Diagnostic Quiz → Personalised Guide → Nurture → Call
This is the funnel to run if there's no ad budget yet, or alongside Funnel 1 once there is. It runs entirely on Cherish's existing audience (Instagram, the podcast, her list, referrals) and it makes the free guide feel personal instead of generic.
"What's Really Going On In Your Relationship?"
2-minute diagnostic, 6 questions, framed exactly like her Exploration Call already is: clarity first, sales pitch never. Each answer is weighted towards one of four result archetypes.
- When you think about your relationship (or dating life) right now, what's the loudest feeling? Numb, frustrated, lonely, or anxious.
- How would you describe the way you two communicate? We don't really, we talk but nothing changes, we avoid the hard stuff, or we argue in circles.
- How's the physical and intimate side of things? Basically gone, there but disconnected, fine (it's everything else), or it's complicated.
- If you're single, does this feel familiar? Yes, every relationship ends the same way; no, this is new territory; or not applicable.
- How urgent does this feel, honestly? Quiet background worry, actively affecting daily life, or we're close to the edge.
- What would "better" actually look like? Free-text or picklist, used in the result copy and email 1 personalisation.
Result → guide → offer mapping
| Result archetype | Free guide delivered | Nurture leans towards |
|---|---|---|
| The Roommates drifted, low urgency | "3 Conversations That Rebuild Connection This Week" | Couples Coaching / 1:1 |
| The Intimacy Gap connected but not physically | Mini-guide tied to The Pleasure Reset | The Pleasure Reset / 1:1 |
| The Repeating Pattern single, same pattern | "Why You Keep Dating The Same Person" | 1:1 Coaching |
| On The Edge high urgency / crisis | "Is It Over? A 10-Minute Relationship Triage" | Fast-tracked straight to the call, see Email 2 below |
The personalisation is the point
A generic "download my free guide" opt-in competes with every other coach's freebie. A 6-question diagnostic that hands back a specific, named result feels like the start of the Exploration Call itself: it's asking real questions before offering anything, the same instinct that makes her actual sales calls work, just automated and free.
5-email sequence, 8 days
One sequence structure, personalised per archetype by swapping the bracketed detail. "On The Edge" results skip straight to the Email 5 CTA inside Email 2: urgency means don't make them wait a week for the ask.
1 · Deliver + quick win
Subject: "Your [Guide Name] is here (+ the one thing to try tonight)." Deliver the guide immediately, add one small, doable action they can take today, not a tip, an experiment.
2 · Reframe the real problem
Subject: "Why '[their surface complaint]' is never really about [their surface complaint]." Teach one piece of the 5 C's relevant to their result. For "On The Edge," include the Exploration Call CTA here already, gently.
3 · Proof
Subject: "[Anonymised]: before, then after." A short, specific story from a client who had the same result archetype, mirroring the proof beat from the VSL script.
4 · Handle the real objection
Subject: "You don't need 47 sessions. You need one real conversation." Address the actual hesitation for this archetype (fear of dragging a partner into "therapy," fear it's too late, fear of being judged) directly and warmly.
5 · The ask
Subject: "Want a second set of eyes on this? (free, 30 min)." Direct, single CTA to book the Exploration Call. No new content, just the invitation, clearly made.
Metrics, modelled per 100 quiz starts
This funnel is traffic-in, not spend-in. The lever Cherish controls is how many people take the quiz (Reels, Stories, podcast mentions, DMs to her existing list), not an ad budget.
| Stage | Assumption | Per 100 quiz starts |
|---|---|---|
| Quiz completion | 80% (short, low-friction) | 80 |
| Email opt-in at result reveal | 90% (result is gated) | 72 on list |
| Calls booked across the 5-email sequence | ~12% of list | ~9 booked |
| Calls shown | 65% show rate | ~6 shown |
| Clients closed | 20% close rate, same baseline as Funnel 1 | ~1 client |