Full funnel architecture, all email sequences, and launch checklist for the Scroll Media business development campaign.
Last Updated: March 12, 2026
Status: Final, pending Chase approval
Author: Manus AI (Chief Strategist)
This document is the single source of truth for the Scroll Media business development campaign. It supersedes all previous campaign strategy documents. The funnel is now correctly architected to lead with the Instagram Maturity Quiz as the primary lead magnet, nurturing quiz takers toward the A2A Playbook, the Instagram Growth Blueprint, and the Signature Package.
| Stage | Asset | Primary CTA | Success Metric |
|---|---|---|---|
| 1. Cold Outreach | 1x Cold Email/DM | Take the Instagram Maturity Quiz | Open Rate > 40%, Click Rate > 10% |
| 2. Lead Magnet | Instagram Maturity Quiz | Enter email to see results | Quiz Completion Rate > 60% |
| 3. Nurture (Automated) | 4-email Quiz Drip Sequence | Buy the A2A Playbook ($87) | Sequence Open Rate > 50%, Playbook Purchase Rate > 5% |
| 4. Low-Ticket Offer | A2A Playbook Sales Page | Buy the Playbook ($87) | Page Conversion Rate > 3% |
| 5. Mid-Ticket Offer | Instagram Growth Blueprint Sales Page | Book a Blueprint Discovery Call | Calendly Booking Rate > 2% |
| 6. High-Ticket Offer | Signature Package Sales Page | Book a Signature Discovery Call | Calendly Booking Rate > 1% |
This is the email that goes out to your cold ICP prospect list. It has one goal: get them to click the link and take the quiz.
Subject: something we built for Cincinnati businesses
Body:
Hey {{firstName}},
I run Scroll Media, a social media agency based in Cincinnati. We work with local businesses on Instagram strategy and content.
We put together a free quiz that helps businesses figure out where they actually stand on Instagram. It takes about 3 minutes and tells you what the most important thing to work on is.
It came out of a conversation we keep having with business owners — most people know they should be doing more with social media but either don't know where to start or are posting and not seeing results.
Think of it like one of those personality quizzes from back in the day — except useful. :)
Cheers,
Chase
Founder, Scroll Media
This is the automated sequence that triggers immediately after someone takes the quiz. It’s sent via Kit (sequence ID 2670738). The goal is to provide value and push them to the A2A Playbook.
Email 1: Your Quiz Results + The First Fix
- Timing: Immediately after quiz completion
- Subject: Your Instagram Maturity Quiz Results
Body:
Hi {{firstName}},
You just took the Instagram Maturity Quiz and your result was: {{quizResultStage}}.
That means your biggest opportunity right now is {{biggestOpportunity}}.
But before you do anything else, here’s the first fix I recommend for every business at your stage: {{firstFix}}.
Most agencies would charge you for that advice. I want you to have it for free.
If you want the complete system for turning your Instagram into a client-generating machine — including 50+ plug-and-play CTAs, the Format-Funnel Framework, and the 3-message DM script that closes deals — it’s all inside the Audience-to-Action Playbook.
It’s $87. You can get it here:
Get the A2A Playbook →
Best,
Chase
Email 2: The Most Common Mistake
- Timing: Day 3
- Subject: The most common mistake I see at the {{quizResultStage}} stage
Body:
Hi {{firstName}},
For businesses at the {{quizResultStage}} stage, the single most common mistake is {{commonMistake}}.
It feels productive, but it’s a trap. It keeps you busy without moving the needle on what actually matters: generating leads and booking clients.
The fastest way to break that cycle is to install a system. A repeatable process for creating content that drives action.
That’s what the Audience-to-Action Playbook is.
It’s not a collection of tips. It’s the exact system we use to build client funnels. It’s $87.
Best,
Chase
Email 3: A Case Study
- Timing: Day 7
- Subject: How a {{clientNiche}} went from {{painPoint}} to {{result}}
Body:
Hi {{firstName}},
I was working with a {{clientNiche}} who was stuck in the {{quizResultStage}} stage. They were {{painPoint}} and getting frustrated.
We installed the Audience-to-Action system. Within 60 days, they {{result}}.
They didn’t post more. They posted smarter.
They stopped chasing vanity metrics and started focusing on the only thing that matters: turning followers into clients.
If you want that same system, it’s right here:
Get the A2A Playbook →
Best,
Chase
Email 4: The Hard Close
- Timing: Day 14
- Subject: Is your Instagram working for you, or are you working for it?
Body:
Hi {{firstName}},
Final email about this.
If your Instagram isn’t a reliable source of leads for your business, it’s a hobby.
The Audience-to-Action Playbook is the fastest way to turn it into a professional, client-generating asset.
It’s the best $87 you’ll spend on your marketing this year.
Get the Playbook and fix your funnel →
Best,
Chase
This is the sequence that should trigger after someone buys the A2A Playbook. It extends the old 3-email Kit sequence. The goal is to provide value and upsell them to the Blueprint.
(This is the content from the KIT-EMAIL-SEQUENCE-EXTENDED.md file, now integrated here for a single source of truth)
Email 4: The real reason most social media strategies fail
- Timing: Day 21 (after playbook purchase)
- Subject: The real reason most social media strategies fail
Body:
Hi {{firstName}},
It’s not the content. It’s not the algorithm. It’s not the hashtags.
It’s the lack of a documented plan.
A real strategy isn’t a feeling. It’s a document. It’s a roadmap that defines your content pillars, your ideal client profile, your keyword strategy, and your execution cadence.
The Playbook gives you the CTAs. The Instagram Growth Blueprint gives you the entire strategy behind them.
It’s a 3-week deep-dive where we build your entire Instagram strategy from the ground up. If it sounds like what you’re missing, you can learn more here:
See the Blueprint →
Best,
Chase
Email 5: A question for you
- Timing: Day 35 (after playbook purchase)
- Subject: A question for you
Body:
Hi {{firstName}},
How’s it going with the Playbook?
If you’re like most people, you’ve found a few CTAs that work, but you’re still not sure how to build a full content plan around them.
That’s what the Blueprint is for.
Reply to this email and let me know what your biggest challenge is right now. I’ll personally tell you if the Blueprint is the right fit (or if you even need it).
Best,
Chase
(This is the content from the PRE-LAUNCH-CONTENT-PLAN.md file, now integrated here)
This is the 7-day content sequence to run on your own social channels before you launch the cold outreach campaign. It warms up your existing audience and builds demand.
(Full copy for each of these is in the VISUAL-PRODUCTION-BRIEFS.md document)