This Email Template Leverages Guilt

We’re working with a client pushing a live event right now. We’ve created a ton of different angles/frames/messaging to drive conversions. So far (out of 25+ emails sent) this message has driven the most engagement and conversions.

This is one of my favorite templates, because it is a simple way to shift subscribers into getting out of their own way. Often, people don’t move forward because of personal reasons. This email shifts their mindset into thinking of people outside of themselves.

Now, I don’t want you to miss the real psychology in this style of email.

→ It's not about making people feel bad about letting others down
→ It's about expanding their concept of self beyond individual benefit
→ It's about connecting personal success to love and care for others

The neuroscience is clear: when we shift from "me" thinking to "us" thinking, different brain systems activate. The prefrontal cortex engages more deeply. Decision-making becomes less about immediate gratification and more about long-term impact.

The Framework That Works

This type of copy can fail because it can trigger shame as the primary motivator. What we want to trigger is love as the emotional motivator.

Here's the "Who's Depending On You" email framework & template:

First, identify the circle of impact you want to include. Ideas are:

Inner Circle - Family: The spouse who's been supporting your journey for months. The kids who deserve better opportunities than you had growing up.

Professional Circle: The business partner who believes in your vision. The employees counting on you to build something sustainable.

Extended Circle: Parents who sacrificed for your education. Mentors who invested their time wanting to see you succeed. Siblings rooting for your success.

THE PSYCHOLOGICAL PRINCIPLE

The goal of this email is instead of positioning success as selfish ambition, it reframes success as caring for others. This way your subscribers don’t have to overcome guilt about "wanting more" - they get to embrace love as motivation.

Here's the complete email template:

"WHO'S DEPENDING ON YOU" EMAIL TEMPLATE

Purpose: Help your audience realize their success affects more people than just themselves, creating a moral obligation to take action

Subject Line Options:

• Who's depending on you to figure this out?

• Who's counting on your success?

• It's not just about you anymore

• Who needs you to succeed?

• The people depending on your [GOAL/OUTCOME]

• Who's watching your next move?

Preview Text:

• It's not just about you anymore

• The ripple effect of your success

• Who's counting on you to succeed

• Your success affects more than you think

Email Structure:

Opening Question Hook: 

,

Let me ask you a question that might make you uncomfortable:

Who's depending on you to [ACHIEVE GOAL/SOLVE PROBLEM]?

Identify the Circles of Impact:

Inner Circle - Family: Is it your [SPOUSE/PARTNER] who's been [SUPPORTING BEHAVIOR] for the past [TIME PERIOD]?

Your [CHILDREN/FAMILY] who deserve [BETTER OPPORTUNITY/OUTCOME] than you had growing up?

Professional Circle: The [BUSINESS PARTNER/COLLEAGUE] who believes in your vision but needs to see results?

Maybe it's the [EMPLOYEES/TEAM MEMBERS] counting on you to build something sustainable.

Extended Circle: Or the [PARENTS/MENTORS] who sacrificed for your [EDUCATION/OPPORTUNITY] and want to see you succeed.

Universal Truth About Successful People: Here's what I know about successful [TARGET AUDIENCE]:

They don't just [PURSUE GOAL] for themselves. They [PURSUE GOAL] for the people counting on them.

The Separator: And the #1 thing that separates successful [TARGET AUDIENCE] from struggling ones?

They [SOLVE THE CORE PROBLEM] instead of [MAKING EXCUSES/COMPLAINING].

Social Proof Stories (3 Examples): My [STUDENT/CLIENT] [NAME] didn't [TAKE ACTION] just for [HIMSELF/HERSELF]. [HE/SHE] [TOOK ACTION] because [FAMILY/DEPENDENTS] deserved to see [HIM/HER] succeed at the level of [HIS/HER] potential.

Result: [SPECIFIC OUTCOME]

[SECOND NAME] didn't [LEARN/IMPLEMENT SOLUTION] just to [ACHIEVE GOAL]. [HE/SHE] [TOOK ACTION] because [HE/SHE] wanted to prove that [IDENTITY/DEMOGRAPHIC] can [ACHIEVE SUCCESS] too.

Result: [SPECIFIC OUTCOME]

[THIRD NAME] didn't come to [LEARN/IMPLEMENT] theory. [HE/SHE] came because [HIS/HER] [FAMILY/DEPENDENTS] deserved [DESIRED OUTCOME].

Result: [SPECIFIC OUTCOME]

Turn the Mirror: What about you?

Who's depending on you to stop [CURRENT INEFFECTIVE BEHAVIOR] and start [DESIRED BEHAVIOR]?

Who deserves to see you succeed at the level you're capable of?

Who's counting on you to [SOLVE CORE PROBLEM] so you can finally [ACHIEVE ULTIMATE GOAL]?

Connect to Your Solution: The [YOUR SOLUTION/EVENT] is [TIME FRAME] away.

This isn't just an investment in your [EDUCATION/DEVELOPMENT].

This is an investment in everyone who believes in you.

Call to Action: Honor their faith: [LINK]

Sign-off: For everyone counting on you, [YOUR NAME]

PS with Emotional Weight: P.S. [POWERFUL STATEMENT ABOUT RESPONSIBILITY]. When you have people depending on you, that changes everything. It's not just about you anymore.

When This Framework Works Best:

→ B2B services where success affects teams/families → High-ticket offers ($3K+) where commitment matters → Transformation-focused products (coaching, education) → Audiences motivated by legacy and impact

When It Backfires:

→ Audiences who already feel overwhelmed by responsibility → Products that should feel light and fun → Cold traffic without relationship established → When you haven't identified the right dependency circles

The difference between effective responsibility copy and manipulative guilt copy comes down to one thing: genuine care versus manufactured pressure.

Use this template to help people connect their success to the people they love. Not to make them feel bad about where they are.

Now I have a question for you…

Who deserves to see you succeed at the level you're capable of?

The holiday season is 8 weeks away.

And if your emails aren't reaching inboxes…
If Gmail is filtering you to promotions…
If Outlook is sending you to spam…

Everyone counting on your success suffers the consequences.

→ Your team counting on holiday bonuses
→ Your family depending on end-of-year financial goals
→ Your business partners who invested in your holiday inventory
→ Your customers who need your solutions but never see your offers

The Hard Truth About Holiday Email Deliverability:

Most businesses discover their deliverability problems during their most critical sales period. When it's too late to fix them.

Cart abandonment emails filtered? Thousands in lost sales.
Black Friday email in spam? There goes 40% of your revenue.
Welcome series not reaching new subscribers? Holiday customer acquisition wasted.

Schedule a deliverability audit and make sure your emails are seen throughout the holiday season.