Understand your audience & how long your warm-up period should be for this launch.
To effectively warm up your audience, it's crucial to understand them first. This means considering factors such as the size of your offer, the depth of their beliefs, and the speed at which they can adopt new beliefs and transformations.
When it comes to the length of your warm-up period, there is no one-size-fits-all approach. It can range anywhere from one to three months, depending on your specific situation.
Consider how warm your audience already is and how much you need to teach them before they fully understand what your offer is all about. This will help you determine the appropriate length of the warm-up period.
Other factors to consider include the level of activity and consistency of your audience, as well as your availability and the amount of time you have to dedicate to the process.
It's also important to assess whether you have already established expert status and whether there is proof that your audience is actively seeking your solution. By taking all of these factors into account, you can strategically use your milestones and effectively warm up your audience for a successful launch.
How warmed up is your audience already about this topic?
How big is your offer (small problem - solves bigger problem)
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How deep are their (incorrect) beliefs?
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How fast can they get your transformation?
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How active are they?
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Do you already have proof that they are looking for this solution?
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How long does it take your audience to adopt all the new beliefs?
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How much do you have to teach them before they understand what it's all about?
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How consistent are you? How much time do you have?
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Have you already built up expert status?
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Let’s get clear on detailed profiles of your target audience (demographics, behavior, pain points).
Each persona - takes a unique journey and has different needs. The same offer + the same persona can have a different outcome when, for example, you present your offer. This could be because this person at this moment might be tired, emotional, or frustrated.
Therefore, do not perceive your customer as a static picture, but more like a video; this person is always in motion and also emotionally moving. Each customer journey is different. That's why you cannot conduct one target audience analysis and describe one person as your ideal customer.
Therefore, it is very important to understand that when setting up your funnel, you need to consider the emotional state of your ideal customer before presenting a particular offer. Naturally, you CANNOT know which emotional state they are experiencing at a specific moment.
HOWEVER, you can shape and guide them towards a certain emotional state. And that's what a funnel can do—preparing them to experience certain emotions and providing the motivation to make a specific choice. Think about moments when they experience: excitement (after a workshop), after a challenge, once they've seen the initial results, etc.
Use the right tools to lead them to the right emotional state, and THEN you can present your offer. You can present the offer at the moment when, for example, they are highly engaged. And this is the beauty of a funnel, you can precisely capitalize on these moments, responding to what they are currently engaged with.
👇🏻Place a picture of one of your ideal clients for this launch. Or one of your favorite clients that you have worked with.
For instance, if they've watched a particular workshop, that signifies they have a specific interest in the subject. That is the time, right after they've finished the workshop, to trigger an email with, for instance, the next step to further nurture them. Have they viewed your landing page? You can measure this by tracking link clicks from your email program. If, for instance, they haven't made a choice afterward, you can trigger an email with a discount code or a link for a free 1:1 conversation one hour after they click the link. This way, your potential customer might think: 'Oh, useful, this is what I needed/could use.'
See how this can expedite their original journey? Everything happens at the right time (triggering needs when they are in the right mindset - hence a higher chance of action). You don't wait for the potential lead to take action - this could take weeks. You ensure that at each right moment, you prompt an interaction, subsequently further warming them up in their journey to make a choice.
Conduct interviews with your customers. If you don’t have clients yet, create a survey to get insights.
When were they motivated to get in touch with you?
What stages of your funnel did your customer go through?
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When did they click on a link?
When did they sign up for training?