RYB 872 Planting Seeds For NEXT Product Launch or Promotion (The Runway Method)

Today I’m going to teach you how to plant seeds in your market that will lead to your next product launch or promotion. It’s important to make a plan and stick with it, so you can work to create a revenue-generating asset that will benefit you for months to come.

If you’re preparing to promote a product or service in your business, this will be very helpful as you get started. It’s important to plant the seeds ahead of time before you launch, so you have a line of people ready to give your product or service a try when you’re ready to release it. 

I’m excited to announce that our brand accelerators virtual event is coming up. We’ll teach you how to create valuable content for your market, how to quickly create a product that you can launch within 30 days, teach you how to effectively create Facebook ads, and much more. It’s a jam-packed workshop, and you’ll be able to connect with other brand creators at the same time. You don’t want to miss it! 

Build Your Runway 

To start, you want to bring awareness to the market, and from there, you’re going to serve the market and sell. Not everyone will buy in the end, but you’ll be able to find the people who are genuinely interested in your product and services.

You’re planting seeds every week and providing valuable content to your target audience related to the current product or service you are promoting or are preparing to promote in the near future. Therefore, you’ll talk a lot about the specific topic to help bring awareness and show that you are an expert within your niche.

Every piece of content you’re creating leading up to a new launch should help promote and create awareness in one way or another, so it’s all connected. 

When you get dialed in, it’ll make your life so much easier. You’ll just need to focus on one area, and you’ll focus on the people who are interested in the current product or promotion that you’re working on. The goal is to seed the market with relevant content that is going to serve them and help lead them where you want them to go.

Give Yourself Time to Prepare for Your Launch 

In general, I would recommend giving yourself 4-6 weeks to promote your product or service. You can always do it sooner if you need to. For example, with our Pinterest training, we started promoting it 1-2 weeks before the actual training.

When you plan out a few weeks in advance, it helps to build momentum, so you have a group of people excited before the actual launch. At a minimum, give yourself at least a one-week runway to promote. 

Make a Plan and Stick With It 

Before you can promote or sell a product, it’s essential to have your market picked out. You’ll need to identify what they want to achieve or learn and build content related to those topics. Therefore, I recommend sitting down with a piece of paper to write down and decide what you want to bring attention to.

And plan out the specific content that you can start creating for your list, add to your website, and social media platforms. Think about the type of content that will help create the runway from your product or promotion to save yourself some time.

As a reminder, our Brand Accelerators event is coming up. We’ll be teaching you the ins and outs of content creation and trends you should be aware of for 2021. From there, we’ll go into list building, how to create a small digital product within the next 30 days, and a workshop on Facebook ads.

We’ll also have some surprise guests. It’s going to be a jam-packed day and would love to have you join us. You’re not going to want to miss it!

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“Remember, I'm here for you, I believe in you, and I'm rooting for you! Now it's time for you to take action and go rock your brand”! 

Take-Aways From Todays Episode  

  1. Build Your Runway (6:42)
  2. Give Yourself Time to Prepare for Your Launch (21:10)
  3. Make a Plan and Stick With It (23:05)


“Every piece of content you’re creating leading up to a new launch should help promote and create awareness”


00:01 Even if you have a physical product and you're gonna be launching that product, you can create a runway. So when the product is here, you can sell it way. Hey, Hey, what's up, everyone. Welcome to the rock, your brand podcast. I'm your host, Scott. Bowker a serial entrepreneur on a mission

00:17 To help you. This show is designed to teach you, to inspire you, to motivate you, to take massive action and build a future proof business. So whether you're just starting out or taking your existing business to the next level, this is your home. Now, if you're ready, I'm ready. Let's rock your brand. What's up guys. Welcome back

00:43 Back to another episode of the rack, your brand podcast. This is episode eight 72. And today I'm going to be sharing with you how to plant seeds in your market that lead up to your next product launch or your next promotion. Uh, and this is something that a lot of people don't talk about, but it's really, really important. And when we plan this, we can actually start working towards a revenue generating asset. All right. Now, if you have products of your own right now, whether that's physical or digital, or maybe it is something that you are looking to launch in the future, this is a great strategy and something you should be planning on a regular basis. And what I'm going to do here is I'm going to share with you a recent conversation that I had with my morning crew, my take action morning crew.

01:36 That is, and some of you that are listening, attend that. But, uh, what we did is we, we broke this down and I really went through and shared exactly how that looks in real time. Uh, there's actually something that I've been doing, uh, over the past three or four weeks. Now that is doing exactly this, okay. It is leading up and bringing attention to a certain area or a certain topic. And that's what I'm going to cover with you. So again, if you are at all promoting or want to promote or want to draw attention to something in your business, this is very helpful and something that you should be considering doing. All right. So that's what we're going to be talking about. And let me also say this. The audio is going to be a little bit, a little bit patchy. And the reason is, is because while I was at a different location, as I was in some of the past podcast episodes, cause I was visiting my daughter once again and also my new granddaughter, those of you that know, uh, I am now pop, pop.

02:35 I actually have a granddaughter and my daughter just delivered, uh, her not that long ago. So we were there visiting once again and I decided to do a coffee talk there. And, uh, I shared this planting seeds that are leading up to a promotion. And I actually on the screen, if you're going to watch the video of this, you'll actually see, um, the, uh, the flow chart of what this looks like. But even if you're just listening, like here on the podcast, you'll you'll understand cause I will detail it out so you can visually see it. Um, just by talking about it here on the podcast, but it's really important that you do pay attention to this and really start thinking along these lines, as far as your content or what you're doing with your email list to lead up to the thing that you're promoting.

03:20 A lot of people just promote something out of the blue and they wonder why it doesn't go well. Well, because they don't bring enough attention to it. And they don't plant seeds along the way. And there's also some evergreen seeds that we can plant. And, um, well, I'll be talking about that as well. If you want to watch that video, uh, you can head on over to the show notes, the transcripts to this episode, that's brand creators.com forward slash eight 72. And the video should be embedded there of this episode. Right? The last thing I want to say here before we kick this baby off is, well, if you're listening to this before September, uh, which, uh, if you're listening to this on the day that it airs, it's going to be mid August. Um, we are leading up to a well a pretty cool event and it's called brand accelerator live virtual.

04:08 All right. Now it was supposed to be a live event like we did last year, which was absolutely amazing and Epic. And we had over 200 people there. It was just awesome. Well, this year with everything that's going on, COVID, uh, you know, we're not able to really do it right and safely. Um, and I don't even believe that right now you can get 200 people in a room and not that I would want to, but I don't even think it's possible. But what we decided to do is have a one day event, brand accelerator, live virtual, and this is going to be different. And the reason why is because what I decided to do is really teach for the entire day. Now myself will be teaching Chris Shaffer will be teaching, and I've got a few surprise guests that will be also sharing. If you want more information on how you can attend, it's going to be very affordable and you're going to have two different options.

04:59 You're going to have a live option that you can show up and just watch it live. And then you can also watch it live and then also have the recordings. So there's two options there for you. If you are interested in joining us for this live event, brand accelerator live virtual, you can head on over to be a L tickets.com. Again, that's B a L tickets.com and all the details will be there. And you're going to see that this is going to be a full fledge workshop, where we are going to be breaking down certain aspects of your brand building, starting with content creation and really the landscape, what it looks like what's working now. Then from there, we're going to move into email marketing and email list building. Then from there, we're going to move into something I've never taught before as of this event.

05:45 And that is how to create a small digital product very, very quickly and have it sold in the next 30 days. And actually today's episode planting seeds works really well with that. And then we're going to talk about Facebook ads. Uh, Chris Shaffer is going to be doing a full workshop on what's working right now. What we've been testing, what is working right now? Very simple strategy. We're gonna be breaking that down. So like I said, this is a workshop, but it's also going to be an event where you get to hang out with some other brand creators and we would love to have you attend. So if you're interested, head on over to be a L tickets.com, you can get all the details over there. If you are listening to this after September 12th, well, just go there anyway, and you'll probably be able to get access to the recordings. All right. So that's it guys. Let's go ahead and dig into this episode. All about planting seeds, leading up to our next promotion. All right, guys, let's do it.

06:37 I want to share with you guys how you can seed your market. Okay. And what I mean by that is, is how can you prepare the market in advance? And I also call this building a runway, all right. So I've done this numerous times and in a sense, I'm always doing it right. But if you have some direction of where you're going and where you're heading, then it makes it easy for you to then say, okay, let's map out the next four weeks, the next five weeks worth of content. Now, if you're building a blog and you're developing content on the blog to bring in the right people, we've talked about that before as well, right? If you, if you're bringing, if you're creating content that talks about a topic, let me go ahead and turn off my notifications. That'll be blowing up. Um, if you're creating content around how to catch more bass, then those are the right people that are coming over to the website.

07:29 Right? And so the more content, the more seeds we drop on a, on a topic that we can serve with products, with services, or even just bringing in the right traffic. So you get paid by ads. Um, it's still a good thing to do, right? But what we're talking about is let's say that you're developing and we're actually going to be doing the reason why I'm doing this too, is because number one, we're going to be doing this roadmap here, this, this, uh, runway over the next four to five weeks. And I'll share what that is here in a minute. And then you're going to see it unfold right in front of you. So if you keep staying tuned on these coffee talks on the podcast, you're going to see exactly what I mean. So again, another advantage for you guys being on these coffee talks is I'm revealing some of this stuff.

08:10 I'm now in brand creators Academy, I'm going to be actually showing this stuff in detail. Um, and also the second thing that we're building here after we do our email marketing mastery training, which is coming up here soon, is going to be, uh, really how to create a digital product and sell it in 30 days. So this goes really well with that. Okay? Because even if you have a physical product and you're going to be launching that product, you can create a runway. So when the product is here, you can sell it. Right. And that's really what we're talking about doing here. So I call this seeding the market, we're actually bringing awareness to the market. And then from there, we're serving content to the market. And then from there, we're going to sell to the market now not everyone's going to buy and that's okay, but you're still getting awareness in the marketplace of what you can offer as a solution.

09:00 All right. And I'm going to, I'm going to share with you guys here, what this looks like. All right. Um, so let me just add this in. All right. So basically what we're looking at here is if we were to plant seeds every single week, so I'm going to, I'm going to use coffee, talk as an example. I'm gonna use the podcast as an example, right? So you have Monday, Wednesday, Friday now on the podcast on Wednesdays. I pretty much do a, I do a, uh, an interview. So they're not, it's not always going to be a seed that's relevant to a promotion. Okay. Um, so, well, let's just say that it's coffee talks, right? So over the next four weeks, I know that I'm going to be talking a lot about a certain topic. Okay. And I'm going to bring up the importance of this thing.

09:47 I'm going to bring up other examples of people that are using it that should be using it, and others should be using it because it's beneficial to your brand. Right. And so as I'm doing this, so let's just use coffee, talk as an example. Right. So today I'm bringing this up, but really it will start. This actually will probably start next Monday. Okay. Um, so actually it starts Friday. It'll start Friday and you'll, you'll see here in a minute. So week one is three seeds. I'm going to drop three seats and I'm going to bring awareness to those seeds by emailing my list. I'm going to show up on Facebook. Uh, and then from there, I'm probably going to write content on it as well. Right. And the content could be a podcast that's transcribed into a blog post and put on the blog. Okay.

10:31 But just think about three seeds. So awareness, um, a little bit of like how it all works. Um, bringing it into you, considering what it looks like in your business, seeing all the advantages of it. And then from there a little bit of how to, so that's what you're dropping here. So in this case, I'm using this. If it was in bass fishing, it might be like, you're, you're, you're bringing up awareness around these different points of bass fishing and why it's important that you, you look for shallow areas in a pond because there's more bass there. Right. That would be one thing. And then you can maybe interview a pro bass fishermen that is getting good results. And then that would be another seat. So you see what I'm saying? Right. All we're doing here is we're bringing up awareness on bass fishing in a pond.

11:17 So this whole set here week one, week, two week, three, week four, we're always talking about bass fishing and we're talking about bass fishing in a pond. Okay. And that's all we're doing and we're bringing up examples. We're bringing up tips, we're bringing up other people that have had success with it. We're bringing up. Maybe if we sell a training, we might be bringing up students that have went through and then they've had results, um, all of that stuff. So we're bringing up awareness. So however, you're looking at this, think about every piece of content that you're creating right now. Um, if you're leading up to a promotion or leading up for something, you are, you're looking at the map here as seeds. Okay. Or as topic or content topics. So in this case, we are okay. And now I'm going to kind of throw it out there and kind of let you guys know what I'm talking about here.

12:06 So if you look at the promotion in the next four to five weeks, I put four weeks. It might be five weeks. Okay. We're talking about probably, I would say, mid to late August. Um, we're probably going to have an email marketing training course available for sale. Okay. Now, inside of brand creators Academy, we are building this and giving it to our members for free. Okay. So they're there, they're paying a monthly fee to be in our brand creators Academy in our tribe. Right. And they're going to get this training. They're also going to help us shape the training. There's a lot of work that we have to do to put this all into place. We got to record videos. We got to do good live calls. We've got to do all of this stuff. Right. But we're building this product in these four to five weeks and at the end, okay.

12:55 We're able to still drop seeds for free out in the marketplace. Kind of like I'm doing right now, but Friday, you'll see what I mean. That's where it's really going to kick off. Right. And so you guys are going to be hearing a lot about email marketing list, building, how to message your lists, different types of emails to write, why a subject line matters. What does a click through rate look like? What, what platform do you use? Other people that are using it that are having success with it, the things you shouldn't do using email, a good lead magnet. Like all of these things are going to be discussed over the next four to five weeks. Right? And the reason I'm doing that is because I want to bring up the topic. I want you guys, anyone that's paying attention. And this is how we get attention, right?

13:36 The podcast, the podcast episodes coming up every Monday from here until we do this is going to probably be email marketing related. Okay. So the reason is, is because we're seeding the market with email marketing stuff, and we're, we're giving ourselves a four to a five week runway. We're not offering anything for sale. You can't buy anything during that time. But when we open in the promotion week, then we'll make it an offer to buy. But by then, the market has been seeded. The market is already convinced that they should do this. The market has already learned what they should do, right. But they need to actually see exactly how to set things up. They need to see how to write the emails. Like I'm going to give that stuff away, but this is going to be distilled in a training where you can actually go module by module.

14:23 Right? So I talk about this, even with creating a digital product, we're going to teach this as well. So what you would do is like week one would maybe be three blog posts that would be in the ebook that you're going to create at the very end. So this way here, you would have three, four, you'd have 12 articles, 12 blog posts written that would all be in sequential order in a sense that would then build the digital product at the end of it, you're going to offer for people to buy the digital. Right. And so that's what we're doing. That's all we're ever doing is planning that out. Now, sometimes you might just be like, I know my market likes to learn about a bass fishing in a pond. I know they like to learn about how to do it in a Lake. I know they like to be able to see bass fishing tournament, uh, you know, pros talk about it. I know that they want to know a certain equipment to buy. So, you know, so you can sprinkle that stuff in any time with no, no motive at all. Just, you know, that your market wants that.

15:23 But what, um, what you're going to want to do though, is

15:28 When you do get dialed in, then it makes your life a lot easier too, because then you're like, okay, I just need to focus on this one area. Now here's the deal. There's some people that are going to tune out. They're like, I don't need to build a list. I don't want to build a list. I'm not into that. I don't want to do that right now. And that's fine. We're repelling them. We're attracting the others. Right. And that's all that you're doing in this. Now, after you're done with this, you may position it to a different thing that's related, but it's not exactly that. And then you can start to attract those people. Right. And then you can make an offer there. All right. So again, I just wanted to share this because you're actually going to watch it in real time, starting like, well, today I would say isn't, but you kind of, I already set the seed in a sense, right?

16:12 Like this one seed is being planted for you guys to say, Oh, email marketing, Scott's talking about it. It must be important. I should probably do it. Right. And one of the ways that you would be convinced is number one, even if you just came in here for the first time, I would tell you that every single business I built all the way back since the very beginning, even my, even my photography business, when we didn't even have an auto responder was built off email. Okay. Word of mouth, but then email right email. Once I had that email list, I had an email list of like 500 customers. I could email them in August and say, we're starting to book sessions for our Christmas sessions. Boom. We'd get 10 bookings like that. Right. Um, so, uh, hang on one second. So, so basically, um, what we need to understand here is that we want to seed the market okay.

17:09 With relevant content that is going to serve them, but it's also going to lead to where we want them to go. Right. Again, back to my point. Um, if you're paying attention to anything I'm saying in anything I've been saying for the past three years or more, you know, like email marketing is part of my core. Right? It's like what? I, it's one of my pillars. Right. It's one of the pillars that drives the business. Right. And so, because of that, you're going to pay attention. Right. And so now I'm just going to be directing that attention to that. So again, if you want to watch this live in action of like the promotional side and how you do Goodwill, this is how it started right now. Right? Like, boom. We just, we just did it, bang. We just started, which I should probably take a sip of it.

17:58 So that has started right now

18:01 And now Friday, check this out. Okay. I'm going to pull this up so I can remember what I had said that I was going. If you guys have any questions, let me know.

18:13 Okay.

18:17 Let me scroll. Okay. So Friday, guess what the topic on Friday is going to be, and we're going to do a jam session on Friday. So Friday is Friday jam session. We're going to be talking about how to create an irresistible lead magnet for create, for building your email list, bang kickoff. Okay. We're going to kick it off with that topic. Now, are you guys going to want to tune into that? Most likely a lot of you are and why do I know that? Because I've done other ones that that was a really hot topic. So you see, you're always listening to the market. What do they want? What do they need? Right. And so now what's going to happen here is I'm going to show up. We're going to talk about that. I'm going to probably share an example or two immediately, you know, that you got to create a lead magnet.

18:57 The I'll probably do multiple ones on lead magnets. Cause we could do lead magnet every day of the week and talk about different ones. How to create them. A what's a good one. What's a bad one, ones that are working. I can go find three that are really working really well and take you through that sequence. Like I can do all of that stuff. You're still bringing up attention. And I'm also showing you examples that you can actually apply to your own business, whether you ever joined the Academy ever, which you can't join right now. But we are going to be offering an email marketing mastery training outside of, uh, the Academy again, see what? See what's happening here. Brand creators Academy. They're our number one priority. They're getting this email marketing mastery training for free. Okay. We're going to sell it outside of the Academy.

19:41 People that don't want, maybe they don't want to get into the Academy right now. That's okay. We're going to sell it to them. And then hopefully, maybe down the line, they might want to join the Academy, see how that works. So it all kind of feeds each other. Again, guys, I'm being totally transparent. So, you know, if you, uh, if you think there's any like shenanigans going on, uh, you know, ever with a marketer, um, just see if they're being open and honest like that. If they're like legitimately coming out and saying like, listen, this is a marketing thing, this is what's happening. Like I'm literally telling you guys, right, you're going to be part of this. Right. And through that process, I will guarantee you're going to learn and you may not ever want a training or you may never want to join the Academy.

20:20 And I'm okay with that because I know it's still, you're feeding me with questions. You're feeding me with, uh, with some responses and feedback, right? So I'm not concerned with everyone buying. That's not what you're ever after. It's am I adding value to the market? But again, just want to share exactly what we're doing here, just so you can kind of see the play by play. Um, so anyway, um, that's what we're going to be doing. So right now, boom kickoff right now, I just set the first seed. Right? So that seed number one in a sense, right? And then seat number two for this week will be a, let's call it Friday seat, number three. That'll come the following week. So we were kind of a little bit behind, or let's say this, let's say that, uh, I'm just going to add a bonus seed and then we'll start this next Monday.

21:05 We'll start like seed one. Right? Um, so you can do it any way you want. You don't have to stick to four weeks, five weeks. You can do two weeks. Right? We've done that before too. We did it with the Pinterest training. We, if you go back and look at some of the coffee talks around that time that we did the Pinterest traffic workshop that whole week was around Pinterest traffic. And before that, a week before that I was bringing up, Pinterest was really doing well for us. Here's why. And then I broke down different things throughout that process. And then at the end of it, we did sell a Pinterest traffic workshop, which a bunch of people joined. And then from there, people also joined the Academy. You see? But now we have a product that we, we are actually selling outside of the Academy.

21:44 Yet it's coming, we're actually building a digital guide from that. We're doing everything that I talk about here, guys. It's exactly what we do to a T. So again, this hero alone, just being on one of these coffee talks, you're, you're learning what most people are charging for. Like this model right here, you would pay probably upwards of a thousand dollars for a trainee to even show you kind of like what's happening behind the scenes. I I'm okay with that. That's the way I always want to deliver. I want you to be like, wow, people are charging for this, you know? And so that's always a good thing. And there's always going to be people that are still going to want to get the paid. It's just the way it works. So anyway, wanted to share that with you guys. That's what you do, right?

22:25 Map out where you're going, what does the promotion look like? Is it a week out? Is it two weeks out? I would say at a minimum, you want to give yourself a one week kind of like a runway and then do a promotion. And then from there, um, I would try to always give yourself three to four weeks. I'm going to do in this case, we're going to do four to five weeks, maybe even six weeks. Um, and it gives you self time. The other thing is that you can do, even, we didn't even talk about this is some of those seeds that you create. You may want to start running Facebook ads to those just as, uh, awareness ads, where then you're going to build a custom audience behind the scenes. It's a whole nother animal, but it's something that if you build a video or alive like this, right?

23:02 If I do a live talking about lead magnets, I can basically put ad money behind that. Just get people to view it. If people view it more than 25%, I can turn that into a custom audience. And then I can retarget those people with my email marketing training, because I know that they're interested in email marketing, right? So we can do that stuff too. So there's a lot, a lot of great stuff that we can do, but just understand guys, you need to have your market picked, right? You've got to have your niche. And then from there you got to map out what, what is the thing that they need to know or that they want to learn, or they want to be able to achieve and then build content that leads up to helping them with that.

23:37 Alright, so there you have it. Now, what you need to do is sit down with a piece of paper and figure out what is going to your next promotion or the next thing that you want to bring attention to. And from there, start planning out the runway, start planning out the content that you can either email your list or start dropping on your Facebook page or group, or just on your website. All right, do that. I'm telling you it'd be well worth your time and always be thinking about how do I create the runway that leads up to that offer or to that promotion. All right. Now, before you go, let me remind you that if you are interested in attending our brand accelerator live virtual event, which is going to be a full one day workshop, all right, now, this is not just your typical, you know, online summit, where you're going to hear from a bunch of speakers.

24:29 This is going to be myself, Chris Schaffer, and a couple of surprise guests that are going to be teaching the entire day. We're going to be going through content creation and really what the content strategies look like in the landscape looks like of 20, 20 and 2021. You're going to want to, you're gonna want to attend just for that. From there, we're going to start going into email list, building an email marketing. Then from there, we're going to move into how to create a digital product, a small digital product very, very quickly, and how to sell it within the next 30 days. Something I've never taught before, which is going to be taught here exclusively at brand accelerator live. So that's going to be a workshop all in itself. Then from there, you're probably going to want to get traffic to some of your stuff, right?

25:14 Well, that's where Chris Shaffer is going to be doing a full workshop on Facebook ads and what his working rate. Now he's going to break that all down and then we also have some surprise guests, like I said, and it's just going to be a jam packed day, but really, really awesome. If you want a ticket to that head on over to Bal tickets.com, you're going to have two options. You can attend live, and then just pay for the live access or you can get live access plus recordings. So there's two options there for you head on over there. We do have an early bird special before we get to the event. When we get closer to the event, the prices will be increasing. So definitely make sure that you get over there before the price increases on those tickets. It's definitely an event you're not going to want to miss. Alright, so Bal tickets.com. All right, guys, that's it. That's going to wrap it up as always remember, I'm here for you. I believe in you and I am rooting for you, but you have to,

26:07 You have to come on. Say it with me, say it loud, say it. Proud. Take

26:12 Action. Have an awesome, amazing day. And I'll see you right back here.

26:16 The next episode now let's rock your brand.

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