Email marketing can feel like walking a tightrope—trying to make money without coming off as a soulless corporate drone. Many business owners struggle with this balance, often fearing that their emails will either bore their audience or annoy them into unsubscribing. So, how can you write emails that not only engage your audience but also drive sales? Ian Stanley, who has sold over $200 million worth of products online, has some answers.
The Journey from ClickBank Courses to Email Marketing Mastery
Ian’s story begins with the same frustration many entrepreneurs face: trying to make money online. He started in college, buying every ClickBank course under the sun, hoping to crack the code to online success. After some early struggles, Ian realized that spreading himself thin across multiple strategies wasn’t working. "I decided to get really good at one thing, and that was email copywriting and email marketing," he says.
This focus paid off. By honing his skills, Ian eventually built several seven-figure companies and even sold one to the fastest-growing startup in Canada. His secret? Writing emails that people actually want to read—emails that feel personal, human, and even fun.
Why Being Human Matters in Email Marketing
Many marketers make the mistake of writing emails that sound like they were crafted by a committee of lawyers. According to Ian, this is a surefire way to get ignored
“Your emails should feel like they’re written almost to a friend or from a friend,” he advises.
The key is to keep your language simple and relatable, even suggesting that emails be written at a third-grade level. This isn’t about dumbing things down; it’s about clarity and connection.
Ian stresses the importance of storytelling in emails. "Tell more stories. Your list wants to know about you," he emphasizes. This approach helps build trust and rapport with your audience. For example, Ian often talks about his love for Liverpool FC in his emails—not because it’s directly related to his business, but because it helps his audience feel more connected to him as a person.
The Myth of Annoying Your Email List
A common fear among business owners is that frequent emailing will annoy their subscribers. Ian flips this idea on its head: “The more you email, the more you make. I’m yet to find a situation where that’s not true.” He argues that the only time frequent emails become a problem is when the emails themselves are boring or irrelevant. If you’re providing value and entertainment, your audience will look forward to hearing from you.
In fact, Ian’s subscribers often complain when they don’t hear from him every day. This loyalty is a testament to the relationship he’s built through consistent, engaging communication. “People buy from people they trust,” Ian says, and trust is built through regular, meaningful interactions.
AI in Email Marketing: Friend or Foe?
Ian was initially skeptical about using AI in email marketing, especially after trying out tools like ChatGPT.
“It felt like a robot wrote it, and that’s the worst thing you can do when it comes to email,” he recalls.
However, his perspective changed when a customer developed an AI tool based on Ian’s own writing style. This tool, trained on thousands of Ian’s emails, was able to produce content that sounded more human than most humans.
Ian compares general AI like ChatGPT to a general doctor—good at many things, but not a specialist. In contrast, his custom AI tool is like a surgeon, highly specialized and effective in writing persuasive, engaging emails. “A random person off the street within ten minutes can write high-converting, compelling, persuasive, interesting emails with the AI tool,” Ian explains. This technology is especially valuable for business owners who struggle with what to write or how to say it.
Key Takeaways for Writing Better Emails
Be Human: Write your emails as if you’re speaking to a friend. Use simple language and share personal stories to build a connection with your audience.
Email Often: Don’t be afraid to send frequent emails. If your content is valuable and engaging, your audience will appreciate hearing from you regularly.
Leverage AI Smartly: While generic AI tools may fall short in email marketing, specialized AI like Ian’s can help you write effective emails quickly and easily.
Storytelling Is King: Use stories to make your emails more relatable and to build trust with your audience. The more your audience knows about you, the more likely they are to buy from you.
Conclusion: Start Writing Emails That Don’t Suck
If you’re tired of writing emails that get ignored, it’s time to rethink your approach. Ian Stanley’s insights offer a roadmap to writing emails that are not only fun to read but also highly profitable. Whether you’re doing it yourself or leveraging AI, the key is to keep it human, tell stories, and engage your audience regularly.
Ready to up your email game? Try out Ian’s AI tool at emailgamechangers.com and see how easy it can be to write emails that sell. And if you’re in the mood for some edgy humor, follow Ian on YouTube or Instagram—but only if you’re not easily offended!
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