Hey. Welcome to this video. I’m extremely excited to be sharing this with you today. We’re going to go over how to craft six figure email campaigns in one hour or less. Now, this framework will allow you to rapidly create winning email campaigns, and it’s even produced a campaign that did over $300,000.00 in sales. In case you don’t know who I am, my name is Brandon Shelton, and I’m the founder of Mechanical Marketing, a digital publishing and software company.
Now, the way I actually was able to create this framework, I’ve been doing email marketing for a long time. When I initially got started in email marketing, I actually was selling email traffic, and I was constantly having to just create, over and over, different types of email campaigns. So over the course of the years, I kind of subconsciously did the same things repeatedly over and over and over again.
And then, when I started running the marketing department, I gear bubble another software company. We constantly do a lot of last minute campaigns. Sometimes, obviously, you just don’t always have that time, or you’re not always just going according to things that are on your schedule, where you have all that prep time to prepare and craft these really structured campaigns. I needed a way to be able to do that if we only had a day or a couple of days to craft campaigns and make sure that it was still effective in a way that we can actually do it.
So I was actually listening. This was probably around three years ago. I was listening to one of the executives at Agora Financial, which is a huge direct response marketing company, probably the biggest in the world as far as selling information products, and they do around, from what people have said, a billion dollars per year. And what the actual executive was saying, I believe his name was Joe, and he was stating how they train their copywriters and how they’re able to create million dollar sales letters extremely quickly, and they do a thing called story-boarding
So I kind of took that concept and I mixed it with what I was already doing subconsciously with creating email campaigns and I mixed it together. Then the past few years, I’ve actually been using this framework to rapidly create those systems and create those winning email campaigns, and I’m actually going to go over it with you now. All right. So let’s get into the content.
So if you see here, I wanted to kind of use a fake example, so that way, you have a good sense and a good understanding of how all this works. So we’re going to say that I have an emailing list, we’ll scroll up here, that I have an emailing list in the fitness niche, and I want to sell a home fitness workout product, called FitHome X. So let’s just say that I’m going to sell this product. Let’s give it a price point. Let’s say I’m going to sell this product for $397.00. Right? So I’m going to sell the home fitness workout product for $397.00. Now this is the process that I would go through if I needed to quickly create an email campaign to sell this product.
Now, the first thing I want to do is, I want to identify my key objective here. So what I mean by that, is that you have to know exactly why you’re running the campaign. Most of the time, you’re looking to get sales, but sometimes maybe looking to get webinar registration signups, or maybe you’re just looking to extend people to a piece of content, so you’re just trying to really just sell the click throughout the whole sequence. You need to identify that.
Now, this actual framework is definitely best for promotional emails, and when I say promotional, it doesn’t necessarily mean selling something, but it means that, if you’re looking to do like onboarding or building bonds type of sequences, then this might not be the best framework for you. But if you are running, trying to send people to a webinar registration signup, or trying to make a sale, anything like that, then this is the perfect framework.
So in this key objective, I’m going to just say that I’m trying to make as many sales as possible, so I’m looking to make sales. So then from there, I want to move over and I want to identify what the unique component of my actual product is. So in this case, I’m going to say it’s muscle confusion. So basically, I just made this up, and let’s just say that muscle confusion is a process where, if you’re working out and you’re constantly changing the different types of workouts that you’re doing, your muscles never get comfortable. They’re always getting confused, which allows them to actually build and improve even faster, so that way, you can transform you body faster.
So I’m going to say that’s what muscle confusion is and that’s the unique component of my product. My product teaches them. My product contains muscle confusion, which is why it’s more effective than everything else. So let’s just say that’s what my unique component is.
Now, the big idea, I look at the big idea in this framework as the one thing that I need people to believe in order for them to buy. So in this case, if I get them to believe that muscle confusion is the key to having a beach ready body, then that would be enough to convince them to purchase. Once they believe that, then I have them and I’m able to convert them into a customer.
So now that I have my big idea laid out, then I need to find a theme or an angle, which basically is a reason for mailing. So during these times, there’s a lot of lockdowns, because this is during the Coronavirus, COVID-19 times. So the whole country’s in a lockdown, so everyone’s at home. So I can use that as my reason for emailing them. So I can basically say, “Right now, I know you can’t go to the gym. I know you’re stuck at home because of the lockdown, so that’s why I’m releasing this home fitness workout product.”
Now, you can use any reason you want. It’s very easy to come up with a reason for emailing someone. It could be your birthday, it could be a holiday, it could any type of event that might’ve taken place in your life, where you say, “Because of this event, I want to do this for you.” It could be your mom’s birthday, your dad’s birthday, your wife’s, like anything, your child’s birthday. You literally can make up any legitimate… I shouldn’t say makeup, but you can literally find any legitimate reason for mailing your list, and it just helps with the flow of the sequence if you give them a reason for why you’re emailing them.
So now, the last two steps that I do is that, first, I have this objections list here, and then have ordered objections. So what this means is that, this is the story-boarding component that I took from Agora to apply for emails. So what we’ll do is that we’re going to actually list out all of the objections that we believe that our customers are going to have, and then we’re going to take all of those objections and we’re going to order them by importance into this audit objections list.
So this is how this that’s how it goes. I listed out a couple here now, just to make sure that you kind of have a good idea of how this all goes. This objections list can be as long as you need it to be. Literally, don’t think too much about it. Literally just write out every objection you could possibly think of. It doesn’t matter if you think it’s dumb or not. This is not about critically thinking all this through in the beginning. You just want too get them all jotted down. You want to think about it, but don’t think about it as far as like copywriting in this sense. You just want to get those objections down on paper and list them all down.
So now, once you list all of your objections, and I’ll just run through some of these so you can kind of have an idea of how you might want to structure this. So when I quickly jot this down, I did, “Never worked out before.” So someone might be on my emailing list, and like, “Hey, it never worked out before, so I don’t know if this works for me.” They might have another objection where they say, “I don’t have any gym equipment at home, so I can’t do your program because I don’t have any gym equipment at home.” They might be skeptical that they can actually stay in shape working out at home. So maybe that’s someone who actually does workout, but they’re like, “Ah, I go to the gym. I don’t think I can actually stay in shape while being at home.”
And then, I have another objection here, where they might skeptical that they can actually transform their body from working out at home. So maybe they believe, “Yeah, I know I could workout from home, but I can’t really get those real results. I can’t really transform my body from just working out at home. I have to go to a gym.” Then another objection I have here is, maybe they feel like, because of the lockdowns that we’re currently in, their diet is so limited that they’re like, “Well, I could follow your program, but I can’t really eat well, because the access of food that I have is not the same that I normally have. Because of the Coronavirus lockdown, grocery stores are not full stocked.” So maybe they have an objection with the limitations that they have on their diet.
Then we have another objection here, where maybe they’ve tried several different workout from home programs and none of those worked for them, so they’re skeptical that any workout from home programs worked for them. And then the last two that I jotted down was, maybe they’re thinking to themselves, “Does this program help me lose weight? Or does it help me build muscle?” So this is a question that they might be thinking to themselves. “Which one of these things does your program help? Or does your program help with either of these things?” And the last one I jotted down here is, “Is this program for men or women?”
Now, I’m sure I could have came up with a much bigger list than this if this was my actual product, but I did want to just list some here so that you had an idea of the process of how to go about this once you’re listing down your objections. So you literally just want to get this list as long as you can. You want to have a minimum of five, because any email sequence you do is probably going to be at least three emails. So in that case, you want to have a minimum of five to choose from, but I mean, literally, the more, the better, and I’ll explain that to you in a second.
So now that we have these all down, because my price point is $397.00, let’s say I decide that I want to do a five day email sequence. Okay? So I have these listed here and I’m going to do a five day email sequence, because the higher the priced the product, the longer the sequence. If the product is lower priced, then you can do a shorter sequence.
So let’s just say I want to choose a five day sequence here. So the reason why I have this pre-sell email and a scarcity closing email here is because every single promotion that I’m going to do is going to require these two emails. So right off the bat, these two emails are always going to be there. Now, you can do more than one pre-sell email, you can do more than one scarcity closing email, but you’re going to have at least one of each. So I always like to start off with that there. So I’m just going to take this closing email and I’m going to scroll, put this down a little bit more, so I can create some space as I order my objections.
So what we’re going to do is that we’re going to actually take each counter objection and we’re going to move it over here, and that objection is going to be what you use to build that email around. So literally, each objection could its own email. Now, in some cases, you might want to put multiple objections in one email, and that’s fine as well, but you don’t want to put too many in one email, because if you do, then your email won’t be as effective if you’re addressing too many different things in one email. So you need to make sure you’re coupling with things that make sense and you’re hitting the right points if you’re going to be bundling them together.
So what I’ll do is, I kind of just look at these and I look at, all right, what are the most important objections that I want to address first? And I kind of list them based on importance and that’s how I order this email sequence. So now I have my pre-sell email, and then I would say, “Okay. Well, right off the bat, I have to make sure that I address what muscle confusion is.” Right? Because that’s my unique component, and everything that this campaign is around needs to be around getting them to believe this big idea here, that muscle confusion is the key to having a beach ready body. So as I move these things over, I need to always keep that big idea in mind.
So I know, okay, right off the bat, I want to explain what muscle confusion is, and I need to think of the objections that directly kind of ties in to that muscle confusion, because every single email here, we want to make sure we’re kind of knocking over those walls and getting them to believe what my big idea is. So first, I’m going to say, “Okay. It’s probably important that they know if it works for men or women,” so I’m going to put that up here because I want to get that out of the way in the first email, let them know that it works for men and women, and then I want them to know that, even if they never worked out before, it’s going to work for them. And then I want them to also know, skeptical to stay in shape, whatever, so I’m actually going to address this one with this email as well.
So I’m actually going to hit three objections here in email number one, right? So all three of these together, I’m going to answer all of these objections. I’m going to counter all of these in email one, but I’m always going to write this email in mind with making them believe my big idea.
So here, I’m going to craft email one, where I’m basically going to say, “Okay.” I’m going to explain what muscle confusion is. I’m going to let them know that muscle confusion works for men and women. I’m going to let them know that it works for people who never worked out before, and then I’m also going to let them know it works for people, even if they have worked out before, that they’ll be able to still use muscle confusion to stay in shape and get an even better shape working from home.
So you see how all of these objections, they’re linked together, and I can hit all of them in email one, but in a story driven way or a content driven way that, it doesn’t seem like I’m all over the place. I can hit all these points and move them one step forward towards believing my big idea, that muscle confusion is the best way to stay in shape. You know? So there’s going to be some education components in here because I’m going to have to explain what muscle confusion is, but the key thing is that I’m addressing these objections to move them towards believing the big idea. So this is going to be my email one.
So now, I need to come up with email two. So maybe for email two, I want to start addressing, maybe they’re concerned about equipment and diet. Right? So maybe I want to hit that in email two. So I’m going to put these here for email two, couple of these together, so move these over. Boom. So now, in email two, I want to let them know basically that they don’t need any equipment to do this workout, so that addresses this.
And then I’m going to give them basically simple nutritional options that they can use, that every grocery store is going to have, so that way, even if their grocery store has limited stock or anything like that, that they’ll still be able to get results in a Coronavirus time because they’re in lockdown and they not be able to access different food. So I’m probably going to have to come up with some sort of meal plan or a practical meal prep guide, where I know that it has a lot of basic things that almost every grocery store is going to have, no specialized stuff. If I hit those points in this email, then that covers these two objections, and now I’m good to go.
So now, I want to get to email three. So we have pre-sell email, email one, email two, and now let’s get into email three. I don’t count my pre-sell email as part of the actual sequence itself. So now, for email three, just move these up here, so I only have these three objections left. So let’s say they’re skeptical they could transform their body working from home. Does this program help them lose weight or build muscle? And then they’ve tried several. So you know what? For email three, I’m going to go with, they’re skeptical, and I’m actually going to couple this with this as well.
So I’m going to hit the objections of them being skeptical that they could transform their bodies from working at home. So basically, if I want to address this, I want to talk about how muscle confusion works. The principal of muscle confusion works regardless of if you’re using weights or using equipment or not. The whole purpose of it is that you’re constantly working your muscles in different ways, so they’re constantly confused and never comfortable, and they never get used to your workout, so they constantly improve.
So if I explain it, early on, that way or I explain it in this email that way, then I can kind of say, “All right.” Well, now that they know that, then it lets them know that, yeah, they can transform their body from working out at home, because the concept of muscle confusion has nothing to do with your location. It has to do with confusing your muscles.
So I could use that explanation to hit this objection, and then if they’ve tried several workout home programs before, that kind of ties into the same thing, because I can say, “Other workout programs, they do it the wrong way. They don’t use muscle confusion. They have you doing the same routine for too long. They don’t mix it up, they don’t confuse your muscles enough, fast enough to get the improvements that my FitHome X product does.” So I hit those two things, so now this is email three.
So in email four, I’ll address this, which is more, does this program help them lose weight or build muscle? So I’ll talk about that in this email, and this type of question I know is probably going to come from someone who already knows a little bit about working out, because if you’re asking about losing weight versus building muscle, you might not be advanced or anything like that, but if you’re asking this type of question, then you know a little bit. You know a little something, something. So I know that, when I’m addressing this concern, I probably want to keep that in mind with the language and stuff that I’m using for this email. So this would be email four, and then my scarcity email will be email five.
Now obviously, if I was doing this for a real product, I would have a longer objections list, and I would be hitting more points in these, but this is pretty much the framework and the structure of how you would go about this. So now I have a nice structured email sequence. I’m hitting all the key objections, and I’ll be able to convince my customers and my audience that this big idea here, that this is an actual true statement. Once I get them to believe that, then that will allow me to easily be able to sell as I’m going through this email campaign.
Now, one thing that I do want to mention is that, if you do this process and you end up having a lot of objections left, don’t worry about it, because what you can do is that, move this down here, you can tack on another email that’s just an FAQ email. So I could just say, “Frequently asked questions,” right? And you say, “Okay.” Well, depending on the nature of your product or whatever niche or stuff you’re in, it might be more complex, where there’s just os many different objections, you can’t hit them all in this type of format.
Remember too that we’ve done this. When you’re doing this, you’re doing this in the order of importance. So when you’re moving these over, whatever’s left over, you should have hit your most important ones in the sequence, and then whatever’s left over should not be your top ranking objections. So now, you just take those and you just make an email that basically says, “Hey, we’ve been getting tons of questions from people and I want to make sure all of your questions are answered, so I made a frequently asked questions email for you.”
And you, literally, in the email, type out the objection as a question, and then type in an answer, and you just literally put that in the email, and you use that for all the left over objections that you weren’t able to address as a main part of any of these emails, and you just add that here, and then boom, now you’re able to still address those in a structured way without feeling like, “Oh, I left so much stuff off.” And then you still enter your closing email. If you have multiple closing emails, you have that at the end of there, and then you’re good to go.
This structure has produced a lot of money, and like I said before, we literally did over a $300,000.00 campaign actually using the same framework. So hopefully, you found this information extremely useful for yourself, and make sure that, when you’re creating your campaigns, if you ever need to create an email sequence and you don’t have a lot of time, you can go ahead and use this framework.
Thanks for watching this video. If you have any questions, feel free to comment down below. I’d also love for you to give your opinions and thoughts on the content, and if you like the content, we actually have a free newsletter called Lead Nuggets where we release this type of content once every two weeks, 100% free. You can join Lead Nuggets by either clicking the link in the ad copy or there should be a link after this video that you can actually click, or you can visit GetLeadNuggets.com. All right? Thanks again for watching, and see you in the next one.
For Online Marketers Looking To Gain An Edge
Lead Nuggets is a straight to the point, highly informative, and a well thought out bi-weekly email newsletter for marketers looking to gain an edge. Click below to join 100% free.Join Lead Nuggets Free
About The Author
Brandon Shelton is the Founder of Mechanical Marketing (a SAAS and digital information publishing company) who loves studying marketing and playing basketball.