One of the big mistakes when preparing recruitment strategies for a membership is the following: burying a client before his time. But today I am going to present you with an email sequence to change everything.
When we talk about burying, we refer to giving up someone who has not signed up at first, but who may later lead to an entry in the future.
If they just met you, they may still have a little trip to go through your customer journey.
And it is precisely to this topic that we are going to dedicate this post.
By the way, if you want to be the first to receive this content and a Masterclass in Newsletter format every week in your email, you have to join The Membership Club.
It’s completely free, it carries several little gifts and, if you have a business based on this model, it will give you more than one interesting answer that you can apply from today.
(By the way, the first email we sent you has a lot to offer. Today you can receive it. Tomorrow you may not).
A well-maintained database is the best weapon in the world: it sells in the short, medium and long term
This is the crux of the matter.
The fact that you are seeing this article right now makes strategic sense: we want you to join our mailing list.
The reason is that we know that those who are part of that list have much more opportunities to become customers than those who are not.
It is likely that you are part of it and that you think that you will never hire us. There is also that possibility.
But in our case, we know that this is the customer journey followed by most of the people who hire us.
Therefore, we bet on them.
Could we try to sell directly?
We could try. But from there to get it there is a world.
How to create a good sequence to turn strangers into customers
This sequence that I am going to present to you is the one that Ramit Sethi uses in his marketing campaigns.
It is a sequence that works logically and is based on a few emails to achieve results.
With these 6 emails you will be able to build any Funnel that you propose —at a general level, later you will have to adapt it to your purpose—.
They have been using it in the United States for years:
- Hook Email
- Value Email
- approach email
- Test email.
- Objection Email.
- Closing email.
Do you want us to see each one separately?
It only has one goal.
Catch the attention of your potential customers.
It is not even interesting that you mention the offer – they have already seen it on the landing page.
When you’re starting your sequence, no one is paying attention.
They probably don’t know much about you.
In fact, we always arrive at a difficult time for them.
The Hook just wants to grab the attention of as many people as possible.
Then we will end the email with a simple CTA, such as a question.
For example: Can you tell me about a situation in which you have experienced the same as me?
We want to generate that first sensation of interaction that leads them to take action on the matter.
Now it’s your turn to give a lot of value to your potential client.
For that it is essential that you give them an action that they can use right now. Real value that they can use at the moment.
They have to think if he’s giving me all this for free, the payment thing has to be hell. (or if you’re more refined, don’t exclaim an insult).
Don’t be afraid to give material directly from your proposal. If your membership is impressive, it’s just the tip of the iceberg.
You are not trying to give them anything heavy or life changing. Just something valuable and to remind them of your membership.
For example, answer a question that most people have.
For example, if a person sells a Sports Training membership and has been sharing valuable content on the Internet for years, you can take advantage of it.
Surely there is a lot of content that you can give away that is even already published and that many people are not aware of.
It is aimed at people who are interested, but not yet convinced.
The goal of this email is to demonstrate that what your membership does is what you say it does.
- Study cases.
It’s a simple email, but if you hit the right spot… magic!
On many occasions there are people who want your membership, but still have doubts.
Just because someone wants your membership doesn’t mean they’re going to buy it. Especially if it’s expensive.
That’s where the objection killer comes in.
You are sending a very clear message: it is time to make a decision.
If one of your prospects has made it this far, they’re interested in what you’re selling.
At this point, two key elements come into play: urgency and scarcity.
These are two emotional triggers that will tell your clients that if they don’t take the step now, they are lost.
- The urgency is based on a time limitation.
- Scarcity is about a physical limitation.
In a membership it can give you the feeling that it is complicated, but the key is to always have an extra for these people to take action now.
Be that as it may, if you want to continue delving into sales and marketing strategies for a membership, we would like to invite you to our Membership Club.
A completely free club in which every week we send you a Masterclass in Newsletter format by email.
In addition… we have prepared a few welcome gifts for you and a promise: the first class will hook you for all the others.