Digital media marketing tactics are not created equal. For some big names in the industry—think: Amy Porterfield, Marie Forleo, James Wedmore—there are tried-and-true tactics that work, including multi-day challenges and live launching.
Because these marketing tactics are tried-and-true for these experts, the rest of the digital marketing, course creation space (logically!) assumes these tactics will work for them, too.
I made the same mistake. I tried All. The. Things.
And why wouldn’t I? When the entire digital marketing space has us convinced this is how you have to sell your program, you listen to those everybody’s-doing-it tactics.
But, when I finally leaned into what I knew (messaging and consumer behavior) and what I’d learned (systems!), I 40x-ed my business. And I realized why the everybody’s-doing-it tactics don’t actually mean everyone’s doing it well (in fact, most aren’t).
Here’s why tactics that work for the big names in digital marketing don’t work for most people.
Why Multi-Day Tactics Don’t Work*
*If prospective customers don’t yet know who you are.
I put in that caveat since, yes, they do work for the big names in marketing. And when you have the same name recognition as Amy Porterfield or Marie Forleo, you can absolutely explore these tactics.
But, for most digital marketers, tactics like multi-day challenges and self liquidating offers don’t convert. That’s because people are far less willing to invest multiple days with you or make an immediate purchase—never mind a single day event—if they don’t know who you are.
There are a few issues with multi-day challenges. Here are a few:
- Customer interest isn’t at its peak. Every day that you make them wait for the challenge, their interest continues to decline.
- Challenges are designed around your schedule. Challenges don’t deliver the content your prospective customers want when they want it. Instead, challenges force them to show up on a day and/or time that may or may not work for them.
- Most customers aren’t going to show up for every day of your challenge. Interest in multi-day challenges drops off steadily each day.
- You’re spending valuable time on people who haven’t paid you—sometimes at the expense of those who have.
- Prospective customers may feel their challenge is solved. Small wins may motivate some prospective customers. But for many others, they’ll simply feel they got what they needed and move on.
Why Live Launching Works for Them, Not You
Similarly, while live launching works for the Amy Porterfields of the world, it’s a crummy marketing tactic for the rest of us.
Unfortunately, people might be willing to wait six months for their programs. But if you’re not one of those big names, they won’t wait.
Instead, guess what your prospective customers are going to do?
They’re going to research other solutions and buy from your competitors.
Put yourself in your customers’ shoes: if you needed a new pair of shoes because the your soles were completely worn out, would you wait six or even three months to buy a new pair? No, you’d go out likely the next day and find a replacement.
If someone has a need, they want the right solution to that need as soon as they identify it exists.
But evergreen isn’t the answer either. People simply don’t buy if they always have the option.
What Tactics Will Work for You
Some tactics, like multi-day tactics and live launching, only work—or just work better—for the bigger names and people who already have traction. That, of course, doesn’t help the rest of us.
So, if these marketing tactics don’t work, what will?
The tactics that will allow you to scale your business are ones that don’t rely on name recognition.
That’s the reason I created a sales system to sell courses I’d already created. I didn’t make my money and build my company by selling a course about how to sell courses. I had a course to teach people to become professional copywriters (based on my 20+ years as a copywriter). Then I developed the system to sell it—and 40x-ed my business in just over two years.
It’s based on marketing tactics that I know work: effective messaging and effective systems. It combines proven psychological principles to always give your audience the right offer, at the right time, in the right way. And it runs on a system that you build once and flip on so you can make sales while you sleep.
Neither of these tactics require name recognition.
What marketing tactics do you wish were working better for your business? Share them in the comments below!