Waitlist launch strategy

So now we've covered email sequences. I want to cover it in the sense of a waitlist launch strategy. So this is if you are wanting to launch a brand new treatment or a brand new service to your customers, how to do that using a wait list of emails as your launch strategy. Now, in the past maybe you have launched a new treatment or service and you've just popped an Instagram post out to everyone sharing that you have a new treatment. What wanted so many people to book in and then that's just not being the case. Well, that's because there's been no warm up, no build up, there's been no anticipation to what you've got going on. And actually it's just like shouting something into a big group of people and hoping someone hears what you say. Remember, you're up against an algorithm on social media. But what we really want to do is utilize a wait list strategy when launching something new to get a group of people together in one place that are really interested, that are more of a warm or hot audience ready to buy so that we can just market to those people and in turn have a much better intake with whatever it is that we are selling. So what exactly is a waitlist launch? Well, it is basically when you open the doors, before you open the doors. So instead of shouting into the void with I've just launched toenail reconstruction and hoping that people sign up, you actually invite people to sign up early. So you give a small, small group of people exclusive access. Now this is where you start building connection, building curiosity and building excitement before your offer even goes live. So before you've even launched, for example, your toenail reconstruction, you've already got a group of insiders who are like, yes, we want this, give it to us now. This works incredibly well for any new service or treatment launcher. So anything new you're introducing to your salon space, it works really well for new courses and masterclasses of which I have created a full masterclass which is about 45 minutes long later on in this module. And it also works really well for if you've got limited availability for things. So if you've only got five spaces, we could completely sell those spaces out with a launch strategy like this one or anything where trust, clarity or pre decision is needed. So something that's a bit of a bigger investment or something that people might have insecurities about. So for example, toenail reconstruction, things like that, it also turns your audience from just watching to waiting to buy. Right? Because right now on social media you might have 2,500 followers. But all of those people might just be watching what you're doing. But actually you could have a wait list of say 25 people who are actually waiting to buy, who know what you're about to offer, who now trust you and who are ready to jump in and buy and feel like they're a part of this exclusive group, who are getting access, which essentially they are. So why would we use a wait list when we are about to launch something? Well, because people buy with more confidence when they feel like they are in the loop. So have a little think about whether or not you've ever joined any wait lists for anything or wanted to be a part of something so bad that you will put your name down early, that you will give your email address away because you just want it in. Maybe you've even done it with something on the Nail Tech Org because we use this strategy a lot. So if I'm ever introducing a new course or a new experience or even for members club as a whole, we have an ongoing wait list for members club that runs all year round. And then when we open the doors, we always give our wait list people about two days to jump in before everybody else. And we usually try and give those people a little bit of a bonus as well for being on that wait list. It rewards the action takers, so it's really great. Now our wait list allows you to, number one, start conversations early. So if you are launching something, I'm going to use to toenail reconstruction as an example for this because I know it's something that a lot of our members have introduced and also I can give it context a lot easier. So let's say, for example, you want to start introducing toenail reconstruction but you're worried about whether or not people will book in your worries about whether you will actually fill the slots that you've got or whether it's something people want. If you're able to start talking about this on your social media and putting a link to a wait list and you can see people actively joining this wait list, then you know that there's a need for it. It allows you to start building, building momentum before it's even arrived. You could even do this whilst you're on the course for toenail reconstruction. You can be saying I'm on a course today to learn this new service or treatment. Pop your email in this box. If it's something you would be interested in, that's the first one that you can put up. Next one. Oh my God, I cannot Believe how many people said they'll be interested in toenail reconstruction? Toenail reconstruction does X, Y, Z. Would you be interested if you would pop your email in here? So it's constantly talking about something, it's not even here yet. But you're drumming up interest and you're seeing who would really like to opt for this service or treatment. It allows you to build desire whilst you're still prepping. So like I said, you could still be on the course, you could still be buying the kit, you could still be prepping your area, making sure you've got everything you need, whilst also building that desire and having people waiting, going, when can I book in for this? I'm going on a holiday next month, I really want to get this done. I've seen this online, this looks amazing and all of those things. It also allows you to learn what your audience wants based on who signs up. So let's say, for example, you notice that everyone on your email list is a certain type of client avatar. So let's say you've launched Tonail Reconstruction and it seems to be all of your, let's say middle aged professional working clients, right? Straight away you know who your ideal client is. Or say you launch your toenail reconstruction and it's all of your younger clients who are currently in school or college or uni. So it shows you that there's a need for that type of client avatar with this treatment. It also allows you to build out that experience based on who you are giving it to. So if it is all your younger clients, well, maybe they're going to want to watch Netflix whilst you are doing the treatment, or maybe they're going to want to, I don't know, have something else, a part of that experience because of who they are and what they're interested in. You wouldn't have that information if you didn't start a wait list before you launched it. It allows you to launch to a warm audience instead of hoping your posts land. So warm means they are more interested. A cold audience will be someone who just walks past your shop in the street or just lands on your social media page for the first time. They're called because they don't know yet, they don't have any trust in you yet, they don't know who you are or why you're the person to help them. If they are warm, that means they have a little bit of trust in you, they built a bit of loyalty towards you, or they've started to gain an interest in what it is that you have to offer. They're starting to believe in you as someone that can help them. So you would rather sell to a warm audience. So for example, it's the difference between selling to an existing client than selling to someone who's just walked past you in the street. It would be so much easier to sell to someone who's already been in your salon and knows what to expect from your experience. It's the same with a wait list. So when you have a wait list, these are your warm audience because they've already decided, decided they trust you. They've already decided that they want what you have. So instead of just hoping that your Instagram post lands when you post it, we can email a wait list instead of people we know are warm. And lastly, even if your list is small, it is a list of engaged, interesting people, interested people. That in itself is powerful. I have launched courses before with wait lists of around 10 to 16 people and still sold out courses. That's because of the caliber of people who are on that list. They are your ideal client. They have already opted in. They are ready to buy. So not everyone on the wait list will always buy and that's something we need to bear in mind. You would always want to aim to like 50% as like a really good number or below that. So you're not going to have everybody on your waitlist buy. However, it is a great way to understand how many people are actually interested. Now I want to show you some examples of waitlist launches that have been used in the past by people that you may have seen on social media or in the public eye and ways in which they I have done this to prove to you that this is the way to go when you are launching something new. So the first case study is the launch of maybe, which is Molly May's clothing brand, if you follow me. Follow Molly May. You will have seen this if you don't know who she is. She is a UK influencer, one of the largest influencers in the uk. She was a contestant on the show Love island and was also an influencer before that. And she has built her personal brand to an absolutely huge amount. She has millions of followers on social media, yet she still chose to do a waitlist launch with email addresses. When she launched her very first clothing brand. So the clothing brand is called maybe. It was like watching a masterclass in launching, watching this, with this launch unfold. She used one of the best launch methods, which is what I've just been talking to you about, the weightless method. And she'd done it in such a simple way that you could literally do tomorrow for your business too. She created a page like this, which, which you can do on your email marketing system that literally asks for one thing, their email address. Now, what I would advise you to also ask for is their first name. Because then you can start to personalize emails and use that first first name when you contact them. But just getting their email address is also fine. She literally wrote, maybe it's not worth missing. And the link to the email. And because she was posting hints of what she was about to launch on social media, it built up such a frenzy, it went viral. There was such a hype around it that before she had even launched, she had a wait list of people who were ready to buy from her. They were literally like, take my money, this looks amazing. I don't care what it is, I trust you. I want this product and I want to be the first person to have it. So they gave Molly Mae their email address. As a result, Molly Mae was able to launch her clothing brand to her email list before she put it out on social media. And what happened, I think most of, if not all, of the products and the designs sold out. That's because she created hype. She created fomo. She created an exclusive space for people where they thought, oh my goodness, I'm on the wait list for this. If I'm on the wait list, that means that there's a demand for this and that means that I need to be first to get it, otherwise there's a chance that I won't get it at all. So it builds hype. It's also the email nature sequence that she sent off the back of that. So once you entered your email, you got an email that you felt like was from Molly, me personally. And it was like, hey, thank you so much for giving me your email. You're now on my wait list. Which means when this clothing brand goes live, you're going to get access before anyone else to all of the designs. So I need you to be here, ready and waiting on Friday at 6pm Ready for me to launch this brand. So what were all them email subscribers doing? They were ready and waiting at 6pm on Friday because she nurtured them. Then a couple of other automatic emails were scheduled in between the, the sign up point and the launch date. And it was reminding people at this year calendar, we are going live on Friday at 6. If you are not there, you are going to miss out. You are on the exclusive list of people who are inside Our wait list, this is not going to be here for long. You're going to have such a short amount of time to actually get access to this product. You need to be here. So people were just buzzing. It led to her selling out when she shared with her wait list what she had available. That is just mind blowing. And somebody else that used a case study method was Grace Beverly, who has the productivity method. So Grace Beverly has a planner that boasts a wait list of over 85, 000 people. Now, if I said to you, do you want to buy this planner here that you can go and buy tomorrow in your local supermarket, or do you want to buy this planner here, it has a wait list of 85, 000 people. Which one are you more curious about? This one, because it's got a wait list of 85, 000 people, then it must be good. So the fact that you even have a is you're launching in the first place builds hype, because people straight away get fear of missing out. They're like, what, there's a wait list for this? That means it must be good. That means I want to sign up. So the productivity methods, Grace Beverly, they position their products as a part of every sort of it girl. You know, that Pinterest girl, that Instagram girl's day. They build a lifestyle around the planet that so many people want to be a part of. So they position the planet with all their everyday things. And they say, you could have access to this if you join the waitlist. The waitlist builds hype, and it creates fomo and it gives buyers a sense of agency. It gives them a reason to buy now, rather than constantly promoting something that the buyer knows they can get at any time. I don't want it if everyone can have it. I want it if it's exclusive to me, and if there's a very slim chance that I could have it at all. So you want to drive agency through this wait list. You also want to build hype and create fomo. So what is the actual methods? Well, you will see some training on this, on this lesson, but just for the purpose of this math class, in this video, I'm just going to skim through what the method actually is. So, number one, you want to create a simple landing page to entice people to join your wait list. You will build this landing page using your email marketing system. It will allow you to build a simple page. You will have a link for that page, and you can put that link everywhere in your bio, on your Instagram Stories, you know, in your emails, whatever it is that you want to put it on. But you can put that list wherever you want where people can sign up to it and become a part of your wait list. Next, from doing that, you want to collect emails. So as people click on that landing page, they will be entering their email and they will be going straight to a list. Now you can give that list a name. So it could be wait list for toenail reconstruction. So straight away you've got a list of people who you know are all funneling into the one area of people who are interested in toenail reconstruction. Once you have collected those emails, you then want to create an email nurture sequence. So you want one email to go to these people straight away when they sign up to the waitlist. Hey, thank you so, so much for signing up to the wait list for the toenail reconstruction. Maybe pop a picture in there of you in the training or you with the new kit that you've just bought, or some products that are going to be used in the toenail reconstruction or a before and after of a toenail reconstruction model that you might have done or something like that. So put a picture in there. I cannot wait to give you a transformation like this one with the picture of the before and after. This is something that no one else in our area is offering right now. You're going to be the first to have it. And as you are the first, I am going to give you a extra foot scrub at the end of it or I am going to give you free gel on that toe for your face appointments only, or that set of nails for your face appointment only. Maybe not that toe, but you know what I mean, right? So you're going to give them something in that first email. So make sure you meet me when this launch launches on Friday at 6 o'. Clock. It's going to launch to you on the waitlist first. You'll get 24 hours to book before it launches to everybody else. And if you're one the of the first 10 people to sign up, you're gonna get that free scrub or you're gonna get that free gel set on top of your toenail reconstruction right then. So you're gonna send them that straight away as soon as they sign up to the waitlist. Or if you're not at that stage yet, it can just literally be thank you so much for signing up to the waitlist to toenail reconstruction. This is my most sought after treatment. I have never offered this before and there are limited spaces going to be available. I will give you more information when I've got it. But because you're on the waitlist, you're going to get firsthand access to to priority booking and a free scrub on your first treatment. Mark me as your favorites in your emails so that you don't miss any of my emails moving forward. And you can be the first to have this right then in between that launch period, whether it takes you a week or four weeks to get launched, you just want to make sure you're checking in with each of these people with a little email. And you can write this once, set it as an automation so it goes out to your list automatically. So maybe a week later. Hey, just wanted to check in to let you know that our toenail reconstruction is launching a week today. What does this mean for you? It means that you're gonna get first access. It means you're gonna get priority booking. It also means you're gonna get a free foot scrub. Meet me 6pm on Friday when we launch. And I cannot wait to give you this transformational treatment. Here is the before and after what you're gonna be leaving the salon with, something like that. Then the day before the launch goes live. You want to remind people tomorrow we are launching tonight reconstruction. Meet me back here at 6:00pm okay. And then they want to get the booking reminder and all the things that comes with a nature sequence for a client. So you want to create an email nature sequence for that wait list that you can send out to people. One of the most important things within this is keeping people engaged between when they sign up and when you actually launch. What you don't want people to do is sign up to the waitlist and then completely forget about it and you just ghost them until the day of the launch. That's not going to be very helpful. You want to at least keep these people warmed up throughout the process. You don't want to hammer them, give them too many emails. If there's like a week between, they sign up to the wait list and you go live. I'd maybe do two to three emails in that week. If it's a four week period, I'd maybe do five emails within that four weeks or six emails within that four weeks just to keep them warmed up. The hype and the exclusivity will lead to people purchasing. I want you to try this on your next service or treatment launch and let me know how you get on. But I can guarantee you will get so many more bookings than if you were to just go out with this on Instagram. Once you've done this method, you give Your waitlist people 24 hours to sign up, and then after 24 hours, you do what you were going to do on social media. You can still go live to your social media list. You can go live to the rest of your mailing list, but you've actually utilized the emails that you've got on this wait list to fill as many slots as you can. Before you do that, you might even find that you sell out. So I hope you enjoyed this. I hope this was helpful. Let me know how you get on.