By Shannon Matson
I don’t know about you, but in my family we like to “play” boardgames.
Great ‘Sorry’ rivalries have been fought over the years, blood has been shed from battles of ‘Spoons’.
Personally, I’m one of those people that needs to understand how to win the game before I can start hearing about the rules of play. Meanwhile, some people, like my husband, can start rattling off the how-to logistics without knowing the ultimate goal.
Him: You’ll pick up a card, say the question, beat the timer, and move your piece….
Me: For whyyy!?
I struggle to understand the strategy if I don’t first see the destination.
Before we collect $200, let’s talk about the ultimate destination of your conversion email sequence.
An email sequence is an automated series of emails that send to the subscriber based on a certain action. Meaning, they gave their email in exchange for your free resource and are now receiving an email from you every 1-4 days that’s introducing your business.
When we focus this email sequence on conversion, we’ll orient the copy around one call-to-action. This CTA isn’t limited to “Buy Now”. Your conversion goal can ask the lead to apply for your high ticket offer, book a call, join a workshop, etc.
Let’s build it by beginning with our bookends:
Think of the lead magnet as the first step and the offer as the last step. When we know where our subscribers are going, we can masterfully build a through-line to the CTA. This through-line is the email sequence, and each email has a main purpose.
*Keep in mind that typically the conversion emails are going to send AFTER the nurture emails. This article is exclusively focused on the latter portion.
What are the building blocks of the conversion email sequence?
A few PSAs for your conversion email sequence:
This all depends on the “length of the journey” for your leads. Meaning, from where they currently are, is the ‘ask’ something that they can accomplish within seven days, or will it take six months to hit the goal?
Take some time to think over the following questions, OR perform market research with your current audience:
All of this comes down to your audience’s current sophistication level.
Here are a few examples:
Holistic Skin Specialist
Their offer suite consists of…
*Not familiar with my Strategic Offer Suite model? Watch this free workshop to see the Entry to Anchor Framework revealed.
The program they’re looking to sell within their conversion email sequence is the Mid tier program – Clear Skin for the Win, let’s say it’s priced at $697, and they want the prospect to buy the program outright.
There are two audience sects who are ready to be sold this offer:
Let’s make a sales sequence for our Holistic Skin Specialist:
Now let’s take a Client Experience Strategist
They’re selling a $2,500 VIP Day via their conversion email sequence, and the ‘ask’ is for the prospect to place a deposit.
The Client Experience Strategist is open to working with a myriad of sophistication levels – Beginners that need their Dubsado or Honeybook workflows built from scratch, Intermediate individuals that need their existing systems cleaned up, or Advanced individuals they can add to their current systems AND create custom UX proposals for.
How long is it going to take their average lead to convert? What does this prospect they need to see prior?
Start by designing your conversion email sequence by thinking about your MVL: Most Viable Lead. Build it JUST for that one person, make it as long or short as they need in order to convert comfortably.
From there, expand to other sophistication levels. If someone too beginner opts in, how will they be lovingly redirected to an entry program? If someone too advanced opts in, how will we segment them to a higher tier offer?
^ This is where cross selling begins. But that’s a conversation for a different blog post.
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