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SHOW NOTES

The people who ‘warm up’ their audience see better results with their launch, hands down. The people who regularly engage + connect with their warm audience (i.e. email list, social media followers, podcast listeners) generally CRUSH their launch goals, especially compared with the business owners who don’t.

(And P.S. this is just a general rule in business – take care of your people! Show up for them, and they’ll show up for you.)

Especially in the online “influencer” space, connecting with your audience before, during, and after a launch is crucial to your long-term success in business. And that’s what you want, right? You’re in this for life.

But it’s also vital to the basic success of every launch. You put a lot of time, energy, and effort into that 10-day open cart period, right? Warming up your audience will maximize those efforts.

In this episode I’m sharing a variety of strategies for warming up your audience (HINT – remember to do what makes sense for YOU + your audience), plus…

  • The best way to build trust with your audience BEFORE the launch
  • The #1 mistake people make with sales emails (+how many to send overall)
  • And how to stay top-of-mind DURING the launch, too

Tune into this quick lesson in marketing, and then head over to Instagram (@emilyhirsh) to share your experience! Slide into my DMs with a question or comment on my latest post with your ‘a-ha’ takeaway. I always love hearing from listeners!

And, if you have a launch coming up + you’re ready for stellar support behind-the-scenes, go to HelpMyStrategy.com to apply to work with Team Hirsh. We only take on people we know we can help – so submit your application to see if we’re a good fit!

Key Points:
[3:47] The people who do this see better results
[4:54] Here’s some strategies you can try with your warm audience buckets
[6:31] Here’s the conversation we have with clients
[7:58] Now, how do you stay connected with your audience *during* the launch?
[9:22] The #1 mistake people make with sales emails
[11:36] So, pay attention to these 2 things

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Episode Transcripts:  

Emily Hirsch: I’m Emily Hirsh, and this is The Hirsh Marketing Underground Podcast. Attention innovators, influencers, creators, and game-changing entrepreneurs: your internet domination begins right here. We are the powerhouse marketers that you’ve been looking for. You’re already making waves in your industry, and we’re here to help amplify those waves of change by creating a connection that cuts through the noise. We take everything you’ve built inside your zone of genius and find its audience.

With killer strategy and laser eye for impact, we launch multimillion dollar campaigns and skyrocket your reach online. And now, we are doing the unheard of. We’re unveiling everything we’ve learned, taking you behind the scenes with the Hirsh Marketing Team, and giving away the secrets to our clients’ success. Stay tuned for top converting strategy, ROI reports, and insider knowledge that you won’t find anywhere else. You’re changing the world, and we’re the team to help.

Hello, hello everyone. Welcome back to the podcast. I am recording this in California. I’ve been here all week. I’m just loving this system I have setup, where I can come here for a week with my kids. I fly in Saturday, fly out the next Saturday, so I don’t miss a work day, I’m with my team. I have nannies here, because we used to live here, so they watch my kids like a regular schedule, and I work, and then I get to be at my mom’s and with my family in the afternoon, evenings.

Yesterday, we went to the beach, so it’s been pretty awesome. I’m super grateful that I have the freedom to do this, just so, so grateful. I am super ahead on my content. I’m recording this right now, and this podcast won’t come out for about a month. I’m only home two weeks out of September. I go to Hawaii really soon, too, after I get back from California. What that’s really done is… Isn’t it so interesting that every time you have less time, you actually get more productive?

I have only two weeks out of the month to create content. I know if I have to do videos, I have to be in my office for those videos, and so, I have to be super intentional with my time. It’s actually made me more productive to do that, because I had to sit down at the beginning of the month and be like, “Okay, I have literally this week and this week. What do I have to get done each week to be on track?” I’m like, really on track.

Isn’t that funny? I feel like when you have less time and you’re forced to crunch it down and really do that, it really helps get things done even more efficiently. It’s just something to think about. Today, what I want to talk about is around launches. It’s definitely launch season. We have probably about 10 clients literally right now in launch mode. That’s a lot. The cool thing about that, though, is our team is able to look at all of these different clients and compare what is and isn’t working, and then also people who are doing different things on the organic side or on the nurturing side or their funnels, and how that helps them more than others.

We get this amazing intel. And so, a conversation that we were having with our team the other day, because we have one ads manager who has three different clients that are launching right now, not open cart all at the same time, but the buildup and everything… She’s definitely really busy right now, but she’s also like… It’s so cool to see the differences in the launches, because we’re obviously following our processes and our strategy very similar for each, but then on the back end, their email nurturing is different maybe or they’re organic, or what they did leading up to the launch might’ve been different.

Then you can see how that plays out. The conversation we had in this meeting with my team was how crucial it is to warm your audience up for your launches. We’ve seen time and time again, and I’ve talked about this before, that the people who do this and the people who… The clients who do this and the businesses who do this see better results than the ones who don’t. That is every single time. Right now being launch season, I wanted to inspire you guys to really think about whether it’s this year or next year…

Just sit down and plan your launches if you’re doing them, and make sure you pair that paid ad strategy with some organic content and valuable content, but also, maybe it’s email nurturing and just warming people up and building those relationships before you offer to sell to them. With the way the industry is going and the way that there’s just so many changes and just so much lack of trust out there these days, because there’s so much out there in the digital product and coaches and online space, it’s so important to do this.

It’s even more important than ever to do this. I want to talk through, what are some ways and strategies that you could warm up your audience if you have a launch coming up or even during your launch or maybe, yeah, during your launch or after your launch? One of the biggest things is that you, first of all, plan your launch date so you know, “Okay, if we’re launching in the spring of next year,” or “We’re launching in fall 2019, this month, what are we doing all of the months leading up to that to build our list, to build our video view audience, to build our podcast audience, to build our…” whatever, however they consume your content.

During or leading up to your launch, you’re just trying to build those warm audience buckets through valuable content. Again, your warm audience buckets are your email list, your video views, your page engagement, and your web traffic. Your web traffic could be counted as your podcast, because they go to your podcast on your website. That’s how you can track them. You’re trying to fill those warm audience buckets constantly leading up to a launch, so that you have people who have basically built a relationship, although a virtual relationship, but they have trust with you, they’ve built this relationship with you. They are going to be so much more likely to buy. Versus, if you just pop up on the newsfeed when it’s time to launch and start sending people to your webinar and then your sale…

It might still be successful, and we still see it work, but it won’t be as successful as if you warm people up properly before your launch. What we talk through with clients is, what does that strategy look like leading up to the launch? If it’s a lead gen strategy, then how many leads are we going to get into our list every month leading up to the launch? How many total leads do we need? If it’s a video strategy, then are we doing a weekly video and promoting it?

If it’s podcasts, how are we going to promote your podcast? How much are we going to increase the downloads by? Those are all the types of conversations that we want to have with clients. Obviously, their job is to create the content, and so you have to prioritize… It’s not easy, because when you’re preparing for a launch, you’re running your business still. You’ve got all of this work to do probably for your actual launch, such as writing your webinar, making sure your sales page is right… I get that.

But you will see so much better results if you properly warm your audience up before your launch. Make sure you plan that strategy out, and then tie numbers to that strategy. If your goal is to grow your audience by X amount, you at least have tracking for that leading up to your launch. This will help you fine tune it for the next time as well. That’s something we consistently see like, pair the organic valuable content with paid ads… really with evergreen campaigns, too, but I’m specifically talking about launches here…

And you will see better success in your launch, because you have built an audience of buyers who want to buy from you because they’ve built trust in you. That’s before the launch. I do want to talk about during the launch, because this is something that came up in that conversation with my team. She said… This specific ads manager has two different clients, and she said it was amazing to see the difference between two different clients who both hit their lead goal for their launch…

They’re both rocking it, and the difference between one who really strategized their sales emails and was sending a lot of sales emails during the lunch versus the one who had some, but they needed to be a little bit more… and the sales. They both hit their lead goals, they were both on track, but the sales were higher for the client who really strategized and thought through her email sequence. So then this ads manager talked to the other client and used it as an example.

I mean, that’s one of the amazing benefits I think of working with our team. I’m not just saying that just to throw that in here to brag at all… because we have this contrast and so we can be like, “Hey look, this client here is literally launching right now. This is what’s working. This is what you need to do.” Then she can do it, and we can up the results. But, making sure during your launch that you have, also, a lot of value and nurturing through emails, through content to push the sale during that open cart period is so, so, so crucial.

You can’t just do a webinar and then hope that people are going to buy and think that that’s it. What we recommend is, you plan all of your sales emails out before your launch. Remember with sales emails… people make this mistake, especially if it’s your first launch, where they make the sales emails super salesy. It’s just pushing the course. It’s like the copy from the sales page into the sales emails, the same thing almost in every email.

I’ve seen this so many times, because it’s still a lot of work to write emails. I know, again. But what you want to do instead with sales emails is, you want to use testimonials, storytelling, really get into the emotions that the people who haven’t bought yet but might be on the fence are going to be feeling and connect with them. You’re not just pulling sales copy from your sales page and trying to just get people to buy, because it’s not deep enough.

What you want to do is use ‘how this is going to benefit them’ by making this decision to purchase, by making this decision to sign up for what you’re offering, and really to speak to that in your copy. Your sales emails can have some value. They can tell a story about how somebody accomplished something by [overcoming] a mindset issue they had or saying ‘yes’ to something that they were so on the fence [about] before buying your product… the way you set it up… or using a story or a testimonial that you think would really represent the person reading the emails.

Make sure you really think about that with your sales emails, and that you send enough. We typically say you can send one to two sales emails a day during open cart, and then on the last day, you can send four to six, because the cart’s closing. You want to make sure people get in when the car is closing. It is so important to do this, and so we had that direct contrast to somebody who was sending you only a few emails versus somebody who was sending two a day, and this difference in sales.

People are busy. They’ll forget that the cart is open. They’ll forget when it’s closing. It [won’t] be on their mind. And your job during open cart in a launch is to stay top of mind the entire time. They see you all over in ads. They see your emails. They see your content. They’re connecting with you in every possible way so that they cannot forget that this opportunity is sitting in front of them.

The two crucial things that I’m talking about here that we have specifically noticed time and time again is, the importance of warming your audience up before your launch and during your launch and continuing to look at it as a connection building, relationship building thing that you’re doing constantly with people. You can’t just do the minimum of a webinar and hope they buy. You will be so frustrated with your results if you just do that.

Look at your strategy, plan ahead. Sometimes this might mean pushing your launch back two weeks if you have to, to be able to do it right. You’re spending a lot of money typically in getting people into the launch experience, so make it count, make it convert, and make sure that you have done this piece, because it is so crucial. Then when the launch is over, you’re looking at, “When are we launching next? How are we going to keep building our audience? How are we going to nurture them?”

Don’t just disappear after the launch. I did an episode of that [episode 56]. Don’t go silent after your launch because you’re tired. You can take a little break, a week break to a couple of weeks break max, but then you need to keep putting out the content and building that following, building that following of loyal buyers. That is what we’re going after before and during and after your launches. Be strategic with that. Make sure you plan it out. Make sure you’re giving a lot of value.

Make sure you are prioritizing building relationships, and your launches will be so much more successful. If you have a launch coming up or you want support with your campaigns or your strategy, your marketing strategy, you can go to HelpMyStrategy.com to apply to work with Team Hirsh. We do have some capacity. We have gotten very, very strict with our application process. The good thing for you is, we will not accept you on as a client unless we know we can help you.

The least you can do is go through the application process, and a lot of people have commented they learn about their business going through the process. That’s awesome. We can see if we’d be a right fit. Thanks so much guys, and I will see you next time.

Thanks for listening to The Hirsh Marketing Underground Podcast. Go behind the scenes of multimillion dollar ad campaigns and strategies, dive deep into The Hirsh Process, and listen to our most popular episodes over at HirshMarketingUnderground.com. If you loved this episode of the podcast, do me a favor and head over to iTunes to subscribe and leave a review, so we can reach more people and change more lives with this content. That’s all for now, and I’ll catch you next time.