The Soap Opera Sequence (SOS) is a
method used to engage leads with the aim of establishing trust. This helps in
securing a loyal and active client list as well as long-term marketing success.
The soap opera sequence can be used to connect with prospects to build a
relationship around your brand, product, and Attractive Character (AC).
The SOS is made up of five emails
that are used to entice and involve the prospects in the brand’s process. After
getting the prospects to opt into the mailing list, the next step to take is to
start the SOS email sequence. The way the AC is introduced is crucial because
the prospects always end up being captivated or not by the first mail and this
decides the fate for the next chain of mails.
When captivated, the prospects will
look forward to the next one and the one after that till they get convinced
about the value of your brand. The series of emails need to have a structure
mirroring the following:
●
EMAIL 1: Setting The Stage
This is the first mail in the chain
of mails and is sent to welcome them to the brand as well as thank them for
subscribing to the mailing list. A subtle introductory message about your
brand’s benefits should also be passed across. This gets them anticipated about
what’s to come and what to expect.
●
EMAIL 2: Highly Dramatic Opening
After establishing the basics, the
next part to get to is the story ‘selling’ process. This entails telling a good
story with a drama-filled entrance with a climactic ending, this part
immediately arouses their curiosity and captures their attention. This story
needs a background, something that’s relatable and empathetic. This backstory
eventually leads up to a point where the character hits a wall in his/her
journey in life, something most prospects can empathize with.
You provide them with key points
detailing how they hit the ‘snag’ and then give them the promise of an answer
which won’t be revealed to them in this email but the next.
●
EMAIL 3: The Epiphany
An epiphany basically means a moment
of realization and by now, the prospect is immersed what you have to say. To
the AC, this means the point where they realize the solution to their issues
and what they did to turn the situation around for them. This part links your
product, service or brand to the solution the AC is talking about. Discovery of
your offering then becomes the answer to all the problems of the AC.
●
EMAIL 4: Hidden Benefits
After letting the prospects know
your product or service works in the prior mail, the next thing to do is
expatiate on all the benefits you have to offer them. It helps to also focus on
benefits that aren’t perceived at first by the prospects. By using an instance
of a case study who has successfully tried your product or service in a way
unbeknown to the prospects, trust can be built in their minds about you.
●
EMAIL 5: Sense of Urgency and Call
to Action (CTA)
This is the last mail in the chain
of emails, and this serves the simple purpose of driving the prospects to take
action in purchasing your product. On a matter of urgency, it’s important that
you offer them something real with either a deadline or a limited quantity.
This helps in creating a sense of real urgency for them to take action and take
advantage of the offer.
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