Dangerously Good Emails - Olly Richards

What if people replied to
your sales emails like this?

Or this…

Or even this…

Those screenshots are real replies…

To sales emails.

Most people are used to being told to f— off when they send sales emails.

But not with these emails.

Apparently, my sales emails are “dangerous.”

Now, I’m not going to tell you that every sales email I write gets replies like this.

But many do.

Nor will I promise you these kinds of emails convert better than everything else out there.

Truth is, I’ve never much cared to measure it that way.

But here’s what I CAN tell you:

I enjoy writing these emails.
They make money.
People enjoy reading them.
Nobody feels sold to.
Everybody’s happy.

Question for you:

How would you like to have your audience feel this way when you sell them stuff?

For years I assumed writing emails like this was a knack.

Something I happened to have and couldn’t really explain.

But it’s not.

It’s a very deliberate process I go through, with a handful of specific things I do every single time.

And I’ve decided to teach a course on exactly how I write these emails.

You’ve probably been told you have to choose.

Be authentic, or actually sell.

Be liked, or be effective.

So when a launch comes round, you go a bit stiff. The voice your audience knows you for disappears, and someone pushier takes over for a week.

You either hold back and feel like you left something on the table, or you push and feel a bit grubby about it.

I think that choice is nonsense.

You can write the emails in a promotion in your own voice, sounding exactly like you, and have people glad you sent them.

I’ve been doing it for years.

In this course, I’m going to show you how.

Here’s some of what I’ll teach

The only job an email has during a launch. (It isn’t “sell.”)
How to write a whole week of launch emails without running out of ideas
Where I find a fresh idea for every email in a promotion, and it isn’t at my desk
Why the harder you push in a launch, the less people buy
How to ask for the sale without sounding needy, even on the last day
The “negative strip line”: how telling people why it’s not for them makes more of them buy
How to make a sales email almost impossible to stop reading
The reason your audience adores you all year and goes quiet the week you sell
How to sell something and have people write back to say thank you
The “one bullet” test I run before I send any sales email
The kind of email that makes someone buy a thing they’d already decided to skip
What to do when you’ve run out of ideas for your offer on day four
Why I’ll happily tell a reader not to buy, and why it sells more when I do
What’s going through my head, line by line, as I write a sales email from a blank page
How to write the close so the click feels like the reader’s own idea
The reason people forward my sales emails to friends
When to mention the price, and when to say nothing about it at all
The one marketing asset that gets more valuable the better AI gets, and how to put it in every sales email

Why writing like this matters more than ever

Right now, a good chunk of the emails landing in your audience’s inbox were written by AI.

Polished.

Competent.

Stylish.

…but completely unremarkable and utterly indistinguishable from everything else out there.

(And people wonder why their email sales are flatlining?!?)

Remember the screenshots I showed you above?

You think AI written emails get replies like that?

Not a snowball’s chance in hell.

And that’s good news for you, if you’re willing to learn to write like this.

Because the better AI gets, the more that your writing becomes the most useful thing you own.

How it works

The course is over two hours and in two halves.

First hour: I teach. The whole approach, start to finish.

Second hour: we write. First, I do a demo, where I write a sales email in front of you, talking through every decision as I make it, so you can see exactly how it’s done. Then, I’ll guide you through the planning process of your own email, so you can experience what it’s like.

What you get

The full 2-hour course (teaching, a write-along, and a guided working session).
The swipe file: examples of full email promotions I’ve written, for inspiration!

Enrol in Dangerously Good Emails

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