One reason I like putting the value proposition third in a website is because it follows the positive and negative flow we see in stories. Stories love to demonstrate contrasts. One character will be blunt and off-putting, and the character standing next to her will be kind and gentle. One scene will be visually dark and brooding, and the next will be bright and airy.

Email #6: Sales email. In this sixth email, only ask for the sale. Don't sell, just ask for the sale. At this point, we don't want your customer thinking about anything other than whether to accept or reject our offer. This is a great time to bring up the limited-time offer. Is an opportunity going to expire? Is the bonus that comes with the offer going to expire? If so, bring that up in the P.S. of this email and you'll have great success.

Email #5: Paradigm shift. A paradigm shift email is another way of overcoming a customer objection. Many customers will feel like they've already tried whatever it is you're selling. If customers feel that they've already used your product or service and it didn't work, you're done. They rightly will not place an order. But if you can explain to them how you're different and that they actually haven't tried something like this, exactly, they'll be more likely to look at you through fresh eyes. A paradigm shift is language that says, "You used to think this, but now you should think this way."

Email #4: Overcome an objection. At this point many customers want to buy and maybe even know they are going to buy but have one doubt that is holding them back. In the fourth email, you want to help the customers overcome a common objection people have for not buying your product. Your potential customers likely have an emotional objection, and by bringing up a similar objection, you'll give that emotion a focus. By helping them overcome that objection, you'll help them overcome their emotional resistance to buying your product.

Email #3: Customer testimonial. They don't want to make an impulse buy. One of the feelings they may have is that they're going to be played for a fool. We need to help them understand they're safe. One of the ways we feel safe is if there are more people involved. That's one of the reasons customer testimonials are so important. Find someone who has experienced success with your product or service, and capture that experience in writing. Remember to keep the testimonial short and full of soundbites.

Email #2: Problem + solution. In the second email, perhaps sent a few days later, you'll want to identify the problem you're going to solve for the customers. Once you identify the problem, acknowledge and empathize with their pain. Then introduce your product or service as the solution that is going to resolve that exact pain point.

here is an easy first sales sequence you can create: Email #1: Deliver the asset. Likely, your first email will deliver whatever content/lead generator you promised when they signed up with their email address. This email should be nice and short and shouldn't sell anything. Just deliver the free content you promised. The only thing you should add is your one-liner, so your potential customers are reminded, once again, why you exist and what problem you solve.