The art of the pre-selling your knowledge products
Films get promoted for a year before release, and your products deserve the same. Tease it early so people decide to buy long before it exists.
Kevin C. Whelan
When a blockbuster film gets produced, they start promoting it long before the film isn’t even finished.
It begins with the news announcement about the actors involved, the story, and when it will be released.
Eventually, a teaser is created. A glimpse of what to expect.
Actors do interviews and go on tour talking about the film leading up to the date.
The trailers get longer and more detailed. The release date gets more specific.
The first screenings get shown and reported on. Early reviews come in.
A year after conception, the film is released to the public.
Now that’s what you call pre-selling.
If you want to sell any new product, it’s critical that you pre-sell in advance—as early and often as possible.
You want people primed and interested to buy long before the product is ready. You want the decision about whether to buy or not to be locked in before the doors open.
If you’re thinking about selling a knowledge product for Black Friday, I highly encourage you to use the date as a forcing function to stop you from procrastinating and actually commit.
And if you do decide to do it, I recommend you start talking about it now.
Tease it out. Let people who follow you know something is coming soon.