I - Define your target market

II - Build rapport and trust

III - Expressing authority

IV - Make the reader realise you have their best interest at heart

V - Make them comfortable opening links you send them.

I - Avoid looking like a scammer.

II - Make them want to read more.

III - Get them to see how valuable your product is.

IV - So they want to purchase your products.

I - Uncovering their pains.

II - Uncovering their desires.

III - Creating Curiosity.

IV - Uncovering roadblocks.

V - Presenting Solutions.

VI - Presenting your product as a vehicle to get them their.

VII - Tying It All Together

You're fighting with everything for the readers attention so you can't half ass any aspect of an email otherwise you lose.

You also MUST grab the readers attention at the beginning of every email.

A good method to do so would be to create a sense of curiosity by telling them a new way of doing something they already do.

E.G. "Grow your legs twice as fast with this new regime, NO SQUATS necessary"

squats are regarded as the staple exercise to grow your legs, this could make the reader think

Firstly you need to understand the reader.

These questions provide you with a basic starting point

To build rapport and trust you must appeal to their interests and show ways in which you and the reader are similar, in ideologies, past experiences, pains, desires, interests, routines and so on.

You must also provide them with value.

Two main forms of this are:

-Information on a topic of interest.

-Entertaining content surrounding a topic of interest.

Remember to keep it related to the product or service you're selling

To express authority you can show past successes, testimonials from other people you have worked with or even tell them about past positions you've held (so long as they are in a relevant area).

For example if you're trying to sell your service as a chess coach and you never mention how good you are at chess you likely won't get many sales.

If you include the fact that you're a grand master and Magnus Carlsen's brother you would probably get more applicants.

Or if you were trying to sell your services as a cybersecurity expert. Simply saying you're a "Cybersecurity expert" will only get you so far.

However, if you mention the fact that you've previously worked on systems for the UK government, IBM, Apple and Microsoft people would think you're an expert without you needing to say it.

This will cement any trust you've built through rapport and establish you as an expert in their mind.

Follow these guidelines and this will be very apparent to the reader

If you send your subscribers links that lead them towards valuable content consistently.

They will subconsciously start believing that the links you send them improve their life.

Making them more likely to click it.

Because they subconsciously believe that what's on the other side is going to be good.

The opposite is also true so be careful with what you send them.

It's like Pavlovian conditioning. The link is the bell and the benefits from the content is the food.

Build it is so subscribers feel a sense of familiarity when they see your emails and view you almost as a friend rather than just some salesman trying to get into your wallet.

It also disables or at least lowers their sales guard depending on how far you go with rapport.

Has a friend ever told you about a product or service you should try?

Did you think to yourself "this sleazy sales guy is just trying to scam me!".

Trust:

Trust is as important as rapport for different reasons.

Rapport makes them want to hear more of what you have to say.

Trust makes them believe in you and subsequently believe in the things that you are offering them.

Have you ever had a friend that you like but you know he exaggerates a little bit in his stories?

You'd probably invite him to an event but would you want to buy anything off him?

Authority is trust maxing.

It's almost as if you're borrowing trust from someone/something else.

Plus scammers often don't have any credentials or anyone that will vouch for them.

Lowering a readers sales guard and scam detector even further.

If you increase your readers perception of you in these three metrics.

You will increase their perceived value of you as a whole.

If they perceive you to be of a high value, They will perceive your products to be valuable.

If you are trying to sell someone ice baths.

You could show them a video of Andrew Huberman listing all the benefits of them.

Then tell them about the fact he is a Neuroscientist at Stanford.

When you've got rapport, a sense of familiarity, built trust and displayed that you're an expert to your subscribers.
Or that your product is endorsed by experts.

They will want to buy your products.

This is when you can sell the products to them.

You cannot sell products to someone that doesn't want to buy them and you shouldn't try to.

There is an opportunity and a threat associated with each side of these desires.

e.g. the car you have makes you more respected or the car you have makes you less respected by people at first glance.

You need to be able to associate the product/service to some element of this pyramid, either allowing someone to take advantage of the opportunity or avoid the threat.

A new Mercedes will make people deem you as more respectable, an old, banged up Toyota will make people view you as less respectable.

But any human desire and pain can be associated with somewhere on this pyramid.

People are mainly driven by 2 principles that underlies every decision anyone makes.

Avoiding Pain & Seeking Pleasure

With the avoidance of pain being the bigger driving factor of the two.

Hence why alcohol and drugs consume so many peoples lives, because they combine both elements.

Thorough market research will give you a good understanding of their pains.

You want to know what the readers pain is so you can amplify it in your emails.

(With the long term goal of getting them to take action to fix their pain.)

Being able to repeat word for word what they think about their current situation is the most powerful way to do this.

Now people online tend to overshare, so if you can clearly identify your target market.

Finding the exact words is as simple as looking through reviews for products related to yours (which could even be beneficial for you from an R&D standpoint.)

When you've uncovered their pains, uncovering their desires can be done with reverse engineering.

Pain: Not being able to pay the bills

Desire: Making enough money they can pay all their families bills

However you can also use the same methods for finding pains to find desires.

p.s. "How I gained 10kg muscle +reddit", typed into google will only show you reddit posts

Reddit post from earlier, the guy showed some elements of dream state.

From "How to lose bellyfat (in 5 weeks) Body transformation" Video comments section

Now you've defined your target markets demographic, their current state and dream state.

You should now give them a name. This is your avatar. It will represent your entire target market

You want to write emails as if it is only going to this avatar.

Making it feel, to the reader, as if you are having a 1 - 1 conversation with them.

This is powerful. It makes the reader believe the email was written exclusively for them.

Road blocks are the problems your avatar is facing that stop them from getting to the dream outcome.

This can be a range of things and there's likely going to be multiple within your target market.

Finding them is essential.

They allow you to optimize your marketing strategy.

Once you understand what the roadblock is, you are able to figure out a solution for them.

Try and "If.. Then" statement

You want to show them how they can take advantage of the solution using your product

In this case by DRINKING mass gainer shakes.

Just buying it isn't enough, therefore you aren't solving their problem.

BUT it can help them take advantage of the solution and ultimately achieve their dream state.

Making your product the vehicle which can take them to their dream state.

This allows you to amplify emotions within a reader.

This is how you can motivate them to purchase something.

With emails you can really take a reader through a series of emotions.

See in this example each stage outlined above and the emotion tied to it.

This shows how the readers emotions should be affected throughout the text.

Remember this is subject to change based on the audience you are trying to reach.

A young male that can embrace hardship can be motivated by negative emotions surrounding his current state more than positive emotions around his dream state. (This is an example, not all men will be the same)

A young woman should be subject to mostly positive emotions with negative emotions being associated with not acting on the solution rather than her current state. (This is an example, not all women will be the same)

If you trigger the wrong emotion at the wrong point then the reader will likely close the email.

In short people buy with emotion and justify with logic so you need both.

The logical side of the brain (the conscious mind) should be satisfied with some statistics and sound logical reasoning as to why the product/service is right for them, is almost guaranteed to succeed, the best deal they will get, or in general the best option on the market.

So now you know the core requirements of how to write persuasive emails.

But how do you tie it all together?.

You want to take them on a journey.

Here's a diagram of possible paths to take.