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The Best Way to Start Your Emails

Feb 01, 2024 by Jeremy Mac

Starting line 

This may sound ludicrous…


Whenever I write emails, I have NO IDEA what I’m going to write about.

8 times outta 10, I’ll begin with a story.


Segway into the main lesson.


Tie in whatever I’m selling (usually my monthly membership – Copy Kings).

However, the easiest way to write heavy hitter emails is to start with a story.


The easiest way to write addicting stories is to start with time & place.

3 examples:

"Yesterday, while out for a walk, I saw something unusual…"

"When I was a child, I loved going to Florida…"

"Last weekend, I had an epiphany…"

The next time you write emails, start with time & place.

Go with the flow. See where it takes you (just tie in what you’re selling… some way, somehow).

Speaking of tying in what you’re selling…

(“Speaking of + [something you just mentioned]” is a great way to do so)…

I’m giving away 7 special bonuses for the next 50 copywriters who say YES to Copy Kings.

What if you join the club as the 51st next member?

No bonuses for you.

Jump in while the waters still hot: 

To your success,

Jeremy Mac


Feb 01, 2024 by Jeremy Mac



Oh my.

Netflix’s new show Griselda is intense.

On top of being a stone cold killer, Griselda was also a very smart businesswomen.

In one episode, she gave away the secret for business success.

Long story short:

She became the queenpin of Miami by tapping into an undeserved niche in the cocaine market - rich white people.

Now, I didn’t write this email to talk about the black widow of death (Griselda’s nickname. She killed multiple husbands).

I wrote it to help YOU write more persuasive copy.

Get this…

Robert Collier, one of the godfathers of copywriting, explained how you always want to enter the convo playing inside your reader's mind.

One of the best ways to do so is to talk about current events in the media (I.E. the #1 trending Griselda Netflix series.)

Use this as the “hook” to suck your readers in.

Then, make it relevant to the rest of your message.

Just like I did here.

Speaking of relevant…

Would YOU like to get paid to write for a new client as soon as tomorrow?

If you do, jump on your chariot and ride this way: 

To your success,

Jeremy Mac

How to Become a Great Copywriter in 3 Short Months (Even if You Suck Right Now)

Jan 31, 2024 by Jeremy Mac



Are you interested in becoming a kickass copywriter?

Struggling to write words that sell?

If so, you’re in the right place.

I’m going to hand you my simple 3-step blueprint for building your copywriting skills – VERY FAST.

This is from personal experiences as a beginner to transform you from a novice to a pro copywriter in just three months.

This guide is designed to help you develop copywriting skills that exude confidence and deliver real value to your clients.


The 3 Essential Steps Every Aspiring Copywriter Should Take to Become a Pro Copywriter

3 steps

1. Grasp the Fundamentals

In 2019, my initial attempt at copywriting was a resounding failure.

Primarily due to drowning in information overload.

Fast forward to 2020…

I adjusted my approach, focusing on learning from a select group of successful copywriters with decades of proven homeruns.

This foundational step is critical for beginners:

Understanding the core principles of direct response copywriting sets a sturdy foundation for your budding career.

Start off by reading these 10 direct response copywriting books:

  1. The Boron Letters by Gary Halbert
  2. The Adweek Copywriting Handbook by Joseph Sugarman
  3. How to Write a Good Advertisement by Victor O. Schwab
  4. Scientific Advertising By Claude Hopkins
  5. The Ultimate Sales Letter by Dan Kennedy
  6. Ogilvy on Advertising By David Ogilvy
  7. Tested Advertising Methods By John Caples
  8. Cashvertising By Drew Eric Whitman
  9. The Copywriter’s Handbook By Bob Bly
  10. Kick-Ass Copywriting Secrets of a Marketing Rebel By John Carlton

To learn more about these books and their authors (all great copywriters), click on this blog post.

As a beginner, it's crucial to be discerning about your sources of knowledge.

The copywriting landscape can be overwhelming, with a plethora of information available.

Choosing to learn from seasoned professionals with a track record of success provides a solid foundation.

These veterans have navigated the ebbs and flows of the industry, honing their skills and distilling their knowledge into comprehensive guides.

The recommended reading list is a goldmine of wisdom.

Reading isn't merely about acquiring information; it's a strategic investment in your future as a great copywriter.

As you navigate the pages of these books, aim to understand the principles, absorb the nuances, and internalize the strategies employed by these copywriting wizards

It's not about speed-reading through the material; it's about savoring and digesting each chapter.

The first read is for pleasure, allowing the concepts to wash over you.

The second read, however, is where the magic happens.

Take meticulous notes, jot down insights, and break down the essence of each book into actionable knowledge.

These notes are your personal guide, a collection of copywriting wisdom that will prove invaluable as you embark on your own writing journey.

This crucial first step acts as your silver compass, steering you in the right direction along your exciting (and profitable) copywriting journey.


2. Practice

archery board

If you want to become a great copywriter within a few months, you must also practice your writing skills.

Practical experience is non-negotiable.

Engage in daily copywriting exercises to refine your skills.

Here are the 3 copywriting techniques I practiced:

1. Reading, Analyzing, and Handwriting Successful Ads

The first exercise, reading, analyzing, and handwriting successful ads, stands as the cornerstone of your practical training.

It offers a deep dive into the intricacies of writing engaging and persuasive copy.

The process is simple but oh-so effective.

Begin by selecting a successful ad, preferably one that resonates with you or belongs to a niche you find interesting.

Reading the ad out loud allows you to grasp the cadence and rhythm, essential components of effective copy.

Next, transcribe the entire ad by hand.

This exercise serves as a powerful imprinting mechanism, embedding successful copywriting techniques into your subconscious.

Finally, break down the ad to understand the underlying reasons for its success.

Explore the emotional hot buttons, identify key benefits, and unravel the storytelling techniques employed.

Start with these 10 ads.

Allocate 30 minutes each day to immerse yourself in this exercise.

It's not about speed but depth of understanding.

As you progress, you'll find yourself deciphering the core elements of persuasive copy, from human behavior insights to effective storytelling.

2. Turning Features into Benefits

The second exercise revolves around transforming mundane product features into compelling benefits.

This skill is pivotal in crafting copy that resonates with your audience.

The process is straightforward yet very impactful.

Begin by browsing products on platforms like Amazon, selecting 3-5 features of a chosen product.

Create an Excel spreadsheet or a Word document.

Write down each feature.

Then come up with benefits associated with it.

The shift from features to benefits is a subtle yet transformative change in perspective.

By focusing on benefits, you're not merely listing product attributes but unraveling the positive impact these attributes have on the customer.

For example, instead of just stating that a fitness app has a calorie tracker (a feature), emphasize the benefit: "Effortlessly track your calories, paving the way for a healthier, more vibrant you."

This exercise trains you to think from the customer's perspective, emphasizing what truly matters to them.

Through consistent practice, you'll sharpen your ability to articulate benefits that resonate emotionally, a key aspect of effective copywriting.

3. 4 Us Headline Practice

Your headline is the gateway to your copy, and crafting attention-grabbing headlines is an indispensable skill.

The 4 Us headline technique – Ultra-specific, Unique, Urgent, and Useful – provides a structured approach.

Your headline should be specific, stand out as unique, evoke a sense of urgency, and offer value.

To practice this technique, find existing headlines online and improve them using the 4 Us framework.

This exercise helps you understand the elements that make a headline compelling.

It sharpens your ability to create headlines that not only capture attention but also entice the reader to delve into the rest of your copy.

For instance:

Original Headline: "Book a free trip with our new card"

  • Unique: "BREAKING: For the first time ever… New 'mystery' card allows you to travel anywhere in the world - for FREE"
  • Useful: "Spice up your love life by taking your spouse to a sexy tropical getaway – without spending a single dime! Here’s how…."
  • Ultra-specific: "10 vacation spots you can travel to for FREE this summer"
  • Urgent: "Use this card to book your next trip for FREE – only good until the 30th"

By applying this technique regularly, you'll develop a knack for creating headlines that not only grab attention but also compel action.


3. Write Daily


The final step on your journey to becoming a great copywriter is to write consistently.

Writing is a skill that sharpens with practice, and the more you write, the better you become.

You don't need clients to start writing – simply pick ads, websites, sales pages, or headlines from brands you enjoy, and rewrite them.

This practice allows you to apply the knowledge gained from reading top copywriting books.

Spend around an hour each day to rewriting existing copy.

Analyze the original copy, understand its structure, and then enhance it using your newfound knowledge.

This exercise not only reinforces what you've learned but also hones your ability to apply these principles in real-world scenarios.



Follow these three pivotal steps, and you'll quickly transition from a clueless beginner to a successful copywriter in just a few short months.

This blueprint mirrors my own journey, providing the foundation I needed to launch my copywriting career rapidly.

Want daily copywriting tips to help you become a successful copywriter? Enter your email below:


Is Copywriting Oversaturated in 2024? (The Truth May Shock You…)

Jan 30, 2024 by Jeremy Mac



Is copywriting oversaturated?

Is copywriting worth it in 2024?

Has AI killed copywriters?

If you’re considering a copywriting career but are worried about the competition (including robots), you’re in the right place, at the right time.

I’m going to answer your sizzling hot questions with unfiltered advice on whether or not you should become a copywriter in 2024.

You’ll learn what copywriting is, if it’s truly oversaturated, if copywriting is worth your time & energy and a quick roadmap for becoming a successful copywriter in 2024 and beyond.


What is Copywriting?

money wallet

Before we dive into the oversaturation debate, let's make sure we're on the same page about what copywriting actually is.

Copywriting is salesmanship in print.

Instead of selling face-to-face, you’re selling keyboard to eyeballs (selling through the words you write).

Your primary goal is to drive results for your clients.

You do so by studying and applying the direct response copywriting principles to everything you write (no matter what platform you write for – social media, Google ads, landing pages, etc.)

To sell through words, you must grab attention, pique interest, tap into emotions and motivate readers to take action…. NOW.


Is Copywriting Oversaturated?

Supply demand

Now, the burning question…

Is copywriting oversaturated?

First, what the heck does oversaturated really mean…

Oversaturation refers to a market condition where a product or service supply surpasses the demand.

When it comes to copywriting, there will ALWAYS be 10x more businesses than copywriters.

EVERY business needs to generate customers and sell products to stay alive.

This is where you come in.

If you can boost sales for your clients, you will ALWAYS be in demand.

You will NOT have to worry about competition.

Speaking of competition…

There may be a lot of “copywriters” out there.

Especially right now, with Andrew Tate and all the other frauds jumping on the “get rich quick” copywriting bullshit.

But the truth is…

This is a GOOD THING for you.


If your “competition” is only in it to “get rich quick”, they will quit looooong before they make any real money.

This means, if you focus on learning, improving and mastering your copywriting skills, and if you consistently provide value for your clients, you will stick out like a rose in cow turd.

Your name will spread like Cali wildfires, you will get referrals sent to you on a gold platter and you will quickly rise the copywriting ranks in whatever industry/niche you write for.

Long answer condensed to one word…


Copywriting is not oversaturated.


You can succeed as a copywriter.

Also, the same is true for robots.

Robots SUCK at writing copy.

Trust me, I’ve tried using chatgpt.

I’m embarrassed at what it spits out.

Even if robots improve in the future, it will only be on a mechanical level.


Their writing skills may look great – at a glance.

But it’ll still be missing the core ingredients that motivate people to buy.


Selling is all about human-to-human connection. Tapping into emotions and human psychology.

Robots will never be able to do this, not nearly as good as flesh and emotion humans.

So, you have nothing to worry about… IF you constantly improve your copywriting skills.


Is Copywriting Worth It?

"yes" button 

I got into copywriting for one reason:

Mastery of this skill.

Copywriting is one of the most valuable skills in existence.

If you can sell through words, you can create ANY type of lifestyle you want.

You CAN write from a beach.

You CAN work as much or as little as you desire.

You CAN make a farmer’s fortune.

You CAN write for brands, topics and products you love.

BUTT it all starts with the ability to write words that sell.

This takes time.

However, to cut down the time it takes you to earn good money, I’m going to hand you my personal blueprint for breaking into copywriting in 2024.


How to Quickly Become a Successful Copywriter in 2024

dog running

A few months ago, I created an ultimate guide for breaking into copywriting. Read it here.

However, here are the 3 main steps:

1) Learn the Basics

Start by reading these 10 books (Twice… 2nd time, take detailed notes).

  1. The Boron Letters by Gary Halbert
  2. The Adweek Copywriting Handbook by Joseph Sugarman
  3. How to Write a Good Advertisement by Victor O. Schwab
  4. Scientific Advertising By Claude Hopkins
  5. The Ultimate Sales Letter by Dan Kennedy
  6. Ogilvy on Advertising By David Ogilvy
  7. Tested Advertising Methods By John Caples
  8. Cashvertising By Drew Eric Whitman
  9. The Copywriter’s Handbook By Bob Bly
  10. Kick-Ass Copywriting Secrets of a Marketing Rebel By John Carlton



I’ve created a detailed blog post covering how to practice copywriting for free.

After you’ve read these books and practiced your writing skills, it’s time to get paid to write.

2) Get Clients

By now, you have built your copywriting skills and can confidently provide value to clients.

When you’re at this stage, read this blog post.

It covers everything you need to get copywriting clients FAST (perfect for beginners looking to get their first handful clients… no prior experience or portfolio needed).

3) Grow

After you get a LOT of experience writing for clients…

One last tidbit of advice…

The best growth tip I can give you is DAILY improvement.

Never stop learning, practicing and writing.

The better you become at selling, the more you’ll be able to charge and the more clients you’ll gain.



Okay, sparky.

You’ve got your answer (and then some).

Now, I’ve got a question for YOU.

Are you ready to become a successful copywriter?

If so, I’ll send you daily tips to help you succeed. Just enter your email below:


For Copywriters: 5 Proven Storytelling Formulas to Write Copy That Sells

Jan 29, 2024 by Jeremy Mac


Want to instantly improve your copywriting?

Want to drive more sales for your clients?

One of the most powerful (yet underrated) persuasion tools is storytelling.

There is nothing more powerful than telling a story that your audience can identify with on a personal and emotional level.

However, many copywriters struggle with writing stories that sell.

So, to help you out, I’m going to reveal 5 proven storytelling formulas.

These storytelling frameworks have helped 7-figure copywriters sell billions worth of products and services over the last century.

And they can help you sell like a machine too, if you use them.

In this post…

You’ll learn what storytelling in copywriting is, why it’s important to your success, how the RIGHT stories can improve your copywriting and 5 proven storytelling formulas to boost sales FAST (storytelling framework examples included).


What is the Role of Storytelling in Copywriting?

story telling

Storytelling in copywriting functions as a potent tool of persuasion that transcends features and benefits.

It involves crafting a narrative that deeply engages and resonates with your target audience on an emotional level, establishing a personal connection with them.

This emotional journey is about guiding your audience through a story, whether it's the creation of a product, someone overcoming a significant obstacle, or the transformative impact of a product on a customer's life.

By infusing this human touch into your copy, it becomes more relatable, believable and memorable.

Consider this scenario:

Imagine you're tasked with promoting a new fitness app.

While most copywriters might focus on listing features and benefits, what if you shared an inspiring story?

A story about someone who faced severe weight issues, low self-esteem, and health problems but, through a miraculous turn of events, discovered your fitness app and lost 100 lbs, now leading their best life.

Can you see how this might be more effective than a list of features and benefits?

When you take your audience on a relatable journey, tapping into their emotions, psychology, and personal experiences, you elevate your copywriting skills and impact your customers' lives.


Are Copywriters Effective Storytellers?

Woman writing


If you're not already incorporating storytelling into your copy, you're missing out on significant opportunities.

Storytelling is not only one of the easiest but also one of the most enjoyable and profitable ways to create persuasive copy that sells.

The most successful copywriters in history are all master storytellers, as evident in the engaging narratives of their direct response ads and sales letters.


Why Storytelling in Copywriting is EXTREMELY IMPORTANT

wall says "VERY IMPORTANT"

Surprisingly, a persuasive story, shared with the right audience, at the right time, can outshine any other element in the realm of copywriting.


Because humans are inherently wired to respond to and be influenced by stories.

It's a part of our DNA, a communication method ingrained in us for thousands of years.

In today's information-saturated world, stories cut through the noise like a razor blade.

Capturing attention and engaging readers in ways that straightforward facts and features cannot.

Stories trigger an emotional response, forming a deeper connection and understanding.

When you incorporate storytelling into your copy, you're not just selling a product; you're selling an experience… a solution… a new life.

Additionally, storytelling helps you stand out in a crowded market by creating a personal connection with consumers.

In an era where consumers face constant ad bombardment, they gravitate towards brands that resonate with them on a personal level.

Stories encompass all the essential elements of powerful copy, addressing problems, creating vision, educating, entertaining, and tapping into emotions.


How Storytelling Can Elevate Your Copywriting


Mastering storytelling is a skill that can transform ordinary copy into compelling content that not only changes lives but also drives sales.

Here's how weaving stories into your copy can enhance your copywriting and boost your income:

  1. Capture Attention: In a world with goldfish attention spans, storytelling serves as a hook that grabs and holds your audience's attention throughout your copy.
  2. Build Trust: Stories create authenticity, fostering trust with your audience. Trust is crucial in decision-making, and customers will only buy from brands they trust.
  3. Tapping into Emotions: Emotion is a powerful motivator. You NEED to tap into your reader’s emotions to sell to them. Storytelling can evoke emotions that resonate with your audience, leading to stronger brand loyalty and increased conversion rates.
  4. Enhance Memorability: People remember stories better than dry facts. When your message is embedded in a narrative, it becomes more memorable, leading to word-of-mouth recommendations and repeat business.

Okay, that’s great and all, Jeremy, but what kind of stories should I tell? How do I write them?

I've got you.

Let’s get it poppin…


5 Proven Storytelling Formulas to Use in Your Writing to Boost Sales (With Storytelling Framework Examples)

Here are 5 proven storytelling formulas.

With each method, make sure you relate your stories to your target audience, your product and tie in why they should buy whatever you’re selling at the end of your story.

Also, pile emotion & drama into your stories.

The more dramatic and emotional they are, the more effective they’ll be.

1. The "Time and Place" Storytelling Framework

This is the easiest storytelling formula to use.

It works especially well for emails.

You simply start your body copy with time & place.

3 examples:

  1. Monday, while out for a walk, I saw something bizarre…
  2. When I was in college, I loved going to pub crawls…
  3. Last week, I had a rude awakening…

This type of story works like gangbusters for 4 main reasons:

  1. It’s super short
  2. It’s almost incomplete
  3. It piques curiosity
  4. It leads to a story

This makes it almost EASIER to read, than to ignore.

Then, you simply tell a story.

It can be about ANYTHING (just tie in your product or service at the end of your message).

The beauty of starting with time & place is, the story will naturally come to you.

Often, I start emails with time and place.

I have no idea what the story is beforehand.

I just “ride the wave” and see where the story takes me.

Then, I’ll tie in whatever I’m selling.

Try it out and see what I mean.

It’s easier than you think.


2. The "Cautionary Tale" Storytelling Framework

Caution tape

Cautionary tales serve as powerful narratives that highlight the potential pitfalls and consequences of specific actions.

These stories often revolve around characters (within your target audience) who make unfortunate decisions or neglect crucial factors, resulting in negative outcomes.


“Meet Sarah, an ambitious business owner eager to expand her product line. Excited about a new venture, she skipped conducting market research, assuming she knew what her customers wanted. The result? Mountain-high inventory of unsold products and $30,000 down the crapshoot. This cautionary tale emphasizes the importance of understanding your market before making significant business decisions.”


  • Introduction: Introduce the character and their initial enthusiasm.
  • Conflict: Highlight the decision or action that leads to negative consequences.
  • Resolution: Describe the consequences and the lesson learned.


3. The "Rags to Riches" Storytelling Framework

Old man throwing money in air

The Rags to Riches Story is a classic narrative of transformation and triumph over adversity.

It follows a character's journey from a depressing low point to achieving success or prosperity.

Meet Alex, a freelance copywriter facing constant rejection and financial woos. Through persistent skill development and networking, Alex landed major clients, turning financial struggles into a thriving career. This Rags to Riches Story inspires others to continue in the face of challenges.


  • Introduction: Introduce the character and their initial challenges.
  • Development: Describe the character's efforts to overcome obstacles.
  • Transformation: Highlight the turning point leading to success.


4. The "Tale of Two Paths" Storytelling Framework

The Tale of Two Paths involves contrasting the journeys of two individuals pursuing the same goal, at the same starting point.

One succeeds by choosing a particular path (using your product, advice, service), while the other fails due to a different choice.


“Sophie and Jake both dreamt of becoming published authors. Sophie, using ManuscriptMaster, efficiently organized her work and secured a publishing deal. In contrast, Jake, opting for manual processes, faced setbacks and rejections. This Tale of Two Paths emphasizes the impact of the chosen path on achieving a common goal.”


  • Introduction: Present two characters with a shared goal.
  • Development: Describe the distinct paths each character takes.
  • Outcome: Highlight the success of one character and the challenges faced by the other.


5. The "Star, Story, Solution" Storytelling Framework


The Star, Story, Solution framework, is a scary good storytelling strategy that places the writer or client at the heart of the narrative.

This method unfolds organically in three interconnected phases, creating a powerful and relatable story that captivates the audience.

In the Star phase, the spotlight is firmly on the individual – the star of their unique journey.

This is where we introduce someone like Alex, an aspiring entrepreneur facing the challenges of the business world. Alex becomes the central figure with dreams, hurdles, and a compelling quest for transformative solutions. The emphasis here is on making Alex the focal point, building a connection between the audience and the protagonist.

Transitioning to the Story phase, we delve into the personal journey of the star. In this segment, the narrative unfolds, detailing the challenges and setbacks encountered by Alex on the path to entrepreneurial success. By immersing the audience in Alex's relatable struggles, this storytelling phase creates an emotional connection, making the journey not just Alex's but a shared experience with the audience.

The Solution phase is the climax, revealing the transformative power of the product or service. In our example, this is where we introduce a groundbreaking solution tailored to meet the unique needs of entrepreneurs like Alex. The product takes center stage as the remedy to Alex's challenges, showcasing its transformative impact and providing a clear solution that propels the narrative towards a successful outcome.


Meet Sarah, a passionate fitness enthusiast grappling with the frustrations of ineffective workout routines. In her journey (the Story), we uncover the struggles, setbacks, and the quest for a solution that truly works. Enter FitBoost, an innovative fitness app designed for individuals like Sarah. FitBoost becomes the Solution, addressing Sarah's challenges and transforming her fitness journey into a success story.


  • Star:
    • Introduce the individual (e.g., Alex/Sarah) and their aspirations.
    • Highlight the challenges they face in their journey.
  • Story:
    • Dive into the personal journey, detailing specific hurdles and setbacks.
    • Emphasize the relatable struggles encountered.
  • Solution:
    • Present the product or service as the transformative solution.
    • Showcase the positive impact and outcomes achieved through the discovered solution.



You now have everything you need to write engaging stories that sell.

Want daily copywriting tips to help you break 6 figures this year? Enter your email below:


The Ultimate Guide to Persuasive Email CTAs that Boost Sales (Write Better Email CTAs TODAY)

Jan 28, 2024 by Jeremy Mac




You’ve written a killer subject line and lots of people have opened your email.

Your body copy is engaging, interesting and persuasive.

You hit all the right sweet spots.

But you can’t figure out why no one is clicking your link (or button).

I know why…

It has to do with your email CTA.

You see, you can write amazing email copy, but if your email CTA is weak (or doesn’t exist) you will fail to boost results for your clients.

Let’s fix that for you.

In this post…

I’m going to give you everything you need to write persuasive email call to actions that “force” readers to click your link and buy NOW.


What is a CTA in Email Marketing?

CTA stands for call to action.

This is where you tell your readers what to do next.

What action you want them to take? (Usually it’s to click a link.)

The CTA section is the final few paragraphs + the link/button.

Like this:

You should always add juicy sales copy to trigger response and a link (or a clickable button) that takes readers to your desired landing page.


How Many CTAs Should an Email Have?


There is no set-in-stone number of email CTAs to have.

However, I always close my emails with CTA copy (telling readers what to do next) and a blue link that leads them to my sales page.


It’s best practice to only sell ONE offer per email.

It’s okay to have multiple links but you should only sell one offer to boost response.


Should All Emails Have a CTA?

Only if you want to make money.

Here’s the thing…

Every email you write should sell something.

There’s a lot of hoopla floating around the web about “nurture sequences” and “providing value first with free stuff”.

This “advice” is trash.

If you study the best email marketers (like Ben Settle & Matt Furey) you’ll quickly discover that every email should be selling something.

The more frequently you show up in your market’s inbox, with a persuasive CTA, the more sales you’ll make.

I send DAILY emails to my list.

In every email, I have a CTA telling readers to click on a sales page where I sell a product.

I recommend you do the same.


Where Should Your Email CTA Be Placed?

You can include links throughout your email’s body copy.

However, you should always include at least one CTA in your close (the last section of your email copy where you encourage people to click your link).

Just about every marketing email closes with a CTA and encourages readers to click a link or CTA button.


Email Call to Action Best Practices (With Insider Tips to Help You Boost Response)

1. Clarity and Conciseness

Crafting a compelling email call-to-action begins with clarity and conciseness.

Your audience should easily understand the desired action.

Keep your language brief, direct, and eliminate any potential confusion.

The goal is to make the CTA crystal clear, leaving no room for misinterpretation.


2. Action-Oriented Language

Use action-oriented language to evoke a sense of urgency and prompt immediate engagement.

Choose powerful verbs that inspire your readers to take the desired action.


  • "Shop Now"
  • "Subscribe Today"
  • "Unlock Exclusive Access"


3. Standout Design

Your CTA should catch the reader's eye.

Use contrasting colors that align with your brand and ensure your email CTA stands out from the rest of the email.

Consider employing button designs to enhance clickability, making it easy for your audience to respond to the call.


4. Mobile Responsiveness

In a mobile-centric world, it's crucial to ensure that your CTA looks and functions seamlessly on smaller screens.

Test your emails on various devices to guarantee a positive user experience, encouraging readers to take action regardless of the device they're using.


5. Placement

Strategic placement is key.

While placing CTAs near the beginning and end of emails is common, consider the flow of your content and insert CTAs where they naturally fit.

Additionally, repeating CTAs throughout longer emails increases the likelihood of capturing attention and encouraging action.


6. Personalization

Personalized CTAs can significantly boost engagement.

For example, you can use your readers names or tailor language based on their preferences or past interactions with your brand.

Personalization creates a connection and enhances the relevance of your email call-to-action.


7. Urgency and Scarcity

This is an absolute must.

Inject a sense of urgency or scarcity into your CTAs to drive immediate action.

Phrases such as "Limited Time Offer" or "Act Now" create a sense of exclusivity, motivating readers to respond promptly.

Best ways to add urgency:

  • Limited availability (for products, lead magnets, webinar seats, etc.)
  • Strict deadlines
  • Special discounts

Just make sure your urgency elements are believable.  Add specific dates/times that readers must respond by to get the discount and give a reason WHY you are offering them a discount.


8. Relevance

You don’t want to interrupt the flow of your message.

Ensure your CTA aligns smoothly with the content of your email.

A relevant CTA reinforces the overall message, providing a clear (and natural) next step for your audience.

Make it easy for them to understand why taking action is beneficial to them.


9. Testing

A/B testing allows you to fine-tune your CTAs.

Experiment with different wording, colors, and placements to discover what resonates most with your audience.

Regular testing provides valuable insights that can guide future optimizations.


10. Link Visibility

If your CTA is a hyperlink (like this ADD HYPERLINK), pay attention to link visibility.

Avoid tiny text or inconspicuous links.

Make sure your CTA is easily clickable, especially on mobile devices, to enhance user experience and boost clicks.


11. Social Proof

Build trust and credibility by incorporating social proof.

Share testimonials, user reviews, or relevant statistics that support the value of the action you're promoting.

Demonstrating positive experiences from others can influence your audience's decision to engage.


12. Follow-Up

If your call-to-action involves multiple steps, provide a clear roadmap for what comes next.

Guide your audience through the process, offering instructions and reassurance.

A smooth follow-up can enhance the overall user experience and encourage continued engagement.


7 Tips for Writing Persuasive Email CTA’s that Boost Sales

A few months ago, I created an ultimate guide on how to write persuasive copywriting CTAs.

You should read this post and apply the lessons when writing Email CTAs.

Pay special attention to the 7 CTA tips I give near the end.

How to write a persuasive CTA remains the same for any type of copy.

Simply model after this post and apply the principles/tips to your email call to actions.


4 Call to Action Email Examples to Get Your Writing Wheels Spinning

These 4 email CTA examples are from emails I’ve sent to my list.

Use them as inspiration for writing your own email CTAs.








You now hold one of the most powerful secrets known to email copywriter:

How to write persuasive email CTAs that trigger a direct response.

Use the tips from this post to explode sales.

Want daily copywriting tips from a guy who laughs at “copywriting gurus”? Enter your email below:

For Copywriters: How to Write Addicting Email Opening Sentences that Hook Your Readers (Boost Conversions TODAY)

Jan 27, 2024 by Jeremy Mac


Congrats, you’ve written a killer subject line.

Your email has been opened.

But will your copy be read?

If you want a chance at selling through email, you must grab your readers by their throats and keep them engaged.

This is the job of your opening sentence.

For some reason, opening sentences are rarely talked about in email copywriting.

But they are probably the second most important part (trailing the subject line).

In this blog post…

You’ll learn why email opening sentences are so important to your success, the singular purpose of your first line and 5 ways to effortlessly crank out opening sentences that get read and lead to sales.


Why Is Your Email’s Opening Sentence So Important?


Just because you got people to open your email does not mean they’ll read it.

Your opening sentence needs to have the same attention-grabbing power as your subject line.

If you fail to engage your readers in your opening line, they will not read your next sentence.

However, after they have read a few sentences, it’s much more likely they’ll read until the end.

Your first sentence will often determine if they read your email and take action.


The Purpose of Your Email Opening Line

Picket sign says "purpose"

I don’t care what any “guru” tells you.

There’s only ONE purpose of your email opening line.

Which is…

To get readers to read your next sentence.

(This is the same goal as your subject line)

I like to keep my opening sentences very short.

Usually, I start my emails with only a few words.

4 examples:

“To be honest…”

“I’m shocked.”

“You won’t believe what happened”

“This is crazy”

You want to keep your intro short because you want to suck readers into your copy (email body).

Think of your emails as a slide.

You want to get readers down your slide as quickly as possible so they can get to your call to action and click your link.

And, to get them sliding down faster than a cheetah, you’ve gotta “grease” this slide.

One of the best ways to create a slippery slide effect, is to keep your intro extremely short.

Keep this in mind while practicing the tips from the next section…


5 Ways to Effortlessly Write Addicting Email Opening Sentences That Get Read

Man staring at laptop screen

Not all opening sentences are treated equally…

Over the last 4 years, I’ve picked up some of the best email opening sentences known to alien-kind.

Switch em up often, so your audience does not get bored of the same ol’, same ol’.

Okay, let’s get to it…

    1. Time & Place

      The best way to write money-dripping emails is to tell personal stories.

      And the easiest way to write personal stories is to start with “time and place” in your email opening sentence.

      It’s WICKED easy to do.

      3 examples:

      1. Yesterday, while out for a walk, I saw something unusual…
      2. When I was a child, I loved going to Florida…
      3. Last weekend, I had an epiphany…

      This has got a few things going for it:

      1. It’s super short
      2. It’s almost incomplete
      3. It piques curiosity
      4. It leads to a story

      This makes it almost EASIER to read on than to ignore.

      The next time you write emails, start with time and place. You’ll experience mind-boggling results.


        2. Bizarre


          What’s “bizarre” grabs our attention like a claw machine.

          I like to say bizarre words, phrases and slang within my email opening sentence.

          For example:

          “I’m watching you”

          “I’m in pain”

          “I like you”

          Again, the goal is to get your readers to read your next sentence. When you start your emails off with something bizarre (and incomplete) you’ll push your readers to the next sentence like a sumo wrestler.


            3. One Word

              Joseph Sugarman used this all the time in his ads.

              He would start his opening sentence with just one word.

              This is much more powerful when you add power words.

              I’ve created an ultimate guide on power words to use in copywriting. You can read it here.

              Here are a few sample email opening sentences:  

              • “Woah”
              • “Ouch”
              • “No”


                4. Start with a Question

                Question mark

                  This is one of my favorite ways to start emails (and any piece of copy).

                  Questions are ADDICTING.

                  They act like giant WARNING signs in our minds.

                  If you ask a relevant question that your reader desperately wants to know the answer to, it’s almost impossible to ignore.

                  This can be…

                  Questions about something they want.

                  Questions about a mistake they are likely making.

                  Questions about current events.

                  And so on…

                  Just keep it related to your email and what you’re selling.

                  Here are a few examples:

                  “Do you want to write faster?”

                  “Are you making these mistakes in your business?”

                  “How much money have you wasted on yo-yo diets this year?”


                    5. If/then

                      Now, this one usually takes more words than the rest of the email opening lines.

                      However, it’s a proven opening sentence used by 7-figure copywriters & marketers (like Gary Halbert, the world’s greatest copywriter).

                      You simply start with something your reader wants.


                      Follow up with how they can get it.

                      For example:

                      If you want to earn 6 figures this year, then this email will show you how.

                      This type of email opening sentence is ridiculously easy to write and super effective.

                      In fact, I use it in most of my sales letters (and throughout emails).



                      There you go, Bubba.

                      Use these 5 email opening sentence tips the next time you write an email.

                      If you do, I can almost guarantee you’ll boost readership, clicks and sales.

                      Want daily copywriting tips to explode your income? Enter your email below:


                      How to Learn the Copywriting Basics in an Afternoon (Ultimate Guide for Beginners)

                      Jan 26, 2024 by Jeremy Mac


                      If you want to succeed as a freelance copywriter, you MUST gain a solid understanding of the copywriting basics.

                      In this ultimate guide, I’ll demystify the world of copywriting, making it easy for you to grasp the basics of copywriting in just one afternoon.

                      Let’s get to the good stuff…


                      What is Copywriting?

                      Confused woman

                      Copywriting is all about crafting words that sell.

                      It's the secret sauce that transforms ordinary text into a powerful force that motivates, resonates, and converts.

                      Copywriting is any text in advertisements, websites, emails, etc. that convinces people to take action – whether that's making a purchase, signing up for a newsletter, or simply engaging with your content.


                      The Importance of Mastering the Copywriting Basics

                      Sign says "mastery"

                      In a world bombarded by information, attention spans are shrinking, and capturing your audience's interest is more challenging than ever before.

                      This is where the importance of mastering the basics of copywriting comes into play.

                      Copywriting basics are like the bedrock on which a house’s entire structure stands.

                      Just as a sturdy foundation ensures a house's longevity and stability, grasping the fundamentals of copywriting sets you on a path toward a successful career.

                      As a beginner, consider these basics as the solid ground upon which you'll build your skills and expertise.

                      Skipping or neglecting these fundamentals would be akin to constructing a house without a reliable foundation – it might look good initially, but it risks collapsing under the pressures of time and changing trends.

                      Understanding the core elements of copywriting is not merely a one-time lesson but an investment in your professional future.

                      It's about building a solid foundation that can withstand the test of various marketing landscapes, tricky clients and evolving tech.

                      Now, let's explore the twelve copywriting basics that will serve as the cornerstone of your flourishing career.


                      The 12 Copywriting Basics For Beginners


                      1. Understand Your Audience

                      Before you write a single word, get to know your audience intimately.

                      Imagine you're having a one-on-one conversation with a friend.

                      What are their interests, concerns, and desires?

                      Research and create detailed buyer personas.

                      Understanding your audience is like laying a strong foundation – it provides stability and ensures your message resonates with the right people.

                      Dive into demographics, psychographics, and behavioral insights.

                      Recognize the diverse preferences and motivations within your audience.

                      Whether you're addressing tech enthusiasts or wellness seekers, tailoring your message to their specific needs ensures you’ll write copy that is engaging, interesting and persuasive… to them.


                      2. Craft a Compelling Headline

                      News headline

                      Your headline is the first impression, the opening line that makes or breaks your copy.

                      Your headline has 1 goal:

                      Grab your reader’s attention and get them to read your first sentence.

                      An attention-grabbing headline is tailored to your ideal reader and promises them something valuable, intriguing or solution-oriented.

                      Check out this ultimate headline guide and discover the 10 best ways to write attention-grabbing headlines.


                      3. Focus on Benefits, Not Features


                      Shift from listing technical specifications to emphasizing the value your product or service brings.

                      Think of benefits as the positive outcomes and experiences your readers gain.

                      It's not about what something has; it's about what it does for them.

                      Highlight how your offering makes their lives easier, more enjoyable, or solves a persistent problem.

                      This shift in focus transforms your copy from a dull product description into a persuasive reason WHY someone should try your product or service.


                      4. Create a Sense of Urgency

                      Man eating chips on couch

                      Your readers are natural procrastinators.

                      Even if they want your product badly, they won’t buy unless you give them a reason to buy NOW.

                      Urgency injects momentum into your copy, prompting readers to take action.

                      Here are a few ways to add urgency to your copy:

                      • Time-sensitive discounts
                      • Exclusive deals
                      • Limited number of products available

                      Urgency nudges your audience to participate immediately, driving engagement by highlighting the time-sensitive nature of your message.


                      5. Evoke Emotions to Drive Sales

                      Emotional smiley faces

                      Emotions sell.

                      They are the driving force behind sales.

                      Sell beyond the features; sell an experience that resonates deeply with your readers' emotions.

                      Consider your audience not just as rational decision-makers but as individuals with desires, aspirations, and emotional triggers.

                      Whether it's the thrill of adventure, the comfort of security, or the joy of self-improvement, tailor your copy to tap into these emotions.


                      6. Tell a Compelling Story

                      Shift from delivering information to weaving a narrative.

                      Share anecdotes, experiences, or case studies that make your message memorable and relatable.

                      Think of your copy as a storytelling canvas, allowing your audience to connect emotionally and engage with your content.

                      By infusing your message with a compelling story, you make your writing more engaging, interesting and persuasive.


                      7. Simplify and Clarify

                      Clarity is key.

                      Simplify complex concepts into easily digestible information.

                      Avoid jargon or convoluted language.

                      Guide your audience through a well-organized journey, ensuring they understand and appreciate every detail.

                      Think of your copy as a clear signpost, leading your readers through your message effortlessly.

                      The goal is not just to communicate but to ensure your message is understood, resonates, and leaves a lasting impression.


                      8. Establish Credibility


                      Build trust by showcasing your expertise.

                      Incorporate elements like testimonials, certifications, or notable achievements in your copy.

                      Establishing credibility is about proving your reliability and authenticity.

                      Think of your copy as a conversation with a trusted advisor, offering information backed by evidence.

                      By demonstrating your credibility, you create a connection that makes your audience more likely to engage.


                      9. Create a Strong Call-to-Action (CTA)

                      stunt man

                      The call-to-action (CTA) is the endpoint of your copywriting.

                      Craft a CTA that is direct, specific, and compels your audience to take the desired action.

                      Whether it's making a purchase, signing up, or sharing your content, a strong CTA leaves no room for ambiguity about what you want your audience to do.


                      10. Test and Iterate

                      Copywriting is an ongoing process of optimization.

                      Test different approaches to understand what resonates best with your audience.

                      Whether it's headlines, messaging styles, or visuals, consider yourself a copywriting scientist, running experiments to ensure your strategies evolve and stay effective in a shifting marketing environment.


                      11. Address Objections

                      Anticipate and overcome potential objections your audience might have.

                      Consider objections as concerns that could hinder action.

                      Addressing these concerns directly builds trust and confidence.

                      Whether it's through FAQ sections, case studies, or directly acknowledging potential hesitations, demonstrating that you've thought about and addressed objections strengthens your persuasive efforts.

                      Think of your copy as a conversation where you proactively answer questions before they're even asked. By alleviating objections, you make it easier for your audience to believe you and buy from you.


                      12. Edit and Polish

                      Edit button on laptop

                      Before presenting your final product, take the time to edit and polish your copy.

                      Edit ruthlessly for clarity, persuasiveness and grammar.

                      Remove any unnecessary words that distract from your sales message.

                      Every word and sentence serves a purpose.

                      Polish until your message is clear, concise, and free from errors.


                      12 Copywriting Basics in Action (Real-World Examples)

                      Let's bring these copywriting basics to life with real-world examples from renowned brands:

                      1. Audience Understanding

                      Coca-Cola's "Share a Coke" campaign connects with the audience's desire for personalization. By putting individual names on the bottles, Coca-Cola makes the experience more personal and engaging.

                      2. Compelling Headline

                      Airbnb's headline, "Book a home with Airbnb. Live there. Even for a night," is compelling. It encourages the audience to imagine the experience and captures the essence of what Airbnb offers.

                      3. Benefits, Not Features

                      The marketing for the iPhone often focuses on benefits. For instance, "Capture stunning photos with the new iPhone camera" emphasizes the benefit of high-quality photos rather than the technical features.

                      4. Urgency

                      Amazon often uses urgency effectively with messages like "Only 2 left in stock - order soon." This creates a sense of urgency, encouraging the customer to make a purchase before the item runs out.

                      5. Persuasive Language

                      Dove's "Real Beauty" campaign uses persuasive language by challenging traditional beauty standards. Phrases like "You are more beautiful than you think" evoke a positive emotional response.

                      6. Storytelling

                      Google's "Year in Search" campaigns tell a powerful story by reflecting on the most searched topics of the year. It not only engages users but also creates an emotional connection.

                      7. Simplify and Clarify

                      Google's search bar with the phrase "Just type what you want to know" exemplifies simplicity. It conveys that using Google is straightforward and user-friendly.

                      8. Establish Credibility

                      The American Heart Association often includes endorsements from healthcare professionals in their campaigns, establishing credibility and trust in their health-related messages.

                      9. Strong Call-to-Action (CTA)

                      Nike's iconic "Just Do It" slogan is a powerful CTA. It's concise, direct, and motivates the audience to take action without hesitation.

                      10. Test and Iterate

                      Facebook constantly tests different versions of its ad formats to see what resonates best with users, adapting its approach based on real-time data.

                      11. Address Objections

                      In the car industry, Tesla addresses common objections to electric vehicles by highlighting features like long battery life and a growing charging infrastructure.

                      12. Edit and Polish

                      Apple's product descriptions are known for their polished and concise nature. Every word is carefully chosen to convey the brand's commitment to quality and innovation.



                      Knowing these 12 copywriting basics isn’t enough…

                      You should read the top copywriting books, practice your skills and write daily.

                      If you focus on daily improvement, you will become a master copywriter in no time.

                      Want daily copywriting tips? Enter your email below:


                      Jeremy Mac

                      Shows aspiring & struggling copywriters how to break into copywriting, feel confident in their copywriting skills and get a steady stream of high-paying clients - WITHOUT the confusion, hassle or guesswork

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