Donald Miller, Dr. J.J. Peterson
But for now here’s a high-level overview of what emails should accomplish: • Solve a problem. Never miss an opportunity to tell people why you matter. And why do you matter? Because you solve a specific problem. Tell customers what that problem is and they will remember you forever. • Offer value. What information, access, and tips can you offer your potential customers that help them get what they want? • Remind them you have a solution. Don’t mention a problem if you aren’t going to position yourself as the one who resolves it. What products do you have that solve your customers’ problems? • Send customers back to your website. They came once, downloaded your lead magnet, and showed interest. Now it’s time to bring them back with fresh eyes. Your website is the perfect elevator pitch: by bringing them back you get to make that pitch again. (Location 2196)
THE STRUCTURE OF A BASIC NURTURE SEQUENCE There are many ways you can nurture customers. For the purposes of allowing you to create an initial, effective campaign, I am going to walk you through three types of nurture sequences that are easy to create and will work right away. (Location 2221)
LET’S CREATE THE CAMPAIGN Writing a good sales sequence is more art than science, but there are formulas that will make your first attempt more successful. (Location 2470)