The $37k Email
I'm sitting at my desk the other week listening to some testimonials..
They were videos our client was sent for delivering some pretty great results to their members.
And even though we're at a 3.5 roas for the month with them right now...
I still don't fully understand why more people aren't taking action on it...
So I'm going through their applications, (we do this with clients to help further overcome objections, make sales persons job easier, and lower cost per booking)
.. and the leads all have great careers, stable income, and write paragraphs about how badly they want to do this… (but still not all of them are booking a call immediately…)
I'm seriously baffled by how many people don't take our client's opportunity seriously.
So, I pull up a note pad on my laptop, and write “hi (first name), if it’s okay with you, I have to get something off my chest”
and i just type.
no formula or "template"..
Just me, a deep understanding of who I was talking to, and a wireless Logitech keyboard.
17 minutes later I upload the text into their crm, filter to “all leads”, and press send.
1 week prior to sending this email, the client invited me to their Live in person event where over 1,000 of their paying clients were in 1 room one together.
There’s no better place to truly understand your “ideal avatar” than literally rubbing shoulders with dozens of them, communicating, asking questions, listening.
After sending that “screw it” email…
I saw calls rolling in daily, maybe 30+ at this point.. I stopped counting after 26.
What I was more interested in… (and the reason I wrote the email..) was more people investing in my client's offer.
Because without revenue. No other metric matters. (Maybe we should change our name to “revenue with ads”?)
Anyways. Calendars are getting booked, now I wait.
Few days go by, I log back in and check their hyros with the email tag labeled “take this seriously”…
And do this every morning over the next couple weeks, (I’m curious about how much revenue I could create with one “off the rails” email blast)
1 buyer..
2 buyers..
Sending my clients screenshots about the email bringing in new members almost daily.
3, 4...
a week later, the "Take This Seriously" email resulted in $37,700 in revenue (and counting… we plugged this into the sequence at this point and stopped the daily counting)
But I realized something interesting...
The concept of the email was literally telling people to “take this seriously”.
A few days after clicking THAT email. They purchased. Usually paid in full.
Here's the takeaway:
Your email sequence needs to do 2 things:
1. Add value, nurture, overcome objections.
2. Give clear next steps, and facilitate a strong sense of urgency them.
Help your people remember why it's so important they get serious about their goals, and lead them to take the action that will change the trajectory of their lives.
Use this in your emails and all your messaging, it makes a big difference in the lives of the people giving you money... and directly impacts your ability to hire top talent, pay team members more, and scale your business.
talk soon,
CJ
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