A quick warning before we dive into the meat:
“In marketing, everything works until it doesn’t.”
It’s tempting to buy/steal/GPT a proven outline… and swipe the hell out of it.
I’ve seen this happen too many times.
BUT
They laugh when they swipe a competitor’s copy, but when the copy flops…
BECAUSE
Even with 300 swipes in your library, the highest conversion rate in your Klaviyo account comes from the 15% welcome code…
Okay. Okay.
The copywriter in me cannot resist making fun of the most-swiped headlines in the history of direct-response marketing.
HOWEVER
There is no dark, forbidden secret from the one-legged copywriter…
(huh?!)
That one doesn’t make sense.
🤣
Here’s my point:
The most creative ad will stop working when everyone uses it.
This is called attention fatigue.
Same for flow.
The most compelling, creative, converting flow will stop working when every brand clones the exact same template.
That’s why –
An outline only works when you understand the idea behind the flow… integrate it with your positioning… empower it with your personality… and spice it up with your stories… to create something uniquely yours.
With that being said…
Here’s my proven Welcome Flow framework:
Email #1 – First Impression (Send immediately)
(Don’t wait 10 minutes… 1 hour… what are you waiting for? Pizza delivery?)
~ Start with a fun scene (think CD Baby)
~ Give subscriber what you promised (discount code, lead magnet, etc)
~ Tell them what to expect moving forward
~ Tease the benefit of being on this list
~ Encourage unfit profiles to UNSUBSCRIBE
~ CTA to your highest LTV product (not your bestseller… but the product that leads to the highest lifetime value)
Email #2 – Deliverability Booster (Send 23m later)
~ One liner, no design, no HTML, from the face of the company
“Hey, it’s [OWNER] at [BRAND]. How did you find out about us?”
Email #3 – Origin Story (Send 1D later)
~ Remind subscriber of the optin bonus
~ Talk about the mission/beliefs of the brand
~ Share the origin story…
~ The challenges…
~ The breakthrough…
~ CTA to your highest LTV product
Email #4 – Problem/Mechanism (Send 1D later)
~ Problem
~ Pain / Agitate
~ Real reason behind the problem
~ Solution > Mechanism > Product > Proof
~ Ideally, use a real story (personal or testimonial) to introduce the PAS outline
Email #5 – Objection (Send 1D later)
~ Talk about the #1 biggest objection
~ Answer the objection with proof or testimonial
Email #6 – Identity (Send 1D later) [optional]
~ Talk about WHO is your ideal customers
Email #7 – Urgency/Category (Send 1D later)
~ Remind subscriber of the optin bonus deadline
~ Give them a selection of your bestselling products
**Lesson for business owner**
The above is simply a framework.
Nothing more.
Use it as a starting point to create your OWN version.
(or hire a professional to tell your stories for you)
But don’t fall in love with your copy.
Create
Test
Optimize
To be continued…
– WYH