Session 111 – creating an email course for a lead magnet

Creating an email course for a lead magnet.

You are listening to the Success Club Podcast. Hello and welcome to session 111 This week I am talking to you about creating an email course for a lead magnet.

Hello and welcome to the Success Club Podcast, my name is Kaz Johnson and I am your host today, this is episode 111 and today I am talking about creating an email course for a lead magnet.

Following on from last week where I talked about sales funnels, it only seemed a natural progression to talk about a lead magnet to start filling up that sales funnel. So I am going to talk to you about creating an email course.

One great hook for you to use as a lead magnet is to offer an email course, now this is a great incentive, especially if you plan on selling online courses in the future. They are easy to create and can be automated to roll out on pre-designed days. I talked about this in the Quick Win Sales Funnels training, if you have not seen that mini training, then I highly recommend you go and check it out.

As it’s a short course, the lead delay is usually just a day each time, so if its a 7-day course, the lessons would go out one a day for 7 days. email courses are also a good offer as they have been proven to have a much higher sign up than other lead magnets because when people find your offer of solving their problem, they can sign up for it and get it straight away.

email courses as I have said before, have a higher signup rate, they are easy to set up and can keep working for months. It is also the easiest way to create a course, so this is fab if intend selling online courses in the future as well as having the ability for you to change the content if you wish and that they are delivered in small manageable chunks of information so as not to overwhelm you, learner, either. Not only that, but you can also track the intervention with your learner too at each lesson.

Look through your content, for example, your blog or Podcast, and see what is working for you right now. However, when picking your topic, bear in mind how easy it will be to deliver your lessons. It needs to be a small quick win that your can delver over say, 7 days…When choosing a title, think of these ‘How to (whatever your topic is) In 7 days” so make sure that they can digest your teachings in 7 days and it’s not going to be a huge masterclass.

Or you could answer one of the most frequently asked questions you get asked and answer that question as your course.

Now you need to do a brainstorming session of the topics you have come up with, then do your research.

Now you are ready to start writing your course outline. If you remember when you are writing out your course outline you need to think about what the aim of the course is… how are you going to get your learner from a to b, what transformation with they see?

After you have chosen your topic and created the course outline, you are now ready to start writing out your lessons, I use Scrivener for this – I will put a link in the resources for you, so just head on over to

So, let’s get started in writing out your draft lessons for your email course. You can if you wish add a video to your email course, and for this, I would recommend you putting them on a learning management system (LMS) like Learndash, again the link for Learndash is in the resources section, and just send out an email saying your lesson is now ready. By setting up a LMS system that you will be using in the future to deliver online courses this will get the learner used to your system and website. This goes the same if you are setting up a membership site too.

When you send out your first email, make sure you set out your exceptions so that they know what to expect moving forward, ie, are they going to get a lesson every day, or every other day etc.

I tend to let people know what to expect each time I send an email with what we will be doing in the next lesson.

Here are some tips when you are creating your lessons.

  • Repurpose your existing content.
  • Create engaging subject lines.
  • Include the lesson number and content in your subject line.
  • Don’t be salesy. Your email course should only be self-promotional at the end.
  • Use short, simple sentences and paragraphs, and headings to break up text.
  • Add images or graphics to build on your message.
  • Record some video content to link to in the lessons.
  • Write a rough outline of each lesson email and use it to complete the content.
  • You don’t have to complete one lesson before moving on to the next. Just make sure the course is cohesive and logical at the end. At this stage, feel free to jump around as inspiration strikes.
  • Reuse content, research, and just start writing

Include these essentials:

  • The subject line and pre-header for each lesson email
  • Appropriate CTAs (calls to action)
  • Summary of what subscribers now know, and what they’ll learn next
  • Just enough text – around 200-600 words
  • Bullets, headers, and lists to break up the text
  • Bolded text to emphasise important points
  • Up to 3 relevant links per lesson

This Podcast is sponsored by the Success Club, an online hub where people get to network, both online and face to face, it also has a members directory, weekly mini trainings, an accountability group as well as a whole host of other resources, all designed to help you plan, build and grow a successful business online.





Thank you for joining me this week whilst I talk about creating an email course for a lead magnet

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