How to host a challenge to kick off 2020




I’m about to let you in on a trade secret:


The most powerful tool in a copywriter’s toolkit isn’t proper grammar or clever word choices.


It’s empathy: The ability to put yourself in someone else’s position and try to see the world how they see it.


And I’ll confess to you guys that this is a skill that doesn’t come easy to me. I’ve had to work hard at it and I still have a long ways to go.


When I first started my entrepreneurial journey I thought that everyone should make decisions like I do: quickly and decisively.


If you want something, I thought, you should just do it.


Immediately.


Today.


I just had no understanding for why someone wouldn’t immediately take action if they had an opportunity laid in front of them to get what they want.


But the more I study about human behavior, the more that I realize that there are so many complex factors that can go into someone’s decision to take action.


>> They may need to start on a Monday or at the beginning of the month to feel like they’re making a fresh start.


>> They may want to wait to feel like they’re getting the best deal possible.


>> They may only take action when they feel like they’re a part of a supportive community.


And to serve someone at the beginning of their journey, you have to meet them where they are and speak to their unique source of motivation to take action.


There are few strategies that can speak to more of these sources of motivation at the same time than hosting a challenge.


I’m in the process of putting together a challenge that I’m launching January 13th, 2020 where I’ll walk you step-by-step through how to sign up your next 500 email list subscribers.


And while I was working through the strategy for my own challenge with my marketing coach, Mallory Schlabach, I realized that I needed to have her on the show to share her knowledge with my listeners.


Today Mallory and I discuss:


  • How decide if a challenge is the right fit for your business and your customers

  • How to determine the right duration to get results but also keep people engaged

  • And how to use a challenge to grow your email list AND gain new clients

Here are the highlights of today’s show:


  • [4:00] Why a challenge can be successful way to build a list quickly

  • [4:31] The essential components of a successful challenge

  • [7:30] How you can widen the reach of your challenge outside of your current followers

  • [11:11] The ideal duration for a challenge

  • [12:50] What to do if there’s a steep drop off in engagement in the challenge

  • [15:30] The types of businesses best suited for running a challenge

  • [17:17] What if your challenge only attracts “quick fix” people and that’s not your ideal client?

  • [21:00] The possible end goals for a challenge

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