## Summary ## Notes ## Highlights https://twitter.com/Nicolascole77/status/1778438922785247332 ### Part 1: 100% Education These emails are intended to do 2 very specific things: - Show the customer you are the right person to help them - Remind them you have a product/service for sale These emails should be 99% free value + 1% “Oh, by the way, you can sign up here” CTA at the end. Except for the very first email—which sets the frame for what your offer is. Email #1: Plain Pitch. “Here’s what I have for sale, here’s what problem it solves, here’s how you can buy it.” Email #2: Who This Is For. “Here are the 3 archetypes of people I believe I can help most—and why. Which one are you?” Email #3: 10 Biggest Problems. “I know what your biggest problems are. I know why you’re experiencing them. I know what you’ve tried in the past to solve or overcome them. Here’s why those things didn’t work—and here’s why my approach is different.” Email #4: 3 Desired Outcomes. “I know the Top 3 outcomes you want. I know why these 3 outcomes are the ones you value more than all the others. I know because these were the outcomes I wanted when I was in your shoes. Here’s how I can help you get there.” Email #5: My Story. “I used to be exactly where you are now. Here were my problems. Here were the outcomes I wanted. Here’s what I tried and why it didn’t work. Here’s what changed. And here’s where I am today. Now, I’d like to help you do the same.” Email #6: Stop/Start. “Here are the things you’re probably trying right now to solve this on your own. STOP. Here’s why those aren’t working. Instead, START doing this—it’ll have a much bigger impact. And by the way, this is what I help you do.” Email #7: Myths. “Here are the faulty beliefs most people have when they set out to solve these problems/achieve these outcomes. Here’s why those beliefs are faulty. And here’s some mental reframes so you can think about this the right way.” Email #8: Quick Tips. “Let’s say you want to do this on your own. That’s fine. To help you, here are some tips I would give anyone struggling with these problems/trying to unlock these outcomes—and here’s how to quickly implement them into your life.” Email #9: Mistakes. “Ah, but here are the mistakes most people make when they set out to do this on their own. Here’s why those mistakes happen. By the way, I can help you avoid these mistakes.” Email #10: Templates. “I wanted to share this with you… it’s my favorite template for quickly and easily solving this specific problem. Oh, and by the way, I give you tons of these templates in my product/service.” ### Part 2: 100% Sales The second part of this 20-email sequence are emails intended to do the opposite of the first 10 emails. You’ve given them a TON of free value. So here, you SHOULD hard pitch people on your list. And the goal should be: - Buy - Or Unsubscribe You do not want people sitting on your list doing nothing.  So this second sequence is a good way of figuring out who is actually going to ascend with you, and who was never going to ascend in the first place. Email #11: Everything That’s Included. “Here’s how my product/service is structured. Here’s everything you get.” Email #12: Bonuses. “But that’s not all. When you join, you also get these 3 bonuses.” Email #13: Testimonial Roundup. “Want proof? Look at all the people I’ve worked with who have been successful! Chances are, you resonate with one of their stories.” Email #14: Where Will You Be 1 Year From Now? “Ask yourself a quick question: where will you be 1 year from now if you don’t take action? Compared to… where will you be if you DO? If you know a year from now you’ll be disappointed if you don’t make any progress, then let’s avoid that path. Here’s how I can help.” Email #15: Testimonial Deep Dive. “Here’s 1 student in particular. Here’s their full Zero to Hero journey. This could be you.” Email #16: The Tale of 2 Archetypes. “Here’s a quick story of 2 different types of people. 1 of them took action. The other didn’t. Here’s where they both ended up. Which one are you going to be?” Email #17: What Has You On The Fence Survey. “Real quick, would you mind letting me know what has you on the fence? Which of the following 3 options is it? Time? Not sure if you’re ready? Or cost? Let me know so I can help find a solution.” Email #18: Behind The Scenes Look. “Just so you know everything you’re getting, here’s a sneak peek at the first couple modules/resources. Let me walk you through it so you know what you’re stepping into.” Email #19: Disappearing Bonus. “Let’s sweeten the deal. If you take action in the next 48 hours, I’ll also throw in this other bonus worth $ X. But after 48 hours, this goes away.” Email #20: Disappearing Discount. “Let’s sweeten the deal even MORE. Here’s a $ X-off coupon code. But you must use it within the next 48 hours, otherwise it goes away.” (One of our favorite quotes, I think Hormozi said it, is “People need to be reminded more than they need to be told.”)