Episode 11

full
Published on:

20th Aug 2025

The #1 Mindset shift for how you write sales content...

Inside, I share:

  • The mindset shift that makes selling feel natural (even fun)
  • How to weave story, insight, and pitch together so it all feels valuable
  • One of my go-to sales email types that turns readers into buyers

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Transcript
Speaker:

Hello and welcome back to

the Spacious Scaling Podcast.

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I am recording today's episodes or

a couple of episodes actually from

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my car, my higher car, to be more

specific because, well, I'm in the car

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because someone is vacuuming inside

my house, and I really just wanted

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to like get into these episodes.

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But then I have a higher car

because I crashed my car.

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Well, someone crashed into me.

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Totally.

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Not my fault, by the way, but when

I was down on retreat, and so who

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knows where my car is at the moment.

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It could be in Margaret River.

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It could be back in Perth.

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I'm not sure.

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Don't really care.

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I have a higher car.

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Everyone's okay.

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So that's all that matters, but

hopefully the audio is okay.

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It could even be better

than recording in my office.

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Maybe there's like less echo

here, but We'll, we shall see.

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But I am excited to get into today's

episode and I think this episode is

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going to be really helpful and like,

I think one of the biggest mindset

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shifts that you can have when it comes

to creating content for your launch.

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And this is something

that I see my clients, um.

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I get caught up in so often when

they're creating launch content, more

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specifically, launch emails, and it's like

something that we, we often are unpacking

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together and that I'm walking them

through my framework of how to do this.

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And it's the concept of sales

emails versus value emails.

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And so the biggest mindset shift that

you can have when it comes to creating

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content about your offer is that.

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A sales email is valuable.

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There is no difference between like a

value-based email and a sales email.

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And the sooner that you can like

get that, that idea out of your

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fricking head, the sooner you will

be able to write more compelling

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and like higher converting copy.

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So let's dive into the episode

and unpack all of this.

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Somewhere along the way, I feel like

people started treating value-based

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emails and sale sales-based emails.

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Like they are a completely

different concept.

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So for example, value-based emails

are where you're like telling a story

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or teaching people a new concept.

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Whereas a sales email is something

where you like suddenly switch

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tone, it gets really like clinical.

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You're listing out your inclusions,

telling them what the bonus is and has

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like a really strong call to action

and like they are separate things.

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But the thing is, when you separate your

content into value based, and I say value

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based with like little air quotes and

sales based content, you'll end up doing.

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Either one of two things, and the first

thing is you end up writing emails that

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your audience does enjoy to read, but

they're never actually gonna buy from.

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Or you're going to write stiff

like disconnected, more like sales

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pitchy emails that don't actually

feel relevant to your ideal client.

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And again, they're probably

not gonna buy from it.

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And so we really need to

like shift our mindset that

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selling your offer is valuable.

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Talking about your offer is valuable.

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Showing people why your offer is

for them is valuable, and there's

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no separation between content that

sells your offer and valuable content.

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It is the same thing if you know

the structure to follow, to make it.

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Really flow and work well.

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So if your offer genuinely

solves a problem, it makes the

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life of your client easier.

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It speeds up the results that they get.

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Then telling people about the

offer is not being pushy, and it's

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like not being icky and salesy.

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It's just giving them a faster pathway

to what we know they already work.

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And so.

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I have this sales email framework

that I often share with my clients,

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especially when they're in a launch

and we're kind of like trying to

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get all their content together.

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And when I talk about value.

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I talk about it in the way of like,

it's not just, here's a tip or here's

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a story, but value is helping someone

think differently, shifting a belief

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for them, and then showing them the

exact next steps that they need to

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make in order to make that shift stick.

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And more times than not, that next

step is going to be like inviting them

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to invest into your offer, and that's

gonna be the step that they need to

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take in order to really get the result

that they are after, that you have

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kind of demonstrated in the more.

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Again, air quote like value

content section of your email.

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Okay, so let's really

ground this with an example.

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So let's say I am selling a program

around launch strategy, right?

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A typical email that we would.

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See fall into like the value email

category again, air quotation marks

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is an email that's maybe like, here's

three reasons why your last launch

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didn't convert and how to fix it.

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And then they list out like what

the three reasons are, what the

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steps are that they can go and take.

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And then that's kind of it.

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Maybe there's like my offer, name

and tagline at the bottom and a

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link to the sales page, right?

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So it is helpful.

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Full, but there's no real bridge

into my offer and like why

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that is going to support them.

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Whereas like a typical sales

email around that could be like.

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Something that's maybe like how to make

your Hi, your launch, convert higher.

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Join my program and you'll

get 12 calls, a Slack channel.

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You'll get all these templates.

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So it's not really actually

taking them through a process.

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There's zero emotional connection.

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There's . Zero value there in the

sense of , there's no storytelling,

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there's no positioning the

offer to be perfect for them.

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It's literally just telling

them exactly what's in it.

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And so what we really wanna do is kind of

combine both of those concepts together.

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So when I, um, am sharing my sales email.

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Uh, resource with clients in the resource.

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There's like all of these

different types of emails.

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So there's 1, 2, 3, 4, 5, 6.

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There's seven different types of emails,

and I don't share templates because I

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just don't believe the templates are

going to be the most helpful way to

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support people with writing sales copy.

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But instead, I.

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Share a framework that people can follow,

and it gives you the key points that

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you need to touch on in each email.

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And then you can write it in your own

tone of voice in your language and like

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not be kind of stuck in this fitting

your experience and your stories and

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your magic into a rigid template.

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Okay.

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Before the example of this podcast,

I'm just gonna dive into one of these

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seven types of emails, and it is a.

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Belief shifting emails.

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So what we wanna think about in

these emails is what is a current

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belief that your client has that's

relevant to the topic of your offer?

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And we also want it to be

something that we know is not true.

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So for example, in the case of launching.

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Maybe a belief is, um, I have

to run a live webinar if I

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want to have a big launch.

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Right?

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That could be something that could be

a belief that like a client has, right?

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And so what we wanna do in that email

is we want to highlight that objection.

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And we want to show them

why that is not the case.

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And so there's several

ways that we can do that.

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We could ex, we could include a client,

case study, show you other clients that

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have done what they want, but without

doing that, so like a client that

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has had a big launch without doing a

webinar, , we could share like other

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tangible options so that they can see

that there is like other ways to do that.

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We could teach them like.

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A mini bit around like a launch flow so

they could see actually a masterclass

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does serve a purpose, but there are other

things that you can slot in instead of

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a masterclass in your launch process.

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So there's several different ways that

we can actually shift that belief.

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And then what we wanna do is show

the person reading your email how

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your offer supports them with this.

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So this is where we wanna

pull out maybe like.

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A key feature of your offer or how you

work within your offer to show them

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that they are supported to do this.

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Because if I was to just say , Hey, you

don't actually need to do a webinar.

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You could do A, B, C instead.

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And my client has done one of those things

before and they have gotten that result.

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Then my client might think, okay,

cool, I can go do that myself.

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I'm gonna go find an example of someone

that hasn't run a webinar for a big

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launch and I'm gonna copy what they

did, but that's actually not gonna get

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the client the result that they want.

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And so I might then say, this is

exactly what we do inside of my program.

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, Inside of the like support element.

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I will help you create a

unique launch plan, including.

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Like a conversion event, which

is what a webinar is, right?

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That feels.

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Like a perfect match

for you and your energy.

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And then I might dive into a little bit

more around like how that element works.

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So maybe like, if it's Slack support,

for example, it's like you'll have access

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to me inside of Slack Tuesday through to

Thursday, and uh, you can drop your full

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launch plans in there to get reviews.

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And things like that.

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So I wanna link it back to my offer,

show them why my offer is so fucking

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good, and that they don't need to

worry about this belief that they have

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about why it's not gonna work for them.

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Because I'm showing them

exactly why that's not the case.

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That's where the value is.

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And I'm also selling my offer by

saying, this is exactly how my

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offer is gonna help you get that.

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And so not only are we showing up and

we're shifting something for them in

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the email, we're giving that value.

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We are also giving them the solution,

which is the invitation into your offer.

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And so we're doing value

and sales in one email.

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And so just to take that example

that I gave you and give you a

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bit of a framework around it.

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How you can kind of break this

down is start with like the shift

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or the concept or the story.

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Um, you can provide an example here.

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So it's like if you think about

like, topic of your email, introduce

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that, provide like, prove it with

like a story or an example or

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something to , you know, show the

receipts, back it up a little bit.

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A client what, uh, win a personal lesson.

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Um.

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A metaphor, whatever.

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Right.

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Kind of speak into that a bit more and

then give them a taste of the how, right?

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Just a little bit so that

they can see what's possible.

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And this is where you wanna like link

it to your offer and your messaging.

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So it's like.

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This is the how, and this is how I

show you how to do that in my office.

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This is how I'm gonna support you.

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And then you wanna wrap it up with a

clear next step, like call to action.

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So you've introduced a concept,

you've proven how that is possible.

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You've given them a taste of how

you're gonna support them to do that.

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Within your offer, and then you are

inviting them into the offer itself.

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And so when you start to think about

sales emails this way, they're going to

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stop feeling like interruptions in your

client's inbox or like there's something

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separate from your other emails and

they'll become a part of your relationship

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building because you're not switching

from helpful to salesy, but you're doing

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it all in one, in a really authentic way.

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And this is why I always tell clients

and outlining the resources that I

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have is that every email should have

a pitch, not a pushy one, but just

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like a clear path and call to action

for someone who is ready to act.

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And I do also acknowledge that sometimes

this can require a lot of mindset work

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because there can be a lot of stuff

that comes up when we're like giving

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people a call to action all the time.

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And so.

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Yeah, I really invite you to sit with

the emotion of like what comes up

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when I say every email needs a pitch,

and think about that a little bit.

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Okay.

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If you want a practical tip to kind

of wrap up this episode and something

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to like walk away and do in your

business from this, then there are two

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things that I wanna prompt you to do.

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The first is to go through your

email platform and look at the last

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value-based email that you send that

did not have a clear call to action.

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And then go ahead and add one

paragraph linking it to your offer.

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And depending on your

email, you might wanna re.

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Write a few of the sections to make

it flow, but add in that paragraph

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that links it to your offer and

then resend that to your list.

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Or alternatively, take your last like

email that was quite salesy and structured

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and then add in like a story or an

insight, a bit of like authority slash

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leadership content into the beginning and

then move into your sales pitch there.

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So if you want more examples of

this, feel free to send me a DM on

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Instagram and I can share the resource

that I have with you around sales.

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Emails.

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So you can see the seven different

types of sales emails that I share

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with my clients because once you

see that format, it is so much

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easier to create your content.

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And again, like I said, these are

not templates, they are frameworks.

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So you don't need to worry about sounding.

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Sounding a certain way you can

really make this work for you.

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And so next time you sit down and

you write, don't ask yourself, is

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this a value or sales based content?

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But ask, how can I make this valuable

and also sell my offer in it?

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Because when you do this, your audience

will learn something, they'll connect

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with you and they'll see exactly how your

offer fits all in one piece of content.

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Okay, thank you for joining for me today.

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See you later guys.

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Spacious Scaling
Welcome to The Spacious Scaling podcast. This is for you if you’re an online coach, creative or service provider looking to scale your income and impact without burning out..

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Steph Dunn