The World Code Identity Shift Email Framework
How to Use Your World Code Elements to Rewire Someone’s Brain (Without Being Weird About It)
Look, here’s the thing about identity shifts. Most people are walking around thinking they’re broken because they can’t follow someone else’s blueprint. They think they’re the problem.
They’re not. The blueprints are just designed for different humans.
Your job isn’t to fix them. It’s to help them realize they were never broken in the first place.
Please note that this isn’t a Sales Sequence in the traditional sense. While the Creation is mentioned explicitly in the final email, I rarely do those because the majority of my offers across my brands are evergreen. This sequence is intended to reinforce the identity that they’ll become to achieve the One Climax.
You decide how you want to space this sequence out. Some people will do daily, some will do every other day, and some will do weekly. I’ve never had a problem with daily because I don’t hard sell very often in my emails.
The Foundation: Your Identity Bridge
This is simple. Your Character currently sees themselves one way. Your Climax shows them who they become. Your Code is the bridge between those two identities.
- From Identity: How your Character thinks about themselves right now
- To Identity: Who they are after they achieve your Climax
- Bridge: Your Code proves the transformation is possible
Example from my world:
- From: “I’m someone who sucks at business because I can’t stick to proven systems”
- To: “I’m someone who builds successful businesses by being authentically myself”
- Bridge: The World Code that proves your constraints are actually advantages
The whole email sequence is just walking them across that bridge. One step at a time.
The 7-Email Identity Shift Sequence
Email 1: The Mirror (Character Recognition)
World Code Element: Your Character definition
What you’re doing: Showing them who they really are
This isn’t some fluffy “you’re amazing” bullshit. This is pointing out specific qualities they have but don’t recognize.
The framework: “You think you’re [limiting self-perception], but here’s what I actually see…”
How to use your Character: Take your Character description and reflect it back to them like a mirror. Show them their struggles are actually signs of their strengths.
Example: “You think you’re undisciplined because morning routines make you miserable. But want to know what I see? You’re a creative who refuses to force yourself into systems that don’t work for your brain. That’s not a weakness. That’s having standards.”
Don’t attack who they think they are. Just show them a different angle.
Email 2: The Permission (Concept Introduction)
World Code Element: Your Concept
What you’re doing: Giving them permission to think differently
Most people are trapped by conventional wisdom they never questioned. Your Concept breaks them out of that prison.
The framework: “What if [limiting belief they have] isn’t actually true? What if [your Concept]?”
How to use your Concept: Your philosophical approach becomes their permission slip to be different. Challenge the assumptions everyone else takes for granted.
Example: “What if the problem isn’t your lack of discipline? What if fundamentals are universal but applications are personal? What if trying to copy someone else’s system is actually what’s holding you back?”
You’re not trying to convince them of anything. You’re just asking “what if?”
Email 3: The Evidence (Code in Action)
World Code Element: Your Code + proof points
What you’re doing: Proving they already have the new identity
This is where you blow their mind. Show them they’ve already been doing elements of your Code naturally.
The framework: “Remember when you [specific thing they’ve done]? That wasn’t [old identity] behavior. That was [new identity] thinking.”
How to use your Code: Point out times they’ve instinctively followed your methodology. Use their own behavior as proof they can do this.
Example: “Remember when you ignored that productivity expert’s advice and found what actually worked for you? That wasn’t you being stubborn. That was you unconsciously applying the principle that applications must be personal. You already know how to do this.”
They can’t argue with their own actions.
Email 4: The Crowd (Character Community)
World Code Element: Your Character + success stories
What you’re doing: Showing them they’re not alone
Humans are tribal. When they see others like them succeeding, they realize it’s possible for them too.
The framework: “I used to think I was the only [old identity] who [wanted the Climax]. Then I met…”
How to use your Character: Share stories of people who fit your Character description and made the identity shift. Make it real with specific examples.
Example: “I used to think I was the only scattered ADHD entrepreneur who could build something real. Then I met Sarah (making $40k/month working around kid schedules), Marcus (night owl who built a six-figure business without a morning routine), and Jennifer (introvert with $25k months who’s never been to a networking event).”
Social proof for identity change hits different than social proof for tactics.
Email 5: The Cost (Culprit Consequences)
World Code Element: Your Culprit
What you’re doing: Making the old identity feel expensive
People won’t change until staying the same feels worse than changing. Your Culprit helps them see what staying stuck actually costs.
The framework: “The truth is, staying [old identity] isn’t neutral. [Your Culprit] is costing you [specific consequences] every day.”
How to use your Culprit: Show how your enemy reinforces their limiting identity and prevents them from achieving your Climax.
Example: “The truth is, believing you need more discipline isn’t neutral. The conformity trap is stealing your authentic success every day you try to be someone else. While you’re forcing yourself into other people’s systems, your natural advantages are going to waste.”
Don’t be a dick about it. Just make the status quo uncomfortable.
Email 6: The New Normal (Climax Life Experience)
World Code Element: Your Climax
What you’re doing: Painting a picture of life with the new identity
This is where you get specific about what changes. Not just “you’ll be successful” but exactly how Tuesday morning feels different.
The framework: “When you fully step into being [new identity], your [specific situation] looks like this…”
How to use your Climax: Describe real scenarios of someone living with your transformation achieved. Make it feel tangible.
Example: “When you fully step into being someone who succeeds authentically, your Tuesday morning looks like this: You wake up excited about work because it actually fits who you are. You check your bank account and see $25k from last month – money you earned by being more yourself, not less. You make decisions based on what feels right instead of what some guru said you ‘should’ do.”
Make them feel what it’s like to live as this new person.
Email 7: The Declaration (Crossing Invitation)
World Code Element: Your Creation
What you’re doing: Inviting them to claim the new identity
This isn’t about selling your offer. It’s about offering them a way to officially become who they already are.
The framework: “The question isn’t whether you can become [new identity]. The question is whether you’re ready to stop pretending you’re not.”
How to use your Creation: Position your offer as the tool for fully embodying this identity they’ve already started claiming.
Example: “The question isn’t whether you can build a business around your authentic self. You’ve already proven you can. The question is whether you’re ready to stop apologizing for not fitting into other people’s boxes. The World Code Studio isn’t about changing who you are. It’s about finally building something that fits.”
Make joining feel like coming home, not taking a risk.
The Emotional Journey They Go Through
Each email should move them along this path:
- Recognition – “Holy shit, this person actually sees me”
- Permission – “Maybe I don’t have to do it their way”
- Evidence – “Wait, I’ve already been doing some of this”
- Belonging – “Other people like me have figured this out”
- Urgency – “Staying stuck is actually costing me”
- Excitement – “Life as this new person looks amazing”
- Decision – “I’m ready to claim this identity”
But here’s the thing. Your social media content or a couple of YouTube videos can do the same thing. The idea shouldn’t be that this is the only place where this journey occurs.
Language That Actually Works
Stop using corporate speak. Talk like a human.
Character Language
- “People like you don’t…”
- “Someone with your brain…”
- “You’re the type of person who…”
Concept Language
- “What if everyone’s wrong about…”
- “Here’s what I’ve figured out…”
- “The real truth is…”
Culprit Language
- “The real enemy isn’t [what they think]…”
- “What’s actually screwing you over is…”
- “Stop letting [enemy] convince you…”
Climax Language
- “Picture this…”
- “Imagine waking up as someone who…”
- “When you finally [transformation]…”
Code Language
- “Here’s what actually works…”
- “The people who succeed do this…”
- “It’s simpler than you think…”
How You Know It’s Working
First, we need to talk about email metrics overall. They are really tough to gauge. Open rates don’t mean much in today’s world where tracking it is harder than ever and some email applications automatically open emails to check for viruses.
The only metric that matters is the one that can’t be measured, and that is World Time. Are people really opening your emails and reading them? If not, then why does anything else matter?
I’ve found that open rate is more of an indicator of whether or not your email went into the regular inbox, the promotions inbox (if they use Gmail), or spam.
But if your emails are working you’ll find that people are:
- Talking about themselves differently in your comments/replies
- Making decisions that align with the new identity
- Sharing their own stories of embodying this transformation
- Getting excited about your Creation because it fits who they’re becoming
- Telling others about this identity shift they’re making
What Not to Screw Up
Don’t Use the Wrong Elements
Your Core is about why YOU do this work. They don’t care about that yet. Lead with THEIR identity transformation.
Your Creation features don’t matter. What matters is who they become by using it.
With these two things in mind, you can already see why some emails fall flat.
Don’t Kill the Shift
- Making them wrong for who they’ve been (they’ll get defensive)
- Trying to teach before they’ve bought into the identity change
- Rushing to sell before the shift has time to sink in
- Being vague about what actually changes in their life
The Crossing
You can include a link to your Creation in the body of your email if you feel that is a natural spot, but you should always have a link in the footer of the email. That serves as a signpost to your offer and a reminder that it exists.
Ready to get started building your world along with me? Check out The World Code Studio.
Nothing crazy. Nothing wild. Say whatever you want, but just get a link there.
It will become one of your most clicked links and you’ll find that a healthy number of people end up buying through it because it’s simply a great place for a reminder.
Bonus Stuff
If you can include links to other pieces of content that you’ve created then this is a bonus. And I don’t mean a simple mention like, “If you want to check this out…”
I mean something that has some significance to it. For example, if I’m talking about emails, then it would make sense to link to this framework. So the person would read an amazing email and then be led to this framework, which is another resource that stacks value.
The Bottom Line
Identity-based selling doesn’t feel like selling because it’s really just recognition.
When someone realizes “I’m the type of person who does X,” buying something that helps them do X better isn’t a hard decision. It’s obvious.
Your World Code elements aren’t just business positioning. They’re identity transformation tools. Use them that way.
Your Character shows them who they really are. Your Concept gives them permission to be different. Your Code proves they’re already capable. Your Climax shows them what’s possible. Your Creation helps them claim it all.
Stop trying to convince people to want something. Start helping them recognize who they already are.
That’s how you build a business that feels good to run and creates customers who can’t imagine working with anyone else.