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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

P.P.S. If you found this article helpful, please share it with your Twitter followers:

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".

Key Elements of an Effective Book Launch Page

Key Elements of an Effective Book Launch Page - 13 tips to creating a book launch page that sells

13 tips to creating a book launch page that sells

Your dream of writing a book is finally complete.  Congrats. 

But now what? What’s the best way to get your book campaign off to a big start?

Last week I wrote about the importance of incorporating landing pages into your website to aid in your business marketing efforts so this week, I wanted to get into creating a landing page specific for a book launch.

In order to successfully launch your book, you’re going to need an effective landing page that compels prospective buyers to make the purchase during your book launch campaign.

A successful book launch requires an effective landing page to compel buyers to purchaseClick To Tweet

Keep reading to find out the key elements needed on your landing page to generate your desired sales.

Here’s 13 tips to creating a book launch page that sells:

  1. Domain Name: Buy a domain name that matches the title of your book.  Then have it point to the page on your website where your book launch landing page resides.
     
    This makes it easy to tell others where to find the book during your launch campaign.
  2. URL With Book Title: When you create the book landing page, it will automatically have your website URL in the address but you want to take that a step further by ensuring the rest of the URL includes keywords from your book title. This really helps boost SEO.
     
    As an example, the URL might look like: www.mywebsite.com/name-of-book/
  3. 3d Book Cover: Hire a graphic designer who can take the cover of your book and create a stunning 3D image that will make your book cover really pop on the page.
     
    Visuals like this really help sell the book when people can see what it looks like, catches their attention and ultimately helps convince them to take action.
  4. Testimonials: During the final stages of writing your book, give out several preview copies to notable colleagues so they can provide quotes for the book launch.
     
    Add these testimonials, along with a photo of the colleague if possible for a more powerful social proof statement, to the book launch landing page.
  5. Book Description: Before deciding to make the purchase, people need to first get clarity on what they will learn or experience after reading, be convinced it’s going to help (or entertain) them in some way, and what those benefits or outcomes will be.
     
    Always address the “why” when they are asking: “What’s in it for me?”.
  6. Headlines: Use compelling headlines to break up the sections of your book page into easy-to-read segments. Use larger font sizes and contrasting colours to make the headlines pop out and be easily scanable.
     
    This way, if people only read the headlines, they will still get the important messages of the page.
  7. Author Photo: Include a professional headshot along with a short bio so prospective purchasers can see who wrote the book and connect with you emotionally.
     
    This makes for a key trust-builder so an essential element on the page.
  8. Call to Action: Create a written call to action that leads the prospective purchaser to your ultimate goal, which is to purchase the book.
     
    You want to make this clear and value-driven. It also helps to add a sense of urgency that will compel them to make a purchase decision now, rather than later. Many times using a limited time offer of a free gift with purchase is a great way to create that urgency.
     
    So your call to action would be something like this: “Order your copy of MY BOOK TITLE today and, for a limited time, receive immediate access to the Business Gift Bundle featuring gifts from today’s leading experts!”
  9. Buy Now Button: It’s important to have both written and graphic calls to action to increase conversion. So located right underneath your written call to action as described above, have a large red or orange button that literally tells people what to do next: CLICK HER TO BUY NOW.
  10. Next Steps and Submission Form: A confused mind will say, “no” so it’s your goal to ensure all steps involved in order the book and claiming the bonus offers are laid out and crystal clear.
     
    If your book is for sale on Amazon and you need the purchaser to provide proof of purchase in order to receive their bonus gifts, then in a numbered step-by-step format, tell them to first buy the book on Amazon (and provide the link), retrieve their order number, and then come back to your website to enter their information in a form you have provided.
     
    This form should ask the purchaser for their full name, email address and a field to enter in the Amazon order number.
     
    By the way, offering a gift with purchase not only helps compel people to buy, but also serves as a list-building opportunity. It helps you to know who has purchased your book and be able to continue developing a relationship with them through your mailings and newsletters.
  11. Social Sharing: You want to do all you can to help spread the word about your book launch so be sure to add social sharing buttons that encourage fans to share the book with their friends and followers.
     
    Add the social sharing buttons at the bottom of the page, both on the landing page and also on the resulting thank you page after they have submitted the form or made the purchase if you are selling within your website.
  12. Social Graphics. Some fans will want to take their social sharing to the next level and help share the news about your campaign to others. JV partners and affiliates can also be a part of this.
     
    The key is to make this as easy as possible for them so create some graphics and banners they can copy, paste, and use on social media or even their blog to help spread the word.
     
    If you are wanting to enlist JV Partners and Affiliates, you will want to set up an affiliate tool that produces a unique tracking URL for them to use so you can then reward them for their efforts of resulting sales.
  13. Hashtags: Don’t forget about the power of hashtags.  Create a unique, official book launch hashtag people can use throughout the promotion on social media. This also helps you track how many people are helping you spread the word.

I hope this checklist helps you include all of the important information you need to make a book launch page that sells.

If you need assistance in creating your book launch page and/or need some expert guidance on creating and implementing a launch campaign for your upcoming book, give us a call!

Hope you make the bestseller list!

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

P.P.S. If you found this article helpful, please share it with your Twitter followers:

Here’s 13 tips to creating a book launch page that sells from @eVisionMediaClick 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".

Top 13 Ways Landing Pages Can Build Your Business

Top 13 Ways Landing Pages Can Build Your Business

What Every Entrepreneur Should Know About Landing Pages to Aid their Marketing Efforts

For many entrepreneurs and business owners, the online marketing scene can very confusing and overwhelming. All that marketing terminology that’s constantly being thrown out there on a daily basis is enough to make one pull the covers over their head and hope it all just goes away.

It can be tough to get up to speed and learn the lingo well enough to be able to make informed decisions on whether your business could benefit from the latest and greatest marketing techniques available or not.

Want to throw your head under the covers and hide from marketing? This will helpClick To Tweet

That’s always been my goal with writing these business-related articles – to help you get the clarity you need to be able to move forward in an informed way.

So today’s article shares some insights into landing pages.

Landing pages got their name from marketing campaigns that were designed to drive targeted people to a specific page on a website with the intention of converting them to do something.

That “something” is detailed later in this article but first, let’s explore what they are.

What is a Landing Page?

A landing page is simply a website page, but it looks different from a typical website. The difference being it has a primary focus – a single “call to action” or focused objective the site owner wants its visitors to do.

So a well-designed landing page will not have any distractions on it like a navigation or links to other pages or websites. The primary reason for this is to keep the visitor focused on that main objective: take action.

Effective landing pages should not have any distractions and focus on the user taking actionClick To Tweet

This is commonly referred to as “conversion” where the person has converted from being a visitor to someone that has acted on the objective call to action.

There are two primary types of landing pages: Click Through and Lead Generation.

The click-through landing pages have a goal of persuading the visitor to click through to another page. This is often done in eCommerce situations where a campaign will send people to a click-through landing page and provide compelling details about a specific product or program and then display a button that will lead people to purchase that item.

Lead generation landing pages are used to capture the name, email address and perhaps other pertinent information from the user so it can be entered into a database list. That database list, which is typically stored in a newsletter platform service, can then be used to follow up with those people either through an Auto Responder series, newsletter sendouts or various promotional campaigns.

Why You Should Use Landing Pages

Landing pages serve a great purpose when wanting to generate leads and sales for your business. As already mentioned, they provide a no-distraction means to get specific people who are in your ideal target market to get into your marketing funnel.

Landing pages serve a great purpose when wanting to generate business leads and salesClick To Tweet

This marketing funnel can help you develop a “Know, Like and Trust” factor with these people using the follow-up strategies mentioned above.

The more they know, like and trust you, the more apt they are to purchase from you either now or later down the road.

Landing pages are typically used in conjunction with launches or ongoing list-building efforts by driving traffic to the page via Google, Facebook and other ad platforms, content marketing and social media promotions.

To really give your launches a big boost, you can use list segmentation and ad targeting to a variety of landing pages designed for specific audiences.

13 Top Ways of Using Landing Pages

Here’s a brief list of ways you can use landing pages to help boost your business:

  1. Offer a free giveaway such as a downloadable PDF eBook, checklist, report or workbook. You could also make it a video series to really captivate your audience.
  2. Ask users to participate in a Quiz or Survey. The responses will reveal a solution or explanation to a problem that showcases your expertise
  3. Create an event sign-up page for an upcoming webinar, teleseminar or even telesummit
  4. Offer a free consultation for the professional services you offer
  5. Promote a new or existing product or program that you’re offering
  6. Offer a free chapter in a book launch/promotional campaign
  7. Set up a free trial offer for a membership program
  8. Provide incentive for people to ask for a quote
  9. When compelling enough, a simple newsletter signup request can bypass the need for a free giveaway
  10. Provide informative case studies or white papers
  11. Offer limited-time-only coupons or special offers
  12. Have them enter a contest
  13. Compel people to sign up to receive “sneak peak” notifications of a future product or program launch.

So as you can see, there are a variety of ways a landing page can be used to help improve your business marketing efforts.

If you would like to give this a try but don’t know how to put it all together, give us a call as we do this for many of our clients!

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

P.P.S. If you found this article helpful, please share it with your Twitter followers:

Here’s the Top 13 Ways Landing Pages Can Build Your Business from @eVisionMediaClick 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".