Last time I talked about how you can use email marketing “autoresponders” to nurture potential client relationships on autopilot.

But how do you create a good autoresponder sequence?

Well, I'm not going to pretend it's easy. Since writing this post I've written an entire book about email marketing. But here are some hints.

Start by thinking through a timeline. At the start of the timeline is your potential client today. Write down their “state of mind” right now as it relates to the sort of services you provide.

So, for example, if you're a procurement consultant they may start off worried that they're spending too much on external purchases. Feeling out of control and victimised by their vendors. Confused as to where to start, etc.

Now think about their state of mind after you've worked together.

Perhaps they're feeling in control. Elated that they've saved 20% of their external costs, etc. Whatever state of mind you typically leave your clients in when you've had a big success with them.

Now here's the crucial step…

Wind back a little bit.

What state of mind do they need to be in before they'll be ready to hire you?

You may think initially that this is the same as the initial state of mind – but it's not.

Initially they may be confused and concerned – but are they motivated enough to hire you (hopefully for a significant fee)?

Usually before clients hire professionals they need to have built up some degree of confidence in three things:

-> Their problem is big – and they need to fix it urgently.

-> You've got the skills, capabilities and track record to help them.

-> You're the kind of person they'd be comfortable working with.

Chances are they don't feel all of these things initially.

So before they're ready to hire you, you're going to have to take them on a journey to get them into this state of mind.

If you think through the individual steps needed to do this, and the natural order of doing them – that gives you your autoresponder sequence.

So, for example, sharing some case studies of other clients in similar situations and their realisation of how bad their situation was can help raise urgency.

As can sharing any diagnostics they can use themselves or early warning signs they've got a problem.

Success stories of people who've made significant improvements from their position can help them believe that it's not a lost cause for them.

Just go through – step by step – the very specific things that they need to believe before hiring you and you've got an outline for your sequence.

Next you have to write it in an entertaining and engaging way. And, of course, you have to be writing about topics your client's are inherently interested in. You can't just send them stuff that tells them how great you are!

But that's what our next email is all about…