If you've got an offer you know is good, but you've been avoiding talking about it, start here. Walk through these three prompts for your main offer, writing straight into the boxes. The goal isn't a polished pitch, it's finding the story underneath what you do.
What is the person feeling, doing, or stuck on right before they find you? Not the version they'd say out loud in a sales call, the thing underneath it.
What does this person keep doing, over and over, that isn't working?
What have they started to believe about themselves because of it?
Not "I need more clients" but "I keep starting things and not finishing them, and I'm starting to think that's just who I am."
What changes when someone works with you, joins your offer, or uses what you've built? Not the deliverables, the shift. This is often the bit people skip, because it feels less "sellable" than the end result, but it's usually the most relatable part.
What's the first thing that usually starts to feel different, even before the big result shows up?
What do people stop doing once they're inside this offer?
What does life or business look like once they've moved through this? Be specific. Not "more confidence", what does more confidence actually look like for this person, in their week, in their business?
What is this person doing differently on a normal Tuesday now?
What have they stopped worrying about?
Once you've got rough answers to all three, you have the bones of a story. Not a sales pitch, a story. That's the structure underneath almost every piece of content that makes someone go "wait, that's me."
Next, move to Step Two to turn this into a short series of emails, so the story has room to land properly.
One email is never enough to cut through. People need to see an idea more than once, from a few different angles, before they're ready to act on it. You don't need to write all five emails today, even getting clear on the angle for each one is useful.
Open the door. No offer mentioned yet, just something real your audience is feeling or noticing right now.
What's a frustration, pattern, or comment you've heard more than once lately?
What's the quiet question underneath that frustration?
Not a confession, a demonstration. You noticed something and it led you somewhere. This sets up the offer with energy, not apology.
What moment, conversation, or realisation led you to put this offer (or resource) together?
What did you decide to do differently because of it?
Now you say the thing. What it is, how it works, who it's for. Your Step One answers (pain point, shift, after) are the backbone of this email.
In plain words, what is this offer and how does it work?
What makes this different from what people usually get offered?
Go deeper into the pain point. Not a feature list, a mirror. The more specific and current, the more it lands.
What does the day-to-day version of this problem look like for your reader?
What's changed recently that's made this problem feel different or more urgent?
If you're using the freebie from Step Three, this is where it goes, share the three prompts as a gift before asking again. Then close gently. The door stays open either way.
What's one thing your reader can do today, even if they never buy anything?
What do you want them to feel as they finish the sequence?
This step is optional, and the good news is you've probably already built the freebie. The three prompts from Step One aren't just for your own thinking, they work just as well as a gift for your audience. Give people the same questions you use with private clients, and let the prompts do the work.
This gift can sit inside Email Five as the give before the close, or go out afterwards as a separate thank-you to everyone who stuck with the sequence, regardless of whether they booked a call. A short note like "thanks for reading this week, here's something useful either way" works well for the second option.
Once you've worked through the steps above, you'll have rough answers, story notes, and an idea for your freebie. Copy any of the prompts below, paste in your own notes where indicated, and use them with Claude or your AI tool of choice for a working first draft. Then edit in your own voice, this is a starting point, not a finished email.