Lesson 4.2: Writing Your Nurture Sequence
You have your lead magnet created and you’ve built your landing page. In this lesson the goal is to create your nurture sequence so that your audience receives what they are signing up for and so that you can begin the nurture process.
First, before we dig into the emails that should go into your nurture sequence, make sure that you are creating a specific tag for those who sign up for this lead magnet. A tag is basically a way to label your subscribers in your email service provider based on their interests or the lead magnets that they signed up for. This is helpful because it will allow you to really segment who you are sending emails to!
So what is a nurture sequence and how is it different from a sales funnel? A nurture sequence is essentially a series of emails that gets your subscriber familiar with who you are, the purpose of your brand and how you’ll be able to help them moving forward. Unlike a sales funnel, you may mention your offers in this series but you’re not going to do any hardcore selling. Since we’re still working on creating your signature offer, we’re going to use this email sequence to build trust!
Let’s talk about the emails that should be included in your nurture sequence.
Email number one is the welcome email. This email is sent out immediately after someone subscribes to your email and where you will of course, deliver your lead magnet. You’ll also introduce yourself and let them know what they can expect from you or where they can begin learning more from you. It doesn’t have to be lengthy or super complicated.
Email number two is the Big Statement email and should be sent one day after the previous email. This email is where you will make a bold statement about your industry and share your beliefs. This may be something that is uncommon in your industry. For example, for me, I would share why I absolutely dont believe that you should have to hustle in order to be successful. I would then share why that belief is so important to me and what I am doing instead. Bonus points if you have a piece of content already created that shares more about this statement. At the end of this email you can also mention that the next email they receive will share more about your story and how it has led you to believing so strongly in this statement.
Email number three is the storytelling email and should be sent out two days after the previous email. This is where you will share a little more about the big events that led you to where you are today. Now this isnt the space for you to get long winded. Try to keep it brief and make sure the points you are making are directly related to the brand that you’re building and that statement you made in the last email. For example, If i share before how i dont believe that you have to hustle in order to be successful, then in this email I would share the story of how trying to keep up with what all the marketing gurus were telling me to do, led me to falling for the hustle culture and then experiencing severe burnout and how im not teaching other entrepreneurs how they can avoid making that mistake.
Email number four is the authority building email and should be sent out two days after the previous email. In this email you will share a piece of content that basically backs up what you preach and helps your audience to see that you are the go-to person in your industry. This can be a blog post or video you created, a podcast or website that you have been interviewed on or a case study from a previous client that you’ve worked with.
Email number five is the trust building email and should be sent out two days after the previous email. In this email you’re going to share one common mistake that you see people often make and then provide them with one quick tip or what the next best step would be to help them to avoid making this same mistake. For example, I could say something like the biggest reason why service providers end up burning out is because they are not on control of their calendar. The next best step for them to be get clear on what their personal non-negotiables are and set those boundaries around their work and their clients. So this is where you want to state the problem and also give them a quick tip to help them experience a quick win. And then before you wrap up the email, ask them to hit reply and let you know what’s one thing holding them back from taking action and what’s one action step they are going to take after reading this email.
Now with asking this question, you have to be willing to respond back when someone actually emails you. It doesnt of course have to be a lengthy response but the purpose of asking for replies is to humanize your brand. And if you dont respond back, it can make people feel as if they are just talking to themselves or just responding to a computer.
So those are the 5 essential emails to include in your nurture sequence. Once we have your offer up and ready to launch, then we can go back and add in a pitch email where you can send people directly to your sales page. But for now, we’re just working on nurturing!
Your action step for this lesson is to write out your nurture sequence emails and get them set up in your email service provider!