Every writer I know has trouble writing.

~Joseph Heller

Writing: Business Fear Number One

Does writing feel like a herculean task to you?

Do you struggle with every word, sentence, paragraph?

If you do, you’re not alone.

Do a quick Internet search and you’ll find hundreds and hundreds of quotes from famous writers and authors talking about how hard it is to write.

All writing is hard.

But when you talk to business people, one of the comments we hear the most often is “But my biggest struggle of all is writing emails”.

Kind of funny, huh?

The things that feel like they should be the easiest...often are the hardest.

Maybe there’s something intimidating about writing for an opted-in list... 'those’ people ‘out there’.

Maybe it’s because no one has ever really taught us how to write emails from a business standpoint.

But whatever it is.. I’ve heard a lot of people tell me they get in front of their computer and they just freeze.

What to talk about?

How to structure the email?

Should the email sell?



Or do a bit of all of the above?

After writing countless emails (in the thousands!), we have come up with a time-tested 3-step formula that quite literally never fails it.

And today I’d like to share it with you…

Finally! An easy 3-step formula to write perfect emails everytime.

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Here are the three steps we use to construct emails no matter who the audience. (Just wait...it’s so simple you’re going to love it).

First, you tell a story.

Second, you explain the moral of the story.

Third, you ‘invite’ people to take an action.

That’s it.

If you follow this formula, you’ll never have to worry about writing engaging, compelling and super effective emails again.

Let’s go step by step and see how it’s done…

How do you reach out, grab people by the lapels and draw them in?

Tell them a good story.

A story can lend drama. It can show compassion. Or it can simply and subliminally demonstrate that you’re someone they should listen to.  Someone they should trust.

Don’t write a novel, just tell a short, compelling story that makes them want to read on.  A few brief sentences.

Why telling a story can make your emails go from good to great.

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Here’s an example from an incredibly effective email we wrote for our client “John”.


There’s a place in the Maldives where you can catch a barracuda on a string.

No joke.

They take you out in a boat with no poles, nothing.

The water is crystal clear.

And you’re just completely surrounded by these gorgeous fish.

Then you throw the string over the side of the boat, maybe not expecting that much, but before you can even think about it, up comes a beautiful fish.

Just like that.

Crazy, right?

It’s easier than bobbing for apples on Halloween.

That’s the story. All of it. Only 9 sentences. But it makes you curious — what happens next?

The moral happens next…

Explain the moral of the story.

Why is John’s Maldives fishing story relevant to his list?

Why did he tell it? What is the lesson to be learned?

And why does the reader care about THIS story?

John is about to tell them:


Wouldn’t it be nice if catching clients were that easy?

Here’s some good news: it can be.

All you need is a lead magnet that really rocks.

Notice that the moral is only 3 lines, but now his readers really want to know how to catch clients as easily as fishing in the Maldives.

They’re ready to act.

Some of the best emails have a moral.

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So next, John will ‘invite’ them to take action.

Invite the reader to take action.

I can’t emphasize this enough: never write an email without a call to action (CTA).

Otherwise it’s just a nice story.

But a complete waste of your time and energy.

A gentle CTA is an invitation to engage further with you.


I’ll show you the four proven steps to creating a lead magnet that makes potential clients bite every time.

And I’m giving it away for free.

This is no “fish story”.

I promise if you watch the video (link), and put my system to work, you’ll be pulling in clients like fish on a string.

Take care,


A call to action can be a lot of different things. In this example, John is offering a free tool to help his community improve their sales processes.

But a call to action can also be an invitation to:

  • Go to a sales page
  • Join a Facebook community
  • Buy a product
  • Try a free trial 
  • Read a blog post
  • Watch a video

The CTA should make sense with the rest of the email and whether it is free or not, should offer your readers something of real value.

Very importantly, any story can be linked to any call to action. The part of the email that makes the ‘link’ make sense is the moral of the story. If you will, the moral of the story is the bridge between a seemingly ‘random’ tale and the ultimate call to action.

Used wisely, there really is nothing is more powerful than email marketing. No matter what size your list, that permission-based list of prospects has the potential to be (literally) True Gold.

So leverage your email real estate wisely.

Tell a story, tell them why you told the story and then invite them to engage further with you with a compelling CTA.

Use this formula every single time.

And you’ll not only be able to write blockbuster emails--you will build a blockbuster business.

Every. Single.Time.

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About the Author

Nicknamed the 'female David Ogilvy’, Sue Rice is famous for her exquisite writing skills and strategic savvy. A native Californian and Stanford University graduate, she launched her career on Madison Avenue in the 90s and eventually helped run BBDO Europe in Paris as their Communications Director. Now a 7-figure entrepreneur, Sue helps businesses create high-quality content that attracts clients, builds brands and skyrockets sales.