1. State the goal of your sequence What is the end goal or objective for your email sequence? • Are you going to ask for a sale for a product? • Are you looking to turn them into a client? • Do you want them to join your mastermind?

This person is someone who you love to work with and serve. If you had a “poster boy or girl” for your brand, this would be them. Often, it’s your style that attracts these people. What type of person would you absolutely love to serve? Who would benefit the most from what you offer? And whom would you love to see represent your brand’s ideal

Sophisticated

When you get featured on a platform bigger than yours, with more social proof and a bigger audience, some of that rubs off on you. Your credibility quotient skyrockets and people start to take notice.

But what goes into a sequence? What do I put in? What should I leave out? I'm going to flip the question around and ask you: What do you want to achieve at the end of that sequence? You structure your email sequence based on that end goal.

According to Brian Carroll, Author of Lead Generation for the Complex Sale,13 almost 95% of your audience or subscribers are not ready to buy. But 70% of them will eventually buy from you or your competitors.

Down-to-earth

People buy from a brand because of the way it makes them feel and the meanings attached to it.

2. It’s highly specific Your lead magnet should be highly specific to your target audience. A strategic lead magnet attracts the right people—people you can prime and who are interested in what your business has to offer. It keeps people who are not your target audience out of your email list. Your lead magnet should not and cannot be for everybody.