Sandra Coan Eduction
Kim Bui
Who is Sandra Coan Education?
Sandra Coan Education is an online course created by Sandra Coan, a professional photographer with over 20 years of experience. The platform offers courses and certifications to help photographers, especially those focusing on baby and family photography, create a natural light look without using natural light.
Unique Selling Proposition
Sandra Coan has developed a simple one-light method using strobes or flash to replicate the natural light look.
The Problem
When I signed up for her webinar, Crafting the Natural Light Look, I received a Day 0 auto-responder email with immediate access to a replay of the webinar. This suggests that the webinar is a lead magnet, and the following email sequence should provide the free resource, introduce the business, and build a relationship. However, the Day 0 auto-responder email was originally meant for a pre-webinar sequence with minor adjustments.
The issue is that the pre-webinar email sequence and the indoctrination sequence have different goals and messages. Sandra's pre-webinar email sequence creates replay scarcity, which doesn't work in the indoctrination email sequence because prospects have unlimited access to the replay.
The Goal
The goal is to update the Day 0 auto-responder email from a pre-webinar email sequence to an indoctrination email sequence. This change will show that Sandra understands her customers and can guide them through their buying journey.
The Solution
I focused on the Day 0 auto-responder email to set the tone for the rest of the sequence. Instead of emphasizing the webinar date and time, I focused on empathizing with prospects and making them feel like they belong in the Sandra Coan community.
After the Day 0 email, I sent a series of emails that reminded prospects about the webinar and gradually led them to her sales offer, The Missing Link course.
The sales sequence included:
An introduction to the course email
What makes it different email
Objections/social proof email
Exclusive benefit email
Want access to the full 6-part email sequence? You can find it below.
I was not contracted to write these assets. I created them as part of my portfolio. This was a partial re-write of her email sequence. All reviews are taken from Sandra Coan Education.
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Posted Jun 13, 2024
My focus in this email sequence was updating the lead magnet email sequence, so instead of it being a pre-webinar sequence, it became a empathetic and welcoming
