Pre-launch Sequence for Therapists Email Guide
Why Pre-launch Sequence Emails Fail for Therapists (And How to Fix Them)
Your calendar is packed, but are your services truly reaching those who need them most? Many therapists struggle to introduce new services without feeling pushy or losing momentum.
You've poured your expertise into crafting valuable solutions, but getting the word out effectively can feel like another full-time job. A strategic pre-launch sequence changes everything.
It's not about selling; it's about building genuine connection, educating your audience, and creating an eager waitlist for your next offering. This isn't just marketing; it's relationship-building at its finest.
Below, you'll find battle-tested email templates designed to guide your clients from passive interest to active anticipation, ensuring your next service launch is met with enthusiasm.
The Complete 4-Email Pre-launch Sequence for Therapists
As a therapist, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Announcement
Tease that something is coming
Hi [First Name],
I've been quietly developing something for the past few months. It started with a simple observation: how can I help more clients achieve lasting results beyond our direct sessions?
Not just general advice you find online. Not a quick fix that fades.
The deep, practical support that truly moves people from struggling to thriving. It's almost ready.
Next [DAY OF WEEK], I'm sharing the details of a new offering designed specifically for those who want to [ACHIEVE KEY OUTCOME RELATED TO THERAPY]. I wanted you to be among the first to know.
Stay tuned.
Best, [YOUR NAME]
This email uses the 'curiosity gap' principle. By revealing a significant project without disclosing specifics, it creates an information vacuum that compels the reader to anticipate the next communication. The phrase 'I wanted you to be among the first to know' builds a sense of exclusivity and personal connection, making the reader feel valued and included.
The Problem
Agitate the core problem your offer solves
Hi [First Name],
Let me tell you about a common pattern I see. Clients often come to therapy with a clear goal, a desire for change.
They put in the work, they make progress, but then sometimes, they hit a plateau. Or old patterns resurface.
Not because they aren't trying. But because the tools for sustained change aren't always integrated into their daily life.
They have the insights from our sessions, but translating those into consistent action outside the therapy room can be a challenge. It's like having a map but no compass for the daily journey.
I've seen this happen too many times, and it's why I felt compelled to create something new. Tomorrow, I'll share more about how we can bridge that gap.
Best, [YOUR NAME]
This email agitates a core pain point familiar to therapists and their clients: the challenge of sustaining progress outside of sessions. By framing it as a common observation, it builds empathy and demonstrates understanding without placing blame. It creates cognitive dissonance by highlighting a problem they might unconsciously recognize, priming them for a solution.
The Solution Tease
Hint at the solution without revealing details
Hi [First Name],
Imagine this: You're equipped with practical strategies to handle [SPECIFIC CHALLENGE] not just during our sessions, but every single day. You have a clear roadmap for integrating new coping mechanisms, communication skills, or movement patterns directly into your routine.
The insights you gain in therapy don't just stay in the room; they become second nature, leading to consistent, tangible results. This isn't a hypothetical.
It's what I've been building. A way to help you with the ongoing support and resources needed to transform those therapeutic breakthroughs into lasting life changes.
I'll be revealing how this works, and how you can access it, very soon.
Best, [YOUR NAME]
This email uses 'future pacing' and 'benefit-driven language'. Instead of explaining features, it paints a vivid picture of the desired outcome for the client, allowing them to visualize themselves achieving success. This creates a strong emotional pull, as humans are motivated more by the promise of a better future than by the mechanics of how to get there.
The Countdown
Build final anticipation with a launch countdown
Hi [First Name],
The wait is almost over. In just [NUMBER, e.g., 3] days, I'll be sharing all the details about the new offering I've been teasing.
This is designed to be a big win for anyone who wants to move beyond [PREVIOUSLY AGITATED PROBLEM] and truly embed the principles of [THERAPEUTIC FOCUS] into their everyday life. Looking for more consistent support, practical tools for self-management, or a structured path to maintain your progress, this new service is built to deliver those deeper results.
Keep an eye on your inbox. The full announcement, including how you can be part of this, arrives on [LAUNCH DATE].
Best, [YOUR NAME]
This email uses the psychological principle of 'urgency and scarcity' (of information). By setting a firm countdown, it creates a deadline for the anticipated reveal, encouraging readers to pay closer attention to upcoming communications. It also reiterates the core value proposition, reinforcing why the reveal is worth waiting for and building a final peak of anticipation.
4 Pre-launch Sequence Mistakes Therapists Make
| Don't Do This | Do This Instead |
|---|---|
✕ Launching a new service with a single, sudden announcement email. | Build a multi-step pre-launch sequence to educate and build genuine anticipation over time. |
✕ Focusing only on the clinical features or technical aspects of a service (e.g., 'This group covers CBT techniques'). | Emphasize the client's desired outcome and personal transformation (e.g., 'Learn to manage anxiety so you can reclaim your peace and daily calm'). |
✕ Waiting until launch day to mention the new service for the first time. | Start teasing the new offering weeks in advance to cultivate curiosity and an eager audience, allowing them to mentally prepare. |
✕ Overloading initial communications with too much detail, complex terminology, or a full sales pitch. | Keep early messages concise, benefit-oriented, and easy to understand, gradually revealing more information in subsequent emails. |
Pre-launch Sequence Timing Guide for Therapists
When you send matters as much as what you send.
The Announcement
Tease that something is coming
The Problem
Agitate the core problem your offer solves
The Solution Tease
Hint at the solution without revealing details
The Countdown
Build final anticipation with a launch countdown
Send during the 1-2 weeks before your cart opens.
Customize Pre-launch Sequence for Your Therapist Specialty
Adapt these templates for your specific industry.
Mental Health Therapists
- When teasing new offerings, focus on outcomes like emotional regulation, stress reduction, or building resilience against specific mental health challenges.
- Use language that validates common struggles like anxiety, depression, or burnout, then hint at new strategies for coping or thriving.
- Emphasize the confidential and supportive nature of your new service, ensuring clients feel safe to explore it.
Physical Therapists
- Highlight how your new service helps clients regain mobility, reduce chronic pain, or improve athletic performance, using active language.
- Tease practical exercises or new techniques that help clients to manage their physical health independently between sessions.
- Focus on the freedom and quality of life improvements clients can expect, like 'moving without pain' or 'returning to favorite activities'.
Occupational Therapists
- Frame new services around improving daily living skills, enhancing independence, or adapting environments for greater ease and participation.
- Hint at new tools or strategies that help clients overcome specific functional challenges in their home, work, or community.
- Emphasize the practical, real-world application of your offering, showing how it directly impacts their ability to engage in meaningful activities.
Speech Therapists
- Focus on clear communication, improved swallowing function, or language development milestones, depending on your target client.
- Tease new methods or resources that help clients express themselves more effectively, build confidence in social interactions, or overcome specific speech barriers.
- Highlight the positive impact on relationships and personal expression, such as 'connecting more deeply' or 'speaking with greater clarity'.
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