email copy

Email Copywriting Secrets They Don’t Want You To Know

Unless you’ve been living under a rock …

… you know the client-getting and sales-boosting importance of these factors in your email copywriting:

Your subject line is the second most important part of your email copywriting

Simply because, your subject line ignites curiosity and desire in your customers and clients. And, if done right, it forces or tantalizes them to open your email and read every word of your, direct or indirect, sales message.

And there are some great resources out there that help you learn how to forge a tantalizing headline.

One of my favorites, because it’s been tested and proven, in the forty odd years in the firing lines, by the legendary John Caples, is his excellent book: ‘Tested Advertising Methods’.

What John Caples discovered is that headlines, and in email copywriting -subject lines, grab the reader when they contain curiosity, benefit or actual or perceived news value.

Use these well, and watch your open rates soar.

Because, as you probably know, your subject line’s job is to provoke your customer or client to hover over your email with their mouse and click it open.

Once that job’s accomplished …

What matters most, after they click to open, in your email copywriting is …

Your first sentence.

Some people write a heavy block of text. That’s threatening looking and, frankly, difficult to read. Do this if you want to scare your customers or clients away from reading your email copy and lose the relationship and the sale.

What to do instead?

Think of your first sentence as the headline inside your email copy.

Make your first sentence simple and interesting. Write it so your customer or client can’t just stop there. Write it so they move on to the second sentence.

And your email copywriting is passing the third, most important test with your customers and clients that inevitably leads them to the sale. Remember, your subject line is the second most important part of your email copywriting. Your first sentence is the third most important part.

Pass these all important subconscious tests and your customers and clients can’t help but start reading your email in earnest.

How to charge your email copywriting with electricity and sell

Next up is the body of your message. Your goal here is to show your offer in its ‘full, shining glory’.

Admittedly, ‘full, shining glory’ may sound as a bit of an overkill.

But have you seen these boring and dry, jargon-packed, braggadocios, feature-only emails?

I’m sure you’ve been chased by one of these boring “ghouls” away from a product or service that otherwise might have been very beneficial to you.

Booring, dry and near impossible to plough through, long-winded emails.

They make your mind go numb and chase away every desire to complete reading it. Let alone buy from it.

That’s why you need to supercharge your email copywriting with some strong emotional words and imagery.

Make them suck your reader in. Force them to stick inside your customers and clients’ mind. Make your message stick!

Make it so your word pictures turn round and round at the back of their mind. Make it so they feel almost haunted. Irresistibly drawn to your offer again and again. Until they buy.

Not because of you. ‘Cause you’re not important. But because of them. Because they see your offer as more appealing than their money.

So once they buy, they feel a pleasant relief. A feeling of victory and satisfaction. Knowing they have finally found the solution they’ve long been craving.

And the best way to infuse your email copywriting with this kind of magic is to use stories.

Because well written stories almost magically trigger vivid images and send your customers and clients on to an emotional journey. They feel connected. They feel you get them. They see you’ve solved this problem for countless others before them. And they finally see the pleasing resolution to their frustrating problems … is you – your product or service.

This way you confidently leave the insecurity of being just one of many who offer the same product or service.

Do this right and you elevate yourself to the level of unique specialist.

A rare person. The only person they would trust with their money to solve their burning problem.

That’s what happens when you fill your email copywriting with electricity, spark and sizzle!


Is this really possible?


Does this sound too good to be true?

How to make your electrifying email copywriting believable

Building credibility is as important as oxygen is for your body.

Because, you know that if something sounds too good to be true – it probably is … not true. “That’s ridiculous.” You prospect says and off they go to check out your competitors.

And that’s no fun.

So, what you need is to make your claims – believable.

You need to build credibility and trust.

You want your prospects, customers and clients saying: “That’s amazing. I’m lucky I found YOU! You’re my secret weapon.”

But how do you do that? I hear you say.

And that’s a really good question.

Which, unfortunately, holds no simple answer. Because, just as it is with this whole process of email copywriting that sells, it depends on what’s inside your prospects’, customers’ and clients’ minds.

The approach that brings in the most opt-ins, inquiries and, ultimately, wads of cash in your pocket is tailor made to your ideal prospects, customers or clients.

But here are four believability building tips that make even your most wild email copywriting claims believable.

Testimonials – what somebody says about you is a hundred times more believable than what you say about you!

Degrees – somebody who has a prestigious degree commands more respect and their words carry the aura of authority. (And we’ve been conditioned our entire lives to respect and listen to authority)

Awards – who would you trust a self-anointed quack or a Nobel prize winner? (Good news, if you’re not a Nobel prize winner, is that people perceive even the most ridiculous of awards as significant.)

Concrete facts – ”Facts are your soldiers in the army of persuasion,” says my mentor and friend the inimitable Drayton Bird.

And, naturally, there are many more proven ways to build credibility, believability and trust …

But let’s move on and talk about your claims now.

Email copywriting that turns booring facts and features into juicy morsels of ‘heavenly desire’

‘Heavenly desire’ is, for sure, another overkill statement. Or is it?

Think, about it…

If you have a burning problem, you want it resolved.

If you are tantalized by a strong desire for something, you feel very excited at the chance to finally get it and enjoy it.

That excitement and that joy is sometimes so strong some folks say, when thinking about getting it, “I’ll be in heaven.”

That’s the ultimate goal of your email copywriting.

Your customers or clients thinking and feeling that excitement.

The closer you get to it, the higher your chances of making the sale.

Not an easy task.

And what’s worse, most people, try to stir up that excitement by telling how great their product is. What wonderful features it has.

“This suitcase is very sturdy,” they say.

“This book contains great business advice.”

“This model comes with all the latest features.”

Instead of showing you, how these features bring you the benefits you want in that product or service.

“With this suitcase you won’t ever have to chase your clothes all over the conveyor belt. You’ll have a comfortable and enjoyable trip.”

“This book shows you simple ways to make more money without working any harder. You can finally achieve your financial goals, pursue your true interests and simply enjoy life.”


I think you get the point.

The basic principles here are:

Show – don’t tell. Use picture words. Use stories.

And turn every feature into what it does for your customers and clients. Because this is what they are really buying. The features are there to just ‘deliver’ the end results they want.

Your benefits turn up that want and make it into a craving. A powerful desire they can’t help but satisfy.

Do this and your email copywriting will bring you far more leads, inquiries and sales.

Email copywriting without a good offer is like a cruise ship without and engine

Your offer drives the sale far more than your email copywriting.

Great email copywriting and a wimpy offer won’t do you a lick of good.

A great offer and flimsy email copy will let you live albeit a hungry life.

Great email copy and a great offer is your master key to the vault.

But, I’m afraid, here you’re on your own. As I don’t know your product or service. But you do. And you should have a pretty good idea what your prospects, customers and clients really want. And you should know what your competitors offer.

Still, here are a few simple, business boosting ideas:

Study your competitors. Learn what their strengths and weaknesses are.

Study your market. There’s almost always sub-niches in your niche.

Some people want to buy speed. Others want to buy convenience. Still others want to buy quality. Some people want to save money. You get the point…

I know of 21 ways that make you stand out from the crowd.

21 different angles for you to make a unique offer.

And being unique, not for the sake of being unique, but for the sake of matching your message to your market, makes you far more money faster than a rigged slot machine.

Think Apple. Some people say they revolutionized the music, phone and computer biz. I say they gave their customers what they really wanted.

Not an easy feat. But made easier, when you know these 21 “clicks of the dial”.

Email copywriting that confuses and repels your prospects, customers and clients

Okay. Great. So, what do I do now?

I’m sure you’ve seen these chopped up and fragmented emails where you know you want the offer. But they leave you scratching your head as to how to get it.

Heck, it’s frustrating. You want it. But you’re swamped with work. You’re like one hour behind schedule. And, this thing that’s supposed to help you out of this mess, you can’t figure out for the life of you how to get it.

And you say to yourself, “You know what, I guess, I can do without it. Thank you very much.”

Never leave your offer chopped up and fragmented.

Always make it simple and easy for your prospects, customers or clients to take the next step. Whether it’s to opt-in, book an appointment, or simply buy your product or service. Always, always, always make it brain dead simple for them to take the next step. Think Amazon’s ‘buy with one click’ super simple sales boosting idea. Now, that’s what you want.

This in email copywriting, or any other copywriting for that matter, is called a call to action.

Here’s your problem. Here’s the only solution that really solves it. Here’s how you get it. And here’s why you should get it now.

That’s a super simple formula that, if executed right, gets you ahead of 99.7% of your clueless competitors.

Underestimate it at your own risk!

You see, this is not rocket science. All these principles and techniques are actually deceptively simple. But, believe it or not, they bring in the BIG bucks for a lot of smart people who know how to use them effectively.


Another email copywriting technique guaranteed to boost your sales

I’m so certain that when you use these simple email copywriting techniques in your next email campaign you’ll get a far better response, that I’m actually going to make you this cast in stone guarantee …

You’ve written a compelling subject line.

You got them to click open and start reading.

Your first sentence pulled them inside your message.

Your email copy got them breathing faster, pulse racing, desire burning. They’re almost ready to pull the trigger…

But there’s still their doubts lurking. Making them think, “I WANT THIS. But what if I get duped? I’ll become the laughing stock of the day. Better play it safe. Better check this out instead…”

And BAAM, you lost them. However, what if you placed the risk on you?

What if they simply could not lose?

What if they can test drive your product or service?

Will they try it then?

In most cases, a well written guarantee, boosts sales and turns prospects into happy customers and clients.

Provided you really deliver on your promises. And write your guarantee so you don’t leave yourself open to swindlers.

(There’s a secret psychology behind guarantees that I’ll cover in a future email. So, if you’re not subscribed to my FREE profit boosting email copywriting secrets, I urge you to subscribe now.)

Okay. Let’s keep going and talk …

More about headlines, bullets and fascinations in your email copywriting

Let’s delve a little bit more into the science and magic of headlines, stories, bullets and fascinations because they are incredibly important in your email copywriting.

This is by no means an exhaustive study.

But here are three extremely useful email copywriting “tricks” to writing more powerful headlines, bullets and fascinations:

  1. The “how to” headline or bullet

This is perhaps the most widely used headline or bullet type.

And that simply means it’s proven to work.

Because savvy copywriters and marketers tend to use the tricks of the trade that bring in the best results.

If you’re wondering what’s the difference between your headline and your bullets, I’ll explain that in a moment. But first, here are a few “how to” headline and bullet examples:

How to charge your email copywriting with electricity and sell

How to make your electrifying email marketing believable

How to win friends and influence people

All types of headlines and bullets tend to work best when they touch your prospects’, customers’ and clients’ emotional hot buttons!

Okay. Now let’s move on to the next most widely used headline and bullet type

  1. The “secret to” headline or bullet

People love secrets.

All of us want to be privy to insider knowledge and information. And there are many, many reasons why…

Because we want to feel important …

Because we want to feel we’re ahead of everyone else …

Because it triggers our feelings of security – subconsciously we think something like “Knowing this will keep me from harm’s way.”

And frankly, there are many other deep psychological needs that knowing the “secret to” satisfies.

And so, here are some examples:

Email Copywriting Secrets They Don’t Want You To Know

(There’s a secret psychology behind guarantees that I’ll cover in a future email. So, if you’re not subscribed to my FREE profit boosting email copywriting secrets, I urge you to subscribe now.)

The email copywriting secret to growing and expanding your business.

I think you get the point.

IMPORTANT! Please be smart in the way you use these secrets. And always make sure that whatever you offer is indeed best of breed. Because nothing goes faster up in smoke and brings more misery than a sh*tty product or service sold with these powerful email copywriting techniques.

We live in the internet era where information travels incredibly fast. And once a customer gets a bad taste in their mouth by a product or service – they’re sure to tell all their friends about it.

Why lose customers and your reputation when you can use these simple, but powerful, secrets to build and grow a solid and hugely profitable business.

Just saying.

Okay and now on to the next most widely used headline and bullet type

  1. The “numbers” headline and bullet

Our brain seems to be wired in such a way that when we see a concrete list of things tied to something we’re interested in we crave to go through that list and devour its secrets.

There are many reasons why we feel a craving to do it, but instead of explaining these let’s go here now into some examples:

Three extremely useful email copywriting “tricks” to writing more powerful headlines, bullets and fascinations

7 things that must be part of every email copywriting promotion

10 Questions That Help You Find Your Email Copywriting Uniqueness…

I think you get the point.

The bottom line is – use these in your email copywriting and enjoy higher response rates and more sales and profits.

And now let me explain the simple difference between your headlines and bullets…

Think of your headline as your most powerful bullet, idea, benefit or curiosity inducing element – the one thing that your prospects, customers and clients crave most.

The one thing that will compel them, perhaps even force them, to click and open your email. Because opening your email is the one crucial step that sets this whole email copywriting game and the profits it brings for you in motion.

And for the rest of your bullets, disperse them, or use them as a list of benefits, inside your email copy.

This way you stack the odds in your favor of making your customers and clients buy.

There are at least 40 headline strategies and 21 bullet formulas that I know of and you can see those in action when you subscribe to my FREE profit boosting email copywriting secrets newsletter.

And so, naturally, I urge you to subscribe now!

Of course, I’m biased, but I think you’ll be glad you did.

Yours for windfall profits,

Alex Popov

Alex Popov

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