3 builders who never spoke to each other

Reserve a discount that only subscribers get

A code that exists nowhere else gives the list a concrete reason to have joined and a reason to open on the day. Announcing in advance that it is coming converts the discount into a scheduled event rather than a surprise, and it works equally for an existing client base or a first batch of tickets.

The method

1. 01

   Reserve a launch-day discount for your mailing list subscribers as the reason to be on the list.

2. 02

   Reward the newsletter list with a launch-day discount that nobody else gets, and tell them in advance it's coming.

3. 03

   Launch a new service to your existing client list first at a discount, since they are the warmest buyers you have.

4. 04

   Release tickets to your announcement list as a first batch and tell that batch their job is to shape the thing, rather than opening general sale straight away.

What it returned

• 20%

  For the Build Your Audience course launch on July 29th, subscribers received 20% off whichever of the three packages they chose, with the code arriving in their inbox that morning.

• 20%

  Justin gave his list members 20% off any of three course options on launch day.

• Hillman asked readers to join the announcement list to get one of the early adopter seats in the first ticket batch, released later that same week.

Sources

• wine, coworking, and the “People at Work” SummitAlex Hillman · dangerouslyawesome.com · Obviously, there’s not much event without you. · 2016-02-01
• Episode 88: How Delia Monk earned $100,000 in *Her First Year Freelancing* (!!) From Cold Agency Outreach - Double Your FreelancingDelia Monk · doubleyourfreelancing.com · AI-Generated Summary: · 2023-10-23
• It's different nowJustin Jackson · justinjackson.ca · Build it and they will come? Nope. Here's why... · undated
• Is it harder to get noticed?Justin Jackson · justinjackson.ca · Is it harder to get noticed? · undated