Before we get started with “Three Emails You Can Send This Week”, two quick things:

First, a warning – this week’s emails may challenge you a bit, and second…

… if you’ve ever wanted me to help you with any aspect of your copy, be it a sales page, email campaign or lead magnet – FOR FREE – you’ll want to keep an eye on your inbox tomorrow.

That’s tomorrow though…

Let’s face it, with the way 2020’s going, we can’t even be sure we’ll even make it to then, so let’s just focus on today.

TEYCSTW is a little different this week…

Usually, it’s three random emails – you just pick and choose which you fancy sending.

This week, we’re mixing it up – the three emails are connected and the last one is going to ask for a sale.

Here’s how it works:

I want you to write your best case study – the client that was a dream to work with. The one who’s life was an absolute car crash before you came into it.

The one that you helped transform their life.

I want you to tell their story.

If the word “story” creates horrible flashbacks to GCSE English, don’t worry.

We’re not looking for the next Shakespeare, and there is no red pen marking your work, so relax.

Email #1 will focus on the “before” – what was their life like before they met you? What pains and problems were they experiencing?

What desires did they have? Why were they struggling to achieve them?

If they carried on doing what they were doing, what would’ve happened?

Spend some time painting the picture.

Lay it all out.

Email #2 will be the “after”…

Same kinda thing. Paint a picture of what life is like now.

What’s going on in their world? What’s better?

Again, focus on feelings and emotions. Paint a picture.

Try and think of the objections your customers usually have and answer those within the story of the case study.

If you’re constantly hit with “gym memberships are expensive”, mention in your story about how keeping up with exercise actually SAVED money – stopped them visiting the pub, no more driving to the garage at 3am to buy treats, snacks… no more takeaways more than paid for it. Maybe they had better energy so were working longer and being more productive…

Recap: Email #1 tell the “before” story. Email #2 the after one.


When first writing this, don’t break it into two emails – just write out the whole thing, as if it was one long case study.

Once you’ve got everything out on paper, look for “the moment”. Because there will be a moment. Everyone has one.

… the specific moment things changed.

The moment when they said: 

“That’s it…”

“No more…”

“That’s all I can stands… I can’t stands no more…”

(unless your dream client is a short, angry, cartoon sailor with gigantic forearms, ignore the last one)

It might not have been when they clicked the magic green buy button. It might have been when they spoke to you on the phone…

… when you said that thing that resonated with them.

Tony Robbins says that change happens in an instant. Now, when someone posts that on Insta with the hashtag #livingmybestlife, it looks kinda shitty, but it’s true.

Thing is, he’s talking about the DECISION to change…

… the moment when you finally decide, “I’m not putting up with this any longer!”

^^^ moment is where you separate email #1 and #2.

Leave email one on a cliffhanger…

“Jethro was faced with a decision… does he continue down the same path – one that leads to financial ruin, homelessness and the loss of his Subbuteo set, or does he take a chance… say yes to Sharon davies’ marriage proposal and moves to Milton Keynes…?”

Email #3 is where you go in for the kill.

Make an offer. 

Doesn’t have to be a full-on, last chance “if you don’t get it now, I’m booting you from my list” pitch fest.

Make a specific, special offer to your list and, to make it even more uncomfortable for you, throw in some scarcity too.

Not fake scarcity mind. Don’t you dare do any of that “we just found a small number of PDFs in our warehouse” bollocks…

Give people a deadline to take advantage of, or only offer a few spaces.

I’m not going to give you a template for how to make a pitch to your list, not because I’m a lazy git…

… it’s because you don’t need one.

You have something that can help people, so why would you need a template to offer it to them?

If I had the cure for COVID, I wouldn’t hesitate to put my hand up and offer it.

“Yeah, but I don’t have a cure for a worldwide pandemic”, you might say.

“Doesn’t matter”, I’d reply.

You have a cure for something… for someone. 

You’re not being gallant holding it back. In fact, you’re being a selfish jerk.

You’ve written two emails showing what you thing is, the problem it solves, and how their life can be better by having it.

Now you just gotta ask them if they want it, or not.

Ain’t nuthin’ weird, uncomfortable, scary, spammy, sleazy or slimy* about that

* other synonyms are available…

Despite what you might think, I tried to keep it nice and short this week…

If you’ve never tried pitching your list before, give this a shot, even if it’s just to show you that you can make offers to your list without everyone clicking “unsubscribe” or besmirching your name on MySpace.

Show ‘em what you can do for them…

… then give them a chance to say, “Yeah, I want some of that!”

See you tomorrow