LAURA BELGRA Y

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Look what entrepreneur and copywriting deep-diver WHY IT WORKS


Courtney Kirschbaum has to say about this one-two 10 / Powerful social proof. Bonus: it also
punch: mentions Copy Cure, positioning my stuff as
a complete kit -- collect it all.

“Deep background: 11 / Compares me to a) two copywriting


legends and b) a method of learning
I “met” you through The Copy Cure. Took it in 2016 copywriting that my ideal customer might be
and became interested in copy. 10 weighing against what I sell.

12 / My product comes out on top!


Took more classes, read a lot of Gary Halbert and
13 / The words “missing” and “arsenal”
hand-copied 50 or so adverts from that same decade: positions these as essential pieces of
“Do You Make These Mistakes in English?” I even read ammunition.
Ogilvy On Advertising 11 and drooled over pictures of
his elegant chateaux in the south of France.

None of this was as transformative as your


60-Minute Makeover combined with reading your
emails. 12

Take that, David Ogilvy!


Thank you, Laura Belgray!

So, which of these is missing from your arsenal? 13

Talking Shrimp’s 60 Minute Makeover Copywriting


Mini-Course - tweaks that take your copy from “meh”
to MONEY. Great if you’re a visual learner and want
some quick motivation to get your copy done. This’ll
change the way you see copy, and get you off your
butt. A perfect complement to The Copy Cure if you’ve
already taken it. Pair them!

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The “straight sell” (sort of) email

Talking Shrimp’s About Page Builder (With Bonus WHY IT WORKS


Guide: Your Mega-Impressive, Money-Making Mini Bio 14 / Brings it all home, full circle to the snack
-- perfect for any media you do). Don’t let your About pack.
page torture you for months or years, keeping you in 15 / This ps delivers a sigh of relief. Everyone
“my website’s almost finished” purgatory. Grab this loves the relief of hearing, “You don’t have to
do it the hard way.” Relief sells.
and get ‘er done.

Grab one and be the dangerous-if-opened snack pack


that you are. 14
xoLaura

ps - If you’re in About Page agony because you think


it has to tell EVERYTHING,15 you’ll love Eric’s, which
I feature in the About Page Builder. It’s provided
great relief to chronic sufferers of APO (About Page
Overwhelm). Ask your doctor if the About Page
Builder is right for you.

LAURA BELGRA Y

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The “straight sell” (sort of) email 2
Another of my Friday “sell the thing” emails that did remarkably well.
We’re talking 14% click-through rate.

SUBJECT: Done. Sold. Love you already. 1 WHY IT WORKS

1 / Something your reader would love to


A lawyer friend who does a lot of literary deals 2 hear said to them can make a great subject
line.
recommended a professional editor to help me with
my book. 2 / Sounds fancy, very “literatti.” Attention-
getter.

(Yes, I’m writing a book. I only talk about it occa- 3 / I write with a lot of asides. It’s my style,
not on purpose, but because it’s the way I
sionally, because I find there’s nothing so boring as think. It feels conversational - the same way
someone who’s always talking about writing their we take detours when we’re telling a story to
a friend.
book. It’s almost worse -- and more hypothetical --
than hearing about their dream. “Oh, and you were 4 / Setting up the sigh of relief that you don’t
have to be groundbreaking or scintillating.
there...but for some reason, you were a giant bee! But
also a police officer?” Snore, didn’t really happen, who
cares.) 3

My friend’s wild praise of this editor -- he doesn’t like


many people -- pretty much sealed the deal.

But still, I did what you do when you’re thinking of


spending money on someone’s services: went to her
website.

First place I clicked? Her About page.

It’s true! It really is where people go right after the


home page.

It was short. To the point. Not groundbreaking.


Not scintillating. 4

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The “straight sell” (sort of) email 2

But it told me what I wanted to know. Yup, she seems WHY IT WORKS
like a perfect fit. 5 / Comedy technique: “Cirque de Soleil of
word genius” is a unique and funnier way
of saying “example of literary genius” or
I’m telling you this because you might be looking at “brilliant specimen.” The exaggeration and
your About page, and your copy, all wrong. specificity of “Cirque de Soleil” makes it
funny.

You might be thinking it has to be a Cirque de Soleil of 6 / More specificity. Could’ve said, “does
it have to win a prize?” That wouldn’t have
word genius. 5 had as much punch as using a specific prize
name.
I mean sure, that helps. 7 / Making fun of tropes your audience is
tired of and intimidated by makes them
happy.
Especially if you’re a copywriter - go ahead, show off
your slick word skills. But does it have to win the Man 8 / Dispensing with every one of their
worries about expectations of their About
Booker Prize? 6 Nope. Page creates more relief. Also, suspense
about what it DOES need to be, if not these
things.
You might think it needs a “signature story” of how
your life was in the pits, and you were living under a
highway overpass and suffering from severe adrenal
fatigue 7 before you discovered [INSERT THING YOU
OFFER].

Sure, sometimes that story helps us relate to you and


believe in what you do. But even if you DO have a true
story like that, it might still be a waste of our precious
attention.

You might think it needs a rallying cry, a mission


statement, a thorough litigation of pain points,
desires, objections. Well, maybe. But not necessarily. 8

Here’s what I can confirm, coming from a shopper’s


point of view: LAURA BELGRA Y

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The “straight sell” (sort of) email 2

Depending on what you do, we might just want to WHY IT WORKS


know how good you are and what experience and 9 / Bringing home the subject line with a
street cred you have. Done. Sold. Love you already, callback.
when are you available? 10 / Tell people what they need to figure
out, have or be, and then ask the rhetorical
question, “So how do you do that?” - sets up
So how do you figure out what your audience is the pitch so they’re hungry for it.
looking for? What questions can you ask yourself to
get in their head and make it easy to choose YOU?

I’ll help you figure it all out, and have an About


page that feeds your audience a potent dose of love
potion, with my essential About-Page Builder.

I’ll also help you with that perpetually confounding


and widely feared little snippet of “about you”-ness
called The Mini-Bio.

You know, the short paragraph of copy that’s


supposed to sum you up in like, 50 words or less?
#nopressure #gulphelp

Go here to get Talking Shrimp’s About Page


Builder (With Bonus Guide: Your Mega-Impressive,
Money-Making Mini Bio -- perfect for any media you
do)

Look, if you’re still on this “New Year, New You” kick,


you need a new About page anyway, right? Because
the one you have is about the old you. Probably 2015
you. Who even WAS that person? Buhbye!

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The “straight sell” (sort of) email 2

And if you need all-over copy help, or tagline help, I WHY IT WORKS
highly recommend these puppies*: 11 11 / Always looking for more fun ways to say
“items” or “offerings.” “Puppies” is a good
one. So is “Nuggets of [INSERT ADJECTIVE].”
Talking Shrimp’s 60 Minute Makeover Copywriting
Mini-Course - tweaks that take your copy from “meh” 12 / No longer available for purchase, FYI -
it’s a bonus in The Copy Cure.
to MONEY. Great if you’re a visual learner and want
some quick motivation to get your copy done. This’ll 13 / Sometimes I sell in the ps, sometimes I
just have some fun. An asterisked item is a
change the way you see copy, and get you off your good way to get skimmers to go back up and
butt. A perfect complement to The Copy Cure if you’ve reread, finding the reference.
already taken it. Pair them!

Talking Shrimp’s famous Tackle Your Tagline Cheat


Sheet 12(One buyer created a whole business from this
guide. He now writes new taglines for businesses that
have lousy ones, making him an extra $1500 a week!)

xoLaura

ps - *Note that they are not actual puppies. 13 While not


as cute as puppies, they also won’t poop on your new
shag carpet or eat your good Italian loafers.

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The going-on-hiatus email

SUBJECT: Can I count on you? 1 WHY IT WORKS

1 / Personable, curiosity-provoking subject


I’m afraid to write this, Laura, but here goes. 2 line.

2 / Confessional start. The stakes are high


I once heard somebody say, “All you have in this life is already!
your word to yourself.” 3 / Starts with the problem -- a relatable one,
especially in a world (the self-dev-centered
online marketing space) that tends to preach
And I thought, “Oh, crap.” from a pedestal

I’m so bad at promises to me. 3

I promise myself I’ll create more products for my


business, but then I don’t feel like it.

I promise I’ll read more, but then I have to catch up


on Real Housewives and scroll through Facebook for
hours of angerdom, which is the pissed-off version of
boredom.

I promise I’ll stop eating ice cream, but then I eat ice
cream.

And, for years, I’ve promised I’ll write a book. It’s my


every birthday and New Year’s wish: “I hope this is the
year I write my book.”

But then, well. You know. Life. I get creatively tapped


out taking on work that makes money. Because I want
the money. And I’m not that person who gets up at
4am to write. Or even at 7. Let’s be real, even if I wake
up at 8, I go back to sleep.

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The going-on-hiatus email

Plus, I’ll admit it -- I have the time. Yesterday, I WHY IT WORKS


passed a doorman on my block at around 11 am. I 4 / The solution, or idea, I’ve been building
was wearing my cutoffs and slurping my iced coffee. up to.

5 / Giving the situation extra stakes - a


“You keep doctor’s hours,” he said. sacrifice.

I didn’t know doctor’s hours were considered so


loose, but that explains why I always get the away
message whenever I try to get a prescription filled.

I so want to be one of those people who can ask


herself, “Can I count on you?” and confidently
reply. “Yes. Yes, you can.” Except for the part where
I talk to myself in the second person. Only people in
movies do that, in front of the mirror. They’re often
crazy, naked, or both.

So here’s what I’m doing: 4

This summer, I decided I have to block off a chunk of


time on the calendar to work on this damn book.

I hate losing that much client income, but I had to


ask myself, “How much would it be worth to me to
have written my book?” 5

And the amount of money was way bigger than two


weeks’ client fees.

LAURA BELGRA Y

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That’s why I’m going on work-cation for the next WHY IT WORKS
two weeks. 6 6 / All as a way of saying, “You won’t hear
from me for a bit.”
I’m going to treat every weekday like I shelled out x 7 / This brings the reader in close. It says,
dollars to get this thing written. Which I essentially “You’re in my life, and I’m afraid you’ll say this
to me.”
have.
8 / The whole email is essentially a pact
between me and the reader; which entrusts
I’m afraid to tell you this, because, well...I’m afraid them on an intimate level.
you’ll ask me, “How’d that book writing go?” 7
9 / Now that we’re extra bonded: the sell.

And I’ll be like, “Oh, you know.” Which is code for, “I I could’ve just written an email that said, “I’m
going on hiatus to write my book, here’s how
spent the whole two weeks watching The Sopranos you can get a piece of me in the meantime.”
from the beginning, again.” (It really holds up, by the
But that wouldn’t have made the reader
way.) feel as close to me. We buy from people we
know, like, and trust. Foster that connection
wherever you can.
But that won’t happen. I give me my word.8

Oh, a little business housekeeping (the only kind


I do): 9

If you want to work with me soon, book your spot


for September. They run out fast, and so does the
month. It’s one of those 30-day numbers. I might not
confirm until I’m “back,” so hang tight and assume
your spot is your spot.

If you miss me, you can browse my Instagram feed.


There are months of past posts to look at, and many
are like mini blog posts.

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The going-on-hiatus email

And, of course, there are years’ worth of actual blog WHY IT WORKS
posts here. 10 / When I have random things to say or
recommend, I put them in the PS. It’s a great
place for selling, but also for miscellaneous
You can get your butt in The Copy Cure -- now’s a items that someone might enjoy.
great time to join. There are new bonuses that you
want.

Yes, I do know you and what you want, don’t sass


me.

And, if you haven’t grabbed my 60-Minute Makeover


Copywriting Mini-Course (the online course with
the name almost as long as the product), click the
image at the bottom. It’ll take you right there.

Insider stock tip: the price might go up soon.

Cross your fingers for me!


xoLaura

PS - Another tip: nectarines are really good right


now. 10 I don’t have a link.

Also, if you want a fun show to binge that won’t take


over your whole life, check out “Younger” on TV
Land. It’s got strong Sex and the City DNA, for better
or worse. Highly enjoyable.

LAURA BELGRA Y

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The army-issue email you have to send for legal
reasons - made FUN

SUBJECT: May this be the last “new privacy policy” WHY IT WORKS
email you get...though it won’t be.1 1 / A meta line making fun of the job this
email has to do. Makes me want to see what
it says. Whereas, “Our privacy policy” is a
Hey Laura, cue to hit that delete button without even
opening.

I wasn’t going to do it.2 I was advised by smart people 2 / Ooh, there’s tension in that first line. A)
that it’s probably not necessary. because we’re wondering, “do what?” And
B) because there’s a change of mind implied.
That’s intriguing.
But I knew that if I didn’t send out this boring notice
3 / This could’ve just said, “But I decided I
that I’ve updated my privacy policy, I’d be living in the should send this.” That’s boring. Instead, I
shadows 3, scared for the rest of my Talking Shrimp painted a picture of my fear around not going
by the book.
life.
4 / Tony Soprano = pop culture reference. I
include these all the time because:
I’d be Tony Soprano 4 walking into that diner at the I love pop culture
end of the series. Wondering when I’m going to get
5 / It creates an “insider culture” for people
whacked -- or slapped with a fine, anyway. who know what I’m talking about. That
feeling of belonging creates stronger loyalty.
Our brains light up at brand names,
That’s no way to live. entertainment references, and other things
we recognize.

So, yeah. Here it is. I updated my privacy policy. You 6 / Having fun with the seemingly mandatory
can read it here. Lord knows why you’d want to.5 custom of linking to the policy, and the idea
that someone would want to read it.
But we all have ways of getting our jollies.6 I like to
sniff rugs at ABC Carpet. I really do. You love privacy
policies, I love rug smell. No judgments.

If you have any questions about this, you can write to


[email protected].

It may not sound like it, but I do take your privacy


seriously.

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The army-issue email you have to send for legal
reasons - made FUN

Unlike my own: WHY IT WORKS

7 / Why waste a chance to recycle content


Are you following me on Instagram? Here’s today’s -- and to get people following me on
Instagram?
post. 7
If you put time into a social post, might as
well share it with your list. Don’t worry that
they might have seen it. Usually, a fraction
of your list have seen your average social
post. And even if they have, they can enjoy
it again.

8 / I love hearing back from people. It


creates more connection and also lets me
know who’s really into me.

OK, to your privacy!


xoLaura

ps - If you read this, please reply 8 and tell me. I


consider you a super fan. I want to know who you are.

LAURA BELGRA Y

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Next up…

Know what? I hesitate to include these killer


launch emails that I’m definitely going to use
again. I’m afraid you’ll ignore them when they
hit your inbox because you’ve seen them.

So I’m hypnotizing you right now. Please repeat:


While I read this, I will absorb its wisdom. And
immediately afterward, I will forget I ever saw it.

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The start-of-launch “whip up desire” email

SUBJ: “I’m in love with [FIRST NAME]!” 1 WHY IT WORKS

1 / An effective subject line trick: make the


Quick, [FIRST NAME GOES HERE] -- subject line a spoken line the reader would
love to hear about themselves

Think of someone whose business you’d want. 2 / Get people thinking about what they want
and envy in other people. Desire and envy:
Someone you follow, admire, and buy from -- or powerful emotions.
plan to.
3 / Concrete specifics - way more powerful
than abstracts, as in: “Is it their wealth? Their
Don’t think too hard about it. lifestyle? Their freedom?”

4 / Pattern interrupt! Completing a list of


Now, think of what you really like about them. 2 things that go together with one that’s
unexpected is a proven humor technique.

Why them, and not someone else who offers the 5 / There’s still an open loop here - we’ve
asked a question, and the reader wants it
same thing? answered. The mind is saying, “Tell me, what
is it?”
Is it their hair? Way more effective than:
“Copywriting is one of the most powerful
skills you can develop. In fact, it’s what
Their lipstick shade? 3 draws you to the leaders you admire...even
if you think what you like about them is their
lifestyle or their looks.” Yawn.
Their high-converting funnel?

Their website color palette?

Is it their house, car, infinity pool, and pet baby


sloth? 4

You may covet or aspire to those things, fine. But


what draws you to that person (or brand) and gets
you to quote them, stalk them, open everything they
send, and maybe even buy everything they offer,
almost completely boils down to one thing: 5
LAURA BELGRA Y

Their words.

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The start-of-launch “whip up desire” email

The words they use to express their ideas, describe WHY IT WORKS
their offerings, and connect with you in email, on 6/ Once you whip up someone’s envy, telling
FB, on IG, on You Tell Me. them they can have that thing, too, is a relief.

7 / Acknowledging that most people don’t


As in, their copy. know what copywriting is positions the
reader as someone with a huge edge (which
they are).
Yup, time to face it: You’re in love with someone’s
8 / Using spoken sentences (dialogue) varies
copywriting. the rhythm and adds pop - especially when
they’re about the reader.
(This kind of love is perfectly natural and beautiful, 9 / This long and varied list shows the scope
part of being human, and nothing to be ashamed of industries that could use great copy (all of
them!)
of.)
10 / Sharing a secret with the reader makes
them feel “in the know,” like they have a
Well, guess what? You can have people in love secret edge (which they do).
with your copy, too. 6

They won’t even know it. Most people don’t even


know what copy is. They’ll just feel a full-body
tingle, and muse, “I love the way [FIRST NAME GOES
HERE] says stuff.” 7

Or, “Wow, [FIRST NAME GOES HERE] really gets me.”8

Or “[FIRST NAME GOES HERE]’s flower arrange-


ments/ hairstyling/ reiki healing/ life coaching/
custom handbags/ advanced latte-making tutorials 9
speak to me like no one else’s. Sign me up for some
of that.”

They’ll find themselves unable to stop thinking


about you, talking about you, and buying from you.
Maybe they’ll think it’s your website colors they like.
Let them. Only you have to know it’s your copy. 10

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The start-of-launch “whip up desire” email

Know what else? WHY IT WORKS

10 / Bonus! We don’t just want to learn to


You’ll be in love, too... with WRITING the copy. 10 write, we want to love it.

11 / Now that the desire’s there, it’s time to


How does all this happen? satisfy it.

12 / You don’t have to link the different


Well, it starts with this free writing class from The choice times -- they both lead to the same
page -- but my theory is that people feel
Copy Cure.11 they’ve already made a choice when
they get to the page, which is a “micro-
commitment.”
It’s next Wednesday only. Two times to choose from.
Marie will be teaching her tight little tuchus off, with
such good info that I learn something every time I
watch it.

Pick your spot here.

DAY: Wed., May 8th ONLY.


TIME: 1pm EDT / 6pm EDT 12

See you there?

LAURA BELGRA Y

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The start-of-launch “whip up desire” email

xoLaura WHY IT WORKS

13 / Humor technique: Bringing the sloth joke


ps - If you thought you were in love with me, now back around. Watch any standup comic, and
you’ll see they always have a “callback” at
you know: it’s my copy. Or it might be my pet sloth 13 the end to an earlier joke.
-- which is the name of my lipstick shade.
14 / When you have a killer webinar, you
want people on it live. Always give incentive
pps - Make sure to attend live. You’ll miss something for them to get there.
big if you wait for a replay 14 (but you’ll have access
to it even if you already enrolled in The Copy Cure.)

Sign up for the free class here or click the pic below.

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Next up…

Even your most die-hard


fans need extra incentive to
leave the email platform and
go check out an article or
podcast.

On its own, “Hey,


I’m on a podcast”
doesn’t cut it. Give
them something
interesting -- what you
talked about, what
they’ll find out, your
relationship with the
podcaster (if applicable).

LAURA BELGRA Y

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The “check me out, I’m on a podcast” email

SUBJECT: Amy threw me under the bus 1 WHY IT WORKS

1 / Tension/conflict in the subject line! There’s


Ha - first email I see in my inbox this morning: a story here...

2 / HELLO SOCIAL PROOF!


Amy Porterfield (a major player in the online
space) writing about me!

Screenshots are excellent for social proof.


Stronger than saying, “Amy Porterfield wrote
about me today.”

3 / The story of two people you know of from


back in the day...and getting into trouble.
Can’t resist that, can you?

Remember that your list appreciates being


included in your journey. Show them the
2 beginnings.

Amy ratted me out! She goes on to say how I was


always getting her in trouble in Marie’s mastermind.3

I think she’s thinking of one instance in particular:


Marie’s live event.

Amy and I decided we wanted to skip the opening


Friday night, which was going to be movement-based
(as in, “Wear something you can move around in.”)
We didn’t want to move around. We wanted to go to
dinner. So I convinced Amy to ditch with me and go to
dinner instead. That was the plan. We didn’t mention
it to anyone.

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The “check me out, I’m on a podcast” email

On our group call the week before, Marie -- with WHY IT WORKS
her witchy super Spidey senses, AKA intuition -- 4 / I show how the concepts I teach have
interrupted what she was in the middle of saying had an influence on Amy. Even she was once
boring online.
and asked, “Hold on -- Porterfield and Belgray! Are
you two planning to not come to Friday night?” 5 / Segue to the topic of the podcast, now
that the reader is warmed up for it.

We were silent.

Marie said, “If that’s what you’re thinking, you’d


better change your plans and show up.”

I don’t have to tell you that we did.

But you know, I like to think I was a good influence,


too. Amy, who was and is so magnetic and has
a super fun personality (so much so that people
swarmed her after she said a few words when our
group was on stage at Marie’s event), used to hide
behind very dry, business-y content. 4 “5 Tips To
Increase Your Opt-In Conversions” was her typical
post. I always nagged her to post personal stuff, too.
People wanted to know her.

I can’t say it’s because of me, but in the last couple


of years, she has been showing way more of her
personality and her true self in her brand. And it’s
paid off. People love it. She has more engagement
and more die-hard fans than ever.

So what better topic 5 for us to talk about than how


to find out what’s unique about your personality...
and infuse it throughout your brand. LAURA BELGRA Y

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The “check me out, I’m on a podcast” email

By the way, if I seem cool-headed or blasé about WHY IT WORKS


being on Amy’s podcast, it’s because I didn’t yet get 6 / Enthusiasm to show, hey - this is a big
to say: deal!

7 / Showing how this one’s different, for


OMG I’M ON AMY PORTERFIELD’S PODCAST!!!! 6 those people who’ve heard me ad infinitum.

8 / Using ps for the skimmers.


You can listen to it here: https://www.amyporter-
field.com/234 -- and please share it if you like it!

LMK how you like it. This isn’t the usual chit-chat.
It’s packed with those actionable takeaways 7 I’m
usually too lazy to put together. For Amy, you’ve
gotta get it tight and right.

xoLaura

ps - You skip all the way down? 8 Did I mention


there’s a free “Personality Finder” I created for the
podcast? Click here to listen!

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Next up...

When you want people to share something, consider


giving them lines they can swipe with a simple
copy-paste command. It removes the biggest barrier:
thinking! And it ensures that they won’t post without
comment. If they post something of yours without
comment, people will shrug and scroll on by. This LAURA BELGRA Y

gives your people an easy way to help you out and to


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The “Share My Sh*t” swipe email

SUBJECT: So, THIS happened...holy ! WHY IT WORKS

1 / Emojis make your subject line pop visually


laura! in someone’s inbox. I’d recommend using
once in a while, not always.

First of all, there’s no guacamole emoji. Nope, 2 / A little teaching snuck in here, on the
benefits of media publicity (since I’ve found it
no cannoli, either. I got as close as I could -- holy so effective for my own business growth, and
avocado. promote programs that teach it).

So that’s out of the way.

What happened is:

My first piece in Business Insider! I’m thrilled. It’s my


byline, my photo, my words. They added the bullet
points at the top, that’s it. Not a stitch of editing after
that.

I’m feeling a little giddy. And I’m getting a big dose of


nerd joy from the sudden spike in opt-ins. Check out
the past 2 weeks vs. the past two HOURS: 2

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REVERSE MAKEOVER (CONTINUED - PART 2)

The “Share My Sh*t” swipe email

What WHAT? WHY IT WORKS

3 / If you ask your list for favors, thank them -


So, Laura, If you were among the generous little and let them know it worked!

army who shared the Forbes piece that featured me 4 / Sharing the “why” behind the article,
recently, thank you again. 3 You multiplied the number which makes the reader (mine, anyway) nod
and say YASSSSS!
of views exponentially. I hope I didn’t blow my wad
(btw, you know that’s not dirty, right? It’s a 5 / Here’s the ask.
A boss of mine used to tell me I’d be “a hero”
casino thing) with that ask because this one’s even for taking on something he wanted me to do,
more important to me. and it made me feel more like doing it. I often
borrow that technique.

With all the talk about hustle, hustle, hustle out there,
I’m big on the message that business doesn’t have to
be such a damn strain. And you don’t have to choose
between being creative and making a great living. 4

That’s what this piece is about. I hope it encourages


or inspires you, and I’d love your help getting it out
there.

If it feels right to share it with your people, you’d be


my total hero, 5 and I will refer to you from now on as
Laura, My High Exalted Mystic Ruler.

Here’s how to be a god/goddess/god-creature on


Earth to me:

Share on twitter (via @lbelgray), facebook (you


can tag Talking Shrimp or Laura Belgray), linkedin,
wherever you hang, shmooze, loiter, wheel and deal
or get up to no good.

LAURA BELGRA Y

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The “Share My Sh*t” swipe email

Some lines you might want to try, or use as thought WHY IT WORKS
starters: 6 6 / Here’s what made this email so effective:
the swipes.

FACEBOOK: A shared article or post rarely gets any


attention if you don’t add something about it
of your own - why you like it, what it’s about,
Do you dream of a successful “couch-driven” your relationship to the author, etc.
business? Check out Laura Belgray’s tips to make
So giving people something to say makes it
it a reality. http://bit.ly/belgray 1000% easier and more effective for them to
share.

Feel like you have to choose between being


creative and making a “real living”? This piece by
Laura Belgray of Talking Shrimp will change your
mind. http://bit.ly/belgray

Tired of hearing about “hustle”? Here’s a


different (and cushier) take on success from
Laura Belgray of Talking Shrimp: http://bit.ly/
belgray

Being creative for a living doesn’t have to mean


existing on instant ramen and borrowed Netflix
logins! Check out these tips from Laura Belgray:
http://bit.ly/belgray

I’m concerned about my friend Laura Belgray’s


back support, but other than that, you should do
what she’s doing. Check out her tips in this piece:
http://bit.ly/belgray

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REVERSE MAKEOVER (CONTINUED - PART 4)

The “Share My Sh*t” swipe email

You can also go right to this post and click “share.”


(Click the pic to go right to it):

TWITTER:

Do you dream of a successful “couch-driven”


business? Here’s how to make it a reality, via
@lbelgray for @businessinsider http://bit.ly/
belgray

Feel like you have to choose between being


creative and making a “real living”? This @busi-
nessinsider piece by @lbelgray will change your
mind. http://bit.ly/belgray

Tired of hearing about “hustle”? Here’s a


different (and cushier) take on success from @
lbelgray of Talking Shrimp, in @businessinsider:
http://bit.ly/belgray LAURA BELGRA Y

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The “Share My Sh*t” swipe email


WHY IT WORKS
Being creative for a living doesn’t have to mean
existing on instant ramen and borrowed Netflix 7 / Letting your readers know you have
an emotional need for them is a powerful,
logins! Check out these tips from @lbelgray in @ vulnerable way to connect.
businessinsider: http://bit.ly/belgray

I’m concerned about my friend @lbelgray’s back


support, but other than that, you should do what
she’s doing. Check out her tips in this @busines-
sinsiderpiece: http://bit.ly/belgray

You can even simply retweet this (click the pic to


go right to it):

And if you simply go and read it, I’m prepared to


worship you for that alone.

Thanks a million, laura.

xoLaura
ps - No, my couch doesn’t offer great lumbar
support. But my emotionally supportive readers
make up for it! Yay, you. Thanks for propping me up.7
I hope I can do the same for you.

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Next up…

There’s a lot of talk about “Value.” You’re


supposed to drop Massive Value Bombs,
Deliver Massive Value. And because of that, you
might be stymied when you’re trying to come
up with something “Valuable” to say in your
email. You might feel like your random story
isn’t valuable on its own.

Know this: Value doesn’t have to mean an


“actionable takeaway.” There’s value in giving
someone a laugh, changing their point of view, en-
tertaining them, rousing their emotions, or making
them feel less alone. Stories have value on their own.

That said, if you’re writing to a certain kind of


audience - the kind of subscribers who signed up to
learn something, which many of mine did - it pays
to work in some kind of point, or question, or call
to action, even if that call to action is simply, “Think
about this.”

Here’s how I do it with the typical random story I’m


LAURA BELGRA Y

itching to tell.

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The “What should I do with this rando story” email

SUBJECT: Who would SAY that? 1 WHY IT WORKS

1 / Subject line lets you know someone said


Check it, Laura - something outrageous - curiosity piqued

2 / I love to eavesdrop. I often take notes


70s-ish couple, walking behind me on Christopher St, and figure out how to use them later. This is
one of those times.
both yelling. 2
3 / After drafting an email, I try to go back
through it and see what lines can be bolded
Her: I THINK IT WOULD BE NICE IF, WHEN I to function as “speed bumps” to slow the
MENTION MY SCHEDULE, YOU TAKE NOTE! skimming eye. This is one of many examples.

Him: SHUT THE FUCK UP, NICKI. I’VE BEEN


OFF SUGAR FOR 7 DAYS AND I FEEL LIKE I’M
UNDERWATER. JUST CUT ME A FUCKING BREAK!

Yeah, Nicki! Cut him a fucking break.

When I hear good shit like this, I always remove


one earbud. 3

(I should probably try walking around without them


in. It’s such a habit now, to hook myself up to them
when I go outside. I often put them in my ears when
I’m in the elevator, leaving with Steven.

He’ll be like, “Oh, were you planning to go out by


yourself?” Oops.)
I reverse-followed this couple for another half block.

Reverse-follow is when you walk slowly in front of


someone to keep eavesdropping.

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The “What should I do with this rando story” email

The guy banged his fist against an empty storefront WHY IT WORKS
window with a “FOR LEASE” sign and said, “There’s 4 / Some people love just the story. My
another one. This fucking city.” typical reader likes to have a point drawn
from it, so I oblige. Often, I reverse-engineer
this. I write a story I wanted to tell, and then
Why am I telling you this? 4 think, “What could be the takeaway?”

5 / This is a message I’ve repeated many


Couple of reasons: times. Meta! Don’t be afraid to repeat a core
message in your emails or elsewhere.

1) I posted the dialogue on FB, and people loved it.


If the content’s popular, why not spread it around?
Sure, some people might be like, “Didn’t I see this
already?” But you, you might not have seen it. I don’t
want to deprive you of my eavesdropping joy.

And if you did see it, maybe you’ll enjoy seeing it


again. Or forget you already saw it.

Did you know it takes 6-times of seeing a commercial


(called “impressions”) for it to register? I always
remember that when I’m nervous to say something
twice.

And if you’re like, “Hey, I already saw it,” then good!


You’re paying attention.

Lesson: Don’t be afraid to repeat yourself. (And,


don’t be afraid to repeat yourself.) 5

LAURA BELGRA Y

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The “What should I do with this rando story” email

2) Eavesdropping is smart practice, and sometimes WHY IT WORKS


research, for any kind of writer. 6 / Pointing out mistakes you see in your
industry is a great way to get your reader
paying attention to everything you say.
If you’re a copywriter, you’ll be way better at your craft They’ll look to you to save their butt.
if you can capture voices and have an ear for the way
7 / And why not work the takeaway into a
people talk. sell? I do this whenever I get a chance.

We’ve all seen sad sales pages that start with, “Have
you ever said this?”

And then the examples are things no one would ever


say. 6

Like, “I’d love to lose weight, but there are so many


temptations everywhere I look...and I don’t feel
aligned with any of these trendy fad diets!”

Yeahno. That’s a “Said no one ever.” At least, not in


those words.

It needs to sound like something a person actually


says to themselves. That takes an ear.

If you have that ear, you can work dialogue right into
a tagline. (There’s an example of that in my 60 Minute
Makeovers Copywriting Mini-Course. Look for: diaper
bag.) 7

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REVERSE MAKEOVER (CONTINUED - PART 4)

The “What should I do with this rando story” email

3) I wanted to write a really short email today! WHY IT WORKS

8 / My emails often get self-referential. It


And yet, this quick ‘n’ breezy message already got helps bring the reader backstage, shows
them the inner workings so they feel
to the usual Talking Shrimp length.8 (Clearly, I didn’t included.
name my business for the size of my emails.)
9 / Whenever I have relevant content
on the blog, I help people discover (or
I’ll cut it here. rediscover) it. People can easily forget
about your website if you don’t send them
over there. And if you have a website that
xoLaura sells, you want them passing through as
often as possible.

ps - If you want to spend a minute in my nosy ears,


here are more “overheard” posts. 9

LAURA BELGRA Y

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The thought-piece email
A great example of sending out a simple, single idea or thought that doesn’t have to
segue to a big “teachable.”

SUBJECT: Friday Coach Like and Other People’s Lives 1 WHY IT WORKS

1 / Normally, I’m anti-title-case, but this is a


I used to want to be Demi Moore. 2 series people are hooked on. Pretty sure
Brooke has an engaged following who open
all her emails regardless of the subject line.
I watched the movie About Last Night with her and
2 / In one line: story, tension (because “used
Rob Lowe dozens of times. 3 to” implies something changed), and a
celebrity name.

I thought if I could be her, life would be perfect. 3 / A concrete detail that shows she was
obsessed instead of telling (as in, “I was
obsessed.”)
I wouldn’t have to worry about my weight.
People would love me. 4 / 3 simple details. A list of 3 has some
magic to it. Our brains expect it.
I would have romantic love. 4
5 / A clear turning point in the story. We’ve
been anticipating it, it holds our attention.
I used her life against me all through my 20s. You can’t go wrong with an “And then…” to
signal a turning point.

And then... 5 6 / Here’s where she relates it to the reader,


which makes it satisfying and brings it home.
She could have ended it with “I was so, so
I just finished listening to her memoir, Inside Out. wrong. Love, Brooke” - but subscribers like
to be handed a point, something to think
about.
OMG.

She was miserable and hated herself that whole time.

How is that even possible?


She was rich, thin, and beautiful.
I thought she had the best life in the world.

I was so, so, so wrong.

I wonder how many of us are still getting it wrong. 6

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REVERSE MAKEOVER (CONTINUED - PART 2)

The thought-piece email

WHY IT WORKS
Do you look at someone else and think they have a
better life than you? 7 / This “whenever you’re ready” footer is
a technique I’ve been seeing a lot. It seems
like a smart way to remind your readers, with
Do you wish you had what someone else has? every email, of what you offer. Remember,
like with TV commercials, it takes many
repeat impressions for something to register
Why? Truth is, their life is great and sucks just as much in our brains.
as yours does.

Doesn’t matter how great they look on Facebook.

You have the best life that can ever be had for you.

Keep your eyes on you.


Brooke Castillo
The Life Coach School
​​
​​​​Be sure to listen to our latest podcast here.

Oh and! Whenever you’re ready, 7 there are three great


ways to take your coaching work deeper.

1. Sign up for Live Coaching and Daily Practice with


me in Self Coaching Scholars. Click here to learn more.

2. Enroll in Life Coach Certification and become a Life


Coach through our School. Click here to learn more.

3. Sign up for a life-altering coaching session on any


topic you want with the best coaches in the world.
Click here.

If you have any questions about any of these


LAURA BELGRA Y

programs, please simply hit reply and let us know.

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The “why you should stick with us” confirmation email

Most marketers, big and small, send out the very


boring, default confirmation email. But since that’ll be
your most-opened email, why not do more with it?

Take a look at how this one cements customer loyalty.

[ E X A M P LE E M A IL ]

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The “why you should stick with us” confirmation email

SUBJECT: We just want to say thanks! 1 WHY IT WORKS


Yay you! 1 / Could be a better subject line. But the
sender name is Who Gives A Crap, which
would probably make someone open it.
You’ve signed up for emails about TP, doing good, and
the occasional toilet joke. 2 2 / Sets expectations.

3 / “This is just the first step to ____” - shows


This is just the first step to help get toilets to the 2.3 the reader they’ve already taken action,
they’re already part of something. This
billion people living without one. 3 We sell toilet paper, doesn’t have to be pro-social. It could be,
tissues and paper towels and donate 50% of profits to “This is just the first step to gloriously thick
hair.”
our charity partners.
4 / They keep a consistent voice throughout:
intimate, casual, and upfront about the fact
Thanks for wipin’ with us! 4 that this is toilet paper (and we all know what
we do with toilet paper.) Not afraid of a little
toilet humor.
SHOP NOW
5 / Adding a “why” for the reader/ customer
will make them feel good about shopping
Here’s why you should get behind us with you in the future. Helps keep you top
of mind next time they need what you sell
- especially important if you sell something
50% of profits donated they can get on every corner or through
Great value Fresh Direct.

Made without trees 5 6 / Love this CTA (Call To Action), perfect


for toilet paper - think about what you can
say instead of “shop now” or “buy now” that
Learn more about our impact gives someone a feeling of “that’s a good
idea.”

Need toilet paper, fast? 7 / Steal-worthy way of saying “let’s connect.”

Congratulations! It’s your lucky day.

STOCK UP 6

Let’s be Internet friends! 7

LAURA BELGRA Y

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The daily (or frequent) newsletter not “selling” anything

You might think you need to have an online business to make building and emailing a list
worthwhile or even remotely purposeful. You also might think it’d be impossible to find
something to say to your list every day, or even every week.

Kara Cutruzzula’s Brass Ring Daily will prove you wrong!

I know Kara because she’s my editor at Money.com.

An editor, runner, traveler, journalist, playwright, and all-around creative, Kara’s not in “The
Space,” as I call the online marketing world. And she doesn’t have an e-commerce business.
She’s not using her emails to sell a digital course or coaching or a particular product
(though never say never.) The one thing she’s selling is her ideas and herself.

Kara does this as a creative outlet, and 2.5 years and over 600 issues in, it’s become much
more. In an email, she told me:

“Honestly, it’s the greatest thing I’ve ever done for my career (and my sanity). It’s my
own personal billboard, I keep people updated on what I’m doing in subtle ways,
and have developed a great sense of trust with people. (You get it, obviously.) And I
got a book deal (for a motivational journal) from it!”

Here’s an example, and what makes it work so well.

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The daily (or frequent) newsletter not “selling” anything

[ E X A M P LE E M A IL ]

LAURA BELGRA Y

[ EXA M PL E EM A I L ]

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The daily (or frequent) newsletter not “selling” anything

SUBJECT: You’re good at this 1 WHY IT WORKS

1 / The ol’ “personal compliment” subject


PREVIEW TEXT: +concentration + a trailer I’ve watched line. Gets me every time.

4 times 2 2 / Her preview text always notes what’s


inside. She never leaves it as the default.

Oh, hi friends! 3 3 / Goes against my rule of writing to just


one person, but her emails are in the spirit of
a note to a bunch of friends, so it feels right
What is a drop of encouragement?
4 / Every issue starts with a quick story
or thought or revelation about creativity,
I feel like it’s the smallest possible measurement of productivity, living better. It’s whatever’s on
one of these: “I like what you’re doing,” “Hey, you’re her mind that day. She always wraps up by
passing the baton to the reader. A simple
good at this,” “Keep going.” “here’s how this applies to you” message.

It’s just a drop to you. It takes next to nothing at all.

But what does it mean to the other person?

To figure that out, all you have to do is remember the


last time someone gave one to you.

And if you haven’t heard it in a while, for whatever


reason:

I like what you’re doing.


You’re good at this.
Keep going.

Pass it on. 4

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The daily (or frequent) newsletter not “selling” anything

Never underestimate your own powers of concentra- WHY IT WORKS


tion. 5 5 / Refer to the screenshot to see how this
is in its own section. Every issue is broken
into segments, with one or two items after
Oh boy oh boy oh boy oh boy. the main message. There’s almost always
something from someone else - a quote, a
tweet, an article - that she showcases. Or,
Perhaps that’s the wrong phrase for the trailer for sometimes, just a thought.
Little Women, but… 6
6 / The kinds of things most people post
on social media for someone like Mark
OH BOY OH BOY OH BOY OH BOY. Zuckerberg to profit from, Kara includes in
her own emails. And she keeps me up on
pop culture news I might’ve missed.
This is gonna be good.
7 / I stole this idea for my own emails -
getting subscribers to share the love.

Do you like these daily emails? Please share with a


friend! 7

SUBSCRIBE TO BRASS RING DAILY

Thanks, as always, for reading.

Love, Kara

LAURA BELGRA Y

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The “everyday details of life” used as a teachable email
(also, affiliate promotion)
My great friend and digital strategist/consigliere, Michelle Martello, started emailing
much more (and way better) once she got the hang of jazzing up her informative, useful
messaging with everyday stories and real-life observations. Doing this means the reader
doesn’t have to be in the mood to learn something or take action in order to enjoy the
email. And, they get to know you as a person. People can get information from anyone.
Once you become a real person to them, they’ll want it specifically from you.

This example is a reminder that any of your little daily struggles or frustrations are fair
game for emails. So are your mundane joys. Keep a bank of them handy in Evernote or
some other app or - gasp! - actual notebook.

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The “everyday details of life” used as a teachable email


(also, affiliate promotion)
SUBJECT: the sunk cost fallacy (my sole sob story) 1 WHY IT WORKS

1 / “Sob story” adds intrigue - we want to find


See that black shoe above? out what happened. One tweak: I’d reverse
it so it’s: my sole sob story (the sunk cost
fallacy) - because on our phones, only the
It was the best travel shoe. first few words of the subject line are visible.
Make them the most intriguing part of the
subject line.
Black slip-on sneakers perfect for dealing with TSA
2 / Small concrete details like these are what
lines. bring the writing to life. She could’ve said
“They were the perfect shoe for traveling,
and I looked everywhere for a backup pair.”
But Puma stopped making them about 5 years ago. “TSA lines” paints a picture. So does how
she looked for a backup pair.

I’ve scoured ebay and hunted deadstock. 3 / Great segue to her point and area of
expertise.

Put my name on waitlists and searched sketchy


random sites in vain. 2

Last week, my final backup pair got a hole in the sole.

It was way beyond time to let them go, but it pained


me to throw them away.

I had invested so much time, money and energy to


find them - and I was worried that I’d never be able to
replace them.

I know a lot of people feel the same way about their


websites. 3

LAURA BELGRA Y

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The “everyday details of life” used as a teachable email


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Maybe you spent months creating your site. WHY IT WORKS

4 / This gives the reader a feeling of relief -


Maybe you paid someone a lot of money to create it “it’s not just me!”

(more than a new car in some cases!)

But you’re frustrated that you can’t update it.


It’s so out-of-date that you can’t change anything
without breaking the site.

You can’t add the features that you know will propel
your business.

Or maybe it just doesn’t represent who you are


anymore.

That’s the sunk cost fallacy.

You’ve spent so much time and money on it - and you


can’t get that back. And the more you invested, the
harder it becomes to abandon it - so you don’t take
any action to propel your business forward.

I hear this story all the time - and I’ve had it happen to
me too. 4

I once paid a development team $10,000 to create


something for me. And they ran away with my money
(That’s a story for another day…) It depressed me for
months. And I felt so stuck (and that I should have
known better!) I let it get the better of me for way too
long - and then I decided that I just needed to buck up
and find a better way of doing things.

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The “everyday details of life” used as a teachable email


(also, affiliate promotion)
I’m in the midst of revamping a few sites that are 4-6
years old - and the contrast between what we could
do then and what we can do now is staggering.

My rule of thumb? Every 18-24 months you’ll probably


need to majorly re-work your site.

I know that seems crazy to change it up so often - but


this industry moves fast. Browsers upgrade, code
changes - the web is anything but static - and your site
needs to keep up in order to work properly!

Think about it - how many clothes do you have from


3-5 years ago. More importantly, do they fit who you
are today?

Here’s how to know when you’re ready to change


- and how you can make your investment last
longer:

1. Keep it flexible. I love a great custom design, but it


needs to be flexible. That’s why I love tools like Beaver
Builder that allow you to create custom page layouts
on the fly. You need to be able to change and update
your content with little to no effort. A few years ago
we didn’t have these easy layout options - so if you
want to take advantage of these new tools, you might
need to update the underlying theme of your site.

LAURA BELGRA Y

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The “everyday details of life” used as a teachable email


(also, affiliate promotion)
2. Plan to upgrade every couple of years. If it’s not
working, it’s time to change. If you’ve been fighting
something for months (or years!) and it’s preventing
you from making the changes you need to make to
make your site and business profitable, it’s time to
upgrade - make sure to set aside a budget for this!

3. Work with someone who knows what they’re


doing. I manage a legacy site that was created by
someone’s assistant…who had no idea what they
were doing. Every time I go to update their site I swear
just a little - I never know if this is the day that it
totally breaks (and don’t worry, I keep backups and a
new site is underway!) Ask your designer (or if you’re
a designer think about) how the site will be used
long-term - will it be flexible enough to make regular
copy and image changes? If you’re using a template, is
that template maintained and kept up-to-date by its
creator?

4. Just because it looks fancy now, doesn’t mean


it’s going to work long-term. If you’re not doing a
custom site, choose a theme that is simple and limit
the extras you add. The fewer bells and whistles you
start with, the more likely you won’t have issues down
the line (all those animations and fancy features come
at a hefty performance cost - and often conflict with
plugins or other features).

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(also, affiliate promotion)
Confused about what to do next?
WHY IT WORKS

Need help deciding if it’s time to upgrade? 5 / When you’re promoting as an affiliate or
doing any other kind of launch, some of the
emails will need to be straightforward “this
I’m fully booked with custom design work through is about [NAME OF OFFERING]” topics. But
some should offer value for your people who
____, but once a year I open my calendar to work with aren’t interested. This does that, with all the
a few new folks one-on-one through my partnership5 content up till this point.

with ____________________________. As a partner I


get compensated when you join through my link - and
this allows me to work directly with you. Get my eyes
on your site (and your business) with my exclusive
________ bonus. I’ll tell you what needs to change
and how to get it done.

Know you’re ready to join ________ with me? Join


through my link here.

LAURA BELGRA Y

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