Email Copy Workshop

With Andrew Sunil

Intro: Housekeeping
● I will stop in different places to see if people have questions.
● Longer Q & A at the end.
● Split into sections: Copy concepts. Execution (why, what, how, engagement upgrades).

● To get your story templates go to http://andrewsunil.com/storytemplates/

● Do it now. I will give you a minute.
● Let me show you how awesome these templates are!

→ Need done for you copy? Apply to work with me here.

The A to B Roadmap
Step 1: Make empathy map
Step 2: Create 1-3 customer avatars. (based on the problem they are trying to solve)
Step 3: Create belief map
Step 4: Decide which beliefs will go into each email
Step 5: Write it
Step 6: Make it more engaging.
Step 7: Polish it
Step 8: Get it critiqued (optional)
Step 9: Include survey responses if/when they come in.
Step 10: Test it in the wild! Keep reiterating. Adding in feedback, survey responses, market
sophistication, new beliefs. Keep adding to your empathy map. Making it better.
Step 11: Scale up.

● This is literally EVERYTHING. If you need to go, pop your questions in the chat.
● Teaser:
https://docs.google.com/document/d/1wTMVc6fDS-d0NOvjlRxzIXQ2kB5VGZAQHPv
kN71WIGk/edit
Intro: Backstory of Andrew
● Started selling physical products.
● Always loved words.
● Used words when doing affiliate marketing.
● Found out about the the “hands off” POWER of email marketing through affiliate
marketing. Liked the idea of building an online “asset”.
● Went fully into copy and email driven online business.
● Now do a combination of DFY copywriting (I specialize in Email). And writing for my
own affiliate email businesses.
Intro: Who I Learned From
● For email the main guy was Andre Chaperon. LOADS of credit goes to him.
● Also Perry Belcher, Ben Settle, Matt Furey, Ryan Deiss.
● And for copywriting. Gary Halbert (his letters are online), Eugene Schwartz, David
Ogilvy, Dan Kennedy, Agora Financial.
● And from affiliate marketers: Charles Ngo and the stackthatmoney forum. $99 per
month, well worth it if you are buying traffic.
● All this comes together into one thing ..
● Trafic + Copy = boom.
Intro: Will you be awesome after this?
● One workshop will not make you an excellent writer.
● But, if you take what I say here and put it into action your “copy” will do well. Better
than most of your competition because they don’t do these things. Most marketers are
lazy. The ones who are not are usually very successful.
● If you know your market well you don’t need ninja copywriting ability. You know what
to say to move them.
● Deep research, knowing your market, connecting with them, making them an offer.
Simple. I will give you everything you need here. Don’t overcomplicate it.
Copy concepts: Let’s define it first
● Copywriting is salesmanship in print.
● Part art. Part science.
● The art: angles, hooks, creative ideas, ways to express, storytelling.
● The science: What makes humans tick (never changes - will go into this in a bit),
testing, optimizing.
● A lot of the copy concept stuff will make more sense when we get to the later sections
● This is the foundation.
Copy concepts: direct response
● What response are you trying to get?
● Look at the end of this sales letter:
http://swiped.co/file/million-dollar-smile-gary-halbert/?_sf_s=gary
+halbert
● What action is he trying to get the reader to take?
Copy concepts: direct response ||
● With an email list if you don’t get a response you have an opportunity
to try and get it later. You can put different things in front of them.
● Be careful with the above though. Strike while the iron is hot. Get your
money back in the evergreen RBS if possible.
● Why?
● Because if you are already segmenting. Are you really going to send 5
emails to 5 different segments going forward? That is a lot of work.
https://wildaudience.com/
Copy concepts: direct response |||
● So try and get a response in the RBS. If it is a call, a sale, sign up to
your SAAS product, whatever. That is the GOAL of all of this.
● If you are reaching your goal. And spending less to reach it. That is
when you can scale. $5 to make a person buy a $10 thing.
Congratulations you have 100% ROI.
Copy concepts: Preeminence
● I won’t obsess over this. Literally every marketer has mentioned this
at some point. You can go super into this here:
https://www.abraham.com/strategy-of-preeminence/
● The way I understand it is becoming your audiences trusted advisor.
● Kinda similar to Gary Vaynerchuk jab, jab, jab, right hook.
Copy concepts: Preeminence
● The best example of this is fitness YouTubers
● EXAMPLE:
https://www.youtube.com/channel/UCe0TLA0EsQbE-MjuHXevj2A
● You don’t want to be jabbing forever imo. Unless that is your thing.
Do enough to get the trust, then sell. If it is a win-win and you are
offering something that will benefit them then there is nothing wrong
with doing this.
● Our RBS establishes us as a trusted advisor
Copy concepts: what is an RBS
● Educational. Establishes us as the expert. Makes us the trusted advisor. Not going for
the hard sell. Strategically using storytelling to shift beliefs.
● RBS outline →
https://docs.google.com/document/d/1TKqvbEy5h-4S0j3bqrZ4Aof4MmWV_VkqDv8T
ONvAR_Y/edit
● Beliefs →
https://docs.google.com/spreadsheets/d/17jUCNb4bCoy5xOt4sLQYeR5oK9PUQCUn2
A0rI5BSiTs/edit#gid=1349095815
● A LOT MORE on this in the what’s and how sections.
● Questions so far?
Copy concepts: For the science part
● We must test!
● The only indicator of whether something is successful or not is cold,
hard sales. Nothing else.
● Direct response marketers are different from brand marketers like
Coca Cola.
● For more on this Scientific Advertising by Claude Hopkins. It is 73
pages. Someone (can’t remember who) says you should read it a
minimum of 7 times.
Copy concepts: sell to one person
● Speaking to one person. Not the masses. Use the word “you”. Your
marketing should pull them out of a crowd and compel them to pay
attention. Why? Because your message is for them.
● If you can picture the one person you are selling to (your “customer
avatar”) you will have a better chance at successful marketing. Their
hopes, desires dreams, pain points, what they care about. More on
this in a bit.
Copy concepts: People are selfish
● This is the reality.
● Give your writing the “so what” test. Read through each line and ask
why someone should care.
● Example http://swiped.co/file/million-dollar-smile-gary-halbert/
● In email you will have other elements like storytelling. So the “so
what” in this case would be I am shaping a belief or taking them
somewhere.
Copy Concepts: Subject lines
● In DR copy the headline is the most important thing. If you don’t get attention no-one will read your
fabulous sales message.
● Subject lines are the headlines in emails.
● The best headlines have (what’s in it for me) + (curiosity)
● Current events + Curiosity
● Current events: alltop.com
● Use Weather.com for ideas
● YouTube: Example https://www.youtube.com/user/QrewTV/videos
● Negativity
● Examples from Bastian’s emails
○ I’m done
○ Who my secret investor is.
○ Do this. Or die.
○ My engagement secrets.
○ Build your business this way
Copy Concepts: Subject lines Part 2
● Trade Off betweeen: Open rate and CTR.
● Example selling a weight loss product: “She got her tits out” will get
more opens than “New weight loss gadget”
● BUT!! The second headline will get a higher CTR. Because it is
relevant.
● So that is a tradeoff you must gauge. As with everything …. test!
Copy Concepts: Emotion > Logic
● People buy for emotional reasons.
● Then justify later on with logic
● A GREAT example is this
http://swiped.co/file/they-laughed-when-i-sat-down-at-the-piano-by-john-caples/?_sf_s=piano
● If someone is buying a cooking course. Are they buying the food they will cook? Or do they want to impress
their husband with a great meal? Have the family around the table? Impress their friends at the next dinner
party? Those are all FAR more powerful reasons than a plate of bangers and mash. I will show you how to
dig these out in the how section :)
Copy Concepts: Emotion > Logic Part 2
● From Ca$hvertising
● “Human beings are biologically programmed with the following 8 desires:
○ 1. Survival, enjoyment of life, life extension
○ 2. Enjoyment of food and beverages
○ 3. Freedom from fear, pain, and danger
○ 4. Sexual companionship
○ 5. Comfortable living conditions
○ 6. To be superior, winning, keeping up with the Joneses
○ 7. Care and protection of loved ones
○ 8. Social approval
● Speak to these in your leads, hooks, angles, ads. Where appropriate.
Copy Concepts: The Offer
● Good offer + crap copy = good result.
● Bad offer + excellent copy = bad result.
● If your offer is shite I can’t help you. Sorry. Work on your offer. Make sure people actually want what you are
selling. Please. For God’s sake. Copy will not save your ass. Validate. This is not a course on how to create or
validate your offer.
● What problem are you solving. Start there.
● Make it irresistible.
● Remove risk. Add scarcity.
● If you have a good offer. Copy will put your business on steroids.
Copy Concepts: The Offer ||
● Good offer: A new client in 30 days or less. One that is worth $12,000
a year to you. Guaranteed. Then you pay me $1,000. Offer only open
for 7 days.
● Bad offer: Give me $1,000, now. I will go out and find you a high
paying client. Maybe. Offer open indefinitely.
Copy Concepts: The Offer |||
● What problem are you solving. Start there.
● Make it irresistible.
● Remove risk. Add scarcity.
● If you have a good offer. Copy will put your business on steroids.
Copy Concepts: Testing
● Test everything!
● Reiterate as you go.
● Your first go won’t be perfect.
● You WILL need changes.
The Why. (why we do things with RBM)
● Cold traffic sales pages still work.
● Affiliate marketers are still making stupid amounts of money.
● But do you have (A1 level copywriters, a MASSIVE budget to test
loads of variations, expert ad buyers, affiliate marketing
experience?). No? Cool, well then you need an RBS. You are also
building an asset. The list.
The Why ||
● You can’t be everywhere. So to get true automation you need copy. To
scale you need copy. To sell you need copy. It is your 24/7 salesman.
● You NEED to use preeminence. People are jaded. Tired. Fatigued.
Don’t pay as much attention to banner ads etc.
● What we do here is the best way to build relationships and trust.
People are wired to learn from stories.
● Preeminence is the best way to turn cold traffic into warm traffic. And
simultaneously establish you as the authority. And get pre-sell them
on your awesome offer.
The Why |||
● If we are “taking a loss” on the front end then we need to make sure our lead
arrive at our conversion event already knowing, liking and trusting us. Otherwise
we are just pissing money up the wall.
● It outperforms the “go for the jugular” method in the long term.
● Doesn’t burn your list out.
● Is POWERFUL in one particular way. Instilling buying beliefs. How do we get
people from one belief to another? The belief makes hot traffic hotter.
● Remember the offer I mentioned in the last section? That is what we are leading
them to believing they need. Make sure that when you bring them to it the offer is
sound.
● So now we know that we need to warm people up. Change their beliefs in a
strategic way. So, what do we need to do that?
The What. Pieces and Process.
[1] Empathy Map

[2] Customer Avatar

(https://docs.google.com/document/d/1clt32EUTJgy28aoqRKgIR7v61VEWmiU2eL4iuTILc9I/edit)

[3] Belief Map

[4] Fill your belief map with proof

[5] Use the Belief Map to outline the 7 emails.

[6] Write the 7 emails. (Incorporating engagement upgrades I will show you later).

● Use interview’s if you can actually talk to your people. Then you are using the words your people are actually
saying.
● With optional promotions. E.G. Bastian's Birthday Promo. RF 3.0 promo.
THE HOW’s
[1] Empathy Maps
● Synthesize” what people are saying. Their thoughts, emotions, beliefs.
Where they are at now. No guessing. If you think you know your
people. You don’t! It contains bias.
● People process ideas in different ways. Using different senses. You can
tell which one if you listen to them tell a travel story. Do they
predominantly explain the sights, sounds, feeling, smells, taste of the
place?
● We want to understand their environment, how they behave, what
keeps them up at night, what their biggest ambitions are. What really
moves them to action. What aggravates them more than anything
else.
[1] Empathy Maps ||
● This is how you speak to prospects using their own language. Address
their exact pain points and frustrations. To make them buy.
Consistently.
● Some of it is black and white. We can see it expressed in places. What
they say, if they describe their exact pain (reddit, quora), the things
they see (groups they are in), what they hear. But other things we
need to make a guess at especially “Think & Feel”.
● Actual survey responses are the best food for a empathy map. If you
don’t have them then this start this way and reiterate. Build and grow
it until you do. This is still awesome!
[1] Empathy Maps: Food for it
Now what you have to do is trawl the internet and fill up as much of it as you can. No exact process. You have to get
creative. Different niches will have different places people hang out.

● Reddit (the best source in my opinion)

● Quora
● Facebook Grid Search (THIS. IS. NINJA)
● Facebook Groups (people post questions directly related to their problems)
● Forums.
● Youtube.
● Your competition. If they are solving the same problem as you. Look at the video testimonials on their
website. Pay attention to where they were before they found the solution. Their pain and frustration. Note
down the actual words they say. You solve the same problem so it applies 100%.
● Twitter (meh). You can use hashtags.
● Blogs. Look at the ones with high traffic. “How to get rid of acne”. Check the comment section.
● Alltop.com
● Amazon book reviews
[1] Empathy Maps: Example
● Let's do a real life example!!
● Someone on the call, what is your business?
[1] Empathy Maps: Example
● If you try talk to everyone .. It will not hit!

● You will be saying generic sh*t they’ve heard before ..

● Things that don’t even apply to their current situation. So it will not resonate with
them.

● You want a message that is for them. This way when you run ads you target them.
You messaging is just an extension of that. It works cohesively.

● This way is far more powerful.

[1] Empathy Maps: Market Sophistication
● Once you go into the research you will have start to see the different level of sophistication. The different avatars. Ideally each
avatar needs his own RBS. Depending on your market.

Example from Weight Loss, Intermittent Fasting Market

● Market sophistication 1: Just found out about IF, wants the basics.
● Market sophistication 2: Already using IF. Probably doing 16/8. Lost a little weight. Needs the tools to do a longer fast.
● Market sophistication 3: Having success. But struggling to lose the last 2lbs. Wants some additional hacks to get their.
Macronutrient breakdowns. Foods to cut water and sodium. Tightening up and getting “show ready”.

Example from Funnel Market

● I Have An Existing Funnel But ROI/Conversions Are Too Low
● I Am Stuck In Product Launch Mode. I Want To Add Or Change To An Evergreen System
● I Don’t Have An Automated Lead Generation Process To Fill My Existing Funnel
● My Sales Process Is Not Scalable. I Need An Automated Sales Process
● I Don’t Know How And Where To Start - I’m Overwhelmed

Think of each one of these levels of Market Sophistication as a “Customer Avatar”.

[2] Customer Avatar Outward projection. Represents all of the
things that your prospects/customers have
in common that is relevant to your niche/
category.

Then you could talk to about and to this

avatar intelligently. How to best serve their
needs. And address their pain points. To
make them want to buy from you. To make
them want your solution.
[2] Customer Avatar
● Once you have your empathy map. Go off and create your avatar.
● Here is an example of a Wild Audience Avatar:
https://docs.google.com/document/d/1clt32EUTJgy28aoqRKgIR7v61VEWmiU2eL4iuTILc9
I/edit
● Run through example.
● Once you have created your Avatar your writing will speak to them directly. Only them.
● Ideally, you will have one avatar for each level of market sophistication. I would say you need
1-5.
[3] Belief Mapping
● Arrange beliefs into a map. Like this.
● This will be filled with information from your empathy map. Using their actual words where possible.
● You are trying to change the beliefs of one of your avatars.
● Trying to convince them that they need your solution!
● Then you have to connect the end point to the start.
● You change a belief by starting with where they are already at. If you parrot back to them something they
already believe, they accept it. You start at a place they accept. Then it is easier to bring in information that is
connected to that belief. It kinda gets approval by association. Also, it should not be too far out of their
comfort zone. Start small. Sprinkle it in.
● You have to bring them through it. Gradually. Using what they are saying. Empathizing with it. And showing
them a new way.
● Keep doing this until you get to the end of the belief system. Map it all out.
[4] Fill your belief map with proof

[5] Use the Belief Map to outline the 7 emails.

[6] Write the 7 emails. (Incorporating engagement

upgrades I will show you now).

● Example
[6] Engagement Upgrades: A quick note
● All of this work gives you TONS of relevant information to talk about in your RBS. If you have done this
stage properly you should not experience “writers block”. You have done enough. You know who you are
talking to. Now all you need to do is talk to them. Present your case. Then offer them something that solves
their exact problem. Simple.
● The writing is actually the easiest part. The heavy lifting happens before you even touch the keyboard.
● Just regurgitate what you have gone out and gathered.
● Then using little “hacks” to make it more engaging.
● BUT, even if you just write what you have in your belief map down. In a conversational tone. Explaining
their problem and your solution. Gradually. Meeting them where they are at and taking them where you
want to go. That is essentially what the “writing” is. At this point you don’t need to stress because what you
will create will still be better than 99% of the autoresponders out there.
Engagement Upgrades: Open Loops
● The self interest open loop (why it’s good for you in a bit ..)
Example: https://docs.google.com/document/d/1jjP2at-_a_TtRVFpPWnkZc8hVaRnF7YXzRk047143rk/edit

● Next Email Open Loop: “More about this in the next email”
● Leave them hanging for days: “I want you to think about what the most important part of a funnel is...I will
give you the answer in a few days”.
● Insert them into your stories. (Look at 7 story templates. You can insert open loops in between every line of
the template to move them through it). Examples from Story 1
○ This was not the worst thing about his situation though
○ He discovered something that would change his life
○ He had something in the back of his mind that has always held him back

● One of my little tricks. Use mind bending language quotes “it's where the bananas are”. “Will get you beyond
where you are now”. “Will work always”. “Through the space you are in”. “Somewhere other than here”.
● Maybe demonstrate some mind bending language on someone?
Engagement Upgrades: Cliffhangers
● Invented by Charles Dickens. At then of a chapter, or book? He had a character literally
hanging off the edge of a cliff.
● Can be within an email to get them to take action w/curiosity. Or at the end to get them into
the next one.
● I don’t really use these a lot. My stories tend to be more self contained. If I do use them it is
more of a self interest open loop like this: Example:
https://docs.google.com/document/d/1-QQ0RAgakXnAU7g5Ey97RkUrKITxNc84qUcaH39
DTDM/edit
● Can be used at the end of emails to get them into the next one. Think of it like a TV show.
Something drastic always happens.
● Get them into the next email!
● Cliffhangers are more dramatic.
Engagement Upgrades: Cliffhangers ||
● Example from Harry Potter: “Harry crossed to his bedroom on tiptoe slipped inside, closed
the door, and turned to collapse on his bed. The trouble was, there was already someone
sitting on it. Who on earth is sitting on Harry’s bed? Imagine that scenario. Read the next
chapters to find out ..
● If you are continuing your story across multiple emails then use them! Show the 7 story
templates (this is the BIG reason I put it together - they are awesome). You can include
cliffhangers across any part of it. Most effective to cliffhanger when there is conflict! Because
people will want to come back to see how you protagonist overcame that conflict. If they have
the same roadblock or problem they will almost CERTAINLY come back. They are in the
character's shoes. This is why they are so bloody effective. They almost HAVE to come back to
see if the solution applies to them too.
● Plays heavily on curiosity.Or inside an email (watch a video, click a link). Example:
https://docs.google.com/document/d/1oaWEmE0PjBNJksb1OcAPNej33jfFbl50KaEjafu6qbs
/edit
Engagement Upgrades: Stories ||
● Again I tend to use them within emails. Rather than drag stories across multiple.
The later requires more skill and planning. (show belief map). You need one story
that fits everything. Which is hard. It is much easier to just use them within
emails.
● When someone has a strong belief Example belief (promotions are good).
https://share.polymail.io/v1/z/s/aE-OV2TbY-62yJJ-/sfEFbOnYwV1ItU3ohytYO
K8EcTd9JH-8BqajjSAQqzsNMTiYPGJ0F0Sqy9W9x74sItiT604Sm8TgRbvBpKfq
4DlbpGcfwpdxU0E=
you may need to use a story to change it. You can pick one of the templates. See
which of your stories fits with the proof. Then include them where necessary.
● If you don’t have a lot of proof use more stories.
Engagement Upgrades: Stories ||
● See how I make the reader empathize with her? To convince them of what I am
showing them. This is what I need at this time to move them through the belief
system.
● I have given you 7 story templates. You can use stories within emails. Or
cliffhanger into the next email (this is powerful). So you need to decide if the story
will be longer form. Or more self contained. This depends on what you have
gathered for you empathy map and what proof you have. Example:
https://docs.google.com/document/d/1g5UDeKAzJRWpCSqtCn8gAJCzeR8EKeq
fwj2N5pRshns/edit
Engagement Upgrades: Stories |||
● Not everything has to be a massive hero's journey. Stories work well within emails to deliver a
point too. Example:
https://share.polymail.io/v1/z/s/aE-OV2TbY-62yJJ-/sfEFbOnYwV1ItU3ohytYOK8EcTd9JH
-8BqajjSAQqzsNMTiYPGJ0F0Sqy9W9x74sItiT604Sm8TgRbvBpKfq4DlbpGcfwpdxU0E=
● Look how simple that is! But it sets the scene. Everything I saw after is more impactful.
● Here is another:
https://share.polymail.io/v1/z/s/ECfDEf_SlEl3hpb-/UGn7EryemPqHhJ1LKOEXwH5vWmj
dyZBczUFEybMoMVeiTSfMSUoozF-a5Hsb-bmcR9RNGkzoHNFtq5jYisP386sWovSJF0x-7co
=
● Story workflow: Pick a belief you are trying to change. Pick a template that fits. Pick a story
that fits. Write it as best you can filling in the template. Add in open loops within the story
and the end. Add in cliffhangers in within the story and at the end.
Engagement Upgrades: Stories Conflict
What makes a great story is conflict.

You never go from A straight to Z. That is boring.

Sometimes you go from A to C and in between there is conflict.

Conflict keeps it interesting.

Conflicts should also get bigger and bigger as the story progresses.

The conflict your hero faces between A to C should be smaller than the one he faces between Q and S.

People are interested in how your hero overcomes the struggle.

A well told story will put you reader in the heros shoes.

They will empathize with them.

By the end of the story they will feel like they need the “thing” the hero used to get reach their goals as well...

To finally get to Z.

Once you have your reader. You can change their beliefs with stories. This is the true power of them. An example of this is the Bible. Nothing more needs to be said.
Copy Hack 1: No writing
● Copy hack: Once you have your empathy map, customer avatar, belief map. All you need to do is start where
they are on belief one. And imagine talking to them trying to persuade them as to why they need your
solution. BUT.. you don’t want to start preaching about your solution right away. Breadcrumbs. Baby steps.
Regurgitate what they are already feeling. Slowly. Use voice notes on your phone and just speak to your
avatar. Transcribe it after.
● Conversational tone. A way to write it without tying is to just imagine yourself having a chat with your
prospect. Explaining their pain points and roadblocks and then offering and explaining the genuine
solutions you can offer. And what effect this will have on their lives.
Copy Hack 2: The belief bridge
● Belief bridge. You believe ___their belief____. Empathise with their problem (their words). Hint you have the solution
_____insert open loop_____.You know that by doing __something___ you will get ___emotional result____. I can give you
emotional result _____prove it____. Keep reading (cliffhanger). Repeat.
● Quick Example: You think you need to consume no carbs to get a six pack. I understand the problem you have, you’ve been
told that cutting out carbs is the solution, from the forums and fitness magazines. I have discovered another way, where you
can eat as many carbs as you want at certain times. You know that counting calories is the solution. After all everything is
calories in vs calories out right? This is the way to get your dream body and turn heads at the beach. I can help you count
calories and stay on track. I have helped 122 people lose weight (insert testimonial). Remember how I told you that you can
eat carbs at certain times. This will help you to lose weight. Find out how in the email. (In the next email you would move on
to the next set of beliefs).
● Obviously you would flesh it out. Bulk it up. But that is the basic outline.
● Example:
https://share.polymail.io/v1/z/s/C4NMkyJi3C1ilCIL/awEKSNY844r7e0SRyB2RuXPqT2AxwPCC-CrzokHi4_gWsMIn-teKPpl
JSIUPeSbZ9Bz9Y38O3W2HM4ccZuKigm3pFLKBzW3vp7g=
● Do this for all the beliefs and information you have gathered.
● Using these two copy hacks you can get it done in a day or less. If you just need to “put it out there”. You can reiterate later on.
Good if you know your market.
Polish
● Short sharp sentences. Max 2 sentences per line. Lots of white space.
● Compare
This: https://docs.google.com/document/d/1jjP2at-_a_TtRVFpPWnkZc8hVaRnF7YXzRk047143rk/edit

With this:
https://www.theguardian.com/world/2018/jun/11/giant-african-baobab-trees-die-suddenly-after-thousands-of-y
ears

Show the above comparison in the Hemingway Editor. Explain why this is important.

● For Hemingway editor. Grade 2 or below. No fancy words. Use simple words EVERYONE understands.
Biggest tell of a s*it copywriter is they use fancy complicated words. Keep it simple.
● Complicated words cost you conversions. People tune out. Drop off.
● Read it aloud.
● Make sure all the beliefs are in there.
● Done.
The A to B
Step 1: Make empathy map
Step 2: Create 1-3 customer avatars. (based on the problem they are trying to solve)
Step 3: Create belief map
Step 4: Decide which beliefs will go into each email
Step 5: Write it
Step 6: Make it more engaging.
Step 7: Polish it
Step 8: Get it critiqued (optional)
Step 9: Include survey responses if/when they come in.
Step 10: Test it in the wild! Keep reiterating. Adding in feedback, survey responses, market
sophistication, new beliefs. Keep adding to your empathy map. Making it better.
Step 11: Scale up.
Bonus: The RF 3.0 Promo
● Found here:
https://docs.google.com/document/d/1wTMVc6fDS-d0NOvjlRxzIXQ2kB5VGZAQHPv
kN71WIGk/edit
● Go into Google Doc and explain.
The End

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● Have questions? Fire them over to [email protected]

● Need done for you copy? Apply to work with me here.

Now for QUESTIONS!