You have a great service but are people taking action to get it?

Are people actually taking you up on your offers or nah?
Are you following up with them in a way that shows them you can help them?
Before you can design a follow-up sequence that compels readers to take action, you have to know exactly who those readers are.

You probably already have a pretty clear idea who your dream client is. But are your initial offer and subsequent follow-up messages in line with that ideal? Many times they’re not, and that can cause your funnel to fall apart before you even get a chance to know your subscribers better—or them you.

Your initial offer should flow naturally into your first email follow-up, which presents the next logical step for readers to take. At each step (or email) along the way, the next logical move—whether to download a a free PDF with valuable content or a video with great gems, join a private Facebook group, or purchase a product—is a clear “no brainer.” And this entire sequence is designed to appeal to the person who most needs and wants the information you have to offer.

When you think about your dream client, there are several key pieces to consider:

  • Her current business or life goals. Is she a brand new business owner or savvy, 7-figure entrepreneur? You likely will not resonate with both (no one can) so if your focus is on beginners, it makes no sense to create offers designed to appeal to more established business owners right now.
  • Her financial status. Can she afford your services and products? This is especially important if your dream client is just starting out.
  • Her location. Even if you’re doing business online, location can be important. For example, exchange rates can make your US-based coaching programs prohibitively expensive for Canadian buyers. This is even more important if you host local Meetups or retreats.
  • Her drive. Will she happily and willingly take the actions required to move to the next step? Does she truly want the goal she’s set for herself, or is she just a tire kicker who likes the idea of reaching the goal, but who is unwilling to do the work?Throughout the course of your career, your dream client avatar will evolve. You may move from helping beginners to a more intermediate client. You may narrow or change your coaching focus. You may even discover that the person you thought was your dream client is actually not a good fit for you personality wise.For all of these reasons and more, it’s a good idea to revisit your dream client avatar from time to time, and most definitely before you go to the time and trouble to set up a whole new funnel. 


If sales and flow and are not where you want them to be, take time this weekend to define or re-define who your ideal client is, what her pain points are, how you can help her get to the next level of her life or business. When you really hone in on this, it starts to all make sense and come together.

P.S. Check out my new online course "Turn New Leads Into Customers in 7 Days'.

This home-study course will show you how to attractive leads and incorporate a follow up strategy to turn them into customers. Includes a follow-up planner.

What you'll get in this 7-Step Course + Planner:

  • Step 1: Define your dream client
  • Step 2: Know your follow up goal
  • Step 3: Define your opt-in incentives - Give your dream client what they want and need
  • Step 4: Map out your funnel
  • Step 5: Find the balance between information and offers
  • Step 6: The secret behind writing click-worthy subject lines
  • Step 7: Craft a compelling call to action
  • Step 8: Put your email campaigns on auto-pilot
  • Step 9: Test, track, tweak, and improve

Check out the course here: