The Freelance Toolkit
**Disclaimer: This project is a creative mockup and is not associated with any real client. It was developed purely for portfolio purposes.**
PROJECT OVERVIEW
Brand: The Builders (Freelance toolkit)
Industry: Entrepreneurship
Copy type: Lead-nurturing email sequence (5 emails).
Goal: To nurture and convert potential leads who would purchase the Freelance Toolkit.
Introduction: Amy from The Builders is launching a new digital product which is the Freelance Toolkit. This toolkit is for freelancers looking to build their dream business without the guesswork. It is a clear roadmap with plenty of resources and tools to get you started on your freelancing journey.
CHALLENGE
Amy wanted to launch her Freelance Toolkit. She had a list of potential leads who would be interested in purchasing this toolkit, but had no idea how to approach them without just pushing them to buy.
MY STRATEGY
To help Amy, I decided a lead-nurturing sequence would be best. It allows her to approach her leads, connect with them, nurture them, and only then sell. By building a good relationship with them, this would help position her brand as a trusted source, resulting in her leads being more inclined to buy from her. I formulated a 5 email lead nurturing sequence, that introduces, educates, builds trust and launches the Freelance Toolkit to leads that are ready to buy.
**This case study is copy only, so click the link below to view the full copy. It showcases all 5 emails in the email sequence and how one email is connected to the next with proper flow and strategy.**
Copy Highlights
Introduction email using storytelling
For the first email of this sequence, which is the introduction email, I started it off with a personal story and related it to how having a successful freelance business has changed Amy’s life.
I even highlighted common struggles freelancers have when starting and how I’ve reached where I am now. These help the reader see me as a trusted friend rather than a random brand pushing them to buy something.
Introduction email hinting at an upcoming product launch
I started hinting about the Freelance Toolkit in the first introduction email itself. This helps keep readers on their toes while anticipating what’s about to come in upcoming emails.
I also sprinkled a P.S. in a couple of emails to encourage readers to engage with the emails. This helps track whether readers are reading through your email and are interested in what you have to say.
Email educating readers on common mistakes and how to fix them
The second email of the sequence had the goal of providing value to readers on common mistakes you make when you’re a beginner freelancer and how fixing them can already give you a drastic change in results.
I suggested a coloured card for each set of mistakes and solutions, so it’s easier for readers to skim. By providing value to your readers, they’re more likely to trust you.
Sales pitch email introducing the Freelance Toolkit
In the third email, which is the sales pitch email where the Freelance Toolkit is introduced, I used a portion of the email to highlight who the Freelance Toolkit is for.
This gives readers a sense of belonging and speaks directly to your target audience while connecting to each of them personally. It relates to their pain points and the stage they’re at. At this point, they’ll associate the Freelance Toolkit as the solution to their problems since they can relate to the struggles I’m highlighting. And that’s exactly what we want.
Showcasing the product content and what readers will receive
In the sales pitch, as I introduce the Freelance Toolkit, it’s also very important to highlight exactly what they’ll be receiving from purchasing this product. I included exactly what was included in the Freelance Toolkit, and for each description, I made sure to highlight the benefit that readers will receive from it.
I used words that trigger emotion, such as ‘no more burnout’, ‘without wasting hours on paperwork’, and ‘secure high-paying clients’ - are just some of the many. But this helps paint a picture for readers.
Email handling objections or common misconceptions faced by readers
The fourth email is to handle the common misconception of why pay for something like the Freelance Toolkit when you can Google everything for free. I used this email to tactfully bust this myth by painting a picture of how free solutions aren’t necessarily the best or the most efficient.
I highlighted how having solutions tailored to your business and needs is much more helpful to see actual results. I then reintroduced the Freelance Toolkit as the solution to that.
Promotional email for a discount, but for a limited time only
The discount email (5th email) is to encourage readers to purchase and receive the early bird price for the Freelance Toolkit. Sometimes, a little incentive goes a long way in pushing readers to take action.
But I highlighted the benefits of purchasing the Freelance Toolkit once again after talking about the discount. This is to remind readers what benefits they stand to gain from their purchase
Clear and direct call-to-actions that also emphasise value for the reader
The call-to-action buttons in this email sequence are direct and clearly direct the user on what to do next. I also added the value readers receive in some of the call-to-actions because that is a great way to catch their attention to click.
For example:
Save $30 on the Freelance Toolkit now
Get the Freelance Toolkit and land your dream clients
Start building your dream business today