Recently I connected people with a program that I really believe in. In this case I was acting as a Compelling Creative Connector. (If you don’t know what the heck I’m talking about, watch this webinar, which will introduce you to my marketing archetypes.)
I was one of 100 affiliates for this program launch, many of whom I was familiar with. You’ve probably heard of them, too. They have celebrity status in the marketing world.
Most of the people who place in the top 10 in sales for a launch like this have very large email lists. I know for a fact that one has a list of at least 80,000; another I’m going to guess is around 100,000, and yet another around 50,000 (if not more).
And then there’s little old me. At the time I took part in this launch, my email list only had around 5,300 people on it.
In fact, one of these celebrity folks had written me off last year as a viable promotion partner after he reached out looking for cross-promotion.
Even though my Archetype Alignment Grid is the missing piece for his entire gigantic email list and he stood to make some pretty major cash from promoting me, when he heard about the size of my email list, he quickly had something to do and had to get off the phone. I sent him my Grid but he never bothered to open the attachment.
My list being so small just wasn’t what he was looking for, and I would never be able to deliver the kind of results he wanted. And how could he possibly agree to promote me since we clearly weren’t peers?
When I received the “swipe copy” for this launch (the pre-written emails you are to send out), I knew they wouldn’t do. Hypey language, just not my thing at all. I would have been embarrassed to send it to my list, but more importantly, it was totally out of alignment with my archetype’s Marketing Foundation. One of the major reasons people buy from me because they trust me as a center of influence. And that copy would have been perceived as a breach of trust.
So, I threw all the marketing they’d provided right in the wastebasket.
The first part of the launch was a book giveaway. I pondered how to promote this in a way that felt good to me.
You know what I did instead of using the swipe copy? Something pretty radical: before I even considered promoting it, I actually read the book.
See, I don’t recommend things unless I actually believe in them or have used them myself. While I had taken the program this launch was selling before and loved it, I found some really good nuggets in the book I wanted to share with people.
So I wrote a blog post about my favorite snippet of wisdom from the book, and I sent people there to read about it with a link where they could opt in to receive the book. They really appreciated that I connected them with this book for free. (I know, because they sent me emails telling me so.)
Each day of this launch, we affiliates would receive an email showing us where we ranked on the leader-board. The first round was all about how many referrals you had made. This was before the program doors had opened; it’s a way to predict who will probably have the most sales later.
I hovered at number six for a few days. Not bad for sending one blog post written from the heart, to my tiny email list. Meanwhile, the other affiliates were sending out massive amounts of emails and even buying Facebook ads.
Next I went into the second and third aspect of the launch content to preview it. I wasn’t optimistic; the overall style of the launch was to push content out – in most launches this content is really quite basic. But the creativity and depth of this content blew me away with how engaging it was. It was award-worthy stuff. The person had created two games that allowed people to engage with her concepts. They were so cool! You clicked on different elements and coaching questions popped up that were really powerful.
I wasn’t going to email my list again, but I truly felt my community needed to see this stellar example of engaging content. So I wrote them telling them about it and encouraging them to check it out.
I was still at number six for awhile, surrounded by big-hitter marketing celebrities. Then, the last day of tracking referrals, I dropped out of the top ten. I finished at number eleven for that piece. Still, not bad at all when you consider how small my email list was compared to the others.
Next came the sales rankings once the program opened its doors for sales.
I hadn’t planned on mailing a third time, especially because I had mailed twice the week before, which was once more than usual. This just wasn’t something my folks would necessarily tolerate well, and certainly not if I’m pushy like the others.
I woke up feeling inspired to share a blog post about my music and how I’d moved out of being stuck with it by taking a leap and getting outside help, and then after I wrote it, I realized it would be a great segue into what can happen when you take a leap in your business and ask for help.
Since I really wanted to take a leap in my business and would be taking that particular program again myself to help me accomplish this, the music story fit in nicely with the concept of what can happen when you know you need help and take a leap and ask for it.
So I sent it out. I got tons of email from people wishing me well on my musical dreams and thanking me for the post.
The final day before the cart closed, I was wondering where I would fall in the rankings. I figured I would probably be somewhere in the top 20, especially since I was only number eleven in referrals.
All the people in the top ten were hammering their email lists with tons of pushy emails. I had mailed once for the book, once for the amazingly creative content I wanted my folks to see, and now I told them about taking a leap with my music and helped them see what happens when you take a leap and get help with your business.
I will admit my ego wouldn’t have minded beating out some of these folks, especially the guy who had written me off as not being able to generate enough sales to be worth his time.
Or so he thought. I blew past most of the marketing gurus, including him!
Yep, I finished #5 out of 100. I was giddy with delight at how easy it was.
This is just a testament to the power the Archetype Alignment Grid holds … it creates tremendous efficiency in your marketing and dramatically ramps up your results.
Yesterday I shared with a colleague these results. She said, “You can’t be serious. That’s not possible. Those people have email lists upwards of 100,000 people!” Oh yes it is possible, even with a tiny list of 5,300.
By the way, in case you’re thinking this was just an anomaly, I promoted the same program last year, again throwing out the canned marketing and doing things in a way that aligned with who I am, and I placed #6. And my email list was even smaller.
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Beth A. Grant is a writer, speaker, marketing strategist and thought leader who helps you be yourself in business, in love, in life. She blogs at www.truthandconsciousness.com.