Here’s the secret most self-proclaimed marketing “gurus” don’t want to admit:
Behind every genius email email, ad, or sales page they’ve ever written…there’s an even better swipe file.
By “swipe file,” I mean their own collection of brilliant emails, ads, webinars, etc. that they saw someone else use and wisely stashed away for future inspiration.
Yes, that goes for me, too. 🙂
It also goes for Kody Duncan—a coaching client of ours who generated $180,000 in sales by simply borrowing ideas from my own emails.
Here’s what he had to say:
“In total, modeling Bryan’s emails has led to $180,000+ in about 10 months:
- “This was from approximately 12 emails…
- “Every time I’ve modeled Bryan’s emails it’s led to booked calls…
- “Nearly every time has led to sales…
- “At one point, a single email, modeled after Bryan’s emails, generated $67,000 in new enrollments in our coaching program in just a couple weeks.”
$67k from one email?!
I had to hear more about it, so I invited Kody to my weekly live show and (politely) grilled him to learn exactly what he did.
Bonus: After the interview, Kody sent me his 5-step process for modeling other people’s emails without straight up copying them. It’s gold, and I’ll share it with you in a moment.
Alright, let’s check out the interview with Kody:
Inside Kody’s $67k Email Campaign
Before we dig into the nuts and bolts of Kody’s email, let’s understand how his business works.
His Company: Kody runs marketing for 3 Key Elements. They help up-and-coming coaches build out their coaching program.
What They Sell: They sell a variety of courses and coaching services, but this specific email was focused on a coaching service called the Kirk Duncan Mastermind.
- $7,500 – $10,000 for 18 weeks of the base program.
- $500 per month (or $1,000 per quarter) after the 18 weeks for ongoing coaching and additional resources.
- Enrollment is sold over the phone.
- They’ve built an email list of around 19,000.
- YouTube following of 74,000.
- Facebook/Instagram followings of 15-18,000.
These are the primary channels they use to generate leads and promote the coaching program.
The Email Concept:
On sales calls, Kody and his team sometimes offered $2,000 scholarships for their mastermind… but they never talked about it publicly.
So Kody had an idea—why not announce a limited-time scholarship campaign to their list?
It had urgency. It gave people a reason to buy now. And best of all, it spoke to their #1 objection on sales calls—price.
“Almost everybody I talk to on one of our calls wants to do it, it’s just whether or not they have the funds to do it,” Kody said. “So I think leading with solving their #1 doubt or concern got a lot of people’s attention.”
By the way, when he says “leading with solving their #1 concern,” he means it. Look how direct the subject line is:
Pro Tip: When you have a killer offer/promotion…don’t hide it!
Here are the stats from this single email:
- Sent to just shy of 18k subscribers.
- 18.7% open rate.
- Led to 20-30 calls booked.
- That led to 9 clients and $67k in sales.
You can get the full email right here—and you should definitely steal it—but the best value is in how Kody wrote the email in the first place…
Kody’s 5-Step Process for Modeling Proven Email Copy
“Great, Bryan…but how the heck do I actually replicate these results in MY business?”
If that’s what you’re thinking right now, fear not.
Kody took the time to share his 5-step process for HOW he wrote the email, too.
In other words, he’s giving you the fish AND teaching you how to catch one. 🙂
Take it away, Kody.
My 5.5 steps to modeling genius marketing emails…
Step ZERO is actually to go subscribe to Bryan’s emails. He didn’t ask me to say this – and it’s no joke. You’ll be so glad you did.
It’ll majorly help you in this whole process (🚨 aka genius marketer alert! I’m looking at you Bryan…)
Ok, here’s the super-secret-sauce:
Step 1: Create a folder in your gmail (or whatever email service you use) and call it “Genius Emails.”
Every time you read an email that makes you go, “Dang, I want to buy/register/book a call,” save it to your folder.
Step 2: Next time you need to write an email, go to your folder and find an example to start with.
Make sure the example you find matches the intention of the type of email you’re wanting to write. For example, if you’re writing an email to get readers to book a call, it’s best to find an example that’s doing the same thing.
Step 3: Copy the full email example and paste it into a google doc.
That’s it. That’s the whole step.
Step 4: Read one line at a time, asking yourself, “What’s happening in this sentence? Is it piquing my curiosity, building trust, giving me info, agitating a problem I have, showing me the solution, or something else?”
Once you’ve figured out the intention behind that line, write your OWN version of it for YOUR email. Then just rinse and repeat with every single line till you’ve finished writing your version of the full email! (hint: try to stay as close as possible to the general structure of the email. The more you stray from the genius of the example, the less of a guarantee that it’ll work)
Step 5: Last step! Run it through this free tool to make sure it’s clearly your own writing (not plagiarism).
You’ll paste in the text of the example email on the left, then paste your email on the right and it’ll give you a breakdown of the similarities it finds. I always shoot for a less than a 5% match with the example, but if you can get to a 0% match, even better! This is a great way to respect the geniuses who wrote the example emails by not plagiarizing their work.
Oh, and I guess the REAL last step is hit SEND!
Practice this process and before you know it you’ll be a pro at finding and modeling genius marketing emails that make big bucks.
Want Us to Coach You Like We’re Coaching Kody?
If you want to steal more than just our winning emails, let’s talk.
Schedule a Strategy Call on our calendar and we will do a deep dive analysis into your best opportunities for growth.
On the call, we’ll show you:
- Growth opportunities you’re currently overlooking in your business
- The step-by-step process you can use to take advantage of those opportunities
- What it would look like to have my team individually coach you through the entire process