Promoting your product, service, book, cause, teleseminar —
whatever it is — takes ongoing work and using multiple channels. Our
company is always promoting something because we create a lot of
programs and products. Over the next few days I’m going to share the
multiple ways we promote our programs. It’s something you cannot be afraid
of or reluctant to do if you want to have a successful business of ANY
You Need a List
The very foundation of all online promotion is YOUR LIST. Everything
you do needs to be focused around building your list. All of our
promotion starts and usually ends with our list. We use KickStartCart as our database management/ecommerce system.
A good list doesn’t get built overnight. It takes time, the right
offers (ethical bribes), good segmentation. But this isn’t a list
building post and this information is well documented by many, many
savvy marketers all over the Web.
As as example of how we promote our programs, I’m going to use a
4-week program that we have starting in July. That’s about 3 weeks from
now so I’ll document for you how we’re planning to fill that program.
Our goal is a minimum of 100 participants.
The program is the second incarnation of a very successful 4-week
mentoring program called Law of Action. We originally presented the
material in January 2008.
Expand Your Reach with a Joint Venture
The first thing to note is that this is a joint venture project with our good friend and colleague, Kathleen Gage, The Street Smarts Marketer. Right there, we are expanding our potential customer base since we both have lists of well over 10,000.
The first phase of promotion which we are currently wrapping up, is
to offer a special VIP discount to the people who attended the first
iteration of the program. This is where a well segmented list comes in.
It is simple for us to pull out ONLY the email addresses of the people
who registered before.
In this phase, we are sending two emails, four days apart. The first
email tells them about the opportunity and the VIP discount. The
second email reminds them this is a limited time opportunity and
expires in 24 hours. The second email has been sent. At the time of this post we have a 13.5% positive response (11 people registered out of 81 emails sent) and 0 people have unsubscribed from our
It’s important to note the you MUST send follow up emails. One email
will never, ever do the trick. People forget, they delete by accident,
the message gets snagged by spam filters. More people than you think
wait until the last minute to register for programs and if you do not
send out multiple emails, you are leaving money on the table. It’s
been proven to me every single time we promote anything.
Share your tips for online promotion strategies.