Lead nurturing solution in IS standard documents

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we're talking about emails today and in fact we're teaching a template today okay i'm going to show my screen we are going to dig into this template today oh and i forgot to give you this because in my sugar craze this will be ready to share out right away and that's for you okay you're seeing my screen how to write either that are you seeing my slack so hopefully you're seeing my my powerpoint my google sheets awesome thank you sarah okay cool so we're talking about how to write a lead nurturing email but this can also be used to nurture trial users because we're going to try to get our prospect to early product awareness before the end of the email so this is meant for a lead who maybe doesn't understand the value of your product yet they want to because they've signed up they're interested in your category they want something to do with your solution but they haven't yet purchased given you money for the solution in some cases this could be used if this was for a brand new user to try to get them to activate in your software or in whatever it is that you're selling i don't know about for e-commerce unless it's like beyond clothing e-commerce nonetheless we're gonna focus on lead and trial nurturing here i'm gonna talk about leads throughout but just know that you can also use this for trials all right um all right cool so here's the finished email you don't have to be able to read it don't worry we're going to move through this and i'll share it with you as we go so you'll see the template and then you'll see how that looks in the actual email itself the finished one that is like the example of this email in use so this was originally designed and written for a sas business called git prime which i loved git prime was one of my favorite clients of all time if not my very favorite client of all time um then they sold to pluralsight so they did great stuff they grew really fast i like to think these emails had something to do with that um but here the idea was for leads we wanted to move them from problem aware to early product aware so that we could keep building up that product awareness because as we know and if you don't know cool watch other tutorial tuesdays or go through copy school but stages of awareness not going to get into them but it is a spectrum and we want people to get to the far end of the spectrum where they can then buy confidently and be less likely to churn out okay so we want to move problem aware leads to early product where before the end of the email that means going over problem solution and then into product which is a doable thing but that's why the email is going to be a little longer than you might be used to especially if you're in sas or e-commerce as well um service businesses programs masterminds they're used to longer emails and in fact an email like this would be like kind of weird for service businesses but give it a shot you can format it in different ways that make sense for you okay so we're going to reference this email as we go through to give you an example of what it should look like now what you're going to need for this to work if you're watching this right now live then you might not have all of these things in place and that's cool you can go back and watch the replay and do your best to work through the template today and this is a working session so i do want you to jump on in there what you're going to need is a feature or a product you want to sell your leads on and when i have feature in quotation marks that means like if you are a service you're probably not thinking in terms of features but there are features what your service actually provides and those features might be team members unique processes things like that um so you want to sell your leads on this thing it's typically a thing that will move them to say yes to you but don't overthink it just grab a feature or a product you want to sell your leads on and if you're just selling like sass and you should have features so that should be pretty easy uh you want a value prop for that feature or product don't overthink a value prop it really is just a statement of the value that they can expect to get from it we can get deeper into what a value prop is and there's more there's nuance there to make it better and better but you're really just saying like what does this feature do what's the value what's the outcome that you can expect to get from it then the problem which we're going to call the hard thing this was originally made for sas companies software as a service companies um to write their trial nurture emails and so a really you know a great book is the hard thing about hard things so the hard thing is a known thing inside the sas world which is why we're calling the problem the hard thing here um so this problem that the feature product solves for your customers or clients and then you also want a sense for the solutions your prospects has tried um that have failed them so we're gonna dig into all of this use this really directly on the page you shouldn't need anything much outside of these things and then you need the template so hit this up it's going to invite you to make a copy of it say yes to it just make a copy nothing bad will happen it's google pretty safe and we didn't do anything to it so all you have to do is click make a copy you'll get your own copy of this that you can then immediately go forward and edit you don't have to worry about requesting permissions or anything like that but if you don't click this button you won't get it so you have to click that button let me know if you have any problems and has just chatted it out to everyone okay we're digging right in because it's tutorial tuesdays and once we got the chit chat out of the way we dive right in so how do we fill this in it's called the hard thing template it is for problem aware leads we're going to start with the subject line we do not always start with the subject line but in this case we're starting with the subject line the subject line that you're going to fill in is how do you and then this is a question so there will be a question mark at the end of it how do you and then whatever your features or your products value prop is in very short form so they're about your value prop is also a thing that they want to do and i'll show you an example of this right away so that you can fill it in but keep in mind that this is intentionally an open-ended question we want them to be curious about the answer to it and this question should make them go hmm i don't really know how i do x that's exactly what i'm struggling with so that's what you're going to want to fill in here's what it looks like in the email it's really again you don't have to overthink this you don't have to get crazy with this this is draft one you can always change the language later to make it more powerful and work better in an inbox but this is something that leads for this particular solution would be thinking about so it's you want to sub in something that your leads would be thinking about and it should be your value prop gip prime measures engineers that's what the tool itself the solution the platform did now it's called flow by pluralsight and it does the same thing over there um so how do you and then the value prop the value prop here measure and engineer that's it so you want to take a second i'm going to take a sip of water i really want you to go start filling in that template for whatever that thing is that you're trying to sell if it's nurturing your own leads maybe you're a freelance copywriter and you don't have a lead nurturing sequence in place go ahead and fill this in now and just chatted out the link again if you're late to arrive go ahead and click that and then make a copy of it i'm gonna take some water and we're gonna dive right back in if you fill this in for yourself and you decide you want to chat it out to the group show them what you've done doable awesome cool we're moving on all right this is a reminder if you're new here here it is it's bitly bitlys are always case sensitive so keep that in mind lead hyphen nurture hyphen email that will get you to today's template okay next up on this we're going to do these two headlines you'll see in there there's an h1 and an h2 they're really simple again don't overthink this that's the thing about templates where it's just really straightforward just do the thing it tells you to do you can always optimize later so write the h1 it will build on the subject line so if your question is how do you measure an engineer then h1 for that would be like still and then a bad way of measuring an engineer so you want to sub that in there still blink and that's still a question mark as well the h2 actually answers the h1 so our sorry actually answers the subject line the subject line is how do you blank then your h2 answers it let me show you what that means then you're going to go forward and do it so the subject line is how do you measure an engineer you can see that up at the top here the h2 is down below start by measuring turn how do you measure an engineer start by measuring turn bill make sure if you've done this subject line correctly then you should be able to say start by blank or whatever this thing is how do you blank start by blink cool and then you go and you do the h1 as well to make sure it's building on how do you measure an engineer so how do you measure an engineer is because it's a value prop and it's in the subject line it's not very specific it's going to get them like i don't know how do you measure an engineer and then you want to give them a specific example of the wrong way to do that thing so how do you blank then your h1 is the wrong way to do that thing that's it and then make sure your h2 answers the subject line i'm going to pause here go ahead do it again for your own business for a client's business whatever else um and while that happens nicholas said you mentioned this is a weird email for a services company do you suggest an entirely different template or just a different type of ending for this template no i don't remember saying it's a weird email for a services company but services companies don't typically think of having features and because this is trying to get you to a form of like early product awareness where you're now aware of a feature unless the product is very small then you might just be like more aware of the product itself um by the by the end of this so uh i don't i recommend that you try this always try the thing until you find that it doesn't work for you and know that that's it probably still will work for you we've used this template many times we've reversed engineered it reused it across different things um and we haven't broken it yet so just focus on just doing it and then modify if you need to um [Music] lynn i'm not sure why you're getting that if you're copying and pasting the url correctly and then selecting make a copy it should all be good in the hood all right so you've now done the subject line you've done the h1 and the h2 they don't have to be formatted as h1s and h2s in your version but they are good for filling this template in to tell where the breaks are so when do we actually get into the answer to the question that these people have um cool so let's move on now we're going to not right the top of it i almost never recommend you start at the top we want to know where we're going right so we want to go and write the part that we're trying to get them to that is early product awareness so go below that h2 you just completed and fill in those parts the explain the h2 and expand on it show how your solution does the h2 and then give any more specificity there to prove what you're saying so any facts any features any details if there's a gif that shows actual evidence of what you just said then put that in there all we want to do at that point is remove ambiguity right so if you've said here's how do you do this here's how you do this get into explaining how you do this and then prove that this is how your solution does it well that's what you want to do and do it rapid buyer right do it pretty quickly um and the reason that we want to start at the bottom rather than starting with like what's my hook what's my hook um instead of worrying about that we wanted to start at the at the place where we're trying to get to so anytime you want to make something you want to make a cake you need to know what the final cake is going to look like that's typically going to help you get there when you're filling when you're putting a puzzle together having a picture of the puzzle and how it's supposed to look will typically help you figure out how to put the pieces together to get there when you want to go somewhere it helps to have a destination so you can like figure out the right route to get there that's why we want to start at the end when we're writing emails not a lot of people teach this but when you actually practice writing emails when it's your job this will help you keep from meandering through all the different ways you can try to get to the bottom so fill that part in now let me show you what it looks like in the finished version so the h2 was start by measuring turn great now we've answered the question that got them to open in the first place good so that's also good for ensuring that they're more likely to click through because you haven't messed with them in any way you haven't just been click-baity you haven't said one thing and done something else inside you're actually giving them what they're looking for if they open an email that says how do you blank that's an indication to you that they want an answer to that and if your product can answer that great here's the part where you talk about how your product can answer that so in this case the h2 would start by measuring churn then we define what turn is now different people might not agree with this but this is the definition of churn um and then we expand on that so if you're measuring churn here's what churn is so whatever your answer is expand on that in the next line and then help the prospect understand more about it so in this case we say hey some churn is normal that's why you can start by measuring churn but if churn goes up dramatically for a particular team or engineer it can indicate a problem then we switch over to introducing them to the product you can identify this easily in get prime using the dev snapshot report then we put in a gif of the dev snapshot report below that we're now moving them more into that feature awareness so that they're becoming more problem or sorry product aware that's all we want to do everything below the gif is just proof of what we've said already here's what's going on here's how we solve that let me prove to you that we solve it that's the part that you are um really in here i'm going to give it a second and lynn got it figured out awesome lynn cool while that happens i'm just gonna sit quietly you fill that in and then we'll come back okay i didn't give you enough time there's no there's no question about it the idea ideally is to finish a new email now but more likely you're just going to start putting things on the page that's all we want to do to show up ready to do things understanding that you'll probably have your own solution to write for and if you don't then you're just going to sit here learning and that's cool just then go forward and do okay now we want to go back up to the top and this is basically where we're finishing the first draft you write the problem and agitation area so all those things i told you you'll need specific examples of how people are going about doing things that's what you want to do now so let me walk you through it so that you can go do it they have just they've just said at the top okay so here's my problem here's the way that it came to life that's your h1 like this is an example of how this works now given that they've signaled by opening this and by reading this email at all they're currently doing the hard thing wrong you want to hook them with empathy like gotcha i understand you don't have to say i understand but you're going to prove that in what you say then the line that follows is you've tried everything and then you list the things that they've tried so this is where the more you know about your prospect the more voc you've done the more you've listened to what they do the better you can fill that in the faster you can fill that in then you want to swiftly summarize the difficulty of that hard thing and then move them toward a place where they're understanding like hey they're not alone now importantly here we're going to move on quickly because it's a 20-minute tutorial importantly you want to get specific in your first draft you're probably not going to be specific enough so put things down here that you know you will go back to and improve the specificity of you're going to need to keep building on that so here's what that's going to look like when you do this so still talking about lines of code in meetings that's the wrong way to do the thing that the subject line was telling them about then we build on that so outside of the engineering department it's generally difficult for non-technical stakeholders to calculate your engineering team's velocity or productivity so we're speaking to our lead is thinking i need to measure engineers because when i'm in these meetings my ceo is talking somehow about lines of code as if that's a way to measure my team my ceo wants to measure my team the way that she or he can measure other people like the sales team and things like that so all we're really going to do here is build on explaining what their life is like just holding a mirror up to them that's where the problem and agitation part lives hold up and say like does your life look like this and tell them that life so the more you know about your prospect the more this will look like their life and the more they'll keep reading going yeah that's exactly right this is hard it sucks um so great so that doesn't mean they don't try is the equivalent of you've tried everything again you can this is the thing with templates put use what's there and then make it your own so that doesn't mean they don't try you've had discussions with non engineers about time tracking never fun you've narrowly avoided arguments about whether counting lines of code is a measure of productivity it's not etc etc so this is us talking about like the real life how people are trying to measure engineers and how that sucks then we move into helping them get toward this point all we're trying to do now is get them to a place where they'll agree with us that they need to measure engineers and here's a way that we suggest that they do it and that's all these next lines are doing so given that we have many questions and we're getting to the end of our time the next thing you'll do when you go off and do this and if you're watching the replay awesome pause these things pause every time and then go in and do that but at this point we want to go back and the template explicitly calls not for you to enter something but to do something here ensure you've answered answered the how that you set up in the subject line sl mean subject line so whatever you said in that subject line at this point you go back over and read your whole email over to make sure that how do you measure an engineer is actually answered in here which is what we've done how do you whatever you said here is actually answered in here which is why again we want to use that how question out of the gate because the whole email is there to answer that how so we go back if it's not clear if you haven't explained that in a clear way it probably means you don't have enough proof down here so go ahead and add more in you could possibly take a little more out of the top but we're just trying to get to a place where we clearly answer that question so that we can then have a cta in there that makes sense for the early product stage of awareness which does mean that if they're not early product aware by this point you need to work harder on the second half the part that follows the h2 they should at this point know about at least one feature inside your product they need to know that if you haven't set a feature name at this point it's not specific enough no one's going to believe it so you have to go in and make this about that feature and again featuring a service might be very different it might be a person might be a process it might be something else like that that they need to learn about in order to believe in your service that is where we finish in this case for git prime we had two ctas at the bottom one is the primary cta the second is a secondary cta so here's why churn is a metric to monitor great we just sold them on how turn is supposed to be the thing but we know our audience is very skeptical so we're going to send them off to more content to help them understand why churn is a metric to monitor it's good for continuing to nurture that lead or we're going to get them to book a demo to talk more about kpis like this that is all for the template then you want to let it sit always always always let it sit and then you go back in and edit in the awesome that's the whole job that's the whole template that is all for today's tutorial tuesday thank you everybody for showing up hanging on and hopefully you can use that template as many times as you need to across different nurturing sequences for yourself for your clients for your company whatever we will see you in our next tutorial tuesday next week when is andrew coming in and next week it is next week andrew's in next week all right so we will see you there um and in the meantime have a good rest of your week everybody thanks ange thanks y'all stay safe wear a mask bye