ABOUT: WORKBOOK The “PERFECT for you if” close is about showing your prospect that your goal is NOT to sell them - but to help them come to the best decision. It’s all about genuinely being on their side, taking the sting out of decision anxiety, and creatinga VERY real criteria of what makes the perfect buyer. It’s also the perfect format for sprinklingin all the ingredients that help coach decisiveness: (MVC, QWW, buyer identification, etc.) THEMEPLATE [Urgency: Reminder of how much time/spots are left in your offer] [Acknowledge that if they're still seeing this, they're having trouble deciding] [Assure them your only commitment is in helping them make the best decision] [Take a hard stance against the common “right for you if"] {Tell them you only want them to invest if it's PER- FECT for them] [Alt: How to know if you'll (experience promised out- come) from (product)] [Start with 3 Reasons Not to Buy- using traits they Want to distance from OR descriptions of people who are overqualified or too far along to benefit] [Ri] [R2] IR3] [Transition into who it’s PERFECT for, and mention the guarantee to take the edge off -so they feel more safe in self-qualifying] [Tell them thatif they could check offjust § of the 7 boxes, they qualify] [Who It's Perfect for- below Is a very flexible list of ways to use those 7 points] [P1 -The person who's just getting started and wants todo itright] [P2 -The person already struggling who wants to fix itonce and for all] [P3 -General desireable trait or characteristic. le. willing to put in the work] [P4 - Specific trait to back it up -ie. Already investing, 4 hours per work actively trying to (achieve XI] [P5 - aware of and excited about the big outcome] [P5 -aware and excited about the Quick and Valu- able Win (QVW)] [P7 - Ready to take the Minimum Viable Commit ment (MVC)] [Tally up their score - how many boxes they checked] [CTAif they qualify as being a PERFECT fit your prod- uct or service] [Signoff] PS: [Scarcity, urgency and other FOMOs] {CTA}EXAMPLE: Subject: How to know if you'll PROFIT from 10x Emails... Body: You know those lame emails you'll usually get at this point ofa campaign that shoot off an arbitrary list of ways to know ifsomething is “right for you" Ya...ummm. .. we're not gonna do that here. Cause honestly. With the doors to 10x Emails shutting down by this time tomorrow... I don't care if 10x Emails is “right for you” And mare importantly YOU don’t care if 10x Emails is right foryou. The only thing EITHER of us should be concerned about at this pointis this... WIll you, your business, or your clients PROFIT from 10x Emails. That's it. At the end of the day, that’s all we're shooting for here. The people who buy something that's “right for them” are the same folks that wonder why the only “return” they ever get on their investment is a chronic case of of buyer's re- morse. No thank you. But before we get into the “profile” of someone who's poised to profit from this program (wayyy too many “P’s” WORKBOOK we immediately start off by shutting down “right for you” lead with the time urgency reminder Earn trust by showing the reader that we're on thesame page. We wantwhat they want. More distancing from “right for you". but this time we assoc- ate a negative outcome (buyer’s remorse) with the thing we're distancing ourselves from.Here are 3 people who should delete, unsubscribe, and dis- appear from the 10x Email world foreva: You're a “Ray-Ban” Spammer: Ifyou're gonna try to use these strategies to shill out scammy products that no one actually wants- be gone. 2. You're expecting an “easy” button: This ain’t freakin’ Staples, and anything that's goingto make your CFO (or freshbooks account) happy is gonna require a bit of elbow grease. But here’s the thing, .. I'you're doing ANY Kind of online marketing, then you're already sending emails. We're just going to teach you how to get better results in half the time. 3. You're planning fora drive-by: The 60-day guarantee is there to give you every chance to 10x your investment before making a final decision. It’s not there for you to abuse the system by binge-watching the vids, attending ‘the workshops, then peacing out. Keep your intentions pure - and I promise, we'll make your emails profitable And on that note, if you can check off just § of these 7 boxes, then you owe it to yourself, your business and your clients to simply test drive 10x Emails over the next 60 days. 10x Emails will be PROFITABLE for you if... You're a startup founder, business owner or entrepre- neur: By now, you probably realize that email copywriting, unlike other tasks in your biz, isn’t something you can solely rely on a freelancer for. The world moves fast. You need to react quickly. And there’s nothing more disempowering than being straight-jacketed by the whims and weekend plans of amember of the only remaining profession where it’s still cool to drink before noon. Until you achieve a level of minimum viable awesomeness, it’s like having @ 500hp, engine under your marketing hood - without knowing how torevit. WORKBOOK call out 3 negative traits that they'll wantto distance themselves from. avery specific" pase" ccore minimum viable commitment when writing these descriptions include elements of the MOHT that we developed earlier in this courseYou're a copywriter (or want to be one): Yes, we want to empow- —— er your bosses and clients to get better at this email thing (which in tum, will make them appreciate and value what you do even more)... but here’s the thing, Whether they (or you) know it yet, you're a vital piece to this marketing machine, and with the skills and templates you'll learn inside 10x Emails, you'll get to final- ly PROVE It in a big way. .. and if your boss has any kind of good sense... you'll get paid more for it too. You're a freelancer: When done right (as you'll learn inside Lox Emails), there is nota single thing you can offer your clients that is more proveable and profitable than email copy. No matter what you're currently doing for your them (ie. ad campaigns, content, landing pages, etc.), eventually that road is gonna lead to the inbox, and they're gonna need high-converting emails to close that oop. Thisis you chance to step in, save the day, and potentially add an extra zero to your next contract. You can block off 3 hours on these dates: On August 3rd and oth we're gonna SaaS you silly with everything you need to writea killer onboarding or nurturing campaign, And then on August 11 and 1sth, we're gonna follow it up with live online workshops to sequence and WRITE your highest yielding sales campaign to date. We're gonna be with you live in the digital trenches, teaching, lead- ing, answering questions and making damn sure that you don’t leave the room without the emails that can literally 10x your invest- menton the spot. You don’t have time to waste: Yes, ROlis super important to you (and you'll get it). But ROT (return on time) ranks equally high on your list. You don’t have time to mine through 30 hours of video “training” Just to getto the good stuff... and at this point, you could care less about David Ogilyy’s life story. You want to start generating more sales TODAY... not in some distant, nebulous future. WORKBOOK “aspiration” as a qualifier can be powerful and more inclusive for your best prospects, an example of “circumstantial” exclusive empowerment. hitting on some of the sacred cowsAnd therefore, you'll love that everything in 10x Emails is streamlined and strategically engineered for rapid, profit- able implementation. You realize that email isn't going anywhere, all roads lead to the inbox, and you're stoked about the prospect of about picking up the skills, strategies, and marketing power ups that ACTUALLY afford you the right to call your subscriber an asset. And finally... You're willing to TEST 10x Emails with no risk: I’m not saying we gotta get married. I'm saying, let’s spend the next 60 days turning your emails into weapons of mass conversion, and unless I make good on my vow to help you grow your revenue (without hiking up your ad spend), then simply hit the “undo” button and we'll pretend this little fling ever happened. That's it from me. Tally up your score. Under 5? Maybe next time. Sor higher... Punch in your details so I can send you your welcome email already ;-) Peace, love and profits, jo WORKBOOK ‘weaving the risk reversal and CTA into one of the criteria boxes. Remember, since readers are look Ing to self select as they go down ‘the box [nct self-distance)- it's far ‘more powerful to put @CTA within the frame of the criteria list, then outside of it.