Steal This Email Strategy And Blow Up Your Business

Every time I ask a coach what they're doing with email, they either tell me, "Oh, we don't really do much with email. It's not working for us." Or "I thought email was kind of dead." No, dude. You're just doing it wrong. Because last month we made $600,000 in sales off email. And that's just not last month, it's every month. So, in this video I'm going to show you my exact email strategy so you can sign some clients this week. And if you play your cards right, run the same strategy every week and get clients from now until the end of time. So, can we just set the record straight? If you've ever thought email's dead, no, you're doing it wrong. You could strip everything away from me except my email list and I would still crush. Because email is gangster if you become an email gangster. This is what everyone gets wrong about email. They're either dead silent and they don't send anything for ages until things get a bit desperate, they need some calls, they need some sales, and then they spam the ever-living crap out of their audience. The mistake that everyone makes is they only email when you want something. And we've all got that friend. You know, the person you don't you never hear from until they want a hand moving house. Don't be that guy. Most coaches only email when they want something. The trick is to email so they want something. I don't know if you knew this or not, but this is part number eight in the series called the marketing map. It's a tactical walk-through of exactly how we, uh, me and our clients get leads, warm them up, sign clients, and deliver high-ticket coaching. Right, we've been walking through Legion. Today we're talking about email. I want to tell you one story, one give you one model, and three actionable tactics that you can steal right away. Let's get started. I've got two goals from every email, you should have the same too. The first one is obvious, that's the what do you want them to do at the end? You know, you want them to click or to reply or whatever. That's obvious. The problem is if you only focus on that, the short-term now, uh, result, you might get leads and sales or whatever today, but you burn the chances of you getting sales in the future. So, I've got two goals. The first one is the click at the end, cool. But the core goal that overrides all of that is I want every email I send to make people more likely to want to read the other emails that come later. If you have that in mind, you'll maximize today's sales, but not at the cost of all the sales from here to the end of the year and beyond. I don't know what it is about you today, but I'm getting this vibe that you're not convinced. Yeah, there's a study put out by the Follow Up Institute. They check out all the people who go to a trade show and inquire about you know, whatever the products or services are on offer. And they just follow up people uh every 90 days for a few years to work out like was the trade show worth it? Did the leads that submitted their details actually buy stuff or not? And the stats are super fascinating for you and me. This is across hundreds of industries for decades. So, let's just say this is all the people who inquire about a service. Your service. 50% of them never buy anything from anybody. That's just That's just life. They're called the non-buyers. So, half can't do anything with them. That's just the facts. Of the 50% who do buy, they fall into two camps. 15% of them buy in the first 90 days. They're called the now buyers. We love the now buyers. Every man and his dog is obsessed with these cats. We love them. They inquire, they buy right away. That's super awesome. That's where the game of traffic and funnels and 30-day ROAS came from. But if you notice, of the buyers, only 15% buy right now and 85% buy between 90 days and 2 years. They're the future buyers. And if you don't do email, you might get these guys. Any given moment, there's like 1 to 3% of your market is ready to do do a deal right now. So, when you get leads, yeah, you'll get the the now ones, but you miss out on all of the opportunity. And frankly, most of your money is future money right now. Most of your perfect prospects aren't in this segment, they're in this bit. And if you don't email them, somebody else will and they'll get the deals. And if you sell to coaches, guess who's the one going to be emailing? This guy, and I'll clean house. Simon I I'm here in Sydney and this morning I was thinking about a famous Australian Olympian. You've probably never heard of him unless you're an Aussie cuz this dude is a national icon to us for all of the wrong reasons. Aussies are really good at the Olympics, particularly the Summer Olympics, especially in the pool. We're not super fast at running, we can't jump that high, we don't ski cuz we don't like the cold, but in the swimming pool, we do all right. We went decades without ever winning a single gold until one day Australia's favorite son, Steven Bradbury, competed in the uh I don't even know what that event's called. It's where there's a a circular track and we speed skate. It's probably called the speed skating. Uh and they chase each other doing laps to win. This dude had a bunch of injuries and didn't think he had a chance of winning on just talent alone. So, Steven's strategy was this, I'm just going to hang back just behind the pack and hope that there's an accident, that people fall over. And when they do, I'll just skate around them and hopefully win. That'll be my only chance. Well, guess what he did? He did exactly that. He's hanging back, people's kind of written him off, and the dude at the front trips, and because they're all bunched up together, they all tripped and he just went and speed skated his way gracefully to Australia's first ever gold medal. Email is like that. Everybody is so focused on these guys and nobody does the follow-up. So, if you just be a little bit Steven Bradbury, you're the only guy who shows up and you're the only guy who wins. Today, I want you to make four commitments to yourself and your business. The four commitments of an email gangster. Are you ready? First one, I want you to commit to frequency. I don't think you email enough. If you're like 99% of the coaches I talk to, you just don't. I used to send an email a week and we went to two emails, then three emails a week. The only thing that happened was we made more money and signed more clients. Then we went to five days a week and the only thing that happened was we made even more money and we signed even more clients. I spoke to a coach the other day in Thailand at our event and he's sending an email every month. Are you freaking kidding me? Let's assume, let's be generous and say that 30% of the people open his emails. And let's be generous and say that to keep his list okay, it's a different 30% every time. That means that every three months somebody gets an email from him. That's not okay. Commit to frequency. I mean Okay, how many emails you send now? Let's up it. Okay? If you don't, it's out of sight and out of mind. I got this amazing client called Cody. He's been sending a daily email every day for four or five years now. And they're simple emails. They're not mega deep or profound most of the time. He just finds something that happened in his day yesterday and writes an email about it today. So, it's like story, lesson, offer. And then the offer is just an invitation to come to a workshop that he runs once a month like we do. Uh to join the program when it opens once a month like we do or to buy a digital product that's available all the time when the program's not. Story, lesson, offer is a great little formula. You don't have to write about something that happens every day. You can run campaigns like we talked about, but the main thing I want you to get is we're going to up your frequency. Please. Next, commit to value. Most people's emails look like this. Hey, uh I know it's been a while. It's me again. Um could you buy something? Lame. Of course nobody wants to buy something because you're not giving them anything worth reading. If the job of every email is to get people to be more likely to read the next ones, every email's got to be great. Not like every email is the best thing you've ever done, but it's got to be a deposit in the emotional bank account, not a withdrawal. So, we want to commit to value. In a minute we'll talk about the structure of what goes in an email, but the core piece every email must have a payoff. It's like the punchline to a joke. It's the insight, the aha, the shift you want people to make. And my rule is that every email, even if you took away the CTA and just read what's above it, it's got to be stand-alone useful. Every email must deliver some value. Value doesn't have to have to be content. Value could be entertainment. Or it could be utility. Ideally, it's a combination of both. I'm always thinking, how do I be fun and useful in one? But you do you. Next comes a biggie. There's a lot of coaches who are so busy trying to nurture their list, trying to make deposits, that they forget to make an ask. We want to get the give-ask ratio right, but if there's no invitation, what the hell are we doing this for? We're here to get clients, not to be pen pals. So, the third commandment is I want you to commit to invitation. There will always be a next step. Sometimes the invitation is a direct CTA to the workshop or the program that you're offering. Other times, it's just a super signature at the bottom of your email. If you don't know what a super signature is, please get on my email list and read them. A, they're fun. B, they're useful. And C, they're a masterclass in how to do email well. I don't know if it's okay to say your own emails are good, but they're really good. Every single day, I get emails saying, "That was a great email." Or, "Yours are the only emails I read." And the only complaint I get from clients is when they become a client, often we take them off the marketing list, and they're like, "Please, can you put me back on?" Cuz they're good. I want to level with you. Send more emails, make them useful, ask for stuff. It's not that groundbreaking. The piece that makes it work is magic ingredient number four. This is the special sauce that almost nobody does, and honestly, it's a bit of a secret weapon. You commit to frequency, commit to value, commit to invitation. The fourth commandment, the most important thing. If you If you do all of all of that, you'll get some clients, but if you do the next piece, you will clean up. Is I want you to commit to personality. When you do email well, you build these para-social relationships. This This kind of sense that they know you. Remember, our job is to send emails not when we want something, but send emails so they do. And people don't buy coaching, they buy coaches. And so, you want to in your content, not just be useful. Share a little bit of your world, like what's going on around you, and your worldview, your taste, your opinion, what you believe, things that piss you off, things that you love, things that you find scary. That stuff is addictive. That's the stuff that makes people go, "Oh, that's my guy." Or, "Oh, that's my gal." If we do these four things, when people open up their email in the morning or while they're sitting on the toilet or wherever they are, when they scroll through all the emails they've got and they see your name, "Oh, it's an email from Taki. I want to see what the Taks has got to say." Okay, so you get the model. What does this look like in practice? The way I like to think about it is I like to think about a month, a week, and a day. So, let's look at a month first and we'll map out our offer cycle, then we'll talk about a week with campaigns, and then we'll look at an individual email on a daily basis. So, let's look at a month. Once a month, I sit down with Tony, my right hand. You might have seen her in one of the videos. And what we do is we scheme out the campaigns for the next month. And we run a very simple four-week offer cycle. So, imagine an average month has has four weeks. Obviously, some months have a little bit more. Uh 1 2 3 4. I like each week to have a job. And so, what I'm thinking about is what's the what's the offer or the product I'm selling, and what's the theme or the angle? Otherwise, it feels like, "Hey, it's me again. Buy something." So, I want to know, what's the focus? Like, what are we promoting? And then, what about that topic am I going to zoom in on? Like, what's the angle for the week? So, I'll show you mine, but I want you to know, we run an eight-figure business. We've probably got a little bit more going on than you have in terms of products and offers. If you've got one offer, amazing. I'm absolutely stoked about that. So, for us, in a typical month, first week of the month, I'm going to talk about Boardroom, our high-end mastermind for seven- and eight-figure gangsters. Boardroom's capped at 100 people. It's currently sold out. Uh so, I I don't need to sell it. I just want to present it so that the right people hop on the waitlist. And if a spot opens up, they're in. Second week of the month, I promote a workshop. We promote all week and the workshop happens the next Tuesday. That's just our day. Week three, we open up the doors to Black Belt, the greatest community on Earth if you're a six-figure coach and you want to get to a million bucks. And then in week four, either I'll promote the Clients Program, which is our Get Started Get to Get to $10,000 a month program, or I just like to have some fun and I might do what I call Club Random, which is code for there's no direct offer. I just talk about whatever's fun for me that week. I have a great time and there's a super signature at the bottom. So, they're offers, you just put yours in. Pop pop pop. And then themes. Obviously, if you're going to run a workshop, a workshop about what? That's what goes in here. If we're going to talk about Black Belt, obviously there's lots of stuff we can do. Attract, convert, deliver, all of the sub pieces. I just pick the one that I'm excited about for that month and all the emails for that week are about that. Just to be clear, one of the things that people find tricky often is I've got socials to post here. I'm on Instagram or on Facebook or I'm on whatever. And then I've got maybe some long-form content and I've got emails. It's tricky if they're all like if you have to create this and then create that and then create this for all the different platforms. So, for me, our cycles are kind of in sync. That sounded creepier than I meant it. You know what I'm saying. What I'm doing by email is very similar to what's happening on Instagram, for example. I create one set of content and I'm sharing it in all the places. Let me give an example. Uh Let's say I ran a workshop about going salesless. That's the theme. And what typically happens is we build up a bunch of demand about this topic. People come to the workshop and then when I open the doors to Black Belt the week after, the easiest thing for me to do is just to carry that theme across because now I've got a bunch of people who are focused on this thing and want to know how to do it. They've listened to the album and now they want to come on tour and experience it live with me. If you've got less products, really simple, you've got your core product, a workshop, probably from Club Random, and it's okay if you do your core product twice. So, that is the monthly offer cycle, which brings us into what do we do in a week? So, each week we run a we run a campaign. We've got the offer we want to sell, whether it's for me it's Black Belt or clients or a workshop. We've got the theme that you have the subtopic. And then we go, "Okay, how do I talk about this same thing differently every day so it stays fresh?" And we do a brainstorm across four core categories: problems, proof, philosophy, and plan. And we brainstorm out off the top of our head all the things we can think of that are problems. So, problems are either pains or mistakes. Proof is either your results or a client's results. Philosophy is the old ways and the new ways. And the plan is either the steps or the timeline to get the result. Our clients use a little GPT for this called the campaign architect. If it's helpful for you, I'll link it down below. Grab it, use it. Take you three or four minutes of like voice recording back and forth, and it'll give you a really epic map for a week's campaign. That's the guts of a campaign. So, one email about each of those gets us a great week. We typically start with the uh the announcement or PSA, public service announcement, which is I'm running a workshop about topic or I'm opening up a few spots to work on this. That's a quick email. Take you two minutes to write. And at the end, we've got the prize, which is that the doors are closing. Act right now. Either cuz they're we're running out of spots or running out of time. So, let's link these ideas together. This is a week. An announcement, four P's, and the kind of doors closing, do it now. And each week looks like that. Okay? Do you have to do five or six? Of course you don't. You can do whatever you want to do. Just don't be the schmuck who sends one email and thinks, "Oh, email doesn't work." Of course it doesn't. You're not working it. So, that's a month. That's a week. Let's talk about a day. One email. Give me 10 seconds. It's freezing here. I'm in the shadows. I'm just going to go stand in the sun and thaw out. Oh, this is so nice. Yeah, if I had mind control powers, I would brain control you into sending a daily email. It will change your life and your business, which is just as important. Uh you can pre-write them and like batch if you want to or you can write them daily like I do. I don't really care. Uh the only thing I insist upon is that you don't outsource your voice to somebody else and have them do the content for you and you don't use AI to go, "Hey, write me an email about blank." cuz it'll be lame same as everybody else. The one thing that you've got that no one else has is that kind of founder mojo and if your voice gets outsourced, you end up super homeopathic. I want your voice to be owned and heroic. So, I write my emails every day because I'm trying to shrink the gap between seeing something and saying something. You know when you're excited about something and it's cool and you can just go blam about it versus you have this idea and 3 weeks later you're trying to remember what the hell it even was and the energy's dropped. I think there's a half-life to the to the energy of an idea. And so, I'm always trying to shrink the the gap between seeing something like noticing something and saying something. Sharing about it. So, for me it goes like this. I see something. I notice. I got to make something like connect the dots between what I just see and you know, you the reader and then saying something. And I want to do that as quickly as I can. I'm going to give you the single greatest hack I figured out a couple of months ago that has changed my life that is really, really fun. Especially [snorts] if you've got ADHD, which if you follow me, there's a fairly good chance that you're under diagnosed and you should see somebody about it. The big idea is this. Copy is stored energy. And so, if you write it when you've got an idea you're actually excited about, it will be a great email. Just like if you make a video when you're excited about a topic like I am right now, it's going to be a great vid. Well, you be the judge of that. I think it's great. So, what we want to do is we want to shrink the gap between seeing something, making something, and saying something ideally the same day. Let me show you how I find fun things to write about and how to do it. I've got a terrible memory, and so what I try to do in an in an attempt to remember stuff is I screenshot things which might be important so that I'll have them and I'll go back to it later. And then I never go back to it later. You done that? I do that all the time. And so, what I've done is I've set up a little a simple little ritual on Fridays where I just open up my phone and I look at the photos from the last week. And so, and I'm just looking for anything that sparks the a bit of energy in me. Oh, that was cool. Oh, that was a fun thing. I remember that. That was good. And so, I'm just looking here. What have I got? Uh this morning I woke up and found out that my Instagram account had been blocked because Tony on my team logged into my account in Thailand and they thought I was I thought I'd been hacked. So, I proved that it was me and now I'm back, which is great. So, that's a thing. You could talk about that. Photo of Kerri-Anne and I going for a walk this morning. She just had her first day of chemo yesterday and we're going to be easy right now. This is hysterical to me. Someone on my team I know who it was. You know who you are. Made like blow up inflatable um We call them a lilo here. I don't know what you guys call them where you are in the world, but like a a swim toy with my face on it and I had this awkward moment where clients were like grinding on my face and I was like at least let me look the other way. Face me away and then they're like, "That's just as bad." Um if I wanted to turn it like that's what I saw. If I wanted to connect the dots, I'm like let's be honest. I've been carrying them for years and it could be a thing about how a coach's job is to make their clients' job you know, life easier. And I could tell that story. There was a moment 2 days before the event where I woke up covered head to toe in rash. I got bitten by some tick apparently. I had like literally head to toe spots before 200 clients came in and three videographers came to like take extreme close-ups of my of my of my leprosy. And that could be a That's what I saw. What could I make? What The show's got to go on. If you wait till everything's perfect, you never get anything done. That could be your story. I took a screenshot of another dude. I won't show you cuz I don't want to embarrass him. Actually, I do, but I won't. Who knocked off some knocked off some of my content and posted it as if it was his. So, the photo I've got to remember that is is this. It's Willie Nelson. Who's a certified original. He's an absolute legend as opposed to Teemu Turaki, who's not. So, all we're doing is we're playing this game of like see something, make something, say something. On the days when I'm doing Club Random, that's what I do. So, whether you're running a campaign with problems, proofs, philosophies, and plans, or you're just doing see something, say something, a daily dispatch of what's going on in your world, every email follows a simple structure. And it's the same structure as a short-form piece of content, uh like a video on Instagram or whatever. So, the anatomy of a great email is the same anatomy as a great carousel or a short-form video. It's the same. So, we've got a hook to grab your attention. We've got the We've got the build, which is a a story or a list or the steps. I love stories in emails. I think people forget facts, but they remember stories. And they find to tell. And we call it the build cuz it's building towards the payoff. And the payoff is the one thing you want them to walk away with. That's meant to be the wrench from a Lego man. It's a terrible picture. Don't judge. Judge a little bit. The payoff. And the payoff is What's the insight? The takeaway? It's like the punchline to the joke, the most important piece. And then the last piece is the Lego person's legs. And this is the invitation, the call to action. It's usually to get someone to click or to reply. Here's my rule. Is if I took the CTA out, the invitation out, does the email stand on its own? If it does, great email. That doesn't mean every email has to. If we're in our campaign and we're doing the the announcement, "Hey, I'm doing this thing. Do you want to join us?" There's no value in that. It's just an invitation and that's okay. So, an email is the same as a a reel or a carousel, you know, just instead of reading it down, they're swiping across, or the your video starts here and walks through to the CTA at the end. It's the same It's the same It's the same. Enough theory, let's put this into practice. A few minutes ago, we talked through the four commitments: frequency, value, invitation, and personality. Here's what I want you to do right now. Which one of these four could use an upgrade? If you've been sending not often enough, let's just go If I've been sending once a week, let's go twice. If we've been sending twice, let's go three. Make sure there's always value. I'd be like, how do we inject a little bit more fun and personality into this stuff? Not just for your readers, but also for you, cuz if it's fun, it's sustainable, and if it's sustainable, you'll be able to do this forever. Once you've got email dialed, the very next piece we need to help you grow your coaching business is to have an offer that is irresistible and easy to buy. Let's work on that next.