Chapter 3: Fundamentals
Chapter 3: Fundamentals

Chapter 3: Fundamentals

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Fundamental 1: Prospect Awareness

Depending on the sequence you're writing, and on the overall context of your situation, you'll find your prospect between one of these five stages.

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Completely Unaware

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Problem-Aware

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Solution-Aware

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Product-Aware

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The Most Aware

The write an effective campaign you want to figure out what's your prospect level of awareness and write as if you were building a bridge to walk him to the next level of awareness.

Your overall writing tone should go from more educational to more salesy as the sequence goes by.

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Fundamental 2: Outline The Sequence

This is the most important step before starting any sequence.

It will save you a lot of time and make it way easier to produce the actual emails.

The goal behind it is to use the fundamentals above (awareness level) and structure what you want to write in each email in a way that makes sense from:

  1. An awareness standpoint
  2. A relationship standpoint

And ultimately, it's a way to keep record of everything you want to say and how you want to say it.

Here's a small example of a sequence flow outline:

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Email 1: Welcome People + Short Presentation About Myself Email 2: How I Ended Up Writing Emails For Clients Email 3: My Biggest Struggles When I Was Just Starting Email 4: Mental Shifts That Allowed Me To Get Clients Email 5: Strategies To Write The Perfect Email

After writing this short outline, you can write what's the goal you're looking to accomplish and which strategies you're going to use in each email.

More about the strategies in the next chapter.

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Fundamental 3: Curiosity

There's nothing more powerful than curiosity when you're trying to get people to care about reading the WHOLE sequence.

Because let's be real...

If readers are not compelled to follow through the whole sequence — they're probably not compelled to buy what you're promoting.

And on top of that, you're getting fewer chances to sell duo to less open rates/click rates.

So here are a few tricks you can pull to increase curiosity:

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Data-driven subject lines

The first step to grab attention is to get people to open your emails.

One of the most powerful trick you can pull off is to use factual data in the subject line.

Example: 80% more sales after tweaking my sales copy

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Open loops

One strategy that I keep seeing being used with great success is being frontal upfront about what people can expect throughout the sequence but not revealing everything.

That opens a loop that people will want to close by reading everything to the end.

Example: In this 4-part sequence I'll cover my ASAP method to get more clients using social media. Each day I'll cover one fundamental part of the process.

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Cliffhangers

If you want people to follow through the sequence, you better give them a reason to do it.

You can create cliffhangers at the end of each email to persuade people to keep on opening day after day.

Example: If you want to know how I helped John Doe go from $0 to $1k/month online, make sure you read the email I'm sending you tomorrow.

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Fundamental 4: Relationship Building

Imagine you took everyone that subscribed to your list or bought a product form you on a call.

How much of a long and lasting impression do you think that would cause on them?

And how many more sales would you get from those persons simply from that gesture?

A lot - of course!

Why? Because there was a real investment in developing a relationship with them.

Obviously that's not sustainable in the long-term, so we need to figure out something else.

And that "something else" would be building relationships through autoresponders.

I know it's less personal - but it's still a great way to create a bond.

And it all starts with empathy.

If you're not familiar with Michael Hauge - he's the author of "Storytelling Made Easy" and here are his 3 keys to building empathy.

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Keys to building empathy

  1. The main character has suffered unfair pain
  2. The main character is in danger of loss
  3. The main character is likable

In most case scenarios you will be the main character, but you could be running an affiliate promotion where the creator is the main character.

You see...

Building a relationship is just finding the linking dots that connects you and your reader.

That usually means sharing the same pain, motivations, or dreams.

With that in mind - let's go over a logic outline for a sequence that builds a strong relationship.

1. Start with pain

The fastest way to get someone to trust you is by being upfront about unfortunate situations you had in the past.

Be frontal with your struggles because ultimately that's what will lead people to believe you had a motivation to snap out of that painful state.

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Never lie or make up past situations just to get your reader's empathy. Everyone has stories of loss and pain - use those and be genuine.

2. Share your own mistakes

We've all messed up in the past.

That's fine, and that's human.

People who try to create an image of themselves that's not realistic often end up as being less trustworthy - so go ahead and own your flaws.

That not only proves you're frontal and honest, but that signals to your reader that even if you make mistakes - you can still succeed in the end.

3. Share your/your client's journey

The best way to position yourself as an authority is to show people you've walked the talk successfully.

Or better yet - that you've already helped someone with the problem your reader has.

Tell people a story of how one of your clients was failing and how he finds you and how you helped him achieve what he wanted.

And go deep on that.

Share exactly the mistakes your customer was making and how you came in and helped him out.

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Fundamental 5: Sequence length

There's no restriction for the length of a sequence.

If you want a reference point it would be between 5 and 11 emails. (3 if you're lazy)

But you can really go as far as you want. 30 60 90.

As far as the interval between each email goes it really depends on how frequent you want to send emails.

I do mine with 24h interval, but you should be just fine with a 48h or 72h interval.

To determine if you need less or more emails, you have to analyze your offer and the competition.

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If your offer is considered low-ticket in your market, you don't need a lot of emails because you don't need great effort to justify the price.

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If your offer is considered high-ticket in your market - you want to write more emails so you have more time to educate people on your product, handle all the objections, and justify the price.

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Fundamental 6: Promotion Frequency

The $1.000.000 question: "In which email should I start selling?"

The answer: As soon as you want.

When people join your list they're the most INTERESTED in what you have to say.

And as time goes by...

Some will not even remember who you are or why they're receiving your emails.

So feel free to start selling since day ONE.

Here's how I think about it...

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Selling to a warm aware audience: If you're selling to a warm audience that knows you have or solve a specific problem — promote right from the first email.

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Selling to a warm unaware audience: If your audience already trusts you but didn't know you promoted a given product — Write at least 1 or 2 emails before promoting

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Selling to a cold audience: If you're selling to someone that never heard of you or the product you're promoting — Write at least 3 emails before promoting

Most course creators I've written sequences for have made most of their sales from the first email which might come up as surprising, but the truth is if your audience is warm (i.e. audience from Twitter), most of them were just looking for an opportunity to buy from you hence why they purchase from the get-go.

As long as you're writing interesting emails people want to write, no one will be upset you promote at the end. Most will even be appreciative for the guidance, even if it's paid.

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Fundamental 7: Email Goals

A sequence is powerful because you can move the sale forward in a logical way, but to do that you have to carefully know what needs to be done to get the prospect more and more compelling to buy from you.

That's why each email should have a CLEAR goal.

Here are a few examples:

  • Changing beliefs
  • Get people to reply
  • Handling objections
  • Demonstrating social proof
  • Create empathy and rapport
  • Painting the perfect scenario
  • Hard sell (great for the last email)
  • Agitating consequences of the problem

Remember, the goal of each email should be to push the sale forward, even if you're not directly promoting.