Alright boys and gals, in this email, I’m going to break down how I plan to get 100 spots filled for my upcoming ghostwriting cohort on June 5th (more details on the cohort later).

This is a 6-step strategy you can steal for any of your launches in the future.

My last launch sold out with 2 posts and wasn’t nearly as thoughtful as this one.

So I’m confident this strategy will blow the other out of the water.

I’m building my marketing strategy around 3 main areas:

1. Confidence: instilling belief in people that they can successfully start a ghostwriting business

2. Competence: showing proof I’ve gotten results for myself and have gotten results for others

3. Connection: creating belief that I’m the right teacher to help them achieve their goals

Each of these 3 areas creates belief in the people I’m trying to help.

Belief in the mechanism (ghostwriting), belief in themselves, and belief in me.

I need to ensure all 3 of these beliefs are there before I make my offer.

Here’s how I’ll do it:

My 6-Step Launch Strategy

1. Weekly Twitter Spaces

This is one of the most underrated ways to connect with your audience.

When people hear you speak in real-time, it creates an authentic connection.

It’s much easier to pretend that you know what you’re doing when you’re able to curate your posts.

Talking live on a Twitter Space allows you to go into the nuance of a topic and show your expertise.

It’s also a great way to show your personality and become more relatable.

2. Authority Building Content

To create awareness to WTF ghostwriting is, I’ll be creating more in-depth content on the business of ghostwriting on my social media timeline.

But one crucial key is showing the people I’ve helped, not just me.

If I were to only show what I’ve done, it’s easy for people to think “Oh, he’s just an exception. Someone like myself could never.”

That’s why I’m going to include case-studies of people I helped, such as Taylin Simmonds who I helped go from $40,000 a year at his 9 to 5 to scaling his ghostwriting business to $50,000-$70,000 per month. Or Legacy Builder who went from working a sales 9-5 to hitting $80,000+ per month with ghostwriting.

By showing the transformation of other people, it’ll instill the belief in others that they can do it too.

3. Build Hype

For the next few months, my main goal is to build anticipation for the application date.

One of the biggest mistakes people make when it comes to launches is not building hype.

They announce their launch a few days before it opens, or worse, the day of.

People have a lot of shit going on.

By not raising the level of awareness of your audience, you fail to nurture them in the 3 areas of belief I talked about at the start.

This means people who would’ve been willing to buy simply don’t.

Because they either don’t believe in the offer, you, or themselves.

This process takes time for some, so you it’s a good idea to plan at least a month in advance.

My plan is to get as many people on my email newsletter as possible and give them early access to applications.

4. Scarcity and Urgency

I’m going to limit the spots in the cohort.

Not as a fake marketing gimmick, but because I want to focus on my students and ensure they get the time and attention needed to get results.

However, limiting spots has the bonus of influencing people to take action.

I mean, think about it…

If your rent never had a due date, would you pay it?

The limited spots will ensure people know there’s a consequence (missing their spot) for not taking action.

To add to the scarcity, I’ll be including a time limit for when people can apply. I’ll give cut off point for when people can join the program, which will add a sense of urgency. Again, people will know there’s a consequence for not taking action.

So either spots will fill up or they’ll run out of time.

5. Free Course

I’ll be giving away a free course on how to grow on social media.

Nothing withheld, just pure value that’s better than everyone’s paid course.

This course will give them so much kickass actionable advice that they can’t help but see me as the go-to guy for how to monetize social media.

My goal is to show them everything about growing on social media, but if they want to monetize it, they have to apply for my cohort.

6. Free Video Masterclass

When they opt into the course, they’ll be shown a video which will prompt them to watch a free video masterclass that’ll 5x the value of the free course.

This masterclass will be a step-by-step breakdown of how I took Taylin from a college professor to a $50,000+ per month ghostwriter with over 50,000 followers in 1 year.

Again, a bunch of actionable advice people can implement for free.

This has the added benefit of instilling belief in the person watching, because it’s not about me.

It’s how I helped a regular guy like Taylin achieve a crazy big accomplishment, which will help people understand they can do it too.

My goal is to give so much free value that people can’t help to want to apply for my ghostwriting cohort.

(Shout out to Nick Verge for the idea on this one).

Bonus marketing tip: actually giving a fuck about the people you serve

Technically, this isn’t part of my marketing strategy, but it does have a huge benefit.

I’m a people pleaser, and that makes me go the extra mile whenever I’m associated with anything.

So not only is it me marketing my program, but others who’ve been in the cohort.

I’m appreciative of how vocal my students have been about their experience in the cohort so far, which has generated a ton of interest from others looking to get into the ghostwriting biz.

You can check them out below:

But, that’s all I got for you today, ladies and gents.

More exciting stuff to share with you in the coming weeks ;)

Once again, I appreciate you and hope you have a kickass day.

Much love.

Your Canadian friend,

Dakota “Launching June 5th” Robertson