It’s time to plan the content you’ll post during the week of your launch! Here you are just recycling the messages you created for your sales page. Why is THIS the solution to the problem you’ve been talking about for weeks? Why is this the right program or product to solve the problem?
<aside> 💡 This is the perfect time to share testimonials and case studies as well as show them what they’ll get when they buy. (Use screenshots and videos whenever possible!)
I highly recommend STARTING with the “Objective” column. What do you want them to know about what’s unique about this product, program, or service?
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| Phase | Purpose | How-to |
|---|---|---|
| Pre-launch (Optional) | Connection | A light, just-for-fun, email to re-connect |
| Pre-launch (Optional) | Question | Serve your audience something for free and ask survey or discussion questions to get them thinking |
| Pre-launch (Optional) | Quick Win | Give a quick tip or somehow help your audience experience success. Something they can do today! |
| Pre-launch (Optional) | 3 Biggest Mistakes | Discuss the 3 biggest mistakes you see teachers making when it comes to your topic. |
| Pre-launch (Optional) | Objections | Address the top 3 objections your audience will have to implement your program (I can't do this because...) |
| Cart Open Email #1 | Introduce Your Offer | This is the detailed e-mail about everything that's included. Link to your offer in the beginning, middle, and end. |
| Cart Open Email #2 | Interact | Talk about the pain points here, ask them to reply to the e-mail with any questions. |
| Cart Open Email #3 | FAQ | Answer your top asked questions about the method and the program. |
| Cart Open Email #4 | Bonus Content and Testimonials | Drop a brand new bonus to reengage and get people off the fence! Add testimonials. Possibly share a behind-the-scenes tour of your member portal. |
| Cart Open Email #5 | Emotional Pull | Tell your why story. Remind them of the way this will change their life- make it easier, more convenient. Get at the emotions behind the purchase. |
| Cart Open Email #6 | Last Call AM (Optional personal outreach) | Send only to people who opened or clicked an email during the campaign, but didn't purchase. Write a quick email (2-3 sentences) asking if they need any questions answered and reminding them that cart closes tonight. |
| Cart Open Email #6 | Last Call | Remind them that the doors are closing! Explain why you have to close the doors. |