This article is part of a 12-week course designed for entrepreneurs who are about to go through a product launch. The course goes through creating a content and social media strategy aimed at predicting and increasing product launch success. If you haven’t already, we recommend starting from the first week and advancing forwards.
Last week we learned a powerful new way to reach out to journalists through the use of press releases. If you’ve stayed on track, then you’ve been able to reach out to and befriend journalists in your product sphere, resulting in a published press release.
After a press release is published by a journalist who has a strong following, your website will get an influx of visitors who will want to check out your product and what it has to offer.
It’s time to alter your website in a specific way to accommodate these new visitors. We need to start grabbing their emails.
It is not enough to create an opt-in page by asking them to sign up for your latest news and updates. That alone is not an enticing offer, and will not get visitors excited. This is a good time to grab your thinking hat and explore ways of adding value to your new visitors.
Your core question should be: What type of value can I offer my visitors that will entice them to sign up to my email list?
In a world where everyone is competing for prospect emails, what will make your offer stand out from the rest?
Depending on where your press release links to, that should be your main area of focus. If it is your home page, then make sure your home page is set up for the new visitors. We will be turning that into a landing page to grab emails.
But that alone will not be enough. And although it is absolutely crucial to have your landing page opt-in form above the fold, there are other steps that need to be taken.
The articles you have been working on need to be optimized as well. For your customer articles, include a place to opt-in at around the 30% mark of the article, and at the end. A great example of this can be found on Noah Kagan’s blog, Okdork.com.
But for now, let’s focus on crafting your offer to build up your subscriber base.
Specific Offer for Your Target Persona
This needs to be emphasized: Be specific. You have a set target persona, that is your customer. A lot of business owners will get caught up in trying to appeal to everyone, which results in appealing to no one.
Would you rather have 100,000 people on your email list who aren’t targeted, and as a result have no interest in your product… Or would you rather have 1,000 targeted emails who are interested in your product and want more?
The latter can result in a list which will grow to 100,000 emails, because the power of those 1,000 targeted emails will create an exponential amount of momentum for you and your business.
Moving Your Free Line
One of the most effective ways in building a huge email list is utilizing a tactic known as moving the free line. While it may sound counter-intuitive, it is highly effective.
Every industry has a different amount of information or product that is given away for free in order to entice prospects to sign up. Our goal is to go above and beyond that.
What does it mean to move the free line? It is a strategy employed to give away more than others in your industry. You are giving away so much value that it wouldn’t make sense for the prospect to not sign up.
This is where the magic begins.
A few things to note: Moving the free line does not mean you should be giving away your products for free. It does not mean that you should go bankrupt trying to get prospects to sign up either. Also, you must always deliver on what you offer for the prospect who is going to sign up. Otherwise, you’ll lose all credibility and will no longer be seen as an authority, but rather a con artist (an email con artist, that is).
As with everything in marketing, do your research. What are your competitors doing in order to get email sign-ups?
If all they’re doing is creating an opt-in list in the sidebar that says: “Sign up to receive our updates and offers!!!”, then you don’t have to do too much in order to beat that. A helpful e-book, solid weekly content, and insider information will easily overtake your competition.
But then again, this is average. And if you put in average work, you will receive an average result. We don’t want to be average, we want to be phenomenal.
If you can spend a couple hours out of your week with a pen and paper (it’s important to use an actual pen and paper) writing down deeper problems that your persona needs to solve, then you will be remembered and recognized. All of a sudden, you’re not just another business who asks visitors to opt-in in the sidebar for their own benefit. You’re here solving challenges they face, for free. That’s powerful.
Remember, there is no limit to what you can give away for free, as long as it makes financial sense to do so. (Plan this out first.)
We have two goals with our new prospects. The first goal is to keep our prospects engaged. This can come in the form of sending them weekly emails which build value and giving them the chance to interact with one another through the use of social media or a comment system.
This is beneficial to us for multiple reasons. Letting our prospects engage with one another will give us feedback about our work and show us deeper challenges they may be facing that we haven’t considered. It also starts the conversion funnel for transforming prospects into customers, which leads us to our second goal…
The reason we collect emails in the first place is to have a controlled system that lets us turn an audience (visitors to our website) into customers.
Every email campaign you start must have a reason for beginning. Don’t forget that while you are providing value to prospects, it is also your job to be converting them into customers.
Not every email you send out to your list should have an agenda, but each email should lead up to one.
As you continue to provide value, let the value lead back to your product and how it will benefit them. Use the 80/20 rule to write those articles. 80 percent of the article should be helpful information, and the last 20 percent should show them how their problem can be solved with your product. This is your pitch.
While this is only the beginning, utilizing your email list to its full potential will begin showing you what type of interest people have in your product. This type of feedback is important when it comes to predicting the outcome of your product launch and how you can alter it if needed.
Here’s to your success,