ALSO, don't forget to submit your questions anonymously below. Hi Reader,
You know what really annoys me?
Misleading claims.
You’ve seen them–people talking about how they made $x in zero time, or selling an email that allegedly made them $10k, or preying on people who don’t have the means to invest.
Marketing isn’t bad. Shitty tactics that dig into insecurities are.
That’s not to say that pain point marketing is dead. I actually advocate for it but in a way that makes sense because you can touch on pain points without triggering guilt. Why would you want to guilt someone into working with you anyway?? Makes no sense to me.
Today, I’m covering a question from my anonymous form: do people buy without being nurtured?
While yes they can…they likely won’t (yet!) if you don’t have some foundations set in place.
Inside my training email, “How to grow your email list from 0 with $0,” I went pretty deep on a number of ways that you can grow your email list from scratch. As a follow up, I got this set of questions:
What do you do when people start coming into your list? I suppose you must then send regular
emails to them while building the list itself. What if you don’t really have time for both? Why can’t
people just buy without needing to be nurtured? 😭
I get it, Reader! The DREAM is to wake up to payment notifications every day because your leads are nurtured. But most of us don’t have Fashion Nova’s brand awareness or customer loyalty.
Fashion Nova has a huge audience and that takes time to build. And likely a lot of $$ on ads.
So to answer the question, yes, you do need to nurture your subscribers BUT you can do this with automated sequences.
Once your new subscriber has left the welcome email sequence they can enter an evergreen sequence. This is also automated and can be as long as you want it to be.
The evergreen sequence points your subscriber to a paid offer(s) meaning that it nurtures and sells. This is because you’re not sliding into their inbox 2x/day like a live launch. You’re sharing anecdotes, case studies, etc in a dripped out sequence that encourages engagement and lets them get to know you.
Don’t have time to create a weekly, 6-month evergreen sequence? No problem. Add it to when you can for an email to go out every month or so.
Your time is precious! There’s no need to give yourself a headache trying to build out a complex funnel.
Here are some ideas for your evergreen sequence to remind your subscriber about how you can help them:
- Testimonials/case studies
- FAQ email
- Surprise training or tutorial
- Comparison to similar offers and why yours is different
- Exclusive BTS sneak peek of offer
Tbh, I think growing an audience is harder than creating funnels. It takes some work to figure out who your audience is, where they’re at, and what they need. It’s super tempting to distract yourself with work that doesn’t move the needle. But the right audience is a big piece of the puzzle.
Unfortunately, selling has become harder over the last couple of years. With noise, BS, and skeptism at an all time high, you have to nail your positioning and present it to the right audience. Otherwise your hard work will feel like nothing (even though it’s not!)
So the tl;dr of this is:
- Yes, continue nurturing and selling to your new subscribers with an automated evergreen sequence
- Add to the sequence when you can and space it out as 1x/month
- Focus on building an engaged, quality audience and funnel them into your list
Make sense? I’d love to hear your thoughts :) Feel free to hit reply with your questions or leave it here.
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Hola, I'm Melissa
I'm a copywriter and marketing strategist who creates ethical, science-backed sales copy and strategy that connects with your audience and converts.
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