Email Structures
HSO: Hook, Story, Offer
Hook: What’s in it for the customer?
- A reason why it’s important
- An interesting topic
Story: Sell the transformation
- Identify with the reader at the start of the story
- Show transformation
- Show what helped me
- Give advice and value
Offer: Tie the story to the offer
HSO: Hook, Story, & Offer EX
PAS: Problem, Agitate, Solution
Problem: You get very related to the problem
- Bring up a problem
- Be specific and relate to it
Agitate: Make them feel troubled or nervous
Solution: Giving a system
- An idea of what you are offering
- Make your offer the solution
PAS: Disrupt, Intrigue, & Click EX
DIC: Disrupt, Intrigue, Click
Disrupt: Challenge what they believe in
- Another way of hooking their interest
Intrigue: The justification of testimony of the new belief
Click: CTA
- Straight to the point
- Make it brief
DIC: Disrupt, Intrigue, & Click EX
Core Components
Avatar: The Ideal Customer
The type of person you want to buy your products or services
- Goals: What do you want your customer to accomplish?
- Pain points: What kind of things does your customer go through daily?
- Age group: How old are the people who watch you?
- Note: Your job/hobby determines your audience. Your audience determines your products/services. Your products/services determine your job/hobby.
Body: What Do I Write About?
How do you keep the attention of an ideal customer?
- Dream Outcome: How can the customer get closer to their ideal self?
- Opposite - Nightmare: What the customer doesn’t want to happen?
- Time Delay: How long will it take to finish?
- Opposite - Speed: How fast is it gonna be done?
- Perceived Likelihood of Achievement: How likely is it that they will get the benefits of the service or product you offer?
- Opposite - Risk: How unlikely is it that the product or service fails?
- Effort & Sacrifice: How much work will it take to get the benefits of your product or service?
- Opposite - Ease: How easy will it be to get the benefits of your product or service?
Hook: Attract the Attention
Reel in the attention of the person you want to buy your products or services
- Title/Picture (the eye-catcher): The hook that grabs the attention of the readers
- Subtitle: The first sentence after the title will make them wanna find out what’s at the end
Call to Action: Sell the Click
Tells the audience what to do next
- What do do
- Reasons to do it now
- Scarcity: When there’s a limited amount of something
- Urgency: When people act faster because they have a short amount of time.
Ex: Our July 4th promotion end Monday at midnight, so if you want it, take action now
EX: Our Black Friday promotion ends at midnight. There are only four hours left. Get it while the gettin’s good.
Ex: Our YouTube channel has posted a limited time video until midnight. It has a lot of information for prospering business owners. Go watch the video now.
Useful Resources
ChatGPT- AI system for help overall in your copy
- Pain points, headline, CTA suggestions for your ideal customer.
- Structured copy to use as a template to work on, edit, or revise.
Example
QuillBot - Rewording tool
- Paraphrase, co-writer, summarizer, grammar checker
Example
Flesch Kincaid Reading Level Calculator - How Readable is Your Text?
- The readability calculator shows the grade level you are writing at.
- To have good copy even a 5th grader should understand what you are writing.
Example
YouTube Channels - Free Detailed Information
- Tyson 4D - Made for copywriting
- Iman Gadzhi - Made for SMMA
- Alex Hormozi - Made for sales
Grammarly - Writing assistant
- Reviews spelling, grammar, punctuation, clarity, engagement, and delivery mistakes.
Example
Mail Merge: Bulk Email Software
Send many personalized emails at once
- Google Sheets Mail Merge
- asdfaljksdvldskfj (the mail merge software you use)
Feedback: Post-Sale Customer Service
Customer Service is important because customers will feel relieved knowing they can consult someone with knowledge about the product/service to solve their problems.
Direct Contact
- A personalized approach for the customers that will make them feel more important.
Common Issues
- Address common issues on a “help” site to ease the customer’s effort to get answers for his problems.
New Pain Points
- Record scenarios that would assist the product/service in resolving additional issues as an expansion or update to the product/service (providing an opportunity to increase prices).
Power Words