Build Anticipation to Sell More Online
© 2006 - 2009 Kendall SummerHawk
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!
About the author:
Kendall SummerHawk, the "Horse Whisperer for Business" delivers smart, savvy ways entrepreneurs can turn their hectic business into a smooth-running, fun, 6-figure money-making dream. To learn more about her book, Brilliance Unbridled, and sign up for more FREE tips like these, visit her site at http://www.kendallsummerhawk.com
NOTE: You are welcome to “reprint” this article online as long as it remains complete and unaltered (including the “about the author” info at the end). I would also appreciate a copy of your reprint sent to kendall@kendallsummerhawk.com