Email Breakdown #11 Perfect Product Launch Email Sample

(AI generated transcript)

This week's email breakdown is a little different than some of the other ones I've been doing.

I'm not going to focus so much on the actual writing in the email. I'm going to focus more on the structure of the email.

Of course, you're going to see the writing in the video. So if you're more interested in that, it's still there.

What I want to point out, though, is in direct marketing sales pages, all the different ways we sell through written word, there are certain flows that lead a buyer through a journey down a slippery slope that brings them from identifying their problem through overcoming objections and building desire to the point of sale.

And we're going to look this week at a master copywriter, Justin Goff. He is launching this week a program. And I'm on his email list. And I've been keeping an eye on his emails throughout the launch.

And it occurred to me that he is really good at creating structure.

Justin, if you don't know who he is, he is a very successful copywriter. He currently has a mastermind. People pay thirty three thousand dollars a year to be a part of whether it's a business sending their copywriter to his mastermind's and copywriters who are a-listers.

He's well known for being able to convert cold traffic. And if you know anything about copywriting, that is pretty much the Holy Grail because, you know, anybody can convert a hot list of buyers.

But when you're targeting cold buyers, it's very hard. So let's take a quick look at his email he sent out.

This is going to be the first email in the series. Now, I want you to keep in mind a couple of things. This is to his email list. So we are a warm/hot audience and there's people that are waiting to buy anything they can afford, to buy from Justin.

Keep that in mind. If you're writing to a cold audience or a warm market, you're probably going  to need a little more build up on this.

Also, Justin has been teasing this for several weeks, and he sent an email a couple of days prior to let us know he was going to launch on this particular day.

So we were waiting for this email those of us that are on the list, looking at the subject line at first, it doesn't look super exciting.

Heads up, except, like I said, we were all waiting for this email. So it actually is pretty effective, not necessarily something you would want to use for a list that wasn't prepared for the offer.

The purpose of the first few paragraphs is to pay off that curiosity, the curiosity he built up in the previous emails. But also, if this was my first time seeing this, he's telling me what to expect in this email.

He's opening his course and the basics of what it consists of. If done correctly, this is going to make your reader want to read more.

And this is where Justin, within just a couple of paragraphs, immediately starts trying to overcome his market's objections, know your market objections and and eliminate as many as possible.

And Justin is going to do this by doubling down on expert proof and proof stacking.

He's chosen to do this by saying not only am I going to give you amazing information in this new course, but look at these six other people that I found to help with that.

The chances are if you're on Justin's list, you know some of these people so that it boosts the credibility. But even if you don't know how he kind of shows shows you this information via story, it's not just telling you a common objection from your market.

It is always going to be, "But my situation is special,"  for instance. Yeah, but I'm in this weird niche, so this probably won't work for me. And as you can see throughout these five examples on this page,

Justin has gone out of his way to put a big spread on the different kinds of people that have used these techniques for thousand of years.

We've got Biz op, weight loss relationships, health, infomercials, and then you've got AGORA Financialwho if you know anything about the business, they create tons of different types of offers.

And then we've got our last but not least smooth transition into Stefon Georgie.

Stefan, Georgie is Justin's business partner, and they run the mastermind together.

And probably anybody on Justin's list knows Stefon.

We've overcome some of the objective objections that I'm special. Why should I listen to you and prove it to me this works all in just a few short examples.

Now, just to build the excitement a little bit more, he kind of transitions into how important it is, how big of a deal it is.

He got these guys to help him and the access to the exclusive knowledge, because it's so hard to get these guys to do a course or give out information.

Now, we're going to transition into a qualification section.

A lot of people are afraid to qualify their customers, they're afraid they're going to lose sales and guess what? You are going to lose sales. And that's OK because you are going to filter out your headache customers with just a few qualification statements.

The other thing that it does, though, is it builds excitement. You're going to have your hot buyers. There are, "hell, yes, I want this. " Let's get to it. "Yes, this is me." They're going to keep scrolling down the page.

But you're also going to grab those people who are on the fence, those people like, "oh, I don't know, I'm a copywriter." "Maybe this isn't for me." So he directly addresses that those fence sitters are really what this section is for.

As far as selling. Another thing of note here is while he's qualifying these customers, he's also selling the dream. He's talking about owners who have already scaled to a thousand buyers a day. He's talking about copywriters getting paid more for writing bigger winners and even the ability to create your own winning offer.

Next few paragraphs down. We're still qualifying the customers a little harder now. He definitely wants to get rid of the people who are beginners. He's not interested in taking their money because they're either going to beg for a refund or they're not going to get results.

And they're going to be out there telling people that they don't get results from his course when it was never meant for them in the first place.

So you can see how qualifing your buyers is so important.

This is the part here at the bottom where he introduces his unique mechanism why this product is going to get you one thousand sales a day. He doesn't talk about it a lot because this is an email and the email is not the sales page. The email is is just to get people to go to the sales page.

But it is important to go, hey, there's something unique about this, and that's why it's going to work for you.

Now we roll into more examples. These are more detailed stories about how this has worked for people. Stories sell. They allow you to visualize and connect the emotion while also giving you proof on the logical side of your brain.

This could work for you.

After the examples, we get the final summary of the details, the stacking of what the product can do for you, a summary. You'll notice this is a pretty standard close. You see this on VSL sales pages everywhere where we kind of stack this what you're getting and then this is what it's worth.

"I think it's worth two thousand dollars." "Buthey, man, I'm going to give this to you for a much lower price." He doesn't tell you what that price is because again, we're selling the click to the sales page. He wants you to go watch that video. Builds the Curiosity into the last section.

Here is a image that looks like a YouTube video link. It takes you to the sales page. It's got an image of Justin, it's got an image of the product. And just know that studies have shown images of people and the products they convert.

So, yeah, there's a lot to this email. There's lots of great copy in this email if you look back through the video. 

But what I really wanted to review here is the structure.

So this is your solid copy structure.

It's been used since selling was the thing.

Modify it for your market.

Remember that the emails, not the sales letter. I'm not saying you can't do that, but most of the time you use an email to sell a click.

It reads like a mini sales page.  But the ultimate goal is to get the reader to the sales page.

Be sure you're overcoming objections.

Don't be afraid to use qualifications in your sales.It builds up anticipation and  eliminates your headache customers.  

Always find a way to inject scarcity into your launch. It just works. It's how the human brain is wired.

Use proof stacking to stack that proof, overcome the objections.

You can use this structure effectively for your launches as well.