Writing an Email That Sells (The CAPWRAC Method)
I want you to visualize this: Your marketing is a gym. Email is the big guy or super strong gal in the corner bench pressing twice his or her body weight while social media is over in the mirror fixing their hair.
Email is the quiet powerhouse. It’s not flashy. It doesn’t need the algorithm’s permission to show up. And it still, year after year, outperforms almost every other marketing channel when it comes to sales.
And here’s the kicker, while AI is amazing for helping you write emails (seriously, if you’re not using it to save time, you’re doing it the hard way), it doesn’t naturally come with a built-in structure that makes emails sell.
But… you can teach it the structure, and when you do, it’s like giving your heavy lifter a protein shake and a personal trainer.
Why Email Is Still the Heavy Lifter
I’ll give you one fact that should make you perk up: For every $1 you spend on email, the average return is $36–$42.
You’d have to sell your soul to an algorithm (and maybe part of your sanity) to get that kind of consistent ROI from social media. And even then, you’re still at the mercy of random platform changes. Not to mention the loathing that follows. (Okay, maybe that’s just me.)
With email, you own your list. You can talk directly to your people. And if you do it right, you can sell with every email which is exactly where the CAPWRAC formula comes in.
The CAPWRAC 7-Step Formula for Emails That Sell
C – Conversational
Talk like you actually talk. Not like you’re writing a memo to the Queen or giving a briefing to the CEO (same thing??). Use contractions, everyday words, and those little side comments you’d make if we were having coffee together (this is where your personality gets to come through and should!).
A – Agitate the Problem
Before you rush to fix it, make them feel the problem. And I have to explain further here because I can hear many of saying, But Michelle… that’s just plain mean. Wait, hear me out. Most people in their day-to-day lives avoid feeling the thing they need to feel in order to make a change. Because of this, they never have the big transformation. Unless, someone like you comes along and reminds them, helps them face it, and shows them another possibility. So it’s a good thing. Show them how it looks, sounds, and feels in their daily life so they can’t ignore it. (Just be real.)
P – Provide a Solution
Here’s where you bring in your product, service, or idea. Keep it simple, direct, and without a TED Talk intro. They don’t need the whole backstory here, just what it is and how it fixes the problem.
W – Why It Works
This is where you earn their trust. Add credibility in plain English. Explain why your solution actually does what you say it does without lapsing into corporate-speak (I know, it’s hard to not automatically go into “professional mode” but this is an important skill to gain).
R – Remind of the Struggle
Don’t let them drift away thinking, “I’ll deal with it later.”Remind them what it costs in energy, money, or missed opportunity if they leave this problem unsolved.
A – Alternative Possibility
Show them what’s on the other side if they take action. Paint the picture. Let them see what changes, improves, or becomes possible.
C – Call to Action
Tell them exactly what to do next. Give them the step. Make it one-click easy.
Why This Still Matters More Than Ever
Even in 2025, email is still the most valuable skill in your marketing. You can throw AI at it, you can dress it up with design, but at the end of the day, it’s your words that sell by resonating with your people.
And if you can put those words into a simple, clear structure like CAPWRAC, you’ve got something that works whether you’re sending it yourself or having AI draft the start of it for you.
Email will always be your heavy lifter and once you get the hang of it, and use it consistently, you’ll get more clients, make more sales, and have more control over your business growth.
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Michelle Sera
Michelle Sera is a Coaching Business Growth Specialist who’s worked behind the scenes of 5 multi-million dollar coaching brands, learning what truly works to grow a thriving coaching business. As a Certified Happiness & Manifesting Coach and founder of ElevatedMind®, she guides coaches to consistent growth with strategic simplicity and energy alignment.
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All content, coaching, programs, products, and services offered through ElevatedMind® and Michelle Sera (including but not limited to mindset coaching, business strategy, manifesting guidance, personal development tools, trainings, or digital products) are for educational and informatio
nal purposes only. Nothing shared is intended to be — or should be considered — medical, psychological, legal, financial, or tax advice. Please consult the appropriate licensed professional for those needs.
By participating in any ElevatedMind® offerings, you agree that you are fully responsible for your own decisions, actions, and results. While I’m here to support and guide you, your results are ultimately your own.
All offerings are designed to support your growth, reconnect you to your inner clarity, and help you create aligned, sustainable momentum — not to diagnose, treat, or guarantee specific outcomes.
nal purposes only. Nothing shared is intended to be — or should be considered — medical, psychological, legal, financial, or tax advice. Please consult the appropriate licensed professional for those needs.
By participating in any ElevatedMind® offerings, you agree that you are fully responsible for your own decisions, actions, and results. While I’m here to support and guide you, your results are ultimately your own.
All offerings are designed to support your growth, reconnect you to your inner clarity, and help you create aligned, sustainable momentum — not to diagnose, treat, or guarantee specific outcomes.
©2022 Vermilion Marketing, LLC - ElevatedMind® All Rights Reserved
©2022 Vermilion Marketing, LLC - ElevatedMind® All Rights Reserved