Indoctrination Campaign

Contents:
  • 1 Email (Version 1)
  • 3 Emails (Version 2)
Instructions:
  • There are 2 versions of this campaign.
  • Indoctrination actually happens over a period of time. That being said, sometimes the best thing to do is send a single email letting your contacts know what to expect from you, and follow that up with helpful or educational content. If someone opted in because they wanted to specifically receive more information about you, you may want to consider Version 2, which is a 3 email campaign and includes more personal information.
  • Really think through version 2 - it’s based on a very specific strategy of setting expectations and anticipation in email 1, getting a mini commitment in email 2, and prepping them for a bigger commitment in email 3. It requires some great resources and consistent follow-through.

Version 1: Single Indoctrination Email

Send: Immediately
Subject Line: How we’ll help you {WHAT YOU HELP THEM ACHIEVE}

Welcome {CONTACT’S NAME},

Thank you for taking an interest in {NAME OF COMPANY}! We’re super excited to have you join our community and want to extend this official welcome.

By way of introduction, my name is {YOUR NAME} and I am {ROLE IN YOUR COMPANY]. My goal is to help you {WHAT YOU HELP THEM TO ACHIEVE], in any way I can. Starting with...

{DESCRIBE THE FIRST EMAIL OR SERIES OF EMAILS THAT WILL FOLLOW THIS ONE. BE SURE TO INCLUDE THE BENEFIT OF THAT INFORMATION - SEE PRO TIPS FOR SAMPLES.}

So be on a lookout for that first email. (You may even want to check your junk folders and be sure to “whitelist” or add us to your “safe senders list” if our emails don’t make it to the right place.)

As we continue to provide you with educational content, exclusive invites, and special offers, you can expect to hear from us approximately {X NUMBER OF TIMES A WEEK/MONTH}. And, in addition to emails, you can connect with us through {LIST THE SOCIAL MEDIA SITES YOU’RE ON}.

As someone who wants to {WHAT YOU HELP THEM ACHIEVE}, you’ve definitely come to the right place. Because:

  • {REASON #1}
  • {REASON #2}
  • {REASON #3}

Let’s get you started on the path toward {WHAT YOU HELP THEM ACHIEVE}. Look for that first email (with great content) to arrive in 2 days.

Looking forward to building a relationship with you,

{EMAIL SIGNATURE}

Pro Tip:

There are 4 different places that ask you to fill in “What You Help Them Achieve”. Try saying this in different ways while highlighting benefits. This might look like:

“How we’ll help you happily choose a healthy, fit lifestyle”
“...it is my goal to help you overcome addictive eating habits, stress behaviors, and inactivity…”
“...on the path toward a fit, strong, healthy body that just feels awesome to walk around in…”

Pro Tip:

For the “Reasons” someone is in the right place, you can include anything that sets you apart. Do you offer live or online events for your community? Do you have relationships with other vendors or business owners that will somehow benefit your contacts? Can you boast success rates that others in your industry can’t? These are all things to include in those bullets.

Pro Tip:

As you describe the content you’ll be sending your contact, be sure to keep the focus on “what’s in it for them,” and how you can help them. Here are several examples:

“...a series of movements. Simple, easy movements that you can do each day to get in the habit of asking your body to work. These are things you can do inconspicuously as you’re standing in line at the bank or waiting to pick up your child from school. Each email will include 1 movement and explain how the movement strengthens your body or asks the usual sedate muscles to do a little more. It’s an incredible series to get you started on your path.”

“...our small business advice series. For example, do you realize, that if you’re an LLC - but your business is made up of just you - that you should still be creating and filing weekly minutes? It’s going to protect you if anyone challenges the legitimacy of your business. In this series, we’ve highlighted 10 important legal activities most business owners (even the seasoned ones) don’t know about but need to be doing.”

“...an invitation to join our Private Facebook Group. This is a very close-knit, incredible group that will help you get motivated, teach you “tricks” of the trade, and give you feedback on your current efforts. So why don’t I just extend the invite now? I want to make sure you’re serious about growing your home-based business, and didn’t just sign up for our newsletter on a whim. When that email comes in 2 days, you’ll be asked if you want to join, rather than having me just force this opportunity on you.”

Version 2: Email 1: What to Expect

Send: Immediately
Subject Line: How we’ll help you {WHAT YOU HELP THEM ACHIEVE}

Welcome {CONTACT’S NAME},

Thank you for taking an interest in {NAME OF COMPANY}! We’re super excited to have you join our community and want to extend this official welcome.

By way of introduction, my name is {YOUR NAME} and I am {ROLE IN YOUR COMPANY]. My goal is to help you {WHAT YOU HELP THEM TO ACHIEVE], in any way I can.

As part of the community, we plan to send you:

  • {RESOURCE #1}
  • {RESOURCE #2}
  • {RESOURCE #3}
  • And much more!

To make sure each of these resources make it to your inbox, be sure to “whitelist” us or add us to your “Safe Sender List”.

In just a few days, I am going to be sending out some new information about {WHAT ARE YOU WORKING ON}. You won’t want to miss it.

So keep an eye on your inbox. And if you have any questions or concerns, you are always welcome to reach out to us at {BEST CONTACT INFO}.

We’re looking forward to building our relationship with you,

{EMAIL SIGNATURE}

Feel free to connect with us on {LIST ALL YOUR SOCIAL MEDIA OUTLETS AND LINK TO EACH ONE).

Pro Tip:

There are 2 places that ask you to fill in “What You Help Them Achieve”. This is the only place where you get to focus on them, so be sure you clearly illustrate that you understand their pains and struggles. Here’s what this might look like:

“How we’ll help you happily choose a healthy, fit lifestyle”
“...it is my goal to help you interact with your children in positive, supportive ways that build their skills (and significantly reduce the fighting, defiance, and defensive behaviors)...”

Pro Tip:

When you list your resources, be sure to do so while highlighting the benefits of those resources. For example:

  • Articles and ebooks that will have you belly-laughing while teaching you the motives that drive your child’s behavior
  • Links to videos where we break down gardening techniques and show you how one or two little changes can result in the most incredible garden you’ve ever grown
  • Invites to live and online events where we put you in the hot seat and reveal why the colors or styles you’ve chosen either work (or don’t) to enhance your beauty
  • And so much more!

Pro Tip:

In the “What You’re Working On” section, you need to have something that is going to instantly compel your contact to open your next email - because they’ll be waiting anxiously for it. This could include exclusive access to something, a new ebook, pricing change or discount, etc. Make sure it’s really great and your contact will learn they should anxiously anticipate hearing from you.

Email 2: Why You

Send: 2-3 days after email 1
Subject Line: The {WHAT YOU PROMISED THEM} I promised

{CONTACT’S NAME},

When you reached out to us, a few days ago, I told you to keep an eye on your inbox. Because...I was going to be sending you {WHAT YOU PROMISED THEM}. And I am super excited to be sharing this with you.

{IF IT’S SOMETHING YOU NEED TO LINK TO, LINK IT HERE. IF IT’S AN ATTACHMENT, TELL THEM IT’S ATTACHED}

What’s great about this {WHAT YOU GAVE THEM} is that it’s a great resource for helping you on your journey to {WHAT YOU HELP THEM ACHIEVE}.

And {WHAT YOU HELP THEM ACHIEVE} is something we understand all too well at {NAME OF BUSINESS}. Here’s why:

{WHAT MAKES YOU SO AMAZING AT WHAT YOU DO? PUT A SHORT PARAGRAPH HERE - SEE PRO TIPS FOR EXAMPLES}.

Now that you have {WHAT YOU GAVE THEM}, and you know that we understand how important it is to {WHAT YOU HELP THEM ACHIEVE}, I want to challenge you to do something. Before the next email I send you, it would be great if you could commit to {WHAT YOU WANT THEM TO COMMIT TO}.

In your next email, which will be coming in 3 days, I’m going to specifically ask you if you followed through. To test whether or not you did it, I’m going to {WHAT YOU’LL DO TO “TEST”}.

{IF YOU HAVE SOMETHING YOU CAN OFFER FOR FOLLOWING THROUGH WITH THE COMMITMENT, MENTION IT HERE.}

I think you’ll find that even small things, like this, can make a big difference in life.

I’m looking forward to continuing this relationship, and want to make sure you know that any questions or concerns should be directed to us at {BEST CONTACT INFO}.

{EMAIL SIGNATURE}

Pro Tip:

The section about “What Makes You So Amazing” is very important. You have to really sell yourself while showing them the benefits you provide. It’s the first time you get to talk about yourself, so be sure you really stand out (hint: low prices and great customer service are not things that make you stand out.) Being real and raw in this section could work really well. Here are some examples:

“I’d always kind of taken my health for granted. But a few years ago, as my daughter suffered through cancer. I learned, first hand, why health should be a priority for every single individual. Every time we went to the hospital, I would see the effects of poor health - people in the hospital with diabetes, asthma, heart attacks, etc. It was when I was watching those individuals suffer that I realized - I want to do everything I can to motivate and assist individuals in achieving optimal health. (And looking amazing doesn’t hurt either.)”

“When I was a freelance copywriter, I often worked with clients who were struggling to stay afloat but weren’t willing to give up on their businesses yet. These were the people no one else would help. I undercharged, over delivered, and gave way more of myself than I could afford. The emotional impact ended up being too much and I had to take a break. When I was ready to work again, I knew the only way I could help business owners on a tight budget and keep myself from going crazy was to offer great content at an affordable price - and that’s when Ready To Go Copy was born.”

Pro Tip:

There are, once again, 3 sections about “What You Help Them Achieve”. You can repeat the content from email 1, or come up with new content. Just make sure all 3 sections on here are different. These might look like:

“...on your journey to physical freedom - the energy to do what you want, the confidence to do what you want, the health to do what you want.”

“And a life free of physical restraints - illness, disease, fatigue, depression are things we understand all too well at…”

Pro Tip:

The “Commitment” should be small. Have them read a chapter of your ebook you just delivered. Get them to write a list of the 3 things they would do if you helped them achieve their goal. Have them commit to 5 minutes of hard cardio every day. Whatever you choose, it should lead to the bigger commitment you want out of them - in-person consultation, purchase, etc.

Pro Tip:

  • If you want to “test” them, make it easy. If they were supposed to read something, tell them you’ll have a multiple choice question for them. If they were supposed to exercise, tell them you want to know what their heart rate was at the end of the 5 minutes for every single day they did it.
  • Giving them a gift, something of value for following through with the commitment will help encourage them to actually do it and get them anticipating your next email.

Email 3: Make a Bigger Commitment

Send: 3 days after email 2
Subject Line: Did you follow through?

{CONTACT’S NAME},

The last email you got from me delivered {WHAT YOU GAVE THEM}, told you why your journey is personal to us, and…asked you to {WHAT DID YOU ASK THEM TO COMMIT TO?}.

So, did you do it? Did you {WHAT YOU ASKED THEM TO DO}?

(If you didn’t get the email, or didn’t open it, let me know by {HOW SHOULD THEY TELL YOU} and I’ll resend it.)

You know, I’ve been in the {TYPE OF INDUSTRY} industry for awhile now. And what I’ve learned is that there are those who think they want to {WHAT YOU HELP THEM ACHIEVE}. There are those who want to {WHAT YOU HELP THEM ACHIEVE} but aren’t ready to make the commitment yet. And there are those who are going to do everything in their power to {WHAT YOU HELP THEM ACHIEVE} right now.

I’m hoping you’re from the last group and you {WHAT DID YOU ASK THEM TO DO}.

{IF YOU SAID YOU WERE GOING TO “TEST” THEM, DO THAT HERE. IF YOU SAID YOU’D GIVE THEM SOMETHING FOR FOLLOWING THROUGH WITH THE COMMITMENT, MAKE SURE INSTRUCTIONS FOR HOW TO RECEIVE THAT SOMETHING ARE ALSO INCLUDED.}

Now that you’ve taken the first step, the next one is to {WHAT DO YOU WANT THEM TO COMMIT TO NOW AND HOW DO THEY MAKE THAT COMMITMENT?}.

Before long, you’ll find yourself {HOW THEIR LIFE WILL BE BETTER IF THEY COMMIT}.

I’m looking forward to seeing what we can achieve together. If you have questions, or concerns, you can reach us at {BEST CONTACT INFO}.

{EMAIL SIGNATURE}

Pro Tip:

  • In the section “How Should They Tell You?”, if they need you to resend the email, should they reply to your email, email you directly (include an email address), or click a link?
  • You should be an expert in the “What You Help Them Achieve” sections by now. If not, find those pro tips in email 1 and email 2.
  • In the section about what you want them to commit to and how they make that commitment, it might look like this:
    • “...the next one is to sign up for a free 30-minute phone consultation with me. To get scheduled on my calendar, click here.”
    • “...the next one is to purchase my $7 introductory course on “How To Start an Easy Conversation with Any Girl.” To get this program, you can click here.”

Pro Tip:

In the section “How Their Life Will Be Better…” paint a picture that includes the benefits of moving forward with you. You can use as much space as you need to adequately describe it. That section might look like:

“Before long, you’ll find yourself looking in mirrors as you pass - and not because you’re trying to find ways to hide problem areas with your clothes. You’ll be looking because you won’t believe the person staring back is actually yourself.”