The conversation flowed effortlessly. You laughed at the same jokes, enjoyed the same food, talked about the same movies. This was, you decide, a great first date.
Then after the awkward first kiss, your date turns to you and asks, “Will you marry me?”
You think it’s a joke, but realize it’s not.
“Uhh, that’s a no for me!” you say as an uncomfortable moment passes and you quickly unlock your door and rush inside.
That’s a hard no.
I recently signed up for a freebie and was put into the welcome funnel. I like to analyze how other people write their funnels and this one missed the mark, at least for a “let’s get to know each other not get married immediately kind of dater” like me.
Here’s why this welcome series didn’t work
The first email started with the prerequisite thank you and here’s your freebie vibe, and then transitioned into an immediate request for my money. “Here’s something else I sell, do you want it?”
- My thoughts: No thank you. I don’t know you well enough to know if what you’re selling has value.
Email two talked about their vacation to a tropical island and how they love being able to work from anyplace in the world. “And by the way, I have XXX that you might want to buy.”
- My thoughts: Sounds like a nice life, but what’s in it for me?
Email three talked about how they have tripled their income in the last year with zero effort and plenty of time to drink their daily mai tai’s. “Oh, and you can never work again if you buy XX.”
- My thoughts: So you’re saying if I purchase from you I can bankroll your lifestyle? And who really believes you can triple your income with zero effort? Did you rob a bank or con other people out of their money?
Email four was a repeat of email 2-3 with the addition of “in case you missed it, here’s all the stuff you can buy from me.”
- My thoughts: I didn’t miss it, but you’ve given me no reason to buy anything. You sound scammy, sleazy, and creepy. See ya!
I don’t know what came after that because I hit unsubscribe. I couldn’t handle the “let’s get married tactics” even for research purposes.
Try this instead in your welcome series
Maybe you think I’m cynical and you like being proposed to on the first date, but I don’t think the spray and pray method (throwing out all your offers and praying that one someone might actually buy) is the best way to sell your courses and digital products.
You don’t want your audience to have the same reaction I had, right?
What if instead, you treat your welcome series like a first date? Not a creepy, “Will you marry me” date, but an “It’s nice to get to know you, let’s meet again” first date.
Tips to help you build a relationship and make your reader return for more
- Introduce yourself and talk to them like a friend.
- Share your why for what you do and how it is beneficial to them.
- Be genuine and real. (If they don’t resonate with you, they aren’t your ideal customer.)
- Show how to use your freebie and how it will benefit them.
- Invite them to connect with you in other ways.
- Share useful, helpful information related to your lead magnet.
- Talk more about your reader than yourself.
Remember that your goal is to develop a relationship and build trust with your audience that will lead to a long term relationship with high-end results. That doesn’t happen on the first date. Like any good relationship, it takes time and effort, but the rewards are much greater and results in fewer divorces.