Quick Tip: Building High Trust Leading Up to a Launch

by Kristen Burgess
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If you look at the very beginning, because this is where our focus is, the first 14 to 21 days, this is where the bulk of our sales is come in initially.  Our very first engagement campaign is likely going to be the first engagement campaign that goes before our launch series.

The first engagement campaign is not only going to gauge them, but it’s going to be leading towards the coaching program or our training launch. All of the engagement should lead up to a particular launch we have. Our product will be the answer to their problems. Prior to getting them to buy your product, every engagement campaign should lead them towards questions that are related to your product.

This way they’re naturally thinking, “Okay, based on these questions, I need help.”

Again, the coaching program is the answer to this particular help.

Let me give you another example, let’s say that you’re going to launch a 12 week swimming coaching program. This coaching program will cover overcoming fear of swimming so they can become a better and faster swimmer. All of the statements and questions in your email campaign or any leading your subscribers up to this fear. Some of the statements and questions will also lead them up to questions such as, “Do you wish you could swim faster? Or, is your fear holding you back? When you get into a pool during the summer holidays are you not as fast as some of your friends and family? When you’re challenged to a race do you always come in last? Would you like to change that?”

In this particular engagement campaign you could hint around that you’ll be launching an incredible coaching program that will be able to help them with some of their fears.

If you take all five of these engagement emails and say, “By the way, I’m launching a coaching program soon,” everyone is going to be able to see right through that and they’ll no longer engage with you.  In order to combat this, you could leave the by the way statement out completely or just introduce it on the final engagement email in the sequence right before the launch.
We want these engagement emails to be as pure as possible. We want to be able to build trust.

Let’s imagine now what an email would look like if you started out with a couple of credibility emails, a download email,  3 to 4 days of an engagement campaign, then a coaching launch for 3 to 5 days. After this you would send 2 to 3 days a content and then an engagement campaign that last 3 to 5 days. After this you can send a couple days of content then a product launch campaign for 3-4 days. If you were days of content then a training program launch. So on and so on.

What this will allow you to do, just like I’ve done for years now, is allow you to keep the trust level in your campaign’s very, very high, which will allow you to repeatedly do launches in a rapid fashion every 10 to 14 days.  It works because you’re constantly re-engaging the people that are on your list. With the engagement series you’’re bringing them back to the place where percentage of them are ready to invest with you.

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