Launching Without Promotion

In this episode, We're diving into one of the biggest mistakes coaches and consultants make when it comes to their CRM system. In the previous episodes, we covered the fifth mistake, neglecting to grow your mailing list, and the fourth mistake, overcomplicating your systems. But today, we're uncovering a mistake that can truly hinder your success: launching a product or program without proper promotion.

Imagine this: You've put your heart and soul into creating a fantastic offering, but when you launch, you're met with silence. Why? Likely because you've overlooked the crucial step of effective promotion. We'll discuss the significance of promotion and how to execute it successfully. We'll explore email drip campaigns, social media tactics, and storytelling strategies to engage your audience.

Timing is everything, and we'll guide you on when to initiate promotions based on your community engagement.

Takeaways

• Launching a product or program without promotion
• Components of promotion
• Approach to promotion
• Recommended promotion timeline

Quotes

"Effective promotion is a process that demands time. Allocate ample time to let ideas simmer and capture the spotlight for your launch.”- Mary Sue Dahill

"Launching without promotion is like talking to an empty room. Plan and communicate repeatedly for better results.- Mary Sue Dahill

Featured in this Episode

Mary Sue Dahill

https://www.linkedin.com/in/marysuedahill

Chapters

00:00 - Introduction

00:29 - The Consequences of Neglecting Promotion

01:04 - The Rushed Launch - Timing and Promotion's Critical Role

02:06 - The Art of Promotion for Successful Launches

03:25 - Nurturing Concepts for a Successful Launch

05:02 - Conclusion

Product byhttp://www.heartcastmedia.com

Transcript

Mary Sue Dahill;

What are the 5 biggest CRM mistakes that coaches and consultants make? Hi. My name is Mary Sue Dahill. I'm the host of this podcast, CRM Success Secrets, and I have a really unique perspective on sales and marketing for business coaches and consultants because I help them implement their marketing and sales strategies. And so I have witnessed what has worked and what hasn't for many of my coaches and consultants. And that's what we're covering in this series on the 5 biggest CRM mistakes. In the prior 2 episodes, I covered mistake number 5, which is not continuing to grow your mailing list and mistake number 4 which is overcomplicating your systems. Today, in this episode, we're talking about launching a product or a program and doing no promotion. I can't tell you how many times I have seen this happen.

The coach or consultant spends a lot of time developing the concept of their actual program or product, which means that they've laid out the timeline. They developed the topics that they're covering in the modules. They've created a beautiful workbook, and they have it all ready to go. Then they build their sales page and the registration page, and they go to launch it. And many times, the coaches and consultants will have somebody paid to write the content and even do the graphic design. So they've really invested in this program to be successful, So they launch, and what happens a lot of times is that they did not give themselves enough time for promotion. And when you do that, you do not see the sales. So they'll launch their product.

They'll do 1 social media post and maybe 1 email about it. And then crickets. Or very few people even take advantage of the new program, and my Clients will feel completely deflated by that, which is understandable. They've obviously put a lot of time and effort into thinking about how they can deliver a great program, but the problem is promotion requires time. It enables people to kinda marinate on whatever it is that you're offering to marinate on the pain points that you're solving and the outcomes that you're promising. And sometimes, you know, they really do need time. Sometimes people are ready right away to purchase, but usually it's because That, business coach or consultant has been talking a lot about those pain points already, So they've been able to marinate on it. But promotion must be part of your launch plan, and it does require, I would say, minimum of 3 weeks, but I would say more like 6, depending on how much you are already nurturing with your community.

If you're not doing a ton of nurturing in email for events or social media, then you wanna give yourself more time to promote the launch of something new. Because, again, you have to think about it as marinating the concepts. Nobody is ready to purchase right away, and for those people where you think you're seeing that happen, you're probably not actually noticing how much They are constantly talking about the pain points, the outcomes, and the topics associated with their launch. So what goes into promotion is really, pretty standardized. There should be an email drip out over that time period, you know, sharing the story of why somebody needs this thing, what they're going to get out of the program, and why that will have an impact on their business or on their life, whatever you're selling. Social media is important as well. Of course, you know, doing lives helps, continually posting to, your social media channels, being on other people's social media channels, but continuing to be out in front talking about what pain points it solves and what outcomes to expect, but you're trying to draw attention to your launch, and you don't have to feel super promotional about it. It is just sharing a story and sharing how it will help people.

So it's really I always look at it as storytelling and education, but it must be given time to do. So if you're launching something new, give yourself time to promote, that means minimum of 3 weeks up to 6 or 8 weeks depending on, the program itself, and you will have much better results if you have a plan in place where you're communicating multiple times over that those 3 to 8 weeks and, you know, and you will have people sign up where you're gonna feel like it was the right thing to do because nobody likes launching a product to crickets.