Lesson 32: Planning the next four emails in your sequence

All about where to go after your micro-course

The first order of business is to figure out what you’ll put in your sequence after your initial micro-course emails. Since Sam is primarily learning when he reads those, most of your sales will tend to come afterward — so the followup emails are pretty important.

People often wonder if they should send some kind of “personal letter” introduction email that tells Sam their life story, their dreams, aspirations, a blow-by-blow account of their daily operations, why Sam should trust them, and let’s not forget how extremely chuffed they are to have him on their list.

Well, before you write that email, let me ask you a simple question. I assume you’ve received plenty of such emails yourself. So...

Did you ever read them?

Maybe you did — and if you did, you’re probably the kind of person who’ll write a good one yourself, and attract people who want to read it.

But personally, I don’t ever read intro emails. I delete them. I didn’t sign up to a list to learn all about the guy who owns it, the minutiae of his business, and what he has in store for me; I signed up for the lead-magnet.

I’m mercenary that way.

That’s not to say I have no interest in the person sending me information — or that Sam has no interest in you. But personal interest comes with personal rapport. Unless you’re an unusually remarkable person, with an unusually interesting story, and an unusually compelling writing style, asking Sam to read this kind of email when he has barely met you is really asking a bit much.

You don’t want to be like that guy at parties who assumes that, since you just bumped into him, you must find him fascinating.

My advice: the personal letter email strikes me as a big waste of time, and kind of self-absorbed. Sam is impatient, and quick to unsubscribe. So don’t give him the chance.

What to write instead

This is a guideline. In one sense, you can write pretty much anything after your micro-course. In an upcoming lesson, I’ll give you a dozen different ideas for emails — you’re welcome to use any and all of them wherever you want.

But there is a “transition” template that I myself use, which moves Sam from the micro-course into the rest of your emails in a sensible, structured way that respects his thought sequence.

You’re most welcome to borrow it, or adapt it: