$6,000 in under 60 hours (from a $149 offer)

$6,000 in under 60 hours.

That’s what I helped one of my clients achieve a few weeks ago.

Honestly?

I meant to write this up ages ago but… I forgot, lol.

Been so busy building shit recently, it completely slipped my mind.

So, here’s a long overdue “case study” you might find useful.

I’ll set the scene and explain how we generated those $6,000 in a second.

But first…

This email is for you if:

• You want to land clients by writing simple 400-800 word emails (landing clients is selling, after all, and that’s exactly what I’m teaching you to do here)

• You’re a copywriter, ghostwriter or email marketer who wants to get better results for your clients (so you can charge higher prices, increase LTV, and reduce churn).

• You have a low-ticket digital product or community which you want to sell via your own newsletter (but are struggling to make sales)

Sound like you?

Great.

Here’s the scene:

• The client has built a SaaS which is soon turning 3 months old

• He’s currently sitting at just under $9,000/MRR (and wants to make a big push to hit the $10,000/MRR mark before his SaaS turns 90 Days old)

• We only have 72 hours to ideate, plan and run the campaign because of this deadline

• We need to make ~60 sales to add this $1,000/MRR

• He has ~2,000 people on his list, which means a 3% conversion rate in within the 36 hours sale window (which is fucking high, and I don’t think either of us thought that was a realistic outcome — but shoot for the moon, eh)

To make things worse…

Due to the time constraints, we have to run the campaign over a weekend.

Which means we know our open rates are going to get CRUSHED, and that sales are not going to be as high as they otherwise would (from experience, I’ve found Tuesday is the best day to open launches).

Right.

Now you’re up to speed.

Let’s look at what we did…

Email 1: Sew the seed [T-60 Hours]

Big mistake I see most email marketers make?

Relying on cheap scarcity tactics too early in the campaign.

Look.

I’m not saying that “You only have [number] hours before sales ends” tactics don’t work — they do.

I’m just saying they stop working FAST. After you’ve sent 1-2 emails with that angle, you’re flogging a dead horse. And all you’ll do from that point on is piss people off and burn out your list.

So at the start of the campaign you need to be a little “smarter”.

You still need scarcity/urgency (people only buy when they have a reason to, after all).

But there are other ways to do this.

Here’s what we did:

• Desire: Dug into the audience’s problems and pains to stimulate desire for a solution

• Opportunity: Highlighted a new opportunity in the market (which was a result of external factors — the fact it’s outside of your control is important, because it positions you as the “messenger”, rather than the greedy salesman)

• Urgency: Demonstrated that this was a quickly vanishing opportunity

• Winners and Losers: Showed his audience that the people who acted would profit, and those who didn’t, would be left in the dust

It’s still urgency.

But (and this is important) — you aren’t selling yet.

You’re simply incepting the idea that there’s a reason to act.

Why is this important?

Because if you go straight into the sale at this point, your audience will feel like the only reason you’ve mentioned this opportunity is to line up the sale.

And people are more inclined to buy when they don’t feel like they’re being sold to.

So you incept the seed.

You give it 12-24 hours to grow in their mind.

You let them come to their own decision to act.

And then you offer to help them out…

Email 2: Customer Win → Offer [T-36 hours]

Nothing sells like proof.

And in our case, we had a diamond (since the product is actually good).

One of the customers had used the tool to add $10k/MRR to his business in just under 2 months.

So… my only job?

• Paint a grim picture of where the customer was before using the SaaS (so his audience can relate to his starting point)

• Paint a glowing picture of where the customer was after using the SaaS (to stimulate desire for them to change)

• Show how the tool made this transformation possible (ONE big problem, which the tool “unlocked”)

Then we simply…

• Open up the opportunity for them to get similar results (i.e. we lead them into our offer)

• Remind them this window is closing fast (by quickly referencing email 1)

• Add some additional scarcity and urgency by capping spots and creating a limited-time window (different people are triggered by different reasons to buy, after all, and we wanted to catch all possibilities)

We ran nearly $2,000 in sales in this first day.

Next we drill further into WHY his audience needs to act…

Email 3: Create the Gap [T-40 hours]

Remember what I said about “winners and losers”?

This is where we lean into that.

You create a “gap” between the people in your industry who will succeed, and those who will lose.

Then you position your product or service as the difference between the winners and the losers.

In our case…

The SaaS solved one main problem for our customers: consistency.

So… I had 3 things to do:

• Explain why the thing people think is stopping getting them results is not, in fact, a symptom of a deeper issue

• Show them why lack of consistency is the REAL reason they’re not getting results (with copious references to big players in their space to support this conclusion)

• Demonstrate how the SaaS solves this problem (and extinguish all the obvious objections why they might doubt this)

Simple, not easy.

Then we simply lead people into the same offer as email 2, but with a slightly different “angle” as to why they needed it.

We made $1,000 within these next 24 hours.

This is the way it always goes with launches — decent sales on opening day, lull in the middle, big surge in the last 24 hours.

Which is where we’re moving into now…

Email 4&5: 4 and 12 Hour Reminders [T-12 hours]

OK. This is where you can use those “4 hours left” emails.

After all…

You’re not going to “persuade” people at this point.

95% of your list will have already decided whether they want to buy, or not.

This is simply about reminding the people who have forgotten, and using FOMO to squeeze that final bit of juice.

You don’t need to say much.

In our 12 hour email, we simply sent a link with a brief description of the benefits.

In our 4 hour email, we linked all the previous emails (for anyone who had missed them) and then went HARD on that last little bit of FOMO.

Result?

$3,000 collected in the final 12 hours.

$6,000 collected in the full 36 hour sale.

The best part about all this?

This was the same weekend Trump gets shot in the ear. So everyone’s attention is on that, and our open rates got absolutely NUKED.

We were legit getting open rates of 20% when I normally get 45% (or more) for this client.

Who knows how much we would’ve made if circumstances had been different.

Right.

That’s all from me today.

Talk soon,

Harry

PS. Got an email list that’s not earning you as much as you’d like?

I can help.

If you have an email list with:

• 500 subscribers (or more)

• High-ticket offer, OR

• Low-ticket product

I’m pretty convinced I could help you squeeze a fuck ton more revenue out of your list in the next 14-30 days.

Reply “Revenue”, tell me about your biz, and let’s chat.