Persistence Pays – A Foolproof 7 Step Email Follow Up Sequence

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Now’s the time to start your 7-Step email follow up sequence… Because systematic persistence produces success.

What you’ll discover in this article is a systematic series of messages, each designed to build upon the previous ones… leading eventually to the inescapable conclusion that it’s time to sign on the dotted line.

This article contains references to the articles we have posted in the last few weeks titled:

steps (4)

EMAIL #1: Confirm Their Request

As soon as someone fills out and submits the form to get the shock-and-awe package sent to them, you want to let them know that you’re taking immediate action. So you’ll need a “confirmation email” to go out automatically.

This email should accomplish the following:

  • Give them immediate feedback that their request has been successfully completed and registered.
  • Congratulate them on the wisdom of making the decision to request your Lead Gen Magnet.
  • Set expectations as to when the package they requested will arrive.
  • Provide contact info (recommend using an email address) if they have any questions.
  • Reinforce and get them excited about what they’ll be receiving.

Here’s a template for Email #1. You should be able to pull the copy for the benefits/etc from the Lead Generation Postcard / Landing Page we’ve talked you through in the last few weeks of articles.

SUBJECT: Congratulations! Watch Your Mailbox for the Info Requested. Dear [FIRSTNAME]

More than likely, you get hit on all sides from people wanting your attention, so I appreciate you taking the time to read this email. My purpose is simple: I wanted to take a second to thank you for requesting [INSERT LGM TITLE]:

In this valuable FREE Audio and Report you will discover:

  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]

And so much more! It was a very smart move on your part to take action on getting this valuable information.

We’re working behind the scenes right now to get everything packaged up and out the door. You should see it arrive on your doorstep in [Set a Timeframe… typically 8-10 Business Days]. Make sure as soon as it arrives you go through everything – you don’t want to let any dust gather!

If you have any questions, please contact me at [email protected] Congratulations again…. and keep your eyes peeled for your package! Sincerely,
[YOUR NAME & TITLE]

Email #2: Make Sure They Examine the LGM; Present Your Offer

The second email in the series should be sent out AFTER you’ve mailed the package and you think it’s arrived at their address – depending on how you ship / their location /etc. this could vary, so you’ll have to figure that out on your own. Optimally, this email should go out no more than a couple days after it’s arrived.

This email should accomplish the following:

  • Reinforce the need to go through the ENTIRE package if they haven’t done so already.
  • Congratulate them again on being really smart for asking for the info.
  • Lay out the benefits / transformations that happen by reading it.
  • Introduce your primary OFFER for your product or service – as described in detail in your sales letter.
  • State the benefits /transformations associated with your product / service offer.
  • Push urgency to accept the offer – scarcity, time limit, whatever. A 2-week deadline is good to start with.
  • Call to Action on the offer (e.g., do this to buy now!)

As mentioned earlier, the source for the information you’re putting into this email will come from content you’ve already created – specifically the sales letter you wrote last week.

NOTE: The following emails in the series should be sent out to ONLY those who HAVEN’T yet taken you up on your offer. Once someone buys, you take them out of the follow-up sequence.

SUBJECT: You’ve Got The Info – Now Discover More About [TOPIC OF LGM]

Dear [FIRSTNAME]

I know something very important about you.

Because you took that step to request [INSERT LGM TITLE], I know that you’re serious about [TOPIC OF LGM] – otherwise you’d have been just like so many others who just sat on the sidelines and did nothing. You took action and not only requested this valuable information, you’ve already gone through it! (Now if you haven’t YET gone through it, don’t delay… it’s super important!)

And, in [LGM TITLE], you discovered:

  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]

However, you may be thinking that even though this is great, you’re just too [OBJECTION – e.g., Busy, Tired, Overworked, Whatever] to take action on everything revealed.

That’s why [YOUR NAME/COMPANY] created a way for you to quickly and easily get [Big Benefit] that’s GUARANTEED to [Insert Outcome They Want] without [Insert Annoying Problem]!

Imagine – which of these powerful elements could you use to get [Big Benefit]?

  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]

And a whole lot more as well!

It’s all laid out in detail in the information provided. Plus, because we’re so serious about helping you experience [STATE THE SOLUTION YOU PROVIDE] that were going to make available for a limited time [#] FREE Bonuses Worth [$] if you take action right NOW!

  • FREE Bonus Gift #1: [Explain bonus and give value]
  • FREE Bonus Gift #2: [Explain bonus and give value]
  • FREE Bonus Gift #3: [Explain bonus and give value]

But, we’re not done – we’re so confident that you’ll be absolutely delighted, that we’re including a total [STATE YOUR GUARANTEE] – removing ALL risk to you!

You may be asking why we’re doing this – well, it’s because we want to reward people who take FAST Action – and you’ve already proven you’re in that category by requesting this valuable information kit. That’s why we know you’re serious about solving [CORE PROBLEM] and getting [KEY BENEFIT].

However, you need to act now due to [INSERT SOME KIND OF SCARCITY/DEADLINE REASON]… and then we need to return to standard prices.

Again – we’re assuming all the risk. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.] Don’t miss out and do it today!

Sincerely,
[YOUR NAME & TITLE]

P.S. If you haven’t checked ALL the information provided, make sure to do that first!

EMAIL #3 – Re-State Your Offer / Stress Your Credibility

Email #3 should go out about 3 days after Email #2 – AND / OR about 10 days before the deadline for the offer expires. (Again, in terms of timing, you don’t want an EXTENDED deadline period – 2 weeks is just about right).

This email should accomplish the following:

  • Confirm that by now they’ve consumed the LGM.
  • Describe why YOU can be trusted to deliver on your promises.
  • Restate the clear, massive value of your offer.

Again, look in your sales letter for the source content to reuse and leverage here.

SUBJECT: The Best Way to Overcome [PROBLEM]

Dear [FIRSTNAME]

So you’ve almost certainly gone through all the information in the [LGM TITLE] we recently sent you. My guess is that you probably feel like it’s a great start – and would like to discover even MORE!

Well – I have some very good news – here at [INSERT COMPANY NAME] we’re 100% focused on solving [DESCRIBE KEY PROBLEM PROSPECT FACES] by [STATE THE BIG PROMISE YOU MAKE WITH YOUR PRODUCT/SERVICE]… and we make that happen by:

  • [FEATURE / BENEFIT FROM OFFER]
  • [FEATURE / BENEFIT FROM OFFER]
  • [FEATURE / BENEFIT FROM OFFER]

And much more. How can you be sure this works? Don’t just take my word for it, here’s what [SATISFIED CUSTOMER NAME] had to say:

[INSERT TESTIMONIAL DIRECTLY RELATED TO YOUR OFFER]

Imagine how much it would be worth to YOU to experience the same thing? Well you can. But you need to hurry…

Because in just [X DAYS] our incredible offer disappears – make sure now to [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.]

Sincerely,
[YOUR NAME & TITLE]

Email #4 – Introduce Some New Wrinkle

Email #4 should go out a couple days AFTER Email #3… about 8 days or so before the deadline for your offer expires.

This email should accomplish the following:

  • Restate your offer again
  • Add another wrinkle – a new bonus, discount, whatever – just add one more reason to act NOW!

You’ll notice that this email is VERY similar to Email #2 – that’s because it contains the core sales message you need to get across and… frankly… you may need to literally “beat them over the head’ with the same message to get it to sink in.

SUBJECT: Revealed: The Solution to [CORE PROBLEM]

Dear [FIRSTNAME]

How time flies… it’s already been [X DAYS/WEEKS] since you asked for and received a copy of [LGM TITLE]… and in it, you discovered:

  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]
  • [Mini Transformation / Benefit]

However, you may be thinking that even though this is great, you’re just too [OBJECTION – e.g., Busy, Tired, Overworked, Whatever] to take action on everything revealed in [LGM TITLE].

That’s why [YOUR NAME /COMPANY] created a way for you to quickly and easily get [Big Benefit] that’s GUARANTEED to [Insert Outcome They Want] without [Insert Annoying Problem]!

Imagine – which of these powerful elements could you use to get [Big Benefit]?

  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]

And a whole lot more as well!

It’s all laid out in detail in the information provided. Plus, because we’re so serious about helping you [STATE THE SOLUTION YOU PROVIDE] that were going to make available these [#] FREE Bonuses Worth[$] if you take action right NOW!

  • FREE Bonus Gift #1: [Explain bonus and give value]
  • FREE Bonus Gift #2: [Explain bonus and give value]
  • FREE Bonus Gift #3: [Explain bonus and give value]

But, we’re not done – we’re so confident that you’ll be absolutely delighted, that we’re including a total [STATE YOUR GUARANTEE] – removing ALL risk to you!

And we’re prepared to sweeten the deal even further – if you ACT NOW before the deadline, we’ll toss in absolutely FREE [INSERT ONE MORE BONUS]… which has a real value of [$X]!

We’re doing this because we want to reward people who take FAST Action – and you’ve already proven you’re in that category by requesting this valuable information kit. That’s why we know you’re serious about solving [CORE PROBLEM] and getting [KEY BENEFIT].

However, you need to act now as time is running out – there’s only [X DAYS LEFT]! Again – we’re assuming all the risk. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.] Don’t miss out and do it today!

Sincerely,
[YOUR NAME & TITLE]

Email #5 – Remind Them Time’s A-Wasting…

Email #5 goes out exactly ONE Week before the deadline expires. This email should accomplish the following:

  • Restate your offer in a nutshell
  • Push the urgency to act NOW!

SUBJECT: The Time To Act is NOW

Dear [FIRSTNAME]

Last week I sent you the details on how you can quickly and easily get [BIG BENEFIT] that’s GUARANTEED to [Insert OUTCOME They Want] without [Insert Annoying PROBLEM]! We discussed how you could experience:

  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]

And a whole lot more as well!

It was all described in detail in the information provided. And we’re so serious about helping you [STATE THE SOLUTION YOU PROVIDE] that were going to make available these [#] FREE Bonuses Worth[$] if you take action right NOW!

  • FREE Bonus Gift #1: [Explain bonus and give value]
  • FREE Bonus Gift #2: [Explain bonus and give value]
  • FREE Bonus Gift #3: [Explain bonus and give value]
  • PLUS a special FAST ACTION Bonus: [Explain bonus and give value]

Everything is backed by our [STATE YOUR GUARANTEE] – removing ALL risk to you!

Talk about an incredible deal! But, one week has passed and we can only make this opportunity available for one more week – tops! So, don’t miss your chance to take advantage of this offer. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.]

Sincerely,
[YOUR NAME & TITLE]

EMAIL #6 – The End is Near

Email #6 goes out TWO (2) Days before the deadline expires. This email should accomplish the following:

  • Restate your offer
  • State clearly: Two Days Left!
  • Push the urgency to act NOW!

SUBJECT: [WARNING] Deadline Approaching, Don’t Miss Out! Dear [FIRSTNAME]

Just about two weeks ago I sent a package and some emails laying out an INCREDIBLE offer for [OFFER / PRODUCT NAME]… and frankly, I’m mystified because I haven’t seen your order yet. That’s why I decided to take a minute to write and remind you that this offer expires in just TWO Days!

You’re busy, I’m sure, so other stuff probably came up first. But now’s the time to act – so you can quickly and easily get [BIG BENEFIT] that’s GUARANTEED to [Insert OUTCOME They Want] without [Insert Annoying PROBLEM] – which will enable to you to FINALLY experience:

  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]
  • [FROM SALES LETTER – Mini Transformation / Benefit]

And a whole lot more – with everything described in detail in the information provided. Plus, we’re so focused on helping you [STATE THE SOLUTION YOU PROVIDE] that were going to make available [#] FREE Bonuses Worth[$] if you take action right NOW!

And of course, everything is backed by our [STATE YOUR GUARANTEE] – removing ALL risk to you!

Don’t risk missing out on this incredible deal, which disappears in just two days. Act now before it’s too late by [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.] I promise you’ll be glad you did.

Sincerely,
[YOUR NAME & TITLE]

Email #7 – Today’s Your Last Chance

Email #7 goes out on the day the deadline expires. This email should accomplish the following:

  • Restate your offer
  • State clearly: One Day Left!
  • Push the urgency to act NOW!

SUBJECT: [OFFICIAL NOTICE] Last Day, Offer Withdrawn Dear [FIRSTNAME]

By now you’ve gone through the [LGM TITLE] and all the information… so you know all about the incredible offer we’re making – which will enable you to easily get [BIG BENEFIT] that’s GUARANTEED to [Insert OUTCOME They Want] without [Insert Annoying PROBLEM]

But did you know that TODAY is the LAST DAY it’s available?

We very much take pride in our ability to provide you with top notch value and service – so much so that we back up our words with our [INSERT GUARANTEE].

That’s exactly why we want you to take advantage of this deal before it’s too late. It’s truly incredible, which is why we can’t make it last forever – today is the last day we can offer such a great deal with such amazing bonuses.

So right now [CALL TO ACTION DETAILS –WEBSITE, CALL, FAX, FILL OUT FORM, etc.] And start experiencing [OUTCOME They Want] today!

Sincerely,
[YOUR NAME & TITLE]

But What If They Don’t Buy? (E-zine Basics)

The preceding sequence will absolutely generate serious business for you. But it’s not 100% infallible – there will be folks for one reason or another that simply won’t take that step and click the ORDER button.

Do NOT give up on them. Instead, use email to build a strong relationship with them over time. Get in the habit of regularly sending quality content to your list. And along with that, you need to make the case that they should reward you for this content by spending some money on your goods and services.

Basic Secrets

  • Always use a compelling subject line to get people to open the email. We’ll be talking a lot about subject lines in a bit.
  • Keep your emails personal, just like you’re talking to someone one-on-one. Use the word “you” a lot in your email, just as you would when sitting across the table.
  • Make your emails text only – don’t use HTML formatting. Text works great.
  • 55-65 hard break then hit carriage return. Longer text strings won’t wrap neatly.
  • Come up with a unique signature all your own. Dan’s used to be, “Kick butt, make mucho dee-nero!” because it fit his personality. Come up with something that fits yours.
  • Don’t forget the all-important P.S. – here’s where you make your sales pitch for the product or service. It’s the P.S. where you make your money.
  • E-mail at least twice a week and better yet daily.
  • After you build up a good quantity of emails – probably a couple hundred or so – you can start recycling them. You can either re-use them exactly as is, or … even better… make a few changes and edits and send them out once again. That way they’ll seem fresh even to those who read them the first time.
  • Always look for other ways to reuse emails. You can use them as blog posts. You can submit them as articles to article directories. You can even send them out on postcards as direct mail!

More Secrets… Make It Personal

  • Always remember… in all your emails, the primary product that you are selling is YOU! By coming across as a real person as well as an expert, you are letting your customers in on your life. Over time, they will actually become your fans.
  • Watch Regis and learn… he begins every show with a little story about what’s going on in his life right then. He doesn’t brag about something, instead he reveals little insights that prove he’s just a regular guy like everyone else.
  • Talk about your hobbies, the things you do in your off hours. If you’re a golfer, tell a story about your last venture on the links. If you fix up old cars, give folks a peek under the hood of your latest project.
  • Bonehead moves that you’ve made recently can be great fodder for emails… and they can provide an anchor for an important lesson to share. Self-deprecating humor is the best… don’t poke fun at others, poke fun at yourself.
  • Reveal a bit about your family life, the stuff you do together, special celebrations like birthdays, graduation, etc.

Congratulations!

If you’ve put this plan in to action you’ve already taken a step forward for your business. I’m sure you’ll see excellent results. Make sure to come back next week to the GKIC blog when we’ll be taking a deep dive in to Newsletter creation.

Source: Dan Kennedy

Persistence Pays – A Foolproof 7 Step Email Follow Up Sequence by