Every time you hit send on an email, something exciting should happen, sales should come in, money should land, and your work should keep working even after you close your laptop.

That is the big idea.

But most people do the opposite. They wait, overthink every word, and only send emails when they feel like they “have something to say,” which means they send less and lose momentum.

When that happens, their list goes quiet, their audience forgets them, and sales become slow and unpredictable.

It feels harmless, but it quietly kills results.

Because email is not about waiting for the perfect idea. It is about showing up consistently, building connections, and creating momentum that leads to sales.

There is a better way.

And with a simple use of AI, it is now easier than ever.

Useful Episode Resources

FREE list of the top 10 books to improve your email marketing

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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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00:08.79

Speaker

You should be getting paid every time that you hit send on an email. That's not an exaggeration. Every single time that you flip open your laptop, you slap some words out and hit send, you should be able to head out for the day and then come back home to sales cash money in the bank.

00:29.82

Speaker

But most people don't because they're following old advice. So let's break that down and fix it. The Email Marketing Show. Hey now, I'm Kennedy, author of Sightstacked Email Marketing. I'm the email marketing and psychology guy. And also, I've never eaten an egg.

00:47.35

Speaker

Yes, I've eaten an egg that's baked into a cake, into a pie, and a pastry and stuff. But I've actually never sat down and eaten an egg. Not dippy egg, not soft-boiled, hard-boiled, fried, scrambled, nothing. Not even an omelette. I don't even know what that tastes like. I just never looked at an egg and thought, oh i really want to put that in my mouth.

01:06.04

Speaker

just looks gross like um'm i'm just not into it anyway uh if you haven't already make subscribe right here right now because only about 50 of people who watch this content actually subscribe to the channel which is crazy Because the other 50% are going, oh, I really like that. They're watching a whole bunch of it. And then I never show up with more cool advice in their newsfeed, which is a crying shame. So hit subscribe right now. That means that you will actually see more of this content appearing in your newsfeed to help you to make more sales from your email marketing. and Also, by subscribing, it lets me know that you're enjoying and getting value from all of this content. And I'll keep making more of it. If you'd like me to show up in your email inbox with daily email tips to help help you to write better emails, to help you to make it easier to write better emails that make you more sales of your products and services, then go check out dailyemailtips.com.

02:03.19

Speaker

Sign up and get my free daily email tips right to your email inbox. Just go to dailyemailtips.com and it's completely free. And yeah you'll start getting those emails. And I think you'll really like it. And they'll really help you. So I saw some advice on Instagram from a professional...

02:22.35

Speaker

copywriter, and I say advice, I'm using inverted commas, advice, professional copywriter, and that person said, in fact, I even grabbed a screenshot and said, only email your list when you actually have something to say. And I thought, right, okay, so I'm sat there on my sofa, I've got Ivy, one of my Bengal cats, sat on my knee, and I'm i'm sc scrolling through the Instagram feed, like like most people do, right? And this pops up, and I sit back, and I sort of sigh, because I'm like,

02:50.49

Speaker

The problem with that is most people are going to take this the wrong way. And they're going to think, well, I don't really have anything to say, so I just won't send an email.

03:02.36

Speaker

And that is a really quick way of training your brain to be lazy. Look, I've sent an email every single day. Every single day for the past decade. Just over a decade now, right? And I can tell you there are some days when I've thought, oh I really don't want to send an email. I haven't got any ideas. I can't be bothered. I've thought all those things over time. Of course I have. Maybe you just once a month. Like yesterday, I was like, i don't even know what to send. Like, didn't know what to send. But you still do it because that is discipline. And I know that when I send an email using the approach about to give you, I send an email, I make sales, right? Yesterday, sent an email, bunch of sales came in. We're not in launch. We're not doing a big razzmatazz anything.

03:47.77

Speaker

Just send an email. So what we actually need to have instead of I don't have anything to say or only sending an email got something to say is what you actually need is to have a strategy, a technique, some shortcuts, whatever you want to call them, to have something valuable to say every day.

04:04.92

Speaker

So that every single time you do want to send an email, you do have something valuable to say. Not going, have I got something valuable to say? Then that's going to the decision factor on whether I send an email or not. No, it means you don't have a strategy for figuring out how to have something valuable to say. The other thing you don't want to do, by the way, is you don't want to only email people when you are in sales mode, when you're in hype for sales mode, when you're pre-launch or launch, because otherwise you turn to that friend who only ever calls when they want something. We've all got that person when their name pops up and and they've got a message on your phone and it's a WhatsApp and you go, it's that person.

04:40.07

Speaker

I wonder what they want. We've all got that person, right? So don't be that person. We don't want to be, we all know, it we see people in our email inbox ourselves. We're like, oh, guess who must be in launch or in pre-launch right now? Because they only email when they're about to go into pre-launch. It happens with whole bunch of people. Whereas that's just, that's worse than emailing all the time because only showing up when you want to want people to buy, that's kind of like a very one-sided relationship. It's not really adding any value.

05:06.72

Speaker

So how do actually do this? And we're going to use AI in a way that makes something I've been doing for the past maybe five or six years so much simpler because it was a manual process. I'm going to show you how use some really simple AI. Even if you never used AI before for anything, this is like the simplest thing ever, right? So the first thing we need to this is not AI before we get in the AI bit, is when someone joins your email list for the first time, you need to have a bunch of automated emails that people go through. So when they come in,

05:33.37

Speaker

they get some emails that set the context of what you sell, what you're about and all that sort of good stuff so that they don't just join your email list and happen to get whichever email you've sent in that day because it'll be without context. and And most likely they will not have a clue what on earth is going on. Like you might be, your email that day might be, hey, bonus three is expiring tonight and that person is just doing your email list. They're like, I don't know what bonus one is.

05:59.61

Speaker

even know what the product is. Like they won't have a clue. They won't be able to buy, and it'll actually deteriorate your relationship because they'll feel like they're outside the loop. So someone joins your email list, you definitely need to have a bunch of automations so they get that context. But also, like you want to make sure that when they join your email list, they get your best emails.

06:16.02

Speaker

There are some emails which every time you send them, they work. There's something magical about what you said, the way you said it, those things that just work. It's a bit like some musicians that we just love their songs. Like Emma and I went to see Imagine Dragons in London at the Tottenham Stadium just last year. And we sat there in our seats. We had great seats. We're looking right at the stage. And when they came out,

06:41.46

Speaker

There's like, i don't know, thousands of us, absolutely thousands of people. And Imagine Dragons came out and they sang the best songs, the songs we all came there to hear them sing. They sang Radioactive and they sang all all of these great songs.

06:57.78

Speaker

That's what all bands do. You go and see a band and they come out and they play not all originals. They don't write new songs for every performance. They come out and play the songs that work.

07:09.02

Speaker

And so that's what we're going to do with our emails. We have it so that when someone joins your email list, they go through a bunch of emails that work. You're hit. You play the hits in front of these people because you know every time you send them, they work. They help you understand your offer and they help them to buy the offer. So make sure we're doing that like a band playing the hits. The second part of that is once they, what I call, graduate that automated sequence, I call it the email engine. Once they graduate and they come out of that email engine,

07:37.78

Speaker

You now need to have a content strategy. You need to have a strategy and shortcuts and ways around it to come up with valuable ideas that you can share as often as you want to, rather than waiting for inspiration to strike and thinking, oh, i should send an email about that.

07:55.38

Speaker

That's not how this works with anything. Like if you want to do YouTube like I am, right? You can't just say, oh, I'm going to make a video every single time come with an idea. No, I have a schedule. But I know that on Mondays, Tuesdays and Wednesdays, I have a 90 minute block on each day where I am working on writing, creating and filming my YouTube videos. Otherwise, I just wouldn't put out many ideas. That forced creativity of like, hey, you've got to write this podcast. Like nobody, I remember,

08:25.61

Speaker

I'm sure it was Malcolm Gladwell or somebody, or it might have been Neil Strauss, somebody like that who used to write for one of the big new New York kind of newspapers, was asked about what about writer's block when you have to show up every single day or every single week and and write an x number of X number of thousand words. And the and the person said,

08:45.01

Speaker

There's no such thing as writer's block. If you've got an editor breathing down your neck saying, hey, I need 5,000 words by 3 p.m., there is no writer's block. like You create. And that's what's amazing about the creative process. It's not passive.

09:00.30

Speaker

It's not a passive thing. So you need to have something in place. And here is one of the strategies that I use. What you're going to do is we're going to separate ourselves from from all of the AI generic, bland, beige slop that people are talking about. And the way we're gonna do that, and the way all of us do that, is through your personal experiences and stories.

09:22.52

Speaker

So when we have a lot of people just sort of making generic claims, The way that you and I stand out right now, because of the experiences you've got, both in what you teach and in your life, that you can bring into your business to say, hey, this is not information you can get from AI. This is not information you can get by asking ChatGPT for the five steps to X, y Z thing.

09:44.02

Speaker

This is my personal lived experience through developing it. like You can't get from that. So how do we do that? Well, the first thing we have to do is start collecting those experiences in one place. And I've been doing this for about six or seven years in a Google Sheet.

09:59.83

Speaker

Luckily, there's a much easier way to do it now, but here's how I used to do it. I used to take a Google Sheet and used to write down every little story that that i came to me about my childhood about things that happened in my teen years about my first time doing this my first time doing that like the first went theme park and when i when i hated to go around the magic mouse the theme park or whatever um i wrote i wrote them all down into ah into a google sheet and then into a second column i would write down all the themes and ideas that that i could extrapolate from those stories so if i had a so x story i would then say oh that could be used to tell ah that could be used in a time when i want to inspire people to take action even when they're afraid it could also be used to tell a story and make the point of x point y point etc so what are the points i could make from that story luckily

10:49.99

Speaker

AI is here to save the day. And I shared this on my with my Director's Room Mastermind people a few weeks ago, and their jaws are on the floor. So here's what you're going to do to actually find unique stories that help you stand out, that bond people personally to you, and so you never run out of content ideas anymore.

11:09.14

Speaker

that you can then use to make sales from your emails. Because when people bond with you personally, that will help you that will mean they can you can make sales. If they think they can get the answer the thing you post in your email just by going to ChatGPT, then you've lost the sales. Those are the first part of sort of two of two phases of this. So what you're going to do going start creating a Google Doc which means you can access and add to it from your phone when you're out and about, from your computer when you're at your computer. And going to create this Google Doc where you start writing out your stories as you remember them and as you experience them. So, for example, I might write down the story of...

11:47.48

Speaker

but There was a time, only time I remember my dad ever getting angry, right, is I was in the bathroom at our at our home. I was about, I don't know, seven or eight years old. I'm in the bathroom and my and the bathroom door was opposite my bedroom door as a kid, right? And I remember my dad was chatting to me. i was like brushing my teeth. It was first thing in the morning, whatever. And my dad was chatting to me. And then he turned around and walked away. So he had his back to me. And I, for whatever reason, decided that I should get my slipp take my slippers off my feet and and and put them in my bedroom. But like I was a lazy kid. So I thought I'll just throw my slippers into my bedroom. But I hadn't considered that, one, you can't throw slippers through your dad. And two...

12:30.07

Speaker

I hadn't really calculated the fact that I'm a very shit shot when it comes to throwing things. So my, I think what I was trying to do, what I can remember, was I was trying to chuck the slippers over my dad's shoulder over his head.

12:43.58

Speaker

course I wasn't very good at throwing things so my dad turns around he walks away from me and all I do is I basically throw my slippers and I hit him back on the back of the head he turned around so furious I think mostly from shock and went ballistic and it's the only time i think I remember my dad ever getting angry i think it's probably because of the shock, right? But that's an interesting story if something had happened to me as a kid. I would write that kind of story out into this doc and then write the next one, write the next one. And you're going to just write down into your Google Doc a whole bunch of stories from your past as you remember them. Oh, that was that time this happened. And you'll remember them and you'll keep topping it up. And also little things you observe as you go through your day-to-day life. A thing that happened to you today. A thing i happened that's going to happen to you tomorrow. You might add those stories in if there's something that resonates.

13:35.48

Speaker

Then what you're going to do, and here's when the AI really powers things up. You take that Google Doc and you upload it to either Notebook LM, a Claude project, a GPT project. Pick your platform of choice.

13:51.06

Speaker

And you put it into its knowledge base. You put it into its file uploads area. And that means any time you are going to write an email or even give a presentation, like I often do on stages around the world, or if you're goingnna be on a podcast or if wherever. But if specifically here we're talking about is when you're going to write an email. If you are looking for a story that is personal to you, which cannot be...

14:15.87

Speaker

considered just more AI slop, which is not generic, you want something that's personally from your life to connect you with your audience to help you with the sale and to make people connect with you so they'll buy from you in the future, you go to your AI and you say, hey, I really want a story about a time when, let's say, a time when I was really worried about taking a risk because I really couldn't afford it. I was really down on my luck, but I'm pleased I did because there's a great outcome happened. I need a story to illustrate that.

14:45.05

Speaker

What have I got in my story bank? And now rather than you having to traipse through a long Google sheet like I used to have to, the the AI goes into your personal story vault and finds ways of connecting what you want to the stories that you've got. So now you have a great resource that you can tap into from your personal experiences, right? That's what's really, really important.

15:14.23

Speaker

And what you're going to do is you're going to go from your personal experience. This how you really start making these these sales every time it's on an email. make My subscribers reply to me all the time with, oh, I've got a cat as well. And here's a photo of it. Or, oh, I've but i've been living with my girlfriend for more than 10 years and we haven't got married either. Or were all these tiny little personal stories. Oh, I like Imagine Dragons. Or I went to see this other band.

15:35.45

Speaker

People reply to me all the time with those things. And that shows me the the depth of the deep, the deep of that's how we say it around here, the the deep of the connection that we have with our audience. So when you go from that personal experience or that story, you're then going to make sure that you always, always, always give a call to action.

15:58.37

Speaker

It's I'm amazed at how many times I see people have sent an email telling me really making sense their emails. have look at their emails and like but you're not telling them what to do. You're not saying to people, hey, you can go book in a call or you can go apply to work with me or you can go buy the program, join the enroll in the thing, whatever. Tell them what to do. Tell them where to go.

16:17.94

Speaker

And here's how you do it. There are three and only three reasons people will upgrade from reading your free email on their phone or whatever and upgrade from that to your paid offer.

16:32.09

Speaker

Okay? And it's all based on the premise that they're going to be accessing and paying for your personal experience and because of the connection we've built through these personalized stories. The reason people, are and the reason you're goingnna give them is one of three different things. You're going to say, hey, if you liked what I've talked about here,

16:52.28

Speaker

Go take this next action. And if you want to do it in a particular way, they are going to do what you talked about to make it faster to get results. So rather than them wasting weeks, months or years trying to figure it out on their own. So, for example, people come to me for their email marketing because they know that for more than a decade, I've seen all kinds of offers. And I'm going to really able to speed up you getting better results from your emails than if you try and figure this out on your own. Because I've spent 10 years figuring out my systems. So speed, right? Faster. The second reason is less effort to make it easier.

17:28.60

Speaker

So hey, rather than you have to split test all the landing pages or rather than you have to try lots of different cardio exercises, I'm going to save you all that effort and And it's going to take way less time as well. So usually you can have faster as well in that one. But it's way easier if you just do this.

17:49.78

Speaker

Okay, less effort. That's the second one. So we've got faster and we've got easier. And the final one, the reason people will buy from you, now they've connected with you from your personal stories, is because they're more likely to be successful. They're buying certainty.

18:05.50

Speaker

Hey, I've walked the path, or I've helped a lot of other people walk the path. There are lots of ditches you could fall off into. Here's the path. It always works. It works 99% of the time, and even when it doesn't, I'm there to guide you through it.

18:19.61

Speaker

and just tell them which one of those things your offer will help them with. And then link to your offer. And when you do this, you show up regularly, you don't always need to be using urgency to make sales. What we're actually doing here is a totally different approach to to marketing, which is we are creating a moment of realization.

18:43.43

Speaker

We're creating connection. We're creating then connection between us and them and also between their existing beliefs and what we want them to believe and the action they want to take. Therefore, their reason to actually buy. The reason people haven't bought from you yet is because they haven't connected the dots on how their pain can be solved by your solution. Our job in showing up with these emails, with these stories, with the lived experience and giving a call to action is to give them that connection, to to connect those dots, right?

19:14.90

Speaker

And that is the idea. So to remember, to make sales when you email, the most important thing that we have to do is create that connection and then importantly, don't do this mistake, by the way, which is don't try and actually make the sale in your email.

19:32.57

Speaker

What? The job of the email is is to get people from your emails to the landing page. Because they can't actually click a button and buy in in the email. There's no way I put the credit card information, that payment information in the email.

19:47.67

Speaker

But on the landing page, if they click the link to go and check out the lovely photos of the stuff that you do, maybe the artwork or the jewelry or whatever you make, or if they're going to check out more details or the date or the time or to go and apply for a call or to go check out the bullet points, the features and the benefits, whatever. They're going to the landing page to check out more details about how you can make things faster or easier or more certain. Then the good news is they're on the right same page as where the big give me money button is, the payment button is.

20:18.74

Speaker

Right. So we've got to get them to that page at all costs. So you've got to have a call to action. It's amazing how people don't. In fact, here are five different call to actions that will 10 X the clicks to your landing pages and your sales pages from your emails. Definitely go and check it out now.