Promoting an event or product launch requires more than just good writing skills. It also requires timing! After all, a live webinar does you little good if no one attends, right? But, since your list is filled with loyal, eager fans of your work, all you have to do is time the emails effectively and – you’ve got an audience!
An effective email promotion requires three parts, and when done right, can produce amazing results. The key is to build expectations and excitement for your event, and this 3-step format does this exceptionally well. How do I know this? Because this is the promotional formula I use for all of my events and launches, which is one of the reasons I have a six-figure business today!
The three stages of your 2-week email promotional campaign are:
The Invitation Email – This is the Introduction to the event, an Invitation to attend, with all relevant data included. I send my Invitations TWO WEEKS before the event takes place, then follow it up with two more emails. Let them know what the event is all about – and emphasize how it will benefit them. Be clear that you think it would be a shame for them to miss this opportunity, and let them know that SPACE IS LIMITED.
The Reminder Email – This is the “Hey, did you get my Invitation last week?” email reminder. Don’t overdo it, but remind them how important the event is going to be, and suggest that they really do NOT want to miss it. Using different language from your first email, again let them know the benefits of attending – and how much they will profit from the high-value information you’ll be sharing. Remind them that the event is filling up fast and they don’t want to lose their spot!
The Last Chance Email – This is sent 1-2 days before the event, reminding them that this is their LAST CHANCE to sign up and attend before there is no more room for them. You can get a little more aggressive here, without being rude or pushy of course. Let them know that there are only a few spaces left and, if they miss out on this event, they’ll be disappointed.
I can’t emphasize enough how important it is for you to stick to this format when promoting an event or product launch. Remember, the goal is to get them to sign up. Keep the pressure on and hit them with all 3 emails in two weeks. Of course, links to your Sign-up Page should be included in all three emails. It also always helps to add a PS at the end – “Can’t wait to see you there,” or “Don’t forget your FREE gift, available only to those who attend the event!”
If you need help planning and executing your strategy for an upcoming event or product launch, including help with your email campaign, my team and I are here to help you get it right! Please get in touch without delay, and apply for a 45-minute free strategy session to see how we can help you.
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