Email Inception - 2nd Edition

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Email Inception
A Starter Guide For
Freelance Email Copywriters
“I didn’t know if this book would be a rehash of other info already out there.
Instead I found a clear breakdown on the business side and mindset of

freelancing (focusing on revenue-generating activities, what YOU want to
achieve, how YOU want to live, etc.).
The checklists at the end are awesome — concise, easy to follow, and
work as a recap of the book. I also liked:
1) Absolute clarity on ACTION, rather than just the "theory."
2) Written by someone in the trenches, with experience and insight.
3) Provides a solid base to work up from. Yes it's an email copywriting

guide, but the business/mindset/planning principles covered are suitable for
ANY freelance business model and will come in handy as you stack your
skills.
I’d definitely recommend it. There's more value in this e-guide at this
price point than anything else out there shy of $500.”
Yusuf McNulty
Direct Response Marketing Consultant & Copywriter
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"My biggest concern was I’ve already bought e-books that didn't have a lot
of value.
But this book helped me create a schedule to stay on track, and showed
me what I was doing wrong in my emails. I feel like I should be able to land
a client by the end of April.
I also like that it’s actionable; I can take steps as I’m reading it or right
when I'm done.
And I can make my money back after landing one client. It's a good
resource to flip back to and it helps answer a lot of "noob" questions.
I recommend it because it’s applicable and I believe I’ll land a client soon."
Tyrell Steele
Freelance Email Copywriter
"I found that all of the answers to my questions were in one place.
I liked it's crystal clear clarity. Do these specific things and you will get your
first handful of clients as an Email Copywriter. I also loved:
1 - It's comprehensive. You don't need to look anywhere else to begin

earning money as an Email Copywriter.
2 - It's a ridiculous value. The time you save reading this book instead of
endlessly trawling the internet for advice is itself worth hundreds of dollars.
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3 - It's jam packed full of actionable advice and resources you can
follow to the letter to find your first clients.
The book is really strong and effective. Hard to imagine a more

comprehensive or authoritative starter's guide.
Short of doing the work for someone, it’s all here.
So I absolutely recommend it. Everything you need to know and do to

start winning clients and making money as an Email Copywriter are in
this book.
Thanks for writing this book. You've saved me a boatload of time and
money trying to get my first Email Copywriting clients. It's a huge relief."
Daniel Scanlon
TABLE OF CONTENTS
Read This First
About
1. Lifestyle Entrepreneurship
2. Three Guiding Principles
3. Why I Recommend Freelance Email Copywriting
4. Eight Ways To A Winning Freelance Mindset
5. How To Learn Email Copywriting
6. Pareto Productivity
7. How To Build Business Relationships
8. How To Choose Your Niche

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9. How To Create Offers You Can Sell
10. How To Price Your Services
11. How to Pre-qualify Clients
12. How to Sell
13. How to Find Clients: Introduction
13A. How To Find Clients Through Cold Email
13B. How To Find Clients Through Social Media
13C. How To Find Clients Through Your Current Network
13D. How To Find Clients Through Job Boards
14. Project Management 101
Frequently Asked Questions

Q. Do you think I should work with local clients?
Q. How long should I study copywriting before starting?
Q. Do I need to start an LLC?
Q. Do you know any good taco recipes?
Q. What tools do you recommend?
Q. I don’t have Paypal in my country. What else can I use?
Next Steps
Appendix
Read This First

Long books tend to be filled with fluff, so I’ve made this book as short and
actionable as possible.
This book is designed as a reference.
It’s based on several months of collecting questions from my social media

audience, email subscribers, and online membership community.
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I suggest you read the entire guide at least three times to make sure the
lessons stick to your brain.
Background
1.This book is specifically focused on beginner freelance Email
Copywriters.
A few of the chapters and sections in this book were pulled from my first
book, Freelance Foundations.
For example, the chapter on mindset is similar because your mindset is

important and doesn't change based on the type of freelance service you
provide.
But the rest of the book is new content.
2. I’ve avoided longer-term client acquisition strategies like blogging so

you can stay focused on getting clients RIGHT NOW instead of months or
years later.
3. I’ve added chapter summaries, checklists, and illustrations to make

it even easier to retain the information, apply it and get results.
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Version 2.0 has one picture. This... is the picture.
About
ABOUT ME
I started freelancing as a Web Designer in 2015 while working as a
“Strategic Planner” for a boutique advertising agency.
Web design was my first business and I had no idea what I was doing.
Anyway, the web design business failed.
It didn’t fail because I was a terrible Web Designer.
It failed because I didn’t understand how to start and grow a business as
a freelancer who works entirely online.
Fast forward to today...

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I’m an author, marketer, freelancer, and business coach.
My income is consistent every month and I’m able to make my own

schedule and live anywhere in the world*
*From 2018-2019 I lived in and traveled all over Latin America, Europe and
Southeast Asia... including Mexico, Colombia, Argentina, Czech Republic,
Austria, Hungary, Ukraine, Vietnam, Thailand, and Indonesia.
All because I’m able to run my business from my laptop.
Maybe you want to travel the world... or maybe you’d be happy working
from your couch... or the coffee shop down the street.
Maybe you want to be able to spend more time with your kids or focus on
hobbies, like chess, Brazilian Jiu Jitsu or hunting.
Whatever your ideal lifestyle looks like, freelancing will help you
achieve it.
To your success,
Dennis Demori
Scottsdale, Arizona
April 2020
Find me online:
● Website
● Facebook
● Instagram
● Twitter
● YouTube
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You can also click here to join my VIP newsletter.
Disclosure: Bear in mind that some of the links in this guide are affiliate
links and if you go through them to make a purchase I’ll earn a commission.
I've linked these companies and their products because of their quality and
not because of the commission I receive from your purchases. The
decision is yours, and whether or not you decide to buy something is
completely up to you.
ABOUT YOU
My goal throughout this guide is to keep everything as simple as possible
so you — as a beginner — can get your first few clients quickly.
How do I define a beginner?
● You’re starting from zero. You work a 9-5 right now and you want to
start freelancing on the side or dive in full-time, but you don’t know
how to get started and find those first few clients. You don’t have any
samples, results, or testimonials.
● You’ve worked with at least one client, but you’re lost, stressed,
overwhelmed, and confused. Every day is a guessing game and you
don’t have a clear game plan to grow your business.
● You HAVE worked with a few clients and you’ve been

freelancing for at least a few months. But business is up and
down. Your income is up and down. Sometimes you work too many
hours and other times you barely work at all. You wish you could get
off the “Feast or Famine” rollercoaster so your business could be
more consistent.
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I’ve written this guide with all of you in mind.
I’ve also left out an arbitrary goal like “Make $10,000 a month” because
everyone’s situation is different.
● Maybe your cost of living is incredibly low or high

● Maybe you’d be happy with an extra $1,000-$2,000 a month
● Maybe you want to make a lot more than $10,000 a month
One great thing about freelance email copywriting is you have a lot of
flexibility. Your income is completely adjustable based on your ability
to sell something people want... and deliver on your promises.
Let’s keep moving…
1. Lifestyle Entrepreneurship
Here’s what we’re going to cover in Chapter 1:
● The one thing you can never get back

● True entrepreneurs vs. lifestyle entrepreneurs
● The 3 main pillars of lifestyle entrepreneurship
THE ONE THING YOU CAN NEVER GET BACK

I was covered in sweat and smelled like fish.
My feet ached. My stomach grumbled.
I wished I could be out with my friends, celebrating with an ice cold

Guinness.
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But I was trapped...
I was waiting tables at the local seafood restaurant and I was one of the
unlucky bastards who got stuck working New Year’s Eve.
This wasn’t the life I wanted...
But over the next 15 years, I kept finding myself in similar situations.
Trying to get time off for Thanksgiving, Christmas, New Year’s, birthdays,
weddings — even funerals.
It sucks not being able to come and go as you please.
You miss out on all these things that matter.
Which brings me to the one thing you can’t replace...
You can never go back and experience those special events.
You can never replace lost time with friends and family.
You can always make more money, buy more stuff, and go on more trips.
But you can’t rewind the clock.
Our time is extremely limited
So if you’ve ever felt trapped in your job because you didn’t have the
freedom to do what you want, when you want, and where you want — this
chapter is for you.
TRUE ENTREPRENEURS VS. LIFESTYLE ENTREPRENEURS

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Some people want to build business empires with multiple offices,

thousands of employees and change the world.
They’re visionaries.
But entrepreneurs like Jeff Bezos, Elon Musk, Richard Branson and Gary
Varnerchuk… are few and far between.
You see, their style of entrepreneurship doesn’t describe most business

owners.
If you’re like me, you want a simple, profitable, sustainable, nimble and
low-stress business that supports your lifestyle.
You only want to work a few hours a day — or maybe as little as a few
hours a month.
I don’t know about you, but after 3-4 hours of work… my brain starts to
melt.
I also have other interests outside of client work, including:
● Family
● Fitness
● Languages
● Martial arts
● Travel
Plus other business projects, like:
● Writing books
● Building courses
● Growing and nurturing my membership community, Barbarian 500
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So I pay a LOT of attention to how I spend my time.
The concept of “Lifestyle Entrepreneurship” has heavily influenced the way

I run my business and my life.
THE 3 MAIN PILLARS OF LIFESTYLE ENTREPRENEURSHIP
1. Freedom - The ability to live with abundance and options.

2. Fulfillment - The ability to feel generally content with your life and its
direction.
3. F*ck You Money - The ability to have enough money to book last
minute flights, order anything off the menu and survive any financial
hurdle.
The reason I mention this is because freelance email copywriting is the

perfect business model for lifestyle entrepreneurs.
This way, you can build a business that truly supports your lifestyle so you
can “work to live, instead of live to work.”
Three Things To Think About
● Our time is extremely limited, so if you want to make the most of it,
freelancing is a great way to get more control over your time.
● The vast majority of business owners are “lifestyle” entrepreneurs

— and there’s nothing wrong with that.
● Freelancers can experience the trifecta of freedom, fulfillment (career

satisfaction) and f*ck you money if they play their cards right. The first
two can happen quickly. The last one will take longer.
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2. Three Guiding Principles

● 1,000 True Fans

● 20 Mile March
● Skin in the Game
As a beginner, there are three concepts I want you to be familiar with.
#1 — 1,000 True Fans

Imagine you’re a rock star (or rapper or whatever makes sense for your
favorite genre of music).
You have a small, but loyal group of fans who go to all your concerts, buy
all your merchandise and actually pay for your music instead of getting it for
free online.
On top of that, you make plenty of money from these fans. And you never
feel the need to “sell out” because your fans are completely in sync with
your music and your values.
The idea behind 1,000 True Fans is that you don’t need millions of
clients or customers to be successful.
You just need a small group of people who buy your stuff — again
and again.
This is exactly how I approach my business.

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It’s why my clients tend to stay with me for a long time. It’s also why I’m so
focused on retaining the members in my online community.
So instead of chasing new clients all the time, try to find a few clients you
can continue to work with for many years.
(We’ll talk about how to accomplish this with retainers later in this book.)
#2 — 20 Mile March

The 20-Mile March is about consistency.
We all know the “weekend warrior” who doesn’t go to the gym all week,
then does a two-hour session and can’t walk the next day.
Or the “hustler” who works a lot of 12-hour days, then gets sick or
complains about “burnout.”
I want you to be as consistent as possible with your daily schedule.
I also want you to eliminate the “bad days.”
For example: If you commit to sending 5 cold emails a day — maintain

that number.
Don’t do 5 today and 75 tomorrow.
Alternatively, don’t do 5 today and zero tomorrow.
Neither approach is consistent or sustainable.
I’ll share a sample daily schedule with you later in this book.
#3 — Skin in the Game

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You need to be 100% committed.
You need to look at success as a necessity.
Not “I’d like to succeed one day” or “I hope I can do this” or “It’d be great if I
can pull this off.”
No.
You need to be a little obsessed.
You gotta want it BAD.
Do not make success “optional.”
“Skin in the game” means you’re invested in an outcome.
You’re not one of these people who makes empty promises.
You need to DO what you SAY you’re going to do — consistently.
Do not break the promises you make to yourself every day.
Your actions need to line up with your goals.
● You don’t need a million clients, customers, or followers to have a

successful freelance business. Instead, focus on attracting your
“1,000 True Fans” — a small, loyal, and profitable group of clients.
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● Focus on what’s sustainable over a l ong period of time. This is

how you avoid the ups and downs that are so common in online
business.
● If you want to succeed, you need to have some “skin in the game.”
Half-assed commitment creates half-assed results.
3. Why I Recommend Freelance Email

Copywriting
● Breakdown of popular business models

● Why freelance copywriting should be your first online business
● Your new superpower
BREAKDOWN OF POPULAR BUSINESS MODELS

This is a guide about freelance email copywriting, but maybe you’ve
explored other business models like affiliate marketing, info products or
dropshipping.
Let’s start with some definitions…
Definition #1: When I talk about “copywriting” or “copy” in this guide, I’m
talking about Direct Response Copywriting.
This is a persuasive writing style designed to drive the consumer to take

some kind of ACTION, like:
● Sign up for an email list

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● Watch a video
● Buy a product
The writing used in Facebook ads, webinars, long-form sales letters, and
emails are examples of copywriting.
Copywriting is also a foundational skill like public speaking, teaching and

sales.
Most well-known internet entrepreneurs (like Mike Dillard, Eben Pagan and
Tai Lopez) learned copywriting early in their careers because it’s so
valuable.
Definition #2: Copywriting is NOT the same thing as “content writing.”

Content writing means content that’s primarily designed to educate or
entertain.
Blog posts, white papers, case studies, social media posts and website
copy are all examples of content writing.
When it comes to content writing, there tends to be less of an emphasis on

sales.
You can, however, create content that uses direct response principles.
Definition #3: Freelancing means you work for yourself, i.e. you’re
self-employed.
You don’t have a boss because you ARE the boss.
Freelancers make money by doing contract work for companies, who we’ll
refer to throughout this book as “prospects” or “potential clients” or “clients.”
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Freelancers tend to be solopreneurs, i.e. one-person businesses, but it’s

possible that you work with a small team.
For example, my “team” right now is one Virtual Assistant who helps me
with anything tech-related.
I’ve also hired several freelance writers for specific projects.
Definition #4: Email marketing covers a wide range of topics, including

A/B testing, copywriting, deliverability, segmentation, and strategy.
Email marketing is incredibly valuable because it tends to generate a

higher Return On Investment (ROI) than any other marketing platform,
including social media, paid advertising, and direct mail.
Definition #5: Email copywriting means you write emails for all sorts of
businesses with the ultimate goal of making them sales.
As an Email Copywriter, you’ll be responsible for writing and editing emails.
For the purposes of this book, we’re going to focus specifically on email
copywriting because I believe that’s the easiest skill for a beginner to
learn.
Email copywriting usually means you just write the copy. Email marketing
tends to mean you’re managing the email software too (like AWeber,
Mailchimp, or ActiveCampaign).
I’ve done both. You may or may not want to — I’ll leave that up to you.
If you’re a Copywriter or interested in copywriting, I highly recommend you

focus on Email Copywriting as a beginner.
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Writing every kind of copy as a beginner is overwhelming.
Emails, Facebook ads, sales letters, landing pages, upsells, etc. is a lot to
learn at the same time.
Meanwhile, there’s plenty of opportunity as an Email Copywriter.
There are thousands of e-commerce stores, coaches, etc. you can work
with who’ll pay $2,000 a month or more for a monthly retainer (even as a
beginner).
Definition #6: Freelance email copywriting means that I provide email

copywriting services to clients — as a freelancer. I’m NOT an employee
and I don’t have a boss.
This guide isn’t designed to teach you everything about email copywriting.
I’ll share somes resources and tips to learn email copywriting, but 95% of
this book will focus on the nuts and bolts of running a freelance email
copywriting business.
Definition #7: Affiliate marketing is another option for beginners. I like

affiliate marketing as a supplemental form of income because it’s relatively
easy to do, but I’d rather sell my own products and services.
By the way…
If you’re interested in affiliate marketing or wondering if there’s a way you

can make money as an email marketer that DOESN’T involve working with
clients — there is.
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Lawrence King’s course, “How I Make $200 A Day With Email” walks you
through all the steps of building and monetizing multiple email lists, selling
affiliate offers, and even automating the entire sales process.
I HIGHLY recommend it.
Definition #8: Information products (like online courses or the guide

you’re reading right now) are another popular business model, but I believe
it’s a difficult business model for most beginners.
You’ll need some understanding of:
● Copywriting
● Product creation
● A niche market
● Online marketing and sales
● Driving traffic, etc
… so it wouldn’t be my first choice for a beginner (FYI — I waited three

years to create and sell my first info product, so it’s not something I would
rush into).
Definition #9: Physical product businesses aka e-commerce (like

dropshipping or Amazon FBA) have MANY moving parts and can be
overwhelming. I consider it an advanced business model.
You’ll need to have a basic understanding of marketing, sales, and

copywriting. Probably paid traffic too.
And you’ll need to deal with shipping, returns, product quality, inventory,
customer service, startup costs, higher overhead, and more.
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The complexity of running a physical product business is the main reason

I’ve been hesitant to dip my toes into the e-commerce pool.
WHY FREELANCE EMAIL COPYWRITING SHOULD BE YOUR FIRST

ONLINE BUSINESS
Alternatively, freelancing email copywriting is a great way to build valuable
skills AND make money online relatively fast and WITHOUT high overhead.
(A) You’ll develop many essential skills:
● Accounting
● Marketing and Sales
● Negotiation
● Pricing
● Productivity
● Project Management
● Storytelling
● Strategy
● Persuasion
… and of course copywriting.
(B) You’ll discover how to build a BUSINESS with practically zero

startup costs
Even today, my freelance expenses average less than $100 a month.
(C) Freelance email copywriting is a fantastic “starter” business

model
You can take the money and skills you earn as a freelancer and apply them
to other business ventures down the road (like info products, e-commerce
or real estate).
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(D) Freelance email copywriting will give you a lot of FREEDOM and
CONTROL when it comes to your schedule, income, and clients
I think a lot of freelancers start their own business because they have a
problem with authority.
I know I do. Always have.
I hate it when people try to tell me what to do.
Freelancing is great if you’re a lone wolf who likes to do everything his own
way.
(E) The opportunity you have as a freelance Email Copywriter is

MASSIVE
Honestly, most copywriters suck, so the bar is set pretty low.
I consider myself above average (not elite level) and I’m always surprised
when more experienced marketers compliment me on my copy.
Fact is, you can become a decent Email Copywriter pretty fast.
And that’s going to open a lot of doors for you because there are
THOUSANDS of businesses you can help.
I see “bad” copy everywhere and every single business in the world always
needs more copy to test, so you’ll never run out of work.
Email copywriting is an IN-DEMAND service you can offer.
It’s the kind of service where you can charge thousands of dollars (per
project or as a monthly retainer).
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I’ve personally been paid up to $1,000 to write ONE email.
I’ve also charged up to $5,000 for monthly retainers and received up to

40% in commissions for performance-based deals.
Another guy I know charges $1,500 per email.
And yet another charges $10,000 a month just to write daily emails.
I didn’t create this guide for you to struggle financially.
I created it to help you put cash in your pocket… FAST.
So don’t ignore the financial aspects of running your business.
As I like to say, don’t run your for-profit like a NON-profit.
If you treat freelancing as a business, you’ll get paid like someone who
runs a real business.
If you treat this like something you “sort of do,” then don’t expect much.
Fortunately, there’s plenty of money to go around and we’ll talk about how
to get your hands on that money throughout this book.
YOUR NEW SUPERPOWER

This guide is designed for fast implementation.
If you read this book and 6 months later didn’t make any money, well…
What the hell happened?
Did you follow the advice in this book?

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Because if you follow through with what I’m about to share, you should be
able to start making money soon.
How soon? I don’t know because I don’t know you.
Realistically, I believe you should be able to find at least ONE client over
the next 30 days if you apply what’s in this guide.
Then another… and another.
Anyone can trip and find ONE client. It’s not THAT hard.
Doing it twice is a little better.
But if you can do it three times, you should feel pretty good about yourself.
It means you’re starting to build an effective, repeatable process for

getting clients.
That’s why my goal in this guide is to help you land your first, second and
third freelance clients.
Once you’ve found three clients, you’ll have a superpower for the rest of
your life to generate income on-demand.
PRO-TIP: As you read this guide, h

ighlight the things that stand out to you.
Even better, read this guide with a notebook or a note-taking tool like
Evernote so you can start building a To Do List right away.

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● If you’re new to online business, freelance email copywriting is a

great beginner-friendly business model.
● The sky's the limit. You can do freelance email copywriting on the
side for a couple hours a week or you can put more time into it and
build a 7-figure business.
● Email copywriting is a superpower. It’s one of the best online skills

to build because you can apply it to practically any business.
4. Eight Ways To A Winning Freelance

Mindset
1. Think of yourself as a Trusted Advisor

2. Position yourself as an in-demand expert
3. Think (and act) long-term
4. Assume complete responsibility
5. Understand that you’ll never be completely ready
6. Accept that making money is EASY
7. Think sequentially
8. Get comfortable with sales
Everything starts with mindset.
The way we think and make decisions is the BIGGEST factor in our
success.
So don’t skip this chapter.

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I would even say that this is the MOST important chapter in the entire book.
Whenever freelancers have issues with:
● Being productive
● Charging more money
● Following up with clients
… these are usually mindset issues.
I can’t solve all of them in this short guide, but I can give you some
pointers.
1. Think of yourself as a Trusted Advisor

Most freelancers are order takers and act like employees.
Client says, “I need X.”
Freelancer says “OK!,” does it, and the project ends.
Then they cry that they can’t find any clients.
Listen…
As soon as possible, you need to learn to lead the client relationship.
YOU are the expert.
YOU are going to think about what they’re asking, but you’re ALSO going
to think about whether or not it’s the RIGHT thing to do for their business
(and if there’s a better alternative).
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YOU want to offer suggestions and ask the client to consider them.
(Remember: It’s the client’s business — not yours, so you need to be

careful not to cross the line. But most clients will be happy if you can be a
sounding board and offer suggestions.)
Like if a client asks me to write launch emails spread out over 14 days, I
may counter and say,
“You know what? 14 days is a long time. If we want to drive urgency, I think
this promotion will be more effective if we cut it down to seven days.”
Do you see how I just went from order-taker... to the kind of person who
leads and advises his clients?
Whenever you work with clients, open your eyes wide and actively look for
ways to add more value as if it’s your own business.
When you do this, you’ll be able to come up with ideas that your clients
didn’t even think of.
That means you’ll become more valuable, which means you’ll be able to
charge more money.
So don’t be an order taker.
Of course, when you’re a beginner you might not know enough to propose
alternatives.
Don’t worry.
As you gain more experience you’ll start to notice patterns and figure things
out.
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2. Position yourself as an in-demand expert

Most freelancers work too hard for too little and are constantly bending over
backwards to land clients.
Don’t do that.
Your clients should feel lucky to work with you.
YOU are the one choosing which clients you work with — not the other way
around.
That’s the kind of mindset you need to have.
You can’t be acting all desperate and working late nights or weekends if
you don’t want to.
No.
You need to establish boundaries from the very beginning.
So here are some simple things you can do to be seen as an expert:
● Tell prospects you have a special offer for a special kind of business
owner (make it sound exclusive)
● Tell prospects they need to apply to work with you (You can use a
free online form like Google Forms)
● Don’t position yourself as cheap or affordable or “a good deal.” I’d

rather be seen as “expensive, but worth it.”
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● Don’t position yourself as the “fastest” freelancer. If a client always

wants fast turnaround times, this is a RED FLAG. The best clients
are willing to wait for QUALITY work that ISN’T rushed.
● Tell clients you have “office hours” — even if you work from home or
a coffee shop. You know… like a REAL business (My office hours
tend to be from 9am-3pm, Monday to Friday).
● Give clients ONE way to contact you, like email or Slack. Think twice
about giving out your phone number so they can call you in the
middle of the night.
Make sense?
Positioning yourself as an in-demand expert will help you improve your

client relationships, charge more money, and give you more control
over your business.
3. Think (and act) long-term

A lot of freelancers give up after a month or two.
They can’t find clients or they only get low-paying jobs, so they quit.
Building business skills is just like learning a language or going to the gym:
You need to “get your reps in.”
That means taking repetitive action over a long period of time.
Understand: You might not see results for weeks or even months, so don’t
get discouraged.
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How long should you try?
I don’t know the answer, but I’ll give it a shot:
I’d give it at least a good 6 months.
A few weeks isn’t enough.
(By the way — It took me like TWO YEARS to stabilize my business)
Give yourself a deadline.
Put it on your calendar, your desktop and your smartphone wallpaper:
“I will make $5,000 a month by Sept 1st”
Something like that.
What if you lose that fire in your belly?
What if you lose your motivation and don’t feel like doing the work?
You need to remind yourself of your Vision and your goals.
What are you working towards?
What do you want your life to look like in 1 year? 5 years? 20 years?
Write it down.
PRO-TIP: I have a Google Doc that outlines my goals and I have lots of
pictures of friends, family and places I want to travel.
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My desktop wallpaper has my goals written on an image of a beautiful

beach (or whichever travel destination I want to go to next).
My iPhone wallpaper also has an image with my goals that I created for
anva.
free in C
I look at these goals and images every day as a constant reminder of what
I’m working towards.
If you have that voice in your head that’s always telling you to give up, I
highly recommend you read two of Steven Pressfield’s books, “The War of
Art” and “Do The Work.”
He talks about these internal battles, how to overcome them, and how to
stop procrastinating.
4. Assume complete responsibility

As a freelancer, you can’t blame anyone else for a lack of results.
You can’t blame your boss or your co-workers or the economy.
It’s all on YOU.
This was an important mindset shift for me.
It was also one of the keys to my personal growth over the past few years.
Running my own business forced me to be accountable.
If something good happened, I could take credit.
But if something bad happened, I had to take credit for that too.
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To help you organize your thoughts and be as objective as possible about

your business, here’s what I recommend:
(1) Start journaling every day and night.
Take five minutes to think about what’s working, what isn’t, and what you
can improve. Write it down (I use Evernote and Google Docs).
(2) Use a spreadsheet
You can track the number of prospects you contact each week, the number
of pitches you made, your monthly revenue, etc.
Serious business owners know their numbers, so make sure you

review them at least once a week.
As a beginner, I’d focus on activities like:
● The number of cold emails you send every day
● The number of offers you post on social media every day
● The number of conversations you have with prospects (over email,

chat, or phone/Skype) every day
5. Understand that you’ll never be completely ready

One of the reasons freelancers fail is because they don’t do what they
KNOW they should do.
They wait for pre-conditions to be satisfied.

33
In other words, they think something needs to happen BEFORE they take
action.
Or they think you need to STOP doing something before they do the thing
they really need to do.
Like someone will say, “Oh, I really want to join a gym, but I need to quit
smoking first.”
Huh? Why?
So this person won’t go to the gym for the next year because he doesn’t
want to quit smoking?
Does that make sense?
Here’s another one:
The wannabe Copywriter who wants to “learn copywriting” before he starts

working with clients.
THIS IS A WASTE OF TIME.
If he knows his goal is landing ONE new client this week, he should focus
on activities that will directly increase the likelihood of reaching that
goal.
If you’re one of those people who’s always waiting to be ready, you’ll never
be.
I wasn’t “ready” to write this book… or work with a client paying me $5,000
a month… or move abroad to Mexico City, but I did it anyway.
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You need to get comfortable with being uncomfortable.
And you need to be OK with knowing just enough — but not

EVERYTHING, so you can take action and see results.
Tell yourself: “It doesn’t matter that I don’t know what to do next. It
doesn’t matter that I’ve never done this before. I’m smart and I WILL
FIGURE IT OUT along the way.”
Because if you don’t, you’re going to waste a tremendous amount of time

that should’ve been used to bring you closer to your goals.
6. Accept that making money is EASY

This might be the most difficult mindset lesson for you to grasp.
All your life you’ve been told:
● You need to work your ass off to make lots of money
● You need to be “lucky” to make lots of money
● You need to be exceptionally smart to make lots of money
● Money is hard to get
● You need to be a white collar professional like a lawyer or doctor or

CEO of a big company if you want to make lots of money
And a new one…
Making money online is a scam.

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I had these beliefs for many, many years (except the last one).
As soon as one of my friends told me he was making lots of money online, I

wasn’t skeptical.
Instead, I thought, “Well if he can do it, so can I.”
And I did.
When you get that payment notification for your 1st freelance project, it’s
an amazing feeling.
That was a major lightbulb moment for me because I knew that if I could do
it once... I could do it again and again (and for larger amounts).
If you’ve never made a single dollar online, I’m excited for you to have
that same feeling.
If you’ve already made some money online, but it’s inconsistent or not as
much as you want it to be... have faith and trust the process I’m going to lay
out for you in this book.
You won’t get rich overnight, but you should see steady improvement.
By the way…
You do not need to be the best freelancer in the world to have a

thriving business.
The highest-earning freelancers aren’t necessarily the most skilled.
They’re the best marketers and salespeople.

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An average Email Copywriter who’s a client-getting machine will run circles

around a highly-skilled Email Copywriter who sucks at promoting his
business.
7. Think sequentially
Sequentially means a logical order.
Imagine a row of dominoes…
You’re not going to knock down:
● the 1st one and then...

● the 7th one and then...
● the 3rd
You’re going to knock them down like this:
● 1st
● 2nd
● 3rd and so on
That’s how I want you to think about your business.
There are a lot of things you COULD do right now, but only a few
things you MUST do to reach your goals.
Don’t waste time and energy thinking about Step 7 right now when you’re
only on Step 1 or Step 2.
This is hard, even for business owners making 6, 7 and 8 figures.
Nobody wants to say “NO.”

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And everyone wants to jump ahead.
Everyone thinks they can do more than they’re capable of.
It’s one thing to be ambitious, but another thing to be irrational.
So you need to be OK with saying NO to 99% of the things you COULD do.
Here’s what I mean.
You don’t need:
● A website
● A blog
● A business card
● A business plan
● A podcast
● An email list
● A webinar
● A Facebook group
● A book
● A logo
● An LLC
● A portfolio, samples, or case studies
● Testimonials
● ClickFunnels or any special software
Not right now.

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And definitely not in order to get your first few clients.
As a beginner, you only need three things:
● MARKET: A target audience
● MESSAGE: An offer that solves a big, specific problem
● MEDIUM: A way of getting that offer in front of your target audience

(like a cold email or Twitter post)
(By the way: The “Marketing Triangle” is from Dan Kennedy, a famous
direct response marketer whose books you should read)
8. Get comfortable with selling

A lot of freelancers are uncomfortable with sales.
They think selling is “evil” or sneaky.
They imagine themselves on high-pressure sales calls trying to “hard sell”

things that people don’t want.
This is absolutely the wrong way to think about it.
Are you selling a service that can HELP people?
You are?
Well… what’s the problem?

39
If you’re selling a service that can help your clients... you should do
everything possible to:
1. Understand their problems

2. Explain how you can help
This is what sales is all about.
It’s not about convincing people or persuading t hem or overcoming

objections.
It’s about insights.
It’s about clarity.
It’s about listening.
It’s about helping someone understand:
● Where their business is right now
● Where they want their business to be in the future and
● How YOU can help them reach their goals
So get rid of this idea that sales is bad or has to feel awkward.
Whenever I’m in a sales conversation with someone I imagine myself

talking to a friend.
It’s just two people who want to see if they’re a good fit to work together.

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● Before clients can trust and respect you, you need to trust and
respect yourself. You must think and position yourself as a trusted
advisor and highly-capable business owner who gets results.
● You will never be completely ready for ANY project you take on.
Freelancing is a creative field and that often means coming up with
solutions on the spot.
● Getting good at sales is essential to your business. And you need

to overcome any mental blocks you have about sales if you want to
succeed.
5. How To Learn Email Copywriting

1. My Favorite Resources for Beginners

2. How To Analyze Email Copy
3. Common Mistakes
One of the biggest challenges with email copywriting is there’s SO MUCH

to learn.
But we’re not going to worry about that.
We’re going to make this stupid simple.
(1) MY FAVORITE RESOURCES FOR BEGINNERS

First, let’s assume you’re going to spend one hour a day learning email
copywriting.
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That means you have a limited amount of time, so you need to make sure
it’s productive.
ARTICLES
Here are some blog posts to get you started.
17 Tips for Writing Email Marketing Copy that Converts
How to Write Emails Your Subscribers Can’t Wait to Open
The Ultimate Guide For Writing Sales Emails That Don’t Suck (in 2018)
BOOKS
Next, I want you to buy a few books.
I know — you bought THIS book and now I’m telling you to go out and buy
a few more books.
Hey — you either want to invest in yourself or you don’t.
Anyway, these books are to get you started.
Buyer Psychology
❏ Cashvertising (read this summary)
❏ Influence (read this summary)
❏ Predictably Irrational (read this summary)
❏ The Adweek Copywriting Handbook (read this summary)

❏ The One Sentence Persuasion Course
❏ Yes! 50 Scientifically Proven Ways To Be More Persuasive (read this
summary)
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Copywriting
❏ Make It Rain
❏ The Halbert Copywriting Method: Part III — Editing
That’s it.
You’ll save like 25 hours with the summaries.
Meanwhile, the three books I recommend you DO buy are all short.
If you want to see the full list of books I recommend, visit my website
EMAIL NEWSLETTERS
The next thing I want you to do is sign up for some free email newsletters.
I want you to read great email copy every day so you can see how it’s
written, how it’s organized, how to sell with email, etc.
Here’s a handful of great newsletters to get you started:
❏ Agora Financial
❏ Ben Settle
❏ Goldmund Unleashed
❏ Ramit Sethi
❏ Ryan Holmer
❏ Simon Black (Sovereign Man)
❏ Sumo
❏ Talking Shrimp
❏ Tej Dosa
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I recommend these newsletters to show you that engaging, well-written

copy exists in different styles and niches, from Make Money Online to
Dating & Relationships.
Another thing you can and should do is get on email lists for businesses in
your niche (if you have one).
So if your niche is supplements, get on supplement lists.
If your niche is fitness coaches, get on their newsletters.
If your niche is online courses — you get the idea.
PRO-TIP: I subscribe to over 100 email lists. It’s a good idea to set up a
separate email account just to collect these emails.
FACEBOOK GROUPS
One of the biggest complaints I hear from freelancers is that they feel
alone.
They work from home. They don’t know any successful freelancers. And
they don’t have any kind of peer support group.
So here are two Facebook groups you can check out:
● The Cult of Copy (free)
● Barbarian500 (paid)
The Cult of Copy is the largest Facebook group for copywriters (and
business owners) with over 30,000 members.
You’ll find a lot of experienced copywriters in that group too.

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My paid group, Barbarian500, is another option.
It’s for lifestyle entrepreneurs who want to build a simple, profitable,

sustainable online business.
You’ll have to apply and there’s a 21-day waitlist, but if you get accepted I’ll
do everything I can to help you.
As of today, most of the members are freelance Email Copywriters too.
>>> Click here to get all the details
Podcasts
If you listen to podcasts, check out The McMethod Email Marketing
Podcast.
What about courses?

Between the email newsletters, the books, and the groups you aren’t going
to have much time to go through a course.
You’re also going to get overwhelmed if you’re consuming too much

content at the same time.
Of course (<— see what I did there?), I’m sure you’d like to know what
courses I recommend.
If you want a low-cost option (under $500) that can help you dramatically
improve your overall copywriting skills, I highly recommend Tej Dosa’s
course, 6 Figure Promotions
Click here to read my review on my website.

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HOW TO ANALYZE EMAIL COPY

You’ve got some books and you’re getting emails in your inbox. You’ve
also joined a group so you’re active in the copywriting world.
Now what?
A lot of people will tell you to “hand copy” emails or famous sales letters.
Personally, I don’t believe it works, but if you want to try it — go ahead.
I’m going to give you a different suggestion: Analyze the emails using the
lessons you’re learning in the books.
The books are going to talk about persuasion triggers, subject lines, leads,
storytelling, and 100 other things.
So what I want you to do is use the stuff you’re learning to reverse engineer
how the emails are written.
Most emails, especially in the internet marketing world, are going to follow
the same format:
● Subject Line
● Lead
● Body
● Calls to Action
● Email Signature
● P.S.
Here’s a super simple example to show you what I mean...
Let’s say we’re trying to sell a workout program for young guys who want to
build muscle.
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Subject Line: Can you gain 8lbs muscle in 30 days?
I want to share something exciting with you [LEAD].
It’s my Muscle Force 12-week program.
Muscle Force will get you seriously jacked.
Best of all, you don’t need to do ANY cardio to get results with this program
[THESE 3 SENTENCES ARE THE BODY].
Click here to get Muscle Force on sale before prices go up at midnight

[CALL TO ACTION]
Dennis Demori
Owner
FitBody Industries [MY NAME, TITLE and COMPANY ARE MY EMAIL
SIGNATURE]
P.S. When you order now, you’ll also get access to Muscle Force Monster,
my 60-day German Volume Training program.
Click here to get started [SECOND CALL TO ACTION]
Here are some things to think about as you read the emails:
● Does the subject line get you to click? Why?
● How do they start their emails? What are the first few sentences?
Do they make you want to keep reading? Why?
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● Who is the target audience? Young guys who want to start their first
business? Women in their 20s and 30s who want to lose weight?
Men in their 50s and 60s who want to retire?
● Do you trust the person emailing you? Do they seem like an

expert? What kind of social proof do they use? Why?
● What product, service, or event are they selling? How do they

describe it? What benefits are they promising?
● What’s the Call to Action? Do they use buttons or links? Does it

make you want to click right now? Why?
SWIPE FILES
It would also be a good idea for you to build a “swipe file” with templates
and formulas to speed up your production.
Whenever you see an email you like, save it somewhere like Google Docs
or Evernote.
Over time, you’re going to build up a “library” you can reference whenever
you write copy.
Here are some other good resources:
● Email Drips
● Good Email Copy
● Really Good Emails
● Swiped
NOTE: One of the problems with these swipe file sites is you don’t know
how the copy performed, but at least they’ll show you what other
businesses are writing.
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COMMON MISTAKES
MISTAKE #1: Trying to learn before you earn
I didn’t lock myself in a room for 6 months to “learn copywriting.”
The way you learn is by applying your knowledge to your

revenue-generating activities, including client work.
On the other hand, there are copywriters who spend too much or ALL their
time on building their skills.
You can’t do that either.
Your priority is making money — NOT studying.
If you don’t make money fast, you’re not going to have a business for very
long.
So your focus needs to be on revenue-generating activities, like:
● Applying to jobs on job boards
● Promoting yourself and publishing content on social media that

attracts your ideal clients
● Cold emailing businesses on your prospecting list
● Conversations with potential clients through messenger, email or the

phone
And the big one… doing actual client work.

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If you spend 3-4 hours a day on revenue-generating activities and one hour
a day studying and refining your skills, I’m confident you’ll succeed.
But if you spend all day reading or watching YouTube videos… you’re
doing this whole freelance thing backwards.
MISTAKE #2: Information overload

Don’t start listening to 8 different podcasts and joining 50 different
Facebook groups and following 30 different gurus.
You’re just going to confuse yourself.
I’d stick with 2-3 of each (or less).
MISTAKE #3: Not scheduling skill-building

"Show me someone's calendar and their spending, and I'll show you their
priorities"
—Ramit Sethi
Most copywriters don’t set aside time to work on their skills, so they don’t
improve.
Make sure you schedule it into your calendar!
MISTAKE #4: Ineffective time management

How much time should you spend per task?
When you have to juggle clients, prospecting, reading and everything else
in life, it can be hard to know.
#1 is always client work.
I do everything I can to make sure I hit deadlines and clients are happy.
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After that, I try to spend at least 30 minutes a day on other

revenue-generating activities, like prospecting and content creation.
The key here is to do these things consistently.
If I spend all day on one activity, then everything else falls behind.
● Join the email newsletters and buy the books in this chapter
ASAP
● Also, join the free Cult of Copy Facebook group and consider my
paid group, Barbarian500 if you want lots of hands-on support
● Don’t turn into a “professional student.” Your priority is to run a

profitable business as fast as possible. Use the resources in this
chapter to help you learn as you go.
6. Pareto Productivity
1. You must be prolific

2. You must be personal
3. You must promote
he “pareto principle” states that roughly 80% of the

Quick Definition: T
effects come from 20% of the causes.
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You may have heard it described as the 80/20 rule.
In your case, “Pareto Productivity” means you only need to focus on a

handful of things to reach your goals.
You’re not a major brand like Nike, McDonald’s or Coca-Cola.
So you don’t need to try to act “bigger” than you really are and do a million
things.
The 3 Ps of Pareto Productivity
● Prolific
● Personal
● Promotional
#1 - You Must Be Prolific

Prolific means “present in large numbers or quantities; plentiful.”
You need to be a PRODUCER.
Someone who creates.
Someone who takes action.
What kind of action?
Revenue-generating activities
As a beginner, you need to focus on generating profits.
Don’t confuse this with revenue, income streams, sales or cash flow.
52
You want profits.
That means you want to have money LEFT OVER every month so you can
have a cash cushion.
If your freelance business isn’t profitable, you’re not going to have a

business very long (or move past the beginner stage).
We just mentioned these revenue-generating activities. Here they are

again:


phone
● Working with clients
That’s it.
If you’re doing things that are NOT on the list above, you probably shouldn’t
be doing them.
What if you’re not getting results?
You need to take a step back and try to pinpoint the holes in your process.
53
● Are you not getting enough leads?
● Are you not getting quality leads?
● Are you getting leads, but struggling with sales (to turn them into
clients)?
Sometimes the solution is doing more.
For example: If you’re sending 5 cold emails a day, maybe you should
send 10.
Sometimes the solution is trying to improve what you’re already doing.
For example: Trying a different subject in your cold emails.
Other times the solution is eliminating waste.
For example: Maybe you’ve been trying to close potential clients on the
phone when all you have to do is close them over messenger (so you cut
out the part that isn’t working).
#2 - You Must Be Personal

One of the mistakes freelancers make is trying to come off as TOO
professional.
You’re not a big agency, so don’t try to make it look like you are one.
If you’re pitching a prospect, don’t send them a 15-page proposal (a short

email is fine).
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If you’re messaging a prospect or talking to them on the phone, don’t talk

like you work for customer service at the cable company.
Being a one-person company is an ADVANTAGE in many cases.
● You can make decisions faster

● You can get things done faster
● You can offer a more personalized experience
● You can charge less (but still make plenty of money)
A lot of companies don’t WANT to work with an agency or large company,

so keep that in mind.
Clients just want to work with a competent, friendly person who meets
deadlines.
Read that again, because it’s actually one of the most important sentences
in this book.
● Deliver results
● Be enjoyable to work with
● Never ever ever miss deadlines
Do those three things and you’ll be miles ahead of other freelancers.
#3 You Must Promote

You must promote your business, your service, and your core offer.
Most freelancers suck at this because they’re always asking, “How do I find
clients?”
Instead, ask “How do I make it easy for clients... to find ME?”

55
You MUST promote your business.
You need to be the spokesperson and publicist for your freelance business.
You can’t expect clients to just fall in your lap.
For example:
Whenever I see a post on Facebook where someone asks, “What kind of

business are you in?” or “ What’s your offer?” or “What kind of service do
you provide?” I always, always take a few seconds to comment.
If I don’t, it’s a missed opportunity for people to know who I am and how I
can help them — especially if the post is in front of a large audience.
SOCIAL MEDIA PROFILES

Same goes for social media profiles.
It doesn’t help you to be anonymous if you want to build a successful

freelance business.
Instead…
● You should have a profile pic so people know who you are
● You should have a bio that tells people what you do (something like
“Email Marketer for e-commerce businesses” is fine)
● You should have a Call to Action. Something simple like “DM me to

book a call” or “Click the link to schedule a call”
Don’t make things harder than they have to be.

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If you’re on Twitter with a cartoon avatar and a username like

@PicklePimp201113... Why are you wasting your precious time?
Don’t turn it into a guessing game.
Make it EASY for clients to find you.
● Freelance email copywriting is a creative business, so you must

create. If you’re not writing for clients, you should be writing for
yourself in the form of offers and pitches every day.
● One of your biggest advantages as a freelancer is that you’re NOT an

agency or large team. Use that fact to give your business the
personal touch in everything you do.
● “Starving artists” struggle because they don’t promote themselves.

Get out there every day and talk to people. Aim for at least five
conversations a day with people who can become clients.
7. How To Build Business Relationships

1. Relationship building 101

2. Sending private messages
3. Connecting on social media
RELATIONSHIP BUILDING 101

Social media has made networking a lot easier.
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Except I don’t think of it as networking.
I think of it as relationship building.
And it’s one of the best things you can do for your business long-term.
● These people can become good friends
● These people can connect you to other high-quality people and

business contacts
● These people can support you as affiliates if you ever launch your
own products
● These people can become a valuable support network, answering

questions and helping you overcome challenges
● These people can send you business in the form of referrals

(incredibly valuable!)
Over the past couple years, I’ve built a network of 6, 7 and 8 figure friends
and entrepreneurs.
I connected with all of them online and try to meet face-to-face whenever
possible.
It feels good knowing that I can go to Mexico City or Miami or Medellin or

Moscow or Manila and know at least one person there through my network.
So how do you build these relationships?
Here are a few quick tips:

58
SENDING PRIVATE MESSAGES

This applies to Facebook, Twitter, Instagram, LinkedIn, etc.
● Do NOT send someone a private conversation with a long message. I

consider anything over 100 words too long for your FIRST message
to someone you don’t know.
● Do NOT say “Hey how’s it going?” or “What’s up?”
As someone who values my time, I HATE these kinds of messages and

ignore them.
The kinds of messages I like to get offer me some kind of value or

opportunity, like:
● “Hey — I just saw your post and I’m interested in working with you”
● “Hey — I just saw your post and I know someone who might be
interested in working with you”
● “Hey — I love your content. If you ever need help with Web Design let
me know.”
● “Hey — I need some help with my emails. Can you help?”
● “Hey man — I noticed you’re going to be in Prague next month. Let

me know if you want to grab a drink. I’d be happy to show you
around.”
Do you see how these messages lead with some kind of value, aren’t
pushy and get straight to the point?
59
Do you see how they’re NOT four or five paragraphs long?
On the other hand, don’t send a super short message:
● “Hey”
● “Hi”
● “How are you?”
● “How’s it going?”
● “What’s up?”
These messages are annoying and make you look like a fool.
→ Get straight to the point
CONNECTING ON SOCIAL MEDIA

Same idea with social media.
If there’s someone I want to connect with on Facebook, I’ll friend request

them, Like their posts, Comment on them, etc.
This way you start showing up on their radar and they know who you are.
Anytime I initiate a friend request I’ll always send a short private message
too:
“Hey [FIRST NAME] — great to connect.”
I say that 90% of the time.
If they respond, great.
Talk about something you have in common or something they posted

that you like.
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After a few exchanges, I’ll switch the conversation to business.
And if they don’t respond to your greeting, no problem.
Maybe they were busy or forgot to respond.
You can continue Liking, Commenting, Retweeting, etc. so they see you
engaging with their posts.
● Networking doesn’t have to be overly formal or zero-sum. Focus on

building real-world relationships with people. Remember that
there’s a real human on the other side of the phone or screen.
● Don’t waste someone’s time when you reach out to them. The last
thing anyone wants to read is a 500-word message from someone
they don’t know.
● Make new connections every day. They’ll add up over time and if
you play your cards right they’ll be people who can become clients,
refer you business, advise you, or even become good friends.
8. How To Choose Your Niche

1. Niches I recommend
2. What if you can’t decide on a niche?
3. Why you need to be clear on your core service
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“What’s a good niche?” or “What are the best niches?”
I get these questions all the time, so I’m going to answer them — and more
in this chapter.
A simple diagram to illustrate market opportunities
NICHES I RECOMMEND
When we talk about markets, sub-markets and niches, we’re talking about
GROUPS of people with the SAME problem.
Markets are the largest groups, while niches (or sub-niches) are the
smallest.
For example, the “Big 3” Markets include huge groups of people:
● Health
● Wealth
● Relationships
There’s also a lot of money swimming around these markets.

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Then you can “niche down” and target specific groups within these
markets, like this:
Health (market) >>> Fitness (sub-market) >>> weight loss (niche)
Wealth (market) >>> Make Money Online (sub-market) >>> Freelancing

(niche)
Relationships (market) >>> Dating (sub-market) >>> Dating after divorce

(niche)
I don’t want to confuse you or go too far down the rabbit hole because I
already know what’s going to happen:
You’re going to spend the next 6 months (or longer) trying to figure
out your niche.
So I am going to tell you exactly what to do if I were you. If I were you, I’d
try to focus on ONE of these areas:
E-commerce (companies that sell physical products)

This can literally be any kind of physical product, like pet accessories,
supplements, survival gear or beauty products.
I would try to focus on ONE kind of physical product business if possible.
Coaches
Coaches cater to every market and niche, but a lot of them will fall into the
Big 3 (health, wealth, relationships) along with self-improvement.
Coaches usually sell info products (books, courses, training), coaching (of
course), and events.
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Courses
Online courses are a specific kind of info product and it’s a huge industry.
Lots of opportunity here too.
SaaS (Software As A Service)

SaaS companies tend to sell software on a subscription basis, like Slack,
Dropbox, and MailChimp.
Most SaaS companies suck at email copywriting and need help.
Brick and Mortar

These are businesses with actual office space or who deliver their service
offline. Some examples:
● Chiropractors
● Dentists
● Martial arts schools
● Mortgage brokers
● Plastic surgeons
● Pool companies
● Realtors
● Roofers
● Solar companies
Do you know what else these companies have in common?
They all sell EXPENSIVE products and services that cost hundreds or
thousands of dollars.
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So forget about restaurants and any other brick and mortar business that
sells cheap stuff (unless they do a lot of volume).
If you decide to pursue brick and mortar businesses, make sure you really
understand how the business works.
For example: If you don’t understand dental implants — and you don’t
understand how dentists acquire patients — don’t waste your time with
dentists.
WHAT IF YOU DON’T KNOW WHICH NICHE TO FOCUS ON?

If you don’t know, then don’t worry about it.
Work with every niche you’re interested in.
You’ll either specialize in a niche down the road or you won’t.
YOUR CORE SERVICE

But you SHOULD be clear on what you’re offering… and it shouldn’t be 5
different things.
If you tell me you write blog posts, emails, sales pages, and Facebook ad
copy for entrepreneurs, coaches and startups:
● I’ll know you’re not focused

● I’ll know you’re a beginner and
● I’ll know you have no idea what you’re really good at
Potential clients will know too. And they won’t hire you (unless they’re also
beginners who have no idea what they’re doing).
Here’s another “red flag” — Sometimes I see people say they specialize in
“digital marketing.” Well, what exactly does that mean?
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That doesn’t tell me how you can help me.
All you’re going to do is confuse yourself and your prospects.
So here’s what I recommend. You’re going to position yourself as an Email

Copywriter or Email Marketer.
If you like a specific niche, market or industry, you can position yourself like
this:
● Email Copywriter for e-commerce stores

● Email Copywriter for dentists
● Email Copywriter for course sellers
And so on.
Make sense?
Beginners tend to obsess over niches.
Don’t.
I did the same thing and it only made me waste time. Don’t turn down
business because it’s “not your niche.”
I know freelancers making well over $100,000 a year and they don’t have
a niche.
● Follow the money. Get involved in one of the niches I recommend in

this chapter (unless you really want to do something else).
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● Don’t waste time if you don’t know what niche to focus on. Take
whatever comes your way. Make money. Continue as a generalist
or niche down later. It’s not the end of the world.
● Don’t try to do a million things. Your core service is email

copywriting, so don’t try to offer more services that you don’t even
know how to do. Get good at email copywriting first.
9. How To Create Offers You Can Sell

Here’s what we’re going to cover in this chapter:
● The difference between a service and an offer

● Your Mafia Offer: Broadcast emails
● How to create a trial or intro offer
THE DIFFERENCE BETWEEN A SERVICE AND AN OFFER

Let’s clear something up:
Your service and your offer are two different things.
Your service is the work you DO for a client (consulting with clients on their
email marketing strategy, planning and writing emails, uploading them to an
email service provider, etc).
Your offer is everything you give your client in EXCHANGE for money.
● Your service
● Your fee
● Your bonuses (if any)
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● Your guarantees (like a 30-day money-back guarantee)

● Your timeline (like two new broadcast emails every week)
It’s the whole package.
Moving on…
If you’re going to take my advice and focus on Email Copywriting, I’m going
to tell you the ONE offer you can sell again and again (and is perfect if
you want to sell retainers for $2,000 a month… or more)
YOUR MAFIA OFFER: BROADCAST EMAILS

Broadcast emails are mass emails sent to a list of email subscribers.
They’re also one-off emails and not part of any sequence.
You can send them 1, 2, 3, 4, 5, 6, or 7 days a week (or less often).
You can even send multiple emails in one day (this will depend on the
client).
Examples of broadcast emails are:
● Announcements
● Weekly newsletters
● One-time promotions
● Round-ups with links to several products or pieces of content
● Stories that help you build a relationship with subscribers

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● Emails that drive traffic to a specific piece of new content, like a
blog post or YouTube video
Here’s why I recommend broadcast emails for beginners:
● The demand is high, so you can offer them to a lot of businesses.
● They’re relatively short, so they’re much easier for beginners to

produce than webinar scripts, sales pages, and other forms of sales
copy.
● They don’t take a lot of time to create, so you won’t get stuck in
long, never-ending projects.
● If you have access to the email software, you can get data within
minutes (open rates, click through rates, etc.). This means you’ll
know whether or not your copy is performing pretty quickly.
Why would a client pay you to write their broadcast emails?
There are a lot of businesses with an email list who:
● NEVER email their list or
● Don’t email their list on a frequent, consistent basis
● Don’t have any kind of email marketing plan or strategy
● Email their subscribers regularly but want someone else to do it for

them
This may surprise you, but it’s true.

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Now, if they don’t email their subscribers it’s usually because:
● They’re too busy
● They’re focused on other areas of their business
● They don’t know HOW to write effective email copy
That’s where you come in.
If I were you — I’d sell broadcast emails.
In the copywriting world, I believe that’s the SIMPLEST place to start.
How many emails should you write every week?

That number will vary. You need to talk to the client and figure out what
makes sense for their business.
For example, I had a SaaS client and we sent broadcasts 1-2 times a
week. Any more than that would’ve been annoying for their readers
because it’s not the kind of service people want to hear about every day.
On the other hand, businesses in the financial and health markets often
send emails every single day (known as “Daily Emails”) because:
● There’s a million different things you can talk about
● People are super interested in their health and making money
How much should you charge to write broadcast emails?

I’d charge at least $2,000 a month… or more.
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Just to be crystal clear: You’re not going to write 1-2 emails and ride off
into the sunset.
That’s not the goal.
The goal is for you to write a certain number of broadcast emails every
month.
How many emails should you write to be able to charge at least $2,000
a month?
I’d try to focus on clients who need at least 3 emails a week. That’s 12
emails a month.
Why?
The more emails you send, the more likely you’ll be to make the client
money.
How will you know if they need at least 3 emails a week?

Ask them.
If they NEVER email their subscribers or do it infrequently, three consistent

emails a week is way better.
Also — ask them how many emails they WANT to send.
Some clients will freak out if you tell them you want to start emailing their
list 3x a week, so maybe two will make more sense in the beginning.
Other clients will want you emailing their subscribers every day.
Put yourself in the client’s shoes.

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If you tell a potential client that you want to write their broadcast emails for
$2,000 a month, they’ll want to make MORE then $2,000 a month, right?
So it has to make financial sense for the client.
Ideally, I want a client to be able to at least 10x their investment.
So if you charge a client $2,000 a month, your goal should be to make

them at least $20,000 a month.
Otherwise, it isn’t really going to be worth it for them (remember — they

have other expenses to worry about).
How will you know how much money you can make the client with
broadcast emails?
You won’t.
It’s hard to predict.
If you find a client who never emails their list or only emails them a couple
times a month, there’s no way of knowing how well your emails will do.
If you find a client who’s been emailing their list regularly and they want you
to take over, your emails will perform:
● Better
● The same
● Or worse
Again, there’s no way to know in advance.
If they NEVER email their list or only email their list once in a while, I would
emphasize the fact that they’re going to make more sales WITH you
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than WITHOUT you because right now… they aren’t doing much with their
list.
If they DO email their list pretty often, I would emphasize that you’ll take
over and help them free up their time to focus on the other areas of their
business… and that your goal is to write higher-converting emails that put
more cash in their pockets.
So what is your offer?

I would tell potential clients that you’ll write their broadcast emails for
$2,000 a month.
When they ask how many, ask them if they have a preference.
If they don’t, tell them you’d like to start with 3 emails a week to see how
their list reacts.
HOW TO CREATE A TRIAL OR INTRO OFFER (OPTIONAL)

Lastly, we’re going to talk about “trial offers” or “intro offers.”
You don’t NEED to do this, but I’m going to give you the option.
What’s a trial offer?

A trial offer means you’re going to work with a new client for a short period
of time to test the waters.
Why should a freelancer offer a trial offer?

Three reasons:
1. You want to pre-screen the client. You don’t want to commit to

anything long-term, so you offer a trial as a way to see if you enjoy
working with them.
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2. You want to lower the client’s perception of risk. If you’re a

beginner, you can use the trial period to prove yourself to the client
and show them what it’s like working with you.
3. You want to get the client a Quick Win you can leverage into a
bigger project or retainer. If you can make the client some money
quickly, it’s pretty much guaranteed that they’ll want to keep working
with you.
What kinds of trial offers can you offer clients? How long should the
trial be?
Here are a couple things you can do:
Re-do their abandon cart emails

Abandon cart emails are the emails that go out when a customer adds an
item(s) to a shopping cart, but doesn’t purchase. You see abandon cart
emails a lot in e-commerce.
Usually there’s only one abandon cart email that goes out. Sometimes it’s
an actual sequence of 2-3 emails.
The great thing about abandon cart emails as a trial offer is you can turn
them around fast (like a day) and the client will know right away whether or
not they’re improving sales.
If you want more information on abandon cart sequences, check out this
article — How To Write Irresistible Abandon Cart Emails — or search on
Google.
Write their broadcast emails for a month

This is another option that works really well.
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If you do a good job, the client will probably throw more work your way
before the 30 days are up.
The nice thing about this trial is that nothing has to change in Month 2, so
it’s a smooth transition.
You can just keep writing broadcast emails (or you can increase the
frequency).
How much can you charge for a trial offer?

That’s up to you. Trial offers can be free or paid.
If you offer the abandon cart sequence, my recommendation is to charge

something low — like $100 — so you both have some skin in the game.
Just make sure you tell the client you’re giving them a discount of “first time
customer deal.”
If you offer the broadcast emails, offer them for like 50% off so it’s hard for
the client to say “No.”
So if you want to charge the client $2,000 a month, tell them that the full
price is $2,000, but you’ll give them a “new client discount” and do it for
only $1,000 for the first month.
How to pitch a trial offer.
“Hey Mr. Client,
Here’s what I suggest.
Let’s do a quick trial project to see how we like working together.

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Once it’s done, we can talk about working together on a monthly retainer if
it makes sense.”
● Your goal should be to sell one $2,000+ monthly retainer after

another
● Focus on selling broadcast emails to make your life easy
● Trial offers like abandon cart emails can be a great way to get your
foot in the door
10. How To Price Your Services

● Pricing guidelines
● Projects vs. Retainers
● How do retainers happen?
Pricing can be confusing because freelancers can charge whatever they

want.
We’re going to dive deep in this chapter because it’s important for you to
know.
PRICING GUIDELINES
First, there’s no standard pricing or “going rate.”
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For example, some Email Copywriters charge $20 an email while others
charge $1,500 plus a percentage of the sales they bring in.
So there’s a LOT of “price elasticity.”
(1) Avoid hourly pricing

A lot of freelancers start off with low hourly rates.
These are the guys or gals charging like $12/hour on Upwork.
Don’t do this.
One, it’s not a lot of money.
Two, if you’re on one of these freelance sites you’re going to make even
less once they take out fees.
Even if you’re not on a freelance site or job board, do NOT charge hourly.
The client is going to be focused on the time and the price (instead of
the result), which means he’s going to want you to work as fast as
possible so he doesn’t have to pay you a lot.
REMEMBER: If you charge too little it’s going to be O BVIOUS that you’re
either a beginner, don’t understand pricing... or lack confidence in your
ability to deliver results.
(2) Avoid Daily and Weekly Pricing

These can make sense for projects with short turnaround times (like a copy
critique), but as a beginner you should avoid them.
Instead, focus on monthly retainers.

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(3) Avoid Small Deliverables

I used to do this back when I wrote blog posts.
I’d write a post and charge like $60.
And guess what?
I couldn’t pay my bills.
If a client asks you to write 1-2 emails — and that’s the entire project — it’s
a waste of time.
If you’ve got nothing else going on, take it because it’ll give you some
experience.
But generally you want to avoid these little baby projects.
(4) Your clients should NOT see your services as an EXPENSE

Good clients will see your service as an INVESTMENT.
(5) Work with clients who ALREADY understand your service, why it’s
valuable and have hired people who do what you do.
I see this all the time where freelancers will try to convince a small business
WITHOUT an email list... to start an email list.
Don’t do this!
Sure — you could t ry and I know some Email Copywriters have been
successful with this method, but I think it’s a hell of a lot easier to focus on
businesses who ALREADY want what you’re selling.
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You’ll also potentially run into a more difficult price negotiation with clients
that don’t understand your service.
PROJECTS VS. RETAINERS

Option 1: Charge A Flat Fee Per Project
What’s a project?
A project has multiple deliverables.
Like instead of one email, you write a 5-email sequence and charge a
one-time project fee.
This will make your life (and your client’s life) easier instead of trying to
charge for every little thing you do or for every hour you work.
How much should you charge for a project?

This is hard to answer.
Think of how long it’ll take you to complete the project and the LEAST you
want to charge per hour.
Personally, I wouldn’t charge less than $50/hour as a beginner.
So if you think the project will take you 5 hours and your hourly rate is $50,
charge $250.
Also, do NOT wait until the end of a project to get paid.
Either charge 100% upfront or charge 50% before you start and then 50%
BEFORE you give the client the final copy (not after).
If they protest with how you charge, say, “I totally understand, but this is the
way I work with all my clients.
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What would you like to do?”
Option 2: Charge A Monthly Retainer

I love retainers.
And I prefer them to one-off projects.
This is how you avoid becoming a “Feast or Famine” freelancer.
What is a retainer?
A retainer means you’re going to be available (and get paid) every

month.
Lawyers are one example of professionals who use retainer agreements all
the time.
How do you structure retainers?
There are two main ways:
1. Charge the client a set amount for specific deliverables to be

completed each month
2. Charge the client a set amount for a specific number of hours each
month
PRO-TIP: Personally, I didn’t start freelancing so I could kill myself working

60 hours a week. I don’t even work 30-hour weeks.
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My suggestion is to keep your hours capped around 20 hours a week.

That’s 4 hours a day if you work 5 days a week... and that’s PLENTY of
time to be productive and make money.
Don’t leave it open-ended.
Let me give you some examples:
You can sell specific deliverables like:
● One email campaign to promote one offer each week

● Broadcast emails 4 times a week
● Daily emails (7 days a week)
Make sense?
You just want to be clear about the kind of work you’re going to do.
Don’t say, “I’ll write all your emails every month.”
I’ve made this mistake and it’s not a good idea because you don’t know if
that’s going to be three emails or 30.
HOW DO RETAINERS HAPPEN?

To land retainers with ease, you need to look at it from the client’s
perspective and how it helps them.
● You’ve worked with one or many freelancers who were jerks, didn’t
meet deadlines and didn’t get results... so you’re desperate to find a
freelancer who’s friendly and reliable
● You don’t want to look for a NEW freelancer for every project or
every single month. You want someone who already understands
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your business. You DON’T want to have to onboard a new freelancer

with every single project.
● You don’t want to hire someone full-time and have to pay for
benefits
● You have a LOT of work that needs to be done, so it’s a huge pain
in the ass for you to screen, review samples, interview, hire and
onboard someone new for every single project
I’ve found that retainers happen in one of three ways:
1. You pitch a retainer from the beginning
2. You start off with a test project or “trial”
3. You start with a small project (like a Welcome Email Sequence) and
then switch to a retainer
Here’s how to do it.
Explain how retainers work better for BOTH parties:
“Mr. Client,
I prefer to work on a monthly retainer because it creates consistency.
You won’t have to go looking for someone new every time you need work
done.
Plus you’ll always be my priority and the longer we work together, the
better I’ll be able to understand your business and help you vs. you having
to screen and onboard someone new for every single project.”
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Here’s another way to do it:
You can transition from a one-time project.
Let’s say you’re doing a one-time project for a client right now and you’d
like to continue working together.
Don’t lose them!
This is a HUGE mistake freelancers make all the time.
“Hey Mr. Client,
I’ve really enjoyed working with you and I’d love to see if we can continue
working together.
I have a few ideas I’d like to run past you:
● Idea #1
● Idea #2
● Idea #3
Let me know if that sounds good and we can talk about what that would
look like as a retainer.”
This example is a little different from the last one because I offered the
client some ideas.
You can do that in the last example too.
Remember what I said in the Freelance Mindset chapter:

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You want to constantly look for ways to add value to your client’s
business.
Retainers force you to think ahead to the future and anticipate what a client
might need to grow their business.
This is harder to do with one-time projects where you’re not as familiar with
their business.
● Forget about what YOU think is a lot of money. With the right clients
and the right offer you’ll be able to land $2,000+ monthly retainers.
● Projects can be a good option for one-time payouts and for clients
you only want to work with one time. But for consistent cash flow
and deeper client relationships, focus on retainers.
● Trial offers can be a great low-risk option for you to see if you
want to take on a client.
11. How to Pre-qualify Clients

1. Client communication
2. Websites and social media
3. Email newsletters
PLUS: Pre-qualifying questions

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My pre-qualification process has gotten much simpler since I began

freelancing.
Let’s assume you start talking to a potential client over email or private
message.
Maybe it’s someone you cold emailed or messaged after seeing a job
posting on Facebook.
Maybe you found their Facebook profile and are thinking of sending them a
friend request. Or maybe they sent YOU a friend request and you’re not
sure if you should accept.
Now what?
The FIRST thing I want you to understand is the client acquisition process.
Don’t worry — it’s straightforward.
It goes like this:
Traffic source » 15-Minute Discovery Call » Action Plan Call
Your traffic source is wherever you make contact with prospects (job
boards, social media, cold emails, etc)
We’ll cover the 15-Minute Discovery Call later. That’s where you finish
pre-qualifying and pre-selling prospects.
And the last part is your Action Plan Call. This is where you make sure you
and your prospect are clear on the terms of the project or retainer.
It’s also where you collect payment.

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But you need to do a few things before we get to those stages.
STEP ONE: Look at how they communicate
● Do they seem normal?

● Do they sound like an idiot?
● Are they rude or professional?
● Do they answer your questions or do they try to avoid them?
It’s a little hard to get “tone” over text, but you can get an idea of what
they’re like in person.
If they seem problematic from the beginning, that’s a red flag.
STEP TWO: Look at their social media and their website
❏ Do they look professional?

❏ Do they have a large audience?
❏ What kind of vibe do they give off?
You don’t want to work with business owners who don’t have their act
together.
And they should definitely have an email list.
If they have a large following on Facebook, Instagram, Twitter, etc. that’s

extra icing on the cake.
Pre-qualification doesn’t have to take long and it’s not meant to be an

in-depth business audit.
You can get through Steps 1 and 2 in a couple minutes.

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It’s just meant to help you spot any major red flags before moving forward.
STEP THREE: Join their email list

If they passed Steps 1 and 2, sign up for their email list to get a sense of
what they’re doing (or have them send you some of their emails).
If they don’t have an email list, that’s a major red flag.
I’ll say it again: Focus on clients who ALREADY have an email list.
If you try to work with clients who don’t have an email list, you’re going to
make your life harder than it has to be.
It’s like trying to convince someone who doesn’t exercise to start going to
the gym 5 days a week.
Look at the copy and the offers they promote in their emails.
● Can you do better?

● Are they making lots of mistakes?
● What aren’t they doing that you can do for them?
Once you’ve done those three things, you’ll know whether or not it makes
sense to pursue them as a client.
STEP FOUR: 5 PRE-QUALIFYING QUESTIONS YOU NEED TO ASK

Let’s assume you went through Steps 1-3 and everything looks good so far.
Great! But you’re not done with the pre-qualification stage.
Now it’s time to ask your potential client some specific questions.
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You can ask over email, messenger, text, face-to-face, or the phone.
Alternatively, you can use a tool like Google Forms to create a simple
application and systematize your process.
Just send them a link to your application and tell them to fill it out so you
can review it and make sure you’re a fit.
Alright, so here are the questions:
● What’s your average monthly revenue?

● What’s the biggest challenge in your business right now?
● How many email subscribers are on your list?
● How often do you email your list?
● How soon do you want to get started?
You can add more, but those are the main ones I’d want to ask.
You don’t want to send a prospect a million questions either because it’s
annoying and can actually turn good clients away.
Let’s go over these questions in a little more detail so you know WHY you
want to ask them.
(1) WHAT’S YOUR AVERAGE MONTHLY REVENUE?

The reason I ask about average monthly revenue is because I want to
know if the client can afford me.
If you’re targeting clients for $2,000 retainers that means you should
probably target clients making at least $30,000 a month.
For a one-time project, I believe you can work with a client who’s monthly
revenue is lower than $30,000.
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If a potential client is making like $3,500 a month and you’re asking for
$2,000, they’re not going to be able to afford you.
So run the numbers and think about what would make sense.
Yes — this involves doing math.
NOTE: Many clients set anywhere from 10%-30% of their revenue aside for
their marketing budget.
(2) WHAT’S THE BIGGEST CHALLENGE IN YOUR BUSINESS RIGHT

NOW?
You want to know about the problems they’re dealing with.
Don’t have time to write emails?
Emails not converting?
Open rates low?
You want to identify the problems clearly so you know what you’re walking
into.
(3) HOW MANY EMAIL SUBSCRIBERS ARE ON YOUR LIST?

Similar to the monthly revenue question, you want to enforce some
minimums.
If a prospect has 153 subscribers on their email list, guess what?
That’s a NO.
That’s not enough to work with.

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Now, you can definitely make money with a small list IF the quality of that
list is high.
High quality list = Highly engaged, relevant target
But to be on the safe side, I’d try to focus on clients with AT LEAST 1,000
subscribers.
SIDE BAR: If the list is that small, I’d probably want to see some mid and
higher-ticket offers (at least $300 and up) too.
If you’ve got a small list AND sell lower-ticket offers (cheap stuff under
$50), it’s probably going to be a waste of time.
(4) HOW OFTEN DO YOU EMAIL YOUR LIST?

This is another important question.
Ideally, you want a client who emails their list:
● Often (at least a few times a week)
● Inconsistently (a few times a month without much of a plan)
If you find a prospect who hasn’t emailed their list in a year, guess what?
Your job is going to be a LOT harder.
I’m not saying you can’t make it work, but it’s much easier to work with a
warm list than a list that’s gone dead cold.
(5) HOW SOON DO YOU WANT TO GET STARTED?

Finally, when do they want to get started?
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If they say, “6 months” stick them on your follow-up calendar.
What you want are people who are ready to get started (and pay you)
RIGHT NOW.
Or in a week.
Not people who aren’t sure... or want to wait months and months.
There needs to be some kind of urgency to solve their problem.
● Pre-qualifying clients is similar to dating because you need to vet for

compatibility. If you sense or see communication issues, they’ll
probably continue into your business relationship.
● Poke around their website and social media accounts/profiles to

get a better sense of (1) Who they are and (2) If they’re a successful
business who can benefit from email copywriting.
● There are thousands (maybe millions?) of businesses with email lists

who can use your help. I suggest you focus on these businesses
instead of trying to convince a company to build a list from scratch.
Finally, use the pre-qualification questions towards the end of this chapter.
If a potential client isn’t a fit, it’s better to find out early!

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12. How to Sell

1. Transitioning from a cold email

2. Transitioning from chat or messenger
3. The 15-Minute Discovery Call
4. The 20-Minute Action Plan Call
If you’re selling face-to-face it’s basically the same script and process.
There are MANY books and trainings that can teach you how to sell.
I’m going to make this as simple as possible so we don’t turn this into a
500-page book.
rocess.
First, remember where your prospects are in the client acquisition p
Our goal is to move them through each of these steps.
TRAFFIC SOURCE » 15-MIN DISCOVERY CALL » ACTION PLAN CALL
We’re going to start with the traffic sources.
These are your cold emails, job board pitches, social media posts, etc.
Here’s what happens depending on where you’ve made initial contact.
#1 — TRANSITIONING FROM A COLD EMAIL

Let’s say you cold emailed a business owner and he responded with
interest.
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Your goal should be to get him on the phone as soon as possible.
The problem with email is it’s too slow as a pre-qualification tool.
And I don’t want to get stuck waiting days for a response.
So we want to get the prospect to agree to “a quick chat.”
It doesn’t matter if the prospect responds to your 1st, 2nd or 5th cold email.
The goal is always the same:
Try to get him on the phone.
You can say something like this:
“Hey [FIRST NAME],
Great to hear from you.
Let’s try to hop on the phone tomorrow.
I just want to make sure I understand your situation.
Here’s a link to my calendar.”
#2 — TRANSITIONING FROM CHAT OR MESSENGER

Let’s say you apply to a job posting on Upwork.
You shoot the poster a message.
You tell them you saw their post and explain why you’d be a great fit.
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Then you ask him for a link to the company’s website so you can take a
quick look.
Looks good.
Now it’s the same process as cold email.
Try to get him on the phone for the 15-Minute Discovery Call.
You’ll follow more or less the same steps on the other social media
platforms (Facebook, LinkedIn, Instagram).
Ask for their website if it’s not on their profile.
Look at their website (and all their social media profiles).
If everything looks good, move the conversation to the 15-Minute Discovery

Call so you can continue pre-qualifying.
If they refuse to get on the phone, that’s a major RED FLAG.
I don’t waste time with clients who refuse to follow simple instructions.
Neither should you.
If they send YOU a private message, that’s a little different.
They came to you.
So in that situation, I’ll normally send them a link to my application.

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The application is a Google Form that contains the questions we covered

earlier (What’s your #1 problem? How soon can you get started? Etc plus a
few other questions I use for email marketing clients).
Why do I tell them to fill out an application?
One word: Positioning
So if they came to ME for help, they need to do things MY WAY.
On the other hand, if I reach out to a potential client — like you do with cold
emails — then I’m willing to be more flexible.
#3 — THE 15-MINUTE DISCOVERY CALL

The reason we use the call is two-fold:
1. We want to continue pre-qualifying the prospect

2. We want to pre-sell them on working with us
Here’s how…
You get on the phone with the client and you want to do three main things:
1. Find out their current situation and challenges

2. Find out their short- and long-term goals
3. Find out what’s preventing them from reaching their goals
Then you present your offer and explain how you can help them.
At the end of the call, you tell them you’re “going to put together an Action
Plan.”
Then you schedule the follow-up call to present the Action Plan.
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That’s the overview.
Here’s what this whole process looks like when we break it down…
Selling over the phone freaks a lot of people out.
I’m going to give you a basic flow I’ve used for sales calls, but there are a
lot of things like tonality and pauses and “What if…?” scenarios we won’t
be able to cover in this short guide.
STEP 1: Open
This is your intro. Keep it short.
“Hey — how’s it going?
Cool. Well if you’re ready let’s get started.”
STEP 2: Explain the Agenda

“Let me explain how today’s call is going to go.
I’m going to ask you a few questions to help me understand your business
and see if we’re a fit.
If you’d like to move forward by the end of the call, I’ll explain how
everything works.”
STEP 3: Understand Their Business

Here’s where you start asking questions.
● Can you tell me a little about your business?
● What’s your #1 goal right now? Why?

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● What would you like your business to look like a month from now?
● What’s your top-selling product?
● How do you get clients/customers/students now?
● What does your sales process look like?
You’re free to ask other questions, but the ones I listed will cover most of
what you want to find out.
Even if you’re already asking some of these questions on an application,

it’s good to hear the answers come out of your prospect’s mouth.
STEP 4: The Bridge

“OK — so you’re [CURRENT SITUATION] and you want to be [FUTURE
SITUATION]. Is that correct?”
In Step 4 you want to get clear on where they are... and where they want
to be.
That’s why you asked the questions in Step 3.
STEP 5: The Barrier

“OK — so you’re making $30,000 a month and you want to be making
$50,000 a month.
What do you think is PREVENTING you from getting there? What’s holding
you back?”
Sometimes clients don’t even know what’s holding them back. These
questions are designed to help the client gain clarity.
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Once you know what the obstacle is, it makes pitching a solution a lot
easier.
For example:
Imagine he says, “I don’t have any kind of consistent schedule for emails.
It’s been like a month since we’ve emailed our list. Sometimes I’ll send two
emails a week, but then I get sidetracked and they don’t hear from me for a
while.”
STEP 6: Repeat It Back

“You’re making $30,000 a month and you want to be making $50,000 a
month.
And it seems like the biggest challenge right now is you’re so busy that you
don’t have time to stick with a consistent email schedule.
Well I can definitely help you with that.
Would you like me to explain how?”
The prospect says “Yes” and you move to Step 6. Step 7, correct?
STEP 7: Present Your Offer

Then I might say something like,
“Well I totally understand. This is a common situation. I talk to a lot of

business owners in the same shoes.
So here’s what I recommend.

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I’ll plan and write all your broadcast emails for you so we can get into a
consistent routine.”
So that right there is the solution to his problem.
Then I may frame it as a 3-step process.
“So the first part is research. I want to make sure I understand your niche,
your offers and what your competitors are doing.
Then I’ll move into campaign planning.
I’ll plan and outline all your emails so we have a strategy instead of sending
out random emails.
And the last part is the review.
I’ll send you the emails if you want to review them ahead of time.
Eventually, I want you to feel comfortable trusting me to send them out for
you.
I want this entire process to be as hands-off as possible to free up your

time to focus on other things.
Does all of that make sense?”
STEP 8: Address Objections (if any)

At this point, the client may have some objections, usually around money.
Remember what we talked about earlier.
You’ve done your research.

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You’ve pre-qualified the client.
Now you’ve got them on the phone and they’ve opened up about their
business.
You’ve presented a solution that perfectly matches their problem.
THEY NEED HELP.
Why else would they be on the phone with you?
So focus on what it’s going to cost them if they DON’T take action.
“Alright let’s say we don’t move forward now.
What’s your plan to solve this?”
OR
“Look — I’m not trying to sell you on something that’s going to hurt you. I
want you to do what’s best for you and your business.
My only concern is we’ve gone over everything and it sounds like you really
want help with this because if you DON’T, [BIG PROBLEM] will continue.
What would you like to do?”
If they decide not to move forward, it may be a timing issue, a problem with
how you presented the offer, etc
STEP 9: Next Steps

If he wants to move forward, say,
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Awesome! So the next step is I’m going to put together a little Action Plan
for you. It’s just to summarize everything we’re going to do so we’re on the
same page.”
The Action Plan is a short Google Doc (usually 3-4 pages) that summarizes
the client’s #1 problem, your offer, all the deliverables, timelines, pricing,
etc.
The Action Plan is what most people refer to as a “proposal.”
Proposals are essentially a summary of the work you’re going to do for the
client, along with the fee. This is also commonly called a Statement of
Work.
But proposals also imply that you are proposing something that you want
the client to approve.
This isn’t the dynamic we want. An “Action Plan” sounds more definitive,
like something we’re going to do and not something we m
ight do.
Make sense?
NOTE: This isn’t legal advice. It’s up to you if you want to use legal
contracts or proposals, but I don’t unless I’m working with a large company
like a financial publisher and they provide me with a contract I need to sign.
So while you’ve got the prospect on the phone, schedule the follow-up call
to share the Action Plan.
DO NOT EMAIL THE ACTION PLAN TO THE PROSPECT.

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You want to walk him through it, over the phone to make sure he
understands AND agrees with everything.
I try to do this the following day if possible so we don’t lose any momentum.
You can wrap up with this:
“After we get off the phone, can you think of any reason why you wouldn’t
want to move forward at this point?”
This way, we get ahead of any potential objections.
This question also helps to get the client more committed.
#4 — THE 20-MINUTE ACTION PLAN CALL

At this point, you’ve pre-qualified the client.
You’ve seen their website.
You’ve asked follow-up questions.
And you’re clear on their goals and obstacles.
It’s 1-2 days after the Discovery Call.
WARNING: The biggest mistake freelancers make with proposals is using

them to try and CLOSE the sale.
By the time the client gets your Action Plan, they should ALREADY be
sold on working with you.
This is SUPER IMPORTANT for you to understand.

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The Action Plan is just there to put something in writing and make sure
everyone is on the same page.
If you’re trying to use the Action Plan to do all the selling for you, you’re
using it the wrong way.
In my mind, the client is ready to work with me.
The Action Plan is just a formality to make sure we understand each other
When you present the Action Plan, stop after each section.
Make sure they understand AND agree with everything you’re saying.
When To Mention Price

Some people will tell you to state it upfront. Other people will tell you to
quote it at the end of the call.
My recommendation is to walk the prospect through the Action Plan and

present it towards the end.
Say, “The investment to get started and locked into my production calendar
is $X,XXX.”
Then shut up.
Keep quiet until they say, “OK” or say something else.
HOWEVER…
Another thing I do is state my price on my application.

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This way they have an idea of what the final investment will be AHEAD OF
TIME.
“Email marketing engagements are typically based on a FLAT FEE plus

REVENUE SHARE model starting at $3,000 USD”
This way, there’s less of a surprise when I present the Action Plan.
They already have a rough idea of what it’s going to cost to work with me.
You’ll want to customize the wording of your pricing so it makes sense for
your specific offer.
Another thing you can do is provide a range, like “Projects are usually
$2,000-$5,000 depending on the client’s goals.”
The nice thing about quoting a minimum price on your application is that it
helps weed out low-paying clients.
Of course, you’re free to experiment.
NOTE: I would NOT charge less than $1,500 a month as a beginner if
you’re writing at least two broadcast emails a week.
I would also NOT charge less than $2,000 a month as a beginner for Daily
Emails.
Back to the Action Plan…
You’ve presented the whole thing.
It should take you around 20 minutes.

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Hopefully the client is on board.
Maybe they say, “How do we get started?”
Then you talk about next steps.
“Well next step is to get the invoice squared away so I can get you locked
into my production calendar.
I’m going to send it over right now while I’ve got you on the phone.
If you can take care of that today, we can kickoff on [INSERT DATE].”
And that’s it.
I highly recommend you schedule your projects or retainers to start AT

LEAST one week out.
So don’t start work as soon as the client pays.
You want to give yourself a week so you don’t look desperate.
I know this may sound silly, but client perception is important.
And if you start work right away, it’s going to look like you had nothing else
going on in your life.
Think about your doctor or dentist appointments.
Can you see them right away?
Usually, you can’t.

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Usually, they won’t be able to see you for a few days or weeks.
And you need to approach your business the same way.
NOTE: If you prefer, you can try to COMBINE the Discovery and Action
Plan calls.
So instead of scheduling a 2nd call, you have your Action Plan template
ready and you just make edits while you’re on the phone with the prospect.
I like doing them separate because it gives both me and the prospect some
breathing room.
By the way...
If you want to use proposals and contracts because you’re afraid that your
prospect is a scumbag who backs out on deals… don’t work with him.
I only work with people I trust and so should you.
The only exception is if I’m working with a larger company who has their
own contracts, legal team, etc.
In that scenario, there’s no alternative.
● Don’t talk too much. Whether it’s over chat, email, or the phone, let
the prospect do most of the talking. All you’re doing is guiding the
conversation.
● Get comfortable with silence. If I’m on a call, it’s not endless

talking. LET the prospect talk. Don’t talk over him or her.
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● Check in with clarifying questions. You can say, “Does that make
sense?” or “Are you following?”
13. How to Find Clients: Introduction

1. What to do if you don’t have samples, results, or case studies

2. Skill development
3. The ONLY three ways to get clients
Did you skip ahead to this chapter?
I hope not.
But now that we’re here let’s dive in.
Let’s recap what you’ve done so far:
1. You’ve created an irresistible offer that will grab the attention of

your ideal client
2. You’ve also developed a simple, step-by-step sales process you’ll

use to pre-qualify prospects and sell your offer
But there are some other important areas we need to cover.
(1) WHAT TO DO IF YOU DON’T HAVE SAMPLES, RESULTS, OR

TESTIMONIALS
This is one of the most common questions I get from Email Copywriters.
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So let’s talk about it. I’m going to explain why it isn’t a big deal and what’s
more important.
First, EVERY single copywriter in the world started without samples,

results, or testimonials.
Your situation isn’t unique.
We just need to get you over that first hump.
Second, you don’t really need them.
Most clients don’t know what a good sample looks like anyway.
If you take my advice and target companies:
● With email lists
● Who don’t have the time or knowledge to grow their business with
email marketing
… they probably don’t have strict criteria when it comes to email copy
standards.
Most clients don’t want to sift through dozens of samples and don’t know
what a good sample looks like anyway.
So why do they ask for samples or results?
Clients ask for samples or results because they’re scared of making the
wrong decision.
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They’re also trying to use your sample(s) to predict what kinds of results
you’ll help them get.
ard to do.
And that’s incredibly h
NOTE: I’ve never had anyone ask for testimonials, although they might ask
for references (but that’s usually for in-house positions — not freelance
projects).
So what should you do if a client asks you for samples or results?
OPTION #1: One thing you can do is avoid the question. Like this:
Client: Do you have any samples/results?
You: Totally understand if you want to see samples/results, but I’m just
booking people who are ready to get started right away.
What do you want to do?
This response implies that you already have other clients interested in
working with you.
It also implies you don’t care if you land this client or not.
Lastly, it shifts the focus away from samples and to getting one of the few
available spots on your calendar.
OPTION #2: Be brutally honest

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You: I don’t, but if you’re willing to take a chance on me, I’ll do everything I
can to get you results. You can also review all my emails before we send
them to your list.
This is the completely honest, transparent approach.
OPTION #3: Pre-qualify them
You: Totally understand if you want to see samples/results, but right now I
want to make sure we’re a fit.
Let’s hop on the phone for 10 minutes. You got time right now?
With this option, you shift the focus away from samples/results and towards
pre-qualifying THEM.
OPTION #4: Offer free emails
You: I don’t, so let’s do this: I’ll write you three emails you can send out to
your list. You don’t have to pay me anything, but if you use them, just let
me know how they did.
This is another version of a trial offer.
And instead of creating random samples for an imaginary business, give

them something they can use.
If they don’t use your emails, give them to the next client and try again
(make sure you tailor the emails and the copy to their business).
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And if the client uses your emails and they make him money, even better.
He’ll come back and say, “Hey — those emails did pretty well. Want to
write some more?”
Then you can pitch him on a retainer.
OPTION #5: Talk about your process
You: Not at this point, but I have a simple 3-step process I follow:
● Step 1: Research
● Step 2: Writing and Editing
● Step 3: Delivery
And I’ll make sure I update you throughout the week so you always know
the status.
When you have a clear PROCESS, you’ll seem less risky in the eyes of
your prospect.
OPTION #6: Offer what competitors are doing

If you do NOT have your own examples, explain what OTHER companies
have done successfully.
“Hey — I’ve been watching companies A, B, and C. They all send daily
emails. Maybe we can try the same thing and see how your list responds.”
You can also combine some of these options to create a more compelling
offer.
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(2) SKILL DEVELOPMENT

So if you don’t need samples, results, or testimonials to get your first few
clients, what DO you need?
Basic skills.
I didn’t write this book to bullshit you.
As I said earlier, you don’t need results, samples, or testimonials to get

your first few clients.
Hopefully you understand that by now.
But you DO need some basic skills.
Without skills, there’s no reason for anyone to hire you or pay you.
Now, I don’t expect you to learn email copywriting — become an expert —

and THEN go out and find clients.
It doesn’t work that way.
You’re going to pitch clients and you’re going to learn email copywriting at
the same time.
You’re also going to need to develop some other skills, like project
management and sales.
But this is going to take years, so you need to be persistent AND patient.
(3) THE ONLY THREE WAYS TO GET CLIENTS

Only three ways? Really?
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There are MANY ways to get clients, but all of them fall into three main
categories:
1. Outbound
2. Inbound
3. Referral
Outbound
Outbound means YOU initiate contact. You’re the person doing the
approaching.
The other person doesn’t know you.
Cold emails, cold calling, direct messages, events, etc. are examples of
outbound marketing.
Inbound
Inbound means that the PROSPECT initiates contact with you, usually
because of a piece of content you created (social media post, podcast
interviews, blog post, guest post on someone else’s website, etc).
Like if you post content on Twitter and a prospect sends you a DM and
says, “Hey — I saw your post and was thinking maybe you can help me.”
What about job boards?

I see job boards like Upwork as a combination of inbound and outbound.
You can apply to jobs (outbound), but clients can also reach out to you
after seeing your profile (inbound).
Referral
Referral means someone referred you to a potential client.
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Example #1: A friend of mine from college referred me to a business owner

who became a client.
Example #2: One of my clients also referred me to a potential client.
Example #3: And I got another recent referral from someone I didn’t know,
but who heard good things about me through his network.
Inbound will take longer to work for a beginner.
Remember: The whole point of this guide is to help you get your first few
clients as fast as possible.
That’s why I recommend Outbound and Referrals.
Those are your best shots.
If I were you, I’d focus on cold emails and social media as your outbound
method.
Job boards will be your combination of outbound/inbound.
And referrals will be the last option.
If you’re not making enough money, you need to be doing something to

find clients every day:

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phone
What do these 5 things have in common?
ctivities. Remember?
⇒ They’re revenue-generating a
I don’t want you wasting time on anything else.
Focus on daily marketing activities that put you in front of potential
clients as often as possible.
And I’m going to give you some tough love:
If you’re broke, you don’t deserve days off.
(Last I checked - the internet doesn’t close on the weekends)
“Dennis I’m trying, but nothing’s really working”
Listen…
If you’re not getting results, you’re probably not having enough

conversations.
That means:
● Emails back and forth

● Private message conversations
● Skype calls
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I saw a video where Sam Ovens (who’s worth like $60 million at age 29)
talks about the difference between 6, 7 and 8 figure earners.
Do you know the ONE THING that separates them?
The number of client calls they have every day.
In other words, you need to talk to pre-qualified clients as much as

possible.
That’s the goal you should really focus on.
“How can I talk to a potential client today?”
Stay focused on that goal and you’ll start landing clients.
● If you don’t have samples, results, or testimonials — don’t

worry. That’s where we all start and there are plenty of business
owners who’ll work with you.
● You want to spend some time building your core skill — email
copywriting — every day. You don’t need to be an expert, but you
should learn the basics of email copywriting as soon as possible so
you can help your clients.
● I want you to focus on cold emails, job boards and referrals as

your primary methods to get your first few clients.
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13A. How To Find Clients Through Cold Email

1. Create your prospecting spreadsheet

2. Add prospects to your prospecting list
3. Cold email your prospects
PLUS: Follow up with your prospects
old emails are EMAILS you send to a potential client

Quick Definition: C
who DOESN’T know who you are.
“What if I send somebody a message on LinkedIn or Facebook or Twitter or

Instagram?”
Those aren’t emails (and they don’t have subject lines).
So forget that for now.
The only thing you and I are going to talk about in this chapter are cold
emails.
A few guidelines:
● Cold emails should be personal. D

o NOT send everyone the exact
same email. Customize it to your recipient.
● Your email subject lines need to grab their attention (think of the
headlines to Buzzfeed articles). If you don’t grab their attention, they
won’t read your email. And if they don’t read your email, you just
wasted your time.
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● Do NOT use high-pressure sales tactics. Instead, pretend you’re

excited about something and you’re telling a friend. If you’re too
sales-y, you’re going to turn people off.
● Keep your cold emails short. Long emails can work, but you need to
know what you’re doing.
Before you send your cold emails, you need to figure out who you’re going
to email.
STEP 1: CREATE YOUR PROSPECTING SPREADSHEET

The first thing I want you to do is create a prospecting spreadsheet.
We don’t need to get fancy here.
You can use a simple spreadsheet to track these prospects, like Excel or
Google Sheets (if you want advanced options, check out the Streak CRM
for Gmail extension or Hubspot).
Here’s what I suggest you include in your prospecting list:
● First and Last Name of the person you’re emailing

● Company Name
● Status (Sent 1st email, Sent 2nd email, scheduled a call, etc)
● Last Date you contacted them
● Next Date you’ll contact them (you’ll probably need to follow up)
● Email Address
● Website
This should take you like 5 minutes.
So now you’ve got your spreadsheet all set up.

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STEP 2: ADD PROSPECTS TO YOUR PROSPECTING LIST

Whenever you’re online and see a company you’d like to work with, add
them to your spreadsheet.
Here are 4 good sources to find prospects:
1. Google
2. Social media ads and sites
3. Search ads
4. Event, award and ranking sites
(1) Google
Google is straightforward.
Just do a Google search for your ideal client.
If you’re targeting e-commerce stores, you can type “e-commerce stores” in

Google.
You can also search “Shopify stores” or “dropshipping stores” or anything

else that makes sense for the types of clients you want to find.
QUICK NOTE: Don’t just look at the first page of Google. Look at the 2nd,
3rd, 4th page and so on to find “buried” opportunities.
Just because they’re not on the 1st page of Google doesn’t mean they’re
bad prospects.
When you find a company you’re interested in, look for their email address
on their website.
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Depending on the site, you’ll find different kinds of email addresses, like
[email protected], [email protected], or [email protected]
Try one.
If they give you more than one option and one doesn’t work, try another
email.
Sometimes you’ll only see a contact form instead of an email address.
You can try that too.
Other times you’ll find a name, like [email protected]
That’s fine. Email her.
If none of those options work, you can use the Hunter.io Chrome extension.
Hunter can help you find more emails.
And if NONE of those options work, look the company up on their social
media profiles (if they have them).
Go on LinkedIn
See who works there. Message them and say,
“Hi,
I’m a freelance Email Copywriter and I’m hoping you can point me in the
right direction.
Who should I talk to about freelance opportunities at [INSERT NAME OF

COMPANY]?”
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This should get you a name and hopefully an email address.
Go on Facebook
Find their company page.
See if there’s any contact info there.
If not, you should be able to send them a private message.
Then go ahead and use the script I just gave you for LinkedIn.
Go on Instagram
You can use the same process.
NOTE: The cool thing about these social media platforms is when you Like
a company’s page, the platform will always show you similar brands you
can follow.
So add those companies to your prospecting list too.
What if NONE of these options work?
Find their phone number. Call them.
Then use the script:
“Hi,
I’m a freelance Email Copywriter and I’m hoping you can point me in the
right direction.
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Who should I talk to about job opportunities at [INSERT NAME OF

COMPANY]?”
And if you can’t find their phone number, say “Screw it” and move on to
another company :)
Actually, one other thing you can do is ask your network.
You can easily create a post on your personal Facebook profile or in a

Facebook group (or any other social media) and just ask your friends and
followers if they know anyone at the company you want to contact.
“Hey — do you anyone who works at Quest Bars?
I want to talk to them about potentially working together.”
(2) Social Media Ads

You know all the ads you see on LinkedIn, Instagram, Twitter, YouTube
and Facebook?
These are from companies who are spending money on advertising, which
means A) They have a marketing budget B) They want to grow
Start paying attention whenever a company shows you an ad or retargets

you.
Click on the ad so you start seeing similar ads.
Add these companies to your prospecting list if they look promising.
(3) Online Ads

Similar to social media ads, look at the Sponsored Ads on Google (or
Bing).
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If you do a Bing search for “online courses” or “Houston dentists” or “top

ecommerce stores” for example, you should see some ads come up.
Add them to your prospecting list too.
(4) Check event, award and ranking websites

Look for big business and marketing events, like Grant Cardone’s 10X
Growth Conference.
Look at who’s listed on the website as speakers.
Add them to your prospecting list.
Look at who’s giving out awards.
For example, ClickFunnels gives out their 2 Comma Club awards.
Again, look at who’s featured on the website.
Look at listicles and rankings.
For example, I found an article on Oberlo’s website (an e-commerce site)

that lists the “60 best Shopify stores.”
STEP 2A: Research Your Prospects

It doesn’t make any sense to add a bunch of prospects to your list that
aren’t a good fit.
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Look at their websites and social media.
Do they seem like a credible company?
Do they seem established?
Are their photos professional?
What does your gut tell you?
Go back to the pre-qualification chapter where I talked about this.
This doesn’t need to take long.
A few minutes is fine.
STEP 3: COLD EMAIL YOUR PROSPECTS

Start off by batching your cold emails.
Have all the email addresses on your prospecting list BEFORE you send
any emails.
It’s also a good idea to include some notes on your prospecting list about
things you want to mention in your cold emails.
Then block off an hour or two hours or whatever to send your cold emails.
(A) How To Write Cold Email Subject Lines

First thing we need to cover is the subject line.
If your subject line sucks, it doesn’t matter how good your email is because
your email won’t get opened or read.
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I’m not going to bullshit you.
You can do a Google search for “cold email subject lines” and find
hundreds of examples.
The question is, “Which ones work best?”
That’s hard to know without testing.
I’m going to give you some examples I’ve used (and I’m going to explain
the thinking behind them), but I want you to experiment, come up with more
and see what works for you.
Also, you’ll look like a fool if you contact the same companies with the
same subject lines.
So don’t do that.
Subject Line: Referred by [NAME OF REFERRER]
One of the simplest things you can do to increase the success of your cold
emails is to warm them up first.
It’s easy to do too.
Let’s say you want to pitch XYZ company.
You go on their website and find 10 different email addresses.
Or you go on their Facebook page and talk to someone on their support

team.
Or you call their customer service number.

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Now let's pretend you made contact with someone at the company and her
name is Susan. Susan’s in Human Resources.
But Susan isn’t the person you need to talk to.
She says you need to talk to Brian, the Head of Marketing and gives you
Brian’s email address.
So now when you email Brian, you can use Susan’s name in the subject
line.
Subject Line: Susan referred me

Subject Line: Susan suggested I email you
Subject Line: Referred by Susan
See how that works?
Now when Brian gets the email in his inbox he’s going to be more likely to
open it.
This won’t work as well in a large company, but for a small company it’s
worth a shot.
Subject Line: Question for you
This is real straightforward.
It’s creates curiosity and it addresses the reader, “you”
Or you can say, “Question for you, Brian”
Or you can say, “Brian!” or “Hey Brian” or “Brian - this is for you”
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Subject Line: Idea for your email list
Again, we’re using curiosity here.
This time with the word “idea.”
You can say “Idea for your email list” or “Idea for XYZ company” or “Idea
for your next launch” or whatever.
These examples are very personal and hint at a benefit.
Subject Line: Simple way to [BIG BENEFIT]
This just goes straight to a big benefit.
Subject Line: Simple way to boost your sales 10%-30%

Subject Line: How to make sales forever
Subject Line: How to get old customers coming back
You could also flip this around and talk about things your prospects want to
AVOID.
Subject Line: How to stop losing simple sales

Subject Line: The biggest email marketing mistake
Subject Line: When open rates are down...
Again, play around with these ideas and create your own.
(B) How To Write Cold Emails (Body Copy)

The next step here is to write the actual body copy.
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I’ve seen some fantastic long emails, but that’s going to be hard for you to
pull off if you don’t know what you’re doing.
For the purposes of this guide, we’re going to keep these emails short.
NOTE: Your copy is important, but what’s even MORE important is your
offer, so you don’t need to write a 500-word email.
If you’re dying in the desert of thirst and I’m carrying a sign that says
“Water” I don’t really need to say anything else, do I?
When I write cold emails, they tend to follow the same format.
1. Talk about the prospect

2. Compliment them
3. Introduce yourself as an expert
4. End with a Call to Action
Let’s see what that looks like.
Hey John,
Was just checking out your website. [Talk about the prospect]
Love the photography on the homepage. [ Compliment them]
My specialty is helping realtors just like you grow their business with email
copywriting. [Introduce yourself as an expert]
Perhaps we should talk?
Hit reply and I’ll take it from there. [End with a Call to Action]
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Dennis
Now, you can alternate your pitch to whomever you’re cold emailing.
In the example above, we have an Email Copywriter who says his specialty
is working with realtors.
But you can send the same kind of email to chiropractors, construction
companies, fitness coaches, etc.
Just change some of the wording.
The service is the same every time (email copywriting), but you can target
various niches.
Here’s another example:
Hey Mike,
Just spoke with Susan and she suggested I reach out.
I’m on your email list and I’m actually a big fan of your supplements. [ Talk
about the prospect, Compliment them]
Anyway, my focus is helping supplement companies just like yours make

more sales with email [ Introduce yourself as an expert]
I’d love to see if we’re a fit.
Are you free for a quick 15 min chat this week?
Hit reply and I’ll shoot you my calendar [End with a Call to Action]
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Dennis
Let’s do one more:
Jake,
Saw [XYZ company] mentioned on Hubspot.com [Talk about the

prospect]
Congrats! [Compliment them]
Can I tell you a little secret?
My superpower is helping e-commerce brands like [XYZ company] make

consistent sales through their email lists. [ Introduce yourself as an
expert]
I’ve got room for one special biz owner this month and I’d love to see if I
can help you grow your business.
Anyway, I’d love to see if we’re a fit.
Hit reply if that sounds good to you. [End with a Call to Action]
Dennis
Do you see how they all follow a similar format?

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Do you see how they flow?
Do you see how they get to the point right away?
Do you see how I make it all about how I can help the prospect?
Do you see how they’re upbeat and friendly?
Do you see how they’re not super sales-y?
Your goal with your first email should be to get a RESPONSE.
That’s why I ask them to reply.
It’s a low-risk, low-commitment Call to Action.
After I get a response, my goal is to get them on the PHONE.
Can you try to get them on the phone in the first email?
Yes.
But it’ll be tough if you’re going in completely cold.
Pitch To Get Rich

How many cold emails should you send every day? Every week? Every
month?
There’s no “magic” number.
It depends on several factors, like making the right offer to the right person
at the right time.
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It also depends how good you are at converting prospects.
My suggestion is to write 5 personalized c old emails a day. That’s around

150 emails a month.
If you can’t find clients with 150 emails a month, I’ll guess it’s because the
emails need to be stronger.
*I do NOT recommend sending hundreds of emails a day. Focus on quality

over quantity.
Play with the subject lines. Play with the body copy. Play with the Calls to
Action.
I’ve given you an effective strategy, but you need to tweak it and make it
your own.
Either way, you need to pitch consistently and frequently.
“Dennis, I’ve been doing this for two weeks and nothing’s happening.”
Two weeks? C’mon man.
If you’re not getting results, the first thing I’m going to do is ask you how
many businesses you’ve been pitching.
You need to turn into a pitching machine, Young Jedi.
Do this consistently until you have a full pipeline.
EVERY. DAY.
7 DAYS A WEEK.
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Get obsessed with pitching and refining your pitches.
STEP 4: FOLLOW UP WITH YOUR PROSPECTS

Nobody ever talks about this, but you need to follow up.
A lot of people make it sound like you send one magical email and clients
just hand you money.
That rarely happens.
What’s going to happen is you’re going to send a bunch of emails and most
(or all) of them won’t get any responses.
MailTrack is a cool extension that tells you when people open your emails,
so at least you’ll know they’re not ending up in the Spam folder.
Still, my advice is to create a follow up calendar.
As I said earlier, have a couple columns in your spreadsheet labeled Date

Contacted and Next Contact Date.
Fill them in.
What I like to do is space out the follow up dates the longer they go without
a response.
Something like this (assuming they don’t respond):
● Today: Send Email 1

● 3 days later: Send Email 2
● 1 week later: Send Email 3
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When should you stop cold emailing?

If they don’t respond after three emails don’t email them again.
Remember, you’re COLD emailing so you have to be careful about

emailing businesses who haven’t requested your emails.
Here are some examples of follow up emails.
Again, we need to start with subject lines:
Subject Line: Following up

Subject Line: Checking in
Subject Line: Did you see this?
Subject Line: Brian - my last email
Subject Line: Is [XYZ company] losing sales?
Subject Line: Want help with email marketing?
Make sure you customize these for your recipient.
Now let’s move onto the body copy.
Here are some ideas:
Hey Mike,
See my last email?
[COPY AND PASTE YOUR LAST EMAIL HERE]
Dennis
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Another example:
Hey Mike,
Following up on my last email.
In case you missed it:
I help fitness coaches fill their programs with students.
Would this interest you?
Just hit reply and let me know.
Dennis
Another example:
Mike!
Emailed you on Thursday.
Maybe you missed it?
Anyway, long story short:
I’d love to help you sell more watches with some fresh email campaigns.
Interested?
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I’d love to hop on the phone and see if it makes sense for us to work
together.
Dennis
Last example:
Hey Mike,
Just saw this article that talked about how XYZ company grew their
business with email newsletters.
Let me know if you’d like me to do the same for you.
Dennis
You can also send them a sample for their business, like 3 Facebook ads
or 3 emails they can test.
I HIGHLY recommend this approach.
Same with video.
You can personalize your cold emails with a short 30-second video.
Just use any of the examples I’ve shared as a script.
Yes — this is more work, but it could mean the difference between landing
a 4 figure deal… or nothing.
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And 99% of your competitors won’t do it.
Remember what I said earlier:
I prefer a highly personalized approach over mass emails.
I could go on and on.
On top of that, the biggest mistake freelancers make is not following up.
You send one email, nothing happens and you give up.
Don’t do that.
Check in. Be helpful. Be funny (if you know how to write funny emails).
What happens in a lot of these situations is that you reached the wrong
person or the timing is off.
So be persistent and don’t give up.
● Start building your prospecting list right away. I suggest you use
Microsoft Excel or Google Sheets.
● There are potential clients EVERYWHERE. Keep your eyes open.

You’ll literally see dozens of opportunities just by being online every
day and paying attention to the ads you see.
● Use the templates and scripts in this sub-chapter, but customize them
for your recipient. The more you personalize your cold emails, the
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greater the likelihood of your success. Don’t mass email 500

people a day like a knucklehead.
13B. How To Find Clients Through Social Media

Here’s what we’re going to cover next:
1. Craft a profile that gets you noticed

2. Search and join groups
3. Pitch your offer
(1) CRAFT A PROFILE THAT GETS YOU NOTICED

One of the biggest mistakes freelancers make is their profile is a mess.
● Bad profile pic

● No link
● It’s hard for anyone who looks at your profile to know how you can
help them
● Your posts have little or nothing to do with your business
Here’s how to fix it (you can look at my Facebook, Instagram, LinkedIn and
Twitter profiles as examples):
● Add a good photo. I don’t mean you need to be dressed up in a suit,

but get rid of the goofy cartoon or the pic of you getting drunk in
Cancun with your buddies or girlfriends.
● Add an eye-catching cover photo. Most social media sites also let
you add a cover photo. Use this to your advantage and add an image
that’s congruent with how you want people to perceive you.
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● Fill out your Bio and tell people how you can help them. For
example, my current Facebook bio says, “Email list not converting or
creating recurring revenue? Send me a PM (or join my VIP
newsletter).”
See what I’ve done?
I’ve made it clear how I help a specific group of people.
And they have three options:
1. They can contact me

2. They can join my email newsletter
3. They can do both
Also (since I know you might be wondering), you do NOT need a business
page on Facebook.
Use your personal profile.
OK — so your profile is looking good and you’re ready for business.
Now what?
(2) SEARCH AND JOIN GROUPS

You’re going to do a search for your ideal clients.
If you have a specific kind of client you want to work with (like Shopify store
owners), search for Shopify groups.
If you haven’t nailed down a niche, do a search for all the Facebook groups
where your ideal client may hang out (real estate, fitness, coaching, SaaS,
etc).
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WARNING: It doesn’t make any sense for you to join 50 different groups.
Pick 1-3 to focus on.
How?
● Look at size. You want to be in a relatively big group. If you see the
biggest group has 60,000 members and the 2nd biggest group only
has 2,500... join the bigger one.
● Look at activity. Are people posting and commenting or is the group

kind of dead?
● Look at who’s posting. Is it just the group owner? That’s a major

red flag. You want to be in a group where members are free to post.
Social Media Strategy

In version 1.0 of this book I recommended posting on your personal profile.
In version 2.0 of this guide, I’m going to suggest a different approach

because I’m assuming you don’t have a big following on any platform.
So here’s what I want you to do:
If you see anyone you’d like to have in your professional network, send
them a friend request.
This works for Facebook and LinkedIn. On Twitter and Instagram you can
just follow them.
If someone sends YOU a friend request, say “Nice to meet you” or “Great
to connect with you” or something similar.
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The point is, SAY SOMETHING.
Don’t ignore them (unless they look like a psycho).
Generally, I would NOT start talking about business right away.
Ask them what they’re up to or look for common areas of interest (you
know — like if you’re at a party).
Then you can shift the conversation towards business or not.
“So what are you working on right now?”
“What’s your goal this summer?”
Stuff like that.
(3) PITCH YOUR OFFER

We already covered this in earlier chapters, but I’ll reiterate.
When you talk to people, you’re going to pre-qualify them.
You’ll look at their profiles, links, etc.
If they “pass” that test and it looks like they could turn into a client, send
them your pre-qualification questions.
Then you’ll move onto your sales process.

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● Don’t let potential clients use your profile as a reason NOT to hire
you. A few simple changes can turn it into a steady source of leads.
● Get involved. Follow people, friend them, and engage.
● If they look like potential clients, move them into the

pre-qualification phase and go from there.
13C. How To Find Clients Through Your Current

Network
Here’s what we’re going to cover in sub-chapter 13C:
1. Hit up your immediate network

2. Refer clients to your parallel partners
3. Get your network to refer you clients
(1) HIT UP YOUR IMMEDIATE NETWORK

Think of family, friends, co-workers and ex-employers.
Do any of them have an email list they use in their business?
Use the opportunity to get some experience and make some cash.
SIDEBAR: The easiest and fastest way for you to find clients is to work
with your current or past employer.
This has happened to me where I had an old boss reach out to help her
with a project.
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Or you can take what you’re doing now and offer it to your employer’s
competitor. Do they have an email list you can work on for them?
This is a GREAT strategy few people use.
And it is NOT complicated.
(2) REFER CLIENTS TO YOUR PARALLEL PARTNERS

If you follow me on social media, you may have seen me promote “parallel
partners” like:
● Content Writers
● Copywriters
● Facebook ads agencies
● SEO specialists
The reason is because I’m interested in working with a very specific kind
of client.
That means I’m not interested in 99% of potential clients.
Either way, I’m always trying to connect clients with other freelancers or
small agencies.
But they need to pay me a referral fee or I’m not interested.
I usually ask for 20% of the deal.
For example:
If the deal is $1,000, I’ll get $200.
You might want 20% or more.

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I’ll leave that up to you.
In the meantime, see how you can connect people.
Remember what kinds of services the people in your network offer.
This is a great way to build relationships while making some extra cash in
the process.
There’s another side to this…
What if a client asks me to do things outside the scope of work?

You need to watch out for “scope creep.”
“Scope creep” is when a client asks you to do more work that goes beyond
what you’ve agreed to do.
Sometimes it’s not a big deal, like rewriting an email.
Other times, it’s substantially more work.
If that happens, you need to communicate with your client.
Either explain that you don’t have the bandwidth for the extra work,
introduce them to someone else who can do it, or do it yourself but charge
more.
It’s great to “underpromise and overdeliver,” but make sure you’re getting
paid accordingly.
(3) GET YOUR NETWORK TO REFER YOU CLIENTS

This is the same method in reverse.
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Let people know that you’ll pay them 20% (or whatever you’re comfortable
with) if they refer YOU to a prospect who becomes a client.
NOTE: Don’t pay them until you’ve received money from the client.
● Everyone has a network. Of course, some are much better than

others, but you shouldn’t let that stop you. Think of every single
business you know that has an email list. They’re all potential clients.
● Don’t try to be a one-stop shop who does SEO, content, Facebook

ads and emails. If a client asks for help with anything that isn’t email
— refer it out.
● Encourage people to refer YOU clients with referral fees. It’s

much, much easier than cold emails, job boards, etc. once you figure
it out and find some solid referral partners.
13D. How To Find Clients Through Job Boards

Here’s what we’re going to cover in sub-chapter 13D:
1. Are job boards a waste of time?

2. Popular job boards
3. How much should you charge?
(1) ARE JOB BOARDS A WASTE OF TIME?

Here are some reasons I like job boards for beginners:
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● You get experience pitching your offer

● You get experience working with clients
● You start to think of your workflow and how to take a project from A-Z
● You start making money online and that’ll increase your confidence
● You can get testimonials and case studies
Don’t listen to anyone who says job boards are terrible.
You need to consider the context and if you’re wet behind the ears they can
be a great way to get your business off the ground.
I’ve found some good clients on job boards, including $2,000 projects and
retainer deals.
(2) POPULAR JOB BOARDS
● Craigslist
● Fiverr
● Freelance Writing Gigs
● Upwork
● The Cult of Copy Job Board
I’m not going to spend much time on job boards because there’s PLENTY
of free content you can find online that tells you how to set up your profile
and pitch clients.
For Craigslist, look in the Jobs and Gigs sections on the right side of the
website.
For Fiverr, look at the popular email marketing gigs for inspiration. Just sell
the same thing the Top Sellers are selling, but try to make your offer more
attractive.
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For Upwork, check out the Freelance to Win website by Danny Marguilies.
I have no affiliation with him or his website, but I think his articles are
helpful.
The Cult of Copy is different from the first three job boards. It’s competitive
and some really good copywriters will post there every week.
But you’ll find a good mix of beginner-level work there too.
Pitching offers that stand out on the CoC Job Board is tough and I could
write an entire book on it.
For now, I’ll give you some simple, actionable advice.
Look at the posts that get the most engagement.
Then reverse engineer them and customize them so they make sense for
your target and selling your email copywriting service.
(3) HOW MUCH SHOULD YOU CHARGE?

PRO-TIP: Don’t charge less than $50 an hour on Upwork.
● You’ll look inexperienced

● You’ll look like you’re not confident in your ability
● You’ll attract bad clients
● You’ll burn yourself out on low-paying work
Understand: It takes the same amount of work to get a higher paying client
as a lower paying client (sometimes less!).
The big thing you need to keep in mind with some of these job boards, like
Fiverr and Upwork, is the fee you need to pay out of your income.
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Make sure you charge enough to cover this fee so you can still make some
cash.
You also want to be careful with charging too much.
I know as someone who’s hired freelancers that I want the BEST freelancer
for the LEAST money.
So I’d be careful if you’re feeling bold and what to charge over $100 an
hour. That’s not a beginner rate.
And if a business owner is on a site like Upwork looking for an email

copywriter, they probably want to pay a lot less.
● It’ll take some digging, but you can find some gold on job boards.
● Take 30-60 minutes a day to dig through these job boards looking
for work and posting offers.
● As a beginner, you won’t be able to charge high prices, but make

sure you charge enough to cover any fees you might have to pay
the big corporate job board platforms.
14. Project Management 101

Here’s what we’ll cover in Chapter 14:
1. Deep work
2. Your calendar
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3. The Weekly Status
(1) DEEP WORK

I believe that most of us only have 3-4 hours of high-quality output inside of
us each day.
This means you should block off time to focus and get things done.
If you can’t get all your work done within those hours, something’s wrong.
When it comes to focus, deep work, and productivity, the most important
thing to do is set clear boundaries.
Every client wants to be your #1 priority, but this can’t happen.
You need to protect your schedule.
You need to account for emails, Slack, meetings, doctor’s appointments,

distractions, etc. that eat up your time.
I’ve already covered your revenue-generating activities a couple of times

and that’s a short list.
What’s going to screw you up is saying “Yes” to all the things that are NOT
on the list.
That's why it’s a good idea to create a Not To Do list. For example:
● No meetings or calls on Mondays and Fridays

● Don’t check email for the first hour of your day
● Don’t waste time arguing on social media
● Don’t work after 6pm

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● Don’t work more than 3 hours on Saturdays

● Don’t work on Sundays
(2) YOUR CALENDAR

“You can tell if something's a priority by looking at your CALENDAR and
your SPENDING.
If you're spending TIME and (optionally) MONEY on something, it just

might be a priority.
If you're not, forget about it.”

—Ramit Sethi
Your calendar is one of your most important business tools.
If something is NOT on your calendar or To Do list, then my philosophy is

that it doesn’t happen.
Let’s assume you’re going to work for 3-4 hours a day from 9am-3pm.
We’re going to focus on these three areas:
1. Analyzing effective email copy

2. Pitching potential clients
3. Building email copywriting skills
4. Fulfillment: This means client work (if you have any)
Here’s what your day can look like:
9am-10am:
Analyze email newsletters.
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You’ll look at the subject lines, preview text, From names, leads, body
copy, images, Calls to action and anything else you see in the emails.
10am-10:30am:
Send 5-10 cold emails to people on your prospecting list
10:30am-11am:
Apply to projects on job boards
11am-11:30am:
Send direct messages to people in your existing network
Send friend requests to potential clients and referral partners
11:30am-Noon:
Build your prospecting list for the following day
12pm-12:30pm: Break for lunch
12:30pm-1pm: Take a nap
1pm-1:30pm:
Follow up on leads
1:30-2pm:
Go on your sales calls (if any)
2pm-3pm:
● Client work (if any)
3pm-4pm
● Read the books or summaries I recommend
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● Update your sales script if it makes sense {based on the results of

your most recent calls)
Altogether, this is a 3-4 hour work day, not including study time, breaks and
meals.
Of course, this will look different if you have a full-time or part-time

schedule, kids, or any other obligations.
If that’s the case, you need to MAKE the time.
Maybe that means getting up an hour earlier or working on your lunch

break.
When I was getting started as a freelancer, I’d always work on my

downtime.
It might suck for a while, but if you really want to succeed you’ll make some
short-term sacrifices.
(3) WEEKLY STATUS UPDATES

When I work with clients, I like to send short weekly emails where I discuss:
● What was done last week

● What our goals our for the current week
● If there are any obstacles we need to overcome to achieve our goals
This Weekly Check-in is a REALLY good idea you can use to stay
organized and position yourself as a partner in your client’s business.
It’s the glue that keeps the retainer together.
This can be done over email, Slack or be a quick 15-minute call.

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Doesn’t have to be complicated, but YOU need to dictate the meeting

agenda:
● How long is the meeting?

● What will be discussed?
● What will the next steps be?
Clients should never have to ask you for the status or say “What's going on
with these emails?”
Be proactive. Tell them what's going on.
If your clients are constantly in the dark, they’re going to lose trust and
confidence.
Then they’ll leave you.
● Treat your time like gold. The reason so many business owners work
60 hours a week is because they waste so much time.
● Use Google Calendar or any calendar you like. Block out your
schedule with your revenue-generating activities so you know
exactly what you need to do and when you need to do it.
● Don’t be one of those freelancers who disappears for weeks at a

time. You should check in with clients at least once a week. Daily for
shorter term projects.
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Frequently Asked Questions
Q. Do you think I should work with local clients?

I’m going to offer a couple of different perspectives on this.
I’ve worked with clients in Malaysia, Australia, Switzerland, Canada, the

U.K. and throughout the U.S.
I want to work with the BEST clients possible and I don’t care where they’re
located (and vice versa).
On the other hand, you can specialize in local businesses.
For example: If you’re an Email Copywriter in Miami, you can focus on

writing email copy for all the dentists in Miami.
Eventually, you can expand to other cities or niches once you’ve got a
process that delivers results.
So which do you choose?
As a beginner, my recommendation is to FOLLOW THE MONEY (not the

geography).
Take whatever clients you can get.
You need the money so your business can survive.
If you want to try to stick with local clients — that’s fine, but don’t turn away
good opportunities in other cities or countries.
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Especially with all the online tools available today, it’s easy to work with
clients remotely.
Q. How long should I study copywriting before starting?

Give yourself a week.
That’s it.
Otherwise, you’re going to continue pushing off prospecting and client

work.
In one week, you can easily read the blog posts and the summaries I
shared plus at least one book. That’s enough to get started.
Q. Do I need to start an LLC?

No not at all.
You can do that later after you’ve got some consistent revenue coming in.
I’ve heard you can wait until you’re doing at least $50,000 USD in annual
revenue.
To be safe, check with your accountant.
Q. Do you know any good taco recipes?

Finally! I was wondering when you were going to ask!
Here’s a good one. Just swap out the vegetable oil for coconut oil for a
healthier version.
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=> Mexican Street Tacos with Chorizo
BONUS: Top it off with a little cotija cheese or queso fresco.
Q. What tools do you recommend?

You don’t need a lot of tools as a freelance Email Copywriter.
You don’t need to spend a lot of money either.
The only essentials are:
● The ability to write and deliver email copy
● The ability to invoice clients and collect payments
You can use Google Docs to write your copy.
You can use your personal Gmail account, Slack, Zoom ,or
UberConference to communicate with clients.
And you can link your bank account to Paypal to collect payments.
All of those tools are free*
*Paypal will charge a small transaction fee, but that's it.
Beyond that, there are many useful free and paid tools you may want to
explore.
Calendly — Online appointment calendar

156
Canva — For basic graphic design
Cardd — Simple one-page websites
Evernote — For notes and journaling
Google Forms — For surveys and applications
Grammarly — Online writing assistant
Hemingway App — Content editing
Hunter.io — Find email addresses for cold emails
Loom — Screen and video recording
Private Internet Access — VPN to protect your privacy
Toggl — Time tracking
Trello — To-Do List and project management
Yandex Mail — A good “backup” email account you can use to collect
newsletters
For a full, current list of tools I recommend, go to the Products page on my

website.
Q. I don’t have Paypal in my country. What else can I use?

Here are some other tools you can explore:
157
● 2Checkout
● Bitcoin
● Mercado Pago (Latin America)
● Payoneer
● Revolut
● SendOwl
● Stripe
● Transferwise
● Western Union
Next Steps
You’ve read the book.
Your brain is buzzing with ideas.
And you’re wondering what the next step looks like.
You’re wondering if there’s a system in place to guide you:
● What if you get stuck?
● What if you have more questions?
● What if you want to learn even more about offers, pricing, and getting
clients?
My short-term plan is to continue creating info products on email

copywriting, freelancing, etc.
In the meantime, here’s what to do next:

158
Step 1: Go to DennisDemori.com/Newsletter and sign up for my VIP email

newsletter.
Step 2: Follow me on social media. I’m always sharing content to help my
audience grow their business.
● Facebook
● Instagram
● Twitter
● YouTube
Step 3: Check out my other products on Gumroad.
Step 4: Get on the waitlist for my membership community.
Thank you for reading,
Dennis Demori
Scottsdale, Arizona
September 2020
Appendix
A collection of some of my most popular Twitter threads:
⇒ The 3 Biggest Online Mega-Markets
⇒ 10 Rules of Direct Response Copywriting
⇒ 10 Personal Branding Lessons

159
⇒ 65 Ways to Dominate the 2nd Half of 2018
⇒ 25 Mistakes You’re Making RIGHT NOW In Your Online Business
=> The 25 x 4 Framework for Online Sales
=> The 80/20 of Online Business
⇒ What You SHOULDN’T Be Doing If Your Business Is Struggling
⇒ Characteristics of a “Beta Business Owner”
⇒ Do You DESERVE To Make More Money?
⇒ Freelancing, Positioning and Client Acquisition
⇒ How the Typical Freelancer Works
⇒ How to Use Cold Email to Land Clients
⇒ How Do I Build Confidence If I'm Just Getting Started And Have No

Clients, Case Studies, Testimonials or Results?
⇒ How to Get What You Want
⇒ How to “Hedge” For A Greater Chance of Hitting Your Goals
⇒ Vision, Action and Results
⇒ Why You Need to Have Patience in Business
=> Why You Standards Are Too Fucking Low (And How to Raise Them)
160

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1

Instead I found a ​clear breakdown​ on the business side and mindset of

1) ​Absolute clarity on ACTION,​ rather than just the "theory."

2) Written by someone in the trenches, with ​experience and insight.​

3) Provides a solid base to work up from. Yes it's an email copywriting

1 - It's comprehensive.​ You don't need to look anywhere else to begin

The book is really strong and effective. Hard to imagine a more

Short of doing the work for someone, it’s all here.

So I absolutely recommend it. ​Everything you need to know and do to

2. Three Guiding Principles

3. Why I Recommend Freelance Email Copywriting

4. Eight Ways To A Winning Freelance Mindset

5. How To Learn Email Copywriting

7. How To Build Business Relationships

8. How To Choose Your Niche

9. How To Create Offers You Can Sell

10. How To Price Your Services

11. How to Pre-qualify Clients

12. How to Sell

13. How to Find Clients: Introduction

13A. How To Find Clients Through Cold Email

13B. How To Find Clients Through Social Media

13C. How To Find Clients Through Your Current Network

13D. How To Find Clients Through Job Boards

14. Project Management 101

Frequently Asked Questions

Read This First

This book is designed as a ​reference​.

It’s based on several months of collecting questions from my social media

For example, the chapter on mindset is similar because your mindset is

But the rest of the book is new content.

2. I’ve avoided ​longer-term client acquisition strategies ​like blogging so

3. I’ve added ​chapter summaries, checklists, and illustrations​ to make

Version 2.0 has one picture. This... is the picture.

Anyway, ​the web design business failed.

It didn’t fail because I was a terrible Web Designer.

Fast forward to today...

I’m an author, marketer, freelancer, and business coach.

My income is consistent every month and I’m able to make my own

All because I’m able to ​run my business from my laptop​.

You can also ​click here​ to join my VIP newsletter.

How do I define a beginner?

● You HAVE worked with a few clients and you’ve been

I’ve written this guide with all of you in mind.

● Maybe your cost of living is incredibly low or high

Let’s keep moving…

● The one thing you can never get back

THE ONE THING YOU CAN NEVER GET BACK

My feet ached. My stomach grumbled.

I wished I could be out with my friends, celebrating with an ice cold

But I was trapped...

This wasn’t the life I wanted...

It sucks not being able to come and go as you please.

You miss out on all these things that matter.

Which brings me to the one thing you can’t replace...

You can never go back and experience those special events.

But you can’t rewind the clock.

Our time is extremely limited

TRUE ENTREPRENEURS VS. LIFESTYLE ENTREPRENEURS

Instead I found a clear breakdown on the business side and mindset of

1) Absolute clarity on ACTION, rather than just the "theory."

2) Written by someone in the trenches, with experience and insight.

1 - It's comprehensive. You don't need to look anywhere else to begin

So I absolutely recommend it. Everything you need to know and do to

This book is designed as a reference.

2. I’ve avoided longer-term client acquisition strategies like blogging so

3. I’ve added chapter summaries, checklists, and illustrations to make

Anyway, the web design business failed.

All because I’m able to run my business from my laptop.

You can also click here to join my VIP newsletter.

1. Freedom - The ability to live with abundance and options.

The reason I mention this is because freelance email copywriting is the

#1 — 1,000 True Fans

#2 — 20 Mile March

I want you to be as consistent as possible with your daily schedule.

I also want you to eliminate the “bad days.”

For example: If you commit to sending 5 cold emails a day — maintain

Alternatively, don’t do 5 today and zero tomorrow.

Neither approach is consistent or sustainable.

#3 — Skin in the Game

You need to be 100% committed.

You need to look at success as a necessity.

You need to be a little obsessed.

“Skin in the game” means you’re invested in an outcome.

Do not break the promises you make to yourself every day.

● Focus on what’s sustainable over a l ong period of time. This is

● Sign up for an email list

Copywriting is also a foundational skill like public speaking, teaching and

Definition #2: Copywriting is NOT the same thing as “content writing.”

Freelancers tend to be solopreneurs, i.e. one-person businesses, but it’s

Definition #4: Email marketing covers a wide range of topics, including

Definition #6: Freelance email copywriting means that I provide email

Definition #7: Affiliate marketing is another option for beginners. I like

Definition #8: Information products (like online courses or the guide

Definition #9: Physical product businesses aka e-commerce (like

(B) You’ll discover how to build a BUSINESS with practically zero