Inject Your Emails with Money-Making Mold That Ages Like Fine Cheese.

Mold in food is gross.

But mold in emails? It’s profitable.

I didn’t always think that way.

For the longest time, I thought mold was something to avoid.

Until I realized you can introduce it into your emails, and it would make even the most “hardwired” readers stick around until the very last line.

In fact, it can make your reader want to buy your product… even if they weren’t interested in it to begin with.

But before I tell you how to do that, I have a confession to make.

I’m someone who finds joy in the weird and finer things in life. Like cheese, for example.

And cheese? It’s a perfect metaphor for how to introduce mold into your emails.

Let me explain…

Cheese comes in all shapes and flavors, but one particular type of cheese recently caught my attention: blue cheese.

I’m not talking about the blue cheese dip from a fast-food restaurant.

I mean the actual block of blue cheese. The creamy, crumbly, and marbled block with blue and green veins running through it.

It’s sharp, slightly salty, and leaves a flavor that lingers on your palate

But that unforgettable taste?

It’s the result of a meticulous 6-month aging process.

Picture a cheesemaker in his workshop, stirring a large pot of warm milk to ferment it. After slow, circular turns of the milk, he carefully measures out and adds a special mold called Penicillium roqueforti.

Then, after a few more stirs, the cheese begins to form. It’s shaped into blocks and pierced with needles to allow air to flow in. This step gives the mold room to grow and spread, forming the iconic marbled blue-green veins in the cheese.

But unlike the mold on spoiled food, this mold is safe and edible.

It’s what makes blue cheese… blue cheese.

But how does this tie back to emails?

Well, your emails start by introducing an idea into the mind of your reader.

That idea gets them to start reading.

But if you want them to keep reading, you need something more. Something like mold that “ages” the process and keeps them hooked.

In the world of copywriting, this is known as an open loop.

It’s a proven technique used by top marketers to keep readers engaged.

It’s when you plant a seed or a thought in your reader’s mind but leave it unresolved until later in the email.

Remember when I wrote earlier: “But before I tell you how to do that, I have a confession to make”?

That’s an open loop.

It makes you curious. It keeps you reading. It builds anticipation for what comes next.

You can use open loops in your emails to pull readers through to the end and increase the chances they’ll take action.

If you want to learn more about open loops, I highly recommend Joseph Sugarman’s Adweek Copywriting Handbook.

And if you want help crafting emails that hook readers, build anticipation, and convert, hit reply and let’s inject some money-making mold into your next campaign.