1) First Pillar (Appealing to the Reader's Self-Interest)

1. The Most Important Person in the Email

- The reader is always the most important person in the email, not the sender or
the brand.

- Focus on appealing to the reader's self-interest: their needs, goals, wants,

dreams, and desires.

- Position yourself as a trusted friend and adviser, someone who genuinely

cares about the reader's best interests.

2. The "Best Friend vs. Random Person on the Street" Example

- People are more likely to trust and act on recommendations from close
friends than from strangers.

- In email marketing, aim to build a relationship with the reader that mimics a
trusted friendship.

3. Appealing to Self-Interest: Case Study

- Contrasted two emails for the same product launch:

a. First email focused mainly on the offer itself, with little regard for the
reader's interests.

b. Second email addressed the reader's struggles, goals, and potential

outcomes, performing much better.

4. Establishing and Painting a Picture of a Dream Life Outcome

- Describe what the reader's life would look like if all their dreams came true.

- Focus on what the reader stands to gain by taking action or lose by not acting.

5. Concrete Emotional Appeals

- Use specific, detailed questions and statements that resonate with the
reader's experiences and desires.

- Don't leave it to the reader's imagination; paint a vivid picture of both the
problem and the solution.
6. Balancing Personal Sharing with Reader Focus

- Share personal experiences, but always relate them back to the reader's
interests and benefits.

- Avoid alienating readers by only talking about unrelatable experiences or

achievements.

7. Direct Response vs. Personal Brand Emails

- Direct response emails can be more focused on immediate action and offers.

- Personal brand emails should balance sharing personal information with

reader benefits.

8. Specific and Concrete Language

- Use detailed, specific language instead of vague or abstract terms.

- Example: "Imagine no more neck pain keeping you from playing with your kids"
is better than "Imagine no more pain keeping you from doing things you want to
do."

9. The Importance of Editing

- After writing the initial draft, do an "emotion pass" or "concreteness pass."

- Review the email to replace vague language with specific, concrete imagery
and emotional appeals.

10. Overall Strategy

- Always keep the reader's perspective and interests at the forefront.

- Create a clear picture of the problem and the desired outcome.

- Use specific, relatable examples and language.

- Balance personal sharing with reader benefits.

- Edit for emotional impact and concreteness.

2) Second Pillar ( Educating Through Entertainment)

1. Mistake #2: Being overly educational and not entertaining enough

2. The importance of balance:

- People generally value entertainment more than education

- Readers want their problems solved, but in an entertaining and easily

digestible way

3. Strategies for effective communication:

- Use "infotainment" or "edutainment" - a hybrid of educational and

entertaining content

- Combine soft value (stories, personal experiences, social proof) with hard
value (specific tactics and strategies)

- Emphasize soft value more than hard value

- Use metaphors to explain complex concepts in an easy-to-understand way

4. Writing for your audience:

- Most people, including college-educated individuals, read at a 5th to 7th-

grade level

- Simplify language and avoid overly technical terms

- Make content consumable, graspable, and understandable

5. Avoiding reader alienation:

- Don't overwhelm readers with too much technical information

- Prevent readers from feeling inadequate or stupid

- Maintain reader engagement to keep them on your email list

6. Email length and structure:

- Aim for 150-325 words for personal brand-building emails

 - Can be longer if providing exceptional value or telling a great story

- Focus on key points rather than exhaustive details

7. Example of effective metaphor use:

- Craig Valentine's "map to become a millionaire" email

- Uses the metaphor of a ship captain with a map to explain the importance of
having a plan

- Avoids technical details while still conveying the main message

8. Goals of promotional emails:

- Primary objective is to get readers to click the link

- Focus on generating excitement rather than explaining product features

- Leave detailed information for the sales page or video

9. Mindset shift for writers:

- "It's not the reader's responsibility to understand you. It's your responsibility to
understand the reader."

- Package expertise in a way that's understandable for the audience

10. Effectiveness of this approach:

- Example email had a 350% higher click-through rate compared to previous

emails
3) Third Pillar (Building Connection, Personality, and Fun)
1. The Ultimate Goal of Personal Brand Email Lists
- Build genuine, caring, and authentic long-term relationships with readers
- This approach leads to more revenue generation than direct selling

2. The "You Elements" Strategy

- Share personal experiences, thoughts, and daily life details
- Creates relatability and builds a connection with readers
- Frequency (5-7 emails per week) helps form a relationship over time

3. Positioning as a Trusted Friend and Adviser

- Sharing personal elements helps readers know, like, and trust you
- Makes recommendations and offers feel more organic and less like hard
selling

4. The Importance of Vulnerability

- Share struggles, challenges, and imperfections
- Creates authenticity and strengthens reader connection
- Helps readers relate to you as a real person

5. Balancing Personal Sharing with Relevance

- Share personal stories that relate to your expertise or offerings
- Even unrelated personal details can create hooks for relatability

6. Writing in an Authentic Voice

- Ensure emails sound like they come from you (or your client)
- Use language and tone that matches your brand personality

7. Concrete and Relatable Examples

- Use specific, detailed examples that resonate with your audience's
experiences
- Paint a clear picture of both problems and solutions

8. Personal Disclosures
- End emails with a brief mention of what you're about to do
- Brings readers into your world and humanizes you

9. Understanding Your Audience

- Demonstrate that you understand their struggles and challenges
- Show how you've overcome similar issues
10. Creating a Dream Life Outcome
- Paint a picture of what success looks like for your readers
- Show how your offer can help them achieve that outcome

11. Urgency and Scarcity

- Include elements that encourage immediate action
- Use limited time offers or limited availability to drive engagement
4) Fourth Pillar (Speaking to the Reader's Long-Term Success and Potential)

1. The Importance of Long-Term Vision

- Show and tell readers how they're capable of more than they think
- Paint a concrete, detailed picture of their potential success

2. Demonstrating Understanding of Reader Struggles

- Acknowledge current challenges readers may be facing
- Show empathy for their situation

3. Positioning as a Trusted Advisor

- Express genuine concern for the reader's success
- Frame offers as solutions to help readers achieve their potential

4. Creating a Sense of Urgency

- Encourage immediate action
- Emphasize the importance of taking new steps for different results

5. Using Concrete Examples and Metaphors

- Illustrate concepts with relatable scenarios
- Make abstract ideas more tangible and understandable

6. Balancing Personal Sharing with Reader Focus

- Share personal experiences that relate to the reader's journey
- Use "you elements" to create connection while maintaining focus on the
reader

7. Challenging the Reader

- Push readers to level up and reach for higher goals
- Use disqualification techniques to motivate action

8. Highlighting Transformation
- Show the contrast between current struggles and potential future success
- Paint a vivid picture of what success looks like after taking action

9. Addressing Potential Objections

- Anticipate and address reasons why readers might hesitate
- Provide reassurances and guarantees

10. Reinforcing the Reader's Capability

- Explicitly state belief in the reader's potential
- Encourage readers to see themselves as capable of achieving great things
5) Fifth Pillar(Creating a Common Enemy to Strengthen Reader Connection)

1. Purpose of Establishing a Common Enemy

- Strengthens the bond between the writer and reader
- Positions the writer as the solution provider to the reader's problem

2. Core Message
- It's not the reader's fault they haven't achieved their desired outcome
- The common enemy is responsible for their lack of success
- The writer, as part of the reader's "tribe," will help them overcome this
obstacle

3. Types of Common Enemies

- Can be something the reader is already aware of
- Can be an unknown force that the writer reveals to the reader

4. Examples of Common Enemies

- Big nutrition companies (for health and fitness businesses)
- Mainstream fitness industry (for alternative fitness approaches)
- Traditional gyms (for at-home fitness solutions)

5. Key Phrases to Use

- "I shouldn't be telling you this, but..."
- "They don't want you to know this..."
- "Because I care about you, I'm going to share this information..."

6. Empathizing with the Reader

- Demonstrate understanding of the reader's struggles
- Show how the writer has overcome similar challenges

7. Presenting the Solution

- Offer an alternative approach that counters the common enemy's methods
- Highlight how the solution aligns with the reader's lifestyle and goals

8. Building Trust and Credibility

- Share personal experiences related to overcoming the common enemy
- Provide testimonials or success stories from others who have benefited

9. Creating Urgency
- Emphasize the importance of acting against the common enemy now
- Show what the reader stands to lose by not taking action
10. Balancing Negativity with Positivity
- While focusing on the enemy, also highlight the positive outcomes of joining
the writer's "tribe"
- End with an inspiring call to action that empowers the reader
6) Sixth Pillar (Disqualifying and Challenging the Reader)

1. Purpose:

- Push readers to level up

- Challenge them explicitly or through disqualification

- Screen potential customers/clients

2. Approach:

- Challenge readers without insulting or speaking down to them

- Find a balance between disqualification and motivation

3. Techniques:

- Invert ideal buyer characteristics to create disqualification criteria

- Use the value proposition to create challenges

- Present disqualifications and their opposites to motivate action

4. Examples of Disqualification Criteria:

- Unwillingness to invest in oneself

- Reluctance to try unconventional approaches

- Unwillingness to learn from successful individuals

5. Benefits:

- Helps identify serious prospects

- Motivates readers to prove themselves

- Reinforces the value of the offer

6. Implementation:

- Use specific language that challenges without insulting

- Present disqualifications alongside their positive counterparts

 - Incorporate social proof and testimonials to support challenges

7. Call-to-Action:

- Can include specific instructions to further qualify prospects

- Reinforces the seriousness of the offer

8. Psychological Impact:

- Creates a sense of exclusivity

- Triggers readers' desire to prove themselves worthy

- Builds anticipation and perceived value

9. Cautions:

- Avoid insulting or belittling language

- Maintain a fine line between challenge and discouragement

10. Integration with Other Pillars:

- Can be combined with future pacing and dream life scenarios

- Supports the establishment of authority and expertise

7) Seventh Pillar (Tribe Building)

1. Purpose of Tribe Building

- Create a sense of community among followers
- Make readers feel part of something bigger than themselves
- Establish a movement around the brand or personality

2. Naming the Tribe

- Give the community a specific name (e.g., "Team Weatherford")
- Choose a name that aligns with the brand's values and identity

3. Establishing Common Bonds

- Share common values among tribe members
- Create a sense of unity and shared purpose
- Address common enemies or challenges faced by the group

4. Positioning as a Trusted Advisor

- Demonstrate deep understanding of readers' situations
- Show genuine care and concern for tribe members
- Provide solutions tailored to the tribe's needs

5. Communication Style
- Use inclusive language (e.g., "we," "our team")
- Reinforce tribe values and ethos in every communication
- Balance personal sharing with reader-centric content

6. Creating a Support System

- Emphasize the importance of mutual support within the tribe
- Position the leader (brand/personality) as a supportive figure
- Encourage tribe members to support each other

7. Addressing Challenges
- Acknowledge common struggles faced by tribe members
- Provide guidance and solutions specific to the tribe's goals
- Use challenges as opportunities to reinforce tribe values

8. Maintaining Consistency
- Regularly reinforce tribe identity and values in communications
- Create a through-line of tribal belonging across multiple emails
- Use tribe-specific language and references consistently
9. Balancing Exclusivity and Inclusivity
- Make tribe members feel special and chosen
- Set standards for tribe membership without being overly exclusionary

10. Leveraging Tribe Identity for Calls-to-Action

- Tie product offers and recommendations to tribe values and goals
- Position taking action as a way to embody tribe ideals

11. Personal Disclosures

- Share personal experiences that align with tribe values
- Use personal stories to reinforce tribe identity and goals

12. Long-term Relationship Building

- Focus on creating lasting connections with tribe members
- Use tribe-building as a foundation for sustainable business growth
8) Personal Brand vs Direct Response

1. Definition of Tribe Building

- Creating a sense of community among followers
- Making readers feel part of something bigger than themselves
- Establishing a movement around the brand or personality

2. Naming the Tribe

- Give the community a specific name (e.g., "Team Weatherford")
- Choose a name that aligns with brand values and identity

3. Establishing Common Bonds

- Share common values among tribe members
- Create a sense of unity and shared purpose
- Address common enemies or challenges faced by the group

4. Positioning as a Trusted Advisor

- Demonstrate deep understanding of readers' situations
- Show genuine care and concern for tribe members
- Provide solutions tailored to the tribe's needs

5. Communication Style
- Use inclusive language (e.g., "we," "our team")
- Reinforce tribe values and ethos in every communication
- Balance personal sharing with reader-centric content

6. Creating a Support System

- Emphasize the importance of mutual support within the tribe
- Position the leader (brand/personality) as a supportive figure
- Encourage tribe members to support each other

7. Addressing Challenges
- Acknowledge common struggles faced by tribe members
- Provide guidance and solutions specific to the tribe's goals
- Use challenges as opportunities to reinforce tribe values

8. Maintaining Consistency
- Regularly reinforce tribe identity and values in communications
- Create a through-line of tribal belonging across multiple emails
- Use tribe-specific language and references consistently
9. Balancing Exclusivity and Inclusivity
- Make tribe members feel special and chosen
- Set standards for tribe membership without being overly exclusionary

10. Leveraging Tribe Identity for Calls-to-Action

- Tie product offers and recommendations to tribe values and goals
- Position taking action as a way to embody tribe ideals

11. Personal Disclosures

- Share personal experiences that align with tribe values
- Use personal stories to reinforce tribe identity and goals

12. Long-term Relationship Building

- Focus on creating lasting connections with tribe members
- Use tribe-building as a foundation for sustainable business growth