If you’re struggling to get the people on your email list to buy your products and services (or you want to help clients sell more to their lists), this episode is for you. We asked Kennedy from Email Marketing Heroes to be our guest for the 410th episode of  The Copywriter Club Podcast. Kennedy shared his SCORE method that helped him increase his own sales by 1700%. Want to know how he did it?  Click the play button below, or scroll down for a full transcript and get the secrets.

Stuff to check out:

Email Marketing Heroes

The Copywriter Club Facebook Group

The Copywriter Underground

Full Transcript:

Rob Marsh:  After recording more than 400 episodes where we’ve told the stories of hundreds of copywriters and shared many of their processes and secrets for finding clients and getting things done, I think my favorite episodes are those that lay out a playbook for doing something specific. Those episodes are like audio masterclasses where you get almost step by step instructions on how to do something differet. We’ve had a couple of episodes like this lately… and today’s episode is another one like that. We’re getting very specific with email strategy and a formula that could increase your sales—or the sales of your clients—by close to 20x.

Hi, I’m Rob Marsh, one of the founders of The Copywriter Club. And on today’s episode of The Copywriter Club Podcast, I interviewed mind reader, mentalist and founder of email heros Kennedy. Kennedy’s been a friend for a few years now. He spoke at our Copywriter Club event in London last year and shared a bit of what we talked about on this interview, so I was thrilled when he agreed to join me here to talk about how to string together email sequences in a way that massively increases revenue. If you apply what Kennedy shares in this episode, you could double or triple what you charge clients for emails and strategy simply because you’ll know how to drastically increase the results you get from your work.

Before we jump in with Kennedy…

I want to tell you about the next couple of guest expert trainings happening in The Copywriter Underground. In case you don’t know, The Underground is our community for copywriters who are actively investing in building their business and writing skills. It includes monthly group coaching where we help solve the stickiest challenges and problems copywriters are facing in their busienesses today. It includes a massive library of training all focused on helping you grow your skills and get better at things like finding clients, conducting prospecting calls, writing hooks and leads, creating frameworks and processes for getting things done and so much more. And each month we bring you a new business focused training to help you add to your skills and grow your business. The nexd training scheduled for September is all about Pinterest Marketing. And our guest expert for that is last week’s podcast guest, Heather Farris. I asked Heather to customize what she shares so it’s directly applicable to copywriters and content writers. And she agreed. She’s going to show you how to use Pinterest to create long-lasting funnels for your services. And in October, today’s guest, Kennedy is going to return to share something we touched on in today’s interview: creating the perfect lead magnet… so you’re not just adding people to your list, but you’re attracting buyers who want the solutions you have to their challenges. But here’s the thing with these unique guest trainings… they’re for members only. The only way you get these behind the scenes secrets is to join, which you can do at thecopywriterclub.com/tcu. Do it today, so you can join us for these upcoming, business changing trainings.

And now, let’s go to our interview with Kennedy.

I want to start the way we usually do. And that’s just with your story. And you’ve got a little bit of a different story. You are not a typical copywriter. In fact, I don’t even think you call yourself a copywriter.

Kennedy: I don’t even think of myself as a copywriter at all. I feel like I haven’t really earned that prestigious title.

Rob Marsh: You do a ton of copywriting. So, you know, it’s, it’s obviously it’s in your wheelhouse, but how did you, how did you become, you know, the head of, well, I guess the head hero at email marketing heroes. The superhero.

Kennedy: Yeah. I mean, so basically my, as you said, my background is kind of a bit unusual. I started off never wanting to get a job. And basically all I’ve done is I’ve spent, I’m, I’m 40 years old now. I know I don’t do it. Right. But you look so young.

Rob Marsh: Yes. You don’t look a day over 37, 38. Yeah.

Kennedy: Yeah. Um, but I always, all I’ve done up to this point is avoided getting a job at all costs. And so that began with I got interested in unexplained stuff when I was a kid. I subscribed to a print magazine called, it was called The X Factor. It was all about unexplained stuff like UFOs and aliens and Area 51 and stuff that was unexplained. I was always interested in that stuff. And that led me to magic and to what is known as mentalism, which is magic using your brain, using deductive reasoning, statistics, influence, persuasion, psychology, body language, understanding other human beings, and understanding yourself, so memorizing ridiculous amounts of information. And so I one day decided to do a show at my local pub upstairs in this function room of this pub. And I did a show. I was asked by somebody. I didn’t just show up and randomly do it. Somebody asked me to do it. And it went well. People were like, oh, that’s quite good. I thought, oh, this should be fun. So I did another show. And I ended up being a full-time after-dinner corporate entertainer where I performed for corporations such as Yahoo and all the big companies that you’ve heard of. at their conferences and awards dinners and product launches and all those sorts of things, getting to fly around the world and do all that sort of good stuff. Ended up even headlining on some cruise ships, which has meant I got to go to amazing places like Antarctica. I went to St. Petersburg. I’ve been to some incredible, incredible places. Burma, doing the show, which was great. I was getting paid to travel, which was great. I then ended up coaching other entertainers on how to get gigs, how to charge properly, how to attract different types of gigs, whether they were working at trade shows or even family entertainers at restaurants and stuff like that, all across the whole spectrum. But part of all of that was I had to figure out how do I communicate what I do so people will go, oh, I think we should hire that. Because back then especially, people didn’t know what a mentalist was. They didn’t know what it was. They were like, so is it like magic? No. Is it like psychic? No. Is it like this? Is it like that? No. It’s like it’s this other thing. So figuring out the words to communicate. And I think I have one of the first direct response Websites in my entire industry. Everybody else was like he’s fantastic. You should hire him. Whereas I was like You know, would you like to make your next event? The one that everyone’s talking about guaranteed, you know, like I mean it was back in the the 2000s, you know, so So I was just caning it with that stuff and I applied it to advertising and stuff like that and that’s how I ended up really understanding what copy is, what words can do, and of course, applying all the know-how of psychology that I’ve been using on stage to do that. And then eventually, Somebody said, I know you’re speaking at these events for entertainers and performers, but this is a generic business, small business conference for people who sell coaching and online courses. Do you want to come and speak at that about this marketing stuff? And I said, OK, let’s do that. Why not? It’s an audience. People will clap and fill up my ego. That’ll be lovely. Thank you. They’ll make me feel pretty, which I need all the help I can get. So I thought, yeah, let’s do that. And from then, it really, I mean, I don’t like getting on sales calls, although recently I’ve been doing a bit of that just to do a bit of market research and force myself to get out of my comfort zone. But in general, I don’t like doing sales calls. But I do like the idea of being able to email people and be able to move people from where they are to closer to buying something. And I’ve always really enjoyed that. Even as an entertainer, I had automated upsells When somebody booked me, funny story, actually, I remember this charity. It was like some pets charity. They helped do pets and animals. And they talked me down on my fee, talked me down, talked me down. And basically, I ended up halving my fee for these people. I was like, yeah, OK. I get off the phone. I forgot that I had an automated upsell sequence for everybody who booked me. because it’s automatic. I wrote it years ago, which is the great thing about automation. And the next thing I know, a few weeks go by and I get an email from them saying, yeah, that sounds great. And I’m like, wh