What’s the hardest part about learning to ride a bike?

If you answered, “getting one – my bail conditions don’t allow me to access vehicles”, you should probably make better life choices.

For everyone else, the hardest part about learning to ride a bike is the “get going” bit.

Once you’re moving, it’s not hard to stay balanced and keep on pedallin’. 

Science pretty much takes care of that for you.

(Don’t ask me WHAT science exactly)

It’s the “going from a standstill to getting both feet on the pedals” bit that is a bloody nightmare.

When I taught my daughter how to ride, I’d grab the seat and give her a nudge – a bit of momentum to make it easier.

I can do the same for you in your battle against the blank page.

How about I use my Sunday email to give you a few ideas for your emails? 

… a bit of a shove, so you don’t have to struggle, wondering what the hell to write.

How does that sound?

(You’ll have to speak up, I can’t hear you!)

OK then. Three emails you can send this week comin’ right up:


Tell the story of your best case study. Don’t just describe facts and figures… dig into the emotions. What was your customer feeling/experiencing before and after you came into their life?

Then, highlight “the moment” – the one, tiny, specific moment when they realised that their problem was no longer a problem. For example:

“I was in Primark, after a new pair of jeans when I suddenly realised… Holy shit… I’m looking at THIS rail… the rail I never come to because I don’t… DIDN’T have the confidence to wear these kinds of clothes. I remember how fat and ugly seeing this rail made me feel. Fuuuuuuuuuck…”

Dial-in on the specific moment – the realisation, the emotions and the words your client would use…

… and then slap ’em in the subject line. That should get their attention.


What’s your favourite TV show? What do you love about it? More importantly, why? 

People buy stuff because they’re wanting to “escape” from something – a crappy job… a crappy dress size… a crappy [insert your client’s pain point here]…

… so build a bond with them by showing that you need an escape too! 

Don’t cheat and choose the same show your customers would. This isn’t “Mr and Mrs” – you don’t get points by matching answers. 

It’s about letting them have a glimpse into what makes you tick.

Before your customers can trust you, they need to feel that they know you. Sharing your favourite TV show (even if it’s one they hate), adds a splash of colour to their mental image of you.

It brings you one step closer to trust.

After a hard day at the office, gym, or wherever… what do you sit down in front of? What’s the first thing you go for?

Talk to them about that.


Tell them what you’re working on at the moment. Don’t pitch it… rather explain WHY you’re working on it.

Let them have a sneak peek behind the curtain…

Why are you creating it – what wasn’t working before/what improvements do you think you can get?

What’s your ideal vision for it? 

Who is it for?

How will it help your customers?

What are your worries about it?

Why might it not work?

What goes through your mind when you create something new?

As you answer these questions (feel free add your own), keep your customer in mind. Not from an “I might want to flog this to them later” point of view, but from a “this is a little look at how I approach stuff like this” angle.

You’re not trying to sell them on IT, you’re selling them on YOU!

Letting them into your thought process is a great way of doing that.

Even if they’re indifferent to your revolutionary, solar-powered golf ball polisher, they’ll want to see how you go about creating it.

You want them thinking, “I bloody hate golf, but… if these guys ever do a course on Campanology for gerbils… I’m am IN!”


So, there you go – three emails you can send this week.

If you send one, two or all three, let me know how you get on.

If you found it useful, let me know and I’ll make it a regular Sunday thing! If you didn’t, say nothin’ and I won’t!


P.S. I’ve just had one last read-through of this before I click send…

These are GOOD. I may have to use them myself…