Email Marketing Secrets: “I got another confession to make”

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Dear friend,

I recently spoke to a guy who started doing email marketing for his bike business in Canterbury. After some research online he said he knows he needs a hook for his emails in order to grab his audience’s attention…

But he had no idea where to begin. He said he’d tried using some “successful email templates” he found, but either they were just as ineffective has his own ones… or worse – This isn’t surprising. So today I want to share with you the same information I told him…

How to create your own successful hooks with these strategies


1. “A Confession”

Whenever you hear the line, “I have a confession to make” or anything of that nature, you can’t help but engage. We humans are naturally nosy people – the amount of celebrity magazines in the world prove this.

A confession can be anything from silly to downright outrageous.

Here’s an example:

“I have a confession to make…
I only learned to ride a bike when I was 23 years old”


“I have a confession…
I recently ordered double the amount of the latest CCM bikes, fresh from Canada… and I need to get rid of them fast”

2. A Secret

We love being “in” on what’s really happening in the world – knowing something others don’t.

“Three secrets to saving hundreds of pounds on a new bike”

“The secret bike shops don’t want you to know – so you spend twice as much on a new bike than you need to”

Sharing a secret with your clients always puts you in their good books. You are being upfront and honest with them.

3. Ask for a favour

Ever heard of the Ben Franklin effect?

In his autobiography, Franklin recounts how he had learned that one of his rival legislators had a deep-seated animosity towards him.
Franklin turned the tables by asking if he could borrow a book from him. The rival was flattered and agreed.

After Franklin returned the book with a thank you note, the man’s demeanour changed completely. They went on to be friends for the rest of Franklin’s life.

This is a great example of cognitive dissonance. It’s when our brain struggles to hold two conflicting thoughts. On one hand, a person hates you, but they also did you a favour.

So in order to justify why they acted completely different to their thoughts, they begin to believe that they must like you because they did you a favour.

You don’t just do nice things for people you like…

You like people because you do nice things for them.

This applies to email marketing.

By asking your audience to do you a favour, you are getting them to take the necessary actions to begin liking you, to begin trusting you.

This one is not to be used if you have only just begun emailing your list – you’ll come across as being selfish. instead, use this after you have given them a bunch of upfront value.

4. Identify a problem, frustrations, and agitate them

Best way to demonstrate this is with an example:

Problem: Cycling on the road filled with cars
Frustration: drivers not giving you enough space
Agitate: feeling scared, nearly having an accident, or actually having an accident!

The massive benefit of this approach is you don’t have to tell them the solution right away because you have successfully identified and empathised with your audience. So they assume you have it.. and because it really affects them, they are happy to wait.

5. Social Proof

Prove others want what you are selling in order to persuade your audience they should want it too. No one wants to make the first step in case it’s a wrong one. So prove to them many others have already done it.

Testimonials and case studies are fantastic ways of doing this.

6. Urgency

This one is pretty obvious.

People desire what they can’t have and want what is slipping away from them.

Having a flash “24-hour sale” or “Only two left” creates enough scarcity to provoke an urgent reaction from your audience.

7. New stuff

Besides the desiring what one can’t have, we also love the latest and greatest. The iPhone craze is the perfect example of this.

If you got a new product, your audience would love to know about it.

8. Exclusivity

This is like giving a person VIP access to the kingdom:

“Learn the 5 habits Olympic cyclists use to win gold medals”

9. Interesting facts

“Some cats are allergic to humans”

We all love finding out facts – giving this little snippet of value will grab your clients attention for the rest of the email.

That’s all for now.

These strategies are sure to spark a load of ideas for your business. Give them a go and see how well they work for you!

Thanks for taking the time to read this letter and I look forward to hearing from you soon!

Jordan McInally

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