Develop a loyal tribe of your ideal clients who know, like, and trust you with magnetic messaging and copywriting that connects.

What Every Coach, Expert, And Thought Leader Ought To Know About Email Marketing & Copywriting Before They Invest Another Dollar

Some real talk about a simple business that often sounds super complicated.

What you’ll find in this guide and why
we’re sharing this top secret ninja information.

Here’s the unfortunate truth. Marketers get a bad rap… in fact, there is even a book out called “All Marketers Are Liars.” Like me, you may have had some bad experiences when it came to hiring someone to do your marketing.

 Thousands of dollars down the drain with no result or ROI. It sucks. I get it. I’ve been through it, too… branding agencies selling you on a logo, social media firms selling you on “likes,” and web designers selling you on a new design for your website. But, if you’re like me, you want to know which activities to do to turn your action into profit.

 So you may feel a bit skeptical stumbling upon this page thinking, “Is this just the next hype thing?” Instead of telling you, I’m going to show you what most marketers aren’t telling you when it comes to email marketing, and then allow you to decide for yourself.

The Most Powerful Piece Of Marketing Advice I Ever Received...

“People do business with people they know, like, and trust.”

No, not with the business who has the flashiest website, the coolest widgets, or the nicest logo.

Think about it. Do you chose the restaurant that you go to because you’re like, “Oh my gosh, I just love the color palette they use on their logo!”

Probably not. Unless you’re an oddball. In that case, you do you! ;-) 

Are creativity and design important? Yes. But they are secondary.  

First and foremost you need a clear message. A message that resonates with your ideal customers and clients. A message that makes them feel understood and feel that you can help them. A message that gets their attention and builds trust with them.  

Aka: “Best Damn Burrito In Town!”

Marketing is simply storytelling. According to my good friend, mentor, and client, Joe Polish (one of the top marketers in the online space), marketing is “pre-motivating your prospect, pre-positioning your business, and pre-qualifying your prospect as a right fit, so when they are ready to buy, you have their trust and attention.”

You also need to build rapport with your ideal client. How? By delivering educational content that will help them get more clarity around the area they need help with, get results in advance, and connect with you. As a result, you will be able to lead them to your offer in a way that doesn’t feel slimy, pushy, or salesy.

If you’re nodding your head or attempting to rest your hands over your eyes with the realization that this is the missing piece you’ve been forgetting, it’s okay, you’re not alone… and you’re here now, so kudos to you! ;-)

Imagine this…

Wouldn’t it be cool if your ideal clients and customers liked you and your brand so much that they were willing to pay 267% more than your competitors, all because they really liked you and had that much respect for you? That essentially your competitors became irrelevant in their eyes because they want you.
Or how awesome would it be if you had a list of people who want to buy from you, and it’s just as simple as making an offer to them with a few clicks of a button?

You have probably launched an online course, written a book, or hosted an event. And you know what would be even cooler? If a ton more people actually enrolled in your online program, bought your book, and showed up to your event.

In this guide I’m going to show you how to do this and answer some of the questions that may be going through your mind about email marketing and messaging (aka: copywriting, which is simply applied psychology + written words to motivate someone to take action). So if you are interested… keep reading! You are going to turn into a really smart ninja after reading this… so be careful.

7 Ways Coaches, Experts, and Thought Leaders Are Doing Email Marketing All Wrong…

1. You’re not connecting and bonding.

Aka: you’re trying to sleep with your prospects on the first date.
Think about email marketing like dating. Would you just walk up to a stranger and say, “Hey, want to sleep together?”

This seems like a totally bizarre statement to ask someone that you just met… however, so many small businesses in the online space do this every single day.

They capture the name and email of their prospects, and then, without delivering any value or creating a bond, are immediately asking for money (aka the equivalent of trying to sleep together).

2. You’re not delivering “small wins” to help them get to where they want to go.

The best way to build rapport with your ideal clients is to teach them what they don’t already know and help them get results in advance.  
You’ve probably heard how important it is to create content, but it’s not as simple as that.

You want to create content that will get you one step closer to a sale and will give them results ahead of time so that actually believe in your content. 

3. You’re not following up.

When someone opts into your website or landing page they are ASKING to get content from you.
One of the most common mistakes that I see coaches, experts, and thought leaders make when it comes to email marketing is they focus on getting leads, but they don’t follow up with the leads.

Or, they get a new client or customer, but they don’t have a system for following up with them to really build that relationship and wow them. 

4. You're not being authentic.

We’re living in the 21st century where Facebook Live and Snapchat have become the norm, and your prospects want to see the real you/company… not the buttoned up version.

Gone are the days of using fancy-ass language and only showing one side of yourself in your business.

Your tribe is craving for you to be authentic. To show up as your whole self… especially in your emails and videos. For example, if I find out that you like pancakes while you are teaching me about online marketing, I think, “Cool. I like you that much more… now keep teaching me about funnels!”

Our Conscious Copy clients who are well-rounded and show more of themselves throughout their messaging and what they really stand for are the ones who set themselves apart from the rest. 

5. Your message is confusing.

Just a couple days ago I had a potential client send me over a write up, asking if I could help them.
I read the write up three different times and still had no clue what they really did, what they were selling, how they helped their clients, or what they wanted help with.

You know that you can deliver a transformation, but if you aren’t crystal clear on HOW you can do that, it doesn’t matter.

Don’t use fancy words that sound cool if your prospects don’t know what they mean.  

6. You aren’t training your readers what to do or what to expect.

During the 1890s, Russian physiologist Ivan Pavlov was looking at salivation in dogs in response to being fed. He noticed that his dogs would begin to salivate whenever he entered the room, even when he was not bringing them food.
He got curious as to why this was and conducted an experiment.

In his experiment, Pavlov used a bell as his neutral stimulus. Whenever he gave food to his dogs, he also rang a bell. After a number of repeats of this procedure, he tried the bell on its own. As you might expect, the bell on its own now caused an increase in salivation

The dogs had learned an association between the bell and the food, and a new behavior had been created. Because this response was learned (or conditioned), it is called a conditioned response.  

The same theory applies with your tribe. When you first send them an email — depending on how valuable and entertaining it is — a conditioned response will be created. Do they click “delete”? Do they get excited and open it right away? What happens?

Once they open the email, if you don’t train them by giving a clear call to action (example: click “Reply,” click this link, buy this product), then they won’t engage in the future when you incorporate a call to action.  
You need to start from the beginning and be consistent. 

7. You may be boring.

You probably aren’t actually boring… or maybe you are! But regardless your writing shouldn’t come across as boring.

I was having a call with a potential client a number of months ago. I subscribed to her list and checked out her website ahead of time to see if it was someone that I wanted to work with if the call went well.

My original answer. No. Her content was so boring… therefore I assumed she was super boring.

We got on the phone and she was so energetic and hilarious, and her personality was incredible.  

I had to tell her, “Your copy is so boring. Based on this call it doesn’t represent you at all.”

“I know… I just don’t know how to write in my voice though.” She responded.

If you actually are boring in real life… come up with a less boring alter ego. If you think you’re cool… be cool in your copy. If you think you’re funny in real life… be funny in your copy.

We live in a world where the average attention span is 6 seconds (about the average of a goldfish).
Educational content isn’t enough.

Don’t be boring.

5 Costly Errors Of Coaches & Experts Who Write Their Own Email Copy 

(Remember, Copy is Applied Psychology + Written Words)

1. You’re not using the language your ideal customers use.

Two mistakes I see most people make when trying to persuade someone else are…

  • They assume the way they see the world is pretty much the “right” one, and…
  • They don’t fully understand the other person’s view of the world, so they don’t know how to help them expand it to see their point of view.

Let me explain how this ties into language.

If you want to quickly build rapport with someone and make ‘em feel more trusting and connected toward you… a quick shortcut is to talk like they talk. Or, in this case — write like they talk.
Here’s a quick example of what I mean…  

If you are in the health and fitness industry, you may catch yourself trying to use words like body fat, macros, and specific names of vitamins and nutrients, assuming that your ideal clients know what that means.

Instead, show that you understand them by using the terms and jargon they know and use and by saying it in the simplest and clearest terms.

Before: Lose body fat and decrease your measurements.
After: Fit into your high school jeans again.

Showing that you understand them by connecting with them through their own language and saying it simply and clearly, is the fastest way to build rapport, spark more connection and interest, and be more persuasive. It shows that you are one of them.

The goal isn’t for them to understand you, the goal is for them to feel understood.

2. You don’t understand what they really want.

We often have clients come to us and say, “I don’t know what my prospect wants!” My response, “Ask them!”
Don’t leave it up to guesswork! It’s so important to gather the proper research in order to really grasp the hopes, fears, dreams, desires, and motivations of your ideal customers.

It also helps with keeping your prospects and customers engaged.

Ask them questions. Give value. Ask them to reply to your emails and share their experiences. Interview them and do case studies. This goes a long way in showing that you’re taking the time to listen to them, understand them, and help them how they want to be helped…

Plus, as an added bonus, it will give you even more information to use regarding what’s really going on in their minds and hearts.

Give them want they want first, then give them what they need.

3. You may be more focused on tactics and widgets than the fundamentals.

It’s a cold hard FACT that the online world is evolving fast.
You know what I mean. Everywhere you look on the internet, every online marketing ad or book… they all point to the “latest and greatest” tactic or push-button technology.

We have tons of clients that come to us feeling like they are behind by not having Facebook, Twitter, Pinterest, Instagram, Snapchat, SEO, and every single software technology. 

Don’t get me wrong. Facebook, Twitter, Instagram, and these kind of platforms CAN amplify your marketing efforts. But, if you don’t have a solid strategy behind it all, a strategy that is tried, tested, and PROVEN to work… then, it’s like trying to get a fire lit by pouring water on instead of gasoline.

Always start with a solid marketing foundation, such as understanding consumer psychology, doing proper research, painting a picture of your ideal customer, and getting your messaging down.

Don’t put the “cart before the horse.” Get your messaging and marketing fundamentals down before trying to use every kind of widget and social media outlet. 

4. You’re trying to sell the plane instead of the destination.

Let me ask you a question.
Have you ever gone on a trip solely because you wanted to get on an airplane?

Probably not.

You got on the airplane because you wanted to go somewhere.

Your product/service is like an airplane. It gets your ideal client to their ideal destination.

So, is your sales copy filled with all the features of how awesome your product or service is?

Or, are you focusing on how it can help your ideal client or customer get to their destination?

One way to murder a sale is to focus solely on yourself, your product, and your service.

Instead, focus on what it can DO for the prospect (the destination). Focus on how it will help him or her… how it can change their life and give them the results they are looking for.

Think about it.

When we buy something, we do it for what the product can DO for us... and how it will make us FEEL, and be perceived by others. We also buy things to solve a problem.

Yeah, the features of the product are real important, and it’s important to be specific about it…

But, frame it in a way that focuses on the benefits the customer will receive — or even, the benefits they will miss out on if they don’t take immediate action and miss the opportunity to take you up on your offer.

5. You aren’t crystal clear on HOW you can help them.  

Maybe you don’t know how to explain what it is that you do in a way that’s engaging and magnetic.
Ever get asked that dreaded question, “What do you do?”

You stare blankly back at the person not knowing how to share what it is you really do, so you go on a tangent… talking yourself into circles… hoping that something you say will actually make sense and resonate.  
You know what I’m talking about… not fun.

You know that you can help your prospects better than your competitors. But, your competitors can maybe explain it better and really hit home with their messaging… and in the end, that’s who wins.

Get absolutely clear on HOW you can help your customers. List out all the benefits you possibly can. Understand what’s going on in their hearts and minds, including the things they may not even be aware of on the surface… then, really hit home when delivering your value and message out to your market.

Go ahead and take a break... make some tea... do some dance moves... grab a snack... whatever.

I'll wait ;-)

Answers to FAQs & Top Questions About Email Marketing

1. How do I get more people to open my emails?

Ever write a completely badass email, that links to maybe one of the best sales pages you’ve ever had… only to find that hardly anyone even opened that email to read it in the first place?
You check your open rates… and see that only around 8% of the people you sent the email to actually opened it?

Don’t worry — it happens to everyone here and there… at least, when you’re still getting the hang of this whole thing.

One big way to get more people to open your emails is to include killer subject lines. You can try to inject more curiosity in them, use a “shock and awe” style subject line, a straight benefit subject line, and many other types too.

There are a TON of different subject line examples and strategies out there… my recommendation would be to find the ones that resonate with you, and then go out there and TEST them. You’ll eventually find what works for you!

Another way is to train your prospects and customers to regularly open your emails — such as training them on the thank you page, offering value (and not just pitching something), having them “whitelist” your email address, and consistently send them valuable content. 

2. How many emails should I be sending each week?

I wish there was a straight, clear cut answer to this…
The truth is, it really depends.

Some marketers like to send daily emails. However, what I’ve found is that typically 1-5 emails per week is effective.

But, it really depends on how much value you are delivering, what your offers are, if your audience is engaged, and how your list has been responding.

It also really helps if you can get an extra pair of eyes on your campaign... or even an outside consultant to point out the “blind spots” and help you pinpoint the strategy that’ll work best for you.

3. How do I write in my voice?

Well, there’s no overnight fix to this one...
This all really comes with time and practice.

The good news, I do have the next best thing to an overnight fix :-)

The quickest, most reliable way to do this is to simply write like you talk. Avoid long-winded sentences. Keep your copy crisp and tight. And definitely avoid sounding too “academic.”

Focus more on a conversational, upbeat, and engaging style.

Also, make sure you clearly understand the message you want to be putting out there and how you want to show up.

Deliver your message clearly, and stand by what you say. Don’t fill your copy with fluff and vague promises and ideas.

Don’t be afraid to “open up” and share stories about your own personal experiences. As long as you tie your stories in with stuff that’s relevant, it can be an amazing way to have your audience relate to you more, and have them think “Hey, that sounds just like me!”

4. How do I get people to engage with my emails?

This is a GREAT question…
After all, nobody wants their copy to come across as boring, contrived, one-sided, or un-engaging.

To get people more likely to respond and interact, train them right from the beginning of your funnel by asking them to engage.

Tell them what they can expect, and let them know that you’ll be delivering value in every email. Don’t be afraid to tell them that you may be selling something at times...

You can also ask them questions and have them reply to your emails, give out free “gifts” or discounts once in awhile, have them visit your social media page(s), and leave comments on videos and other kinds of juicy content you have floating around.

Also, make sure that every single one of your emails has at least one clear call to action.

5. How do I write in a way that connects with my audience?

If you try to talk to everyone, you’re talking to nobody.  
It’s just as important to repel the people you don’t want, as it is to attract the people you do want.

A good way to mentally prepare yourself for this is to niche down and talk to a specific person.  

Remember that “ideal customer” we talked about earlier? Continue to thoroughly paint the picture of him or her in your mind, and hold it there as you write your copy…

This will help you more naturally hold their interest and be more persuasive when it’s time for you to put pen to paper.

6. What kind of launch should I do?

There’s no single answer to this.
But, it all depends on your offer (how much it is), how well your subscribers know, like, and trust you, and what you’re comfortable with. 

Top Questions About Copywriting... Answered!

(Aka The Information That Goes In The Emails)

1. Where do I start with writing good copy? 

A great copywriter once said to start by “entering the conversation that’s going on in your ideal client’s mind.”
Before you write a single word of copy, answer the following questions:

  • What do they want?
  • What are their fears?  
  • ​What are their desires? 

Answer these questions as thoroughly and precisely as possible. Don’t shortcut this — do all the proper research and preparation you can…

Then, when you have this information all nice and neat, start by acknowledging their fears and their desires, and illustrate why and how you have the solution for them.

Paint pictures of their ideal scenario. Demonstrate how your product or service will solve their problem. Assure them. Ease their fears and worries. Show you can relate to them. Tell your story.

2. How do I introduce my offer without sounding awkward? 

If you’re selling something, you (hopefully) have a good product or service. So, you have a good reason to offer it to them.
You can even tell them all this upfront as you transition into your pitch (in your own words, obviously).

Be transparent and upfront. And don’t be sneaky, because people can smell the BS miles away. If you have something that can truly benefit them, give them reasons why they should believe you.

Use proper positioning, make yourself stand out, and give strong calls to action.

3. What makes good copy different than bad copy? 

To answer this question, I’ve got a million dollar secret I want to share with you…
But first, it’s important to realize that entire books can be written on the subject of writing good copy. In fact, many already have!

However, for the sake of time and space, I’ll give you the juicy main points that will help you remember the differences between “good copy” and “bad copy.”

  • Bad copy isn’t benefits focused. 
  • Good copy is focused on speaking to the questions going on in the brain of the person you’re trying to attract. 
  • Bad copy is generic and doesn’t trigger emotions. 
  • Good copy makes the reader feel connected to you. 
  • Bad copy is boring and doesn’t motivate a person to take any sort of action. 
  • Good copy is clear, precise, and persuasive.

There you have it. Those few bullet points alone should be enough for you to hit the ground running, while gaining momentum and increasing your response with your copy…
Oh wait — I almost forgot my juicy secret! Lol almost had ya there ;-)

This one deals with a KEY element of persuasion.

When you understand this, and start using it in your copy… you’ll find that your whole perspective on consumer psychology will change for the better.

And so will your results.

Are you ready for it?

Ok… a big secret of persuasion is this:

If you want to persuade somebody to your point of view, put yourself into their view of the world, make sure you fully understand it... and then work from their understanding, not yours.

Aka: The goal isn’t for them to understand you, the goal is for them to feel understood. 

4 Badass Benefits Of Using Email Marketing (That You May Be Missing Out On) To Build A Relationship With Your Prospects

1. Your subscribers will be more likely to buy from you because you are top of mind.

The magic really happens when you create a connection with the people on your list.

You have the opportunity to serve them so well and develop a genuine relationship. Using all of the insights and strategies I mention in this guide, you can have them looking to you as their Trusted Advisor and Influencer as quickly as possible. In the end, they become passionate, paying clients.

Research shows that if you follow up with new leads within five minutes (I recommend queuing up an automated email, unless you want to be chained to your computer), you’re NINE TIMES more likely to convert them [Source: Hubspot].

According to a DemandGen report, potential customers that you nurture with emails produce, on average, a 20% INCREASE in sales opportunities over those that don’t get nurtured.

Lastly, Forrester research suggests that businesses who nurture leads make 50% more sales.
The takeaway? You’re leaving a lot of money on the table when you’re not nurturing your email list with the right strategy after they opt in to your list.

2. You get to deliver value up front.

If you don’t know how to communicate properly while still being entertaining and effective… you’re toast.

And, if you don’t know how to communicate properly with your clients so that you create a know, like, trust relationship — where they trust you and see massive value in you and how you can help — you’re really toast.

I see so many clients get caught being afraid to give away valuable content for free.

That’s like being afraid to date before getting married. It’s part of the process. Ya gotta be okay with it.  

The truth is pretty much everything on the internet can be accessed for free today. That’s why it’s so important to build a relationship with the person and deliver them valuable content upfront.  

3. You own your email list — you don’t own your social media followers.

So many people focus on building (and spending money on) their social media presence. I’m not talking Facebook Ads. I’m talking about spending tons of money to get Likes or Follows.  
There are benefits to that… but the thing is, these sites aren’t totally reliable when it comes to establishing your presence and creating a lasting connection.

For example, Facebook or Instagram can change their algorithm at any time… causing you to lose that presence you worked so hard (and paid so much money) to build.

However, with emails it’s much different.

You essentially “own” your own list. You have the most control over it, and you can do with whatever you want with it… as long as it’s ethical, of course. 

4. It’s an intimate place to talk to them. It’s the “hub.”

Let’s face it. It’s tough to have an intimate conversation on social media.

People usually feel a little too vulnerable when trying to connect with you via an open conversation on Facebook or Instagram.


That’s where email is different.

It’s a place where you can talk to them, build a relationship, ask intimate questions, and so much more.
Plus, through email you can still direct them to your sales page, videos, blog, Facebook page, and all that other good stuff. It’s a win-win!

I’ve literally had people open up their entire life story to me through email! 

Well... that's a wrap!

Congrats. You are so much smarter now.

Now you can see how impactful email marketing is. You can also see how important writing good copy is. So you’re probably wondering what’s next?

It’s time to take action and get started.

You have the information you need to know to get started. But if you want Conscious Copy’s help to accelerate your results and are a “leave-the-plumbing-to-the-plumber” kinda guy or gal, then go ahead and click below to learn more about how we work with our clients! 

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