What Is Soap Opera Sequence And How To Use It To Convert Leads?

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What's the greatest strategy to engage leads with email marketing at the top of the funnel? Occasionally, the chance occurs to market to a set of leads that meet your buyer persona but have very little awareness of your brand and much less of a relationship with your firm.

It's tempting to reach out to them with excellent offer emails—offers they can't resist. However, customers who haven't already built a relationship of trust may find this intrusive and perplexing.

And that's not a recipe for marketing success over the long haul.

In this post, we'll teach you how to use the SOAP Opera Sequence - a method designed by Russel Brunson - to systematically build trust with your consumers and take them through the buyer's journey.

What is the SOAP Opera Sequence?

To "warm-up" new leads and email subscribers, Russell Brunson devised the Soap Opera Email Sequence, also known as the SOS method. Brunson is the author of the massively successful Dotcom Secrets and the creator of this unusual and very efficient five-email series.

What Is Soap Opera Sequence And How To Use It To Convert Leads

It's important to establish a personal connection with your new lead in order to gain their trust and interest in both you and your brand throughout this stage of the soap opera sequence.

Everyone knows how a Soap Opera works, right?

Whether you're watching daytime TV or your favorite nighttime drama, you're waiting for the cliffhanger until the final five minutes. We all know it's coming, week after week, and that's exactly what keeps you settling in at 8 pm every Thursday for the next installment.

Seeing how our favorite character, the one we've grown to adore, handles the next test is something we can all look forward to.

The email chain from the soap drama works in exactly the same way. Throughout the email sequence, these new prospects will be exposed to your brand and will be eager to learn more about what you have to offer.

Take a closer look at each of those emails below:

Email 1: setting the stage

If the opening scene of the show is uninteresting, you change the channel. The same applies to the first email in your soap opera sequence. It can't be dull. It ought to build an immediate connection with your user. Try creating your content like a scriptwriter. 

For the rest of the story to make sense, the context provided by this first email is crucial. Your welcome email must do more than simply make your readers feel welcome - it must make them interested.

One wonderful technique to get people hooked is to disclose a secret.

For example, a large enterprise-software company set off a huge marketing campaign for small business owners, who were eager to learn about the many reasons their customers were satisfied. One of the tips was that they took action based on customer satisfaction. So, the company disguised this information as a secret until somewhere deep in the email chain.

Then, you can reveal it.

This technique works especially well with people who are skeptical of your brand's capabilities or reputation. You can make them curious.

Email 2: high drama

Now you've got them hooked.

Is there a secret to selling your house quickly that no one knows about?


Odds are high the user will open the next email and this is when the selling process begins. The goal is not to go on and on about how long your marketing emails should be, but to keep your prospects on the edge of their seats with tantalizing hints. Start with a backstory. 

In the example above, the discussion may encompass an economic slump that greatly damaged the real estate business. The company was in a dreadful position and managed to turn things around. It's crucial that you give the narrative first before going into the secret you indicated in the last email. Not only does it keep the tension rising, but it's also one of the most effective methods to create rapport.

But wait! The user is waiting to hear that secret.

Here's how to start the sales process: Add a P.S. or a closing paragraph and mention your product or service. For example, you might say something to the effect of:

"I almost forgot to share my secret with you! I must have gotten carried away."

Email 3: the epiphany

You're now halfway through the soap opera sequence. The users are fascinated and want to know more.

They've been introduced to your product but more significantly, they know and like you.

They want you to win and they want to understand how you overcame your challenge and did so much. It is time for the Epiphany email. This next email links right into your business. The real estate agent can now tell how he came to construct the remarkable website that exposes homes like no other: It dawned on me that I needed a website that could.

Users now not only grasp the value of the product but they have an emotional connection to it.

Email 4: The hidden benefits

In the next level of the soap opera sequence, you'll get a better understanding of your ideal customer. The reader now believes that your product works.


However, do they realize the potential benefits for themselves?

Make a list of all the ways your product can aid your prospects, starting with the characteristics of your ideal customer. This is the email where your reader starts thinking, "This is what I've needed all along!" At this level, you can go ahead and provide links for people to contact you and purchase your product.

If you played your soap opera storyline well, oftentimes, readers are prepared to do it right now. If not, you've still got one more trick up your sleeve.

Email 5: the CTA

It's approaching the conclusion and everyone knows the cliffhanger is about to arrive.

How do we conclude the SOS?

This is the last email in the soap opera sequence, but it isn't the last email they will receive from you. By now, readers will be familiar with your product and will have connected on a personal level with you and your business. Include a compelling offer and a sense of urgency in your SOS email. A scheduled webinar is an example of a mid-funnel offer. "A limited attendance webinar tomorrow requires registration by 5 p.m."

We all know they'll hear from you again, but attaching a true feeling of urgency helps drive certain readers down the sales funnel more rapidly. Do not be afraid to ask for a purchase. Construct a great campaign around a credible offer and kick off the next part of the buying process.

Pro tip: ask for responses

One of your biggest enemies when sending out an email sequence is the dreaded spam folder.


A simple way to ensure that your email reaches prospective customers is to add a question at the end of each email. It's the same technique used in dating site profiles, but it works here too. A good example is "Do you have any questions about X? Post them in the comments."

Email sequences are great because they are not only effective but they are also flexible. If you need to make edits or additions, simply take a look at your master template and make any changes.

Email sequences are not only a great technique for selling products but also for starting new relationships. When building online communities, this is an ideal way to create relationships.

When creating an email sequence, remember that the purpose is not to sell your product but rather to build rapport and keep the readers interested. Send out a series of emails in order and address the emails accordingly.

Why it works

There are many reasons why email sequences are effective, but the primary reason is because it gives your readers a story to follow.

We all like a good story, even in advertising. When you work with a company that has an interesting product or service, craft an email series that focuses on the business or its founders. Not only will you make a sale, but you'll also create genuine relationships and generate excitement around your brand.

By designing a storyline, you're able to connect with readers on an emotional level. Other than that, here are some other benefits to using the SOAP Opera email sequence tactic:

Encouraging rapport

One of the best ways to encourage rapport is to play with the story. For example, you might start with a cute anecdote and then share how your product has helped solve that problem.

The soap opera approach also makes people feel like they're getting something for free. In fact, some people will become so excited about the emails that they'll actually forward them on for you to get a wider audience.

Keep them coming back for more

In the business world, email sequences are great tools because they keep people coming back.


If you create a series of emails and continue to follow up, readers will receive future emails that are just as interesting. They won't be able to wait for your next email and they'll feel compelled to move forward with the sales process.

Targeted audiences

Too many companies try to sell their product to everyone, but it's not going to work. By using the soap opera sequence, you'll be able to direct your audience. You can make sure they're only receiving emails from people in certain demographics, such as first-time buyers or people who are still deciding on their purchase.

It also gives you an opportunity to get feedback on your product. People will usually respond to emails with questions and feedback.

Email sequences are easy to create and use, making them a great tactic for a business looking for ways to grow its online presence.

The takeaway

Email sequences are great tools for building rapport with your audience and encouraging them to buy your product. As a whole, they're a fun way to connect with potential customers and provide them with valuable information. The SOAP Opera email sequence in particular, is a great way to get a targeted audience interested in your business.

Think about the emails you usually receive from businesses. It's usually a one-size-fits-all approach that doesn't feel personal at all.

The SOAP Opera sequence is an effective tool for getting your brand in front of the right people, whether you're trying to make a sale or share information about your company. Making use of an email sequence will also help you create genuine relationships with people and build excitement around your brand and company.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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