How to Write Email Copy that Converts + OFFER Creation:

What is Copy?
Copy is short for copywriting.
- Copy are words you write to persuade and sell.
NO Email should be more than 150 words. Keep it short and sweet.
- In rare cases will this work in your favor.

B2B Offer:

Before you write email copy you need to have an offer.
A good offer is based on 4 principles:
- Dream Outcome of the Prospect
- Perceived Likelihood of Achievement
- How Long It Takes for Prospect to Win
- Effort and Sacrifice on Prospect’s End
The offer is based on your ICP (Ideal Customer Profile)
- You will write your offer based on the niche and ICP.
  - Would a content agency be useful to podcast channel? Probably.
  - Would a designer need solar leads? Probably not.

To the fitness offer you can add: “pack on 15lbs of pure muscle that will make any girls’ jaw drop.” (make it better…)
- People definitely want a better body because of how it will make others view them.
- This make the offer 100x better because guys of course also build their bodies to attract girls.

Value Approach vs Conversation Approach:
- Value Approach: Strong email with a great offer and low risk. CTA is to send more info, case studies, or custom video audit.
- Conversation Approach: Direct email with a question about their company, service, interest etc.
Call to Action(s):
- Soft CTAs vs Hard CTAs: Soft CTA is more value based. Hard CTA asks directly for a sales or discovery call.