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 because it means that 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.)

Begin With A Launch 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 your nonprofit or social enterprise has 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.

You Time To Make a Launch 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 of any kind. 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. 

Don’t Forget: 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 tasks 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 or 12 months away, but what can you start doing right now to make it a success? (If it’s a big launch, you’ll need all of those months anyway.)

Communicate Both 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 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.

Plus, we are all multi-faceted individuals, and what might resonate with us on one day could change the next.

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.

Use 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 marketing problem I see with too many cause-focused organizations is that they just send one or two emails and post once or twice on social media, and then sit back and expect they've done their best. But, guys, that's juts not going to cut it. 

Your launch marketing 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 ,when possible. 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!)

Get Launch Marketing Help for Your Nonprofit or Social Enterprise

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 getting help 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 nonprofit or social impact company, 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.

Anything Extra You Can Include?

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, extras, or bonuses that will help you get your message across. Here are a few ideas:

• Meet ups

• Posters/flyers in local businesses

• Conference, event, or trade show 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.)

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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.

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8 Launch Mistakes and How to Avoid Them

Every launch is a big deal. It takes your valuable time and resources, not to mention oodles of effort. So, whether it's the launch of a new website, a book, a campaign, an event, or a product, it needs to get the job done. After all, you don't have time to waste. You've got too much on your plate for missed opportunities.

But what happens when your nonprofit or social enterprise’s launch is just okay? Or maybe it's good, but it wasn't as good as you'd hoped. Or, sadly, what if it flops? (Even successful launches have room for improvement.)

No matter which of these situations you find yourself in, I've observed a number of reasons throughout my career in marketing, PR, and events that may be causing you to unconsciously sabotage your launches. I'll touch on eight launch mistakes to avoid here, but don't worry, I'll also show you how to fix them so that your next launch is your best yet.

By the way, before we get started, let’s define “launch,” in case this is a new term for you. I’m defining launch as anything new that you’re trying to accomplish and promote to your audience.

(PSST—This is part of a series on launches. View Part 2 and Part 3.)

1. Not Having a Launch Strategy

This is probably the biggest launch mistake that I see. From annual events to one-time launches, many nonprofits and social impact companies don't have an organized launch strategy in place. The launch or promotion is done because it's a certain time of year, or someone convinced you that it needs to be done, or your visionary leader had another great idea.

None of those are inherently bad reasons, but if you don't know how to integrate them into what you're doing, you'll never ensure success. 

I like to think of launches like a bridge because they should have connection points to your mission and programs on either side. How does what you’re already doing lead up to this point? How will this launch connect people to what you regularly do after it’s over? They should never "stand alone" because you'll either confuse your audience who could see this as an interruption or distraction, or not give them any reason to stay connected to you after.

Additionally, you need a plan. It's a bad idea to start each day with whatever task comes to mind, or to constantly tackle what seems urgent at the time. This means that nothing you do is building on each other, and you'll only ever feel scattered as you work on the launch. Yuck, no one wants that.

The Fix

While I don't have time to go into great detail here (and could talk about it for hours), the biggest and best action step I can give you is to ask yourself what you want attendees or participants to do after the launch.

Then make sure you communicate that to them and provide easy solutions to make it happen. Launches are short-term, and there's a lot of relationship that can happen after they're over. Having a strategy in place offers you the best chance at turning interest into engagement.

You can also check out my launch strategy guide, Promote With Purpose.

2. Not Changing Your Regular Promotion Schedule

It doesn't matter if your nonprofit or social enterprises consists of you sitting at your kitchen table or an army of staffers, interns, and volunteers—launches require a lot of extra effort. This means that whatever you normally do for your promotion and marketing schedule has to likely be dramatically stepped up for a short time.

Let's say you send a monthly newsletter, post on social media a few times per week, and write a blog twice per month. And you feel like that's already a challenge because of your other responsibilities. Here's the bad news: For a launch, you'll probably have to double that. Here's the good news: It doesn't have to be for long.

If you've been paying attention to social media, you know that those lovely, little things called algorithms are always changing. And this isn't always in your favor, sadly, especially without paying for it. So, you're going to have to fight harder for people's attention. And that means posting even more frequently.

And, unfortunately no, this doesn't mean that you just post about your launch a bunch more and call it a day. You need to increase your content marketing strategy so that you can "sell" more without annoying your audience. If you don't increase your promotion schedule, or you only post a bunch more about what you want people to do for you, like buy or donate, you run the risk of no one seeing your message, or even losing fans.

The Fix

Gear up, baby—it's go time! Make room in your calendar for the extra time you'll need to increase your promotional schedule. Or, even better, get help. And create a plan for what you're going to say and when, so that you're spreading out helpful, intriguing, or delightful content in between asking your audience to do something that benefits you.

3. Not Considering Your Audience

This may seem like an odd launch mistake to include, but it can easily happen when you've been doing the same event for a long time. In cases like these, we tend to do what we've always done, without giving it a lot of thought.

The problem here is that things can change over time. Maybe you hosted an event for people who knew your organization well, but now the people attend who don't know you as well, or at all. Maybe you launched an awareness campaign years ago, but the issue is widely known now. Or maybe your previous fundraising goals just won't cut it with the new programs you want to include in your budget, and you need to attract more people, or people with more money.

Without considering this aspect, you may be communicating incorrectly to your audience. Or you may even be drawing the wrong people.

The Fix:

Spend some time looking at the history of your launch, including examining the original purpose and those who have previously participated. Decide if it's still doing its job, or if changes need to be made. When we don't continue innovating or evolving, something that was once successful may become mediocre.

4. Having Too Many, or Unclear, Calls to Action

This one is super hard, and a launch mistake we’ve likely all made!

When you actually have the attention of potential customers or donors, you want to tell them all the things. You want them to buy or donate, join the email list, come to the next event, volunteer, and on, and on, and on. This is because there's so much to do—and it's all great!

But the more you give people to do, the less they're probably going to do it. (Here's some sciencey stuff to back me up.)

Even when you have someone's attention, you likely only have it for a short time. So, it's important to not overwhelm them. Additionally, you don't want to make participation hard. Always lower the "barrier to entry" for taking your next step. 

• Click a link to donate or buy.

• Download a freebie.

• Lend your name to the petition.

• Refer a friend.

• Share on social media.

• Register at this link.

These are all quick and easy examples. Unless it's your mom or a super fan, giving them too many options just means you'll lose their attention even faster—and you may not get it back.

On the other hand, maybe your calls to action are unclear. You avoid being super promotional and salesy, which I totally understand, but that could mean your audience doesn't actually know what you want them to do. You can space out the hard "asks" between some softer ones, or work up to it, but you need to leave no room for interpretation on the action step you want them to take.

The Fix

Reexamine your process, marketing, and communication. Ideally, make sure you're only asking them to do one, or maybe two things if they're really easy, and double-check that the language is crystal clear. Never make your audience guess.

5. Not Having All Hands on Deck

Launches often fall on the shoulders of a couple of people, and that's okay. Sometimes there aren't any alternatives. But if this is a major initiative at your organization, everyone needs to have a hand in promotion. 

Even at small nonprofits and social enterprises, people tend to leave the marketing and communication efforts to those working on the launch, as well as the official channels like the organization's email and social media. After all, everyone has more than enough to do already, right? But if you think this way, just consider all of the other promotional avenues you're missing out on. Everyone has different personal and professional networks they can talk to.

The Fix:

This post goes into more detail, but make it easy for people to talk about you. This includes internal and external relationships. Especially when we're referring to employees, stakeholders and boards, volunteers, interns, etc, everyone should be up-to-date on how they can help meet the launch goals.

And even if you're a solopreneur, you should make sure that you're talking about the launch on both your personal and professional channels anyway. These cross-promotional efforts can give you twice the reach.

6. Not Promoting During and After the Launch

It's easy to think that the end of the launch is the end of the project, but that shouldn't be the case. Instead, you should use that momentum for even greater results, both now and later.

I've worked on an untold number of events over the years, so this is where I see it happen most often. Too many people promote events before-hand, and then the day/night of, don't promote much at all, and even less after, unless it's just to slap a few photos up on Facebook or Instagram. This is a shame, because it's another opportunity to set up your next event or launch while you have people's attention.

For example, if you’re marketing an event, can you live Tweet, hop on Facebook Live, or post Instagram Stories during the event to give people who couldn't attend the chance to see what they missed, and make plans to be there in the future? Did you send out an email directly after the event to showcase highlights, and give links or a save the date for the next gathering? Have you considered sending a press release to local or national media that detailed what took place, and what will happen in the future, to get greater exposure?

And outside of events, this strategy works for other launches as well. And those examples aren't exclusive to in-person events. Let's go back to that first item in this post and think about "what's next" for those who attended/participated, as well as those who are sad to miss out. Using the bridge analogy again, you can lead people where you want them to go with your nonprofit or social impact company.

It could even simply include thank you notes, following up with large donors and sponsors, or even a survey. All of these are additional "touch points" that allow you to build a deeper relationship with fans and potential fans. This long-term approaches leads to greater sustainability. 

The Fix

You've probably heard that it's easier to go deeper with your current audience than it is to find new customers or donors, and that's absolutely true. You're already spending your time and energy on this launch, so don't make the mistake of not seizing every opportunity to nurture the relationship.

Think of ways you can continue building on the launch, both during and after, to capitalize on the effort you're already putting out. It will likely also make the next launch better.

7. Not Taking Time to Evaluate

There are undoubtedly tasks, projects, meetings, and obligations piling up while you're working on your launch. So, it's kind of a big relief when it's over. And you might take some time to celebrate, but it's short-lived because there's something else that requires your attention.

You go-getters may even schedule a follow-up meeting to assess what went right and what went wrong. That's excellent, but set aside enough time to give this evaluation the attention it deserves. An hour before lunch probably won't get the job done when everyone is more concerned with what type of sandwich they're ordering versus how next year could be better.

When you don't take the time to properly evaluate your launch, you're doomed to repeat the same mistakes. Heck, you may not even fully realize your launch mistakes. Ouch. This can lead to all kinds of problems, including spending money unnecessarily, which may be your biggest fear.

The Fix

Have people take notes before, during, and after the launch with their suggestions and observations. Also, have them jot down, and communicate, what went right. You need to be sure to celebrate the big and little things, too.

And don’t forget to schedule plenty of time for a recap meeting. As time passes, memories get cloudy, so this should happen soon after the launch. Finally, get clear on your action steps, and document them well for the next time.

8. Not Getting Extra Help

Um, have we talked about how much hard work it takes to pull off a launch? #understatement

Whether you're flying solo or have a support team, you may need additional help with your launch marketing. It can get overwhelming really fast, especially if you wear multiple hats.

I've heard too many stories that include words like, "I meant to do that, but I didn't have time," or, "Oh, I completely forgot," or even, "I have no idea how to do that." Yikes, that's not what you want from your launch experience! It matters too much.

If you know that you won't be able to do it all or don't have the necessary experience, don't be afraid to ask for help.

I realize it may cost more time or money, but let's face it—your BIG launch is at stake here. This is a short-term investment that could pay off big in the long run. Think about the potential ROI (return on investment).

The Fix

Not hard to figure this one out. You may have to be creative in your approach, but there is usually a solution not far away.

Think interns, volunteers, co-workers, bartering, and of course, hire if you need to. People like me are available to work on projects, meaning we won't stick around for office pizza parties if you don't want us to.

Your launch is really important, so do everything you can to make it a success.

(PSST—This is part of a series on launches. View Part 2 and Part 3. Ready to go to the next level? Check out my launch strategy guide, Promote With Purpose.)

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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.

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Voice Can Make All the Difference

The TV murmured along in the background as I cleaned house until I heard what I thought was the voice of a child speaking about farm-to-table concepts that seemed much older than the age I perceived coming through the TV speakers. It seemed odd. I was thrown off, and completely missed the message from the advertising restaurant.

When I saw the commercial later, I was still too distracted because of the disconnect between the voice and the message to know what the company was trying to tell me, the consumer.

In an age when video is moving to dominate media consumption—not only TV and streaming services, but across social media channels and websites—the right voice to explain, to inform, to appeal, to sell, and to inspire makes a difference in whether someone donates or buys, or whether someone passes you by.

Likewise audio prompts within your organization’s phone systems, in your office environments, and in radio advertising can make a difference in how a consumer or donor experiences what you have to offer . . . or doesn’t.

Recently, as I boarded an elevator from a parking garage to a major metropolitan arts facility, I heard the burdened and disdainful voice of a man “welcome” me, and routinely utter the names of the sophisticated, creative, and lively venues within this arts complex. It was quite a juxtaposition. There I was about to experience an electric, creative atmosphere, and the voice welcoming me sounded as though he was bored, sad, and depressed.

Whether realized or not by this company’s elevator occupants, his voice is creating an atmosphere for this facility—a downcast and disheartening atmosphere.

In truth, the voice you use to embody your organization's in video and audio representations is important. But what do you look for? How do you find a quality voice for your message? Here are four ideas to get you started:

1)   Audience

You’ve heard it before, “Know your audience.” As a business leader, you likely have already created an avatar, or profile, of your ideal customer. With this ideal man and/or woman in mind, write a script that sounds natural, conveys a clear message, and includes an action step. And once you have a decent draft, read it out loud to yourself. Are there any clunky words or phrases? Or are there any back-to-back sounds that are awkward? Revise the script until you have something that seems natural.

2)   Delivery

Depending on your audience, and the message of your script, you’ll want to think about delivery. Would you like it to sound warm and comforting, or are you looking for conversational, yet energetic? Think about the feelings you want to convey with this message. And think about those feelings in relationship to the wording and the message. Do they match? For example, in the elevator, the gentleman delivered the word welcome as if he were sad, when it should’ve sounded warm and friendly . . . in other words, the word welcome should’ve sounded welcoming. If you’re trying to convey an urgent message, one that you’d like customers to act on quickly, you don’t want a warm and welcoming delivery, but an energetic, lively, yet friendly delivery.

3)   Tone

More often than not, we can grasp an age range from someone based on the tone of his or her voice. A voice talent’s tone needs to match and be identifiable with the audience you’re trying to reach. In the farm-to-table restaurant commercial mentioned previously, the voice sounded like an early teen. Yet, the message of the commercial was focused on consciousness in food preparation, something few teenagers seem to be concerned with. A disconnect between the tone, the target audience, and the message won’t compel anyone to take action.

4)   Hire

It’s often easier to grab the admin assistant with the great phone voice, or the singing maintenance man for a quick “read through” of your outgoing message, but resist the urge. It’s not enough to have a nice voice. A quality voice talent must be able to tap into the audience your trying to reach with the feelings you want to convey, so that anyone who hears it will want to take action.

Your message is too important for it to sound like it’s being read from a handwritten notebook. With intentional script writing and the right voice, you’ll move beyond your customer or donor’s heads and into their hearts.

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Jennifer Wilder is a social media professional who helps brands reach customers through online conversations. Over the last decade, she has worked with LifeWay Christian Resources, Leading The Way, The reThink Group/Orange, and The John Maxwell Company. Jen and her husband Nathan live in Kennesaw, Georgia, with their soon-to-be-Instagram-famous Chocolate Labrador Retriever, Copper.

Jennifer is available for freelance social media consulting and voiceover work.

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PIN THIS POST FOR LATER: 

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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.

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#Eclipse2017 Marketing Lessons

I don't know about where you live, but Atlanta had #Eclipse2017 fever for weeks—and we weren't even in the path of totality, where the sun would be completely blocked by the moon. But there were apps, websites, news coverage, and huge shortages on ISO-certified glasses everywhere you looked. It was a fun frenzy to be a part of, honestly. I was totally into it. However, even after anticipating it for a couple of months, I still found myself unprepared. In the end, I had a great time, but it was also a tad chaotic.

And it was easy to make a few parallels between this unique experience and the world of marketing. So, be a business nerd with me for a minute, and just go with it . . . 

1. Plan Ahead

Did you get your circa Back to the Future ISO-certified eclipse glasses? I almost didn't. I literally got my hands on a pair less than 40 minutes before the big event. I had been thinking about this moment for weeks and weeks leading up to it, but kept forgetting to pick up free glasses or buy them, and then when I put some real effort into it just a few days prior, they were, of course all gone. Like, long gone. My friend and I managed to buy a pair from a guy who's friend didn't show up to watch with him. Whew!

Marketing lesson: Good marketing doesn't just happen. If you don't live in the world of business communications as I do, there are plenty of other things to occupy your mind and your time. Believe it or not, sometimes it's even hard for me to make the time. And if you don't consider it to be one of your skills, it's easy to let marketing slide or get pushed to the back burner. But you can't expect people to buy, donate, or show up without some real effort on your part. I know there is already a lot on your plate, but stop and think about your marketing. Put together a plan, even a loose one to work from. Read a book, listen to a podcast, or get on an email list that will teach you more about marketing. The better you get, the more your organization will thrive.

2. Have a Backup Plan

I ended up enacting Plan D for my eclipse experience. Plan A was to win one of the cool trips I'd registered for, which would've meant watching it in either Portland or Nashville. Long shot? Absolutely, but how fun would it have been! Plan B was to buy glasses and go watch with my friend at her house because her daughter was napping and she couldn't get out. But I couldn't find any to buy because I waited too long. Plan C was to go to a local event that had glasses for sale. This is what I thought was happening up until it didn't. Another friend came with me to this event, but when we arrived, they'd already sold out of specs. That's when Plan D evolved. 

We were standing in line for this event, but we didn't know if the line was for drinks, or to buy the glasses. So, I tapped the guy in front of me on the shoulder and asked. He said it was for drinks, and that they'd already run out of glasses. Gahhh! But he said that his friend didn't show up and that he'd sell us his extra pair! So, we grabbed those because it was almost 2:00 p.m., and the eclipse was happening at 2:36 p.m. here. We'd just have to share.

Marketing lesson: Maybe not every time, but at some point, something in your marketing plan will go wrong. (My experience is that it's usually technology-related.) Maybe it's a bad wifi connection, a glitch with your email provider, an event speaker gets sick or misses their connecting flight, the product doesn't get shipped on time, or your computer crashes and you know you were supposed to, but you haven't backed it up in six months even though you got a notification to do so the day before. It could literally be anything. The point is to have a backup plan, or three. Expect that something will go wrong, because it easily could. And do a happy dance when it doesn't!

3. Share the Experience

As you've already seen, I didn't plan very well for this historic moment. It wasn't until last Thursday when I actually started hunting for glasses. And I was sick last week and over the weekend, so even though I'd been excited for the eclipse, my enthusiasm was quickly waning. It wasn't until Sunday that I reached out to my friend to attend the viewing party with me. She showed some interest, but we didn't even make firm plans until around 11:00 a.m. on Monday!

I woke up that day still feeling pretty drained from being sick, so I'd almost resigned myself to just watching the eclipse on TV from my couch. I was about to text her that I wasn't feeling up to it, when she reached out to see if we were still on. So, I took a moment, remembered that previous excitement, and put together a plan. We ended up having a great time, and a fun, shared experience.

Marketing lesson: If you are a solopreneur or run a small business of just a few folks, it's very easy to get used to doing things on your own. This may be because it's just easier, you don't have the resources to pay others, or have a hard time delegating. But whether you're in the middle of a launch, promoting an event, fulfilling a product order, administering a service, or just dreaming of what's next, it's always more fun with a buddy. Conversations with others may give you new ideas, good feedback, inspiration, or one of another dozen awesome things. Even as a solopreneur, doing everything alone is a choice. Make plans to involve others, even informally. Your organization will be better for it. After all, you got in this business to help others. So, let someone help you.

4. Make It Last

If you're anything like me, your post-eclipse routine included updating social media with the photos you took. After that, I scoured Instagram and Facebook to see the photos and videos my friends and family captured. It was an experience worth sharing and celebrating. I also had friends that were in prime viewing spots all over the country, so I couldn't wait to see a glimpse of what they saw. It was truly an event that brought the country together, and gave us something fun to focus on after all the bad news we hear every day. I'll certainly be watching for those photos and videos in the days to come.

Marketing lesson: One of the common mistakes I see by organizations is that they host an awesome event, but they only talk about it before-hand. They don't promote it much during, and rarely after. Those are two prime opportunities to get your audience excited about your next event. Likewise, if you put a lot of time and effort into a launch, but never update your peeps about how it went, you're missing the opportunity to keep them in the loop and tell them how important they were to it. Or, do you put a lot of work into writing blog posts, but never actually promote them? It's unlikely people will just sit around waiting with baited breath until your next post. You need to market it! I've heard that 20% of the effort you put into your blog post should be writing it, and the other 80% should be marketing it. Your words may be incredible, but if no one knows to read them, they won't be very effective. Go the extra mile. Make it count, and then make it last.

So, did you watch the eclipse? Where from? What did you think?

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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.

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