7 Days of Creative Prompts for Your Next Launch
NEED TO CATCH UP? DAY 1 | DAY 2 | DAY 3 | DAY 4 | DAY 5 | DAY 6 | DAY 7
Day 2: How Berlei says what no one else is willing to
Or, how making smaller promises can pay off (big time).
If you think bro-marketers are bad...
Wait ‘til you hear about the shenanigans bra-marketers have been up to lately. 👙
After all, us bra-wearing folk are very used to overhyped marketing claims:
This bra will make you look like Adriana Lima!
This gimpsuit bodysuit will take you down 2 dress sizes!
This one will do your dishes, fold the laundry and even file your taxes!
(If the last promise hasn't been made yet, rest assured it is coming.)
Australian lingerie brand Berlei knows this too. In fact, they built a whole campaign, "In Support of You", around it.
Press play below to watch👇
Big promises are sexy, but they're also easy to break.
(And, I've got to admit: it's refreshing to hear that a bra won't change my life.)
If you want to see how to earn attention and trust from a market that’s tired of big, broken promises… read on for the breakdown.
Campaign Breakdown:
“In Support of You” by Berlei
The Background:
Online courses and programs are no longer the “new and shiny” thing. It’s not 2016 anymore and most of your customers have taken several courses already — and been let down by many of them.
Buyers are more skeptical than ever of big, flashy promises. They want real-talk, transparency and a willingness from brands to tell it like it is. Believe it or not, customers appreciate when you’re upfront with your caveats.
The Question:
You’ve undoubtedly had people who were unimpressed by your program. You’ve had cancellations, refunds, and definitely a hater or two. This often has little to do with the quality of your work, and everything to do with the expectations you set before people buy.
How can you set expectations in a way that sets people up to be happy with their decision to say yes to you?
Your Creative Prompt:
You know your offer is amazing, and it helps people get superhero results.
Why not try playing anti-hero for a second and ask: what can’t it do?
What do your customers need to know about the result they want, how it will feel, and what it takes to get there? Give them a reality-check, and you might be surprised by how much more they’ll trust you.
How To Use it:
Making a great promise is an art in itself — and something we’ll explore in the days to come. For now, think about what your customers have bought before, and where they were let down.
Did they have a need that wasn’t met? Were their expectations mis-algined? And what does this mean for the work they’ll do with you?
This is great to share in your launch material like Facebook lives, the FAQ section of your sales page, or in an email (or two).
The Big Idea… & What’s Next:
A great promise doesn’t require you to obscure the truth or overstate what’s possible. You will attract more buyers — the kind who stick around and continue to buy — by making them aware of the hurdles they’ll face along the way.
So, what’s the cold, hard truth about the promise you’re making? Differentiating yourself often means being willing to say what no-one else will. (If you haven’t taken a couple of minutes to reflect on the creative prompt above, now is a great time.)
Tomorrow… we explore what Apple, The Avengers and dating app Hinge have in common — and how it can help you arrive at a compelling promise for your program in record-time. Keep an eye on your inbox for Day 3.