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Why Your New Program Launch Could Fail (And How to Prevent it)

Why Your New Program Launch Could Fail (And How to Prevent it) The importance of Personal Branding for Entrepreneurs

The importance of Personal Branding for Entrepreneurs

Thinking about doing a product or program launch to get some fast sales? Read this first!

Over the years I’ve worked with many entrepreneurs who are excited about getting going in their business. They’ve listened to many webinars and courses promising them riches with their next program launch and want to dive in to make money fast.

They are even being told they don’t need a website; all they need is a landing page and auto-responder sequence and watch the money flow in!

If only.

The problem these “gurus” are not sharing during these hyped-up presentations is that just because it worked for them, doesn’t mean it will work for everyone.

Why?

One of the reasons is personal branding.

The lack of personal branding is a big reason why program launches fail for entrepreneursClick To Tweet

Those that have successful program launches have already established themselves in the marketplace and have built trust and credibility with their followers.

And this is all done through their prior efforts in personal branding. Brand new entrepreneurs haven’t had a chance to do that yet and this is where the disconnect lies.

A personal (or professional as the case may be) brand is very important for entrepreneurs to establish before diving into big-launch mode. This can be done in several ways but before I share that, here’s 6 reasons why developing a personal brand is so important:

  1. It establishes your identity in your industry. A brand will help you get noticed and remembered in a crowded space. In order for people to pay attention to what you have to say and purchase from you, you need to be considered established in your industry.
  2. It helps you stand out from the crowd. Through your personal branding efforts, your “Unique Selling Proposition” is showcased. By doing this, you are giving your ideal clients a reason to purchase from you as opposed to your competitor.
  3. It helps your business grow. Every time your brand is “presented” in front of your ideal target market, you become more and more memorable. People will start to think of you when they, or someone they know, are in need of your offerings.
  4. It builds your credibility. Whether factual or perceived, a personal brand will help establish your credibility as someone who knows what they’re talking about in your industry. When you get yourself in front of your ideal target market and showcase your knowledge, you will start to develop a “Know, Like and Trust” factor with that audience. People need to trust that you know your stuff in order to give you their money.
  5. It saves you time. When running a business, time is money. So by establishing a good brand presence from the start, you will shorten the amount of time needed to be profitable. It will lessen your credibility-building time – all without you having to explain what you do and how you do it to everyone you meet!
  6. It attracts your ideal clients. A good brand presence will eliminate you wading through all the people who are not your ideal client. An ideal client is someone who would be immediately attracted to you and your offerings because the branding has positioned you in a way that speaks to their needs and challenges and provides them with the confidence that you are the perfect solution they are seeking.

Let’s talk about your failed program launch

Why did you get so few people signing up for your program or purchase your product? Because you hadn’t established enough credibility yet with your followers.

Establishing brand credibility with your prospects is paramount to a program launch successClick To Tweet

You might be an incredible expert in your field, but if you didn’t do the preliminary personal branding steps required first to establish yourself as an expert in their minds, then it’s very hard to convince people you are worth investing in.

For brand new entrepreneurs, this is a challenge. It’s often the chicken and egg conundrum. In order to create a brand, they need money. In order to make money, they need to launch their product, program or services. In order to launch those offerings, they need to establish a brand.

I get it.

And my advice is: before you do your next program launch, be prepared to invest in your business and personal branding first in order to expect any kind of significant results.

Be prepared to invest in your business and personal brand before expecting significant resultsClick To Tweet

So before you go into launch mode after getting excited about hearing “how easy it is” to make money, here’s a checklist of what you need to have in place first to establish your brand positioning.  Here’s also some tips on what you can do to ensure a more successful program launch the next time:

  • Have a professionally designed logo

    A logo establishes the foundation of your overall brand. It’s what your target market will grow to recognize over time and will become the symbol of your business. One that they can trust.
     
    Ensure you establish brand continuity and consistency by using this logo in everything you do from your social media accounts to your business card and all your promotional materials in between.

  • Have a professionally designed and developed website

    If your website is amateurish looking and/or doesn’t convey the right message to the right people, then it is not ideally positioned for your target market. You want to draw in your potential customers, not turn them away thinking you’re not the best solution for them. Worse yet is not having a website at all.
     
    A website is a place for prospects to go and check you out before making a purchase decision. They need to determine your credibility, expertise and even your personality, especially if you provide a service. A landing page alone will have a hard time doing this.

  • Get active on social media by getting in front of your ideal target market

    Participate in discussions where you can provide something of value to help you get better positioned as an expert.
     
    Also use social media to build excitement about your upcoming launch. Build anticipation before providing any details on the program itself.

  • Establish a blog on your website

    A blog facilitates your opportunity to write articles that showcase your expertise. Article writing also helps with content marketing strategies that will expand your brand reach to those who would not know of you otherwise.

  • Make connections with industry leaders

    Industry leaders who share the same target market as you (who aren’t competitors) can be a valuable resource if they are willing to become a JV partner. If you’re fortunate enough to know of someone who can do you this favour, jump at it!
     
    By having others who have established brand credibility endorse you and your offering goes a long way in boosting your own credibility and authority in your industry.

  •  
    Remember there has to be something in it for them with this approach – either they get a commission off of any sales they bring or they have an opportunity for list building included in the campaign.

  • Get yourself booked for speaking engagements

    Go into your community and seek out opportunities for free talks in front of your target audience. Or find Podcast shows, webinars, and other interviews opportunities where you can share your message with your target audience.

  • Hold a free webinar or teleseminar

    Offering something for free before you start selling provides an opportunity to showcase your expertise. Consider it a “try before you buy” concept.
     
    If your webinar presentation is exciting and enticing enough, you could win over people to buy even if they didn’t know who you were previous.
     
    And if a webinar is too much, you could do a free video series or even create a powerful, value-driven free giveaway. By the way, all of these possibilities can also be a list-building tool long after your initial launch.

Of course, aside from lacking personal branding, there are multiple other reasons why a product or program launch can fail but I’ll save that for another article.

If you are one of those that has established your personal brand and are ready for to do a program launch but need help with strategy and implementation, let us know – we can certainly help in all areas needed.

To your success,

P.S. If you liked what you read here, you will want to sign up for my newsletter where you’ll get notified every Tuesday of that day’s blog post. Click here to also receive our free website guide: www.UltimateWebsiteGuide.ca

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New entrepreneurs: Here’s why your new program launch could fail (and how to prevent it)Click To Tweet

About the Author, Susan Friesen

10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen is the founder of eVision Media, a boutique web development and Digital Marketing firm of over 15 years that specializes in designing, building and marketing professional, unique websites for entrepreneurs, businesses and organizations.

Visit www.ultimatewebsiteguide.ca and grab your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

Marketing eTip: What’s Involved In Hosting a Webinar

Today’s eTip is about hosting a webinar or teleseminar.

I’ve had several clients lately come to me asking to host a webinar but they aren’t all that clear on what a webinar is and what is involved in actually putting it together.

First of all, a webinar is when you are putting on an online presentation. Usually a webinar is referred to when you are either visible like in a Google Hangout and they can see you like you are seeing me right now or if you are doing a slide show presentation, usually through a program called Instant Teleseminar, which is one of the programs that we use, or doing a slide show.

A teleseminar is when there’s just audio only. When you are only talking to people through audio with no visual component.

A webinar is a little bit more effective. It gives people an opportunity to have more attention on you –  whether they are watching you or watching your slide presentation.

A webinar is used when you want to launch something new. It’s used to showcase a brand new service or product offering and give everybody a sneak peek to what this new program is. It is usually offered for free and is typically an hour long.

Hosting a webinar is an excellent means to launch a new product or programClick To Tweet

What you want to do is give people a hint or sneak preview of what they would get if they actually purchased your new offering.

It’s structured where you have an introduction where you talk about yourself a little bit. Then you provide excellent value; something that would be beneficial to people who listen.

Then you would end with a call to action of telling people about your brand new service offering or bundle package and follow that up with sending people to that product or program’s sales page.

You could also offer an incentive for people to take advantage of with a sale that’s on right now for a limited time.

Aside from using this as a platform to launch a new product or service, webinars are a fabulous way for list building too. You get new people onto your list who are interested in attending that particular webinar.

If you haven’t thought about doing a webinar yet and you are not quite sure about how to put one together, give me a call and I can help with the process.

Usually you do require some sort of a team; it’s very difficult to do a webinar all by yourself. There are a lot of different pieces and components that are involved in putting one on.

You really do need to have somebody on your team who knows what they are doing and can help with the marketing campaign. Getting help with the technical part of putting it all together to make sure you get great results is a worthy investment.

I’d love to hear what you think – have you ever thought of hosting a webinar but were not sure how to go about doing it?  Share your response below in the comments section or if you have a question, I’d be happy to answer.

To your success,

P.S. New to online marketing or you find it overwhelming and confusing? Check out Social Blast: eMarketing for Entrepreneurs. It’s a monthly group coaching program for those just starting out or wanting more advanced strategies to help with their online marketing and social media efforts.
CLICK HERE: www.socialblastcoaching.com

About the Author, Susan Friesen

10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen is the founder of eVision Media, a boutique web development and Digital Marketing firm of over 15 years that specializes in designing, building and marketing professional, unique websites for entrepreneurs, businesses and organizations.

Visit www.ultimatewebsiteguide.ca and grab your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

11 Keys to High-Converting Webinars

11 Keys to High-Converting Webinars

Webinars are a proven way to deepen relationships with prospects and customers.

They are often used to help launch a new product or service and are offered for free so viewers can get a “sneak peak” of that offering.

Many of today’s most successful business owners are signing high-end clients or selling top programs with webinars.

There’s a lot of advantages to holding webinars and the secret to making them work for you is to create a high-value experience that is engaging and interactive.

The secret to effective webinars is creating high-value, engaging & interactive experiencesClick To Tweet

Aside from the marketing efforts needed to get people to register and attend your live webinar, it’s important to plan it out so you get the best conversions possible.

Below are some tips to create webinars that rock!

  1. Add Interest With a Co-host. They can introduce you and set the stage for excitement when your webinar kicks off.
     
    If you are nervous about hosting a “solo” webinar, having a co-host can add an element of interest by making it more interactive.  The co-host can ask you questions and make the webinar feel like an informative conversation.
  2. Outline Your Presentation. Don’t read your presentation word-for-word from a script.  Instead, you want it to feel conversational and connective so there is a natural flow to the presentation.
  3. Host Your Webinar in the Middle of the Week. The best days to choose are Wednesday or Thursday for highest attendance. In a study by On24, they found the best time to host your webinar is specifically on Wednesday at 11am PT / 2pm ET.
  4. Share Content With High-Perceived Value. It’s important for the attendees to feel like they got something they could implement right away to get results.
     
    Don’t make your webinar a pitch-fest just because you have a captive audience.  Make sure you share enough “wow” that will get the audience excited and want to go deeper with you.
  5. Introduce Yourself to the Audience. Many people probably haven’t heard of you before.  Just as you would shake someone’s hand at a networking event and tell them about who you are and what you do, you should let audience members get acquainted with you.
     
    Share your compelling story of how you got into doing what you do. Show the credentials, honours, media, and recognition you have gotten for your work in your presentation.
     
    Tell them about the books you have written. Your goal here is to get them to feel connected to you and trust your expertise.
  6. Mention Their Pain Points at the Beginning of the Call. Why did they sign up for your webinar in the first place? This is where you discuss their problem that keep them up at night and how you can help.
     
    When they hear their pain mentioned, they’ll say “yes, I’m in the right place.”
  7. Present Your Content With Stories and Examples. Tell stories and show actual examples of how the ideas you are sharing have been put into play with real world results.
  8. Keep It Simple. Give them a small taste of what you have to offer and leave them wanting more. If you overwhelm your audience with too much information, their heads will be spinning.
  9. Involve The Audience. Great webinars don’t just push out a presentation; they engage their audiences in a conversation. Take time to engage the audience and ask for their feedback in the chat or Q&A section.
  10. Share Customer Success Stories. Share social proof with testimonials and reviews from customers and colleagues who show that your “up-sell” offering is amazing and gets big results.
  11. Add a Call to Action With a “Fast Action” Bonus for Those Who Sign Up Quickly. This could be a bonus product or coaching session.  Add a sense of urgency by giving a limited time frame or a limited amount of spots.

Webinar Promotion Made Easy

If the thought of managing the webinar process feels overwhelming, we can help! eVision Media has a team of professionals to help you make an effective landing page, write promotional emails, create social media blurbs, and drive sign ups.

To your success,

About the Author, Susan Friesen

10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen is the founder of eVision Media, a boutique web development and Digital Marketing firm of over 15 years that specializes in designing, building and marketing professional, unique websites for entrepreneurs, businesses and organizations.

Visit www.ultimatewebsiteguide.ca and grab your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".