product launch

How to Use Empathy to Make a Social Impact

For a lot of us, when we think of selling, the word “empathy” doesn’t come to mind. In fact, for many in the cause-focused space, particularly nonprofits, selling (just like marketing) is a bit of a bad word. However, it shouldn’t be.

If you have something that someone else needs or wants, isn’t that a good thing? That’s where it all begins.

Today, one of my spring interns, Rima Patel, is going to share how empathy intersects with the sales process, particularly the selling of products. I think this will not only be insightful, but good news for many of you.

You’re already leading a nonprofit, social enterprise, or other for-profit doing good, which means that empathy is at the core of what you do. This post will take it one step further, allowing you to see how empathy can be the glue that holds your triple bottom line together.

How to Use Empathy to Make a Social Impact

No one will deny that the key to creating a successful product is by thinking like the consumer. Putting yourself into their shoes and figuring out what they want can help make your great idea even more desirable. This concept is not unfamiliar to us; in fact, it’s something we aim to practice in our day-to-day lives. Whether it’s individuals trying to build strong relationships or cause-focused organizations trying to connect with consumers, empathy is essential.

Empathy is the ability to understand and share the feelings of others. Empathy is the difference between feeling for someone and feeling with them. Acknowledging feelings from shared experiences connects us as humans, beyond all the ways in which we separate ourselves—and that’s special. So special that it has the power to change lives and make an impact.

Maybe you’re an entrepreneur and you want your consumers to have an emotional connection to your product. Maybe you’re a nonprofit and you are trying to fix a social issue by inspiring others. Or maybe you’re a social enterprise and you just want to do more good. How can you use empathy to make a social impact?

Empathy can push you to create solutions that help others, but it can also push others to help you and your cause.

Empathy in the design process

A human-centered approach to innovation

Design thinking is a popular process that many social enterprises use today to creatively solve problems and make social impacts. This process takes a human-centered approach and involves five steps: empathize, define, ideate, prototype, and test.

This semester, my Intro to Entrepreneurship professor decided to focus her class around the design thinking process, giving us the task of creating a product that would help solve the issue of climate change on campus. After the project was over, in a class with almost 300 students, we all came to the same general consensus: the empathize stage was the most important.

At first, many of us had a lot of great ideas, but the empathize stage made us quickly realize that our ideas could be better.

We all knew the problems associated with climate change and we all knew the different methods to prevent it, but what we didn’t know was how much people were actually willing to do. We found that college students want to help the environment, but don’t want to go out of their way to do it. You’ve probably seen something similar with your audience.

We realized that methods requiring the consumer to take some action like using water refill stations or compost bins don’t go as far as methods that don’t require the consumer to take an action, like putting motion detector lights in dorms. Creating the most value for our consumer requires using empathy to understand the best way to solve the problem.

The empathize stage not only helped us understand the consumer and how they felt about the issue to make the most efficient product, but helped us understand what steps they might actually take. Without empathy, our product might have ended up useless, unrealistic, and ultimately unsuccessful.

So, how do you use empathy in the design process? The first step is to ask questions.

Ask yourself:

  • What do you know about the problem?

  • What do you not know?

  • What are your assumptions?

Then ask others:

  • How do they feel about the problem?

  • How does it impact their life?

  • What are they willing to do about it?

These insights will help you understand the problem, who is involved, and how you might go about solving it in a way that brings others into the process for a more successful solution.

We all have great ideas that we want to see come to life, but if we want to be as successful as we can, it’s necessary that we open our ideas to other perspectives. Using empathy, you can see what would work and what would not, how people react to and feel about your ideas, and how to make them better.

There are many solutions to a problem, but the best solution is the one that begins with empathy.

Consumer empathy

Stop marketing products, start marketing feelings

Today, consumer empathy has become quite popular because companies are starting to realize its impact. If people have an emotional connection to a product, they are far more likely to buy it. If people share the same feelings as an organization, they are far more likely to support it.

Consumer empathy makes people feel less like consumers and more like humans, and that appeal is strong enough to make a positive impact on businesses and on the world.

Consumer empathy involves not only understanding the desires and struggles of the consumer, but also sharing those feelings with them. A great example of consumer empathy is a commercial for Cardstore by American Greetings in 2014. In order to promote their website, American Greetings sparked a common, shared feeling—the love we have for our mothers—and used it to help the audience create an emotional attachment with the brand. With this commercial, American Greetings was marketing a feeling, not a product.

Another great example is TOMS, a shoe company that built its brand on the concept that for every pair of shoes sold, there was also a pair given to a child with no shoes. Growing up, I remember seeing so many TOMS flags hanging up in bedrooms. Why were people so inclined to hang a shoe brand up on their wall?

The flag represented a feeling, an emotional attachment to the product, and a sense of pride for doing something good. TOMS recognized the power of making every person who purchased their shoes feel like they made a significant impact, and were part of a solution to a big problem. Today, TOMS continues to use consumer empathy to discuss other important social issues, like gun violence.

Now, it might seem like empathy is an obvious tool for marketing products. Of course thinking like the consumer is necessary for creating something that is valuable and relevant to them. Unfortunately, many companies still lack this skill.

Pepsi, for example, aired a commercial in 2017 amidst the rise of the Black Lives Matter movement. The commercial involved Kendall Jenner joining an ambiguous protest and sharing a Pepsi with a police officer, sparking unity and excitement among everyone. Pepsi received severe backlash, taking down the ad several days later, and responses to the commercial gave a clear understanding as to why. A former organizer for BLM said, “No one is finding joy from Pepsi at a protest.” Bernice King, daughter of MLK Jr., tweeted, “If only daddy knew the power of #Pepsi.” To make things worse, the face of the ad was a rich, white supermodel who has no history of being an advocate for BLM, or any other social issue for that matter. Pepsi failed to understand their consumers and how they feel about the issue, which is what made the ad unsuccessful.

So, what did Pepsi do wrong? Pepsi’s commercial was trying to ignore the problem. Its message does not fall far from, “Why can’t we all just get along?” It provides a “solution” without actually acknowledging the existing problem of police brutality that some black people face everyday in America.

Empathy goes beyond just understanding someone's feelings; it requires learning to share them, too. Pepsi attempted to use a current, popular trend in social justice to promote their brand and make more money. Their mistake was leaving out empathy, and it was a mistake they could have avoided had they taken more time to know their consumer.

Using empathy in marketing involves understanding how your consumer feels, but it also involves understanding how your consumer will react. How do they want to feel, and can you make them feel that?

Using empathy to create social change

How feelings can change the world

The beauty of empathy is that it affects all of us.

Whether we are selling or buying the idea, it makes us all feel something. Empathy reminds us that we are all human and that we share experiences and feelings. It has been a tool used around the world to make individual problems feel universal.

Empathy allows consumers to feel like they are being heard and understood, that they are not alone, and that there are people out there trying to solve their problems. It sparks inspiration and motivation for people to work towards the things they care about.

As entrepreneurs and innovators, it is essential that we practice empathy in all aspects and phases of our projects—from idea to design to marketing. So, ask questions and open your ears. Understand who you’re working with and what they’re feeling.

Remember that empathy involves shared experiences, so remind yourself of your feelings and why you got involved with your cause to begin with. Keep in mind that the product or the profit isn’t special, but the feeling it invokes and how those feelings might eventually change the world is.


Rima Patel

I’m Rima Patel, an upcoming senior at North Carolina State University, majoring in Sociology with minors in Business Administration and Nonprofit Studies. My ultimate goal in life is to do good and help people, and right now I’m doing that through marketing for nonprofits.

I hope to make significant impacts on social issues through innovation and social entrepreneurship.

LinkedIn



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Empathy can push you to create solutions that help others, but it can also push others to help you and your cause.

Kristi Porter, founder of Signify

I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.


10 High Result, Low Budget Launch Marketing Ideas

A few days ago, I laughed and cried my way through the Won’t You Be My Neighbor? documentary about Mister Roger’s and his famed neighborhood. If you haven’t seen it, I highly recommend it!

As a kid who watched and loved that show, it brought back a lot of memories. However, as a kid who grew up to be a marketer, I can’t help but watch everything through that lens as well. Occupational hazard! One of the things that struck me was his approach to the concept of his show. He stripped away a lot of the fanfare and gimmicks he saw on other shows, leaving room for his authenticity, playfulness, and heart for educating children on important values. And kids loved it!

Okay, so what does this movie have to do with launching, you might ask? Well, it’s that same lesson I want you to take into your next launch. People will ultimately resonate with you and your mission, not simply because of some stunt or gimmick.

Sure, there might be times when those kinds of tricks enhance your launch, but don’t come to depend on them. If you have a sale every time you launch a new product, for example, people may start to only buy at that time. After all, when’s the last time you bought something full priced at Old Navy? With a new sale every other week, they’ve trained people to wait for the next sale before making a purchase.

I’m also reminded of those launches that give away the latest iPhone or a European trip. Does anyone else sign up for all of those? I know they do because I never seem to win! However, as soon as that giveaway is over, I jump ship and unsubscribe. That’s no way to build a loyal list.

But I also realize that people also have to see and hear your mission to get on board. So, let’s talk about 10 high result, low budget launch marketing ideas that I love. There are varying levels of time and energy required for each, but I’ve seen them do great things for other nonprofits and social enterprises, and think they can serve you well, too.

10 High Result, Low Budget Launch Marketing Ideas for Nonprofits and Social Enterprises

1) Empower People to Share About Your Launch

There’s still no better form of advertising than word-of-mouth. So, why not increase yours by empowering people to do just that? And it helps when you can give them a nudge, too!

I wrote a whole blog post about this idea, but the gist is that you should provide pre-written social media samples (text, images, videos, etc.) to your staff and key stakeholders for every major launch. Essentially, you’re giving them all the tools they need to help promote with little effort on their part. If they have to think hard about it or write their own, they’re much less likely to take action.

2) Update Your Website . . . In More Than One Place

This may seem like a silly thing to state, but remember how we’re all still waiting for common sense to catch on? Yep, this goes in that category. I’m saying it because I see it.

If you’ve got a huge launch coming up, and you don’t make it prominent on your website—and in multiple places—you’re doing yourself a big disservice. It’s common to put a launch image or blurb on your homepage, but what about other pages? It might be a great fit there, too. And, depending on how someone found you, they may not even land on your homepage first, so you don’t want them to miss the memo.

3) Add Bonuses to Your Launch

Bonuses are usually my preference over discounts. This way you aren’t devaluing your service, product, event, or whatever else you may be creating. Plus, they can make your launch even more exciting, resulting in more eyes paying attention.

Bonuses are normally offered during the pre-launch or early launch phase, and examples can include one-on-one time with you, an additional product, a video series, a gift from one of your partners, etc. The options are endless!

Don’t get me wrong, sometimes sales and discounts are the way to go, but take a look at bonuses as well. “Limited time offers” fall under this umbrella, too. They’re a great way to ask people to take an action with a deadline in mind, which is often very beneficial for you in the planning stages.


4) Email Your Tribe (More Than Once)

Inboxes fill up fast, so don’t rely on just one or two emails to make your big announcement. And people often have great intentions to buy or donate, but they’re also bombarded with a million distractions every day.

So, create a series of emails to educate and inspire your tribe to take action. Find different angles of your launch to address in each one, rather than simply repeating the same information.


5) Jump On Facebook Live and Instagram Live

Over the last couple of years, video has become hot, hot, hot! For this introverted copywriter, that’s a real bummer, ha! For others it may be great news. Regardless, it’s important to sit up and pay attention. Takeaway —> You can’t ignore video!

So, it’s time to jump on Facebook and Instagram Live. What you should love about this marketing channel is that it’s super cheap. As in free. You don’t need a studio or all the fancy lighting. With the click of a button, you’re in business.

If video is new or uncomfortable to you, I suggest starting with Facebook and Insta Stories because they disappear in 24 hours. Less pressure, hooray! Once you have a little more courage, or if you prefer to force yourself as I do, give Facebook Live a chance. Video allows you to talk to your fans almost as if you were in the room with them, giving you a fantastic opportunity to talk about your launch and cause.

6) Utilize All Your Real Estate

If your organization has multiple websites, email lists, social media channels, or apps, make sure they’re all involved and promoting. This is no time to be timid!

When I was an event marketing director, our main sources of revenue were events and curriculum. The curriculum purchasers logged in regularly to view materials, and we also had an internal bulletin board on their website for announcements. So, you’d better believe I promoted events over there!

Besides your main website and social media, where else can you communicate to potential donors and customers?

7) Ask Partners to Promote Your Launch

Who do you know that can help promote your launch for free? This can be individuals or companies. It might be official partners and sponsors, or casual friends of your nonprofit or social enterprise that want to see you succeed enough to promote on your behalf.

This is a great opportunity to get in front of entirely new audiences. Just remember, however, that you may need to scratch their back in the future, too.

8) Let Your Audience In On The Process

Create ready-made buyers when you give people a say in the end result. Allowing your audience to provide ideas, feedback, or suggestions during the pre-launch phase to gives them ownership and gets them excited. They’re more likely to participate and share the launch as well.

I’ve seen authors allow their fans to choose book covers, course creators ask for suggestions, product makers seek out testers, and much more. How can you get your people involved?

9) Share Customer Reviews or Testimonials

We all love social proof. It’s the reason we seek out Yelp and Amazon reviews. It’s nice to know that someone has come before us and already loves what we’re interested in. It simply helps us proceed with confidence.

Obviously, some launches lend themselves better to this idea than others, but don’t be afraid to think out-of-the-box. If you have a fundraising campaign, for example, add testimonials to your site (and giving page) from those that have benefitted from your work or have previously donated.

Here’s an example from Signify.

10) Pre-Sale Your Launch

Wouldn’t it be a wondrous thing to have money coming in before you’ve officially launched? That’s the beauty of a pre-sale.

This is why some events allow you to purchase tickets to the following year before you even walk out the door. It’s also why movies sell tickets months in advance. And don’t forget about those books that come with pre-launch bonuses, or courses that give you a discount prior to hitting the market. The pre-sale has definite advantages for both you and the buyer!



PIN THIS POST FOR LATER:

Let’s talk about 10 high result, low budget launch marketing ideas that I love. There are varying levels of  time and energy  required for each, but I’ve seen them do great things for other nonprofits and social enterprises, and think they can serve you well, too.

Kristi Porter, founder of Signify

I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.


12 Unique Launch Ideas You'll Want to Copy

Everyone wants to grab their piece of the pie when it comes to market share. No matter the business model, we all need money to keep the doors open and the lights on. But the competition is fierce . . .

In 2015, the United States Small Business Association noted that 400,000 small businesses opened that year—and about the same number closed. (This number includes nonprofits.)

And launches present their own opportunities and challenges in the life of a small business. On one hand, they're often exciting, and a great chance to build buzz and get people's attention. On the other hand, they're usually short-lived, so you have to make them count because they may only happen once, annually, or at most, a couple times per year.  So, if you have an event, product, fundraising or awareness campaign, book, or course launch on the horizon, pay close attention.

There are definite trends you want to ride when it comes to launches (ex: email sequences and social media blitzes), but you'll also need to be creative. Innovative ideas are more likely to make people take notice—and bring in the sales or donations. 

Below you'll find 12 unique launches ideas worth copying. But, here's my caveat: don't just copy and paste. Put your own spin on them. They'll only be successful if they align with your own social enterprise or nonprofit.

(PSST: This post is part of a series about launches. Read Part 1 and Part 2. Or take it to the next level with my launch strategy guide.)

12 Unique Social Enterprise and Nonprofit Launch Ideas You'll Want to Copy

Event Launch

Idea 1: Meet Ups

I was the Event Marketing Director for The Orange Conference for almost six years. And for several of those years, one of the ways we helped people get excited about it was to host local meet-ups all over the country. The catch: we didn't have staff all over the country. So, we let people in our tribe host them for us.

We hosted several here in Atlanta, as well as in locations across the US where we did have staff. But there were a lot of places we obviously couldn't reach on our own, and our fans were more than happy to jump in. They wanted to meet others like them in their hometowns, and we were thrilled they wanted to connect with each other. So, we provided downloadable flyers, social media images, guidance, and even allowed each gathering to give away a ticket to the upcoming event. So, whether people came to win a free ticket or to network with peers, we still got to build community and talk about our event. It was a really fun way to get our fans involved.

Idea 2: Membership

It can be very difficult to get and sustain momentum for your launch when your entire business model rests on one, big event. Yellow Conference is one of those. Yes, they have a regularly-updated blog, social media, and things like that, but in a sea of events, blogs, and social media accounts, your message can get lost or forgotten, even by your fans.

One of the ways they fight through the noise is the Yellow Collective. It originally began as a subscription box, which I thought was very clever for their business model. In its second year, it has evolved into a membership group that includes many of the original elements: in-person, at home, and online resources. And it also includes discounted tickets to their annual conference. They've done a really great job at keeping their community connected throughout the year so that, when it's event launch time, their fans are already primed and waiting.

Fundraising Launch

Idea 1: Get Out of the Office

Sometimes all you need to do is change the scenery. For Atlanta Dream Center's "48 in 48" Campaign, the founder of the nonprofit lived on the streets for two days. One of their three primary ministries is focused on homelessness, so it made perfect sense with their mission.

And because the founder had the past experience of being homeless himself, it magnified the story. He made the issue relatable and gave first-hand insight. Leading up to the event, a lot of buzz was generated among their supporters because it was not something you expected to see from the founder of an nonprofit. During the 48 hours, he also did a lot of Facebook Live videos so people could follow his experience, and that generated additional donations once people saw it in action. He talked about his life, what he was seeing, and interviewed others on the streets with him. It was a brilliant way to shed light on their cause.

Idea 2: Shared, Uncommon Experiences

Similarly, Nicholas House has an annual fundraiser where their supporters can sleep outside in an effort to raise awareness about homelessness. Each participant is asked to raise $2,500, taking some of the annual fundraising responsibilities off of the organization itself.

What I liked about this event, in particular, is that my friend who participated is a board member. Often, events like these attract more adventurous high school and college kids. But seeing adults with their own families involved was special. Yes, the environment is more controlled in this case than compared to above, but unless you're big on camping, sleeping outside on the ground without all the luxuries just isn't much fun. (At least in this girl's opinion.) And because of the individuals raising support, that provides more "social proof" for the organization because someone else is doing the talking, and her fundraising letter conveyed her heart and excitement for their work. That's not something you can force or buy.

 

Book Launch

Idea 1: Blog "Book Tour"

Unless you have the full might of a traditional publisher behind you, it can be difficult to get the word out about your book. And, even so, today's publishers want authors to take an active role in their own marketing. Enter the blog "book tour."

My friend Katrell, who owns Dr. Bombay's tea shop here in Atlanta, participated in one of these for her book. Even though it was set up by her publisher, it would be relatively easy to pull off for just about anyone. She didn't have a big name or a big audience, so this was a fantastic way to spread the word without a big budget to travel around the country to book signings and interviews. Instead, you'd just set up a series of book reviews or guest posts during a defined time period leading up to the book release, such as two or three months. This strategy definitely helped her sell books.

Idea 2: Galley Copies

If your social enterprise or nonprofit has one or more large events each year, you probably already know that it's best to release new products there, while you have a captive and engaged audience. But once-in-a-while, the timing just doesn't quite work out.

This was the case for the latest book by Growing Leaders about inspiring and mentoring today's students. So, what they decided to do was to give all 200+ attendees at their annual conference a galley copy of the book. This opportunity allowed them to talk about and promote the book, and build interest for it's release the following month. They also had a special pre-launch price with bonuses. Nothing replaces a face-to-face pitch, and by giving out galley copies, they were still able to capitalize on a live audience for future sales.

Awareness or Community-Building Campaign Launch

Idea 1: Recreate an Experience

Many of the causes that you all work on require you to protect those you help. Some of those include victims of sex trafficking, domestic violence, or homelessness. Not only do you want to avoid capitalizing on someone else's tragedy, but you want to keep them safe.

Street Grace launched Suburban Horror Story as a way to accurately portray the issue of sex trafficking for the community. You can watch videos online that are recreations of actual events, and also learn more about the issue. They also had "tours" to houses where arrests had been made and to show them what traffickers, victims, and warning signs look like, and what actually happens. This gave those in attendance (donors, potential donors, and media) an up-close look at the problem, and showed them how they could be involved in the solution. It is a very effective way to talk about the people behind the issues without actually involving victims.

But just the quality (and frankly, scariness) of the website did a lot to stir up interest for people to take a tour, learn more, and get involved in the work of Street Grace, or even donate to their cause. So, make sure that even when you're actually promoting an in-person event, that the promotional materials, like the website, do a good job in drawing people into your cause, and make them want to get involved. This site did a fantastic job. They could've just splashed up a single page with with stats and a description, but they definitely took it further to great results.

Idea 2: Take Advantage of (or Declare) a Holiday

I've talked about the idea of taking advantage of holidays—both official and unofficial—on this blog and my newsletter before, but it's always important to bring it up again. Because there are so many to choose from! People love celebrating special occasions, so take note of any that you can work into your launch plan. It often gives you a new way to talk about what you're doing.

There are, of course, plenty of legit options like Christmas, Halloween, and Fourth of July that might play nicely with your launch. #GivingTuesday to kick off your year-end giving campaign, anyone? Breast Cancer Awareness Month, Black History Month, and White Ribbon Against Pornography are a few others. However, there are plenty of wacky observances as well. For example, you can try World Kindness Day, Adopt a Rescue Pet Day, Digital Detox Day, or Read a Book Day. (There is literally a day for just about anything you can think of.)

And there may be even times when you need to create your own holiday. When I worked at Captain Planet Foundation, we created a Captain Planet Day. We had a formal ceremony down at Atlanta's City Hall, received a proclamation, and the whole nine yards. It was to celebrate a milestone in the foundation's history, but also garnered attention for the organization as we kicked off promotions for the annual fundraiser.

 

Product Launch

Idea 1: Giveaways and Contests

My friend, Jen, just wrapped her first successful Kickstarter for her physical product called the Hope Deck. One of the strategies she used to get attention for her campaign was by doing free giveaways on influencer social media accounts.

For example, she used both existing relationships and good ol' fashioned research to locate a handful Instagram accounts that fit her target market and were interested in doing a giveaway. She allowed them to give away a couple Hope Decks in exchange for pointing them to her account or campaign page. This allowed her to easily expand her audience, and when she was directly promoting that people fund the campaign, she had more eyes on what she was doing. It made a difference! 

Idea 2: Giveaways for Reviews

This isn't really a new trick, but I'm surprised at how little it's used, so I thought I'd bring it back up. I think most of us feel we need to bootstrap everything and get by on our own, but why? Getting help is often way better. Now, I do know that people often launch in a rush and that may be a factor. (That is definitely one way to sabotage your launch!) 

But when you can get someone else to talk about your launch—you should! Yes, sometimes you may have to pay people to review your product, but again, using existing relationships and research should also turn up plenty of free opportunities. There are so many blogs, magazines, newspapers, YouTube Channels, etc. A few of those leads are likely to respond and participate.

A client and I recently talked about this because she's launching soon. (Can't divulge yet, but it's gonna be cool!) She thought she would have to pay for people to review or talk about her product, but I named a handful of people in just a few minutes who would do it for free. Just put your thinking cap on, and I bet you'll come up with your own list too.

Tip: We often want to target the Oprah's of the world so we can make it to the top faster, but these folks are just plain hard to reach. Find people with a few thousand followers, or depending on your product, up to 100K followers. Sometimes those with bigger reputations get contacted very little so they're happy to participate. But often the "littler guys" rarely get contacted, would love to participate, and have a few thousand have very engaged fans who would love to hear about your product.

Course Launch

Idea 1: Facebook Groups

Facebook groups have become ALL. THE. RAGE. over the past couple of years. I even have one. But course creators are cleverly using them to their advantage now as well. Typically, they are meant to accompany an online course, or at least that's how I see a lot of those playing out. Especially when the courses are written or video-based, this allows the creator to interact with the students, and students to interact with each other. I am a member of a couple of these, and they're really fun.

But there are other ways to use them as well. Take the Myth of Balance, for example. Originally, it was released as a book. It's a very short, but actionable book. And, like most things, the information isn't the transformation—it's the action. So, the author created a Facebook Group to serve as the outlet for the course, which he refers to as a workshop series. Sample principles that I mentioned in the first paragraph, but much easier. He can release worksheets, weekly videos, polls and questions, etc, created right there to the group rather than having to build an online platform for the course. Much easier and more DIY.

In the Myth of Balance launch, we used a lot of traditional marketing techniques to get the word out initially. Most of the other course creators do the same. But the difference in having a Facebook Group is that you don't have people just sitting at home, having a great experience, and then moving on with their lives. You have people who've been interacting with the course creators and other students for a period of time, getting great results because they've had community and accountability built-in, and now you literally have a group of evangelists who will help you promote when you're ready to relaunch!

Idea 2: Involve Others and Let Them Promote

Putting a course or curriculum together is no joke. I plan to do it in the future, but find it overwhelming to think about. And then, when you have your shiny, new curriculum, you still have to get the word out! It's a long process.

But the folks at Plywood were really smart. They have a lot of knowledge and know-how on their staff. However, they also know one of their strengths relies in their ability to connect people and showcase others. So, for their video-based curriculum course, they featured not only the founder, but individuals from their Plywood People Community. Each module features different social entrepreneur interviews talking about that week's lesson and showing it in action.

Besides making it easier on themselves as far as content creation, Plywood now also has a group of people willing to help promote it because they are featured. This was especially helpful for the first launch when it was brand new. The people in the video are founders that are known in the Atlanta-area, with their own distinct audiences, so it helped get the word out quickly about this course.

By now you'll definitely notice a common theme in recruiting others to help you spread the word. It's just one of those techniques that can look so different each time, but is always effective.

 

What about you? What unique launch ideas have you come across? I'd love to hear them!

(PSST: This post is part of a series about launches. Read Part 1 and Part 2. Of if you’re ready to take it to the next level, check out my launch strategy guide, Promote With Purpose.)



PIN THIS POST FOR LATER: 

Have an event, product, fundraising or awareness campaign, book, or course launch on the horizon?There are definite trends you want to ride when it comes to launches, but you'll also need to be creative. Innovative ideas are more likely to make people take notice—and bring in the sales or donations.

Kristi Porter, founder at www.signify.solutions

I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.


What do successful launches have in common?

Do you watch other nonprofits and social enterprises launch their campaigns, products, or events to great success, and then wonder what it took to make that happen? Do you assume it's beyond your capability?

While it is incredibly helpful to have more money and manpower behind your launch, the truth is that many of them share a lot of commonalities. And there are a number of tactics that you can use whether you're a solopreneur or a team to make your next launch your best yet.

This is really good news, people! There's hope for all us little guys! So, allow me to give you a shortcut to what works for some of the big dogs.

(By the way, before we get started, this post is based on the assumption that your product, service, campaign, event, etc. has already been "vetted." Meaning, we're assuming that it's something people want.)

Let's continue . . .

(PSST—This is part two of a series. Read Part 1 and Part 3.)

While it is incredibly helpful to have more money and manpower behind your launch, the truth is that many of successful launches share a lot of commonalities. And there are a number of tactics that you can use whether you're a  solopreneur  or a team to make your next launch your best yet.

A Plan

This is the not-so-dead horse that I will continually beat on this blog, and in any conversation that you and I ever have. You'll also see it woven into a lot of the items below too for good reason. Successful launches don't just happen unless you have an enormous audience or tremendous amount of influence. And how many of us do? Planning includes the details, tasks, and, yes, even the right headspace. 

At the very least, be sure to write you plan down. The list-maker in me would love to see your timelines too, because I think organization is a key to success. But push yourself to at least be more organized than you were the last time.

Don't just let all the ideas float around in your head. I'm guilty of that because I'm naturally an organized person. But it's incredibly helpful to see everything laid out in front of you, whether it's on paper, on a Word or Google doc, in Evernote, or a project management system. (I'm currently loving Asana.) Simply creating some sort of plan will make you feel so much better about your launch.

 

Time To Make It Happen

Launches take a lot of time and energy. It doesn't matter if it's for a fundraising or awareness campaign, book, event, course, or other type of product. Chances are that you already have a full calendar. So, it's important to make space in your schedule as you're preparing for a launch. Either get some work out of the way prior to the launch time period, or start weeding out tasks that can wait until after the launch.

You may need to work longer hours to prepare for your launch, just to ensure your day-to-day responsibilities get taken care of when you're attention is focused on the launch. Not a fun thing to think about, but remember, it's only for a short time. 

The other option is to move items off your plate. This can be done through delegating, reassigning, nixing it, or putting it off to a later date. Sadly, most of us live our lives in response to either the urgent or shiny object syndrome. But people who plan successful launches know that they are focused on making the launch a priority. 

Plenty of Preparation

Not too far off track from the items above, launches take special preparation. It may mean author interviews, gathering testimonials, selecting a location, writing emails, scheduling social media, or any other number of To Do's. These can feel never-ending.

The point is that launches aren't to be taken lightly. You'll need not only the space in your calendar, but all your ducks in a row. It's highly unusual to launch last-minute and make it a success, unless every waking moment is dedicated to that project, the goals are small, or there is a team of people that can help pull it off.

Think farther out. Your launch may be six months away, but what can you start doing right now to make it a success?

 

Head and Heart Information

I don't have to tell you that people learn in different ways. So, unless you are talking to an incredibly niched and small group of people (like vegan, Tabby cat lovers who only wear purple on Thursdays and have a side photography business) you'll likely need to communicate your message in multiple ways. Usually, this is done not only by having both visual and written content, but also by speaking to both the head and the heart.

Because I work around the social justice space, statistics are thrown around quite frequently. And while stats can be compelling, most people really need to see the faces behind the numbers to make it real for them. So, definitely include the facts and figures that make your cause unique and worthy, but don't forget the stories. You'll probably need both of these things to make the sale or donation.

 

A Variety of Communication Means and Methods

Circa 1990, we were just delighted to get a plain text email in our newly minted Inbox. Boy, how times have changed! (And frankly, some of you reading this weren't even alive then to remember! I feel incredibly old all of the sudden . . .) 

Now, just to be heard, you need to talk to people in a variety of different ways to get their attention. At the very least this means email and social media. But, as you already know, there are lots of other fancy techniques you can try as well.

While this isn't groundbreaking information, the problem I see from too many organizations is that they just send one or two emails and post once or twice, and then sit back and expect they've done their best. But, guys, that's juts not going to cut it. 

Your launch emails need to be set up as a series of emails that build on one another. And in social media world, you need to consider ever-changing algorithms and short life spans. I've heard that the average Facebook post has about a two-hour shelf life, and Tweets are only 18 minutes! If you don't have money for advertising, to keep it in front of people whether they want to see it or not, you need to be posting much more frequently.

This doesn't even take into account people's good intentions. If you only send one email a few weeks before your book launches or your event tickets go on sale, for example, it's going to dog-piled by hundreds of other emails. Then, it just ends up as something someone once wanted to take advantage of, but never got around to. 

Stay top-of-mind by showing up repeatedly wherever they happen to be, either in-person or online.

And I mentioned this above, but you also need to make sure you're incorporating text, video, and images into whatever is going out. Some people are more visual and some prefer to read (me!). Keep in mind that social media platforms are also giving more preference to images—and especially video—right now, which means that they'll show your content to more people.

I know this can be overwhelming! However, the good news is that we live in an age where there are a lot of DIY tools to do things on the cheap. If you can't pay for it, take the time to learn a new skill you can implement into your next launch to ensure more people see your message.

(Side note: A giveaway would also fall under this category. People love winning things, and it creates a buzz!)

Launch Help

Successful launches are never a one-man (or woman) show. Even if no one is helping you promote, you may still need advice from others, or to pay to get graphics done, or have an intern that helps create and schedule content. I know a few unicorns who have an unbelievable amount of skills, and can function pretty autonomously, but even they can't do it all.

Outside of help getting all of the tasks done in time for your launch, public relations is another worthy addition. This may come in the form of setting up guest blog posts or podcast interviews, Instagram takeovers, being featured in magazines or on blogs, speaking gigs, and things like that. These are free opportunities that showcase you, your organization, your cause, or your launch specifically. The trick here comes back to preparation. Some of these need to be scheduled months in advance. Start making a list of places you'd like to be featured so that you don't have to scramble when you're ready to take this step.

And another vital piece to the successful launch process is word-of-mouth. This may be by friends and family, co-workers and staff, or sponsorships and partnerships. If you can get more people to talk about you, the wider your news will spread. You may need to tell them exactly what to say, create social sharing buttons, or be okay with them winging it in their own words. But always make it easy for them.

 

Extras

Depending on your type of launch (book, event, product, fundraising or awareness campaign, etc), you may also want to consider other types of add-ons that will help you get your message across. Here are a few ideas:

  • Meet ups

  • Posters/flyers in local businesses

  • Conference, event, or tradeshow booths

  • Kick off and celebration events (ex: book signing or launch party)

  • Affiliate links for sales

What's helped make your launch a success? I'd love to hear!

(PSST—This is part two of a series. Read Part 1 and Part 3. And if you’re ready to take it to the next level, check out my launch strategy guide, Promote With Purpose.)



PIN THIS POST FOR LATER:

While it is incredibly helpful to have more money and manpower behind your launch, the truth is that many of them share a lot of commonalities. And there are a number of tactics that you can use whether you're a  solopreneur  or a team to make your next launch your best yet.

Kristi Porter, founder at www.signify.solutions

I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.


Ask the Experts: Understanding Your Audience

Each month, I invite guest contributors to speak about timely, relevant, and sought-after topics that are important for cause-focused organizations like yours to be aware of as you grow. For August, I've invited my friend, Jen Gordon, to share about uncovering the hidden desires of your donors and customers. Understanding your audience will be a key to your success.

Uncover the hidden desires of your donors and customers.

Q. What are the latest trends in your industry?

A. What I’m seeing lately is a trend toward companies identifying their marketing strategy first, and then outlining the tactics they will take to align with that strategy. By “strategy," I mean really digging into the hidden and unspoken desires of your prospect, and developing your approach to that audience around those wants.

In the past I’ve seen marketers using tactics like, “Hey, let’s send out a direct mail piece like the one I saw from XYZ organization.” Or, “Oh, let’s send an email campaign about our next fundraiser,” before truly identifying why their prospects would want to engage the content.

There has always been interest in the marketing world around the psychology of marketing, but today there is a lot more content readily available about the psychological drivers that cause prospects to take a certain action, to leave, buy, or donate. Nir Eyal writes a blog that focuses on consumer behavioral triggers and habits. Though most of his work focuses on software development, the concepts he teaches are applicable to any industry.

Q. What is the biggest mistake you see people making in regards to what you do?

A. One of the mistakes I have seen many times over the years of creating landing pages and sales funnels is that business owners may have a short-term plan or campaign they want to launch, but don’t have a clear roadmap for the year in terms of where they want to be in 30/60/90 days or six months, etc. They generally know what they want to achieve, but the path getting there is often unclear.

Right now, I’m working on a marketing calendar (with some inspiration from this SEJ post) for my own product, the Hope Deck, using Google Sheets, Google Calendar and Trello—all free tools!

Q. What is your best piece of advice?

A. If you aren’t trained on how to uncover your prospect, donor, or customer’s hidden, unspoken wants/desires, then find someone who is. :) Learning how to do this while working on the Hope Deck has completely changed how I connect to, and communicate with, my audience.

It has allowed me to understand how I can bring the maximum amount of value to my customers. I no longer assume that I am a part of my target audience, which I have done in the past. My mind is open to a wider range of problems people want to solve, and emotions they want to feel or not feel.

Q. What is one thing readers can do this week to improve?

A. Start figuring out what your audience really wants—not what they need, but what they want. I created a spreadsheet for the Hope Deck where I am in the process of identifying my customer’s unspoken desires. Don't get overwhelmed. Keep it simple to begin, and then edit or expand it over time.

Q. Anything else we should keep in mind?

A. The best way to uncover these hidden wants and desires is to actually talk to your customers or donors. I’d recommend recording the conversations, if possible, so you can review them later and pick up on details you may miss in the moment. Another option is to get them in writing through emails or surveys. You'll then use their language when speaking to them in your emails, social media, and any other communication pieces, so that it's familiar and relatable.

And be sure to ask them open-ended questions about why they choose to partner with, donate to, purchase from, or do business with you. Most of the time they won’t express their hidden desires outright, but you can infer from their answers what is important to them, and from there brainstorm motivation, emotional triggers, and things like that.


Jen Gordon is a momma, artist, and entrepreneur based in Atlanta, Georgia. For the past eight years of her career, she’s specialized in conversion centered design, working closely with marketers and business owners to increase sales by testing and optimizing their sales funnels. Her geeky passions include finishing stuff, brain rewiring, crafts of any sort, and anything Dolly Parton has ever said or sung. :) You can find her latest creative project, a collection of inspirational postcards, at www.HopeDeck.com.



PIN THIS POST FOR LATER:

Start figuring out what your audience really wants—not what they need, but what they want. Uncovering the hidden wants and desires of your audience will be a key to your success.

Kristi Porter, founder at www.signify.solutions

I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.