Your goal is simple: take your big idea to market.
But do you ever feel overwhelmed with the idea of putting your ideas, your aesthetics, even a career’s worth of expertise into a product or service offering? For many, it can be paralyzing.
Couple that with the images of content marketers, startup founders, and idea people crushing it with big launches, fancy websites, and [potentially] crazy price tags; it only makes it worse. You want to do your ideas justice. You want to pay your bills. And, if you’re anything like me, you feel your competitive spirit starting to morph from helpful to harmful.
The good news is that big ideas don’t start big. They start small. Their creators tap into the essence of the idea—the very reason people need it to begin with—and create the minimum.
Businesses you know and love started this way. Think Facebook, Dropbox, Google, DailyWorth, Mailchimp … the list could go on and on.
Yet, time and again, we try to do better and go big right out of the gate.
During my last CreativeLive workshop, I introduced the idea of the Living Room Strategy. In other words, you don’t need to fill a stadium full of customers with your new idea for it to be a success, for it to impact all the right people. You can start by filling a Living Room.
Even better, filling a Living Room first can give you the experience, feedback, and stories you need to fill that stadium when you’re ready. The Living Room Strategy is the process by which you make the first set of invitations to your idea, host your intimate dinner party of an idea, and then gather feedback on how to make it better next time.
After my CreativeLive workshop, Gloria Roheim McRae put the idea to the test. Gloria had a decade-long global career but left her last position in 2010 to launch her entrepreneurial journey in digital strategy. In 2013, she and her husband merged their businesses to become Wedge15 Inc. and enjoyed great success. They’ve served hundreds of clients individually, self-published a best-selling book, and been featured throughout the media.
But they still faced familiar dilemmas when it came to taking their ideas to scale:
- When do you create the content?
- How do you ensure it sells?
- How much time and energy do you need to put into marketing it?
- How do you push your next big thing to live up to the reputation of your tried and true big thing?
Inspired by what she saw on CreativeLive and with fellow Living Room Strategy user Marie Poulin, Gloria constructed a plan. She says, “we created a landing page, a wait list and mentioned we would launch in October 2014. Our intention was to sell out the BETA program at half price to help us pilot the full priced program with customer feedback and reviews in 2015.” She acted fast and with focus. Gloria and her husband Ricardo honed in on what values would shape the program (“intimate and interactive”) and decided to do things very differently than they’d done them in the past.
Here’s a sample of what they did:
- Didn’t wait to be done creating the program but instead let the program grow around the participants. Gloria says, “You made it look easy and fun, and it was.”
- Focused on personalizing the launch to a small wait list instead of generalizing their marketing to their full list.
- Invited prospects to a free in-person private dinner event to find out what their pains were, in their own words.
- Tailored the program to exactly meet their pain points where they were instead of trying to push them 10 steps ahead.
- Wrote their sales copy using customer-centered pain points instead of expert-centered ideas of what’s going wrong and what they need to fix.
- Highlighted their own expert’s perspective to formulate a clear statement of value (their hypothesis).
- Delivered great content that gave their wait list a taste of their offer but didn’t try to sell it.
- Opened applications at the end of their series of content.
- Reviewed applicants and only those that we thought would be an ideal fit were sent the registration link to pay and secure their spots.
- Followed-up individually with successful candidates to keep the momentum going and confirm the sale.
- Maintained the energy of the initial invitation period through a variety of content marketing and posted until the very last minute.
In the end, Wedge15 had a $7200 Beta launch that sold out their Branding School program. They were able to welcome a small group of the perfect customers into their “living room” for an intimate and interactive experience of great material, tailor made for them.
Maybe this example applies directly to you in your business right now. Or maybe you’re considering a new service offering and wondering how you can get the first 5 clients to try it out before you unleash the offer to all of your prospects. Or maybe you’re thinking about a new collection of home goods for your textile business and wondering how you can ensure the first 10 wholesale orders to recoup the initial expense of production.
The same concepts apply. Start small with the very essence of the idea and the core values that influence how you want to deliver it. Know who you want to invite to purchase, who you want to create for. Devise a way for those people to find out about the offer—personal invitations work great—and then create a way for them to RSVP with a yes.
She says that without this approach, “I would have let the process defeat me and delayed launching again until things ‘felt perfect.’” Instead, Gloria’s customers are enjoying the benefit of her knowledge, experience, and brilliant ideas. And now Gloria is primed for a much bigger launch the next time around—if she wants to make it bigger.
Have you been letting the process defeat you? Have you delayed taking your idea to market because of a fear of everything you have to do to “crush it?”
On November 14, I’ll help you create your plan for going from idea to impact in no time flat. You’ll learn how I’ve used this strategy to turn little ideas into big money-makers—and lead my clients to do the same.
Interested? Learn more and RSVP here.