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How to Use the SOAP Email Sequence

May 20, 2019
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Your email list is one of your most powerful marketing tools. It's the only channel where you have direct access to your users. In this video, I'm going to share how you can use your email list to move your leads into customers. 

 

 

Video Transcript: 

Hey, what's up? And welcome to Hack My Growth. In this episode, we're going to be talking about an email sequence that helps you take people from interested into paying customers. Are you looking to grow your business but you're not sure where to start? That's where we come in. Hey, thanks for checking out this video. If it's the first time you watched or maybe if you're watching a while and haven't yet hit subscribe, please do so now. We would love to have you join our community. We create content each and every week. And make sure you turn on those alerts, that way you know when it's live.

All right. So today, we're going to be talking about something called the SOAP Sequence. And this is something that was made famous by a guy named Russell Brunson. Maybe you've heard of him. He is the owner of ClickFunnels. A very, very cool entrepreneur and somebody that has spent a lot of time and energy understanding why people do what they do, and building out formulas that, honestly, if you work them, they work.

Now, nothing on this show and nothing on this channel that we talk about is an overnight fix. You have to test things, you have to work on things and you have to build on what you've learned in order to make it work. Success doesn't happen overnight. I don't care what you think, I don't care what you've seen, it doesn't. So you need to put these things in the practice if you want to see the results. Now, you've probably heard me talking about this a few times. One of the most powerful channels in marketing bar none is email. And the reason why it's so powerful is, you own that medium. Google could change an algorithm. Facebook has done a lot of changes to their ad platforms and it's screwed over a lot of businesses. But one thing that people can't take from you is email. As long as you have an email address and you have a server, you can email your client list.

Now, when people come into the website, sometimes we say, "Hey, sign up for alerts, sign up for blog updates," things of that nature and we let it set and forget. We hope that those people will take initiative and action to build a relationship with us. But when else in your life has a relationship been built like that?

You shake hands with somebody and then you sit back and wait for them to become your friend. You sit back and wait of them to engage with you. It doesn't happen, because we are conversational as human beings. We need to be bought into a story and interact with each other if we're going to take that next step and that's exactly what the SOAP Sequence does. Now, Russell named it after a soap opera because you're going to build some drama here and you're going to build that drama within a story that they can empathize with, that they can connect with.

And what that does is it helps them understand, "I need to do that because that was me, I felt that exact same pain." It's done over a five day period. You want to hit them, one, two, three, four, five days in a row and build that relationship with them and a lot of people when it comes to email marketing, they just say, "Hey, I don't want to do that much." Now, I'm not saying you have to email them every day for the rest of your relationship. What I'm saying is, early on, you need to establish that relationship. You need to establish a cadence and you need to begin to work with them to help them understand who you are and the value you can provide for them.

Day one sets the stage. This helps them understand who you are and why you do what you do. This is where you begin to tell them a little bit of your story.

For instance, if I was sending you an email, I would say, "Hey, thanks so much for joining us. My name's Ryan and I'm excited that you're beginning this journey with me. Over the last 10 years, I've been building and growing my agency and I have learned some really cool things along the way ... " And I would tell you about the struggles that I've been through and set the scene for where we're at.

Day two, I set some drama and again with my story, I would go into, when I started, I kind of was coasting but about five years in I had a choice, did I want to grow this agency or did I want to let it exist? And the drama was when I broke off and decided to take this thing on full time, I didn't have enough customers to support me. Honestly, I didn't have a lead generation machine going. I jumped ship without a plan, which is not a good idea and I don't recommend that by the way.

But what that did is it caused me to try some things but I kept trying stuff and you know what? I hit a wall. There was something early that I couldn't get past and seeing as you noticed, you're probably listening to this, you're going, "What was that wall? How did that happen?" And this is part of my story and it begins to build empathy because you as a business owner or as a marketing manager, you've probably been there where you've hit a wall. "I keep trying something but it doesn't work and I keep frustrating myself and getting into the same situation over and over again." And then I say, "Stay tuned for day three. I want to show you how I overcame this." Now, day three's where you share with them your epiphany. This is your big idea, this is the one thing that changed everything. Finally, when I found this things were different.

And you've maybe bought something from a ClickFunnel or some sort of a funnel saying, "I was struggling with my weight until I had X and now I'm stronger and ever and skinnier than ever. I look great in a bikini." Except for myself, I don't look that great in a bikini. But you know what I'm saying here. Day three, you have that big thing, that one thing that changed everything. But there's more because it wasn't just one thing that changed. When you started to grow, other things change. That's where you get the day four and this is where you share the hidden benefits of what you do.

With any great program, any great tool, any great business, they don't just deliver value, they deliver above and beyond that. They give their customers something more than what they're selling. Maybe it's great customer service. Maybe it's a great life experience. Maybe with the lost weight, they're also gaining energy.

As you can see, there's a lot of hidden benefits to the things we provide our customers and uncovering those is a great way to show the value, the extra value, that we have. Now, days one, two, three and four are all setting them up for day five. Maybe they've bought your product in between now and then and you're sharing your story, which is great because you're going to give them more ammo to share now that they're becoming a raving fan. But day five is establishing urgency. This is where you say, "Hey, I want to give you X and I'm going to give it to you at X amount." Maybe you're discounting a product or maybe you're running a trial for a limited time or maybe you have a webinar or a program where you only have limited seats and you say, "I want to give this to you but we only have limited seats, limited availability."

And you bring them into a call to action. You say, "Now's the time to take an action. If you want to have a success story like the one I just shared with you over the last four days, almost five days. You need to take action."

This is where we press on the leads. We don't manipulate them but we've exposed some pain, right? We've exposed some sort of feeling and emotion that they've had and on that fifth email, we say, "Hey, let's push on that pain a little bit because we all know that sometimes you need a little bit of motivation to change and change is a good thing but it can be hard because we get comfortable in where we're at." Now, our job as marketers, as business owners, as sales people, is to leverage pain in order to help them make a decision that's going to make their lives better. Now, if your product doesn't do that, please ignore everything I say and don't sell it to people.

But if your product's good and you believe in what you do, this is where you create urgency and you leverage that in order to help people engage with you and build a relationship with you and purchase the product or the course or whatever it is that the call to action is so their life is better.

Email is powerful and you can tell your story through email but you have to do it authentically. You have to be yourself. Don't try just to copy and paste somebody else's template. That's not you. But you can use these as markers, these as kind of guideline or a template to help steer in the right direction. If you have any questions on the SOAP Template, on our website we have a free resource that walks you through this and helps make sure that you do this the right way and engage with people but if you've got questions about tone, you need somebody to read something over, you have questions about the way you're writing it, please let us know.

I would love to answer your questions, I'd love to answer you email. Please connect with us, comment below. Let's continue this conversation because my goal is to really help you put this into practice. All right, thanks again for watching and until next time, Happy Marketing.

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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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