Your copy...is it good enough?

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Hey Candidate,

Today, I was going to write you a deep psychological investigation of why so many business owners feel so much fear and insecurity around writing email funnels.

Instead, I looked up a bunch of animal fail GIFs online.

Here's one of my favorites:

How I feel when I see people talking about marginal tax rates

The worst part of this is I don't even like pets. (My dad said he was allergic to cats for 20 years to shut down any hopes my siblings or I may have had to get a pet. Incredible.)

The reason I was looking up funny GIFs was that I thought one might help illustrate my point, but I got carried away.

After all, for many business owners, this is what your first launch feels like.

Exciting…

Daunting…

Worth trying...

Splat.

Even when you've seen others do it and you try to mimic what they do, you come up short.

Back in 2006, I decided to sell my first e-book. I was terrified that nobody would buy it. I didn't think anyone would pay for anything online, so I sold the book for just $4.95.

My first product from 2007

You can guess what kind of comments I got. "WHAT A SELLOUT!" and "This site has jumped the shark!" and "I see this is about I will teach RAMIT to be rich, you scammer."

Try to imagine how horrible that felt. I'd been writing for free for 2+ years and the first time I tried to sell something — for less than five dollars — I got accused of being a sellout.

Thankfully, I made a few sales and saw that it was possible to make money online … even if I hadn't cracked the code yet.

I spent the next 10 years teaching myself — through painful trial and error and millions of dollars in testing — how to write a simple, reliable, profitable email funnel.

A few things I've learned along the way…

1. Slow and steady won't protect you from mistakes

All launches come with some risk. And everyone has a few failures. Both of those are OK.

Don't let your fear or perfectionism keep you from launching. The only way to guarantee your failure is to never launch. (#lifecoach)

BTW, don't worry about critics. They'll ALWAYS be there and aren't worth your time.

In the beginning, this would have eaten me up. Now, I take one look and cackle.

2. The bigger you get, the bigger your falls

A couple years ago, during a major launch, I had a team member forget to send the "sales are closing today" email to our readers. That single mistake likely cost us over $500,000.

But even with that mistake, our launch was still very profitable.

In another launch, after hearing crickets for the first few emails, we threw out our existing launch plan and rewrote the funnel day by day. That promotion — which started as a flop — ended as a 7-figure launch.

Mistakes can happen. Emails can flop. But your launch can still come out a success.

3. 99% of the problems that ruin email funnels are easily avoidable

This mistake was easily avoidable. Add it to the checklist.

So easy that we've developed a simple checklist to make sure each email we send is a good one. (I'll show you the checklist next week.)

Once you know the common mistakes — and how to fix them — you'll see an immediate improvement in your funnels.

You'll also feel much more confident when you're writing your funnels because you'll know which elements are important (like your subject lines) and which aren't (like how many animal GIFs is too many?).

Knowing the DNA of successful funnels and the rules for writing a great email allows you to have fun, take chances, and try something new. (Who knows? Maybe animal GIFs will become my new thing.)

It's your business. It should be fun — even when you're launching.