12 Mar The Secret Framework To Creating The Perfect Email Sequence
For this episode of the Performance Marketer Podcast, I revisited another one of my private masterclasses, included in my challenge, “One Affiliate Offer”. And this week’s topic is all about creating the perfect email sequence that will allow you to convert leads into customers.
The techniques I’m going to share with you today played a huge role in my success and helped me build my performance marketing empire.
This episode is a little more on the technical side so I advise you to listen to it multiple times and take notes. If you’re really serious about excelling in the world of performance marketing, you have to start absorbing this type of content.
Our previous episodes focused on the secrets and tips for creating traffic and acquiring leads. Today, we’re going to go a step further and I’ll explore some of the top techniques for selling any type of service or product via email. Stick around, I guarantee it’ll be worth your while.
You’ve Successfully Created Your List – Now What?
About a month ago on the podcast, I talked about the 3 fundamental types of traffic. And if you listened to this episode, you may remember that the key message from that session. In order to make the big bucks, you need to be able to more than simply control traffic – you need to create it.
Everything that I’ve talked about in recent episodes was pointed towards one simple goal – acquiring leads and creating your list. And if you were able to do that, you’re in a unique situation of power. Because not only are you now able to create traffic by reaching out to your leads via email, you’re also able to control every aspect of that message in order to optimize your conversion. It’s a good situation to be in and you have to leverage your position wisely.
At your disposal, you have the tools that allow you to collect data concerning the behavior of people who have agreed to join your email list. One of the ways you can use this to your advantage is to set up specific email sequences that get triggered each time a person shows an interest in a particular section of your offer.
In the next section, I’m going to go over one of the most popular email sequence techniques, commonly known as the Soap Opera Sequence.
How to Create a Soap Opera Sequence
The main goal of a Soap Opera Sequence is to create trust and build rapport with your users. Unlike the Seinfeld email, which is a one-off story you send along with a clear call-to-action and the idea of converting right away, the Soap Opera sequence places an emphasis on engaging the reader and creating an emotional connection.
The sequence itself is made by breaking down a long and engaging story into shorter sections. And much like in television soap operas, each of these sections will end on a cliffhanger, which will hopefully get your leads hooked on the story, desperate to find out what happens next.
“You’re always setting the stage with some sort of hook and the story that you’re going to talk about.” – Eric Beer
You can base the theme of your Soap Opera Sequence on many different topics. Thes simplest approach would be to tell your own story but if you’re determined to keep yourself out of your content, there are ways around that too. The crucial part is that you leave teasers at the end of each email and create a mystery that will be resolved in the next one.
The last email culminates around a clear call-to-action that is meant to reap the rewards of all of your efforts up until that moment. In the end, people who went through the entire sequence will be heavily invested in the story making them quality leads and prime targets for making a sale.
The 4 Types of Customer Personas to Target With Email Marketing
Another approach to keep in mind when creating email sequences is to look at your audience in terms of 4 types of customer personas.
1 – The Impulse Buyer
The Impulse Buyer is always keeping one hand on their wallet. When speaking to this type of customer persona, you need to hype up your offer in any way that you can. Make them believe that they’re getting a great deal. The most common method is to simply offer what you’re selling at a significantly reduced price. You’re also going to need a rational excuse that explains the price difference, in a way that doesn’t take reduce the perceived quality of your offer.
2 – The Researcher
Some people are willing to spend a lot of time and energy to make sure they’re getting a good deal and find something that fits their needs just right. Usually, people do all kinds of research because they have all sorts of disbeliefs. Your job here is to provide them with information that would debunk their objections and ease their concerns.
“Each FAQ can be an email.” – Eric Beer
3 – The Skeptic
Even if you’re able to provide the necessary answers to all potential objections a person might have about your offer, some people still need to see definitive proof that what you’re trying to sell is working. And even though this may seem like a really tough challenge, there’s a pretty nifty solution for it – testimonials. Success stories and caste studies are the way to go on this one.
4 – The FOMO Buyer
This persona is a variation of an impulse buyer but they are specifically triggered by scarcity and the fear of missing out. When talking to FOMO buyers, your message should always include that the offer is limited in some shape or form usually. The two best-known tactics revolve around the shortage of time (“Only 24 hours to go!”) and supply (“Just 2 spots left!”).
Next week on the Performance Marketer Podcast, I’m going to present you with a case study of a survey I did on sustainable marriage. Make sure you tune in because we’re going to explore the practical side of everything that we discussed today. I’ve talked about the power of surveys a few times on our podcast and I’d like to remind you all that my brand-new platform called SurveyDetective is nearing its official launch!
If you’d like to have the opportunity to check it out a little earlier and see what it’s all about before everybody else, you can request an invite through our website.
I can’t wait to share it with you. It’s going to be epic!
👉 Click here to get early access to SurveyDetective (coming April 2020)
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When you're doing this, the whole concept is you're legitimately telling like, mini-stories within a big story. The overall story like, what is your, what is your core offer? What are you trying to sell? What are you trying to get people to take an action, to get involved in.
I spent the last 17 years building my eight-figure performance business without using any of my own money, working with some of the most brilliant direct response marketers in the world today. Now I'm looking for entrepreneurs to join my affiliate army, built on ethics, transparency, good old hard work. Join me to change the perception of how people view the greatest business in the world, affiliate marketing, and follow along, as I learn, apply and share performance marketing strategies, working with some of the brightest people on the planet. My name is Eric Beer, and welcome to the Performance Marketer Podcast.
We are going to talk about now the concepts of nurturing your list, setting up your sequences, how to do it, what you want to promote how to create and craft your messages on communicating with your asset, which is your list, right. So yesterday we talked about creating your lead magnets, which is your giveaways, your free giveaways, your ebooks, your guides, your audible books, you know, videos, memberships, whatever it is that you decide there's tons of things you can choose from, that you can give away, it could be a product, so you're using your lead magnet that's going to go into a survey. Right? As a giveaway. And then you're gonna start to ask people questions through your survey. And during the survey, you're going to ultimately try to understand who these people are to a point where you can now segment your list. And then we talked about where at the end of the registration, right we talked about a lead magnet, a squeeze page and reverse squeeze page and on the lead magnet, that's when you sign up, that's where you get the giveaway, or you get submitted. For the squeeze page, that is where you get some information after you sign up. And the reverse squeeze page is where you give the information upfront. And then they can sign up if they want to. And like we talked about that last one, you're going to have a low conversion, but the quality should be higher because they're signing up and you're not really making them sign up or making that work, but ultimately holding a carrot to get them to sign up so that they can get something else. Right. So you're gonna use all three of those tactics, right, so let's say you're using a lead magnet into the survey. And then we talked about your site monetization and the concept there's, once they sign up, you're going to be trying to monetize the traffic that's going through your survey funnels, right, your lead magnet funnels, so that you can offset your costs from the front end media buys or just generate some profit, if you're able to get some traffic on the front end, and you can get it where you're not necessarily paying for the front end of the signup, then you can then use that revenue to be able to pay out for the traffic. If it's organic, then it's just, you know, simple profit, which is a good thing. Let's get into the email side of things. So when you're getting somebody to come in here and sign up, the whole idea of what you're doing is you're going to be, ultimately, what's going to happen is people are coming in to your database. And there's a few different ways you can be doing some of these things. You can create like a four to seven day sequence where it's just you need to make some money ASAP. You start sending emails out hitting on the different types of buying personas, or you can create your soap opera sequence. And I want to dive into that a little bit and try to explain to you guys what that means. But I'm going to go over quickly. The soap opera secret is a concept of where you want to build trust build a relationship with the user. Whereas when people are calling it a soap opera sequence versus a Seinfeld, email, a Seinfeld email is just a one-off email, one-off emails that you're sending where the goal is to really more entertaining and tell the story but to try to drive a call to action, soap operas, typically try to get them into some sort of sequence versus a Seinfeld concept is that you're going to broadcast emails. Okay. So let me get a little bit deeper in here and why they call it a soap opera. I'm using that word because I've heard from other people, right, I heard from Russell Brunson. Believe other people use it out in the market. But it's really more along the lines of telling the story to the users that are coming in. So if it was Think of it as if it was a movie, and you wanted to start to write emails, what you would be doing is you breaking up the emails into sections. And the goal is that as you're sending these different emails, right, every day, it's you starting to tell a story. And the reason why they call it a soap opera is because at the end of every email, the concept there is that you leave the consumer hanging, where they want to know what you're going to tell them. And you have to wait for tomorrow to look at the next email, so that you can now learn whatever it is that you left them with on the back end, when you're starting off with telling you soap opera, if you're talking about your own situation, you could tell your epiphany story, you can go and talk about your personal epiphany story. And if you don't want to talk about yourself, you don't have to, and there's there's a lot of ways you can do this and not have to put yourself out in the forefront.
But if you are, then you could start talking about your personal things. So the first email is all got like the welcome email introducing you to the user, setting some sort of stage that you're talking, you're not trying to sell them. You're just trying to get them to know who you are, right, you're starting to share some secrets on what your vehicle does. And you're then leaving them with some sort of like, some sort of teaser, right on what the next secret is for your internal objections. So that the next time they come back, they're going to want to come back. So the second email will be all around like, like a drama email, knowing the secret of what you left them hanging with the day before. And you know, you're starting to start telling the whole story. So if you guys look at how you tell your epiphany story, right, there's all these different stages that they talk about. So ultimately, what you're doing is you're breaking that up into emails, just meanings Stories, each story, you always want to have a hook, you want to tell a story, right? You want to have a front end, hook, something that's exciting about what that specific story is about getting them in, then you're telling them the story, and showing them how you overcame whatever that story is. And then finishing with the solution and a call to action, right? each email could have a call to action, you can do it in a lot of different ways. Some of them you can call to action, where it's aggressive, other ones where you don't have to, but you can put some links down at the bottom that show people how to take action when they're ready. A lot of people put like a footer down at the bottom. So when you're ready, here's the steps you can take to start working with. So I'm sure you've seen that in some other emails that people have sent out. But if you haven't, that's the concept. So set the stage high drama, day two, day three could be an epiphany story, day four is all the hidden benefits and day five connection right so that Like the framework for what a soap opera sequence is, right? And when you're doing this, the whole concept is you're legitimately telling, like many stories within a big story, the overall story like what is your, what is your core offer? What are you trying to sell? What are you trying to get people to take an action to get involved, right? So the minute they click and do something, where they take an action showing interest, I'm immediately going to take them and put them into a different segment where a sequence is set up, all focused around the Facebook media buying business, they still stay in my general email list, right of what I'm sending to them in this sequence is soap opera sequence, right, this whole story, but in the same time, they're going to fall into a different sequence getting emails about Facebook media buying and again, starting over with those stories. Another story about Facebook media, buying And what's the hook? What's the story? And then what's the, what's the call to action we want them to do, what are you trying to, you know, get them to take an action on, and you're going to start trying to get them to purchase something in the Facebook media buying space. At the same time you have it going through your overall messaging, right, you could have a core offer like a high ticket offer. But the ultimate goal is you are just continuously talking and telling them different stories, you know, keeping the messaging the same. And then as they take actions on different emails and click on different things, what you do is you want to branch them off into a new sequence, right? So someone can do it on day five, when you have more of a call to action, and they click on the Facebook media buying email, that's when they're going to fall into another sequence, the last email within that that short series of emails in the sequence would be some sort of call to action, right trying to get them to take In Action, so, you know, trying to create some urgency. And you know, adding some, some scarcity there where there's a limited amount of people that can get this offer. And the time to do it is within the next 24 hours. So you could either take them to an application page, you take them to a webinar, where you start to talk to them and get into more detail your product, and then you try to close them there. You can get them on the phones. So a lot of different ways. But ultimately, you got to give them something that they can
pay you and give you money. Right? So for example, me, I've been asked by a lot of people to
to coach them, and people have offered me money, but I don't have a product yet. I didn't get put out coaching program yet. So tell them I can't I'm not ready for that. When I am ready, I'll let you know. And the reason for that is because I still want to be talking to people like you guys and get feedback because that's the way I'm going to build out My program based on the response that I get from you guys, when I'm teaching you some of these tactics, or giving you these strategies, and based off the feedback, I'll understand what you guys need and don't need. And then I can build a program that will make sense. And I'll be doing that very shortly. Because what I want is I want to have the ability to have people that I can go and have like a weekly live and community where everybody supporting one another. So that will come. Right. And when it does, I'm going to start to build out a sequence within my sequence of everything that I have my general list, it's going to start where I'm going to set the stage around what I just described to you write a story on how people have been asking me to create a coaching program, but I haven't been ready. And it's not the time and I'm anxious to do it. Right. And then, you know, come back tomorrow and I'll tell you what, I what I did, and then my next email might be around you know, I started to think about it. And when I didn't really have anything to offer, I realized based on, you know, working with a lot of my clients, my students in these programs, I realized all the needs that they they have. And now I'm able to put together a program where I have the answers for you, right. And that's my epiphany story on Oh my God, but I actually can help you. And here's how I can help you. And what I'm trying to do is I'm trying to create some sort of emotional connection with you guys, with the people that I'm talking to. I'm trying to get them to know me and get them to start, you know, caring and showing all the things that then I can give somebody, some sort of call to action email. Overall, when you're sending out emails and you're setting up programs. There's frameworks that you can follow, okay, there's always the hook, right, the front end of how you're positioning it, how you're getting somebody to one read email, right? And then you're going to tell a story. And then they'll always be some sort of way to take action at the end of the story, right and in the story that you're telling people, you're starting off with where you were, and then how you're getting there, right how you overcome this issue. So, you know, another way that you can look at it from doing it with focused on buying personas would be starting off with an initial email where you can talk about something that you're going to do that is going to be focused towards somebody who's more impulsive, someone that's spontaneous, someone that would be willing to take up the credit card and purchase something like immediately, they want. So you start off with an email where you're talking about doing something impulsive, and you're making an offer that is unbelievable. And one of the keys to that is that you wanna start by hitting on that email, and you want to start to create some enemy, and then you want to build it up in your story, that there's an enemy, and that you're the hero, right? Because you're offering this amazing price to them that no one can get anywhere at any time. So in an instance, in that kind of email, you would make the enemy be, maybe your partner wouldn't allow you to offer this price and you are doing something impulsive and going to offer it for the next 24 hours at his price where maybe you sell your product for even $997. But for the next 24 hours, you're going to offer this for $297. And your partner doesn't know about it. And when they find out what you're doing, they're probably gonna make mistake Get down. But until they do, I'm gonna, I want to do it, I want to offer it to you guys, because I just been getting a lot of feedback that people really want to work with me, but they can't afford it and I want to work with them. So I want to get them into the program. And the goal here is that you want to add in some scarcity. So you want to say that there's a time limit, right? But you also want to limit how many of these 290 seconds you're going to give. So the time limit is based off of one, when you're setting the date or when it's going to end into if your partner finds out about it, you might shut it down. And two is you're set, you're limiting how many you're going to sell. So maybe you can only sell 50 right? So the first 50 that come in, get it and after that it's done. And you're trying to paint the picture to someone who's impulsive how unbelievable this product is. But the whole goal around this is you're not even talking about the product. even gotten into the product. You're just talking about this, this amazing deal. That's out happening, that, you know, maybe you sold out last time when you did it and you're doing it again, and you're doing it without your partner letting him know because, you know, he's not gonna let you offer it at this price, but you really want to, and you know, he's the enemy, you're the hero. The second type of email of what you would be doing is more of somebody who does research. Somebody that is practical, is more logic-based. And in that scenario, what you'd want to be doing in this, again, you're always setting the stage with some sort of hook and a story that you're going to talk about. But what you want to do in these emails and you want to, you know, these people are the type of people that are going to ask a ton of questions. So they may have gotten that first email where it's a you know, the spontaneous, okay, great. This is the chance for you to buy this right now. They may not have bought and they get the second email where there's They just invite because they're just they have this question and that question. And if you know your product, which you should already know what your objections are, right? So what you do is ultimately just you just get out in front of it. And in this email, you talk about all the objections. And you answer those objections in the email, right? If you're using a survey and you're segmenting your data, then based on the objections that each of those segments are going to have, then that's what your email is going to be about. Right? Some may have an objection around your vehicle, and some may have an objection about their own internal beliefs of Are they good enough? Are they smart enough? Can they do it? Right? And others may have objections around, they just don't have enough time. You know, their external objections, right. I just I really want to do but I really don't have enough time. When, if you can convince them that it's possible that the vehicle that you're selling to them is there. And you believe you can do it, you believe in yourself, then there's no doubt that the person's going to find the time to now take on a project that's going to create wealth for them. It's going to dramatically change their lives when you can try to take a step back and put a system in place, then you just go back to the framework of what is it you're doing, who are you talking to? Right? Are you talking to the person that's spontaneous? You talk about a person has a lot of questions. So you identify who your market segment is, once you identify who the market segment is, now you just tell that simple process of you setting the stage you're having a hook, and then you're diving into some drama around a story here, then having that epiphany of how you're overcoming this issue, right how that person came and was able to overcome this and find some success and have a solution and all the benefits involved in this Then you tell them how they can have a call to action, right? Like what they can do. So, you know, in this email that I'm describing to you would be just answering questions. So just openly, go to your site, take the FAQs, bring them onto your page, and that's your emails. Each FAQ could be an email, if you want to spread it out over time. And each one would have the stage, the hook, the drama, the Epiphany, the hidden benefit, benefit, and then the call to action. So if you have 10 FAQs, you have 10 emails right there, if you know who, your audiences and you know which of the objections they have, right, and you do that by serving them and asking them and they're going to tell you, then you know which email to send them. So on the third email for the third buying persona, is more of the person that is not spontaneous. They'll ask a lot of questions, they'll do research, but even after they asked their 15 questions that they have, they still Want to see a case study? Or they want to see that somebody? Did this took your program and was successful with it? So in that scenario, how do you answer that? How do you relate to that? So the answer is right, you would take a testimony, right? You would take a testimonial from somebody that already went through this process and had some success. Or if you're doing something from a b2b, it's a case study. Right? So you already worked with a client, you did whatever the product that you're trying to pitch them is, you told them how it applied to their business. And then you showed the solution. You share the success. You talked about the success that they had. You give them some visuals, and then you show them how they can do that for their business. Right. So Miss scenario, you're still telling the story, man, you're telling you setting the stage. It's just, you know, what's the hook? What's the Oh my god getting them in and interested, I'll just continue on with the buying persona of the third one that we were talking about with somebody that is now looking for testimonials or case studies. Right? So what would be now the fourth email, which would be the fourth buying persona would be somebody who's more of a last-minute type of person. They've been watching. They're seeing your emails, they like it, they're reading it, they're consuming your content, they're not opting out. They're engaging with you, but they're just not pulling out their credit card and buying, right? So in this scenario, there's a lot of ways you can do this. You can, you could take if it's a short term process where you're using urgency and scarcity. You could take that first email, you could forward that email, take it, forward it and then write some message to everybody in that segment. that, Hey guys, I don't want you to miss this. Just so you know, this is happening. And it's ending today. Right? It's ending in three hours. And what you're doing is, you're really just reiterating what you did on the front end to the impulse buyer. Right? You're telling them what is it? What's the story? There's this many that are left. And you know, you can kind of talk about... This is going to go away in a certain period of time, right? If we can take a step back and just put together the systems, then every time you kind of get lost in the shuffle, you can then go back to the board and be like, Alright, well, what do I want to talk about? Did I set the stage? What's the objections? What's the drama? What's the, what's the backstory that I'm be talking about here? And then, you know, where's the epiphany in this backstory? Where's the Oh, my God, I realized that I can do this. But I realized that is the story. The solution I need or that I do have time, right? And then you go to the solution and how they overcame that solution. And you talk about the story on how they did it, and how they transform. And then all the good, good things about the program, right? You're hitting on them, and then the call to action. You direct them to something, you give them a place where they can now take some actions. I think you guys should really look at this and rewatch this if you guys are not taking notes around the emails, because this is powerful. This is really powerful. And once you get this concept, it's a homerun for you guys. So, Alright guys, I'm gonna go but hope this was helpful. I hope I served you in some way. And like always, if you have any questions, fire away and talk to you guys soon. Appreciate it.
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