Jennie Lakenan has made herself at home in her own small and cozy niche.

For coaches, building a website is a burden. So Jennie makes it easy for them. Her USP is she helps coaches get a simple website up quickly and easily so their ideal clients can find them.

The simplicity in her offer is consistent throughout her branding and her sales messaging, as we’ll see when we go through her emails.

The Offer:

• Web design course that teaches coaches how to build a simple website quickly and easily ($297)

The Audience (Hot🌞):

• Due to the high conversion rate and small audience size—just 28 people—the prospects likely already knew Jennie. They probably found her website via a personal meeting or after seeing a piece of her content like a podcast episode

📩 Email 1 (sent 1 hour after abandonment)

Say you noticed them

“Hey,

I noticed that you clicked away without finishing the checkout process for Website Kit for Coaches, my course teaching new coaches how to create their own simple website to attract their first clients.”

What this does:

• Creates a personal connection

• Reminds them of the offer and its benefits

• Sets context for the rest of the email

Let them know you have genuine concern for their problems

“I understand that getting your coaching business off the ground is no small task.

I want to help make the process as easy as possible for you.

That’s why I created this course.”

What this does:

• Shows you understand their problem

• Shows you’re here to help

• Positions your course as their solution

Make your offer clear and desirable

“It’s a short but powerful program that will help you create a website you can be proud of quickly and easily.

In just 7 snappy modules, you’ll learn everything you need to know to set up a simple website to market your coaching business.”

What this does:

• Paints a picture of the outcome

• Future paces them using your solution

• Makes your offer easy to buy

Tell them why they should trust you

“Plus, as a certified coach myself, I know exactly how to guide you through the process so you don’t get stuck.

I just used this kit and set up a new website in two days. Super easy, super thorough directions, and not so much info that it overwhelms you. – Kim Job, Systems & Soul Stories Coach”

What this does:

• Makes the reader “trust fall” into your arms

• Overcomes the “what if I need support?” objection

• Has your customers sell your offer for you

• Highlights the biggest selling point of your offer

Ask for the sale

“Don’t miss out on this opportunity to take the first step in your website design journey.

Click here to finish your purchase and get started today!

Always here,

Jennie Lakenan”

What this does:

• Gives the reader a clear next step

• Shows the prospect you’re by their side

📩 Email 2 (sent 1 day after abandonment)

Remind them of what they’ve abandoned

“Hey,

I hope you’re doing well!

I noticed that you clicked away from my website without completing the checkout process for Website Kit for Coaches.

You know, my course teaches new coaches how to create their own simple website to attract their first clients.”

What this does:

• Creates a personal connection

• Reminds them of the offer

• Provides extra context for the rest of the email

Make your offer desirable

“This course will help you create a website you can be proud of quickly and easily.

In just 7 snappy modules, you’ll learn everything you need to know to set up a simple website to market your coaching business.”

What this does:

• Paints a picture of the desired outcome

• Emphasizes the ease of getting the outcome

Take away the risk

“Plus, as a certified coach myself, I’m here to help you every step of the way.

And because I’m so confident in the value of this course, I’m offering a satisfaction guarantee.

If you watch the entire course, ask for help in the community, and you’re still not able to successfully finish your site, I’ll give you your money back.

No questions asked.”

What this does:

• Lets the prospect know you’re just like them and are here to support

• Takes away the risk of the prospect not getting the outcome

Ask for the sale

“Don’t miss out on this opportunity to take the first step in your website design journey.

Click here to finish your purchase and get started today!

All the best,

Jennie Lakenan”

What this does:

• Gives the prospect a next step

As you can see, there isn’t much difference between the two emails. 

But subtle persuasion elements like customer testimonials and satisfaction guarantees can easily overcome objections that would have otherwise lost you the sale.

How to 93/7 Your Returns From Your Sales Funnel In a Day

Try this template for the 1-hour follow up email:

1. Personal “I noticed you” introduction

2. Show you understand their problem and say that’s why you created your offer

3. Explain your offer concisely with its biggest selling points

4. Remove the friction by saying how easy it is to get the desired outcome

5. Show them why they should trust you as someone who “is just like” them

6. Include a testimonial that highlights your offer’s biggest selling point

7. Ask for the sale.

And try this for the 1-day follow up email:

1. Personal “I noticed you” introduction

2. Reminder of what your offer is

3. Explain your offer concisely with its biggest selling points

4. Remove the friction by saying how easy it is to get the desired outcome

5. Show support and take away the risk

6. Ask for the sale

You can use these templates as a start then test and iterate with other persuasion tactics like achievements and awards to show authority, price comparisons to show value, and time limits to create scarcity.

🔑 The key to Jennie’s success

Congruency.

Make your USP the core of your sales message. Focus on your offer’s biggest selling point.

Try not to barf loads of disconnected sales messages onto your email like an unprepared school kid trying to answer a difficult exam question.

Keep it simple, pimple.

Inspiration for today’s Deep Dive from Marketing Sherpa