Remember way back in high school, when the boy (or
girl) you liked FINALLY asked you out? I bet that all week, all you
could think and talk about was what you were going to wear, how you
were going to fix your hair and whether or not he would try and kiss
you. Friday night's arrival seemed to take forever, didn't it?
Now, I don't know if that date lived up to your
expectations but I DO know that when it comes to marketing, creating
that same sense of anticipation is priceless!
Why? Because we're busy, forgetful and frankly,
often just plain lazy, which all translates into the biggest competition
you'll ever face.
Inertia.
Your skill at creating anticipation can make the
difference between a ho-hum (or nonexistent) response to your next
program or product launch, and seeing the kind of results that make
you sit back and wonder, "Why didn't I do it this way A LOT sooner?!"
Here are my 4 favorite tips on how to create
anticipation and make more sales for your next product or program
launch:
Tip #1 Hint at what's about to happen
In a zeal of good intentions, most business owners blast their list
with a great big "ta da!" email, expecting to sit back and
watch the orders stream in. Then they are disappointed when they don't.
Instead, start dropping hints about what's to come.
Don't mention the specific name of your program or product but be
sure and mention WHY they want to pay attention and hear more. Think
of this as your "pre-launch plan."
Tip #2 Get others in on the game
Yes, it's annoying to receive the same promotional email from five
different people but it DOES work. Why? Because it's the rare person
who only needs to see and hear something once before making a decision.
Getting other people to promote your launch means
it's likely many subscribers will see the same offer multiple times.
That is a GOOD thing because then they are more likely to take action!
Tip #3 Create scarcity
If you've ever been caught in a snowstorm then you know first hand
how quickly the stores sell out of all essentials. The same is true
for selling a program or product.
You can easily create a compelling (yes, and still
authentic!) sense of scarcity by limiting the quantity sold, including
a VERY special bonus offer for the first 57 customers, publishing
how many are left in inventory or setting a strict cut-off date (and
sticking to it!).
Just be sure to publish what you're limiting in
your email hints. For example: if you're limiting a new coaching program
to just 57 memberships be sure and mention that in the early emails
you send out.
I also like to mention how many people are going
to receive the announcement email when it comes out on my launch date,
along with reminding people of the limited quantity available.
Tip #4 Broadcast your launch date, not the product
or program
Remember how it felt to anticipate that Friday night date? Let your
subscribers know your launch date. Keep dropping hints as to why they
should pay attention to your big "ta da!" Let them know
the exact TIME the announcement will be sent.
Most business owners thing it's the product or the
program that is the "opening night" extravaganza. In truth,
it's the product's launch date that should steal the show!
