Paid live workshop with Olly Richards
Dangerously Good Emails
Write the sales emails people actually want to read before they decide whether to buy.
“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 free newsletters.
Replies to sales emails.
That matters because most people expect selling to damage the relationship with their list.
They spend all year sounding useful, calm, funny, precise, and recognisably themselves. Then launch week arrives and the emails become louder, tighter, and strangely generic.
The person the reader trusts disappears.
In their place is someone trying very hard to “convert.”
I do not think selling has to do that to your voice.
When I send sales emails, I still want them to sell. I want people to understand the offer, feel the stakes, and make a decision.
But I also want the email to feel like the natural continuation of the relationship I already have 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 how I plan and write them.
The problem is not that you need more copy tricks
Most launch-email advice starts in the wrong place.
It starts with the subject line, the hook, the urgency, the story, the transition, the offer paragraph, or the close.
Those things matter.
But they are not the first decision.
The first decision is this:
What job does this email need to do for the reader today?
Not for the funnel.
Not for the sequence.
For the reader.
Once you know that, the writing gets easier. The tone gets calmer. The email can be specific without sounding laboured, persuasive without sounding pushy, and useful without hiding the fact that you are selling.
Here is some of what I will show you
This is not a workshop about dressing up sentences. It is about making better decisions before you write.
By the end, you will understand:
- The real job of each sales email in a promotion, and why “sell” is too vague to help.
- How I map a week of launch emails so every message has a reason to exist.
- Why good writers often sound fake the second they start selling.
- How to find a fresh angle when the offer has not changed.
- The reader-state question I ask before choosing the email angle.
- How to use a story without making the pitch feel glued on.
- 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.
- What to write when someone has already decided they are probably not buying.
- 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.
- How to make a sales email hard to stop reading without turning it into clickbait.
- Where AI can help you think, and where it will flatten your voice if you let it.
Why this matters more now
More sales emails are becoming technically competent and emotionally empty.
They have structure. They have clean transitions. They have hooks. They have the right words in the right order.
But they do not sound like anyone in particular.
And 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 have already built.
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. This gives every email a job before you start writing, so you are not staring at a blank page asking, “What should I say now?”
Bonus 2
Swipe File Walkthrough
You will see examples from my own promotions, with notes on why the emails work, where the decision points are, 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 a guided planning session.
- 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 each email in a 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.
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.