Free skill file · Email copy
Give your AI a blueprint, not a type.
Fifteen email structures, each one a fixed order of moves that real emails made. Hand the file to Claude and it writes emails with a spine, instead of the average of every email it has ever read.
Get the 15 blueprints ↓email-blueprints.md
### 8. The Exculpation
Use it for cart abandons and declined cards.
1. Say what happened, flatly.
2. Tell them you're not upset.
3. Invent ridiculous excuses for them.
4. Say there are no hard feelings.
5. Remind them what they wanted.
6. One call to action.
You're removing embarrassment, not doubt.
A lookup table matches what the email has to do with the blueprint that does it.
Every blueprint is numbered steps, so the AI can't wander off into the average.
The blueprint is the structure. Your sentences, your jokes and your words stay yours.
The problem
Ask your AI for "a welcome email" and you get the average welcome email. Average is what boring means.
"Welcome email" is a type. It tells the AI what the email is, and nothing about how it should move. So the AI fills the gap with what most welcome emails do.
A blueprint tells it the order of the moves: what comes first, where the story turns toward the reader, and what the P.S. is for. I mapped 42 marketing emails move by move, and these are the 15 orderings that kept repeating.
What you get
One file. Give it to Claude once, and it uses it every time.
It's a plain Markdown file written for Claude to read. Attach it to a chat for a single email, or ask Claude to turn it into a skill so every email starts from a blueprint.
15 blueprints
Each one has its job, its steps in order, and the one thing that makes it work.
Job-to-blueprint lookup
Welcome, cart abandon, survey, FAQ, late sale, cross-sell. Find the job and you've found the blueprint.
Four rules AI breaks
The blunt hinge line, the lesson before the turn, the P.S. that never recaps, and where the numbers go.
A pre-send checklist
Eight checks Claude runs on its own draft, including a ban on invented proof.
Inside the file
The 15 blueprints
- The Closed Analogypresell and sell-click
- The Withheld Differentialthe click and nothing else
- The Exercisehigh-commitment presell
- The Terms Documentwelcome
- The Bracketed Attacktake on a popular belief
- The Low-Stakes Asksurveys and re-engagement
- The Objection Ladderlate-launch FAQ
- The Exculpationcart abandon and recovery
- The Content Dropgoodwill, no pitch
- The Time Shiftemotional promotion close
- The Disqualificationlate sale and high-ticket
- The Named Cohortsocial proof without selling
- The Confessionbe human, earn a reason to email
- The Adjacency Pivotcross-sell to buyers
- The Channel Switchhigh-ticket by reply
Free download
Get the 15 email blueprints.
Enter your email and I'll take you straight to the blueprints and the file. You'll also get my occasional notes about marketing, AI, and the systems underneath the work. If you want an AI that writes your emails while you never touch them, this isn't that. It's for people who still edit.
Free. Unsubscribe whenever. See the contact page if you have a question.
Quick answers
Before you download it.
What format is it?
A plain Markdown (.md) file. It's text, so you can open it in any editor, and Claude reads it directly.
Does it only work with Claude?
The instructions are written with Claude in mind, including how to turn the file into a skill. It's plain text, though, so you can attach it to ChatGPT or another assistant as a reference too.
Will the emails sound like me?
Only if you show it how you write. Paste in two or three emails you've sent. The blueprint handles the structure, and your examples handle the voice.
Can I use it for client work?
Yes. Adapt it, trim it, and add your own blueprints as you find them.