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July 21, 2016

‘Indoctrination Sequences’: What to focus on first

We’ve been watching the latest series of Orange is the New Black this week on Netflix. The series follows the characters of a fictional women’s prison called Litchfield Penitentiary.

It took me a long time to get into Orange in the New Black, but the last season (season 4) really stepped up a notch.

If you’re making a series the challenge is to get people past the first six episodes. Netflix know that if you watch six episodes of a season you’ll probably watch every episode of every season. I’ve now watched too much of Orange is the New Black to not watch everything they put out. It would have to take a bad nose-dive for me to stop watching.

There are marketing nurture lessons in all of this.

I see a lot of people talking about ‘indoctrination’ sequences, which in plain English means an ‘introduction’ sequence.

Whatever you call it the first month after somebody opts in is the most important.

That isn’t to say you should let your prospects fall off the end of the nurture table when the introduction sequence is over. You have to keep producing more episodes. You have to keep telling your story in different ways.

But if you wanted to pick something to focus on I would say the first month is the place to start.

You also shouldn’t only focus on email. For the first month you should also be showing up in the mail and on remarketing ads. Remind people in your remarketing ads to read the emails you have been sending them.

When you’re building your nurture follow-up system you don’t have to build the Taj Mahal in one go. You can start with the entranceway, and go from there.


P.S. We’ve had mixed success watching television series on Netflix.

We loved The Tudors. We eventually liked Prison Break, although I would have given up on it had Linzi not want to continue. I didn’t like Breaking Bad (the season ends were the only decent parts). We LOVED Dexter.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.