Paid live workshop
Dangerously Good Emails
Write a week of sales emails that sound like you, make the offer clearer, and still give people the feeling that you are on their side.
Hosted by Olly Richards
“Olly, did you read my mind?! It is like you wrote the email just for me.”
Reader reply to one of my sales emails
What if people replied to your sales emails like this?
Those screenshots are real replies.
Not replies to free newsletters. Replies to sales emails.
That matters because most people expect the relationship with their list to get weird the second they start selling.
They spend months sounding calm, useful, funny, specific, and recognisably themselves. Then launch week arrives, and suddenly the emails become tight, over-excited, over-scripted, and oddly desperate.
It is as if the writer has swapped from “person with an audience” to “person trying to survive a seven-day sales sequence.”
I do not think selling has to do that to your voice.
When I send sales emails, I still want them to sell. I still want people to understand the offer, feel the stakes, and make a decision.
But I also want the emails to feel like the natural continuation of the relationship I have already built with the reader.
That is what I mean by dangerously good emails.
Emails that sell without making the reader feel handled.
Emails that ask clearly without sounding needy.
Emails that can make someone reply because they feel recognised rather than cornered.
In this workshop I am going to show you the process I use to plan and write those emails.
Here is some of what I will show you
This is not a workshop about decorating sentences.
It is about deciding what each sales email is supposed to do before you write it.
- The real job of each email in a promotion, and why “sell” is too vague to be useful
- How I map a week of launch emails so every message has a reason to exist
- The launch-week mistake that makes good writers suddenly sound fake
- How to find a fresh email angle when the offer has not changed
- Why I sometimes make the offer sound smaller, not bigger
- How to ask for the sale without sounding like you need the sale
- The negative strip line I use to tell the wrong people not to buy
- How to make a sales email hard to stop reading without turning it into clickbait
- What to write when someone has already decided they are probably not buying
- How to use a story without making the pitch feel glued on
- What to do on day four, when every obvious angle has already been used
- How to mention price without making the whole email about price
- How to write deadline emails without sounding like a fire alarm
- The reader-state question I ask before choosing an angle
- How to use AI as a thinking assistant without letting it flatten your voice
Why this matters more now
More and more sales emails are becoming technically competent and emotionally empty.
They have structure. They have hooks. They have clean little transitions. But they do not sound like anyone in particular.
If your email could have been sent by anyone, it is hard for the reader to feel much about it.
Your advantage is not another template. Your advantage is the ability to think clearly, sound like yourself, and sell from inside the relationship you already have with your audience.
How the workshop works
The workshop is live on Zoom.
In the first half, I will show you how I think through a promotion before I write: what each email needs to accomplish, how I choose the angle, and how I keep the voice natural without becoming vague.
In the second half, we will write. I will work through a live example in front of you, and then I will guide you through planning one sales email of your own.
You should leave with a clearer way to think about launch emails and a usable plan for one email you can actually write.
Included with the workshop
Bonus 1
Promotion map
You will get the planning map I use to decide what each email in a promotion needs to do, so you can stop staring at a blank page and start from a useful job.
Bonus 2
Swipe file walkthrough
I will show you examples from my own promotions, with notes on why the emails work and what to pay attention to when adapting the ideas.
What you get
- The live 2-hour workshop with teaching, a live write-along, and guided planning.
- The recording, so you can revisit the process after the live session.
- A swipe file of full sales emails and promotion examples I have written.
- The promotion map for deciding what every email in the sequence is supposed to do.
- A guided worksheet for planning one sales email of your own during the session.
Workshop Details
- Hosted by
- Olly Richards
- Date & Time
- Wednesday, June 17th, 2026 – 17:30 BST / 12:30 EDT / 09:30 PDT
- Duration
- 2 hours
- Location
- Zoom
- Cost
- $1
Meet your host
I have built and sold online education for years, and sales emails have been one of the most useful places for me to learn what actually makes people trust an offer.
I am not interested in teaching you how to sound like me. I want to show you how I think, so you can make your own sales emails clearer, calmer, and more recognisably yours.
You will get the recording either way
If the live time is awkward, register anyway. Everyone who registers gets the recording after the workshop, so you can watch the teaching and work through the writing session later.
Questions you might have
Do I need to have an offer ready?
No. It helps if you have something in mind, but you can still use the process with a future offer, a newsletter promotion, or a product you are thinking about launching.
Will this work if I am not a copywriter?
Yes. This is for people who write to their own audience and want sales emails that sound like them. You do not need to be a professional copywriter.
Is this about using AI?
Not mainly. I will show you where AI can help with thinking and where it can make the writing worse, but the workshop is about the human decisions behind good sales emails.
Will there be a recording?
Yes. Everyone who registers gets the recording after the live session.
What should I bring?
Bring one offer, one audience, and ideally one sales email you want to improve. If you do not have that yet, bring a blank page and I will still give you a way in.
If you can be there live, bring one real offer, one real promotion, or one sales email you have been avoiding.
If you cannot make it live, register anyway. The recording is included.
Join me live on Zoom
$1 for this workshop
Get the live session, the recording, the swipe file, the planning map, and the guided worksheet.
Everyone who registers gets the recording.