5 EMAILS TO

TRIGGER AN
INSTANT
BUYING
FRENZY FROM
YOUR LIST
WITHOUT COMING OFF AS "SALESY"

ANDREW BASS
THE GREAT DICHOTOMY
I put together this guide because so many business owners want to make
money from their email but run into what I like to call,

“The great dichotomy”

We’ve all read Kevin Kelly’s 1,000 True Fans Essay and we know that the
relationship we have with our audience is sacred, it’s the golden goose that
is supposed to keep us funded into eternity,

But how do you sell to your audience, without alienating them?

How do you sell without cutting off the head of the golden goose?

Unusually online brands will err on one side or the other of this dichotomy.

They either go super transactional and churn and burn their audience, and
then act surprised when their audience up and leaves,

Or they simply provide free value without ever “asking for the sale” and
wonder why they aren’t making any money.

But like most dichotomies, you can usually find a way to break the rules
and get the best of both worlds...
THE CAMPAIGN THAT ALLOWS YOU
TO “SELL” WHILE IMPROVING YOUR
RELATIONSHIP… INSTEAD OF
SACRIFICING IT.
A while back I experimented with and created an email sequence for one of
my clients that sidestepped the whole issue and actually strengthened the
relationship with the audience along the way.

And it’s all based around five core emails,

You can expand on them, you can add some more in the middle and some
more on the end, but there are 5 core emails you need to pull it off.

THE 30,000 FOOT VIEW

I’m going to start with a quick overview of the sequence and how to use it.

This sequence starts with what I call a “raise your hand” email to your list,

Where you basically get the hot-and-bothered subscribers on your list to

raise their hand and opt in for more information about your product.

Once they've raised their hand, you're going to send them the rest of the
emails in this list up until the point where they purchase your product.

The reason this works so well, is you use that first email to identify the
people who are currently feeling the need for a product like the one that
you're going to offer them.
This is to identify the people on your list who right now at this moment, are
in the buying window.

THE “BUYING WINDOW”

You see, at any given time roughly 10% of your list is ready, willing, and
able to buy your product or service.

These are the people who instead of being annoyed by being “sold”
to, are going to welcome it with open arms.

And finding the receptive subscribers on your list is the purpose of your first
email to them.

This is cool for two reasons.

One, anyone who doesn't click this link gets segmented off to the side and
they don't receive any more of these future emails.

That way they're not going to be alienated by additional promotional emails

at this time because they haven't opted in.

Your relationship with them remains as strong as ever, so once they enter
their own personal buying window you’ll be able to move forward with them.

And Two, you now know exactly who your highest probability buyers are
right now.

It’s like putting a fish in a barrel… so you can shoot them.

(Such an odd metaphor)

So the purpose of the first email is to identify who your receptive buyers are
and send them to your product’s sales page.

Also, when they click the link it immediately triggers the second email.

Email #2 is about fanning the flames of their newly ignited desire and
moving them to act.

Email #3 comes a day later and builds massive curiosity around the
solution to their problem

Email #4 leverages the power of story to drive action.

And then Email #5 is about adding a dash of urgency. scarcity, or what I call
“consequence time” emotions.

This is a dead simple sequence you can use in a period of about a week to
galvanize your list and get the right buyers to act NOW.

THE POWER OF “REVOLUTION”

This sequence is designed to ignite a revolution in your reader’s life

The way the sequence is designed you become almost this revolutionary
figure standing up in front of the crowd saying,

”Enough is ENOUGH!”

“It's time to finally achieve this wonderful dream state that we all truly want!”

Suddenly you go from “guru” to visionary leader.

But before you can do that you have to have a few questions answered.
In order to be able to get people curious, and interested, you have to
understand the answer to 4 big questions.

We're going to go over those first and then afterwards, I'll break down each
of the emails that you'll use and how to get them up and running.

THE 4 QUESTIONS YOU NEED TO

ANSWER BEFORE YOU CAN WRITE
COMPELLING EMAILS FOR YOUR
PRODUCT.
I'm assuming you've picked a product that is probably high margin and
easy to fulfill.

That way you get the most out of the rush of new sales that is about to
come pouring in.

Once you pick your product, we are going to dive into the 4 important
questions you need to answer before we get started.

#1 - WHAT IS YOUR SUBSCRIBER’S CURRENT

STATE, AND WHY IS IT SO CRAPPY?

With all of these questions you want to create as detailed of a “movie” in

your mind as possible.

You need to know where the reader is before they buy your product. What
does their world feel like?

What are they majorly dissatisfied with?

What happens if they leave these problems unaddressed?

#2 - WHAT IS THEIR DREAM STATE, AND WHY IS

IT SO DESIRABLE?

We need to understand the target they are trying to hit in life as it relates to
your product.

If they could wave a magic wand at their life, what would it look like?

How would they feel about themselves?

How would others feel about them?

Again, the more detailed the “movie” you create in your mind for this dream
state the better.

#3 - WHAT PROBLEMS ARE KEEPING THEM

FROM ACHIEVING THEIR DREAM STATE NOW?

Now that we know where they are and where they want to go, we need to
understand why they haven’t reached their dream state yet.

There are usually a lot of problems keeping them stuck, but there is usually
one that is the critical piece,

And it's usually a problem they don't understand fully.

This core problem is always tied with a simple if-then law of nature
connected with the outcome they’re looking for.
A highly simplified example hidden if-then statement with weight loss might
be “If you eat less calories than you burn, then you will lose weight”

Understanding their problems at this level is key.

#4 - HOW DOES YOUR PRODUCT SOLVE THESE

PROBLEMS AND DELIVER THEM TO THEIR
DREAM STATE?

Once you understand their problems, you need to understand how your
particular product helps out.

How does it obliterate the obstacles keeping them from their dream state?

A big problem most business owners face is myopically focusing on the

features of their products.

Things like how many hours of content or exactly how each coaching call is
structured down to the minute, etc.

And when it comes right down to it, the reader doesn’t care in the slightest.

The reader cares about one thing above all else,

THEMSELVES.

Answering these 4 questions really help you answer the biggest

overarching question of them all,

“What is in it for me?”

WHERE DO YOU GO FOR ANSWERS?
Now, as you are going to be asking yourself these questions you can
obviously draw upon your previous interaction you’ve had with your
customers.

And if your own journey matches that of your customer, you can tap into
your own personal experience as well.

I cover this part of the research in more depth in the research course I
created for business owners in order to help them get the right “marketing
ammunition” they need to communicate persuasively and take advantage
of gaps in the marketplace.

But for what we're doing right now with this campaign, simply answering
these four questions will give you what you need to ignite the feeding
frenzy you need.

Now it’s time to put “pen to paper” and start writing our emails.
THE SEQUENCE
Instead of giving you blank email templates, I've decided to illustrate the
concepts behind each email with real world examples from my friend’s
Powerful Python Bootcamp.

In each of the following sections I show you an example email and then
explain the nuances behind why it works and how to adapt the email to
your product.

EMAIL #1 THE “RAISE YOUR HAND” EMAIL

The point of this email is to get the people who feel “called” to experience
the transformation your product or service offers to identify themselves to
you and give you permission to send them more marketing messages.

When creating this email make sure you have answered questions #1 and
#4 from the last section in this guide.

SL - Are you ready to finally become an advanced Python

developer?

Hey there <First Name>,

Not everyone is ready for this, so if it’s not for you right now - just don’t
click the link below.

But if you’re interested in developing the skills you need to craft elegant
Python for complex, interesting, and delightfully powerful software,,,,

… then this could be for you.

If you think it may be time to finally take the leap, leave your fear and
uncertainty behind, and put in the work necessary to earn the title of
‘Senior Python Developer’,

Or if you feel the desire to "fast track" your advanced Python training,
then you might be ready for this.

I don’t want to overwhelm everyone with this. So if you’re interested in

what I’m talking about, click the button below. It’ll essentially “raise your
hand” to tell me you want more info.

The button will send you to a page and short video that paints the picture
of what I’m talking about.

[I want to become an advanced Python developer ]

Click that button to “raise your hand”, Ignore it if you don’t want to.

<Signature>

EMAIL #2 - ARE YOU SERIOUS?

This email is set to be sent immediately after they click the button in the last
email.

This is to catch the reader while they have their inbox open and to fan the
flames of their desire right after they have been sparked.

I’ve found framing this email around the idea of whether or not they’re
serious about what they want drives the most conversions.
SL - Are you serious about leaving "junior” development behind?

Hey there <First Name>,

You “raised your hand” in the last email for a reason.

Deep down you probably have felt something calling you forward,

Beckoning you to push beyond the basic tutorials and understanding of

Python you currently possess into the exciting world of advanced Python
development.

You may have found a few “advanced” tutorials online

You may have even looked over some advanced code and discovered a
few cool insights

But you know there is more out there.

You just aren't sure what steps to take next.

If you are serious about answering the call and are ready to evolve into
the next level of Python development, click the link below.

How to step beyond basic Python development into the world of the
advanced Pythonistas.

<Signature>
EMAIL #3 - CURIOSITY EMAIL
This email is set to go out the next day after Email #2.

The person has already looked at your sales page but most likely just
skimmed it if they have not purchased already.

The point of this email is to build curiosity around the how behind getting
what they want.

Grab their attention with an engaging question, bring up a desired outcome

from their dream state,

And then build up intrigue around how they can get that desired outcome.

Don't reveal everything at once but drop enough hints to get them curious.

That way they’ll return to the sales page looking for answers.

SL - An unfair advantage over 99% of professional Python coders

Hey there <Firstname>,

Have you ever wondered what separates the top 1% of Python

developers from the rest?

It's not the amount of work they do on open source projects.

It’s not their workstation set up.

It's a decision they made years ago.

Every single one of the top 1% of Python developers at some point
decided they would put in as many “brain calories” needed to understand
the underlying concepts of advanced Python development.

● They mastered the timeless principles of OOP most rookies

overlook

● They learned how to turn testing into a superpower that allows them
to craft more advanced code than their peers.

● They discovered the little-known fundamental building block that

lets them pervade every Python program you write with robust,
easy scalability

And while other Python developers cowered in fear and stuck to their
comfort zones, copy and pasting from Stack Overflow,

● These advanced Pythonistas invested their time to discover the

secrets of Python “metaprogramming” allowing them to create
industry changing software, and earn a name for themselves in
exclusive, advanced Python circles.

Look, the bottom 99% of Python developers serve a purpose.

But if you want to earn your place among the top 1%,

Click here to get the advanced resources you’ll need.

But only if you’ve decided you’ll do what it takes.

<Signature>
EMAIL #4 - STORY EMAIL
The story email is one of the most powerful in this sequence.

Showing them that someone else went from a similar situation to the reader
to the dream state they want using your product or service increases their
belief that they can do the same.

And if done correctly, this email will actually cause the reader to play a
“movie” in their mind where they feel the pain of their current situation a
little more intensely, and then give them a preview of how good it will feel to
achieve what they dream of.

It's these feelings sparked by the story that will motivate them to buy.

Stories are powerful.

SL - She DOUBLED her salary

Hey there <First name>,

I received an email update from one of my advanced Python students...

one who had eagerly participated in our mentoring calls, and "did the
work" of studying the course materials and doing the coding exercises.

Because between running Powerful Python, and when I was teaching

advanced Python for O'Reilly Media before that...

I have taught well over 10,000 Python coders in nearly every nation,
engineering domain, and culture around the world...

So I have met a LOT of developers, data scientists and other Python-ers,

and I have a good eye for what separates the winners from the losers.
I remember when she enrolled with Powerful Python, teaching people just
like you how to systematically "level up" in weeks or months... Not the
years or decades it normally takes almost everyone.

Our newest Bootcamp also includes live group Q&A for your toughest
programming and Python questions - recorded so that you can learn on
your own schedule, and even learn from the questions your fellow
students ask.

And it even includes a private student Slack channel. So you can network
with other up-and-coming Pythonistas worldwide, with a crowd of "study
buddies" as you learn together faster.

Anyway, she took action and enrolled right away.

Some people scrolled around the page, daydreamed about how the
coming year would be different, then clicked off and watched hours of
forgettable Youtube videos.

And it was only a short time later that she emailed me... that she had just
started a new web development position that week, DOUBLING her
annual salary.

The excitement in her email was palpable.

She simply closed with: "Thank you for teaching us!"

What's the point?

The point is the developers who succeed in becoming world class are the
action takers.
The world is filled with mediocre developers who sit around and think,

While the top Python devs act.

Which will you be?

Click here to take action and level up your Python skills today.

<Signature>

EMAIL #5 - URGENCY/SCARCITY/PAIN
This is a simple email at the end of the sequence.

By now your reader has reviewed your sales page and they’ve amplified
their desire for the transformation your product offers.

Some people have decided not to buy and that's ok,

But this email is designed to give those who want to buy but haven't yet the
final push they need to cross the line and get their cards out.

And all it usually takes is a little urgency, perhaps a dash of scarcity and or
dialing up the pain they feel to do the trick.

How “hard” you pour on these three elements depends on your audience.

Tone it back or crank it up depending on how your audience responds.

When in doubt err on the side of subtly.

SL - If not now….
Then when?

When will you say enough is enough and take action to become a
successful pythonista?

When you will say "I'm ready to level up and feel confident in my Python
skills from now on..."

Just 12 hours left until Powerful Python Bootcamp closes is 73% discount
window...

With a 30-day no-risk guarantee...

Get in here now:

https://powerfulpython.com/bootcamp/

<Signature>
ADAPTING THE EMAILS TO YOUR
BRAND AND AUDIENCE
Obviously the format, exact voice, design of your emails will most likely be
very different from the ones you see here.

You know your brand, you know your audience.

Use the underlying psychological principles in these emails,

But don’t be afraid to adapt to your unique situation.

For example, you can add more story emails. You can use multiple urgency
emails at the end.

You can throw in an entire email talking about how you’ve removed all risk
with a guarantee.

Or you can have a downsell email at the end for those who still didn't buy.

There are endless ways to expand upon this core sequence to generate
more revenue and strengthen your relationship with your readers.
QUESTIONS?
If you have questions or would like feedback on your adaptation of this
sequence,

Shoot me an email at andrew@andrewbass.me.

Since you’ve taken the time to read this guide, I’d be more than happy to
answer your questions.

Thank you, and enjoy the sequence!