On taglines, free Facebook groups and when to repeat launches

#1 Should you build a FREE Facebook group to nurture and then sell to that audience? That’s a question I got recently. Maybe you have a free group but it’s tiring you out and you don’t feel like you’re getting any kind of ROI from it. I never really bought into the idea of a free Facebook group. I’ve been asked several times by subscribers to have a free group but I’ve always resisted. To me, the effort that goes into it far outweighs the returns. Several people with big groups have closed their free groups as well. And with decreasing Facebook reach, having to police the group etc I never felt it was worth it. For me the big question was - what can I give to that group or how can I serve them in a way that’s different from what I’m already doing right now. I never could answer that. So if you’re considering this direction, think about what your value add is. If you’re giving everything to this group, is there still an incentive for these people to join your email list? #2 The dreaded competitor research Analyzing your market is key to figuring out your own strategy and the messaging behind your offers. One of the things I do for every offer of mine is write 3-4 statements of ‘My offer’ vs ‘Offer X. Another tool that can make this easy: - Facebook page Transparency Click on to the Facebook page of any competitor or influencer in your niche. Then scroll down to the side where there's 'Facebook transparency'. Click on that and you can see the ads they're running. This will give you a gist of the messages behind their offers. #3 Are tagline necessary “Am I in the right place? Is this site really for me?” What clarifies this is your brand positioning or ‘who I help’ statement. Now, this is important because you’re telling your audience who you are and what you’re offering. It's like a directional signage. But should you be squeezing this into a tagline like statement? A tagline is a short catchy phrase that gives context to your brand name. When done well, it’s an amazing marketing tool. But these can go wrong more often than not. If you’re looking for a directional signage for your audience, that’s very unlikely to be served by a tagline. Opt instead for a descriptive headline. When you’re starting out, still growing your audience and testing out your message, it’s hard to nail this to a tee so don’t worry about getting this absolutely right. Focus instead on the essence of your brand and your ‘working area’ when it comes to the types of content you’re going to be putting out for your audience. Taglines are not a critical part of your brand in any way. #4 How often can you repeat or rerun a launch? It depends on how many new eyeballs you have on that offer. Let’s say you ran a campaign for offer X in June and five hundred people went through your campaign. This means you took five hundred people from prelaunch to launch. If you’re repeating the launch or campaign two months later and you’re launching offer X again, are there new people besides these five hundred people who you will take through the campaign? Remember that you have to exclude those who have already purchased offer X from this campaign. You don’t want to exhaust your audience. Sure there will be people from this earlier group who may be ready to buy right now. But if the period in between campaign reruns is short, you want to ensure you have fresh new eyeballs on this offer. This depends on how many targeted subscribers you’re able to attract onto your email list in that period of time. You may have seen others run consecutive launches in short bursts. But dig deeper and you’ll see that they run ads. That’s how they’re able to fill each campaign with a launch list of fresh eyeballs. This is why it’s really important to identify your launch list for each launch. I speak about this in Product in 7 and in my book 300 Email Marketing Tips as well. When you have a launch list, you know exactly how many people you’ve taken from the start to the end of a campaign. --------------------------------------------------------------- Talk soon, Meera P.S I'd love to know what you're working on or launching. Just hit reply! [Unsubscribe]( | [Update your profile]( | 20 AMK Ave 2, SG, SG 567701