9 video micro-lessons across 3 submodules...

Before you can do any research, much less write a word of copy, you gotta understand how markets actually work: why people buy things, why they don’t, and what has to be in place first for your email campaign to have a real chance of succeeding.

Some tips inside Module 1 include:

• The not-so-subtle “twist” you can put on your email copy to make your landing page far more compelling, engaging, and effective. (It’s probably the single best way to make the reader emotional before they ever arrive.)
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• The two-part click trigger that not only gets readers to click at a higher rate, but also primes them for the sale. (You already know part one, but part two is almost always overlooked and arguably more important.)
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• Forget features and benefits. This is actually the most captivating and compelling thing about your product. (Use it to make even the most skeptical buyers more likely to believe your claims.)
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• A clever way to make your product or service feel undeniably singular in the market (even if your competitors sell something very similar).
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• Even if your product’s most powerful selling point is something every competitor also has or does (i.e., a feature, a benefit, a manufacturing process) this is how to ethically associate it with your brand (rendering all others less relevant).
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• How to make an old product feel brand-new and exciting (without changing a single thing about it).
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• And so much more…

20 cohesive video micro-lessons across 4 submodules...

Inside, I systematically break down my “Desire Drilling” research process, sharing everything I do to develop an intimate, almost clinical understanding of practically any market.

It marries human research and AI to produce something incredibly valuable to copywriters, marketers, and salespeople: a clear, specific picture of your market’s most significant desires—not just what they are, but the emotions and beliefs below the surface (the things prospects feel deeply, but rarely say out loud).

And because the Transformational Sales Emails system is engineered like a lock and key (i.e., the “Research” and “Writing” modules are designed to fit together), you will be able to take this data directly into Module 3, where you’ll discover how to immediately start using it to write your emails.

But first…

Some tips inside Module 2 include:

• ​The eight questions you, the copywriter, must personally answer before AI gets anywhere near your research. (Get these wrong and everything downstream—your desires, angles, and ultimately the email itself—starts drifting off course.)
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• ​The career-changing conversation I had with one of the most prominent direct marketers in the world. (What I learned forever changed my copywriting mindset, approach—and results.)
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• Most copywriters never use this remarkably reliable research method (originally developed by the winningest copywriter of the 20th century) because it’s so involved and tedious, but I give you an AI fix that delivers it with push-button speed.
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• ​How to use AI for the “grunt work” part of research, so you can spend more time on the creative decisions that actually move the needle.
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• ​The creative judgment calls you should never, under any circumstances, outsource to AI (no matter how “good” it gets).
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• How to prevent the all too common blunder that degrades otherwise great research and potentially leaves your campaign in peril. (It’s astonishing how typical this is, even among experienced copywriters.)
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• A repeatable method that can completely safeguard your AI-research process.
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• Why the most useful research insights rarely show up in surveys, reviews, or on sales calls (and where to find them instead).
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• How to turn a trivial complaint into a deeply emotional email angle using just one question many copywriters never think to ask.
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• Copywriters usually don’t feel comfortable writing about this “hidden” buying motivation—and it’s costing them untold sales.
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• Believe it or not, you can uncover the most persuasive line in your next email from something your prospect would likely never admit in an interview (or even an anonymous survey).
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• This straightforward method will reveal your market’s deepest, most sincere desires (and help you identify which one has the most persuasive power).
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• Your research turned up a dozen desires, but which one should your marketing focus on? Use this proven, “old-school” scoring system to rank each desire, so you can identify the one with the greatest selling potential.
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• ​The most important word in marketing is not “you” or “free” or “new” or anything else you’ve probably heard. It’s far less typical, but embracing it will help you create all sorts of standout marketing assets, including sales emails.
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• ​How to convert the prospect who already wants your product but keeps saying, “Maybe later…”
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• Hands down the most valuable skill an email copywriter can possess—and how to develop it in just minutes a day.
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• This is how ”future-proof” copywriters are using AI.
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• One reason you might dread writing sales emails—and the simple mental shift that could actually make you look forward to it.
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• The unexpected yet legitimately life-altering side effect of studying Transformational Sales Emails.
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• And so much more…

27 cohesive video micro-lessons across 7 submodules...

Inside, I dissect and demonstrate (in granular detail) the vivid, eerily immersive “Mind Movie” writing method I’ve been developing since 2014: it’s the style behind almost every VeryGoodCopy essay, newsletter, and email that helped me grow the brand into what it is today.

I’ll show you how to naturally blend the emotion and resonance of “realist” literature with the persuasive principles of direct-response copywriting to create a distinctive (and addictive) style of writing, one that draws readers in like a great film and then compels them to act like a well-timed sales letter.

Some tips inside Module 3 include:

• This writing style—unique to VeryGoodCopy—creates undeniably vivid, relevant, and moving email copy.
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• How to get your readers to practically write your email for you.
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• ​A storytelling approach that makes your emails so engrossing, prospects could actually lose track of time while reading.
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• The simple question that exposes the flattest lines in your copy—and how to bring that dull writing to life.
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• How to make the reader literally “feel” your writing (generating emotion that drives up clicks and sales).
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• The editing technique great film directors use to make audiences lean in, and how to use it to pull readers deeper into your sales emails.
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• The counterintuitive way to write hyperrealistic dialogue (used religiously by skilled Hollywood screenwriters) that will captivate your prospects and compel them to compulsively read, and read, and read.
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• Committing to this stylistic choice could immediately pull readers into your email.
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• ​Your email’s best opening line is probably buried somewhere in the middle of your copy: here’s how to find it.​
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• The 5-part structure that lets you turn virtually any story into a sales email (without the reader ever suspecting you were going there).
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• How to write the most persuasive part of your sales email (the part that makes readers feel almost uncomfortably understood).
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• ​The "uneasy truth" prospects needs to read in your email (and why saying it earns more of their trust than any compliment ever could).
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• The stupid-simple “T&T” technique that will keep your readers hooked all the way through your pitch.
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• The surprising reason you may want fewer links in your sales emails (even if more links would produce more clicks).
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• Even though your analytics can’t tell the difference between these two clicks, your sales page can (and that’s where it counts).
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• Stop writing subject lines that tank your open rates when this method can deliver eye-popping results.
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• The best subject lines are hiding in plain sight: this unusual approach can help you write subject lines that blow your average open rate out of the water (without resorting to clickbait).
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• This writing approach can give you that “lighting-in-a-bottle” feeling every time you sit down to craft an email.
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• How to actually enjoy writing again (or perhaps even for the first time in your life) while also creating sales emails that work.
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• Why the best, most vivid and persuasive story-driven emails take place in this type of setting.
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• This 5-second test can immediately (and reliably) reveal weak writing.
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• And so much more…

Real-time writing & walkthrough videos
+
LIVE student copy reviews

❗ INCLUDED FOR A LIMITED TIME ONLY ❗

Modules 1, 2 and 3 are a series of 56 cohesive videos that break down—in a clear, prescriptive, systematized way—how to think about, research, and write this unique style of sales email. Module 4 is a living, ever-expanding library of Transformational Sales Email examples. It will never stop growing. I will continuously upload:

• Real-time writing: long-form videos of me writing a Transformational Sales Email from scratch, narrating my decisions along the way.

• Real-time walkthroughs: long-form videos of me explaining finished emails, breaking down the craft behind each element.

• LIVE student writing reviews: long-form videos of me reviewing and editing a TSE student’s email live, with detailed feedback anyone can learn from.
  
  

I constructed it this way because I wanted TSE to feel less like something you consume once and file away, and more like a living body of work you can keep returning to as your own writing develops.

There's no cap on this module. Every new email I write to sell TSE will become a new lesson. Every student submission that comes in will become an opportunity to go deeper and explore the versatility of this system and style. 

The library (and its value) will compound in perpetuity.

Right now, if you’re reading this on the TSE checkout page, access to Module 4 is included with the purchase price.

In the near future, this will change: as the library grows, I will move  Module 4 behind a separate paywall. Students who join after that happens will pay for access.  

Don't delay. Join now to get lifetime access to Module 4 at no additional cost (no matter how large it gets or what it costs everyone else down the road).