Letter

Hi,

You were probably expecting a landing page. I used to have one (it was pretty souped up, too), now I just have this letter.

If, at any point, the message doesn’t resonate, this course probably isn’t for you. But if you spend the next 60 seconds nodding your head… well, we can cross that bridge at the end. Let’s dive in.

Great testimonials make winning easy.

They make winning easy because they’re the most effective source of conversion alpha for ads and landing pages. They send a signal to our brain that says, “someone else has done this and it went well for them.” It doesn’t get more human than that.

People provide testimonials after they’ve had a great experience.

Almost never after a good one, because “good”, “okay”, “fine”, “meh” and even “not good”, fall into the unmemorable middle.

Do you remember what you had for lunch last Wednesday? Probably not. But I’m sure you can conjure up a memory of a time when something or someone went wildly above and beyond your expectations.

When we expect something good and then get something great, we’re going to tell our friends about it. We’re going to think about it again. And when asked, we’re going to write a testimonial.

It’s not easy to do that with digital products. But it’s not impossible.

You’re here to learn something about email courses. An email-based course has three things going for it:

1. Our relationship with email has changed for the better
2. Teaching is an effective way of providing value (and selling)
3. Lead magnets get leads

As a lead magnet or low cost standalone product an email course is generally risk free. It’s also low expectation — people think, “it’s just an email course.”

But they sign up because there’s a promise of value. It’s a “course” after all.

The format has the potential to be great for anyone who has a secret sauce.

In other words, something you know or do that can’t be uncovered with 15 minutes of googling or some good prompting with ChatGPT.

A lot of people have this — they’ve crafted it over years of corporate or personal experience — they just don’t see it that way. You have this.

And since you’re either already selling something (a service or product) or considering selling something, this format could work for you.

Good vs. great

A great email course educates the buyer, it provides a sense of satisfaction when they reflect on their purchase, and it makes them feel confident about the next step in the process (i.e. buying your service or higher ticket offering).

And it’s is a powerful source of testimonials.

An average one is a massive waste of time for you.

It’s not a massive waste of time for your customer — they’ll just stop reading it. But you will have invested hours building something that does nothing for your business. It certainly will not generate testimonials.

In the five years that I’ve been doing email-based courses, across the 3,000 paying customers, I have figured out the difference between Good and Great.

It’s more than presenting good ideas in a coherent structure with clear writing. It’s about creating the sensation of learning. It’s about building in moments of surprise and delight.

The course is $150.

And it will save you many hours of figuring out how to turn a digital asset into a testimonial engine.

But like I said in the beginning, don’t take my word for it.

Here are some testimonials from Master the Email-Based Course

"Actionable takeaways within five minutes of digging into it. Huge value." — Dickie Bush, Ship30for30

“Bite-sized, highly actionable, and engaging. Whether you’re looking to create an evergreen lead gen machine or a profitable digital product, Will’s course is a no-brainer. I’ve created almost a dozen email courses over the past 2 years—and I’ve used many of his tactics in all of them.”

— Daniel Bustamente, sellmoreworkless.com

”I took Will Steiner's course and it was very helpful last year. I highly recommend everyone creating email-based courses to tap into his expertise.” — Gareth B. Davies

”I just wanted to say that the course is its own best advertisement. It’s like Apple packaging - you’re already looking forward to what’s inside because it’s so smooth and sturdy and everything just fits really well… ” — Jill M.

”I'm having a great experience with @BigWillieStein's course on making an EBC. Key feature for email is the option for the creator to respond and interact. When you're simultaneously producing a product, this is invaluable.” — Chris W.

”You have done a fabulous job of putting together your program and taking me from someone who had literally next to no idea what you were banging on about to being really excited about the idea of creating an EBC as a top option for my own teaching work. Really impressive work.” — Sir Steven Wilkinson

”Super actionable and got a bunch of ideas. @BigWillieStein is the GOAT of email courses.” — Alex Llull

”Will knows how to make a person reading emails laugh! But that's not all, he really makes email based course sound like a treasure and a secret marketing weapon every business should have. I am now convinced that making a living online is more accessible mastering an EBC.” — Aleksandar Dimitrov

“If you’re thinking about creating a course (or already have one), then this one is for you. I’ve done his course myself and implemented the lessons both for Khe Hy over at RadReads and in the onboarding for this newsletter. Besides being really valuable, it’s also the funniest series of emails I’ve ever received.” — Matthias Frank

“I launched my email course a couple of weeks after taking Will’s course. 600+ subscribers now.” — Richard C.

”I'm extremely proud of the final product, as is Will. I had the same reaction to [my] email course as Vincent Vega did to this $5 milkshake: https://youtu.be/lZzai6at_xA” — Andrew Barry

”It has motivated me so much that I’m creating a bunch of email courses that I’ll send next year.” — Ramses Oudt

If you’d like to purchase the course, you can do so here.