A connection-building email framework (w/ “shadow newsletters”)

Yesterday, I told you about the automated sequence I’m working on to add new email subscribers to this list.

It’ll be done on May 10th, btw.

The purpose of the sequence is NOT to “deliver value.”

This isn’t to say that value won’t be delivered. Quite the opposite. The goal, however, is to make it the single most valuable resource they’ve ever seen – for them to think “holy shit, if this is free, what would happen if I gave this guy some money?”

But if all I did was deliver “value” in the form of education or information, I wouldn’t be accomplishing my purposes (indoctrination & influence).

I use the term “indoctrination” in semi-jest. I’m not exactly looking for complete and uncritical acceptance of me and my ideas. (ok, fine – maybe a little)

I’m more interested in eliciting belief that the ideas are sound, that I know what I’m talking about, and that there’s something here for them – something that feels fresh & new, something unconventional that rings true.

There’s a chance that I could help in the short-term with education and information, but if I really want to make the difference that permits them to move forward with their projects and ideas, I’ll get much further if I focus on connection. This is primarily accomplished through storytelling.

Below, you’ll find the basic framework I’m using to build this sequence. This is the structure I’ve used with myself and my clients going back at least 5 years.

I’m going to use a lead magnet to entice people to sign up. But unlike most lead magnets, I’m not going to use a single piece of media (a PDF, a video) attached to a single email. Instead, it will be delivered in multiple emails, across the entire sequence.

The Framework

Email 1: Part one of the lead magnet. It contains some semblance of practical or actionable content, but this email should have an immediate impact whether they do anything right away or not. I want them to feel different about me and themselves after they’ve read it.

Email 2: Backstory. Origin story. Authority. Why they should listen to me. If you’ve been around a while, you may have already heard this story, but this time, I’m telling it with a different purpose than I’ve had in the past.

Email 3: More practical ideas & actionable steps. And proof via testimonial.

Email 4: Practical, actionable ideas delivered via story.

Email 5: Testimonial(s) and a story or examples about someone who implemented the practical ideas & actionable steps from the previous emails.

Emails 6-10: Shadow Newsletters. The shadow newsletter’s job is to start preparing new readers for the type of writing that I’m doing every day. They look and feel like the broadcast emails I send every day, but with more setup/backstory stuff.

Whereas emails one through five are centered around delivering on the lead magnet’s value proposition, shadow newsletters are a transition from the lead magnet to my regular stuff.

A few of them will be modified versions of emails I’ve already sent. Stuff about writing, influence, marketing, personal development — some jokes, some pure entertainment, etc.And the rest will be new – each designed to accomplish their own specific purpose.

By this time it’s over, they’ll have received the core content promised in the lead magnet’s value proposition. They’ll know more about me and why they should listen to me. They’ll have seen a few examples of the type of writing I do every day.

I’ll give them the prior knowledge that I presume you have. I’ll get them caught up. They’ll be as ready as I can get ‘em for the “live” broadcast emails I’m sending every day.

Soon, I’ll start to show you some of the parts of this sequence as I’m working on them.