Raw Business Knawledge, Distilled

Josh Earl’s Email Copywriting Course Results

The Josh Earl copywriting course results in an easier way to write the emails. The 5 hour video based course is a pretty decent one explaning the SLP framework. I’ve sent out 1500 emails using this formula, and have only had 4 people tell me to fuck off. Luckily, his framework lets you flesh out an email for your email marketing to be action packed.

I sent out two value emails — to my mailing list of 800. Both of them to cold emails and I’ve gotten people to straight up tell me to fuck off. No results yet, but it was pretty heavy on the pitch.

The course comes with an outline of what to do, its 4 modules and a “watch this first” video.
This course is meant to use email lists to generate marketing sales: I apologize for my spelling ahead.
Its about 6-7 hrs of lecture.
  1. First Opening
    1. Introduced who he is, quit job, huge risk, biggest client just dropped, majority of income.
    2. Hired a coach, really get serious about building the business
    3. Accountbility anbd Structure, 6 wks directly off the actions that was worth 10,000$
    4. Putting up the money tells urself that it is IMPORANT to youy, and to follow through is worth it for you.
    5. Setting up expectations: workshop: hands on, excerises and worksheets for your small business or product for ywriting assignments
    6. Week long modules:
      1. 1 is strcuture of a good email, no target, hard to get ideas and email opportunities
      2. 2 are stories… how to find and tell an effective story to bring people in
      3. 3 is education, and teaching, tools how to make it effective w/o killing the sale
        1. too much teaching WILL hurt you
      4. 4 is dig into pitching, action and closing
  2. Module 1
    1. How blogging teaches you to be bad at marketing via emails
      1. blog post formats: how to, tutorial, tips, step-by-step, top 10, lots of advice
      2. content marketing DOES work, lots of traffic works….
      3. Blogging vs email…
        1. Blogging: reader comes to you.
        2. you have info they want
        3. you attract and inform them
      4. Email: You give them information for what they wernt looking for
        1. You go to the user (push vs pull)
        2. They might not want it
        3. You Entertain and Retain
        4. Every Email needs to have a Hook
    2. 3 party SLP formula for emails (template), aka almost everything I do to launch
      1. Universal Multi tool
      2. STORY, LESSON, PITCH
        1. Framework strcuture aka tried and true
      3. The end goal is the pitch, which you know exactly what you want
      4. Easier to come up with ideas for emails — your brain can figure out how to use the pattern to spill out words better
      5. Stories ARE entertaining. People are storytellers and listen. Oral tradition is a thing.
      6. Stories are believable…
        1. dont trust you which is why they wantto buy from you
        2. everyones been burnt and promised
        3. let me tell you about a customer that I had
        4. let me tell you a story…
        5. First thoguht is not… THIS IS A LIE, but people accept stories at face value
          1. circumvents the bullshit shield people automatically get with sales emails
        6. Stories are Easy
      7. The Lesson
        1. Satisfies the Logical Brain”
        2. What is the story useful for — why is it related to the topic they signed up for
        3. (Education component)
        4. Creates a bridge to the pitch
      8. The Pitch
        1. They want the benefit, they’re connecting the dots between the story and the lesson
        2. They want the benefit…. x2
        3. You’re showing them a shortcut
      9. Email Copy Review
        1. Subject: “[5 Learning Mistakes] My Epic Guitar Learning FAIL
        2. Hey {{subscriber..first name ||default: there},When I Was in living in sana monica, I had a rommmate named jason who was an amasing guitarist

          Jason was very conflicted. But got motivated and started playing.,.. bla bla bla.

          Pt 2.
          You’d think hed be playing at bars, but no.

          Instead he fell victim to Learning Mistake #2

          “diving in w/o a plan”

          MAde progress, thought he could be decent, but qwuickly hit a playteu. Got basics, and got stuck.

          Most software developers approach their learning the same wya I tackled the guitar..

          Mile wide, inch deep into studying books…

          not getting anwhere. Wasted a lot of time, hundreds of hours.

          “The consquences of doing this in your career can be cippling, can be easily wind up in the mediocure middle, watching from the sidelines as other developer sseem to be going up the salary ladder easily.

          These days before I learn anythingbn ew, I spend an hour or two to develop a custom tailored learning plan that showsme exactly what I need to learn to accomplish my Goals..

          Pt 3

          For more on how to use this approach in your learning, including a step by step process in your leaning plans, go to :

          LINK

          You’re going to find that this ons step easily cuts days from the ime it takes you to master a new skill.

          -Jak

          Example has a 10% CTR…

    3. The Email Beats techique
      1. BEATS:
        1. Short, no-frills, a sketch that happens in a specific scene
        2. 1 sentance, super short for each of the S, L, P bits
        3. get your email idea down as quickly as possible, short phrases and sentances
          1. Story: John goes out and spends WAY too much time learning the guitar.
          2. Lesson: Without a plan, you wastye time, regret it and quit
          3. Pitch: This learning plan helps you get to your goals, quickly.
        4. Email beats: focus yyour brain on the flow
        5. Gives your brains slots to fill in
      2. WRITE AN EMAIL BEAT, EVERY SINGLE DAY
      3. Come up with an Idea aka BEAT every single day
        1. Generate a list of businesses
        2. Generate a list of SLP beats to go under each one
        3. Develop a HABIT on the beats
    4. Beat Review:
      1. Literally condense it into 1 sentance for each one
        1. Ex.
          1. I tried hard, but my boss saw I was failing and brought in an ‘expert’ to do MY job…
          2. Even good IT/dev teams usually fail at MOSS due to XYS
          3. My course will show you the 7 most common errors that derail first-time Sharepoint implemntations
    5. Beat Review 2 Critique:
      1. Hiring a Coach gave me the confidience to leave a 6 figure salary
      2. To progress, seek out the help of people who are at least one styep ahead of you
      3. Ask for help, submit your question
  3. MODULE 2
    1. HOW find and tell great stories
      1. What is a good story, anyway?
      2. How do you find good stories to use?
      3. How do you write the story
    2. What is a story?
      1. Stories follow a pattern — a formula
      2. Writing a story is “filling in the blanks”
      3. ONE classic story template
        1. powerful and flexible and can use in so many differnt situations
        2. Setup is slow, flat growth (Setting the scene)
        3. Conflicty and esclates.
        4. Conclusion, resolution, and it fades back to the setting line
        5. (looks like a growing grath
        6. All story parts should either, Setup, ESclate the ention, or contributing to the resolution and conclusion….
          1. Setup
            1. getting a feel of the hero, things are normal, hero is going doing their normal things
          2. 2nd: nothing is the same once it happens
            1. pulls people in, this conflect
            2. in the matrix, neo is thrust into the middle of this confleict like wht the fuk
              1. didn’t even know it was there ,but it changed and draws you in
            3. GAP from how things ARE, and how things should BE.
              1. Matrix: gap between slavery and freedom
              2. hero encountres obscicles along the way
              3. they get scarier, and scarier, and bigger and bigger
            4. Reaches the breaking point… Something has to GIVE away…
          3. Climax
            1. Something happens that is a new point… the conclusion and fades away
            2. Battle of won/lost
            3. Some resturation of that gap… fills in slavery and freedom with something.
            4. Balance has been restored… humanity has a chance. Progress has been made…
          4. Story to Lesson to Pitch
            1. Lesson comes from the conflict
            2. its the ‘missing piece’
            3. your product has the full details (pitch)
            4. Its the sercret weapon that the hero takes to reach the secret ending
          5. Story has 3 parts:
          6. setup, conflect, conclusion
          7. most important party is conflict
          8. conflict is the GAP between what is and should “be”
          9. HOW TO FIND THE GOOD STORIES?
            1. Go to where your customers are
            2. Listen to them
            3. Find gaps and obstacles– and dig deeper
          10. If you have customers: conversations, questions, email replies…
            1. customer support tickets, inqueries, calls — clues of what they have (gaps and obscacles)
            2. Surveys (formal and informal)
              1. loads of people share their whole life story… in an email or in a form, tell me XYS 2-3% of response will get back.
              2. tell me your biggest fustration with X, or what is stopping you with Y
              3. welcome emails are great to for small lists
                1. hit reply and tell me X, Y, S
                  1. how critical it ws to get coaching early on in his career, just getting help at the right time changed his future, his CTA is hit reply and ill help you that way too
                  2. embed google form with a quck question, 5-10%
                  3. consultations, coaching calls
              4. No customers?
                1. Find places where your market gathers to discuss problems
                  1. forums, blog comments, amason reviews, reddit
                  2. topic + pain words”
                  3. Reddit for a niche, a marketing subreddit for that niche is 100% lit, fam
                    1. injury prevention for runners… goldmine for a product solving that
                    2. people have injuries, stories, marathons, etc
                      1. “fustrated with X”
                    3. Do 1 on 1 intreviews
                      1. Conversation, not interrogation
                      2. Follow Rabbit Trails
                      3. Do your homework
                2. Become a story curator
                  1. Styories are always happening, capture them right away
                  2. Take stories, and save them
                3. TIPS:
                  1. Get right to the good parts, ie the conflict
                  2. Eliminate unncesessary details
                  3. Write in Layers, for clarity and the meaning
                  4. Don’t write as a copywriter… clean plain language
                  5. THen you can see unncessary parts that don’t move the story moving
                    1. Slipperly Slope can be applied
              5. HOMEWORK:
                1. Write an EMAIL for your audience…
        7. TIPS + Critques within  Module 2
          1. Dig for extreme questions
            1. Turns a question into a case study
            2. how do I import into multiple accounts
              1. “was there r a time where the client came to you screaming asking where the data was and you found out the tables were dropped and acocunting is looking at you like, why the hell are you doing this?
          2. Few examples of people that tie things together well.
            1. One example had a lesson as one sentance, but could have been better if it was expanded
      4. MODULE 3: How to Educate in the Lesson & Technical bits
        1. Overview
          1. story + LESSON + pitch
            1. Whats the goal of the lesson; why would itI  be a good lesson
          2. CASE STUDIES
        2. Lesson
          1. People accept you as a teacher almost immediately.
          2. They signed up because of something that was shared — established it right away or halfway intelligent, they will be like, this guy knows something-something
          3. makes the same easier and easier
          4. If people get all of the education, they get overwhelmed… and they flag your emails to read later… (later means never in marketing)
          5. Even if its an exact thing, you never go through and go back o nthem
          6. but your emails I always read 😃
          7. Some teaching with subscriber… [maybe give words of wisdom… life lessons]
          8. Have your see you as a Knowledgeable Teacher as a Wise and Trusted Mentor
          9. dont recite facts, recite wisdom [intutiton above was right]
          10. the hurdle in marketing is trust. A mentor will intutitive know that you have their best interests at heart:
          11. Suggesting a product will help — they will accept it.
          12. If they belive what you’re saying is true, the chances of making a sale wil lgo through the roof, just minor objections you can overcome.
          13. Teacher -> Mentor, Built Trust, Become their Master Yoda.
            1. what does this look like?
        3. THREE points of a Good Lessons:
          1. Position you as a trusted mentor
          2. Simple, yet surprising
            1. maybe profound… a twist on something
          3. Provides IMMENSE value
          4. “Opens a gap”
            1. you’re giving them the tools to solve their problems showing them a gap from where they are and where they want to
    3. MODULE 4 – SELL THE PITCH WITHOUT SELLING THE SOUL
      1. If you don’t sell — you don’t buy.
      2. You don’t have a business, if you don’t sell.
      3. You do have to pitch, and ask for the check.
        1. Don’t need to be obnoxious.
        2. whats so hard about selling — guhhhhhh
      4. Effetive pitch?
      5. How to go to pitching…
      6. People are uncofrtable asking for money
        1. always feel ashamed asking for money
        2. earned the money, provided money, pitch product,
          1. always feels like gimmie gimmie gimmie
          2. even though you earned it
          3. do you believe in your own value
        3. Get into the customers’ world — and see it from their perspective so you can get an appreciate of the value you’re getting.
        4. if you’re 100% convinced that their lives will be improved by this.
          1. Its no longer aa goal to get money.. its a mission to improve their lives
          2. your sincerity will come across to your cusomers
      7. What does a pitch Look Like?
        1. Confident
          1. if you’re not into your own product, then wil lthey?
          2. Selling his own product in sublime text (Example)
          3. tried weekly newsletter w/ links.. daily emails
          4. Not enoguh sales, hired copywriter to coach
          5. he one look at 3 emails, and put the problem
          6. you’re selling from your heels
            1. picture door to door salesman
            2. on his heels.. a ltitle push he will fall over or run away
            3. hes looking for the first chance to run away
            4. timid and reluctant…
            5. You see problems … and you feel inadequit and yuo can’t solve it.
              1. But zeroing into specific problems that your product
        2. Credible
          1. is belief … no pursuation tips can work,, but if they ont bleive it it wont come through… the refund rate will high
          2. 2 major soruces of creditiblty
            1. STORY and the LESSON
            2. Story: mirror daily experience
            3. hot daily issues
            4. talk about their issues
            5. They will bive, you will get them, you are part of their “tribe”
            6. Master Yoda lessons will realize you are a guy they can follow, you can lead them to where you can go
            7. they help credibiltiy
            8. will take credibiltiy, and carry forth into the pitch
            9. no hype language, you make claims and promised
              1. SPECIFIC AD MEASURED, not broad
              2. too promisy
              3. promise world and cant deliver, willd estroy credibility
              4. promise 1 clear thing, and as avaialble, you show proof you can deliver on that proimise
              5. SHOW PROOF
        3. Congruent
          1. maintaing the same train of through throughout SLP… each part of the email makes sense from waht comes. flows fro the topic of the email b/c it is relivant
          2. tying the lesson to the benefit of the product
          3. SPECIFICs in copy is critical
          4. to get specifics, you spend time to know cutomer and product
          5. the more time to do that, its timeswell spent…
        4. Clear
          1. ptich needs to have clarity
          2. clear about specific benefit youpre oroising
          3. clear abotu what insdie will give beneit
          4. clear about the next step to get to the  benefit ie hand held
          5. after done, the reader will have no doubts about what the products wil lbe doing & how to claim them
        5. THE LESSON TRANSITIONS INTO THE PITCH
          1. Lesson goes into the pitch, b/c you know the pitch first.
          2. You’re reminding theres a goal they want to acheieve
          3. Your lesson goes and talks specificalyl about the benefit in your product
          4. “You know that lasson? Well WE GOT the solution”
        6. A feature is what your product: HAS, IS, or INCLUDES
          1. To make concrete: exampleA Benefit is what it DOES for the customer..
            1. Like emotions, always tons of benefits for a feature… … but you can cherrypick from the feature list

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