The Hero's Journey tells you how to write a persuasive email that inspires action.
It's the classic Three Act Play that you see in all your favorite movies and books.
In this thread I'll teach you how to write 🔥 emails that put cash in the bank.
It's the classic Three Act Play that you see in all your favorite movies and books.
In this thread I'll teach you how to write 🔥 emails that put cash in the bank.
You know the Hero's Journey.
The hero battles insurmountable foes and faces impossible odds.
Somehow he or she finds the strength within themselves to triumph.
When you apply this cultural template to email marketing, your sales will go up.
The hero battles insurmountable foes and faces impossible odds.
Somehow he or she finds the strength within themselves to triumph.
When you apply this cultural template to email marketing, your sales will go up.
You are already sending emails.
But they aren't landing.
Your open rates suck, your click through rates are worse, and you are pulling your hair out trying to cobble together something worth saying each week.
But they aren't landing.
Your open rates suck, your click through rates are worse, and you are pulling your hair out trying to cobble together something worth saying each week.
The first thing your emails are missing is the Inciting Incident.
That's when Luke Skywalker is sent on his quest by a message from Leia to Obi-Wan.
Some hot chick needs saving? Game on!
That's when Luke Skywalker is sent on his quest by a message from Leia to Obi-Wan.
Some hot chick needs saving? Game on!
Where does your Inciting Incident belong in your email?
It's gotta be the subject line.
Why is anyone besides your mom opening your emails if the subject line is boring?
No story = boring.
It's gotta be the subject line.
Why is anyone besides your mom opening your emails if the subject line is boring?
No story = boring.
What about your email will change your readers' lives?
What must they know to triumph?
What's your "help me Obi-Wan, you're my only hope" moment?
That's your subject line.
What must they know to triumph?
What's your "help me Obi-Wan, you're my only hope" moment?
That's your subject line.
After the Inciting Incident we need to scope out the Adventure your hero (the reader) will go on.
That's your first paragraph.
Sketch out what obstacles they are facing. Let them know the stakes. Prove to them you know how they feel.
That's your first paragraph.
Sketch out what obstacles they are facing. Let them know the stakes. Prove to them you know how they feel.
Now we need Act 2: The Big Twist.
This is Obi-Wan allowing Darth Vader to kill him.
"I didn't see that coming!"
If your email doesn't surprise your reader, print it off, light it on fire, and throw it in the trash.
This is Obi-Wan allowing Darth Vader to kill him.
"I didn't see that coming!"
If your email doesn't surprise your reader, print it off, light it on fire, and throw it in the trash.
The Big Twist is the thing that changes the game.
If Obi-Wan didn't die, he couldn't have counseled Luke during his Death Star trench run, and all would be lost!
We had to walk through there to get to here.
If Obi-Wan didn't die, he couldn't have counseled Luke during his Death Star trench run, and all would be lost!
We had to walk through there to get to here.
What's your Big Twist?
Maybe it's the unexpected way your solution solves the reader's biggest problem.
Maybe it's how you say you don't work with people like X, Y, and Z.
Maybe it's the unexpected way your solution solves the reader's biggest problem.
Maybe it's how you say you don't work with people like X, Y, and Z.
Maybe your Big Twist is telling an unexpected story.
"Hey I thought this was a marketing email, but now you are talking about how to protect your tomato garden from deer?!?"
Just remember- don't be boring!
"Hey I thought this was a marketing email, but now you are talking about how to protect your tomato garden from deer?!?"
Just remember- don't be boring!
Now we need The Crisis.
All is lost.
Maybe the Crisis is internal. Maybe it is external.
The Crisis makes you doubt if the journey is worth the cost.
All is lost.
Maybe the Crisis is internal. Maybe it is external.
The Crisis makes you doubt if the journey is worth the cost.
This is where you take away the solution you offered readers.
"This isn't for you."
"This isn't for you."
No one values that which they didn't fight for.
If your reader doesn't have to fight to become your customer, why should they care?
This is just how humans are wired.
Make your reader dig deep to earn a spot at your table.
If your reader doesn't have to fight to become your customer, why should they care?
This is just how humans are wired.
Make your reader dig deep to earn a spot at your table.
Now it's time for the Climax!
If your reader fits all the criteria, they win the prize!
The victory they win is something you help them accomplish.
This is your call to action.
The call to action is about your client's win, not about you.
If your reader fits all the criteria, they win the prize!
The victory they win is something you help them accomplish.
This is your call to action.
The call to action is about your client's win, not about you.
Now we resolve all the obstacles we brought up before.
We offer a solution to ease the financial and functional and emotional suffering we introduced.
We don't say "click here."
We tell the prospect exactly what happens when they act.
We offer a solution to ease the financial and functional and emotional suffering we introduced.
We don't say "click here."
We tell the prospect exactly what happens when they act.
We lay out the next step of the Hero's Journey for the prospect.
"Here's people like you who got the solution and here is how they feel about it!"
"Here's people like you who got the solution and here is how they feel about it!"
This is not the time for coyness.
Tell them where to go, what to do, and what happens after they do it.
"Destroy the Death Star by launching torpedoes in to this ventilation shaft and you'll save the Rebellion!"
Tell them where to go, what to do, and what happens after they do it.
"Destroy the Death Star by launching torpedoes in to this ventilation shaft and you'll save the Rebellion!"
Who are you after you destroy the Death Star?
You're a new man, a new woman.
You describe what life will be like.
You use hypnotic language, tactile language.
You get specific.
You're a new man, a new woman.
You describe what life will be like.
You use hypnotic language, tactile language.
You get specific.
You can use the Hero's Journey in short emails and in long emails.
You can use it in sales emails or nurture emails or pre-launch emails.
Any time you want people to take action, you should use the Hero's Journey to make it fun.
You can use it in sales emails or nurture emails or pre-launch emails.
Any time you want people to take action, you should use the Hero's Journey to make it fun.
Some people want me to write their emails.
I only write emails for my book clients.
I use the Hero's Journey in the launch content for all my authors.
They don't just get a book- they get the best way to market it too.
I only write emails for my book clients.
I use the Hero's Journey in the launch content for all my authors.
They don't just get a book- they get the best way to market it too.
Curious about adding 6 or 7 figures to your revenue?
Talk to me about writing your book at entrepreneurswordsmith.com
Talk to me about writing your book at entrepreneurswordsmith.com
Follow me if you want more Star Wars references and also to write better emails.
If you want fewer boring emails in your inbox, consider retweeting this thread.
If you want fewer boring emails in your inbox, consider retweeting this thread.
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