The Backstage Email Playbook

**The “Backstage” Rules That Make Writing Sales Emails Easier, More Enjoyable, and Actually Profitable…**

I don’t want you to get stuck on the slow road like I did. Especially when there’s a faster, more direct route.

It took me the better part of two years to figure out what actually works for writing sales emails.

There was a lot of trial and error. Plenty of mindset challenges. And far too many times to count when I sent the ‘best email ever’. Only for it to bring in zero sales… and bucketloads of self-doubt.

Things got better. But only after spending more time and expense than I needed to.

I facepalmed when hindsight showed me how much faster I could have progressed if I’d learned my lessons much sooner.

The Playbook ushers you to the backstage of my email list. To discover the behind-the-scenes rules that guide the sales emails I write very day.

So you can slash the time it takes to see results from your own emails.

Inside you’ll find…

The almost foolproof way to build trust with your subscribers (Rule #6)
The number one question to ask, that MUST get a “yes” before clicking send (Rule #41)
A truly “no brainer” way to slash the time it takes to write an email (that’s almost always overlooked)
A quirky shift that doesn’t force you to make the kind of compromises that shatter long-term customer relationships
The ‘forgotten ingredient’ that virtually superglues your emails onto subscriber brains so they can’t get your email off their minds (Rule #12)
The ‘safety net’ to help you to make much faster progress than most email writers who’ve been doing it for years (Rule #2)
Why you can forget about the fear of ‘annoying’ them with too many emails (Rule #7). Your subscribers will be itching to hear from you… and buy!
THE ‘law of sales’ that mustn’t be broken unless you want to risk sending your email straight to the spam folder (Rule #68)
The ‘jellybean rule’ for creating engaging emails that also makes email writing something you deliciously look forward to, instead of a slog you dread! (Rule #11)
How to use AI to speed up creating your emails without getting stuck in an ethical quagmire or losing your brand voice (Rule #57)

Let’s face it, AI is here to stay. And it’s a productivity booster for creating emails.

I use it as my ‘Editing Assistant’. To check spelling and grammar. And point out things that could make my emails easier to read for my subscribers.

But I NEVER use AI for writing my emails. I want my emails to authentically come from me. And connect on a human level with my subscribers.

Which is why this Playbook is NOT a bunch of cheap AI tricks.

Instead, it’s a guide for writing the kind of human-written sales emails that build trust with subscribers.

And TRUST is the bedrock of sales.

Here’s more of what you’ll find inside…

How disobeying the ‘one rule to rule them all’ nukes your email sales (Rule #14). Ignore this at your own peril.
How to flip on your brain’s ‘optimal setting’ at will to churn out top-notch sales emails your subscribers love. And no, it’s not ‘get more sleep’ or ‘eat well’ — although those are damn good ideas too! (Rule #36)
Revealed: The ‘Big Lie’ of email metrics. (Rule #52)
The counterintuitive argument for why I give you a Playbook full of sales email writing tactics, then warn you to watch out for the ‘Tactics Trap’ (Rule #38)
The ‘authenticity hack’ that builds deeper relationships with your subscribers than you can possibly get with AI alone (Rule #9)
A (weird) question you can ask yourself to check if you’ve found the ‘sweet spot’ of email length (Rule #40)
How to use the ‘podcast’ trick for writing emails that makes them feel ‘in the loop’ so you have their undivided attention (Rule #10)
Doing email wrong can definitely land you in legal hot water or get you flagged as a dodgy spammer. Discover the simple way to get your legal ducks in a row. (Rule #62)
How ignoring some rules altogether can take the pressure right off when using the Playbook (Rule #1)

And you’d better believe there’s plenty more!

I apply these rules with every sales email I write.

Using them helps me look forward to my writing time. Because it’s fun seeing what new emails bubble up!

In addition to making sales, it’s so cool when subscribers reply and say things like…

Shelby Dennis

ADHD Business Coach

“I honestly like how off-the-wall many of your emails are. Never knowing what, exactly, to expect when I open yours is a fun treat.”

Yep. I lean into my, shall we say… ‘quirky’ side. (Hey, writing emails has to be fun for you too!)

Then there are replies like this one…

Steven Dorsey

Direct Response Copywriter

“I enjoy getting your emails. I read yours and Ben Settle’s and they keep me going.”

The Playbook shows you how to get to that effortless stage. Where you can write emails that consistently land well with your subscribers.

One of the best ways for emails to land well is to tell stories.

They’re a tremendous way to build strong relationships with your subscribers.

At first I freaked out at the prospect of writing stories. (I didn’t think I had a storytelling bone in my body!) But seeing other email writers do it gave me the confidence I needed to have a go.

I fumbled and bumbled my way.

But it was such a buzz when an email storytelling hero of mine replied to say…

I learned to write “very cool emails” and get better at storytelling by not giving up. Just plugging away with writing sales emails. And following some simple rules along the way.

They are the same rules I’ve packed into the Playbook, in fact.

Which means you can do this too (for real!). Because…

The Playbook has what you need to write fun, story-based emails with confidence.

You can sit down to write and know EXACTLY what to say (no more staring at a blank screen).

And, I tell you what…

There’s nothing quite like making sales from the emails you write!

With the Playbook you get…

The 97 battle-tested rules I use to write effective sales emails. That you can apply to write emails your subscribers love to read… and buy from.
A special section: The ‘Quickstart Plan’ for Profitable Sales Emails. Which is the exact strategy I would use if starting my email list from scratch today.
The Backstage Email Playbook Rules Quick-Reference. All the rules on one page for easy reference.
Cross-references highlighted in blue. So when there are connections between the rules you can easily jump to get a refresher.
Key points highlighted in each rule, for easier reading and skimming.
A compact 44-page PDF. That’s handy for printing out and keeping on your desk as a reference.

I love how once these rules get into your bones, it becomes so easy to sit down and quickly write an email. One that’s so much more attuned to your audience and your own voice than AI can ever match (and readers feel this too).

Applying the “distilled wisdom” of the Playbook is what keeps the heart of my email sales machinery pumping. And I’m sure it can help you take massive strides with your email marketing too.

The Playbook is just $97

One sale from an email written using the Playbook could pay for it. And you can continue writing many more emails for years to come!

The sooner you begin applying the Rules, the sooner you can use your skills to make consistent sales with email.

You can get your own copy by clicking the link below.

The moment you order I will send you the link to download the Playbook.

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