Today,I’ve got a real treat for you,a detailed in-depth case study about anawesome sales email written by myselfthat managed to take an already successfulKickstarter campaign and catapult itto a whole nother level. So at the end of the day,this project received funding in excessof $102,000 and managed to beat originalprojections by multipletimes. Hi, I’m Csaba,founder of Game of Conversions,the place where on entrepreneurslearn how to convert casual leads intoprofitable and paying customers. And today you’re going to get aninsider’s look into crafting, writing,and strategizing a high convertingemail that will help you sell anythingonline, regardless of yourindustry, product or niche. This will help you get more opens,clicks, and ultimately more sales. Watch this case studybecause you’re gonna love it. Okay guys,here we are inside the email case studyand before I dissect the whole email,I just want to quick mentionshere. First of all, uh,before you write any email,you should have a strategic campaignalready laid out and you should know thepains, fears, hopes,and dreams of your audiencebecause otherwise you won’treally know what to tellthem,in a way that will be effective. The second thing is that youshould already have an email list. And in this particular case,I was working for a client and hehad an email list of 900 people,which isn’t much,but this also shows you the power ofemail marketing that you are able togenerate serious moneyoff of smallest as well. And with that being said,the full CEO’s email isactually a thousand words long. Check this out. If I scroll throughit, it’s, it seems pretty long. But I just want to quickly point out thatshort copy isn’t always the answer inemails. Especially if you’reselling something with alittle higher price point. If you’re selling something for $20,maybe it can be okay,but this watch costs around $500. So in those cases or in online courses,it’s totally okay to have longeremails and long copy works wonders. But there are a few caveats here. First of all,you shouldn’t unnecessarilyinflate your copy. So if you have something to tell in somany words, then you need those words. But otherwise, if you’re just inflatingthings, if you’re just rumbling around,that won’t be too good. So remember,long copy only works if you’re ableto hook the reader’s attention. If you’re able to connect with emotionallyand to describe that connection,to describe their problems,their fears, their pains,and then you also have to appeal totheir desires and play up those desires. And finally, you have to properly ask forthe sale as well. If you can do these,then long copy is definitely the answerfor you. And with that being said,let’s get to the first part of the email,which is basically the attentiongrabbing subject line. And in this case,I chose something like this. Rememberyour grandfather and this worked because,first of all, nobody uses this. I mean,who would send an email like that?Secondly,it will connect very nicelywith the hook of the email,because I integrateda little bit of story. This email is about a Swiss Watch thatmy client wanted to sell through aKickstarter campaign. And the whole image branding of thewatch was that it’s very masculine,it’s bold,it’s based on timeless quality standards. Just like the grandfather of my clientwho was always was basically a masterwatchmaker and he had all these nicequalities that we admire even today. And using a subject line like thisone really connects with that. And remember the aim of the subjectline is always to just basically grabattention and get people toopen the email, nothing more. And as we move through it,you will notice that we have a powerfulhook at the beginning of the email. So check this out. Hi Name. Andobviously I want to personalize emails,but this is standard nowadays. Everyone personalizes them. So just make sure to not forget it. My grandfather was the hardest workingperson. I knew my head starts spinning. Just thinking about how relentless hewas in his passion because when he dreamtof something, he didn’t rest until hefound a way to turn it into reality. Quality, respect and craftsmanship. He always kept saying,and rightfully so,because he was a proud descendant ofa family of master watchmakers alwaystrying to craft somethingbased on Swiss heritage. He went to painstaking lengths to ensurethat he gathered the highest qualityraw materials that hecould get his hands on. So if somebody is on my client’semail list and they open the email,chances are they’re goingto want to read this. And this hook is going to connect withthem very powerfully from an emotionalstandpoint. And why? Because mostlikely, since we know our audience,these traits are resonating with them,with their own values in life,quality, respect, craftsmen ship. Think about it for a second. If somebody wants to buy a Swiss watch,then they’re going to be into quality,respect and craftsmanship. And by creating a story ofthe grandfather of my client,uh,we basically make a metaphor betweenthe desires and the values of our idealcustomers. And the idealized values of a long lostgrandfather who was basically a masterwatchmen,but also remember I’m talking about themeven though this is a story about thegrandfather,everything that I talk about is basedon what’s important for my targetaudience. So what’s in it for them and try to alwayskeep this up whenever you’re writingan email, sales page, video, anything. So once we are done with the hook section,we’re going to have a smooth transition. And this is very important,although most people neglect this becauseobviously the goal of the email is toget people to buy the watch. But in order to buy the watch,you have to give them a compelling offer. But in order for them to read or beinterested in your compelling offer,you want to hook,that obviously grabs their attention. So the problem between the hook and theoffer is that oftentimes this transitionor lack of transition is very abrupt. And you don’t want to do this becausethen it sounds cheap and it soundsaggressive. It sounds like, hey, youhave a problem, buy my stuff. That’s it. And you know, people want a little bitmore, especially at this price point. So that’s why we have the smoothtransition. So check this out. Not surprisingly,I was always fascinated by his workethic and the belief in the need forcharacter integrity and honesty. Again,all traits that I know that it’s importantto my ideal customer base who arebasically rebel,people who like to buyquality things that can last,but most importantly they alsowant to stand out from the crowd. They want to be bold and they want tostand out. They want to seem unique. So let’s continue. And I always tried to livemy life according to thesame principles and to alsorun my business. Like I live mylife with quality and respect. So this is basically a transition betweenthe grandfather study to the missionof my client. In fact,you being an exclusive member of our club,know precisely that rebel wasborn out of this vision as well. So observe again that I’m making a verysubtle connection between the story ofthem. I mean the targetcustomer being an insider,being an exclusive member and themission statement of the company. So stepping into the shoes of mygrandfather, never backing down,I created a band that combines timelessheritage with a modern take on themasculine style with two objectives. And again,these objectives are veryimportant to my target audience. Never forget this objective one,I wanted to create astunning exclusive timepiece. There are bold over boring and made toSwiss standards without breaking bank. Objective two. I want it to feel a painful gap in whatwas offered on the market compared towhat was needed for someone boldliving on the edge for the rebel man. So the brand name of the company is rebeland it’s not surprising that they’retargeting people whoidentify as being rebels. And this is very important becauseultimately whenever you want to sellsomething,you won’t sell those things basedon features or how cool they are. You will sell them based on what feelingsthose material things generate in thegiven person. You will sell them based on desires. He was southern based on status onhow it will take someone for the,from their current situationto their ideal situation. And with this transition that I did here,I made the very deliberate,basically connection between the hookbetween just getting their attention andgetting them primed for something thatwill take them to their ideal situation. And once I did this transition,then I can transition tothe irresistible offer. So check this out and now here we are. If you ever felt the same way about life,I have wonderful news for you. My childhood dream has been finallyturned into reality in no small part,thanks to our fiercely loyal,Rebel fans and their ultimate watch,the rebel Aquafin got it’s very young,successful Kickstarter campaignwith over 187 backers and counting. So check this out. I’m not only am I a buildingeven more desire for the product,I also create a deliberate connectionbetween the company and the product andthe target audience by basicallyinviting them into the whole process. When I say in no small part,thanks to our fiercely loyal Rebel fans,then people will feel a littlefuzzy feeling inside. And the, and,and this is also something thatmakes them buy something from you. And I also incorporate a little bit ofsocial proofing because I say we alreadyhave 187 buyers or backers andthis shows people that, oh,this is a serious project,this will have the potentialto be something big. So maybe they also wantto be a part of it. And then I basically,uh,just describe the main featuresand benefits of the watch itself. I highlight how it’s Swiss made,how it’s made of a 316L stainless steel,which is a technical term,but it’s important to this niche. What,what’s the movement wasthe water resistance. But always be careful when describingthese features and benefits not to gooverboard with the features becauseultimately people are interested inbenefits, not in features. And if you’re asking yourself,what’s the difference between thetwo? I have a neat guide here. Uh,basically features are the blocksof what your product can do. These can be physical elements,characteristics,observable aspects,technical descriptions, sizeor shape of the product. Now,on the other hand,benefits translate these features intoactual benefits that personally affectyour reader or make their lives better. So for example,something that tastes good,something that gives satisfaction,something that allows fast andeasy results, saves time or money,makes money, allows peace ofmind and so on. So in this case,basically, the thingthat it’s Swiss, it’s,it’s a benefit because itautomatically means quality. The fact that it’s made of a nicestainless steel is it’s only a feature inorder to turn it into a benefit,I have to highlight that it’s also robust. It’s a beast. It’s craftedof marine grade. So these,these things all contribute tothe feeling of quality. Again,the fact that it has a Sellita sw200 automatic movement is a feature. But I also transition this into a benefitin the sense that I create a feelingof exclusivity because otherleading brands like dieselor Hamilton or Tag Heueralso use this, uh, this movement. And I know that my target audienceknows about this, about these brands. So by highlighting this,I automatically elevate the qualityof this watch even higher. Again,the fact that it’s water resistant,it’s a feature,but the fact that it’s a dive watch,it’s not because dive watches,the most famous dive watchis the Rolex submariner,which was worn by James Bond or anotherone is the Omega seamaster professional300. These watches are iconic and a lot ofpeople actually know them and even if theyknow them,they can recognize the Rolex’s distinctshape and they will automatically, again,associate coolness with it. The fact that it’s scratch resistantis a benefit. The fact that it’s a,it has a set for Sapphire CrystalDome Front with Ar Coating. That’s a feature. Now I want to mentionsomething unique in this email. Since my target audienceare probably watch nerds andthey know all these things,it’s okay to use or to highlight morefeatures as well because for them featureskind of act like benefits as well. However,for regular products or wheneveryou’re selling anything,usually it’s best to highlightmore benefits than featuresbecause those people,they just want the end result. It’s like people don’t buya hammer because they wantto hammer a nail into thewall. They just want a hole in the wall. And the hammer is just a tool thattakes them from their current situation,which is not having a hole in thewall to their ideal situation,which is basically having a hole in thewall so they can put on their favoritepainting so that they canfeel good about themselves. Can you feel the difference?Good. So getting back to the emailat the end of these bullets,I also do one more thing to, uh, build alittle bit more, more even more desire. And, uh, I say that, but above all else,the limited edition exclusive rebelAquafin symbolizes self confidence andbadass style speaking to the innerrebel in each and every one of us. And you can’t put a price on that. So this is very important. I think this is one of the most importantparts of the entire email because thisis the ultimate benefit thatpeople are, are, are looking for. They want to feel good about themselves,they want to look unique,they want to look bold andthey want to look cool. And by highlighting thefeatures and benefits, that’s,that’s one thing that’s good,but it’s just one watch out of a dozen. But if you highlight the dis,this particular watch is going to givethem self confidence and badass style andspeak to the inner rebel inside of them. You really can’t put a price onthat because for these people,these traits are the most importantthings they want to associate themselves,with these things. So by highlightingthis, after building some desire,I kind of multiply theeffect of desire building. And only then do I introduce the price,check it out. You won’t find such a bad ass watchwith killer features like these anywhereelse,especially for the mindboggling price of only $489. So giving the price upfront is goingto create a huge shock in them. But giving the price after building allthis desire is going to be much easierto swallow. So this was the offer part of the email. Once I’m done with the offer and Idescribed all the features that haven’tbenefits and everything,I’m going to reinforce it with even morebenefits. And you might be thinking,why do you need so many benefits?I mean, isn’t this enough?And my answer is, eehmaybe it’s enough, but, uh,you really want to overdeliver in thispart because people want to feel likethey’re already livingtheir ideal situation. They want to read somethingthat paints the dream,they want to read about something thatgives them solutions that already futurebasis their success. So what better way to do this,than to give them even more benefits andgive them bonus because everybody lovesbonuses. So I say it as an additional bonus. We also decided to toss in a free DLCcoating. And if you don’t know this,this is basically a more luxurious orspecial type of coating that people canapply to watch so they’dbecome stealthy black. It’s a really cool look and itgoes well with this bolt style. And since we’re offering this as a bonus,uh,I think a lot of people will beknocked over the fence because of this. Then I go on to, um,describe even more benefits. I promise to you,you’ve never seen an exclusivetime piece so eye catching,so bold. So irresistibly dominating. Watch that expresses yourmasculine in the via individuality,sets you apart from the rest and becomesyour loyal companion in your quest tomake your unique style shine. Again,for these people, the most importantthing is to stand out from the car crowd. I mean, that’s why they’rerebels. That’s why they’re bold. They want this and by describing,and by purposefully,you know,playing up these elements,they’re going to salivate all over thewatch at this point if they’re readingthis. So I go on to describeeven more benefits here. And this is nice quote, by theway, John Carlton, he’s one on the,the most legendary copywriters ever. He’s also called the most rippedoff copywriter of all time. He said,be the one thing your prospect reads todaythat gets his blood pumping and makesthem crave what you are selling. His adrenaline levels won’t godown until he’s sent you money. So this is the goal here. You want to, um,describe the ideal situation in sucha profound way that people will becomebasically hypnotized by it. Andjust to check this out, for example,I know you’ll be astonished by how crazygood this watch looks and feels on yourwrist. Don’t be surprised if your friendsand family comment on how gorgeous andpremium it looks. So again,I’m basically speaking to the reader asif they’ve purchased the watch already. And this is called future pacing. And this is very importantin the converting processin getting someone from thenonbuyer state to the buyer state. So after I’m finally donewith all the desire building,my job is still not done unfortunately. And that’s because people,even though if they’re salivating on myoffer, they’re still not going to buy. And that’s because peopledon’t like to make decisions,especially if they have to shell out $500. Even if they like it,they want to postponeit as long as possible. But the problem is that if they thinkI’m going to check this later liketomorrow or something,do you think they will check it later?Not really. it almost neverhappens. They have to be very,very extremely committed to do that. And that’s the reason why we need thefear of missing out and scar city. And you don’t have to overdo this. You don’t have to lie. Especially you,you cannot lie in this because peoplewill discover it and they will take yourhead for it. But check it out how I did it. However,let me be very clear about one thing. The Aquafin is strictly limitededition exclusive watch. In fact,we only plan a manufacturing 350 piecesin total and in three days our campaignis over. And once it’sover, it’s over for good. And let me tell you why we do this. So first of all,I gave them a genuine scarcity. The campaign only has three more daysto go and we deliberately Sandis threedays before the campaign ends. So that we create a little bit ofextra squeeze here. And also, uh,you might want to explain the reason foryour scar city whenever you can becauseit, it seems more genuine and it is andyou shouldn’t really rip off people bygiving them a false scarcity. This is real scarcity here. And I also explain it and letme tell you why we do this. Because both people take action. And that’s why this watch is only forthe brave who take action and heed thecall marching forward. We will probably never produceany more Aquafins after this. Only the limited numbersfor our selected backers. If at this point you are still hesitant,then perhaps it’s okay to back down. People do it all the time. However,if you want to word the companion tothe rebel inside you, here’s the chance. What are you going to dowith it? Now, this part,it’s very important and it hasso many things going on here. I’m just going to touchon them very briefly,but you can read the entirething here if you want,because I go into much more detailinside this post. So first of all,we create the urgency. Then Iexplained the reason for the urgency. Then I expand on this reasoningand connect this to uh,one of the core traits of beinga rebel and, and, and, uh,of being a bold person who I know thatmy target audience wants to associatewith. And this is taking action. Both people and rebels take action. They don’t hesitate. And by highlighting this,hopefully I’m also making a change inthe brain of my reader in a sense thattheir inner boldness will come out andthey will say, okay, so if I’m bald,I have to act now because otherwiseI’m not bold, but I want to be bold. So I kind of have to act now. This is one of the most effective waysto actually knock em off the fence. And uh, yeah, if, uh, ifthey’re still not those people,then it’s, it doesn’t reallymake sense to be aggressive. And that’s why I say if at this pointyou are still hesitant then perhaps it’sokay to back down. People do itall the time. So in this way,I mainly describe the majority of thepopulation that I know that my targetaudience doesn’t want to be a part of. They want to feel special. They want to be kings, they want to bebold people. They want to be heroes,but hero’s act, they do somethingright now, not tomorrow. So that is why I say,however,if you want to worthy companion to therebel inside you, here’s your chance. And I kind of give,uh,basically a personality to thewatch at this point. So, uh, I’m,basically creating something like thebond between a Samurai and his sword. The sword is the companion thataccompanies the Samurai on his journeys. And at the end I close with the question,what are you going to do with it?Because questions work really well. What are you going to do about it?Are you going to do something?It makes people take action much more,uh, frequently. However,I’m still not done because Istill have to ask for the sale. Even if at this point people are hooked,you’ve built a lot of desire in them,they’re afraid thatthey’re going to miss out,still aren’t going to buy unlessyou explicitly tell them to. So that’s why the final partis about the call to action. So if you’re interested in reservingyour own personalized Aquafin, again,I’m creating more exclusivityand unleashing its boldness. Underworld you should probablydo so now while still can. And then I have the call to actionlink here and I have two PS-s. The first one just reinforces the benefitsbecause I know that these benefitsare very, very importantto my audience. Remember,you won’t find such a bad ass watchwith all these amazing features anywhereelse. Get it today for only four 89 and Ialso add another ps which highlights thescarcity,the urgency part of it,because I know that this is alsoimportant to knock them over the fence,so be sure to move fast because there areonly three days left from the campaign. After that, I don’t think we’ll doanother batch ever wants this set is gone. It’s gone. Reserve your personalized Aquafin now. And that’s it,basically. Remember that this call to actionis very important to close,to actually close the sale. Don’t forgetabout it, but in order to get here,you have to go throughthe winning of the email. You have to go through all thoseelements that I showed you,and in fact here theyare the structure first. You need to interrupt themwith an unexpected attentiongrabbing subject line. Then you want to start with acompelling hook that connects with thememotionally. Then wants to transitionbetween the hook and the offer,but be careful not to be forced here. Then you present the irresistible offerlisting the most desirable benefits. After that, you buildeven more desire. Then ,add strategic and genuine. This is veryimportant and genuine scarcity, uh,and a fear of missing out and thenclose with an explicit powerful call toaction. That’s it. So that’sthe structure. But uh,in order for this to work, it’s veryimportant that you really know the pains,fears, hopes, and dreams of your audience. Because as you might have noticed,this text is extremelytargeted to one specific niche. It wouldn’t work on mothers, forexample. They wouldn’t care at all,but it works wonders on the peoplewho are interested in watches,in nice Swiss watches. Secondly,you need to have thisbulletproof structure becauseotherwise the whole email isgoing to crumble. You want to grab attention,you want to elegantly guide themthrough your call to action. And also integrating a lot ofpsychological elements here. A lot of persuasion techniques and thedirect response copywriting techniqueswill make a huge difference. So, uh,you are able to actually write fromthe perspective of your reader. So if you want to learn more about thisand how you can also apply this formulato write your own emails,just like this one, then,I have a nice online course thatyou might want to check out. It’s called rainmaker email mastery andit will teach you how to craft elegantlypersuasive emails just like thisone that will get you higher clicks,opens and ultimately more salesand do it all in an afternoon. This program isn’t drawn out. It’s a very targeted,strategic and it’s practical. So ifyou’re interested in something like this,check it out. I’ll leave a link below this video. I also have a cool resource that you canuse to basically upgrade any email thatyou write from now on. It’s called the ultimate email checklist. And basically,uh,this is a short 4 page checklist witheverything that you need to do in order totransform your email. For something that people ignore,to something that people willbe actually excited to receive. I’ll also leave a link for this below. It’s free, so check it out if you want,and that’s it for this email case study. If you enjoyed this video,then make sure to leave a like below andalso free to subscribe if you want toget more videos such as this one. Also,if you would like to learn how to rideand strategize a similar sales email,just like this one, then feel free tocheck out my online course on the topic. Rainmaker email mastery. I’ll leave a link below,check it out if you feel like thiswould help you, and now it’s your turn. Which part of this casestudy did you enjoy the most?Was it the part about the hook or maybethe transition or maybe refining theoffer? Let me know by leavinga quick comment below. Thank you for watching and asalways see you in the next one.