Church Chaos Score - Post-Audit Conversion Sequence
Updated May 2026
Timing: All emails and SMS in this sequence are gated by delivery-rules — 4-hour minimum delay on the initial audit delivery, sends only between 8:04 AM and 6:00 PM Eastern, never on Sundays or major holidays. Slack notifications and HelpScout drafts are not gated. See delivery-rules for the full rule set and the source-of-truth file.
Overview
This sequence fires after a church receives their Church Chaos Score audit report. One goal: get them to claim their free makeover within 7 days (before the bonus expires).
Sequence type: 7-day conversion with disappearing bonus Primary CTA: Claim Your Free Makeover Disappearing bonus: “Behind the Curtain - A Real Church’s Creative Request System (Copy + Paste Ready)” - expires 7 days after audit delivery Secondary path: Churches that signal “no staff to run it” get routed to Brady for personal follow-up about The Comms Dept
Architecture
Day 0: Audit delivered → Email 1 (Delivery) + SMS 1
Day 1: Email 2 (The 7 Building Blocks™ - surface the solution)
Day 2: Email 3 (The Free Makeover - surface the offer)
Day 3: Email 4 (What's The Catch? - handle the objection) + SMS 2
Day 5: Email 5 (Do you want this? - the direct ask)
Day 6: Email 6 (Bonus expires tomorrow - urgency) + SMS 3
Day 7: Email 7 (Door's open - soft close)
Total: 7 emails + 3 SMS over 7 days
Branch Logic
Church receives audit
↓
Main sequence begins (Day 0)
↓
At any point, church clicks "Claim Your Free Makeover"
↓
Signup modal in audit opens
↓
Screen 7 asks: "Who will run it week-to-week?"
↓
┌───────────────────────┐
│ │
▼ ▼
"We have someone "That's the part we
on staff" haven't figured out yet"
│ │
▼ ▼
Continue to Nucleus REMOVE from main sequence
(makeover application) ROUTE to Brady personal
│ follow-up (email + SMS)
▼ │
Remove from sequence ▼
The Comms Dept conversation
Removal Triggers
Remove contact from main sequence when:
- Completes makeover application on Nucleus → Remove
- Selects “haven’t figured it out yet” → Remove from main, route to Brady branch
- Unsubscribes → Remove
- Enters the existing-customer pipeline → Remove. Triggered when the team adds the church to the Existing Users sheet after agreement. Applies to
main,comms_dept,makeover_delivery(notconfirmation— one-shot before the flag can flip). Removal reason:entered_existing_customer_pipeline. Suppresses both current and remaining pending sends.
Merge Fields
| Field | Description |
|---|---|
[FIRST NAME] | Contact first name |
[CHURCH NAME] | Church name |
[RANGE LABEL] | Low Chaos / Moderate Chaos / High Chaos / Critical Chaos |
[PASSWORD] | Unique password to access gated audit report |
[BONUS EXPIRY DATE] | Specific date the bonus expires |
[DAYS LEFT] | Countdown (calculated from delivery) |
PRE-SEQUENCE: Audit Submission Confirmation
Fires immediately when the church submits their audit form at churchchaos.com. This is NOT part of the 7-day sequence - it confirms receipt and sets expectations before the audit is built.
Confirmation Email
Send: Immediately upon form submission Subject: We’ve received your Church Chaos Score request Preview: Expect your report within 24 hours
Hey [FIRST NAME],
We’ve received your Church Chaos Score request for [CHURCH NAME]. Here’s what happens next:
Our team will begin analyzing your church services and website. Your report will hit your inbox within 24 hours (a bit longer on weekends).
Here’s what we’re measuring:
The Announcement Avalanche - How much promotional noise is burying your congregation?
The “Where Do I Go?” Test - Can someone easily find and take their next step?
The Sunday Savior Trap - Is there a clear hierarchy, or is everything competing equally?
The First Impression Score - Can a newcomer figure out when, where, and how to take their first step?
Talk soon, Brady
Confirmation SMS
Send: Immediately upon form submission (only if phone number provided)
Hey [FIRST NAME] - it's Brady from Pro Church Tools. We've received your Church Chaos Score request for [CHURCH NAME]. Expect your report in your inbox within 24 hours (a bit longer on weekends).
PART ONE: Main Email Sequence (7 Emails / 7 Days)
Email 1: Your Audit Results
Send: Day 0 (immediately upon audit delivery) Subject: Your Church Chaos Score is ready Preview: See what we found at [CHURCH NAME]
Hey [FIRST NAME],
Your Church Chaos Score for [CHURCH NAME] is ready.
The full report is waiting for you. Here’s how to access it:
Your audit password: [PASSWORD]
[See Your Score →]
Inside you’ll find your score, the specific evidence behind it, and the path to improve what we found.
Talk soon, Brady
P.S. Make sure you read to the end of your report. It’s thorough for a reason! And there’s something in there for you that I don’t want you to miss.
Email 2: The 7 Building Blocks™
Purpose: Surface the solution. Most people don’t read to the end of the report. This email puts the framework in front of them directly. Send: Day 1 Subject: The 7 steps that fix church chaos once and for all Preview: Same infrastructure. Every time.
Hey [FIRST NAME],
Your Church Chaos Score report has a section called “The 7 Building Blocks™.” If you haven’t gotten to it yet - this is the part that matters most.
Every church that moves from communications chaos to clarity installs the same seven steps:
- Assign Levels to Every Ministry
- Publish Policy
- Give Each Ministry a Home
- Supply Promotions Playbooks
- Create the Weekly Bulletin
- Commit to The Church Announcements Formula
- Launch Your Central Hub
This is how churches stop scrambling every week. Stop fighting over announcements. Stop hearing “I didn’t know that was happening.”
It’s all in your report. But if you don’t want to build it yourself - we’ll do it for you. For free.
[Claim Your Free Makeover →]
- Brady
Email 3: The Free Makeover
Purpose: Surface the offer with the value number. Introduce $10,335. Let the number land before “free.” Send: Day 2 Subject: We’ll build the whole thing for you. For free. Preview: $10,335 in value. Here’s what’s included.
Hey [FIRST NAME],
At the end of your Church Chaos Score report, there’s a free makeover offer. In case you missed it - here’s the breakdown:
$10,335 worth of communications infrastructure. Free.
- A brand new custom church website
- A professional photographer sent to your church (we cover the cost)
- The 7 Building Blocks™ installed and configured
- Mission Control with your policies and playbooks
- A digital home for every ministry
- Weekly bulletin template
- Plan-a-visit and visitor follow-up sequences
- Connect card and pre-service slides
Built by our team. Delivered to your church. Free.
Claim your makeover by [BONUS EXPIRY DATE] and you’ll also get a bonus - “Behind the Curtain,” a real church’s complete creative request system. Copy and paste ready.
[Claim Your Free Makeover →]
- Brady
Email 4: What’s the Catch?
Purpose: Handle the #1 objection. Prove the $10,335 with the full breakdown table. Then explain why it’s free. Send: Day 3 Subject: “So what’s the catch?” Preview: Fair question. Honest answer.
Hey [FIRST NAME],
We’re offering your church a $10,335 communications makeover. For free.
Here’s how that breaks down:
Custom Church Website — Design, build, and content migration — $4,500 Professional Photography — Photographer sent to your church, editing, and color grading — $1,200 The 7 Building Blocks™ — Ministry levels, communications policy, social media policy, promotions playbooks, weekly bulletin template, announcements formula, Mission Control — $2,997 Automated Follow-Up Sequences — Plan-a-visit sequence, new visitor follow-up sequence, connect card + pre-service slides — $1,638
Total: $10,335
So what’s the catch?
Think of it like a new car. We buy the car for you. Custom built. Delivered to your door. You just pay for gas.
That’s the hosting cost to keep your new website and communications engine live on Nucleus.
And hosting only starts after we deliver your complete makeover.
That’s it. No hidden fees. No contracts.
So far we’ve completed more than 1,000 free makeovers for churches.
[Claim Your Free Makeover →]
- Brady
Email 5: Do You Want This?
Purpose: The direct ask. Reference the $10,335 casually. Forces a decision. Send: Day 5 Subject: Your free makeover Preview: Do you want it?
Hey [FIRST NAME],
I offered [CHURCH NAME] a free communications makeover a few days ago - $10,335 in value. New website, professional photography, The 7 Building Blocks™ installed, the whole thing. Haven’t heard back, so I wanted to check in.
If it’s not a good fit right now, just let me know and I’ll close it out. If you need more time to discuss with your team or leadership, that’s totally fine - just give me a heads up on timing.
Either way, just reply to this email. We read everything.
- Brady
Email 6: Bonus Expires Tomorrow
Purpose: Urgency. Quick mention of the value. One-note. Send: Day 6 Subject: Your bonus expires tomorrow Preview: Last chance for Behind the Curtain
Hey [FIRST NAME],
Quick reminder - your makeover bonus expires tomorrow.
“Behind the Curtain” is a real church’s complete creative request system - their project intake forms, turnaround timelines, and workflows. Copy and paste ready.
It’s included free when you claim your makeover by tomorrow. After that, it’s gone.
[Claim Your Free Makeover →]
Your free makeover - $10,335 in value - will still be available. But the bonus is only available within 7 days of your audit.
- Brady
Email 7: Door’s Open
Purpose: Soft close. Bonus gone. No pressure. Password reminder. Send: Day 7 Subject: Closing the loop Preview: Whenever you’re ready
Hey [FIRST NAME],
Last email about your Church Chaos Score audit.
The bonus has expired, but the free makeover is still available whenever you’re ready:
- New custom website
- Professional photographer sent to your church
- The 7 Building Blocks™ installed
- All policies, playbooks, and templates
Built by our team. Delivered to [CHURCH NAME].
[Claim Your Free Makeover →]
Your audit report isn’t going anywhere either. (Your password: [PASSWORD])
Whenever you’re ready.
- Brady
PART TWO: SMS Layer (3 Texts / 7 Days)
Only sent if phone number was collected during audit intake.
SMS 1
Send: Day 0 (30 minutes after Email 1)
Hey [FIRST NAME] - it's Brady from Pro Church Tools. Your Church Chaos Score is ready. Your password: [PASSWORD]. Full report in your inbox now. [AUDIT LINK]
SMS 2
Send: Day 3 (morning, before Email 4)
Quick reminder - your free makeover bonus expires in [DAYS LEFT] days. We'll build you a new website, send a photographer to your church, and install The 7 Building Blocks™. All free. [MAKEOVER LINK]
SMS 3
Send: Day 6 (morning, same day as Email 6)
[FIRST NAME] - your makeover bonus expires tomorrow. This is the Behind the Curtain creative request system - copy and paste ready. Claim your free makeover today: [MAKEOVER LINK]
PART THREE: The Comms Dept Branch
OS edit note (2026-05-02): Pricing and deliverables for The Comms Dept are now locked. Three pricing tiers ($497 Starter / $997 Growth / $1,997 Scale, by church size) and 5 deliverables (Brand Voice Workshop, Story Database, Quarterly Promotion Calendar, Quarterly Story Campaign, Weekly Comms Package) — see 2026-marketing-spec. Email 2 copy below currently lists only 3 deliverables (Brand Voice Workshop, Quarterly Promotion Calendar, Weekly Comms Package); the Story Database and Quarterly Story Campaign were defined later. Worth a Brady-voice rewrite to mention all 5 — flagged but not edited here, since rewriting Brady-voice copy without a skill goes against the AGENTS.md drafting rules.
Trigger
Church clicks through the signup modal in their audit and selects: “That’s the part we haven’t figured out yet” on the staffing question (Screen 7 of the modal).
What Happens
- Contact is immediately flagged in The Comms Dept admin as interested in The Comms Dept
- The Comms Dept Email 1 fires automatically within 15 minutes
- Contact remains in the main makeover email sequence until makeover registration is fully complete on Nucleus
The Framing
This is NOT makeover vs. The Comms Dept. Every The Comms Dept church still gets the full makeover. The Comms Dept is the makeover plus someone to run it.
The person just told us: “I want to fix this, but I don’t have someone.” So the message is simple: you’re still getting your free makeover. But since you don’t have someone to run it - here’s the version where it actually sticks.
Sequence Architecture
15 min after trigger: Email 1 (Acknowledge + plant the seed)
Day 1 (next morning): SMS 1 (Make sure email didn't get buried)
Day 3: Email 2 (What The Comms Dept adds on top of the makeover)
Day 5: Email 3 (The direct ask - do you want this?)
Day 5: SMS 2 (Same day nudge)
All emails from: bshearer@prochurchtools.com (Brady’s personal) Replies go to: Brady’s Gmail inbox If they reply at any point: Becomes a real conversation. No more automation.
Email 1: The Seed
Purpose: Acknowledge what they told us. Name the problem. Briefly introduce The Comms Dept. No call push. Just plant the seed and make it easy to reply. Send: 15 minutes after trigger (automated) From: bshearer@prochurchtools.com Subject: Saw your answer Preview: Saw your answer on the staffing question
Hey [FIRST NAME],
I noticed you started the makeover process for [CHURCH NAME] - and on the staffing question, you mentioned you don’t have someone to own communications week-to-week yet.
Your free makeover is still yours. But I wanted to flag something.
I built a service called The Comms Dept for exactly this situation. It’s the full makeover plus a team that runs your communications for you. Weekly. Ongoing.
If you want to know more, just reply to this email. It comes straight to me.
- Brady
SMS 1
Send: Day 1 (next morning, only if phone number collected)
Hey [FIRST NAME] - Brady here. Sent you a personal email yesterday about [CHURCH NAME] and the staffing question. Worth a read when you get a minute.
Email 2: What The Comms Dept Adds
Purpose: Explain what The Comms Dept actually is. Strategy and copywriting delivered to the church - not website management. Highlight the three core deliverables. Makeover is the baseline - this is the layer that makes it sustainable. Send: Day 3 From: bshearer@prochurchtools.com Subject: What The Comms Dept actually does Preview: On top of your free makeover
Hey [FIRST NAME],
A few days ago I mentioned The Comms Dept. Here’s what it actually is.
You’re already getting a free makeover - new website, professional photography, The 7 Building Blocks™ installed. That’s the foundation.
The Comms Dept is someone to run it for you.
We become your church’s communications department. We handle the strategy, the promo planning, and all the announcements prep.
A few of the highlights:
Brand Voice Workshop - This is how things kick off. We analyze a full year of your church’s services to build a comprehensive document of your voice, values, and culture. This is critical. Because it cements how your church actually communicates - not just generic church-speak.
Quarterly Promotion Calendar - Every 90 days, we build your master plan for all promotional activity across every channel in your church. What gets promoted, when, and where. No more scrambling week-to-week.
Weekly Comms Package - Every week you get an execution checklist, announcement scripts, bulletin copy, and email/text copy. Done for you.
You said you don’t have someone to run communications. This is that someone.
If you want to explore whether it makes sense for [CHURCH NAME], just reply. I’ll walk you through how it works and what it costs.
Or, head directly to the link below to learn more:
[thecommsdept.com →]
The makeover is yours either way.
- Brady
Email 3: The Direct Ask
Purpose: Force a decision. Modeled on the scholarship email that got the most replies. Short. Personal. Send: Day 5 From: bshearer@prochurchtools.com Subject: Holding your spot Preview: The Comms Dept for [CHURCH NAME]
Hey [FIRST NAME],
Following up on The Comms Dept for [CHURCH NAME]. In short - we become your church’s communications department. Strategy, promo planning, and all of your announcements - done for you.
If it’s not a good fit right now, just let me know and I’ll close it out. If you need more time to discuss with leadership, that’s totally fine - give me a heads up on timing and I’ll hold your spot.
thecommsdept.com
Either way, just reply. I read everything.
- Brady
SMS 2
Send: Day 5 (a few hours after Email 3, only if phone number collected)
[FIRST NAME] - just following up on The Comms Dept. Sent you an email. Just reply yes, no, or need more time.
If They Reply
Any reply to an email or SMS within The Comms Dept sequence auto-pauses the sequence. Default assumption: the conversation has gone personal.
If the reply is logistical or unrelated to The Comms Dept (e.g. “what’s my audit password?” or “can you resend the report?”), Brady replies normally and manually resumes the sequence with one click. It picks back up where it left off.
No need to auto-detect intent. At this volume, Brady is reading every reply anyway - the resume decision takes two seconds.
If No Response After Email 3
Tag as comms_dept_future. Send them a standalone makeover reminder with the CTA to claim their free makeover. Re-engage about The Comms Dept in 60-90 days when they’ve experienced the “who runs this?” problem firsthand.
PART FOUR: Technical Notes
Reply-To Routing
| Reply-To | |
|---|---|
| Confirmation Email | hello@prochurchtools.com |
| Email 1 (Delivery) | hello@prochurchtools.com |
| Emails 2-7 (Makeover sequence) | hello@nucleus.church |
| The Comms Dept Email 1 | bshearer@prochurchtools.com (Brady’s personal) |
| The Comms Dept Emails 2+ | bshearer@prochurchtools.com (Brady’s personal) |
Email Platform Requirements
- Merge field support
- Sequence removal via webhook (when makeover is started or modal selection is made)
- Date-based countdown calculation for
[DAYS LEFT]and[BONUS EXPIRY DATE]
SMS Platform Requirements
- Webhook trigger from audit delivery and modal interaction
- Merge field support
- Opt-out compliance (include STOP language on first SMS)
Tracking
Track clicks on:
[View Your Full Audit Report →][See Your Score →][Claim Your Free Makeover →]
Segment Behavior
| Signal | Tag | Action |
|---|---|---|
| Opened emails, no clicks | low_intent | Main sequence continues |
| Clicked report, no makeover | medium_intent | Main sequence continues |
| Clicked “Claim Makeover” but didn’t complete | high_intent | Consider personal follow-up |
| Selected “haven’t figured it out” in modal | comms_dept_lead | Route to Brady branch |
| Completed makeover on Nucleus | makeover_customer | Remove from all sequences |
Subject Line Alternatives
| Primary | Alt 1 | Alt 2 | |
|---|---|---|---|
| 1 | Your Church Chaos Score is ready | See what we found at [CHURCH NAME] | Your audit results are in |
| 2 | The 7 steps that fix church chaos once and for all | Same infrastructure. Every time. | The part of your report that matters most |
| 3 | We’ll build the whole thing for you. For free. | Did you see this in your report? | Free. Here’s what’s included. |
| 4 | ”So what’s the catch?” | Fair question. Honest answer. | Free website. Here’s why. |
| 5 | Your free makeover | Do you want it? | Quick question about [CHURCH NAME] |
| 6 | Your bonus expires tomorrow | Last chance for Behind the Curtain | 24 hours left |
| 7 | Closing the loop | Whenever you’re ready | Last email about your audit |