www.imarketing.courses POSSE EMAIL PLAYBOOK 12 Emails That Create Authority & Anticipation © ALL RIGHTS RESERVED | COPYPOSSE.COM www.imarketing.courses OWN THE INBOX DAY 3 BONUS The 12 emails in the Posse Email Playbook will help you identify the goal, psychological trigger and core hook that makes each one work – so that you know when to send them and how to write the most effective messaging. Remember, these emails are NOT TEMPLATES. They’re frameworks. They’re meant to help you to conceptualize the big picture of each email. TEASER Goal: Build anticipation & intrigue You want to build intrigue and prepare readers for the announcement to follow. Give just a little tease of what’s coming without divulging too much information or details. Psychological Trigger: Curiosity When something is brand new, different, or never-seen-before, it creates a curiosity gap that makes it worth investigating Humans are hardwired for curiosity. Giving a small preview of what’s to come builds up excitement and desire – yes, even before the audience knows what it is! Hook: Novelty. Use words that strongly communicate this is something new and different: “World’s first / only…” “Something’s coming…” “Limited-edition…” “You’ve been waiting for this…” “Revolutionary…” “Coming soon…” “One-of-a-kind…” “Brand new…” “Never-seen-before…” “This has never happened before…” “Game changing…” © ALL RIGHTS RESERVED | COPYPOSSE.COM 1 www.imarketing.courses Prompts: What details of your offer will you tease? Why should they be excited about this? Remember not to divulge too much. EDUCATOR Goal: Build awareness Educate customers on a problem (they may not even know they have). Share secrets, stats and stories that prime the audience to hear what you have to say. Get them one step closer to believing your solution is something they need. Psychological Trigger: Anchoring & Priming Humans have an attention bias that means we systematically rely heavily on recent information when we make decisions. In Cialdini’s second book, Pre-suasion, he references Naomi Mandel and Eric Johnson’s study, when two different websites for a store selling sofas displayed different backgrounds (fluffy clouds and pennies). The site with the fluffy clouds resulted in consumers more willing to pay for comfort, while the latter, resulted in consumers more likely to pay attention to price. By educating your consumers early on, you’re putting the subject top of mind so they’re more likely to receive subsequent information. Hook: Education & FYI. Use words that make it obvious you’re sharing facts or tidbits of information. “Did you know…” “This is why...” “I was researching…. and discovered...” “Debunked:...” © ALL RIGHTS RESERVED | COPYPOSSE.COM 2 www.imarketing.courses Prompts: What solution are you trying to get your audience to believe in? (Note: not the product, focus on the solution). What resource is this information coming from? (blog, research, news, etc.). CLICK MAGNET Goal: Pique interest Keep it short & sweet. Open a loop that entices the reader to click by answering one very pointed and specific question and then offer a solution. Then FOLLOW by delivering a message of hope. Psychological Trigger: Commitment and Consistency Once they open and click, they are more likely to continue investigating – this is called a “micro commitment”. Aim to get readers to take easy actions/commitments first, then gradually increase the level of commitments in scale – open, click, read, buy. This trigger is what makes us participate in quizzes and testimonial-style contests, as well as answering questions. Hook: Empathy & Hope. START by asking personal and relatable questions that empathize with your audience's pain(s) and make them go “omg they are talking to ME!!” Use words and phrases like: “Are you struggling to sleep?” “Are you having a hard time finding clients?” Questions that call out the reader's pain and are designed to be met with a resounding ‘yes’. After you get the ‘yes’, FOLLOW by delivering a message of hope. Use words and phrases like (continued on next page): © ALL RIGHTS RESERVED | COPYPOSSE.COM 3 www.imarketing.courses “But it doesn’t have to be like that… “It’s not your fault…” “Reclaim your…” “Take control of your…” “We can help…” Prompts: What is the single biggest pain point your audience is experiencing? STORYTELLER Goal: Build trust & likeability Share a (personal) story that’s vulnerable, real, or relatable. Psychological Trigger: Likability/Relatability In his book, Cialdini states what is pretty intuitive, “most prefer to say yes to the requests of someone we know and like.” (p 167). This is why the “know, trust, like” factor is so important in marketing. You can do this by finding common ground or similarity between you and your audience and then employing the principle of association. This relies on truly knowing your audience and understanding how to speak to their values and sense of identity in a way that makes them like you. By calling out very specific pain points / problems and then relating to them on a personal level, you build mad trust & likeability. Hook: (Personal) Story. Use words and phrases that open a loop right away and pull the reader directly into a story: “How this…” “When X happened…” “Find out how…” “I’ve been there too…” “You’ll never guess…” “X happened to me too…” © ALL RIGHTS RESERVED | COPYPOSSE.COM 4 www.imarketing.courses Prompts: What customer values will you address? What is the summary of the story you’ll tell? Key points, takeaways, lessons, etc. How does it tie back to your offer? JUICY BENNIES Goal: Create desire Paint a picture in your reader’s mind of how they’ll feel after experiencing the unique benefits of your product. This is about moving towards pleasure, as opposed to away from pain. It evokes a feeling of, “This could help me! I should pay attention to get my needs met.” Psychological Trigger: Personalization & Specificity Focus heavily on the benefits and paint a specific picture of the emotions, feelings and results they’ll have after buying your product. Personalize your messaging so that it feels like you're speaking directly to them. Knowing exactly who you’re speaking to and being able to use their name strategically is a powerful psychological trigger. Hook: Benefit. Use words and phrases that move readers towards pleasure, as opposed to away from pain: “Do this to obtain that…” [benefit] “Get that…” [benefit] “You’ll finally have...” [benefit] “Experience…” [benefit] Prompts: What are THREE juicy bennies for your offer? Remember to speak to emotional reasoning. © ALL RIGHTS RESERVED | COPYPOSSE.COM 5 www.imarketing.courses THE CRYSTAL BALL Goal: Create deeper desire Show your reader what their future could look like after buying your product. Psychological Trigger: Future Pacing / Active Voice Get your readers to imagine something that's possible in the future by painting the WHOLE PICTURE – where they not only have their desired emotion, but they have the tangible results as well. Something that makes this technique even more powerful is when you combine it with Active Voice, rather than passive voice. According to Lawrence A. Hosman, active sentences are more persuasive. Sentences using the word YOU tend to be more simple and increase “processing fluency”. The word YOU also commands attention and is generally considered a power word. Hook: Supposition. Use words & phrases that put your readers into a dream state where they can imagine what their life could be like: “Imagine what your life could be like if…” “What if…” “6 months from now, you could…” “This could be you…” “When…” Prompts: What are the results/outcomes/desires your product will help them accomplish? What is the “dream” your product is selling? © ALL RIGHTS RESERVED | COPYPOSSE.COM 6 www.imarketing.courses THEY’RE JUST LIKE US! Goal: Validate struggles, fears, & doubts Create a sense of belonging and community Psychological Trigger: Admitting A Flaw / Belonging In Cialdini’s Pre-Suasion, he describes the act of admitting a flaw or something that isn’t perfect about you or your products, as a tactic to increase believability. By first validating a struggle or existing belief, you’re getting your prospects on the same “side” as you. Then by offering an alternative solution or mechanism, they are more likely to investigate. Hook: Confirm Beliefs. Use words and phrases that validate the audience: “You already know…” “It’s proven that…” “Most people know…” “FACT: X…” “Everyone knows…” Prompts: What struggle, fear, or doubt are you validating for your reader? Then pivot to a “but did you know this” concept that makes people want to know more. What new concept/idea/solution will you introduce? © ALL RIGHTS RESERVED | COPYPOSSE.COM 7 www.imarketing.courses AUTHORITY AMPLIFIER Goal: Build authority Helping the reader see why they should choose you, your product, or service by showcasing a personal story, results, or credibility. Psychological Trigger: Authority Experts with credentials (i.e. PhD) or celebrities with cultural and social capital automatically garner more authority and legitimacy. Science is also a huge commander of authority. Authority can be gained by putting out quality content in your niche and contributing to industry magazines for exposure. Hook: Us vs Them / Comparison & Analogy. Use words and phrases that speak to your prospects values and sense of identity: “I made it my mission to…” “We’re rallying against...” “I was tired of seeing X, so I…” “I created X because…” “We’re different because…” Prompts: What makes your product or service unique/better/different? WHY buy your product/service. What credibility, results, or experience builds your authority? © ALL RIGHTS RESERVED | COPYPOSSE.COM 8 www.imarketing.courses CASE STUDY Goal: Showcase social proof and build trust Provide real-life examples to showcase how customers use your products or services and what results they get. Psychological Trigger: Social Proof One study demonstrated that 83% of consumers trust product recommendations from their friends and family. When people around us are using or purchasing a product, it acts as a powerful psychological trigger. Because consumer’s trust other consumers more than they trust the businesses that are doing the selling. This builds authority and feeds into your reader’s logical reasoning. Hook: Demonstration. Use words and phrases that make it obvious you’re showcasing real- life customer stories/experiences: “This is how it works…” “Here’s what other people are saying…” “Don’t take my word for it…” “Here are some results you might expect…” “Experience results like…” Prompts: Find THREE testimonials, reviews, or case studies to feature. One that speaks to emotional reasoning (happy, satisfied, confident, etc.) One that speaks to logical reasoning (here are my results). One that speaks to the before-after-bridge (before I was X, now I am Y). © ALL RIGHTS RESERVED | COPYPOSSE.COM 9 www.imarketing.courses OBJECTION KILLER Goal: Build desire Identify and disarm objections conversationally Psychological Trigger: Overcoming Objections Give your readers the tools, knowledge, and reassurance they need to get off the fence. Address the common objections to your product or service, or why people would not want to buy your product. Hook: Relevancy. Use words and phrases that are specific to the objection that you’re addressing: “Why is this so expensive…” “Nothing else has helped you, but this can…” “You need this because…” Prompts: Pick ONE objection to address that is most relevant to your customer right now and overcome it using the Objection Killer Roadmap from Day 2I It’s too expensive It won’t work for me I don’t believe you I don't need it I’ve tried this (or something similar) and it didn’t work © ALL RIGHTS RESERVED | COPYPOSSE.COM 10 www.imarketing.courses BAG OF CHIPS Goal: Value stack + add incentive Share something extremely valuable or rare for free. Psychological Trigger: Reciprocity Humans are complex social creatures and our relationships with others contribute to a feeling of obligation when we are at the receiving end of a nice deed. By showing that you’re not afraid to deliver mad value, or share insider insights, for free you’re majorly building up trust, rapport, and reciprocity. Hook: Exclusivity Use words & phrases that create excitement and make it difficult for readers to say ‘no’: “I can’t believe I’m telling/giving you this…” “Because I want to see you succeed…” “I’ve never shared this with anyone....” Prompts: What value/incentive are you adding on? LAST CALL Goal: Create a sense of urgency Keep it relatively short & to the point, letting your readers know this is the last chance to get this offer. Remind them of bonuses, guarantees, risk reversals, or scarcity. Psychological Trigger: Scarcity When a product or service is limited in availability (or perceived as being limited), it becomes more attractive. © ALL RIGHTS RESERVED | COPYPOSSE.COM 11 www.imarketing.courses Hook: FOMO. Use words and phrases that create the sentiment that your prospect is missing out on a certain benefit/deal/offer: “Last chance…” “Offer disappears in X hours…” “Page is closing…” “This won’t be available again until…” Prompts: How much time is left until your offer expires? When will this offer be available again? What are the bonuses, guarantees, risk reversals of your offer? © ALL RIGHTS RESERVED | COPYPOSSE.COM 12
