imarketing.courses McIntyre Method Masterclass BONUS The Ultimate Guide To Getting Email Copywriting Clients Sales scripts and email templates © Copyright | All rights reserved. 1 Our own uploads BEST PLACE TO LEARN ! Frequent updates No scam Reliable service Fast downloads Instant delivery Reviews Requests Support Tickets Live Chat PayPal, Bitcoin Discounts Free Products for Members Cheap prices https://imarketing.courses imarketing.courses McIntyre Method Masterclass BONUS Disclaimer and Copyright Information Copyright and Trademark Notices This document is Copyright © by John McIntyre (the “Author”). All rights Reserved. Published in the United States of America. No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by any information storage and retrieval system, without permission in writing from the publisher. Requests for permission for further information should be addressed to John McIntyre, at john@dropdeadcopy.com. © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Get ready... © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Contents ● Before we begin The templates and scripts, in the order you'll use them with clients: 1. Email template: booking a call 2. Call script: sales call 3. Email template: invoice and project information 4. Questionnaire template 5. Call script: research call 6. Email template: delivering your copy 7. Email template: request a testimonial and referral 8. Email copywriting examples from my own clients © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Before we begin… While you can use these templates and scripts "as is", it's best if you customize them and tailor them to your own style and voice, and the situation at hand. Think of them as general guidelines. As tools to help you when you're stuck. Take what you need. Discard the rest. Most importantly, adapt and optimize your approach over time based on your feedback and experience. © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Email template: booking a call This email template is for when someone contacts you about your copywriting service. Usually, they'll ask what you offer, what you charge, or simply for more information. If you know what time zone the client is in, use their time zone when mentioning potential call times. If you don't know what time zone the client is in, use your best guess (for example, EST or PST are best if you're using US time zones). If you don't mention a time zone with your call time, you or the client may think the call is at a different time than you agreed. Alternatively, instead of mentioning call times, set up an account with Calendly, and give them your Calendly link so they can book their call themselves. Here's how I usually reply: Hi CLIENT_NAME, Thanks for getting in touch. Let's hop on a quick call to discuss your project requirements. Are you available at X:XX EST on DATE or Y:YY EST on DATE to talk? Thanks, YOUR_NAME © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Call script: initial sales call This call script is for the initial sales call (ie. the first time you meet your potential client to discuss their project). Unfortunately, not every call is the same… so don't feel like you have to stick to the script. Be willing to jump around if the client starts asking questions about something that's in a different part of the script. The only exception to this is the price. Whenever possible, avoid discussing price until you have discussed their business and project requirements. Here's the general formula I follow for sales calls: 1. Small talk (goal: establish rapport) 2. Discovery (goal: learn about their business and find out what they need) 3. Clarification (goal: repeat back what the client says in your own wordsto confirm you have understood them correctly) 4. Implementation (goal: figure out logistics, such as budget, timeline, etc) 5. Next steps (goal: explain what happens next) Here's a detailed look at the script I follow (based on the formula): Quick Tip The grey writing refers to you. The red writing refers to the client or prospect. Hi CLIENT_NAME… how are you going today? Good thanks. How about you? I'm great. Thanks for asking. © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS [small talk for 2-3 mins] Quick Tip Small talk doesn't have to be difficult. Ask them where they're based, what the weather's like, refer to something you saw on their website, a news article you read, etc. Some people will want to make small talk. Some won't. If they don't respond to your small talk and want to get down to business, move on and ask them about what they're looking for. So how can I help you today? [Client explains more about their business, what they need, their problems and pains, the solution they're looking for, etc] Quick Tip This is where you a) listen, and b) ask clarifying questions so they expand on what they need. Good questions include: ● If we were having this conversation 3 months from now, and you were looking back on the past 3 months, what would have needed to happen for you to be happy with your business? ● On a scale of 1 to 10, how important is it to get a solution to this? (the HOTTEST prospects will usually answer 8-10, anything less than that and they might not be willing to hire someone yet). Also, in order to give them a quote, it's useful to know: ● How many employees? ● Revenue? © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS ● Profit margin? ● Average customer value? Ok, so let me see if I understand you correctly… [summarize the person's business, product, target customers, and their pain points]. Is that correct? Yes. Great. And as a solution, you're looking for… [summarize what they're looking for, such as an email autoresponder sequence or sales page]. Am I on the money? Yep. You've got it. Great. And so, based on the numbers you've given me, let's look at what you can expect as a result. Quick Tip This is an important step, but it'll take some experience to get it right. Basically, your goal here is to map out what the potential ROI is of the project, based on the numbers they've given you. You're currently getting X traffic, and converting Y% of it into customers. Now based on what I've seen with my clients, I think it's realistic to think we can increase that by Z%, increasing your sales by X%, generating an additional $Y per month. Now, as you probably know, every business and industry is different, so it's impossible to guarantee that we'll hit these numbers exactly… but does that sound generally reasonable to you? Sure does. © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Quick Tip Unfortunately, I can't give you exact numbers for the potential ROI, because every business is different, and your copywriting skills are also a big variable. Ultimately, you'll need to depend upon your judgement here, as well as your experience. Do your research. Talk to other copywriters (Facebook groups like The Cult of Copyare great for this). Warning... Be careful of over-promising or exaggerating the numbers. While you might get the client, if you don't deliver the numbers you promised, they'll be angry and upset, they'll warn other people away from you, and they may ask for their money back. Plus, it's unethical. So if you're going to give them numbers, be realistic, and always add the caveat that there are no guarantees because every business is different. If you have absolutely no idea, then don't pretend like you do. Find out if the client has a goal in mind, or knows what to expect. You can also research your target market's industry and look for industry standards. Great. So let's talk about what working together looks like… When you got in touch to discuss [mention their desired solution], you probably had in mind some budget for the project. What number were you thinking? Quick Tip Discussing their budget can be tricky. © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Some people will tell you their budget. Many people won't. If they don't, it's ok to give them your pricing. For email copywriting, I generally avoid quoting per email, and prefer to quote per project. So I'll quote them "$X for Y emails" or something like that. Hmm. Well, based on the research I've done, around about $100 per email is the going rate for emails… but I'm honestly flexible and looking for the best results, not the cheapest copywriter. Quick Tip If they don't mention that they're looking for the best results instead of the cheapest price, mention this to them before you mention your price. Explain to them that cheap copywriters are almost always bad copywriters, as good copywriters are in high demand, and therefore, they command premium rates. Ok, great. I can work with that. How about a deadline? Do you need these completed within a certain timeframe? It's not urgent, but I'd obviously like to get everything as soon as possible. How long do you usually take? My standard turnaround time on a 10-email package is 2 weeks / 14 days. The 2 weeks begins from the day I have all the information I need to complete the copy, and you'll be responsible for getting me that info via a questionnaire (and possibly a follow up discovery call). Does that work for you? Yeah. That's perfect. © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Quick Tip My usual turnaround time on 10 emails is 2 weeks or 14 days, from the day I have their questionnaire. This should be stated explicitly so the client knows that they have a responsibility to get you the information that you need. However, if someone needs them within a week, or even within a few days, because, let's say that they have a product launch coming up, I'll usually do it faster for them. However, I'll add a "rush fee" to the price. So if I was going to charge $1,000 for 10 emails, I'll add a $300 rush fee if they want it done in a one week instead of two weeks. And what's your technical setup? Email software? Do you have someone who can set these emails up? I've got someone who can set the emails up. I just need you to write the emails. Quick Tip As a general rule, I avoid offering to add the emails to their autoresponder software because then I'd need to learn a new email software with every client. However, if you're targeting users of a specific software (ie. Infusionsoft), it may make sense to offer the technical setup. It's also a way to add extra value and (potentially) charge more for your services. This ultimately depends upon what you want to do, what the client wants, and what target market you're going after. Great. So here's what I'm thinking… 10 emails, designed as a story-based autoresponder sequence, to warm people up, and get them to reply, so you can © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS book phone calls and sell your service. And as discussed, a reasonable expectation is to increase conversion rates by X% and ultimately increase sales by $Y per month. Quick Tip Summarize what you're going to do for them here, in the context of the potential ROI. And to help you get those results, with the story-based email funnel I'll create, your investment is $X. Quick Tip Avoid using "price", "cost" or "charge". Refer to the price as an "investment". Sound good? Sounds great. When do we begin? Fantastic. So what I'll do now is send you an invoice for the full amount. As soon as that's paid, I'll send over a questionnaire to learn more about your product and market. Generally, that's all I need to get the job done, but in some cases, I may request a follow discovery call to discuss your product and market in detail. Once I've got all the information I need, I'll start writing the emails. Quick Tip At this stage, some clients will say that they have time right now to discuss their business and product in more detail. © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS If I know that they're 100% sold on me, I'll do it. However, it can be beneficial to say that you have to get to another call with another client (so they see that you're busy, and pay before you spend any more time on their project). If you book in a discovery call at another time, explain to them that they need to complete the payment beforethe discovery call. If they fail to pay by the discovery call, cancel the call. Perfect. I'll look for your invoice. Quick Tip I usually push for 100% payment upfront and get it. This works for most projects under $5,000. If they want to pay 50% now and 50% on completion, tell them that that's possible, but that you'll give them a 10% discount if they pay upfront. Do notmention this unless they refuse to pay 100% upfront. For projects above $5,000, a lot of people will want to pay 50% now and 50% on completion, because they're afraid of paying you and not getting anything (ie. you running away with their money). The 10% discount for paying upfront usually gets them to pay upfront. If you'd rather get the full 100% (instead of 90%) and you're comfortable with 50% now and 50% later, go for it. I just prefer 100% upfront because some clients will delay paying you the final 50%. Great. I'll send that over now. Does PayPal work for you? Yep. © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Great. I'll send that over now, and we can get started. It was great to meet you today CLIENT_NAME. I look forward to getting started. Great. Thanks for your time! Bye… See ya. Quick Tip What if they ask for a proposal? For most projects, especially projects under $5,000, avoid sending proposals, as they almost never get accepted. Asking for a proposal is a way for people to delay making a decision. If someone asks for a proposal, in most cases, they're not serious about hiring you. In my years as an email copywriter, I almost never sent a proposal (or a contract, for that matter), and I did just fine. If they ask for a proposal, tell them that you don't send proposals, and ask them if there's anything specific that they need to know before hiring you. The only time a proposal generally makes sense is when you're speaking to someone working for a big company, and they need the proposal to show their boss / manager. However, even in situations like that, it often works better to just get their boss on the phone to discuss the project. So… in most cases (but not all), don't send proposals. © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Email template: invoice and project information This email is for afteryou have agreed on a price and project with someone. The idea is to follow up with your invoice, and the agreed-upon project details. This email acts as a "contract", in the sense that everything is in writing. I have never used client contracts, as I never found it necessary. However, I always made sure - in writing via email - that we were both on the same page. This is why it's important mention all the important details in your email (price, deadline, next steps, etc). You can link directly to the invoice (if you have a link to share), you can attach the PDF invoice, or you can send the invoice to them directly via PayPal, Xero or Freshbooks. Whichever method of collecting payment you decide to use, just make sure it's clear in your email. PayPal is the easiest, but with Xero or Freshbooks you can offer payment via credit card as well (by connecting a Stripeaccount). Here's the email I usually use: Hi CLIENT_NAME, Thanks for your time today. As discussed, I'll create a 10-email automated follow-up system for CLIENT_DOMAIN.com. Here's the process for getting it done: 1. Payment 2. Client Questionnaire (this questionnaire gives us everything we need to know about your prospects and products to create the follow-up system - the pains, wants, dreams, desires, hot buttons - everything we need to persuade people to buy your products) © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS 3. Write the emails 4. Send the emails to you for review 5. Make edits/changes if required Your investment: $X,XXX for X emails. The invoice is attached. Please confirm with me as soon as you have completed payment, and I'll send over a questionnaire so I can learn more about your product and market. Timeline 2 weeks from payment and questionnaire completion. ... If you have any questions, let me know :) Thanks, YOUR_NAME Here's an example of an email I sent to a client after our initial sales call... This email includes additional information, because I customized the email based on our conversation. It's a good example of how to customize this email depending upon how your call goes. In this case, I gave Naomi two options for hiring me. The email is on the next page... © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Soon after, Naomi replied (email on next page): © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS That's when I sent the invoice… In you're wondering whether this really works, and if Naomi was satisfied with my process, here's her testimonial from after I completed the project: © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Questionnaire template This questionnaire template is for collecting more information about their product and market. You can send the questions in an email, but it's best if you use something like Google Docs. Add the questions in a new Google Docs file, and share it with your client. If you require more information or want to clarify anything they mentioned in the questionnaire, book another call with them to go over it. Click here to see the questionnaire in a separate Google Doc. Or simply continue reading for the questionnaire. Hey CLIENT_NAME, please add your answers below and shoot me an email when complete. Cheers, J. Initial Client Interview Goals and Outcomes What do you want to achieve by working with us? Answer here... What does a successful outcome look like to you? Answer here... Who is the prospect? Who is your typical prospect? Do you have an avatar? Answer here… © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS How is the prospect finding your product/service? (Paid traffic? Organic? Etc.) Answer here... Are they cold, warm or hot? (ie. are they aware of you, or the product, before they join your list?) Answer here... What are your prospect's biggest, most painful problems? (please list 3+ problems) Answer here… If they solved this problem, how would their life change? Answer here… What do people hope to achieve by using your product/service? Answer here… Why is that important to them? Answer here… What does it feel like to be your prospect? Answer here... What keeps your prospect up at night? Answer here... What makes he/she cry with fear/anger? Answer here... What makes he/she shout with excitement/joy? Answer here... What timeframe does the prospect want to achieve those goals? Answer here... Is the prospect rich, poor or somewhere in between? © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Answer here... Is the prospect educated or uneducated? Answer here... What are the prospect's hobbies? Answer here... What is the offer? What is the product? Answer here... How much is it? Answer here... What do people receive when they sign up? (book, audio, video, what?) Answer here... What are the main benefits of your product/service? Answer here... Is it digital or physical? Answer here... Why should people buy your product/service from you instead of your competitors? Answer here... Why is your product/service valuable? Is it cheaper? Better quality? Some unique benefit? Answer here… What are some objections to purchasing? (reasons why someone wouldn’t buy) © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Answer here… How do you respond to those objections? Answer here... Do you have any testimonials? Answer here... Does your product/service have a guarantee? Answer here... How does your product/service work? (step by step, what happens when someone uses the product?) Answer here... Do you have any bonuses that we can use to sweeten the offer? Answer here… Is there are sales page for this product/service? If so, what is it? Answer here... Do you have any other sales/marketing resources we can use to create the autoresponder? Answer here... Do you have any ideas, suggestions or requests on what to include in the 10-email autoresponder? Answer here... Top 3 competitors? (include a URL to their website) Answer here... © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Call script: research call This "script" is to be used if you require an additional research or discovery call to discuss their client's responses to the questionnaire. It's not required, but it's highly beneficial, because it allows you to dive in deeper into their responses. I generally don't have a research or discovery call and am usually fine without it, but I will do it if the client's business is complicated or difficult to understand. It's difficult to provide an exact script for this call, as every call is different, but here's the general script to follow: 1. Small talk to establish rapport 2. Thank them for completing the questionnaire, and explain that you want to go over a few things in greater detail. 3. Ask the client if they have any questions for you. It's always good to begin by getting them talking, and often you'll learn more about them and their business by simply letting them talk. 4. Dive into your questions… your goal is to get crystal clear clarity on a) exactly what their product is, b) exactly what their customer looks like and what pain points they have, and c) how the client's product solves those problems and pain points. Focus on anything that wasn't clear in the questionnaire. 5. This call is a good opportunity to brainstorm copy with the client. Try to explain the customer's business, product and customer in simple terms. If done correctly, the client will often say that you've put it better than they ever could. 6. Confirm your insights. This is simply a matter of feeding back your insights to the client, and asking if you're correct. 7. Finish up by explaining that you're going to get started immediately, and that based on the deadline beginning from the completed questionnaire, you'll get the copy to them on INSERT_DATE. © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Email template: delivering your copy This email template is for when you have completed your project and it's time to deliver your completed copy to the client. If they don't reply to this email within 7 days, follow up with them and ask them if they have had a chance to your review your copy. My favorite tool for making emails come back if no one replies is Streak(it's free!). Hi CLIENT_NAME, Your emails are done. I've attached the 10-emails a ZIP file (they're in TXT files). Some notes on the emails: ● (Add notes here if you want them to understand anything specific about the emails) ● Example: I've used the "Please reply and let me know what you think" call to action in most emails. You'll need to follow up with the people who reply and set up a time to talk. Please take a look and let me know what you think / if you need any edits or revisions. Thanks, YOUR_NAME © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Email template: request a testimonial and referral This email template is for afteryou have completed the project, and the client is satisfied. Sometimes, this will be immediately after you have delivered the project. Though more often, it's after they've gotten results. So in most cases, you'll need to follow up a month (or more) after the project to find out how it went. If the results are positive, send the following email to request a testimonial and referral. The draft testimonial that you write should include specific numbers (such as "increased conversions by 157%"). The final sentence ("who do you know…") is the referral request, and should be worded exactly as written. If they respond that they know someone, ask them if they connect you via email. Hi CLIENT_NAME, Great to hear you've got the results you're looking for with the email sequence I created. I'd love to get a quick testimonial from you, based on your experience working with me. Here's a draft testimonial: INSERT_DRAFT_TESTIMONIAL How does that sound? Feel free to tweak, or write your own testimonial from scratch. Or simply approve this one. Also, who do you know who needs an email copywriter and/or wants a higher ROI via email marketing? © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Thanks, John © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS Email copywriting examples from my own clients Important Note Please do NOT copy these examples. It won't help you in your copywriting career. It won't help my clients. And it won't help me. That's a lose-lose-lose situation. Do the right thing. Use these examples as inspiration and write your own amazing emails using everything you learned in this course… do NOT copy them. Sigurd Kvernmoen http://www.cinesyn.com/ Sigurd runs a boutique explainer video agency. He contacted me one day and explained that he had trouble converting his website traffic into customers. Since his service is quite expensive ($2,000 to $5,000 per minute of video), he needed to get people on the phone to sell them. As a result, the 10-email autoresponder sequence I created for him pushed for people to reply. After they replied to an email, he would arrange a phone call with them. Download Sigurd's 10-email autoresponder sequence here. . Matthew Pollard http://matthewpollard.com/ Matthew is a sales coach (and one of the best I know, in fact). © Copyright | All rights reserved. imarketing.courses McIntyre Method Masterclass BONUS He needed a set of emails that warmed people up and got them interested in his one-on-one coaching program. I created a 12-email autoresponder sequence that warmed people up by explaining his sales process, and for our call-to-action, we invited people to reserve a free 30-minute consulting session. Download Matthew's 12-email autoresponder sequence here. . Naomi Findlay https://www.instituteofhomestaging.com/ Naomi is a lovely Australian woman who teaches people how to "stage" their homes in order to sell them. Homestaging is the art of making a house or apartment look beautiful with furniture and decorations so that potential buyers are more interested in purchasing the property. Naomi's emails warm people up with stories and content, and then push people to buy her homestaging course. Download Naomi's 10-email autoresponder sequence here. . © Copyright | All rights reserved.
