A few months ago, I made $96,924
in 7 days from launching one product.
And in this video, I'm gonna break
down the biggest lessons I learned, what worked
what didn't, and what I wish I would've done differently.
That way you can take these lessons and apply them
to your next launch or promotion to see even better results.
Keep watching.
Hey guys, what's up?
It's Alex.
And in this video I'm gonna share some
of the biggest lessons I learned
from my Live Posse Eye challenge that launched
in the fall of last year.
After all was said and done, we ended
up bringing in a little under 6 figures in revenue
which is pretty good, but it was a bit lower
than we expected compared with our previous launches
which means this launch taught us more
than any of our other previous launches have.
And that is exactly what we're gonna talk about today.
But first, if you love this type
of video and wanna hear me share more
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Alright, now let's dive in to lesson number one.
Prime your audience.
Yes, priming your audience is essential.
When you're launching something brand new
or outside your typical offer suite.
Never ever assume that your audience knows the benefits
of what you're selling.
Just cuz you know them doesn't mean they do, right?
So usually for every single promotion and launch
that we do here at the Copy Posse, we run a
subtle priming campaign to start seeding the new product
and its benefits about 1 to 3 months before a launch.
So in this case, we sent out some emails
in that priming window and started posting about the power
and importance of branding on our social media.
And we did this
without any mention of an upcoming course or offer.
The goal here was just to start educating our audience
on the problem and solution and of course
add a lot of value.
And we definitely didn't overdo it.
We just sprinkled in some brand voice
and branding content very naturally wherever it made sense.
We did the exact same thing
for our email marketing challenge in 2021
and for our sales page challenge in 2020.
And this priming approach worked very
very well for those challenges.
But with this challenge, the brand voice guide challenge
the lesson I learned is
that we could have primed a little bit better
with a bit more education prior to the launch.
Of course, this is all just a guess after all
marketing is just one big experiment at the end of the day.
So I don't really know, but I have a guess.
This launch was for a brand new product
on a brand new topic that we have never taught on before.
It was a branding course, and that falls outside of the norm
of what we typically sell, which is copywriting courses.
And our target market was actually a little bit
different too.
For the last couple of years.
My audience has come to me for pretty much only one thing
copywriting tips, which is awesome.
And all
of my previous offers were very clearly for copywriters.
With this launch though, instead
of selling just a copywriters, we wanted to create an offer
that business owners could benefit from too
which is why I really think
that a longer priming campaign could have been beneficial.
But at the end of the day, this launch was still
a huge success because since offering this challenge
my audience has grown substantially.
And now I have a great mix
of both copywriters and business owners in the posse.
Which one are you common below?
And let me know.
And this is awesome
because it just paves the way for more products
and launches to come to serve both audiences.
But the biggest, the biggest lesson I want you to take away
from this is this.
Whenever you're launching something brand new that's
outside of your typical sphere of content
take the time to really prime educate
and engage your audience to build awareness
and anticipation before your launch date.
And most importantly, show them why they should care.
Remember to always, always, always make it relevant
to them where they're at and where they want to go.
And that brings me
to my next big lesson that I learned from this launch.
Lesson number two, don't be afraid to pivot.
The Posse Eye challenge is
by far my favorite program that I've ever created.
I truly believe that branding is
at the core of all great marketing.
And the brands who take the time to deeply
understand who they are and what they stand for
and really nail their brand voice will outlast the rest
and get amazing results.
And copywriters and marketers having this information
under your belt and being able to offer your clients
this transformation is gonna take your services
to the next level and allow you to charge premium rates.
Now here's the thing.
I knew all of that.
Of course, I knew that
from my decade long experience being a freelance copywriter
but some
of my audience were still unable to grasp the impact
that this information could have on their businesses.
So what did I do?
I decided to pivot.
Pivot. You knew I had to use that giv.
I decided to change up the messaging
in my emails that I was sending mid-launch.
So most of the emails that I sent
out in the first three days of the promotion
and leading up to the promotion were focused
on the benefits of the program, which is great
except I had a hunch that my audience didn't really feel
like those benefits were relevant to them as copywriters.
So on day 4 I switched it up and I sent out this email.
Now this email is talking directly
to the copywriters on my list
about how taking this program will help them better
serve their clients and raise their rates as a result.
And I actually even included a screenshot
of an invoice that I sent
for a brand voice guide that I did for a past client.
And I made it even more relevant by ending the email
by talking about a student I had who used the challenge
as a way to find more clients.
So this email was really communicating how
relevant this challenge was to all of my audience
not just the business owners.
And this email performed better than the previous emails.
So you guess what I did on the next day
I made the exact same changes.
The next email, I told a true story
about a copywriter friend of mine who started working
with a brand that was struggling to maintain
and engage its leads.
After doing a bunch
of digging into their brand resources, they discovered
that the brand had no formalized brand voice positioning
or messaging strategy.
They were basically just replicating stuff they
saw other people doing and hoping for the best, which
by the way, is a big, huge mistake and sadly, pretty common.
So this email was another example
of how to understand these branding assets as a copywriter.
And in the next email
I did the same thing by addressing the common question
can I charge for this as a freelance copywriter?
So even though all of those emails were actually
written weeks in advance, midway through the campaign
I decided to pivot and tweak the messaging slightly.
And I'm really glad I did.
And use that in your own launches.
Don't be afraid to get real-time feedback
and then make a change.
And that leads me to lesson number three.
You can't prepare for everything.
Sometimes even with the best product
in the perfectly executed launch
things will not go to plan.
As they say, timing is everything
and this especially applies to launches.
I was running this launch at the height of the AI hype
literally everyone was going off about ChatGPT
like that's all anyone was talking
about. Now, here's the thing.
AI has been a hot topic for years and years.
And of course, anyone who has actually played around
with AI and writes copy knows that it's simply a tool
and does not replace the creativity strategy
and empathy that copywriters bring to the table.
But thanks to all the people looking to make a
quick book to sell their latest and greatest AI program
and claiming that we were all doomed, understandably
people got a little scared, especially new copywriters
who really hadn't got the chance to get started yet.
And they were using it as a reason to hold them back.
And while I did my best to combat these worries by posting
on Instagram and emailing my list about my opinions on AI
and even interviewing the marketing director
of Jasper.ai on YouTube about the future
of AI and how it will definitely not replace copywriters
you heard it from him, folks, it wasn't enough to
quiet the fear mongering happening with every single scroll.
And while I certainly don't know for sure
I suspect that the timing of my launch coinciding
with this AI apocalypse could be part
of the reason why my launch didn't perform as
well as expected.
But this is nothing new trends change
fads fade and public perception can shift on a dime.
Many businesses saw the exact same thing happen in 2020.
We all remember what happened then, right?
Some businesses flourished during the pandemic
while other businesses were really struggling to
sell anything at all.
And it literally had nothing to do
about the business or the products.
They were probably great businesses and great products.
It was a reflection of the market.
So the biggest lesson
of all is to release expectations of perfection
because the truth is you cannot prepare for everything.
Even if I could go back in time and redo this
launch following these tips
there is still the chance that it wouldn't have
performed as well as I thought it would.
And that's because anything could happen, right?
There could be a global pandemic
there could be a massive panic about AI takeover again, ugh
there could be a social media blackout.
Does anyone remember when that happened back in 2021?
Literally, Instagram and Facebook and WhatsApp
and everything just went dark for an entire day.
And this actually happened a couple of weeks
before my email marketing challenge, which was
actually a really good thing because it really
showcased how easy it is to lose all communication
with your audience if you aren't using email marketing.
So what I'm getting at here is
that sometimes it's more than just the marketing
or the copy that's affecting a launch.
And sometimes these things might increase your sales
and other times they might hinder your sales.
So yes, you wanna plan, you wanna wanna prepare
you wanna pivot if you have to
but know that you can't prepare for everything.
And that is why I teach timeless marketing
and business principles that will never go out of style
so that you can focus
on building your business based on marketing truths
not just marketing trends, and truly stand the test of time
whatever else the world throws at you.
All right?
I hope you got some juicy nuggets
from this video to help you through your next launch.
If you wanna see more videos like this
make sure to comment below and let me know
and I will see you next week with a brand new video.
Until then, I'm Alex ciao for now.
All right, guys, if you enjoyed that video
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from launching my YouTube channel
to scaling my copywriting business
to creating multiple products
and growing a seven figure brand from scratch.
These are the 7 biggest lessons I learned along the way.