When you are trying to make more sales for your business, you need to create a great sales funnel. In this video we talk about how to create an email sales funnel in an automated sequence that…
Full Transcript of The Video
First and foremost, why is the sales funnel important? Just think about everything. When you visit Amazon for example or Zappos for example, that's the top of the funnel. You haven't bought yet, and you start to go to the product page and then you start to go to a cart page, and then you finally bought. You're going down a funnel. Sales is no different. AIDA, awareness, interest, decision, and action, right? You're taking people through a funnel.
In this video, I'm going to have Raghav, who's a stud with funnels. He's going to guide you on how you can make that sales funnel that actually works for your business.
Raghav: Hey, guys. I'm Raghav. I'm going to talk to you a little bit about how to construct a sales sequence, an email marketing sales sequence. The examples I'm going to give today are based on our hiring product.
We have a course called The A-Player Hiring Blueprint that's being sold through a six-day email funnel. I'm going to break down each of those emails and how we went about constructing those and how you can apply that to your business.
To give you some quick background, what a sales sequence is a way for you to turn your email subscribers into paying customers. Depending on what your business is, that might be a little bit different for you. If you're a software company, that might be taking your email subscribers and turning them into free trial users. If you're an eCommerce company, that might be taking your subscribers that opted in for a discount code and getting them to buy a specific product. If you're an agency, that could be taking your subscribers and getting a free consultation from them.
The first step of the email sequence here, which is actually taken from Jeff Walker's Product Launch Formula, is a quick question email. In this email, you essentially want to give them what they signed up for, so, usually, whenever you collect an email address, you're going to get that email address in exchange for some sort of opt-in, so a webinar, a video, a PDF, something along those lines, and then, after that, you're going to ask them a quick question about the biggest challenge that they have around the topic that you are talking about. If you're, say, selling a sales software, then that might be, "What's your biggest challenge around growing a sales team?"
In our case over here, we said, "Over the next few days, I'm going to send you one quick email a day with free material that you can use to find and hire A players," and the question was, "I want to make sure that the content that I send you is as good as possible, so what's the biggest challenge that's keeping you from hiring A players for your company?" We actually prompted responses for that and we read every single email that we got.
That email shows us a couple of things. First of all, it's to give them the lead magnet, but also it serves to inform the rest of the emails that you have in your funnel, because a lot of the emails that you send out are going to based around the challenges that your subscribers have.
The second email of the funnel for us was called the Asian Parent Strategy. That was the subject line. The point here is the second email usually is a free content email, so you're going to send out a piece of free content that shares some sort of tactic, some sort of strategy that your subscribers can use to solve a problem around whatever they're having.
In our case, what we sent out was Elon Musk's Number One Hiring strategy Secret, and the story that we told around that was that Asian parents have very high standards for their kids. These entrepreneurs that are trying to hire A players should not compromise their standards just like an Asian parent would not compromise their standards for their kids. You can see how these tactics and these videos and these opt-ins are kind of baked into nice stories, so that's something you can also have in your email funnel.
The next step that we had in our sales sequence was a subject line called Killing My Business. This was actually a story of how our CEO, Eric Siu, had some challenges with hiring people in the past, and that kind of serves to show the audience that we've been in their shoes before. We kind of understand the problems that they're having and we're qualified to teach them the solution because we've been there before.
The next step after that was a subject line called The $500,000 Decision, and this is where we introduced our product. Once you've kind of given them the opt-in, you've given them the lead magnet, you've shown them that you understand what problems they're going through, you've kind of built that authority and you've given them the free content, you've already started that relationship, now, you kind of have the permission to introduce your product and how you can help them even further.
In this case, in this email, we talked about the table of contents for our product. Because we're selling a course, the "feature lists" of our product are our table of contents, so we have the title, we have the sub-title, what they're going to get, Stage 1, Stage 2, Stage 3, Stage 4. Every single section of the course, we kind of break it down, what bullet points, what kind of videos we have in the course, what kind of content that we have coming up. If you're a software company, then this company, this email right here might be your feature list. If you're an eCommerce company, maybe it's your product specs.
After you've introduced your product, now you have to address some skepticism that they might have around what you're selling. In our case, that was a very long FAQ email, so the questions that we addressed here are things like, "What is it? What's it going to help you with? What will I have to do to make the right hires?"
The next step after that is your expiration email. This is something that you would have to add to add some urgency, a limited time offer, a discount that's going to expire at a certain date.
The last email that we sent out is a survey. What you want to learn is understanding why your prospects didn't buy, so we asked people, "Were you considering buying? What made you not get over that fence?" things like that. That's how you craft a six-day sales sequence. Now, go out and get some more customers.
Eric Siu: All right, thanks, Raghav.
If you enjoy videos like this, we actually made a playlist on how to sell without being sleazy. Just click on the link, and we'll see you in the next video.