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Unknown
Build it and they will come. Guess what? That is not true. They will not come. It doesn't matter how beautiful the product that you have created is. After two years in business, we understood one simple concept, which was long. Chain launching is the only way to sell anything online.
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Unknown
And if you don't know how to launch that, that's the topic of this video.
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Unknown
A friend. This is Iacopo and Alessia.
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Unknown
And
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Unknown
I come from cinema, so I knew how people were launching films. So now there is the new Yemen Drones coming out. And if you remember maybe a few months ago, you've seen some teasers. Maybe with Harrison Ford, maybe older, maybe younger. And you started telling everybody about it and you see articles.
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Unknown
Then closer to the launch, to the premiere, you see trailers coming out, usually three or four or spaced out in order to build the hype around what are around the big event, which is the premiere of a film. Why do they do that? Because they want to spread the word that everybody at that specific date should go running towards the theaters and watch the movie.
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Unknown
It shouldn't be any different. If we want to create buzz around something that we suddenly make available, this is what we realized. In order to sell a product, you've got to launch it. And then if you are not familiar with Jeff, walk at launch. There are a million ways of launching a product. This is what we've done so far.
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Unknown
We're not going to just tell you what we wrote in a book. We're going to tell you what we have done and actually worked really, really, really, really well. For example, for the membership launches. What do we do? Okay. Membership launches. As I was mentioning before, there is always a way for people to come in and commit. We opened the membership only once a year to everyone around the world.
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Unknown
Obviously there has to be a hype, so usually I start creating videos that people will like. They will find very valuable related to what you do and you know that people need and want. And then I invite them to sign up for a free event. It can be a free workshop where we learned the very basics of ballet.
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Unknown
So I love doing that because it's free. The only commitment that they're going to do is to give me their email address. What I do in the email address, I send them to a private community because I want people to understand the value of being in a membership That is not just about content, it's about being part of a community that is supported because I don't allow it bad apples in my communities.
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Unknown
I want people that support each other and I continue inviting people. I create content every week until we get to the event and I keep inviting people to the free events. So at this point, we're not selling never anything, never just sending people to the event because we want them to register their interest is the first time they're going to say I'm interested is the first time they raise their hands.
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Unknown
An engagement that you need for people to say yes at any point.
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Unknown
And I
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Unknown
The reason why I like to do these free events and these free workshop is because I want people to see me live and to see me that I am the person that they're talking to. Like every time I go live. I'm no different from a when I'm in the video, I want them to get to know me and I want them to feel good.
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Unknown
I want them to enjoy that time. I want it to be a real event. And also I think because we researched our ideal client, we know that they don't believe they can do ballet, they don't believe they're flexible enough, they're young enough, they're fit enough. So in the event we need to prove them, Alecia needs to prove them that they can do it too.
00:05:32:24 - 00:06:02:02
Unknown
So it's crucial. Without the event, they wouldn't believe in themselves. And the event is there to give them something for free, for sure, but also to reassure them that that was exactly what they needed to fulfill their childhood dream. With our content, we usually have more than a thousand registered every time we do an event. So instead of having sporadic people popping in and out a page, we have a thousand plus people registering for the same event and the day of the live.
00:06:02:02 - 00:06:25:04
Unknown
We've got hundreds of people watching the same live all together feeling like they're special because they are, because they registered, because they committed. And that's when they're the highest, because they get to experience what they want to do in the first place and if they like what they've experience. Your job is job is to say, if you enjoyed this, it doesn't have to stop.
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Unknown
The next thing that I can offer you is this. And it's cost this much. The choice is yours. And usually we've got lots of people taking up on the offer because it makes sense. I give them a timeframe. I give them about a week. So if they don't take on my offer in about a week, then that's it.
00:06:43:13 - 00:07:00:21
Unknown
They've lost the boat. We tried a week, we tried a month, we tried 15 days between seven and ten days is a sweet spot. If you stretch that you only going to get the same amount of sign ups just stretched in timeframe. I don't know why. Ask psychologists. I have no idea. Less than seven days? I don't know.
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Unknown
It's a bit too tight. 7 to 10 days, sweet spot and we get a ton of people signing up because there is urgency and you know that people want to stay in a safe, comfortable zone. They don't want to commit to anything because safety where to be safe. I don't want to risk anything. Give them a deadline. They finally take action even for things that they want and they need it.
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Unknown
So that's also crucial. There is always something. It doesn't matter if it's a membership office. Of course, we've noticed that people are more keen to take action if they have a timeframe. I have programs that are out there, they're available and their procrastination mind will just say, I'll do it tomorrow, I'll do it another time, I'll do another day.
00:07:39:11 - 00:07:59:17
Unknown
Even if you remind them every single time with emails to say, Hey, remember you've got this, you looked at this, you've done the quiz, it was the perfect thing for you is still available then are not going to take on that offer. There is a chance all the time in the world. Like I always say, I was born in Florence and I have never visited the kitchen gallery.
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Unknown
And every time I say it, I go glances like what? I came from Japan to watch the graffiti got. I know. Because you had stakes. I didn't. It was always available for me. And I said one day when there's no queue, which is never, I'm going to visit. I'm still ashamed of it. We are planning the trip to Florence as we speak so I can redeem myself.
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Unknown
But this is the importance of urgency. Give them a time frame, otherwise people would not take action.
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Unknown
And I
