How to turn subscribers into buyers

Welcome To The Orbit Marketing Newsletter 🪐

This Week We’re Diving Into:

• 🪜 The Ladder Of Core Beliefs – A proven framework to guide prospects through their decision-making journey.

• 🎥 Case Study: BetterLetter – How Kieran and Isaac mastered newsletter growth.

Read time: 3 minutes

At Orbit Marketing, we’ve helped 50+ businesses launch weekly newsletters. If you are struggling to nurture your prospects, stay top of mind, or publish consistent content, click here to learn more about how we can help.

🪜 How to Turn Subscribers Into Buyers with “The Ladder of Core Beliefs” Content Strategy

Your newsletter isn't just an email blast - it's a strategic sales tool that guides prospects through a carefully crafted journey from stranger to customer.

Most businesses approach newsletters as a promotional channel, bombarding subscribers with discounts and product features.

But the most effective newsletters take a different approach: they methodically build belief systems that naturally lead to sales.

The Five Stages of Buyer Decision-Making

Every purchase decision follows a specific sequence of belief changes.

There are five critical stages each prospect must move through:

1. Problem Recognition - Acknowledging they have a need or pain point that must be addressed

2. Solution Acceptance - Believing that a solution exists and is worth pursuing

3. DIY Resistance - Understanding why solving it themselves isn't the best path

4. Vendor Selection - Recognizing why you're the right choice to help them

5. Objection Removal - Overcoming any remaining concerns or misconceptions

Your newsletter content should systematically address each stage, moving subscribers along this journey.

For example, if you sell sales automation software or consulting, your sequence might include:

• Why a messy CRM is costing you deals (Problem)

• How automated follow-up increases close rates by 47% (Solution)

• 10 things you need to master for effective sales automation (DIY Difficulty)

• Case study: How we helped Company X book 30% more meetings (Provider)

• Common myths about implementing sales tech (Objections)

The Power of The Ladder 🪜

The tiered approach works because it mirrors how humans naturally make decisions: we need to accept foundational beliefs before we're ready for the next step.

Just like a ladder - you can't skip steps and expect a good outcome.

Each newsletter builds on previous ones, constructing a complete worldview that positions your solution as the obvious choice.

The goal is to educate and indoctrinate your prospects into seeing the world the way that you see the world. When you are successful at this, buyers hop on calls pre-sold.

Making It Work For Your Business

To implement this in your own business:

1. Map out the key beliefs prospects need to hold before buying

2. Create content that specifically addresses each belief

3. Organize newsletters in a sequence that builds these beliefs gradually

4. Include clear calls-to-action aligned with their current stage

5. Track which content performs the best. Double down on what works.

The beauty of this approach is that it automates much of your sales process.

Instead of having the same conversations over and over, your newsletter does the heavy lifting for you — on autopilot.

Want Emails That Work as Hard as You Do?

Let the experts at Orbit Marketing help build your ladder.

We'll build a custom content strategy that guides prospects smoothly from subscriber to customer.

Book a free consultation to learn more about our process.

🎥 Case Study: Growing Newsletters With Meta Ads

Kieran Lenahan and Isaac Hanekamp, co-founders of BetterLetter, break down how they’ve built a thriving agency by helping clients grow newsletters with Meta ads.

Key Takeaways:

• 📌 Newsletter Ads 101: The best ads stop the scroll, speak directly to the audience, and make subscribing feel like a no-brainer.

• 🛠 Building as You Learn: BetterLetter’s team uses their own newsletters as a sandbox for testing ideas—turning experiments into proven tactics for their clients.

• 🤝 The Value of Precision: Tools like Beehiiv and Sparkloop aren’t just add-ons—they’re essential for targeting, segmenting, and amplifying growth.

Whenever you are ready, here’s how we can help you:

1. Done-For-You Weekly Newsletter - Start a weekly publication to nurture your prospects on auto-pilot, build authority, and stay top of mind. Learn more.

2. Tune Into The Orbit Marketing Podcast - Actionable tips and insights on email marketing, directly from industry leaders. Listen now.