This is a great question.
For this type of promo, it sounds like your audience needs to be educated first before they buy.
What I would do is split this into two emails.
Email 1:
Educational newsletter style that hits on the negative effects of not dyeing their lawn (drive the problem home). Then talk about the solutions and some tips they can use. At the end, include a soft call to action if they want to take advantage of your offer and a button linking to your jobber form.
Email 2:
Strictly promotional email on blue dye. 3-4 lines long just like you saw in the Blueprint session and for the context, you can start if off with something like "You might remember last week I sent an email on blue dye..."
That way, they understand how much of a problem it can be in the future if they don't apply this now so they're more likely to respond to the offer to your promotional email.
Thank you!
