Frame consistent content creation not as a weekly task, but as making deposits into a 'trust account' with your audience. When you launch a product, you are making a withdrawal. A healthy account balance, built over time, ensures an easy and successful transaction.
Stop viewing your content calendar and launch calendar as separate. Every podcast episode, blog post, or video—even those published half a year before a promotion—is an integral part of that launch. This long-term alignment builds the necessary trust for an eventual sale.
Businesses often blame poor conversions on their offer or price. However, data from Marketing Sherpa reveals the primary culprit is a failure to nurture the relationship. Leads go cold because trust wasn't sufficiently built after they initially expressed interest.
If your launches are consistently underperforming, resist the urge to rewrite your sales page. The likely culprit is a stale or predictable live experience, such as an old pre-recorded webinar. Re-engage your audience with a fresh, truly live event to restore interest and trust.
A sales page acts as a mirror, reflecting the trust and desire you've already cultivated. It cannot convince a skeptical prospect. The real conversion work happens in your content, emails, and live events long before a potential customer ever sees the 'buy now' button.
While sending traffic directly to a sales page yields low conversions (2-3%), layering in a live experience dramatically increases results. A live webinar might hit 10%, but an immersive, multi-day live bootcamp can achieve up to 25% conversion for the exact same product.
After a live webinar, prospects are already convinced and ready to buy. Sending them to a long-form sales page can introduce friction and kill momentum. Instead, direct them to a shorter page with key details, testimonials, and a clear call to action, treating it more like an enhanced order form.