If you know me at all, then you know I believe in mistakes as our best teachers. And that’s just as well as I dropped a big ball recently.
Amongst all the client work, promoting my recent eCourse and general juggling of responsibilities, I decided I would also self-publish an eBook.
On the surface this was a great idea. Having recently completed a month-long marketing challenge and produced an eCourse on the same topic, my book pretty much wrote itself.
But as we in the world of marketing know – producing the product is only the beginning of the real work. That should take 20% of your efforts; compared to the 80% you should spend getting it out to market.
As a highly-strung multi-tasker, I made a classic ‘Sarah’ mistake. I took on too much at once and tripped myself up in my marketing efforts. Put simply, I made mistakes because I over-stretched my resources and didn’t have enough ‘Sarah’ to go around.
But as ever, I want to take the positive from this, so here are my lessons from the experience:
- Do NOT try and do 100% of it by yourself.
Ask for a little help, and don’t be too proud to accept help when it is offered. Having a back and forth conversation with another person will give you more ideas, and also alert you to small oversights.
If I had asked a friend to look over my sales funnel for me then I would have realized the importance of some simple editions such as a countdown timer.
- Get more perspective.
My book launch came with a classic offer – buy now (on launch day) and receive a free gift (digital product). As a marketer I know that visitors to websites and lead pages don’t read terms and conditions – you need to slap them in the face with the facts.
I didn’t make it obvious enough to visitors that my offer would expire within 24 hours of launch.
This is the kind of rookie mistake I would never let a client of mine make. So why did I make it myself? Well, I think my problem is that I am too close to my own business. I have a lack of perspective when it comes to my own products and services.
This is exactly why you need someone to be another pair of eyes for you. So they can pull you back a little to look at the bigger picture, the whole funnel.
- Don’t be shy about what you’ve got to offer.
I have terrible imposter syndrome. The voice in my head asks me, “who am I to say x, y or z…”
This manifests as me shrinking back and not shouting about what I’m promoting. I know this is a really common one, so maybe you recognize this in yourself too.
We all could stand to be a little braver here. Hiding your light under a bushel is pretty much the opposite of marketing!
Believe in yourself, or fake it until you make it. But do get your message out there, and don’t worry about annoying people. If they don’t want what you are offering then they don’t have to read your social media posts.
But if you don’t post on social media, they won’t have the choice to ignore you or not, because they won’t know what you’ve got to share.