4 steps to writing personality-based emails that sell in 30 minutes or less
Jim Hamilton
April 05, 2023
Happy Wednesday! Most people are afraid to email their list too often.
But the truth is, the more often you email your list, the more money you make.
One of the best ways to do this is with entertaining and personality-based emails.
The only catch?
Most copywriters and business owners suck at writing these types of emails.
Today, I’m going to share a proven 4-step framework with you to fix that.
Once you get the hang of it, you’ll be able to crank out personality-based emails that sell in as little as 15 to 30 minutes.
Let’s dive in.
Read time: 2 minutes and 43 seconds
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STEP 1: Story
Entertaining daily emails are built around stories.
They can be personal stories or stories about friends, clients, colleagues etc.
But what’s most important is…
The story illustrates a PROBLEM your audience is dealing with.
This allows them to grasp your solution in a much more tangible way.
Here are a few story examples from my life:
Guy with chicken legs doing bicep curls in the squat rack at the gym
Watching F1 show Drive to Survive on Netflix for the first time
Visiting the Cu Chi tunnels in Vietnam
Now let’s flesh these out.
STEP 2: Lesson
The telling of your story should reveal a LESSON.
This can be a bite-sized tip or something deeper and more profound.
Here’s an easy way to identify the lesson:
What do you see?
What does it mean?
Most people don’t pay attention to their surroundings.
Answer those two questions to identify the story and the lesson.
For example:
What do you see? Chicken Legs doing bicep curls in the squat rack
What does it mean? People care more about vanity than function.
What do you see? The top F1 teams invest 100m+ in their cars each year
What does it mean? Cars are more important than drivers (hierarchy of influence)
What do you see? A “city of tunnels” 75 miles long
What does it mean? There’s always more beneath the surface that you can’t see
STEP 3: Pivot
This is where you show the lesson revealed by your story ALSO applies to the reader.
Demonstrate how your offer solves the problem agitated in the story.
Tie it all together.
Pivot examples:
Your market buys what they want, not what they need
Hierarchy of influence also applies to marketing (list, offer, copy)
You have to explore the “city of tunnels” beneath your market to understand them
STEP 4: CTA
By this point, the heavy lifting’s been done.
But it’s not a direct sales email.
Give them the option to buy, don’t pressure them to buy.
Call to action examples:
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Putting it All Together
To write these as quickly as possible, have the story and lesson in mind before you sit down to write.
You can also take this framework one step further by listing out stories and lessons in advance.
Then it’s just plug-and-play.
Depending on the audience you’re writing for, there are probably 5-10 core lessons you’ll want to repeat in broadcast emails, but with different stories.
So having those all down on paper can streamline the process even more.
But either way, once you learn to identify stories you can tell and the lessons they reveal…
You’ll never struggle to write personality-based emails that sell.
That’s it.
Thanks for reading!
See you next week.
Jim Hamilton
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