How they make millions on email

What are they writing that's so magical?! It matters both what and how
"Email newsletters don't work" - I hear that regularly and realize you just don't know how to cook that cat.
In 2018-2020, I worked on a big project where emails received 90% of the time and attention out of all content. Even then, in 2018, the launches in that project were at 10-12 million rubles, and as of 2022, zero right was added to that number. I talk to a marketer and I know that letters are still given 90% of the entire resource.
Why Letters Sell
Letters sell when they are read. And they are read when they are interesting, when a person finds himself in three paragraphs of letters and inside says to himself – this is about me.
Creating such a thought in a person's head is the supreme art of any human writing.
To drive people from advertising to the site is not a problem, it is a realistic task at the simplest level, but to STOP people in your business, so that they begin to read you. Chatting in the 21st century, where Rills and shorts on YouTube rule... to have him waiting for your information in the letter and be happy to give your letter a few minutes is priceless.
How companies usually write letters
Usually a company comes up with a course, a good, interesting course. And the company decides to make an announcement on the base. What's so surprising? - you ask. It's OK, they made the announcement. They collected a number of applications. Closer to the course they made another announcement. They collected more applications. So they sold.
How we did
We would sit down with our entire editorial department and write a plan FOR THE YEAR.
We assembled the entire matrix of our products from one big one and understood which product would be followed by which one we would sell. For each product, we wrote our own chain of letters, taking psychological triggers from one letter to the next, packing them into cases of life. We wove different products into different letters, telling readers different stories. Yes, we pressed sometimes and sometimes openly manipulated. We tested different letter topics on the same audience, we did unscheduled letter releases, we segmented people into different boxes and put different letters in each box. We played the base like jugglers with five swords at the same time.

We just systematically put the information we needed into our readers' heads. When we had a launch, we would send out 3 standard sales letters, pushing a different one in each. That's how 10 million were done in 2018.

The most important thing here is not to write an announcement, but to think through a strategy for one year. Decompose each product into small results. For each result, pick up a story from a person's life. Add to this story a psychological trigger, so that the story gets into the part of the soul that we need. Sometimes the reader needs to be hurt by opening a painful wound, and then give a solution.
Investing 3-4 days of workers to spell out the strategy is the key to success. Then unscheduled activities fit into the existing structure very easily, they grow like a new leaf on a stem and create a fresh flow to the established plan.

Year after year, we sold one product: the psychology course. We sold ONE product all year long.
We had five launches in the year. Five times we had to talk differently about the same product.

When they talk about the sales funnel, 99% of the time they mean the funnel in emails. Not storis that will be gone in 24 hours, but exactly letters that a person can read at another time. The inestimable advantage of a funnel in letters is that whichever letter from the elaborate structure the reader opens, he or she finds his or her pain everywhere, wrapped up in one story or the other.

We will always tell the reader between the lines that we understand their pain, we know what it is like to be in their shoes. We understand, so we are very sensitive to feelings and experiences that are sometimes hard to live through, even internally, even with a psychologist. There are feelings that we don't agree to go into, we are in so much pain there that we have even forgotten that there was such a period in life. But we have to go. And it's safe with us.

We violate the boundaries of a person's life with our letters. Always. That's why letters are sometimes disliked.
In 2020-21, I worked with a photography school, and in one of my sales letters, I wrote the theme, "Are you a photographer or a title?"

We didn't need those guys who identify themselves as photographers. We needed those who still thought they were a "title. We needed their lack of self-esteem, because that was the category of photographers we wanted to sell our product to, so that when they left us, they would say, "I'm a photographer.

I haven't worked at that school in two years, but I still get a letter with that theme. Because it hurts, because it sells, because it hurts. Because the person who wants to dedicate themselves to making memories of the most important events in people's lives is unsure of themselves, of their abilities, of their talent, of the quality of their pictures. That's who our client is.

And this formulation did not come out of nowhere. It didn't come out of nowhere. It's pretty damn simple and elementary, you might say. Yes, and that's its complexity, because it describes the moral state of the aspiring photographer like no other. In fact, you can put any other profession instead of a photographer and it will be the same. I found this formulation while researching a chat room of students at the school. They say that about themselves. It is "it's about me."

Every business has that bundle that one day shoots straight into space. The only time you'll find it is when you start looking. Searching means sending people emails, analyzing statistics, building a funnel in emails, changing it. And one day some letter will take and in the first 2 hours of his way out into the world will sell a course for 240 thousand rubles, and you are a starting school, and this money will pay for all the preparation for this course. You'll be shocked at the fact that all this money happened within 2 hours. For you, as a startup school, that's going to be a lot.

And there's no secret here - there are comments under YouTube videos that people write. Staza Belogaeva's copywriter will just sit down and read the comments under the last 50 videos. We were then bringing an American keto diet doctor to the Russian market. We translated dozens of videos and uploaded them to YouTube. The comments under the videos gave us a content plan for about six months. We didn't have to make anything up, people were asking and waiting for an answer. And we gave them the answer in the form of a website and emails and the sales letter went off.

We wrote other newsletters before that, and someone had been writing them before me for a couple of months. But what was the secret was communicating with the person in their language.
Not "3 cortisol secrets that are killing your hormonal system," but "why you can't lose weight on any diet."

A person can't take his hormonal system out and put it on the table and look at it. It's not even the liver, which you've even seen a picture of in your eyes. The hormonal system is something ethereal, it does not exist as an organ, it is not a system like the wires in a car, it is not a network of veins and capillaries, which can also at least somehow be seen... it makes no sense for a person to decide what he does not understand. And "losing weight" is understandable. It's the reflection in the mirror, it's the jeans a woman has or has not fit into. It's measurable and emotionally colored, because if she fits in, super, and if she doesn't fit in, not super. It has an emotion to it.
Beating into the emotion means that it will open the letter.

People buy from people. People buy where it's about them. Rarely do people buy from the first newsletter. It usually takes time for people to read your emails, sometimes to disagree with them, sometimes even to come to your events and agree with you as a person or as a company. But the person reads. That's priceless. And your job is to give him something to read all the time. And in every letter, hit where "yes, it's about me." Sometimes hit it hard, sometimes in passing. But hit, always, in every letter. One day the man's mind will outweigh your knowledge of him so much that he will agree to let you be his guide to somewhere better than he is now.

Letters are meant to always walk with a person by the hand through life. Slowly or noticeably, slowly and emotionally, and one day say "well? Come with us?" and the man will agree, because you have already become something habitual in his life, like coffee in the morning or toothpaste in the bathroom.

To become toothpaste in his coffee, you need a strategy. You can't become toothpaste with three letters, but you can become toothpaste with three hundred. Three hundred letters you have to plan. Three letters don't need to be planned, 300 needs to be planned to create a wave of information from one letter to the next.

A wave is a huge mass of water flying ashore with destructive force. The wave is not formed in 3 seconds, it is the accumulated power. A mailing list is a wave. One day your client must be washed away, and, seeing the wave, he should understand "resist it no longer makes sense, I must give up.
I know how to make waves by the millions. It's a work in progress, it's a work in small increments for months at a time. Each open letter will give your wave a drop of strength. So, one drop at a time, we will gather your ocean.