It was supposed to be simple.You created a website and an email list. You wrote a killer incentive to get people to subscribe. You get a pretty good conversion rate and your list is a decent size\u2026But none of your subscribers ever seem to actually buy your products.You\u2019ve heard the case studies and read the blog posts from people doing it successfully, and making thousands or even hundreds of thousands of dollars from their email lists. So why isn\u2019t it working for you?Before you throw your hands up in disgust or delete your email list altogether, I want to let you in on a secret: You\u2019re not alone.Where Email Lead Nurtures Go WrongLet\u2019s say we\u2019re trying to sell a $7,000 course on copywriting; we have a website and an email list, and we create a new email incentive called, \u201cPsychology For Copywriters: 52 Tricks for writing better copy.\u201dWhat most people do is set up an autoresponder, so when someone signs up for the email incentive, it gets delivered directly to their inbox\u2026 and then, the next day, they\u2019d send that client information about their course.For people who are already really hot leads and who have been following you for a while, that might be enough. They know and love you and completely believe that copywriting course will be worth every penny.But for everyone else that sort of feels like proposing on the first date. We need to warm those leads up a bit more first.Turning Cold Leads into Warm LeadsLet\u2019s stop and talk for a minute about what I mean when I say \u201cwarm vs. cold leads.\u201dEssentially there are two kinds of prospects interacting with your brand: warm leads and cold leads.Cold leads are those who have not engaged before. They\u2019ve never seen your site and your products before. These are leads who found you from a Google search, or from a Facebook ad.Cold leads can also be people who, for some reason, have dropped off of your email list. They haven\u2019t been opening or clicking your emails; they might have been warm once, but over time they gradually became less engaged with you and dropped out of the conversation.By contrast, warm leads are those clients who actively engage with you and your brand on a regular basis. They may be people who read your blog, understand who you are, and are invested in your content — but haven\u2019t necessarily bought something from you before.Or, they may be someone who is on your email list and is engaged with your emails \u2014 opening emails and clicking on links.There\u2019s a third type I mentioned briefly in the previous section: hot leads. These are leads who have been engaged for a long time and who are ready to buy\u2026 they\u2019re just waiting for the right opportunity. We all want more hot leads.So how do we take our leads and warm them up, so they become hot leads?That\u2019s where an email nurture comes in. But rather then just popping the question, your email nurture\u2019s job is to provide a ton of education, things that are helpful so that you can teach them to trust you.Because ultimately, the difference between the types of leads is really about trust.How to create a nurture sequence that will actually sell your productEven after someone has signed up for your list, opted in for an ebook, report, or other freebie, you still have some \u201cwarming\u201d to do to earn their trust. We need to convince people that buying this product from us is worth it.Why?Because we\u2019re talking about a much higher price point, there is a ton of competition for digital products online, and we need to get them to trust that the information we have is legitimate, so they\u2019ll buy it from us instead of someone else.If we go back in time, say seven years, this wasn\u2019t the case. Back then, email marketing was not really a big thing. Really, sending out any sort of marketing emails back then got marketers a pretty good return \u2014 because people weren’t used to being sold to through long form copy in emails.But now your email is likely one of many that they\u2019ll receive that day, especially if they\u2019re someone who is into digital products. And it\u2019s likely they\u2019re on a lot of lists and a lot of people are sending them a lot of emails, all selling something.Add in any SaaS companies they might be signed up for, and we\u2019re talking a pretty significant number of emails. I probably get about 200 emails like this a day from various places.And almost none of them are educational.They\u2019re all transactional emails \u2014 which makes it harder than ever to stand out from the crowd if all you\u2019re sending is another sales pitch.Of course, there\u2019s a flip side to that, which is if most marketers are simply saying, \u201cBuy my course. Buy my course. Why aren\u2019t people buying my course?\u201d then doing the opposite really does stand out.Here\u2019s my promotions gmail tab. The only ones that convinced me to open was \u201cyour recent feedback.\u201dThe truth is most cold leads need to be on your list for a certain amount of time before they can trust you\u2026 and they can smell a sale coming a mile away. How long?We\u2019ve seen it takes about 14 to 30 days on average for a prospect to go from cold to warm, and become really valuable.Some businesses may find it\u2019s a bit shorter or a bit longer \u2014 it all depends on how much clout you have and how good your content is \u2014 but they all seem to average out to at least 14 days.That\u2019s why many of the experts out there talk about 90 day funnels; they\u2019re suggesting you send out three months of good content, that includes a few small sales pitches, but are focused on educational content.Building Awesome Marketing Funnels (like Ramit Sethi)The really good marketing funnels actually take this concept one step further; they actually create desire for a product launch months before it occurs.Ramit Sethi and his team has this down to a science.The last time Ramit launched a product, he began to build desire for it months before he so much as mentioned anything someone could pay for. He began by interspersing topical content with his standard content, priming the pump of the problem set they\u2019re going to solve months before they even mention the product.This allows him to actually create need and desire for the product.To return to our $7,000 Copywriting Class example for a moment, if you didn\u2019t take this approach some of your contacts may not have thought about copywriting before.They might not know if they like copywriting, or understand the benefits.Instead, using an approach like Ramit uses, you would start talking about copywriting, mixing it in with other topics. Maybe you\u2019d write a blog post about how you wrote your own copy for your business, and then a few weeks later share a case study about how Joan made $350 a day copywriting.Then you could share another post with a copywriting split test, showing copy for version A and version B with people\u2019s reactions to them.You\u2019re not talking about how copywriting can make your prospects a million dollars or even why they should become a copywriter, but you\u2019re starting to get them thinking about copywriting, it\u2019s benefits, and how effective it can be.Then you ask people to share examples of copywriting that they\u2019ve seen.So people go out and collect examples, and you can create an email with all their answers, engaging them in a conversation about copywriting\u2026 all before you ever try to sell them anything.When it is finally time to launch your product officially, you\u2019re able to say, \u201cWe\u2019ve been talking about copywriting for a long time. It\u2019s an integral part of our business. I\u2019ve heard from all of you that your biggest problems with copywriting are A, B, C, and D. What we really want to do is help you become the greatest copywriter you\u2019ll ever be. Here\u2019s our course for $7,000.\u201dYou\u2019ll know their biggest objections to the course at that point and can overcome them in your emails, because you\u2019ve been crafting emails and getting their feedback for weeks. And so now it feels like a no-brainer on their part.At this point, your list knows how much good copywriting can help their career; they know how knowledgeable you are when it comes to copywriting. They understand the value of the class \u2014 and they want to take it.Planning out your next product launchHopefully you can see the difference between this approach and what most people do. Yes, it requires a bit more work and a bit more planning\u2026 but it also results in much better sales and much more engaged leads.It makes people excited for your product, instead of annoyed that you\u2019re trying to sell to them. And it builds your brand and you as an authority figure at every step in the process.So tell me, which approach will you use for your next product launch? How can you use this information to help increase sales and get people excited about your product?