Case Study Spotlight: Marie Forleo’s digital book launch is a smashing example of how to raise the bar with your sales strategy in 2019
Can we just take a moment to talk about Marie Forleo’s brilliant new sales strategy for her book release, “Everything is Figure Outable”?
This morning I received this beautifully written email in my inbox:
The genius that is Marie Forleo has encouraged pre-sales by bundling up every book purchase made between now and September 10th with a completely free (and uber compelling) digital program offer. It includes; digital course/5 step program (i.e. an exclusive content upgrade), virtual access to Marie directly through daily video coaching calls, dedicated support from her team and the promise of connecting you to a community of like-minded people (who will suddenly all have, at the very least, the book in common to talk about)!
Here are a few reasons why I love this strategy:
- She’s added value: she’s not only surprised and delighted her book purchasers but managed to make a $30 book purchase feel like $529 worth of value (valuing her program at $499 a seat)!
- She’s addressed the ambiguity of her book title through offering an actionable explanation of what the reader will take away
- She’s “closing the loop” with her customers, building stronger relationships and acquiring their details for ongoing communications and potential upsells
- She sets clear expectations with precise copy and FAQ’s
- She’s aligned the offering to her customer persona; understanding the possible barriers/pain that may hold them back and offering solutions (in the form of providing a quick, 5-step distilled down, actionable program and support/guidance in the form of Marie, her team and a community)
- She’s likely to be reigning in additional affiliate profits from the book distribution partners she calls out (commission on top of book sales? Hell yeah!)
- She’s driving pre-sales before her book even drops which will give her the cash injection to fund additional copies!
- She’s raised the bar for the entire book-purchasing experience and what we will now expect as consumers moving forward (more on this below)
A few other tactics I would have employed to make this offer even more compelling:
- Marie talks to the features and benefits of her program clearly and concisely but doesn’t speak to the *transformation* that will occur within her audience should they sign up
- The FOMO (fear of missing out) copywriting is brilliant but could be made even more compelling with a countdown timer
- Marie could have included a simple scarcity tactic to drive first movers and encourage momentum. Something as simple as “The first x purchasers who enrol will receive a signed copy of my book, allowing you to share the love and gift your copy to a fellow friend in need of figuring out their next steps)!
All in all though, a fairly brilliant digital promotion for arguably the most “offline” product one could purchase, a book!
Brene Brown engaged in a similar digital promotion for the launch of her book “Dare to Lead” late last year. Combining the offline purchase with exclusive online content to “sweeten the deal” for purchasers.
Of all the points I’ve discussed above, what I love *most* about this strategy is that Marie has simply broken ground for what we expect as consumers when we engage in a book purchase. At a recent conference I attended, a common theme was referenced around the premise of this. Companies today, in our extremely fast paced world are achieving the most success when they play to our new customer motivations – to make our lives more convenient and free up our time. As marketers, we used to simply engage in providing our audience with great content, but now, the relief for customers is in helping them navigate a sea of content, all of which is begging for their attention. Consumers want to be told “This is the one piece you’ve been looking for. This one is worth your attention.” and to be provided with answers swiftly and in a memorable fashion. We want to consume quickly, understand how this new information will add to our lives and move on with actually living them.
Therefore, our expectations have changed and so has the game. Marketers must adapt their strategies to consider not only “the best” that’s being offered in the industry they’re directly operating in, but in industries outside of it. I want my Uber to arrive at my door in 2 minutes flat (because that happened, that one time), I want a summary email outlining the stats from my last workout (thank you Strava) and I now want additional, exclusive digital content when I make a book purchase.
What do you think?
Will this new promotional format become the new bar for book releases? moving forward?
What do you think? Tell me in the comments below. Would this resonate with you? How would you have improved it?