Email Samples

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About the Client

Anderson Business Advisors is a tax planning and asset protection law firm whose audience is mainly real estate investors. They host free webinars to generate leads to introduce their products and services to potential clients. Occasionally, they have a JV event with another business specializing in real estate.

What did they want?

They need emails to promote a JV venture with Residential Assisted Living Academy. RAL Academy helps entrepreneurs in the real estate space create residential assisted living facilities. These are highly profitable businesses. This event was to showcase RAL Academy to Anderson’s audience.

My approach to the copy

My approach was to be very inspirational. This was the nature of Gene Guarino, the founder and CEO of RAL Academy. While the emails were written by someone else, I wanted to inject some of Gene’s infectious enthusiasm. Also, I wanted to ensure the audience knew how great of an opportunity this was.

Challenges

Since this online event (see event copy here) covered two topics—residential living and asset protection—I had to write an email that appealed to both subjects but not get lost in the weeds with too many details.

In the first email, I wrote about the asset protection only in the P.S., so it appeared to be like a “bonus” that was needed once you succeeded in making lots of money in Residential Living investing.

Another challenge was the client insisted on using the same landing page for all their events. Therefore, more selling needed to be done in the emails. In other words, it wasn’t just about selling the click because once they got to the landing page, there wasn’t much copy on the page. Therefore, more copy had to be written in the emails. The good news is that these were the most read emails, with a readership of 84%, according to HubSpot data.

Results

This was an incredibly successful event—surpassing attendance sign-ups and attendance records for previous events. Also, the event was incredibly profitable, bringing in over $500,000 in sales. The offer page for this event can be seen here.

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Related Materials:

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About the Client

Anderson Business Advisors is a tax planning and asset protection law firm. They host free webinars to generate leads to introduce their products and services to potential clients. After the webinars, attendees can get discounted prices on their primary service package, which sells for $2,997.

What did they want?

An email series to promote their monthly webinar series.

My approach to the copy

 This approach was to dig a little into the pain of what people were feeling in 2020—coming off the fake pandemic. Many people were uncertain about their futures and the future of America.

I wanted to meet them where they were. As Robert Collier once said, “You need to enter the conversation already going on in their head.”

I wanted to empathize that during challenging times, criminal activities rise. This means that they need to be extra diligent in protecting their assets. And this was true. There were a lot of frivolous lawsuits beginning in 2020, and experts feared many more.

I also showed clear benefits of attending the event and why it was urgent to protect their assets.

Challenges

Because this event was held every month and we were sent to the same list, the copy needed to be fresh and arouse curiosity.

Also, the landing page for these emails was the same for every campaign. Therefore, more needed to be said in the emails.

Results

These events proved to be quite profitable. My email copy for these events helped them grow from 800 to over 4,000 sign-ups every month we held these events.

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Related Materials

Here is a landing page for these events

Here is an email series for the post-event offer

About the Client

Anderson Business Advisors is a tax planning and asset protection law firm. They host free webinars to generate leads to introduce their products and services to potential clients. After the webinars, attendees can get discounted prices on their primary service package, which sells for $2,997.

What did they want?

Our affiliates needed emails written that could be sent out to their lists.

My approach to the copy

Part of my assignment was to follow a format that had already been used but not really tested.

Challenges

Since our affiliates ranged from real esate developers, crypto experts, loan sharks, and others, the emails had to appeal to all of them—without sounding too Anderson-centric.

Also, each of our affiliates had a different tone of voice. Naturally, I couldn’t match them all, so I had to dial back the tone I used for our Anderon emails.

Results

Our affiliates loved our emails. I created a new series every quarter. They never failed to impress or generate traffic.

Link to emails

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About the Client
U.S. Metro Group is a corporate janitorial service in business for over 40 years.

What did they want
They wanted to secure on-location appointments through a series of cold emails.

My approach to the copy
The strategy used in this campaign is the “door-in-the-face” strategy popularized by Dr. Robert Cialdini, author of Influence.

So, the idea behind this approach is to ask for a big favor—or a big Ask. Once you get the door slammed in your face, ask for a smaller favor. In this sequence, we first requested an in-person meeting at the recipient’s location. The second email asked for a phone call. The third email asks to send some free information.

I wanted to keep a friendly and familiar tone to the emails as if they were coming from someone they knew.