Did you read The Snag yet? It’s a good precursor to this.

Yes? OK. Let’s go.

You have a thing coming up. Maybe it’s a campaign launch. Maybe its a webinar.

You need to get the word out.

What are all the things you will need?

• Landing page

• Email sequences

• Campaign graphics

• Approvals

• Red tape

• General ennui

OR

You could just tell people what you have and ask if they want it.

Let’s look at an example from Patrick Campbell of Profitwell.

Patrick wrote a new book and went out to his LinkedIn network to get it out there. Let’s see how he started off:

He:

1. tells why you might want it

2. shares what it is

3. asks you to reply if you want it.

Now the best part about this (aside from the fact that there is some social proof and virality baked in) is the low cost of both resources and time needed to start things off.

Now there was a lot of care put into the book itself, and he self-produced a short video to help explain the value of it too.

But he could launch in under 15 minutes without a landing page or any fancy approval process.

Did it work?

Before the need for a landing page to go up, he had gotten the ball rolling.

The best part was that he penetrated beyond his network and was able to reach new people based on these replies.

Can you do this?

Well, Yes. But you might not have P.C.’s reach on LinkedIn yet.

But you do have email. Email has remained the best channel to get your message across since the dark ages.

(OK, I know there were no medieval emails, but go with me on this one…)

Subject line: want this new thing?

Hey you! I have a new thing I thought you might be interested in. Here is what the new thing is all about. Would you want me to send you a copy? Just reply and let me know and I’ll get it right over.

- Me

There’s some killer copy for you :) All kidding aside, you don’t need to change it that much. Flesh it out a bit, make sure what you are sharing is worthwhile, and you could be off and running before you know it.

But Chris… how am I going to manage all the replies? Won’t there be too many?

This is a problem you hope you’ll have. Not one you are actually likely to have.

If you are sending to an actual big list in Marketo or HubSpot; you might want to test it out with a smaller group first. You’ve been segmenting your audience, right?

I’ll share a formula for reply management on Thursday. Your homework between now and then is to identify a campaign you have put off shipping because you didn’t have everything ready.

We are going to take it all the way together in the Weekend Project. Snags be damned.

And yes, there will be a worksheet.

🎶 Musical Note: I got to meet Charles Bradley once and a got to hang out with him a bit between his sets at a local show. He really was “The Screaming Eagle of Soul”.

If you found value in this week’s issue, please let me know! Just reply to this email or leave a comment.