Many entertainers struggle to get repeat bookings by their best clients. It’s no secret.
This happens not because they don’t want to rebook them, but because corporate clients usually have busy schedules and tend to forget.
But how can you get repeat bookings easily?
The fastest way to get rebooked by corporate clients is to be the first one they think of when they need your services.
How do you achieve that? Be where they are – at their desks reading their emails!
When trying to reach out to your past clients, you need to be strategic about it. You communicate with them by creating an email sequence and not looking at it as a one-off.
So if you’re planning to get ahead of the game, the following strategies will help you be the first to come to mind whenever they plan a corporate event.
Let’s first define what an email sequence is.
An email sequence is a series of emails sent over a period of time with the goal of converting your prospects. You don’t only convert new potential clients, you t get your previous clients to rebook your services.
Why do you need it?
An email sequence can help you plan and create a timeline for your emails. By creating an email sequence, you help your clients get to know you more and trust you. You will also have the chance to emphasize the importance of your services to them.
How do you do it? Here are two approaches you can use.
1. The first approach is the opera sequence.
The opera sequence is planning emails with a goal in mind and building around it.
This sequence could be three or five emails. Basically, it is a sequence where you share the potential value of what you are doing specifically as a kids entertainer.
How to begin your opera sequence
You start with buzz creation. This will be your first email. As a kids entertainer, you could say, “Hey I'm going to share the new routine I’ve added to my show tomorrow! Stay tuned for my next emails.”
After getting your reader hooked, you can then create another email about this new team, about safety, and about the limit of this service.
And in this strategy, you can use gain, logic, and fear.
Gain is about how your clients would benefit from working with you. Logic is the big “why” of working with you. Fear is the limitation of your service availability. These three ideas act as a driving force to inform, explain, and prompt the audience to action – booking you.
Also, be sure to include a specific timeframe in your opera sequence. You send the second email after three days, the third after two, and the last after one day to emphasize the exclusivity and limited time span of your business offer.
2. The second approach we recommend is having the four categories of email in your sequence.
Receiving the same salesy email every day is boring. Why not spice things up by playing around with these four types of emails that should be your sequence?
- Look at me
- Look at them
- Content Rules
- Going Deep
In an email sequence, you talk about your services. But before that, the goal is to nurture the relationship you have with your past clients, right? To nurture that relationship, you don't just contact a person and ask them to book you.
With that in mind, it’s best to mix the types of emails you send to clients in your sequence. To do that, here is an explanation of the four categories.
2.1 Look at Me
“Look at me” is talking about your service without really talking about yourself.
It is like your entrance at a party. When you make your entrance, it’s important to create a lasting first impression.
People love talking about themselves, but you must make a point of letting your customers know what you can give them, and how working with you can transform their lives.
2.2 Look at Them
In a real relationship with friends, you have common interests. You have topics that you care about. Let's say it's rock and roll. Then you could say something like, "Hey, this concert is coming up. Have you heard about this band? They're supposed to be really good." And you and your friends talk about it enthusiastically.
This is similar to the “Look at them” email type. Instead of sharing everything about yourself, you’ll be sharing with your readers some ideas from other kids entertainers.
Ideas could be news articles, blog posts, or other reading resources that are timely, interesting, and relevant to your niche. Other resources you can share with your audience include links to products and services that complement your services, like balloon services and event planners.
Bear in mind that the information you’ll be sharing should be about topics that the audience cares about and benefits from.
2.3 Content Rules
“Content rules” is mainly about you creating stuff.
It could be in the form of a video, or simply your email containing informative tips that can help your clients. In this sequence, you are creating a resource for your readers to use.
Resources could be blog posts, video tutorials, and downloadable learning materials like coloring books, stories, etc. that could be found on your website.
By giving value, you show your readers that you care about their interests and that you are showing them stuff that has been curated for them.
If you decide to curate content, make sure it's high quality and relevant to your clients.
Now, if you’re looking for downloadables that can be used on your site to drive traffic or be sent as a gift in your emails, check this blog post here.
2.4 Going Deep
The fourth type that you want to use in your emails is going deep.
“Going deep” is understanding your client's journey from pain to pleasure. To accomplish this, you must understand their pain and show empathy while also communicating how your product or service can alleviate their pain.
For example, what are the pain points of being a parent?
- Parents are too busy to enjoy a nice hot cup of coffee.
- Parents don’t sleep well because they have to tend to their infant’s needs.
- Parents don’t have much time for themselves. They are focused on their kids all the time, both inside and outside the house.
And what are their pleasure points? One is if they get compliments from their neighbor for doing a good job as a mom or dad. Another is seeing their kid flourish in front of their friends.
Each one of those categories is going to be a separate sequence. Look at me, look at them, content rules, and going deep are completely separate sequences. For every sequence that you sell, you want to have additional sequences that do other things. They will also sell, but they will do it in a different way.
Ready. Set. Write.
Writing an email sequence is no easy feat. It feels huge and tedious, but if you start by writing one email at a time, you’ll be able to ace the game and be the champion in your client’s minds.
If this is done right, your clients will keep you busy throughout the entire year.
With email sequences, you get to:
- have a conversation with your clients on a personal level,
- use the power of follow-up,
- plan ahead for your campaign, and
- get bookings and even referrals from your clients.
Your email sequence may include four to six emails, but that truly depends on what you need. As a result, depending on their history with you and the nature of your relationship with them, you may send them alternative email sequences.
To start with all of these…you will have to create an email plan ahead of time. If you do not have time to plan and write these email sequences, you can have a team do it for you here at Daily Cookie.
With our team of professional copywriters, we can easily create a custom email content plan for you. And what’s even more exciting? We can write unlimited emails for you at whatever frequency you want – daily or weekly.
Interested in learning more about Daily Cookie’s services? Check out our site here.