Have an online course or coaching program that you want to sell?
Then use this simple, yet powerful 3-part email sequence to get more sales and clients.
Watch This Video Now:
Here are the 3 main parts of this email sequence:
Part 1: Value Sequence
This first part of the email sequence is all about providing value. Many marketers these days try to sell you something the moment you get into their funnel. The problem with that is that you will get many unsubscribes and you will be labelled the same as just “any other marketer”.
But when you give value upfront before you ask for the sale, then people are more likely to buy from you when you introduce your offer. Ultimately, if you are planning to sell a program that is anywhere from a few hundred dollars to a thousand dollars, then it’s necessary to build up the anticipation to the sale.
The purpose of providing value is also to build rapport with your subscribers. When you build rapport with them, they will like you, and will see that you do want to help them instead of just only interested in getting the sale.
How To Craft A Value Sequence
To craft a good value sequence, you will utilise what I call the “Zero-To-Hero Steps”. It’s basically to teach and educate your subscribers from where they are right now with their problem, to the goal of achieving the end results that they want.
So for example if you are a dating coach and you teach introverted men to get dates, then here are the possible steps that they might have to take to get a date:
Step 1: Look good and dress well
Step 2: Finding the right girl to approach
Step 3: Hold a conversation
Step 4: Ask for her number and get the date
You want roughly 3 – 7 emails for your value sequence. Lesser than 3 emails and it would be too inadequate. More than 7 emails and it might be too long-winded. So a good number to shoot for your value sequence would be anywhere from 3 – 7 emails.
Now that you have the steps written out, you want to create a catchy and enticing subject line for each step so that people will want to open and read your email. After all if you can’t get people to read your email, then no matter how good of a content you have written, they will not be able to see it.
So here are possible subject lines for each of the steps:
Email #1: How To Dress To Impress Women
Email #2: How To Identify The Right Girl To Approach
Email #3: How To Engage And Get Her Excited To Talk To You
Email #4: What To Say To Get Her Number And Fix A Date
Then with each of these emails, you want to get into the details of what each of them is about, and really educate and teach your subscribers.
You want to craft these emails in a way that they do get “small wins” from what you teach them. Because when they do see these “small wins”, they will be more likely to read your other emails and also increase the chance they buy your online course, or join your coaching program when you start selling them.
So as much as possible, you want these emails to be really full of your best techniques and methods. I personally like to write pretty long emails because I want to give as much valuable content away as much as possible so they my subscribers can see that I really do want to help them.
This is very important especially when you are trying to sell a program that is anywhere from $500 – $2,000 per month. As a general rule of thumb, the higher the price point, the more value you should give before the sale.
Part 2: Sales Sequence
The sales sequence is where you begin to introduce your online course, or coaching program and get your subscribers to buy from you. This is a very big section so I encourage you to watch the video above where I go further in detail on this part.
This part is further broken down into 3 sections:
Part 2.1: Inspiration
This section contains about 1 – 3 emails. The main objective is to inspire your subscribers to see what’s possible for them and to get them to take action and join your online course, and coaching programs. In this section is where you include case studies and testimonials from your clients.
If you are just starting out and haven’t worked with any clients yet, then you can simply give a case study of how you got your results, and that will be more than enough. People love to see case studies, so giving a detailed case study can really build the trust, credibility and liking in your subscribers towards you.
Part 2.2: Objection
To handle any objections your subscribers have with regards to your online course or coaching program. When you enter the conversation in your subscribers’ minds and raise the objections before they do, it will let them feel you understand them and can solve their problems. When you tackle these objections upfront, it increases the chance that people will buy from you.
Part 2.3: Scarcity
If you want your subscribers to take action and buy from you, then you need to let them feel the urgency. Scarcity has been proven to work and you want to know how to correctly utilise it in your business. In general, this is usual 1 – 2 emails long. You give your subscribers one reminder when there’s 48 hours left before your program closes, and another reminder when there’s 24 hours left.
In these emails, you always want to give a summary of what is included in your program, and also throw in additional bonuses, and remind them of the “scarcity”. This “scarcity” could be that your price is increasing, your bonuses will no longer be available, or simply that your program is going to close. Ultimately, it’s to let your subscribers feel that they will miss out if they do not take the action to buy from you now.
Part 3: Feedback Loop
There will always be people that won’t buy from you. You want to find out what exactly is holding them back from buying from you and then iterate it back into your email sequence to get more sales and clients.
For this, all you simply have is one email sent to those people who didn’t buy, to ask why they didn’t buy. What I do is create an email with the subject line “I Need Your Help…” and is more than enough to get lots of people opening that email.
If you have given lots of value through the first part of your email sequence, you will find that people somewhat feel obliged to want to help you when you sincerely are asking for their help.
In this case, the help you are asking for is to simply ask why they haven’t bought from you, and see how you can improve to provide more value the next time round, and to other people who have yet to see your offer.
I find that when you are very upfront about this, people will really give their honest feedback on why they didn’t buy your online course, or join your coaching program.
And from these feedback, I will pick the ones that come up the most often and create a single email to focus on that particular objection.
In the video I talk about a few specific objections and show how I reframe the objection so that it becomes a solution for my subscribers. If you haven’t seen the video, do scroll up to watch it now.
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