Email Sequence Kit — Terminology
Locked Terms
| Term | Means | NOT |
|---|---|---|
| Skill | A Claude .md file the user uploads and runs | App, tool, bot, GPT, template, prompt |
| Run | What the user does with the skill | Use, try, test, execute |
| Practice | The user's business | Company, firm (OK occasionally), business (too generic) |
| Practice owner | The person we're talking to | Founder, entrepreneur, solopreneur, business owner |
| Deploy | What Kathryn does for clients | Implement, deliver, provide, coach |
| Install | Adding the skill to Claude (one-time) | Set up, configure, onboard |
| AI tool of choice | How we reference the LLM the reader uses — followed by examples: "your AI tool of choice (Claude, ChatGPT, Gemini)" | "AI assistant," "your AI assistant," "the AI" |
Email Voice
One person talking to one person. Not a newsletter. Not a broadcast. An email from Kathryn to someone she knows is on her list. Short sentences. Short paragraphs. Reads like a conversation.
One sentence per line. The Taki format. No multi-sentence paragraphs. Every sentence gets its own line. This creates rhythm and makes the email scannable.
Subject lines are short and curiosity-driven.
| Do | Don't |
|---|---|
| Under 50 characters | Long, descriptive subjects |
| Curiosity or pattern | Announcements ("WORKSHOP ALERT") |
| Lowercase energy | ALL CAPS or exclamation marks |
| Story hooks ("I was sitting on $40K") | Feature descriptions ("New skill available") |
| Open loops ("What I found when I looked") | Closed statements ("Here's our new product") |
Personality is the differentiator. Kathryn's voice: direct, pattern-revealing, calm authority. She names what she sees. She doesn't hype, sell, or perform enthusiasm.
Email Format Rules
Each email in an offer sequence uses a genuinely different format. Not variations on the same email. Completely different reads. This is Taki's core mechanic — format variety keeps the sequence from feeling like a drip campaign.
| Format | Voice | Length | CTA |
|---|---|---|---|
| Teaching story | Narrative, personal, reflective | 200-350 words | Soft — "More on this Thursday." No link. |
| System reveal | Specific, outcome-focused, structured | 250-400 words | Register link with format + price + date |
| FAQ / Q&A | Direct, personality in answers, rapid-fire | 300-500 words | Register link with compact CTA line |
| Value stack | Comprehensive, math-forward | 300-500 words | Register link with urgency if applicable |
| Urgency | Short, stakes-based, no repetition | 100-200 words | Register link. "See you [day]." |
| Skill gift | Teaching story, generous, zero selling | 200-350 words | Delivery page link |
CTA Progression (Offer Mode)
| CTA Style | Example | |
|---|---|---|
| 1 | No link, curiosity only | "More on this Thursday." |
| 2 | First link, outcome + price | "20 spots. Build-along format." |
| 3 | Link after objection handling | "The Groundwork takes 40 minutes. The Intensive takes 4.5 hours. The system works for years." |
| 4 | Link after value math | Urgency if spots filling |
| 5 | Link, short close | "$97. [Register link]. See you Tuesday." |
Taki Moore Patterns (Applied to Every Sequence)
These patterns come from Taki's Magnetic workshop sequence. Apply all of them.
| # | Pattern | Application |
|---|---|---|
| 1 | Every email is a genuinely different format | Story → Reveal → FAQ → Value Stack → Urgency |
| 2 | One sentence per line | All emails. Conversation, not newsletter blocks. |
| 3 | Teaching in every email | Even the urgency email names the pattern. The teaching IS the sell. |
| 4 | Personal stories carry the teaching | Every email opens with a specific moment or observation. |
| 5 | Subject lines: short, curiosity-driven | Under 50 chars. No announcement energy. |
| 6 | Personality is the differentiator | Kathryn's calm authority, not Taki's humor. |
| 7 | Hard sell comes late | Email 1 has no link. The benefits stack comes day-of. |
Forbidden Constructions
| Don't Write | Write Instead |
|---|---|
| "I'm so excited to announce..." | [Drop into the story or the offer. No preamble.] |
| "In case you missed my last email..." | [Each email stands alone. No references to prior emails.] |
| "Don't miss out on this amazing opportunity!" | [Name the stakes: what they keep doing vs. the alternative.] |
| "As you know..." / "As I mentioned..." | [State it fresh. Assume they're reading for the first time.] |
| "This powerful workshop will transform..." | [State what they build: "3 skills, running on your machine by Thursday."] |
| "Click here to register!" | [Include the link naturally. No "click here."] |
| Emoji in subject lines | [Words only. Curiosity, not decoration.] |
| "Hey [First Name]!" with exclamation | "Hey [Name] —" or just open with the first line. |
Selling Rules
Gift emails don't sell. Period.
- No mention of the Intensive, Practice Builders, or Advisory OS services
- No "if you want to go deeper" or "we also offer"
- Series framing at the bottom is the only forward-looking element ("First of five skills. More coming.")
- The teaching earns the attention. The skill earns the trust. The sell comes later through offer emails.
Offer emails sell through teaching, not pressure.
- Email 1 teaches without selling — no link, no offer mention
- Emails 2-5 include the offer but lead with value (outcomes, answers, components, stakes)
- No countdown timers, scarcity manipulation, or fake urgency
- Real urgency only: spots actually limited, date actually approaching