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Writing Emotionally Engaging Emails

Lesson 11 of 12

Create Urgency in Your emails

Melissa Cassera

Writing Emotionally Engaging Emails

Melissa Cassera

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Lesson Info

11. Create Urgency in Your emails

Lesson Info

Create Urgency in Your emails

Now we talked earlier about the ticking clock concept. So remember, this is creating urgency. So if you're watching TV or a thriller film, right, there's always this ticking clock happening. So I write Lifetime movies, so we always have a ticking clock, right? It's usually like women in parel and like something really bad goes down. And then by the time we're at the end someone's kidnapped or they're being strangled or it's always very formulaic, right? So there's major ticking clock in act eight because we need to solve that before act nine, which is basically when everything's happy again, right? So we have this formula. So you need that ticking clock to build suspense in your emails or people are just gonna be like ah, I'll get to that later. So, it creates that instant drama. That excitement for your business. The problem is that a lot of people will use this as a ticking clock. Super exclusive fast action bonus. Act within five minutes only or this offer disappears forever. And I ...

know you guys have seen these types of emails. Where it's like, last chance, don't miss out. 40 exclamation points, right? Like your business will implode if you don't get this right now. So, that is so cheesy and disrespectful to your clients. So don't use that kind of language. And I'm guessing probably all of you don't, so that's great. But just to point that out because we do see that a lot. So here are some things you can do to get them to actually move the needle and make a decision quicker. So you might pose a challenge to your audience. So this is example is, perhaps you're a fitness expert or personal trainer, you own a gym. And you might say, train for a tough-as-hell obstacle course in 10 weeks even if you can barely do one push up. See how strong you can be. I'll guide you through the entire training plan and it starts on Monday. So we're challenging them, right? Like you can do this. You can get through this even if you've only done one pushup So you might challenge people with, hey you have no systems for your business but I guarantee you in eight weeks I can have you up and running with this. And it will make this, this, and this easier. Lets do it. I only have three spots. So I mean, it's just easy to do those challenges. Challenge people to do something. Limited edition, so stemming off of that. This is an easy one. Don't lie about it. I mean obviously if you have unlimited spots don't say I only have limited spots. But if you truly can only take on five photography clients a month, then say that. Say I only have four spots left, or three spots left. If it's true, feel free to communicate it. It creates a ticking clock. Or if you have a bonus. Like you get this special extra package or this by this date. Again, great to communicate. Give them something that's a limited edition. It's going away. Ramp up excitement. So this is what we've been talking about a lot through this class of creating more space and time in between your promotions. So that means not selling in every single email. So lets say you send six emails, none of them have a sale, like anything. You're not asking them to buy anything. Then the seventh email asks them to buy something. They're much more likely to buy on that seventh email because they've just gotten six super awesome emails from you and they're very valuable. Not asking them for anything, you've built trust, excitement, obsession. Now all of a sudden it's like, oh you have something for sale, so cool. I wanna support you and your business. So if you can do that, great. Not all of us can do that. We don't all have businesses structured in that way. A lot of us have to sell things consistently so don't worry about that if it doesn't work for your business. Use the others.

Class Description

When it comes to reaching people and converting them to clients and customers, nothing is more effective than email. And yet, many of the messages that businesses send out miss the mark—remaining unopened, unread or deleted from recipients’ inboxes.

This class will arm you with powerful email writing techniques that will take your email marketing campaigns to ever-greater heights. Business consultant and screenwriter Melissa Cassera will teach you the secrets to getting people to not only pay attention to your emails, but to respond to your calls to action.

In this class, you’ll learn how to:

  • Infuse personality and emotion into your emails.
  • Re-engage a list you haven’t reached out to in months.
  • Put readers at ease by sharing personal stories and life experiences.
  • Write captivating subject lines.
  • Master “movie trailer moments” in your opening line.
  • Edit your emails to make them more digestible, quotable and shareable.
  • Motivate people to take action without being pushy or sleazy.
  • Create a sense of urgency through “ticking clocks.”
  • Use email signatures to clinch the deal.


Stavroula Fotiou

This is an incredibly beneficial course. Not only is it great for individuals interested in improving their email marketing strategy, but also for those who are looking to improve their blog writing skills. Melissa does a great job of getting straight to the point. yet giving great examples and details in order for the viewer to understand her process and ideas. I recommend 100%.

Chris Humphrey

Really solid foundational course! No fluff, just meaty info with a few great surprising bits of brilliance.

Shannon Christy