Let’s be honest.

You’ve probably put time into writing value-packed emails. You’ve shared advice, tips, and helpful content. But when you look at the results, no clicks, no replies, no sales, it’s frustrating.

Here’s the truth most email marketers won’t tell you: it’s not about sending more value. It’s about sending the right kind of value in the right kind of emails.

And most people are missing the three most important types.

In today’s world of short attention spans and noisy inboxes, these three emails will help you build trust, drive action, and make more sales. They’re not complex. They don’t take hours to write. But they work.

Ready to fix your email marketing in just three sends a month? Let’s go.

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.

Subscribe and review The Email Marketing Show podcast

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. 

And please do tell us! If you don't spend time on email marketing, what do you really fill your working days with? We'd love to know! 

00:01.01

Kennedy Kennedy

00:13.75

Kennedy Kennedy

And it's more than a decade old. We're talking about a time before ChatGPT and mountains of AI content, before TikTok ever launched and held our audience's attention in its grip,

00:25.24

Kennedy Kennedy

four years before Diary of a CEO launched. And it was pre Loom, both the little video app and the brilliant album by Imagine Dragons. And it was before that pandemic.

00:37.48

Kennedy Kennedy

The world has changed and how we all buy has changed. And even Gary V's content strategy has changed. So today I'm going to show you three different emails that you should be sending every single month, but you probably aren't.

01:20.55

Kennedy Kennedy

Look, sending emails where no one clicks is crushing. No one clicks, that means you're not going to be sending them to your sales page. And that means they can't buy even if they wanted to.

01:31.91

Kennedy Kennedy

And there's one resource that I send to my private clients that they go bananas over. And it's different ways to actually give a call to action, like a link in your emails and basically makes them stand out. And it beats that whole scroll blinds of yeah, ya yeah, yeah, another one, another one.

01:50.05

Kennedy Kennedy

And it really gets people rushing to click the links in your to your over to your sales pages. I call it ClickTricks. You can download it right now for free just by going to emailmarketingheroes.com slash tricks.

02:02.92

Kennedy Kennedy

Emailmarketingheroes.com slash tricks. Or you can scan the QR code that's on the screen somewhere. So, yeah, Gary V's idea... was in his jab, jab, jab, right hook, was to send three pieces of value and then ask for the sale. And then apparently he later said he wished he'd called it jab, jab, jab, right hook. Something like that, right? Which like give lots of value.

02:25.87

Kennedy Kennedy

02:53.69

Kennedy Kennedy

And most people I speak to are just not sending them. So just make sure that you do. And the first one I call the reply email. So instead of having a link in the email, you literally ask the person to reply.

03:08.86

Kennedy Kennedy

And this is really good because basically I strip out all of the links, as many as I can. um i remove any kind of signature with tons of links in. can't remove as many links as possible.

03:19.92

Kennedy Kennedy

That really helps with email deliverability, at you but ill I'll get into that in a second. Basically, imagine if like my mum sends me an email. She doesn't ask me to click a link. She asks me to reply. Hey, what do you think of this? Should we do this, right?

03:32.15

Kennedy Kennedy

So when you send an email asks for reply, you instantly become way more human, right? In this AI infested world that we live in, this is more important than ever, right?

03:43.60

Kennedy Kennedy

To be more human. So you're going to, I want you to send at least once a month, I want you to send what I call the reply email. And that's an email where you take all links out, any any extraneous or superfluous, whatever big fancy word you want to use, any extra links that you don't need, take them out of the email and have the person reply.

04:05.59

Kennedy Kennedy

And it could be a reply to, hey, I've just put together some information about a new program, a new offer, a new thing. and Hit reply and I'll send you the information. um Would you like to speak to somebody? you could do it as ah as a call booking funnel. We have some clients doing that.

04:20.18

Kennedy Kennedy

It works really, really well. The other thing that happens when you have less links in the email is that is way less marketing looking than an email that's full of links or has links in it with call to actions like marketing, compelling, urgent call to actions, click this now, all that sort of stuff.

04:38.00

Kennedy Kennedy

So it's probably going to get, almost always, get a much better placement in the email inbox. So that's really awesome when you're sending emails. And of course, the other thing I really like about it is when people reply to your emails, replying to your emails and you ending up in a conversation, you replying back to them, even if it's just with the resource that they asked for, that's a really good indicator to Gmail, Microsoft, Yahoo, and their bunch of merry men that you are a good sender.

05:06.90

Kennedy Kennedy

And so again, it helps with your future deliverability of your emails as well. So once a month, definitely be sending out a reply email. The second one are success stories.

05:17.55

Kennedy Kennedy

Look, i'm actually going to show you a technique to um make your client's success stories really, really stand out and pop. And they work really well because I've got an itchy nose. Oh, we'll probably cut this bit out.

05:31.36

Kennedy Kennedy

There we go. Okay. um Because um they work really well because it it shows others that that that other people are having success with what you teach.

05:44.55

Kennedy Kennedy

And that there are other people around. like you're not No one wants to be the first person. right Nobody wants to be the guinea pig. Very few people want to be the guinea pig. right They want to know that if they work with you, if they enroll in that program, if they apply to work with you, if they're successful, if they buy that program from you, if they buy that solution from you, they want to know that other people have had success with this thing. It's not just you. Because you could you could kind of say anything. Like, I'm going to trust that you're truthful in the things that you say.

06:11.21

Kennedy Kennedy

But it's important to people to see, oh others have had success with this thing as well. So tell them the stories of other people who are having success.

06:23.26

Kennedy Kennedy

The reason we want to do this as a story, not just, hey, this person made this money or this person lost this amount of weight or this person achieved X result, is because when we package something as a story,

06:37.40

Kennedy Kennedy

people can emote, they can feel something from a story, right? They're caught from a list of facts. And when we feel things, we take action. And one of those actions might be to buy or to enroll or to apply.

06:49.76

Kennedy Kennedy

So and then what you're gonna do is you're going to tell these success stories and make sure at least once a month, you are sharing a client or some client successes. And one of the best techniques to make these client success stories really sing, really work well,

07:07.25

Kennedy Kennedy

is to big up the client. Talk about them in a way where you admire them. Tell them, tell your audience about the things you admire about this successful client.

07:19.40

Kennedy Kennedy

And specifically, to take us to another level, you want to talk about attributes of that client that that other people would like to have associated with them.

07:30.24

Kennedy Kennedy

This is a technique that fraudulent psychics and code readers ah used use a lot. And they have used them. I used to do exposing of them on on TV shows and and and in my work ah back in the day.

07:43.39

Kennedy Kennedy

um We used to use this technique. And you could see fraudulent psychics using this. And this is literally buttering people up, saying, oh, I get the sense you're an honest person. Well, no one's going to go, oh, no, I'm not an honest person. Or, um you know, you're the kind of person who's a good listener. Well, no, no one's ever going to decline that as as a compliment, right?

08:03.22

Kennedy Kennedy

But you're doing it, you're not saying it as a compliment, you're really framing it as an attribute to that person. So, And you're going to do this in a really indirect way when talking about the client who had success. Because what happens in all advertising, if you look at how they advertise, especially things like perfumes, aftershades, deodorants, and things like that on television, is they will...

08:28.71

Kennedy Kennedy

create these atmospheres of attributes you want to be associated with. So how do you advertise a scent on TV when there's no scent? Well, you show people what they want to be associated with. They want to be associated with someone who looks healthy and and and maybe and and and wealthy or successful, or or maybe they look like they are and they're sporty or athletic.

08:49.75

Kennedy Kennedy

We do that by association. That's kind of a fundamental of marketing. We're going to apply that same technique into when you share testimonials, when you share client success and case studies. okay And the way we do that is we say, hey, um here's here's Sarah.

09:06.84

Kennedy Kennedy

ah She's this awesome lady. she um She's a really one of those really determined people who I really love working with. um She's been through a lot of hard stuff, but she pushes through. And what I really like about it she's like really honest and she's really transparent. she And she really cares about her clients.

09:22.04

Kennedy Kennedy

And what she achieved was, and then you go into the thing that she achieved. When someone hears all of that preamble, all of those attributes of praise about that but client, they're like, oh, that they're attributes that I would like to be associated with too.

09:39.85

Kennedy Kennedy

That person sounds good. You build them up they feel positive about the person. and This is the result they got. And it doesn't just make the person think, you know, a lot of people think the basics of testimonials, the testimonials and social proof 101 is, hey, somebody else got the result. Maybe I can get the result too.

09:58.24

Kennedy Kennedy

To take it to a whole deeper psychological level, I could do a whole episode on on this and perhaps will in the future if you'd like me to do that, by the way. Just put a comment below and I'd i'd love to do that only if if it's of interest, of course.

10:10.49

Kennedy Kennedy

um But it's to another level of doing this is when you take it to a point of getting them to want the outcome, so the the the the weight loss they want or the income they want, whatever it is, your outcome that you promise people or you help people with.

10:28.49

Kennedy Kennedy

If you also associate associate these additional these additional attributes, ah which are i which are to do with our identity, So build them up and and associate them. So that's that second type of email is, and even if you didn't do that advanced stuff, just by telling the stories, telling success stories of people who are having results and celebrating them in public,

10:49.34

Kennedy Kennedy

allows people to go, wow, this is good. So do it through like a celebratory in public type thing. And the third one is what I call a personality email. And part of personality is vulnerability. But one of the things I want to talk about vulnerability that people get wrong is vulnerability doesn't just have to be sharing something you're shit at or talking about something that made you really sad. Like I see all of these keynote speakers at all these events talking about this awful thing that happened to me. And I went through this tragic thing.

11:16.30

Kennedy Kennedy

Yes, we've all had, many of us have been through very difficult, very challenging times in our lives, me included, multiples of those. And we it seems to be a bit of a cheap tool these days to just continuously roll out the sob story. And maybe that's my British cynicism speaking, I don't know, but rolling out the sob story. Like, I hear you, you've been through some stuff, you've been through some stuff. I've been through some of stuff. That person, we've all been through some stuff.

11:46.34

Kennedy Kennedy

And those things are part of what shaped who we are today. That is a ah is a broad ah applies to everybody. What I'm talking about here is sharing vulnerability in terms of not just showing up with your sob story, which by the way, sharing difficult times you've been through, you can definitely do. I don't think you should roll it out all the time. like It's not really my vibe to do that.

12:09.57

Kennedy Kennedy

because I kind of have this thing in where I want to bring positivity to the world. Whenever i I do things in my life to build positivity into the world, and I'll probably share some of those ridiculous things that I do and just to make people smile um in my everyday life. And I'll maybe talk about that at some point. In fact, I'll do it at the end of this video because I think one of them will make you laugh.

12:29.84

Kennedy Kennedy

um But... um but But yes, with personality and vulnerability, it doesn't just have to be the sob stories. It can be showing behind the scenes. Oh, here today, I'm actually just sitting working in my garden. Here's a photo of, you know, that kind of thing.

12:44.38

Kennedy Kennedy

Or, um' oh, here's a a photo of me. ah I'm just working wait at my desk. I've had a really tough day. I've had a really good day. i had a really productive day. I've just got off a meeting with my accountant. I just like showing people, taking people behind the scenes of what's going on.

12:56.00

Kennedy Kennedy

Another kind of vulnerability is showing people things that are not just from your work life, not just from, if you're a personal trainer, not just telling people about your workout and your food routine and your sleep routine and and and the supplements and your morning routine, your evening routine and your routine, routine, routine, and routine. routine Instead, you could show them bits about, oh, it was my mom's birthday. I just took her to for this lovely meal.

13:18.11

Kennedy Kennedy

Or it could be, we've just done this really thing. We've just been to a concert or we've Just like take people behind the scenes. and my My kid got this award at school or my my yeah my my my niece got into this university.

13:32.47

Kennedy Kennedy

Taking people into that thing it is vulnerable. It's vulnerable because it's taking people beyond that initial facade of just the business. Basically, give people a personal story of something from your life.

13:45.70

Kennedy Kennedy

Because here's the thing. If you are just showing up and giving value over and over again your emails, you're not doing these three different types of things. Basically, the way that Gary Vee talked about all those years it doesn't work today, right? Right.

14:00.23

Kennedy Kennedy

right and That doesn't work as well today because of our lower attention spans. It's because of attention being pulled in lots of different directions. Just before we finish off today today, I'll just quickly share with you what I alluded to before.

14:11.14

Kennedy Kennedy

I like to, I really feel like one of my things i like to do in life is is to bring joy to people. Even if I'm not there, I'm not there about, I'm not about bringing joy to people just to get the applause or to get the praise for it. So one of the things I did is on my phone,

14:24.32

Kennedy Kennedy

um I've changed my hotspot name to something funny. And the reason I've changed it to something funny, I've changed it to does my hotspot look big in this, right? um and the reason and And before that, on my previous phone, it was pretty fly for a Wi-Fi, right?

14:39.46

Kennedy Kennedy

so um But I do this because when I get on a train or when I'm in a coffee shop and I'm tethering from my phone and my and people can are able to see what my hotspot's called,

14:51.19

Kennedy Kennedy

and they just and they might be having a bit of a crappy day, or they might have just got out of a bad meeting, or they just might not be feeling good. If they see that, it might just give them a little wrinkle. I'm not asking for a big laugh out loud. I'm not expecting to end it with some massive comedic moment, but it might just create a little grin, a little micro smile that just lightens someone's day, and that might be when I'm on the train. I don't know what's going on, but I know that I've done something.

15:16.13

Kennedy Kennedy

And that brings me a lot of joy. And by the way, if you, wear I know a lot of people say, like we talked about bringing value and what what should you do instead. um If you want to see what you should do instead of just giving value and giving a value and giving value, definitely check out this video here where I talk more about what you should do instead. And if you haven't already, click like, subscribe, all that good stuff. And I'll see you in the next one.