The art of pre-selling anything
Imagine you could open the doors on a new service or location and have it be sold out the moment it becomes available.
It’s possible, and many have done it before. But it requires an intentional strategy.
Let’s look at an example.
When big blockbuster films are being released, they start promoting it a year in advance. Sometimes more.
In the beginning, the teasers are subtle. They show you just enough to get your interest. The movie is still being filmed and edited, after all.
You’re intrigued. Your anticipation starts to build. You start talking about it with your friends.
Slowly, they drip out longer trailers and you start to see billboards everywhere you go. You’re definitely seeing that movie.
So what happened?
In your mind, you decided to see that movie long before it comes out. You’ve mentally bought it before it even became available.
That’s the art of the pre-sell. And it works.
If producers launched a movie without much of a lead-up, the box office numbers would be awful.
It works the same with anything else. The longer you have to drip out information, the greater the anticipation will be.
Anticipation allows people to buy in their minds long before they need to take out their wallet. And that’s what you want.
So whatever you plan to sell in the future, whether it’s a new feature, location, or service. Do it early.
Drip out information. Slowly introduce new details until you have them all.
Drip, drip, drip.
On a separate but related note…
I am launching a new advisory service. It will be less involved than my The Empire Program, but clients who sign up will get many of the same benefits.
The service will be available to pre-launch, single location, and even multi-location businesses with pricing that scales with the size of your business.
It’s not for everyone—and I don’t have all the information ready yet—but I can tell you this:
- If you want to hear the details early, reply to this email to say you’re interested in hearing more.
- I will be offering it only to those who reply and those I’ve already mentioned it to.
- These two groups will get the best possible price on it. The price will go up by the time I publish it on the website.
- I will only sell three of these slots to begin with. After that, there will be a waiting list to participate.
The focus for this, like all of my advisory services, is to help you sell more memberships and fill your location(s).
We’ll take a holistic look at your business and solve hard problems one at a time.
The only other requirement for being accepted is that you are in a position to act on the advice you get (or else what’s the point?).
That’s all I can say for now, but if you’re interested, raise your hand by reaching out.
I’ll get in touch with you once I have more details.
