Downsell Sequence for Art Instructors Email Guide
Why Downsell Sequence Emails Fail for Art Instructors (And How to Fix Them)
You just spent an hour on a consultation call with a promising art student. You outlined your full course, shared success stories, and felt a real connection.
Then, they said 'no', the investment was too much, the commitment too daunting. All that effort, seemingly for nothing.
Many art instructors experience this. A potential client expresses interest, engages with your content, but ultimately isn't ready for your premium offering.
Letting them walk away entirely means losing a valuable lead who might just need a different entry point. That's where a downsell sequence shines.
It's not about making a lesser offer, but a different one, one that meets them where they are. It keeps them engaged with your expertise, builds trust, and offers an accessible first step to becoming a paying client.
The emails below are designed to turn those 'no's into 'not yet, but yes to this'. They'll help you retain interest, provide value, and open the door to future opportunities.
The Complete 3-Email Downsell Sequence for Art Instructors
As an art instructor, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
I heard you decided not to move forward with [MAIN COURSE NAME] right now. And honestly, I completely understand.
Making a significant investment in your art education or creative business takes careful consideration. It involves carving out time, committing resources, and sometimes, simply feeling ready for that next big leap.
It’s a personal decision, and there’s no right or wrong answer. My ultimate goal is always to help art instructors like you refine your craft, grow your student base, and build a sustainable creative business.
If the full commitment wasn't the right fit for you at this moment, that's perfectly okay. What's important is that you continue moving forward.
I believe deeply in the power of consistent learning and small, effective steps. If you're still looking for a way to make progress without the larger commitment, I might have something that could be a perfect fit.
I'll share more soon.
Best, [YOUR NAME]
This email uses validation and empathy. By acknowledging their decision without judgment, you build rapport and trust. You position yourself as an understanding mentor, not just a salesperson, keeping the door open for future engagement.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
You’re passionate about teaching art, and you want to see your students thrive. You also want your own creative business to flourish.
I know you're looking for ways to grow, even if the full [MAIN COURSE NAME] wasn't the immediate answer. That’s why I wanted to tell you about something designed for exactly this situation: [PRODUCT NAME].
Think of it as a focused, practical jumpstart. It’s a smaller commitment, both in time and investment, but it delivers powerful results for your teaching practice.
Specifically, [PRODUCT NAME] helps you finally master [SPECIFIC PROBLEM THE DOWNSELL SOLVES, e.g., creating compelling lesson plans, attracting more private students, pricing your workshops effectively]. It’s a direct path to seeing tangible improvements in your teaching and business, without feeling overwhelmed.
This isn't a watered-down version; it's a concentrated solution to a common challenge art instructors face. It's a perfect way to experience my methods and start seeing progress now. [CTA: Learn more about [PRODUCT NAME] here →]
Best, [YOUR NAME]
This email uses the 'foot-in-the-door' technique. By presenting a smaller, more manageable offer after a larger rejection, you increase the likelihood of acceptance. It focuses on a specific, immediate benefit, making the perceived value high and the barrier to entry low.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
This is a quick reminder that enrollment for [PRODUCT NAME] closes tonight at [TIME] [TIMEZONE]. If you've been considering taking a strategic step to [REITERATE KEY BENEFIT FROM EMAIL 2, e.g., simplify your lesson planning, confidently price your workshops, attract more dedicated students], this is your final opportunity to join. [PRODUCT NAME] is designed to give art instructors a clear, practical path to improvement without the extensive time or financial commitment of a full course.
It's about making immediate, positive changes in your teaching and business. Don't let another day pass feeling stuck or uncertain.
Imagine the clarity you'll gain, the confidence you'll build, and the impact you'll have on your students and your bottom line. The doors close soon, and I don't want you to miss out on this focused solution. [CTA: Secure your spot in [PRODUCT NAME] before it's too late →]
Best, [YOUR NAME]
This email uses the principle of scarcity and urgency. By clearly stating a deadline, you motivate immediate action. It also uses a 'fear of missing out' (FOMO) by reminding them of the positive outcome they stand to gain and the negative outcome of inaction.
4 Downsell Sequence Mistakes Art Instructors Make
| Don't Do This | Do This Instead |
|---|---|
✕ Offering too many free mini-workshops without a clear path to paid offerings. | Structure free content as lead magnets that genuinely qualify interest, then guide them to a paid downsell. |
✕ Having only one high-ticket course and no smaller entry points. | Develop a tiered offering system, with a foundational downsell product that addresses a specific pain point. |
✕ Treating a downsell product launch with the same intensity as a full course launch. | Keep downsell marketing lean and direct, focusing on specific benefits and clear calls to action, often via email. |
✕ Assuming a 'no' to a main course means a 'no' to everything you offer. | Implement a downsell sequence to offer a relevant, lower-barrier alternative, nurturing the lead for future conversions. |
Downsell Sequence Timing Guide for Art Instructors
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Art Instructor Specialty
Adapt these templates for your specific industry.
Drawing Teachers
- Downsell a mini-course on mastering a specific foundational skill, like 'The Art of Shading' or 'Figure Drawing Fundamentals'.
- Offer a low-cost critique session package for students to get personalized feedback on a single drawing.
- Create an exclusive resource library for gesture drawing prompts or anatomy studies as a downsell.
Painting Teachers
- Develop a downsell product focused on a single technique, such as 'Impasto Palette Knife Mastery' or 'Understanding Color Mixing for Landscapes'.
- Offer a themed painting challenge with daily prompts and a private community forum as a smaller paid offering.
- Sell access to a recorded 'paint-along' workshop that teaches a specific painting from start to finish.
Digital Art Teachers
- Downsell a brush pack with a tutorial on how to use them for a specific style (e.g., 'Procreate Texture Brushes for Illustrators').
- Offer a focused workshop on a single software feature, like 'Mastering Layers & Masks in Photoshop' or 'Animating Basic GIFs in Procreate'.
- Create a template library for digital artists (e.g., character pose templates, environment layouts) with a short instructional video as a downsell.
Craft Instructors
- Design a project-based downsell, like a 'Beginner's Macrame Wall Hanging' kit with video instructions, or a 'Polymer Clay Earring Workshop'.
- Offer a curated supply list with discount codes and a basic tutorial for a popular craft as a low-cost entry.
- Create a 'Troubleshooting Common Crafting Mistakes' guide or video series as a valuable downsell.
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