A specific question
[2023-03-07 04:02:03 AM] : A specific question is - I get the impression some waitlists/timed entry are not genuine - e.g. it intentionally holds you and sends some warming up emails, but it's based on how long ago since you registered, rather than genuinely opening to all at that time. Any opinions on whether that's more effective (or does it upset subscribers who realise it)? :-)
1 Reply
[2023-03-07 08:23:10 AM] : Trust is a big thing to get right for me. As mentioned in the course, getting people to make a choice in or out today is important. I've tried both options - launch windows and evergreen availability, and with the latter, I know of one guy who's been "meaning to do your course" for 2 years... So personally I'm a fan of launch windows, and with my recent course I had a live component and so that made the "doors are closing" feel very real as the live workshops were starting the next day. I also genuinely didn't know if I'd want to run it again so it really was their only chance.
Not sure if this helps you (!) but the urgency piece of a build up and limited offer I've found more successful for sales than an ever green offer. The challenge is less about that but more about making the limits "real". And I think that is what your asking about?
Incidentally, a friend of mine recently ran a "sold out" webinar because he was genuinely worried about how to answer all the questions if he had any more people sign up. Technically he could have kept it open but "supporting students / attendees" is also, imho, a valid reason to add scarcity measures.
[2023-03-07 09:12:14 AM] : That's helpful, thank you
[2023-03-07 09:13:10 AM] : I agree that having launch windows creates more impetus to actually buy, than evergreen - so will be considering that for the next course.
[2023-03-07 09:14:11 AM] : And yeah - I'm wondering does it need to be a real "on March 31st it's open for everyone" event. Some seem to do a fake version of "on <<sign up date +30>> it's open for everyone". But not sure if people notice/care that it's fake! :-)
[2023-03-07 01:05:22 PM] : I'm now super curious. Do you have an example of a product launch that you suspect "intentionally holds you and sends some warming up emails, but it's based on how long ago since you registered, rather than genuinely opening to all at that time"?
[2023-03-07 08:41:38 PM] : If you Google "evergreen launches" you'll find lots of examples!
[2023-03-07 08:45:27 PM] : It's absolutely a legitimate strategy. It's also an advanced strategy and usually when it's done poorly it's because people are trying to be clever before they get their fundamentals right. :smile:
[2023-03-07 10:24:04 PM] : Ah ok. Thanks, Alex.
[2023-03-08 04:48:35 AM] : I was unfamiliar with the term evergreen launches, thanks for sharing - i'll google and add to my list to explore much further down the line :slightly_smiling_face: