The Ultimate Guide to Your Launch Email Sequence Backed by Psychology of Empathy

by John McIntyre

This is a guest post by Tavleen Kaur. Tavleen is a Positioning Strategist and the founder of TheYouEngine.com. She helps consultants, coaches, and freelancers convert their prospects using the psychology of empathy.

When it comes to selling your product through email autoresponder, the only way to sell successfully without being salesy is to cultivate empathy for your audience.

There – I said it.

Most emails being fired into the inbox today are making desperate attempts to sell. Emails that read…

“Last chance”

“Offer expiring”

“Limited time offer”

“Cart closing”

All of this without making an empathetic connection.

The truth is:

It’s easier to hold a signboard that reads “Act Fast”, but hard to empathetically hand-hold your prospects over a step-by-step journey to the sale.

While you may be losing sleep over worries about when to send the FAQs, how to sell without being icky, and where to put your case studies, the thing that matters most is how you take them through a systematically planned launch sequence – all backed by the psychology of empathy.

This article will give you the most definitive plan to create your own launch sequence. Use this article as your navigator and you’ll have no trouble setting up one for yourself.

It’s a long read but it’s going to be worth it.

Let’s start rolling.

Email #1: Start the conversation – Take the lead

Writing the first email to your subscribers to warm them up for your launch is often the hardest bit. You’re not sure if you should talk about the offer or just send a general email about yourself.

Or if you should tell them how other people love your offer and give them reasons to buy.

Here’s the thing –

You don’t need to do any of this in your first email.

What you really need to do is start a conversation.

The voices in your head may say…

But I am already conversing with them on a regular basis. How do I announce the launch of my new product now?

Or

I haven’t written to them in a while. And I don’t want to come across as a salesy salesperson trying to sell my product.’

In both the cases, my answer is the same – start the damn conversation by making your offer the chief driver of it.

Put a high-voltage spotlight on the problem you’re solving and how it impacts them.

Empathize with their challenges and show them you know them.

Let’s discuss using the case of a dating coach (let’s call her Lisa). Lisa coaches women over age 35.

Here’s a step by step process of starting the conversation:

Step 1: Show them you know them

Finding the right date isn’t exactly a walk in the park. It’s hard to find men with serious relationship intention who’re not lurkers and scammers. You don’t want to date players or commitment-phobic men. You are looking to finally settle down with your soul mate.

Figuring out who the right guy is from the wrong one can be the key to saving months and years. You want to set yourself up for a date that will convert into a promising and sustainable relationship. Who has time for mistakes that could cost years?

You see where we are going with this?

We are sneaking into their mind and resonating with their hopes, fears, and secret desires. Their emotions are going up and down like tidal waves and we’re letting them know that we care.

Step 2: Enlighten them

You may further this conversation by enlightening them about the ‘the worst mistake that most women make when trying to find a guy‘.

Step 3: Ask an intriguing question & encourage replies

End this email by asking them an important question such as, ‘What’s your #1 challenge in finding the right date?

Did you notice how specific this question is?

That’s exactly what you need.

Email #2: Drop a value bomb – In the spirit of giving

This is your second email and also where you bring in your own perspective. You’re now stepping into their system and building a closer relationship with them.

In this email, you want to share something with them in the spirit of giving, that they can go back to the table with and apply. You want to leave them with a tested technique that you know works because you’ve applied it for yourself or a client.

This one comes from a place of experience and understanding.

Here’s how the dating coach, Lisa would do it:

In my email yesterday I spoke about the worst mistake that most women make when finding a guy. I asked you to share with me what has been your single biggest frustration with finding the right date.

In my experience of helping my clients I’ve found one thing that frustrates them the most <Insert the answer and your take on it.>

Today I want to share with you the the telltale behavior signs of a commitment-phobic guy.’ These signs are easy to pick but even easier to miss. My clients have used this knowledge in their favor and I know this will help you too.

Here is what we did in this email:

Step 1: Recapped email #1 – It’s a great way to form a connect in the sequence
Step 2: Discussed your take on the question- Helps you push the conversation forward and positions you as an authority on the subject matter
Step 3: Gave away a golden nugget – fluff-free advice they can act upon

The psychology behind this email is that when you offer value up front and free of charge, people want to reciprocate the gesture.

It is the same psychology makes you feel indebted to help a friend who’s helped you in times of need.

In this case, by offering free information we’re deepening the mentor-mentee relationship and holding them by their hand to show the way.

Email #2 must leave them with a quick win- something they’ll want to thank you for. This alone would cement you in the minds of your subscribers.

The next email is the most important one in the sequence.

Keep reading.

Email #3: Lift the curtains off the armor – Seduce with its shine

This is the email to introduce your offer to your prospects. At this point, the plot thickens and the superhero (your prospect) is just about to see his armor (your offer) but not until he undergoes a rediscovery of self.

Here’s a simple framework you can follow to craft this email:

Step 1: Point out the elephant in the room
Step 2: Replay their sub-conscious objections to resonate with them
Step 3: Reveal the armor (**Cue the superhero music)
Step 4: Show them the capabilities of the armor

Here’s how our dating coach Lisa does it:

[Step 1:] I want to talk about the elephant in the room today. Most people who have successfully found the right date may never tell you their real story.

You may think it’s their looks, luck or amazing social skills because they are the life of every party but the truth is you never see the full picture.

More precisely, you’re never shown the full picture.

[Step 2:] Does any of the following rings true for you?

“I am not sure why I can’t find the right man!”

“It seems that it’s only me. It’s got to do with my lack of social skills. I run out of words every time while texting too.”

“I have been on 54 dates and haven’t felt an instant attraction for anyone. Is it about me?”

If that sounds familiar, you’re not alone.

You can find the right date and start a long-term relationship even if <insert their biggest objections>

[Step 3:] Introducing <Insert the name of your program>

[Step 4:] Here’s what this system will do for you<Show them a snapshot of the benefits and advantages>

Notice how we do not jump to the solution until we have taken the time to identify with them.

Let’s look at why this framework works:

By bringing their ‘self-talk’ into the limelight, we’re showing them that we really know them. Also, we’re positioning our offer as the ‘exact solution’ to their problem despite their objections.

This email will induce a desire to own the armor because of the limitless possibilities that it opens up!

Email #4: Win them over with a relatable success story – Activate the mirror neurons

So far in the sequence, you have started a conversation, added value and introduced your solution. But they still haven’t found a common ground to feel emotionally moved and take the action.

They may be logically convinced that your offer is the right solution to their problem but may still have their doubts.

And those can be best answered by people they can relate with and appear to be in a similar situation as them.

Relatable success stories are a definitive way to earn trust, build authority and close sales.

But they are NOT about throwing random numbers and grinning pictures in an attempt to impress. You must borrow the lenses of your prospects to see if he would really resonate with the protagonist of the case study.

In the case that we’ve been discussing, the email #4 from Lisa can follow this framework:

Step 1: Introduce the character and underline the pain (the ‘before’ state)
Step 2: Shift the spotlight on the ‘after’ state
Step 3: Bridge the gap by unveiling the story
Step 4: Nudge them to act

Here’s how Lisa would do it:

[Step 1:] At 37 years old, Charlene had never felt attracted to any guy she went on a date with. And she had been on 36 dates in 24 weeks.

[Step 2:] I helped her find the man of her dreams in 15 days. Today she’s happily married and posting pictures of her beautiful vacation to Kansas on Instagram. Hear her story…

[Step 3:] <Insert the story; back it up with original snapshots, quotes, and pictures. You may even go a step further and direct them to a dedicated video.>

[Step 4:] If you are stuck in a similar situation or something even trickier, I cover it all inside the program. The doors are open only until tomorrow midnight, so if you’re interested, you need to grab your spot immediately.

Here’s why this framework is powerful:

Seeing someone relatable dealing with a situation similar to ours fires our mirror neurons.

These neurons allow us to feel their pain and celebrate their breakthroughs as we read about them going through the journey. Mirror neurons are the basis of empathy.

Yes, a relatable success story with a resonating narrative triggers mirror neurons.

Email #5: Address their deep-rooted doubts- Deploy the Inverted Pyramid Technique

Your prospects may have been totally convinced by your emails but they may still have invisible doubts. These lurking doubts maybe so deep-rooted that they may not even know how to articulate them.

The purpose of this email is to preempt and address all their “Yes, I’m in!” blockers.

Take a minute to think about all their pressing questions along this line:

“This is a good offer! I would like to buy this but…”

Here are some cues:

‘There’s so much of free information out there. Do I really need a paid program to help me sort this out?’

‘I have been burned before. Will this work?’

‘I can’t pay in one shot. Are there flexible payment plans available?’

Here’s a step-by-step framework of how you can craft your email #5:

Step 1: Put the spotlight on their pressing question
Step 2: Give a concrete answer in 1-2 sentences
Step 3: Solidify your answer with concrete evidence. Show and don’t tell
Step 4: Jostle them into making a decision in their best interest

Let’s see how Lisa answers one of the most important questions in email #5:

[Step 1:] One of the most common questions that I always get asked is this one – ‘I can find this information for free. Why should I pay you?’

[Step 2:] Yes, you can find just about anything for free but that doesn’t mean it is valuable.

[Step 3:] Take a look at this question in the ‘Dating Advice’ category on Quora asked by a woman seeking help:

screenshot-docs-google-com-2016-10-27-12-48-14

The most upvoted answer had this to say:

screenshot-docs-google-com-2016-10-27-12-48-02

Notice how ‘free information’ isn’t exactly the advice you can act upon or do something with. It doesn’t come from a place of an understanding of your strategy and situation. Yes, it oversimplifies things.

The worst part?

It comes mostly from people who have no experience themselves or have done things with trial and error hence wasting a lot of time in the process.

[Step 4:] Do you really want to follow their lead and waste years making efforts in the wrong direction?

Would you rather trust someone who’s done it, has years of experience and credentials or random people out there with a free Quora or Reddit account?

You are the best judge.

Here’s why this works:

 

theyouengine1

This email follows ‘Inverted Pyramid technique’ which means gives people the most important information first.

Notice, we don’t waste people’s time trying to convince them why Lisa is the best one out there but confront their objection head-on.

In the first line itself, we’ve highlighted why free information is not valuable and then through carefully chosen examples shown them why.

We do not ‘tell’ them why to trust Lisa; we ‘show’ them why free information is not worth their time and trust.

Argument closed. Lisa 1 Free information 0!

Summing it up

This bare-it-all guide is a result of ardently studying million dollar launches and then deploying these processes on my clients’ funnel to get consistent results.

It is the game plan you need to form an empathetic connection, strike heart-to-heart conversations and inspire them to open their wallets. Take the proven system and run with it.

Follow my lead and your email funnel will do exactly what I promised –move your prospects on a step-by-step journey to the sale using the psychology of empathy.

This is a guest post by Tavleen Kaur. Tavleen is a Positioning Strategist and the founder of TheYouEngine.com. She helps consultants, coaches, and freelancers convert their prospects using the psychology of empathy.

Want Tavleen to swoop down, take you by the hand and co-create your email funnel strategy? Or if you’ve already got one, want Tavleen to troubleshoot it so that it does what it’s supposed to – get their wallets popped out? Then sign up for a FREE strategy session with Tavleen Kaur here (and nail down your launch email game plan today!).

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