The Email Playbook
How to write emails that convert
Two years ago, I started making real money on the internet.
A bit of background, I started writing on the internet because I saw the same thing happening over and over. The world was telling people like you and me to quit the day job and pursue something *meaningful*.
That if you just plucked up the courage to tell your boss that you’re outta here, you would be:
Richer
Happier
Healthier
That all your problems would be solved if you just took that one, big, brave move and threw in the towel.
The reality was, though, it was the next bit in that sentence, the bit that was missing, that was the really important bit… to quit and do what? Quitting is great and all but how are you going to make money?
I saw time and time again people falling in love with the idea of entrepreneurship and concluding that their job was the problem— if they just had more spare time, they could build something that would change their life.
I very nearly quit
Back in 2018, I very nearly quit my corporate graduate scheme to do exactly that. No business. No plan. But yet, one night, after a few too many YouTube videos, I had written out my resignation and stuffed it in my bag.
I had a 1-2-1 with my boss that day. I saw it poking behind my lunchbox in my unzipped bag. For some reason, it stayed in my bag, I never took it out.
About two years later, I started writing about my thoughts on work and life on the internet — mostly to address the imbalance. The unrealistic idea of quitting and then building.
And slowly, I started connecting with people who felt the same. It’s a hard sell, honestly. That you should stay where you are, maximising enjoyment and learning in your 9-to-5, and build something on the side.
Most people want the dopamine rush of quitting, of starting something new. But that’s not the reality of entrepreneurship. There is SOOO much to learn, and what is not conducive to great learning is the immense pressure of trying to pay your bills with the outcomes of your entrepreneurial pursuits.
What I saw happening over and over was people quitting, starting from scratch, getting nowhere in 6 months, and then either picking up a flexible job (paying much less) to focus on their business in their spare time or going back to the 9-to-5 job market (again, paying much less).
AKA they fell into the idea of entrepreneurship vs. the reality of it, and thought the hard part was quitting. The hard part is not quitting. The hard part is creating sustainable income from something of your own.
I think the most sensible, most risk-averse way of doing that (although it’s not sexy or fancy or shiny) is to keep your day job and build on the side. It requires effort, oodles of patience, and relentless drive.
Most people won’t do it.
But it’s the only way, real way in my opinion, if you have a house, bills, and a life to keep up with, that you can build work you love.
I know it because it happened to me.
I didn’t quit. Over time, I built my career and then a business selling the skills I’ve built in my day job (and beyond) to the market of internet.
It’s been a wild ride, and I firmly believe anyone with a 9-to-5 can do the same.
One thing that exponentially increased my earnings was learning to sell by email. I mean, if I knew this stuff way earlier, I could have probably doubled what I’d been making, but hey, it’s all a learning curve.
It took a long time to get to grips with it, but along the way I’ve learned a bunch and months back (when I had some spare time) I went through every single email I wrote in the year I made $100,000 online alongside my day job.
I documented it all so I could see for myself what *sort* of words, framing, sentences, subject lines, frequency, and positioning worked.
It’s the database I use every time I write an email.
And the other week, I thought to myself, ‘I wish I had this when I first started’.
Sometimes you need to see the ‘what’ to understand the ‘how’
One thing that’s always helped me is seeing the ‘what’ so I can reverse engineer the how. To learn from the people ahead of me, and to figure out how that can be applied to my business.
If you’re tired of:
Writing emails that don’t convert
Trying to figure out where to start
Wondering what words help you sell stuff
Then this is for you.
It’s scary because it’s putting out there into the world the stuff that I’ve written and the direct results of those words. But hey, I think it’ll really help.
The Email Playbook — $89 (lifetime access)
Top-hitters — Sales emails that generated $1,000+
My email archive — 40+ of my best-performing emails
6 Highest-Grossing Months — broken down, email by email
Top-Earning Emails — ranked by how much money they made me
Top-performing subject lines & introductions — broken down line-by-line
That price will be available until May 13th. After that, prices will increase to $159.
If all of the above sounds like it would help you, check it out below.
Much love —
Eve
PS, this product is now included in the founder member of this newsletter. Upgrade your subscription and get The Medium Blueprint ($150), The Part-Time Newsletter School ($199), and The Email Playbook ($89).