Long-Term Nurture & Monthly Campaign System

Date: April 26, 2026 Status: Production-ready copy — needs Kathryn review before MailerLite deployment Companion to: nurture-sequences-v2.md (focused selling arcs) Expert sources: Deiss (CVO/DigitalMarketer monthly launch model), Brunson (Seinfeld Sequence/launch interrupts), Hormozi ($100M Offers/Grand Slam value), Kern (results-in-advance/relationship ratio), Pittman (segmented launches/paid traffic economics)

Why This Exists

The focused sequences (A: 5 emails, B: 11 emails over 28 days) convert the hottest buyers — the ones who decide within the selling window. That's 10-20% of the list.

The other 80-90% aren't dead. They're not ready yet.

This system keeps them engaged, delivers value weekly, and presents a new offer monthly until they either convert, go dormant, or unsubscribe. This is where the majority of revenue and PBOS conversions will come from — not the hot window, but the long game.

Expert Framework: The Monthly Engine

Deiss — The DigitalMarketer Model

Deiss built DigitalMarketer into a $36M business on monthly product launches to an email list. His structure:

• Ongoing engagement content (value) keeps the list warm between launches
• Monthly monetization events (product launches) generate revenue and re-engage dormant subscribers
• Each launch re-activates the list — people who haven't opened in weeks will open for a new product announcement
• The list is the asset. Every subscriber has a lifetime value that extends beyond the first purchase. Monthly offers are how you realize that value over time.
• CVO phases apply: Monetize (monthly offers generate revenue) → Multiply (satisfied buyers refer others and ascend to PBOS)

Source: Customer Value Optimization framework, DigitalMarketer business model.

Brunson — Seinfeld Sequence + Launch Interrupts

After the Soap Opera Sequence (the focused selling arc), subscribers enter the Seinfeld Sequence — ongoing emails that are:

• Valuable and personal (Attractive Character voice)
• Short (under 300 words most of the time)
• Story-driven (one observation, one insight, one takeaway)
• Occasionally sell (soft CTA or PS mention)

When a monthly launch happens, you interrupt the Seinfeld with a mini-SOS (3-4 emails over 5-7 days). The launch has its own Hook → Story → Offer arc. When the launch ends, you go back to Seinfeld.

The Seinfeld is the heartbeat. The monthly launch is the event. Both are needed.

Source: DotCom Secrets, Chapter 12 — "Email Sequences."

Hormozi — Grand Slam Monthly Offers

Every monthly offer must pass the value equation. No exceptions.

• Dream Outcome: Each product solves one named, specific problem. Not "improve your practice" — "build your Q4 plan in 90 minutes."
• Perceived Likelihood: The buyer already owns the 52 skills. They've seen what AI skills produce. Each new offer benefits from that proof.
• Time Delay: Instant download or short workshop. No 8-week programs at this price tier.
• Effort & Sacrifice: Each product tells the buyer exactly what to do. "Run this skill with this input. Get this output."

Price each monthly offer low enough that the decision is frictionless ($7-$47). Value it high enough that saying no feels dumb.

Source: $100M Offers, Chapter 7 — value equation. $100M Leads — follow-up volume and list monetization.

Kern — Monthly Gifts, Not Monthly Sales

The framing matters more than the product.

Kern's posture: "I built something that solves a specific problem. I'm sharing it with subscribers first." That's results-in-advance at scale. Every monthly product IS the demonstration of Kathryn's capability. The cumulative effect across 6-12 months is: "This person builds another genuinely useful thing every month. She's the most productive voice in my inbox."

The ratio rule: 3 value emails for every 1 offer email. In a month of 4 weekly emails, 3 should be pure value. The 4th is the monthly launch. The value emails build the context that makes the launch convert.

If the ratio flips — if people feel like every email is selling something — the relationship erodes and unsubscribes spike. The ratio protects the relationship.

Source: Intent-Based Branding methodology, indirect selling framework.

Pittman — Segmented Launches + Measurement

Not every monthly offer goes to every subscriber. Segment:

Nurture A (CIB opt-ins, non-buyers):

• Monthly offers priced at $0-$7
• Goal: create a buyer. Even a $3 purchase changes the relationship — they've transacted with you. ThriveCart tag fires, they enter Sequence B.
• Free workshops, free individual skills, $3-$7 mini-products
• Every monthly offer to Nurture A is an attempt to activate a lead you paid $3+ to acquire

Nurture B (52 buyers, non-PBOS):

• Monthly offers priced at $7-$47
• Goal: generate revenue AND build toward PBOS
• Workshops, bundles, templates, standalone playbooks
• Each purchase deepens their investment in the ecosystem
• Workshops where they experience Kathryn live are the highest-probability PBOS converters

The real metric: Not monthly offer revenue. The real metric is PBOS conversion rate in the 30 days following each monthly offer. The monthly offer that generates $17 in direct revenue but drives 2 PBOS conversions ($98/mo in recurring) is 10x more valuable than one that generates $200 but no PBOS movement.

Track this from Month 1. It takes 3 months to see the pattern. After 3 months, double down on the offer types that drive PBOS.

Source: DigitalMarketer customer journey framework, paid traffic ROI principles.

Weekly Email Cadence

Nurture A: CIB Subscribers (non-buyers)

Minimum: 4 emails/month (weekly). Kern's 3:1 ratio.

Voice: Same as the focused sequence. Direct, pattern-revealing, grounded. Short emails — under 250 words for value emails, under 400 words for launch emails.

Soft 52 re-present: Every 4th-5th value email includes a natural mention of the 52 skills. Not a hard pitch — a contextual mention. "The Scope Creep Response skill handles this in 5 minutes. It's one of 52 skills I built for practice owners — $7 if you want the full set." One line. PS-style.

Nurture B: 52 Buyers (non-PBOS)

Minimum: 4 emails/month (weekly). Kern's 3:1 ratio.

Voice: Same as Sequence B. More strategic depth than Nurture A. These people own the skills — the emails can reference specific skills by name and assume familiarity.

PBOS re-present cadence: Not every month. Every 6-8 weeks. Triggered by real events — new Playbook published, member result worth sharing, founding spots milestone. Kern's posture: "Here's what's happening inside PBOS" — not "you should join." The information creates desire. The link is available. The reader decides.

Monthly Campaign Structure

Each monthly campaign gets a mini-launch within the weekly cadence. This is Brunson's "launch interrupt" — the Seinfeld pauses for the event, then resumes.

Campaign Week Structure

Total: 4 campaign emails (1 tease, 1 launch, 1 follow-up, 1 last call) woven into the weekly cadence. Kern's ratio holds across the month — 3 value emails (Week 1, Week 2 minus the PS, Week 4) and 1 campaign week.

Launch Email Template

Every monthly launch email follows Brunson's Hook → Story → Offer:

Hook: Name the problem in one sentence. "Every year, Q4 planning happens one of two ways."

Story: What happens when the problem goes unsolved. 2-3 sentences. Specific, recognizable, second-person. "You sit down in December, think about the year, make some notes, and hope you remember them in January."

Offer: What the product is, what's inside, what it produces, and the price. Bullet points. One CTA.

Close: Kathryn's voice. "Available to subscribers first. It goes to the public catalog next week."

"Subscribers First" Framing

Every monthly launch uses this framing (Kern + Deiss):

"I built [product]. Subscribers get first access before it goes public."

This creates:

• Exclusivity without fake scarcity (Kern: honest posture)
• Urgency without countdown timers (Deiss: behavioral trigger — "if I wait, others get it first")
• Reciprocity — the subscriber feels valued for being on the list (Hormozi: give before you ask)
• Content for the launch email — the story of why you built it IS the email (Brunson: Hook → Story → Offer)

After the launch week, the product goes into a public catalog or stays available via evergreen link. The "subscribers first" window is 5-7 days.

12-Month Product Calendar

Starting from PBOS launch month. Kathryn adjusts based on data, seasonal relevance, and capacity.

Production note: Rewyse builds low-effort products in 1-2 days. Medium-effort products take a week. High-effort vertical expansions take 2-4 weeks. The calendar alternates effort levels so Kathryn never has two high-effort months in a row.

Month 1 — PBOS Founding Launch

⚠️ STATUS: NOT DEPLOYMENT-READY (May 24, 2026). PBOS pricing has changed — now $27/mo starting with +$10/week escalation, landing zone $97-$147/mo. All Month 1 campaign copy below references $49/mo founding / $97 regular, which is stale. Rewrite when PBOS is fully defined and pricing is locked. See decisions/2026-05-17-practice-builders-membership-model.md for current pricing.

Product: Practice Builders OS Founding Membership Price: ~~$49/mo (founding rate)~~ → $27/mo starting (see decision doc) Audience: Sequence B completers + Sequence C completers + Nurture B Effort: N/A — this is the launch event, not a product build Expert driver: Deiss (ascension event). Brunson (launch sequence). Hormozi (Grand Slam value — Day 1 experience). Pittman (founding scarcity is real). Campaign structure: Full launch sequence, not the standard 4-email mini-launch. 5-7 emails over 10 days. This is the biggest event of the year. Nurture A in Month 1: Nurture A gets a separate campaign — the 52 Skills re-presented with a fresh angle. See Month 1 campaign emails below.

Month 2 — New Standalone Skill: "Mid-Year Practice Review"

Product: Single Claude skill — guided mid-year review of practice health Price: Free to Nurture A (creates a buyer interaction), $7 to Nurture B Audience: Both nurtures, different pricing Effort: Low (Rewyse, 1-2 days) Expert driver: Kern (gift to the list — results-in-advance). Pittman (free product activates Nurture A subs — they download, they engage, they're warm for the 52 re-present). Hormozi (a free skill that's genuinely useful raises perceived value of everything you sell). Nurture A angle: "I built a new skill. It's free. Download it, run it on your practice, and see what comes back." If they download → they're engaged → soft 52 re-present in the follow-up email. Nurture B angle: "New skill release. It pairs with your Annual Plan Builder and Quarterly Reflection Debrief." $7 because it expands their toolkit.

Month 3 — Workshop: "AI Skills for Client Delivery"

Product: 90-minute live workshop — Kathryn demonstrates how to chain 3-4 client delivery skills into a single engagement cycle Price: $27 Audience: Primarily Nurture B (they own the skills). Nurture A gets a free replay excerpt (lead activation). Effort: Medium (Kathryn shows up live, Rewyse builds companion materials) Expert driver: Brunson (event-based launch — a workshop has a date, which creates natural urgency). Hormozi (experience value — seeing Kathryn work with the skills live is worth more than reading about it). Kern (this is where Nurture B subscribers meet Kathryn as a person, not just an email voice. Workshop attendees are the highest-probability PBOS converts). Pittman (track PBOS conversion rate in 30 days post-workshop — this is your benchmark for whether workshops drive ascension). Post-workshop: Recording available for 7 days. Then moves behind PBOS (becomes a member resource). This creates real scarcity — watch it now or join PBOS later to access it.

Month 4 — Notion Template: Client Profitability Dashboard

Product: Notion template that uses output from Client Profitability Analyzer skill Price: $17 Audience: Nurture B only (requires the skills) Effort: Medium (Notion API work) Expert driver: Deiss (monetization — the template makes an existing skill more valuable). Kern (utility — this is a tool they'll use weekly). Hormozi (perceived value — a Notion template that organizes client profitability data feels like $100+ consulting deliverable at $17). PBOS bridge: "The full Practice Command Center inside PBOS includes this dashboard plus pipeline tracking, skill rhythm views, and engagement tracking. This is one piece of the system."

Month 5 — Seasonal Bundle: "Q4 Planning Pack"

Product: 3 skills (Annual Plan Builder + Revenue Goal Reverse Engineer + Quarterly Reflection Debrief) + 1 new Q4 Planning SOP Price: $17 Audience: Both nurtures Effort: Low (Rewyse builds the SOP, skills are repackaged from the 52) Expert driver: Hormozi (value stack — 4 items at $17 feels like a Grand Slam). Pittman (seasonal timing — Q4 planning is top of mind in September/October). Deiss (repackaging existing assets into a seasonal bundle is pure CVO — same IP, new wrapper, new revenue). Note: The 3 skills are already in the 52. The SOP is new. The value is the curation + the SOP + the seasonal framing. Nurture B subscribers who already own the 52 are buying the SOP and the curated sequence. Price accordingly — $17 for the bundle, $7 if sold to Nurture B as "SOP only" since they have the skills.

Month 6 — Standalone Playbook: "Pricing Architecture for Practice Owners"

Product: 2,500-word strategic playbook on pricing — frameworks, decision trees, implementation steps, connected skills Price: $29 Audience: Nurture B Effort: Low (Rewyse builds it — this is one of the 20 PBOS Growth Playbooks, released standalone) Expert driver: Kern (results-in-advance for PBOS — the standalone playbook demonstrates the quality of what PBOS delivers monthly. If one playbook is worth $29, then 20 playbooks + Kit + Diagnostic + Command Center at $49/mo is absurd value). Deiss (ascension mechanism — the standalone product makes the membership feel more valuable, not less). PBOS bridge: "This is one of 20 Practice Growth Playbooks inside PBOS. Members get one per month, plus the Practice Kit, Diagnostic, and Command Center."

Month 7 — Workshop: "Build Your 2027 Annual Plan in 90 Minutes"

Product: Live workshop — Kathryn walks through Annual Plan Builder + Revenue Goal Reverse Engineer live, every attendee leaves with a completed plan Price: $37 Audience: Both nurtures Effort: Medium (Kathryn live) Expert driver: Brunson (event urgency). Hormozi (speed promise — "90 minutes" is specific and achievable). Kern (relationship deepening for Nurture B; first live exposure for Nurture A). Post-workshop: Same model as Month 3 — replay available 7 days, then moves behind PBOS.

Month 8 — Year-End Bundle: "Best of 2026"

Product: Curated collection — top 5 monthly products from the year + exclusive year-end bonus (a new skill or template not available separately) Price: $47 Audience: Both nurtures Effort: Low (assembly + one new asset from Rewyse) Expert driver: Hormozi (Grand Slam stack — the bundle value far exceeds $47). Pittman (year-end buying psychology — people spend in December). Brunson (the exclusive bonus creates urgency — "only available in this bundle"). Nurture A special: If they haven't bought anything all year, this is the last activation attempt before they go to quarterly cadence.

Month 9 — Vertical Launch: "Claude Skills for Wealth Advisors"

Product: 40-50 AI skills tuned for wealth management practices Price: $39-$59 Audience: Both nurtures + NEW audience (wealth advisors) Effort: High (Rewyse full build — 2-4 weeks) Expert driver: Deiss (new product line, new audience, new revenue stream). Pittman (new ad campaigns to wealth advisor audience, new pixel data). Hormozi (same Grand Slam value equation — 40-50 skills at $39-$59 is the same absurd ratio as 52 at $7). List impact: This is a major launch. Existing subscribers get "first look" access. New wealth advisor audience enters through its own CIB-equivalent lead magnet.

Month 10 — Workshop: "Referral Pipeline Design"

Product: 90-minute workshop on building a referral system using Referral Ask Builder + Strategic Partnership Pitch + Follow-Up Sequence Writer Price: $37 Audience: Nurture B primarily Effort: Medium (Kathryn live) Expert driver: Kern (Referral Activator is one of the Practice Kit skills — this workshop previews PBOS-level thinking). Hormozi (referrals are the #1 growth lever for practice owners — high dream outcome).

Month 11 — Vertical Seasonal: "CPA Tax Season Prep"

Product: CPA-specific skill pack — engagement letters, seasonal communications, staff delegation tools, client retention during off-season Price: $27 Audience: CPA segment (tagged in MailerLite) Effort: Low-Medium (Rewyse builds CPA-specific skills) Expert driver: Pittman (seasonal targeting — CPAs start thinking about tax season prep in November). Deiss (vertical monetization within the existing list). Note: This is a preview/subset of the full "Claude Skills for Accounting Firms" pack. If it converts well, the full vertical build (Month 14-15) is validated.

Month 12 — Anniversary Campaign

Product: Not a new product — a pricing event Price: Variable (52 skills at $3.50, PBOS founding rate re-opens for 48 hours, bundle deals) Audience: Full list Effort: Low (campaign, not build) Expert driver: Brunson (scarcity event — founding rate re-open is the biggest draw). Hormozi (the value equation is strongest when the price drops — same dream outcome, lower sacrifice). Pittman (anniversary campaigns are proven high-converters in email marketing). Deiss (re-engagement — dormant subscribers activate for events). PBOS founding re-open: 48 hours only. Legitimate scarcity. "We're opening 10 more founding spots at $49/mo. When they fill, the rate goes back to $97." Kern posture: this is real, not manufactured.

Transition Emails

These fire 2 days after the focused sequence ends. They reset the relationship and set expectations for the weekly cadence.

Nurture A Transition — Day 10 after opt-in

MailerLite trigger: Sequence A completes (Day 8) + 2-day delay + subscriber NOT in "52 Skills Buyers" Subject: What you'll hear from me Preview text: No more pitches. Just this.

Over the last week I shared what I see across practices — operational blind spots, the 8 categories every practice runs on, and a set of tools I built.

Going forward, you'll hear from me once a week.

No selling arc. No countdown. Just one email per week with something I'm seeing, thinking about, or building.

Some weeks it's a pattern I noticed across the practices I work with. Some weeks it's a specific operational problem and what to do about it. Occasionally I'll share something I made — a new skill, a resource, a workshop.

If you're still sitting on the Client Intelligence Brief, run it before your next client call. Paste a few emails, get the brief back. That one skill gives you a clear picture of what I build and how I think.

If it's useful, keep opening. If it's not, unsubscribe — no hard feelings.

— Kathryn

Expert source: Kern (relationship reset — honest about what to expect. "No selling arc" directly names the shift). Brunson (SOS → Seinfeld transition — the energy must change visibly or the subscriber feels like the pitch never ended). Deiss (CIB utilization reminder — keeps the lead magnet active).

Nurture B Transition — 2 days after selling sequence completes

MailerLite trigger: Sequence B completes (Day 15) OR Sequence C completes (Day 17) + 2-day delay + subscriber NOT in "PBOS Founding Members" Subject: Still here Preview text: Different emails from here.

Over the last couple of weeks I shared what I see across practices — where the constraints hide, what happens when individual tools don't connect into a system, and how I ended up building this work.

Going forward, you'll hear from me once a week. Different kind of email.

Sometimes it's a practice pattern I'm seeing — the kind of thing that makes you look at your own operation differently. Sometimes it's a skill-specific tip — how to get more from something you already own. Occasionally I'll share something new I built, or open a workshop.

You own the 52 skills. That's real capability. I'm going to keep helping you use it.

— Kathryn

Expert source: Kern (honest posture — the transition preserves the relationship without referencing a specific offer they may not have seen). Brunson (Seinfeld energy — the transition must feel like relief, not abandonment). Deiss (maintain the customer relationship — they're a buyer, treat them like one).

Structural note (May 24, 2026): This transition email now serves BOTH Sequence B completers (warm, CIB context) and Sequence C completers (cold, SLO context). The opening line references the value arc both sequences delivered (constraints, tools-vs-systems gap, origin story) without referencing PBOS or any specific offer. Previous version referenced "what's behind Practice Builders OS" which was content B9-B11 would have delivered — those emails were never deployed.

Nurture A — Value Emails (First 8 Weeks)

MailerLite automation: sends weekly, starting 7 days after the transition email. When a monthly campaign week hits, the automation pauses for that week. 8 value emails covers approximately 10-12 calendar weeks including campaign interrupts.

NA-V1: The 15-minute scramble

Subject: The 15-minute scramble Preview text: You know the one.

You have a client call in 15 minutes.

You pull up the email thread. Skim the last three messages. Try to remember what you agreed to. Try to remember what they're worried about. Try to piece together a plan for the conversation.

Twelve minutes of scrambling. Three minutes of actual prep. Walk in and hope you don't miss anything important.

This is how most practice owners prepare for calls. It's not a system. It's a scramble.

The Client Intelligence Brief — the skill you downloaded — replaces the scramble with a structured brief. Paste the emails. Get back: rolling items, velocity, sentiment, call prep with actual language, and a prioritized action plan.

Two minutes. Every time.

If you've been sitting on it, run it before your next call.

— Kathryn

Expert source: Deiss (utilization — drive engagement with the lead magnet before any selling). Hormozi (perceived likelihood — naming the specific output makes it feel real and achievable).

NA-V2: The invisible number

Subject: The number nobody tracks Preview text: It's not revenue.

There's a number in your practice that you've never calculated.

Hours per week spent on operational work that doesn't directly serve clients and doesn't directly generate revenue.

Proposal writing. Pipeline management. Scope clarification. Session prep. Follow-up emails. Scheduling. Invoice chasing. Content creation.

For most practice owners running $500K-$1M, the number is 15-20 hours per week. Over a year, that's 800-1,000 hours.

That's not waste — the practice needs it. But it's invisible. It doesn't show up on a revenue report. Nobody tracks it. Nobody optimizes it.

The practice owners who break through their revenue ceiling are the ones who start measuring that number and systematically compressing it.

Just something to think about.

— Kathryn

Expert source: Kern (results-in-advance — the email delivers a diagnostic lens the reader can use immediately). Hormozi (dream outcome seeds — the reader starts to imagine what 800 reclaimed hours looks like).

NA-V3: The referral you never knew you lost

Subject: The referral you never knew you lost Preview text: It wasn't about the quality of your work.

Most practice owners believe referrals happen because of good work. Do great work, clients refer you naturally.

That's half true.

Good work is necessary. But it's not sufficient. Here's why.

Your client has lunch with a colleague. The colleague mentions they're struggling with something you solve. Your client says "you should talk to my consultant."

Then: silence. Because your client doesn't have the language to describe what you actually do. They know you're good. They can't articulate why.

The referral dies in that moment — not because of your work, but because you never gave your client the words.

The practice owners who get consistent referrals have done one specific thing: they've built a simple, repeatable description of the outcome they deliver. Not an elevator pitch. A sentence their client can borrow.

"She takes the operational mess that's eating your time and turns it into a system that runs without you."

That's borrowable. That's referable.

If your best client couldn't describe what you do in one sentence to a stranger at lunch, that's the gap.

— Kathryn

Expert source: Kern (insight delivery — the reader walks away with a framework for thinking about referrals they didn't have before). Brunson (Attractive Character thinking — Kathryn reveals how she sees the world, which builds affinity).

NA-V4: The proposal speed trap

Subject: The proposal speed trap Preview text: The best proposal doesn't win.

Here's an uncomfortable truth about proposals.

The best proposal doesn't win. The fastest one does.

Not always. But more often than practice owners want to admit. By the time you've spent 4-6 hours crafting the perfect document, the prospect has talked to two other people who sent something in 48 hours.

Proposal speed isn't about being sloppy. It's about having a system. A reusable structure, calibrated to your voice and your offer, that lets you respond before the prospect's attention drifts.

The practice owners who close consistently aren't better writers. They're faster responders — because they've built the infrastructure that makes speed possible.

If your proposals take more than 90 minutes, the problem isn't the writing. It's the lack of a system behind the writing.

— Kathryn

Expert source: Hormozi (time delay dimension — the email names the cost of slow response without pitching a solution). Kern (pattern revelation — this reframes proposals from a quality problem to a speed problem, which is a genuine insight).

NA-V5: The conversation nobody wants to have

Subject: The conversation nobody wants to have Preview text: Your rates are too low. You know it.

There's a conversation every practice owner postpones.

The fee increase.

Your rates haven't moved in 18 months. Maybe longer. You know they should go up — your capability is better, your market has shifted, your costs have increased. But the thought of telling existing clients makes your stomach drop.

So you delay. Another quarter. Another year. Meanwhile, every hour of delivery is slightly underpriced, and the gap compounds.

Here's what I've seen work.

The practice owners who raise fees successfully do one thing differently: they separate the announcement from the conversation. The email goes out with 60 days' notice, a clear explanation of what's changed, and an invitation to discuss.

Most clients say nothing. They accept and keep going. The ones who push back are having a conversation you need to have anyway — because their engagement is the one most likely to be underpriced.

The longer you wait, the bigger the gap. The conversation doesn't get easier with time.

— Kathryn

PS — The Fee Increase Announcement skill handles the hardest part — building the actual email, with the right tone, the right framing, and the right timeline. It's one of 52 skills I built for practice owners. [$7 for the full set →]

Expert source: Kern (the email delivers a real operational insight AND names a specific skill — the value and the product are woven together naturally). Deiss (soft 52 re-present in the PS, not the body — the value email does its job, the PS does the selling job). This is the first soft 52 mention — email 5 of the value sequence, matching the "every 4th-5th email" rule.

NA-V6: The two kinds of pipeline

Subject: There are two kinds of pipeline Preview text: Most practice owners only manage one.

There are two kinds of pipeline in every practice.

The first one is active. Proposals sent, conversations happening, follow-ups scheduled. This is the one you manage — or at least try to. It's visible because it's loud.

The second one is dormant. Conversations that went quiet. Proposals that never got a response. Prospects who said "not right now" six months ago. People who know your name but haven't heard from you since.

Most practice owners manage the active pipeline and ignore the dormant one.

The dormant pipeline is almost always larger. And it converts at a higher rate when re-activated — because these people already know you. The trust is partially built. They just need a reason to come back.

One email. One new observation about their industry. One relevant resource. One "I was thinking about our conversation and wanted to share this."

If you mapped every quiet conversation from the last 12 months, you'd find 10-20 people who are one email away from re-engaging.

That's pipeline you've already paid for.

— Kathryn

Expert source: Hormozi (dream outcome — the reader realizes they have untapped revenue sitting in their inbox). Pittman (ROI framing — "pipeline you've already paid for" is a paid-traffic insight applied to organic relationships).

NA-V7: What your calendar says about your practice

Subject: Open your calendar Preview text: Count the hours that aren't client delivery.

Pull up last week's calendar.

Count the hours that weren't client delivery or business development.

Internal meetings. Admin. Scheduling. Prep that should have taken 10 minutes but took 45. Email threads that went back and forth six times when one structured message would have closed it.

That number — the non-revenue, non-delivery hours — is your operational overhead. Most practice owners running $500K-$1M are carrying 12-18 hours per week of operational overhead.

Nobody optimizes it because nobody measures it. And nobody measures it because it doesn't feel like a problem — it feels like "running the business."

It is running the business. But it doesn't have to take 15 hours.

The practice owners who break through their capacity ceiling don't add hours. They compress the operational overhead. The same work, in less time, with systems instead of effort.

Look at the number. That's where the capacity is hiding.

— Kathryn

Expert source: Kern (actionable insight — "pull up last week's calendar" gives the reader something to do right now). Hormozi (effort dimension — naming the operational overhead makes the reader feel the cost of doing nothing).

NA-V8: The question nobody can answer

Subject: The question nobody can answer Preview text: I ask it in every diagnostic.

In every diagnostic conversation I have with a practice owner, I ask the same question.

"Which of your clients is actually your most profitable?"

Not highest revenue. Profitable. Revenue minus the time, scope, communication overhead, and emotional energy each client requires.

Almost nobody knows. They can rank by revenue. They can tell me who's their "best" client — usually meaning most pleasant to work with. But profit per client? Blank stare.

This matters because most practices have at least one client who looks profitable on the surface and is actually costing them capacity. High revenue, but also high scope creep, high communication load, high prep time. The net is thinner than it appears.

And they usually have at least one client who seems small but is wildly efficient — low overhead, fast decisions, clean scope. That's the client profile to replicate.

You can't make this decision by feel. You need the math.

If you ran the numbers on your top 5 clients — revenue, hours, overhead — at least one ranking would surprise you.

— Kathryn

Expert source: Kern (diagnostic thinking shared free — the reader gets Kathryn's actual advisory lens). Brunson (Attractive Character — the "I ask this in every diagnostic" positions Kathryn as someone who does this work professionally, not just a marketer).

Nurture B — Value Emails (First 8 Weeks)

MailerLite automation: sends weekly, starting 7 days after the transition email. Same campaign-week pause logic as Nurture A.

NB-V1: The category nobody prioritizes

Subject: The category nobody prioritizes Preview text: Until it costs them a client.

Of the 8 operational categories your practice runs on, one gets ignored almost universally.

Client Communication.

Not the essential communications — the project update, the deliverable handoff, the kickoff agenda. Those happen because the engagement depends on them.

The ones that get skipped:

The re-engagement email to the client who went quiet 6 weeks ago. The fee increase you've been meaning to send for 3 months. The milestone celebration note when a client hits a result. The difficult conversation about the deliverable that isn't landing.

Each one is a 5-minute task. Each one gets deferred indefinitely because it feels hard or awkward or low-priority.

Each one, when skipped long enough, costs you a client or a referral you never knew you lost.

You have 9 skills in Client Communication. Two starting points:

Re-Engagement Email Writer — for the prospect or client who went quiet. Run it with their name and last interaction. Draft in 3 minutes.

Milestone Celebration Note — for the client who just hit a result and doesn't know you noticed. Two minutes. Send it today.

— Kathryn

Expert source: Deiss (utilization — naming specific skills with specific instructions re-activates usage). Kern (insight + action — the email delivers a genuine observation about communication gaps AND gives two concrete starting points).

NB-V2: If I could only run one skill per week

Subject: If I could only run one skill per week Preview text: It's not the one you'd guess.

If you asked me which of the 52 skills to run every single week, I wouldn't say Proposal Builder or Session Prep Brief.

I'd say Weekly Pipeline Review.

Here's why.

Everything else in your practice responds to what's in front of you. A proposal is due, so you run Proposal Builder. A client call is tomorrow, so you run Session Prep Brief. You're reactive because the trigger is obvious.

Pipeline is different. Nothing forces you to look at it. No alarm goes off when a conversation goes quiet. No deadline fires when a warm prospect drifts to cold.

The Weekly Pipeline Review forces the look. Every Monday, 20-30 minutes. What's active, what's stalled, what needs a next action this week.

The practice owners who never have a dry pipeline aren't better at sales. They're better at looking — consistently, every week, before the drought arrives.

Run it Monday.

— Kathryn

Expert source: Hormozi (perceived likelihood — naming one specific skill with one specific rhythm makes the system feel achievable). Brunson (Attractive Character opinion — "I'd say Weekly Pipeline Review" is a stance, not generic advice).

NB-V3: Pricing drift

Subject: When was the last time you reviewed your pricing? Preview text: Most practice owners can't remember.

There's a slow bleed that happens in every practice.

Pricing drift.

You set your rates when you started — or when you last had the courage to raise them. Since then, your capability has improved, your delivery has gotten faster, your market has shifted.

Your rates haven't moved.

The gap between what you charge and what you're worth widens by about 10-15% per year if you don't actively manage it. Over three years, that's 30-45% of unrealized revenue. On a $500K practice, that's $150K-$225K.

Not money you lost. Money you never collected.

The fix isn't complicated. Run your Pricing Review Analyzer once per quarter. Feed it your current rates, your hours per client, and your utilization. It shows you where you're undercharging — by client type, by service line, by engagement model.

Most practice owners who run it find at least one service line that's 20%+ below market. Not because they priced it wrong — because they priced it three years ago and never updated.

Quarter takes 15 minutes. The insight might be worth $50K.

— Kathryn

Expert source: Hormozi (dream outcome — "$150K-$225K" makes the unrealized revenue tangible). Deiss (utilization — connecting the insight directly to a skill they already own). Kern (diagnostic authority — Kathryn names the pattern and the fix with specific numbers).

NB-V4: The onboarding nobody standardizes

Subject: Your onboarding is different every time Preview text: And it's costing more than you think.

Here's something I see in almost every practice I work with.

Client onboarding is different every time.

Not intentionally. Nobody decided "let's give each client a unique onboarding experience." It just happens. You're busy when one client signs, so they get the abbreviated version. The next client signs during a slow week, so they get the full treatment.

Over time, every client starts from a different baseline. And the ones who got the rushed onboarding? They're the ones who email more, ask more clarifying questions, push scope, and take longer to reach full velocity.

That's not a difficult client. That's an onboarding gap.

The fix is standardization — not rigidity, but a minimum baseline that every client gets regardless of how busy you are that week. Same intake questionnaire. Same kickoff agenda. Same expectation-setting conversation.

You have Client Intake Questionnaire Builder, Engagement Kickoff Agenda, and Expectation-Setting Script in your toolkit. Run all three for your next new client. Compare the experience to your last three onboardings.

The difference will be obvious.

— Kathryn

Expert source: Deiss (utilization — three skills named with a specific challenge to run them together). Kern (pattern-reveal — the reader recognizes the inconsistency in their own onboarding immediately). Hormozi (effort reduction — "the fix is standardization" makes it feel like a solvable problem).

NB-V5: One skill is useful. Three in sequence is a system.

Subject: One skill is useful. Three in sequence is a system. Preview text: This is where it gets interesting.

Most practice owners run one skill at a time. A proposal comes in, they run Proposal Builder. A client call is tomorrow, they run Session Prep Brief.

That's useful. But it's not where the real leverage is.

The leverage is in chaining.

Here's an example. Before a new engagement starts:

Step 1: Run Client Intake Questionnaire Builder to standardize what you collect. Step 2: Run Engagement Kickoff Agenda to build the first meeting. Step 3: Run Expectation-Setting Script to prepare the conversation that prevents scope creep later.

Three skills. Maybe 20 minutes total. And your onboarding just went from improvised to systematic.

Another chain: Diagnostic Call Prep → Proposal Builder → SOW Generator. Discovery to signed engagement in one workflow.

The skills are designed to chain. The output of one feeds the input of the next. When you start thinking in workflows instead of individual tasks, the 52 skills stop being a toolkit and start being infrastructure.

If you've been running skills one at a time, try a chain this week. Pick the workflow that matches your next real task.

— Kathryn

PS — Inside PBOS, the Practice Command Center organizes these chains into weekly rhythms so you don't have to map the sequence yourself. Just a note for when the timing is right.

Expert source: Hormozi (perceived likelihood — showing a 3-step chain makes the system feel concrete and doable). Kern (genuine value + soft PBOS mention in a PS — the value is in the chaining insight, the PS is the lightest possible touch). This is the first soft PBOS mention — email 5, matching the 6-8 week cadence.

NB-V6: What your SOPs reveal

Subject: A question about your SOPs Preview text: The answer tells me everything.

When I ask practice owners how many documented SOPs they have, the answer falls into three categories.

"None." Everything lives in the owner's head. The practice runs on talent and memory. It works — until it doesn't. Until the owner is sick, or overloaded, or trying to bring on help.

"A few. Somewhere." They documented the obvious ones — maybe client intake, maybe invoicing. The documents are 18 months old and nobody references them. They were written to check a box, not to run the practice.

"We run on them." This is rare. These are the practices where a new team member can deliver at 80% of the owner's standard in their first month. Where the owner takes a week off and nothing breaks. Where capacity isn't limited to the owner's personal hours.

The gap between category 2 and category 3 isn't about documentation. It's about whether the SOPs are living systems or filed documents.

A living SOP tells you what to do, when to do it, what inputs to use, and what "done right" looks like. It gets updated when the process changes. It's referenced weekly, not annually.

You have the SOP Writer skill. If you've been thinking about documentation, start with your highest-frequency process. The one you do every week. Document that one. Make it real.

— Kathryn

Expert source: Brunson (Attractive Character — the three categories framework is Kathryn's diagnostic lens on display. The reader self-identifies instantly). Kern (results-in-advance — the email delivers real advisory thinking). Deiss (utilization — SOP Writer is a skill most buyers haven't tried yet).

NB-V7: The quarterly review most owners skip

Subject: The meeting you keep canceling Preview text: The one with yourself.

Every practice owner I work with has the same meeting they keep canceling.

The quarterly review with themselves.

Not a client review. Not a team check-in. The meeting where you sit down for 90 minutes and ask: What worked this quarter? What didn't? Where did I spend time that didn't produce results? What should I stop doing? What should I start?

This meeting gets canceled because it's never urgent. There's always a client call, a proposal, a deliverable that feels more pressing. The quarterly review can wait. It can always wait.

And so most practice owners run their businesses in 12-month sprints based on intuition and a vague New Year's resolution.

The fix is brutally simple. Put it on the calendar. Treat it like a client session. Run your Quarterly Reflection Debrief skill with your actual data — revenue, clients added, clients lost, hours worked, biggest wins, biggest drains. Get the structured output. Make three decisions based on what it tells you.

90 minutes per quarter. 6 hours per year. That's the difference between running your practice by design and running it by momentum.

Q2 ends in June. Put it on the calendar now.

— Kathryn

Expert source: Kern (actionable + time-bound — "Q2 ends in June. Put it on the calendar now" gives a specific next action). Hormozi (effort dimension — "90 minutes per quarter. 6 hours per year." names the cost precisely so it feels trivial). Deiss (utilization — names the specific skill and specific inputs).

NB-V8: Running skills vs. running a practice

Subject: Running skills vs. running a practice Preview text: They're not the same thing.

There's a distinction I've been thinking about.

Running skills and running a practice on skills are not the same thing.

Running skills is what most people do with the 52. A proposal is due — run Proposal Builder. A call is tomorrow — run Session Prep Brief. It's reactive, it's useful, and it saves real time.

Running a practice on skills is different. It means:

Knowing which of the 8 operational categories needs attention THIS quarter — not guessing.

Having a weekly rhythm — Monday is pipeline, Tuesday is client prep, Friday is operations — so the skills run on schedule, not on crisis.

Having every skill calibrated to your specific clients, your pricing model, your engagement structure — so the output is yours, not generic.

Measuring what changes. Not "I feel more productive" but "my proposal turnaround dropped from 4 hours to 45 minutes and I closed 2 more engagements this quarter."

The 52 skills are the same either way. The difference is the system around them.

Most practice owners start with running skills. The ones who transform their practices build the system.

— Kathryn

Expert source: Hormozi (the tools → transformation gap restated — but here it's an observation, not a setup for PBOS. The email stands on its own as genuine thinking). Kern (Kathryn shares how she thinks, not what she sells). Brunson (Attractive Character — this is a personal reflection, not a pitch. It builds relationship through shared thinking).

Re-Engagement Sequence

3 emails over 7 days. Fires when a subscriber hasn't opened an email in 90 days. Same structure for both tracks with conditional content blocks.

MailerLite trigger: Subscriber in "Nurture A — Active" or "Nurture B — Active" with no opens for 90 days.

RE-1 — Day 1

Subject: Still there? Preview text: Quick check.

I noticed you haven't opened an email from me in a while.

No guilt trip. Just a check.

If you're still interested in what I'm sharing — practice patterns, operational thinking, the occasional new resource — do nothing. You'll keep hearing from me weekly.

If you'd rather not, the unsubscribe link is below. No hard feelings.

[CONDITIONAL — Nurture A:]

If you're still sitting on the Client Intelligence Brief, it's still the best 2-minute test of whether AI skills work for your practice. Paste a few client emails, see what comes back.

[CONDITIONAL — Nurture B:]

If you haven't run a skill in a while, try Session Prep Brief before your next client call. Paste the recent email thread, get the brief back. Two minutes. It's the fastest way to remember why you bought these.

— Kathryn

Expert source: Kern (honest posture — "no guilt trip" and "no hard feelings" are relationship-first language). Deiss (re-engagement with utilization prompt — give them something specific to do, not just "are you still here").

RE-2 — Day 4

Subject: One thing before I adjust your emails Preview text: The most useful thing I've shared recently.

I'm going to send you one more email after this, then adjust how often you hear from me.

Before I do — here's the most useful thing I've shared recently:

[CONDITIONAL — Nurture A:]

The practice owners who break through their revenue ceiling aren't working harder. They're compressing their operational overhead — the 12-18 hours per week of non-revenue, non-delivery work that nobody measures. That's where the capacity is hiding.

[CONDITIONAL — Nurture B:]

One skill per week changed more practices than any productivity system I've seen. Not three skills. Not "use them all." One. Every Monday. The same one for a month, then rotate. Weekly Pipeline Review is the starting point.

If that's useful, open this email. I'll know you're still reading.

— Kathryn

Expert source: Kern (results-in-advance one last time — deliver real value in the re-engagement email itself). Pittman (tracking signal — "open this email" is a behavioral trigger that MailerLite can use to keep them in the active group).

RE-3 — Day 7

Subject: Adjusting your emails Preview text: Less frequent going forward.

This is the last weekly email for now.

I'm moving you to a quarterly cadence — you'll hear from me when I build something significant or when there's a major launch worth sharing. Much less frequent.

If you ever want to come back to weekly, just open or click any email and you'll be back on the regular list.

— Kathryn

PS — Everything I've shared is still available. The CIB skill is still in your downloads. [CONDITIONAL — Nurture B:] The 52 skills are still in your account. Whenever you're ready.

Expert source: Kern (respect — don't keep emailing people who've stopped reading. The relationship is preserved by backing off, not by shouting louder). Pittman (list hygiene — dormant subscribers hurt deliverability. Moving them to quarterly protects the active list's open rates). Deiss (the door stays open — quarterly cadence means they can re-enter anytime).

Month 1-3 Campaign Emails

Full production copy for the first 3 months. Each campaign follows the 4-email mini-launch structure (tease, launch, follow-up, last call) unless noted otherwise.

MailerLite note for Nurture B, Month 1: Subscribers who completed Sequence B within the last 14 days should be excluded from the PBOS founding launch campaign. They just received B10-B11 (the PBOS offer and decision emails). Suppress for 14 days, then include in subsequent campaigns.

Month 1 — Nurture A: 52 Skills Re-Present

Nurture A doesn't receive the PBOS founding launch (they haven't bought the 52). Month 1 for Nurture A is a fresh-angle re-present of the 52 Claude Skills.

M1-A Tease (Week 2 value email PS):

PS — Next week I'm sharing something I don't talk about often. A project that took me months to build.

M1-A Launch

Subject: The project that took 6 months Preview text: 52 skills. Every operational task in your practice.

I don't often talk about the full scope of what I've built.

You know the Client Intelligence Brief — the skill you downloaded. It handles one operational moment: the 15 minutes before a client call.

Over the past year, I built 51 more.

52 AI skills across 8 operational categories — business development, proposals, onboarding, delivery, communication, content, operations, and strategy. Each one works the same way: paste your inputs, get structured output in minutes.

Proposal Builder cuts a 4-hour proposal to 40 minutes. Weekly Pipeline Review shows every active conversation on one screen. Scope Creep Response handles the "can we also..." email in 5 minutes. Fee Increase Announcement builds the email nobody wants to write.

$7 for all 52. Subscribers get first access at this price.

[Get the 52 Claude Skills — $7 →]

— Kathryn

Expert source: Kern ("subscribers first" framing). Brunson (Hook → Story → Offer — hook is "the project that took 6 months," story is the CIB-to-52 journey, offer is $7). Deiss (monthly monetization attempt on Nurture A — goal is to create a buyer).

M1-A Follow-Up

Subject: Three questions about the 52 skills Preview text: I get the same three every time.

Since I shared the 52 skills on Tuesday, I've gotten the same three questions:

"Do I need Claude specifically?" Any AI tool that accepts a .md file works — Claude, ChatGPT, Gemini. The skills are formatted as structured instructions, not platform-specific code.

"Which one should I start with?" If you're writing proposals, Proposal Builder. If you're managing pipeline, Weekly Pipeline Review. If you're prepping for calls, Session Prep Brief. Match the skill to whatever's taking the most time this week.

"Is this really $7?" Yes. Not a typo, not a limited-time price. $7 for all 52.

[Get the 52 Claude Skills — $7 →]

— Kathryn

Expert source: Hormozi (objection handling — the three questions address the three most common barriers). Brunson (FAQ format increases click rate — the reader sees their own question answered).

M1-A Last Call

Subject: 52 skills — last mention Preview text: Then back to regular emails.

Last note on the 52 skills.

52 AI skills. 8 operational categories. Every repeatable task in your practice.

$7.

[Get the 52 Claude Skills →]

Back to regular emails next week.

— Kathryn

Expert source: Pittman (close the window — direct, short, one CTA). Kern ("back to regular emails" respects the reader's time and signals the campaign is ending).

Month 1 — Nurture B: PBOS Founding Launch

Extended launch — 4 emails over 10 days (not the standard 4-email mini-launch). This is the biggest event of Year 1.

M1-B Launch

Subject: Practice Builders OS is open Preview text: Founding member rate: $49/mo.

I've been building this for months. Today it's open.

Practice Builders OS is a membership for practice owners who own the tools and want the system.

What you get on Day 1:

Practice Kit — 5 premium hand-built skills that build your Practice Brain. Every skill you run from that point forward — including the 52 you already own — produces output specific to YOUR practice. Your clients, your revenue model, your constraints. Not generic.

Practice Diagnostic — A workbook that maps your practice across all 8 operational categories. Where you're strong. Where you're leaking. What to fix first.

Practice Command Center — A Notion workspace that organizes your skill outputs and surfaces what to run this week.

What you get every month:

Practice Growth Playbook — Strategic deep-dive on pricing, pipeline, capacity, referrals, offer design. Each one connects to the specific skills that execute it.

Community Q&A — Direct access to me and to other practice owners doing the same work.

Founding rate: $49/mo. Locked permanently. Regular price when founding spots close: $97/mo.

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

— Kathryn

Expert source: Deiss (full ascension offer). Brunson (Hook → Story → Offer). Hormozi (Day 1 experience as value proof). Kern (relational posture — describes, doesn't perform urgency). Pittman (one CTA, founding rate as headline, regular rate as anchor).

M1-B Day 1 Walkthrough (Day 3)

Subject: What Day 1 actually looks like Preview text: It takes about 90 minutes.

You sign up. Here's what happens.

First 30 minutes: You receive the Practice Kit — 5 premium skills. You run the first one, which builds the foundation of your Practice Brain. It asks you about your clients, your services, your revenue model, your constraints. The output is a structured profile that every other skill reads from.

Next 30 minutes: You open the Practice Diagnostic workbook. It walks you through all 8 operational categories — not a quiz, but a real assessment. At the end, you see which categories are strong, which are leaking, and which one to fix first.

Final 30 minutes: You set up your Practice Command Center in Notion. It organizes everything — your skill outputs, your client work, your weekly rhythms. The answer to "what should I run today?" lives here.

90 minutes. By the end of Day 1, you have a diagnosed practice with a personalized system and a clear next action.

That's the Day 1 experience.

$49/mo founding rate. Locked permanently.

[Join as a Founding Member →]

— Kathryn

Expert source: Hormozi (perceived likelihood — walking through the 90-minute Day 1 makes the outcome feel inevitable, not aspirational. Every step is named, timed, and specific). Brunson (story format — this reads like a narrative of the reader's near future).

M1-B Spots Update (Day 6)

Subject: Founding spots update Preview text: They're filling.

Quick update on Practice Builders OS founding spots.

The spots are filling. When they're gone, the rate moves from $49/mo to $97/mo.

No countdown timer. No marketing deadline. Just how founding rates work — the early members get the locked rate.

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 (strategic depth, connected to skills) — Community Q&A with me

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

— Kathryn

Expert source: Brunson (legitimate scarcity — no fake countdown, just real mechanics). Kern (honest — "just how founding rates work").

M1-B Last Call (Day 10)

Subject: Founding member rate Preview text: When it closes, it's gone.

Last note on PBOS founding spots.

$49/mo. Locked permanently for founding members. $97/mo when the founding spots fill.

You own the 52 skills. PBOS is where they become a system — diagnosed, personalized, with a rhythm.

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

If the timing isn't right, no pressure. You'll keep hearing from me weekly. The skills are yours.

— Kathryn

Expert source: Pittman (close the decision window — Day 10, final email). Kern (honest posture — "if the timing isn't right, no pressure" preserves the relationship for future monthly campaigns and subsequent PBOS touches).

Month 2 — Nurture A: Mid-Year Practice Review (Free)

M2-A Tease (Week 2 value email PS):

PS — Next week I'm releasing a new skill. It's free for subscribers. It does one thing: maps your practice health in 10 minutes.

M2-A Launch

Subject: New skill — free for subscribers Preview text: Mid-Year Practice Review. No catch.

I built a new skill this week.

Mid-Year Practice Review — a guided review of your practice health. Feed it your revenue, your client count, your biggest wins and biggest drains from the first half of the year. It gives you back a structured assessment: what's working, what's drifting, and what to prioritize in the second half.

Works the same way as the Client Intelligence Brief — upload the .md file to your AI tool, start a conversation, follow the prompts.

It's free. Subscribers get it first.

[Download the Mid-Year Practice Review →]

If you've been running the CIB, this is the practice-wide version of the same thinking. If you haven't run anything yet — this is a good place to start.

— Kathryn

Expert source: Kern ("subscribers first" + free — pure results-in-advance. No barrier to entry. The goal is engagement, not revenue). Pittman (free product activates dormant Nurture A subs. Downloads create behavioral data for MailerLite scoring). Deiss (utilization — a free skill download re-engages leads who've gone passive).

M2-A Follow-Up

Subject: Did you download it? Preview text: Takes about 10 minutes.

If you downloaded the Mid-Year Practice Review and haven't run it yet — 10 minutes.

Feed it: — Your approximate revenue for the first half — Number of clients (active and lost) — Your biggest win and biggest frustration

What you get back: a structured view of where your practice stands and what to prioritize next.

It's the kind of assessment most practice owners don't do until December — if they do it at all.

[Download it here if you missed Tuesday's email →]

— Kathryn

Expert source: Deiss (utilization follow-up — don't just deliver the product, drive usage of it). Hormozi (effort collapse — "10 minutes" and three bullet-point inputs make it feel trivial).

M2-A Last Call

Subject: Mid-Year Practice Review — last link Preview text: Free through Friday. Then it goes to the catalog.

The Mid-Year Practice Review skill is free through Friday. Then it goes into the catalog at $7.

[Download free — last day →]

This is the practice-wide version of the CIB you already have. Same format. Same install. Bigger picture.

— Kathryn

Expert source: Pittman (bounded window — "free through Friday" creates natural urgency without countdown timers). Deiss (the product moves to a catalog at $7, which validates its worth even as a free offer).

Month 2 — Nurture B: Mid-Year Practice Review ($7)

M2-B Tease (Week 2 value email PS):

PS — New skill coming next week. It pairs with three skills you already own.

M2-B Launch

Subject: New skill: Mid-Year Practice Review Preview text: Pairs with three skills you already own.

New skill release.

Mid-Year Practice Review — a guided review of your practice health. Feed it your actuals from H1: revenue, client count, wins, drains, capacity. It gives you back a structured mid-year assessment.

This pairs directly with three skills you already own:

Quarterly Reflection Debrief → feeds into the review Annual Plan Builder → the review feeds your H2 plan Revenue Goal Reverse Engineer → recalibrate your numbers at the midpoint

The chain: Reflection → Review → Plan → Revenue target. Four skills, one afternoon, second half of the year mapped.

$7. Subscribers get first access.

[Get the Mid-Year Practice Review — $7 →]

— Kathryn

Expert source: Kern ("subscribers first" framing). Deiss (chaining creates perceived value beyond the $7 price — the skill makes their existing toolkit more valuable). Hormozi (Grand Slam feel — 4 skills producing a complete planning cycle for $7).

M2-B Follow-Up

Subject: What the review usually reveals Preview text: Three patterns.

If you ran the Mid-Year Practice Review, you probably noticed one of three patterns:

Revenue is up but capacity is maxed. You're growing by adding hours, not leverage. The ceiling is your personal bandwidth.

Revenue is flat but you're busier. Scope has crept, rates haven't moved, or you've taken on clients that aren't profitable. The busy-ness is masking a pricing or scope problem.

You've grown in 2-3 categories and stalled in the rest. The practice is lopsided — strong in delivery, weak in pipeline. Or strong in BD, weak in operations.

Whichever pattern showed up — that's the constraint. And it won't resolve by working harder in the same direction.

— Kathryn

Expert source: Kern (results-in-advance — the follow-up delivers diagnostic value regardless of whether they bought). Brunson (Attractive Character diagnosis — Kathryn names patterns the reader recognizes in themselves). No CTA. Pure value. This builds trust for future campaigns.

Month 3 — Nurture B: Workshop ($27)

M3-B Tease (Week 2 value email PS):

PS — I'm running a live workshop in two weeks. AI Skills for Client Delivery — the full engagement cycle, start to finish, on screen. Details Tuesday.

M3-B Launch

Subject: Workshop: AI Skills for Client Delivery Preview text: 90 minutes. Live. $27.

On [DATE], I'm running a 90-minute live workshop.

AI Skills for Client Delivery — I'll walk through how to chain 3-4 client delivery skills into a single engagement cycle. Start to finish. Live, on screen, with real inputs.

What you'll see:

Pre-engagement: Diagnostic Call Prep → Proposal Builder → SOW Generator. Discovery call to signed engagement in one workflow.

During engagement: Session Prep Brief → Action Item Tracker → Progress Update Builder. Every client session runs on a system.

Close: Engagement Closure Summary → Case Study Builder. The engagement ends clean, and the proof asset writes itself.

This isn't a webinar with slides. It's a live demonstration with real skill inputs and real outputs. You'll see exactly how the skills chain together — and you'll walk away with the workflow documented.

90 minutes. $27.

Recording available for 7 days after the workshop. Then it moves behind PBOS — founding members get it permanently.

[Register for the Workshop — $27 →]

— Kathryn

Expert source: Brunson (event-based urgency — a date creates natural scarcity). Hormozi (experience value — seeing the skills work live is worth more than reading about it. Perceived likelihood jumps when you watch someone execute). Kern (this is where Nurture B subscribers meet Kathryn as a person — highest-probability PBOS converters come from workshops). Deiss (recording behind PBOS creates real scarcity for the live + 7-day window).

M3-B Follow-Up

Subject: What you'll leave with Preview text: A documented workflow. Not just notes.

Quick note about the workshop on [DATE].

You won't just watch. You'll leave with:

A documented 3-phase client delivery workflow — pre-engagement, active engagement, close — with specific skills mapped to each phase.

Input templates — exactly what to paste into each skill and in what order.

A chaining reference — which skill's output feeds the next skill's input.

The session is live. Bring a real client engagement you're working on. I'll show you how to run the full cycle on YOUR inputs.

[Register — $27 →]

— Kathryn

Expert source: Hormozi (tangible takeaways collapse the effort dimension — "you'll leave with" makes the outcome feel guaranteed). Brunson (participation hook — "bring a real client engagement" increases perceived value and commitment).

M3-B Last Call

Subject: Workshop tomorrow Preview text: Last chance to register.

The AI Skills for Client Delivery workshop is tomorrow at [TIME].

90 minutes. Live demonstration. Real inputs, real outputs. You leave with a documented client delivery workflow.

$27. Recording available for 7 days.

[Register →]

— Kathryn

Expert source: Pittman (close the window — short, direct, one CTA). Day-of urgency is real, not manufactured.

Month 3 — Nurture A: Free Replay Excerpt

Nurture A doesn't get the workshop pitch (they don't own the skills). They get a free 15-minute excerpt as a lead activation tool.

M3-A Free Excerpt

Subject: Something I recorded for you Preview text: Free. 15 minutes. See what these skills do.

Last week I ran a live workshop — AI Skills for Client Delivery. I showed practice owners how to chain skills into workflows for the full client engagement cycle.

I pulled out a 15-minute excerpt for you. It shows one complete chain:

Session Prep Brief → Session → Session Recap Writer → Action Item Tracker

Real client inputs. Real outputs. Start to finish.

[Watch the free excerpt →]

This is one workflow using 3 of the 52 skills I built for practice owners. The Session Prep Brief alone — 2 minutes of input, structured call prep back — is what most people try first.

If you want the full set: [52 Claude Skills — $7 →]

— Kathryn

Expert source: Kern (results-in-advance — the excerpt delivers genuine value, not a trailer). Deiss (lead activation for Nurture A — the video demonstrates the 52 skills in action, which warms them for purchase). Pittman (soft 52 re-present woven into a content delivery email — the ratio stays healthy).

A Month in Motion

Here's what Month 2 (Mid-Year Practice Review) looks like as a subscriber. Both tracks, day by day.

Nurture A — Month 2

6 emails total. 3 value, 3 campaign. Kern's ratio across the full month: 3 pure value touches, 1 campaign event (with 3 campaign emails in one week). The ratio holds.

Nurture B — Month 2

5 emails total. 3 value, 2 campaign. Kern's ratio: 3 value touches, 1 campaign event (2 campaign emails — Nurture B doesn't need the last-call email because the skill stays available at $7 permanently).

Post-Sequence Transitions

After Sequence A ends (Day 8, didn't buy 52):

Day 8:  Sequence A completes
Day 10: Transition email fires ("What you'll hear from me")
Day 17: First value email (NA-V1: "The 15-minute scramble")
Day 24: Second value email (NA-V2)
        → Weekly cadence continues from here
        → Monthly campaigns interrupt per calendar

→ Enter Long-Term Nurture A (weekly emails)
→ Weekly value emails (Kern ratio: 3 value, 1 monthly launch)
→ Monthly campaigns: $0-$7 offers (goal: create a buyer)
→ Soft 52 re-present every 4-5th email (contextual, PS-style)
│
├── If they buy ANY product → tag as buyer → move to Nurture B, start Sequence B
├── If no email opens for 90 days → 3-email re-engagement sequence (RE-1 through RE-3)
│     ├── If re-engaged → back to Nurture A
│     └── If still no opens → move to quarterly cadence
└── If no engagement for 180 days → suppress (stop emailing)

After Sequence B ends (Day 15, didn't buy PBOS):

Day 15: Sequence B completes (B8 is the final email — B9-B11 permanently cut)
Day 17: Transition email fires ("Still here")
Day 24: First value email (NB-V1: "The category nobody prioritizes")
Day 31: Second value email (NB-V2)
        → Weekly cadence continues from here
        → Monthly campaigns interrupt per calendar

→ Enter Long-Term Nurture B (weekly emails)
→ Weekly value emails (deeper, skill-usage focused)
→ Monthly campaigns: $7-$47 offers (revenue + PBOS bridge)
→ PBOS soft-touch every 6-8 weeks (real triggers, not calendar-based)
│
├── If they buy PBOS → exit Nurture B → PBOS member onboarding
├── If no email opens for 90 days → 3-email re-engagement sequence (RE-1 through RE-3)
│     ├── If re-engaged → back to Nurture B
│     └── If still no opens → move to quarterly cadence (they're still buyers — don't suppress)
└── Monthly launches continue indefinitely for active subscribers

After Sequence C ends (Day 17, SLO buyer):

Day 17: Sequence C completes (C8 — evergreen conversational close)
Day 19: Transition email fires ("Still here" — same email as Sequence B completers)
Day 26: First value email (NB-V1: "The category nobody prioritizes")
Day 33: Second value email (NB-V2)
        → Weekly cadence continues from here
        → Monthly campaigns interrupt per calendar

→ Enter Long-Term Nurture B (weekly emails) — same track as Sequence B completers
→ Same value emails, same monthly campaigns, same re-engagement logic
│
├── Sequence C completers are 52 Skills buyers → they are Nurture B subscribers
├── No distinction between warm (Sequence B) and cold (Sequence C) in long-term nurture
└── The value emails and broadcast campaigns are the same for both

After PBOS purchase:

→ Exit all nurture sequences and campaigns
→ PBOS member onboarding (Practice Kit + Diagnostic + Command Center)
→ Monthly Playbook delivery
→ Community Q&A access
→ Member communications replace nurture emails
→ Cohort pitch at 3+ months active (separate, not in this system)

Quarterly Cadence (dormant subscribers):

For subscribers who go dormant (no opens for 90 days after re-engagement attempt):

• Nurture A dormants: One email per quarter. Major launches only (new product line, anniversary event, vertical launch). If they re-engage, move back to weekly.
• Nurture B dormants: One email per quarter. Same major launches. These are still buyers — don't suppress them. A dormant buyer who bought $7-$61 worth of products might wake up for a workshop or a vertical launch.

MailerLite Implementation

New Groups

Automation: Nurture A Value Emails

Campaign week handling: When a monthly campaign broadcast is scheduled for the same week as a value email, the automation email pauses (MailerLite workflow pause/resume or skip logic). The campaign email takes priority for that week.

Automation: Nurture B Value Emails

Automation: Re-Engagement Sequence

Automation Rules

Monthly Campaign Tracking

For each monthly campaign, tag subscribers who purchase with campaign-[month]-[product]. This enables:

• Revenue attribution per campaign
• PBOS conversion tracking (Pittman's metric: which monthly offers drive PBOS in the 30 days following?)
• Product-type analysis (do workshops convert better than bundles? do $17 products outperform $7 products?)

After 3 months, this data tells you which offer types to double down on.

Measurement

Weekly Email Benchmarks

Monthly Campaign Benchmarks

Re-Engagement Benchmarks

90-Day Review Questions

After 3 months of the long-term system:

1. Which monthly offer type drove the most PBOS conversions? (Workshop? Bundle? Playbook?)
2. Which value email topics got the highest open rates? (Practice patterns? Skill spotlights? Seasonal?)
3. What's the Nurture A → buyer conversion rate per month? (Target: 3-5% of active A subs buy something each month)
4. What percentage of Nurture B is going dormant? (If >30% in 90 days, the value emails aren't valuable enough)
5. What's the total revenue from monthly campaigns vs. PBOS recurring? (Monthly should supplement, not replace, PBOS as the primary revenue driver)
6. What's the re-engagement recovery rate? (If low, test earlier trigger — 60 days instead of 90)
7. Which transition email (A or B) has higher open rates? (This tells you how the focused sequence ending is perceived)