09:45Taki Moore · Tutorial
How To Sign Clients In The DMs (Without Being Creepy)
A dockside marker-board lesson on turning DM replies into paying clients, without sliding into anyone's inbox uninvited.
September 12thThe argument in one line.
The real goal of every email isn't today's click. It's making the reader more likely to open the next one, and a repeatable monthly, weekly, and daily campaign structure built on four commitments turns that habit into recurring revenue.
Read if. Skip if.
READ IF YOU ARE…
- A coach or consultant with an active email list who sends inconsistently and wants a repeatable system instead of one-off blasts.
- Someone building a monthly offer cycle who needs a simple way to plan a week of content around one theme.
- A solo business owner who wants a structure for turning subscribers into paying clients without relying only on cold outreach.
SKIP IF…
- You have no email list yet and no offer to sell; this assumes both already exist.
- You're looking for line-by-line copywriting templates rather than a planning and cadence system.
The full version, fast.
Most coaches only email when they want something, so lists go cold and every send feels like begging. The fix is writing each email to make the reader want to open the next one: send more often, make every message deliver a standalone payoff, always include a next step, and let real personality show instead of outsourcing the voice to AI. On top of that habit sits a repeatable structure: once a month, map a four-week offer cycle; once a week, build a campaign around one theme using four angles (problem, proof, philosophy, plan); and each day, write one email in a hook-build-payoff-invitation shape, sourced from whatever actually happened that week.
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00:00 – 01:12
01 · Monthly Sales in a Week
Cold open: last month email alone produced $600K in sales, framed against the common belief that email is dead. Names the real mistake, sending only when you want something instead of writing emails so people want something, and sets this up as part 8 of an ongoing lead-gen series.
01:12 – 02:40
02 · Evergreen vs. Launch Model
Every email has two goals: the obvious one (get today's click or reply) and the goal that actually compounds, making the reader more likely to open the next email. Introduces a multi-year study of trade-show leads as the evidence for why the second goal matters more.
02:40 – 03:52
03 · The Offer Cycle Strategy
Lays out the study's numbers: half of everyone who ever inquires about a service never buys from anybody, and of the half who do buy, only 15% buy within the first 90 days, the heavily-competed-for 'now buyers.'
03:52 – 04:55
04 · The Weekly Offer Menu
The other 85% of eventual buyers purchase between 90 days and two years after first inquiring, meaning most of the money in any pipeline is future money that only follow-up reaches. Opens with the story of Stephen Bradbury, the Australian speed skater who won Olympic gold.
04:55 – 06:53
05 · Choosing a Weekly Theme
Finishes the Bradbury story: he hung back through the race and skated past a pile-up at the front to win gold on strategy, not raw talent, offered as the model for email, showing up consistently beats everyone who's given up on follow-up. Launches into the first commitment, frequency, with real before/after numbers from scaling to five emails a week.
06:53 – 08:00
06 · The Cash Campaign Framework
Second commitment, value: every email needs a standalone payoff you'd get even without the call to action, described as a deposit in the emotional bank account rather than a withdrawal. Value can be content, entertainment, or utility.
08:00 – 10:15
07 · The Supply & Demand Levers
Third commitment, invitation: warns against nurturing so hard the ask disappears, and introduces the 'super signature,' a standing low-pressure CTA block that rides at the bottom of every email. Fourth commitment, personality, is framed as the real unlock: sharing opinions, taste, and daily observations builds the parasocial connection that makes readers recognize a sender's name.
10:15 – 10:59
08 · Choosing vs. Chasing
Zooms out to the planning structure: a month, a week, and a day. Introduces the monthly offer cycle, where each of the month's four weeks is assigned one offer and one theme.
10:59 – 11:45
09 · The Monday to Friday Timeline
Walks through a real four-week offer rotation from an eight-figure coaching business: week one presences a sold-out high-end mastermind, setting up the specific weekly menu covered next.
11:45 – 12:28
10 · Constraints: Spots & Deadlines
Finishes the four-week menu: week two promotes a workshop, week three opens a paid community, and week four either promotes the entry-level program or runs an offer-free 'club random' week. Notes that content across email and social can share one underlying theme instead of being created separately for each platform.
12:28 – 13:42
11 · Pain, Proof, Philosophy, Plan
Shows how a theme carries across products in the same week (a workshop's topic naturally becomes the pitch for the paid community that opens right after), then introduces the weekly campaign brainstorm: four angles, problems, proof, philosophy, and plan, used to write a week of emails about one theme without repeating the same message.
13:42 – 14:52
12 · Brainstorming Your Content
Defines each of the four brainstorm angles: problems are pains or mistakes, proof is results (yours or a client's), philosophy is old-way-vs-new-way, and plan is the steps or timeline. Mentions a custom GPT, the Campaign Architect, that turns a short voice-recorded brainstorm into a full week's campaign map.
14:52 – 15:58
13 · Using the Campaign Architect
Structures the week itself: start with an announcement/PSA email, run one email per brainstormed angle through the middle of the week, and close with a 'doors closing' urgency email. Warns against sending one email and concluding email doesn't work.
15:58 – 17:50
14 · Real World Email Examples
Moves to the daily layer. Emails can be pre-written and batched or written same-day, but the one non-negotiable is never outsourcing the writer's actual voice, including to AI: a delegated voice reads as generically as everyone else's. Introduces 'see something, make something, say something,' shrinking the gap between noticing something and writing about it, because an idea's energy has a half-life.
17:50 – 19:18
15 · Mutating Your Marketing (AI)
Demonstrates the idea-capture system in practice: a Friday ritual of scrolling back through the week's phone photos looking for anything that sparked a reaction, illustrated with three real examples: an Instagram account mistakenly flagged as hacked, an inflatable pool toy printed with his face, and a tick bite discovered days before a live event.
19:18 – 20:25
16 · Emails to Carousels & Reels
Adds a fourth quick example (someone reposting stolen content) before stating the core structural claim: the anatomy of a great email is identical to the anatomy of a great short-form video or carousel, a hook, then a build (story, list, or steps building toward the payoff).
20:25 – 21:48
17 · The Low-Cost Ad Strategy
Completes the email anatomy: the payoff is the one insight the reader should walk away with, and the invitation is the closing call to action. Gives the test for whether an email works: remove the CTA and see if it still stands alone as useful, true for value emails, not required for a pure announcement.
21:48 – 22:00
18 · Summary & Next Steps
Closes by asking which of the four commitments (frequency, value, invitation, personality) most needs an upgrade right now, and teases the next video in the series: making the offer itself irresistible and easy to buy.
Lines worth screenshotting.
- Only 15% of buyers purchase within the first 90 days of inquiring; the other 85% buy sometime between 90 days and two years later, and only email reliably reaches them.
- The goal of every email is not just today's click, it's making the reader more likely to open the next one.
- A coach who sends one email a month reaches roughly the same slice of a list every three months, which is functionally the same as not emailing at all.
- People don't buy coaching, they buy coaches, so an email list that shares information without any personality is leaving its biggest asset unused.
- Every email should stand alone as useful even with the call to action removed; if it only works as a pitch, it isn't doing its job.
- A weekly email campaign can be built from four angles alone: problems, proof, philosophy, and plan.
- The anatomy of a great email is identical to a great short-form video or carousel: hook, build, payoff, invitation.
- Outsourcing email writing to AI or a ghostwriter removes the one asset competitors can't copy: the founder's actual voice.
- A simple Friday ritual, scrolling back through the week's camera roll for anything that sparked a reaction, supplies a week's worth of email material.
- Running email and social content off the same weekly theme means creating one set of ideas instead of separate content calendars for every platform.
Four Commitments That Turn A Cold List Into Revenue
WHAT TO LEARN
Every email should be written to earn the next open, not just today's click, and a repeatable monthly, weekly, and daily structure turns that habit into consistent revenue instead of sporadic blasts.
01Monthly Sales in a Week
- Treating email as dead is usually a symptom of only sending when you want something; write emails so the reader wants something instead.
- A business can run largely on follow-up and still make it the primary revenue channel, not a side channel to paid traffic.
02Evergreen vs. Launch Model
- Judge every email by two goals at once: what you want the reader to do today, and whether it makes them more likely to open tomorrow's email.
- Optimizing only for today's click can spend down the list's trust and cost you sales for the rest of the year.
03The Offer Cycle Strategy
- Half of everyone who ever inquires about your service will never buy from anybody; stop trying to convert people who were never going to buy.
- Only 15% of eventual buyers purchase within the first 90 days, the tiny slice most lead-gen funnels are built entirely around.
04The Weekly Offer Menu
- 85% of eventual buyers purchase between 90 days and two years after first inquiring, so most of a pipeline's value sits in the future, not this week's leads.
- If you stop emailing your list during that 90-day-to-2-year window, a competitor who keeps emailing will eventually take those buyers instead.
05Choosing a Weekly Theme
- Winning by follow-up doesn't require being the most talented competitor, just the one still showing up after everyone else quits.
- The first commitment is frequency: each jump in send frequency, from one to two, two to three, three to five emails a week, produced more revenue, not list fatigue.
- Emailing once a month reaches a functionally cold list every time, since only a fixed fraction of subscribers realistically opens any single send.
06The Cash Campaign Framework
- The second commitment is value: every email should work as a standalone piece of value even with the call to action removed.
- Frame every send as a deposit in the reader's trust, not a withdrawal; too many withdrawal-only emails burn the list's goodwill.
- Value doesn't require original content; entertainment or plain utility both count, and combining both is ideal.
07The Supply & Demand Levers
- The third commitment is invitation: heavy nurturing with no ask at all produces engagement without ever producing clients.
- A recurring 'super signature' block gives every email a standing, low-pressure invitation without needing a hard pitch in every message.
- The fourth and most important commitment is personality: sharing real opinions and daily observations is what turns a subscriber into someone who recognizes your name in their inbox.
08Choosing vs. Chasing
- Plan email at three separate altitudes: a month (offer cycle), a week (single-theme campaign), and a day (one email).
- Assign one offer and one theme to each week of the month so promotion follows a repeatable rhythm instead of reacting to whatever's on your mind that day.
09The Monday to Friday Timeline
- A real four-week rotation can mix a sold-out flagship offer (presence-only, no hard sell needed), a workshop, a paid community, and a no-offer week.
- Even a business with only one offer can reuse that same offer across multiple weeks of the cycle; the constraint is having a theme, not having many products.
10Constraints: Spots & Deadlines
- Let a workshop's topic carry directly into the following week's pitch; people who showed up for the topic are already warmed up for the deeper offer.
- Sync email and social content around the same weekly theme instead of building separate content calendars for every platform.
11Pain, Proof, Philosophy, Plan
- Brainstorm a week of emails from four fixed angles on one theme, problems, proof, philosophy, and plan, instead of hunting for new topics daily.
- A themed week naturally produces enough email ideas without needing hundreds of disconnected topic ideas.
12Brainstorming Your Content
- Problems are pains or mistakes, proof is results (yours or a client's), philosophy is old-way-vs-new-way, and plan is the steps or timeline; one email per angle covers a week.
- A short voice-recorded brainstorm session, even a few minutes long, is enough raw material for a full week's campaign map.
13Using the Campaign Architect
- Open a week's campaign with a short announcement/PSA email, then run one email per brainstormed angle, then close with an urgency-driven 'doors closing' email.
- Sending a single email and concluding 'email doesn't work' isn't evidence against email, it's evidence against sending one email.
14Real World Email Examples
- Pre-writing and batching emails is fine, but never hand off the actual writing voice to someone else, including an AI prompted with a generic topic.
- Shrink the gap between noticing something and writing about it; an idea's energy has a half-life, and by three weeks later it's hard to remember why it felt exciting.
15Mutating Your Marketing (AI)
- A Friday ritual of scrolling back through the week's phone photos, looking for anything that sparked a reaction, reliably turns up a week's worth of story material.
- Ordinary, even embarrassing personal moments all convert into usable emails once connected back to a lesson for the reader.
16Emails to Carousels & Reels
- The anatomy of a great email matches the anatomy of a great short-form video or carousel: a hook, a build, a payoff, and an invitation.
- The 'build' is the story, list, or steps that carry the reader toward the payoff; stories tend to outperform plain facts because they're more memorable.
17The Low-Cost Ad Strategy
- The payoff is the single insight the reader should walk away with, functioning like the punchline of a joke.
- Test any email by mentally removing its call to action: if what's left still reads as useful on its own, it's doing its job; a pure announcement email is the one exception.
Terms worth knowing.
- Now buyers
- The roughly 15% of eventual buyers who purchase within 90 days of first inquiring; the group most funnels and ad campaigns are built to chase.
- Future buyers
- The roughly 85% of eventual buyers who purchase between 90 days and two years after first inquiring; the segment email follow-up is built to capture.
- Offer cycle
- A repeating monthly plan that assigns one product or offer to each week of the month, so promotion never feels random or repetitive.
- Problem, proof, philosophy, plan
- Four angles used to generate a week's worth of email topics about the same theme without repeating the same message.
- Give-ask ratio
- The balance between emails that deliver value (give) and emails that make a direct offer (ask); too much giving with no asking produces engagement without revenue.
- Super signature
- A short recurring sign-off block at the bottom of every email that carries a standing, low-pressure invitation regardless of that day's topic.
Things they pointed at.
Lines you could clip.
00:00
“Because last month, we made $600,000 in sales off email.”
00:31
“Email is gangster if you become an email gangster.”
03:24
“Only 15% buy right now and 85% buy between 90 days and two years. They're the future buyers.”
07:13
“Every email has got to be a deposit in the emotional bank account, not a withdrawal.”
17:08
“Copy is stored energy.”
19:56
“The anatomy of a great email is the same anatomy as a great carousel or short form video.”
Word for word.
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metaphoranalogystory
Every time I ask a coach what they're doing with email, they either tell me, oh, we don't really do much with email, it's not working for us, or I thought email was kind of dead. No, dude, you're just doing it wrong. Because last month, we made $600 ,000 in sales off email.
And that's just not last month, it's every month. So in this video, I'm gonna show you my exact email strategy so you can sign some clients this week. And if you play your cards right, run the same strategy every week and get clients from now until the end of time.
So can we just set the record straight? If you've ever thought email's dead, no, you're...
doing it wrong.
You could strip everything away from me except my email list and I would still crush if you become an email gangster. This is what everyone gets wrong about email. They're either dead silent and they don't say anything for ages until things get a bit desperate.
They need some calls, they need some sales, and then they spam the ever -living crap out of their audience. The mistake that everyone makes is they only email when you want something. And we've all got that friend.
You know, the person you never hear from until they want a hand moving house. Don't be that guy. Most coaches only email when they want something.
The trick is to email so they want something. I don't know if you knew this or not, but this is part number eight in a series called the marketing map. It's a tactical walkthrough of exactly how we, me and our clients get leads, warm them up, sign clients and deliver high ticket coaching.
We've been walking through lead gen. Today we're talking about email. I want to tell you one story.
give you one model and three actionable tactics that you can steal right away. Let's get started. I've got two goals from every email.
You should have the same two. The first one is obvious. That's the, what do you want them to do at the end?
You know, you want them to click or to reply or whatever. That's obvious. The problem is if you only focus on that, the short -term now result, you might get leads and sales or whatever today, but you burn the chances of you getting sales in the future.
So I've got two goals. The first one is the click at the end. Cool.
But the core goal that... overrides all of that is I want every email I send to make people more likely to want to read the other emails that come later. If you have that in mind, you'll maximize today's sales, but not at the cost of all the sales from here to the end of the year and beyond.
I don't know what it is about you today, but I'm getting this vibe that you're not convinced yet. There's a study put out by the Follow -Up Institute. They check out all the people who go to a trade show and inquire about whatever the products or services are on offer, and they just follow up people every 90 days.
for a few years to work out like, was the trade show worth it? Did the leads that submitted their details actually buy stuff or not? And the stats are super fascinating for you and me.
This is across hundreds of industries for decades. So let's just say this is all the people who inquire about a service, your service. 50 % of them never buy anything from anybody.
That's just life. They're called the non -buyers. Can't do anything with them.
That's just the facts. Of the 50 % who do buy, they fall into two camps. 15 % of them buy in the first 90 days.
They're called the now buyers. We love the now buyers. Every man and his dog is obsessed with these cats.
We love them. They inquire, they buy right away. That's super awesome.
That's where the game of traffic and funnels and 30 -day ROAS came from. But if you notice... Of the buyers, only 15 % buy right now and 85 % buy between 90 days and two years.
They're the future buyers. And if you don't do email, you might get these guys. At any given moment, there's like one to 3 % of your market is ready to do a deal right now.
So when you get leads, yeah, you'll get the now ones, but you miss out on all of the opportunity. And frankly, most of your money is future money right now. Most of your perfect prospects.
aren't in this segment, they're in this bit. And if you don't email them, somebody else will and they'll get the deals. And if you sell to coaches, guess who's the one going to be emailing?
This guy and I'll clean house. So I'm an Aussie, I'm here in Sydney and this morning I was thinking about a famous Australian Olympian. You've probably never heard of him unless you're an Aussie because this dude is a national icon to us for all of the wrong reasons.
Aussies are really good at the Olympics, particularly the Summer Olympics, especially in the pool. We're not super fast at running, we can't jump that high. We don't ski because we don't like the cold.
But in the swimming pool, we do all right. We went decades without ever winning a single gold. Until one day, Australia's favorite son, Stephen Bradbury, competed in the, I don't even know what the event's called.
It's where there's a circular track and we speed skate. It's probably called the speed skating. And they chase each other doing laps to win.
This dude had a bunch of injuries and didn't think he had a chance of winning on just talent alone. So Stephen's strategy was this. I'm just going to hang back just behind the pack.
and hope that there's an accident, that people fall over. And when they do, I'll just skate around them and hopefully win. That'll be my only chance.
Well, guess what he did? He did exactly that. He's hanging back.
People kind of written him off. The dude at the front trips. And because they're all bunched up together, they all tripped.
And he just went and speed skated his way gracefully to Australia's first ever gold medal. Email is like that. Everybody is so focused on these guys and nobody does the follow up.
So if you just be a little bit Stephen Bradbury. You're the only guy who shows up and you're the only guy who wins. Today, I want you to make four commitments to yourself and your business.
The four commitments of an email gangster. Are you ready? First one, I want you to commit to frequency.
I don't think you email enough. If you're like 99 % of the coaches I talk to, you just don't. I used to send an email a week and we went to two emails, then three emails a week.
The only thing that happened was we... made more money and signed more clients. Then we went to five days a week.
And the only thing that happened was we made even more money and we signed even more clients. I was talking to a coach the other day in Thailand at our event, and he's sending an email every month. Are you freaking kidding me?
Let's just assume, let's be generous and say that 30 % of the people open his emails. And let's be generous and say that to keep his list okay, it's a different 30 % every time. That means that every three months, somebody gets an email from him.
That's not okay. Commit to frequency. I don't care how many emails you send right now.
let's up it, okay? If you don't, it's out of sight and out of mind. I've got this amazing client called Cody.
He's been sending a daily email every day for four or five years now. And they're simple emails. They're not mega deep or profound most of the time.
He just finds something that happened in his day yesterday and writes an email about it today. So it's like story, lesson, offer. And then the offer is just an invitation to come to a workshop that he runs once a month, like we do.
to join the program when it opens once a month, like we do, or to buy a digital product that's available all the time when the program's not. Story lesson off is a great little formula. You don't have to write about something that happens every day.
You can run campaigns like we talk about, but the main thing I want you to get is we're going to up your frequency, please. Next, commit to value.
Most people's emails look like this. Hey, I know it's been a while, but it's me again. Could you buy something?
Lame! Of course, nobody wants to buy something because you're not giving them anything worth reading. If the job of every email is to get people to be more likely to read the next ones, every email has got to be great.
Not like every email is the best thing you've ever done, but it's got to be , not a withdrawal. So we want to commit to value. In a minute, we'll talk about the structure of what goes in an email.
But the core piece, every email must have a payoff. It's like the punchline to a joke. It's the insight, the aha, the shift you want people to make.
And my rule is that every email, even if you took away the CTA and just read what's above it, it's got to be standalone useful. Every email must deliver some value. Value doesn't have to be content.
Value could be entertainment or it could be utility. Ideally, it's a combination of both. I'm always thinking how do I be fun and useful in one, but you do you.
Next comes a biggie. There's a lot of coaches who are so busy trying to nurture their list. trying to make deposits that they forget to make an ask.
We want to get the give -ask ratio right, but if there's no invitation, what the hell are we doing this for? We're here to get clients not to be pen pals. So the third commitment is I want you to commit to invitation.
There will always be a next step. Sometimes the invitation is a direct CTA to the workshop or the program that you're offering. Other times, it's just the super signature at the bottom of your email.
If you don't know what a super signature is, please get on my email list and read them. Hey, they're fun. B, they're useful.
And C, they're a masterclass in how to do email well. I don't know if it's okay to say your own emails are good, but they're really fucking good. Every single day I get emails saying, that was a great email, or yours are the only emails I read.
And the only complaint I get from clients is when they become a client, often we take them off the marketing list and they're like, please, can you put me back on? Because they're good. I want to level with you.
Send more emails, make them useful, ask for stuff. It's not that groundbreaking. The piece that makes it work is magic ingredient number four.
This is the special sauce that almost nobody does. And honestly, It's a bit of a secret weapon.
You commit to frequency, you commit to value, you commit to invitation. The fourth commitment, the most important thing. If you do all of that, you'll get some clients.
But if you do the next piece, you will clean up. Is I want you to commit to personality. When you do email well, you build these parasocial relationships.
This kind of sense that they know you. Remember, our job is to send emails, not when we want something, but send emails so they do. And people don't buy coaching, they buy coaches.
And so you wanna, in your content, not just be useful, share a little bit of your world, like what's going on around you, and your worldview, your taste, your opinion, what you believe, things that piss you off, things that you love, things that you find scary. That stuff is addictive. That's the stuff that makes people go, oh, that's my guy, or oh, that's my gal.
If we do these four things, when people open up their email in the morning or while they're sitting on the toilet or wherever they are, when they scroll through all the emails they've got and they see your name, Oh, it's an email from Taki. I'm going to see what the Taki's got to say.
Okay, so you get the model. What does this look like in practice? The way I like to think about it is I like to think about a month, a week, and a day.
So let's talk a month first, and we'll map out our offer cycle. Then we'll talk about a week with campaigns, and then we'll look at an individual email on a daily basis. So let's look at a month.
Once a month, I sit down with Tony, my right hand. You might have seen her in one of the videos. And what we do is we scheme out the campaigns for the next month.
And we run a very simple... four week offer cycle. So imagine an average month has four weeks.
Obviously some months have a little bit more. One, two, three, four. I like each week to have a job.
And so what I'm thinking about is what's the offer or the product I'm selling and what's the theme or the angle?
Otherwise it feels like... hey, it's me again, buy something. So I want to know what's the focus, like what are we promoting?
And then what about that topic am I going to zoom in on? What's the angle for the week? So I'll show you mine, but I want you to know we run an eight figure business.
We've probably got a little bit more going on than you have in terms of products and offers. If you've got one offer, amazing. I'm absolutely stoked about that.
So for us in a typical month, first week of the month, I'm going to talk about Boardroom, our high -end mastermind for seven and eight figure gangsters. Boardroom's capped at a hundred people. It's currently sold out.
So I don't need to sell it. I just want to presence it so that the right people hop on the wait list and if a spot opens up, they're in. Second week of the month, I promote a workshop.
We promote all week and the workshop happens the next Tuesday. That's just our day. Week three, we open up the doors to Black Belt, the greatest community on earth.
If you're a six -figure coach and you want to get to a million bucks. And then in week four, either I'll promote the client's program, which is our get started, get to $10 ,000 a month program, or... I just like to have some fun and I might do what I call club random, which is code for there's no direct offer.
I just talk about whatever's fun for me that week. I have a great time and there's a super signature at the bottom. So there are offers.
You just put yours in and then themes. Obviously, I'm going to run a workshop. A workshop about what?
That's what goes in here. If I'm going to talk about Black Belt, obviously, there's lots of stuff we could do. Attract, convert, deliver, all of the sub pieces.
I just picked the one that I'm excited about for that month and all the emails for that week are about that. Just to be clear. One of the things that people find tricky often is I've got socials to post.
You know, I'm on Instagram or on Facebook or I'm on whatever. And now I've got maybe some long form content and I've got emails. It's tricky if they're all like, if you have to create this and then create that and then create this for all the different platforms.
So for me, our cycles are kind of in sync. That sounded creepier than I meant it. You know what I'm saying?
What I'm doing by email is very similar to what's happening on Instagram, for example. I create one set of content and I'm sharing it in all the places. Let me give you an example.
Let's say I ran a workshop about going salesless. That's the theme. And what typically happens is we build up a bunch of demand about this topic.
People come to the workshop. And then when I open the doors to Black Belt the week after, the easiest thing for me to do is just to carry that theme across because now I've got a bunch of people who are focused on this thing and want to know how to do it. They've listened to the album and now they want to come on tour and experience it live with me.
If you've got less products, really simple. You've got your core product, a workshop, probably from Club Random, and it's okay if you do your core product twice. So that is the monthly offer cycle, which brings us into what do we do in a week?
So each week we run a campaign. We've got the offer we want to sell, whether for me it's Black Belt or clients or a workshop. We've got the theme, the subtopic.
And then we go, okay, how do I talk about this same thing differently every day so it stays fresh? And we just do a brainstorm across four core categories. Problems.
Proof. Philosophy.
and plan.
And we brainstorm out off the top of our head, all of the things we can think of that are problems. So problems are either pains or mistakes. Proof is either your results or a client's results.
Philosophy is the old ways and the new ways. And the plan is either the steps or the timeline to get the result. Our clients use a little GPT for this called the campaign architect.
If it's helpful for you, I'll link it down below, grab it, use it, take you three or four minutes of like voice recording back and forwards. And it'll give you a really epic map for a week's campaign. That's the guts of a campaign.
So one email about each of those gets us a great week. We typically start with the announcement or PSA, public service announcement, which is I'm running a workshop about topic or I'm opening up a few spots to work on this. That's a quick email, take you two minutes to write.
And at the end, we've got the prize, which is the doors are closing, act right now. Either because we're running out of spots or running out of time. So let's link these ideas together.
This is a week. An announcement, four Ps, and the kind of doors closing, do it now. And each week looks like that.
Okay? Do you have to do five or six? Of course you don't.
You can do whatever you want to do. Just don't be the schmuck who sends one email and thinks, oh, email doesn't work. Of course it doesn't.
You're not working it. So that's a month. That's a week.
Let's talk about a day. One email. Give me 10 seconds.
It's freezing here. I'm in the shadows. I'm just going to go stand in the sun and thaw out.
Oh, this is so nice. Yeah, if I had mind control powers, I would brain control you into sending a daily email. It would change your life and your business, which is just as important.
And you can pre -write them and like batch if you want to, or you can write them daily like I do. I don't really care. The only thing I insist upon is that you don't outsource your voice to somebody else and have them do the content for you.
And you don't... use AI to go, hey, write me an email about blank because it'll be lame, same as everybody else. The one thing that you've got that no one else has is that kind of founder mojo.
And if your voice gets outsourced, you end up super homeopathic. I want your voice to be owned and heroic. So I write my emails every day because I'm trying to shrink the gap between seeing something and saying something.
You know, when you're excited about something and it's cool and you can just go blam about it. Versus you had this idea and three weeks later you're trying to remember what the hell it even was and the energy's dropped. I think there's a half -life to the energy of an idea.
And so I'm always trying to shrink the gap between seeing something, like noticing something, and saying something, sharing about it. So for me, it goes like this. I see something, I notice.
And I've got to make something, like connect the dots between what I just see and you, the reader, and then saying something. And I want to do that as quickly as I can. I'm going to give you the single greatest hack I figured out a couple of months ago that has changed my life, that is really, really fun.
Especially if you've got ADHD, which if you follow me, there's a fairly good chance that you're undiagnosed and you should see somebody about it. The big idea is this, . And so if you write it, when you've got an idea you're actually excited about, it will be a great email.
Just like if you make a video when you're excited about a topic like I am right now, it's going to be a great vid. Well, you'd be the judge of that. I think it's great.
So what we want to do is we want to shrink the gap between seeing something, making something, and saying something, ideally the same day. Let me show you how I find fun things to write about and how to do it. I've got a terrible memory.
And so what I try to do in an attempt to remember stuff is I screenshot things which might be important so that I'll have them and I'll go back to it later. And then I never go back to it later. Have you done that?
I do that all the time. And so what I've done is I've set up a little, a simple little ritual on Fridays where I just open up my phone and I look at the photos from the last week. And so, and I'm just looking for anything that sparks a bit of energy in me.
Oh, that was cool. Oh, that was a fun thing. I remember that.
That was good. And so I'm just looking here. What have I got?
This morning, I woke up and found out that my Instagram account had been blocked because Tony on my team logged into my account in Thailand and they thought I was, they thought I'd been hacked. So I proved that it was me and now I'm back, which is great. So that's the thing.
You can talk about that. Photo of Kiri Marie and I going for a walk this morning. She just had her first day of chemo yesterday and we're taking it a bit easy right now.
This is hysterical to me. Someone on my team, I know who it was. You know who you are.
Made like blow up inflatable. we call them a lilo here. I don't know what you guys call them where you are in the world, but like a swim toy with my face on it.
And I had this awkward moment where clients were like grinding on my face. And I was like, at least let me look the other way, face me away. And then I was like, that's just as bad.
If I wanted to turn it, like, that's what I saw. If I wanted to connect the dots, I'm like, let's be honest. I've been carrying them for years.
And it could be a thing about how a coach's job is to make their client's job, you know, life easier. And I could tell that story. There was a moment two days before the event where I woke up covered head to toe in rash.
I got bitten by some tick apparently. I had like literally head to toe spots before 200 clients came in and three videographers came to like take extreme closeups of my leprosy. And that could be, that's what I saw.
What can I make? The show's got to go on. If you wait till everything's perfect, you never get anything done.
That could be a story. I took a screenshot of another dude. I won't show you because I don't want to embarrass him.
Actually I do, but I won't. Who knocked off some of my content and posted it as if it was his. So the photo I've got to remember that is this.
It's Willie Nelson, who's a certified original. He's an absolute legend, as opposed to Timutaki, who's not. So all we're doing is we're playing this game of like, see something, make something, say something.
On the days when I'm doing club random, that's what I do. So whether you're running a campaign with problems, proofs, philosophies, and plans, or you're just doing see something, say something, a daily dispatch of what's going on in your world, every email follows a simple structure. And it's the same structure as a short form piece of content.
like a video on Instagram or whatever. So the anatomy of a great email is the same anatomy as a great carousel or a short form video. It's the same.
So we've got a hook that grabs our attention. We've got the build, which is a story or a list or the steps. I love stories in emails.
I think people forget facts, but they remember stories and they're fun to tell. And we call it the build because it's building towards the payoff. And the payoff is the one thing you want them to walk away with.
That's meant to be . It's a terrible picture. Don't judge.
Judge a little bit. The payoff. And the payoff is, what's the insight, the takeaway?
It's like the punchline to the joke, the most important piece. And then the last piece is the Lego person's legs. And this is the invitation, the call to action.
It's usually to get someone to click or to reply. Here's my rule, is if I took the CTA out, the invitation out.
Does the email stand on its own? If it does, great email. That doesn't mean every email has to.
If we're in our campaign and we're doing the announcement, hey, I'm doing this thing, do you want to join us? There's no value in that. It's just an invitation and that's okay.
So an email is the same as a reel or a carousel. Just instead of reading it down, they're swiping across or the video starts here and walks through to the CTA at the end. It's the same.
It's the same. It's the same. Enough theory.
Let's put this into practice. A few minutes ago, we talked through the four commitments, frequency, value, invitation, and personality. Here's what I want you to do right now.
Which one of these four could use an upgrade? If you've been sending not often enough, let's just go, if I've been sending once a week, let's go twice. If we've been sending twice, let's go three.
Make sure there's always value. And I'd be like, how do we inject a little bit more fun and personality into this stuff? Not just for your readers, but also for you.
Because if it's fun, it's sustainable. And if it's sustainable, you'll be able to do this forever. Once you've got email dialed, The very next piece we need to help you grow your coaching business is to have an offer that is irresistible and easy to buy.
Let's work on that next.
The Hook
The bait, then the rug-pull.
Most coaches think email is dead because they only send when they need something, then wonder why the list goes cold. This breakdown argues the opposite: last month email alone closed $600,000 in sales, and the whole system runs on writing every message to earn the next open, not just today's click.
Named ideas worth stealing.
05:19list
The Four Commitments of an Email Gangster
- Frequency
- Value
- Invitation
- Personality
A four-part checklist for every email: send often enough to stay top of mind, always deliver a standalone payoff, always include a next step, and let real personality show instead of a sanitized brand voice.
Steal fora weekly self-audit checklist for any recurring email newsletter
10:32model
The Monthly Offer Cycle
- Week 1: flagship/anchor offer
- Week 2: workshop or lead-magnet event
- Week 3: core paid community/program
- Week 4: entry offer or no-offer 'club random' week
Assigns one offer and one theme to each week of the month so promotion rotates predictably instead of feeling random or repetitive.
Steal forany business with more than one offer that wants a repeatable monthly content and promotion calendar
13:21acronym
Problem, Proof, Philosophy, Plan
- Problem: pains or mistakes
- Proof: your results or a client's results
- Philosophy: the old way vs. the new way
- Plan: the steps or timeline to the result
Four angles for writing a week's worth of emails about the same theme without repeating the same message.
Steal fora weekly content brainstorm for any single-theme campaign, email or social
16:39model
See Something, Make Something, Say Something
- See: notice something in daily life worth writing about
- Make: connect it to the reader
- Say: publish it, ideally the same day
A same-day idea-capture loop built to shrink the gap between having an idea and publishing it, since an idea's energy has a half-life.
Steal forany solo creator or founder short on content ideas who has a backlog of unused phone screenshots
19:56model
Hook, Build, Payoff, Invitation
- Hook: grabs attention
- Build: the story, list, or steps
- Payoff: the one insight to take away
- Invitation: the call to action
The structural anatomy shared by a great email, a great short-form video, and a great carousel.
Steal fora universal content checklist across email, reels, and carousels
How they asked for the click.
VERBAL ASK
21:52next-video
“Once you've got email dialed, the very next piece we need to help you grow your coaching business is to have an offer that is irresistible and easy to buy. Let's work on that next.”
A soft, single-sentence CTA pointing to the next video in the series rather than a hard pitch inside the video itself; the harder promotion (a linked custom GPT tool plus two other videos in the series) lives entirely in the description below the fold.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
