Live paid workshop
Write sales emails people reply to
I will show you how I plan, write, and send sales emails that still sound like me – and that people actually enjoy reading.
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
Those screenshots are real replies.
Not replies to helpful little newsletters.
Replies to sales emails.
That matters, because most people quietly expect the inbox to turn hostile the moment they start selling.
They spend all year building trust, telling stories, teaching useful things, and sounding like a normal human being.
Then launch week arrives.
Their shoulders go up. Their voice changes. Their emails start sounding like they were written by a committee that had recently discovered urgency.
And the relationship they built all year suddenly has to survive seven days of copy that does not sound like them.
I do not think it has to work that way.
When I sell, I want the emails to feel like the natural continuation of everything my audience already likes about me.
I still want to be direct. I still want to ask for the sale. I still want the promotion to make money.
But I do not want to sound pushy, needy, breathless, over-excited, or weirdly corporate.
That is what I mean by dangerously good emails.
Emails that sell without making the reader feel sold to.
Emails that make the offer clearer, the reader calmer, and the decision easier.
Emails people sometimes reply to because they feel seen instead of cornered.
For years I thought this was just a knack.
Then I noticed I was doing the same handful of things again and again.
So in this workshop, I am going to open up that process and show you what is actually happening under the hood.
Here is some of what I will show you
This is not a workshop about polishing sentences until they sound clever.
It is about knowing what each email is meant to do before you write it.
- The only job an email has during a launch. It is not “sell.”
- How I decide the point of each email before I write a single line
- The launch-week mistake that makes good writers sound suddenly fake
- How to write a whole week of launch emails without repeating yourself
- Where I find fresh email ideas when the offer has not changed
- Why the harder you push in a promotion, the less people may trust the offer
- 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 difficult to stop reading without turning it into clickbait
- The reason your audience can love your normal emails and go quiet when you launch
- How to sell something and have people write back to say thank you
- The one-bullet test I run before I send a sales email
- What to write when someone has already decided they are probably not buying
- How to use a story without making the email feel like a story with a sales pitch glued on
- What to do on day four, when every obvious angle has already been used
- Why I will sometimes make the offer sound smaller, not bigger
- How to write the close so clicking feels like the reader’s own decision
- When to mention price, and when talking about price is a distraction
- How to write deadline emails without sounding like a fire alarm
- The reader-state question I ask before choosing an angle
- How to make AI useful without letting it flatten your voice
- The difference between a clever subject line and a subject line that earns the next sentence
- How to keep the reader feeling respected when you are making a strong recommendation
- The simple promotion map I use so every email has a reason to exist
Why this matters more now
Right now, more and more emails are becoming technically competent and emotionally empty.
They have structure. They have rhythm. They have tidy little transitions.
But they do not sound like anyone in particular.
And if your email could have been sent by anyone, it is very hard for the reader to feel much about it.
That is why I think your real 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 Wednesday, June 17th, 2026.
It runs for two hours.
In the first half, I will teach you the process I use to plan a sales email sequence, choose angles, and write the emails in a way that still sounds natural.
In the second half, we will write.
I will work through a live example in front of you, talking through the decisions as I make them.
Then I will guide you through planning one sales email of your own, so you leave with something practical rather than a notebook full of nice ideas.
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 you should pay attention to when adapting the ideas.
What you get
- The live 2-hour workshop with teaching, a live write-along, and guided planning.
- A 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 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
- 120 minutes
- Location
- Zoom (live)
- Cost
- $1
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?
No. I will mention where AI can help and where it can make your writing worse, but the workshop is about the human thinking behind a good sales email.
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.
You will get the recording whether or not you can attend live.
If you can be there live, bring a real offer, a real promotion, or one sales email you have been avoiding.
Join me live on Zoom
$1 for this workshop
Get the live session, the recording, the swipe file, and the planning map.
Everyone who registers gets the recording.