I recently got 553 people to pay me 10k…

By sending just one email to one of my client’s email lists.

I used this email formula I call the “lego” email formula. 

My friend, Luke Mills has a great training video on this on how building emails with legos gets you 2-5x more clients. 

In today’s newsletter, I’m gonna breakdown:

• How I used this “lego” email formula to generate $19 per email subscriber with one email
• What makes it so effective
• How you can deploy lego emails in your business (or your clients’) to generate more revenue per lead

How 553 leads paid me 10k from one email I built with legos

Making 10k from an email list of only 553 people is insane… Even elite multi-9 figure direct response companies with hundreds of thousands of email subscribers still struggle to make 10k from one email. 

But with this “lego” email formula, anything’s possible.

Let me show you how it works…

There are 6 elements every high-converting email needs:

Just like Lego blocks snap together to build incredible structures, these 6 elements snap together to build incredible emails that will make you tons of money…

Block #1: Pain (Their Current Hell)

This is where your prospect is stuck right now. The problem keeping them up at 2 am that they won’t even tell their spouse or therapist.

But here’s where most people mess this up – they stay too surface level.

Real pain is specific. Visceral. Personal.

For example, if you were running a trading education company… 

Instead of saying: 

“Your stock trading isn’t going well” 

You’d say: 

“You’re following every piece of advice, studying charts for hours, but still watching your account shrink while questioning if you’re cut out for this” 

Notice how specific and visceral that is? 

I’m not mentioning surface-level challenges they probably forget about. 

I’m painting a clear image of their daily frustrations—losing money despite studying for hours.

Plus, I’m also digging deeper into self-doubt and identity related pain points.

Block #2: Promise (The Transformation You’ll Deliver)

This is what they desperately want instead. Where they’re trying to get to. Their dream outcome.

Again – specificity is everything.

Don’t say, “more leads.”

Say, “47 qualified leads in the next 30 days.” 

Don’t say, “Make more money trading”
Say, “Generate consistent $6,000-$8,000 in monthly trading income.”

Three key points about promises:

1. It’s HARD to overdo promises (most people have way too little)
2. Core Transformation = the ONE single outcome they want
3. Don’t BURY your promises, FEATURE them prominently

This is what separates amateurs from rainmakers. 

Amateurs speak in generalities. Rainmakers get laser-specific about the outcome. 

Block #3: Proof (Why They Should Believe You)

People are skeptical by default. They’ve been burned before. They need a concrete reason to believe what you’re telling them is actually true.

This is where most people fail. They either skip proof entirely, or they give weak proof like “our clients love us” or “proven system.”

Strong proof follows the “Proof Braid” – weaving it immediately after each promise:

Do this: “You can double your pushups in 14 days… just like Jason from Ohio”

The proof is woven right into the promise. Almost invisible, but silently building trust.

The Proof Balance Rule: Proof must match or exceed promise size.

• Small promises needs small proof: “This app helps you hit goals 40% faster based on our user survey.”
• Big promises needs big proof: “Generate 30%+ returns in bear markets… that’s our algorithm’s exact track record over 7 market downturns, verified by independent audit.”

There are 22 types of proof, but here are the four main categories:

• Psychological Proof: Technical explanations, logical arguments (most underutilized)
• Experiential Proof: Demonstrations, trials, before/after (hardest to create but most powerful)
• Credible Proof: Third-party certifications, expert endorsements
• Social Proof: Case studies, testimonials, reviews

Piece #4: Constraints (What’s Holding Them Back)

This is the most overlooked block, and it’s why most emails fail.

Even when people want what you’re selling, there are little voices in their head saying “Yeah, but this won’t work for me because…”

These are constraints. Mental barriers stopping them from buying.

The Big Three Universal Constraints that show up in every market:

1. Time: “I don’t have hours to spend…”
2. Money: “I can’t afford expensive…”
3. Effort: “This is too complicated…”

Look at this headline: 

“Lazy Mom’s ’10-Minute Kitchen Trick’ Melts The Fat Off Without Pricey Gym Memberships or Strict Dieting — Works While You Sleep!”

• Time: “10-Minute”
• Money: “Without Pricey Gym Memberships”
• Effort: “Lazy,” “Works While You Sleep,” no “Strict Dieting”

But there’s still a far mightier weapon of mass influence I must reveal…

Something called the “Resonance Hierarchy” – how constraints form in people’s minds:

Experiences → Beliefs → Values → Identity

Experience: “Got cheated on three times”
Belief: “All attractive women are unfaithful”
Value: “Loyalty is everything” Identity: “I’m someone who can’t trust women”

You can’t just attack someone’s identity. You have to address the experiences and beliefs that created that identity.

In my 10k lego email, I used something called the A.W.E. Framework:

Acknowledge: First validate their beliefs
Wedge: Use counter-examples to create doubt
Elaborate: Expand the new reality

Basically, instead of saying, “You’re wrong about X,” 

You say, “You’re absolutely right that X is true… but here’s what most people don’t realize…”

That’s how you shift beliefs without making someone defensive.

Block #5: Curiosity (Your Unique Mechanism/Approach)

If you get nothing else from this newsletter, understand this: Curiosity is everything.

Curiosity is generated by a new, simple, and exciting way to get your prospects from PAIN to PROMISE.

Think of it like a bridge. Your prospects are stuck on “Pain Island” trying to get to “Promise Land.”

Your curiosity mechanism is the helicopter that takes them there.

There are two ways to use curiosity:

Idea: The actual mechanism
Frame: How you present it

For example:

• Idea: A small pea-sized organ controls blood sugar
• Frame: [Pop Quiz] Which organ is most important for blood sugar?

The Mechanism Epiphany Threshold:

Your mechanism needs to be surprising enough to create curiosity, but not so extreme people dismiss it.

Too boring: “Eating less helps you lose weight”
Goldilocks Zone: “Morning carbs help you burn more fat”
Too extreme: “Eat unlimited pizza and lose weight instantly” 

Evocative Naming:

Your mechanism name should reveal just enough to create curiosity, but not give everything away.

Too obvious: “Gut Bacteria Cleanse” (no intrigue)
Too blind: “The 3PC Protocol” (nothing to grab onto)
Just right: “Hidden Constipation” (you can guess but aren’t sure)

Block #6: Conditions (Terms, Urgency, and Offer Elements)

This is the multiplier that supercharges everything else.

There are 5 types of conditions:

1. Qualifications: “Attention: Former athletes who watch their bodies weaken…”

2. Conversion Triggers: “Only 20 spots available (7 left!)” / “Live training starts in 3 days – no replay”

3. Risk Reversal: “Lose 20lbs in 90 days or it’s free!” / “Generate $10K or we’ll run your store for free until you do”

4. Value Adds: “FREE BONUS: Steal our $2997 Client Acquisition Vault” / “Includes our $497 Meal Prep System + personalized macro calculator”

5. Terms & Structures: “Split into 6 easy payments of $997” / “No money down for qualified buyers”

Look at the difference:

Just conditions: “Get 10-20 agency clients or you don’t pay”

All blocks combined: “Former VC partner reveals new ‘Lead-Cloning’ method that brings you 10-20 agency clients per month on autopilot (guaranteed or you don’t pay)”

Your Next Email

Here’s what I want you to do with your next email:

Before you write a single word, grab a piece of paper and write down your 6 Lego pieces:

1. Pain: What specific problem is driving them crazy?
2. Promise: What exact outcome do they want?
3. Proof: One solid example that it works
4. Constraints: Their biggest excuse for not buying
5. Curiosity: Your unique method/mechanism
6. Conditions: What are the unique conditions (Scarcity, Urgency, Etc.)

Once you have all 6 pieces, writing the email is easy. You’re just connecting the dots.

Try this on your next email and watch what happens. I bet you’ll be shocked at the difference.

The best part? This works for any audience, any product, any industry.

Because you’re not relying on creativity or inspiration. You’re using a system. And systems work when creativity doesn’t.

Here’s an example swipe below I wrote for a client (with their name & business removed obviously)

Matt, this is your moment…

Our *Offer Name* just went live!

You can now claim the EXACT trading systems that are…

• Crushing major indices by 300-400%
• Helping *customer name* bank $6,000-$8,000 monthly
• Pushing *customer name’s* account “up over 50%” in record time
• Making dozens of traders up to $40,000 in just one day
• And more…

But here’s the urgent part:

At midnight EST on *promo end date*, these deals will vanish forever.

If you decide to enroll on the 30th, you will NOT get these prices.

>> Hurry and claim your *Offer Name* savings & bonuses now

See you inside,
*Client Name and Client Business Team*

P.S. I’d hate to see you enter the new year without EVERY possible advantage…so click the link below to lock in your *Offer Name* savings today:

Secure the best trading education deals in history before they’re all gone.

Kind regards,

P.S. If you run a 7-9 figure education or coaching business, and you want to have a free email strategy consultation: book a call here <<