Why promote a waiting list?

Are you launching a new programme or product in the next few months? If so, have you considered building a waiting list to generate buzz and anticipation for your offering?

You may have seen me announce a brand new programme this week that I am running next month. But rather than promote the programme and go straight into selling places, I have opened up a priority list, which you can check out here.?

So today I thought I would share the reasons why I do this and how you can go about adding this step to your marketing processes.?

Marketing a waiting list before launching a program or selling a service is not a new thing; it’s probably one of the oldest marketing techniques around. It can be a very effective way to generate interest and anticipation for an upcoming program or launch; to build buzz and create a sense of exclusivity, which in turn can help to attract more potential clients.?

Plus, if you sell consulting services or bigger contracts, it gives you an opportunity to create a list of interested people even though you may be fully booked for the next couple of months.?

But one of the main reasons I like to market a waiting list before launching a program is that it allows me to gauge the level of interest in the program. By collecting names and contact information from people who are interested in joining the program, you can get a sense of how many people are interested and what their expectations are.?

This can not only help me to tailor the program to meet the needs and interests of my potential participants, but it also manages my own expectations on what my final sales are going to be … because there’s nothing worse, is there, to think you are going sell X number of places and then up ‘only selling Y??

The numbers of people on your waiting list will give you the data you need to predict your final sales targets, especially when you start doing this on a consistent basis, and this helps me hugely manage my own emotions because yes, I have very high expectations of myself!?

If there is not enough interest, this will save you weeks of work promoting a programme, course or event that isn’t going to sell, and give you the opportunity to go back and review what it is you sell next.?

Here are some of my tips on how to promote a waiting list and make the most of this strategy:

1) Make it easy for potential clients to sign up for your waiting list. Provide a clear and compelling call to action, and make sure that the sign-up process is quick and simple. I am currently using Leadpages for this which gives you quick and easy set-up templates to use that integrate with your email marketing lists.

2) Share updates and post engaging content on your social profiles to create visibility and drive more sign-ups.

3) Offer incentives to encourage individuals to sign up for your waiting list. This could include early access, exclusive discounts, or other rewards that will drive more interest and anticipation. For my Leap programme, I am offering a 50% early bird discount for everyone who signs for the priority list, but you could offer other bonuses such as an extra call or access to another online course.?

4) Engage with individuals who have signed up for your waiting list. Share updates, provide exclusive content, and ask for feedback to keep them engaged and interested in your offering.

5) And, of course, promote your waiting list to your current email list; three emails over 5 to 7 days will usually give you the results you need to know whether your new programme or product is something your current subscribers are interested in.?

Very few business owners think about adding this step, and I will confess that I had forgotten to run a waiting list until someone mentioned it to me at a workshop. I’ve promoted priority and waiting lists for almost all my programmes and events over the years, but because I hadn’t promoted something new for a while, it completely slipped off my radar. So I know how easy it is to miss this step.?

But the main reason I see why few think of including waiting lists is that you are often working towards short-term goals such as ‘I need to make X amount of money next month’. To run waiting lists in your marketing, you have to plan ahead as you will be adding a minimum of an extra couple of weeks to your marketing campaign.?

This is where the importance of planning and thinking long term about your business comes in. Slowing yourself down to think more strategically about the year ahead can get you off the busy train and help you spot your growth potential; the opportunities to create deeper relationships with prospects and build trust and credibility in your marketplace.

And this is exactly what I can help you with if you join me on Leap next month. Leap is a 5 week business accelerator that will show you how to create a clear, focused strategy and roadmap for a smarter, more profitable next 12 months.

Click here to get on the priority list for Leap and get the opportunity to save 50% on the programme when I open up the doors on December 27th.?