How To Maximize Your Pre-Launch Waiting List
So, you're launching your first course in a few months, or you’re in-between launches. In the meantime, you have a snazzy waiting list set up to collect emails.
Cool. BUT…
What are you doing with your waiting list?
I’ll wait…(get it?)
The biggest, most obvious mistake: You have a waiting list and you’re not doing anything with it.
Your waiting list is meant to be a bridge to your offer. It’s not a place where interested prospects go to “die.”
It’s like inviting a bunch of potential customers into your “waiting room”...then piping in “I’m Gonna Be (500 Miles)” on REPEAT...and letting them stew in the “da da da da da — Da Da Da Dun Diddle Un Diddle Un Diddle Uh Da Da.”
Please don’t.
They made a micro-commitment. They raised their hand and said, “I’m interested.”
Don't let them sit there until your cart opens, and they get lumped in with everyone else.
Here’s how to maximize your pre-launch waiting list...
We’ll use this cycle:
INVITE
Second big ol’ mistake I see course creators make is having a waitlist and not inviting people in.
Let’s fix that:
Invite your email list
Add it to the P.S. of your regular emails
Add it to your email signature
Talk about it on social media
“But, Melanie, a waiting list doesn't seem exciting.”
...well, make it exciting. Give them a reason to join.
What do they get? Bonuses, special offers, access to special content and pre-launch events? Spell it out.
CONFIRM
Let me tell you about the time I signed up for a waiting list and didn’t even get an email confirmation.
True story, but I can’t remember who it was or what they were offering because I died in their waiting room listening to that walk 500 miles song. Tragic.
Here’s what to do instead:
Email to confirm they've joined your waiting list:
Reaffirm why they signed up. What are they looking for that your offer provides (to solve a problem, to get a desired result)?
Get them excited about the offer and any special benefits they get for being on the list.
Then tell them what to expect.
ENGAGE
Now they’re in the room, what do you say?
Hammer out your waitlist messaging by answering these questions:
How can you get them from interested to committed?
What do they want?
What's in the way?
How can you help remove obstacles?
How does your offer help them get what they want?
Keep it bite-sized and easy to digest. You’re dropping a neat line of gummy bears that lead them into your launch, think small steps, not giant leaps.
Feel like getting fancy? You can segment your waiting list into two virtual “waiting rooms.”
New to your list? Give them a little side journey into know, like, and trust.
Not new to your list? Focus straightaway on building a bridge to your offer.
INVITE
Yup, we’re back to step one.
Quick review:
You’ve invited them onto your list.
You’ve confirmed their existence.
You’ve engaged them with the trail of yummy gummy bears.
Now it’s time to invite them further into your world.
You get to interact and have conversations with these people who’ve raised their hand and shown interest — this rag-tag group of action takers.
Email and ask them to reply to a question.
Let them know when you'll go live.
Invite them to a private info-session.
Closer to your launch date, invite them to make a purchase with a special offer — let them join early with exclusive bonuses, or at a VIP rate.
If they don't buy before your official cart-open date, they go into the main sales email sequence.
FINAL STEP
Track your data. This is the only way you’ll know if having a waiting list works for your offer and your audience.
Here’s what to track:
How did the waiting list interact with your content and offers? Did they reply to emails? Did they show up to live events?
Did they open and click through?
Did they sign up for your free content?
Did they buy and, if so, when?
What percentage of the waiting list bought your offer?
In summary: Invite, Confirm, Engage, Invite. Repeat. :)
Want help with your launch copy? Click here for ways we can work together.
HEY, I'M MELANIE SPARKS.
I'm a conversion copywriter for digital course creators, experts, and service providers who have hit 6 figures or more and want to scale by staying in their zone of genius.
I help you go from Offer to Empire™ by nailing your offer, messaging, and strategy, then layering on the conversion copy.
Want to know how we can work together? Click here.
