Guide Them On A Journey
You’re an independent contractor, a small home-based studio or a boutique space with the opportunity to expand and you’re wondering if you need a welcome series for anyone who joins your email list. You are not alone. I get this question and excuses or reasons why people believe they don’t all the time. But, the truth is, if you’re teaching as part of your income, this is not a hobby, then I believe you do!
I know, you’re busy, it’s another thing to do! But, hear me out. You are busy. You don’t have time to respond to EVERY person who joins your list and share who you are, what you do and why you will rock their world! So, by having a welcome email series (did you think I was suggesting a discounted intro pack? I hope not) you can write up a wonderful series of emails (one time) that guides this newbie on a journey that you want so that they get to know you, trust you, see you as the expert in your area and when you say, “take a session from me” they hit that button so fast because they have been waiting for you to ask this whole time!
Don’t Fall Flat
You have been part of many a “welcome series” or some call a “Nurture Series” and some totally get you excited and others fall flat or make you hit “unsubscribe.” And, while I could write a book about all the nuances and I am doing a webinar on this topic I thought a few quick and easy tips for you to get started today.
A welcome series should:
- Introduce You as the guide to getting them where they want to go
- Share some background to your awesomeness
- Explain what you do
- Why You do what you do
- How it helps them!
- Guide them from “hey, how are ya?” to “Buy my main offer.”
- Be automated and spaced out over time until they are dumped into the main newsletter
- Add value
A welcome series could:
- Go on for months (I don’t recommend this for Pilates teachers or other movement instructors)
- Have an offer or two in it that gets them to try you out before coming into the studio
- Share pics or testimonials
- Have a secret offer they won’t find on your site
- Be as short as a few emails
Once you put your in place it should kick off as soon as they register for your list. And then when it’s done they should end up on your regular newsletter schedule. Because, a welcome series is a lot of things but it is not a replacement for connection or a consistent weekly, bi-weekly or monthly schedule.
I’d love to know what you wish clients new before setting up their session? How you want clients to see and experience you and your business and what you want to drive your future clients to buy? You can post in the comments below.
PS the next webinar on this will air June 26th 12pm pst and replay until July 3rd.