Read time: 4 mins…

Welcome back folks 🫡

This week’s Hyper Growth Blueprint covers:

• 🏄‍♂️ 3 thoughts from a lake

• ❌ How to write TERRIBLE emails

• ✅ My playbook for writing GREAT emails

• 🤖 Mega-Prompt of the Week

Let’s go… 👇

I was away on a little “staycation” in the British countryside last week.

In between paddle boarding around…

I had plenty of time to think about stuff.

Three things were on my mind:

• We are about to roll into September… meaning Q3 is almost over.
  
  For me this is ‘foot on the gas time’ to make sure I close out this year where I want to be.

• The stressful realities of being business owner meant I had to strike a fine balance on this trip of working and engaging activities. (I’m sure many of you can relate)

• Why are most marketing emails that land in my inbox so dull?

That last one was my inspiration for this weeks newsletter…👇

The Anatomy of a Great Marketing Email

How to write emails that build relationships & drive action

Email marketing should be one of your most profitable marketing channels.

If it’s not… then you might be doing it wrong.

We send hundreds of thousand of emails a week for our clients, so this week I want to share my playbook on how to create a great email.

What makes a TERRIBLE email?

To start with, let’s do some inverted thinking and imagine what would make a TERRIBLE email…

❌A boring subject line so few people open it

❌No hook, just dive immediately into an average offer

❌No reasons given as to why the reader should care about this email

❌Sent at a time of the day when people are likely inactive (e.g. 2am)

❌Littered with spelling mistakes & grammatical errors

❌Tiny font size to make it difficult for people to read

❌Signed off by a business name (e.g. The Team at Sony), not an individual human

And I could go on.

Now to create GREAT emails, we can begin by doing the opposite…

Here’s the 7 steps I follow to create emails…

1. Choose your objective

2. Create content using the Golden Intersection

3. Start with a Gripping Hook

4. Use AI to make it Hyper Relevant

5. Have a clear single CTA

6. Be Human

7. Spend time creating an epic subject line

1. Choose your Objective

In my world emails can have only one of two primary objectives:

A) Build a relationship

B) Drive action

Ideally, you want to strive for a minimum ratio of 3:1 of A’s to B’s.

The more A’s you do… the more powerful your B’s are when you deploy them.

2. Create Content using the Golden Intersection

The best email content is relevant, insightful, and entertaining.

I find the best way to achieve this is through stories.

This is because they enable you to tap into the Golden Intersection…👇

You can create stories from:

• Real experiences you’ve had

• Conversations with your customers

• Stuff you’ve seen, heard, learnt or read

Or you can just make them up to better articulate a point.

(As long as you then don’t try and sell them as truth…!)

3. Start with a gripping hook

The first sentence they read once they open your email is critical.

The hook serves two purposes:

1. Gets the reader’s attention

2. Sets expectations for the email that’s about to follow

We need to hook them in and then give clear expectations as to what the rest of the email holds.

4. Use AI to make it Hyper Relevant

To double down on the relevancy… we use AI to create the content specifically to an ICP that we have created.

This means we can always use the most relevant examples and build the stories around the pain points they actually have.

We want the reader to think that we really understand them…

…because we do.

5. Have a single clear CTA

Nothing kills a good email like multiple CTA’s.

We always have 1 single action but we will link to it at least 3 times.

I’m also a big believer in ‘clickability’.

I.e. don’t ask me to click a link here.

Make it easy for me like this.

6. Be Human

I know I mentioned use AI…

…but the minute you sound automated is the minute the special bond between you and the reader is destroyed.

Be conversational.

Be authentic.

Be YOU.

We ALWAYS edit whatever the AI produces to make it more human.

7. Spend time creating an EPIC subject line

You need people to read your email in order for it to be effective…

…so don’t rush this.

Powerful subject lines do one (or multiple) of these four things:

1. Spark curiosity

2. Provide a solution

3. Create a sense of urgency

4. Seem personalised

I always do this last, to make sure my subject line is congruent with the email I have created.

Misleading subject lines are a great way to alienate your readers.

P.S. Whenever you’re ready, there’s three ways I can help:

• I just dropped a new free video on YouTube - watch the 10 laws of highly profitable advertising here.

• Watch this free video where I breakdown the 9-step system we used to generate over £59million in revenue for our clients last year.

• Stuck with your ads? CPA too high? Book a 1-1 call and we’ll diagnose the issue for you 🙂 

Mega-Prompt of the Week 🤖

Write an Email that incorporates these 7 Steps

Use this prompt to create a first draft of an email that incorporates all of the seven steps I have outlined above.

(NB: All you have to do is refer 2 people to this newsletter using your special link below & you will unlock permanent lifetime access to this newsletter segment.)