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Hey Reader,

I used to think selling was cringe.

(Yes, I realize that's ironic coming from a marketer.)

But content marketing (at least the kind I was involved in) felt like a subtle sell.

"Hey, here's my stuff! Come in if you feel like it. No? All good, see ya!"

But then, three critical things happened:

1. I realized I was surrounded by people with less experience confidently selling their products & services
2. I realized said products & services weren't that special (many were terrible, actually)
3. I finally decided to sell something, and people were thankful

I think we all get into our heads when it comes to selling stuff.

But over the past two years, I've realized that people are happy to exchange money for something valuable that helps them hit their goals.

The thing is, though...

The only way people will know that:

• You've got something valuable worth buying...
• And you've created something that will help them hit their goals or achieve a transformation...

...is if you tell them.

And I don't mean tell them once.

I mean tell them over, and over, and over, and over, and over, and over again.

Tell them before it's ready.

Tell them as you're building it.

Ask them for feedback as you go.

Prime them.

Get them excited.

And then, when it finally is ready...

Scream it from the rooftops.

Share your passion proudly.

Turn the music up.

Dance the night away.

And when it's all said and done....

Reflect on how it went.

Run a retrospective.

Ask for more feedback.

Show how it's changing people for the better.

To be honest, I was absolutely shocked when I realized I had written 140+ social posts and 30+ emails related to a launch in the past 365 days.

"Isn't that overkill?" I can hear you asking.

I'd have the same question if I were you.

But now that I've launched 8 times (3 courses, 2 cohorts, 1 service)...

I've realized that it's my duty to inform people when I've got something new that could help them.

Consider this:

• Only half of people open your emails (and that's if you're really good)
• Fewer read the whole thing
• Last I checked the stats, a typical LinkedIn post will be seen by roughly 10-15% of your connections, and only 25-30% of your followers may see it

The more you talk about your launch, the greater chance you'll reach your audience with the good news.

And then, for the people who do hear about it:

• Besides die-hard fans, it usually takes multiple touchpoints before people are ready to buy
• Anticipation, momentum, and FOMO play a massive part in buyer psychology — people often need to be primed before they're ready to buy

And yet, even once you launch:

• Many people are fence sitters and need more convincing
• People tend to be wary and want to see how other people like it before they commit

The big takeaway: If you don't talk about your launch repeatedly, most people won't see it, won't care, and won't buy.

And that's a damn shame when you've got something valuable and transformative to share with the world.

Going back to a point I made earlier:

There are people with shitty products and services making tons of money while disappointing customers every single day.

They're good at writing copy and even better at bullshitting.

If these people can grift their way through a selling cycle, there's no reason why you can't genuinely show up and offer a better solution.

The world needs to hear about your offer. Over and over and over again.

And I want to help you get the word out.

Next week, I'm opening the doors to The Content Launch Playbook.

You'll learn how to run content plays for the three launch phases: Pre-launch, launch, and post launch.

I can't wait to tell you more.

For now, hop on the waitlist to save your spot.​

Cheers,

Erica

Check out my 3 courses that 1400+ people have taken, loved, and gotten meaningful results from:

What'd you think of today's email? Reply and let me know.

Erica Schneider

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