BEM - M3 L4 WORKBOOK - FINAL

product-style nurture
MODULE 3 - LESSON 4
LESSON WORKBOOK
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All rights reserved. No portion of this book may be
reproduced in any form without permission from the
publisher, except as permitted by U.S. copyright law.
© Your Online Genius LLC | BADA$$ Email Marketing

1
MODULE 3 - LESSON 4
learn
IMPORTANT
With a product-style nurture

sequence, you coach
subscribers
to take the NEXT step.
Product-style nurtures generally invite one of two actions…
Tripwire Purchase
Sales Event Registration
In either case… you are selling your subscribers on something.
Since you’re selling, you want to create a mini-sales sequence.
the 4 email types

1. The Value Load
2. Objection Busters
3. Case Studies
4. Can I Help?
You don’t have to use every email type in each sequence but you
want to include multiple email types.
type 1: value load

This is a classic type of email that you’ll use in sales-style emails
where you show them the amazing value they’ll get by saying yes.

2
STRUCTURE
Hook
Personal Story or Analogy
Section That Lays Out Value
Call To Action
type 2: objection buster

This email addresses one of the biggest reasons that people didn’t
take action (one objection per email).
STRUCTURE
Hook
Personal Story or Analogy
Objection Busting
Call To Action
type 3: case study

This is just a story-based testimonial email… instead of a quote
about you being great, you tell a student’s success story.
STRUCTURE
Hook
Student's Case Study
Call To Action

3
type 4: can i help?
This is a soft-sell email where you offer to answer questions or help
the subscriber. No formal structure to this type of email… just drop
a link and let them know you’re there to answer questions now and
in the future.
email order
Rule 1: If you include a Value Load email in the sequence, it
should come first.
Rule 2: Generally, your Case Study email will be the second
email… fitting in between between Value Load and Objection
Buster emails.
Rule 3: You can use multiple Objection Buster or Case Study
emails in a single sequence… but put the most important one
first!
Rule 4: Generally, you want this sequence to be between three
and five emails.
Rule 5: If you send a “Can I Help” email… send it as the last email
in the sequence.
As with all sales-style sequences, a product-nurture sequence is

built on momentum… so send the emails on back-to-back days.

4
product nurture sequence swipe
If you are using a Product Nurture Sequence, you should have an
invitation on the confirmation page when they download the freebie.
It could be a video invite or a more standard invite to a different
page.
And you should add a P.S. line to your CATCH Email that invites
them to purchase the product or take the next step.
There are generally two kinds of Product Nurture Sequences:
a version for where you are selling a tripwire product

a version where you are inviting subscribers to a webinar or other
event.
You’ll find an example of each in this swipe file. These sequences

were from the SAME freebie (my Email Marketing Map
Assessment).
TRIPWIRE NURTURE SEQUENCE

Email 1 - Address Major Obstacle
Email 2 - Case Study
Email 3 - Address Secondary Objection
Email 4 - Offer To Help
WEBINAR INVITE NURTURE SEQUENCE

Email 1 - Value Load
Email 2 - Case Study
Email 3 - Address Major Objection

5
TRIPWIRE NURTURE SEQUENCE

6
7
8
9
10
11
12
13
14
WEBINAR INVITE NURTURE SEQUENCE

15
16
17
18
19
20
21
22
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time to take action!
Use the worksheet on the next page to map out your email sequence!

24
PRODUCT NURTURE WORKSHEET do
your product nurture sequence map
It's time to start mapping out your product nurture sequence! Use
the boxes below to map out the emails you would like to send. If
you need more room, print the next page as many times as you'd
like and keep brainstorming!
Email #__
Email Type:
Summary:
Email #__
Email Type:
Summary:
Email #__
Email Type:
Summary:

25
Email #__
Email Type:
Summary:
Email #__
Email Type:
Summary:
Email #__
Email Type:
Summary:
Email #__
Email Type:
Summary:

26
NURTURE EMAIL STRUCTURE
your email structure

Now it's time to write your nurture emails! On the following pages,
you'll find your nurture email framework for you to fill in your nurture
email. Print this framework off for each of the emails you listed on
your sequence map. Then, start writing!
Refer back to the email types and the structure for each type to help
you define each part of your email in the framework worksheet.
Aaaand go!

27
subject line:
part 1:

28
part 2:

29
part 3:

30
part 4:

31
notes:

32

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product-style nurture

© Your Online Genius LLC | BADA$$ Email Marketing

With a product-style nurture

Product-style nurtures generally invite one of two actions…

In either case… you are selling your subscribers on something.

Since you’re selling, you want to create a mini-sales sequence.

the 4 email types

type 1: value load

© Your Online Genius LLC | BADA$$ Email Marketing

type 2: objection buster

type 3: case study

© Your Online Genius LLC | BADA$$ Email Marketing

As with all sales-style sequences, a product-nurture sequence is

© Your Online Genius LLC | BADA$$ Email Marketing

There are generally two kinds of Product Nurture Sequences:

a version for where you are selling a tripwire product

You’ll find an example of each in this swipe file. These sequences

TRIPWIRE NURTURE SEQUENCE

WEBINAR INVITE NURTURE SEQUENCE

© Your Online Genius LLC | BADA$$ Email Marketing

© Your Online Genius LLC | BADA$$ Email Marketing

© Your Online Genius LLC | BADA$$ Email Marketing

© Your Online Genius LLC | BADA$$ Email Marketing

© Your Online Genius LLC | BADA$$ Email Marketing

© Your Online Genius LLC | BADA$$ Email Marketing

your email structure

© Your Online Genius LLC | BADA$$ Email Marketing

© Your Online Genius LLC | BADA$$ Email Marketing

© Your Online Genius LLC | BADA$$ Email Marketing

© Your Online Genius LLC | BADA$$ Email Marketing

© Your Online Genius LLC | BADA$$ Email Marketing

© Your Online Genius LLC | BADA$$ Email Marketing

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