How not to write a Black Friday email

Also: why Email Playbooks 2021 is for ecomm I’ve been staring at this Google Doc since Thursday. I keep clicking into it… then back to Notion… then back to Toggl… then back here again. As if looking at all the other things I need to get done – and how long I’m spending not producing – can magically help me write this thing. You know what I should do, so I can get back to stuffing my Black Friday cart writing my upcoming webinar slides?  Use a template. There are roughly 7 zillion sales templates roaming this world wide web. And many of them are actually very good. But… I have a love-hate relationship with templates. (Mostly hate.) It’s not that I think you’ll read my template-based email and go: “By Golly! She’s using Ry Schwartz’s “What This Says About You Confirmation” template!” (Although that certainly could be the case, given that most of you are copywriters. Well, minus the “By Golly” bit. Because this is the 21st century.) It’s also not that they feel like cheating. (Though… um… they do.) The problem with templates is this:  When our readers see something – again and again and again – it loses its potency. Even if the language gets a swap. Even if there’s a unique twist added. The overarching idea isn’t fresh. So we don’t get drawn in. We don’t get that delight that comes from a brilliantly structured email. Despite the fact that the email is brilliantly structured. This, {NAME}, is why I’m launching [Email Playbooks](. Because we can’t continue to use templates if we want to see results. But we can’t not use templates if we want to get anything done in a day. If you’ll be writing ecomm emails in 2021 – whether for clients or for your e-boutique – Email Playbooks will show you what to say. Without telling you how to say it. So you feel confident – knowing you’re pulling all the right conversion levers. But you’ll stay true to the brand. And delight your readers. The presale’s ending tomorrow – and with it, your 2 free months. So basically… if you’ll be writing ecomm emails in 2021, [you should preorder before this zeros out]( – Nikki P.S. Why ecomm? Well… this repetitive email problem is rampant in ecomm. Ever abandon a cart? 9 times out of 10, you’ll get a “Did you forget something?” email an hour later. Sure – it serves as a reminder. But that’s it. No delight. No surprise. No emotion. All mighty powerful things when it comes to [boosting conversions](. Time to make some waves across the industry. 🏄‍♂️ Disclaimer: No disrespect to Ry. He's brilliant. And he does say that you should use his templates as a starting point. But when you’re giving a full, beautifully crafted email – it’s really hard to veer from that. Any substitution is going to be lacking, even if you’re following the proven structure. [Noooooo, Nikki, not another Black Friday promo. I want out!]( ^^ hitting that link will spare you from the other 2 promo emails I have scheduled Sent to: {EMAIL} Nikki*Elbaz, 25 N 6th Ave, Highland Park, NJ 08904, United States Don't want better copy? [Unsubscribe](