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First impressions are so intimidating. I mean, you get one shot—one weak handshake and somebody has already signed you off.

I didn’t want my first email or chatbot message I sent out to new leads be like that too.

I’ve seen people get so locked up in this fear of first impressions that it takes them a year to create their podcast, a year to create an ebook, a year to create their first course. And its devastating!

I like to go by this one rule: Come as you are.

If people are going to judge you, forget about them!

Be genuine, be authentic.

And for goodness’ sake, be ethical and honest.

Because coming off as fake will shatter your reputation.

And online, thats all you’ve got.

Now, why did we go all philosophical on you? Well first of all, it’s never a bad time for an unexpected life lesson. And second of all, because I’ve been there and I understand that reaching out to your audience for the first time is, well, just a little bit nerve-wracking.

You send one wrong email, and you’ve lost that sale forever.

We don’t want that to happen. And that’s why we preach utilizing a special email strategy called a soap opera email sequence.

What is an email sequence?

An email sequence is an email automation you’ve created ahead of time that gets sent out to new subscribers after they’ve set off the trigger.

A trigger can be a purchase, a sign up for an email opt-in, a click on a landing page or in an email broadcast or newsletter, etc. Pretty much anything that you want to/are able to track, you can add a trigger for a new email sequence to.

Common triggers for email sequences include sending out a funnel sequence after someone has requested your lead magnet, sending out teasers or discounts for a product after someone has clicked to the landing page, or sending out a welcome email automation after getting a new email subscriber.

Why is an email sequence useful?

An email sequence helps to personalize emails and introduce new subscribers to your business. You’re basically giving them the official tour without having to send these emails to your entire list. And you’re creating an engaging relationship with new subscribers without actually making any effort once you’ve set the sequence up.

Email sequences also help to automate systems and funnels within your business so that you can make upsells and promote your products without actually realizing you’re doing it. Once you’ve set up an email automation based on a particular trigger, that automation will keep running over and over again each time someone sets off that trigger.

How the heck does this have anything to do with soap operas?

Oh, so it’s not immediately obvious how Days of Our Lives and All My Children relate to your email list?

It’s fine, I’ll explain. 😉

Basically, there’s a type of welcome email sequence that’s just called a soap opera sequence because of the strategies used to hook your subscribers. You know, like a soap opera hooks its viewers.

The goal here is to create a bond between you and your new subscribers that keeps them looking for your emails day after day, or week after week.

A soap opera email sequence is a series of five emails that you can send five days in a row, every other day, or every few days; it really depends on how often you typically send emails out (if it’s only once a month or so, you don’t want to suddenly send five emails to new subscribers, then have them barely hear from you from here on out) and how comfortable you are sending back to back emails.

The emails should go as follows:

  • Email #1: Set the Stage
  • Email #2: High Drama
  • Email #3: Epiphany/Breakthrough
  • Email #4: Hidden Benefits
  • Email #5: Urgent CTA

When you start reading a book or start watching a new TV show, if the first chapter or the pilot episode isn’t very good, you’re not likely to continue.

It’s exactly the same in an email sequence. Consider your initial email your pilot. If you don’t immediately pique your reader’s interest, you’re going to lose them. They’re not going to open up your next email, they’re probably not going to buy from you, and they might even unsubscribe, causing you to lose them forever.

So what can you put into your email sequence to really engage your new subscribers?

A high drama story, of course!

Write a creative and interesting (but true!) story about how you got to where you are now, relating to why your email subscribers need to buy from you so they can get there, too.

You want it to be fun, engaging, and interactive, but you don’t want to make stuff up, or get too off topic. You’re still trying to generate a new customer, here.

Let’s take a deeper dive into what each email is about, and what information you should include.

Email #1: Setting the Stage

What does the first episode of a soap opera do?

It introduces you to each of the characters: the protagonist, the antagonist, the supporting cast, etc. So the first email of your sequence should do the same: introduce you, your business, what you do, and how you got here.

Start off by thanking your new person for subscribing.

A simple, “Hey, you. You’re pretty awesome and I want to say a huge thanks for signing up for my email list!” as an intro is perfect.

Then you’ll introduce yourself a bit more thoroughly. After all, you don’t know how this person made it onto your list. They could have seen your opt-in offer on a Facebook ad, paid absolutely no attention to whose ad it was, just wanted your offer or your freebie, and signed up.

So when they receive your initial welcome email, it could literally be the first time they’re actually learning your name, your business’s name, what you do, and how you could help them, even further than your offer or freebie in your ad.

You’re also setting the stage and letting them know what is to come in the next four emails in your welcome sequence. Sign off by letting them know when they’ll hear from you next and tease the content in the next email.

Email #2: High Drama

We all know the famous line from the classic song “Do Re Mi,” about starting at the very beginning, because the beginning is a very good place to start, right?

Well forget all of that.

In your soap opera sequence, you have one chance to grab the attention of your reader, so you need to start where the action is happening. Which is typically in the middle of the story.

So think about the hardest time in your business growth. A point where you might have almost failed, except for one thing. What was that one thing? How did it keep you afloat? And how can you do the same for your audience?

Or maybe you have a different story about what got you to where you are today. Whatever it is, start at the good part. Then work your way to the backstory, letting your audience know how you got to the good part.

Your backstory is going to be relevant to exactly the position your reader feels like they’re currently in. You’re taking them on a journey that, to them, is going to feel vaguely familiar. By the end, you want them to realize that it’s the exact same journey they’re on, but somehow you’ve found the solution.

And they want that exact same solution, too!

Email #3: The Breakthrough

Alright, so you’re taking your reader on a journey. You’ve already related to exactly where your reader is now.

The next step is to tell them about your breakthrough. What helped propel you forward. What epiphany you had that helped move you to success.

Your breakthrough ties into your product or service that you’re selling now. And if you’ve done this right, you’ve hooked your reader by setting the stage, you’ve piqued their interest by being dramatic, and now you’re revealing the end-all, be-all: the solution, the big kahuna.

The thing that got you where you are today.

And you’re letting your audience know that they can have it too.

At this point, you can link to a landing page that gives even more information about what it is you do. Include a video of you speaking about your business, testimonials, pretty much everything a general sales page should have.

This is the part where you start really pushing the sell. After all, you’ve set everything else up, perfectly.

You want to end email #3 by letting your reader know that the next email will be chock full of hidden benefits about why your way is the best way. After all, there are tons of different methods to get to the end.

But obviously, yours works, and yours is the best, and you want your reader to see that too.

Email #4: Hidden Benefits

This email dives deeper into “you’re going to make money money, you’re going to lose more weight.”

When I say hidden benefits, that’s literally what I mean. You’re pulling out the benefits that your audience didn’t really even think of. Kind of like the benefits of the benefits.

So for example, saying something like “Yes, you’ll make more money in your business. But what does that mean? It means you have more money to save for retirement, you have more money to travel, you have more money to send your children to good schools, you have more money to live in your dream home in your dream neighborhood.”

Or saying “Yes, you’ll lose weight, but what does that mean? It means you’re going to be healthier, you’re going to live longer, you’re going to have more energy to do things with your kids, with your grandkids, you’re going to be able to spend more of your life with your loved ones, and you’re going to feel good about yourself and the way that you look while doing it.”

Don’t stop at just the obvious benefits.

Dive deeper into what benefits those benefits bring out. The long-lasting effects of what you’re trying to sell. What it can make their whole entire life look like.

That’s what is really going to sell. That vision, that lifestyle, that feeling of having everything they want for themselves.

Again, be sure to link your reader to your sales page that explains fully what it is that you do, how much you do it for, and how they can buy.

Email #5: Create an Urgent Call to Action

So yes, you’ve linked to your sales page in the last two emails, so it’s possible that people who are interested have already clicked, and it’s possible that some have already bought from you.

(If so, woohoo!)

But for the rest of them, dragging their feet along, waiting for a real kick in the pants before they get their wallets out and get ready to change their lives, you need email number five.

The urgent call to action.

This is typically the last email in your soap opera sequence. You can continue, if you’d like, with bonus emails like a free gift, an email full of testimonials, a video link, etc., but these five are the essentials.

Your urgent call to action actually makes your reader take action now because you’re putting a time limit on it.

Your CTA is going to be something like “Don’t miss a seat in tomorrow’s webinar!” (you can send out a pre-recorded webinar), “Buy within the next 24 hours and get X% off!” (you can send expiring links in your emails so that after 24 hours, the link to the landing page doesn’t work), or “There are X spots left in my one-on-one coaching membership!”

There are so many different ways to play with urgency in your call to action. You just need to ensure that it’s real urgency. Don’t be like “Oh, you only have 24 hours” when this is actually a promo you run all the time.

It has to be a legitimate limited time offer.

And if people email you afterwards because they missed the cut-off, you can’t let them in all willy-nilly. Instead, let them know that they can buy now at full price, or they can wait until the next promo. This makes you seem exclusive, and like you don’t need their money, because you have tons of clients/customers and are already making money.

It makes you seem established, legitimate, and even though you didn’t give in and give them the discount (because, hello, they missed the deadline), they’re still likely to buy from you, even if they do decide to wait until the next promo.

Soap opera email sequences do work, because you’re pulling your reader in, email to email. And if you utilize this strategy, you can easily 10x your biz and start generating new customers on autopilot.



These are the EXACT same steps I used to 10x businesses just like yours and generate new customers on autopilot!

it's free!
100% privacy guaranteed, no messin' around!