Step 6 of 9 · CONVERT
Purpose: Map one nurture sequence deliberately — its trigger, its message arc, and its timing — so the not-yet-ready mature into buyers on their own clock. Fill this in before you write a word of any email. Build the welcome sequence first; it is the highest-leverage one you own.
When to run it / Inputs
The leads this sequence works on are the non-buyers — everyone who came through SELL and left, plus the segments captured at IDENTIFY. Name the segment and the tag before anything else; the tag is what routes the right arc to the right person.
| Input | From | Fill in |
|---|---|---|
| Non-buyer source (opt-in, cart abandon, browse, or gone quiet) | IDENTIFY / SELL | ________________ |
| Segment + tag (the IDENTIFY tag that fires this sequence) | IDENTIFY step output | ________________ |
| Objection / false belief to dissolve (the one thing holding the purchase back) | Customer Avatar | ________________ |
| Proof + Unique Mechanism (the substance you dissolve it with) | Company Context | ________________ |
| SELL page + primary CTA (where a ready lead is sent back to) | SELL step output | ________________ |
| Brand Voice adjectives (3–5 — held steady across every message) | Foundation Blueprint | ________________ |
The Sequence Map
The arc of a converting sequence moves through five jobs in order: deliver value → name the problem → prove with story → shift the belief → make the offer. The welcome sequence expands this to add a brand-story step. The purpose of each step is given; you fill the email number, the trigger or timing, and the message plus its single call to action.
Sequence name: ________________ · Goal: ________________ (e.g. first purchase within a defined window)
| Step in the arc | Email # | Trigger / timing | Message + single CTA |
|---|---|---|---|
| Deliver value (pick up the GIFT, prove the promise was real, ask for nothing) | ____ | ________________(Day 0 — the moment the trigger fires) | ________________(what it gives) |
| Establish who you are (brand story, what you stand for) | ____ | ________________(closer-spaced while interest is fresh) | ________________ |
| Name the problem (in the Avatar’s own words; why common fixes fail) | ____ | ________________ | ________________ |
| Prove with story (a relatable customer journey, not a list of claims) | ____ | ________________ | ________________ |
| Shift the belief (hold the objection with empathy; reframe it) | ____ | ________________ | ________________(the hardest email — write it last) |
| Make the offer (once, clearly, framed as the obvious next step) | ____ | ________________(widen the spacing here) | ________________(one CTA — back to the SELL page) |
Add or remove rows to fit the sequence — abandonment recovery runs shorter (reminder → objection → final nudge); the arc above is the full welcome shape.
Cadence and segment reference
Pick the arc by the trigger and the goal, not by taste. The hotter and more recent the intent, the faster and more direct the sequence.
| Sequence | Trigger — what they did | Cadence | Note your version |
|---|---|---|---|
| Welcome | Opted in for a GIFT | Generous, unhurried — over days | ________________ |
| Abandonment recovery | Left a full cart | Direct, prompt — ~1 hr · ~24 hr · ~48–72 hr | ________________ |
| Browse / interest | Viewed a SELL page, did not add | Reassuring, light — a few days | ________________ |
| Long-term nurture / broadcast | Triggered sequence ended, no purchase | Weekly or fortnightly value, segmented | ________________ |
| Re-engagement / win-back | No open or click in 60–90 days | One honest ask · one last value · clean goodbye, then suppress | ________________ |
| Post-purchase | Bought | Confirm, then hand to GROW | ________________ |
Reserve any genuine incentive for the final recovery message only. Exclude buyers from every pre-purchase sequence the moment they convert.
Instructions
- Fill the Inputs first. Lead with the non-buyer source and its IDENTIFY tag — a sequence built without the segment in front of you blasts everyone identically, which is the single most common way nurture fails.
- Map one sequence, not the whole programme. Start with the welcome sequence for your highest-volume segment. Do not write until the map is complete.
- Set the goal as a result, not an activity — a first purchase within a defined window, not “stay in touch”.
- Work the arc in order. Value before the pitch, several times, before you ask once. An offer that arrives before trust is earned reads as a setup from the first hello.
- Time it by intent. Closer-spaced early while interest is fresh, wider later. Move into the welcome immediately on opt-in; move in hours on a cart abandon.
- One idea, one CTA per email. A menu of options transfers the burden of choosing onto the reader, who answers it by doing nothing.
- Carry this into the asset. These answers are the brief for
prompts/Nurture.md. Check every returned draft against the value-before-pitch rule and your real objection before it ships.
Feeds: → a matured lead, now ready, re-enters SELL to buy. → a lead who buys becomes a customer for UPSELL to grow, while NURTURE keeps working the remaining non-buyers in parallel.
Sources: 3.3-nurture.md · prompts/Nurture.md · the NURTURE SOP (in 3.3-nurture.md)