Now that you’ve serenaded your potential customer into a lead, it’s time to get ready for your first date.

Maybe they opted in to a newsletter, downloaded a lead magnet, or simply want to find out more about you and your company.  Before you blow your chance think about it: This isn’t some silly sales pitch, this is real life.  On the other end of your emails are real people with thoughts, feelings, dreams and hopes.

You wouldn’t ask a favor of someone you don’t know, would you?  That’s exactly why an Indoctrination Series ought to do the trick.

This is your chance to tell your potential customer who you are and what your company stands for. Before you open a new Word document take a second and answer these questions:

 

• Who are you and what do you do?
• What can readers expect from you?
• How often will they hear from you?
• Why are you different and what do you stand for?
• What is the goal of these emails?

 

Got it? Good.  Look over your list of values and expectations.

With your answers you’ll be able to tell you what you want to convey and how you want to say it.  As far as length goes, that’s up to you.

We’ve seen one email suffice, but usually 3-5 emails really pull in the trust.  With a sequence you’re able to give them exactly what they need and a whole lot more (Hint: Free stuff! People love free stuff).

By the time your leads have finished reading the Indoctrination Series they should have a great idea for who you are and what you stand for.

Include a list of benefits along with your company values.  Don’t be afraid to get personal.  Need a few ideas?

 

• Include a photo of your team together
• Highlight an accomplishment
• Tell a life changing story

Though there’s no wrong way to complete the Indoctrination Series, you want your introduction to be memorable.  Remember, if you can’t answer these questions you have no business selling your product to anyone.