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Nothing bad ever happens to email copywriters

Know the meme, “Nothing bad ever happens to the Kennedys?”

It’s from a cartoon show called Clone High. And in it, Kennedy says the line above in a convertible, before flipping it over in a gnarly rollover.

Truth be told, I didn’t even know this meme existed. Nor the Clone High cartoon show.

But it fits snugly into this here email, especially if you know the meme.


Yesterday, I shared the story about that bozo who wouldn’t let me into his email software so I could help him make more money.

Which reminded me of one of the most valuable email copywriting lessons I’ve learned:

Nothing bad ever happens to email copywriters.

Here’s what I mean:

By all accounts, the story I shared with you yesterday was a “bad” thing.

Sales calls are expensive. Not only for the 30 minutes we chatted, but also for the opportunity cost of doing other work I have on my desk. When I don’t land a client from a sales call, it’s even more expensive.

But instead of getting down on my luck or letting it affect the rest of my day, I transformed it into a story. And I used that story in an email, which accomplished three goals:

1. Helps land me new clients (if not today, tomorrow)

2. Helps me attract higher-quality prospects

3. Gives me content I can repurpose elsewhere

Let’s chat about #2, shall we?

Yesterday, after I shared my prospect “horror story,” in my call-to-action (CTA), I added the following sentence:

“And are you okay with letting someone else access your email software?”

Now, when someone books a call with me from my email list, they’ll know I need access to their email software if they want me to make them more moolah every time I hit “send.”

Seems kinda obvious though right? I thought so too. I don’t know how you expect anyone else to make you more money if you don’t give them the access to what they need, whether it be email software, investment capital, whatever. Alas, the average person is probably dumber than you give them credit for.


After I wrote that email, I also whipped up a tweet that went a lil something like this:


Just got off a sales call where dude told me it wouldn’t work bc he wouldn’t let me inside his Klaviyo account

Asked him why

No reason lol

Why you book a call then mate???



As I write this, that tweet received 18 likes, a couple of replies, and 5 new followers. Now, those might look like rookie numbers to you. And that’s fine. But for me and my small following of 250 people, that’s quite a bit of likes and follows.

Which brings me to the point:

Nothing bad ever happens to email copywriters. (This “axiom” applies to ANY type of content creators, not just email copywriters.)

Yes, something “bad” happened. But I turned it into a story and transmogrified it into a good thing. Something that will benefit my business. My offers. My prospecting. My time. And my sales.

Lost a client or a big account?

Turn it into a story and land better clients.

Have a bad month in business?

Turn it into a story and have your best month yet.

Stuck in line for 30 minutes?

Turn it into a story. (And the cherry on top: write the email while you wait in line. I do this quite a bit when I’m waiting for a rack to open up at the gym.)

Get hit by a truck?

Shake it off and turn it into a story.

When you’re a content creator, anything that happens to you—good, and especially bad—becomes story fodder for you to hypnotize your audience with. It’s powerful. And it’s one of the easiest ways to boost your email sales, get more engagement, or anything else you desire with the content you produce.

Just look at this “horror story” sales call example.

I wasted 30 minutes of my time on the call. In exchange, I banged out 2 emails and a tweet in around 20 minutes. Not too shabby, eh?

Alright, let’s get down to business…

I’m looking for new clients. Here’s what I’m looking for in a new client:

1. You already have a proven offer. (Copywriters can’t help you sell an unproven offer, and if they convince you they can, they’re lying. Copywriting is jet engine fuel if you have a proven offer. It’s a waste of time and energy for everyone involved if you don’t.)

2. You’re okay with letting me help you make your pockets faster. (Which includes access to your email software.)

If’n you meet those two criteria, book a discovery call and get the ball rolling.

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