The challenge
Have you ever purchased an online course or coaching program that was a big deal for you? Maybe you had to save money for it, or it was the most money you have spent since paying for college tuition. If yes, then you know a lot of persuasion goes into your decision-making process. Enter Epic Fab Girl (EFG), a membership community that offers transformative entrepreneurial courses and programs for Christian women. EFG was gearing up for the final days of their annual Go Getter Virtual Summit. But here’s the twist: the end was just the start. After the Virtual Summit, attendees would get the chance to purchase their signature group coaching program. The challenge? They needed an email nurture sequence to convince those bottom-of-the-funnel clients to make the purchase while also communicating their faith-based values.
The solution
Epic Fab Girl brought me onboard to craft an email nurture sequence that tackles objections, weaves in storytelling, displays social proof, and uses purchase bias to promote their high-value offer — all while maintaining their brand’s personality. The best parts for me? Finding those fun memes and experimenting with subject lines for A/B testing.
The email nurture sequence
Cart Open — Email 1
Fast Action Bonus — Email 2
Fast Action Bonus Expiring: Email 3
Frequently Asked Questions — Email 4
Transformation — Email 5
Transformation — Email 6
Objections — Email 7
Upgrade — Email 8
FOMO — Email 9
Bring Em’ In! — Email 10
The brand archetype
Epic Fab Girl is the Girl Next Door Brand Archetype. They are a subscription membership community for Christian women entrepreneurs. Their tone is friendly, encouraging, and helpful. When people read their emails, they feel:
- Welcomed.
- They have found their tribe.
- Accepted.
Credits
Copywriter: Bianca Heath
Strategist: Bianca Heath, Candace Armour
