Why The Best Copywriters Don't Sell

How does a terrible copywriter say farewell to customers/clients?

“Buy-Buy!”

…

Bad jokes aside, most people think copywriting is all about selling. 

It’s not.

If every email you send is just “Buy this! Click here! Act now!”—your audience will eventually stop listening. That’s where value emails come in.

Creating value isn’t about making a quick sale. It’s about building trust, authority, and long-term relationships so that when the time comes to buy, your audience doesn’t even think twice.

What Does It Mean to “Create Value”?

Creating value is simple: give before you ask. Instead of pushing for a sale, provide something useful, interesting, or entertaining—so when you do make an offer, your audience is already warmed up and ready to act.

Think of it like this:

❌ BAD EMAIL STRATEGY: “Hey, buy this thing now or you will die.”
✅ GOOD EMAIL STRATEGY: “Here’s something helpful for you. By the way, if you ever need [solution], I’ve got you covered.”

No pressure. No hard sell. Just building trust—one email at a time.

The 4 Ways to Create Value in Your Emails

You don’t need to give away free products to create value (though that works, too). Here are four ways to add value in your copy without losing sight of your business goals.

1. Education: Teach Them Something They Didn’t Know

One of the easiest ways to create value is to teach your audience something genuinely useful.

✅ Industry tips, hacks, and insights
✅ Step-by-step guides
✅ Busting common myths
✅ Case studies or behind-the-scenes knowledge

💡 Example:

"Most people think drinking lemon water ‘boosts metabolism.’ But did you know the real benefit is how it prevents dehydration, which makes you feel more energized throughout the day?"

When you give people real knowledge, they trust you more. And when they trust you, they buy from you.

2. Entertainment: Keep Them Hooked

People love a good story, a joke, or something unexpected. If you can entertain your audience, they’ll actually look forward to your emails.

✅ Funny personal stories
✅ Pop culture references
✅ Relatable rants
✅ Thought-provoking questions

💡 Example:

"I just spent 45 minutes arguing with my cat about why he can’t sleep on my laptop. He won. Anyway, here’s how this relates to marketing…"

If your email makes them smile, they’ll open the next one.

3. Inspiration: Make Them Feel Something

People love success stories, motivational lessons, and reminders that they can do better, be better, and achieve more.

✅ Share personal wins (or failures and lessons learned)
✅ Tell a client success story
✅ Highlight someone who overcame a challenge

💡 Example:

"John was this close to giving up on his online business—until he made one small tweak that changed everything. Now? He’s generating $10K/month. Here’s what he did…"

Inspiring emails make people feel connected to you—and connection leads to sales.

4. Free Resources: Give Them Something Tangible

Want to really hook your audience? Give them something actionable and useful that makes their life easier.

✅ Free checklists, templates, or swipe files
✅ A free newsletter or email series
✅ Exclusive content (PDFs, reports, guides)

💡 Example:

"Struggling to write high-converting emails? I put together a free email template pack that you can copy & paste. Grab it here."

This type of value email builds trust AND grows your list—because people love free, helpful stuff.

How to Use Value Emails to Guide Readers to a Sale

Creating value doesn’t mean never selling—it means selling strategically.

Instead of pushing for a sale right away, you guide the reader toward an action that keeps them engaged:

✔️ Signing up for your newsletter
✔️ Downloading a freebie
✔️ Joining your community
✔️ Clicking to read more

💡 Example Soft CTA:

"P.S. Want more marketing hacks like this? Add this email to your Important Folder so that you don’t miss the next one!"

Over time, these small actions build trust, familiarity, and loyalty—so when you do send a sales email, your audience is primed and ready to buy.

Hopefully, this email has been somewhat helpful to you.

There’s more to copywriting than spammy sales pitches, so make sure you’re taking the time to learn this sort of stuff if you expect to sell your skills.

If you need an extra helping hand then check out The Legacy Room’s Premium Membership for a learning experience that doesn’t break the bank.

If you’re feeling flashy and want to take your copywriting career to the next level with a more substantial investment, then book a call with me here to find out how you can become a fully qualified content marketer, and get clients from me. (No outreach)

I have a 100% success rate so far with students who have worked with me for more than 8 weeks. You can see their results in my free community, or check the upgrade page for my testimonials.

Who else can say that 100% of their students are making money with copywriting?

To your legacy,

Kav.