Let me start out by saying that there’s nothing wrong with ads. I love ads. But you don’t need them for your launch.
If you want to have an under the radar kind of launch, if you don’t want a crazy launch, if you hate ads or if you just don’t have the money, there are a bunch of things you can do to build hype and buzz around your offer.
It will be a little bit harder work because the sad truth is that if you don’t pay with money you pay with time, but it’s totally doable.
Everyone seems to be launching something these days. You go on social media and all you see is people talking about their launches. So how do you make yours stand out in a way that makes people insanely excited to hear more?
1) Force them to stop scrolling
You have to force them to take notice of you, and this means your launch needs a really strong hook.
Sometimes the thing you’re selling will have an in-built hook. If it’s a super compelling offer, if it’s something they’ve never seen before, that’s half the job done.
Some of these natural hooks that you should really be aware of (and use to your advantage) are:
- a new secret about something
- new research
- a new experiment that forms the basis of your offer
- some breakthrough new technology
- some sort of a mind-blowing results or case study
- a hard to believe claim - a claim that no one in your industry is making
As an example, when I launched one of my programs back in October 2015 I’d conducted a social experiment, where I tested about a hundred different words and phrases that a lot of the big names were using on their websites - and I tested them with 2,000 real people. I wanted to see the emotional response they’d have towards those words. This research was something I could use as a hook.
But if your product is kind of regular - good but not groundbreaking - you need to manufacture your hook. Lead with a really disruptive image and a disruptive statement or bold question that’s so counter-intuitive it stops them in their tracks.
Check out these examples for inspiration:
- Do you know why up to 90% of violent crimes happen to women over the age of fifty-five?
- Is the life of your child worth $1 to you?
- Sneaky little money-saving secrets your accountant never told you.
2) Run a scholarship contest (or a giveaway if it’s a product you're selling)
The idea is to run your contest in a way that hinges on social shareability.
Back in the early days, I used to give away spots on my programs without putting much thought into it, and then it would really bug me if the people I gave free access to it did nothing with the materials.
The point of a scholarship contest is that you make people work for their freebie. They earn their spot.
I use this strategy with every launch; I get people to create videos explaining why they want it or how they’re qualified then get them to share it far and wide. These videos double as user-generated pitches for your product or program - cha-ching!
This all serves two purposes. Firstly, it creates a lot of hype and buzz around your launch, and secondly, it means you’re only giving places away to people who really deserve it.
When I started selling my signature program, called Sold Out Launch, it was a $2,500 product, so not cheap, but there were two people who bought it purely because one of their friends had a scholarship entry.
When they saw the video saying how much this lady wanted Sold Out Launch because it had this and this and this, they bought. The person who entered my contest basically sold it for me.
3) Share micro-lessons
If I’m doing a proper launch I’ll have one day where I put on my makeup and do my hair then shoot ten micro-lesson videos. Each of these will last under 2 minutes and will focus on one particular topic linked to my launch offer, and can then be shared across social media.
Just make sure you don’t include a CTA at the end of your video. You might get booted out of certain Facebook groups if you do that.
Just make sure your tips are amazing, put the videos up and let them create a hunger for your offer. Also, you can open your video with something like:
“As you know over the next few weeks I’m sharing 25 micro-lessons on xyz.”
It becomes like a treasure hunt. People will go wild trying to find every single one of your tips.
4) Pay with a tweet
Install Pay With A Tweet to encourage social sharing of your free content. The idea is that by tweeting out your stuff, a person will receive access for free.
You could even use those same micro-lessons; embed 5 videos on a page that they can view freely and offer the remaining 5 in exchange for a tweet. As soon as they tweet out your link, the videos will automatically unlock.
This creates a load of buzz, because if they’ve watched those first 5 videos they’ve got the hunger. They’ll want the rest and they’ll do whatever it takes to get them.
5) Supercharge your opt-in
Another way to do this sort of thing is with a tool called UpViral. It’s a brilliant way to spread organic, viral buzz around your launch.
Let’s say you’ve created a free PDF for those who opt into your list. On your thank you page you can give them that free PDF and then tell them about an accompanying video that will be unlocked if 3 of their friends sign up using their link. As soon as 3 people opt in through their unique link, they’ll receive an email with the free video.
Just make sure that your video is compelling enough to make them want to go to the trouble of sharing it.
6) Celebrate every milestone
Share celebratory posts at each milestone - if you’re in the middle of the launch and you have one thousand people signed up for your webinar, or you have one hundred people, or even ten people signed up for your webinar, share those numbers on social media.
It doesn’t just need to be your sign-ups, it could be spots you’ve sold, entries in your scholarship contest, people who are collaborating, people who’ve got their hands on your fast-action bonuses…
Take it a step further by asking the first 5 buyers to shoot a video sharing why they bought and share those as posts across your different social media channels.
7) Introduce yourself with authority
An authority introduction is a post that makes you look interesting. It makes you look like you know your subject matter.
Go into a handful of Facebook communities and post these authority introductions with an image that makes you look interesting. They don’t need to be related to your launch, they can just be about you. I’d also suggest NOT putting a link in these posts; that’s a no-no in most Facebook groups.
I hope you’ve found these tips insanely helpful, and that you can see it is possible to build all kinds of crazy hype and buzz online, without resorting to paid ads.
Bushra Azhar is a Persuasion Strategist and Founder of ThePersuasionRevolution.co
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