How to Sell ‘Technical’ Products with an Email Course

One of the biggest challenges when you’re climbing the copywriting and email marketing learning curve is:

Looking at what’s working in other niches and businesses and reverse-engineering it to find the principles you can apply to YOUR business.

Software developer Wojciech is at that point. He asks:


I enjoyed your series on email courses and I got Behind the Scenes of a Six-Figure Email Course yesterday.

Do you have any examples of e-mail classes about more technical topics? e.g.: something about programming or system administration.

I’d like to get more examples of people implementing it “correctly” in the technical context.

I’m still trying to narrow down my niche, but let’s say it’d be something like: “Building and releasing software products”, “Building projects with Go language” or “Fast backend with the Go language.”


So a number of my students *are* using email to sell technical products.

I don’t want to share those here—giving away chunks of someone else’s sales funnel without their permission is bad juju.

Instead let’s briefly walk through how I might tackle this problem, shall we?

I’ll assume that Wojciech is going to run with the Go thing, because that’s a better-defined niche than “building and releasing software products.”

The first thing I’d do is spend some time researching Go developers to find out what they’re struggling with and what pain points they might have related to learning and using Go.

Exercising a little quick google-fu, I can see that there’s a perception that “Go is slow.” (That tickles my funny bone somehow.)

And it seems like this perception really annoys Go developers.

Go developers are fans and evangelists for the language and want to see it used more widely.

So how to use this in an email course?

One way is to take up the mantle of “myth-buster.”

Pick out 5-7 “reasons” that get bandied about for why Go is such a performance dog.

Then for each of these, I’d come up with a story that illustrates the perceived “problem”…

And then, without getting too deep into the technical weeds, debunk the performance myth.

The trick here is to stick to high-level principles, rather than getting deep into code examples and hard-to-follow technical explanations.

Provide just enough technical detail to bust the myth, and leave it at that.

A course like this could lead in really well to a product about writing Go apps that perform and scale.

The key is selecting a topic for the course that’s satisfyingly educational while still providing plenty of fodder for entertaining stories.

For more details about how to balance education and entertainment in your email courses, check out: