“Build Your List Before You Launch, Using Launchrock” plus 1 more

Build Your List Before You Launch, Using Launchrock

Posted: 16 Oct 2012 01:03 PM PDT

This guest post is by John Doherty of Distilled NYC.

Are you a blogger, either part-time or full-time, who is seeking to launch a product? Or, are you a business owner who is looking to launch either a startup or a new product line?

If so, this post is for you. We all dream of going viral with a product launch, but what if you can get the promise of a new product to spread across the internet so that you can gather the people who might be interested in your product when it actually does launch?

Or, if you have an idea for a product, wouldn’t you like to test out if people will actually be interested in buying or using said product, without actually putting much (or any) work into the minimum viable product (MVP)?

This is why tools like Launchrock exist. Launchrock is a tool that helps you capture email addresses, and encourages virality for new product launches.

The company I work for, Distilled, launched our online marketing training platform DistilledU back in May, after a few months of content creation and development.

In January of 2012, however, we put up this page:

This page was built with Launchrock in about 30 minutes. Within 24 hours, we had collected over 1,000 email addresses of people eager to hear when we launched the product. While your mileage may vary by the size of your engaged audience and those willing to help you co-market your product, I believe that you as well can see success in getting pre-buy-in for your product launch using Launchrock.

In this post, we’ll walk through the steps that you can follow to set up your own Launchrock page, and start collecting interest in your product.

Introducing LaunchRock

We’re going to be talking about Launchrock’s free service. Let’s see how to get started.

When you go to the Launchrock site, you will see this:

Enter your email address, and you will be signed up and taken to this page:

On this page, you can input your project’s name, a one-line description of your project, and a short description.

Choosing a project name

Your project’s name is probably the most important part of this whole setup. Just like blog titles, which you want to be clickworthy and viral, your project’s name needs to be:

memorable
succinct
descriptive

You will want to avoid the typical blog-title trap of “5 Things That…” because this is a project that is long-term, not a one-hit wonder. While you want people to click through, they also need to get excited about the project.

Since viral marketing tactics are only one piece of the puzzle, though, you should take into account keyword research while crafting your title as well.

If I was to launch my ebook announcement again, I would have included “Blog Marketing Ebook” in the title and written a blog post about it, to try to rank for “Blog Marketing Ebook” to gain even more interest. I didn’t include something like “Online Marketing School” with the DistilledU launch because of existing brand recognition. If you’re a small blogger, though, this tip could help your chances of success.

One-line description

This tweet-length line of text is almost as valuable as your project title, since it is the next place your readers will look.

This is your project’s “elevator pitch”, which is what startups are often told to have should they meet a potential investor in an elevator and have five seconds to tell them about their company/idea.
Once again, this should be memorable, succinct, and descriptive.

“The last ebook about toy design you will ever need.”

“Why stressing yourself out at work does not have negative lifestyle repercussions.”

Short description

Your project’s short description is the meat and potatoes of your project. How much is it going to cost? When are you expecting to release it? There is no word limit to your short description, but anything longer than two paragraphs is probably too long in today’s internet reading-length environment.

Even though longform content can do well in some online niches, you have a very brief amount of time to grab your reader’s attention and convert them through the email box on Launchrock.

Choosing social networks

After your headline, description, and short description are made, you need to figure out which social networks you should enable your audience to share your project on. While allowing readers the option of which network to share it on is great, you shouldn’t necessarily allow every network.

The best way to make the decision about which social networks to prioritize is to make a data-driven decision.

Take your ten most recent blog posts and throw them into SharedCount. Using the multiple-URL option, you can see the trends and where your posts are most popular. Check out the most recent SEOmoz posts, shown in the image below. If they were going to launch a new product using Launchrock, they should prioritize Twitter and Facebook, but LinkedIn is not as high of a priority:

Custom messages

For each social sharing option, you also have the power to dictate what the message that’ll be shared says. This is a great power and one to be leveraged. Click on the social network option and a box will appear for you to input your message. Here’s the Twitter sharing options box:

Remember that each social network has different triggers that work to incentivize people to share. Twitter updates are shorter and therefore require a short call to action, like “Join me!” Facebook users have more personal connections than Twitter, so the message must appeal to a friend and establish trust.

Here’s the call to action we leveraged on Twitter for DistilledU:

I just registered early for DistilledU on http://t.co/uOyRONjw. Come be my classmate! via @distilled.

This generated hundreds of retweets, resulting in over 500 signups in a six-hour period:

Storing email addresses

When people sign up to your project by giving you their email address, they are sent a confirmation email by Launchrock, so that your email list is kept as pure as possible.

Now, however, we are faced with the challenge of storing and using the email addresses collected, which leads us to one of the major drawbacks of Launchrock.

One of the downsides of Launchrock is its lack of integration with email management platforms. If you do any email marketing and are building a contact list, you know that a good email marketing management platform is a must-have for segmenting lists and campaigns.

This lack of integration is troubling to me, but fortunately Launchrock makes it easy for you to export your data in a .csv format that is then easily imported into a system like Mailchimp, through Launchrock Insights.

Pro tip: Insights shows you how many referrals have been sent to you by those who have signed up to your list. Take these and sort them from high to low by referrals. This will let you identify your power users, who can become your most powerful project advocates if you make them feel special.

Photo considerations

One often-overlooked consideration when building a Launchrock page is design. Launchrock allows you to upload your own background photo to customize your design. What image should you use?

Think about the psychology of your user at this point. Do they need to have trust built with them in order to sign up? Do they need motivation?

When we launched DistilledU, we launched with a photo of one of our cofounders, Will, because he is a trusted voice in the industry. We used the photo of him onstage speaking because we wanted to show that we are a trustworthy source for learning online marketing.

Minimum viable design

I understand that many bloggers and marketers are not designers. I have seen more badly designed blogs than I could ever wipe from my memory. But design is imperative to your project’s success. A well-designed page builds trust with your user.

I recommend using the rule of thirds, which is a well-known photography framing technique but also applies to design. If I’m announcing a new product or event, I could do a design like this. However, it looks somewhat messy and not as clear as I’d like it:

Yet, with a slight tweak to the background graphic and moving the signup form to the left of the page, I get a much cleaner look:

Launchrock allows you to change your background image as I’ve said above, but they also provide eight different page theme boxes to choose from. Once you have settled on your background, choose the right box design for your background:

Hosted or widget?

Launchrock provides you with the option of either creating a hosted page for your site, or using a widget.

If you have access to your hosting provider, you can create a new CNAME with them and point the Launchrock-hosted page to a subdomain on your website (i.e. http://awesome.domain.com).

Now you won’t have to worry about whether or not your hosting will be able to stand the load of new visitors coming to your page once you launch. But the drawback is that you now have a subdomain that is gathering links, and that subdomain is not inheriting the domain authority of your main site, so even if you launch your product on that same subdomain, you will have a hard time ranking in the search engines for your targeted terms. For more information about how to set up a new CNAME, Launchrock provides a great resource for most hosting providers.

If you are not able to create a new CNAME (which can be an issue on platforms like Blogger), you can use the widget option instead. You will not have the full-page layout, but Launchrock provides you with code that you are able to copy into a post on your blog. Note that you will still need access to your site’s <head> section to copy over the Facebook OpenGraph tags so that your users are able to share your project on Facebook.

Launch time!

It’s the moment you’ve been waiting for. Of course, you have already reached out to the influencers to let them know of the launch so that it will reach more people, and you have set up content to go live on related sites to promote your project, right?

Now go, launch, and enjoy the ride!

John Doherty is the head of Distilled NYC, a search marketing firm based in London with offices in New York and Seattle. In his day job he works with clients of all sizes to help them earn more traffic from the search engines and other organic online channels. In his free time, aside from being adrenaline-seeking adventurer, he works on his own websites and is currently writing an ebook about blog marketing.

Originally at: Blog Tips at ProBlogger

Build Your List Before You Launch, Using Launchrock

Build Your Brand to Get a Book Deal

Posted: 16 Oct 2012 07:01 AM PDT

This guest post is by Valerie Khoo from www.ValerieKhoo.com.

This article is the second of a three-part series on how to build your brand through your blog and get paid for your creative output and expertise. The first part was about How to build your brand to write for magazines.

Now that you’re addicted to blogging, you might want to explore other forms of writing. Like writing books. So how do you achieve what many consider to be the holy grail of publishing—a book deal?

The Pioneer Woman, Ree Drummond, has done it. Nicole Avery from the blog Planning with Kids has written a book of the same name. Kerri Sackvillle (author of When My Husband Does the Dishes… and The Little Book of Anxiety) got her first book deal after her agent pointed several publishers to her blog.

And this month, Wiley is publishing my book Power Stories: The 8 Stories You MUST Tell to Build an Epic Business. All these books got the nod because they had the power of a blog behind them.

So how can you turn your blog into a best-seller? Here’s your five-step plan.

1. Determine what your book is about

You might fancy the idea of writing a book. But you need to be clear on what you want to write about. Is it a memoir, how-to, cookbook, fiction, or paranormal urban teenage romance?

Your book idea needs to resonate with the brand you’ve built as a blogger. If you already have an established blog, then it makes sense that your book is related to the themes you cover. After all, if you’ve been blogging about food for two years, your readers are probably going to be a bit confused if you decide to turn out a book on martial arts.

2. Can you slap some posts together and call it a book?

In some cases, yes. In most cases, no. This might be fine if you’re selling your own ebook from your website, but most mainstream publishers usually want original material.

When I was negotiating with my publisher, they particularly liked the fact that I was writing my book from scratch. In fact, only about 500 words from my blog ended up in the 60,000-word book.

Similarly Kerri Sackville says that blogging is very different to writing a book. “When you’re blogging, you’re creating a series of disparate—and often unrelated—posts. Your book, on the other hand, needs to have a common thread linking the the whole thing from beginning to end.”

3. Test possible topics

Your blog is a great testing ground to see what resonates with readers. The posts that generate the most comments, or the ones that are most shared will give you an idea of what topics your readers are most interested in.

If you’re in doubt about whether to include a certain topic in your book, write a blog post on it and see if your readers find it appealing.

4. Connect with the right people

The old saying is true: it’s not what you know, it’s who you know.

You could be the most amazing writer in the world but that’s a moot point if no one knows about you. It’s notoriously difficult to connect with people such as agents and editors in the book publishing industry, especially if you don’t live anywhere near the action.

However, social media has changed all that. I recommend using it to connect with people in the publishing industry such as:

authors
agents
publishers
editors

You can start by Googling lists of these people. However, you can also simply find these people with some logical deduction. Pick your favourite author (follow them), and check out the acknowledgements at the front of their latest book (they often thank their agent and editor—follow them too!). Their publisher will be listed in the acknowledgements (follow them as well).

Authors also often follow other authors/agents/editors/publishers—another good way to find relevant people to connect with.

Engage on social media with these people. Not all of them will want to know you, or even care who you are. But some will. Over time, nurture these relationships and make it known that you’re writing a book.

It’s this very strategy that blogger Kerri Sackville used which finally landed her a book deal—and couple of best-selling books along the way. Similarly, I first developed a Twitter relationship with publishers Wiley in Australia, before it progressed to email, then face-to-face meetings and then a book deal.

5. Write a book proposal

I strongly recommend that you do this even if you haven’t made contact with a publisher yet. Effectively, you are writing this book proposal to no one. It’s simply going to benefit you.

Why? Because when you write a book proposal this helps you distil the essential elements you need to consider before you even approach a publisher. Take time to do this at the start because, quite simply, it will help you write a better book.

This proposal contains key information like what your book is about, who will buy it, why it’s likely to sell, why you’re the ideal author to pen it, and so on. Here are the essential elements of a book proposal:

What is your book about? Write a one-page synopsis of your book.
Who are you? Write a few paragraphs about who you are and why you’re ideal to write this book.
Who will buy your book? Identify the types of readers you think will buy your book. Don’t say “everyone”! “Everyone” will not buy your book. But a group like “30 to 45 year old women who are trying to raise a family while earning part-time income” is a clear demographic that can be targeted when publishers determine their marketing campaigns.
List competitive titles. It’s good to know what other books are out there so that you don’t write yours only to find there’s already one in stores about exactly the same topic.
Consider your marketing and promotion strategy. In theory, your publisher is responsible for this. However, many authors/bloggers are taking this into their own hands. If you have a marketing strategy outlined to promote your book, you’ll be more appealing to a publisher than an unknown author who has no idea where to start promoting their book.
Write a chapter breakdown. If you’re writing a non-fiction book, map out every chapter in the book. Don’t worry, you can change it later if you find it’s not working for you. If you’re not entirely sure where your book is going, do this anyway. This process forces you to think through how you would structure your book and, importantly, whether you have enough material and interesting information to create a compelling one.
Write three chapters. If you do approach a publisher with a proposal and haven’t included any chapter samples, they’re going to ask you to provide them anyway. This process also helps you discover whether you love or hate the writing process.

Ultimately, remember that writing a book is completely different from blogging. But if you’re up for the challenge, you could end up with a book you can be proud of—and a brand new revenue stream.

Have you used your blog brand to pitch a book to a publisher? Tell us about it, and share your tips for success in the comments.

Valerie Khoo is founder of www.SydneyWritersCentre.com.au which offers online courses in magazine writing. She blogs at www.ValerieKhoo.com and is author of the new book Power Stories: The 8 Stories You MUST Tell to Build an Epic Business. www.PowerStoriesBook.com.

Originally at: Blog Tips at ProBlogger

Build Your Brand to Get a Book Deal

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