the 15 minute email lie

Chances are, if you don’t live under a rock, you’ve heard that “you only need to work 2 hours a day, 15 minutes per email” when you’re a copywriter.

The email part?

Complete LIE.

You can actually do it in 10 minutes with what I’m about to show you…

(maybe even less if you find out about my trick to minimise time spent working)

Anyway…

When it comes to writing emails, those without a decent amount copywriting knowledge and fair lot of experience will often take a lot longer on emails - trust me, when I started out it took me anywhere from 30 minutes to an hour to write a single email.

Until I discovered something that helped me develop somewhat of a framework for writing emails in less than 10 minutes.

Now, fair warning: you won’t be instantly writing emails at the speed of light as soon as you finish reading this, but you will get to that point if you keep reading for my little trick that takes this framework from slightly annoying to pull off, to a lifesaver when your client wants an email done in the next 30 minutes while you’re at the gym (true story).

So, biting into the biscuit…

This is gonna sound super simple, boldly boring, and somewhat stale…

But all this framework relies on is research - concerning both your offer and the ICP (you can find out what ICP is in this video from Pol).

Let me spell it out for you:

GAYSPH

This has gone through many different iterations, but I found that GAYSPH will probably be easiest to remember and simplest to change around once you get the idea. But what does it all mean? Let me show you:

(You can do this live by opening a google doc and following along)

Write down at the top of you doc the following:

Gains

Agitate

Yearn

Skeptic

Proof

How

Got that? Good, now you need to know what you’ll be doing with each and what they mean. Here’s the details:

Starting off with Gains, this is what the reader will obtain from the product. Think of promises, features, benefits, end results, etc.. For a calisthenics e-Book, one gain can be “Build muscle at home”. But don’t just write one, write a shit ton. That goes for all of these points.

Then, Agitate. This is what you, as the writer, can poke and prod at to make the reader emotional; think pains, problems, beliefs, etc.. For a dating program, this could be “to you, dates are as elusive as a blue moon.”.

Next? Yearn. This is an extra one that I never really used in the beginning, but I found it writing about certain complex topic which need to be related to the offer. Basically, what does the reader desire or yearn for? For a fat loss program, this could look like “you want confidence to post on social media”.

Probably the most important… Skeptic. This is what the reader is skeptical of, any objections, etc.. Think of what the reader might say to your offer, then counter it. An example for a fat loss pill, “Will there be side affects?” then you can counter it by saying there are no side affects (without lying, of course).

Tip: The 2 most common objections are money and time/effort. Appeal to them and your offer becomes instantly more trustable and buyable.

Something that is most commonly linked to Skeptic, Proof. This is when you include anything that can be considered as proof your offer works/is trusted. You might just be thinking testimonials, “Alex made 12k”, but you can also use credentials, articles, popular beliefs, etc. (basically anything that gives you credibility).

Finally, the How. This is honestly just your mechanism, how your prospect gets the gain, or the product. Not much to explain about this, but an example for a trading course could be “AI trading tool”. Fairly basic.

Okay, got all that?

Now what you’ll be doing is probably as you’ve guessed…

Writing things you can use in your copy under each one. This is where research comes into play, because you can scour the internet for common problems, beliefs, objections etc.

Start doing that, but make sure not to write 1 or 2, there are hundreds in every single niche for each of these points.

Then begin writing using what you’ve researched and written down.

You can save this for future, add to it, flesh it out, whatever…

What this does is help you pull together non-fluff copy in an instant instead of having to think for a couple minutes about what you’re going to say.

Your email line by line might look like - Gain, Skeptic, Proof, How, Gain, and so on.

Using this, you’ll start to see emails, and other pieces of copy, in a different light.

Your brain will automatically highlight the gains, skeptics, etc.

If you somehow don’t understand, here’s a headline for your example (I forgot to mention you can use this across all mediums):

Have 10/10’s queueing up for your number using Steve Harvey’s “mind trick” that landed him 37 dates in one night even though women call him ‘ugly’

From here on out, no more lonely nights…

If you look at that properly, you’ll find all of what I’ve just explained in there.

Use this wisely.

Oh, and my “trick” - whenever you’re not writing copy (gym, eating, travelling, etc.) build these out for when you next sit down to write. Then you’ve got a framework to pull an email together in 10 minutes or less with minimal brain activation.

See you later,

Presley

P.S. You better not have scrolled down here to see how long this is, read it properly idiot.