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Every issue of this newsletter gives you the exact systems, strategies, and principles I’ve used to generate 8 figures (almost entirely) with email marketing. So you can build your own systems that will carry you through the next algorithm change or recession. This is what actually works.

Most of my emails do not mention the product I am selling.

I know that sounds like it should cause problems. It does not. The emails still work — often better than the ones that lead with the offer, the price, and the pitch.

The name never appears. Neither does the price, or what it does, or how it works.

If someone reads one of my emails from start to finish and never clicks the link, they will often have no idea what I was promoting. That is intentional. It is not an accident or an oversight or a failure of nerve.

It is because the email is not the sale. The email is one step in a sequence that leads toward a sale, and confusing that step with the destination is one of the most common and most expensive mistakes I see marketers make.

Here is the question worth asking before you write any email: what does this person already know?

There is a book I recommend to anyone serious about copywriting called Great Leads by Michael Masterson. The central idea is that prospects exist on a spectrum of awareness, and where they sit on that spectrum determines how you should open the conversation.

A prospect who has never heard of you, does not know they have a problem, and has no framework for the solution you offer requires a completely different approach than a prospect who has already visited your sales page, understood the offer, and simply has not pulled the trigger yet. At the cold end of that spectrum, you open with a story — something that meets the reader in their life before they even know you exist. At the hot end, you can be direct about what you are selling, what it costs, and why they should act now. The mistake almost everyone makes is applying hot-prospect tactics to a cold-prospect audience and wondering why the results are poor.

The cold prospect needs you to meet them where they are. The hot prospect needs a nudge.

Most email marketers write for the second person while broadcasting to an audience that is almost entirely made up of the first.

Before we go any further…

Skip the courses and the webinars. Forget about those “shiny objects” as well.

They won’t give you an email list making you money while you sleep.

Why? Because building a list has been too technical, too complicated, too time-consuming for beginners…

Until now.

The 1-Click List Machine is my turnkey system that builds your email list with a few clicks. 

It’s designed for anyone without technical skills or experience to skip the learning curve and start a profitable email list - 

Just point, click, and start growing your list in the next 30-60 minutes.

It comes with pre-installed income streams, the proven email templates that made me millions, my secret traffic sources, and full support from my team.

I made tens of thousands of dollars a day from my email list. Now I'm handing you the exact system to do the same for over 80% off.

Now, as I was saying…

Let me give you an example. As a parent, I am quietly losing my mind over how much time my daughter spends on TikTok. I think about it constantly.

I feel guilty when I limit her screen time and guilty when I do not. I worry that she resents me for restricting it, that she will find ways around whatever I put in place, that I am either being too controlling or not controlling enough. There is a whole internal conversation running in my head on a loop, and it has been running for months.

Now imagine two different emails land in my inbox.

The first says: introducing the Smart Parent Digital Boundaries Course — everything you need to manage your child's screen time effectively.

The second says: Does your daughter hate you for limiting her TikTok time?

The first email is about a product. The second email is about me.

The second one has my attention before I have finished reading the subject line, because it named the exact thing I have been privately afraid of. It joined the conversation I was already having with myself. It did not try to start a new conversation — it walked into an existing one and sat down.

That is what good email does. It finds the thought already living in the reader's head and gives it a voice. The reader, encountering their own unspoken concern reflected back at them with unexpected precision, feels understood.

Feeling understood is the precondition for feeling interested. Feeling interested is the precondition for clicking the link.

The product comes later. The product comes after the click, on the page where the presentation lives — the webinar, the video sales letter, whatever format you use. That is where the offer gets explained, priced, and pitched. The email's only job is to generate enough curiosity, or enough recognition, or enough emotional resonance, that the reader decides to find out more.

Until someone is genuinely excited about the big idea, or has genuinely recognized that they have a problem worth solving, telling them you have a product for sale is like interrupting a conversation to hand someone a business card. It registers as noise and then disappears. People do not buy because they were told something was for sale. They buy because they were made to feel that something mattered to them specifically.

There is an exception, and it matters. If you know — through your system's tracking, through behavior data, through the tags your email platform applies when someone visits a specific page — that a particular person has already seen your offer, the rules change.

Say you have fifty people who clicked through to your sales page, spent time there, and left without buying. These people are not cold. They have already done most of the work of understanding what you are selling and why it might be relevant to them.

They considered it seriously enough to investigate it. They are on the fence, not in the dark.

You can email those fifty people differently. You can mention the course by name, state the price, remind them of the deadline, and tell them what they will lose if they wait. (You can do this because they already know all of these things. You are not introducing the offer — you are addressing the hesitation.) With the general list, this approach would feel presumptuous. With people who have already reviewed the offer, it is simply accurate.

The email that works is the email that arrives at the right moment in the right conversation. It does not announce itself as marketing. It feels, to the person reading it, like someone finally said out loud the thing they had been thinking privately.

Most emails miss the target because it is in the wrong conversation entirely.

P.S. If you enjoy these ideas, you’ll love the deeper conversations we have on the List Building Lifestyle podcast.