Email Archery
How to write emails your people actually want to open. No funnels. No pressure. No pretending to be someone else.
No email required. No optin, no sequence to join. It just opens.
Archery
How to write emails your people actually want to open.
You already have a list. This is what to do with it.
It might be ten people. It might be ten thousand. The size matters less than you think. I've run a list of under two thousand since 2012, and it has built six figures over and over. There are people with hundreds of thousands of names who make less.
This book isn't about building a list. It isn't about funnels or ads or landing pages. It's about the emails you send once people are there, and why most of them get ignored.
That's where most people go wrong. They try to close the whole sale inside the email. Every feature, every benefit, every reason to buy, all crammed in. Then they wonder why nobody moves. The email has one job: get the person to the next place.
Written before a machine could write it for you.
Every inbox is full of generated email now. Same rhythm, same tidy three-beat sentences, same helpful little sign-off. People can smell it even when they can't name it, and the moment they smell it they stop reading.
Email Archery was taught live in 2017. Nobody could push a button and get an email back. If you wanted someone to open it, read it and click, you had to earn all three yourself.
Why a From line works. What makes someone keep going past line two. Why one ask beats four. That doesn't expire when the tools change. If anything it's worth more now, because the thing that stands out in a generated inbox is a person.
Which raises a fair question about this book.
How AI was used in this book
Every word in here is mine. I taught Email Archery live in 2017, and that left 52,600 words of transcript. I had AI cut it down so you can read it in one sitting.
It didn't write any of it. It took out the repeats, the tangents and the throat-clearing, and left what I said. Nothing was added. It's just shorter.
The WORC formula
Four things have to happen, in order. Miss one and the rest stop mattering. Then there's a fifth part, the one the name of the book promised.
Write it
So it sounds like you and not like a marketer. Mindset, story, open loops, and four formulas for what to actually send each week.
Open it
Land in the inbox and earn the open. Deliverability, the From line, four kinds of subject line, and the nine word email.
Read it
Get read all the way to the bottom. The six parts of an email, short sentences, killing commas, and a full email taken apart.
Click it
Ask for the click and get it. One CTA, offer versus soft sell, direct asks, the PS, and the Super PS.
Aim it
WORC makes one email work. Aiming decides who each one is for. Tagging by click, three buckets, and the reason any of this pays.
Who this isn't for
- If you're here for a magic bullet for making sales, this won't work for you.
- If you don't care about the people on your list, they'll feel it. You can't fake caring at scale. It leaks into every line you write.
- If you're selling something you haven't done, haven't used and don't believe in, no email tip will save it. Fix the thing first.
It's free, and it opens in your browser.
No email required. Nothing to join.
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