Email Copywriting

Why You Don’t Need To Add Value Before Asking For A Sale

Giving value first BEFORE asking for a sale?

Naah, it sucks!

I don’t know who started this ‘marketing principle.’

But it seems like a total rip off from Robert Cialdini’s book, “Influence: The Psychology of Persuasion.”

TBH, I think that mindset is flawed.

Let me explain why.

In his book, Cialdini taught about the ‘Law of Reciprocity.’

It is believed that when you give something to a person, they’ll have no choice but to feel personally, psychologically, and even ethically obligated to return the favor to you.

That’s why a lot of business owners think that if they provide enough value to their audience, they will be ‘obligated’ to return the favor… and buy their online course.

So they offer free eBooks, a mini-course, a free consultation, yada yada yada.

When it comes to emails… Marketing gurus teach that you should never sell on the first email. Or the 2nd. Or the 4th.

Make sure you give value first. Then on the 5th, 6th or 7th, you can sell. But don’t do it in a ‘salesy’ way.

Will it work? Perhaps.

Your audience might even love you for doing this.

But love and admiration don’t necessarily translate to sales and more customers.

If anything else, you’re just making yourself vulnerable to freeloaders and freebie-seekers.

How will you know?

They love you when you’re giving them value for free, but once you sell them anything, they turn into vicious gremlins.

So, should you give value first BEFORE you can sell?


If a pharmacy will educate you first before selling you medicine, a lot of people will die due to diarrhea.

So here’s my rule of thumb: If you have the solution for your market’s pain, then tell them about it.

Let them know that you can help them with their problem.

But you must never be obnoxious in doing this.

Provide them with great information, while leaving something out.

That’s how you can capture their attention and make them want your product.


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He ‘Urinated’ On A Dead Man’s Grave

A few weeks ago, I ‘encountered’ something really funny.

I posted this thought-provoking marketing question inside an FB group…

“If you’re selling hamburgers, what’s the one thing you need to have to make a lot of sales?”

And we have fun answering it.

Some say, “You need to have the best burger!”

Or, “You need to have confidence in yourself.”

While others hit the nail in the head, “You need buns. Onions. Cheese… Weed”

(Apparently, a guy loves putting weed in his burger. Pretty hardcore!)

Anyway, It was really fun until out of nowhere came this guy.

He seemed upset with the question.

So I asked him why.

He said that he didn’t like that my question was alluding to Gary Halbert’s teaching.

(By the way, Gary Halbert was one of the best copywriters who ever lived)

According to our ‘party-pooper’, it’s the 21st century and the ‘chestnut insights’ of Gary Halbert don’t work anymore.

…I watched as this dude basically peed on Gary Halbert’s grave!

You see, I believe that there are timeless marketing principles.

It doesn’t matter if its 50 years ago, 100 or even 2,000.

The basic principle of business and marketing is still the same:

“Find your market’s problem and provide a solution.”

If you want to succeed in selling burgers, all you need is to find a ‘starving crowd’ who’ll buy your burger in fear that they’ll die by starvation.

It’s the same thing with emails.

People who try email marketing and didn’t get any results will foolishly conclude that it’s ‘dead.’

I say, “No. You just don’t know how to use it properly.”

If email marketing is the car, then marketing principles are fuel.

You need both for it to work and get you results.

The ‘Yellow Jacket Approach’ To Jacking Up More Sales

Someone asked me…

“How do I convince my customers that I’m the ‘real deal’ without giving too much information for free?”

There’s a lot of ways to do it.

But personally, I prefer the ‘Yellow Jacket’ approach by Darren Cross.

Darren Cross was an obsess CEO in the hit Marvel comic movie, Ant-Man. Because of his obsession with Ant-Man, he was able to create a suit that allows the person wearing it to downsize to the size of an ant. He called it the ‘Yellow Jacket.’

After creating it, he didn’t waste time…

He promptly sold his technology to arms dealers, mobsters, and terrorists around the world.

(Way to go destroying the world with ’ant-sized criminals’ huh, Darren?)

Ok, so how does it answer the question?

2 things: Demonstration + Teasing

Darren showed them a ’shrinking suit’ then teased them by saying that it will only work using a ’secret serum’

If you want to prove to your customers that you’re the real deal, then do it the ‘Yellow Jacket’ approach.

Show them what you can do, but don’t tell them how you do it.

Tease them with your knowledge and ability, while staying ‘vague’ about the exact process you have.

In marketing lingo, ‘Give them the ‘What’ and ‘Why,’ but never the ‘How.’

Make them curious.

Make them go crazy thinking how you pull it off.

And before you know it, people are lining up to buy your product…

…all because you create a need to ’scratch that itch.’

Case Against Giving Away Too Much Content For Free

I don’t believe in giving away so much Free Content because it attracts the wrong kind of people. ie. freeloaders.

Problem is, once you try to sell to them, they all get mad because they’re so used to you giving away all your content for free.

So what you need to do is to learn the “Art of Teasing.”

Give the ‘What’ and the ‘Why’ but tease the ‘How’ and point to your product.

Curiosity is a powerful motivating factor.

That’s why you need to avoid ‘hard teaching’ in your free resources.

Let me give you an example…

Let’s say I have a fitness product that helps people lose weight.

In one of my resources, I can talk about drinking a lot of water because it can help you lose weight.

Here’s how my content would look like:


Here’s a secret: You need to drink a lot of water because it can help you in losing weight.

But you need to be careful when it comes to drinking water because drinking too much can actually do the opposite.

You also need to watch out when it comes to the kind of water you are drinking because there are kinds of water that can also add weight.

So don’t just drink a lot of water. Make sure you’re doing it right.


You see, the customers get the ‘What’ and ‘Why’ but they didn’t get the ‘How’

That’s when you can transition to your product saying something like, ‘My product reveals exactly how much water you should drink and what kind of water you should avoid.’

#1 Email Marketing Rule That Is Pure B.S.

The ‘Nurture Email Sequence’ amuses me.

At least, the way some business owners do it.

Most of them think of it as the crux of their email marketing campaign.

If you ask some people, they’ll even tell you it’s a requirement before you can sell to your email list.

Well, I don’t believe it.

Let me explain…

A ‘Nurture Email Sequence’ is a series of emails you send to anyone who opt-in to your Landing Page. They say the goal of this email campaign is to add value, build relationship, and just engage with your new subscribers.

However, there’s 1 rule that you can’t break. And that is…

“You don’t have the right to sell your product — unless you’ve already given so much value.”

No value given = No right to sell.

…I think that’s B.S.

You see, some people joined your email list because they are in pain.

They want a cure to their bleeding-neck problem… and they want it NOW.

Then, why not give it to them right away?

Here’s where it gets more bizarre:

Some business owners actually think that since they gave away so much value in their ’Nurture Email Sequence’ people will now feel OBLIGATED to buy from them.


You think just because you add value, people will automatically reciprocate the favor and gladly buy from you?

It’s like building your business on a shifting sand foundation.

It’s like gambling your livelihood in an assumption that you can’t even control.

So here’s my suggestion…

Scrap that ’Nurture Email Sequence,’

In every email that you send to your subscribers, tell them about your product.

Not in a blatant way, of course.

But by seamlessly combining content with your promotion.

In other words, adding value while teasing them about your product.

From 1 Sale to Sold Out

I’ve seen it time and time again:

Business owners pouring out their heart and soul to create a new product. Feeling all the rush and excitement of building their business. Seeing the success a few weeks away…

…Only to be met with a crushing defeat.

They invest their time and energy to create a product based on what people “wanted”

Yet when they launch, no one would buy it.

My first online business is a perfect example.

When I first launched my info-product, it was a complete failure.

Out of a few hundreds of people in my email list, only 1 person bought.

I couldn’t accept it.

So I tried everything that some ‘experts’ and ‘gurus’ were telling me.

Tweak my sales language, offer a solution to a problem, get clear on my audience. I hear all this ’tips and tricks’ yet I obviously didn’t know what I was doing.

I’ve gone through marketing training. Read a lot of marketing books. Follow all the advice I was getting to tweak and adjust my message. Yet I wasn’t still able to get my message out there in a way that it reaches people.

I thought I was too dumb to understand this kind of things.

I also thought that maybe it was my market’s fault because they don’t understand my product.

I know they need it.

Problem is… They don’t even know they need it.

In my mind, “Yes. I’m dumb. But it seems that my market is dumber.”

Until a guy told me how stupid that kind of thinking is.

He said, “You know why you messed up? Because you didn’t ask your market if what you’re producing is something that they really want.”

I answered, “But I did my research. I know this is something that they want.”

“Then, why no one is buying?”

I was speechless.

He was right.

While I’m too concerned with how my website looks, or whether I’m using the right font, or whether I look good in my video, I missed the most important thing…

…my market.

He continued, “If no one is buying your product in a one-on-one conversation. Then using a funnel won’t do you no good.”

I took that advice to heart and apply it on my second launch.

The result?

Sold out my info-product during the pre-launch and the actual launch.

That’s what I call solid advice.

Are You Doing The ‘Bohemian Rhapsody’ Product Launch Approach?

I recently watched the movie Bohemian Rhapsody.

It’s a biographical movie about the icon Freddie Mercury and his band Queen’s rise to stardom.

One of the most memorable scenes in the movie is when they were composing their song ‘Bohemian Rhapsody’

It wasn’t like anything they did before.

It’s unconventional.

6 minutes long.

And certainly not a song that people were used to hearing back then.

When they show it to the producer, he wasn’t impressed.

He said, “Anything over three minutes, and the radio stations won’t program it.”

So Queen fired their producer and decided to promote the song themselves.

…it was a hit!

Bohemian Rhapsody became one of the most successful songs of the band Queen.

Here’s the point…

It went good for them, but doing the same thing in your business is quite outrageous.

I see this happen all the time…

Business owners will release an unvalidated product.

They believe it will be a hit.

People will love it.

But when they get no sales after releasing it, they think…

“Why are they not buying? Those people don’t understand what they are missing out!”

The truth is: It’s their own doing.

Because they didn’t do the hard work of validating it first.

So here’s a quick advice…

Before getting into the grind of creating that ‘perfect’ product, why not ask your market first if that’s something that they will BUY?

The response you’re looking for is them pulling their wallet out and asking you…

“How do I get this?”

That’s when you can say that you have a profitable product.

$110,039.08 Revenue Purely Generated Using Only Emails

I had a client in 2018 who hired me to handle his email marketing.

After a month of working on his email list, I was able to generate a 6-figure revenue for his business.

…Yes, a month.

I plan to write a longer post about this, but here’s the condensed version of how I did it…

#1 Increase the emails I send

Before hiring me, the client is sending 2 emails a month.

Now, I’m used to sending daily emails to my list.

That’s why I instantly know that’s an area that I can exploit to generate more sales.

#2 Improve the copy

The previous emails that this client was using were devoid of personality.

…In other words, it sucks! 😂

So I study their market and improve all their email copy.

The result?

More engagement — and SALES — from his customers.

#3 Follow up emails

Most sales are lost because a business owner doesn’t know how to follow up.

For this client, I install an email sequence that ‘grabs’ the buyers back to finish their order.

If I remember it right, a good $20k revenue came from this email sequence alone.

That’s it.

Are you looking to increase your sales?

Then, use those three tips to generate more revenue for your business.

Email Lessons From A Perverted Old Man

Back when I was reviewing for my Board Exam, I had an instructor that was so perverted every time he teaches us.

In fact, he can easily be charged with a sexually related case if anyone wants to.

Still, he always gets some good ole laughs from us, students.

That’s why even if he has one of the most boring subjects, we always look forward to meeting him.

…Or in his own words, ‘mating’ him. Perverted old man!

But one day, he just erupted angrily in class…

The reason?

Well, he caught one of the students texting during the lecture.

It’s something that my instructor had specifically prohibited before the beginning of the sem.

With angry veins showing on his face, he snarled at the student, “DO YOU WANT ME TO ERASE YOUR FACE WITH THIS ERASER?!!”

We were shocked.

Funny enough, that incident made us even more excited to get in his class.

Because we don’t know exactly what we will get — will he be obnoxiously perverted again or will he actually erase a face this time around?

This is the kind of reaction that you want to get people who read your emails.

You see, your customers are bored.

And if you can be a source of entertainment for them, then they’ll always be on the lookout to hear from you.

No, you don’t have to be perverted like my instructor. (In case you’re wondering!)

But you need to learn how to do these three things:

  • Communicate well
  • Entertain your readers, and;
  • Build a strong bond with the people inside your email list.

Do that and see a positive impact on your sales as well.

Why V-Day Is The Biggest Scam

In my opinion, Valentine’s day is a scam.

…There, I said it.

Now before you bring out your pitchfork, listen to me first.

Valentine’s day is when guys are expected to do something cool for their woman, right?

…And companies know this.

So they ‘convince’ you to buy flowers or chocolate to show your love for your partner.

Now there’s nothing wrong expressing your love on V-day.

In fact, I did it myself a lot of times.

But IMHO, you don’t need to wait for V-day to do this.

That’s why for me, V-day looks like a scam.

Sadly, some gurus adopt this V-day mindset in their business.

…especially when launching their product.

You won’t hear from them unless it’s time to launch again.

You’ll only receive emails from them when they want you to buy their new product.

And here’s the worst part…

After the launch, you’ll never hear from them again.

No conversation.

No indication that they really care for you.

My point is…

Don’t treat your business like Valentine’s day.

If you have a product, tell your customers about it every single day.

Provide genuine help even if you’re not launching.

Treat them like gold — because that’s what they really are.

That’s how you do successful launches while building strong bonds with your customers.