Write Compelling Emails in 5 Weeks, Guaranteed
From: Rob Drummond (course leader)
Nurture Email Mastery is an online 5-week training programme, designed to give you the skills you need to write story-based emails.
Why learn how to write story-based emails?
I think that all the emails we receive will eventually be:
- Important documents; receipts, booking information and so on.
- Emails from people we know or have a relationship with.
Do you know what we look at first when a new email comes in? I used to think this was the subject line, but actually the subject line only gets looked at second.
The Most Important Part Of An Email Is...
Your sender name, and the mental association your reader has with your name.
Before we open an email we check first who sent it. Emails from important customers get opened straight away. Emails from your boss get opened within the hour.
What if the email is from a company who is trying to sell something to you?
Well it depends. It depends how much you know, like and trust them. It depends whether you believe you have a real relationship with the sender's brand.
How do you build a real relationship with someone by email? You provide value. You wrap your message in a compelling narrative. You entertain. You educate. You write regularly.
I sometimes refer to this as the ‘reservoir of goodwill’. A company who consistently sends you useful emails is more likely to get attention in your inbox.
Marketers passively call these emails ‘nurture emails’, like you are some type of plant.
My definition of a ‘nurture email’ is any email that seeks to strengthen the relationship you have with your reader. Nurture emails seek to add to the reservoir of goodwill, as opposed to sales emails which make withdrawals.
Effective nurture emails mean that you arrive in your prospect's inbox as a welcome friend, not a pest. Nurture emails are about having your best prospects look forward to receiving your emails.
You already know this to be true. But there's a mysterious force that holds you back...
Does This Sound Familiar:
You have the information that you want to communicate in your head. But writing this information in an engaging marketing email feels... scary.
First you have to negotiate the terrors of the blank Word document. Then you have to decide what story you are going to tell – if indeed you decide to use a story at all.
Eventually after hours of mental anguish you decide that all your stories are too boring, and skip the story all together. You stick to writing the same tired prose. You write rational, logical emails about your product's features and benefits.
But something seems to be missing. Some sense of connection, or compassion with your reader.
You know you want to say more. You know you need to connect with your readers on an emotional level. You know you need to demonstrate how you really understand them... perhaps even better than they understand themselves.
You just don’t know where to start.
Imagine instead that you sit down to write a marketing email. As you type the first words, you already know exactly what you're going to write about. And best of all, you have an unlimited pool of story ideas to draw from.
Creating a compelling email that builds trust doesn't take too long. Perhaps you even do this in the quiet lull, before everyone else gets to work.
Every email you write goes out to thousands of engaged prospects, who expect and want to receive your email.
By the time a prospect decides to engage your services they feel like they know you. They are no longer asking for references. They are no longer trying to compare you with 10,000 other ‘vendors’. They like your stories, they like what you have to say and they want to work with you. They understand your unique value. Sales becomes a mere formality, rather than a stressful pitch.
This Is What You Get With Nurture Email Mastery
Nurture Email Mastery is a 5 week online course, designed to take you from copywriting novice to nurture email master. You’ll learn:
- How and when to tell stories in your marketing emails.
- The foolproof seven-step production process anyone can follow, with no prior writing experience
- How to tell stories that communicate your beliefs, values and uniqueness
- How to weave sales information about your products and services into your stories
- How to systematically produce compelling emails in one hour or less, without ever running out of things to write about
You already have the product knowledge. And believe it or not you already have interesting stories. You just need the skills and the process to put them to work in your marketing emails.
What This Course Is NOT
This course is not a passive series of webinars. This is not a course where you can sit back for five weeks, watch presentations and eat popcorn.
Unlike other courses online, this isn't another magic, 'push button' set of templates. It is a practical doing course.
There is work involved. But if you're like most of my customers, I imagine you already work hard. What you need now is traction and results. If you're up for the work. Nurture Email Mastery will help you achieve the results.
The course is structured to be roughly one-third me talking, one-third you doing stuff, and one-third blank space.
What do I mean by blank space?
Blank space is time for you to put what you are learning into practice. Time for you to absorb and internalise the principles so you come away with a skill you can use for years into the future.
Week 1 starts by laying the groundwork for the course. Before you write anything, you'll learn how to research, store and organise email ideas. By the end of Week 1 you'll have a bank of story ideas ready to use, so you'll never again wonder what to write about.
In Week 2, you'll take one of your story ideas and blueprint it using a timeline. At this stage, you'll check that the story contains sufficient drama, and decide how you will transition from your story to your sales message.
In Week 3, you'll take your timeline blueprint and create a 'Speedy First Draft'. This is the first point that you'll write anything in Word. Rather than attempting to draft your email from start to finish, you'll learn how to simply expand your timeline into written copy. (Even if you're not a 'writer', I guarantee that everyone can accomplish this step!)
You'll also look at more advanced story selection in Week 3, and learn how to select stories that hold the attention of your audience.
In Week 4, you'll edit your 'Speedy First Draft' into a more complete second draft. Your email will be 75% complete at this point. You'll also learn how to add intrigue, suspense and conflict to heighten the drama in your story. (There are three types of conflict you can use, and only one is physical).
Finally in Week 5, we'll reconnect your story to your sales message in a seamless link. You'll finish the course by editing your email to maximise persuasion.
After Week 5...
Graduates of Nurture Email Mastery receive an accreditation, and have the option to join the Maze Mastery VIP Writer's Circle. The writer's circle is our inner circle of writers. Every week we have an online web meeting to discuss any projects you are working on, or projects you have in the pipeline.
If you want to work with me (Rob) as your copy editor, you need to be in the writer's circle.
You'll get ongoing feedback on your work, so you're not left high and dry at the end. You'll join a close-knit community of writers who will critique your work and watch your back.
If you put in the time and work, I WON'T let you fail...
Nurture Email Mastery is a doing course, but you're by no means left to fend for yourself. From Day 1 you get access to the course forum, where you can post your work for feedback from other course members. You get to learn from each other – not just from me. When you do get stuck, we're here to help you out.
My guarantee to you is that if you put in the work you will come out of the course with the ability to write compelling story-based emails. It is my responsibility to you to make sure you achieve this.
Let me reiterate that. It is my responsibility to make sure you emerge from the course writing compelling story-based emails. It is not your responsibility to study for 10,000 hours. It is not your responsibility to learn or remember anything.
All of that is my responsibility as the teacher.
It is your responsibility to show up and put in the time. It is my responsibility to make sure you leave with a valuable skill in exchange.
Is that a fair deal?
Week 1 Day 1 - Evernote setup
Week 1 Day 2 - Journaling
Week 1 Day 3 - Story research
Week 1 Day 4 - Content research
Week 1 Day 5 - Carry on researching
Week 1 Task Checklist
Week 2 Day 1 - Timeline introduction
Week 2 Day 1 Tasks
Week 2 Day 2 - The one idea
Week 2 Day 3 - Mapping a Timeline
Week 2 Day 4 - Personal Story
Week 2 Day 4 Tasks
Week 2 Day 5 - Recap
Week 3 Day 1 - Story Selection
Week 3 Day 2 - Story Selection Tools
Week 3 Day 3 - Advanced Story Selection
Week 3 Day 4 - First Drafts
Week 3 Day 5 - Writing Day
Week 4 Day 1 - Second Draft
Week 4 Day 1 Tasks
Week 4 Day 2 - Writing Day
Week 4 Day 3 - Suspense and Intrigue
Week 4 Day 3 Tasks
Week 4 Day 4 - Writing Day
Week Four Day 5: Conflict!
Week 4 Day 5 Tasks
Week 5 Day 1 - The Reconnect
Week 5 Day 1 Tasks
Week 5 Day 2 - Writing Day
Week 5 Day 3 - Editing
Week 5 Day 3 Tasks
Week 5 Day 4 - Writing Day
Week 5 Day 5 - Summary
Week 5 Day 5 - Complete the Course