Sold Out Sales Emails from Luisa Zhou
Want to know why I’ve been able to sell out every course and coaching package in the last 3 years… without having to hustle on social media, “pitch” myself, or beg people to buy?
How I sold out my first premium group coaching program
In November 2017, I announced my first ever premium group coaching program.
Within hours, I made my first sale. For $5,000.
Within the week, I’d sold out all ten spots. And made $50,000.
I didn’t write a single Facebook, Twitter, or Instagram post. (In fact, I’m not sure I’d even set up my Instagram account back then.)
So how’d I do it?
The same way I’ve grown my business over the past few years…
Hi, I’m Luisa Zhou.
As of my creating this page…
I’ve owned a 7-figure education business for over five years.
I can’t remember the last time I posted on Twitter.
I post on Instagram when I feel like it.
And I archived my free Facebook group over a year ago because I didn’t want to manage it anymore. (The key point being that I could archive it…because my business doesn’t rely on social media.)
So how do I drive a 7-figures, and growing, online business?
By writing fun—and massively profitable—emails.
Case in point: That program I sold out in a week for $50,000?
Done via just 4 emails.
(Which booked out my calendar with so many sales calls I had to open a waitlist.)
Just how profitable can emails be for your business?
The good news is, you don’t have to wonder. I’ve already done the “testing” part for you.
In the beginning of my business, I did rely on social media.
I was in Facebook groups all day long, every day, giving value, answering questions, and doing allllll the “hustling.”
Now, let’s be clear. Social media was—and is—a great way to jumpstart your business.
But, a few months later, even though I’d hustled my way to 6-figures, I was starting to feel the burnout.
And I knew I had to find a better option.
First, because there was no way I was going to build a business that required me to be on social media or talk to people 24/7 to make sales. (That’s not a business. That’s a job. And a horrible one at that.)
And second, because if an Instagram influencer with 2.6 million followers couldn’t sell 36 t-shirts, I wasn’t about to base my entire business—and life—on the fickleness of any social media platform.
Thankfully, I knew enough to know that email marketing was the smart bet.
After all, google anything “email marketing” related and you’ll find dozens of reports by top research firms on how email marketing’s profitability crushes every other channel’s.
Plus, I wanted something that was all mine. As in, my email list. Instead of having to share with Instagram or Facebook.
And, I loved the idea of how I could share whatever I wanted in the relative privacy of my readers’ inboxes.
Unfortunately, it wasn’t as easy as whipping up some emails and watching the sales roll in.
In fact, when I first started getting serious about selling via my emails, no one bought from them!
Fast forward a few years. After lots of late nights poring over failed email promotions, an obsessive dose of determination, and the not-alway-cool-headed application of my engineering-honed analytical skills to each failed email, I’d completely transformed my business.
In fact, during one of my last live launches, here’s how the sales stats broke down…
Sales via Instagram: Out of an audience of ~4K…0 sales
Sales via Pinterest: Out of ~16K monthly views…0 sales
Sales via Twitter: Out of an audience of ~1K…0 sales
Sales via (my back then still active) Facebook group: Out of ~15K members…0 sales
Sales via email list: Out of ~15K subscribers…200+ sales
(That’s over $700,000 in sales, by the way. Not counting coaching add-ons or additional back-end course purchases.)
So how can you make lots of sales this way?
Here’s the thing…
Because email marketing is still by far the best way to make sales, every (smart) company does it.
Which means that your email readers get flooded with countless emails every day.
Think about it: How many unread emails do you have sitting in your inbox? (Just checked: 18,758. 🤭 I’m obviously not an Inbox Zero fan.)
That means that to make email work for you and your business, YOUR emails have to be the ones that your subscribers actually read.
How do you make that happen?
With these 3 steps…
Step #1: Out-email the “crowd”
The truth is, no matter how good your emails are, your email subscribers are going to miss a few. Because they’re busy living their lives too.
So one email a week (or less) doesn’t cut it any more.
What does cut it?
You’ve got to be able to send emails frequently (we’re talking at least three to four times a week). And not just any emails. Good emails. (More on this in a bit.)
Translation: You’ve got to learn to write good emails fast.
(Nowadays, it only takes me 15 to 40 minutes to write an email. And I have a lot of fun doing it too.)
Step #2: Rise above the “noise”
Not only do you have to email frequently, but your emails also have to be good. Otherwise, high-volume trash is still trash.
Translation: You’ve got to learn to write fun emails that people want to read.
(Note that “fun” is not the same thing as just “valuable.”)
Step #3: Love the selling…
and teach your audience to love it too
Here’s how I used to think about sales (and how most of us are taught to think about it too)…
You have to give lots and lots and lots of “valuable” content for free first.
Then, occasionally, you can sell something. But only once in a while. And you should feel guilty about it the whole time.Can we agree that that is a horrible way to live? Especially when your business literally depends on making sales?
So here’s how I reframed it:
Why not make selling fun since it’s something you have to do anyways?
Why not figure out a way to make it enjoyable…for both you and your audience?
And why not make it so fun and enjoyable that your sales content is even better than your regular free content? So that your audience actually looks forward to being sold to. And buying from you.
Translation: You’ve got to learn to make your sales emails even better than your regular emails.
How do you do that? I’ll show you.
Can it really be this “simple?”
Nowadays, here’s how I make 7-figures in sales per year:
I write emails
I send them out
I get sales notifications.
Plus, people send me emails like this…
Personal information blurred out. I get responses like this a lot!
From people who love my sales emails. And want to buy.
And I have email open rates like this…
This is from a week when I sent 27 sales emails.
And my email open rate is still twice as high as the industry average.
Because people love my emails!
Let’s not confuse “simple” with “easy” though.
Because it definitely wasn’t easy figuring out how to transition from selling via social media hustling to selling via email.
But once I did, life got so much better.
I was able to spend more time on the things I actually wanted to do.
Creating more best-in-class courses.
Making a massive impact.
And writing awesome emails…that are fun, enjoyable, and massively profitable.
Honestly, that’s how sales should be.
My mission is to help more people like you and me—who have something amazing and useful to share and want to share it in a way that feels good—do just that…
Share it. While getting paid what you deserve.
That’s why I put everything I now do into a comprehensive course, which takes you behind-the-scenes of my unique process for creating enjoyable and profitable sales emails quickly and effortlessly. (And dare I say, have fun while doing it too?)
No more guilt, embarrassment, or salesyness.
Just having fun, speaking from your heart, and being paid to do it.
Sold Out Sales Emails
Follow along as I take you behind-the-scenes of my—as of the creation of this course—most profitable sales email sequence to date.
Watch me plan the sequence and write every email from scratch. Along the way, I’ll explain the details behind every “secret,” tip, and technique I use so that you too can start selling out all your offers. With fun and ease.
By the end of course? You’ll know how to do all this for yourself. To sell out every one of your coaching programs and/or courses.
In this course, I’ll walk you through all 3 phases of my Sold Out Sales Emails framework:
How to teach your audience to want your product. (A common—and fatal—mistake is assuming that your audience will want your product! This is one of my 3 secrets to “Money-Making Messaging,” which ensures that I sell out every product I want to create, without having to do market research or sell the same things that everyone else sells)
My Product Pyramid technique for easily explaining how my product is different and a must-buy…without being salesy or pushy. (This is what has my email subscribers saying, “Your email was so good! I just bought. Didn’t even have to think about it.” With this technique, your email buyers will be saying that too.)
The 3 W’s to Can’t-Look-Away sales content that has your email subscribers opening every one of your emails. (This is why my sales email open rates are double the industry average! In fact, after using these, your subscribers will thank you for your sales emails and tell you how much they look forward to them!)
My 3P Process for planning a sold out sales sequence in less than 30 minutes. (This is the exact process I’ve used to sell out every single coaching program and course I’ve ever offered.)
The proven Sold Out Sales Email Formula that I use in every one of my sales emails. (This includes the massive AHA it took me 2 years to figure out, that had me doubling my sales from every promotion afterwards.)
After the Planning phase, we’re done with theory. In the Pre-Sale and Promotion phases, you’ll learn by watching me actually do. As in, write—in real time—all of my emails. While explaining to you every tip, tactic, and technique I know. Including…
How I come up with the must-read-further statement at the start of each email that stops my readers in their tracks…and ensures that they read everything I have to say. (This is a key element to emails that your readers love to read. I’ll show you my best tips for knocking it out of the park every time. Including a brilliant strategy I picked up from screenwriting legend Aaron Sorkin. Pre-Sale Email Three)
The fine line between sharing enough detail to be interesting while not sharing so much it’s boring. (This is a critical mistake that most emails make. Not enough detail and you’re going to lose your audience because you don’t connect. Too much detail and you’ll lose your audience too…because they don’t care! Pre-Sale Emails One, Two, Four, Six)
My personal writing “quirks” that have my readers feeling like they know me better than any grand-standing, lavish-lifestyle photos, or surface-level branding can accomplish. (This is how I’m able to connect deeply with my audience—which is a must before your readers will buy from you—while maintaining my privacy and without having to share every aspect of my personal life. Pre-Sale Emails One, Three)
How I’m able to seamlessly transition from any anecdote, example, or story to the point I want to make in each email. (This is how I’m able to consistently create must-read emails quickly and effortlessly. If you want to make lots of sales while spending less than an hour a day writing your emails, you must master this skill too. Pre-Sale Emails One, Two, Three, Four, Six)
How to start creating desire for your product before you even sell it. (This is how I get my audience excited about a product before I even start promoting it. So that when I do open enrollment, people often buy right away. No more of the usual wondering, “Am I going to make any sales?” because people are waiting until the last minute to buy. Pre-Sale Emails Three, Four, Six)
The foolproof technique I use to build trust in what I’m saying. (This is essential before you can sell anything. Otherwise your audience won’t believe you about why they should want your product and why it’s so great! When done wrong, you’ll come across as a snake-oil salesman. When done right—which is easy to do if you know how—it’ll help you sell out every one of your products. Pre-Sale Emails Five, Six)
How I give “value” in a sales email while also ensuring that that value actually helps me make more sales. (This is a key reason my readers look forward to my sales emails even more than my regular emails. AND buy my products at rates significantly higher than the industry average. Promotion Emails Two, Four, Twelve, Thirteen)
The number one mistake most sales emails make when talking about the product (Making this mistake will have your readers’ eyes glazing over and definitely not buying from you. Conversely, doing this right—which isn’t hard—will have your readers feeling like your product is massively valuable and desirable. Promotion Email Six, Twelve)
How I talk about the things I want to talk about while ensuring that I’m still connecting with my readers and driving sales (This makes it a lot more fun and fast to write your emails. While ensuring they’re also unique and interesting to your readers. Which ultimately helps you make a lot more sales. Promotion Emails One, Three, Seven, Eight, Eleven, Twelve)
My favorite way to invite people to purchase my course or coaching program, without being salesy, needy, or pushy. (My stance has always been: “I’ve got something awesome. I think it can help you. If you want it, here it is.” Multiple millions in sales later, it seems to have worked pretty well and connected with my audience. I’ll teach you how to sell from that place of confidence and mutual benefit too. Promotion Emails One, Two, Nine, Eleven)
The easiest way to save time on your sales emails, while ensuring that your sales continue to increase. (Strategically re-using writing from my sales page cuts down the time it takes me to write my sales emails by at least 20%. I’ll show you which parts you should reuse and which parts you shouldn’t. Promotion Emails Two, Nine, Ten, Eleven, Twelve, Thirteen)
The most powerful—and profitable—way to share your product, why you created it, and why it’s so unique and effective. (Once I started including this in my emails, my sales doubled. This goes way beyond just talking about the “results.” And is frankly something I discovered for myself and haven’t seen anyone else talk about. Promotion Emails Three, Six, Ten)
How to demonstrate to your readers that they need your product without resorting to salesy clichés—that don’t work—like “telling” them about their problems and how they’re feeling. (You know what I’m talking about: Statements like, “You’re frustrated because…” EW! That’s frankly, rude and patronizing. If someone says that to me, I’m much more likely to not buy. Do this instead and have your readers responding with, “I needed to hear this. Thank you!” And, oh yeah…“Just bought! I’m so excited!” Promotion Emails Six, Seven)
My number one “stealth sale” technique for driving sales that has nothing to do with “digging into the pain” or “painting the dream”…and is in fact way more profitable and enjoyable (I now use this for every promotion and sales page I write. Because it’s so darn profitable…while being interesting, fun, and non-salesy. Promotion Emails Three, Nine)