The Free Tool Behind $5m Of Revenue 💰

Why does Peter Attia use a 5-day email course as his lead magnet?

Because they achieve 50% + opt-in rates compared to the 5% average. The result: his business generates over $5m in revenue.

Here’s a breakdown of the new way to capture emails and scale your brand 👉

Top Of Funnel 

According to SimilarWeb, his website gets 3.3 million visitors every month. That’s huge.

It’s a mix of:

• SEO

• Socials

• Podcasts

Monetizing That Traffic 

This is where most people go wrong. They don’t know how to monetize their traffic. Or they do it poorly.

The next best step to take with all that traffic: Start a relationship with the reader.

Yes, some might go and buy your products or services straight away, but many will need more time.

Your goal is to get their email, pure and simple.

The Old Way To Capture Traffic 

Typically brands will do one of the following to get an email from their audience:

• Offer a discount

• Offer a free PDF

• Join the community button

• Stick a buy button on the home page

Here’s why none of these work:

• Discounts simply devalue your product

• PDFs get lost in the downloads with little engagement

• Getting cold traffic to simply join your newsletter is tricky, everyone does it the same

• Buy buttons don’t convert at this stage, it’s too early to go straight for the close

Audiences Want To Be Educated 

Everyone has burning questions and problems to figure out. So trying to sell to them will only frustrate them.

Instead, you need to educate them through more content.

Enter The Email-Based Course 

This is the perfect model to:

• Capture more emails

• Deliver insane value to your audience

• Build credibility and trust which puts you in a position to sell

They’re like your 24/7 sales rep, always educating and selling your brand.

How An Email-Based Course Works 

They’re simply a way to deliver content. You take a problem which your audience has and deliver a mini-course on solving that problem for free. Peter Attia has chosen longevity as the topic to improve.

Anyone who opts in with their email address gets entered into a pre-written sequence. It automatically sends out one tool per day over 5 days. The aim is to help readers improve their health and longevity.

Readers don’t see it as having to give away their email, they see it as getting a tonne of value for free. That’s why it’s a win-win.

At the end of the 5 days, there will typically be a follow-up sequence offering a product or service. At this point, the reader is ready to be sold to so it’s the perfect time to make sales.

Here’s The Difference 

The average newsletter opt-in form (like the ones mentioned above) typically has a 5% opt-in rate. Not bad if you’re someone like Peter Attia with 3.2 million monthly website visits.

But there’s room for improvement. A lot of room.

An Email-Based Course? They typically have around 50%+ opt-in rates. That’s 10x the number of subscribers coming into your business.

According to data online, Peter Attia does around $5m in revenue. Imagine if got a tenth of the amount of subscribers into his funnel. His revenue would be a fraction of that.

It doesn’t matter if your revenue is $100k or $100m. This kind of % difference in the number of subscribers you can acquire is too big to ignore.

It will only increase your revenue when done correctly.

The Best Part 

99% of the work is done upfront. An Email-Based Course is an asset which will serve you for life.

Looking To Create Your Own?  

I wrote a free step-by-step guide to building your own Email-Based Course to scale your brand. Grab it here.

Tom’s Lessons & Bookmarks This Week ❤️

🏕 Micro adventures are my new favourite way to unplug. One night of camping by yourself with no phone is glorious. See for yourself.

🥳 Chris Williamson drops more wisdom bangers on why we need to celebrate the wins more and have fun. Check it out here.

🤣 I’ve been watching a lot of comedy lately. Laughing is great for the soul. Here’s one of my favourites from Matt Rife.

Ways To Work Together 🤝

If you’re interested in scaling your newsletter to unlock more revenue through Email-Based Courses, I can help.

I currently have a few done-for-you spots left this month.

I’ll create everything you need including:

• A ghostwritten 5-day educational email course

• Landing page and opt-in

• A drip campaign set up

• 3-day sales sequence follow-up

• Viral Tweet & LinkedIn post copy for the launch

If you’re interested, grab some time on my calendar.

Peace ✌️

Tom Scourfield