How to Write an Email That Sells Out Your Beta Program

MYTH: You need a big email list to make money.

Is NOT having an email list stopping you from success?

It doesn’t have to – here’s proof! Quite a few years ago now I emailed 20 people and sold 10 spots into my beta program launch in less than 2 weeks.

A lot of the online marketing hype these days is around having a big email list but often that can be intimidating and a bit of a ROAD BLOCK when it comes to using online marketing to grow and build your business.

In response to the myth above, I want to say that yes, having a big email list helps – but it doesn’t have to stop you from working with what you already have, and I would argue that having an engaged list is more valuable.

Case in point – this particular personal email campaign to 20 members of my business community that resulted in a SOLD OUT program for 2015. I didn’t post on Facebook, I didn’t do any social media in fact. Just one personal email and a follow-up phone call.

So why did this work so well?

I LOVE teaching the logistics, systems + automation plus content strategies behind successful business marketing online. So, let me give you a sneak peek into why I think this worked so well – and how I was able to accommodate this increase in business so quickly.

Here’s what contributed to the success of my SOLD OUT Program in less than 2 business weeks!

#1. YES, MINDSET!

After a two-week vacation that November I came back refreshed and more in alignment with my business vision and message than ever before. I had CLARITY!

I knew I wanted to connect with female heart-centered business owners and entrepreneurs who wanted to make a difference in the world AND empower them with the tools, insights and knowledge to help them market their business online in an aligned and strategic manner. I WAS ON A MISSION!

I also knew that I was looking for a REBOOT and a PLAN to grow my business in a new way, in a way that I could reach more people and make myself MORE ACCESSIBLE with a LONG-TERM PLAN!

#2. START WITH THE END IN MIND

Selling out a program has as much to do with marketing as it does with fulfillment. A lot of us wish and hope and dream for a sold out program – but what if that actually happened…are you ready for it? Or will it blow your business apart?

The first step I took was to create a realistic way for me to accommodate a growth in my business of 10 new clients in a short amount of time. How was I going to make this work?

The key areas that supported this were around AUTOMATION (I will explain in a sec), SYSTEMS + LOGISTICS (FAQ, Timeline, Appointments) and CONTENT MARKETING elements.

Here are the questions I asked myself and ultimately answered before I put the offer out:

a. AUTOMATION:
How do they sign up?
How do they pay?
How do they receive welcome email/materials?
How do they book time with me?
How do they receive receipt/invoice?

b. SYSTEMS + LOGISTICS:
When does it start?
What components will help the program be successful?
How do I deliver value/support?
How do I communicate with the clients?
When can I communicate with the clients?

Leigh BlogPicts for how to write an email that sells out your beta program

c. MARKETING COMPONENTS: The Offer
Who is this for?
Who is this not for?
Is this something people need?
Who needs it? Why is it important? Why now?
What objections can I anticipate?
What questions will people ask? FAQ required?
How can I resolve those anticipated objections?
What kind of Can’t Ignore Offer/Pricing model can I make available?
How many spots will be available?
Any incentives in joining NOW versus later?

So let’s RECAP:

1. Clarity, Mission + Vision in place. Check.
2. Mindset – Ready, Check.
3. Start with the End in Mind – Check.
i. Automation;
ii. Systems + Logistics;
iii. Content Marketing in place.

Okay – so what else made it a success?

I…

#1. Made it Personal – I sent out an email with similar details to everyone, but also an explanation about why I thought it was a good fit for that particular person at this time. I handpicked everyone on this list.

#2. Had Conviction – I believed in this offer, it’s value and I wasn’t going to change it.

#3. Was Prepared – I anticipated roadblocks, questions and objections. I was prepared for success but to also help people make a decision about working with me.

#4. Made it Easy – I wanted this to be a no-brainer. I did everything I could to support a yes or a no answer from the people I invited to join. The facts were there, the link to buy was there, the follow-up email to book their first session was there.

#5. Followed-up – I followed up with a voicemail. Emails can have a habit of getting buried in an inbox, right?

#6. Kept Focused – For the first five days of this effort, that’s all I worked on. My priority was making this a reality. No distractions, no excuses – just fill this program. That was it. Everything else was not important.

But what was the number one thing that made this successful?

If you’ve read all the way to the bottom, then you’ll know that this last piece is super important – because the DETAILS ARE IMPORTANT!!

When all was said and done – what was the one thing that every person who said YES had in common?

I reviewed the list of names – and ultimately – each and every person on that list I had CONNECTED with in some way – via social media, via an event, via a Facebook Group, a webinar, a speaking event or through an email I had sent. They were part of my community. I had relationships with each and every one of them. I had invested in them via content that connected, inspired and engaged and now they were ready to invest with me.

This is part of what I do when I work with my clients. I LOVE making it easier for them to connect with their community with content strategies that inspire and engage.

Did this article help you?

Please let me know in the comments below. I’d love to know your thoughts and if you have any questions. I’m here – ready to connect!