The Six Core Follow Up Sequences
Once we’ve dialed in your copy
the next piece of dialing in your campaign is adding in follow up sequences.
In this chapter, we’re going to cover the six core follow-up sequences.
These are six different sequences that you can attach to any front-end marketing campaign to increase production, increase sales, improve customer acquisition, and so on.
Let’s cover all six, and then we’ll go back and go through each one at a time where I’ll share with you when they’re triggered, how long they go for, what they do, and so on.
Six-Core Follow-Up Sequences:
• Offer Response Sequence
• Offer Intensification Sequence
• Secondary Offer Sequence
• Campaign Stacking Sequence
• Order Form Abandon Sequence
• Second Chance Offer Sequence
Offer Response Sequence:
The offer response sequence is triggered when somebody sees your offer in your marketing campaign and doesn’t respond.
When somebody gets access to your VSL, and they hear the offer, see the offer, presented with the offer, and for whatever reason, they don’t buy. That’s when we trigger this particular sequence, which is all about generating a response to your offer.
It’s all about stimulating the prospect to go back and buy. This particular sequence typically runs about three to four days max and is there to remind the prospect of the offer’s benefits and the reasons to respond now.
It’s there to remind the prospect of what they’re missing out on by not responding, what it is that they can experience if they do respond. It’s all about the offer.
We’re not necessarily talking about content in this particular sequence. We’re not talking about information that you’re giving inside of your VSL. We’re talking about the offer itself.
For three to four days, they are reminding prospects of all the benefits that they stand to gain or miss out on, depending on whether they respond to your offer or not.
Offer Intensification Sequence:
The second sequence that comes after the offer response sequence is what we call the offer intensification sequence.
This is after somebody completes the offer response sequence and still hasn’t responded. If somebody has seen your VSL, they’ve seen your offer. They haven’t purchased it. What gets triggered is the offer response sequence. It runs three, four days. And if an individual has still not responded, it has not purchased that’s when we trigger the offer intensification sequence. Now, this sequence typically runs two to three days, and this is all about sweetening the offer, intensifying the offer by increasing the value of the offer.
And usually, this is done by adding one or more bonuses to the offer. We’re not discounting here at this stage. We’re not offering a lower price; we’re adding more value.
We’re adding more to the offer. We’re intensifying the offer with additional bonuses, a bonus, or extra bonuses.
Usually, here, there is a new deadline attached to the new sweetened offer. Typically, we’ll introduce a new bonus or two, and we’ll let prospects know that they’ve got the next call it 48 to 72 hours to respond to take advantage of the offer.
We’re sweetening the offer attached to a deadline.
Secondary Offer Sequence:
Then we’ve got what’s called the secondary offer sequence. This is triggered after somebody completes the offer intensification sequence and still hasn’t responded.
An individual sees your VSL. They see your offer. They don’t buy. The offer response sequence is triggered. It runs three to four days. They still don’t buy. The offer intensification sequence is triggered. We’re sweetening the deal by adding in a deadline that runs for two to three days.
The prospect still doesn’t buy; that’s when the secondary offer sequence gets triggered.
Now, this sequence can run for up to two weeks, maybe even three weeks long, depending on how you structure this sequence.
During this sequence, you are rolling out a series of new, lower-priced offers or lower-priced options that address the core promise, the primary benefit that the prospect is interested in.
You’re doing it with a series of offers. Let’s give an example; you have a $1,000 product you rolled out during your main offer.
Then we go into the offer response, and they still don’t buy. They go into the offer intensification sequence, and they still don’t buy.
Then we go into the secondary offer sequence. You might start by giving them a 4 x $299 payment plan option.
And you roll that out for two, maybe three days. And then for the folks that don’t buy, you might roll out another product.
Another offer for say $249, one payment of $249. We’re not talking about merely discounting the same product. If you have a $1000 product and then go over to a payment plan, that’s okay. But once we go from a payment plan down to a “down-sell,” it’s not the same product.
We’re either going to take something out, or we’re going to remove something, or we’re going to put together a different bundle. But we’re going to give them another opportunity to buy.
For the folks that don’t take advantage of this $249 offer, we may have a $139 at two payment options. Then we may go down to a $79 offer, and we may go as low as a $19 offer.
From here forward, these are what we call secondary offers. We’re giving the prospect another opportunity with a different bundle, an additional offer to scratch the itch, to address their problem.
Campaign Stacking Sequence:
Following this, we’ve got the campaign stacking sequence.
Now, this is triggered after somebody completes the secondary offer sequence. If we’ve extended secondary offers to the prospect and they still have not responded, that’s when we begin the campaign stacking sequence.
And the timeline on this is indefinite because really what we’re talking about here is we’re inviting your prospects to start a new marketing campaign, which has a different theme, a different hook, different appeal. It’s focused on a different problem, a different solution. We’re inviting your prospects, folks on your list that haven’t bought from the previous campaign, we’re using education-based content.
In other words, we’re rolling out new content in an email sequence, and then we’re giving them the chance to learn more about the education.
When they click on a link, that’s when we are putting them into a new campaign.
The way to think about it is that you’ve got a funnel. In this funnel, what makes up this funnel in terms of follow-up sequences. You’ve got the offer response sequence. You’ve got the offer intensification sequence. You’ve got the secondary offer sequence.
Then we go into the campaign sequence. And the goal of the campaign sequence is really to put that prospect into a different campaign. In other words, this is how we take one marketing campaign, and we just continue to stack them on top of each other.
One takes the unconverted leads and feeds it into the other. And then we’re going to provide for others and so on. It’s merely stacking one campaign on top of another.
This is different from the secondary offer sequence because we’ve one appeal with the secondary offer sequence. One problem, one solution, and we’ve got one promise we are making here.
The campaign stacking sequence moves them to a different campaign with a different appeal. An additional problem is being addressed; a different promise is being made.
Order Form Abandon Sequence:
This is triggered after somebody clicks on the add to cart button or the buy now button and goes to the order form but does not complete their checkout.
This runs for three to four days. It’s designed to remind the prospect of their incomplete order, that they still have an order pending, they still have an order waiting, and it reminds the prospect of the benefits of the offer again and the reasons to respond now.
We’re doing two things; we’re reminding them of their incomplete order and how they can pick up where they left off, and we’re reminding them of the benefits of the offer and the reasons to respond now.
Second Chance Offer Sequence:
The second chance offer sequence is triggered after someone purchases your main product but skips one or more of your add-on or upsell offers.
Somebody buys your main product. They click on the add to cart button. They go to the order form, enter their contact information, billing details, presses submit, complete the transaction on the main product, and then skip your upsell. The second chance offer sequence gets triggered. It runs one to two days, and it extends a second opportunity for the customer to take advantage of the add-on or upsell offer they skipped. Very simple.
This is a great way to increase your sales anywhere from 10, 12, even 15% or more by going back and giving folks a second chance.
This is how the six core follow-up sequences look.
Somebody goes to your sales page, and they don’t buy the very first sequence that gets triggered as the offer response sequence.
After this, if they still haven’t bought, we trigger the offer intensification sequence.
After that, if they still haven’t bought, we trigger the secondary offer sequence. If they still haven’t bought, we then trigger the campaign stacking sequence.
Now at any point, if they click over and they go to the order form, and they bail, we’re going to trigger the order form abandonment sequence over here. And once they do buy, but they skip one or more of your upsell or add-on offers, that’s when we trigger the second chance offer sequence.
Yes, it takes a bit of time to set this up but remember you’re only ever going to be doing this to a campaign that’s proven itself a winner (from your MVF E5 Campaign), so all of this is pretty much found money and would the time and effort right?