Within the fall of 2022, I turned “The Welcome Sequences Guy” for solopreneurs. I discovered a gap within the e-mail advertising and marketing market that no one else owned, so I took it and made all of it mine.
My product was actually a welcome sequence product — a device to assist solopreneurs construct a extremely efficient lead magnet and welcome sequence.
My purpose was to develop into the go-to individual for welcome sequences — and all the things else revolved round that area of interest.
I spent greater than a yr on Twitter targeted on constructing authority.
I consider an viewers is a byproduct of your repute, not vice versa. So, day by day for over a yr, I shared useful recommendation on:
- Lead magnets
- Welcome sequences
- Misc e-mail advertising and marketing
And despite the fact that my viewers didn’t develop as rapidly as others round me (+4k in 2023), I’ve at all times gotten actually nice engagement on my content material.
I attribute that to establishing a repute of being useful and beneficiant whereas constantly sharing proof of my ideas and instructing folks the way to do issues totally free.
As I’d hoped, folks started seeing me because the go-to for welcome sequences.
You possibly can’t launch with out pals. Interval.
Over the previous yr, I’ve linked with dozens and dozens of individuals. Largely simply as pals, however typically, it turns into mutually useful relationships.
After I launched final weekend (December 2023), my good friend gladly shared my posts and advised others about my product.
I had 10 individuals who affiliated for me (and one other 5 of us who wished to however by no means acquired “accredited” by the platform…however that’s a narrative for one more time) and bought my product to their lists for a 50% lower of the gross sales they introduced in.
To not point out, launches are tedious and tremendous disturbing. The fixed help and encouragement I acquired from pals made it really feel much more particular.
My product is rattling good. I poured my soul into it, and I consider 100% there’s nothing available on the market fairly prefer it.
It’s not simply an info-product; it’s a device designed to assist folks implement a welcome sequence — rapidly. It is a elementary perception I’ve about merchandise, and it was a giant promoting level for this product.
No quantity of selling and even repute can save a crappy product. It’s important to consider it’s the perfect factor available on the market — or it’s going to be onerous to promote.
I despatched my e-mail record 14 emails over a 7-day interval.
4 prelaunch emails over 3 days and 10 launch emails over 4 days.
The prelaunch emails have been purely meant to construct anticipation for the product.
The launch emails have been purely meant to promote, and consider it or not, every launch e-mail grabbed at the least one sale.
Surprisingly, I didn’t get as many unsubscribes as I assumed I might (there have been nonetheless just a few curmudgeons). Many individuals have been completely happy to see me promoting one thing (re: repute) and have been rooting me on.
I despatched 4 emails on the ultimate day of the launch, and that at some point accounted for almost 50% of the complete gross sales. The ultimate 2 emails grabbed fairly just a few gross sales every.
It might really feel such as you’re emailing “an excessive amount of”, however in case you lead with worth, inform tales, and deal with folks like folks — most of ’em received’t thoughts.
Total, these have been the main target of my launch emails:
- purchaser hesitations
- product uniqueness
- social proof
- storytelling
- classes
I teased the product periodically for two months.
I talked about it and confirmed sneak peeks of it.
I despatched 4 emails about it within the days main as much as the launch — displaying proof, sneak peeks, and positioning the individuality of it. When you can’t get folks excited concerning the product, it’s going to be onerous to promote.
My purpose was this:
On the day of the launch, I wished my viewers to be considering, “Oh my gosh Jeff! Simply give me the rattling product already!!!”
Keep in mind, you’re not bugging them if it’s really one thing they need and want.
Get folks enthusiastic about your product BEFORE you launch it, not as soon as the doorways are open.
Of the emails I despatched to my record, the 2 best-sellers have been clearly:
The launch e-mail and the ‘remaining name’ e-mail.
However in between, I despatched 8 different emails. And those that delivered a surge of gross sales? Those by which I led with a narrative.
I used topic strains like:
“Glenn was driving me BONKERS”
“Bob-Bob’s beer steins”
When you’re questioning the way to ship 10 emails in 4 days with out driving your record loopy, tales are the ticket.
Tales are a refreshing break within the noise. They get our consideration, entertain, and have a strong means of speaking with out beating folks over the pinnacle.
Right here’s the overall storytelling framework I used:
Inform a narrative → Make a degree → Segue into the provide
It’s an effective way to say stuff you wish to say with out saying it.
A yr in the past, I had 650 followers on Twitter and 250 e-mail subscribers.
I had no thought this might occur a yr later, and a yr in the past, I most likely couldn’t have pulled this off on my own. However I believed it was attainable — and I targeted on getting 1% higher day by day.
Over a yr of serving to folks, sharing content material, making errors, and refining my strategy went into this product — and consequently, the launching of it.
I’ve by no means gone viral.
I don’t have an enormous viewers.
I’ve made a heap of errors.
However displaying up each single day pays off greater than you may see within the second.
The Creator’s Welcome System isn’t simply an info-course; and it’s far more than a humble template. It’s a singular system.
It’s all the things a solopreneur must get a high-quality lead magnet and welcome sequence up and working rapidly.
The product is born out of the strategy I take advantage of with freelance shoppers and hinges on foundational components like belief, proof, and thought management (not foolish gimmicks).
When you’re curious, you may learn extra about it right here.
I hope my marketing campaign provides you confidence you could promote your information at scale — with significant outcomes — with out having an enormous following.
