How do you make sure you get better results, more engagement, and more sales using email marketing campaigns? You need to understand the psychology of marketing.

We’re Kennedy and Fifi, and today we're going to share the 9 psychological strategies that we successfully use in all our email marketing campaigns.

Ready to discover all our best secrets?

Useful Episode Resources

Related episodes

How To Use Summits To Get Visible (Even If You’re An Introvert) And Build Your Email List, With Fifi Mason.

Useful Strategies To Stop Procrastinating RIGHT NOW To Get Your Email Marketing Done!

How To Build The Most Impactful Email Marketing Strategy Plan To Make More Sales In Your Business.

FREE list to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. Here's a list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here.

Join the FREE Facebook group

Do you want to chat about how you can maximise the value of your email list and make more money from every subscriber? There's a way! Every business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. You'll find a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This content is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint 

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

Want to connect with Fifi?

Fifi is a personal brand and visibility coach who works primarily with introverted coaches and impact makers. She helps quieter people - those who have ideas they want to share with the world but struggle to put them out there. Fifi empowers them to find a way to share in a way that aligns with who they are. You can find Fifi on her website.

Subscribe and review The Email Marketing Show podcast

Thanks so much for tuning into the podcast! If you enjoyed this episode (all about the biggest mistakes you're making with your email automation strategy) and love the show, we'd appreciate you subscribing and leaving us a review of the show on your favourite podcast player.

Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast.

And please do tell us! What do you really fill your working days with if you don't spend time on email marketing? We'd love to know!

Whether you like it or not, every single time you send an email, you are using psychology to move people away from or towards what it is that you want. So in today's episode, we're talking about nine psychological things that we use in all of our email campaigns. Hello and welcome to the show.

I am Fifi Mason from FifiMason.com. And I'm Kennedy from emailmarketingheroes.com. I've just had a thought, it just came to me that the new intro guy makes me feel like I'm about to get on the waltzer and he's like, the louder you scream, the faster we go. Somebody scream. And I think that's why I like him.

Yeah. And then you get them doing that and you run the teacups and it's a bit like, a bit weird. It's a small world after all.

We definitely want you to put what we're about to talk about into practice, by the way. So make sure if you've got any questions or any ideas, bring them over to our free community that we created for you. Just head to Facebook, search for the email marketing show community, literally pop it open, search for the email marketing show community and come and join us.

It's totally free and we'll see you in there. Yep. We get thousands of listeners to the show each week, but less than 1,000 people have left a review.

So go to your podcast player right now and leave us a review and we'll give you a little name check on the show. That'll be lovely, wouldn't it? That'll be absolutely lovely. What have you been doing this week then? So right now I'm experimenting, trying out new things on Facebook professional.

So I switched over my profile, my personal profile to the professional mode and I've been trying lots of new things with that recently. I mean, I haven't even looked at it yet and I just feel like it's a trap. Do you remember when Facebook made loads of people take their personal profiles and make them into a page and then they were like, and now we're going to shit on your reach.

What does professional mode actually give you? Because I've never even looked at it. Yeah. It gives you all the insights and the analytics, so you can actually use it properly.

That's basically it. Oh, so it makes it functional. Yeah, basically.

Excellent. Great. It gives you all the features you wish you'd had.

I can't wait to actually hear what you actually do with that though. Have you got any outcomes yet actually? Not yet, but I'm working on it. I've got a whole strategy.

Yeah. So what have you, yeah, what are you working on? I'm working on some sales scripts. We're sort of adding a sort of element to our programs where people can speak to a member of the team, initially me, poor things, before they buy, rather than just having a sales page with a sales video offering the opportunity to speak to a person, make sure it's the right program for them and make sure they've got all the things they need.

So I'm busy working on that, which is new. I've never done sales scripts before, so that's going to be fun. I probably need to take the word fuck out.

Yeah. What the fuck's wrong? How the fuck can we help you? I mean, it might appeal to some people. I'll definitely clean it up.

I'm only kidding. You've probably noticed that a lot of email marketing platforms are putting their prices up and the more subscribers you've got, the more you pay. I've made a quick free video to show you what you can do to save a pile of money before your next bill goes out.

Go watch it for free at emailmarketingheroes.com slash cleanup, emailmarketingheroes.com slash cleanup. This episode is sponsored by Zero Bounce, the email cleaning and verification service. So we were going to talk today, eventually, about these nine different things that we use in our emails, which are psychology-based things to make them more effective.

And obviously, we're all about ethical persuasion here. We're about just remembering that when we're sending emails, whether we like it or whether we're trying to or not, we are influencing people. We're either influencing them to continue along believing the same things that we believe, or we're pushing them away.

We're doing one of those two things. And by pushing away, we might not be actively going, in our case, oh, we've made them believe email marketing is terrible. It's probably not as overt at that, but it might be that you're just distracting them.

And distraction is a thing that you definitely don't want to be doing. People are already overwhelmingly distracted. So we want to make sure that we're using psychology in an ethical way to keep people focused.

One of things that happens, that I see quite a bit, is people don't mean to distract people. And they think they're just giving more value, and they're just like, oh, I'll just give them some content. But when that happens, the readers will stop thinking of you as the authority in that one thing.

And they will start getting this sort of idea of being overwhelmed by your content, because you're always talking about something different, and you can't keep up. And I'm going to just unsubscribe, or I'm going to just linger on the list and not engage in anything. So we do want to keep pretty focused.

And that sort of brings us on the first psychological thing of these nine things, which is about building beliefs. I think it's really important that with our subscribers, we build beliefs. Yeah.

Yeah. Leading them to either believe something they need to believe or change a belief that they already have before they can buy. Yeah.

And I think rather than totally change, and I think a slightly easier thing to do is allow them to build on their existing belief and change the way they apply that belief to something. Because think about how hard it is for you to change the belief about stuff. Like, I've always been really interested in religion and faith, although I'm not a particularly religious person.

I'm currently reading and listening to a book called The Case for Christ, which is a really interesting book, which is a journalist has gone and done this deep research. I mean, I'm only a chapter in, and it's already like, oh my God, I've had to do the audio book just to get my brain to cling onto it because it's smarter than I am. And I'm interested in what are people's beliefs.

And actually changing someone's belief is hard, like changing me from being sort of an agnostic sort of person in that sort of middle range of, I haven't made my mind up yet about faith and stuff, to, oh, definitely go and follow this religion, that religion, that faith, that belief system. That's a really difficult, long journey, isn't it? Whereas building on someone's belief, I think is somewhat easier. Yeah.

I just started thinking of a belief that overcame or changed recently. And it wasn't overnight, but all it took was seeing the possibilities to start to accept it and think, actually, maybe I can do that. Maybe it is possible for me to be in that position.

And then now I'm at that point where I'm, so it's built my belief a little bit, but I'm at a point where I'm trying those things, which is reaffirming that belief, I suppose. Do you think that that maybe is based on you being instilled with some kind of hope? Yeah. Yeah, I would say so.

But it's possible that there are others out there doing it. So why isn't it possible for me? So yeah, hope would be. And I suppose we can do that a little bit within our emails as well.

It's showing the possibilities. I think a lot of selling, I think a lot of marketing is about hope. It's about the hope that it will work, the hope that I can make it work, the hope that this system, this strategy, this thing is the one that's actually finally going to fix my problem.

I think a lot of marketing is selling hope, really. That's all we've got. When we're about to go and buy something, we haven't got much more than hope.

Really. We just get that hope. We get that, build that belief enough that we'll give it a try just because we have the possibility of it.

Yeah, I think so. And I think some of the beliefs we need to have are around that we want that product or that service. I think there needs to be beliefs around that.

I think there needs to be beliefs around that they want to buy from you. Yeah. And there have to be beliefs around that they want to buy it now and that this is something I need to do now rather than scrolling past it and forgetting about the offer.

I mean, how many ads do you see on every social platform and then on TV or whatever? And you can't even remember the product. Somebody says to you, oh, do you remember when they used to sell this? And you go, bloody hell, those adverts were on all the time. And then I'd forgotten they even exist.

And so if somebody doesn't buy it now, obviously that's kind of where your offer gets relegated to. Yeah. That's also ties into urgency as well.

Yeah, exactly. And that's the reason for urgency, I think. So we have to want the thing, we have to want to buy it from you, and we have to want it now.

We have to realize why this is an important thing now. So that's the first thing I think we need. That's our first of the nine is look at the beliefs we're actually building and make sure we're building those beliefs which serve our audience.

For the thing they've come to us for at the end of the day, like they're on your email list because they want to solve that problem. So help them with that and help them see how much of a bigger impact it's happening. We're not talking about manipulating people here.

We're helping them with the thing they've opted into our list to motivate them to solve. Essentially, that's what we're doing in marketing and sales is motivating people to go and solve that problem in a way that we know is going to work for them because we've created a solution. Yeah, I like that.

I think that's really, really cool. Speaking of urgency, that is one of the others on our list. Yes, urgency is another one of the things.

Yeah, we'll move that up from where it was in our little bit of preparation and people are like, what, you guys prepare this? Imagine crazier things. Yeah, urgency is an important thing that we've got to do in our emails. I'm going to get on my high horse a bit about this.

There's a bit of a misconception around urgency that urgency is just the cart is closing, the offer is ending, time is ticking down, tick, tick, tick, tick, tick. I think, first of all, you don't only have to use urgency and that's time-based urgency and there's what we call personal or emotional urgency as well. We'll definitely get into that.

But first of all, time-based urgency is not just for the cart closing, the offer ending. You can use that principle to motivate people through other elements of a funnel, which is just so effective. For example, let's think about in the case of a webinar.

A lot of people think when they're doing a webinar where you're getting people to register, they attend the webinar and then there's an offer going to close at the end. They think, well, there's one piece of urgency in that. There's not.

There's a whole bunch of pieces of urgency you can use to compel a really good result from a webinar. The first one is registration is going to close. So you can put a time on when registration closes to get people to make the decision to register.

Because that's like a buying decision. Every time I want to make a decision, wouldn't you have a reason to make the decision? You might be thinking, okay, I always need a reason to make the decision right now. That reason to act right now might just be that you happen to be walking past that thing in the shop and you know if you don't grab it now, you'll just not come back and get it.

That's a compelling reason to do it. So in a webinar, the first one's going to be, hey, registering is closing. The next piece of urgency is going to be the webinar is starting.

That's the second bit of urgency. The third bit of urgency might be there's a special offer on the webinar that you have to take during the webinar. It's not going to be available for the 24 hours after.

So that's that one. And then your final bit of urgency might be the actual whole offer closes. So maybe during the webinar, there's going to be an extra bonus or two.

So within just a webinar, there's four and you could probably come up with more elements of urgency to compel people through what is a multi-step marketing and then conversion process. Yeah, well, applying it to myself, because I guide people towards an application and then there's a sales call. There is urgency and I suppose it's scarcity a little bit in terms of saying I only take on so many clients.

Yeah. Every period of time. So maybe every six months or so.

And this is the window. This is where we're going to start if it's a group program, for instance. And that's how I can have urgency and scarcity involved after that kind of application process.

So there's still opportunities, even if you're doing sales calls and doing it 100 percent. This many appointments a week. Yeah.

And then when you get them on the sales call, there can be some kind of urgency there around or scarcity, like we only accept this many people or the offer that I'm going to give you is only available for the next 48 hours. And I think the other thing you can do with these is create a bit of FOMO. Actually, we haven't put that in as one of our things, but I have seen people say, look, you only get to book a sales call once with us.

If you don't show up to it, you can't book again. And that's a way of compelling people to actually show up. Now, is it too harsh? Maybe.

But it might also work. I know people who've got memberships that when you leave their membership, you're not allowed back in, which is a way of retaining people because whenever all of us, any kind of subscription you've got, whether it's Sky TV or Netflix or some membership you remember of on the Internet, we all have those days and go, I never flippant use this. And you might have that flippant moment of, fuck it, I'm going to cancel it.

But I think this idea of going, hang on. But if I do, because I'm just being flippant, I can't get back in, is going to retain you. It could be seen as like, you're basically handcuffing people to it and being a spiteful shit.

I get that. But I do kind of like it. And also in the backend for automations, dealing with people canceling and recoming back, that's been one of the banes of my life as a person of like, how do we deal with those people? Yeah.

I have an experience with that recently, actually. So I've been in a membership since last December. It's a low cost one, low ticket, but it was like last month it was about to renew.

And I was like, should I do it? Should I just leave this time? But then I'd seen recently that they're not letting anyone else in the future. That's another way of doing it. We are at capacity with how many people we've got in here.

I'm in a membership like that right now as well, actually. It's probably the same membership. I think it probably is.

Yeah, probably. Yeah. And I'm like, it's so low cost.

It is. So you're just going to stay because you're like, well, it's not costing me much. And if I leave, I might not ever get back in when I need it.

Yeah, exactly. Yeah. That idea of having a capacity is quite interesting.

And again, that's scarcity, isn't it? Tying in with it. So creating reasons that people want to do that. I love that.

I love that. One of my favorite things to do, and I think it's really, really important, specifically with email, is to constantly be resetting people's attention. Because it's so easy for people to feel like your emails are beige to them.

Like you're saying the same sort of things. And you can often feel like you're saying the same sort of things. Like I'm always talking about this.

So now it's going to be a scarcity bit. And now it's a bit urgent. And then, oh, and then we're going to have another big, like it feels like you're sort of on this treadmill, on this constant hamster wheel, I should say, of things that come back around again.

So resetting people's attention is really important. And my favorite way of doing that, which I really enjoy getting creative about, is coming up with new campaign structures. That's why we have a program which has got 46 different email campaigns.

Everybody always says, why is there 46? And I'm like, because we're going to reset people's attention. Like if you're just doing the same thing every time you launch your thing, or every single week, or every single talk about your product, are they going to become blind to it? Like those ads that have had to stop running because it was no longer effective because it wasn't grabbing their attention. Do you remember when somebody said, oh, here's a really cool hack for improving your ads, which was you start the ad copy off with it's true, right? Dot, dot, dot.

And then every ad on Facebook was like, it's true. There's a new way to do something you really want to do. And then that lasted maybe after the proliferation of that, it lasted a month and then they all frigging sucked.

And it's the same thing. Like we have to reset attention. Yeah.

Yeah. It's a good one. And yeah, having different campaigns, like making sure that you're switching things up, not doing the same old, same old all the time.

One thing that I tried when I did my book launch last year was, and I've never done it before, was reasons not to buy. So doing the opposite. And I always think that's an interesting way of, of kind of resetting attention.

And like, this is why you wouldn't buy my thing. Did you do that in a sincere way? Cause I did a sales video for a book once, funnily enough, it would have been a book, which was 11 reasons not to buy my new book. And it was all tongue in cheek ways.

So it was like, it's really heavy. So, you know, lugging it up the stairs, it's going to be really painful and it's so good. You're going to lose sleep.

Is that what you did? Or did you do a more sincere thing? It was, it was kind of funny. So one of them was you love overthinking. Right.

Yeah. So it was tongue in cheek. Yeah.

Fear is your BFF. Yeah. It was kind of like a funny way of doing it and approaching it in the same way.

And, and I definitely did take inspiration from that campaign. That is funny. I like that.

I like that a lot. Another way of resetting attention. So like doing the opposite is kind of what you're talking about there.

One of the things I like to do is even the subject lines, like all lowercase subject lines, like no, no capital first letter. So much recently, it just seems to stand out more. Yeah.

And again, I feel like I'm seeing less emojis and subject lines. So I'm starting to use emojis again. So I'm looking at what stopped happening.

I'm like, not look at my email inbox. No one's using emojis. Cool.

Guess what I'm doing? I'm using emojis now. And again, I'm not going to say that on the show and for the rest of this month, freaking emojis everywhere. And I'm going to not be using emojis this month, just so you know, like ahead of time, that's what's going to happen.

But yeah, I did an email just recently where I put, I put a photo in it, which I never do. I've decided to write an email about one of my cats. And I was like, here's a picture of my cat just because I thought, again, I rarely kind of put photos in or adding a gif or I did a gif of the workbook for one of our new masterclasses, one of our new classes or masterclasses or masterclasses.

I say it fucking weird. I think that's the first thing you ever took the piss out of me for. And it was the first of many, but yeah.

So I did a little screen video of the workbook and then I blurred out the workbook and then I put it into like mp4 to gif converter on the internet and then stock that in the email so people could see the workbook scrolling by in the thing and the conversions off that email were insane. So again, just interrupt the pattern. It's not just words.

We're now seeing a thing. It's an image or it's an animated image. It's a gif or whatever it's going to be.

So yeah, reset the tension. Super, super important. Yeah.

I love that. I love that one. So the next one is compound curiosity.

Yeah. I love compound curiosity. I know I've talked about this.

I feel like tons, but maybe just not enough. The main place we use it is in email subject lines and it's this idea of not just using singular curiosity, which is like how I made $10,000 this month. For example, that would be like a singular, straightforward benefit driven curiosity.

Whereas if I say something like she's going to kill me, we've got lots of questions. Who is she? Are they actually going to kill you or are they just unhappy? Why are they going to kill you? What have you done? Is it in a lighthearted way or actually are you in trouble with somebody? So there's lots of questions in that subject line. Mostly who is she and why are they going to kill you? What have you done? So having more than one element of curiosity in a subject line, I've seen across the board bumps up open rate every single time.

Because it's more reasons for the person to go, my brain can't cope with the fact I don't know who she is or what he's done. Yeah, I love that one. It's such a simple thing when you really just break it down and think about it.

And curiosity just with that kind of subject line, it just kind of grips people's attention, which I love. I was actually before this thinking, have I got any that I can share today? And I'm not sure if this one works as well, but I like it. It was not another niching workshop.

Hmm. Yeah. I think that's great because it has the question of, so is it a niching workshop or is it not a niching workshop or is it a niching workshop? It's not like a niching workshop.

And also I like the fact that that taps into the, not another, you know, that sort of catch phrase. I think that I love that. I want to use that formula.

I think it's really good. I thought it was a good one, but I couldn't find any more. So I should do this more often.

Yeah. Well, it's interesting because I'm just like looking through my inbox. My subject line the other day, and it worked really well, was my ex's best friend.

Like you've got to read that and find out what did he do? What happened? It's more interesting than about my ex. It's more interesting than my best friend. It's your ex's best friend.

Just full clarity. It was, I was at the gym and having a PT session and my ex from like 20 years ago, her best friend came in for a PT session as well. And it was like, it could either be awkward or it was fine.

And it was actually totally fine. It was like, hug, how are you kind of thing. So yeah, it wasn't anything naughty.

It was nothing naughty. But you never know until you actually open the email. That's it.

That's it. You're like, okay, has he gone too far? Is he a naughty boy? Let's talk about saying it and proving it. I think this is really an important one in our little list.

Yeah, I think when we put something in our emails, we need to follow up. We need to be able to show that we are doing those things, proving it, as you say. Right.

Yeah. I mean, it's got to be the biggest bit of feedback that I give to copywriters who write stuff for us. I'm like, prove this.

You're just saying things and anybody can say anything. Hey, I'm really tall, dark and handsome. Until I show you a photo of me, which would prove none of those things are true.

You'd be like, sure, you say that. That's great. But you've got to prove it.

So that's why, for example, let's go back to that example with the workbook. You want your audience to believe that every time you say something, it is true. So the way you do that is in everything else you're doing, say things and prove them.

Because what you're asking people to believe is that when they invest in you and your program and your solution, that they're going to get the results. It's as good as you say it is. You're asking them to believe what you say.

The only way they're going to believe that is if you said and proved other things. They have this belief in their head that when you say things, they are true. So simple example.

Hey, there's a workbook for tonight's masterclass, and then there's a gif of the workbook. And they go, oh, that's great. So every time Kennedy says something, it is true.

I'm not going to show up to the webinar or to the masterclass and be like, I said that was a workbook, but now you're on the webinar. Gotcha. Obviously, I'm not going to do that.

That'd be insane. Yeah. So when you say something, back it up with something that can prove it's true in some way.

And that doesn't have to be data. It doesn't have to be like, according to this bit of research. It's just like, show them the thing.

Hey, I've just got this new cat. Put a photo of the cat in or tell them its name. That acts as a bit of proof.

Or just been out for a walk. Bloody hell, it was freezing this morning. Oh, okay.

You have been out for a walk because it is cold today. Just adding a little bit more adds truth to things. Yeah, I love that one.

Such a good idea. Next, we want to train people to click on the links in your emails. Again, if people are joining your email list, they're not going to be able to buy necessarily from your emails unless all of your email campaigns are about hitting reply and engaging in a personal conversation, in which case you want to train them to engage in conversation.

Whatever the action you need people to take from your emails, you want to train people that that is a thing that is good. So if you click on a link in one of my emails and I say, hey, I'm going to send you a video, which is going to help you with ABC thing, you click on the link, you go with the video, and it helps you with the ABC thing, you have a nice feeling about when you click on the links in my emails. Whereas if I send you an email and I say, here's a cool video to help you with this thing, you click on it and it goes to an error page, you're sort of going, oh, I feel a bit dodgy about clicking on the links in that person's email.

I don't really trust. Or you get that page, you see it all the time, it was like, security alert. This page is not secure.

You don't really see that very much nowadays, but this page is not secure. There's malware on this page or whatever. We used to then go, I'm not going to click on that person's links again.

So again, we want to make sure that we're training people to click on the links in your emails. So make sure there's links in the emails for them to click on, whether that's a link to your podcast or your video or your blog or your YouTube video, or check out your latest post on Instagram. You can link straight to your Facebook post or whatever like that.

Even when you're not selling, have something where people can go down that rabbit hole with you and start engaging in your content so that when you do send an email where you want them to go and check out a bit of sales material, they're already in the habit of clicking links in emails. Yeah. And something I've actually done wrong in the past is even though it's a link to click, it's just kind of to get their information.

So maybe it's like a survey of some kind, or I'm just getting them to click to give me information to kind of segment. And then the link going just to my homepage and not doing anything. And they're like, why am I here? So yeah, not making it confusing and actually giving them something to land on that is relevant.

And maybe it's even surprised them when they get there as well, which yeah, could be nice. I like that. I like that.

Like it could even just, if you're having people click to vote on something within an email, for example, like yeah, segment them, how many subscribers have you got or where you are in this journey or tell me something. You could put something cute in there. Like it could be just like a funny little gif of a dog being cute or whatever it's going to be, which says, thanks for letting me know.

Like just so they know they're in the right place, but also you've given them an emotional response, which is positive. Because that's what we're dealing with at the end of the day is like, what's the emotional response that people have? And then what is the emotional response that people remember that they're going to have by clicking on their emails? If it's, I ended up on this page, which said malware alert, that's a bad time. Whereas if they click and they know every time they click there, they feel good.

Oh, you know, we're going to click something nice is going to happen. I love that. I think that's a really cool idea.

I like that. Yeah. Like gifts of cats and dogs and anything cute.

Absolutely. You know, a turtle in a fur coat. Why not? Why not? Why not? Can you fit a turtle in a fur coat? I bet you could.

Somebody's done that. Next one is talking to non-customers, that's your subscribers who haven't bought your thing yet, as if they are customers. And I really like this and I don't always do it, but I do try and remember to do it.

And like, hopefully if you're a regular listener to the show, we're not saying we're perfect in all these things, by the way. Like we're all just getting slightly less bad than we were yesterday. That's kind of how it is.

Right? And we can't do all these things all the time. So don't think that every email you send, you've got to go through this checklist of nine things to make sure they're all in. You definitely don't need to build beliefs, reset attention, have compound curiosity, say you approve it, train people to click on links, have urgency.

You don't have to have all these things in every single email. That's not the case. Please don't be overwhelmed.

Emails sent are better than emails that are not sent. But in terms of talking to non-customers, as if they are customers, it's a really interesting way of making people feel included. It's the reason that Coca-Cola fridges, when you go into like the shop or into a bar or something, there's a reason they are glass fronted and not opaque.

It's because they want you to see in the thing you can't have. Like I'm sure they make millions and probably billions more dollars because of having glass fronted fridges. Like at our gym, there's like this fridge right next to the reception as you go in and zap in.

And it's got all these weird, I think energy drinks and water and stuff like that. But if that was like not glass fronted, no one would open the fridge and see what they could buy. And you kind of want it to be a bit like that.

You want to be a glass-fronted fridge. There's a quote for a t-shirt for you.

I am a glass-fronted fridge. Because talking to people as if they're in your audience, it's like assuming that they understand it, and they sort of are going, oh, I've got that resource. Oh, I haven't got that resource.

I could just go and buy that resource. So a simple way of doing that and a concrete illustration would be me saying to, I mean, I know we have a lot of our customers who actually do listen to this show, but let me just say that to all the people who are not our customers, it's me saying things like, hey, if you're trying to do this compound curiosity thing with your subject lines, just go into your battle plans area of the program and watch the subject lines training we put in there. We go into in-depth.

You've already got access to that. What does that do for people who are not members, not customers, not buyers? It makes them go, oh, he's talking to the customers, but also I'm hearing that, and now I've got FOMO. Now I've got jealousy, but I don't have access to that.

Rather than the flip side, which sounds like a pitch, which is when I would do the opposite, which would be, and if you're not a customer yet, and you would like to have access to our compound curiosity subject line training, make sure you go to our website and enroll and blah, blah, blah, and go into the offer. They hit different. They hit so different.

I think the first is more effective because it's not as overt and needy. Yeah, I love that. I was just trying to think of an example of my own, and not long ago, a couple of weeks ago, months ago, can't remember now.

Sometime in the past. Sometime not that long ago, I created a document for my members of my membership, and I just sent an email saying, I just created this for the members to inspire you to do this, do this, do this, and I shared the image of it, and so I was kind of like saying, this is for members. It's inside the membership.

This is what it is, and giving it to those on my email is for free in essence, but not really saying, here's a free thing. Here's something you need to go download. It was literally just in the email.

It's in the email. It sort of reminds me of another thing, and it's not really email related, but you just give me this thought, which was, I've done trainings for, say, members, but streamed the first little bit of it into the free Facebook group, and being like, hey, welcome, and John's here. Maybe everyone's on Zoom.

I think that's how we did it. We had all of our members on Zoom, and then we streamed the first bit into the free Facebook group, the Email Marketing Show Community one, so they could see there's this community. I'm having a bit of a banter.

They can see how we interact with people, and then they can see the beginning of the training. Cool. Today, I'm really excited for members only.

I'm going to teach you how to, all the buildup, and it's going to do this. It's going to do this. It's great, and then we cut the feed into the community, so now there's this, oh, I've had the beginning, and now I have this real edge of like, oh my god.

It's like just seeing somebody cut a nice bit of cake in front of you, like one of those chocolate-scented, melty, molten cakes, and then going, and now you can't taste it. You're like, oh no. Now you've made me hungry for cake.

Sorry. You're not sorry, Owl. Okay, okay.

So yeah, talk to your non-customers as if they are customers. We also want to create a habit of people reading your emails, don't we? Mm. Yeah, getting them to be excited about opening them, and looking forward to reading them.

Yeah. One of the techniques I use for this, no, there's two important techniques. One of them is to make it a regular occurrence that happens at a particular time, because it then becomes habitual.

So if you know I'm going to get an email from Kennedy every single day, then you know every single day you can look out for my email. If you send an email every Friday, people know every Friday I'm going to get an email from that person. So that's the first bit.

The second way to get people really looking forward to making a habit out of them is to create some kind of, and this is a bit more advanced. I honestly don't do it that much. I should do it more.

It would definitely be more effective if I did it more. I'm just being completely honest, is leaving open loops at the end of the previous email, which is things like saying, and tomorrow I'm going to show you, or on Friday, or next week, I'm going to show you the three methods I use to do that. Or I'll tell you the story about how I ended up in A&E in drag on my 21st birthday, which is true by the way.

It was the day after my 21st birthday, but yeah. So it was pretty funny. My mom's like, why does it have to happen today? He doesn't usually dress like this.

True. I mean, the amount of doctors and nurses who needed to come into my little room to get something. Yeah, sure.

I'm sure it was to get a good bloody laugh at me going, God's sake, you do want, you know, you do this for charity one time and you end up here. Very funny, very funny times. Anyway, again, you can create these loops, which get people to open the next one.

The other thing to do to make a habit out of reading emails is make a reason to actually read your emails. If your emails are just a signposting device to, and always just to another sales page. Well, I see as a few people I've seen, especially the sort of old school marketers, where it's only ever a lead up to go register for another webinar.

And then next week, register for this webinar. And you're like, all right, I know what tomorrow's email is going to be about. It's going to be registering for another webinar, isn't it? Like again, resetting attention, yes, but make the habit so that it's something to look forward to.

Like what daft story are you going to tell or what sincere piece of content or useful thing are you going to share? Like, give them a piece of value that they're always looking forward to. Yeah, I love all of those. I think the open loop is something that I don't do as often as I could as well.

And it really works. It really works because when I see it, when I read it, I'm like, oh, I need to look out for that email because I'm intrigued now. I'm curious.

So it's just one of those things. But then yeah, getting them to want to read your emails. And, and I often get when I actually have a conversation with people who are on my email list, they're like, oh, I always read your emails.

And I'm like, oh, that's nice to know. But I do fall foul of not doing the first one where I don't send it on a specific day. I don't have a specific day.

So I should probably get into the habit of that. And I think, I mean, we could talk about that maybe on another episode about how to cope with that habit. But I think one of the tricky things about doing it on a specific day, I think it's kind of easy to do it every day because I know that every day, as soon as I'm making my first cup of tea of the day, I'm writing my email.

Like it's just a habit that I've stacked together. And we've talked about that on previous episodes. If you want to go back and listen to those about creating habits and getting your email done.

But if you are going to do them only on certain days, let's say you're going to do them two times a week or three times a week. The problem you've got then is what if you're just not feeling it on those days? So my little hack for that is you don't have to send an email on the same day you write the email. So if you're having a good day, like yesterday for me, I was like in such flow with writing.

I just wrote everything. I was like, I'm writing, I'm writing. Today, I don't fancy doing any writing, but that's okay.

Because when I was in the state, in the right zone to be writing, I did it. And then I scheduled a bunch of emails. I scheduled a bunch of content.

Yeah. It's batching and creating it when you're in the zone, when you're in that mind frame. Yeah.

Exactly. Final one for this, before we get into today's subject line of the week, and I'm excited for that, is to write how you talk, to write how you speak. A little bit of light science for you now, folks.

Tune in. Professor Kennedy, not sitting here. I'm not a professor at all in anything.

I'm not professing anything here. When we read, I learned this because I decided to learn, unsuccessfully, to speed read, which is a strange book to buy. How do you buy a book about speed read? And it takes you ages to read the first page.

And then the last page, you're fine by, but what are you supposed to, I guess. But what happened, the reason people read slowly is because when you read, you hear the words in your head and it's called sub vocalization. What speed readers do is they don't do that.

That's one of the first techniques is don't sub vocalize. So just get the words through and then it teaches you how to skip over the words like the and if and stuff, unimportant words like that. And then it teaches you, and this is where I got stuck, was how to read three lines at a time.

And I was like, wow, I'm already dyslexic. So that's already, you know, the reading one line at a time was tricky. So this goes background full circle to, if you just write how you speak, rather than trying to be a good writer, you're going to write better emails because you're going to write more legit emails that are genuine in your voice.

You're going to write them without having to worry about, am I a good writer? Because you're going to just communicate passionately what your topic is. And bonus, biggest bonus, like the actual main thing is when people look at your emails, they're going to hear your voice in their head. And both of us get people saying to us, I know we do, I can totally hear your voice when I read your emails.

And that's not by accident. It's because I just write how I speak. I don't try and do that.

I just write how I speak. Yeah. That just reminded me of when I wrote my book and I shared it with some friends and they were like, when I read this, I read it in your voice.

So it sounded like you when I was reading it, which was quite interesting. But yeah, you can do that in your emails too. And it's also authentic.

I think that's a big part of it as well. Yeah. Yeah.

It just, it makes it real. It makes you real and people are going to connect with that more as well. So that is really important.

Yeah. I love it. Now you mentioned your book.

Tell us what your book's called and where we can get it just because you mentioned it as well. Cause everyone's like, that's an open loop. I need to know about.

Okay. Yeah. My book is a mini book called stop self silencing and it's on Amazon.

Okay. Stop self silencing by Fifi Mason. I like it.

I love it. I read it. It's good.

All right. Now for this week's subject line of the week. We actually were talking about this email earlier.

It's an email with the, um, it's actually, I've accidentally been really clever. I can't believe this. This has never really happened before.

I've tied together everything we've just talked about in the psychological principles in the subject line that I chose for the day. So thank you for the plans aligning. The subject line is your workbook for today.

And now what's interesting about it is inside of it is this GIF of the blurred out workbook scrolling through, which is cool. But the really interesting thing is this subject line with your workbook for today was sent to all the people who had not registered for the class. So I was talking to them as if they were customers of the class.

So you're not a customer of the class. You see a subject line, which has your workbook for the day. And they're like, Oh, I must be getting free access to the class or what's this workbook or what's happening today, depending on how much awareness have we got of the class.

And they open it up and they're like, Hey, there's going to be a really fancy workbook for today's class. Make sure you register for the class to get it. Here's a GIF of it.

So there we go. That's what it was. Your workbook for today, talking to the non-customers as if they are customers.

Brilliant. I love that. Such a good idea.

Yeah. If you, uh, if you haven't already make sure you come and hang out in our free Facebook group, by the way, just search for the email marketing show community on Facebook, where you can come and talk about your use of your implementation of these various principles we've been talking about today. And if you've got any questions about how to implement them, I know it's been a sort of slightly lengthy episode, but we have gone through them at quite a pace.

So look on Facebook for the email marketing show community and come and chat about all those principles. Yeah. And thank you so much for listening to the whole show today.

We'll be back next week. If you're new to the show, be sure to hit subscribe and make sure you don't miss out on the next episode. See you next week.

Bye. Oh shit. It's the podcast voice guy again.

Yes, that, that would be me, which means it's the end of the show already. Holy crap. Look, we make this show every week for you for free.

So make sure you hit subscribe on your podcast player. So you don't miss the next episode and we will speak to you next email marketing Wednesday.