When Bri first approached me, she knew that she wanted me to copywrite the email nurture sequence that would go out automatically once people signed up for her freebie.
As such, one of the first things that I did was talk to her about how important a nurture sequence is for:
Creating multiple touch points with new leads
Building that all-important know, like and trust factor
Persuading them (in a non-sleazy way) that you/your product or service are the solution to their problems, leading them to ultimately buy from you.
I then took it as my personal responsibility to help her avoid THE greatest mistake that people make when creating nurture sequences- promoting more than one paid product.
In a previous blog post, I mentioned that one of the 3 most common mistakes that people make when creating their freebies is creating one that is not compatible with their main offer. Well, this also goes for nurture sequences.
In other words, if you know that the product that you really want to promote is a webinar, for example, it makes no sense to mention any of your other paid products. Why? For one, they are not compatible with your goal. For two, your nurture sequence should act as a filter.
(Yes, I said "for two")
To use definitions for the sake of clarity- in last week’s post, I used the word filter to describe how a nurture sequence is similar to the process of passing rice "through a device [sieve] to remove unwanted material [water]" because it leaves you with more qualified/quality leads.
When I say filter today, I mean the process of "moving [leads] slowly in a specified direction"- i.e. the paid product that it is your goal to promote.
Giving too many product options is not conducive to this outcome because this lack of specificity and direction will cause confusion.
Also, a confused mind will always ultimately say "no" which (at best) will cause your leads to have analysis paralysis and (at worst) will lead them to say "no" to everything and unsubscribe from your email list.
You want to avoid such outcomes by making sure your nurture sequence is as streamlined as possible and, if you have multiple products; you have multiple funnels (with each funnel leading to a product that it's compatible with)
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