While I share tips to help you promote your work, I am simultaneously promoting my own products and services.
I’ve found that last-minute marketing (the day of or the day prior to a deadline) is worth every ounce of effort. When I don’t bother with the extra push, my enrollment is smaller, my sales are lower, and fewer people benefit from what I have to offer.
- Most people sign up or purchase at the last minute, but they’ve usually seen my offer multiple times by that point. This means . . .
- My last-minute email reminders create more action (i.e. more sales) than all of my other efforts combined.
- People will unsubscribe from my list because of those last-minute reminders. I grew to be okay with that as soon as I understood they aren’t my ideal customers.
- Others will be grateful for the eleventh-hour reminders. They are worth reaching out to one last time. They are my ideal customers and will benefit from what I have to offer.
Last-minute marketing doesn’t mean waiting until the day before to first tell people about a sale, product, or event. In order for last-minute marketing to work its magic, you have to have put all of the right pieces into place.
Before any last-minute marketing, you should have completed at least half of the following promotional efforts:
- Mailed postcards
- Emailed an original message with all of the product or event info to your list
- Sent personal emails to those who can help you spread the word
- Posted the event on your website, blog, Google+, and Facebook
- Written and sent at least one press release
- Tweeted about it multiple times
- Mentioned it in your newsletter
Some people are afraid that more promotions will result in “bothering people.” As I said above, people will unsubscribe. Keep in mind that they’re not your ideal customer.
Remember these last-minute marketing lessons whenever you think that one last message might be too much. Your final missive might pay off, but only if you’ve laid the groundwork over time.
Has last-minute marketing paid off for you?