February 24, 2022 • 7 mins
Short and sweet, I'm walking you through the steps I take to write each email. From the two types of emails I create to how I edit, I go over it all.
I share my strategy when creating email subject lines and if I batch process topics or take a more free-wheeling approach.
Listen in!
While you're at it, grab my free 'One Year of Email Subject Lines to Amp Up Your Open Rates & Accelerate Sales' guide!
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Erin Geiger (00:02):
Welcome to the Small Business Big mindset
podcast, where we dive intotactical strategies to grow your
business. And to make an impacton this world. A huge part of
success is keeping your mindsetand vision on track. So this is
a major part of our process. Andthis podcast, let's do this.
(00:25):
Hey, Erin here, welcome to thesmall business, big mindset
podcast. This week, you're infor a treat, or else I hope you
feel like it's a treat. I'mgoing to take you through my own
personal email writing process,what I go through multiple times
each week, I'm going to kind ofwalk you through everything that
I do when I'm creating myemails, which is one of my
(00:46):
favorite things to do level ofwriting emails. So there's two
ways that I write an email. Thefirst way is I start with a
story. And the second way is Iget right to the point. So kind
of opposites, right? So thefirst way, when I start with a
story, I might think aboutthings that have happened.
Recently, in my life, I'vewritten emails about my kids
(01:07):
band competition, a trip we tookon the weekend, that sort of
thing. Or I might think about amemory, I once wrote an email
about the family car, we hadgrowing up my favourite high
school teacher, that sort ofthing. And I found that you can
tie just about anything to yourbusiness, whether it's a
personal or professional storyor a memory. So first, I'll tell
(01:30):
the story. And then I'll lookfor a photo or a meme or a
Giffy. Sometimes it's somethingfunny, and sometimes it's just
something that's directlyrelated to the story that I'm
telling. And then I say way, bytying the story to the point of
my email, which is maybepromoting my newest podcast
episode, or my latest offer, thesecond way is I get right to the
(01:50):
point. So I'm direct, I'm clear,and I am specific, right from
the get go. If I'm wanting anyoffer, such as my copy, edit,
and polish plus strategy, andI'm offering a lower price for a
limited time, which I did a fewweeks ago, I say that up front,
I just started off the emailwith like, Hey, this is what I'm
doing. I go through all thedetails. And it's super simple.
(02:12):
And I'm very clear. And I'mcurrently doing a free email
marketing course over email,where every day my subscribers,
I answer a common yet criticalemail question. I said, So
upfront, hey, I'm doing a sevenday free email marketing course,
over my email for mysubscribers, and then I'll say
(02:32):
at the PS because usually I, Ijust write my ILA email list
about twice a week. And thistime, I'm doing it every day
answering questions. So I'mletting them know, upfront, this
is what's happening. And I getright to business. Okay, so at
the end of the email, so So nowI've either told a story, and
I've segue to my business, or Ijust come right on out and say
(02:53):
very to the point, here's whatI'm doing, right. So once I head
toward the sign off, I'll give adirect call to action. Like I'll
say, listen to my podcast hereor enroll in my membership here.
And I'll ask a question to keepthe engagement going, like, what
was your family car growing up,right, and I'll specifically
say, reply, and let me know. Andat the end of the email, I'll
(03:15):
add a PS, they grabs theattention of those that just
skim the copy in the head to theend. It's also a reminder, for
those that read the whole thing,right. So either reiterates the
point I was making throughoutthe body, or I'll introduce a
new but related ideas, that'sanother thing I do with my
emails, I keep them veryfocused, you know, so I'm not
(03:35):
promoting a bunch of differentstuff and linking out to all
these things, because I justoverwhelm somebody, and then
they probably won't click onanything. I personally don't map
out my emails far in advance.
Sometimes if I know I have alaunch coming up or a new offer
a new piece of content, it'll beplanned. But for the most part,
I write as I go. That said,planning out and mapping your
(03:57):
email topics, you know, as faras what date you're gonna talk
about what in advance might workfor some, maybe it'll work for
you, it's just not the way thatI operate. So after I write the
body of the email, I read it,sometimes I even get it out
loud, because that's kind of agood way to see if it's working
or not over kind of needs somework or some Polish kind of
(04:17):
depends on my mood. And then Igo back and I edit. So
sometimes, honestly, you cancompletely remove the intro,
because it's just human natureto overlay state, the background
info. But listen, an email isn'ta movie, you don't need to
establish the characters in thebackstory so many times the
entire intro can go we don'tneed to set it up. So that way,
(04:41):
if you take out your intro, youremail help will probably start
in the middle of the action ofwhatever story that you're
telling. Okay. So then I'll takea look at the words that I
chose. I want to tell a story,but I want to make sure my
descriptors aren't excessive,that they're not too flowery.
I don't want the text to be toodense. Okay, so I really kind of
(05:04):
look at that, you know, it'slike you want to, you know, you
want to be detailed and youknow, and pick out pieces parts
of the story that really matter,but you don't want to overdo it.
So it's kind of a fine linethere. I also make sure there's
plenty of whitespace. So youdon't want to have like, be it
have it be too text dense. LikeI was saying, like have these
(05:24):
blocks of text because peoplewill be like, Oh, I don't want
to read all that. I'll bold thesentences or phrases that I feel
need more attention. I might addemojis or different things to
spice the email up and keep thereader wanting to read and
continue to scroll right. Andafter all of that, I write the
subject lines, it helps to writeall the copy out first, and then
(05:46):
it inspires me to write thesubject lines. Notice I say
subject lines, plural. It'sgreat to brainstorm a bunch. You
can do 510, all the way to 30. Iknow some people that write 30
email subject lines at once allthe time. It really the more the
better. Because many timesyou'll get to the good stuff,
the more you get going sometimesthe first things you write
(06:06):
aren't, aren't all that great.
And then you kind of become amore well oiled machine as you
go along. So there you have it,there's a process I use to write
my emails. Hope it's helpful ifyou have any questions on it.
Throw me a note at Erin atmuscle creative comm and check
out all the different ways thatI can help you with your
writing. That's what I love todo. I like to inspire Empower
(06:27):
solopreneurs and small businessowners with DIY copywriting go
to muscle creative.com/toolsOkay, I'll see you next week.
Thanks for tuning into the SmallBusiness Big mindset podcast. To
keep the fun going. Check outour Facebook group start and
scale an online business Foreven more free trainings and
resources from fellowentrepreneurs. If you haven't
(06:47):
already, head on over to musclecreative comm and click
subscribe to join our email listfor weekly updates. And if
you've enjoyed this podcastepisode, check us out on your
favorite podcast platform tofollow us and give us a review.
As always be authentic bring aninsane amount of value and keep
crushing it
Welcome to the Small Business Big mindset
podcast, where we dive intotactical strategies to grow your
business. And to make an impacton this world. A huge part of
success is keeping your mindsetand vision on track. So this is
a major part of our process. Andthis podcast, let's do this.
(00:25):
Hey, Erin here, welcome to thesmall business, big mindset
podcast. This week, you're infor a treat, or else I hope you
feel like it's a treat. I'mgoing to take you through my own
personal email writing process,what I go through multiple times
each week, I'm going to kind ofwalk you through everything that
I do when I'm creating myemails, which is one of my
(00:46):
favorite things to do level ofwriting emails. So there's two
ways that I write an email. Thefirst way is I start with a
story. And the second way is Iget right to the point. So kind
of opposites, right? So thefirst way, when I start with a
story, I might think aboutthings that have happened.
Recently, in my life, I'vewritten emails about my kids
(01:07):
band competition, a trip we tookon the weekend, that sort of
thing. Or I might think about amemory, I once wrote an email
about the family car, we hadgrowing up my favourite high
school teacher, that sort ofthing. And I found that you can
tie just about anything to yourbusiness, whether it's a
personal or professional storyor a memory. So first, I'll tell
(01:30):
the story. And then I'll lookfor a photo or a meme or a
Giffy. Sometimes it's somethingfunny, and sometimes it's just
something that's directlyrelated to the story that I'm
telling. And then I say way, bytying the story to the point of
my email, which is maybepromoting my newest podcast
episode, or my latest offer, thesecond way is I get right to the
(01:50):
point. So I'm direct, I'm clear,and I am specific, right from
the get go. If I'm wanting anyoffer, such as my copy, edit,
and polish plus strategy, andI'm offering a lower price for a
limited time, which I did a fewweeks ago, I say that up front,
I just started off the emailwith like, Hey, this is what I'm
doing. I go through all thedetails. And it's super simple.
(02:12):
And I'm very clear. And I'mcurrently doing a free email
marketing course over email,where every day my subscribers,
I answer a common yet criticalemail question. I said, So
upfront, hey, I'm doing a sevenday free email marketing course,
over my email for mysubscribers, and then I'll say
(02:32):
at the PS because usually I, Ijust write my ILA email list
about twice a week. And thistime, I'm doing it every day
answering questions. So I'mletting them know, upfront, this
is what's happening. And I getright to business. Okay, so at
the end of the email, so So nowI've either told a story, and
I've segue to my business, or Ijust come right on out and say
(02:53):
very to the point, here's whatI'm doing, right. So once I head
toward the sign off, I'll give adirect call to action. Like I'll
say, listen to my podcast hereor enroll in my membership here.
And I'll ask a question to keepthe engagement going, like, what
was your family car growing up,right, and I'll specifically
say, reply, and let me know. Andat the end of the email, I'll
(03:15):
add a PS, they grabs theattention of those that just
skim the copy in the head to theend. It's also a reminder, for
those that read the whole thing,right. So either reiterates the
point I was making throughoutthe body, or I'll introduce a
new but related ideas, that'sanother thing I do with my
emails, I keep them veryfocused, you know, so I'm not
(03:35):
promoting a bunch of differentstuff and linking out to all
these things, because I justoverwhelm somebody, and then
they probably won't click onanything. I personally don't map
out my emails far in advance.
Sometimes if I know I have alaunch coming up or a new offer
a new piece of content, it'll beplanned. But for the most part,
I write as I go. That said,planning out and mapping your
(03:57):
email topics, you know, as faras what date you're gonna talk
about what in advance might workfor some, maybe it'll work for
you, it's just not the way thatI operate. So after I write the
body of the email, I read it,sometimes I even get it out
loud, because that's kind of agood way to see if it's working
or not over kind of needs somework or some Polish kind of
(04:17):
depends on my mood. And then Igo back and I edit. So
sometimes, honestly, you cancompletely remove the intro,
because it's just human natureto overlay state, the background
info. But listen, an email isn'ta movie, you don't need to
establish the characters in thebackstory so many times the
entire intro can go we don'tneed to set it up. So that way,
(04:41):
if you take out your intro, youremail help will probably start
in the middle of the action ofwhatever story that you're
telling. Okay. So then I'll takea look at the words that I
chose. I want to tell a story,but I want to make sure my
descriptors aren't excessive,that they're not too flowery.
I don't want the text to be toodense. Okay, so I really kind of
(05:04):
look at that, you know, it'slike you want to, you know, you
want to be detailed and youknow, and pick out pieces parts
of the story that really matter,but you don't want to overdo it.
So it's kind of a fine linethere. I also make sure there's
plenty of whitespace. So youdon't want to have like, be it
have it be too text dense. LikeI was saying, like have these
(05:24):
blocks of text because peoplewill be like, Oh, I don't want
to read all that. I'll bold thesentences or phrases that I feel
need more attention. I might addemojis or different things to
spice the email up and keep thereader wanting to read and
continue to scroll right. Andafter all of that, I write the
subject lines, it helps to writeall the copy out first, and then
(05:46):
it inspires me to write thesubject lines. Notice I say
subject lines, plural. It'sgreat to brainstorm a bunch. You
can do 510, all the way to 30. Iknow some people that write 30
email subject lines at once allthe time. It really the more the
better. Because many timesyou'll get to the good stuff,
the more you get going sometimesthe first things you write
(06:06):
aren't, aren't all that great.
And then you kind of become amore well oiled machine as you
go along. So there you have it,there's a process I use to write
my emails. Hope it's helpful ifyou have any questions on it.
Throw me a note at Erin atmuscle creative comm and check
out all the different ways thatI can help you with your
writing. That's what I love todo. I like to inspire Empower
(06:27):
solopreneurs and small businessowners with DIY copywriting go
to muscle creative.com/toolsOkay, I'll see you next week.
Thanks for tuning into the SmallBusiness Big mindset podcast. To
keep the fun going. Check outour Facebook group start and
scale an online business Foreven more free trainings and
resources from fellowentrepreneurs. If you haven't
(06:47):
already, head on over to musclecreative comm and click
subscribe to join our email listfor weekly updates. And if
you've enjoyed this podcastepisode, check us out on your
favorite podcast platform tofollow us and give us a review.
As always be authentic bring aninsane amount of value and keep
crushing it
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