New Year Sequence for Business Coaches Email Guide
Why New Year Sequence Emails Fail for Business Coaches (And How to Fix Them)
Another year-end approaches, and you're already feeling the familiar pull of setting ambitious goals, only to see them fizzle out by February. Many business coaches find themselves scrambling at the start of a new year, sending out a single, hopeful email that quickly gets lost in a crowded inbox.
That's not a marketing problem. That's a sequence problem.
A single message can't carry the weight of a fresh start. Your audience needs a guided journey, a strategic series of touchpoints that helps them reflect, envision, and commit to working with you.
This isn't just about selling; it's about leading them to a breakthrough session. The templates below are designed to do just that.
They're structured to move your audience from passive reflection to actively booking discovery calls, ensuring your New Year starts with real client momentum.
The Complete 4-Email New Year Sequence for Business Coaches
As a business coach, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Reflection
Help them review the past year and identify gaps
Hi [First Name],
Take a moment. What was your proudest client transformation this past year?
The one where they finally broke through, shifted their business, and truly thrived? Now, think about the moments that felt less celebrated.
The goals you set for your own coaching business that didn't quite land. The clients you wanted to attract but didn't.
The coaching packages you planned but never fully launched. It's easy to push those aside, to focus only on the wins.
But those gaps? Those are the quiet insights into where your focus needs to be for the upcoming year.
They hold the key to your next level of impact and income. Before you new plans, let's acknowledge what worked, and honestly look at what didn't.
This isn't about judgment; it's about clarity for a truly fresh start.
Best, [YOUR NAME]
This email uses self-reflection and cognitive dissonance. By prompting the reader to compare their past year's successes against unfulfilled goals, it creates an internal tension (a 'gap') that primes them to seek a solution.
The Vision
Paint a picture of what their next year could look like
Hi [First Name],
What if your next year looked completely different? Imagine: Your discovery calls are consistently booked with your ideal clients, the ones who truly value your expertise and are ready to invest in high-ticket coaching packages.
You're no longer chasing leads, but attracting them. Picture your calendar filled with effective client transformation, not just busy work.
You're using tools like Calendly and Zoom to simplify your operations, giving you more time to focus on delivering breakthrough sessions. Your business operates with ease, powered by systems like Kajabi or Dubsado.
This isn't just a dream. It's an achievable reality when you approach your New Year with intention and a clear strategy for growth.
It's about designing your coaching business, not just letting it happen. What would it feel like to step into that vision?
To know exactly how to get there?
Best, [YOUR NAME]
This email employs future pacing and desire creation. By vividly describing an aspirational future for their coaching business, it taps into the reader's emotional desires and motivates them to pursue that vision.
The Fresh Start
Present your offer as the catalyst for change
Hi [First Name],
You've reflected on the past year. You've envisioned an effective future for your coaching business.
Now, how do you bridge that gap between where you are and where you want to be? It starts with a clear, practical plan.
A plan that doesn't just promise results, but provides the structure to attract, convert, and serve your ideal clients. That's exactly what my [PRODUCT NAME] is designed to help you do.
With [PRODUCT NAME], you'll gain: • A proven framework to attract high-value prospects for discovery calls. • Strategies to craft and sell irresistible coaching packages. • The confidence to guide clients through profound transformation. This isn't about another fleeting New Year's resolution.
This is about building sustainable momentum for your coaching business. If you're ready to make your next year your most effective yet, let's talk. [CTA: Book a breakthrough session →]
Best, [YOUR NAME]
This email uses the problem-solution framework. It directly addresses the gap created in the previous emails and positions the offer as the essential catalyst for achieving the desired future, providing a clear call to action.
The Momentum
Create urgency before New Year motivation fades
Hi [First Name],
You know how it goes. The New Year excitement is potent.
We're full of plans, fresh ideas, and a powerful drive for change. But then, life happens.
The daily demands of running your coaching business creep back in. That initial spark starts to dim, and those ambitious goals you set for discovery calls and client transformation begin to feel distant.
This isn't the year for that. This is the year you commit.
The year you turn intention into action. The year you stop wishing for ideal clients and start attracting them consistently.
Don't let this powerful New Year energy fade. Take the decisive step now to secure the support and strategy you need to make your coaching business thrive.
Your future clients are waiting. [CTA: Secure your spot now →]
Best, [YOUR NAME]
This email uses loss aversion and the urgency principle. It acknowledges the common fading of motivation and frames inaction as a loss, prompting immediate action to capture the current momentum before it dissipates.
4 New Year Sequence Mistakes Business Coaches Make
| Don't Do This | Do This Instead |
|---|---|
✕ Treating the New Year as just another calendar date for marketing. | View it as a strategic opportunity to re-engage your audience and guide them through a reflective and aspirational journey towards working with you. |
✕ Sending a single, generic 'Happy New Year' email to your entire list. | Implement a multi-step New Year sequence that builds anticipation, shares a vision, presents a clear offer, and creates urgency for booking discovery calls or purchasing coaching packages. |
✕ Focusing solely on new client acquisition without nurturing existing leads. | Use your New Year sequence to re-engage warm leads and past clients, inviting them to new coaching packages or breakthrough sessions tailored to their evolving needs. |
✕ Failing to connect New Year aspirations directly to your coaching services. | Explicitly link their identified gaps and desired future vision to how your coaching packages and expertise can provide the exact solution and client transformation they seek. |
New Year Sequence Timing Guide for Business Coaches
When you send matters as much as what you send.
The Reflection
Help them review the past year and identify gaps
The Vision
Paint a picture of what their next year could look like
The Fresh Start
Present your offer as the catalyst for change
The Momentum
Create urgency before New Year motivation fades
Start the last week of December, peak on January 1st.
Customize New Year Sequence for Your Business Coach Specialty
Adapt these templates for your specific industry.
Executive Coaches
- Frame the 'reflection' around leadership legacy and corporate impact, not just personal business goals.
- Highlight how your coaching packages lead to strategic clarity and C-suite influence, using terms like 'executive presence' and 'boardroom readiness'.
- Suggest using tools like Dubsado for managing high-value client contracts and scheduling complex Calendly meetings with executive assistants.
Startup Coaches
- Emphasize rapid iteration and scaling potential in the 'vision' email, focusing on securing funding or achieving product-market fit.
- Position discovery calls as 'founder strategy sessions' to address critical early-stage challenges and business model validation.
- Advise on integrating Kajabi to deliver flexible online programs that complement one-on-one coaching for startup teams.
Small Business Coaches
- Focus the 'reflection' on operational efficiency, team performance, and sustainable growth for the owner.
- Showcase how your coaching packages help simplify processes, increase profitability, and reduce owner burnout.
- Recommend using Zoom for group coaching calls that address common small business challenges, building a community among clients.
Sales Coaches
- Direct the 'reflection' towards sales pipeline analysis, conversion rates, and revenue targets from the past year.
- Paint a vision of consistently hitting stretch goals, closing bigger deals, and building high-performing sales teams.
- Suggest emphasizing 'sales breakthrough sessions' or 'revenue acceleration packages' in your offer, tied to measurable client transformation in their sales metrics.
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