AskPat 740 Episode Transcript
Pat Flynn: Hey what's up, everybody? Pat Flynn here and welcome to Episode 740 of AskPat. Thank you so much for joining me today. As always, I'm here to help you by answering your online business questions, five days a week.
Alright, now here's today's question from Huw.
Huw: Hi Pat. My name is Huw, which is from the YouTube channel Huw’s Nursery. And in my business it shows people how they can grow their own food inexpensively, and what I'm currently working on is creating a website and building my email list on that using ConvertKit. And my question is, I am going to launch a course in February 2017, so when should I begin the product launch. For example, creating a free email course to build leads. Is it too early currently, May 2016? So, if so, when should I begin? Thank you so much for the amazing an invaluable information you provide, and best wishes from Wales in the United Kingdom. See you.
Pat Flynn: Hey, Huw. Thank you so much for the question. Appreciate it. Great job. I love the LocalFoodInitiative.com that you're working on. I think that's a great idea and something that more people should look into. Now, in terms of building excitement for a course that you have, I mean there's a number of different things you can do. I don't think it's ever too early to start teasing something that's coming. You might remember my launch of my book Will It Fly? which came out in February of 2016. Well, I started talking about writing a book in February of 2015. I didn't know what that book was going to be or what it was going to be called, but I started to let people in the process of how I was going to put it together and why it was important to write a book. One of my first episodes of SPI TV was actually about how I came up with my first draft and sharing some of those tools. And again, just sort of slowly but surely injecting this idea that I have this thing I'm working on. And I think you can do that as early as a year or six months definitely is okay to do that.
Now, in terms of building anticipation specifically for a course and letting people in on the exact offer, six months may be a little bit too soon. And the reason that's too soon is because you want to make sure that people when they buy it's the height of all the lead up and anticipation leading up to it. You don't want to create a lot of hype and excitement and then all of a sudden have people wait another two months and then they end up forgetting about it and they're just not excited anymore. They're going to be less likely to purchase. So you want to make sure you plan out your calendar accordingly. And what I would do is work backwards from launch date and work a couple weeks back from there to really start to begin to announce it and share information about it.
Now, I will say that an email course, related to the topic, or a free giveaway if you will, would be something that you could offer a little bit earlier because it's going to take time for people to consume it. You can continually keep in constant contact with people over time, through ConvertKit. As they're going through that giving them tips, more value, answering questions. You can even get people on webinars, just building that expertise and authority to the point where, again, starting basically two weeks out you begin to tell people about this thing that you have going on, this course that they're going to have access to, the benefits to it, and perhaps using three video series PLF or Project Launch Formula strategy if you wanted to. There's a great episode that I did with Amy Porterfield who talks about that strategy in episode 137 of the Smart Passive Income podcast, which you can check out at SmartPassiveIncome.com/session137. Again, that's with Amy Porterfield.
So there's different levels of excitement that happen over time, and I think you want to make sure that at the height of all that excitement, in those videos, as you're telling your story and as you're getting people to know what this is for, why they should get it. And obviously, in some way shape or form, hopefully injecting some sort of scarcity into play, whether it's a course that you end of closing the doors on, and you want to get people in there and they want to get in before it closes. That's one way to do it. Or you can use that in combination with special offers. For example, bonuses that are only available during the week of launch, or when the cart opens and that sort of thing.
I wouldn't use price as a scarcity option, and the reason is, and I've talked about this before on the podcast, and I'm really paying attention to this in my own business, too. I don't want to discount my products because that just . . . what does that say about your product? It says that, well, it's actually not worth as much as I'm saying it's worth because right now you can get it at a discounted price. And I've made that mistake before and what happens is you begin to train your audience to look for discounts and I know a lot of other entrepreneurs who have found that that's what actually happens if you continue to offer discounts and all those kinds of things. So give people something, but not a discount. Give people a bonus, a QuickStart guide, access to you, bonus webinar, something for getting in early and that sort of thing. Hopefully that works out, and Huw, best of luck to you and congratulations and I look forward to hearing how this all goes for you. Keep up the great work. And of course, I want to send you an AskPat t-shirt for having your question featured here on the show.
And for those of you who are listening, if you have question that you'd like potentially featured here on the show as well, all you have to do is head on over to askpat.com and you can ask right there on that page.
Thanks so much. I appreciate you for listening in today, and here's a quote by one of my favorites, Darren Rowse from problogger.net. He says, “Consistently investigate what gives other people energy. Be the fan that fuels it.”
Love it. And I think fan can be thought of in two different ways. Fan like you're fanning a fire and it's getting bigger and bigger and bigger. But also fan like you are excited. You want to be the person who really wants to help these people that you are helping. So be the fan of the solution that you're providing to them. If that makes sense. Thanks everyone. Take care, and I'll see you in the next episode. Bye.