DAY 2
"Turning NEW Email Subscribers Into Clients IN 7 Days "
By: Ortega Ogomigo
13 October, 2024
“Now that we’ve hooked them with our first email, it’s time to take them on a journey. But not just any journey. We’re going to take them on a roller coaster ride of emotions, insights, and value that’ll leave them dizzy with anticipation for your offers.”
I start mapping out a timeline on the board.
“Day 2: The Origin Story
Day 3: The Big Problem
Day 4: The Solution Tease
Day 5: The Transformation Tale
Day 6: The Revelation
Day 7: The Grand Finale”
I turn back to the class, dusting chalk off my hands.
“Let’s break these down, shall we?
On Day 2, you’re going to hit them with your origin story.
But not the boring ‘I started this business because I saw a gap in the market’ drivel.
No, you’re going to tell them about the time you spectacularly failed, or the embarrassing incident that led to your big realization.”
I scribble on the board: “Vulnerability = Relatability”
“For example, let’s say you’re a fitness coach. Your Day 2 email might start like this:
Subject: The day I ripped my pants in front of 200 people (and why it matters to you)
Hey [Name],
Remember how I promised this wouldn't be your typical welcome sequence? Well, buckle up, buttercup, because I'm about to tell you a story that still makes me cringe harder than a cat in a room full of rocking chairs.
Picture this: It's 2015. I'm standing on stage at a bodybuilding competition, flexing so hard I think I might pass out. The crowd is cheering. The judges are nodding. And then... RIP.
Yep, you guessed it. My pants split right down the middle, giving the audience a view they definitely didn't pay for.
Now, you might be wondering, 'What does this have to do with me?' Well, stick with me, because this humiliating moment was the catalyst for..."
I pause, looking around the room.
“See what we did there?
We’ve got humor, we’ve got vulnerability, and we’ve got a cliffhanger that’ll make them more eager for the next email than a kid waiting for Christmas morning.”
A hand shoots up in the back of the class.
“Yes, you there in the back. What’s your question?”
Student:
“Dr. Ortega, this all sounds great, but isn’t this a bit… well, manipulative? Are we just playing with people’s emotions to make a sale?”
I nod, acknowledging the question.
“Excellent question.
It’s crucial to address the ethics of what we’re doing here.
What we’re creating isn’t manipulation – it’s connection.
We’re not playing with emotions; we’re sharing genuine experiences and insights that provide real value.”
I write on the board:
“AUTHENTICITY IS KEY”
“The key is to ensure that every email, every story, every piece of advice genuinely helps your audience.
If you’re a fitness coach, that embarrassing story should lead into real, actionable advice about body confidence or the dangers of extreme measures.
If you’re a business coach, your failure story should offer concrete lessons about resilience and adaptability.”
I pause, making eye contact with the student who asked the question.
“Remember, the goal isn’t just to make a sale. It’s to build a relationship with your audience. To become a trusted advisor. If you do that right, the sales will follow naturally.”
Another hand goes up.
“Yes, go ahead.”
Another Student:
“But Dr. Ortega, won’t this approach turn off more professional or serious-minded subscribers? Not everyone appreciates humor or personal stories in a business context.”
I smile, walking towards the student.
“Another fantastic point.
You’re absolutely right – not every approach works for every audience.
This is where knowing your target market becomes crucial.”
I draw a stick figure on the board with several arrows pointing to different characteristics.
“Before you write a single word of your welcome sequence, you need to have a crystal-clear picture of who you’re writing to.
What’s their age?
Their profession?
Their hopes and fears?
Their sense of humor?”
I underline ‘sense of humor’ twice.
“If you’re targeting, say, high-level corporate executives, you might tone down the humor and lean more into data-driven insights and industry trends.
But even then, a touch of personality can go a long way.
It’s about finding the right balance.”
I erase the board and write:
“SEGMENTATION IS YOUR FRIEND”
“Here’s a pro tip:
Consider creating multiple welcome sequences.
You can use your sign-up form to ask new subscribers to self-select their biggest challenge or their role.
Then, tailor your welcome sequence to each segment.”
I start mapping out a flowchart on the board.
“For instance:
- Segment A (New entrepreneurs): High energy, lots of humor, focus on overcoming self-doubt
- Segment B (Established business owners): More strategic, sprinkle of humor, focus on scaling and optimization
- Segment C (Corporate professionals): More formal tone, data-driven, focus on leadership and innovation”
I turn back to the class.
“The key is to strike a balance between personality and professionalism that resonates with your specific audience. And remember, it’s better to be loved by some than to be ignored by all. Don’t be afraid to let your personality shine through – the right people will connect with it.”
I glance at the clock.
“Now, let’s dive into Days 3 and 4 of our sequence. This is where we start to really build anticipation for our offer…”
I begin writing on the board again, ready to delve deeper into the strategy.