Today I’m going to show you the 6 emails you need for a sales sequence that converts. Have you heard of an email sales sequence? A sales sequence is a way that you take a cold contact and turn them into a loyal customer.
Previously, I’ve taught you how important an email opt-in is to grow your business online. (Find that information HERE!) But what do you do with those email addresses once you get them? I’m going to show you how easy it can be to turn those email addresses into paying clients over a period of a few weeks.
1-Deliver the Promised Opt-in Freebie
In the first email, you are simply delivering the opt-in or freebie that you promised the client when they gave you their email address. This first email is pretty simple. You need to confirm the receipt of their email address and then deliver the freebie to their inbox. This email needs to be automatically sent out as soon as they opt-in to your sales funnel. Why? Because they are actively looking for an email from you and this will improve your chances of not ending up in their spam/junk folders. Once they open your email to receive their freebie, it sends a message to their email provider that you are offering something of worth to your clients. So, again, step one is to deliver the email opt-in/freebie they signed up for and let them know you will be continuing to email them more things in the next few weeks.
2- Present the Problem and Show the Solution
In email number 2 of our sales sequence, you need to present the problem that they are having and share the solution that you provide to that problem. An easy example for this that I like to use is family photography. As moms, we love having photos of our family, right? But how often are we actually getting them taken professionally? As a photographer you could use the angle that the kids are growing so fast and all moms want photos of their babies before they grow up and leave home. In this example, the problem that you’re solving is that the kids are growing fast and you want to capture them as they are right now.
Your solution to this could be along the lines of, “I’m an expert at capturing your babies in their natural poses and smiles.” Or, you could say, “Mom needs to be in the picture, too. Let me make it easy for you to capture these memories.” Do you see how easy it is to draw a potential client in by solving a simple problem? One thing you need to remember for this step, though, is that in order for the second email to really be effective, you need to know the problem you solve and the solution you sell. You need to be specific!
3- Testimonial Email
In this email, you will establish yourself as an authority on your subject by sharing testimonies from past clients. By setting yourself up as an authority and sharing the stories of other people who have been helped by you, you are helping your new clients to not feel like a guinea pig. This will ease their fears about trusting you to solve their problem. Plus, sharing personal stories always helps people relate to the problem you are solving because they can put themselves in the story. Stories are powerful. Also, don’t forget to end this email with a call to action! Remember, you are creating an email sales funnel that converts to sales. You can’t sell if your reader doesn’t have an opportunity to purchase your solution.
4- Overcome the Objection
The 4th email you’ll send out in your sales sequence is all about overcoming objections. Remember, there’s a reason your ideal client is not buying your product. Do you know what that reason is? Have you asked them? There are many reasons why your potential clients haven’t purchased your product yet. Think about the objections that your clients might have, and show them how you can solve those objections.
If we go back to our photography example, a few objections might be that the kids are crazy and would never sit still for photos, or the price is really high. So, how could you solve those problems? You could say that you know how to take photos quickly while getting the kids’ attention, or that the price of the photo session is inexpensive when you think about what you get and the worth of the photos. Solve their objections by reassuring them you are an authority and you will take care of them.
5-Shift Their Reality
-aka the paradigm shift- People think it’s one way and you present the solution in a different way. In the 5th email in our email sales sequence, you’ll continue to overcome their objections by showing them a new angle on what they think their problem is. Think about the objection from earlier– now, flip the switch on it. This is similar to the last email where you overcame their objections and showed them you are an authority.
Using our photography example again, when your prospective client says their kids are crazy and would never sit for a session, you could show them that they don’t need to do a fancy-clothes studio session. The photo session could be casual and fun! Think playing play-doh with the kids, or making cookies as a family. By offering a unique solution to their objection, you are turning what they thought was a problem into an opportunity to create a highlight of their year with amazing photos.
6-Time to Sell
Now it’s time to sell! Don’t be afraid to sell your product. Have a few buttons and links throughout the email that say, ‘book now’ or ‘buy now’. Do not be worried about bugging your potential clients. Having multiple opportunities to purchase from you gives your reader a clear action to take! Open your email with a story of how you are going to solve a problem for your reader with your product and then sell, sell, sell your solution. I mean, you can’t sell unless you sell, right? And you need to sell to make money.
6 part 2-The Power of the P.S.
Don’t forget to use a P.S.! Sometimes this is all people will read as they quickly skim your email. In the P.S., restate in one line what you said in the email. Repeat your Call To Action and remember not everyone is reading the whole email. Make sure there is a button to buy now/book now/join now, etc. The P.S. is the most powerful part of your email! What does all of this equal? More money, honey!
A few final tips for making the most impact with your email sales funnel. Make sure you have a clear focus on the product that you’re sending people to. Also, only sell 1 product in each sales funnel series so you don’t confuse your clients about what you’re selling. Utilizing these 6 emails to create an email sales sequence that converts is a huge deal. It can completely change your business.
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