The Gain Logic Fear Email Sequence
Our Favorite Email Sequence (and How We Use Emotional Triggers to Drive Conversions!)
Did you know, that the webinar funnel has the ability to easily be your most profitable funnel? While we are constantly testing the different aspects of all of our funnels, the webinar funnel requires some special treatment.
A big problem most people have is thinking that driving traffic to a webinar opt-in is the end of the funnel. Honestly, a huge portion of your sales should come in the follow-up email sequence after your webinar. Chances are high that you've seen this email sequence first hand, and if executed correctly, you probably never noticed.
This type of automated email campaign appeals to the emotional side of recipients and spurs them into action. The basic goal of the Gain, Logic, Fear email sequence is to create trust, leverage critical thinking, and then use the power of scarcity to encourage a lead to buy.
How Can the Gain Logic, Fear Email Sequence Increase Sales?
The Gain, Logic, Fear email sequence is so effective at boosting conversions because of what it creates: a sense of urgency! Not just for our businesses, but for many others from physical products to eCommerce.
This specific email sequence is designed to encourage subscribers to convert by building trust, appealing to their logic, and taking advantage of the consumer’s scarcity mindset.
1. Gain Agreement
Gain Agreement is the first step and its focus is gaining the trust of your audience. There are countless ways to do this, but our favorite is by reminding them what they requested originally. It's usually one of our PDFs, a new case study, or even a webinar replay.
Remember: get straight to the point and remind them of what you offered, why it’s a great deal, and how they can get started.
2. Logic and Justification
Use Logic in the next step of this highly-effective email sequence. If a reader hasn’t purchased during the “gain” step, they are automatically moved into the “logic” step. The goal now is to appeal to the reader’s critical thinking by focusing the content on what the reader wants.
Use subject lines like “Call me crazy, but…” or “Frankly, I’m a little surprised” to get your reader asking if they have made the right decision to not purchase.
3. Fear of Missing Out
Fear of Missing Out is the final step in the gain, logic, fear sequence we use in emails. Along with the opt-in offer, the “fear” step of your sequence will be the highest converting one. In this step, write emails that leverage scarcity to work for you.
Use key phrases for such as, “last chance” or “you’re about to miss out”. This step should align with the last day of your promotions.
Outside of the initial offer, the fear section of your sequence will be the highest converting step.
The gain, logic, fear email sequence is designed to encourage buyers by building trust, appealing to their logic, and taking advantage of the consumer’s scarcity mindset.
How We Use This 3-Step Follow Up Email Sequence
Across all of our businesses, we’re constantly testing a variety of variables to optimize our email sequences. By far, the most effective for creating urgency, is our variation of the gain, logic, fear email sequence. When we create urgency we are also creating motivation for those non-buyers stuck at the bottom of your funnel.
The Gain Logic Fear email sequence was what we used to share access to our new copywriting tool, Copy Kraken!
Check out the below series of screenshots from that effective email sequence to see how we utilized the principles of persuasion:
Email #1 - Gain
Below, is the “gain” step of our most effective email sequence. From the bluntness of the opening few lines to the bulleted-list of features the new tool has. This email answered the question, “What will I gain if I follow this link?” We even started creating a sense of urgency by briefly mentioning the current promotion.
Email #2 - Logic
The next day, we sent an email that used the second step of this follow-up email sequence: logic. Hiring a professional copywriter is expensive! Our new tool is not, we used data, charts, links, and facts to show that to our readers. This email helped them to understand how logical it would be to save money and time by using our tool instead of the more expensive option.
Email #3 - Fear
Finally, we sent this email as the “fear” step of the sequence. The subject line and body were simple. Both told the reader they were about to miss out on this exclusive sneak peek of our newest course. We mentioned the value we were offering to them and what exactly they were about to miss out on.
What Comes Next?
After the Gain Logic Fear email sequence, we like to wait a few days before sending the next email to these subscribers.
If it is a low-ticket offer, we usually end the series after fear and put our hard-earned leads back into a segmentation series to talk about another subject. But, if it is a higher-priced item, we send our ‘non-buyers’ a follow-up email or two that conveys the urgency and scarcity of our offer.
Email #4: First Attempt (Urgency)
Our first email after the initial Gain Logic Fear email sequence was focused on conveying the urgency of the message. If they don’t act now, they and their business will fall behind. More importantly, create a sense of urgency in your copy so none of your leads are left thinking, “Ok, now what?”
Email #5: Last Chance (Scarcity)
If you want to encourage action, make sure your reader understands what they will gain or what you will protect them from if they do take that action. The copy in this persuasive email was a bit longer, but we showed the other options available to those still sitting on the fence about our offer.
After these five emails, whoever did not buy or opt-in gets put back into a new segmentation series. These are the buyers that we will also retarget again during our next holiday promotion, putting them into our Holiday Funnel.
Using Emotional Triggers in Your Email Copy
An automated Gain Logic Fear email sequence will help you effectively promote offers to your email list. Perfect for pushing limited time offers, the Gain Logic Fear email series employs three basic principles to tell your customers when and why your product is perfect for them.
This three part email series can be deployed to anyone that opted in to for a lead magnet but didn’t buy your initial offer. It works because of three primary, and emotion-backed principles of persuasion:
- Gain: that’s what your reader is wondering and you need to answer it. Your email copy should make a promise that following the links in your email will deliver them a specific gain. Remember to get straight to your point while reminding them of what you offered, why it’s a great deal, and how they can quickly get started.
- Logic: while people buy for emotional reasons, they use logic to justify their purchase. Once appealing successful to a buyer’s emotional side, it’s time to give them something practical to justify their recent purchase. Use stats, comparisons, expert opinion and other practical facts to encourage email clicks.
- Fear: Exercise caution because fear is more powerful and often more motivating than gain or logic. Humans tend to move away from the things that can harm us or towards something we think is going away. Use key phrases for such as, “last chance” or “you’re about to miss out” and align this step with the last day of your promotions.
Determining the Duration of Your Automated Email Sequence
You don’t need a 30-day email series to sell a low-ticket product. If it has been 3-5 days and they haven’t bought, that’s ok. Let them drop out of that engagement email series and back in a segmentation series to talk to them about another topic and offer.
Feel free to experiment with the order of what emotional triggers you press. You can even write emails on a single emotional trigger and others that combine more.
As a general guide, the Gain Logic Fear email series can run for a few days or many, it just depends on the price and value of your offer. Free or low-range products would deliver this automated email campaign over three to five days.
If you are pushing an offer for your mid-range products, keep this follow-up email campaign under ten days. Going for the big sale with your high-ticket offer? Give your subscribers and leads no less than seven days and up to 21 days to make a decision on your offer.
Each one of your emails should contain one of the above four principles of persuasion. We, as humans are hardwired to act when those emotional buttons are triggered. Gain, logic, fear, and urgency are incredibly powerful and they can be applied nearly anywhere you need to drive action.
Have you experimented with an email campaign series that uses Gain Logic Fear or other emotional triggers? Let’s keep the conversation going and let us know in the comments!