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Welcome to PHASE 4: LAUNCH
Let’s get real—launches are A LOT.
You’ve spent months (or years) building your list, crafting your offer, and perfecting your product. And now?
This is the moment that actually makes or breaks all of that effort.
Your launch is where you take everything you’ve built and turn it into sales.
But here’s the challenge:
❌ Do too little, and you’ll get ignored.
❌ Do too much, and you’ll overwhelm people.
It’s a fine line—one that separates wildly successful launches from ones that flop.
A good launch isn’t about just sending a few emails. It’s about strategically guiding your audience, building trust, creating desire, and leading them to a natural, no-brainer “YES.”
The good news? You’re not starting from scratch.
By this point, your audience has already raised their hand and said, “I’m interested.”
Now, this is your golden opportunity to nurture them, position your offer, and take them on the journey from interested → committed → buying.
What This Phase Covers
By the time you’re done here, you’ll have a fully optimized launch sequence—one that nurtures, educates, and converts.
Here’s how we’re going to do it:
Step 1: The Psychology of Buying
Before you send a single email, you need to understand why people buy.
This step breaks down the emotional and psychological triggers that move people from “I’m interested” to “I need this right now.”
Step 2: The Three-Phase Launch Framework
A high-converting launch isn’t just one moment—it happens in three strategic phases.
We’ll cover exactly how to warm up your audience, build momentum, and close with a strong call to action.
Step 3: The 17 Core Launch Emails
There’s no guesswork here. You’ll get the exact 17 emails you need to send—what they say, when to send them, and how they fit into the bigger launch strategy.
Step 4: The Six Psychological Triggers
Every email you send should tap into the core triggers that make people take action.
We’ll cover what they are and how to use them in your messaging.
Step 5: Using AI to Streamline Your Launch
Launching takes a lot of writing. But AI can help you write faster, stay consistent, and keep your voice strong.
This step will show you how to use AI strategically—so you don’t get stuck in perfectionism or overwhelm.
Bonus Resources to Help You Win
10 Copywriting Styles You Can Use → Pick a writing style that matches your voice and brand personality
AI-Powered Onboarding Prompts → Keep your new customers engaged and excited after they buy
Mid-Program Testimonial Requests → The right way to ask for testimonials while your students are still in the program
A Full Launch Email Sequence (Ben Settle Style) → See an entire high-converting email sequence in action
What This Phase Will Do for You
This phase is about execution.
✅ We’re going to break down the exact emails you need, step by step.
✅ We’ll cover the psychology behind why these emails work.
✅ We’ll show you how to use AI to write them efficiently—without losing your voice.
This is where we lay it all out for them—where we guide our audience from interest to investment.
And by the end of this phase?
You’ll have a fully optimized, fully structured launch sequence that does the selling for you.
Let’s go.
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The Psychology of Buying
How to Meet Your Customers Where They Are and Lead Them to the Sale
Here's the deal: Most businesses waste countless hours writing emails their prospects aren't ready to receive.
Translation? They're pushing solutions on people who don't even know they have a problem. They're missing the crucial steps of customer awareness. And when you do that? Your emails fall flat and your sales suffer.
Enter Eugene Schwartz's 5 Levels of Awareness—the master key to unlocking your prospect's mind at every stage of the journey.
Here's how it works:
Level 1: Completely Unaware
These prospects are living in ignorant bliss. They don't know they have a problem. Not even a hint.
If you pitch your product here, you're throwing words into the wind.
Your job? Wake them up. Show them what they're missing. Plant the seed of awareness.
- How You Do It: Share eye-opening stories. Ask questions that make them think. Paint pictures of hidden problems.
- Example Hook: "The hidden reason your email list isn't making you money (and no, it's not your subject lines)"
Level 2: Problem Aware
These folks are feeling the pain. They know something's wrong.
But they're lost in the fog. They don't know solutions exist, let alone which one to choose.
Your job? Crystallize their problem. Make it concrete. Show them why solving it matters—now.
- How You Do It: Name their pain. Validate their frustration. Help them see the true cost of inaction.
- Example Hook: "Tired of watching your email list gather dust while others are banking consistent sales? Here's what they know that you don't..."
Level 3: Solution Aware
Now we're cooking. These prospects know there's a way out. They're actively looking for answers.
But they don't know YOUR solution is the answer they need.
Your job? Stand out from the crowd. Show why your approach is different—and better.
- How You Do It: Highlight your unique mechanism. Share success stories. Paint the "after" picture.
- Example Hook: "Forget everything you know about launch sequences—here's what actually works"
Level 4: Product Aware
They've found you. They're interested. But they're still on the fence.
Your job? Remove all doubt. Prove your worth. Make choosing you feel inevitable.
- How You Do It: Stack benefits. Crush objections. Show social proof. Make the value obvious.
- Example Hook: "Why over 1,000 creators chose our launch system (and the results they're seeing)"
Level 5: Most Aware
These are your hot leads. They want what you have. They just need a reason to act now.
Your job? Create urgency. Remove friction. Make taking action feel easier than waiting.
- How You Do It: Add scarcity. Stack incentives. Clear the path to purchase.
- Example Hook: "Last chance: The price doubles at midnight (plus these bonuses disappear)"
How This Maps to Your Launch Sequence
Here's why this matters for your emails:
- Pre-Launch Emails: Target Levels 1-3. Focus on education and problem awareness.
- Launch Emails: Speak to Levels 3-4. Showcase your solution and stack proof.
- Cart Close Emails: Zero in on Level 5. Drive action with urgency and scarcity.
Get this right, and something magical happens: Your emails start feeling like perfect timing instead of pushy sales pitches. Every word lands because it matches exactly what your prospect is thinking.
Next up, let's see how to turn this understanding into a concrete email sequence with our Three-Phase Framework...
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The Three-Phase Framework
The Proven System to Build Trust and Drive Sales Without Coming Across as “Salesy”
Most people approach launches the same way they approach a Hail Mary pass in football: Toss it up, cross their fingers, and hope for the best.
And that’s why most launches flop.
But here’s the truth: A great launch isn’t about throwing everything at the wall. It’s about sequence. Step-by-step. Pre-planned. Dialed-in.
That’s how you build trust, educate, and convert skeptics into buyers.
Let me introduce you to the Three-Phase Framework.
This system has been battle-tested and optimized to take your audience from “Hmm, maybe…” to “TAKE MY MONEY!” in just a few emails.
Phase 1: Pre-Launch
The Goal: Build trust, provide value, and position yourself as the authority before you even mention the sale.
Here’s where you warm up your audience. Get them nodding along with you. Show them you understand their struggles better than anyone else.
The key here is to give so much value upfront, they’re practically begging to hear your solution by the time you reveal it.
- What You Do:
- Tell stories that break patterns and open eyes.
- Educate them on the deeper problems they might not even realize they have.
- Give them small, quick wins that prove you know your stuff.
- What This Looks Like in Emails:
- The Wake-Up Call: Snap them out of their daily autopilot with a bold insight or jaw-dropping fact.
- Behind-the-Scenes Story: Make them feel seen and understood with a relatable story.
- The Quick Win: Drop a tip or strategy they can use right now.
By the end of this phase, they trust you. They like you. And most importantly, they see you as someone who can actually help them.
Phase 2: Launch
The Goal: Introduce your solution, address objections, and turn interest into action.
Now it’s time to reveal the goods. This is where you show your audience that not only do you understand their struggles—but you’ve built the ultimate solution for them.
But here’s the catch: Most people make this phase all about them (the creator), instead of focusing on the customer. Don’t do that. Every word should answer the unspoken question in your reader’s mind:
“What’s in it for me?”
- What You Do:
- Showcase your product as the obvious answer to their problem.
- Educate them on why it works (without overloading them with jargon).
- Handle objections with social proof, testimonials, and guarantees.
- What This Looks Like in Emails:
- The Complete Solution: Paint a picture of how their life changes when they use your product.
- Feature Education Emails: Break down the key components of your offer, one by one.
- Overcome Objections: Call out their fears before they even have to voice them—and squash them with proof.
By the end of this phase, your audience knows your product inside and out. They’re sold on the idea. Now it’s time to move them into action.
Phase 3: Cart Close
The Goal: Create urgency, amplify FOMO, and push the fence-sitters to make a decision.
This is where the magic happens. Your audience has all the information they need. They’re interested. But guess what? People procrastinate.
They’ll hem and haw, telling themselves, “I’ll do it later.”
Your job in this phase is simple: Light a fire under them. Show them why “later” isn’t an option.
- What You Do:
- Add urgency: Time is running out, and they know it.
- Amplify scarcity: Spots are limited, bonuses are disappearing, and they don’t want to miss out.
- Get personal: Speak directly to their fears of “missing the boat.”
- What This Looks Like in Emails:
- Final Day Reminder: A 24-hour countdown that screams, “This is your last chance!”
- Morning Reminder: Hit them first thing in the morning to catch the “last-minute buyer” vibe.
- Evening Push: End the day with a bang—pull out every last emotional trigger.
- Last-Minute Warning: One final gut-punch to make them act before it’s too late.
By the end of this phase, you’ll have maximized your conversions, closed sales you would’ve otherwise missed, and made the procrastinators grateful you didn’t let them wait too long.
Why This Works
Each phase builds on the last. The Pre-Launch creates trust. The Launch phase educates and inspires. And the Cart Close? That’s where you lock in the sale.
When you follow this sequence, you’re never asking for too much, too soon. Instead, you’re leading your audience down a natural path—from curiosity to trust to excitement to action.
In the next section, we’ll break down the 17 Core Launch Emails—with detailed templates you can plug-and-play into your sequence.
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17 Core Launch Emails
Part 1: Pre-Launch Phase
Goal: Build trust, provide value, and establish authority. This phase sets the foundation for your entire launch. Your job here is to warm up your audience, position yourself as the expert they can trust, and get them excited about the transformation your offer will deliver—all without explicitly selling yet. Think of it as planting the seeds for what’s to come.
Email 1: The Wake-Up Call
(Awareness/Pattern Interrupt)
This email grabs your audience’s attention by highlighting a major problem they may not even realize they have. It shakes them out of autopilot and primes them to pay attention to your emails moving forward.
Why This Works:
- It creates awareness of a problem or gap they’ve been ignoring.
- It establishes YOU as the person who understands their pain better than anyone else.
- It sets the tone for the sequence by making them curious about what’s coming next.
By the end of this email, they should be nodding along, thinking, “Yes, that’s me—I need to fix this!”
Email 2: The Behind-the-Scenes Story
(Relatability Builder)
This email pulls back the curtain and makes you relatable. You share a personal or behind-the-scenes story that shows how you’ve been where they are—and how you overcame the same struggles they’re facing now.
Why This Works:
- People buy from people they trust, and trust is built on connection.
- When your audience sees that you’ve been in their shoes, it makes your solution feel more authentic and achievable.
- It creates an emotional bond, making them more likely to open your next emails.
This is the “I understand you” email. By the end of it, they should see you as a guide they can trust.
Email 3: The Quick Win
(Value Demonstration)
Now it’s time to deliver immediate value. This email gives your audience a small, actionable tip or insight they can implement right away. It shows that you’re not just talk—you know your stuff, and you’re here to help.
Why This Works:
- Quick wins build credibility: If your free advice works, they’ll believe your paid product will work even better.
- It creates goodwill, which makes them more receptive to your future emails.
- It reinforces their belief that solving their problem is possible—and that you can help them do it.
By the end of this email, they should feel like they’ve gained something valuable just by opening it.
Email 4: The Myth Buster
(Educational Pattern Interrupt)
This email challenges a common misconception or “myth” your audience believes about their problem. It reframes their thinking and positions your solution as the better, more effective alternative.
Why This Works:
- It builds your authority by showing that you know what others get wrong.
- It shifts their perspective, opening their minds to new possibilities.
- It primes them to see your product as the solution they didn’t know they needed.
By the end of this email, they should be questioning old beliefs and eager to learn more about your approach.
Email 5: The Strategic Framework
(Build Anticipation)
Here, you introduce the big picture strategy or framework behind your offer. You don’t go into all the details just yet, but you show your audience that there’s a clear path to solving their problem—and that you have the roadmap.
Why This Works:
- It creates structure and clarity, which makes your solution feel approachable and actionable.
- It builds excitement by showing them that a proven system exists to solve their challenges.
- It positions your product as the next logical step, even before you explicitly introduce it.
By the end of this email, they should feel confident that you have a solution to their problem.
Email 6: The Big Reveal
(Introduce the Program)
This is the first time you officially introduce your product. The goal here isn’t to sell hard but to position your program as the answer to everything you’ve been talking about so far. It’s about building excitement and planting the idea of transformation.
Why This Works:
- It shifts the conversation from problems to solutions, which builds optimism.
- It teases the value of your program, making them curious to learn more.
- It sets the stage for the next phase of your sequence: the full launch.
By the end of this email, they should be thinking, “This sounds amazing—I can’t wait to hear more!”
Email 7: Build Excitement
(Pre-Launch Anticipation)
This email is all about momentum. You’re reminding your audience that something big is coming and that they don’t want to miss it. This is where you start to create buzz around your upcoming launch.
Why This Works:
- It keeps your audience engaged and excited as you approach the launch date.
- It builds urgency by teasing bonuses, limited spots, or a countdown to the launch.
- It ensures your audience is primed to take action when the cart opens.
By the end of this email, they should be counting down the days until they can join your program.
Why the Pre-Launch Phase Matters
The Pre-Launch Phase is where you build the foundation of trust and authority that your launch depends on. If this phase is done right, your audience will be primed and ready to buy when you transition into the Launch Phase. It’s all about meeting your audience where they are and showing them that you’re the guide who can take them to where they want to be.
Part 2: Launch Phase
Goal: Present your solution, educate, and handle objections. This phase is all about showing your audience why your product or program is the best solution for their problem—and giving them the confidence to say yes.
During the Launch Phase, you shift the focus from warming up your audience to highlighting your product. This is where you go from, “I understand your problems,” to, “Here’s how my solution transforms your life.”
Email 8: The Complete Solution
(Full Program Reveal)
This is the big moment—the first email where you fully reveal your product. It’s all about giving your audience a clear picture of how your offer solves their problems and changes their lives.
Why This Works:
- Your audience has been primed to trust you from the Pre-Launch phase. Now they’re ready to hear your solution.
- It creates clarity: They now understand exactly what you’re offering and how it addresses their needs.
- It builds excitement: They see how your program bridges the gap between where they are and where they want to be.
Key Focus:
- Highlight the transformation your product delivers.
- Emphasize the pain points your audience has and how your solution solves them.
- Keep the tone enthusiastic—this is your first big opportunity to wow them.
Email 9: Core Module/Skill/Component [#]
(Feature Education)
This email (or series of emails) dives deeper into specific features, modules, or components of your product. The goal is to break down how your program delivers results so your audience fully understands its value.
Why This Works:
- It builds confidence by showing the depth and quality of your product.
- It addresses the unspoken question, “Will this really work for me?” by explaining how each part of your program delivers value.
- It creates curiosity for the next feature, keeping your audience engaged.
Key Focus:
- Pick one key feature, module, or outcome to focus on.
- Explain how it solves a specific pain point or delivers a key result.
- Use examples, benefits, or mini-testimonials to drive the point home.
Repeat this structure for each major feature, module, or component as needed. The number of these emails depends on the size and complexity of your offer.
Email 10: Overcome Objections
(Trust Building)
This email is all about handling doubts and fears before they become deal-breakers. If your audience has objections, this is your chance to address them head-on and build trust.
Why This Works:
- It shows you understand their hesitations, which makes you more relatable and trustworthy.
- It positions you as someone who genuinely cares about their success—not just someone trying to sell them something.
- It clears the mental blocks that stop people from buying, increasing your conversions.
Key Focus:
- Call out the most common objections you know your audience might have (e.g., “What if it doesn’t work for me?” or “I can’t afford this right now.”).
- Address those objections with empathy and facts (e.g., money-back guarantees, payment plans, or testimonials from people who had similar doubts).
- Reinforce the transformation and remind them why this decision is worth it.
Email 11: Bonus Stack
(Value Amplification)
This email introduces the bonuses included in your offer. Bonuses are powerful because they make your audience feel like they’re getting even more value than they’re paying for.
Why This Works:
- It increases the perceived value of your product, making the price feel like a steal.
- It creates urgency, especially if the bonuses are time-sensitive (e.g., “only available to the first 50 buyers”).
- It overcomes hesitation by showing your audience they’ll get everything they need to succeed.
Key Focus:
- List the bonuses and explain how each one complements your main offer.
- Highlight the total value of the bonuses to show how much extra they’re getting.
- Reinforce urgency if the bonuses are limited.
Email 12: Scarcity Amplifier
(Urgency Intensification)
This email is all about urgency and scarcity—two of the most powerful psychological triggers in marketing. It reminds your audience that the opportunity to join your program is time-sensitive and won’t last forever.
Why This Works:
- Deadlines force people to act. Without them, your audience will procrastinate indefinitely.
- Scarcity creates FOMO (Fear of Missing Out), which is a strong motivator for decision-making.
- It nudges the fence-sitters who are interested but haven’t made up their minds yet.
Key Focus:
- Highlight the closing date, limited spots, or disappearing bonuses.
- Emphasize what they’ll miss out on if they don’t act.
- Keep the tone direct and urgent: “This is your last chance to join before the offer closes.”
Why the Launch Phase Matters
The Launch Phase is where you go from building trust to driving action. Your audience already knows you understand their problems. Now, you’re showing them exactly how you solve those problems—and why they need to act now.
When done correctly, this phase not only educates your audience but also builds excitement and confidence in your offer, setting the stage for the high-conversion Cart Close Phase.
Part 3: Cart Close Phase
Goal: Create urgency, drive decisions, and maximize conversions. This is where you close the deal, targeting procrastinators, skeptics, and fence-sitters. The cart-close phase is critical because most buyers make decisions under the pressure of a deadline. These emails are designed to push them over the edge.
Email 13: Final Day Reminder
(24-Hour Countdown)
This email reminds your audience that time is almost up. They’ve been reading your emails, and now the offer they’ve been thinking about is about to disappear.
Why This Works:
- People respond to deadlines. A countdown creates urgency, compelling action.
- It focuses attention on what they’ll miss out on if they wait too long.
- For procrastinators, it gives them a reason to stop overthinking and take action now.
Key Focus: Highlight the deadline and reframe waiting as a mistake. Use a countdown timer if possible to create visual urgency.
Email 14: Morning Reminder
(FOMO-Driven Push)
This email hits their inbox first thing in the morning, capitalizing on the urgency of the final day. It’s all about fear of missing out (FOMO).
Why This Works:
- FOMO triggers an emotional response, making people reluctant to lose out on something valuable.
- Morning emails catch people when they’re fresh and starting their day—when they’re more likely to make decisions.
- It positions your offer as the opportunity they’ve been waiting for, which won’t come again.
Key Focus:
- Emphasize what they’ll miss: The transformation, bonuses, and solution.
- Position the decision as simple: Take action today or stay stuck.
Email 15: Afternoon Check-In
(Social Proof Amplifier)
This email is a midday nudge designed to provide social proof and boost confidence. It’s about showing your audience they’re not alone and that others are already taking action.
Why This Works:
- Social proof reassures buyers—they see that others trust your product, so they feel safer buying.
- It combats the fear of making a mistake by validating their decision through testimonials or case studies.
- Midday emails remind those who’ve been sitting on the fence all morning to take the next step.
Key Focus:
- Highlight success stories and testimonials.
- Reiterate the deadline and bonuses.
- Frame the purchase as a proven path to success.
Email 16: Evening Push
(Scarcity Peak)
This is the last big push as the day winds down. Scarcity is at its peak, and your job is to remind them that the window to take action is rapidly closing.
Why This Works:
- Evening emails catch last-minute decision-makers who thrive under deadline pressure.
- Scarcity amplifies urgency—they need to act now, or they’ll miss out entirely.
- It speaks directly to their fear of regret: “Will you look back tomorrow and wish you’d acted?”
Key Focus:
- Highlight the deadline and time remaining.
- Reassure them about the decision with guarantees or risk-reversal.
- Tap into their fear of regret—how they’ll feel if they don’t take this opportunity.
Email 17: Last-Minute Warning
(Final Emotional Appeal)
This is the final email—your last chance to convert the stragglers. The tone here is urgent, direct, and emotional. It’s all about sealing the deal.
Why This Works:
- It combines all the triggers: urgency, scarcity, social proof, and emotion.
- It reminds them of the transformation they’ll miss if they don’t act.
- It’s a direct, no-nonsense push for action, designed to convert procrastinators who wait until the last second.
Key Focus:
- Summarize everything they get with the offer.
- Call out the transformation they’ve been dreaming about.
- Make it clear this is their last chance. Use phrases like “This is it,” “Cart closes in one hour,” or “This offer is gone at midnight.”
Why the Cart Close Phase Is Essential
The cart-close phase is where most of your sales will happen—often 50% or more of your total conversions. People naturally wait until the last minute to make decisions, so these emails are designed to address lingering doubts, reinforce value, and create the urgency they need to act.
When done right, this phase ensures you maximize your sales while helping your audience overcome hesitation and take the step they’ve been considering.
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The Six Psychological Triggers
01. Identification
Your reader needs to feel seen. The best emails start by showing that you get them—their struggles, fears, dreams, and desires. When readers feel understood, they’re far more likely to trust you and take action.
- How to Use It: Open with a statement, question, or story that mirrors their current experience or challenges.
- Example: “Have you ever felt like you’re working harder than everyone else but still not getting ahead?”
02. Intrigue
Curiosity is one of the most powerful tools in email marketing. If your reader’s curiosity is piqued, they’ll keep reading to find out more.
- How to Use It: Drop a surprising fact, ask a provocative question, or tease something unexpected.
- Example: “Most people think success is about hustling harder—but what if I told you the exact opposite is true?”
03. Interrupt
To stand out in crowded inboxes, your email needs to break patterns. A bold statement, shocking fact, or surprising observation stops readers in their tracks.
- How to Use It: Open with something unexpected that grabs attention immediately.
- Example: “90% of entrepreneurs fail—not because they don’t work hard enough, but because they focus on the wrong things.”
04. Imagination
Your reader needs to see themselves succeeding with your solution. Help them imagine how their life or business will improve if they take action—and what it will cost them if they don’t.
- How to Use It: Use vivid, sensory language to paint a picture of the transformation they want.
- Example: “Picture this: It’s six months from now, and you’ve finally doubled your revenue without doubling your hours. You wake up excited to work, knowing your business is thriving.”
05. Inception
Plant the seeds of action by helping your reader come to their own conclusion about what they need to do next. This is about nudging them gently, rather than pushing them forcefully.
- How to Use It: Ask questions or share insights that guide them to connect the dots themselves.
- Example: “What if the only thing standing between you and consistent success is one simple framework you’ve never been taught?”
06. Identify Bogey
Call out the fear, challenge, or mistake that’s holding your reader back. This creates urgency by highlighting what they stand to lose if they don’t take action.
- How to Use It: Acknowledge the obstacles they face and frame your solution as the way to overcome them.
- Example: “The #1 mistake I see ambitious people make is trying to do everything alone—and it’s costing them time, money, and results.”
How to Use These Triggers in Your Emails
Each email in your sequence should weave these triggers together seamlessly. Not every email will use all six triggers, but the most effective ones will incorporate at least two or three.
For Each Email
01. Email Type
Start by identifying what type of email you’re writing: Awareness-building, feature education, objection handling, etc. This defines the core purpose and tone of the email.
02. Awareness Level
Determine where your audience is in their awareness journey (from Eugene Schwartz’s 5 Levels of Awareness):
- Are they unaware of the problem?
- Are they aware of the solution?
- Are they product-aware but undecided?
Understanding this helps you tailor your message to their mindset.
03. Primary Goal
Every email needs a specific goal. What action do you want the reader to take? Examples:
- Book a call
- Click to watch a webinar
- Buy now
04. Lead Type
Your lead is the first thing your reader sees—and it determines whether they’ll keep reading. Choose a lead type that fits the email’s purpose:
- Hook: A bold, attention-grabbing statement.
- Question: A thought-provoking question that resonates with their pain or goals.
- Bold Statement: A surprising or controversial claim that makes them stop and think.
05. Key Elements (The Six Magic Ingredients)
Each email should incorporate a combination of the six psychological triggers:
- Identification: Relate to their struggles.
- Intrigue: Spark curiosity to keep them reading.
- Interrupt: Grab their attention with a bold opening.
- Imagination: Help them visualize their future success.
- Inception: Subtly guide them toward the action you want them to take.
- Identify Bogey: Address their fears or challenges and position your product as the solution.
06. Education, Persuasion, Proof
The core of every email is the combination of these three elements:
- Educate: Give your audience new insights or actionable value.
- Persuade: Highlight the benefits of your solution and address objections.
- Proof: Use testimonials, case studies, or data to validate your claims.
07. Story Type
Stories are the backbone of effective email marketing. Decide what type of story to use based on your goal:
- Personal Story: Share your own experience to build connection.
- Relatable Story: Use a scenario your audience can see themselves in.
- Case Study: Highlight a customer success story.
08. Open Loop
Always leave your reader wanting more. Tease what’s coming next in your email sequence to keep them engaged.
- Example: “Tomorrow, I’ll reveal the one secret that makes this entire process work like magic.”
09. Meta-Hook
Tie your email into the broader narrative of your launch sequence. Each email should feel like a piece of a larger puzzle, building toward the final action (buying your product).
Why These Components Matter
Every email in your sequence is a chance to build trust, overcome objections, and nudge your audience closer to action. By mastering these six psychological triggers and structuring your emails with intention, you’ll create a seamless flow that leads your audience from curiosity to conversion.
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How to Use AI
to Create Your Profitable Launch Sequence
Now that you understand the components of a high-converting launch sequence, it’s time to put it all together. Using AI, you’ll be able to craft professional, persuasive emails for every stage of your sequence without the overwhelm. This process is simple, and the AI will handle the heavy lifting for you.
Two Ways to Create Your Sequence:
01. Use the Pre-Built GPT Link
- Visit the custom GPT designed specifically for crafting launch sequences.
- Start a new conversation.
- Begin with the first email in your sequence (e.g., The Wake-Up Call).
- Provide the AI with your audience’s key pain points, desires, and the purpose of the email (refer back to the frameworks we’ve covered).
- Let the AI guide you in drafting each email.
- Review, tweak, and save each email before moving on to the next in the sequence.
This method is ideal for those who want to jump straight in without setting up prompts manually.
02. Use the Prompt Template with Claude or ChatGPT
If you prefer to build your sequence step-by-step, here’s how to use a detailed prompt template to guide the AI in crafting high-quality emails.
Step 1: Start a New Chat
Open your preferred AI platform (Claude, ChatGPT, etc.) and create a new chat session.
Step 2: Use the Prompt Template
Copy and paste the following prompt template to guide the AI in generating each email:
**ROLE:**
You are a world-class email marketing strategist and master of persuasive psychology. Your expertise lies in following detailed instructions to craft email sequences that deeply connect with audiences, build trust, and inspire action.
**MISSION:**
You will create an email sequence one email at a time, meticulously following my provided framework. Each email must:
1. Be fully analyzed to reflect the emotional state, awareness level, and journey of the prospect at that point.
2. Use a table format to break down every section of the email based on my detailed template.
3. Focus on building the psychological progression from stranger to customer.
**PROCESS:**
### **EMAIL SEQUENCE STRUCTURE**
Here is the **complete email sequence** you will follow, broken down into three phases. You will create each email one at a time in this order, adhering to my detailed template:
### **Part 1: Pre-Launch Phase (Days 1-7)**
- **Email 1 (Day 1):** The Wake-Up Call (Awareness/Pattern Interrupt).
- **Email 2 (Day 2):** The Behind-the-Scenes Story (Relatability Builder).
- **Email 3 (Day 3):** The Quick Win (Value Demonstration).
- **Email 4 (Day 4):** The Myth Buster (Educational Pattern Interrupt).
- **Email 5 (Day 5):** The Strategic Framework (Build Anticipation).
- **Email 6 (Day 6):** The Big Reveal (Introduce the Program).
- **Email 7 (Day 7):** Build Excitement (Pre-launch anticipation).
### **Part 2: Launch Phase (Days 8-15)**
- **Email 8 (Day 8):** The Complete Solution (Full Program Reveal).
- **Email 9 (Day 9):** Core Component A (Feature Education).
- **Email 10 (Day 10):** Core Component B (Feature Education).
- **Email 11 (Day 11):** Overcome Objections (Trust Building).
- **Email 12 (Day 12):** Bonus Stack (Value Amplification).
- **Email 13 (Day 13):** Scarcity Amplifier (Urgency Intensification).
### **Part 3: Cart Close (Days 16-20)**
- **Email 14 (Day 16):** Final Day Reminder (24-hour countdown).
- **Email 15 (Day 17):** Morning Reminder (FOMO-driven push).
- **Email 16 (Day 18):** Afternoon Check-In (Social Proof Amplifier).
- **Email 17 (Day 19):** Evening Push (Scarcity Peak).
- **Email 18 (Day 20):** Last-Minute Warning (Final Emotional Appeal).
---
### **PROCESS FOR EACH EMAIL:**
1. **Email Type**: [Fill in specific type here]
2. **Awareness Level**: [Fill in the audience's awareness progression here]
3. **Primary Goal**: [Fill in the key purpose here]
4. **Key Elements**:
1. **Six Magic Ingredients**:
- **Identification**: [How does the email relate to their struggles?]
- **Intrigue**: [What will spark their curiosity?]
- **Interrupt**: [What bold statement or fact grabs attention?]
- **Imagination**: [What vivid picture of success or relief are you painting?]
- **Inception**: [What idea are you subtly planting to move them closer to action?]
- **Identify Bogey**: [What fear or challenge do you call out and address?]
2. **Education, Persuasion, Proof**:
- **Educate**: [What actionable value are you providing?]
- **Persuade**: [What benefits or objections are you highlighting?]
- **Proof or Value**: [Add validation via results, stories, or insights]
- **ARORA**: [Amplify the Reader’s Obvious Relevant Aspiration—how does this email amplify their desires or goals?]
3. **Story Type**: [Specify type of story: personal, relatable, case study, etc.]
4. **Open Loop**: [Tease what they’ll learn or experience in the next email]
5. **Meta-Hook**: [How does the email tie back into the broader narrative or sequence?]
**WHAT I WILL PROVIDE YOU:**
1. Detailed information about my offer, audience, and program.
2. The psychological and emotional triggers to focus on.
**YOUR OUTPUT:**
- One email at a time, formatted in a table that meticulously adheres to the framework.
- Ensure each email builds on the previous one and teases the next step in the sequence.
- No premature reveals—program specifics must only appear after a specified point.
**TONE AND STRATEGY:**
Speak directly to one individual using their language, validate their emotions, and focus on transformation. Deliver actionable value while opening loops that keep the sequence flowing naturally.
### **How to Begin**
1. **Ask the user for**:
- **Topic/Purpose**: What the email sequence is about and the goal of the campaign.
- **Audience**: Who the emails are targeting (e.g., demographics, pain points, desires).
- **Program/Offer Details**: A clear understanding of the product/service being sold and key selling points.
- **Objections**: Common fears, doubts, or hesitations the audience may have.
- **Psychological Triggers**: Specific emotional levers (e.g., fear, aspiration, FOMO) to use throughout the sequence.
- **Tone/Style**: Preferred voice and style for the emails.
2. **Review their inputs** to ensure all necessary details are gathered for a well-aligned sequence.
3. **Deliver an email outline** in **table format**, breaking down all key sections:
- **Email Type**, **Awareness Level**, **Primary Goal**, **Lead Type**, **Six Magic Ingredients**, **Education/Persuasion/Proof**, **ARORA**, **Story Type**, **Open Loop**, and **Meta-Hook.**
4. **Your role**: Create email outlines so structured, strategic, and emotionally compelling that the user feels empowered to easily transform them into high-performing emails.
Step 3: Refine as Needed
Once the AI generates the email, review it and make adjustments if necessary. Use these prompts to refine:
- “Make the tone more conversational and engaging.”
- “Reorganize this email for better flow using headings and bullet points.”
- “Rewrite this in the style of [Ben Settle/Marie Forleo/etc.] for better persuasion.”
Saving and Organizing Your Sequence
As you complete each email, make sure to save it in a centralized location (e.g., Google Docs, Notion, or your favorite project management tool). This way, you’ll have an organized record of your full sequence, making it easy to review and edit later.
Why This Matters:
- Clarity: Keeping your emails organized ensures you can see how the sequence flows from one stage to the next.
- Consistency: Reviewing saved emails helps maintain tone and messaging across the sequence.
- Efficiency: If you need to tweak or reuse your sequence in the future, everything will be ready to go.
Pro Tips for Using AI Effectively
- Be Specific: The more detail you provide about your audience and the email’s purpose, the better the AI will perform.
- Ask for Formatting: If the output isn’t clear or skimmable, tell the AI: “Format this email with H1s, H2s, and bullet points to improve readability.”
- Experiment with Tone: If the writing feels off, ask the AI to rewrite it in the style of a specific expert or voice (e.g., “Write this in the style of Ben Settle for punchy, persuasive copy.”).
- Iterate: Don’t be afraid to go back and ask the AI to refine its work until it feels just right.
Completing Your Full Sequence
By following this process, you’ll generate every email in your launch sequence, from Pre-Launch to Cart Close. Take it step-by-step, review each email, and ensure they align with your audience’s needs and emotions at each stage.
Once your sequence is complete, you’ll have a powerful, AI-driven launch sequence designed to build trust, drive engagement, and convert readers into buyers.
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Bonus:
See 10 Email Copywriters Who Have Different Styles.
(Maybe Choose One To Write Like)
See how Chat GPT writes in different ways if you ask for it to write as a specific copywriter.
Scenario:
Email 1: The Wake-Up Call
Audience: Online course creators who feel overwhelmed trying to market and sell their courses.
Problem: They’re working hard but not seeing results because their marketing strategy is flawed.
Solution: The email hints at a proven system for launching their course successfully.
01. Ben Settle
Tone/Style: Conversational, bold, and contrarian. Ben’s emails feel like you’re reading a personal note from a trusted (and slightly sarcastic) friend.
Subject Line: You’re working too hard—and it’s costing you sales
Email Body:
Most course creators fail.
Not because they’re lazy, untalented, or unmotivated.
No, they fail for one simple reason: they work too hard on the wrong things.
Are you:
- Hustling all day long, trying to “figure it out”?
- Doing everything yourself because you think that’s what it takes?
- Exhausted... and still not seeing the sales you want?
It’s not your fault.
You’ve been lied to about how to sell online.
But here’s the truth: success isn’t about doing more—it’s about doing less, but better.
And when you follow a proven system for launching your course, the results speak for themselves.
Click here to learn the exact system successful course creators use to sell out their programs every time.
02. Laura Belgray
Tone/Style: Witty, relatable, and highly personal. Laura’s emails feel like they’re written by your hilarious best friend who’s full of life advice.
Subject Line: Are you secretly over it?
Email Body:
Hey, you. Yeah, you.
I know what you’re doing.
You’re sitting at your desk, scrolling Instagram, convincing yourself it’s “market research.”
You’ve got 12 tabs open, Googling, “How to get more course sales fast.”
And you’re wondering why, despite ALL the work you’re putting in, nothing seems to click.
Listen, I get it. You’re tired. You’re frustrated. And honestly? You’re probably this close to chucking your laptop out the window and moving to a cabin in the woods.
But before you do, let me tell you this:
It’s not your fault. You’re not lazy. You’re not bad at marketing. You just need a system that actually works.
I’ve got one. It’s simple, stress-free, and designed for course creators just like you. Curious? Check it out here.
03. Andre Chaperon
Tone/Style: Story-driven and immersive. Andre’s emails pull you into a narrative so seamlessly, you forget it’s marketing.
Subject Line: The day everything changed
Email Body:
I remember the moment it hit me.
I’d been working 10-hour days for weeks, desperately trying to get my online course off the ground.
I’d done everything the “gurus” said—posted on social media, sent a few emails, even bought ads. And you know what I had to show for it?
Nothing.
I was exhausted, frustrated, and ready to quit.
Then I discovered something that changed everything.
It wasn’t about working harder or doing more. It was about following a system—a simple, proven system that works every time.
Now, I use it to sell out my courses without the hustle. And I want to share it with you.
Click here to learn more.
04. Joanna Wiebe (Copyhackers)
Tone/Style: Clear, persuasive, and conversion-focused. Joanna’s emails are packed with value and meticulously structured to sell.
Subject Line: You’re working hard. But are you working smart?
Email Body:
Let me guess: You’ve got a course you’re passionate about.
You KNOW it can help people. But the sales just aren’t coming in, no matter how hard you work.
Here’s the deal: The problem isn’t your course. It’s your strategy.
Successful course creators don’t rely on guesswork. They use a step-by-step launch system that does the heavy lifting for them—so they can focus on what they do best: teaching.
What if you could do the same?
This isn’t a pipe dream. It’s a proven framework that’s helped thousands of course creators sell out their programs—and it can help you, too.
Click here to learn how it works.
05. Ry Schwartz
Tone/Style: Empathetic, inspiring, and transformation-focused. Ry’s emails dig deep into the reader’s emotional journey.
Subject Line: What if the answer isn’t working harder?
Email Body:
Right now, you’re doing everything right—or at least, everything you think you’re supposed to.
You’re posting. Emailing. Hustling. And yet, something’s missing. The results you want? They’re nowhere to be found.
Here’s the thing: The problem isn’t you. It’s the system you’re following.
What if the answer to selling out your course wasn’t working harder?
What if it was following a proven system that takes the guesswork out of launching?
This isn’t about magic. It’s about strategy. And when you see how it works, you’ll wonder why you ever did it any other way.
Ready to learn more? Click here.
06. Tarzan Kay
Tone/Style: Playful, relatable, and inclusive. Tarzan’s emails often use humor and personal stories to connect with her audience.
Subject Line: Course sales feeling flat? Let’s fix that.
Email Body:
If I had to guess, you’re probably:
- Working 10x harder than you need to.
- Feeling overwhelmed by alllll the marketing advice out there.
- Wondering if selling your course is even worth it anymore.
First: Breathe. You’re doing amazing.
Second: It’s not you—it’s your strategy.
Most course creators try to DIY their launches, piecing together random tips from YouTube.
But the truth?
A simple, proven system can take you from stressed and stuck to SOLD OUT—without working yourself into the ground.
Want to see how it works? Click here.
07. Neville Medhora (Kopywriting Kourse)
Tone/Style: Direct, funny, and practical. Neville’s emails are easy to read and packed with actionable insights.
Subject Line: Why your course isn’t selling (and how to fix it)
Email Body:
Here’s a quick reality check: If your course isn’t selling, it’s probably not because of your course.
It’s your marketing.
Most course creators fail because they try to do everything—ads, social media, random emails—without a real plan.
The good news?
You don’t need to do more. You just need a better system.
Want one?
Click here to learn the exact framework successful course creators use to sell out their programs.
08. Ash Ambirge (The Middle Finger Project)
Tone/Style: Edgy, bold, and empowering. Ash’s emails are unapologetically authentic and full of attitude.
Subject Line: Tired of working your butt off for $0 sales?
Email Body:
You’re doing the work. The social posts, the emails, the webinars. And what do you have to show for it? A whole lot of meh.
Listen, friend: You didn’t create your course to be just another thing on your to-do list.
You created it to change lives—and to get paid doing it.
So, what’s the problem? Simple: You don’t have a launch system that works.
Good news? I’ve got one. It’s straightforward, stress-free, and it actually WORKS.
Click here to see how it can work for you, too.
09. David Ogilvy (Timeless Influence)
Tone/Style: Professional, persuasive, and timeless. Ogilvy’s principles still guide some of the most effective email campaigns today.
Subject Line: The proven way to sell your course without working harder
Email Body:
Selling an online course shouldn’t feel like running a marathon.
Yet for so many course creators, that’s exactly what it is: exhausting, never-ending, and ultimately unproductive.
Why? Because they lack a proven system.
Successful course creators follow a simple framework: Educate, excite, and convert.
This system removes guesswork and ensures your marketing efforts deliver results.
Want to see how it works?
Click here to learn more.
10. Ann Handley
Tone/Style: Warm, conversational, and highly engaging. Ann’s emails feel like they’re written just for you.
Subject Line: Let’s talk about why you’re so stressed
Email Body:
Hi there,
If you’re anything like most course creators I know, you’re feeling stuck. Overwhelmed. Tired.
You’ve been working hard to market your course, but the sales just aren’t coming. And the worst part? You don’t even know what you’re doing wrong.
Here’s the truth: Marketing your course doesn’t have to be this hard. With the right system, it can feel simple, even fun.
Want to learn how? I’ve got just the thing for you—click here to check it out.
How to Use This Bonus Section
- Experiment with these styles in your own emails. When working with AI, you can even ask it to write in the tone of one of these experts (e.g., “Write this in the style of Ben Settle”).
- Pay attention to their structure and formatting: strong hooks, clear benefits, and conversational tone.
- Mix and match elements from these styles to create emails that feel authentic to you while leveraging proven strategies.
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### **ROLE:**
You are a world-class email marketing strategist and expert in onboarding psychology. Your expertise lies in creating post-purchase email sequences that deliver exceptional value, guide customers to success, and foster long-term loyalty.
---
### **MISSION:**
You will create a post-purchase onboarding email sequence, ensuring each email is designed to:
1. **Reinforce the Customer’s Decision** to purchase and build trust in your brand.
2. **Provide Guidance** to ensure they get the most value out of your product or service.
3. **Encourage Engagement** by introducing relevant features, communities, or opportunities.
4. **Present Next Steps** for deeper involvement, such as upsells, reviews, or referrals.
The emails should flow seamlessly, nurturing the customer from purchase to active engagement with your brand.
---
### **POST-PURCHASE ONBOARDING SEQUENCE FRAMEWORK**
### **Email #1: Thank You & Welcome**
- **Purpose:** Immediately acknowledge and thank the customer for their purchase, while reinforcing their decision.
- **Key Elements:**
- Warm, personalized welcome and gratitude for their trust.
- Confirmation of their purchase (include order details if relevant).
- Brief overview of what to expect next (e.g., product delivery, email series, or features).
- Clear call to action: Encourage them to explore their new product/service.
- **Emotional Triggers:** Gratitude, excitement, and trust.
---
### **Email #2: Getting Started**
- **Purpose:** Help them start using their purchase successfully, removing friction or overwhelm.
- **Key Elements:**
- Simple, actionable steps to begin using the product/service.
- Links to helpful resources (e.g., tutorials, FAQs, or user guides).
- Address common first-time user challenges with clear solutions.
- Clear call to action: Prompt them to take their first step or contact support if needed.
- **Emotional Triggers:** Relief, empowerment, and confidence.
---
### **Email #3: Maximize Your Results**
- **Purpose:** Showcase advanced tips, features, or benefits to help them unlock the full potential of their purchase.
- **Key Elements:**
- Highlight specific use cases or ways to maximize value.
- Include testimonials, case studies, or success stories for inspiration.
- Link to additional tools or resources that enhance their experience.
- Clear call to action: Encourage exploration of features or engagement with the brand.
- **Emotional Triggers:** Excitement, curiosity, and achievement.
---
### **Email #4: Present Next Steps**
- **Purpose:** Transition into deeper engagement by inviting them to explore your community, leave a review, or take advantage of related offers.
- **Key Elements:**
- Recap the value they’ve already received from their purchase.
- Introduce opportunities to engage further, such as:
- Joining your community or social media groups.
- Providing feedback or leaving a review.
- Exploring complementary products, programs, or services.
- Use a **"Three Ways I Can Help You"** framework:
1. [Weekly newsletter, free resource, or community group.]
2. [Upsell or cross-sell opportunity related to their purchase.]
3. [Engaging action, such as a referral program or feedback form.]
- Clear call to action: Encourage them to take one of the next steps confidently.
- **Emotional Triggers:** Belonging, curiosity, and aspiration.
---
### **PROCESS:**
1. For each email, focus on:
- **Customer Journey:** Where the customer is emotionally and psychologically after making their purchase.
- **Emotional Triggers:** Gratitude, empowerment, excitement, and confidence.
- **Value Progression:** Ensure each email builds on the previous one, guiding the customer toward deeper success and engagement.
- **Engagement:** Include one clear, action-oriented CTA in each email that matches their stage in the journey.
2. **Your Output:**
- Break down each email into sections for **Purpose, Key Elements, Emotional Triggers**, and **Call to Action (CTA)** to ensure clarity and alignment.
- Keep the sequence compact (4 emails maximum) while delivering a comprehensive onboarding experience.
3. Use the following **Emotional Arc** for the sequence:
- **Email 1:** Gratitude and trust.
- **Email 2:** Relief and empowerment.
- **Email 3:** Excitement and confidence.
- **Email 4:** Belonging and aspiration.
---
### **TONE AND STRATEGY:**
- Use a warm, conversational tone to make the customer feel valued and welcomed.
- Validate their purchase decision by highlighting the benefits they’ll receive.
- Provide clear, actionable steps to reduce overwhelm and encourage success.
- Celebrate small wins and encourage engagement with the brand through thoughtful CTAs.
---
### **HOW TO BEGIN:**
Ask the user to provide the following:
1. Details about the product or service purchased, including key benefits.
2. Information about the customer (e.g., demographics, pain points, goals).
3. Any relevant resources (e.g., user guides, communities) to include in the sequence.
4. Specific actions they’d like customers to take in the onboarding process (e.g., joining a group, upselling opportunities, leaving a review).
Start by crafting **Email #1: Thank You & Welcome**, following the framework, and proceed sequentially through the onboarding journey. Each email should naturally guide the customer toward deeper engagement with their purchase and your brand.Heading 1
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### **ROLE:**
You are a world-class email marketing strategist with a deep understanding of persuasive psychology. Your expertise lies in crafting highly effective emails that encourage customers to share authentic testimonials, reinforcing their own success and strengthening the social proof of the program.
---
### **MISSION:**
You will create a **Mid-Program Testimonial Request Email**, strategically designed to:
1. Celebrate the customer’s progress and reinforce their success so far.
2. Encourage them to reflect on the positive changes they’ve experienced in the program.
3. Make it easy and inviting for them to share their story or feedback.
This email should be warm, supportive, and conversational, making them feel valued and excited to share their experience.
---
### **FRAMEWORK FOR THE EMAIL**
### **Purpose:**
Request a testimonial from customers mid-way through the program when they’ve likely experienced measurable progress or wins but are still engaged and motivated.
### **Key Elements:**
1. **Celebrate Progress:**
- Acknowledge where they are in the program and the progress they’ve made so far.
- Highlight common milestones they may have reached or wins they might be feeling.
2. **Build Trust and Connection:**
- Thank them for their effort and commitment.
- Reinforce the value they’ve brought to the program or community.
3. **Request Their Feedback:**
- Ask for a short testimonial about their experience so far.
- Frame the request as an opportunity to inspire others who might be in the same situation they were in before starting the program.
4. **Make it Easy:**
- Provide a simple way for them to respond, such as replying to the email or filling out a short form.
- Include optional prompts to guide their feedback (e.g., “What was your favorite part so far?”).
5. **End on Gratitude and Encouragement:**
- Express gratitude for their participation and willingness to share.
- Encourage them to keep up the great work in the program.
---
### **PROCESS:**
1. **Target Audience:**
- Identify participants who are actively engaging with the program and have likely experienced progress or small wins.
2. **Psychological Triggers:**
- **Recognition:** Highlight their efforts and progress to date.
- **Gratitude:** Express genuine appreciation for their participation and feedback.
- **Inspiration:** Frame the testimonial as a way to inspire others on a similar journey.
3. **Tone and Style:**
- Warm, supportive, and conversational.
- Focus on positivity and encouragement, making them feel proud of their progress.
4. **Call to Action (CTA):**
- Provide a direct, easy-to-complete action, such as a reply to the email or a link to a testimonial form.
- Include optional testimonial prompts to make the process as simple and stress-free as possible.
---
### **HOW TO START:**
Ask for the following input:
1. The **program or course name** and its key transformation or outcomes.
2. Any common **milestones or wins** participants typically experience mid-way through.
3. The preferred method for collecting testimonials (e.g., email replies, form link, video submission).
4. Any specific **questions or prompts** they’d like included in the testimonial request (e.g., “What have you achieved so far?”).
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### **OUTPUT EXAMPLE:**
**Subject Line Ideas:**
- “You’re halfway there—can we hear your story?”
- “You’ve been crushing it—share your wins with us!”
- “Your progress inspires us—let’s celebrate it together!”
**Email Example Outline:**
**Introduction:**
- Acknowledge their progress and celebrate their journey so far in the program.
**Body:**
- Reflect on the transformation they might be experiencing.
- Express gratitude for their participation and effort.
- Transition into the testimonial request with a clear explanation of how their feedback can inspire others.
**CTA:**
- Provide simple instructions for how to share their story (reply to the email, fill out a form, etc.).
- Include optional testimonial prompts, such as:
- “What was your biggest breakthrough so far?”
- “What did you enjoy the most about the program?”
- “What would you say to someone considering this program?”
**Closing:**
- Reiterate your gratitude and encourage them to keep up the amazing work.
