After the Email Course: What Do You Send?

Back when I first stumbled on the idea of creating email courses, I got really excited.

This approach eliminates the “so what do I say?” problem with writing followup email sequences.

Well, kinda…

Actually it’s more like kicking the can down the road.

Eventually the course ends, and you find yourself asking the same question that I got from a subscriber named Ant:

Hey Josh, what is your advice on the types of emails I should be sending after that course has finished?
Should I continue to agitate the same problems? Do I stick to the same A2E format? Or should I mix it up with more educational/less salesy stuff?
I don’t want to turn people off because I’m just repeating myself. Or maybe I should be doing that?!!

Let me tackle the format question first.

The “A2E Formula” that Ant mentioned is an acronym I developed for creating educational emails that also sell.

It stands for Educate + Entertain + Agitate.

(Details in my Six-Figure Email Courses seminar.)

And yes, you can keep using this same format day after day, week after week.

People don’t really get bored with this type of email in my experience.

The caveat here is that you’re focusing on problems that your audience cares deeply about and faces every day.

As long as you’re doing that, don’t worry too much about repeating yourself when it comes to the themes of your emails.

It’s actually a good thing to have a handful of soapboxes that you climb onto regularly. Over time you’ll develop a few “core principles” that you come back to over and over.

This kind of repetition is doing your audience a huge favor, because over time they’ll “get it” more and more.

So that’s the first thing I’d recommend for after the email course:

Queue up more emails that hammer on the same pain points and themes that inspired your course in the first place.

And another thing I’d recommend:

Take a fresh look at your product and market and see if there’s another major pain point or two that could warrant its own email series.

Then you can create a second email course — one that pitches your product from an entirely different angle, or to an entirely different segment of your list…

And you offer *that* to your subscribers after they go through the first course.

This gives you a chance to show your product in another light to prospects who didn’t bite the first time around.

You’re “customizing” your pitch to hit a different set of pain points, and you’ll make some extra sales as a result.

You can learn more about the A2E formula for powerful copywriting here.

Originally published at on April 5, 2017.