Downsell Sequence for Brand Designers Email Guide
Why Downsell Sequence Emails Fail for Brand Designers (And How to Fix Them)
You've poured hours into a brand strategy proposal, only to hear 'not right now'. It's a familiar sting for many brand designers.
It's common for promising leads to walk away after an initial proposal, often due to budget constraints or timing that isn't quite right. That doesn't mean they don't need your expertise, or that the relationship is lost forever.
A downsell sequence isn't about giving up. It's about providing an accessible entry point, keeping the conversation going, and delivering immediate value that can lead to larger projects down the line.
It transforms a 'no' into a 'not yet' or even a 'yes' to a smaller, focused solution. The templates below are crafted to help you recover those valuable leads, offering them a clear, lower-commitment path to start their journey with your brand.
The Complete 3-Email Downsell Sequence for Brand Designers
As a brand designer, 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 our full brand strategy solution wasn't the right fit for you at this exact moment. Building a brand is a significant investment, and timing truly matters.
Many brand designers, and their clients, face similar considerations when planning their next steps. There are so many moving parts, and sometimes, a full-scale commitment feels overwhelming when clarity is still developing.
My goal is always to help you achieve your brand vision, whether that's through a comprehensive project or a more focused intervention. I truly believe in finding the right starting point for every client.
If you're still exploring how best to move forward, I'm here to support that process.
Best, [YOUR NAME]
This email uses the principle of reciprocity by acknowledging their decision without pressure. It validates their concerns, builds trust, and keeps the door open for future engagement, positioning you as an empathetic partner rather than just a salesperson.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Based on our conversation, it sounds like you're looking for a more focused way to gain immediate clarity or solve a specific brand challenge, without committing to a full overhaul right now. That's why I wanted to share [PRODUCT NAME].
It's designed to give you a powerful, practical step forward, addressing [SPECIFIC PAIN POINT THE DOWNSELL SOLVES] without the larger investment. Think of it as a concentrated dose of what you need most.
For example, it helps you [KEY BENEFIT 1] and provides [KEY BENEFIT 2], giving you tangible results you can implement quickly. This is the perfect starting point if you want to experience the impact of our approach on a smaller scale, ensuring it's the right fit before diving deeper.
Best, [YOUR NAME]
This email uses the 'foot in the door' technique, presenting a smaller, more accessible commitment after a larger one was declined. It reframes the downsell as a tailored solution to a specific, immediate need, making it feel less like a compromise and more like a smart alternative.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
This is a quick reminder that the special access to [PRODUCT NAME] closes on [DATE]. After this, the offer will no longer be available at this accessible price point.
If you're still considering how to tackle [SPECIFIC PAIN POINT], this is your chance to get the clarity and practical steps you need without delay. Imagine finally having [DESIRED OUTCOME] in place, allowing you to move forward with confidence.
Clients who've used [PRODUCT NAME] tell me it's been invaluable for getting unstuck and making real progress, even when a full brand project wasn't feasible. Don't let this opportunity pass.
Take the first step towards a stronger brand foundation today.
Best, [YOUR NAME]
This email triggers the psychological principle of loss aversion, making the potential for missing out more effective than the gain of acting. The clear deadline creates urgency, while reiterating the core benefit reminds them of what they stand to lose by not taking action now.
4 Downsell Sequence Mistakes Brand Designers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Sending a downsell offer that feels like an afterthought or a consolation prize. | Frame the downsell as a tailored, highly valuable solution addressing a specific immediate need, a perfect starting point for their journey. |
✕ Failing to acknowledge why the initial offer was declined, making the downsell feel generic. | Show empathy and understanding for their initial decision, using it to inform how you position the downsell as a more suitable option *for them right now*. |
✕ Not clearly articulating the unique, immediate benefits of the downsell offer. | Highlight 1-2 core, tangible benefits of the downsell that address a specific pain point a brand designer or their client might have, making it an obvious next step. |
✕ Creating a downsell that is too similar to the original offer, just cheaper. | Design a downsell that solves a distinct, smaller problem or provides a foundational piece of the larger solution, making it a logical entry point. |
Downsell Sequence Timing Guide for Brand Designers
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 Brand Designer Specialty
Adapt these templates for your specific industry.
Logo Designers
- Educate clients on the difference between a logo and a brand identity, positioning your downsell as a 'logo audit' or 'brand mark refinement' service.
- Offer a downsell like a 'Brand Style Guide Lite' focusing solely on logo usage, color palette, and typography to provide immediate value.
- Use scheduling software to offer quick, paid 'logo critique' sessions as a downsell, giving practical feedback without a full project commitment.
Brand Identity Designers
- Position a downsell as a 'Visual Brand Audit' where you provide a detailed report on their current identity's strengths and weaknesses.
- Offer a 'Core Brand Messaging Framework' as a downsell, helping clients articulate their brand's voice and values before visual execution.
- Suggest a 'Mood Board & Creative Direction Session' as an initial paid step, giving them a taste of your aesthetic and process.
Brand Strategy Designers
- Create a downsell for a 'Niche Clarity Workshop' or a 'Target Audience Deep Dive' to solve a specific strategic bottleneck.
- Utilize CRM notes to tailor your downsell messaging, referencing their specific challenges mentioned during earlier conversations.
- Offer a 'Brand Foundation Blueprint' as a downsell, outlining key strategic pillars without diving into the full implementation plan.
Visual Brand Designers
- Develop a downsell for a 'Social Media Template Kit' that aligns with their desired aesthetic, offering immediate visual consistency.
- Propose a 'Brand Photography Style Guide' as a downsell, helping clients define visual direction for their imagery.
- Use email marketing tools to showcase before-and-after examples of small visual fixes achieved with your downsell offer, demonstrating tangible results.
Ready to Save Hours?
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