inboxhero_final
inboxhero_final
com
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LAURA BELGRA Y
Inbox Hero
Email Makeovers
Copywriting Mini-Course
www.getwsodo.com
www.getwsodo.com
Inbox Hero
The Makeovers p. 6
The army-issue email you have to send for legal reasons - made FUN p. 68
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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...
• 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.
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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.
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.
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BEFORE www.getwsodo.com
www.getwsodo.com
New coach with a (free) offer
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.
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.
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AFTER www.getwsodo.com
www.getwsodo.com
New coach with a (free) offer
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.
Challenge accepted!
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:
XOXO, Gina
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BEFORE (PART 1) www.getwsodo.com
www.getwsodo.com
Coach welcome sequence email
SUBJECT: How Loving Yourself Can Change The World1 WHAT TO FIX
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BEFORE (CONTINUED - PART 3) www.getwsodo.com
www.getwsodo.com
Coach welcome sequence email
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!”
Gigi
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AFTER (CONTINUED - PART 2) www.getwsodo.com
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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
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
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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 ]
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?
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AFTER www.getwsodo.com
www.getwsodo.com
Quiz software business (SAAS) welcome email
Talk soon,
[ 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 ]
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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.
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.
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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.
[ E X A M P LE E M A IL ]
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BEFORE www.getwsodo.com
www.getwsodo.com
New podcast episode email
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.
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
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.
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
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AFTER (VERSION 2) www.getwsodo.com
www.getwsodo.com
New podcast episode email
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
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!
[ 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 ]
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BEFORE www.getwsodo.com
www.getwsodo.com
The personal-brand e-commerce welcome email
[contact info]
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AFTER 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 ]
[ E X A M P LE E M A IL ] LAURA BELGRA Y
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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.”
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
Follow us on Instagram
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www.getwsodo.com
www.getwsodo.com
www.getwsodo.com
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.
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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.
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.
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.
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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:
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.
xoLaura
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Next up…
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.
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REVERSE MAKEOVER (CONTINUED - PART 2)
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REVERSE MAKEOVER www.getwsodo.com
www.getwsodo.com
The affiliate launch warm-up email
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www.getwsodo.com
REVERSE MAKEOVER (CONTINUED - PART 3)
My feeling is this:
If you work too hard, with too little to show for it…
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www.getwsodo.com
REVERSE MAKEOVER (CONTINUED - PART 5)
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
xoLaura
Next up…
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REVERSE MAKEOVER www.getwsodo.com
www.getwsodo.com
The “straight sell” (sort of) email
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.
So, Laura.
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REVERSE MAKEOVER (CONTINUED - PART 3)
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REVERSE MAKEOVER www.getwsodo.com
www.getwsodo.com
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.
(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
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].
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REVERSE MAKEOVER (CONTINUED - PART 3)
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!
xoLaura
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REVERSE MAKEOVER www.getwsodo.com
www.getwsodo.com
The going-on-hiatus email
I promise I’ll stop eating ice cream, but then I eat ice
cream.
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www.getwsodo.com
REVERSE MAKEOVER (CONTINUED - PART 3)
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
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.
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REVERSE MAKEOVER www.getwsodo.com
www.getwsodo.com
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.
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www.getwsodo.com
Next up…
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?”
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 words.
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REVERSE MAKEOVER (CONTINUED - PART 2)
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.
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www.getwsodo.com
REVERSE MAKEOVER (CONTINUED - PART 4)
Sign up for the free class here or click the pic below.
Next up…
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REVERSE MAKEOVER www.getwsodo.com
www.getwsodo.com
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.
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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
Next up...
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).
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
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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.
TWITTER:
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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.
itching to tell.
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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?”
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We’ve all seen sad sales pages that start with, “Have
you ever said this?”
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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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
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.
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.
You have the best life that can ever be had for you.
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The “why you should stick with us” confirmation email
[ E X A M P LE E M A IL ]
STOCK UP 6
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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.
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!”
[ E X A M P LE E M A IL ]
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The daily (or frequent) newsletter not “selling” anything
Pass it on. 4
Love, Kara
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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.
[ E X A M P LE E M A IL ]
I’ve scoured ebay and hunted deadstock. 3 / Great segue to her point and area of
expertise.
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You can’t add the features that you know will propel
your business.
I hear this story all the time - and I’ve had it happen to
me too. 4
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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.
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