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Welcome to the Endless

Email Flywheel Workshop!
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Week 1: Setting the Table

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● We’ll meet every Thursday at this same time for the next 4 weeks
● Recordings to be posted in your member area within 24 hours or so
● Homework and worksheets will be posted there as well
● We’ll have a Q&A segment at the end of each lesson
● Questions or issues? Email me at:

bill@storysalesmachine.com
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Why did I create this workshop?

● Because it’s necessary more than ever to stand out.

● Because when you get a list to BOND to you, they will stay with you forever.

● Because salesy doesn’t cut it anymore.

● Ordinary doesn’t cut it anymore either.

● You have more competition than ever.

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Why did I create this workshop? (cont.)

● Because this makes you immune to competition.

● Because when you email like I show you, people are going to open your emails forever
– even when you run promos :-)

● Because this is the only way I know that lets you email every day with no negative
effects (quite the contrary).

● Because it’s FUN.

● Because you’ll increase your engagement.

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Why did I create this workshop? (cont.)

● You’ll get more opportunities.

● You’ll get known more widely.

● Best ROI of any platform.

● It will help you find your voice which will serve you forever

● Because I get constantly asked about my workflow.

● Because your email list is the ONE thing they can never take away from you!
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Workshop Goals

The whole idea behind this course is simple:

To learn a repeatable system for writing entertaining and engaging

emails multiple times per week that also sell when you want them to.
And to do it quickly and easily.

Important: You’ll get out of this what you put into it.
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Why is this named the “Endless Email Flywheel?”

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Example:
Amazon’s
Flywheel
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Why many
Don’t email
more…
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Your
Email
Flywheel
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How your Email

Flywheel
Improves your
entire business:
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So, what are we really talking about here?

Story-based emails that engage, entertain, but also make sales

● Your own stories (even ordinary ones)

● Stories around your products and services
● Stories about your customers (their pain points and desires
and more)
● Stories from the news
● Random facts and observations
● Anything that entertains!
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So, what are we really talking about here?

Here’s what you DON’T have to do (or be):

● Tell complete stories (unless it makes sense to do so)

● Use the “Hero’s Journey” or other classic storytelling templates
● Construct the classic “beginning, middle and end” structure
● Pretend to be a master storyteller (it’s just not necessary)
● Create cliffhangers and open loops (unless you want to and it makes
sense)
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Example emails

1. The story of a guitarist like no other (“collected story”)

2. Why did Bruce Lee wear a yellow jumpsuit? (“collected story”)

3. Relationship market email (personal story email for client)

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Let me give you the 30,000 ft view to

show you how we’re going to do this...
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Here’s how we’re going to do all of this:

1. First, I’ll have you list some things about your product or service, as well as the
audience you serve.
2. Next, I’ll give you a process that will allow you to store up so many ideas for emails
that you will never have to worry about what to write about ever again.
3. Then I’ll show you the framework and the exact steps to writing the actual emails
themselves.
4. Then I’ll give you my entire grab bag of secrets on editing, how and when to use
images and GIFs, various tips on how to make this easier, and then we’ll get into the
tips on how to get all this done FASTER.
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Why do a setup at all? Why not just start writing emails?

Because strategy is everything!

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Setting the Table

● WHY? Because it will make everything that follows easier. This is the foundation from
which everything else will spring. If you don’t do this, you’ll run out of steam and you’ll lose
your will to write emails. This is all about gathering enough great ideas so that you’ll
never run out of things to write about in your emails

● WHAT? We’re going to do a deep dive into your target market, and then we’ll do the same
for your actual product or service, and then we’ll use the information to plan out some
emails.

● HOW? We’ll be using worksheets that I designed.

● NEXT: First we’ll look at your audience, then we’ll look at your product/service.
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Subscriber Discovery Exercise:

Going Deeper

Fact: People buy on

emotion and justify
with logic
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A quick and easy way to go deeper on your

audience’s wants and desires

Go at least 3 levels deep.

Level 1: Ask, “What’s important about that?”
Then keep asking, “Okay. What’s important
about THAT?”
Repeat at least 2x times
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A quick and easy way to go deeper on your

audience’s wants and desires

Also continually ask:

What does this look like in real life?

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Subscriber Discovery Worksheet

WHY are we doing this worksheet?

● So that all your emails have the greatest impact possible.
● So that you increase conversions.
● So you can talk their language.
● So you can know their deepest fears and obstacles.
● So you can know their highest dreams and aspirations.
● To create fans and super-fans (you’ll hear from them often).
● But the most important reason we’ll be doing this worksheet is …
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Subscriber Discovery Worksheet

The most important reason we’re doing this worksheet is…

… to give you so many great topics for writing emails

that you’ll never run out of ideas!

(which will motivate you to write more, too :-)

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The Product Awareness Worksheet

WHY are we doing this worksheet?

● So you can generate stories to tell (this is not the only place that you’ll be
generating stories, btw).
● So that you can identify the most exciting and compelling aspects of your
product or service to talk about in your emails.
● So that you have clarity on what you actually offer.
● You might just discover a “hidden” or neglected part of your product line.
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Product Offer Worksheet:

Identify what matters
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The Product Awareness Worksheet (cont.)

● You’ll gain an increased understanding of exactly WHY your

product works, as well as its limitations.
● You’ll see how to separate yourself from your competition.
● You’ll more easily identify what makes you and your product
unique.
● It will force you to think more deeply about what you offer and
how it can help your audience.
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The Story Prompter Worksheet

WHY are we doing this worksheet?

● So that you can generate stories to tell (this will not be the only
place we’ll be generating stories, btw).
● To show you that stories are EVERYWHERE and give you the
confidence that you’ll never run out of them.
● Doing this will give you a process you can use forever.
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Putting It All Together:

The Email Mixing Bowl
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Homework
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Q&A