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SALES WORKSHOP 2:
ENGINEERING THE
CONVERSION CONTEXT
Bootcamp 4 of 4
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READY FOR THIS?
GRAB YOUR GREEN DRANK
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SALES WORKSHOP: ENGINEERING THE CONVERSION CONTEXT
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TODAY'S BOOTCAMP IS PERFECT FOR YOU IF:
▸ You attended Part 1 - Engineering the Conversion Context
▸ Completed the Q's in your worksheet
▸ Have a product (or a client's product) to sell
▸ Have downloaded (or printed) the 10x Emails Template
Pack from the Resources section.
▸ Feel EXCLUSIVELY EMPOWERED to invest the next 3
hours writing your highest converting sales emails yet.
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TODAY’S BOOTCAMP IS FOCUSED ON
WRITING the 3 "Big Lever" Emails from your
Sales Campaign - that will apply for:
1) Email Only "Launch"
2) Evergreen Sales Campaign
3) Webinar Sales Funnel
4) 3-Part Video Launch (Jeff Walker style)
5) Pretty much ANY type of launch for any sales
campaign for any type of product.
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SALES WORKSHOP: ENGINEERING THE CONVERSION CONTEXT
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THE 10X EMAILS TEAM IS HERE FOR YOU
Discuss your plan with other students in our FB group
Ask a question here using the Control Panel
Joanna Wiebe: Conversion copywriter
Lance Jones: Growth consultant for SaaS
With Jon Lamphier: Creative copywriter
And Ry Schwartz: Email copywriter
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SALES WORKSHOP: ENGINEERING THE CONVERSION CONTEXT
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HOW THIS 3 HR BOOTCAMP WILL ROLL
▸ 3 segments in the bootcamp (55-60 mins each)
▸ 3 x 20-minute sprints in each segment:
▸ I teach for 20 minutes
▸ You put it into play for 20 minutes (plus, ask Qs)
▸ We review one volunteer’s output for 20 minutes
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SALES WORKSHOP: ENGINEERING THE CONVERSION CONTEXT
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9:20:
11:10
Email 1: "Here's what
this says about you" Email 3: "Perfect for you
confirmation if" Close
10:15 Noon
9:00: Intro for Writing
Dya Email 2: "Upgraded Questions, Considerations
FAQ" Close & Closing Arguments.
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Why these 3 Emails:
1. Typically the highest opened emails of the campaign
2. Most universal across ALL types of launches (or evergreen sales
emails)
3. Least reliant on hooks/stories.
4. Highest-Converting of a sales campaign (even if they're pre-
paving the sale).
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SESSION 1:
THE "HERE'S WHAT THIS SAYS
ABOUT YOU" CONFIRMATION
(TEMPLATE 2 IN 10X EMAILS)
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SALES WORKSHOP: ENGINEERING THE CONVERSION CONTEXT
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THE GOAL:
1. TO ADD MEANING BEHIND THE CLICK
2. FUTURE PACE OUTCOMES
3. OPEN THE CONSISTENCY LOOP
4. GENERATE CURIOSITY/EXCITEMENT FOR WHAT'S TO
COME
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SALES WORKSHOP: ENGINEERING THE CONVERSION CONTEXT
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THE 5 C'S OF THE CONFIRMATION EMAIL:
▸ 1. Confidence and reassurance around decision
▸ 2. Confirm what it says about them (meaning of the click)
▸ 3. Clarity around outcomes to expect (future pace)
▸ 4. Curiosity around HOW the outcome will be delivered.
▸ 5. Credibility that you can deliver it.
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Basic Template
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SEE IT IN ACTION
P. 11 OF TEMPLATE PACK
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YOUR TURN
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EMAIL 1 - THE "WHAT THIS SAYS ABOUT YOU CONFIRMATION"
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▸ In the next 20 minutes, you will:
▸ Reference the template
▸ Reference answer Q2 in the worksheet
▸ Ask any questions
▸ Strong Draft your email.
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Volunteer?
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SESSION 2:
THE UPGRADED FAQ CLOSE
(TEMPLATE 1 IN 10X EMAILS)
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EMAIL 2: THE UPGRADED FAQ CLOSE
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▸ What is this email "selling"?
▸ Decisiveness
▸ Identification as a "buyer".
▸ Trust (that you understand everything in their context -
objections, hesitations, skepticism, etc.)
▸ Ease in decision (through overcoming of objections)
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The Upgraded FAQ Email (final 48 hrs):
‣ Frames questions/objections as a POSITIVE thing. A pre-cursor
to the sale (ie. questions ppl asked before enrolling in X)
‣ Subtly helps them identify as a BUYER (instead of a
procrastinator or skeptic).
‣ Overcomes their biggest objections more powerfully (because
they see other BUYERS initially had the same objections).
For template & teardown, download the 10x Emails Template Pack
in Membership Area
http://training.copyhackers.com/courses/emails-that-sell/lectures/
1267122
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Basic Template
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Powerful Questions
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SEE IT IN ACTION
P. 4 OF TEMPLATE PACK
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YOUR TURN
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EMAIL 2 - THE "UPGRADED FAQ" CLOSE
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▸ In the next 20 minutes, you will:
▸ Reference the template on p.4
▸ Reference answer's 1 and 2 in the "closing sequence"
part of your worksheet.
▸ Ask any questions
▸ Strong Draft your email.
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EMAIL 2: THE UPGRADED FAQ
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▸ Reference these questions from your workbook:
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Volunteer?
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SESSION 3:
"THE PERFECT FOR YOU IF" CLOSE
(TEMPLATE 3 IN 10X EMAILS)
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The "Perfect for you if" Email (final 48 hrs)
‣ Take a stance against "right for you if"
‣ Less about the product being "perfect" for them - and more
about THEM being in a perfect position to achieve X outcome.
‣ ie. you're ready to achieve X if:
For template & teardown, download the 10x Emails Template Pack
in Membership Area
http://training.copyhackers.com/courses/emails-that-sell/lectures/
1267122
MakeMoneyDB.com
EMAIL 3: THE "PERFECT FORwww.getwsodownload.com
YOU IF" CLOSE
www.getwsodownload.com
▸ What is this email "selling"?
▸ Trust (that you're on their side)
▸ Ease in decision (through identification with a "buyer")
▸ Exclusive Empowerment
▸ Distancing from Undesirable Traits
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SEE IT IN ACTION
P. 15 OF TEMPLATE PACK
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YOUR TURN
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EMAIL 3 - THE "PERFECT FOR YOU IF CLOSE"
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www.getwsodownload.com
▸ In the next 20 minutes, you will:
▸ Reference the template on p.14
▸ Reference answer's 4 and 5 in the "closing sequence"
part of your worksheet.
▸ Ask any questions
▸ Strong Draft your email.
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EMAIL 3: THE "PERFECT FORwww.getwsodownload.com
YOU IF" CLOSE
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▸ Reference these questions from your workbook:
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Volunteer?
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SALES WORKSHOP PT.2: www.getwsodownload.com
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TODAY YOU HAVE:
▸ Drafted the 3 "high lever" emails of your sales campaign
▸ Prepared yourself to:
▸ 1. Plug these emails into an existing campaign
▸ 2. Write the rest of your campaign
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1. The Exclusively Empowered Call Out (1)
2. The "what this says about you" Email (1)
3. The Pre-Launch (2-3)
4. The Anti-Launch launch (1)
5. The Point of no return sales email (1)
6. Case Study/Story 1
7. Case Study/Story 2
8. The Upgraded FAQ
9. The Perfect for you if...
10. The final Warnings (2-3)
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HOMEWORK
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SALES WORKSHOP: ENGINEERING THE CONVERSION CONTEXT
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YOUR HOMEWORK: COMPLETE THE REST OF YOUR SALES SEQUENCE
▸ Finish your drafts for the 3 Big Levers from this workshop
▸ Draft the Other 6-10 emails in your sequence
▸ Reach out for help or feedback inside the facebook group
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WE’LL HANG ON TO TAKE
ANY LAST QUESTIONS
Jo, Lance, Ry and Jon
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APPENDIX
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10X EMAIL TEMPLATE PACK
HTTP://TRAINING.COPYHACKERS.COM/
COURSES/EMAILS-THAT-SELL/LECTURES/
1267122
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