When it comes to writing your first sales sequence, it often feels a bit like the slime you get at the dollar store. It can be hard not to just talk about your product and what the customer gets. (That’s the easy part!) But when we move into writing sales sequences that don’t feel slimy or sleazy, they can actually be easier and a lot more fun to write. Ready to write your first? Let’s do this!
Writing your First Sales Sequence (without the sleaze!)
Before we dive into the meat of writing your sales sequence. I’m sure you have one lingering question as a newbie to sales sequences…how many emails and words per email should I have?
Commonly, sales sequences are made up of eight emails with closing cart emails at the end of the sequence. Your word count will vary based on your writing style and how much information your audience needs. I don’t want you to get hung up on how many of anything when it comes to writing your sequence. Don’t question how many testimonials to include or even how many times you mention the same bonus. Just go with the flow with these. We can always improve and tweak later.
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Phase 1: Pre-Launch
This stage is SO incredibly important when it comes to launching your sales sequence. The last thing you want to do is throw your audience into a sequence without any sort of transition or warning. This is an easy way to kill the buzz and confuse your audience. Pre-launch emails are the best way to bridge the gap while also ensuring that you are warming up your audience for the launch specifically.
I usually recommend three emails in the pre-launch stage. In these three emails, I want you to focus on debunking a common myth/belief they have about what you are offering. Let’s take a money mindset course for an example.
Your ideal client may believe:
- That working on her mindset will create more money in her life.
- Spending money on this course takes away from being able to grow her audience and make money. (This would be a great opportunity to talk about the importance of investing!)
- They are not worthy of creating more money in their lives.
Now these are just examples and you can customize to fit for your ideal client. If you have a waitlist, start to sprinkle in info about joining the waitlist for something exciting. Otherwise, link them to an amazing piece of content (blog, podcast, or live) where they can learn more and dive deeper into the subject. At the end, add in an action section where someone can take one action towards what you tried to debunk. Make sense?
Phase 2: Launch Baby!
Here we go! Here’s where the money money of your sequence starts to take place. Historically, based on the 50+ sequences I have written, people buy towards the end of your sales sequence. What I like to do in the beginning is stack the cards in your favor and focus on really painting a picture of what you’re launching. I am going to outline what the next three emails in your launch sequence should look like. Feel free to write several of these and focus on different results.
Launch email #1 – share the backstory of how and why your offer was created and outline the steps on how to purchase. In this email, focus on highlighting bonuses and when they expire.
Launch email #2 – focus on how you save your audience either time or money with your offering. This should be a comparison of “hey, you can do it yourself, OR you can take the shortcut and purchase this offering!”
Launch email #3 – results are the key to this email. If you don’t yet have results from the specific offer, focus on painting a picture comparing their current state to their state after your offering. Use other testimonials for social proof and credibility.
This email sequence outline works well for live or evergreen launching. You are taking them through a journey and painting the picture for them. There are TONS of additional emails and tricks you can do (like adding in more pre-launch emails for a longer launch!) but for now, focus on writing these 6 emails. Next, move to the closing cart emails.
Phase 3: Closing Cart
You don’t have to have a solid date to close the cart. You can “close” your cart at any time to create scarcity. But don’t lie and say “one spot left” if there isn’t just one spot left! Always focus on the bonuses expiring or how the offer price will go up.
For closing cart, I recommend sending four emails in the last 24 hours that your offer is available (7am, 1pm, 7pm, and Midnight). They should be, on average, 130 words, and highlight the bonuses in every single one. Yes – at this point, word count does matter. The worst closing cart emails out there are lengthy and bore the reader by giving them the same information as the previous six emails did. Focus on writing the information just a tad differently in each email to keep the content fresh and engaging.
And from there, you are good to go. We ended up with 10 emails, but closing cart emails are quick and easy to write…so we can count them as just two. 😉
After you have your emails completed, you can set them up in an automated sequence or inside of your broadcasts for a live launch. Enjoy writing and seeing the results from your first ever sales sequence!