One of the best lessons I got during my time at Legacy Research was, “Write with your emails in mind.”

What this means is: write your long-form copy package - and along the way - come up with the various ideas you will use to tease the big idea/big promise in your promotion.

This is solid advice for any copywriter. Because it implies two important things….

Number one: You're going to use email to sell people on seeing your promotion. Duh. Better make the emails interesting and clickable.

Number two: If you can't come up with email ideas for your promotion, there's something seriously wrong with your idea.

By focusing on and thinking about the email angles you will use to sell people on reading/watching your promo, you give clarity to the copy right from the start.

At Legacy Research where I worked during the record-breaking years from 2019 to 2021, you might get to write four long-form promotion packages per year if you were lucky.

If you wanted a big payday, you better be able to get clicks from your emails. No email clicks… No eyes on your promo…. No royalties.

The best in the business all recognize the importance of email copy.

Today, whatever big ideas I might have for a promo must pass this email angle test. I’m always asking myself, “Does this big idea have good email angles/ideas already backed into it? What emails will I send to tease this promo so people will click and watch it?” Simple.

The good news is, this process doesn't have to be hard and it's certainly not magic. Put your promo ideas to the email test.

If you can quickly come up with six to 12 ideas for killer emails that somebody will certainly read and click, then you've got a good promo idea.

You may even have a hit.