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My name is Nicholas Cole. I'm one of the highest paid copywriters and ghostwriters in the world. And today I'm going to give you a free email copywriting course. Alright, so by the end of this, you are going to know more about writing and copywriting emails than 99% of people on planet earth. I promise this will be one of the most valuable looms you ever watch in your life. So let's start at the top. What is copywriting? Copywriting is where you write things that sell, plain and simple. Let's not make it more complicated than it is. What does everyone get wrong about copywriting? Now here's the nuance and I see a lot of copywriting gurus on the Internet giving advice. And the funny part about it is that A, most of them have never done high level copywriting for any company. They get paid to just be in the nitty gritty. They actually don't understand copy at the highest level. And B, they completely miss the context of the true art of copywriting. Okay? So what everyone gets wrong about copywriting is that effective copy all comes from the category of the company. Okay? So whatever category the company is playing in, and if it's a category that they've created or you're helping them create, that is where the effective copy comes from. If you do not understand what category the company is in, you are not going to write very effective copy. Okay? So before you even get into the nitty gritty of oh, should I use this word or this word or oh, if I make the hook, like this crazy surprising thing that you've never heard of before, like that's what people think copy. And that's not what it is at all. People think copywriting is. Oh, I just write in individual sentences and I just keep them sliding down the page. Well, sure, but that's not what copywriting is. That's not what the art is. The art of copywriting is figuring out how to differentiate the product or company that you're talking about from everything else. And the way that you differentiate does not come down to a sales explanation. It doesn't even come down to, you know, benefits over features, all those things that you hear copywriters talk about. It comes down to how, how you choose to modify the category. Okay, is this a regular car or is this an electric car? Is this a regular watch or is this a smartwatch? Right? That modification word changes the category. And when the category gets changed, all the benefits are different, all the problems are different, all the outcomes are different. So all differentiation starts at the category level. Now, obviously this is a bit of an advanced skill, but you're smart, and so I wanted to plant the seed here for you so that you have the context to understand. Okay. If I want to get into copywriting and I want to build this skill, the first skill to build is to think in categories. Okay? It's not like, oh, I need to just go learn some of those crazy adjectives that writers use, and that's how you hook people. That is such a flawed understanding of what copywriting is. All right, so category first. Now into what can you write as a copywriter? You can write all sorts of things. You could write video scripts, they could be long form video scripts, they could be video sales letters, they could be short form scripts, they could be organic scripts, they could be paid ad scripts, they could be retargeting scripts, they could be emails, it could be a landing page, it could be an offer page, it could be an opt in, it could be the thing that someone types in their email and gets in exchange. There's all sorts of different things you can provide as a copywriter. The best advice that I can give you is to not feel like you have to be a master at all of them. You will make far more money and you will make more money faster by choosing to specialize. Okay? This is something that I train ghostwriters on all day, every day. And whenever I'm training ghostwriters, oftentimes I'm also training them on all of these copywriting principles. Because there's so much overlap, everyone thinks that they need to provide every service. And in reality, you would be better off picking one very specific service and getting as good as possible at that one service. Because you don't need 8 billion people, you need like three clients. And now you're making 10 grand a month, 15 grand a month, right? So you don't need everyone, you need a very small number of people. And the only way that you can serve those small number of people at a very high level is to specialize, is to be very, very good at it. So even just in the context of email, right? So there's all sorts of different, like even just take the things I listed out, you have short form video, you have long form video, you have organic video, you have paid video, you have email, you have landing pages, you have opt ins, you have offer creation. There's all sorts of different high level things that you could provide. But inside each one of those buckets is another 10 specific skills or services. So let's just look at email. What could you provide as an email copywriter? Well, even if you just said I specialize in email, that's actually not enough. I would encourage you to start even simpler than that and go, what is the one specific service that I could specialize in? Inside of email. So you could offer an educational email course. This is where you help someone create an opt in. So they opt in for some sort of offer. Okay. This is what I train ghostwriters to do. Copywriters, a lot of similar skills. Okay. Evergreen newsletter. You could help someone write an evergreen newsletter. Now, depending on who this is for, this actually might lean more ghostwriting because it's more educational. Ghostwriting, I like to associate more with educational content, whereas copywriting, I like to associate more with sales content. However, there is a lot of overlap. I am a ghostwriter, but I have done a tremendous amount of copywriting over the course of my career too. So again, a lot of overlap. If you have an evergreen newsletter or you're helping someone write an evergreen newsletter, you might take it even deeper. So for example, inside our funnels, on Mondays we send a very just educational, high value evergreen newsletter. On Wednesdays we send what's called an indirect email. So it's like a blend of education and some sort of nudge like, hey, by the way, you should check out this product or we can help you in this way. And then Friday is just direct pitch. It's like, hey, you've been on our list. How come you haven't taken action? How come you haven't joined this program or taken this next step or booked a call or filled out an application or whatever it is for that funnel. Okay, so you could take a newsletter, quote unquote and get even more specific. You could also create some of these standalone sequences. So for example, one sequence that we have inside our business, but I find a lot of businesses don't have, and if they did, they would make a lot more money, is we have the sequence that we like to call four clickers. So what that means is when someone is on your newsletter, if they consistently click a link to a product or to a program, they're a warmer lead, right? If someone opens our emails and has clicked the link to ship 30 for 30 multiple times, or clicked the link to premium Ghostwriting Academy mean multiple times, we know that on some level that person is interested. So it would be smart to send the clickers. Right? The people who have essentially raised their hand and said, I'm considering this, we should put them into another sequence. Where we say, hey, check out these testimonials. Or hey, I bet you have these questions before you join this program. Like we just want to proactively answer them for you, right? So you could build this sort of tangential sequence that follows up with these warmer leads. You could also build an abandoned card sequence. So if someone gets to the one yard line, they don't buy, right? Or they fill out an application, but they didn't book a call, right? There's all sorts of little things that there's like a drop off point and you can build these different sequences that remind people, hey, by the way, like you didn't, I saw that you checked out ship 30 for 30, but you didn't buy. Did you forget? Here's a reminder, you know, another day goes by. Hey, saw you didn't buy ship 30, did you have some questions? Wanted to send over this quick Q and A. Hey, saw you didn't buy. Are you wondering if we solve these problems? Here's a short explanation, right? So abandoned card sequence also can help you reclaim a lot of money that gets left on the table or for whatever company that you're copywriting for. You could also put together a book, a call sequence. So this is something that a lot of copywriters don't understand, a lot of ghostwriters don't know is if you are writing for a sales company. So a company that isn't just selling products from a checkout page like they have some sort of sales team. Well, there's a process for that, right? And there's multiple steps inside that process. So usually before you let someone book a call, there's some sort of process for weeding people out, right? So you have them fill out an application or a survey or something so that you can gather some data. So it's not just any person on planet Earth can book a call, right? There's usually some sort of qualification in there. So you first need to remind people to fill out the app or to fill out the survey. So that's a sequence. Then after an application has been filled out, a lot of times people don't book a call, right? They forget or they couldn't find a time that worked for them. And then they never circled back or they filled out an application, but then they changed their mind, whatever it is, right? So you need another sequence for that. You need to nudge them to book a call. But then the third step is they filled out an app and they booked a call. But then maybe their call is five days from now. Well, you don't want them just sitting there not hearing from you for five days. Right. Those five days are an amazing opportunity for you to pre educate them. Right. So what are things that you could cover before the call so that they walk into the call more educated? They probably have these questions, they probably are wondering these things. They probably currently have these problems. So how can you pre educate them and actually help them in advance of the call so that by the time that they do get on the call, they are more likely and more receptive to whatever thing that you're trying to share with them because you've already helped them. So all of these are different sequences that you can build. Right. Another really great sequence is, oh, we covered that one. Okay, so the next one is cold traffic. And this is not our term. I've heard this from other people. It's called a hammer them sequence. So when you're running paid ads, what happens is you're tapping into colder and colder markets and so people don't know who you are. And so when someone enters your ecosystem from a cold traffic paid ad, you have to do a lot of work upfront in order to educate them. And so what you can do is the moment that someone opts in from a paid ad, well, you should quote, unquote, hammer them with free education. You should be like, hey, here's who I am. Here's the mission we're on. Here's a link to a podcast that I was on talking about all these things. Perceived credibility. Here's a Q and a I put together that'll answer a bunch of your questions. Here's. Here's a problem you're probably struggling with. Watch this YouTube video. I help you solve it. Like just boom, boom, boom. You just hammer them with free value. And what you're trying to do is you're trying to accelerate the same relationship that someone would have with you via organic audience. You're just compressing it because they came in through a paid channel. Okay, that's another email sequence that you can help someone build. Companies need upsell sequences. Oh, you bought ship 30 for 30. Maybe you'd also be interested in our paid newsletter, Write with AI. Or you'd also be interested in our category newsletter creator, which is another course helping you launch a newsletter. Right. So there's all sorts of different things that the company that you're writing for probably has for sale. And, you know, companies leave so much money on the table by constantly thinking, we need more net new customers. And yeah, sure, more net new customers is never A bad thing. But all of the money that you're gonna make the fastest is to go to the people who already bought something from you and get them to buy another thing. So upsell sequences, you can help them build those. You could also build what's called a no close call follow up sequence. So for companies that sell via sales, not every sales call converts. So what happens to all the people that jump on a sales call but then decide, ah, this isn't for me, I don't need this service, I don't want to join this program, whatever. Do they just never hear from you again? That's a missed opportunity. So you could help companies build these follow up sequences where once every week, once every two weeks, once a month, Anyone who took a sales call but didn't buy, they just keep getting free value from you. Like, hey, by the way, I don't know if your goals have changed or if you've tried some of these things. Just wanted to send you this free resource. By the way, if you ever want our help, here's my direct link. You could always book a follow up call with me. It's an amazing sequence for these types of companies to build. And then of course a FOMO sequence, right? So you do a product launch or you have a product launch coming up, you have a cohort coming up, Maybe you have a cohort based business you want to whatever thing you're selling. Like when we were running ship 30 for 30 as a cohort based writing challenge, the week before every cohort, we would put our entire list into a FOMO sequence. We'd be like, there's only one week left. If you don't sign up by Sunday, the next cohort isn't for three months. So you have until Sunday to hop aboard and take action. And if you don't, just know you're gonna be watching all these other people start writing and you're not gonna be able to do anything about it for the next three months. And we would just put our list through that FOMO sequence every quarter, over and over and over again. And without fail, that last week before every cohort is when we did 80% of the revenue for that cohort. And so if you have a product launch coming up, anything that you can attach this FOMO sequence to is once a quarter, once every six months, once a year, like for example, we do a big one for Black Friday. Every year we do a big product launch. Our FOMO sequence ends up being almost two weeks long. We do like a week of education and then A week of like, this is the only time you're going to have. This is the only time we're going to sell this. After Black Friday, this is going away forever, right? So that's another really valuable sequence that you can help companies build. So the reason I wanted to walk through all of these is you can notice how just saying, you know, oh, I want to get into email copywriting, even that is too broad. What you really want to do is you want to go a layer deeper and specialize in one or two or a small handful of these sub services that I listed out, right? You could easily make 10, 15, 20 grand a month just creating educational email courses for people. You could make 10, 20 grand a month just writing evergreen newsletters. You could make 10, 20 grand a month just helping people build. You know, I'll build you your four clicker testimonial Q&A emails, your abandoned cart sequence emails, and your book a call sequence. Like, all of these are doable. The problem is that writers fall into this bad habit of thinking, I have to say yes to anyone that comes my way, and I have to offer any service that the client needs. And what you do is you shoot yourself in the foot because you have no efficiency, you have no specialization, and as a result, you have no pricing power. And so you don't want to do that. I promise you that you will make the most money as a writer and you will get to, you know, 10, 20 grand a month the fastest by getting really specific and picking one or two of these and going, this is all I do. This is all I do. This is all I do. I promise. There's no shortage of people on planet earth that need every single one of these services. So it's not that one is better than the other. It's literally pick one and go find people who need it. Okay, so if you're interested in getting into email, this is a great place to start, and all of these are viable services. Now, the last thing I wanted to walk you through is, so how do you write an email? Right? Especially as a copywriter, how do you write an email? So this is my personal philosophy. If you go ask 10 different copywriters or follow different people on the Internet, you're gonna hear different things. So I'm just gonna share my philosophy with you. And again, I want to preface that. Where my philosophy comes from is I have been paid millions of dollars by companies to help them with their messaging. And I have written email campaigns, I have written viral launch campaigns. I have. I have written Just about everything you could possibly list out under copywriter or ghostwriter for everyone from venture backed companies to publicly traded companies. Over and over and over again, I continue to learn the lesson that the highest form and the best version of copywriting is not to think about it like copywriting. This is why I tend to associate more with the term ghostwriter, because the best copywriting doesn't actually sell. The best copywriting educates because when you sufficiently educate someone, they sell themselves. And that nuance is so subtle, but it is so important. And so whenever I'm writing emails, and it doesn't really matter if it's a newsletter, just pure value email, or if it's a very direct FOMO email, okay, yes, there are some different nuances, but ultimately 90% of it, 95% of it is the same in the sense that my goal is to educate the person. I want them to end the email feeling like they learned something. And if they didn't do that, if they didn't learn, if they don't walk away going, you know, whether I buy or not, that was a helpful email, then I didn't achieve my goal. Okay, so that's the frame. That's. I think a really important thing to keep in mind when you're thinking about getting into copywriting is you don't actually want to think about it like, oh, I got to get into sales. It's a very reductive way of thinking about it. You want to think about copywriting like education. That's why I tend to think about copywriting more through the lens of ghostwriting. Actually, copywriting just has a couple of these little nuances that you want to be aware of. So every time I write an email, this is the first thing I do. And this is a mechanism and framework that I teach every writer that goes through our programs. And I call it prepping the page. And a mistake that a lot of writers make is they start the writing process by just starting with the first word and then thinking they have to move linearly down the page. And I have always found that to be incredibly ineffective. The metaphor I like using is it's a bit like being dropped in the middle of a forest and being told, find your way home. You only have this flashlight, you can only see three feet in front of you. That's what the writing process feels like. Well, I don't want to find my way home with a flashlight that can only see three feet in front of me. What I want to do is I want to light up the entire forest because Then I can see, oh, here's where I am, and here's the entrance and here's the exit, right? And so the first thing that you should do whenever you're sitting down to write is you should consider prepping the page. And what that means is you divide the page into sections so that the writing doesn't feel like I start with the first word and I end with the last word. Instead, you see it as a bunch of Lego blocks, and then you just have to fill it in. Okay, so this is how I prep the page. For every single email that I write. I know I'm going to need a couple pieces. I'm going to need a subject line. So I put this here. Then I'm going to need a subtext line. So this is like the preview text where whenever you see an email come through, the subject line is the. The main thing you see. And then you see that little bit of gray text. That's the subtext, right? It's almost like the. You start reading into the email. It's the preview text. So I know I'm going to need both, right? Then I do a little squiggle. Then I know I'm going to have some version of like, hey, there, I'm addressing the reader, right? And I know at the end I'm probably going to have something like, you know, sincerely Nicholas Cole. And then maybe depending on which funnel this is in or which list this is going to, I might also list out some of our businesses. So I might say co founder of. And then I'll put like, ship 30 for 30 and typeshare and write with AI and premium ghostwriting Academy. And then I'll probably, just as a best practice, I'll go through and I'll link each one. Okay, so already I'm like, oh, I have the bookends of my email. I have my subject line, I have my subtext line. I have my hey, there. I have Sincerely, and I have my signature. So already, just mentally, it feels like the email is halfway done. And that is such an important part of writing and writing effectively and being paid to write is you have to come up with these little triggers for yourself so that you're not just sitting there being like, I have writer's block. Like, you're not allowed to have writer's block when people are paying you to write. That's like, the beauty of getting into providing writing as a service is it really trains this muscle in you. Right? So this is the first step is I create the bookends. The second Step is I come up with some sort of working subject line, which is in the context of email. A subject line. Think of it like the headline. Okay? So if I was writing this for our ghostwriting list, for example, I might say, three ways to land ghostwriting clients without using testimonials. Right? And then I'm like, ways is a little general. Maybe I could make that more specific and say, three strategies to land. Okay, cool. I want the strategies. Right. Strategies is more compelling than Waze. And then subtext line. Maybe as a preview, I'll say I've used these to sell over $3 million worth of ghostwriting services. Right? So cool. A little bit of credibility. Interesting. Everyone loves a big number. Nice hook. Great. So I'm just checking these boxes in my brain. So then the next part of prepping the page, once you have your working subject line. And this can change. But I think it's very important to come up with this first, because as you're about to see, this decision dictates all of the writing. Okay? So a lot of times what writers do is they go, I'm going to sit down and write an email. And then at the end, I'm going to come up with a clever subject line. And that is probably the worst thing you could do. It's one of the biggest mistakes writers make. The subject line or the headline is what dictates the direction of all of the writing. So if you don't have clarity over what you're trying to share in the subject line or the headline, you're not going to have clarity in the writing. And if you don't have clarity in the writing, I promise the reader's going to pick up on it, and they're going to go, I don't understand what you're trying to tell me. And then they're not going to give it their attention, and they're not going to take action. And you're not going to achieve your goal as a copywriter, which is to get them to do something after reading it. Right? So you have to do this first. But notice how once you have this, the very next part of prepping the page is you already know how this whole thing is going to get organized. Right? And how it gets organized is, you know the first header is going to be strategy number one, and you know the next header is going to be strategy number two, and you know the next header is going to be strategy number three. Well, now look at how much more effective our prep the page gets, because now I'm not writing linearly I go, oh, I have my intro here. And then I fill in strategy one, and then I fill in strategy two, and then I fill in strategy three, and then I'm done. It's very easy again. Now I feel like the email is 70% written. Right. It removes so much of the friction of writing. Okay, so then once you have this, you have another step that you need to go through, which is, okay, I've mapped out that I know I'm gonna have strategy one, strategy two, strategy three. So what's the next decision in the writing? Well, before we even start writing the words, the more important question is, what? So what are the three strategies? Right, so we have to fill that in because that's literally the piece. That is the value of the piece. And the way I like thinking about this and, you know, I've written thousands and thousands and thousands of articles on the Internet and emails that follow all of these same processes. And I've written them under my own name and I've ghostwritten them for hundreds and hundreds of people. I have learned that the way that readers read on the Internet is really 80, 90% of the value is they read the subject line and then they skim the headers. And if the headers are valuable enough and they deliver enough value relevant to the subject line or the headline, then they read the piece. And if they read or skim the headers and they are not specific or valuable enough, they don't read the piece. So you want to think about your subject line and headline and your headers as basically 80, 90% of the value. If you nail that, the reader will give you their attention. If you don't, the reader won't give you their attention. So let me give you an easy example of how this plays out. This is a pretty compelling subject line. Three strategies to land ghost training clients without using testimonials. You're like, cool, I'm going to give this my attention. Click. If you open this email. And strategy one is you have to try really hard. Strategy two is you have to care. And strategy three is you have to just do it. What's going to happen is you as a reader are going to click and open the email and go, this is a cool promise. This is an interesting value proposition. I'm game to give this my attention. You're going to open, you're going to skim these three headers. You're going to be like, yeah, no shit. You have to try really hard. And of course you have to care. And yeah, you have to just do it. And you're going to go, thanks for wasting my time. And you're going to click out. And all of that is going to happen in about two and a half seconds. And so you, as the copywriter, you have to understand that this is how people read, which means you have to put the value in the headers, and you have to make the headers compelling enough to get them to give you their full attention and read the entire thing. Which is why, before you even get into the writing, this is one of the most important decisions to make. So what would I do in this case? I might say strategy one, free work pitch, Strategy two comments as consulting and strategy three, pitch in public. Now, these headers, if you were to open this and you're like, three strategies. And then these are the names of these strategies, and you're like, huh, A free work pitch. What's that? Comments as consulting. I've never heard that before. What is that? Pitching in public. I don't know what that is. Let me learn more about it. Well, now I have your attention, and I've demonstrated in the headers that this is going to be worth your time. I am actually going to give you three strategies that you probably haven't heard of before, and that's what's going to make you read. So notice how before we even get into the I'm writing and adjectives, and should I say it this way or this way, none of that matters. That's literally the last 10%. All of the value is in prepping the page, the subject line, and then are you delivering on the subject line in the headers? And once you have all of this, then you can get into the writing, and then you fill in each one of these sections. You make them as valuable as possible. Now, little tangent and pro tip for you here. If you take the time to do this, this is where AI can be the most helpful. Part of the reason why writers get such shitty outputs from AI is because they don't give AI any of these inputs. And they go, write me an email about how to land ghostwriting clients without using testimonials, the AI doesn't have enough direction. AI is like a uneducated intern, right? So what you need to do is, if you're the one who takes the time to crystallize this thinking, and you go, hey, AI, here's my subject line. I want three strategies on how to land ghostwriting clients without using testimonials. But I'm also going to give you the three strategies, and then maybe you Even in one or two sentences, describe what it is, how it works, and then you have your little signature and you go, now take this and write an email. The output of that is going to be 10 times better than the writer who just says, write me an email about landing ghost training clients. And this is why my whole philosophy with AI is AI is not going to remove writers jobs. Anyone who says that misunderstands the value of writing and the role that AI plays. Okay? AI is not going to take writers jobs. What AI is going to do is it's going to reward and make the writers who have clarity over their thinking ten times more efficient and effective. And it's going to disincentivize everyone else. It's going to remove everyone who doesn't know what they're talking about and doesn't know the thing that they're actually trying to say. And AI is going to be like, yeah, you actually weren't providing as much value as you thought. So AI is going to remove the bottom 10, 20% of writers, and AI is going to make the top 10 or 20% of writers 10 times more efficient and effective. So that is why there is so much value in you understanding how to do these things yourself. Because once you. Something I say all the time about AI is everyone wants to automate things they've never done before. If you've done this before and you understand how to do it, you are going to use AI at a completely different level than everyone else. Okay, so just a little tangent. Just want to give you that frame because it's a really important point and part of being a writer over the next 10, 20 years, really moving forward. Now, the last part of prepping an email, and especially if this is a copywriting email, so the goal isn't just education, but notice, like, 80% of this email is education. I still want to teach you something, but then there's usually some sort of cta, and you should just think of this as your fourth header. And so this cta, you probably aren't going to label it a cta, but I'm just doing it here for you. This CTA header would show up something like, are you ready to start landing ghostwriting clients? Click here to join our xyz. Right? So you make the fourth header some sort of prompt to take the next step. Okay? And this could be framed as a question. This could be framed as an incentive. This could be framed in a bunch of different ways. The point is that it's like you educate, educate, educate. Are you ready to take the next step. Now, the mistake that copywriters make here is I'll give you a different version so that you can see this. What they will do is say, are you ready to join our premium ghostwriting academy? For example, okay, if I was writing this for us or for our program, the problem with this is that it's talking about us. It's talking about brand. It's talking about, like, it's who we are. It has nothing to do with the reader. Okay? So it's framed selfishly. You do not want to do this. You do not want to say, are you ready to come be a customer? Right. You don't want to say, are you ready to come be a student of ours? Right. What you want to say is framing the value as it relates to the reader. So what does the reader care about in this context? Well, if they clicked on this and they want three strategies for how to land ghostwriting clients without using testimonials, I would say here, are you ready to start landing ghostwriting clients without using testimonials? Because that's the thing the reader cares about, right? So a mistake that copywriters make is they make the CTA very like, now, now, come buy from us. And that's not an effective cta. The reader is the main character. You and the brand and the company are not the main character. So you always want the CTA framed as what? What is the thing that the reader cares about? And once you've established this is the thing that you care about, well, then, then you can say, great, we can help you do that. Now, click here to fill out an application, or click here to join our free school community, or click here to book a call with someone from our team, right? Then you give them the next step. But this fourth header is really important and needs to be framed as, what's the value to the reader? Now, notice, if you have all of these decisions made, how much easier is the writing? The writing is very easy, right? You just fill in the sections. You're like, I have a little intro. I'm going to preface what I'm about to explain to you and why it's important, the problem that it solves, the outcome that it unlocks. In each section, I'm going to explain what it is and how it works. And then at the end, I'm going to frame the next step, cta, as the benefit to you. And then I'm going to tell you what to do. Sincerely, me. And if you approach the writing this way, you know, when I Was building my agency. There were many days I had to build these skills out of necessity because there were many days where I would have a sales call at 9am, I would have another sales call at 9:30am, I would have a 30 minute break until 10. I had another sales call at 10, but in those 30 minutes I needed to write a piece for a client. So I would only have 30 minutes to write that piece because I needed to get it out the door. So I would have to go, okay, I have 30 minutes. Set a timer. Just got off those two calls. You have 28 minutes now. Ready, go. Write the piece, ship it off immediately, jump on in the next sales call. Sales call, sales call. I have another 30 minutes break. Drink more coffee. 28 minute timer. Ready, go. Write this article, write this email, get it out the door. Another sales call. I was constantly bouncing back and forth and back and forth. And so I had to build the skill of how do I write high quality things really quickly because our agency was growing so much and I only had so many hours in the day and I really only had these really small pockets in order to get some of the writing done, or as our team grew, we would employ other ghostwriters and then they would write something. The client would come back with feedback and I'd be like, ah, you know what, this isn't as good. I need to step in and I need to rewrite this. Well, I only have 28 minutes to do that. And so this forced me to come up with a framework like this because I just didn't have the time. And once I started writing articles, emails, threads, everything through this lens of prep the page, first subject line or headline headers, CTA bookends, fill it in. I could write articles like this and emails in 15 minutes or less. And of course I couldn't do that for topics that I wasn't as familiar with. Like if a topic required research, that, that took up a bunch of time. But for topics that I already knew what I would say, like this. I've explained this idea a hundred times. I could write this email in 11 minutes. And so I would really encourage you if you want to get into writing, copywriting, ghostwriting, whatever it is, you will be so much more efficient if you adopt this prep the page mentality where you want to think of it like you're assembling Lego blocks. Not like you make a cup of coffee and you light a candle and you put on your chapeau and then you start with the first word and then you write this beautiful manuscript like that is the most inefficient way to approach writing, especially if writing is your business and your livelihood. Okay. So I just wanted to share all this with you. I hope this is helpful. I hope this is one of the most valuable looms you've ever watched on the subject of copywriting. And if you want to get into email copywriting, there's so much opportunity. Just, again, I would really, really encourage you to specialize. And don't underestimate the nuances of each different type of email or each different type of email sequence. It takes time. It takes reps. Each one of these different services requires different knowledge. So don't underestimate how valuable it is to specialize.