Ever sent an email, crossed your fingers… and got crickets?

No replies. No clicks. No sales. Just that awkward silence and the sinking feeling that your message missed the mark.

We’ve all been there. And it stings, especially when you know your offer is good. But what if I told you those flat, lifeless emails aren’t dead? They’re just sleeping. And with a few simple tweaks, you can jolt them awake and turn them into high-converting, profit-pulling machines.

In this episode, I roll up my sleeves and get hands-on with real emails from real people. I break them down, rebuild them live, and show you exactly how to inject life, emotion, and action into every line. You’ll see the exact strategies I use to transform “meh” messages into inbox blockbusters.

So if you’ve ever hit “send” and heard nothing back, keep reading. This is your moment to take control, rewrite the rules, and finally get your emails working for you. Let’s turn that silence into sales.

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.

Try ResponseSuite for $1

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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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00:01.85

Kennedy Kennedy

How do I turn an underperforming or maybe just an average email into something that's an absolute blockbuster? How do I make emails really pop out of the inbox and make them convert like crazy?

00:15.77

Kennedy Kennedy

Well, I've had a few viewers and listeners of the show submit some of their marketing emails to me and I'm going to do it. going to reframe them. going rewrite them. I'm going critique the hell out of them right in front of your eyes and show you exactly how I do this.

00:31.75

Kennedy Kennedy

Let's do it.

01:00.13

Kennedy Kennedy

Hello, welcome to today's show. I'm going to do an unusual one for you today. And if you're not watching this on YouTube already, I highly recommend you be able to see me doing this on screen inside of a Google Doc.

01:12.87

Kennedy Kennedy

Actually, what I've done is over the last few days, I've been receiving some emails from our students, from listeners, from viewers of the show. And I've just picked two at random. Literally, I haven't even really prepared them. I've um i had a quick glance through it me. There's nothing too provocative, to anything too offensive. Because I know and we've got some people who are in some more challenging niches, say, in our world.

01:36.61

Kennedy Kennedy

I want to just make sure that everything is is pretty cool. But what I'm going to do is I'm going to go through on screen. And if you're listening, you should be able to follow along pretty easily as well. But I'm going to show you exactly what it is that I do To make an email go from all right to wow, that is really, really compelling. It stands out in the inbox, which is one of the things we have to do.

01:59.34

Kennedy Kennedy

So this first one here is a guy called Paul. Paul's a great guy. I met him at a recent event I was speaking at in a lovely at town called Harrogate. He helps businesses. ah He has specialized in the fitness industry in the past.

02:12.57

Kennedy Kennedy

So I'm moving away from that a little bit. And he's ah helping them with their automation and that sort of stuff in their business. And he's got this lead magnet, which is about different AI tools you could use in your business.

02:23.75

Kennedy Kennedy

That's what his lead magnet is. As soon as somebody joins the list, then they're going to get this first email. So first important point here is when you're writing an email, it's and it's amazing how many times this doesn't happen,

02:34.94

Kennedy Kennedy

People don't think about, OK, what's the context? Like, when the person receives this email, what are they expecting? What has just happened to them? Our emails don't happen in a vacuum. They're not like, oh, email, there.

02:47.48

Kennedy Kennedy

No, the person's just experienced a landing page in this case. They've just experienced a landing page where they've been promised a resource of different AI tools.

02:58.10

Kennedy Kennedy

It's critical we remember that because we want to remind them of that in the email. And the reason we want to do that, by the way, is because the biggest thing we all have to be fighting against is where did this person get my email address from? Is this a spammer? Is this a person i was expecting to get an email from?

03:14.99

Kennedy Kennedy

So if if we've got to make sure we overcome that, we're going to do that by mentioning very early on in the email. So um We're going to do this now. um Email number one. This is the instant delivery. As soon as the person thissent immediately it says as soon as the person has signed up for this free resource. Lovely. like Subject line is your AI ai resource bundle is here.

03:37.09

Kennedy Kennedy

That's great. That tells them that's got really good um pairing with what they expected. They've signed up for a thing that I'm assuming says AI resource bundle.

03:47.83

Kennedy Kennedy

And the email they get says, here is your email, your AI resource bundle. As long as those two things are copacetic, as long they are aligned, if they're called the same thing, then then this is a great way of somebody going, oh, that's the thing. Because when we when we download something or buy something, we go hunting on our email inbox for the thing, don't we?

04:08.05

Kennedy Kennedy

And we don't want it to be from a sender we don't recognize the name of, and we don't want the subject line to be cute. This is not a time to make the subject line clever or curious or anything like that.

04:20.23

Kennedy Kennedy

this is the This is one of very few exceptions when I really want a very obvious answer overt subject line that says this is what this is so that's great ah plus a quick question i'm okay with that ah part of the subject line it's starting to get a little bit long um your ai resource bundle is here is enough because the curiosity that's going to get them to open that email is the fact that they've asked for the resource so you don't need any more real um and any more curiosity there so then it goes hey first name

04:53.35

Kennedy Kennedy

Welcome to the AI revolution. Okay, couple of issues I have with this line. want to just start as we need to go on here. And obviously, as I said, Paul's given me permission to to jump into this and to dig onto this. He want you wants the feedback.

05:06.06

Kennedy Kennedy

So um I know he wants to hear this. Welcome to the AI revolution. That smarts of AI having written that. OK, is the first thing I don't like about that. So that looks like even if it wasn't, and that's one thing we'll be careful of right now is sometimes we'll write stuff and go, ah yeah, I could tell you written that. OK, if we're not using AI to write something, we want to really prove it.

05:26.56

Kennedy Kennedy

So um I like this idea of welcoming them in a way like, is that a waste of a line? Maybe let's get to go on a little bit. Your AI resource bundle is attached and ready to transform how you run your coaching business.

05:38.89

Kennedy Kennedy

Inside you'll find, and then we've got this bullet point list of comprehensive AI tools list, the ones that actually work, ready to use prompts for emails, texts, and ads, image and video creation prompts, complete chatbot setup instructions.

05:55.62

Kennedy Kennedy

Okay, um so this is basically saying here's what's inside. I want to make this at the minute, this is very like a shopping list. It's not emotional at all. And as I keep saying, until someone feels something, they don't do something.

06:09.74

Kennedy Kennedy

People only do something when they feel something. So how do we, and I want you to really think about that today. Make sure if you want something to do something, get them to feel something, feel something positive. Oh, I really want that. That's going be great.

06:22.28

Kennedy Kennedy

Or feel something negative. Oh, if I don't get that, I'm going to be stuck with this awful situation or this horrible feeling or whatever. So how we going to redo this? OK, so if I was doing this, would be saying, hey, first name.

06:34.80

Kennedy Kennedy

um congrats something like that um and then tell them like the broad exciting macro benefit okay um so for this i think ai in this case is about speed right it's about being able to grow their business faster all right um You're standing at the precipice, which I can't spell, but luckily Google's helping me with that.

07:03.83

Kennedy Kennedy

The precipice of, I think that's a bit too complicated. It's precipice too much of a fancy word. So as you can see, this is not a straightforward process, okay? So I'm going to say congrats.

07:15.56

Kennedy Kennedy

You're about to unlock. Oh, I know. You're about to hit the easy um when you, and I'm going to tell them, I'm going to paint the picture.

07:29.23

Kennedy Kennedy

When you implement, when you, not even implement, if you say when you implement this thing, that implies there's work to be done at the same, but at this point, we're still selling them on the fact that they're going to go and do it. So we want to make sure we don't imply any work. So when you have ah even just a handful of AI tools working away for you.

07:55.53

Kennedy Kennedy

Notice there's no implementing, there's no studying, there's no learning here. We're removing all of the idea of effort, which includes learning and doing the stuff, OK?

08:06.75

Kennedy Kennedy

When you have used a handful of AI tools working away for you, this means yeah you yeah you'll be growing your coaching business um at speeds that were never possible even just six months ago. what am doing here?

08:32.78

Kennedy Kennedy

even just

08:36.06

Kennedy Kennedy

six months ago now what am i doing here Okay, by saying this is first of all, I'm not saying a few months ago, right, not until recently, I'm giving a specific number.

08:47.72

Kennedy Kennedy

Because AI is one of those things that is constantly evolving, and people want to know that they're on the cutting edge of it, okay? And because you're going to, constantly I'm going to assume you're going to constantly be updating these tools,

08:59.71

Kennedy Kennedy

which you should be if you're in in the AI space, then again, you're going to be given the most up-to-date stuff. So that now says, congrats, you're about to hit the easy button. Okay, that's really curious. What do I mean by that?

09:11.51

Kennedy Kennedy

But also, that sounds like a benefit that I want. So it's a curious benefit. When you have even just a handful of AI tools working away for you, this means you'll be growing your coaching business speeds that were never even possible just six um six months In fact,

09:26.58

Kennedy Kennedy

in fact And I'm going to, going to amp up the value of what they've just downloaded. ah big mistake people make in their lead magnet, their freebie, or even their low ticket offer delivery email. So that email they get as soon as they're, you know, here's the thing is they go, they, they you have it in your head that it's free. So you, you know, it's free.

09:46.49

Kennedy Kennedy

What I want you to do instead is I want you to put your free thing on a pedestal. I want you to lift it up as if it's the greatest thing ever. Why? Because if you show someone, the reader, that this is the greatest thing ever, they are going to receive it with a high level of value.

10:04.76

Kennedy Kennedy

It's the difference between if I just, if I walk into a room and I'm holding like this crown thing, but I'm just holding it like ah like ah a gold looking crown. i'm just sort of holding it and waving about in in my hand. And then I toss it over to you and say, have a look at that.

10:18.61

Kennedy Kennedy

You're going to think, oh, that's like a plastic kid's crown. Whereas if I walk into the room and I'm holding this crown between two hands, And I'm walking really carefully and I hand it to you with both hands with some kind of in a sort of regal way, you're going to think, fuck, this is like a really valuable thing.

10:40.60

Kennedy Kennedy

OK, it reminds me a little joke that I used to play. I've just remembered I used to do this. ah ah to my friends and family, which was, um I would say, you want a cup of tea? Right. this is a really, it's a really, really cool thing you can do for your friends and family. um It's really funny. It gets a lot of reactions, ah but also it's a great lesson that will really hone this in in your mind.

10:58.53

Kennedy Kennedy

I would go Hey, do you want a cup of tea? Because I'm British, obviously make cups tea all the time, right? I would go to the kitchen. I would come back holding the cup between two hands really gently. And then just as I'm about to get to them, I would trip and look like I'm pouring water.

11:12.40

Kennedy Kennedy

the contents of the cup all over them. And they would leap out of the seat, and shout, oh my because they think they're gonna get scalded with the hot water. Of course, the cup was empty. But just by the very fact that I'm holding it by the handle sturdily, and nursing it with my other hand as if it's quite full, and being very gentle with it, that sells the fact that there must be something in the cup.

11:31.76

Kennedy Kennedy

Well, it's the same here. If we just treat the lead magnet as if it's some, oh, just a PDF of the list of things in it, or it's just a thing it's a quick video that I made and it cost me nothing, That's how they're going to receive it. They're not going to see the importance and the value of what they could be getting from that. So we're going to amplify. I'm going to put this, we're put it on a pedestal.

11:51.09

Kennedy Kennedy

Okay. So we're going to do that by saying, congrats, you're you're about to hit the easy button. When you, when you, or when you have even just a handful of AI tools working away for you, this means you'll be growing your coaching business at speeds that were never even possible, even just six months, six months ago.

12:08.55

Kennedy Kennedy

In fact, ah when you what one when Once this is running,

12:16.29

Kennedy Kennedy

don't be surprised if everyone starts to assume you have a whole team of people working away for you.

12:32.12

Kennedy Kennedy

You kind of do.

12:34.23

Kennedy Kennedy

But they're not people.

12:36.98

Kennedy Kennedy

They're AI assistants. Working 24-7 and at a fraction of the cost.

12:49.20

Kennedy Kennedy

I've now just elevated this from ah PDF with a list of different AI tools to being basically like replacing your entire workforce. you see how this is completely different in how it is felt by the reader?

13:07.42

Kennedy Kennedy

Okay. now the Now, what's happening here in Paul's email, he is saying, um quick question, though, and da-da-da-da-da. Actually, I want to just go back and do a bit more on this because I'm now going to take these bullet points.

13:20.75

Kennedy Kennedy

And Paul's written comprehensive AI tools list. Basically, here's a shopping list of things. And we're now going to sell them on how valuable these things are.

13:33.00

Kennedy Kennedy

And value is basically one of the math what are the perceptions of value is in... it is in how easy something is, how it makes us feel.

13:45.93

Kennedy Kennedy

ah So we want we want to kind of do that, like what it's going to do for us. Like what is the outcome? What is the benefit or transformation of that thing? So rather than just saying, so we're going to go from kind...

13:58.63

Kennedy Kennedy

the kind ah You kind of do, there are typos in this if you're watching because I'm dyslexic. So, you know, I write with typos all the time. ah You kind of do, if you've seen my emails, you know that too, right? But the message is through and it works very well still because it's human.

14:12.05

Kennedy Kennedy

Like AI doesn't make typos, right? You kind of do, but they're not people, but AI assistants working 24 seven at a fraction of the cost. Here, here's everything you're about to unlock.

14:25.54

Kennedy Kennedy

That's cool. Now, if thinking, oh, about to unlock sounds a little bit grandiose, a little bit hyper high hyperbolic, a little bit big, then you could calm that down a little bit. Here's everything you about to ah you're about to see.

14:38.15

Kennedy Kennedy

Or here's everything you're getting. Okay? This is just...

14:45.70

Kennedy Kennedy

This is just down to your personality. And then we're going to into this list. But how are we going to really make this feel valuable and continue keeping it on the pedestal? We don't want to start off with it feeling like a real gold crown then suddenly they pick it up and they go, oh, it's just a flimsy bit of paper that you would get from a Christmas cracker.

15:01.19

Kennedy Kennedy

So how do we do that? Well, we're going to really amplify and but truthfully, of course, like keeping it real. But we're going to really describe the benefits and what this really is for each of the bullet points. So the first thing he's got here is comprehensive AI tools list.

15:17.39

Kennedy Kennedy

Okay. So what this really is, it's not a comprehensive AI tools list. This is my ah my personal...

15:26.74

Kennedy Kennedy

tried and tested list. um tested and I'm not going to call it a list because a list is like it's a shopping list. It has no value in the word list. okay So my personal tried tried and tested um AI um tools.

15:46.79

Kennedy Kennedy

So we've now removed that word list. And we've made it personal. We've made it tried and tested. But then we want to have the benefit. what but So what? like Which means that? Which means what? okay So how that's how we answer that question. that's how If we answer those questions, we're going to be able to significantly improve the value perception of these by so by basically stating the benefits. um No more um playing about with...

16:15.45

Kennedy Kennedy

actually not even playing about with, I think it's the fact that there's so many tools, you don't even know which ones to choose. It's not just the fact that you, I was going to go down the route of you play around with some tools and find that they're not kind of shit and they don't really work and the output's kind of crap.

16:27.17

Kennedy Kennedy

There is a bit of that, but I think that's probably the tag at the end of it. I think the main thing is people don't know which tools to use because it's like, do I use this? Do I use that? Okay. um um I've scoured the internet.

16:42.67

Kennedy Kennedy

internet. Can't spell the word internet, folks. We're having a great day. I've scoured the internet and put the put these tools through their paces.

16:56.49

Kennedy Kennedy

And I'm handing and you're getting the ones that perform best I mean, that's not great words there. So I've posted and tested AI tools. I've scoured the internet and put these.

17:10.64

Kennedy Kennedy

um I've sifted. That's what I want. I've sifted through

17:16.48

Kennedy Kennedy

piles of AI tools and sorted the golden ones from the big promise but actually lame.

17:34.39

Kennedy Kennedy

Male? I've written the word male. Okay, lame. Lame ones, don't know what's going on here. ah From the big numbers, actually lame ones. um This will save give you a lot of time and money.

17:49.83

Kennedy Kennedy

so just get stuck into the ones that actually work. There you go. So now that sentence, instead of what it was, which was, um here's everything you're getting. Comprehensive AI tools list, the ones that actually work.

18:07.32

Kennedy Kennedy

OK, that's what it was. The after picture, the what I've written and instead is my personal tried and tested AI tools. Why have I said that? Well, I'll actually explain that in a second. I've sifted through piles of AI tools and sorted the golden ones from the big promise but actually lame ones.

18:21.70

Kennedy Kennedy

This will save you a lot of time and money. Just get stuck in in the ones that actually work. You're showing the value of this tool, sorry, of this point by saying it was a lot of work You've put the work in so they don't have to.

18:39.82

Kennedy Kennedy

That is a great way of showing value. I've invested all of this time and I've sorted these ones out. And you've sort of said, look, theres lots of them have big promises, but actually they're actually lame. They're actually not very good.

18:50.49

Kennedy Kennedy

um So just get stuck at the ones that actually work. So I'm showing the value by saying, I've put the time in so you don't have to. Great value proposition. Okay. It's a bit like when people say, you know, maybe when people come to me they go, oh, I'm getting marketing and email marketing advice from me because, well,

19:06.45

Kennedy Kennedy

Because I've been doing this for 20 years. I'm going to save you a lot of time. i Watching this video right now or listening to this episode, you're getting like 20 plus years of email copywriting advice in just a few minutes for free right here. Okay.

19:18.99

Kennedy Kennedy

So again, huge value. So how I'll rewrite the next one is ready to use prompts for emails, texts, and ads. Okay. So what if it's my, what if it's my ah high performance

19:34.90

Kennedy Kennedy

AI prompt.

19:37.32

Kennedy Kennedy

And then not just for emails, text, and ads, that produce.

19:42.30

Kennedy Kennedy

And then we're going to go with quality and speed here. High converting.

19:50.91

Kennedy Kennedy

emails, texts, and ads in literally ah few seconds.

20:02.02

Kennedy Kennedy

I would get rid of high performance because think it's a bit hyperb hyperbolic there. I can't even say that word. My AI prompts that produce high converting. Okay, what about my custom?

20:12.78

Kennedy Kennedy

AI prompts that produce high-converted emails, texts, and ads in literally a few seconds. What does that mean, though? What's the outcome of that? I

20:23.38

Kennedy Kennedy

mean, basically, the outcome of that is... I'm not going to go into the actual verbiage here, but the outcomes of that that you could just write here are going to be things like... um To do with the fact that you can produce more ads, test more ads...

20:37.86

Kennedy Kennedy

um

20:39.78

Kennedy Kennedy

create more emails, follow up by text, all of which lead to more conversions and clients for you.

20:54.70

Kennedy Kennedy

right Not great copy, but that's the concept. And what I want to really iterate here is that the concept of what we're trying to say is usually way more important than the words we actually use. like there's You definitely want to use the right words as much as you can, but...

21:11.30

Kennedy Kennedy

What I'm trying to say is important. So getting that concept and then writing that in good copy is going to be the process. OK, you're going to do the same thing. You're going really pull out all of these things for each of these bullet points, right? Image and video creation points.

21:24.32

Kennedy Kennedy

So again, that what you're trying to say in that is going to be something around the fact that you no need no longer need to hire a graphic designer, hire models, get a photo shoot, pay for expensive stock imagery, have For video stuff, it used to be very difficult have to have to get a good camera and a whole setup and lighting and location. you have to have ah a good hair day, depending on on who your audience is.

21:46.06

Kennedy Kennedy

And then complete chatbot setup instructions. Now, I want to get rid of that word instructions because they don't want to set up a chatbot. They want to have a chatbot that is working.

21:56.76

Kennedy Kennedy

So my setup process, protocol, um get your chatbot sorted kind of thing. we We don't want setup instructions. All right, let's to the rest of this email. And then we're going to go into quick question, though, is what Paul says. So he's got this list of bullet points of those benefits, basically, now.

22:14.58

Kennedy Kennedy

And then it's like, quick question, though. What's your biggest time waster right now? Client admin, lead follow-up, content creation. Hit reply and let me know. I'll read every response. i might have some specific AI shortcuts that could save you hours this week. Talk soon.

22:30.80

Kennedy Kennedy

And then a PS. Don't just download and forget. Pick one tool from the bundle today and test it. So I feel like this is breaking what I call the rule of one. So in every email and actually in every piece of marketing, a sales page, a podcast, ah whatever, there should be one main call to action, one thing that you want them to go do.

22:54.02

Kennedy Kennedy

There should be one major lesson and there should be one major emotion. OK, so in this, I would say the whole emotion here is an emotion of hope, which is a really good emotion to be selling.

23:09.74

Kennedy Kennedy

OK, and the main thing we want them to do really is be sold on how great this PDF is of all these tools and go download it. That's all it should do. I would not have this additional quick question.

23:22.97

Kennedy Kennedy

I will have that in a second email that goes out later, which which says, hey, you got that thing the other day. i just wanted to know what's your biggest time suck right now. Is it this, this, this or this? If you reply, I'll let you know of any AI tools, which I think could help save you hours.

23:39.47

Kennedy Kennedy

I think that is a separate email. um Otherwise, you're basically asking them to do too many things here. You're saying, oh, well, do you want me to go download this thing? If they download the thing, chances are they're going to forget to reply to you. If they reply to you, the chances are they're goingnna forget to go and download the thing.

23:53.41

Kennedy Kennedy

If the thing's really good, really well presented and really well put together so that actually moves people through your sales process, which is what a good lead magnet that should do, right? It should not be a dead end. It should not be ah what I call a lead magnet cul-de-sac.

24:05.10

Kennedy Kennedy

That's a discussion for another day. Then again, you really want them to go and consume that so that they want to do more business with you. So there's one email. It took a little while to do it, but you can see how I've pulled it apart and being able to really amplify. And the whole point here that I want to make, that rule of one, if you want apply it to this video, is take your free stuff and your low ticket stuff, and in fact, all of your stuff,

24:28.80

Kennedy Kennedy

Put it on a pedestal. Show people the true value of that thing. Don't think of it as frivolous or throwaway. And people will receive it and perceive it as so.

24:41.71

Kennedy Kennedy

It's especially more important today when we've got access to more information. We've all sort of devalued PDFs in our minds to pretty much worth nothing. So if you want to have an impact,

24:53.84

Kennedy Kennedy

with a resource, with a free gift that is in a PDF format, you've got to elevate it to a different status. Usually by not calling an ebook or a PDF, but by calling it something else, a playbook, whatever you want to call it. There's lots of different ways of dressing that up.

25:11.84

Kennedy Kennedy

That's it for today's episode. This is quite a different approach to the show, and I hope you liked it. If you did, I would love to read that in the comments here on YouTube.

25:22.32

Kennedy Kennedy

And if you didn't, if you were like, hey, I actually i'd prefer the old style, I'm happy to take your feedback. I'm totally open. I'm here making this content every week for you. So let me know in the comments what you'd like to see more of. Is it more stuff like this where I dissect real people's actual emails?

25:39.08

Kennedy Kennedy

Or is it more of the like teaching stuff where I give you practical stuff to go and do? Let me know in the comments. And of course, there is another video that is just linked up here. to continue on this journey.

25:50.98

Kennedy Kennedy

And I'm going to show you in that video exactly how to never run out of steam of what to put in your emails, how to never stop emailing, even when you get busy, because I know what it's like. You start get busy and you're like, oh, my emails have sort of fallen by the wayside.

26:06.36

Kennedy Kennedy

How do you not let that happen? and how do you never run out of emails? Go check out that video. That will really help you give you the whole system that I use in my own mind to make sure I never do that. That's it for this week. I will see you next email marketing Wednesday.