How do you communicate with brand new leads
to increase engagement, deliverability
and long term sales?
Keep watching to learn my personal and proven
three-step indoctrination sequence
for turning those fresh leads into forever fans.
(upbeat music)
Hey there Posse, It's your girl Alex
and this week I am back with another
email marketing tutorial.
In this video I'm sharing my personal and proven
three-step indoctrination sequence
to get some serious sparks flying
between you and your fresh leads.
Because as a copywriter or a business owner,
it's critically important
to nurture a relationship with your list
and turn new leads into raving fans.
Now before I begin, I wanna give a very special shout out
to those of you who have been actively leaving comments
and suggestions below my videos.
I appreciate you so much
and I'm so glad that my channel is inspiring you
as I share the tools, tutorials and techniques
that I've used to start and scale my own business.
It is my mission to get more messages
that matter to the masses through the power of copywriting
and I love this global community that we've created together
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or you've just walked in the door,
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Give me a thumbs up to let me know you're with me.
Now I've got some juicy and I mean juicy topics
coming up for you guys, including my own secret process
on how to do a copy critique,
copywriting scams to watch out for
and how to write a killer about page.
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All right, now back to this week's email marketing tutorial
on how to write an engaging, personable
and compelling indoctrination sequence.
Now in case you're wondering
what the heck an indoctrination sequence is,
'cause yeah, it does kinda sound
like I'm gonna hypnotize you into joining my copy cult,
or have I already? (evil laugh)
An indoctrination sequence
is the first few emails you send to new leads
to welcome them to your community,
build rapport with them
and let them know how you can help.
Your indoctrination sequence is hugely important
because this is when the prospect's
awareness of your brand is highest
and the problem they need solved is top of mind.
Your open rates will also be the highest
for these first few emails
so you really wanna use this opportunity
to make a great first impression,
set expectations and let them know
what they're signing up for.
And of course, let them know
that you are here to help them solve a problem.
So in a way, yes, you are indoctrinating your lead
into your mission and methodology without the Kool-Aid.
The goal of your indoctrination sequence
is to aim your prospects in the right direction.
These emails will really set the bar
on how likely you are to convert your lead into a customer
and warm them up for future offers.
It's really like a first date
you wanna make sure that you make a good enough impression
that they wanna see you again and again and hopefully again.
So while you definitely want your leads to know
that you do have something for sale,
don't make your entire indoctrination sequence
one big giant sales pitch
or else you lose those leads like that.
Okay, now here is my proven
three-email indoctrination sequence.
Email number one, acknowledge, I feel you.
The primary goal of this email
is to build rapport by welcoming your lead
to your community,
congratulate them on their decision to join your cause
and thank them for signing up.
Then, and this is the most important,
you want to acknowledge where they are at
and the problem they need help solving.
So empathize with their journey by addressing their pain
and mentioned the core benefits of your brand and product.
Chances are they got here by opting in for a lead magnet
or a freebie that you offered in return
for their email address.
So this is where you can remind them
how to access that content,
whether it's through a download link or login details.
Although I do recommend you send those access details first
in a standalone autoresponder email
that's more transactional in nature,
then direct them on over to the indoctrination sequence.
This is also a great email to establish
your brand personality
and make them feel like they are indeed
talking with an actual person.
So depending on your brand identity,
skip the uptight formal approach
and keep things conversational.
For example, my girl Marie Forleo,
aptly uses the "you're seriously amazing Alex"
as the subject line for her first email.
She then gives a quick series of instructions
on how to download her free audio track,
watch her videos and check out her book,
all while being mindful and thankful
for your decision to be part of her online community.
In true, Marie Forleo's style it really reads
like she's chatting with you on a three minute phone call.
This email is also a great opportunity
to get engagement going with your community.
Engagement increases deliverability
and improves your reputation as an email sender.
So like Marie does, you can ask your leads
to reply to your email by answering a question,
confirming receipt or just saying hi.
If you have a product to sell or a special welcome offer,
this could be a great time to include it as a subtle PS line
at the bottom of the email.
All right, moving on to email number two,
include, "our mission."
Alright, so now that you've acknowledged
and welcomed your new community members,
it's time to include your prospects in your mission.
They've already put one foot in the door
and this email will determine whether
they'll truly stick around for the long haul.
You can do that by sharing your personal story
and your brand mission.
Careful though you do not want this email to read
all me, me, me, me, me, me, me.
The goal is to make them feel like they're part of the cause
and let them know how they play a part in that story.
Make it about them, include them in your mission
and share how you can help them
get to where they want to go.
My friend and founder of Freelancing School, Jay Clouse,
whose newsletter is recommended by HubSpot,
AWeber and of course The Copy Posse
does this brilliantly in one of his indoctrination emails.
He shares a fun GIF,
you guys know I love a good GIF
along with some random facts about himself
and his mission to help people do what they love
and be their own boss.
He then quickly turns the spotlight to his subscriber
by asking them what led them to join his list
in the first place,
in an honest attempt to actually get to know them.
All they have to do is fill out a quick form
and answer a couple of questions
to get a personal response with tips
and resources from Jay himself, it is brilliant.
Again, you can seed your product a little more heavily
in this email perhaps by mentioning
a limited time deal or a special welcome bonus.
All right, so the third email
in your indoctrination sequence is the portal to your offer.
This is when you wanna mobilize your leads
to take some form of action towards solving their problem,
add value, create desire and then share the benefits,
what I like to call the juicy bennies
of what they can expect to receive
when they go all the way with you.
This is also where you can assert your authority
and credibility as a solution provider
by adding some social proof
such as the size of your community,
a case study or a testimonial.
So in my third indoctrination email
for the Copy Posse, I share two power moves
that many new copywriters are too shy to do
but are vital to getting your foot in the door
with a potential client.
After sharing this valuable content,
I introduce a proven shortcut,
my copywriter coaching program
that many aspiring copywriters from around the world
have enrolled in to create a high converting portfolio
and ignite their copywriting business.
So the point here is to not make the sale
the sole focus of the email
instead give them some content
that will still provide value
even if they decide not to jump on your offer
in that exact moment.
If you wanna get an insider's sneak peek
at my complete indoctrination sequence,
you can go ahead and join the Copy Posse email list
by clicking the link below.
So that is my three-step formula to creating a personal,
yet impactful indoctrination sequence.
For a quick way to remember this sequence.
Just remember A, I, M,
acknowledge, include, mobilize.
I love a good acronym.
Remember the goal of your indoctrination sequence
is to aim your prospects in the right direction.
Ready they opted in, aim, you indoctrinate,
ignite, they buy.
As always guys, thank you so much
for watching and subscribing
if you want to discover more email templates and techniques
you can check out my video
on four proven email marketing templates
by clicking right here or my tutorial
on how to write emails that double conversions,
you can watch that right here.
Until next week, I'm Alex. Ciao for now!
So depending (blurps)