Finding Hidden Profit In Your Email Newsletter — Lesson Seven

Tobin Slaven
Apr 29, 2017 · 5 min read

How To Create Eager Readers — Part II

This is part SEVEN of TWELVE lessons in the Finding Hidden Profit course on Skillshare. You will also find links to each of the 12 lessons in the video notes.

Please note: If you are NOT currently a Skillshare member, here is my link [I am an affiliate partner] for a free 30-day trial (more than enough to take the full FHP course and any of the other 15,000+ courses available) on

Creating Eager Readers

The goal of Lesson Seven is to make a brief stop back on Pillar B — which is all about building the know, like, and trust with your readers.

Specifically, we want make your newsletter subscribers such eager readers that if they think they missed one of your emails, they will chase you down and ask for the missing link.

You laugh… but that actually happens.

And think about that for a minute. The rest of the world is talking about spam email. People avoid advertising like the plague. Yet here you are, writing a weekly newsletter on a topic that you love (you would do it even if you weren’t earning income) and the readers love it so much, they look forward to you showing up in the inbox.

Just wanted to be clear on what this looks like when we do things right, these are the outcomes you are going to get.

The Soap Opera Series

As explained in the video, you need to start thinking about your newsletters as a set of installments. This is really important because if each newsletter is a stand-alone entity… you are not going to get the results you want.


Think about the last time you binge-watched a series on TV or Netflix. Why did you do that?

Or picked up a page-turner of a book (yes, some people still read)…

Or even picked up your phone and opened up your favorite social media app.

We (human beings) are programmed to be curious (it was survival skill on the Savannah) and we are also very sensitive (read able to be influenced) by what they call “open loops.”

An open loop is created when you start to tell a story, you get people sitting on the edge of their seats to hear the climax, and right when it starts to get good, you excuse yourself to run to the restroom. You will literally groans from people. We want to close those loops so our brain can go back on stand-by.

This is not new information. Soap Operas have played on this idea of the cliffhanger for decades. Authors like Charles Dickens used to release his novels in installments, where readers would anxiously await the next chapter.

We are just tapping into this “pyschology in action.”

How To Create Cliffhangers

As you may imagine, we are getting into some advanced sh*t here, but here is a quick overview of the kinds of techniques you can use to create those eager readers, thirsty for more:

  1. Ask questions. When you ask a question (without an obvious answer) the human brain feels compelled to try an answer it, at least mentally. If you can create a particularly good stumper, and promise to answer it in next week’s newspaper, you will have your readers on the hook…
  2. Telling stories — which we shared as an example above. The key part is to break off the story after people have really started to care about the outcome, but before the outcome is known (also known as the Climax)
  3. Lastly — make good use of the P.S. (the postscript) section of your newsletter because the fact remains, most people just scan their email to see what is relevant and of interest to them. But they do tend to stop and read the p.s. section so that is a great place to put some of your most valuable text (or answers). It ALSO teaches your readers to pay attention to that section of your newsletter!

Key point here: Remember that the only way to create these linkages between different newsletters is to lay out your game plan at least several editions into the future. That is the only way to open and close loops from one week to the next.

The Best Resource I am Learning From

Okay — to be upfront and honest with you, I am not the expert here.

I wanted to learn this skillset, to get better results from my own newsletters. So I went to the best source I could find — a guy by the name of Andre’ Chaperon.

Ever heard of him?

Neither had I. And Andre’ will tell you himself that he learned this craft from a bunch of other expert copywriters and marketers.

But what I really like best about Andre’s style is that you can see him using the exact techniques that he teaches, and then he explains what he is doing and why it worked. It is literally, psychology in action.

So here is a link to Andre’s main product — an online course called Autoresponder Madness.

Couple of important notes here:

  1. I am not sharing with this so you can go and buy, although I did and am still learning from the material.
  2. If you do decide to buy — shoot me an email (tobin [at] My approach to affiliate marketing (where I receive a commission for making recommendations) is to help people get the best bonuses available, and in cases like ARM, band together with others who are learning the same material (like a study group)
  3. Just sign up for Andre’s free email autoresponder series, because you will get a chance to see his process first-hand, and learn a ton for free!

Please note: One thing where I differ greatly from Andre’ is that he applies his Soap Opera Series to email autoresponders, something we talk more about in the next lesson. I think they apply perfectly to email newsletters, so I have been taking what I learned from him, and applying it in my space in a way that I have not been seeing from anyone else — at least not yet.


Your homework for Lesson Seven is to sign up for Andre’s free email series so you can see the power of the Soap Opera Series, even when you know it is coming.

Andre’ doesn’t know I am promoting his course, and that is not my intention. I am sharing him because he has become a great resource for me and I want you to get access to the things that will make you successful.

In the next lesson — we will take the Soap Opera Series to the next level, by talking about how those eager readers turn into clicks, which will turn in cash in your pocket — when you connect the dots.

This was part SEVEN of TWELVE lessons in the Finding Hidden Profit course on Skillshare. You will also find links to each of the 12 lessons in the video notes.

Please note: If you are not currently a Skillshare member, here is my link [I am an affiliate partner] for a free 30-day trial (more than enough to take the full Finding Hidden Profit course and any of the other 15,000+ courses available) on

And if you would like to see an example of my own, personal-branded newsletter called [Tobin Today] you can subscribe here (sent each Thursday morning):

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