Today, let’s talk about email copy. Perhaps the most fun, creative copy to write of all.
Specifically, let’s talk about the ‘correlation email’.
With a correlation email you start off with telling a seemingly random story and find a way to relate it to the thing you’re selling. The story acts both as the hook (to get people interested in reading) as well as the set up to highlight some beneficial aspect of the product or service you’re providing.
Here’s an example of the general structure:
1 - I’m writing this from my hospital bed as I just had a crash with my motorcycle. (intrigue)
2 - The doctors told me that if it weren’t for my helmet, I would’ve died. (more intrigue)
3 - It made me realize the importance of safety measures. (key takeaway)
4 - That’s why our company has built a better Two Factor Authentication App, so you’ll never have to worry about getting hacked (relate the story and the key insight to your product)
5 - Here’s where you can start your free trial. (CTA)
The story itself could be almost anything, ranging from personal experience to something you’ve read in the news, a recent science finding, tv shows, etc. It’s also not required to live an adventurous, swashbuckling life (although it helps). To come up with ideas, do like any creative and learn how to observe society. News, trends, culture, people, anything really.
While most correlation emails end with a call to action (e.g. a link to a sales page) it’s not always advised. If you have a lower-ticket item, something more prone to quick/impulsive purchasing decisions, you could certainly end the email with a convincing CTA.
But if you’re selling a higher-ticket item (as you’ll see in the example) a correlation email can be part of a larger email sequence, and can just be used to build a relationship with your readers and to convey some beneficial aspect of the thing you’ll end up selling them later on.
They’re primarily for personality-driven businesses. It should be a personality telling the story. Brands don’t tell anecdotes. When’s the last time a brand had a motorcycle accident?
But a ‘personality-driven business’ still encompasses a wide-range of businesses, it’s not just for life coaches. Correlation emails can be used by anything from freelancers, politicians to SAAS-founders and online coaches.
Let’s dive into today’s teardown. A short, sweet, classic correlation email. Billy Broas is a marketing strategist, working with people like David Perell and Tiago Forte. He sells high-ticket, longer-term strategic marketing consulting services.
This email is part of a longer sequence, and its goal is to convey an important feature of working together with Billy: “You’re in good hands with me. I got this.”
Providing psychological value is a very underrated aspect of consulting services. It’s not just about the bottom line for most entrepreneurs. Many are just as much driven by a desire to get rid of their confusion and anxiety as they are by the desire to grow their business.
Running a business is often a stressful affair. If you, as the consultant, can make their lives easier as well as more profitable, they’ll love you for it.
Read the teardown below. Can you recognize the simple structure I outlined above?
Alright, that was the first teardown. Thanks for reading! This is a new thing, so any feedback is very welcome. I'm on Twitter.
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See you next week,