After someone buys a product from you, the best thing you can possibly do is send them a automated sequence of post-purchase emails.
I call this a "consumption sequence".
Now, I can't remember if I came up with this name, or if I stole it from someone else.
Let's just assume I stole it -- it's safer that way.
(It was probably from André. If it was, I know he'll go easy on me.)
Point is...
It's called a "consumption sequence" because the goal is to:
Get your customer to consume the product they've just bought.
Newer entrepreneurs will look confounded:
"They've just spent money on this thing... of course they're going to consume it!"
But...
This misses the fact that you're selling to human beings...
And human beings are about as logical as a bag of cats.
People will routinely buy products and never even log in, which is a problem, because they won't actually get the value they've paid for and that you provide.
In some cases, this can lead to refunds.
But the bigger issue is opportunity cost:
If people don't consume your products, and don't actually get the transformation you offer, they ain't gonna be buying anything else from you.
And this is a problem.
But also an opportunity...
See, most value in an education business comes from selling more stuff to existing customers (rather than getting brand new customers in), so getting them to:
- consume the thing
- get the value from the thing
... well that's what's paramount.
So now that we've put that to bed, it's time to gather up your gumption and take care of business.
And here’s what to send in these consumption sequences...
What Emails to Send in a Consumption Sequence
When I write a consumption sequence, I generally write about 2-3 weeks of emails.
I like to send them every 1-2 days.
(Silence doesn't do anyone any favours).
Here are the type of emails I send:
1. Resell the product
Simply put, sell the product in exactly the same way as you would to a lead.
The only difference is in the language — rather than “buy now” it’s “log in and start now”
2. Tease course contents
Tease interesting parts of the course and get them excited about what's in there.
Follow this with a direct link to login and get going.
For example, “In module 3 of the course you will learn XYZ, this is important because ABC, click here to check it out now.”
3. Testimonials
Testimonials after selling the product?
Damn straight.
Before the purchase, a testimonial shows a prospect that great results are possible. Post purchase, that same testimonial reminds people of that same fact and motivates them to get to work.
Keep sending testimonials!
4. Tell stories
When someone buys from you, they are buying into your philosophy and teaching.
So lean into that -- tell stories that reinforce what you teach and believe, highlighting and demonstrating the transformation your product offers.
This allows people to indulge even more in your world.
5. Upsell
This is a pro move.
If you have well-designed upsells that actually help people and offer value, you shouldn’t hide them away.
Send emails that present your upsell and offer customers the ability to upgrade.
You should do this in a cool way, but you don’t serve anyone by keeping your lips sealed.
For example, if you offer a coaching upsell that provides handholding, this may make the difference between success or not for some people.
Make sure they know about it!
6. Join the community
If you offer a student community, this is one of the best ways to get people to stick around and to get results.
Send dedicated emails to have people join the community and introduce themselves.
Set them a task...
Have them post their hopes for the programme...
Whatever.
Do whatever it takes to get them to join and interact.
7. Address common problems
Unless you've had your head in the sand, you should be aware of specific struggles your students typically have with your products.
Send emails that address those problems and offer solutions.
Pre-empt the problems before they arrive and show that you understand them. This further convinces students that they're in the right place.
8. Survey
It blows my mind how few people regularly survey their students to ask for feedback on their product.
Is it because they’re scared they’ll find out the truth?
I like to send a simple Google form after 1-2 weeks asking for open ended feedback.
9. Request for testimonials
After 2-3 weeks (or whenever makes sense), send out a request for testimonials.
Not everyone will do it, maybe not even most people, but after a couple of years you’ll have hundreds of great testimonials that you can use in your marketing.
Massively powerful and takes no effort!
.
.
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Right, that's yer lot.
Hope that helps you wow your students, make more money, and solidify your reputation as an educator of distinction!
Namaste,
Olly
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