Written Content

The ‘WHY’ And ‘LESSON’ Portion Of The Email

Lesson 5

OK so once you've gotten their attention with the WHAT portion of the email, which is basically just a story of something interesting/entertaining you saw/read/heard/listened to/experienced etc (in the previous example, it was a news story about a drunk monkey carrying a knife)

At this point your prospects will find it entertaining but they'll also be thinking "WHY the hell is this relevant to me right now?" or "WHY are you telling me about this?"

And thats the question you have to answer with the 'WHY' and 'LESSON' portion of the email. 

So using the previous email example about the drunken monkey, lets now add on the WHY + LESSON portions: 

(note: I've split it up into blocks so you can easily see where each section is) 

[what section] 

According to Huffington post a small little monkey walked into a bar in Brazil the other day 

The primate then proceeded to “steal drinks” by drinking alcohol from glasses left on the tables by people 

This drunken monkey staggered into the kitchen and stole a damn kitchen knife and ended up on the street chasing children with it 

Fortunately nobody actually got hurt BUT local official have detained the monkey 


Having just come back from the rainforest I can vouch that some monkey’s are indeed BAT SHIT CRAZY 

Apparently a few days before we got to the Organ Utan rehab centre in Borneo an American had taken his T-Shirt off as a result of the blistering heat and placed it on the bench next to him 

Without him noticing a medium sized fuzzball of orange Orang Utan came up behind him and stole his T-Shirt 

The primate was then spotted running around the compound actually wearing the guys t-shirt 


First I’ve heard of monkeys drinking alcohol though!

[why + lesson section]



You’re probably wondering WTF this has to do with anything, right? 

Well chachi, I have you covered 

See this cheeky monkey (literally) was apparently “acting aggressive” towards people 

So much so that nobody tried to stop the little fella from getting what he wanted (some booze and a knife) 

What if you approached your goals with that level of aggressiveness? 

What if you applied so much assertiveness towards what you actually want that nothing could stand in your way?

We’re taught by society that being aggressive is a bad thing - hence the rise of the metrosexual, probably 

But thats nonsense. 

Guys are born aggressive. 

And you should direct some of that aggressiveness TOWARDS getting what you want instead of getting aggressive at yourself for not getting what you want 

Am I making sense? 

Aggression is only bad when its misplaced. 

Attack your goals like a tiger attacks its prey and you’ll find it hard not to succeed.


OK, notice what I did there? 

Started with some entertaining story (the what) then slid into explaing why its relevent to their fitness goals which makes it a valuable lesson for them. 

All done without ramming dry fitness tips down their throat. 

Pretty cool, right? 

Also notice how I transitioned from the what to the why + lesson with a simple "Anyway... You're probably wondering...." 

The transition could have also have been something like: 

"the lesson is this:"


"my point is this:"


"why am I telling you this?" 

The actual transition could literally be anything. So don't stress about it. People often get stuck worrying about how do tell a random story and link it to fitness somehow. Don't over think it. 

OK, assuming you're still with me and you're getting this, in the next section I'll explain the APPLY + CTA sections. 

Don't worry, its easier than you think.

Lets go.