Every good story has 3 parts:
Beginning. Middle. End.
Every fine dining has (at least) 3 courses:
Entrée. Main course. Dessert.
The best music follows the same pattern:
Start with a clear note. New sounds for depth. Bright note to pop.
Why?
Because 3 is a balanced number. Just like you want your stool to have 3 legs.
Same for planning a Promotional Campaign.
Prelaunch. Post launch. Close Cart.
The trigger points separating the 3 phases is the 2 most important dates for your launch: Open/Close Cart.
The Prelaunch
You tease your event for as long as possible—building up the narrative, accumulating excitement, layering curiosity, and anchoring the price.
The prelaunch ends on the day before…
…or a few hours before your official open cart day.
(there is no rule for how long you can tease—sometimes months in advance)
The Post Launch
Pop the champagne.
Bring out the plateau mixte.
Put on the music.
IT IS PARTY TIME.
…
…
That’s the vibe you’re aiming for.
Passionate. Excited. Maybe even a little nervous.
It’s a big deal. Celebrate. Because your prospects can only get excited if you are.
The Close Cart
This is the day you close the cart.
Not 72 or 48 hours before.
THE DAY.
If you’ve done everything right… often, you’ll see up to 50% of your sales happening on the last day. (what can I say, human are procrastinating animals)
If you’ve been on my list for a while, you know my #1 email marketing principle:
The more you send, the more you make.
This is especially true for closing cart.
Every single email will bring in more sales.
So… go hard.
(I learned a big part of how to run promotional campaigns from Daniel Throssell—with minor revisions for e-commerce. He is probably the best in the world right now when it comes to running promos)
To be continued…
– WYH
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