what's up cubby Squad it's your boy Kyle Milligan of copysquad.net and today we're going to dive into an email copywriting crash course in this crash course we're going to cover what email copywriting is why it's so important why your emails probably suck and how to fix them now the first thing we're gonna do what is email copywriting I'm going to approach this and it's important that you understand this from a philosophical perspective as on most of our crash courses this singular line and concept is going to be the foundation that will drive the results for you and the first thing that you need to understand about email copywriting and the way that we use it inside of our business and industry is email is a traffic driver it's not a place to explain things it's not a place to convince them to buy it's not a place to make any sort of sales argument okay for us the way that we use it is we are simply trying to move them from point A which would be their email inbox I'm going to move them to point B which would be the actual sales message that's where we're going to do the heavy lifting of present a sales argument and getting them to buy something this is critical because this is the foundation again when you sit down if you just remember that I'm just trying to move someone from this place to that place it changes the whole dynamic and approach when you sit down to write emails now you have a completely different mindset about what it is that you're about to write that's why it's so important that's question number two why is this so important because it eliminates like 80 percent of the mistakes that people make out of the get-go when you understand that I'm not here to convince you to buy something I'm not in this email trying to craft the sales argument the argument that you're making in an email isn't necessarily an argument it's more of a little game that you play with the reader I had a copywriter on my team this week tell me after running a campaign that holy crap the emails I wrote this week I was just like Ugh you guys need to check this out I didn't tell them anything and for some reason was the best performing emails I have written and I was like yes you get it that's that's the secret that's the trick we're not there to try to get them to buy anything we're there to get them to try to go find out more information so now you understand what email copywriting is its function is to drive traffic from point A to point B and then you understand why that's important because it will completely shift the mindset Paradigm of how you sit down to write and approach your email craft now let's get into some of the most common mistakes of email copywriting so the first is you know we already kind of talked about it is you're trying to explain stuff you're trying to convince the reader of something you're trying to make a sales argument or you're explaining just too much stuff so that's one problem it's a big problem we've already taken care of that what are some of the other problems so let's say you figure that out you're trying to build Intrigue trying to build curiosity so some of the things that people do wrong in this arena is one they have too many threads when you sit down and you're trying to Intrigue them trying to build curiosity you have to come to the table with this one frame you have to have one sort of idea or one sort of like key piece to your email that it is that will drive your reader insane with curiosity if you just are randomly like I want to get into this page like ah there's this crazy thing and this crazy thing and this crazy thing and it doesn't all tie back to one Central frame or key thing that they're supposed to be freaking out about and just curious and going insane with like what is it what is it if you don't have that one thing in mind when you sit down when you start teasing it's going to be nonsense you're going to be all over the place and that's that's gonna be how you fix it but the problem is too many threads okay where you have like one line and then a tangential line that doesn't match up on the next line and you say some other weird thing to try to tease people get caught in this trap where they don't come up with one frame and one idea and then let that frame just breathe breathe breathe and tie everything back to it so it's a big big email mistake another massive mistake that a lot of people make is a lack of structure when they sit down to write the email they don't really understand the formula or template or they weigh a email it's supposed to unfold just because there isn't a sales argument present in this email doesn't mean there isn't some sort of structure to it some sort of narrative element that you still need to convey to the reader it's basically an Intrigue formula for how to get them to want to click to go from their email inbox and to your sales message so a lot of times people sit down and again they're just willy-nilly with like oh this is this is crazy and this will make them curious and nobody knows what I'm talking about here and then you end up with a big mess let me tell you about one of my core philosophies in copy and that is do the least usually the simpler the explanation or execution the closer to the truth it is okay so when it comes to writing copy like with nesby emotions new easy safe and big if you've heard me talk about those probably non-stop if you haven't you can check out the big four selling emotions and a free pdf at copysquad.net forward slash for triggers that'll teach you how to sell to the emotional brain using new easy safe and big but it's just four simple emotions same thing with email it's really about just doing the least doing the most simple thing the way people mess up emails is usually by tripping over their own shoelaces crafting their own hurdles and obstacles inside the email instead of just sticking to something very simple and basic as I'll show you in just a second okay so why your emails might suck is definitely due to having poor structure creating too many threads or narratives that trip the reader up and yourself and getting them curious and then explaining too much stuff or trying to build a sales argument within your email that's a big No-No so how do we fix that the way we fix that is first and foremost you need a structure that's the d i c plus u formula and that's disrupt Intrigue click and then your click or call to action you need to have some some sort of element of urgency now urgency doesn't have to be like buy now or it's gone forever or buy because there's only 10 of these left it doesn't have to be that it could be just like poking them with the element of fomo okay the other way to fix it is again come up with your frame what is the one thing you want to make them curious about and then think about how you're going to make them curious about it that's it when you have those two things I'm gonna make them curious about this and here are some of the ways that I can do that now you just sit down and you just sort of like it's like a comedian that beats a joke to death all right it's sort of like that like you just kind of go on and on and on and generally this will feel very uncomfortable to a copywriter especially like an amateur copywriter they'll feel like they have to have something new and exciting in line one that's something new in line two and then something new in line three they don't understand that they can actually stick with this one concept and just tease it for a line and then another line and then stretch it and then go away for four or five six lines about this one thing never revealing anything and that will drive the reader mad with curiosity a lot of people a lot of green copywriters are not comfortable they don't feel that sort of confidence that they can hold that attention long enough and then get them all the way down to the click but I'm telling you the way to have success in email is to get out of your own way have that confidence and just move with one idea down a single path of just teasing that thing out and out and out until the person is absolutely mad with Intrigue and curiosity another thing like you really want to think of it as a game you're playing with the reader you want to think of it as like brother sister like I'm not touching you I'm not touching you you're sort of being Coy with the reader you're promising something but then you're like not going to give it to them in that email and it's going to drive them insane this is the game that you want to play with them you want to be playful when you sit down on the keyboard even if you're writing something fearful if you come at it from a playful demeanor in the keys whenever you write it out it will come across correct so I'll give you a couple examples sort of off the top of my head one I go to is like uh the let's pull political stocks or financial publishing can use something like you're not going to believe what just happened in the white house it's kind of crazy if you're holding energy stocks you might be really worried about this old Joe Biden's done it again and I don't think you're gonna like it if you're holding these stocks it could really mess up your portfolio something kind of bad I mean there is a group of stocks that could survive this event and I actually know a dude who's like a specialist in these sorts of events like uh he predicted this same sort of thing like 50 times and he's predicting it again now and I think he has the key to like making money during this but most people are probably going to lose a boatload of money so if you want to see what he has to say you can click here now um otherwise I don't think there's a lot of time left before what he predicts comes to pass so notice I have all those elements right there disrupt I don't think you're gonna like what just happened in the white house as the event it's a single golden thread then I tease about the event I never steer away from the event Joe Biden has done it again he's done something that's going to hurt energy stocks because of this thing that he did if you have a certain type of stock if you are holding the s p might be bad for you that's another mistake I can come back to is copywriters who forget the reader and just tell a story oh my God this Drives Me Off the Wall don't forget the reader tell the reader what they want to hear every single line the disrupt the disrupt has to be something that the reader cares about don't do what I call dropping a stick of dynamite at their feet that's where you just like say something outrageous or over the top like I see people like just burning money on uh on on YouTube ads and stuff like that it's like what what that doesn't get anyone like lean in your disrupts should get your reader to lean in and say what because it concerns them that's actually a disrupt not just like like that's not a good disrupt like yes I'll turn and look but it's not because I'm interested you got my attention it's not real attention do something say something and they're like what is that and they're going to lean in because they're interested it's important to them so disrupt the Intrigue element like ah he's done it again if you're holding energy stocks could be bad for you but I'm sort of playful when I think about it in my head and I talk about it to myself like I don't know if you're like this and I sort of slowly transition to I know a guy who's actually predicted very similar things like 50 times about this he's doing it again I mean he's right down to 50 times but he's doing it again there's not a lot of time left so notice my urgency is sort of like two-fold one he's done it before he's predicted these great events where you can make a ton of money and he's doing it again now and if you want to get in on that and click or the flip side of that coin is what if you don't you're kind of screwed because these stocks are going to hell and if you're holding them you're screwed right so notice how I'm building that urgency without being like look here now it's so urgent like see how I'm able to build and integrate it into my Intrigue and the way that it flows and it's very fluid click here now that email eight lines maybe right I'll give you another one I got some little notes here let's say I'm trying to sell you oh maybe you can guess what I'm trying to sell you here I want to tell you about this new way to lose weight but I'm not sure you're gonna believe me that's because based on most traditional weight loss knowledge this makes no sense it shouldn't even work uh it literally asks you to eat the same kind of stuff we've been told forever not to eat that makes you fatter and flabby and weak and so the crazy part is it asks you to do that but you don't have to track calories or do any like the hard work of it it kind of just like has this sort of like it's science back to like just make your body start losing weight and it's the most counter-intuitive thing I've ever seen so yeah it's definitely science back and if you have an open mind I'd like to show you but I I even I didn't believe it so I can understand your skepticism but I mean you can check this out right now it's it's absolutely I'm stunned by some of the results I've seen I've actually already started losing weight for it so I got a little page here it'll tell you about how it works and everything you could see the science for yourself or you can keep doing what you've been doing if that's working for you if you're losing weight if you're ripped if you're having a great life living your best life and your Beach ready 24 7 and you can keep doing that and I recommend you do but you know this new way you don't have to track you barely have to do anything and it's actually allows you to eat really delicious stuff so I mean it's up to you check it out click here now the thing I'm selling there is keto okay I've got another one here for you we have a brand new all right here we go this is for econ people I got a brand new accessory that's cheaper than pizza and can make you look cooler than James Bond it's simple it's Sleek it's classy it's cool as hell and it's very subtle too like when you put it on like people might not notice it until like they do notice it and when they notice it I'm like oh what is that where'd you get that and people like the dudes are gonna Envy you when they see it they're gonna be asking the girls are always going to notice it too I guess I'm selling men's men's stuff so yeah anyways what I'm trying to sell there is like a watch what I'm trying to do is just like play a little game with the reader like oh I got this cool thing that's going to be cheaper than a pizza and make you look cooler in James Blunt right and all I'm trying to do is I'm playing a little game with the read and poking at them I'm not touching you I'm not touching you I'm not gonna actually tell them what it is now in Ecom you might want to be a little more direct but I'm trying to show you that this can work for just about anything when it comes like this sort of methodology of like teasing out something letting it breathe not just rushing to tell them what it is or break the tension or just throw the call to action early you can tease this out you can have fun with it and that is the point I'm trying to make that's our email copywriting crash course I'm probably gonna be doing more email content for you guys in the future I hope you got something out of this and leave comments if you have any questions and I'll answer them in future videos thanks so much for tuning in peace out copy Squad [Music]