Podcast Summary: Email Ghostwriting For Beginners: 12 Sequences You Can Sell

Podcast Information:

• Title: Coffee With Cole: The Digital Writing Podcast
• Host/Author: Nicolas Cole
• Episode: Email Ghostwriting For Beginners: 12 Sequences You Can Sell
• Release Date: February 5, 2025

Introduction

In this episode of Coffee With Cole: The Digital Writing Podcast, host Nicolas Cole delves into the lucrative world of email ghostwriting. Sharing insights from his decade-long experience consulting and ghostwriting for over 300 founders and C-level executives, Cole outlines 12 essential email sequences that every business can leverage to enhance their digital marketing strategy. He emphasizes the universal need for these sequences across various industries, regardless of whether a business sells physical products, digital goods, services, or enterprise technology.

The Value of Email Sequences in Digital Marketing

Cole begins by highlighting the significant opportunities within email marketing that many businesses overlook. He asserts, “There’s a tremendous amount of opportunity for you as an email ghostwriter. … these sequences are things that every single business needs” (00:00). By implementing these structured email campaigns, businesses can effectively engage their audience, nurture leads, and ultimately drive revenue.

Pricing Strategies: Selling Assets vs. Time

A key insight Cole shares is the importance of pricing email sequences based on their value rather than the time invested. “Charge for the asset, not the effort” (00:00). He recommends pricing each sequence between $3,000 and $10,000, depending on complexity and client needs. This approach allows ghostwriters to maximize their earnings by recognizing the revenue-generating potential of thoughtfully crafted email sequences.

Overcoming Faulty Beliefs About Sending More Emails

Cole addresses a common misconception among businesses: the fear that sending numerous emails will lead to high unsubscribe rates. Contrarily, he shares his mantra, “If you send more emails, you make more money” (12:15). Drawing from his experience, Cole presents data showing that increased email frequency often correlates with higher conversions, as long as the content remains valuable and relevant.

Detailed Overview of the 12 Email Sequences

1. Educational Email Course

   • Purpose: Serve as a lead magnet by offering valuable, structured content over a set period (e.g., 5, 7, or 10 days).
   • Example: Cole mentions his own courses like ship 30 for 30 and premium Ghostwriting academy.
   • Pricing: $5,000 to $15,000
   • Quote: “Every single company needs these 12 different sequences” (00:00).

2. Evergreen Newsletter

   • Purpose: Provide ongoing value by cycling the same set of newsletters, ensuring new subscribers receive the most valuable content first.
   • Implementation: Utilize email systems like ConvertKit or Mailchimp to set up repeating sequences.
   • Pricing: $3,000 to $10,000 per month
   • Quote: “If you send more emails, you make more money” (12:15).

3. Indirect Email

   • Purpose: Blend value content with subtle pitches for products or services.
   • Strategy: Approximately 50% value, 50% promotional content.
   • Pricing: Included within broader newsletter packages.

4. Direct Pitch Email

   • Purpose: Deliver straightforward calls to action, encouraging immediate engagement or purchases.
   • Strategy: Short, impactful messages of 500 words or less.

5. Clickers Sequence (Testimonial or Q&A)

   • Purpose: Engage leads who interact with emails by clicking links, using testimonials and addressing common objections.
   • Implementation: Alternate between social proof and responses to frequently asked questions.
   • Quote: “If you can help them build a high value opt in, then it unlocks all these other opportunities” (08:45).

6. Abandoned Cart Sequence

   • Purpose: Recover lost sales from customers who abandoned their shopping carts by sending timely follow-ups.
   • Strategy: Initial reminder followed by addressing potential objections and providing additional incentives.
   • Quote: “This is an incredible service to provide, and it’s a great way to get your foot in the door with Companies” (06:20).

7. Book a Call Sequence

   • Purpose: Streamline the process for service companies to book and manage sales calls through a series of qualifying and follow-up emails.
   • Implementation: Encourage application fills and booking calls with educational content.
   • Pricing: Minimum $3,000 per sequence
   • Quote: “There's a lot that goes into this” (16:30).

8. Pre-call Education Sequence

   • Purpose: Maintain engagement and educate potential clients between booking a call and the scheduled appointment.
   • Strategy: Provide relevant resources, FAQs, and company background information.
   • Quote: “I just wanted to send this over to you” (18:45).

9. Hammer Them Sequence

   • Purpose: Accelerate relationship building with cold traffic by sending multiple emails over a short period.
   • Strategy: Deliver intensive educational content to warm up leads quickly.
   • Pricing: Varies based on intensity and duration.
   • Quote: “The more cold the audience, the less they know anything about you” (20:10).

10. Upsell Sequence

    • Purpose: Increase customer lifetime value by offering additional products or services post-purchase.
    • Implementation: Recommend complementary products or upgrades shortly after an initial purchase.
    • Quote: “Super consumers are the subset of your customers that buy everything from you” (22:30).

11. No-Close Call Follow-Up Education Sequence

    • Purpose: Re-engage leads who did not convert during sales calls by providing ongoing value through educational content.
    • Strategy: Send resources, updates, and helpful information to keep leads warm.
    • Quote: “All of the money is in the follow up” (24:15).

12. FOMO Sequence

    • Purpose: Create urgency and drive action through fear of missing out, especially effective during product launches or cohort enrollments.
    • Strategy: Intensify communication in the lead-up to key events with direct calls to action.
    • Quote: “We would do 50%, 60% of our total revenue for that cohort” (26:45).

Integration of Sequences and Business Impact

Cole emphasizes the synergistic effect of implementing multiple email sequences. For instance, combining an educational email course with an evergreen newsletter ensures continuous lead nurturing and revenue generation. He explains, “Imagine if every single sequence here lifted the revenue by 5%. … all of a sudden you’re like, whoa, just doing these basic things” (09:50). By integrating these sequences, businesses can amplify their marketing efforts, leading to substantial revenue growth over time.

Conclusion

Nicolas Cole wraps up by urging email ghostwriters to familiarize themselves with these 12 essential sequences. He highlights the immense financial potential, noting that a single client can generate tens of thousands to over $100,000 from implementing all sequences. Cole encourages writers to start by mastering one sequence, demonstrating immediate value to clients, and subsequently expanding their service offerings to include additional sequences.

Notable Quotes with Timestamps:

• Introduction to Sequences: “My name is Nicholas Cole. I'm one of the highest paid ghostwriters in the world. … every single business needs these 12 different sequences” (00:00).

• Pricing Strategy: “Charge for the asset, not the effort … You should charge five grand for every single sequence that you build” (16:30).

• Overcoming Email Frequency Fears: “If you send more emails, you make more money … It is a faulty belief …” (12:15).

• Value of Follow-Up: “All of the money is in the follow up …” (24:15).

• Impact of FOMO Sequence: “We would do 50%, 60% of our total revenue for that cohort” (26:45).

Key Takeaways:

1. Email Sequences are Essential: Implementing structured email sequences is critical for lead nurturing, customer engagement, and revenue growth across all types of businesses.

2. Value-Based Pricing Maximizes Earnings: Ghostwriters should price their services based on the value and revenue impact of the email sequences rather than the time spent crafting them.

3. Multiple Sequences Enhance Effectiveness: Utilizing a combination of educational courses, newsletters, follow-ups, and promotional sequences can exponentially increase a business’s marketing success.

4. Persistence Pays Off: Contrary to common fears, sending more targeted and valuable emails typically leads to higher conversions and revenue, even if it results in some unsubscribes.

5. Follow-Up is Crucial: Maintaining engagement with leads through persistent follow-ups, especially those who did not convert initially, can significantly boost long-term customer acquisition and retention.

By adopting these strategies, businesses can transform their email marketing efforts, while email ghostwriters can unlock substantial revenue streams by offering comprehensive, value-driven email sequence services.

Note: For a deeper dive into each sequence and practical implementation tips, listeners are encouraged to tune into the full episode of Coffee With Cole: The Digital Writing Podcast.