You’ve got an email list started, now what?
Have you ever been sucked into a soap opera?
We have probably all stumbled upon a soap opera at some time in our life. Whether it was one of the hot and steamy ones with over-the-top acting that monopolizes the channels during the day or one of the weekly variety that air at night. Living in Mexico, we are surrounded by the ever popular “Telenovela” style show with lots of plot twists and surprises. Soap operas are all around us. I will never forget the Luke and Laura romance on General Hospital in the late 70s when I was a teenager really “keen” on those things.
But how does this relate to business?
It’s because Stories Sell!
If you can tell a great story, one that keeps on unfolding, you begin to build the bond with your audience. As people join your email list, they are welcomed by a series of emails that tell a story and take your prospect by the hand as they get to know you a little bit more each time. These emails have a purpose, but their main function is to build your credibility and likability. As you perfect this sequence, your emails become irresistible and your open rates soar.
5-Day “Soap Opera” Email Sequence Template
This template will captivate your audience and turn them from lukewarm leads to sizzling hot leads. The series or email sequence template begins immediately when your prospect gives you their email. Depending on how you have your business set up, your lead magnet should capture their email and integrate into an autoresponder. The autoresponder will then be programmed to start your 5-day follow up series.
What is an autoresponder? An autoresponder is a service (both paid and free options are available) which allows you to automatically send out the same email to a group of people rather than just one email at a time. With this service, you can collect subscribers by having them sign up to receive something free, commonly referred to as a lead magnet. Those emails are stored within your autoresponder. You will use your autoresponder to create and save this email sequence template so your subscribers can hear from you on a regular basis.
How Does the “Soap Opera” Email Sequence Template Work?
Russell Brunson suggests the “Soap Opera” model in his book, Dotcom Secrets. Think about what happens in a soap opera. It is a story that keeps on going. At the end of many episodes, you’ll have a cliff hanger – something unresolved that will lure the audience to watch the next episode. You want your email sequence to do the same thing. You can say something like: “Stay tuned for tomorrow’s email to learn about the ONE THING that’s turning the lives of many people upside-down and could be the answer you’ve been searching for.” While you are building the relationship with this new subscriber, you are providing them with a “soap opera” of sorts, weaving content and storytelling and great value. Craft your emails following this email sequence template so that you always leave them wanting more.
Day 1 – Set the Stage
The first email in your email sequence should be delivered immediately when someone opts in for your offer. If you are delivering a freebie – use this email to deliver it to them. You congratulate them on their wise choice and welcome them to your community. You’ll want them to know how you’ll show up for them. Will they be hearing from you every day, twice a week, etc. People like to know what they can expect.
You start your story in this email and build on it each day thereafter. Start using the elements you have created in developing your “Irresistible Character”.
Day 2 – Lots of Drama
This email should open with high drama. The events that led up to this dramatic moment will be your backstory. Your backstory should look similar to what your audience is going through RIGHT NOW. You are at least a step ahead of them, and you want them to be able to identify with you. Ask things like, “How in the world did I get here?” You will open the loop in this email but not tell the whole story. Again, you promise to answer something of intrigue in the next email.
Day 3 – Epiphany
This is already the third email in the soap opera email sequence template. The soap opera continues. The epiphany email reveals your “a-ha moment.” It’s the moment when your irresistible character is suddenly struck with a life-changing realization which changes the rest of the story. Often, an epiphany begins with a small, everyday occurrence or experience. Your reader is now captivated and will want to know and buy your solution.
You design your epiphany story to lead the reader back to your core offer. In other words, build your epiphany story around the solution you want people to buy. After all, you are in business to sell solutions to the people who need them. Start with this simple fill-in-the-blank outline.
I had to get help with _____________ and then
I found/discovered/learned about ____________.
Day 4 – Hidden Benefits
Your story continues by pointing out benefits that might not be clear. There are always benefits of the benefits. For example, losing weight is a benefit, but looking sexy because you lost weight is a benefit of the benefit. So also, one benefit of working from home is time freedom, but time freedom allows you to take vacations when you want. Think of stories, whether yours or from someone you know, that help illustrate these benefits. You might think of these as parables, stories to help the reader visualize and remember.
Day 5 – Urgent Call to Action
This is where you present a “trip-wire” offer to get your reader to take action. You have already captured their email, so it is not for lead generation purposes. This offer moves them along in your process; they become a customer rather than just a name on your list. For a small fee, you provide them with even more value. You are continuing to build their trust; so, it’s important to over-deliver.
This is their “official” chance to get the solution you have been alluding to. In the soap opera analogy, this is like the season finale where loose ends are tied up. But it’s also the best episode of all because it will leave the consumer wanting more, looking forward to the next season. You want your readers to have a series that has warmed them up to sizzling hot.
Why Do We Need an Email Sequence?
You’re missing a huge opportunity if you stop at a welcome message that delivers the exchange of value or lead magnet they have requested. There are many reasons why creating a longer series of autoresponder messages is a smart move. It allows you to:
- Build rapport
- Provide content and solutions
- Nurture a new relationship
- Stay in front of your new subscribers
- Deliver the same message to all new subscribers
Email is not dead. In fact, people are devising new ways of getting people to read their emails all the time. We cover email marketing and other tips and strategies for making your communication strong in our signature coaching experience, Your Pathway to Profit. This crucial skill of email marketing comes at Step Seven in our 12-step profit-building system.
To make sure you haven’t left out a single step of your own, schedule a one-on-one 30-minute exploratory call with us, and we'll be happy to show you where you are on your own pathway to profit.
God's blessings to you!
David & Dana
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