Downsell Sequence for Authors Email Guide
Why Downsell Sequence Emails Fail for Authors (And How to Fix Them)
An author just walked away from your premium coaching, saying it's 'not the right time'. That's not a rejection of your value.
That's a misalignment of timing or perceived fit. A full commitment to a high-tier service can feel daunting.
Your audience needs a bridge, a way to experience your expertise without the initial pressure of your most comprehensive offer. That's what a downsell sequence does.
It re-engages those who hesitated, presenting a clear, accessible path forward that builds trust and keeps them in your ecosystem. The templates below are designed to turn a 'no, not yet' into a 'yes, let's start here'.
The Complete 3-Email Downsell Sequence for Authors
As an author, 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],
It's completely understandable if my recent [PREMIUM OFFER] wasn't the right fit for you right now. Perhaps the timing wasn't ideal, or the scope felt a little too big for where you are in your author journey.
Your ambition to get your book out there, to connect with readers, or to refine your craft, is still strong. I believe in that.
I wanted to reach out because I still believe I can help you move forward, even if it's not with the full [PREMIUM OFFER] at this moment.
Best, [YOUR NAME]
This email uses the principle of reciprocity by offering understanding and empathy first. It validates their decision, reducing defensiveness and opening a channel for continued communication, positioning you as a helpful ally rather than just a salesperson.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Remember your core goal: [AUTHOR'S GOAL, e.g., finishing your manuscript, building an author platform, getting published]? While the [PREMIUM OFFER] provides a complete solution, sometimes a smaller, focused step is exactly what's needed to build momentum.
That's why I created [PRODUCT NAME]. It's designed to specifically help authors like you with [SPECIFIC DOWNSELL BENEFIT, e.g., mastering your book outline, crafting a compelling query letter, setting up your initial author website] without the larger time or financial commitment.
Think of it as the perfect starting point. You get immediate, practical strategies that directly address [PAIN POINT] so you can see tangible progress quickly.
Best, [YOUR NAME]
This email utilizes the 'foot-in-the-door' technique. By presenting a smaller, less intimidating offer, it lowers the barrier to entry and increases the likelihood of initial commitment. It also highlights the immediate benefit and reduced risk, appealing to their desire for quick wins.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
This is a quick reminder that enrollment for [PRODUCT NAME] closes on [DATE/TIME]. If you've been considering taking that crucial first step towards [DESIRED OUTCOME], this is your moment.
Authors who have already joined are finding clarity on [SPECIFIC DOWNSELL BENEFIT], and are excited about the progress they're making. Don't let another publishing season pass by wishing you'd started.
This is your chance to get the focused support you need to make real progress. Click here to secure your spot before [DATE/TIME]: [LINK]
Best, [YOUR NAME]
This email employs the psychological principle of scarcity, creating a sense of urgency and fear of missing out (FOMO). By setting a clear deadline and hinting at positive social proof, it prompts immediate action from hesitant prospects who may have been procrastinating.
4 Downsell Sequence Mistakes Authors Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming a 'no' to a premium offer means no interest at all. | View it as a 'not yet' or 'not this specific thing right now,' opening the door for a smaller, more accessible solution. |
✕ Presenting the downsell as a 'lesser' version of the premium product. | Frame the downsell as a standalone solution to a specific, immediate pain point, or as an essential first step. |
✕ Not clearly articulating the specific problem the downsell solves for authors. | Highlight one key, urgent problem the downsell addresses, making its value immediate and clear. |
✕ Using generic follow-up language that doesn't acknowledge their author-specific challenges. | Tailor your downsell communication to common author struggles like writer's block, platform building overwhelm, or query letter anxiety. |
Downsell Sequence Timing Guide for Authors
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 Author Specialty
Adapt these templates for your specific industry.
Fiction Authors
- Downsell a mini-course on 'Crafting Compelling Opening Scenes' or 'Developing Unforgettable Characters'.
- Offer a template pack for plotting outlines specific to genre (e.g., romance beats, thriller arcs).
- Provide a discounted manuscript critique for the first chapter only, as a taste of your full editing service.
Non-Fiction Authors
- Downsell a workshop on 'Building Your Author Platform Foundation' or 'Structuring Your Argument'.
- Offer a guide to 'Finding Your Niche and Target Audience' for their book.
- Provide a discounted 'Book Proposal Blueprint' template or a 30-minute idea brainstorming session.
Self-Published Authors
- Downsell a checklist and tutorial for 'DIY Ebook Formatting' or 'improving Your Amazon KDP Listing'.
- Offer a template for creating engaging social media graphics for book promotion.
- Provide a short course on 'Writing Effective Ad Copy for Book Ads'.
Traditionally Published Authors
- Downsell a masterclass on 'Crafting a Powerful Query Letter' or 'Writing an Irresistible Book Proposal Synopsis'.
- Offer a template for tracking agent submissions and follow-ups.
- Provide a discounted session on 'handling Editor Feedback' or 'Building Your Author Brand Pre-Publication'.
Ready to Save Hours?
You now have everything: 3 complete email templates, the psychology behind each one, when to send them, common mistakes to avoid, and how to customize for your niche. Writing this from scratch would take you 4-6 hours. Or...
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