The Email System

Below is a structured email marketing strategy designed to turn email lists into high-paying clients through lead magnets, email sequences, and follow-ups. This guide contains all steps and instructions you’ll need. Read on to learn how to implement and execute.

Overview of the System

Flow of the System 

Lead Magnet Offer 
     ↓  
User Opts-In (via LinkedIn Post, Profile, or DM) 
     ↓  
Deliver Lead Magnet Immediately  
     ↓  
14-Day Email Nurture Sequence 
     ↓  
Transition to Regular Weekly Emails (3 per week) 
     ↓  
Monthly Offer Campaign (Whisper → Tease → Shout)  
     ↓  
Structured Follow-Up for Interested Leads

Step 1: Capture Leads with Lead Magnets

What to Do

Examples of Effective Lead Magnets

(Refer to the Lead Magnet Playbook to come up with valuable content.)

Once They Opt-in

  1. They receive the free resource immediately.
  2. They are redirected to book a call (optional).
  3. They enter a 14-day email nurture sequence.

Step 2: 14-Day Email Nurture Sequence

You’ll send a series of emails over 14 days to build rapport, address key pain points, and offer opportunities to reply/book calls.

Email 1 (Day 1): Welcome & Lead Magnet Delivery

Subject: Here’s your [Lead Magnet Name]

Content:

Note: “I will have some template scripts completed for this.”

Email 2 (Day 2): Identifying Their Biggest Problem

Subject: Make it look like it’s an internal email – e.g. “How to…”

Content:

Email 3, 4 & 5 (Day 5, 9, and 12): PROBLEM 1

Subject: THE PROBLEM

Content:

Email 6 (Day 14): Last Chance Before Regular Emails Start

Subject: Work with me?

Content:

After prospects complete this 14-day email sequence, they move to the regular weekly email cadence.

  • Goal of the 14-day nurture: capture the 3% who might be ready to buy right now.
  • The rest will continue receiving weekly emails, building trust over time.

Tip: Once set up, you don’t have to keep rewriting these. You can extend it or add more emails, but start here and optimize later. Implementation beats perfection.

Step 3: Regular Email Cadence (3 Emails Per Week)

Key point: The golden number is 3 emails per week. If that’s too stressful, reduce it. You could send just 1 email per week or 1 every two weeks. Adjust as needed.

Suggested Cadence

  1. Email 1 (Monday): Story + Lesson

    • Share a personal experience or story. (Sometimes the more random, the better.)
    • Relate it back to what you sell and why it’s important.
    • End with a soft CTA:
      • “If this sounds like you, I’m going to be working with X people to achieve Y in [TIMEFRAME]. Reply with ‘X’ if you might be interested.”

  2. Email 2 (Wednesday): Case Study or Social Proof

    • Show a transformation (before/after). Doesn’t have to be huge; even a small win is fine.
    • Use Problem → Agitate → Solution (PAS):
      • Problem: what was the issue before working with you?
      • Agitate: why this was painful or frustrating.
      • Solution: how they worked with you and overcame it.
    • Include a screenshot, link to a testimonial video, or just a written testimonial.
    • End with a soft CTA:
      • “If you’re looking to solve this like [PERSON], respond with ‘X’ and let’s chat.”

  3. Email 3 (Friday): Free Resource or Extra Value

    • Over time, you’ll create assets (templates, calculators, short Loom videos, etc.).
    • Offer these in the email.
    • Example:
      • “I was chatting with my client Sean, a Financial Advisor from Sydney. He said these 5 content templates from our program helped him generate 12 leads last month. Would you like me to share them with you?”
      • Or, “I just recorded a 15-minute training video on [PROBLEM] so you can achieve [SOLUTION]. Would you like me to send it?”
    • Goal: get them to reply.
      • Once they reply, you can start a conversation. E.g., “Here it is [NAME], I think for you template #2 would work really well. By the way, what type of clients do you work with?”
    • Optional: Add a P.S. statement inviting them to chat, similar to the Story or Case Study emails.

Step 4: Monthly Offer Campaign (Whisper → Tease → Shout Method)

Because you’ll be adding more people to your list over time (and their life situations may change), you want to regularly invite them to work with you. We use the Whisper, Tease, Shout method once a month:

  1. Whisper (Weeks 1-3)

    • You’re softly making offers in each of your weekly emails already (in the CTA or P.S.).
    • People won’t get annoyed because it’s subtle.

  2. Tease (Week 4, First Email)

    • Let them know something is coming in a couple of days. A simple, plain-text email to pique curiosity.
    • Examples:
      • “Tomorrow I’ll send you an invite to an awesome challenge we’re running next week to help [AVATAR] achieve [OUTCOME]. Stay tuned!”
      • “Next month, I have 3 slots opening up to work with [AVATAR] to solve [PAIN] and get [OUTCOME]. I’ll shoot you a message tomorrow to see if you might be interested.”

  3. Shout (Last Email of the Month)

    • Subject: Work with me?
    • Make a direct but friendly invite without breaking trust.
    • Examples:
      • “Hey [NAME], I’m working with a private group of small business owners next month who want to implement a LinkedIn system to get consistent leads without relying on an agency. Would you like to join us?”
      • “Hey [NAME], I can take on 2 more private clients next month who are Enterprise Sales Reps in the US earning $300k-$500k with sporadic income, looking to build multi 7-figure nest eggs. Are you interested?”

Rotate Your Offers

  • Each month, rotate the offer, avatar, or problem you focus on.
  • Examples of rotating:
Type of Avatar Month 1 Month 2 Month 3
Avatar Focus Enterprise Sales Reps, $300k-$500k earnings 45-55 y/o small business owners who want to sell and retire in 10-15 yrs Partners at law firms
Type of Problem Month 1 Month 2 Month 3
Problem Focus Generate inbound leads via content Book more calls via DMs Set up a funnel that auto-captures leads on LinkedIn
Type of Event Month 1 Month 2 Month 3
Offer/Event Focus Direct Offer Host a Live Online Challenge FREE Audit Call for a limited number

Goal: Make the monthly offer feel special and perfectly aligned with a segment of your audience.

Step 5: Structured Follow-Up System for Interested Leads

When someone replies but doesn’t book a call, you’ll use AIDA (Attention → Interest → Desire → Action):

  1. Attention: They replied to your invite email.
  2. Interest: They show interest in the offer.
  3. Desire: You send them an Offer Document or direct them to more info.
  4. Action: Ask them to confirm if they’d like to chat.

Example Reply Options

Tip: Track replies in a Google Sheet to see which emails perform best.

Follow-Ups (if they go silent)

Example Follow-Up Messages:

  1. “Hey [NAME], were you able to review the document? I’d love to get you on my calendar. I’m taking Friday off to take my daughter to her dance recital—she’s super excited!”
  2. “Hey [NAME], the dance recital was hilarious but also a bit sad. She danced for half, then tripped and cried for the rest. Anyway, did you get a chance to check the document?”
  3. “Hey [NAME], hope I’m not being a pest! I’m starting next week, and I want to make sure if you’re interested we get a chance to chat.”
  4. “Hey [NAME], I feel weird sending this again. It’s totally fine if you’re not interested right now. Just let me know, and I can put a note to follow up in a few months. No worries either way!”

Important: Make these emails feel casual and spontaneous, not like automated follow-ups.

Final Notes & Execution Plan

  1. Set up an opt-in system for your lead magnet.
  2. Implement the 14-day nurture sequence (Emails 1 through 6).
  3. Send three emails per week consistently (or adjust if 3 is too many).
  4. Run a monthly offer campaign (Whisper, Tease, Shout).
  5. Follow up strategically with interested leads using AIDA.
  6. Adjust messaging based on your target audience.

Remember: This system ensures you consistently nurture leads, convert them into clients, and maintain high engagement without spamming. Once set up, simply maintain and optimise.