Episode Summary:

In this replay episode, Kirsten shares how to write million dollar email copy. She helps you identify what makes sales copy strong versus what makes it weak and shares examples that will help you instantly improve your email copy.

Join the waitlist for Million Dollar Email at kirstenroldan.com/million-dollar-email.

Transcript:

*Please Note: This transcript is based on an outline and may contain typos, word switches, abbreviations, etc. These are provided for your convenience and are not proofread prior to being made available.

This week, I want to help you write stronger, higher converting, million dollar email copy.

Learning how to write strong copy is a life changing skill.

The problem I see people have with email copywriting is that they think that copy is good or bad. And the way they define good or bad copy is based on sentence structure, grammar, storytelling ability, and more.

I want you to know what it actually takes to write strong copy and how to actually measure that.

You don’t have to have good sentence structure, grammar, or to be an expert storyteller to be a phenomenal copywriter.

You can write sales copy that converts without being someone that is “good” at writing.

So in this episode I am going to…

• Help you identify what makes sales copy strong versus what makes it weak.
• Break down the client archetypes I see and how they interact with email copy
• Share the mindset mistakes people make in their email copy as well

Let’s start with how to measure the strength of your email copy.

Strong copy is measured by:

• Content
• Relevance (specificity) and
• Clarity

The first step to quality email copy includes your content. Copy and content are both different. Content is what you’re talking about, and copy is how you talk about it.

I want you to start thinking of content as the topic and copy as your lens on it.

When your emails aren’t converting at all, it’s a content issue. You need to switch up your content. It’s not that your copy isn’t strong, it’s that your content isn’t.

When you have strong content, you have a foundation for strong copy.

Here’s why:

People buy what is relevant to them. Relevance is natural urgency. You don’t need to oversell that the price is raising or the doors are closing when your content has relevance. The more relevant your email content is to your reader, the more likely they will convert.

Your copy can be cute and filled to the brim with imagery, SAT words and one liners and not convert.

You increase your relevance by thinking more about your WHO. For example, when I’m thinking of email content – I’m thinking about what Coaches go through when writing emails, what DFY Pros go through when writing emails, I think about their unique objections and challenges. That’s how I make my content highly relevant. 

That makes my copy very easy to write. Because I’ve got the content.

For example, instead of saying: I’ll help you write better emails. I’ll write an email specifically on writing better evergreen emails, better launch emails, better welcome sequence emails, etc.

So Content + Relevance go hand in hand.

Copy + Clarity goes hands in hand as well.

Once you have the content, you want to be clear in how you write about your topic. You want your reader to understand who you’re selling to, what promise you’re making to them, and how you deliver that solution. You want them to know what your unique skill and angle is. We help our clients sharpen the clarity of their copy with the Offer Story – our signature messaging tool inside the program.

So when myself and my coaches are reviewing email copy inside Million Dollar Email, we always look for the client’s offer story in the emails. 

What are looking for is simple – is the content relevant to their who and does their copy communicate their offer story clearly. 

Would anyone reading this email know who they are selling to, what their promise is, how they deliver that solution, what their unique angle is, etc.

We aren’t looking at how eloquently they tell a story.

We are looking at clarity.

So to recap, we measure email copy strength by content, relevance, and clarity.

So, that’s the copy itself. But what about the person writing it?

We are going to talk about 3 email writer archetypes and the tactical mistakes they make in their copy: 

• The Academic
• The Talker
• The Blogger

The Academic is the email writer that has a hard time putting words on the page because they are so focused on making sure every sentence is perfect while they write.

They also tend to think their email copy is stiff and boring, and they think that means it won’t sell, which impacts them writing any at all.

The Talker is the email writer that doesn’t think they are good at written storytelling. These are usually the ones that prefer video above all else because it feels easier to them. 

They think their copy won’t convert because it doesn’t “put on a show” like video does.

They usually get frustrated with how hard sitting down to write feels.

The Blogger is the email writer that is too good a storyteller. They write paragraphs on paragraphs. They LOVE writing emails but the essays don’t convert. This is usually because their copy isn’t following a clear thread and they are touching on multiple things and topics in one email. There is TOO MUCH CONTENT.

No matter what you identify with, I am going to give you some tactical Million Dollar Email Copy tips to implement:

To get started with actually writing your email, you need to write your email content topic and then answer these questions:

• Why does this matter to your client?
• Why aren’t they doing it?
• What will happen when they do it?
• How will you help them do it?

The key to this part of writing your email is to BE BORING. WRITE BORING SENTENCES.

Here’s an example.

My email content topic is to write better email copy

Why does this matter to my client?

Writing better email copy will help you make more sales.

Why aren’t they doing it?

You aren’t writing strong email copy because you’re either thinking it needs to be perfect, super valuable, and exciting to read and this slows down your writing.

What will happen when they do it?

When they write stronger email copy, they will market their offer better and increase their sales just with email.

How will you help them do it?

I’m going to help Million Dollar Emailers write better emails through the MDE Copy Course.

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Writing better email copy will help you make more sales.

You aren’t writing strong email copy because you’re either thinking it needs to be perfect, super valuable, and exciting to read and this slows down your writing.

When you write stronger email copy, you will market your offer better and increase their sales just with email.

 I’m going to help Million Dollar Emailers write better emails through the MDE Copy Course.

And that’s it for now.

Notice how the content is relevant and the copy is clear.

Now, I just have to add in my offer story.

• I work with Coaches and Service Providers.
• I teach them Email Marketing.
• I believe Email Marketing is a Million Dollar Skill.
• Email helps my clients become Social Media Optional.
• In the first 30 days of my program, they will make 25% of their average monthly income with email.

Okay this is what my email looks like when I do this – 

Coaches and Service Providers need to learn how to write better email copy.

Writing better email copy will help you make more sales.

Writing email copy is a million dollar skill, because the more you write about your offer, the clearer your messaging will be, the more money you’ll make.

Millionaires focus on email copywriting above anything else.

You aren’t writing strong email copy because you’re either thinking it needs to be perfect, super valuable, and exciting to read and this slows down your writing.

When you write stronger email copy, you will market your offer better and increase their sales just with email. You will be able to be social media optional.

I’m going to help Million Dollar Emailers write better emails through the MDE Copy Course.

Join Million Dollar Email if you want to learn how to replace 25% of your social media income with just your email copy.

Okay my content is relevant, the copy is clear, and I added elements of my offer story.

There’s just one more thing that will make this email convert.

That’s with my signature copywriting technique – romanticise your offer. If you haven’t listened to that podcast episode I recommend you do.

So I mention that the MDE Copy Course will help people write better copy.

Let’s romanticise that.

I am going to write what the MDE Copy Course will add, replace, and eliminate for my clients. I am going to start with just boring sentences.

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Coaches and Service Providers need to learn how to write better email copy.

Writing better email copy will help you make more sales.

Writing email copy is a million dollar skill, because the more you write about your offer, the clearer your messaging will be, the more money you’ll make.

Millionaires focus on email copywriting above anything else.

You aren’t writing strong email copy because you’re either thinking it needs to be perfect, super valuable, and exciting to read and this slows down your writing.

When you write stronger email copy, you will market your offer better and increase their sales just with email. You will be able to be social media optional.

I’m going to help Million Dollar Emailers write better emails through the MDE Copy Course.

Inside this section of the program, we will help you replace social media by learning how to write stronger copy. It will eliminate writing overwhelm and overthinking. You will have all the tools you need to write copy that converts straight from the email.

We break down how to improve your copy and find your unique email writing voice and style so that you don’t feel stiff, boring or like your emails are not valuable. Your audience will love reading your emails and you’ll get reply backs about how much they’ve improved.

We will provide copywriting techniques that help you write stronger, faster, and more peacefully.

Join Million Dollar Email if you want to learn how to replace 25% of your social media income with just your email copy.

Email again soon,

Kirsten

Okay so you saw how I built an email from boring to high converting.

Notice how I didn’t have to be poetic to write a good email.

Something to avoid when writing email copy:

• Stop saying imagine if – blank. Imagine if you could not feel stiff, imagine if you wrote copy that converts. Stop painting pictures, stop taking me on a journey. Instantly improve your copy by using the word WILL.

You will not feel stiff anymore.

You will write faster and stronger.

You will get reply backs from how good your copy is.

You will write copy that converts.

I can see your mindset in your copy as well.

Inside MDE, we talk a lot about a Million Dollar Energy Leak that shows up in email copy called audience resentment.

Audience resentment is created when you are mad at your audience for not buying when you want them too. Audience resentment usually shows up in your copy as judgemental statements or overexplaining. You’ll write things like – if you are ready to stop not taking your business seriously, then join. Stop waiting. Stop overthinking. It’s time. 

And this is just low quality copy that you wouldn’t write if you were at peace with your sales and your audience.

There are niche mistakes people make in copy as well.

For example, 

• DFY Niche (Systems, Design, etc.) – Too DIY
• Business Niche – not selling business results
• Life niche – not selling measurable results enough

Okay this episode was packed with fire.

Here’s what we went over:

• Strong copy is measured by:

• Content
• Relevance (specificity) and
• Clarity

• There are 3 email writers – The Academic, The Talker and The Blogger. We help every style of writer become a Million Dollar Emailer.

• I showed you a real example of how to build an email out from boring sentences to high converting copy

• I gave you tips to instantly improve your copy, including: avoiding imagine if statements, noticing how your mindset shows up in your copy, and how you can make sure your copy matches your niche

With that said, if you liked this episode – you’ll be able to find these concepts and more techniques inside the new BONUS Copy Course I am adding to Million Dollar Email. Once you learn our core MDE Strategy, you’ll start making more email sales than ever and then scale those sales by improving the quality of your copy.

I am going to include brand new teachings on email copywriting along with so many real life examples of my coaches and I auditing copy so you can see real life applications.

You’re going to write the best emails in your niche.

If you want to implement the highest performing email strategy in the industry for your weekly, launch and funnel emails so you can become social media optional, then join the waitlist for million dollar email in our show notes.