Source: frameworks/kit-email-sequence/01-email-sequence-context.md

Email Sequence Kit — Context & Inputs

Concept Brief — Gift Mode

Complete this before writing a gift email. Every field is required unless marked optional.

The Skill

Field	Value
Skill name	[e.g., Client Intelligence Brief]
One-line description	[What it does — one sentence]
Delivery page URL	[Live URL — e.g., advisoryos.ai/client-intelligence-brief-skill]

The Teaching Story

Field	Value
What Kathryn tested	[e.g., "4 emails from an active client"]
What the skill found	[Specific findings with numbers — e.g., "2 items rolling for weeks, 19 open items across 4 workstreams"]
The surprise	[The non-obvious finding — e.g., "flagged a risk: one item requires a behavior the client has never done before. Predicted it would keep deferring."]
The payoff	[The moment that earns it — e.g., "It was right."]
Authority line	[Why Kathryn is credible — e.g., "I build systems like this for client firms every week."]
Time comparison	[Manual vs. skill — e.g., "Two minutes to produce what normally takes 15 to piece together."]

Series Context

Field	Value
Series position	[e.g., "first of five"]
Series framing line	[e.g., "Each one handles a different part of running a practice. More coming over the next few weeks."]

Proof Handling

Field	Value
Client identity	[e.g., "Anonymized — tested on 4 client emails, client not named"]
What happens next	[e.g., "Email 2 in 3-5 days — either next skill gift or Intensive reveal. Decision: Kathryn."]

Subject Lines

Field	Value
Option 1	[Under 50 chars, curiosity-driven]
Option 2	[Different angle]
Option 3	[Different angle]

Send Details

Field	Value
Send date	[e.g., "Mar 25"]
List	[e.g., "225 subscribers"]
Coordinated with	[e.g., "LinkedIn handraiser post same day, DM sequence starts on comments"]

Concept Brief — Offer Mode

Complete this before building an offer email sequence.

The Offer

Field	Value
Product name	[e.g., Practice Growth OS Intensive]
Price	[e.g., $97]
Dates	[e.g., April 21-23, Tue/Wed/Thu]
Format	[e.g., "3 sessions x 90 min, build-along, everyone builds on their own data"]
Registration link	[Live URL]
Capacity	[e.g., "20 spots"]

What They Walk Away With

Field	Value
Session 1 outcome	[e.g., "Find the revenue hiding in your existing client base"]
Session 2 outcome	[e.g., "Build proof from existing engagements"]
Session 3 outcome	[e.g., "Close faster with scoped proposals"]
Components list	[Full list of everything included — for the value stack email]

The Teaching Story (Email 1)

Field	Value
Real story	[What happened, what was found — specific numbers. MUST be real.]
Pattern named	[The insight the story reveals — e.g., "Every practice owner has revenue hiding in existing clients. They never systematically look."]

The Objections (Email 3)

Field	Value
Objection 1	[e.g., "I'm not technical / I don't know AI"]
Answer 1	[Direct, short]
Objection 2	[e.g., "I don't have time for a 3-day thing"]
Answer 2	[Direct, short]
Additional Qs (optional)	[4-6 more Q&A pairs for the FAQ email]

The Math Moment (Email 4)

Field	Value
Comparison	[e.g., "Practice Builders members pay $97/month to build ONE skill. You're building three in three days at the same price."]

Subject Lines (3 per email, all under 50 characters)

Email	Option 1	Option 2	Option 3
1	[curiosity/story hook]	[different angle]	[different angle]
2	[outcome-focused]	[different angle]	[different angle]
3	[objection-based]	[different angle]	[different angle]
4	[value-focused]	[different angle]	[different angle]
5	[urgency/short]	[different angle]	[different angle]

Sequence Timing

Email	Date	Format
1	[date]	Teaching story
2	[date]	System reveal
3	[date]	FAQ / Q&A
4	[date]	Value stack
5	[date]	Urgency

Send Details

Field	Value
List size	[e.g., "225 subscribers"]
List type	[e.g., "existing subscribers from Substack"]
Send platform	[e.g., "Kit (ConvertKit)" or "manual"]

Sequence Architecture Rules

These rules govern how the sequence is structured in the email platform. Get them right before writing any copy.

Delivery emails are separate from nurture/buyer sequences. The delivery email fires immediately when someone opts in and does one job — deliver the thing. The nurture or offer sequence starts after. Never combine delivery and nurture into a single automation. The delivery email is its own standalone broadcast or automation step with no delay.

Separate automation emails from date-triggered emails. If the campaign has a fixed event date (Intensive, workshop, deadline), urgency emails ("tomorrow," "last call") must be scheduled campaigns sent on fixed dates — not relative-delay automation steps. Late opt-ins who enter the automation after the event date will receive urgency emails that no longer make sense. Rule: if the email references a specific date or "tomorrow," it's a scheduled campaign, not an automation step.

Exclude buyers from nurture. Any scheduled campaign that sells the product must exclude people who already bought. Set the exclusion at the group or segment level in the email platform — not per-email. One rule covers the whole sequence. If someone buys after Email 2, they stop getting Emails 3-5 automatically.

Don't put the price in nurture emails. The sales page does the selling. Emails drive traffic to the page. Keeping price off the emails also prevents a maintenance problem — when pricing changes, you'd have to update every email that mentions it. State the value, name the outcomes, link to the sales page. Let the page handle price, checkout, and objection handling.

Validation Rules

Do not write any email if these are missing:

[ ] Teaching story has real numbers — no fabricated proof
[ ] Subject line options drafted (3 per email, under 50 chars)

Additional for gift mode:

[ ] Delivery page URL is live and tested
[ ] Series position decided

Additional for offer mode:

[ ] Registration link is live
[ ] All 5 email formats have angles drafted
[ ] Objections identified with direct answers
[ ] Value stack components listed
[ ] Teaching story for Email 1 is real (not a placeholder)

Voice check before writing:

Load business-aos/reference/core/voice.md before writing. Emails should sound like Kathryn talking to one person — not a newsletter announcement.