Are your emails packed with tips, tricks, and value, and still not converting? 

You're not alone. Most coaches and experts are following outdated advice that sounds smart but secretly sabotages their sales. They’re giving away knowledge, building trust… and watching buyers slip through their fingers.

Here’s the truth: “giving value” can actually push people away from buying. But there’s a smarter, tested way to turn your email list into a revenue machine, without burning out or drowning in free content.

In this article, you’ll discover the exact method that turned a $27K campaign into over $541K using the same list, same offer, and same timeframe. No fluff. No gimmicks. Just a psychological stacking system that gets results.

If you want to finally stop guessing and start selling, keep reading. This will change how you write emails forever.

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. 

Join our FREE Facebook group

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

This week's episode 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.

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Thanks so much for tuning into the podcast! If you enjoyed this episode (all about the psychology of marketing and the 9 things we use in all our email campaigns) and love the show, we'd really 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. 

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00:01.78

Kennedy Kennedy

Most people talk about giving value in their email marketing. But look, if you're a coach or an expert in something, you know that the majority of people are not the most successful. So if you want to do and you want to model what the most successful minority are doing, then I can tell you now that giving value in your emails is probably killing your sales.

00:25.61

Kennedy Kennedy

When I switched from sending value, I increased my sales by 1,876%. That's that's a lot, right?

00:36.63

Kennedy Kennedy

I'm going to show you how I did it, and I'm going to show you how we did it using a technique that we call psych stacking.

01:10.97

Kennedy Kennedy

So value and giving lessons in your emails are actually not super valuable anymore, mostly because of AI. Most people can learn things that they want to learn or they think they can learn things. More importantly, they think they can learn things just by typing it into their favorite AI tool.

01:29.11

Kennedy Kennedy

It's a bit like when Google first got massive, isn't it? People were like, oh, what's going to happen? There's still value in education, but not in that same sort of way and certainly not inside of emails. Now, some people are going to join your a list. That's the thing about why people join your email list. When some people join your email list, it's because they've got an urgent problem.

01:48.08

Kennedy Kennedy

Think about it. Imagine you um you're in ah you're ah you're in a hospital. And ah you've got somebody who's had ah a terrible accident, right? They've had a terrible accident with a chainsaw. A terrible accident with chainsaw.

02:00.08

Kennedy Kennedy

And their leg is hanging off. And they they want... Well, they they hop inside into the into the emergency department of the hospital. And there's blood squirting everywhere.

02:11.47

Kennedy Kennedy

and the And they're like, help, help, help. And then the... the surgeon comes over and they sit them down kind of. Can you sit down if you want to halfway? don't know. I guess you can. You sit down and there's blood everywhere going everywhere, gushing everywhere.

02:24.41

Kennedy Kennedy

And the surgeon sits down and says, let me tell you how I got into medicine. My parents were both physicians and, and you're like, Whoa, Whoa, Whoa, just fix my leg. I'm going to bleed to death here.

02:36.94

Kennedy Kennedy

That's what most people are doing with email marketing. They are nurturing people to death. There are a small number, a three to 5% of people who join your email list, who have an urgent problem, their leg is hanging off, and they are going to bleed out if you don't fix it.

02:55.71

Kennedy Kennedy

The reason those people joined your email list was to fix this bleeding problem. And what most people do is they nurture them. They give them their hero story and their their journey of triumph and all of this stuff.

03:12.34

Kennedy Kennedy

In actual fact, what this person needs is a solution. And what most people do is they take the person who's basically waving money in their face saying, hey, can I buy from you? Hey, can i enroll with you? Hey, can you help me?

03:24.81

Kennedy Kennedy

And they're saying, no, let's just slow it down and let me nurture you. And by the time you get round to actually selling to that person, making an offer to that person and giving them the opportunity to get the help they want, by that point, they've either bled out on the floor, they're cold, hard, dead, or they've gone and handed that money to somebody else who was willing to take their money.

03:52.32

Kennedy Kennedy

Okay? And doing what I'm about to share with you is exactly what changes that game. The very first thing we're going to do is when someone joins our email list, yes, we're going to give them a bit of a welcome. We're going to orientate them. We're going to say, hey, this is what's here and this is what's there. Like you would, you know, when to nice hotel, here's where the rooms are. Here's where the lifts are. Here's where you're going to see you're going to have breakfast. Here's the dining room.

04:17.86

Kennedy Kennedy

All that stuff. but you're also gonna immediately let them know what's for sale. The very first thing we really wanna do when someone joins your email list is let them know if they are that person who has the urgent need to solve this problem, this is where they can go and jump in and get the best help with that problem.

04:39.07

Kennedy Kennedy

The best help that you can give to their problem is with your paid products or services. That's why they exist, right? So we need to tell them about those things for that 3% to 5% who are what's called in market at any one time.

04:52.27

Kennedy Kennedy

The people who are ready to buy. And when we did that for one of our products, obviously, I'm going to give you the numbers today on but behind the scenes of our business. I hope it's fairly obvious that the numbers going to give you are not, first of all, they're not typical. they're They're not high. They're not low. they're just They're just what our numbers are. And also, they're not any kind of promise of like what you might make. you You might do better. You might do not as good. I don't know what you're goingnna do You'll have different price offers. You convert differently.

05:17.61

Kennedy Kennedy

i don't know anything about your business in particular, but I'm going to share you just to show you the the the full picture of this and give you the details of how this works for us, I am going to share you share with you the numbers ah just to show you as illustration of if exactly what happened for us. So when we did this exact thing, when we showed people, here's a sales sequence, we call it a sales sequence. So someone joins your email list to have a quick welcome.

05:41.07

Kennedy Kennedy

And then we put them through six different emails, six different automated emails. So whenever they join your email list, They get this email, then they wait a day, then they get the next email. Like it doesn't matter when someone's joining your list because they're always going to get these emails, which is beautiful.

05:54.94

Kennedy Kennedy

This, in a particular slither of time that I had my team pull, had them grab a slither of time and say, how much did that sales sequence make us? And it came out $27,401 this particular period time.

06:06.74

Kennedy Kennedy

for this particular period of time OK, awesome. but one um And that's great, because since I started talking about, hey, we need to sell people sell to people early in in ah in our email automation.

06:18.60

Kennedy Kennedy

06:33.14

Kennedy Kennedy

But what I'm going to share with you now is what I did to turn that into $541,496, over half a million dollars.

06:47.18

Kennedy Kennedy

And here's what's amazing about it. It was the same email subscribers and the same offer in the same period of time. right? The only thing that changed is the things I'm going to share with you in a second. Before we get into that, if you want the entire framework that I use um and I've used for years in multiple businesses to make millions of dollars from emails that not only do you get paid immediately for, but also make you sales ongoing for years to come, definitely go and check out my Fast and Forever framework.

07:17.98

Kennedy Kennedy

It's the core of everything I do in email marketing. And you can go and grab the whole framework and the training over at emailmarketingheroes.com slash fast. Or you can hit, you can scan the QR code that's on screen right now.

07:31.70

Kennedy Kennedy

So... There we are. We've got this offer and it's making us 27 grand. That's amazing. But after people have been through that sales sequence, what's going to happen? Well, what happens is some of your people on the who've drawn email list are going to have bought 3% to 5% of people, those people who are in market, people with their leg hanging off who have that urgent need.

07:52.99

Kennedy Kennedy

And that's awesome. The rest, the other 95% to 97% of people haven't bought. But you have paid in time and or money to bring those leads in.

08:04.82

Kennedy Kennedy

And unfortunately, that's when most people stop. They bring people in and they've heard, oh, you should sell to people straight away. should get them on calls. You should do whatever. Agencies do this hugely. they they They have people in for a short amount of time and then 3% to 5% of people convert.

08:20.42

Kennedy Kennedy

Or maybe you've got higher conversion rates than me. That's great too. then they just let those leads go. That sucks. That's a lot of opportunity. That's 95% to 97% of the people you haven't converted, right?

08:32.79

Kennedy Kennedy

So what most people do at this point is they don't keep selling or the people disengage. So what we're going to is something completely different. And that's what made that huge difference. That's what allowed me to go from 27 grand to over half a million. That's increasing our sales of the same leads to the same offer in the same time period by 1,876%. Or to put it another way,

08:55.75

Kennedy Kennedy

By doing what about to share with you, you don't... but If you didn't do what I'm about to share with you, you would be leaving 94% of the money on the table from leads you've already got for an offer you're already selling.

09:10.79

Kennedy Kennedy

That's crazy, right? 94% of the money you're just not you're just walking away from. So i' um I'm pretty keen for you to employ this. All right, okay? So I should go to users. So the next thing we're going to do is we are going to show up with some content. Now, as I said at the beginning, we don't want to be just like giving value for the sake of giving value.

09:31.70

Kennedy Kennedy

Like the first thing I'm to is sell to people. Okay, great. Now we're going to show up. and Now, if we just sell to them again, right? If we just be like, hey, here's another reason to buy, people are going to just disengage.

09:44.00

Kennedy Kennedy

right they're They're just gonna ah going to stop theyre going to stop engaging. They're going to be like, okay, stop selling to me over and over again. right Don't keep selling to them. Instead, what we're going to do is we are going to use what's called a content-led sequence. right And what I mean by that is we are going to teach them something. We're going to give them something, but it's not just value for value's sake.

10:08.26

Kennedy Kennedy

What this is instead is we're going to show up with a piece of content, so that they have a new revelation about something, they see something in new way, and they've experienced what it's like learning from you using one of your tools or something like that.

10:26.10

Kennedy Kennedy

So they're like, oh, I get it now. So they're much more likely to buy. So if you teach something, you might teach them. If your main thing is you you have a program or a course which is educational, right? You're in the information marketing space like many of our students are.

10:42.90

Kennedy Kennedy

Then you'll teach them a little tidbit of something that's like, wow, that's really cool. They get to experience what it's like to be in one your paid programs, but without having to take that step just yet.

10:54.47

Kennedy Kennedy

And now they're like, I can see myself. I can see what it's like. This person's good. this person This person teaches really good things. I'm more likely to buy. Also, they're going to, all you're going to do is send and eat a few emails that say, hey, so they remember, think of the context.

11:09.33

Kennedy Kennedy

They've been through a sales sequence. Let's say it's like six emails long. Hey, buy my thing, buy my thing, join my thing, and roll for the thing, apply for the thing. They've been sold. Next, you show up. Okay, cool. I've just made this cool video for you where I show you how to X, Y, z thing.

11:24.18

Kennedy Kennedy

Okay, this is different. I'm not being sold to. been giving some value. Of course, the value you've chosen to give is very specifically giving them a sample, a sneak peek, an example of one of the things that you teach inside of your main program.

11:41.95

Kennedy Kennedy

Maybe your main program isn't a teaching thing, but it's a doing thing. right So maybe you gave people frameworks or templates or something like that. Well, in this case, give them one or two templates to look at. So they go, oh, this is great. I could go use this.

11:55.62

Kennedy Kennedy

They are experiencing a sample of what it is that you do. okay And at the end of that piece of content, so hey, I've just taught them one cool little technique they can use for my specific thing.

12:09.45

Kennedy Kennedy

They're like, great. I'm not ignoring your emails anymore because you don't just sell to me. I've clicked through your emails. You've given me some value. At the end of that video, make a soft offer. Hey, and by the way, if you want to if you want to speed this up, this is just one of the elements that we use you inside of our main program. You can click here and apply.

12:28.91

Kennedy Kennedy

Okay, so it's not value for value sake. It's value that leads specifically to giving a sample of what it's like to work with you and directly making an offer at the end of it.

12:43.11

Kennedy Kennedy

The important bit is that in the email itself, it's not just making another offer. It's allowing people to go, oh This person doesn't just sell to me over and over again. But now we're not done. So, so far, we've had a sales sequence, and now we've had a content-led sales sequence. And it is still a sales sequence, but it's content-led.

13:01.71

Kennedy Kennedy

So it's not just banging people over the head with yet another author. Okay. Next, we're going to have what call an objection sequence. And that is, this is to appeal to those people who have enjoyed seeing what you can do through the content.

13:19.41

Kennedy Kennedy

they They've checked out the offer, but they are fixated. They're fascinated. They are stuck because of an objection they've got. And that objection might be something to do with their situation being unique. Will it work for my type of business or my type of situation or my health situation?

13:36.02

Kennedy Kennedy

my type of home, whatever, my kid that's got x certain specific needs, whatever those things are. It might be to do with ah with getting a return on investment. they They have an objection of some type, right?

13:50.69

Kennedy Kennedy

What we're going to do in this sequence is two things. We're going to seek to understand and know what that objection is. going to send some emails and say, hey, I've noticed you've been checking out our offer.

14:01.92

Kennedy Kennedy

this thing, our membership, our program, but you have not enrolled or not applied yet. I'm really curious to find out why that is. And you can ask them to reply. You can ask them to take a quick survey. We've got various email frameworks that we that we do this with.

14:14.55

Kennedy Kennedy

And then you ask them what it is. And if you do that in a way that gets good replies and gets good data, um you come to the second part, which is to then turn their objection, not um not overcome the objection, but to turn their objection into the very reason they should.

14:33.84

Kennedy Kennedy

Right? That's really important. Turn their objection into the very reason they should do the thing. So for example, of the objections some people have to email marketing that I hear all the time is, I don't have time to do email marketing.

14:49.58

Kennedy Kennedy

I'm like, awesome. I totally get it. So once I understand that someone's objection is, I don't have time to do email marketing, I say, i totally get it. In fact, most of our students are here because they don't have time to do email marketing either because figuring this stuff out and starting from scratch every single day takes a lot of time but when you've got one of our frameworks we have our students literally live in class write an email in six minutes is there anything else you can do that will build your business and make you sales and bring in money in six minutes no that's why you need this because if you don't have time for email marketing it's because you don't it it it's you need these things to make it all faster

15:25.31

Kennedy Kennedy

Do see how the objection is the very reason why someone needs to do that? That's obviously you just one example. so turn the objection So understand the objection and then turn the objection into the very reason why they should.

15:36.79

Kennedy Kennedy

So now we had a sales sequence, a content sequence, an objection sequence. Next, next we're going to go into a risk reversal or reduction sequence. Okay.

15:47.37

Kennedy Kennedy

And that is where we now show up with a bunch of emails. So again, think about it. We've only, which I call totally different, totally different emails. So, so far their experiences, have've had a bunch of emails telling me a thing. Then I've had some emails telling me about a cool video that I could go and watch.

16:00.77

Kennedy Kennedy

Then I've had some emails asking me my opinion. I've asked about like, why am I not buying? at the objection sequence. Next, so it doesn't feel like selling, selling, selling. It feels like a lot of variety, which is what keeps people engaged, even though this is a bunch of automated emails. Because remember, you write all these things once and every single new subscriber comes through them, no matter what day of the week or what time of day that they join your list.

16:23.87

Kennedy Kennedy

You just write them all once. We're still making sales today from emails that we wrote years ago because of this very reason. And it's serving people brilliantly. So this next piece is the risk reversal sequence. And that is a sequence of emails,

16:36.62

Kennedy Kennedy

which so in some way do something to reverse or reduce the risk. And that might be if it's a membership, it might be a trial. Hey, tell you what, instead of paying $97 immediately, come and join us for seven days for a dollar, have full access to everything and sample it.

16:53.63

Kennedy Kennedy

Speaking of samples, another one is to actually go and sample a small piece of a larger program. This is common that our clients use this when they have like a large coaching program. They'll say, do you know what? Rather than enrolling and paying the full $8,000 right now,

17:08.41

Kennedy Kennedy

Why don't we give you this one piece? You sort of chip off one piece of it and say, you could buy this piece for just $500. five hundred dollars And you could experience this specific outcome.

17:19.52

Kennedy Kennedy

It'll be really valuable to you. They go, yeah, this is great. And when you do that, it doesn't sound like you're still banging on about the same main offer. It sounds like a brand new offer. But of course, it's a stepping stone and and and it's ah it's a preview, a paid preview of your main offer. So they come in, they get to experience what that's like. They're like, wow, this is great.

17:38.68

Kennedy Kennedy

They get experience what it's like to be taught by you. Wow, this is great. So now when you allow them and offer them to ascend in the main offer, you just basically say things like, awesome, you've just enrolled in this one piece.

17:49.45

Kennedy Kennedy

This one piece is like one of nine pieces that we use in our main program. Now you've added results from that. You've experienced that. Why don't you upgrade? and we'll even do you a special deal where we discount um how much you paid for that initial thing off the main offer. you end up with the same amount net.

18:05.72

Kennedy Kennedy

How awesome is that? Another one that really love is if you do like some kind of Q&A call, a group call, a Q&A call, that kind of thing, do an open day. It's one my absolute favorites. Almost nobody does this thing. We have lots of different risk reversal campaigns. I'm just gonna i'm just sharing with you like three or something.

18:20.34

Kennedy Kennedy

But Imagine and if you have a Q&A session as part of one of ah one of your programs that trying to get people into. Well, you say, hey, do you know what? Why don't come along to Q&A as my guest? You can you can just listen in. you can just or You can fully participate. You can bring your questions.

18:36.19

Kennedy Kennedy

That is totally fine. No one's going to know that you're ah but you're not a paying member. You can come and and and take a take take this. Just take just enjoy it. Participate. This allows people to take that step into your world and see what it's like and be surrounded by loads of other people who are paying clients.

18:54.36

Kennedy Kennedy

There's nothing I could say in a webinar, or in a sales video, that's going to have anywhere near the impact as being surrounded by others who are already loving what you're doing.

19:07.02

Kennedy Kennedy

So you've got sales, content, Objection handling, risk reversal, and the final piece is engagement. This is your ongoing emails.

19:19.01

Kennedy Kennedy

Because yes, you've given them all these different psychological reasons, and we've stacked up the psychology. That's why we call it psych stacking. We stack up these psychological reasons for someone to join by having different emails and different sequences of emails for handling each of these these things.

19:36.64

Kennedy Kennedy

But for some people, it's just not the right time. Maybe they need to spend more time with you to build up more trust because they've had their trust really broken and and and painfully um disturbed in the past. Or maybe it's just something else going on. They're busy finishing one thing after they need to do something else.

19:50.09

Kennedy Kennedy

So here's where it gets really profitable. So we make most of our money from that first part, the S, C, O, and R, right?

20:00.97

Kennedy Kennedy

And that's when you can make a lot of money very quickly, and you can really shorten how long it takes to turn a new lead into a paying client by installing that. And it works very, very well. Rather than just sending out, oh, what value should send out? What value should I send out?

20:15.30

Kennedy Kennedy

Like that's a that's draining. Like if you just send out value, you're training people to not buy from you. You're putting a lot of pressure on yourself come more valuable things and new ways of saying stuff instead of doing this.

20:25.83

Kennedy Kennedy

But there are some people who still need more time. In fact, one of the reasons when I was back when I was performing as a full-time entertainer doing standup comedy and like magic type stuff, um using psychology to make it look like I can read people's minds basically in a show for corporations.

20:39.14

Kennedy Kennedy

What I would do it the reason I was so booked up was because of this last element, which is the E engagement, right? S C O R E score.

20:49.92

Kennedy Kennedy

We call this the score method. It's our proprietary system for maximizing the profitability of every lead who comes into your business, every subscriber who joins your list.

21:00.53

Kennedy Kennedy

And the E is that longer term ongoing emails, right? so When I was doing entertainment gigs and getting booked as an entertainer to speak at these events, people would, I would, I would reach out to somebody and say, hey do you want to book me? They'd say, no, we're already booked for this year.

21:14.40

Kennedy Kennedy

And I would follow up next year. And if they said no next year, I'd follow up the following year. And because of doing that, I ended up one of the busiest entertainers in the whole UK corporate market performing three times a week for huge companies. Why?

21:28.36

Kennedy Kennedy

Because I kept in touch. Right. Some people just need you to be there for a long time. And so you're going to send those ongoing emails for those people, keeping them engaged. That's what we're going to do.

21:42.95

Kennedy Kennedy

All right. So that's what I want you to do This is how we replace just sending value, which honestly just disengages people because they're like, I don't have time to to consume all of this value. And also you're not moving them toward solving the solution in a complete way with your main program.

22:01.10

Kennedy Kennedy

So this is how we do it. Now, if you're thinking, okay, that's great, but what do I do when they first join my email list? You do need some kind of welcome sequence. And I'll walk you through the framework of what I call but the trust accelerator. thought he said something else there. The trust accelerator um welcome sequence, which accelerates someone's trust with you. And I did a whole video about it. You can just go and watch that right here.

22:22.50

Kennedy Kennedy

I hope you enjoyed this. If you'd like me to go deeper on any element of it, let me know in the comments and I'll see you later.