Nurture Sequences — Practice Builders Funnel

Date: April 26, 2026 Status: Production-ready copy — needs Kathryn review before MailerLite deployment Platform: MailerLite Expert sources: Deiss (CVO/Invisible Selling Machine), Brunson (DotCom Secrets/Soap Opera Sequence), Hormozi ($100M Offers/value equation), Kern (results-in-advance/Intent-Based Branding), Pittman (paid traffic timing/DigitalMarketer customer journey)

Architecture

Two sequences. Two audiences. One funnel.

Meta Ad → CIB Opt-In (free skill)
  │
  ├── [DOESN'T BUY on thank-you page]
  │     → SEQUENCE A: CIB → 52 Skills buyer (5 emails, 8 days)
  │           → If they buy → exits A, enters B
  │
  └── [BUYS 52 Skills on thank-you page]
        → SEQUENCE B: 52 Skills buyer → PBOS member (10 emails, 28 days)
              → If they join PBOS → exits B, enters PBOS onboarding

Sequence A converts a lead into a buyer. 5 emails. 8 days. The offer is the 52 Claude Skills at $7.

Sequence B converts a buyer into a PBOS founding member. 10 emails. 28 days. The offer is PBOS at $49/mo founder's rate.

Each sequence sells the next rung only. Sequence A never mentions PBOS. Sequence B never mentions the Cohort.

Expert Framework: Why This Structure

Deiss — Customer Value Optimization. The post-opt-in sequence (A) is the "engagement" phase. Its only job: turn the lead into a buyer. The post-purchase sequence (B) is the "ascension" phase. Its only job: move the buyer up one rung. Both use behavioral triggers — what they opened, clicked, and bought — not just time delays. (Source: CVO framework, Invisible Selling Machine.)

Brunson — Soap Opera Sequence. Sequence A follows the 5-email SOS structure from DotCom Secrets: (1) set the stage, (2) backstory, (3) epiphany, (4) hidden benefits, (5) urgency. Each email opens a loop the next one closes. The Attractive Character (Kathryn) enters in email 2, not email 1. (Source: DotCom Secrets, Chapter 12.)

Hormozi — Value Equation. Every email in both sequences drives at least one dimension: Dream Outcome × Perceived Likelihood / Time Delay × Effort. Sequence A drives perceived likelihood (they already ran the CIB — it works). Sequence B drives dream outcome (practice transformation, not just tools) and collapses time delay (PBOS Day 1 experience). (Source: $100M Offers, Chapter 7.)

Kern — Results-in-Advance. Both sequences deliver Kathryn's thinking before asking for money. Sequence A gives insight about operational blind spots. Sequence B gives pattern recognition about how practices break down. The offers are natural conclusions, not hard sells. (Source: Intent-Based Branding methodology.)

Pittman — Paid Traffic Economics. Leads cost ~$3+ each. Sequence A converts in 8 days — longer loses the lead's attention on paid traffic. Sequence B converts in 21 days — acceptable for buyers, but Pittman would still insist on a bounded window. One CTA per email. Mobile-first. Short. (Source: DigitalMarketer customer journey framework, paid traffic timing principles.)

Sequence A: CIB Opt-In → 52 Skills Buyer

MailerLite trigger: CIB opt-in AND NOT in "52 Skills Buyers" group Exit trigger: Purchases the 52 skills → remove from Sequence A, add to Sequence B Length: 5 emails over 8 days (after the existing Day 0 delivery email)

A1 — Day 1

Subject: Did you run it? Preview text: The rolling items section is what gets people.

Yesterday you downloaded the Client Intelligence Brief.

If you've run it — pasted a few client emails, got the brief back — you already know.

Most people react to the rolling items section first.

Things that were assigned in one email and never resolved in the next, slipping forward quietly.

That's the operational work most practice owners track in their head without realizing it.

If you haven't run it yet:

[Download the Client Intelligence Brief →]

Open your AI tool of choice (Claude, ChatGPT, Gemini).

Paste 3 recent emails from your trickiest client.

Two minutes.

You'll get back a structured call prep — what's moving, what's stuck, the client's current priority, how to open the next call, and what to do this week.

— Kathryn

MailerLite note: Use conditional content block. If subscriber clicked the download link in the Day 0 delivery email → show the "if you've already run it" version first. If not → lead with the re-delivery and simpler instruction.

Expert source: Deiss (drive utilization of the lead magnet before selling anything else). Hormozi (perceived likelihood — they need to believe the CIB works before the 52 will feel credible).

A2 — Day 2

Subject: she runs a great practice Preview text: Everything looks good — until you see where the hours go.

I worked with a consultant last year.

Boutique firm, about a dozen clients, strong reputation in her industry.

Clients stayed for years.

Revenue looked healthy.

When I looked at how she actually spent her time, a third of it was going to work she shouldn't have been doing at all.

Scope had crept on two engagements and she hadn't billed for it — over $10,000 in hours she'd never collect.

She was prepping for calls from memory because nothing was documented.

Prospects had gone quiet months ago and she hadn't followed up because she didn't know what to say.

She knew about the prospect problem.

She had no idea about the scope creep.

The Client Intelligence Brief surfaces what's invisible in one client relationship.

The blind spot doesn't stop at one relationship.

More on that in a couple of days.

— Kathryn

Format: Teaching story. Opens with one specific person, builds through concrete details, the pattern emerges from the story. Based on a real client engagement (disguised).

Expert source: Brunson (Soap Opera Sequence email 2 — Attractive Character enters through a pattern she sees, not through credentials). Kern (results-in-advance — the email delivers insight, not pitch). Loop opened: "more on that in a couple of days" closes in A3.

A3 — Day 4

Subject: one skill covers one blind spot Preview text: The CIB handles one moment. Your practice has eight.

The CIB handles one moment — the 15 minutes before a client call.

Your practice runs on more than client calls.

A proposal lands in your inbox.

You spend 4 hours building it from nothing.

Proposal Builder works from your last completed proposal — reusable framework, calibrated to your style.

Forty minutes instead of four hours.

Meanwhile, a conversation with a prospect went quiet three weeks ago.

You know you should follow up but you don't know what to say.

Weekly Pipeline Review pulls every active conversation onto one screen — including the quiet ones — and tells you what to do next.

Then there's the client who emails "can we also..." and your stomach drops.

Scope Creep Response drafts a professional reply with a change order attached in five minutes.

Three skills out of 52.

The rest cover Business Development, Proposals & Pricing, Client Onboarding, Delivery & Prep, Client Communication, Content & Visibility, Operations & Admin, and Practice Strategy.

Same install you already did with the CIB.

52 skills. $7.

Get the 52 Claude Skills — $7 →

— Kathryn

Format: System reveal. Leads with 3 concrete before/after scenarios. Category list comes as supporting context at the end, not the star.

Expert source: Brunson (SOS email 3 — the epiphany. One skill ≠ one practice. The scope expands, and the 52 is the answer). Hormozi (dream outcome — operational coverage across the whole practice). Deiss (first ascension trigger — first mention of the paid offer). Pittman (offer appears by email 3 on paid traffic — don't wait longer).

A4 — Day 6

Subject: the three questions I keep getting Preview text: You're probably asking one of them right now.

Three questions keep coming in from people who've looked at the skills.

"I already use ChatGPT for some of this."

These aren't prompts.

Each skill is a structured workflow — it knows what inputs to ask for, what output to produce, and how to organize the result.

You're not typing "help me write a proposal."

You're pasting your last proposal and getting a reusable framework calibrated to your voice.

"Will they work for my type of practice?"

The skills cover 8 operational categories.

If you write proposals, manage a pipeline, prep for client calls, or handle scope conversations — yes.

The specifics change by industry.

The operational work doesn't.

"I don't have time to learn 52 new tools."

You don't run 52 on day one.

You run one.

Today.

On whatever's sitting on your desk right now.

Same process you used with the CIB.

The rest are there when you need them.

52 skills. $7.

Get the 52 Claude Skills — $7 →

— Kathryn

Format: FAQ / Q&A. Rapid-fire objection handling. Structurally distinct from A3's system reveal and A2's teaching story. Each question is a real objection answered with personality.

Expert source: Brunson (SOS email 4 — hidden benefits. The FAQ format surfaces value the reader hadn't considered). Hormozi (effort dimension — "you run one today" collapses the perceived learning curve). Kern (honest posture — the questions are real, the answers are direct).

A5 — Day 8

Subject: last one from me on this Preview text: You'll know within one skill whether it's worth it.

Quick one.

52 skills.

$7.

Works the same way the CIB does.

You'll know within one skill whether it's worth your time.

Get the 52 Claude Skills — $7 →

If it's not for you, no hard feelings.

The CIB is yours to keep.

— Kathryn

Expert source: Pittman (close the decision window — 8 days on paid traffic is the limit before attention is gone). Brunson (SOS email 5 — urgency, direct, short). Kern (honest posture — "if it's not for you, no hard feelings" preserves the relationship even if they don't buy).

Sequence B: 52 Skills Buyer → PBOS Founding Member

MailerLite trigger: ThriveCart purchase → "52 Skills Buyers" group Exit trigger: PBOS purchase → remove from Sequence B, add to PBOS member onboarding Length: 10 emails over 28 days Segments: Group subscribers by purchase level (52 Skills Buyers / Skill Maps Buyers / SOP Manual Buyers). Full-stack buyers ($48) can receive an accelerated timeline — PBOS offer at Day 15 instead of Day 22 — if testing supports it.

B2 — Day 2

Subject: which one did you run first? Preview text: You've had them two days. Curious what you started with.

Quick question.

You bought the 52 skills two days ago.

Which one did you run first?

If you went straight for whatever was on your desk that day — right move.

If you haven't opened them yet, start with Session Prep Brief.

Paste your last 2-3 emails with any client.

Run it before your next call.

Two minutes.

Hit reply and tell me which skill you ran.

I read every one.

— Kathryn

Format: Check-in. Short, conversational, centered on the reply-ask. Different from A1's utilization check — this is buyer-to-buyer, not "go try the free thing."

Expert source: Hormozi (perceived likelihood — re-engagement drives utilization). Deiss (engagement — reply increases MailerLite engagement scoring and deliverability). Loop opened: implied "what else should I be running?" tension carries to B3.

B3 — Day 4

Subject: where your practice is leaking Preview text: He thought the problem was his team. It wasn't.

A CPA came to me earlier this year.

Growing firm, about a dozen team members, solid client base.

His systems weren't keeping up with the growth.

That's how he framed it — "systems aren't keeping up."

He pointed at one team member who was using a spreadsheet instead of the firm's project management tool.

Seemed like a training problem.

When I dug in, the spreadsheet wasn't the problem.

It was a symptom.

Three other team members were doing the same thing — building personal workarounds because they didn't trust the central system.

When one of his advisors went on leave, the handoff came from personal notes instead of the system.

Nobody could see what was actually open.

He'd diagnosed it as "one person isn't following the process."

It was a firm-wide gap in how work got tracked and handed off.

He was leaking in 3 places and had spotted one of them — wrong.

You have skills across all 8 operational categories now.

The question is which categories are costing you the most — and which leaks you haven't spotted yet.

— Kathryn

Format: Teaching story. One person, one specific discovery. The misdiagnosis unfolds through concrete details — spreadsheet → workaround → firm-wide pattern. Based on a real client engagement (disguised).

Expert source: Kern (results-in-advance — the reader experiences what it's like to have an advisor who sees their practice clearly). Hormozi (dream outcome expands — "my entire practice could operate differently"). No offer. No CTA. Pure value.

B4 — Day 7

Subject: how many have you run? Preview text: If the answer is 3 or 4, that's what everyone does.

You have 52 skills.

How many have you actually run?

If the answer is 3 or 4, you're not behind.

That's what everyone does.

You run the obvious ones — whatever hurts most that week — and then you stall.

The skills work fine.

You stall because they don't tell you where to point them.

Which of your 8 categories needs attention first?

That takes a real diagnostic, not a guess.

And even when you pick the right category, there's a gap between default output and output calibrated to YOUR clients, YOUR pricing, YOUR engagement model.

I built something that handles both.

More next week.

— Kathryn

Format: Direct challenge. Opens with a question, names the gap honestly, opens a loop. Short and specific.

Expert source: Hormozi (the tools → transformation gap — the distance between owning a solution and achieving a result is where the next offer lives). Deiss (ascension trigger — the buyer feels the need for the next rung before seeing it). Loop opened: "more next week" — B5-B7 deepen the gap, B8 reveals what Kathryn built.

B5 — Day 9

Subject: $76K she didn't know she was missing Preview text: She found it in two weeks by fixing one thing.

A payroll practice owner came to me because she dreaded pricing conversations.

She'd grown organically.

Pricing was inconsistent — different clients paying different rates for the same work, most of it set years ago based on whatever felt right at the time.

We didn't touch her marketing.

Didn't redesign her website.

Didn't add a new service line.

We built one thing: a pricing framework with segmentation, conversation scripts, and a rollout sequence.

Within two weeks she'd identified $76K in annual revenue she could have been collecting.

Not new clients.

Revenue sitting inside her existing book of business.

She'd been working on everything a little — posting more, updating her materials, considering a rebrand.

The $76K was in the constraint she hadn't looked at directly.

— Kathryn

Format: Single insight. One real outcome, one constraint. The shortest email in the sequence so far. Different from B3's story, B4's challenge, and B2's check-in. Based on a real engagement (Christina Hageny / Valor Payroll Solutions — Deploy Sprint, source: advisoryos.ai testimonial).

Expert source: Kern (results-in-advance — the reader gets a genuine strategic insight whether or not they buy anything). Hormozi (dream outcome — the reader starts seeing their practice through a constraint lens). No offer. No CTA. Pure value.

B6 — Day 11

Subject: try this before your next call Preview text: Two minutes before the call. Here's how.

Here's a specific thing to do before your next client call.

Open Session Prep Brief.

Paste your last 2-3 email exchanges with that client — whoever you're meeting with next.

What you get back: what was agreed to last session, what's changed since, where the client's head is right now, suggested openers, and one thing to confirm before the call ends.

Most practice owners prep from memory — scrolling old emails for 10 minutes, hoping nothing slips.

This takes two minutes and catches what you'd miss.

Run it before your next call.

— Kathryn

Format: Demo walkthrough. Step-by-step instructions for one specific skill. Different from everything else — it's a tutorial, not a story or an argument.

Expert source: Hormozi (perceived likelihood — collapses the effort dimension. Specific input, specific output, no ambiguity). Deiss (utilization — re-engagement trigger for buyers who stalled after 1-2 skills). Pittman (at Day 11, some buyers have gone cold — this is a low-barrier re-entry point).

B7 — Day 13

Subject: the part the tools can't do Preview text: The output is real. What's missing is the system.

The 52 skills work.

The output is real — proposals, pipeline reviews, session prep, pricing analysis.

The pattern I keep seeing is what happens after week two.

The obvious skills get used.

Then life takes over and three weeks later you're running three of them sporadically.

The tools produce good output.

They just don't tell you which one to run on Tuesday morning.

Which of your 8 categories needs attention first?

No answer.

And the output is generic — not calibrated to your specific clients, your pricing, your engagement model.

That's a system problem, not a tools problem.

I built something to solve it.

More in a couple of days.

— Kathryn

Format: Honest admission. Short, direct, names what doesn't work. Different from B5's insight and B6's tutorial — this is vulnerability.

Expert source: Hormozi (value equation gap — tools reduce effort on individual tasks but don't collapse the system-level gap). Deiss (the buyer must feel the gap before the next rung is presented). Kern (honest posture — naming what's missing builds trust faster than stealth-selling). Loop opened: "more in a couple of days" closes in B8.

B8 — Day 15

Subject: why I built this Preview text: I tried hiring help three times. It made things worse.

I hired a VA to handle the admin work that was eating my days.

Within a month I was spending more time managing her than the work had taken me in the first place.

I hired a subcontractor to build out a funnel.

It took weeks to get back what I could have done in hours.

I invested in a program that was supposed to systematize my practice.

It systematized someone else's way of working, not mine.

Every time I tried to get help the traditional way, it slowed me down.

I needed the flexibility to move fast, to chase an idea on Tuesday and have it running by Thursday — not wait for someone else's timeline.

So I stopped trying to hire my way out and started building systems that let me operate the way I actually think.

That's what eventually became the work I do for clients: find the constraint, build the system, make the practice run without depending on one person's memory and energy.

The 52 skills are the tools.

What I'm opening next turns them into an operating system for your practice.

Details in a few days.

— Kathryn

Format: Personal narrative. Three failed attempts at getting help, each more expensive. The insight: traditional delegation doesn't work for how practice owners actually operate. Based on Kathryn's real experience.

Expert source: Brunson (Attractive Character — backstory + character flaw. The flaw: she kept trying the conventional answer and it kept failing. Source: DotCom Secrets). Kern (relationship deepening — the buyer has tried these same things and felt the same frustration). Loop resolves B7's "more in a couple of days."

B9 — Day 19

Subject: Most practices are leaking in 3 places Preview text: You know about one of them.

Most practices I work with are leaking in 3 places.

The owner usually knows about one. The one that hurts — pipeline moving too slowly, or proposals eating 4 hours each.

There's a second leak hiding in plain sight. The category that seems fine — not broken enough to fix, but quietly costing 5-10 hours a week. Usually client onboarding or communication. The kind of work you've been doing manually for so long it doesn't feel like a problem anymore.

The third is invisible. It only shows up when you compare where you are against where you could be operating. Usually practice strategy or operations — the categories that get pushed to "when things slow down." Things never slow down.

I built a Practice Diagnostic that maps your practice across all 8 categories and tells you which leak to fix first.

The Diagnostic is the first thing you get inside Practice Builders OS — a membership I'm opening to founding members.

Here's what PBOS does:

Practice Kit — 5 premium skills that build your Practice Brain. Every skill you run after that — including the 52 you already own — gets calibrated to your specific practice. Your clients, your revenue model, your constraints — not generic.

Practice Diagnostic — The workbook that identifies your 3 leaks and tells you which one to fix first.

Practice Command Center — A Notion workspace that organizes your skill outputs and surfaces what to run this week. "Which skill do I use now?" becomes automatic.

Monthly Growth Playbooks — Deep strategic work on pricing, pipeline, capacity, offer design, referral systems. One per month. Each one references the specific skills that execute it.

Full details in a few days.

— Kathryn

Expert source: Deiss (create behavioral desire for the next rung before presenting the offer. Preview what the Diagnostic reveals so the buyer wants to find THEIR leaks). Hormozi (perceived likelihood for PBOS — the Day 1 experience is concrete and tangible, not abstract). First mention of PBOS — as a preview, not a full pitch.

B10 — Day 22

Subject: Practice Builders OS — founding member details Preview text: $49/mo. Regular price will be $97.

Here's what Practice Builders OS is and what founding members get.

The problem it solves.

You have 52 skills and you've run a few. You've seen that they work. But using skills when you remember to isn't a system.

What's missing: a diagnostic that tells you where to focus. A way to make every skill specific to YOUR practice — your clients, your pricing, your constraints. Something that shows what to run this week. And strategic depth beyond "here's a tool, go use it."

What you get on Day 1.

Practice Kit — 5 premium hand-built skills, a level above the 52. These build your Practice Brain: your clients, revenue model, engagement structure, constraints — all documented so every skill you run from that point forward produces output specific to YOUR practice.

Practice Diagnostic — A workbook that maps your practice across all 8 operational categories. You'll see where you're strong, where you're leaking, and what to fix first. This is the assessment most consultants never get because nobody's looking at their practice from the outside.

Practice Command Center — A Notion workspace that organizes your skill outputs, tracks your client work, and surfaces your weekly and monthly rhythms. The answer to "which skill do I run now?" lives here.

What you get every month.

Practice Growth Playbook — One deep strategic dive per month. Pricing architecture one month. Referral pipeline the next. Then retainer models, capacity planning, offer suite design. Each playbook connects to the specific skills that execute it. "This month we're covering pricing — here's the playbook, here are the skills, bring your questions."

Community Q&A — Bring questions from the playbooks and from running your skills. Get direct answers from me and from other practice owners doing the same work.

The price.

Founding members: $49/mo. Locked for as long as you're a member. Regular price when founding spots close: $97/mo.

The founder's rate is locked for as long as you're a member. When the founding spots fill, the rate closes.

[Join as a Founding Member — $49/mo →]

— Kathryn

Expert source:

• Deiss: Full ascension offer. Name, price, contents, clear step up from the tripwire stack.
• Brunson: Hook → Story → Offer. Hook: "You have the tools — here's what makes them a system." Story: the Day 1 experience. Offer: $49/mo founding rate with legitimate scarcity.
• Hormozi: Value equation on display. Day 1 experience = Kit + Diagnostic + Command Center. "A $500 onboarding experience at $49/mo." Dream outcome (practice runs as a system), perceived likelihood (they've already experienced the skills), time delay collapsed (Day 1, not Month 3), effort named specifically (a workbook, not a curriculum).
• Kern: Relational posture throughout. The email describes what's inside — it doesn't perform urgency. "Here's what it is. Here's what it costs. Here's the link." The reader decides.
• Pittman: One CTA. Clean. Single link. Founder's rate as the headline price, regular price as the anchor.

B11 — Day 28

Subject: Founding spots Preview text: When they fill, the rate closes.

Last note on Practice Builders OS.

Founding rate: $49/mo. Locked permanently. Regular price: $97/mo.

When the founding spots fill, the $49 rate closes. No countdown timer. The early members get the locked rate — that's how founding pricing works.

What's inside:

— Practice Kit (5 premium skills + Practice Brain) — Practice Diagnostic (find your leaks, fix the right one first) — Practice Command Center (Notion workspace, weekly rhythms) — Monthly Growth Playbooks (one deep dive per month, ongoing) — Community Q&A with me

You already own the 52 skills. PBOS is where they become a system.

[Join as a Founding Member — $49/mo →]

If it's not the right time, no pressure. The 52 skills are yours. Keep running them.

You know where to find me.

— Kathryn

Expert source: Pittman (bounded decision window — 28 days from purchase, the sequence closes. Longer than the original 21-day window but justified: the 3 new value emails between Day 9-13 deepen the relationship before the offer. Pittman's rule is about attention, not calendar time — and weekly emails maintain attention). Brunson (legitimate scarcity — founding spots are genuinely limited). Kern (honest posture — "if it's not the right time, no pressure" preserves the relationship for future conversion. The relationship matters more than this month's sale).

MailerLite Implementation Spec

Groups

Purchase-Level Groups (from ThriveCart)

Automation: Sequence A

Automation: Sequence B

Behavioral Branch (Sequence A)

MailerLite conditional content in Email A1:

• Condition: Clicked the CIB download link in the Day 0 delivery email
• If yes: Show the "if you've already run it" opening (rolling items section)
• If no: Lead with re-delivery link and simplified instruction

Accelerated Timeline (Sequence B — Optional Test)

For subscribers in both "Skill Maps Buyers" AND "SOP Manual Buyers" groups ($48 full-stack buyers), test an accelerated schedule. These buyers skip B5-B7 (they've already demonstrated belief in the system) and receive the offer arc sooner:

Rationale (Pittman): Higher purchase commitment = less warming needed. A $48 buyer demonstrated more intent than a $7 buyer — they've already bought the map and the SOP manual. They don't need the value-deepening emails (B5-B7) to believe the tools work. Test whether they convert to PBOS faster with the Attractive Character story (B8) arriving at Day 9 and the offer at Day 15. Run as an A/B within MailerLite — segment by checking membership in all three purchase groups. Only implement if Sequence B has enough volume to measure.

Measurement

Sequence A Benchmarks

Sequence B Benchmarks

Flags

CIB delivery page. The "What's Next" section at cib-delivery-v2.html still references The Build ("The Build is a 3-session live event..."). The Build is dead. This section needs updating to point to the 52 skills or removed entirely. Separate task — not part of this sequence build.

Funnel map pricing. Lines 60-62 of funnel-map.md reference $47 pricing in the nurture — this is stale from an earlier pricing discussion. The canonical tripwire price is $7 everywhere. These lines need cleanup.

Practice Kit overlap. The CIB is one of the 5 Practice Kit skills. When PBOS launches, the CIB opt-in lead who becomes a PBOS member will already have the CIB. The PBOS onboarding should acknowledge this: "You already have the Client Intelligence Brief. The Practice Kit gives you the other four premium skills plus the Practice Brain that makes all of them — including the CIB — specific to your practice." This is a PBOS onboarding copy issue, not a nurture issue.