Emails For Every Occasion

How to Get the Most Out of your “Emails for Every Occasion”

Here’s how to get the most out of the content in this Template Plan,

Read the entire Template Plan (TP) once – Read through this entire TP, watch the videos and download the resources.

Don’t act on the steps until you have finished reading the entire TP. This will help you understand the progression of the steps and put them into context.


Complete the steps – This Template Plan is a checklist of ideas – some may not be applicable to your business now, but may in the future. Maybe something is a good idea, and you can build from it.

How To Use Your Emails for Every Occasion Template Plan Section

Modify As Necessary

While fundamental principles are the same, every business is ultimately unique. The communications we share in this Template Plan are what works for our businesses and what has worked for hundreds of other businesses.

You should take into account your customers’ dreams, challenges, and goals, and the particular solutions you provide when considering what to offer as alternatives.

For example, it might make more sense to follow a downsell or even upsell path than an even exchange.

Much of our business’s experience is selling online and offline with service-based and some retail physical products, although mostly service. The principles are the most important to grasp.

Use the Phone

These templates can be just as effective as talking scripts over the phone as they are written out in an email. It may be necessary to use as voice scripts, depending on the circumstances of your business and personnel, but be wary of insisting on an exact script.

Sometimes when people read from a script, it’s obvious and comes off cold and robotic – which is NOT the tone you’re trying to achieve. You want to be authentic and real.

The best result usually comes from using this template as a guideline, and focusing on making sure that your customer service makes the key points with phrasing that is natural for them.

What You Need

  • A clear policy on booking. Do you require a deposit to hold a spot? How much is that deposit? When and how should payments be made?
  • What is your refund or cancellation policy?
  • How should people contact you if they have questions or concerns?
  • For meetings: Know how to get there and be able to give detailed directions!

Example: “When coming from Scottsdale Road, turn East on Thunderbird/Redfield. You’ll make a left at the second traffic light (76th Place). Our building is on the right side between Gelding and Evans.

  • For events: Know your event policy. Setup time, take-down time, where your crew will be, and when, how to get in touch with your crew, what your customer will expect, and how to put them at ease if something unexpected occurs.
  • For deliveries: Know your delivery time window, communicate the address and directions so your customer knows that you know where you’re going, provide contact information if something goes awry.