We know that human beings buy based on urgency. That’s why sales like Black Friday do so well – because the sale is ending soon, and the opportunity is going away. But does urgency only work if you take a product off the market? What happens if you want to keep your membership or course open all the time and avoid the stress (and all the work) that comes with product launches?
We do that. Our membership, The League, is always open. And today we want to share some strategies to help you create urgency (and make those sales!) without closing the doors.
Ready to find out our best-kept secrets?
SOME EPISODE HIGHLIGHTS:
(3:55) Why we keep our membership open all the time.
(8:16) Use event-based marketing.
(10:42) Add a limited-time bonus.
(11:25) Increase the price.
(13:30) Include topical bonuses.
(15:06) Create personal urgency.
(18:00) Automate your email campaigns.
(20:10) Use the Complete Email Marketing strategy.
(22:30) How to fix the timing issue in your marketing.
(24:22) Subject line of the week.
Why do we keep our membership open all the time?
In our membership, The League, we don’t do product launches. We don't open the cart for a few times a year and then close the doors again. We keep it open - it's an evergreen product.
Why do we do that?
Because, first of all, it helps take the pressure off doing proiduct launches a few times a year. But also, we strongly believe the reason we’re in business is to help people. Our customers have a problem, and we have the solution. And what would happen if people needed our help when we're closed? That's not very good, is it? Is it okay to tell people you can’t really help them right now because you only do so on your own agenda? In our book, it’s not okay. We don't like doing that because we’re genuinely here to help people when they need help.
But we know that people respond well to urgency. And if you don't do product launches at all and never close the doors to your course, programme, or membership, then what can you do?
You need to make your marketing urgent.
And here's how you can do that.
Use event-based marketing
The first thing you can do is something called event-based marketing. This means creating ‘events’ around your marketing. So you can run campaigns that take the customer on a journey for different types of events. Examples of this could be a 5-day free challenge or a virtual summit where you sell your product as part of it, or a splinter offer, where you take something out of your membership, for example, and sell it as a one-off thing.
Your job is to find interesting and different ways to wrap up your offer to create an event. So for example, if you're running a 5-day challenge, that has urgency built into it because it only runs for those 5 days. And if people miss it, they can’t join until you run it again. Does it mean that after the challenge is over, they won't be able to get into your membership or join your programme? Not at all. That stays open. But the challenge helps you create momentum. When people participate to the challenge, they follow your teachings and advice for 5 days and now feel like joining your programme is the next logical step.
Of course, there are many different ways to create urgency for your evergreen product through event-based marketing. We have over 20 campaigns that help us do this, and they're all available inside
