Notes on 20 Email Strategy for Converting Subscribers

Overview

• The 20 email strategy is used to convert free subscribers into paying customers.
• On average, it takes about 20 emails to achieve this conversion.
• The strategy consists of an educational phase followed by a sales phase.

Understanding Buyer Hesitation

• Many potential buyers do not purchase due to an education deficit, not because of price or credibility.
• It's crucial to educate potential customers on how the product answers their questions or solves their problems.

Funnel Structure

• Social Media Writing: Engage on platforms like X (formerly Twitter) and LinkedIn.
• 5-Day Educational Email Course (EEC): Introduce users to valuable content, leading them into the email sequence.
• 20 Email Follow-Up Sequence: Begins after the 5-day EEC.

Email Sequence Breakdown

Email 1: Initial Pitch

• Clearly state what you are selling, the problems it solves, and how to purchase it.
• Avoid fear of unsubscribes – having non-buying subscribers is not valuable.

Email 2: Identify Target Audience

• Describe the archetypes of potential customers and who the product is for (e.g., beginners, intermediate, advanced writers).

Email 3: Address Common Problems

• List the 10 biggest problems faced by the target audience without mentioning the product.
• Show empathy and understanding of their struggles.

Email 4: Desired Outcomes

• Discuss 3-5 desirable outcomes that the audience wants to achieve.
• Focus on how solving their problems will improve their lives.

Email 5: Personal Story

• Share personal experiences relating to the target audience's struggles.
• Use the story to build relatability and trust.

Email 6: Stop/Start Recommendations

• Outline common ineffective practices (Stop) and effective practices (Start).
• Transition into how the product can help with the right practices.

Email 7: Address Myths

• Discuss common myths and faulty beliefs that prevent customers from taking action.

Email 8: Quick Tips

• Provide actionable tips that can be implemented immediately, reinforcing that education is the focus.

Email 9: Common Mistakes

• List mistakes most people make when trying to succeed without help.
• Reinforce the value of guided solutions.

Email 10: Templates

• Offer free templates to help them avoid mistakes, making it tangible and practical.

Transition to Sales Phase

Email 11: Product Details

• Provide a comprehensive overview of the product, linking features to the problems they solve.

Email 12: Bonuses

• Introduce bonuses designed to overcome common objections potential customers have about buying the product.

Email 13: Testimonials

• Showcase testimonials from satisfied customers to build credibility and social proof.

Email 14: Future Pacing

• Paint two contrasting scenarios: one where they take action and one where they don’t.

Email 15: Highlight a Success Story

• Deep dive into a particular testimonial showcasing a significant transformation.

Email 16: Tale of Two Archetypes

• Use a fable-like story to illustrate the outcomes of taking action vs. inaction.

Email 17: Identify Objections

• Ask subscribers what’s holding them back from purchasing.
• Can be done through a survey or direct replies.

Email 18: Behind the Scenes

• Provide a video or detailed look into the product to give a tangible feel of what they’re buying.

Email 19: FOMO and Disappearing Bonus

• Address final objections with a time-sensitive, valuable bonus that enhances the offer.

Email 20: Last Resort Discount

• Provide a discount as a final nudge for those who haven’t bought yet.
• Emphasize that discounts should be the last option, as the focus is on education.

Conclusion

• Education is key to overcoming objections and converting leads into customers.
• The more emails you send, the higher the potential for conversion. Avoid relying solely on discounts for sales.