We made $70,000 in seven days only with direct response emails. Direct response copywriting is likely the most lucrative form of copywriting. But what exactly is that? How did it allow us to make so much money in only a week?

Direct response copywriting is any form of copywriting that has a clear call to action. The copywriter persuades the reader to take a certain action. It’s the opposite of brand awareness ads. Those are – as the name tells us – only for raising awareness for a certain brand. Brand awareness ads and emails work best if a brand is already well-known. That’s why big brands like Coca Cola, Amazon or Hilton use them. But for smaller businesses, those aren’t lucrative at all. If nobody knows your business, showing them your logo won’t help.  These emails might pay more attention to graphics and the esthetic…but a high conversion email is different.

A highly-converting email might tell a story and include a strong call to action at the end, getting the reader to click on a link. Most of these emails don’t look fancy, there are no heavy graphics. These emails are much more profitable for the business as well as for the copywriters who write them. How so? When you craft copy that gets the reader to opt-in for something or buys a product, what will happen? That’s right –  the results of the ad or email will be visible instantly. That means you know right away, if what you wrote works. If it doesn’t, you can adjust the message.

Such emails or ads, generate windfall income for the client you work with.

Most copywriters working on direct response emails get paid a lot. It takes some skill but once you figure it out, you quickly discover that it's the best niche to write for. Click To Tweet


What Are Direct Response Emails?

Converting email takes elements from direct response copywriting. So, it’s an email that inspires a certain action in the reader. In the last week, we sent out emails promoting products from our shop and emails inspiring people to learn a new skill. If the copy is persuasive enough our audience buys. The result? $70,000 in one week.

Now, the beauty of these emails is this: they work in every industry, for any niche and any offer. All you need to know are the underlying principles of a well crafted, persuasive email. Let’s have a look at the statistics.

Right now, email marketing has an outstanding ROI. For every $1 you spend on email marketing you get $38 back. 99% of all consumers check their emails daily. So, any business that isn’t leveraging their email list is losing money. If you as the copywriter know a little bit about strategy and can write compelling emails, you are an asset to any business you work with.

Now, you are in for a special treat. Why? Because we will show you our most converting emails from the past week. What’s more, we will break down for you why they worked. So you can take what worked for us and implement it into your email writing right away. We believe that – especially in uncertain times like now – email marketing is the best way to help any business survive. That’s why we are giving this information away freely. Let’s get right into it…

Case Study 1 – Online Shop Sale

For some time, we had a sale going on in the Dan Lok Shop. We sent out emails to remind our subscribers of the deals they could get right now. When the sale was about to end, we sent out one final email. It went like this:

“Time’s up…

2020 has been all over the place.

The fears of war, then the fires, and now the ‘you-know-what’…

If you’re still stuck at home wondering how you’re going to get through this situation in one piece, keep reading.

Recently, you may have heard that the Dan Lok Shop has been offering courses and programs for a lot less than usual to help more people during this time…

And I just have to say. Wow.

The response in these last two weeks has been incredible.

I really want to thank the hundreds of business owners, entrepreneurs, and marketers that took action during this time. Because really, the work they do matters.

It matters to the community.

It matters to other businesses.

And it matters to their families too.

Now I know the threat of the virus hasn’t passed. And I know we’re probably not going to be back to “business as usual” anytime soon…

…but the time has come for the Dan Lok Shop to resume as close to normal operations as possible.

So this is a final reminder to get your hands on courses and training for a fraction of the typical price. And if you haven’t had the chance to yet…

The crisis-proof your income sale ends tonight at 11:59 PM PST.

Here’s your last link to get in while it’s still on”

Why did this email work so well? There are several reasons why this email resulted in even more sales for us. Let’s break it down…


The Email Creates Urgency

One reason is definitely the urgency. When you have a sale going on, some people will think I’ll buy this later and forget. So, a simple reminder like this is enough to get them to buy. The urgency worked so well because we gave them an exact end date. Look at the “11:59 PM PSt” – it’s extremely specific.

When you use urgency in your emails make sure not to overdo it. When you send out an email like this every day, you’ll lose credibility. Nobody will believe that you have a sale ending each day. People will get tired of it and stop clicking.

But don’t use fake urgency. Don’t tell them there is a deadline for something when it’s not true. That will make you lose credibility. Your email subscribers are on your list because they trust you. Don’t betray their trust. Nobody likes to buy from someone who cries wolf.

Guide The Reader’s Attention

Urgency isn’t the only reason this email worked so well for us. Let’s look at the beginning of the email. The subject line time’s up creates curiosity. But to find out what’s it all about, the reader has to read on. The first part of the email paints the picture of a situation. However, the reader doesn’t find out yet what this has to do with the subject line.

The copywriter guides the reader’s attention to read on. This part requires refined skills. If the mystery is kept too long, the reader gets frustrated and clicks off the email. If the secret is out too soon, the reader gets bored and clicks off the email. So really, a direct response copywriter has to know a lot about guiding attention. You need to keep the reader hooked. After all, there are plenty of other things they could do – instead of reading your email.


Evoke Emotion And Justify With Logic

Finally, here is the third reason why this email is so powerful. It follows one of the most fundamental principles of selling. What is this principle we are talking about? You see, humans buy because of emotion but they justify their purchase with logic. Look at this piece again:

The response in these last two weeks has been incredible.

I really want to thank the hundreds of business owners, entrepreneurs, and marketers that took action during this time. Because really, the work they do matters.

It matters to the community.

It matters to other businesses.

And it matters to their families too.

The purpose of this whole part of the email is to evoke emotion in the reader. It tells the reader what you do matters. This isn’t used to flatter the reader or to manipulate them into buying. No, it’s an honest opinion expressed in this email. Buying a course and learning something new really can make a difference.

Anyway, in this part, we speak to the reader on an emotional level. But, as all direct response copywriters know, the reader also needs a logical reason to buy. Most people justify their purchases with logic. It makes us feel better about our buying decisions.

In this specific email, the logical reason is the sale (which ends soon). The reader is thinking I wanted to buy this anyway, better buy it now while it’s cheaper.

Can you see how this email alone resulted in huge amounts of sales for us? But there’s more…

Case Study 2 – Empathy During Hard Times

This email is completely different from the first email we showed you. Here, the aim was to educate our subscribers. The call to action at the end is a lot softer but still as effective. Have a look at the lead-in of this email:

The end of the world

Have you been feeling like it’s the end of the world lately?

Maybe you were preparing to walk the stage for your big graduation moment…

Maybe you were going to get that job promotion you’d been working so hard for… 

Or maybe you were hoping that 2020 would be the “year of transformation” for you.

But then something came out of the blue…

And what you had been waiting for was put on pause. Or worse, completely ruined for good…

All because the ‘you know what’ happened …

Makes some wonder…

Did you notice? The whole first part of the email is spent on relating to the reader. There’s no sign of any sale. It’s not pushy, slimy or salesy. All it does is connect to the reader on an emotional level.

That’s powerful. Think about it, your subscribers get hundreds of emails each day, screaming at them to give them attention. Most of those emails are aggressive promotions. So, to receive such an email – where the writer shows he is human and can relate – that’s refreshing.


Provide A Solution

The email then goes on to paint the picture even further. It relates to the pain the reader feels in uncertain times. Until, finally, it gives the reader an answer.

The End Of The Job Economy.

You see, for some years now we’ve been quietly transitioning to a new type of economy…

Ever since companies discovered they could break jobs down into small tasks and outsource the work – things have been changing…

Skills have become more important than jobs…

And so long as someone knows how to deliver quality work – they can get work.

They don’t need a 9 – 5 job anymore to do that.

And that’s why it’s called the ‘Skill Economy’. And if you’re worried about that, don’t be.

The reader now understands what’s going on. They feel a bit more secure in this uncertain time. At this point, the direct response copywriter has also established some authority. The reader trusts that what we tell them is true. It’s credible.

Establishing authority and credibility through content is profitable. People will more likely buy from you if they trust you. That’s why direct response copywriting and content writing often go hand in hand.

Now, we are ¾ through the email, but there are no signs of any selling yet. But finally, it’s time to offer the reader a solution to their problem:

Offer A Cure

With the empathy part, you’ve shown the reader you understand them. With the educational part, you have established authority. Now they are ready for your solution. The email goes on like this:

The Skill Economy Is A Good Thing!

There’s never been a better time to go out there and get what’s yours.

While the world is in a panic, you need to stay calm and focused.

The 1% right now aren’t afraid. They’re quietly taking advantage of opportunities no one has even heard of before.

And for you to join them, all you need to educate yourself on this new world we’re in as FAST as possible.

If you’ve been stuck at home looking for ways to thrive, I have some rapid-skill development training for you…

I’ve taught this same training to over 6K+ others all around the world.

Click the link below to learn more.

The #1 skill that will look after your bills working from your living room.

At this point, the reader trusts you and feels compelled to check out the solution you offer them. Now, imagine if this email would present the solution right at the beginning. Would it be as powerful? Most likely not.

Why? Because at the beginning of the email the reader has no reason to trust you. They also wouldn’t understand why you offer this to them. You see, as a direct response copywriter, you need to know a lot about human psychology. Why do people buy? How can you persuade without being pushy? A great direct response email doesn’t happen by accident. A lot of empathy for the reader and strategic thinking goes into it.


Case Study 3 – Tell A Story

Storytelling is a powerful tool for direct response copywriter. But why do stories work so well? We are used to hearing stories since growing up. That’s why stories bypass our critical mind. When we hear a sales pitch the critical mind is active because we don’t want to be sold. A story, however, is harmless. Our critical thinking can relax, it’s just a story.

Look at this email for example. It starts like this:

My mentor taught me nothing?

Some people tell me my copywriting mentor Alan Jacques taught me NOTHING.

You see…

When I wrote sales letters, he would rip them up and throw them in the trash.

When I asked for feedback, he would call my work shit and tell me to try again.

And when I asked him questions, he would send me away shouting “go hand write more top-performing ads!”

So to the outside world, yes, it could seem like he taught me nothing.

But I learned so much.

This lead-in is just an interesting story. So, when you open this email you don’t expect that we would sell you something. You can just enjoy the story. But why did this email generate revenue for us?

Emails are first and foremost for relationship building. The goal of a direct response email is to get the reader to click the link. The goal isn’t to sell them right in the email. Think about it, you wouldn’t ask for credit card information in an email, would you?

So, with the story, we built the relationship. Well, tell them something interesting they probably didn’t know before.


Relate It To Them

Now in the next part of the email, we relate the story to the reader.

So yes, Alan didn’t teach me to write copy like you’d expect…

But he did teach me to be resourceful.

And Alan didn’t guide me to success and achievement like you’d think a mentor would…

But he sure as hell taught me how to deal with failure and rejection.

And that’s why I call that year I spent with Alan my ‘million dollar year’.

Now, what about you?

By now the reader is wondering why we tell him all of this. The moment they are thinking what has this to do with me – that’s exactly when we tell them. Direct response copywriting is much more successful when you can enter the conversation in the reader’s head. Anticipate their questions and answer them at the exact right moment.

Close In The P.S.

Now, what’s also special about this email, is that there is no selling until we reach the P.S.

P.S. Alan may have taught me a lot, but his approach isn’t for everyone.

And personally, I don’t use his teaching style.

There’s a lot of other ways to get the best results out of my mentees.

But that doesn’t mean my programs are easy and for everyone.

No, my programs are all about results.

And if you’d like to learn from me the HARD TRUTH about the where the economy is going (and why some will lose everything if they don’t get online soon)…

Click here to watch my latest on-demand training on how to work remotely >>

By the end of the email, the reader anticipates some kind of call to action. Still, we don’t give it to them right in the email but instead in the P.S. That creates a bit more suspense. The P.S. close generates more sales for one more reason. Some people might only skim the email. Maybe they skill the whole thing and go right to the P.S. If the offer is in the P.S. they might still buy. Or, they get curious and read the email to see how it connects to the P.S.


Discover The Power Of Direct Response Email

Now, these are only three examples of the emails we sent out last week. And all together these emails generated $70,000 in revenue for us. We send out emails daily, and weeks like this aren’t an exception.

As you have seen from our case studies, writing successful direct response emails takes some skill. Powerful emails don’t happen by accident. Instead, you have to know what you are doing.

Now, you could learn all this all by yourself. Find good emails to model after, analyze them, and hope you get it all right. Or, if you are serious about being a direct response copywriter, you could learn proven methods.

Dan Lok is mentoring over 1,179+ students from all over the world to develop and refine their copywriting skills. What we showed you here is only a fraction of what you could learn about copywriting. The best thing is, when you are skilled, you’ll always be in demand. Think about it this way:

As a direct response copywriter, you could potentially generate $70,000 in revenue for one business per week! Only with the power of your written word. When you can do that, you become an asset to any client you want to work with. Even in a recession like now, they wouldn’t let you go.

That’s why we believe copywriting is one of the best ways to crisis-proof and recession-proof your income. Learn more about the High-Income Copywriter Certification Program here.