What if the reason your offers are not converting has nothing to do with your product or your price?

Most people think selling is about pushing harder, writing better pitches, and adding urgency.

But the truth is simpler. The emails responsible for millions in sales often do not sell anything at all. There is no pressure and no hard pitch. Instead, they prepare the reader so that when the offer appears, the decision already feels obvious.

They guide attention, build understanding, and create momentum before the sale ever happens.

If you want that same effect, keep listening.

Useful Episode Resources

FREE list of the top 10 books 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. We put together this 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.

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If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

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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.

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00:00.92

Speaker

I want you to go and copy these three different emails before you launch an offer so they can just make you more sales. Look, to make more than $3 million dollars in online sales, I use these three emails in my automations, in my live launches, and even when I'm promoting other people's offers in exchange for a commission.

00:19.19

Speaker

They work extremely well. So let's get into them. The Email Marketing Show

00:28.28

Speaker

Okay, so what's really interesting about these three emails is actually they don't sell anything, right? But they are the bed. They are the foundation and they are critical. And we're actually going to get into the emails and what they do. What they're designed to do is actually get your audience to start thinking about the topic before you just show up and start selling them something about it. So let me give you an example. When I use this and it just worked so, so well, I but i pretty much use it every single time because it works so well. So I'm doing my emails every single week, every single day or whatever. And I'm emailing, in my case, about email marketing.

01:03.87

Speaker

But I find out that a friend of mine has a really awesome product which helps people with webinars. So what I don't want to do is just go from email marketing, email marketing, email marketing, to suddenly say, hey, you should go buy this bit of software that helps you with your webinars. It's very jarring. It's like you're halfway through watching...

01:23.19

Speaker

Pride and Prejudice and then Mickey Mouse walks on. It's like, what on earth going on? Am I in some kind of crazy dream? So to make sure we don't do that, I want you to think about the way you think about this in your head is you are basically panning the camera in someone's mind. You're the director and you're panning the camera to have your audience think about this albeit related thing, but really get focused on it. And I really want you to think about that way. Let me give you an example. So I'm emailing about my email marketing and then I start talking about webinars. I can't just do it like that. So what I do with instead is I start emailing talking about how good and powerful webinars are as something you can send from your emails. So what it meant is by the time I used this very campaign,

02:12.25

Speaker

my audience were replying to me saying, oh my God, thank you so much for telling me about that webinar software because I've been thinking about webinars. And I'm like, no shit, I know you've been thinking about webinars, right? Why? Because I've been telling them about webinars. I've been moving, I've been like a DJ cross fading between songs instead of just dropping, build me a buttercup right in the middle of a set, right? I'm moving people over.

02:37.11

Speaker

What else happened was amazing. The guy who runs the webinar software dropped me a message on Facebook said, Kennedy, how on earth are you getting all these conversions? Can I see your emails? So not only it make your audience grateful, but also it increases your conversions. So we're actually going to get into the emails. It's called the bed campaign.

02:59.22

Speaker

Okay. B, E, D. And it's three phases. You can do this through a single email. You can do this over three emails. You can do this over five, six, or eight emails on the lead up to your launch.

03:12.18

Speaker

But there's three phases to it. Okay, I've even listened to emails where I've combined the E and the D. But let me, yeah, I'm getting ahead of myself here. I really want to get into it. So the B phase stands for

03:25.82

Speaker

belief These are emails where you are going to instill the belief that this person needs to have before they could even bother buying or investing or enrolling. So let's take a look at an example one I did.

03:41.37

Speaker

So here it is here. So it says, Daniel, so bear in mind, this is what this is going to be a belief email that I'm going to be telling people they need to enroll in my program, the automated email engine. So what's the belief I need to build? Well, automations are important. Automations are critical. That's the belief that someone needs to have before they can buy my program.

04:02.36

Speaker

Otherwise, they can't buy it. There are a bunch of beliefs that people need to have before they buy your program. Think about what that is, okay? So here's how I did it. In actual practice, gonna yeah you guys like to see the actual email. So here it is. It says, Daniel, you know, the the person's name, right?

04:17.18

Speaker

I could sense the six people around the table were getting sick and tired of me. So I've begun here with what we call a massive pen for a start. What we call a pattern interrupt.

04:31.38

Speaker

People are now thinking when they're reading this what are you talking about? And I want that get people to lean in and give us their attention. It interrupts whatever they were scrolling through on their phone or wherever they happen to be reading their email. The problem with family weddings is that you see you end up sitting with people you don't know, right?

04:47.38

Speaker

And this is this right thing here is where I'm basically getting them to agree. Okay, it's psychological thing called a yes set or an agreement statement. There I am in a beautiful grand hall of a castle on ah on a table of six people who all know Cousin Rachel and each other, but not me.

05:05.78

Speaker

So here I'm building rapport...

05:10.04

Speaker

by talking about my cousin Rachel's wedding. I'm also talking about the fact it's in a lovely castle, which it happened to be, right? I don't know what to say. ah Sorry, I don't know what they were talking about 90% of the time. So now I'm getting to this idea that I feel left out. That's the message.

05:26.71

Speaker

And then I say, hashtag awkward. That's me, just a bit of personality. Important so your emails don't feel dry, okay? Okay. And it wasn't just me feeling dim, first name. It's hard to understand anything when you have absolutely no context for what's going on or what i what what what they're talking about, right? So this is me starting to make the case for the importance of automations. Okay, let's get into it. Who are they talking about? Why is it funny? So I'm making it specific.

05:56.94

Speaker

I'm not staying vague. I'm being specific. Context is everything, and this is one of the things that automations allows us to do, right? One of the things we have to do in our email marketing is make sure we set up series of a of automated email campaigns to give that context to every new subscriber who joins our list.

06:18.04

Speaker

So I've now related a a relatable truth about being in social situations where you don't really know what everyone's talking about. We've all had that situation, and I'm making it relate to your email list.

06:29.59

Speaker

That way they don't end up confused or as I did, leaving the table and spending the night at the bar. Think about it like this. Someone joins your list. Automations to create context and introduce your main products.

06:41.75

Speaker

They now understand all the emails that you send forever more. I'm making it a big benefit. Keep your subscribers at your table paying attention. So by the end of this email... These people who are reading it have the belief that, hey, without automations, I've got a problem. so that's the first email in the sequence. What is the macro belief they need to have before they could buy this program? Because in this case, my program is the automated email engine. It's all about automations. So that's what we've done there.

07:12.95

Speaker

The E, the second phase, which has a lovely gif of John Cleese in it, which we'll get to in a second, stands for... evidence evidence yes i've even spelt it correctly evidence so yes you can have people have a belief but now they need to believe it they need to believe the belief they need to have evidence that's going on around them right so quick question i got a random email from dan brew do you know him again this is a very like and know what that symbol is there

07:44.86

Speaker

This, can't even draw. and this is This is very curious. It gets people to lean in. Do you know him? Me neither. This is the idea of like, do you know this guy? That was the idea of the email. it's quite a cool opening.

07:59.29

Speaker

And then I put in a little fun gif of John Cleese. Because there's not enough of those in the world, right? And then when you see an email from someone whose name you don't recognize, how do you feel about it?

08:12.28

Speaker

Do words like scam or spam or even sales come to mind or just here we go? Now, before I take you any further into this, the idea of an evidence email is that you show them evidence in the world around them that what you want them to believe is true.

08:31.54

Speaker

This is not the place for social proof. This is not, when I've mentioned this in private masterminds or in in in coaching groups, which is where I've only taught this until this point,

08:43.22

Speaker

People think this is where you share social proof. It is not social proof. It is the in unequivocal evidence in the world around them in everyday life. Okay, so let's get back into it. When people don't recognize us, that slaughters any chance our emails have of doing anything at all apart from getting us reported as spam.

09:02.20

Speaker

What I'm doing here is what I call high stakes consequences. Okay, um it's a really good thing to do to elevate the consequences of of what you're talking about.

09:15.26

Speaker

There are two simple steps to making sure people know who you are. One, work hard to deepen the relationship with them when they join your email list. You can do this by adding an automated welcome sequence. We call it getting to know you sequence.

09:28.25

Speaker

Set that once. Every new subscriber goes through it and hey presto. Okay, great. That makes sense, right? Well, you're just appealing to someone's absolute logic of the evidence around them. Email more regularly. A lot happens in a week.

09:40.57

Speaker

So if you're emailing less than three times a week, chances are your name is getting forgotten among everyone else. And we get in our inboxes. If someone pays emails you regularly, you can't forget but you can't forget who they are can you?

09:52.63

Speaker

So that's the evidence email. What is the stuff that's going on around them that makes them go, oh, I believe that because of what I can see around them. This could be a story. This could be something that's happening in their personal life. It could be something that's happening culturally. It could be something that's happening in in sort of society or even some pop culture thing.

10:12.73

Speaker

So that is evidence. The final email, the final phase of this, the D stands for desire. Because if there is not an emotional resonance, and people don't feel something, they can't make a decision.

10:30.14

Speaker

I have this frame you've probably heard me talk about, which is feel, decide, act. That's the phrase that i take people through. And the only way to get somebody to feel something is to get them to desire to either move away from something or to desire to move towards something.

10:45.27

Speaker

So a desire email has to get them wanting the thing that you want. So how do we do that in this example? I'm just going to let off steam for you for a minute. Ella, so that's just the person's first name, merged in.

10:57.34

Speaker

So again, letting off steam, having a rant is a really good way of saying, hey, I'm going to say something provocative here. Pay attention. And people love to watch somebody have a rant, don't they? It sucks. I don't let them off the hook yet. I keep pulling them into the email. My first love moved 300 miles away to London and I was living back with my mam.

11:18.17

Speaker

That's the North East England term for mum or mom. or We all call it different things, right? I just stretched every pound I had to buy a tiny Ubuntu notebook computer for £150. So I had something to get some work in for myself. So I'm showing myself in a place of vulnerability. Like I haven't always been successful. I haven't always had a multi-million dollar business. I haven't had all these things. I came from a really, really tough situation, right?

11:43.59

Speaker

I need a laptop because everyone was saying that em email marketing was a secret source to selling anything. So was I'm now acknowledging everyone else is saying it, but of course you still have some beliefs that it might not be, or it might be difficult, or it might have changed or whatever, right? But no matter how many emails I sent, no matter how I grew my list, and no matter how clever how what clever sales words I used, I just wasn't making enough sales. What am I doing here is I am resonating.

12:11.51

Speaker

with how a lot of my audience feels, probably how you feel, right? In this situation. I was stressed, I was worried. Boom, boom, two hits, nice and staccato, nice and punchy, okay? and And at the sight of not being able to make my business work, I felt like my heart was going to break all over again.

12:30.04

Speaker

So I'm linking this business thing to the sort of the story, literally the one-line story about that my first love moved away 300 miles to London, right? And Here's the thing. So that gets, that what's that doing, by the way? That is creating emotional resonance. We're getting the story of losing your first love and you're like you're linking it to the heartbreak of your business failing and we're creating a lot of emotional resonance.

12:56.12

Speaker

That's desire building up, right? Here's the thing. Nothing changed until I stopped throwing single emails out of my list and started sending sequences that build one on top of the other. Oh, wow. That's the moment of clarity. That's the moment of change. When I finally listened, I didn't only make sales.

13:13.08

Speaker

I didn't just make more sales. But because I could automate them, I made them consistently. This is the desire. that most of us have we want to make sure that we've got sales and money hitting our accounts consistently and escaping the negative emotion which we outlined above in the email so i'm moving it all through that journey i moved back out of my mom's into my own apartment the desired outcome that's another piece of desire i just wish i hadn't dicked about for so long again we want the desire

13:46.97

Speaker

of action. We want people to take action when we open the cart tomorrow, when we tell them about the offer tomorrow and the next email. The key to sales for every type of business around is to focus on creating sequences of emails that make sales and then automate them.

14:02.26

Speaker

This sounds very logical because after a bunch of desire and emotion, the subconscious brain come kicks into play and says, is that true? And what about this? shouldn't be worried about that. It starts throwing up your up objections and and reasons you can't to try and keep you safe, which is our brains are supposed to do as human beings. So we overcome that with a bit of logic.

14:19.26

Speaker

Then you'll have that consistency that we see others enjoying for ourselves too. Everybody else is enjoying it or picturing this idea that other people have done it, therefore it must be possible. Until then, you go round and round in circles wondering why all the other market ah um other marketing isn't working.

14:36.95

Speaker

Wasting time on social media, money on software, and more courses about growing your following. This is, again, all of that stuff saying, you are going to stay stuck if you don't take action. We're building this desire for action.

14:48.09

Speaker

Tomorrow, we're queuing up tomorrow's email, opening the door for that, creating expectation, and saying, tomorrow, I'm going to share with you the four email sequence that I have every subscriber go through when they join my email list so they become customers,

15:03.77

Speaker

not just freebie seekers, which is the thing they're all trying to escape. In fact, I'm so excited. I've written the subject line, and I'm pretty proud of it. Four emails from Julie Andrews. Okay? So something a little bit unusual. It'll make sense tomorrow. Look out for it.

15:18.01

Speaker

15:30.52

Speaker

So again, I'm telling them about those elevated consequences that we talked about earlier, right? So we've got we've got belief, we've got evidence, and we've got desire.

15:40.98

Speaker

Really important to have those things. And then you can go into it. Now, if you're thinking, oh, this sounds really, really good. I want to know, have you already subscribed to my YouTube channel right here? Because if you haven't, I release brand new videos like this every single week, multiple times a week. So make sure you hit subscribe. And of course, if you'd like to get my daily emails and you'd like to see my daily email tips, literally go over to dailyemailtips.com. Join my email list. You'll get my daily email tips and inspiration, advice, and recommendations to make you more sales from your email marketing. And it's totally free. So why wouldn't you go and do that? Of course, now what we've got to do is now we understand that we've got beliefs, evidence and desire. We're going to use this before you go into that next launch, before you talk about other other person's and amazing offer. You're going to use this every single time because you're not selling in these emails. You feel like you're giving value and people absolutely love it. Now, what I want you to do is make sure when people are teed up, they're coming into your emails with the right context. And the best way to do that is as soon as someone joins your email list, to have an absolutely stonkingly good welcome sequence that's completely you automated. They join at any time of the day or night. They join your list and they really understand your world. They really understand your unique uniqueke perspective and why they should buy from you. So copy this email welcome sequence that I talk about in detail and unpack in this video and it will just bring you in even more sales. I'll see you over there.