Creating the Runway for a Successful Offer - a podcast by Kim Doyal

I’ve been thinking about this a lot lately as I get closer to launching a community of my own. I think we all have experiences of launching something and it doesn’t do as well as we had hoped.We plan for it, we create the thing, and we get ready to start marketing it.
Then when the time comes to release our offer to our audience it falls flat (or at least doesn’t do what we had hoped it would.I want to go deeper into this today because I’ve experienced both sides of the coin.
It also fits nicely with my https://kimdoyal.com/fthehustle (#FtheHustle )movement because doing better work should lead to less hustle and greater rewards.
What makes me most excited about this is it’s opened my eyes to a completely different (and more deliberate) marketing strategy which, if done intentionally, will always work.Creating the runwayBefore I dig into creating the runway, I want to be clear that what I’m referring to is more like setting the stage and being in alignment.
As an example, when Jodi and launched the https://contentcreatorsplanner.com/ (Content Creators Planner) it wasn’t out of left field for me to be creating a physical planner for developing a content strategy. I had started the Content Creators group on Facebook two years prior, had been talking about content and content marketing, and was living by my #EverythingIsContent motto.
Creating and selling the Content Creators Planner was completely in alignment with how I had been showing up.The time it took from our initial conversation about creating the planner together and launching it to the world was only four months.
It was a pretty crazy four months, but we did it. So even though that window was small, people were already used to hearing me talk about content marketing.As soon as we had a logo and initial pages drafted, we started sharing it.
This is why it worked.We went from a failed Kickstarter to a presale on our own website the week after Christmas (and announced the presale on New Year’s Eve) and successfully funded the production. We didn’t have the planner in our hands until March but people had been on the journey with us for months already…
They were perfectly happy because they knew we were invested in getting our creation into their hands.This isn’t only about the launch of your product/service/offer. It’s making sure that when you’re ready to market your offer it’s in complete alignment with what you’ve been doing and how you’ve been showing up.
This is something I’ve been doing for as long as I can remember, but it wasn’t as intentional as it is today.https://kimdoyal.com/?p=124691&preview=true#cb8f20a078 (Join the #FtheHUSTLE movement!)
More runway means more freedomThis is where the magic happens.Because you’re allowing yourself the space and consistency to be in alignment with what you’re doing, you can easily test the market for validation on offers.
So as an example: I have a friend who is in my Email Insiders VIP group right now (I’m running another group very soon). She does social media marketing for clients and is very active on these platforms.She doesn’t just create images and accompanying text and then schedule it, she digs deeper into what is working for the different platforms and tests/tweaks engagement.
One of the things I asked her about recently was Twitter threads. As I’ve gotten more active on Twitter lately I’ve noticed how popular Twitter threads have become (well, it’s new to me, probably been around a while) so I asked her about them.I was saying that I think Twitter threads would be a great way to share the newsletter every week because I could tag people I was mentioning and referencing in the newsletter on Twitter and that the segments of the newsletter could make for unique tweets.
She loved the idea, talked about what she knew about Twitter threads, and encouraged me to test it.My first thought was to ask her if she’d be interested in doing a paid workshop on Twitter

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