The Heartbreaking Truth About Why Your Course Isn’t Selling (And The 7- Email Sequence Love Story That Changes Everything)
Or.. Alternate subject line : the most overlooked, most obvious secret online course creators miss trying to convert subscribers to buyers using email marketing
The Day I Almost Gave Up…
I still remember that night.
Rain tapping against my window. The glow of my laptop illuminating my tear-streaked face. The spreadsheet open on my screen showing exactly $47 in sales after three weeks of promoting my first online course.
Forty. Seven. Dollars.
After pouring my heart, soul, and last remaining savings into creating what I thought was the perfect course, the market had spoken. And it had whispered, “Nobody cares.”
I was ready to delete everything. Close my email account. Pretend this embarrassing chapter of my life never happened.
But then I received an email that changed everything.
It wasn’t from a marketing guru or business coach. It was from Sarah, my first and only student.
“Your course changed my life,” she wrote. “I just wish more people knew about it. The world needs what you have to share.”
That night, I made a promise to myself. I would find a way to reach the people who needed my message. Not through manipulation or sleazy tactics, but by creating a genuine connection that made them feel seen, heard, and understood.
What emerged from that dark night was a 7-email sequence that has since helped me and hundreds of others sell multitudes of online courses. A sequence built not on marketing tricks but on the deepest understanding of human connection.
Today, I’m sharing it with you.
The 7- Email Sequence Love Story That Sells Your Course For You
Email #1: The Secret Confession
Imagine sitting across from your ideal student at a quiet coffee shop. They’re nervously stirring their latte, avoiding eye contact. Then, in a moment of vulnerability, they confess their deepest struggle – the very one your course solves.
That’s the essence of your first email.
It’s not about you. It’s not about your course. It’s about the raw, emotional truth of their situation.
Here’s how mine begins:
Subject: Can I tell you something embarrassing?
I’ve never told anyone this before…
But there was a time when I would literally hide in the bathroom during family gatherings because I was so ashamed of my answers to “how’s business going?”
My course had been live for weeks. I’d done everything the experts said. Created amazing content. Designed beautiful slides. Even hired a professional to help with the sales page.
Yet every morning, I’d wake up, rush to my computer, and feel that sinking feeling in my stomach when I saw zero sales. Again.
The worst part wasn’t the empty bank account. It was the voice in my head whispering, “Maybe your message isn’t valuable. Maybe you’re not meant to teach. Maybe you should just give up.”
I’m wondering… have you ever felt that way too?
Notice what I’m doing here. I’m not positioning myself as the all-knowing guru. I’m sharing a vulnerable moment that mirrors exactly what they’re experiencing. I’m creating a “me too” moment that forms an instant bond.
End this email with a simple question that invites them to mentally respond. No pitch. No link. Just connection.
Email #2: The Turning Point
Now that you’ve established emotional resonance, it’s time to introduce hope. But not through promises or hype – through your authentic story of transformation.
Subject: The night everything changed…
After weeks of zero sales and crushing self-doubt, I found myself sobbing at my kitchen table at 2 AM.
That’s when my husband brought me a cup of tea, sat down across from me, and asked a question that changed everything:
“What if the problem isn’t your course… but how you’re talking about it?”
Something clicked. I realized I’d been so focused on features, modules, and “value” that I’d forgotten the most important thing:
People don’t buy courses. They buy emotional transformations.
They buy freedom from their deepest fears.They buy hope when they’re feeling hopeless.They buy belonging when they feel alone.
That night, I threw out my entire launch strategy and started over with a simple question: “How can I make potential students feel truly understood before asking them to buy?”
What happened next stunned me…
This email creates the pivot from pain to possibility. You’re not claiming to have all the answers yet – you’re simply sharing the moment when your perspective shifted.
End with a cliffhanger that makes them eager for the next email.
Email #3: The Unexpected Discovery
Now you can start introducing your solution, but frame it as a surprising discovery rather than an obvious answer.
Subject: What I discovered in my email data changed everything
After my middle-of-the-night revelation, I became obsessed with understanding the emotional journey of course buyers.
I analyzed hundreds of email sequences from successful course creators. I studied psychology research on decision-making. I even interviewed past customers about what finally made them click “buy.”
And I discovered something shocking:
The difference between courses that sell and courses that don’t isn’t content quality, production value, or even price.
It’s whether the seller creates an emotional journey that mirrors the internal conversation happening in the buyer’s mind.
In other words, your emails need to follow the same path your ideal student is already walking – from acknowledging their pain to imagining a new future to overcoming their doubts.
When I restructured my emails to follow this emotional pathway, something magical happened…
My very next launch generated 13,472fromtheexactsamecoursethathadpreviouslymade47.
The course hadn’t changed. The audience hadn’t changed. The only thing that changed was the emotional journey I created through my emails.
Tomorrow, I’ll share the exact 7-email sequence I developed (including the surprising email that generates 41% of all sales).
Until then, I’m curious: What’s the biggest emotional barrier you think is preventing people from buying your course?
This email establishes your credibility through results while positioning your approach as a discovery rather than an invention. This subtle distinction makes your method feel more trustworthy – you found something that was already true rather than creating something new.
Email #4: The Invitation (Cart Open)
Now it’s time to open enrollment, but frame it as an invitation to transformation rather than a transaction.
Subject: It’s time (doors now open)
Remember how I told you about my $13,472 course launch?
Today, I’m inviting you to experience the same transformation – not just in your course sales, but in how it feels to finally connect with the people who need your message most.
Introducing: [COURSE NAME]
This isn’t just another marketing course. It’s a guided journey to creating emails that speak directly to your ideal student’s heart – creating such a profound sense of being understood that purchasing your course feels like the most natural next step in their story.
Here’s what past students have experienced:
“I was ready to give up on my course about mindful parenting. After implementing just the first two emails from this sequence, I made $4,327 in a weekend – more than all my previous launches combined.” – Jessica M.
“The most surprising part wasn’t the sales (though $22,819 was beyond my wildest dreams). It was the responses from subscribers saying ‘It’s like you’re reading my mind’ and ‘I’ve never felt so understood.’” – Michael T.
If you’re ready to transform how you connect with potential students, enrollment is open for the next 5 days only.
[Click here to join us]
Because of the personal support I provide, I can only accept 75 new students in this cohort. Based on the waitlist, I expect spots to fill quickly.
To your success and the students waiting for your message,[Your Name]
P.S. Still on the fence? Tomorrow I’ll share the exact email templates that have generated over $2.1 million in course sales across 19 different niches.
This email creates desire through social proof while maintaining the emotional connection you’ve built. The P.S. gives fence-sitters a reason to stay engaged even if they’re not ready to buy yet.
Email #5: The Relationship Deepener
Most launch sequences get increasingly aggressive after cart open. We’re doing the opposite – going deeper into understanding and connection.
Subject: Why most people won’t buy your course (it’s not what you think)
Can I share something vulnerable with you?
Even with all my success helping course creators sell their programs, there’s a painful truth I’ve had to accept:
Most people who need your course won’t buy it.
Not because they don’t want it. Not because they can’t afford it. But because of something much deeper:
They don’t believe transformation is possible for them.
Your potential students have tried before. They’ve bought courses, books, and programs promising the very outcome you offer. And they’ve been disappointed – not by the content, but by their own perceived failure to implement it.
This is why traditional “feature-benefit” emails fail so miserably. They’re trying to convince people who don’t believe they can succeed that your course has the right features.
But what if instead, you could help them believe in themselves again?
That’s exactly what Email #3 in my 7-part sequence does. I call it the “Possibility Pattern,” and it works by…
This email pattern interrupts the expected sales pitch with deeper understanding. It shows you know their fears better than they do, creating an almost eerie sense of being “seen” that builds tremendous trust.
Include specific, tactical advice they can implement whether they buy or not, proving your commitment to their success.
Email #6: The Doubt Dissolver
Now address the specific fears holding them back from purchasing.
Subject: “I’m not sure if this is right for me…”
Yesterday, I received this email from Tanya:
“Your course sounds amazing, but I’m hesitating because I’ve tried email marketing courses before and nothing seemed to work for my specific situation. I teach watercolor painting – will this really work for something creative like that?”
I love this question because it gets to the heart of what stops most people from investing in themselves: the fear that “this won’t work for me.”
So let me address the most common concerns I’ve heard:
“Will this work for my niche?”
The 7-email sequence works because it’s built on universal human psychology, not industry-specific tactics. We have students successfully using it to sell courses on everything from financial planning to flower arranging, executive coaching to essential oils.
Like Maria, who teaches traditional Greek cooking and made $9,347 on her first launch after implementing the sequence:
[SCREENSHOT OF TESTIMONIAL]
“I don’t have enough subscribers yet.”
Rebecca had just 112 email subscribers when she launched her first course on sustainable fashion. Using our sequence, she generated 4,891–that′s43 per subscriber, about 40X the industry average.
The truth is, a small, engaged list with the right email sequence will outperform a large, cold list every time.
Continue addressing 2-3 more common objections, each with specific examples and results.
This email works because it brings hidden doubts into the open where they can be resolved. By articulating their concerns better than they could themselves, you create another powerful “this person really gets me” moment.
Email #7: The Closing Conversation
The final email should feel like a supportive friend helping them make the right decision – whatever that may be.
Subject: Final day (a personal note)
As I sit here writing this final email before enrollment closes tonight, I’m thinking about where you might be in your decision process.
Perhaps you’re clear it’s a “yes” or a “no.” If so, I honor that completely.
But if you’re still on the fence, caught in that uncomfortable space between “I want this” and “I’m scared,” I’d like to share something personal.
The biggest regrets in my life have never been the things I tried that didn’t work out exactly as planned. They’ve been the moments when fear kept me from trying at all.
Every time I’ve invested in myself – even when it felt terrifying, even when I wasn’t “ready” – something valuable emerged. Sometimes it was the intended outcome. Sometimes it was an unexpected lesson. But it was always growth.
Whatever you decide about [COURSE NAME], please don’t let fear make the decision for you.
If you’re ready to join us, enrollment closes tonight at midnight:
[ENROLLMENT LINK]
And remember, you’re protected by my 30-day implementation guarantee. If you do the work and don’t see results, I’ll refund your investment in full.
Either way, thank you for coming on this journey with me through these emails. It’s been an honor to share this space with you.
To your success,[Your Name]
P.S. If you have any last-minute questions before deciding, just hit reply. I’m personally answering emails until 10pm tonight.
This email creates gentle urgency without manipulation. It acknowledges the emotional reality of making an investment decision and gives permission for either choice.
Why This Sequence Works When Others Fail
The conventional wisdom in course marketing is to “sell the benefits, not the features.” But even this misses the deeper truth:
People don’t buy benefits. They buy emotional resonance.
They buy from people who make them feel understood at a level that almost seems impossible. When someone feels truly seen – often for the first time – the natural response is trust. And trust is the foundation of any purchase decision.
This 7-email sequence works across industries, price points, and audience sizes because it’s built on emotional truth rather than marketing tactics.
Frequently Asked Questions From Course Creators
“How long should I make each email?”
Long enough to create an emotional connection, short enough to maintain attention. For most, that’s 300-700 words. Email #5 (The Relationship Deepener) can go longer because by then, they’re invested in your story.
“What if I don’t have testimonials yet?”
Use your own transformation story in more detail. Or offer a founding member discount in exchange for detailed feedback and testimonials you can use in future launches.
“How do I adapt this for an evergreen funnel?”
The emotional journey remains the same, but you’ll need to create time-bound urgency through cohort-based enrollment periods or special bonuses that expire.
The Truth About Connection
Here’s what most course creators miss: People aren’t looking for more information. They’re drowning in information. What they’re desperately seeking is understanding.
When your emails make someone feel understood – when they create that magical “How did they know exactly what I was thinking?” moment – you transform from salesperson to trusted guide.
And that’s when selling becomes an act of service rather than persuasion.
If you’re ready to experience this transformation in your course sales, [COURSE NAME] is open for enrollment until midnight tonight.
[FINAL ENROLLMENT LINK]
Whatever you decide, remember this: Your message matters. There are people waiting for exactly what you have to teach. The only question is whether you’ll find the courage to reach them in a way that truly connects.
With love and belief in your journey, [Your Name]
Other Strategies for Course Creators to Consider in Your Email Marketing of Online Courses
- Vulnerability Looping: Begin with your vulnerability, invite their vulnerability through questions, then return with deeper vulnerability that creates profound trust and connection.
- Micro-Commitments: Instead of asking for the sale directly, guide readers through small, easy agreements throughout your emails that psychologically pave the way for the larger commitment.
- Emotional Mirroring: Study the exact language your ideal students use to describe their struggles and reflect it back in your emails, creating an almost eerie sense of being understood.
- The Reluctant Expert: Position yourself not as someone who has always known the answers, but as someone who discovered them through struggle, making your expertise feel accessible rather than intimidating.
- Permission-Based Urgency: Create closing deadlines that feel like a natural protection of your time and energy rather than artificial scarcity, explaining why you genuinely need to close enrollment.
The Decision That Changes Everything: The Sales Email to Convert You!
Look, we’ve reached that moment.
The one where the path forks, and you have to choose.
I remember sitting exactly where you are now. Cursor hovering over a button. Heart racing a little faster. That voice in my head whispering all the reasons to play it safe, stay comfortable, keep things exactly as they are.
But here’s what I know now that I didn’t know then:
The most expensive decision you’ll ever make isn’t clicking the “Buy Now” button on this page.
It’s clicking away… and spending the next 6 months, or year, or maybe even longer, trying to figure this out on your own. Watching your course sit there. Wondering why people aren’t buying. Questioning if your message even matters.
The real cost isn’t measured in dollars. It’s measured in:
- Students who never experience your transformation because they never found you
- Confidence that erodes a little more with each launch that underperforms
- Time spent creating content that deserves to be seen but remains hidden
- The quiet ache of knowing you have something valuable to share, but not knowing how to connect it with the people who need it most
I created this 7-email sequence because I lived that pain. I know how it feels to pour your heart into a course that doesn’t sell. To wonder if you’re just not cut out for this. To consider giving up entirely.
And I refuse to let that be your story.
If you do nothing, what changes? Nothing. Use this email sequence. Be the next success story, even if the only people who hear about it, are your closet friends, family and accountant.
1. What the heck is an email sequence and why should I care if I’m selling online courses?
Ah, my dear friend! An email sequence is basically your digital sales team that never sleeps, never asks for a raise, and never shows up hungover on Monday mornings. It’s a series of pre-written sequence emails that go out automatically to your email list in a specific order over a set period of time. Think of it as your personal army of robot minions delivering your message while you sip margaritas on the beach.
For anyone selling online courses, these email marketing sequences are pure gold! They nurture relationships with your subscribers, build trust, showcase your expertise, and ultimately convince people to whip out their credit cards faster than you can say “passive income.” Email marketing has an ROI of approximately 4,200%, which means for every dollar you spend, you could get $42 back. Show me another marketing channel that gives you that kind of return while you’re literally sleeping! A well-crafted email marketing campaign can literally be the difference between being a struggling course creator and one who’s debating which island to purchase next.
2. How long should my email sequence be when launching an online course? Do I send one email or bombard them until they cry uncle?
Listen up, eager beaver! The perfect email sequence length isn’t about sending every email possible until your subscribers hit that dreaded unsubscribe button faster than my aunt Martha abandons her New Year’s resolutions.
For online course creators, a solid course launch sequence typically ranges from 5-12 emails over 1-2 weeks. Too short and you’re like a stand-up comedian who leaves before delivering the punchline. Too long and you’re like that guest who doesn’t realize the party ended three hours ago.
Your email marketing strategy should include: everything I’ve covered above. Way more powerful than your standard welcome email.