Something big is happening behind closed doors… and most people aren’t talking about it out loud.

At events across Europe, in quiet corners between talks, experts are whispering the same thing: sales are getting harder. Refunds are rising. And the business model that once felt unstoppable is starting to crack.

Coaches, course creators, and membership owners are all feeling it. And the reason? AI.

But before you panic, here’s the twist. You don’t need to burn your business down and start again. You just need to change what you sell and how you sell it. Let’s break it down.

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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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00:01.46

Speaker

In the hushed hallways between keynotes, there's conversations happening under people's breaths, which are about the doom and the demise of the expert industry. We've all been taught forever, take your expertise, your experiences, and put them into a coaching program, and put them into an online course or a membership or sell services doing that stuff. But if you're paying attention, you've probably noticed that sales are harder to make right now.

00:27.98

Speaker

Refunds are higher. And it's because of something that's happened with AI. The good news is, if you follow up on the show with you, you do not have to completely start your business from scratch. But you do have to make a change before you go out of business and before AI eats you alive. I'm going to show you what to do right now.

00:44.53

Speaker

The Email Marketing Show. Hello, well, I've been on the road for the last few weeks and I've been in Munich, I've been in Germany, I've been in Oxford, I've been in London, I've been all over the place, all over Europe and the UK, speaking at events. It means I get to hang around with a lot of speakers. And one of the things that everyone's talking about is, have we all noticed that it's getting trickier and harder to make sales?

01:07.64

Speaker

use using our expertise for for our expertise whether that's a coaching business high ticket or is it low ticket courses and or low ticket memberships mid-to-week memberships all these things or even services like is it getting more difficult and everyone's kind of saying yeah it's more difficult so i'm going to give you the absolute solution today but let me tell you why it's happening so you can understand how to apply the solution i'm about to give you so What used to happen is people had a problem and they would basically go around the internet, it's eventually be served one of your ads or see your content and they'd come and buy something from you to solve that problem.

01:41.78

Speaker

That's not happening anymore. What is happening is people are going to an AI, they go to ChatGPT or Claude or whichever AI friend they've got, and they're saying, hey, how do I solve this problem as their first instance? It means by the time now they seek you out, they have already been given five different answers, different solutions that...

02:00.92

Speaker

that AI could give it and they're more overwhelmed. It also means that for basics of outlines of stuff and that kind of thing, they're no longer really that interested. They're coming to you for something else. So if we continue selling just here's my expertise, here's my answers to your questions, that is what we are all stopping from buying. It's not just your customers. It's you. It's me. It's everybody. Right. As the Blues Brothers would say. um So it's the world is changing. And this is the biggest change in the information marketing space I've seen in over a decade of being in this space.

02:41.43

Speaker

And we're seeing as we shift the positioning of our offers. And it's just some of the things you want to include, some the things you want to add and things you want to definitely move from being in the sort of depths of the sales page and the offer up to the top. That is what's going to make it really, really work. So what the heck am I talking about? Well, to give you an example, I'm actually going to show you inside of one of my offers and and show you the kind of the exact types of things you should be adding into your offers. So let me just screen share with you. That worked. Hey, great. So this is inside our members area for our Email Hero Academy, right? And I'm going to share with you now exactly what we do. So one of the first things is, yes, we still have live Q&A calls.

03:25.78

Speaker

Live interaction is the key here. It is not the questions being asked and answered. The thing that people love most about these live Q&A calls, if you have them inside of your programs, is that there is a live interaction. real human connections. One of the things we've added in to our Q&A calls is the ability for our members to actually connect with one another. we actually When someone joins the beginning of our Q&A calls, we put everybody up into little groups of two or three in in little breakout rooms on Zoom so they can just meet another entrepreneur. Because as ever, social media and AI is increasing the loneliness that most people are experiencing. So

04:09.53

Speaker

When you do your live elements, it's no longer just about getting answers to questions because a lot of that is actually satisfied by AI. It's getting answers to questions and being around others and getting the stimulation from others. So, for example, I always talk about this on our calls. I'll say, hey...

04:26.52

Speaker

During this session, you're going to hear questions that you never would have thought about asking. him And you are going to get answers to those questions. You're going write down inspiration. And then at the very end of the call, I almost always ask, hey, who here? Give us a little wave because everyone's got that cameras on. It's a really cool community. I say, give us a wave if you got an idea for something you can absolutely genuinely implement in your business, but you got that idea from a question or an answer to a question that you did not ask today. And 100% of the hands wave around the room. So this is a great way of people connecting. So make sure you've got an element like that. The other thing people get from these Q&As

05:04.86

Speaker

is access to you and your experience. Remember that AI, and you really need to help tell people this in the marketing material, AI doesn't have any experience of anything. It has never written an actual email that's been sent and had feedback on made sales. It has never made sales. It has never got someone a weight loss result. It has never helped someone improve their hair growth or their libido or their relationship or their Their garden. It's never helped with any of those things. It's just writing words. So you're bringing it from your experience. So there's a couple of of the first things. The next thing is two is is is your actual monthly deliverable should change to be usable tools. So our membership used to be very much about here's some education.

05:52.63

Speaker

06:48.41

Speaker

And we do this every single month, right? So we give them some trends that we've noticed in email marketing. Again, because ai is not on trend, it doesn't know what's working right now. And because we get the benefit of seeing emails in real life, we can report that. What is similar for you? And then...

07:04.94

Speaker

a brief summary how to use this. And then what we do every month is we give you, we give our members brand new frameworks. So you could write an email following that framework. So they don't have to learn email marketing. They just have to write an email where they open by sharing a recent moment where things things felt slower than usual. Then, me just zoom in on this because you might not be able to see it. It's kind of small screen, right? Then show that even people doing well can still have quieter periods. Then reassure the reader this pattern is normal and nothing to worry about. Then shift the focus to the next period and a fresh and the fresh chance ahead and then give a call to action.

07:42.14

Speaker

And then the next time you want to send an email, maybe that next day, the next few days, whatever, you use the next one. So notice what we're giving here is the actual frameworks. This is like in the fitness niche.

07:53.50

Speaker

You don't just tell people how you should eat less or eat more healthy stuff and you should do some more exercise. You're going to give them the daily routine. That's what we're doing here for our members as we're giving them. And every single month, you want to make sure you have, if you've a membership especially, you want people to have fresh new stuff that they can use every single month. That's why every month we give our members a fresh new batch of these email frameworks that you can just apply to your specific business, your niche.

08:23.35

Speaker

And because we even show you how to get AI to come with ideas for you from these frameworks, it makes it even easier. The next thing we do, and again, you can apply this, is we we give our members a brand new sales campaign every single month. So this month, um we're giving them something called the super flash campaign this is a special um 24 hour flash sale on like four or five different items it makes extremely it makes really good sales for people the results we've had in the testimonies we've got from this just campaign on its own where we've sold it separately have been amazing so we're giving our ah members a brand new campaign every month and that's the important thing a brand new one every month so next month

09:04.22

Speaker

It won't be the Superflash campaign. You'll get another way of directly making sales. So it's not just the keeping up with your emails and those those email frameworks that will make sales and keeping our email deliverability good and keeping in touch with your your clients so they remember who you are, but we're also giving you direct sales making stuff. Why? Because what do people want from our programs? They want results. They want stuff that's going to get them the result that they came in for, right? That's really, really important. And and then next,

09:34.07

Speaker

What we've got over here, if I just quickly show you this, is is is our tracker. This is our planning and accountability tracker. This is where we have us created a very, very fancy um Google sheet with lots of code and stuff in the background. It's very complicated in the background, which allows our members to not learn email marketing, but to do email marketing. So I've taken my psychology background from being on stage for more than 17 years, performing as a psychological mind reader, where I used psychology on stage like three nights a week,

10:09.17

Speaker

for over a decade like 17 years where the psychology had to work right because i was like doing comedy and making it look like rebuilds minds for entertainment and stuff at a conference on things and things i've taken all that knowledge and i've put it into creating useful habits so not only do we use the psychology in our email frameworks in our email campaigns and in both of those things but also using psychology and applying psychology to help members to win How can you use psychology to help your clients win? So what we do is we have it set up so that that you can plan what you're going to be promoting throughout the month

10:45.14

Speaker

You can see how much of that month is going to be spent promoting what. So you can make sure you're spending enough time doing the campaign compared to when you're going to be promoting your coaching offer, for example, and not too much time promoting your mini course. You can make sure it's a well-balanced month for the price point and the number of sales you'renna you're going to be wanting to make versus you know also sending emails about my YouTube videos like this.

11:06.10

Speaker

And then we can see how many emails we plan on sending and how many we actually send. And we've even built in. And here's where the psychology we got really comes in place. Let's take some of these check marks out, right? Because what I want to show you here is another cool bit of psychology, which is, look, we're creating this thing called the daily streak. which is you send that email, great.

11:25.72

Speaker

Send that email, great. You've got your streak. You've got your streak and it's going up and it's going up and the little emoji is changing. But if you miss a day, wa w it goes back down again. And people don't want to break that streak. What is that doing? That's using psychology to help people win and get results from your thing. So what we need to do when we are building our programs like the email hero academy or whatever your membership whatever your coaching whatever your course is is go and take a new look at it and think i don't want to just teach people how to do it yes we have some teaching here as well like we show people we teach people who have like the whole base course on the complete email academy program like we have the core program which teaches people how to get great results in their emails all this sort of good stuff

12:10.68

Speaker

Yes, but that is no longer enough because people can get what they feel like is baseline information about any topic from AI right now. and If you're thinking, I really want to apply this and you're thinking, actually, I really like the look of this Email Hero Academy. You think it's going to help you really stay in touch of your subscribers, launch these, and you want access to all these new campaigns every single month. I'll make sure that the link to this is in the description right below this. Definitely go and check it out. And if you haven't already, make sure you hit subscribe right here because I release a brand new video just like this a few times a week to help you to make more sales from your online business through awesome email marketing using awesome psychology.

12:51.51

Speaker

And I'll see you in the next one.