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Cult of Personality
Indoctrination Sequence

Let your followers know exactly what they
just signed up for

If you study the shiny-suited gurus and Internet bros, they'll show you a Welcome Sequence template that goes something like this...

  • follow us on social!
  • here's my rock bottom story 🙁
  • this is how I got to be the authority on 10xing your productivity and wearing t-shirts under a suit!
  • now, imma teach you how to live.

The Cult of Personality framework is verrry different (and, dare I say, produces emails that are a lot more interesting to read).

Most people think their Indoctrination Sequence should culminate in some sort of sales pitch.

And while in some cases (ecommerce, for example) that may be true, with thought leaders and service-based businesses, that's a quick way to dissolve all that trust you just built up.

The primary goal of your Welcome Sequence is to convince the reader that ALL your emails will be worth opening.

Writing is BETTER when you're being real, when you come at it from a place of, "How can I be the MOST helpful to this person right now?" instead of "What are all the ways I can trigger this person's FOMO and insecurity to make sure they spend lots and lots of money on me?"

Also, real talk, the moment a reader joins your list is special. They're excited about what you have to say, and they're affirmatively consenting to hear a lot more of it. For one fleeting Internet second, they're shining a sunbeam of attention at YOU and nobody else.

So that's a pretty important time to, you know, SAY SOMETHING MEANINGFUL to them. This isn't a 6th grade dance.

We also don't do this whole cloak-and-dagger routine where you offer a "lead magnet" that's really just a trick to get people on your mailing list.

Why? Because...

A) We're all about affirmative consent up in this piece... and that includes consent to join an email list. No tricks. No transaction. No "You have to do this for me if you want this cool thing I made." (It's the equivalent of, "I paid for your drinks; therefore you owe me sex.")

B) Why would you create two pieces of content with an ulterior motive, when you can just create one piece of content that's really, really good? (See also: Why don't you concentrate on being a person worth having sex with, instead of spending all that energy concocting ways to trick us into it?)

In other words, you want your reader to WANT to be on your mailing list... so, we cut out all those extra manipulation steps, and just, you know, create some emails they actually want to read.

This is why I'm such a big fan of creating a welcome sequence that ALSO functions as a free opt-in. (Think a six-day mini-course that just happens to perfectly illustrate what your brand is all about, and what it's like to be one of your subscribers.)

If we go this route, I'll help you come up with a super cool name for it. I have a thing for that. 👍

How It Works

We start with the full Cult of Personaltiy “Kool Aid” workup. This will tease out your philosophies, values, and personality—but it’ll also let me root around your existing content and pull together some ideas for a super inspiring welcome sequence.

I’ll work with you to determine the best frequency and cadence of the sequence (usually, it’s one email per day for 5-7 days), and how readers will flow from there into your general nurture pool.

Before I start writing, I’ll put together an outline detailing what each email will cover, and what I need from you in order to fill in the details. You can provide this information via voice memo.

Each email will include a few alternative subject lines for A/B testing, along with formatting suggestions, outbound links when necessary, and compelling P.S.’s (people love a good P.S.)

What Is It?

An email sequence (5-7 emails) that new subscribers get when they join your list. (Plus the Kool Aid, plus some strategy, plus plus plus)

What It Costs: $5000

Emails for cult thought leaders.

(Personality included.)

Want to learn how to craft emails that inspire action and engagement WITHOUT the “tried and true” (cough: patriarchal) norms we’ve all been taught?

I’m doing it, and I can show you how to do it, too.

(But sometimes, I also like to write about the books I’m reading, or the creative process, or the entrepreneurial experience, or why I hate Steve Jobs, or how I met my BFF. I’ll send you emails like that, too.)

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*Just kidding. It’s only an email list.

Say the truth. Trust your people. Let's do this.