[Updated: 2024] If you can't people to click and convert with these, you need to give me a call.
The perfect positioning in 7 emails
When it comes to marketing, one of the most important pieces is making sure your email funnels are set and successful.
After hunting, trying, testing, I bring to you today a series of 7 emails that, when done correctly, promise a return. There are perfected and fine-tuned with the help of some of the worlds best marketers. I'm going to break down each one in its own article. Ready? Here we go!
Email 1: sent immediately after newsletter sign up
Subject:
Welcome to the Fun House, ${contact.Name.First}
Preview text:
You should feel like you're on top of the world right now.
Body:
Hola famiglia! Welcome to the Fun House ${contact.Name.First}, you're officially a part of the cool kids.
Congrats, you should be feeling like a total boss right now.
By joining our community, you've just unlocked all the secret knowledge, tactics, and strategies you need to make your marketing dreams a reality.
Let's be real, figuring out what to learn, why to learn it, and when, is a total pain in the ass. But don't worry, we've all been there. I used to be the slave working for the shady agency that costs a fortune for 12 Facebook posts. 99% of my clients have come from business coaches and gurus who have cost them thousands, some 10's of thousands.
But you know what, it's not your fault. You trust the professionals.
No one ever taught you how to launch a business. No one ever taught you which tools you should be using, and how to be cost-efficient. No one ever bothered to tell you that marketing has pillars, and if you focus on those pillars, the rest just follows.
But listen, I'm here to let you in on a little secret... your idea, your plan, is unique.
The mass-sold coaching programs out there, not so much.
By joining this community, you're getting a front-row seat to learn what really matters.
Over the next 6 days, I'm going to show you exactly how to achieve your marketing goals as an entrepreneur and why you signed up to my newsletter.
But for now, take a break, have a drink and pat yourself on the back for taking this huge step.
Just kidding, tomorrow I'm going to show you what you've been doing wrong (and how to fix it). So stay tuned for that email, it's going to be a doozy.
Hasta la vista,
Natasha
BREAKDOWN:
Subject line:
personalized with name, helps to avoid landing in promo/spam
Preview:
Reinforces a good decision made
Body:
The beginning of a story that will come over the next 6 days, prepositioning my emails. Highlight the problem my service tackles (the clutter and confusion around marketing)
Reminding again that another email is going to come in - no surprises for my reader
Email 2: sent the day after email 1
Subject line:
I'm back as promised, ${contact.Name.First}
Preview:
I need to tell you Patti's story
Body:
Welcome back ${contact.Name.First}. I promised you a story, so here it is!
I want to share a quick story about Patti. This person was dealing with multiple sclerosis and it really affected her life. You need to get this to see why her meeting TL;DR changed EVERYTHING for her.
She had a dream. To build a community of support for other women who felt they had been robbed of their identities by this disease. Armed with her Ph. D., Patti had a dream. And so Patti did what most us would do; she signed up for her first business coach!
10k in, but nothing out: no results. And, like most of us, she figured she must have been missing something so what did she do? She signed up for another one! 10k.
I kid you not ${contact.Name.First}, she continued along this path to the tune of over 60k.
Not only did she have to deal with the unpredictability of her life, but because she couldn't seem to find "the right coach", it also brought on excessive expenses that showed no return. Her dream still nothing more than... a dream.
When we met and finally started building her dream, she almost threw all of her hard work into the garbage and asked me to delete it - twice.
She was so overwhelmed by the work involved in handling "her dream", she was ready to throw in the towel and give up.
And you know what, she wore the shame of dealing with this like a 50-pound chain around her neck.
It damn-near broke my heart when I met her and learned about this story. So I asked her to book a call, I left it all untouched, and waited. At that meeting – like I ask all my community members at some point – I asked her to give me a snapshot of her life and her situation. Things became crystal clear.
The coaches didn't consider the unpredictability of her medical condition: trying to create a jam-packed routine on a schedule is quasi-impossible for Patti.
The coaches she met had one-size-fits-all programs. But Patti is not one-size-fits-all. Neither are you.
These coaches only had one path to greatness, hence lacked the technological know-how of the tools available that could make Patti's dream simpler and more attainable.
They didn't consider her medical condition, convincing her to take on projects like online programs, forums, blogging, speaking, writing - so many pieces to take care of Patti no longer knew where to start.
They didn't consider the skills she already had, the skills she needed, and the skills that were of no use to her.
She spent over 60k before we finally met.
Her dream was real; the path there was not. These coaches force-fed their paths down her throat and well, it all came back up like food poisoning.
Had I only been able to get to her sooner, and set her up with the right tools, at the right time, for the right reasons, she probably would have been able to avoid years of the torment and struggle that came her way.
Unfortunately, we'll never be able to change the past.
However – we do have a say in our future.
And that's why tomorrow, I'm super pumped to talk to you about what we did with Patti to help her make her dream of helping other women with MS, a reality.
It's honestly a story that chokes me up every time I think about it.
It's something truly special.
Speak with you tomorrow.
Cheers,
Nat
BREAKDOWN:
Subject line: Shows I keep my promise. It also reads like a continuation of a conversation: chances of landing in spam or promo or social, slim to none.
Preview line:
Sense of urgency, you need to read this
Body:
Patti's story - the problem. The goal here is to connect with the reader. If you've done a good job identifying your client avatar, the story should reach them because its very likely their story, too. Your story should reflect the problem or challenge faced, and how your product or service was the answer, the solution.
You want to create an emotional response. You want the reader to feel your client's pain, and prepare them for the solution that will be coming in the next emails.
Email 3: sent the day after email 2
Subject:
It's not all bad,${contact.Name.First}
Preview:
Sometimes all it takes is a bad coach to refer you to a good one.
Body:
Hey ${contact.Name.First}, it's nice to see you again!
Today is super special.
Why?
Because yesterday we talked about Patti and the life they were living before they found TL;DR.
Today, I want to share with you exactly how they overcame the "bad coach and no results" problem and finally made their dream come true.
In short, I introduced her to The Firestarter.
With The Firestarter there are 3 elements (or as I like to call "secrets") that help you achieve your marketing goals.
Secret 1: Customized Business Layout
Patti was dealing with unpredictability because of MS. This had a direct impact on anything that required a specific schedule or timing, making said task unattainable. Coaches kept suggesting business development ideas that did not make any sense with what Patti could actually take on.
I noticed that this is actually a pattern: these business coaches don't think about you and build around that. They have a plan, a program, and that's that.
I also noticed how when you know of all the tools available to you to achieve your goals, this pattern disappears; you can predictably put together business infrastructure that makes sense.
So we reanalyzed what is was she actually wanted: she wanted to write and speak.
We chose platforms that supported writers and speakers like Substack, where she could monetize her writing.
We built her Amazon Associates account with her: now she could monetize any product referrals, like the best-selling books she collaborated on.
We got her on Quora where she could start answering questions posed about MS, speaking directly to those interested.
And it worked like a charm. Now she's enjoying the growth of her dream. I remember getting this in my inbox and wanted to jump for joy for her:
Secret 2: Working with the Skills She Already Had
Most people in business coaching never take into consideration what their student is already good at.
But if you do anchor on what your student already does well and knows, and apply that to a customized learning plan of new tools, your student will excel in business growth faster than gamers on Boxing Day.
It's what we do with every student, and it works every single time.
Secret 3: The Batphone
This unusual strategy helps address the "which platform should I use, where should I be", right at the source. By guiding her every step and directing her to the right place every time she had a question, she drastically cut down stress and lost time, allowing her to dedicate her time to writing, which is what she loved. No question went unanswered.
That way, not only was she able to focus on the right platforms and tools, but she had an emergency consultant she could lean on when came time to make a marketing decision she just didn't understand.
Ask Patti she'll tell you first hand that her days of bad coaches are gone and will never return.
Patti isn't alone, however...
There are many others just like her who have tried The Firestarter and have experienced similar results.
I can't wait to introduce you to those others tomorrow.
TTYL,
Natasha
BREAKDOWN:
Subject line:
I left the reader handing on the last email, now they know there's sun after the rain
Preview:
A statement that would make most of my clients (and probably you reading this) say: so true. There is something to learn from failing; without failure, there can be no learning. I'm trying to inspire my reader
Body:
Meat time! Social proof, 3 "features" or "secrets", how they were applied to Patti, and a finale that gives you a "Wait, there's more?" feeling.