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Transcription
Module 5, Lesson 11
Start & Scale
Your Waitlist Landing Page
In this lesson, I'll be teaching you about how to build your email waitlist. This is really important
because it allows you to capture the details of your social media followers and then market to
them on email as well. Email is still one of the highest converting forms of marketing for
eCommerce. You basically cannot launch without a waitlist. When you do launch, your waitlist is
going to be your most powerful asset, so this is not something that we want to ignore.
While I've seen some great success using social media platforms like Instagram, I'd argue that
your waitlist is even more important than your social media following. Email is proven to convert
better than organic social. According to recent data from OptinMonster, the conversion rate for
email marketing is over 6.05% versus only 1.9% for social media. That's more than triple the
conversion rate. What's more, email marketing yields $44 back for every $1 you spend. That's a
4,400% ROI. Hopefully, this helps clarify why it's so important to build your email waitlist before
you launch your product.
So your aim is to constantly grow your email list by sending traffic from your social media
following to a landing page, where you can then capture their information. I often refer to this as
converting your social followers into your email subscribers. A landing page is just a simple
webpage where the person can put in their name, email, and any other details that you'd like to
capture.
There are lots of tools that you could use to create a landing page really easily. Personally, I use
Lander or Unbounce, which are templated landing page builders. You don't need any sort of
technical skill or knowledge for this type of page builder. You can just go in, edit the template, add
different text and photos, and you're done. From here, you'll be able to create a really simple
signup form and the information can be automatically stored in a Google sheet, so you don't even
need a CRM yet. It's really simple. Alternatively, your web developer can do all this for you.
A good way to incentivize people to sign up to your waitlist, is to use a really strong call-to-action
on your social posts. You could say something like "Sign up for the VIP waitlist "so you don't miss
out when we launch!" FOMO, or fear of missing out, can be a really great motivator for your
customers to act. When you first launch, it's a great idea to push the scarcity angle. You need to
establish that the products were made in limited stocks, that you're a small company and that
you'll only be making and selling this product for a limited amount of time.
So, the seven key components of a great waitlist landing page are, one, your headline. You
wanna grab your audience's attention to build excitement, FOMO, and anticipation. Two, your
subhead. a one-liner to explain what the product is and who it's for. Three, your hero image. If you
don't yet have product photography, you could use your prototype or 3D render here. Ideally you
want to show context of use with the product actually being used by a person.
Four, clear benefits-driven copy. So here you could go back into your brand pyramid and draw on
your rational benefits of your product. So you wanna be thinking about how your product's going
to be used to solve people's problems and how your product is different and better than what else
is on the market. Five, social proof. Even though this is pre-launch, that doesn't mean that you
can't have a friend or someone influential give you a testimonial. Six, a clickable call-to-action.
Make sure this is connected to signing up to your waitlist. Seven, scarcity, for example, a
countdown timer and/or scarcity-driven copy, for example, "Coming soon," "Be the first to know,"
"Don't miss out," et cetera. The action item for this lesson is to use a landing page builder like
Lander, Unbounce, Leadpages, or LaunchRock to create a landing page. Once you have your
landing page for your waitlist, you can start promoting it everywhere, all over social media and
anywhere else you can.
Always have strong call-to-actions and continually drive people to sign up to your waitlist. Here
are just a few example call-to-actions and language that you can use on social to hype up your
waitlist. "Get on the VIP Waitlist." "Don't miss out." "Be the first to know when it goes live." "Want
exclusive access when this is released?" "Don't miss your chance to be among the first 100
customers "when our new product drops." "Extremely limited supply as we're still in beta. "Don't
miss your shot!" "Save your exclusive seat/spot." "Reserve your spot on the VIP waitlist."
"This launch is extremely exclusive to 100 VIPs, "don't miss your chance!" "Be the first in line as
soon as we release "our brand new product." We could go into much more detail on landing
pages, but Foundr actually has an entire course on the topic and how to get your landing pages
converting like crazy with the founder of one of the biggest landing page building platforms, and
one of my personal favourites, called Unbounce.
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Transcription
Module 5, Lesson 11
Start & Scale
The most important things to keep in mind are tapping into scarcity and FOMO, and to make sure
that you actually ask for what you want the person to do, i.e. sign up to your waitlist. Clarity over
cleverness. Your goal here should be to get at least 100 subscribers signed up to your email
waitlist before you launch in order to ensure success.
When I started The 5TH watches, we had over 8,000 people signed up to our waitlist. When we
launched, we sold over 1,000 watches to this list and that ensured the success of our launch and
our $100,000 first-ever day of sales. So you can see the way in which your waitlist is so powerful
as an asset for your brand before you launch. So go ahead and create that landing page for your
waitlist now, and I'll see you in the next lesson.