Are you looking to share valuable information with your ideal prospects?
Whether it’s a PDF, checklist, or other content, now is the perfect time to utilize it as your Lead Magnet.
A well-crafted Lead Magnet doesn’t just collect email addresses and phone numbers of your ideal audience; it also creates opportunities for customer engagement and sales in the email series that follows.
I want to introduce a template by Donald Miller, featured in his ‘Business/Marketing Made Simple’ book series. I’ve successfully tested these templates multiple times. They follow a story arc and tend to be quite effective.
If you’re starting from scratch with no emails, this is an excellent beginning point.
Comprising six emails, this template packs a powerful sales punch for engaging an interested audience:
- Send the PDF they requested
- Note: Add a one-liner in your PS: A problem, a solution, and a result (to remind a person what you offer and what you do)
- Soft pitch
- Note: identify a problem, acknowledge and empathize with their pain, and introduce your service as the solution to the problem (CTA)
- A testimonial as social proof
- FAQ to overcome objections
- Paradigm shift
- Note: How this is different from what they tried in the past
- Full sale presentation with a strong CTA
Let’s go into some detail and examples.
Lead magnet: A PDF of expert advice on starting own design business.
Pitched product: A video series course for young designers willing to start their own freelance biz
Email 1: Send the PDF
The first email should be straightforward: simply deliver on your promise and share the content.
Introduce a subtle twist in the P.S. of your email. Briefly mention the problem your prospects are facing and hint at the solution you offer. Begin to plant the seeds of conversion in the minds of your prospects.
Email 2: Soft pitch
After delivering substantial value and knowing that your product or service can provide significant help, it’s now time to encourage action. Introduce the main problem and firmly position your product or service as the solution.
Email 3: A testimonial
You know what we all look for when evaluating a potential purchase: we scroll down to the review section and read other buyers’ opinions. Social proof is a very important element of your conversion campaigns, so use a testimonial in your 3rd e-mail:
Email 4: FAQ as Objection Buster
FAQ is great to quickly answer questions and overcome several objections at once.
Include “So, tell me exactly what this is again” in your FAQ as the overall summary, a one-liner and a pitch.
Email 5: A Paradigm Shift
Revitalize your subscribers’ interest by introducing an unexpected twist in the subject matter. Continue addressing the same problem and solution, but present them from a fresh, new perspective.
Email 6: The Sale Email
In this final email, fully showcase and pitch your product or service. Make sure to include a compelling one-liner, FAQs, a testimonial, and persuasive copy. Seize this final opportunity in the email sequence to make a sale. Consider offering a bonus or a discount to those who have been reading these emails but haven’t yet made a purchase
There you have it! A comprehensive email series that transforms subscribers who initially engaged through a PDF into warm prospects, familiarizing them with your business and the problems you can solve. I hope you made some sales too!
Either way, this is a great start for your PDF Lead Magnet series, which you can build and improve upon.
If you didn’t offer a discount in your last email, you might consider initiating a monetization-focused email series about a week after the final email is sent.
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