WARNING – this only applies to non-murdery things

Writing an email on how to successfully tank your email deliverability made me realise something…

To do something successfully, you don’t actually have to know what you’re doing.

Like… AT ALL.

Admittedly, what I’m about to share doesn’t apply to life or death moments.

If your appendix is 3 seconds away from exploding, you want someone brandishing the knife who knows a little more than “whatever you do… don’t stab them in the throat”.

But for other – non-murdery – things, knowing what NOT to do is a great way you can make progress.

If you’ve ever listened to Tim Ferriss’s podcast without skipping the intro, you’ll have heard (at 3x speed):

“What if I did the opposite?”

Often, doing the opposite of the thing you know doesn’t work will get you good results.

You don’t need to be a handsome, muscular, and deluded Cheshire-based copywriter to boost your deliverability.

If you know salesy words will put you in Google’s naughty spam corner better than a well-placed Ronaldo free kick… not using those words is enough to get you better results.

The BESTEST results? Maybe not. But good enough.

And, most of the time, good enough is good enough.


If you’re struggling to come up with a call to action to get your subscribers to click through to your “geocaching for agoraphobics” guide because you hate the high-pressure, sleazy way CTAs you see in your inbox…

Do the opposite.

Instead of:

“Do yourself, your family, and the entire planet a favour – WHILE YOU CAN! Get this life-changing, world-beating course NOW NOW NOW!!!! STRICTLY LIMITED SUPPLY… This limited edition PDF won’t be around forever!”

Try something ike:

“This is something I dive deeper into in my course. If you’re interested in finding out more about how you can enjoy all the fun of geocaching… without having to leave your house, click here. There’s a bunch of testimonials on that page too, so you can get a feel if it’s for you or not. If you have any questions, just ask. I’m happy to help.”

Likewise, if you don’t know how to write an email that sells, but hate the slimy, oozy, sleazy tactics you see in your inbox… you don’t need a thousand-dollar copy course…

… you need a THREE thousand-dollar copy course.

(Only kidding)

Just try writing an email WITHOUT using the words and pressure you hate.

“… and if you’d like me to help you on your journey to email marketing Nirvana, keep your eyes peeled for my name in your inbox, as I’ll be announcing my FREE email writing challenge soon…”

… is what I might say if I wanted to let you know about my email writing challenge.

And I just did. Because I do.

And right now, you’ve still got chance to let me know what you’d like to get out of the challenge so you get even more out of it.

Click here and let me know what you’re struggling with and how I can best help you write awesome emails!

John