A top millionaire coach sent an email that looked almost perfect, but still managed to make a small mistake that could cost sales.

It wasn’t obvious, and most people would miss it, but it’s exactly the kind of thing that quietly adds friction and stops people from taking action. That’s why this matters, because if someone at that level can get this wrong, there’s a good chance it’s happening in your emails too, and once you see it, you can fix it quickly.

Here’s exactly what happened, and what you should do instead.

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00:00.47

Speaker

Let's cut through the theory. Let's not look at models and ideas, but let's actually look at the actual email from one of the top marketers and top coaches in the world. I'm talking about Takemo. I'm going to look at one of his emails. What the great lessons we can learn from what they did really well in this particular email? but also the huge blunder they made, which I want to make sure you don't make as well so that you can have great success with your email marketing, make more sales from your emails.

00:31.52

Speaker

The Email Marketing Show. So I can tell you now, in helping more than 9,000 paying clients, making more than $3 million dollars online, all that sort of good stuff, I see a lot of emails. Clients come to me all the time. They're like, hey, could you take a look at my email? What works really well? And one of the things that's really interesting that we do inside of our membership, the Email Hero Academy, is people bring their emails along and ask me to critique them and talk out loud while I'm rewriting their emails. And i did it as a one-off thing. Quite honestly, I thought this would be quite fun. We might see if people like it or not. And it's one of the most requested, most enjoyable things that we do. So now we started doing like pretty much every quarter, maybe a little bit more often. So really good fun.

01:10.94

Speaker

So in case you don't know, Taki Moore is one of is is known as the millionaire coach, the million dollar coach, I should say. um And his team, him and his team, I'm guessing probably him, sending out their emails. And I just grab one of their emails to take a look at it Because rather than give you like the theory, it's really a lot easier for you to implement this stuff, make more sales from those emails of yours, if you see it in action. So let me pull apart what's going on here. so In fact, let's make this a little bit bigger on screen for you so you can see it. There we go. All right. So the first thing I want to talk about that is really good

01:46.87

Speaker

before we get into the the blunder, is the subject line. The subject line that they sent here is just the number four.

01:57.66

Speaker

Just the number four. Really interesting thing to do because most subject lines are like the benefit of what's inside the email. They're sort of making some kind of call out to the audience and that means they're usually pretty long. But if you look at, remember that your email is not being received in isolation.

02:16.34

Speaker

It's there buried amongst a whole bunch of other emails. So a really short one word, or in this case, one symbol, not even a letter, a number is really going to go, oh that looks so different. So it literally stands out in the inbox. So have a think about the one word subject line. I've talked about before.

02:34.58

Speaker

And we we use it fairly often. But also the one the one symbol. So it could be a number. I wouldn't try a single emoji because that actually can be a bit spam-triggery and it doesn't really work very well in our test. So that's the first thing I think that did really, really, really well here is a really good subject line. The other thing that this subject line does, another lesson from this subject line, is that it has what I call my...

02:58.30

Speaker

compound curiosity principle built into it it doesn't tell you for what it doesn't it it has for for it sounds like a golfing thing that you you before you before you hit the ball for four minutes four days it it has a lot of questions it basically creates what i call a lot of itches on the inside of people's brains which they want to scratch so it has a lot going for it very very powerful The next thing that they do really well is is they keep the curiosity going about what does this number four mean, even in the subject even in that first line, the opening line of the email. A lot of people mess this up.

03:39.58

Speaker

Taki and his team have not messed this up. They're doing great job of this. um because what most people will do say, four is the number that da-da-da-da-da-da-da, whatever the thing's going to be. In this case, we're to get onto it. It's four places left. There are only four places left. But if you do that, if you show your hand, if you reveal what you meant by the subject line in the opening line, you're basically closing the loop. You are scratching that itch that you created in their heads. You actually want, in that first opening line, which is what they're doing here, you actually want to amplify and make the itch even itchier. If anything, you definitely don't want to scratch the itch. So they're doing that. Kennedy, and then so there's some personalization.

04:16.66

Speaker

Great. So I know it's for me. Even though we know that's all mail mergers. He hasn't personally typed it. It still works to personalize. The number is four. So now what's your brain asking? Your brain's asking you more questions. It's asking what number is four? What are you talking about? So I have to keep reading. Remember the old copywriting rule is the job of one sentence is to get them to read the next sentence. That is what's going on here. and they're doing it really, really well.

04:42.07

Speaker

That's how many pizzas... I've eaten so far this week in Italy. So now something relatable. How many pizzas? Everyone's eating pizza. And then so that says, oh, I'm just like you. eat pizza, too. Even though Taki is known for being a very healthy guy. He's Australian. He's very athletic. He he really likes that sort of stuff. But he's talking eating pizza. We really relate to that. Whether we're athletic or not, we all like a bit of pizza.

05:07.48

Speaker

But then he goes on in the same sentence to say, so far this week in Italy. Now, not everybody's in a position where they can just travel willy-nilly to Italy, to Europe, from wherever you happen to be in the world. Even for me, it's a couple of hours flight, and it's it's a beautiful place to be. But he's now adding something that's inspirational. So he's combined two really interesting story types here. The first one is the relatable story.

05:33.91

Speaker

So we're like, we feel just like him. And the other one is the inspirational. Oh, I wish I had the kind of lifestyle. I wish I had the kind of income. I wish I had the kind of flexibility where I could just fly to Italy and eat pizza. So we're adding both of those things into the same sentence, which gives credibility and relatability at the same time. OK, it's creating status as well. The fact that he can go and do that.

05:57.43

Speaker

The next line, and it's how many kilos I'll probably put on before I leave on Monday. What this is doing is this is making it feel like a real event by giving it a timeline.

06:09.74

Speaker

It's saying, hey, I'm leaving on Monday. Oh, so you're actually there, right? It makes it very, very real. Then he goes into the call to action. He's promoting his offer called Black Belt. So also, there are only four spaces left in Black Belt this year, and they'll fill up today.

06:25.72

Speaker

So now he's saying there's only... Now we're creating scarcity. There's only four places. And the scarcity links very cleverly to the four pizzas, the four kilos, and the four in that subject line. Okay? So now we've got the four really coming through. The the singular message, when I talk about that, should be one point in an email. is This rule of one. I call it the rule of four ones. The the four the one here is this four. There's four places, there's four on the subject line, there's four pizzas, there's four kilos.

06:57.67

Speaker

We're really driving home and really getting people to really resonate with that are only four places left on available in your program by making this four repetition early in the email. So when you to say there's only four places, there's a very clear resonance around this number four. And that really um pushes home this um this this scarcity that there not many places left, and there's four. And then he goes in in in Black Belt, which is the name of his program, so he names it, uppercase, important stuff, this year.

07:29.50

Speaker

07:58.55

Speaker

and they'll fill up today. This is about saying, I know there is demand for this. I know how powerful my outcome is, and I know that people want it. That certainty is great. um Then we've got, you'll get four weeks free if you apply now before the spots are gone. Click here for the details. Notice the call to action here is not asking for too much. A lot of people get this wrong. They'll put the report call to action there and be like, click here to grab your space now.

08:26.72

Speaker

Whoa, that's a big jump from reading my email while I'm in the line waiting for my coffee to clicking and now enrolling in a program, which is a premium price program. No, the job of the email is to get the person from where they are to the next step. Think of it as a relay race. You're passing the baton from the email inbox over to the sales page or the Google Doc or however it is, the sales video, the webinar you want them to register for. That's all we're doing.

08:54.74

Speaker

So click here for the details. That is a much lower level commitment the person's committing to when they click there to get the details. Oh, I'll click and have a look at the details. Much easier for our subconscious brains to actually commit to.

09:08.22

Speaker

And then yeah he signs it off with his name. So where's the opportunity? Where's the blunder? There's a lot of great stuff in here. But there's one thing I would change if I was going to make a change to this. And that is, in case you haven't guessed, it's this bit.

09:23.21

Speaker

You'll get four weeks free if you apply now before the spots are gone. The problem here and the thing that was really missed is this adds to what I call offer complexity.

09:38.33

Speaker

The rest of the email is so singular. The rest of this email is so focused on this four, four, four. And yes, you've got four weeks free, but I'm going enroll now and get four weeks free. It creates a lot of friction, creates a lot of questions in someone's mind. It creates creates paralyzing questions. So the question that your brain comes across now is, oh, okay, so I'm going to have a look for the details. i can There's only four spaces left. And if I join now,

10:07.03

Speaker

I get four weeks free. Do I pay now? How much do I pay now? Does that mean it's a 12 month program? Is it a six month program? There's a lot of information I don't know. And I don't mean that in a curious way. It's not being positioned as curious, but it really is being positioned as I don't know what that means. So when you and I say this all the time, this happens a lot in people's emails. Take a look at your emails and make sure you're not adding something in like that, which adds to the complexity, right?

10:34.97

Speaker

By the way, are you enjoying these videos? I'm starting to make this little series where I look at marketers' emails from lots of different niches, not just marketing, across lots of different niches. If you like me to keep doing these, make sure you hit subscribe and let me know in the comments below. It's amazing to me that less than 25% of the people who watch my content actually don't subscribe Only 25% of you actually subscribe. 75% or more of you don't even subscribe. So make sure you hit subscribe, hit the bell. And if you like this kind of content, make sure leave a comment below and I will make more and more of these videos. Now, if you want to see the exact structure that works every single time in your video in your videos, in your emails, and you want to copy this proven thing, then go watch this where I'll show you how to write a perfect email every single time. And I'll see you over there.