- The Ad Performance Lab by ©/Alota
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- Sell Out In Minutes
Hey, and welcome to another drop of The Ad Performance Lab
This week, we’ve prepped a topic that should be on top of every brand owners mind.
Building up hype and scarcity around your brand and products so that you can sell out your entire stock in minutes.
Yes, easier said than done.
But today we’re going to go over the most important steps to achieve hype and get people to want your products like free candy.
The Launchpad: How New Products Define Your Brand's Future
In today's whirlwind of choices, catching and holding onto consumer loyalty feels like grabbing smoke.
With a new, shiny brand popping up around every digital corner, why should customers come back to yours? What's the magnet pulling them in?
Here's the scoop: it boils down to a few things
A) a vibrant, buzzing community that turns customers into fans, and
B) a constant flow of fresh, thrilling products that keeps them hooked.
Or, in the best-case scenario,
C) a killer combo of both.
Launching new products isn’t just about adding to your catalog; it’s about sending a signal that your brand is alive, kicking, and innovating.
It's about showing you're not just another option but the option.
Because in the end, what really turns heads and opens wallets is a brand that feels like a moving, evolving entity, one that grows with its community and for its community.
So, the real question isn’t why should consumers keep buying from you, but rather, how can you make it impossible for them not to?
Alright, “how do I find the next product my customers are dying to get their hands on?”
It’s easy: ask them…
Yes exactly that, but here’s how:
Launch a Survey: Create a Typeform questionnaire that feels more like a chat and less like homework.
Keep it Conversational: Aim for 4-5 open-ended questions that get them talking, not just ticking boxes.
Make it Worth Their While: If you can, throw in a little something to sweeten the deal. Think discounts or a lucky draw entry.
Data Dive: Sift through the goldmine of feedback to identify the top 3 gems your crowd is clamoring for.
By engaging directly with your audience, you’re not just guessing; you’re co-creating with the very people who’ll be lining up when your next big thing drops.
Okay so that’s done…
Let’s dive into the really good stuff...
You’ve got this awesome product ready to go – how do you launch it with a bang?
How do you get the buzz going?
How do you get folks practically tripping over themselves to snag it?
Here’s the game plan that’s worked wonders for us:
Start the Hype Early: Tease your launch with sneak peeks. Start advertising your product launch early and let the anticipation build.
Focus On Your Community: Use the people in your community to build up the hype and prioritize them – now’s the time to show you’ve been listening.
Start to Spread the Word: Send out your product to your most enthusiastic customers, some content creators, and even a photo studio or two to start rolling out eye-catching content.
This builds up the biggest excitement, curiosity and hype for people.
They see the sneak peaks, they know they like the product… but can’t get it, so they’re first in the line to buy it when you launch.Make It an Event: Set up an event for launch day, like a proper event. It’s a free way to remind everyone to tune in. Add RSVPs for free reminders.
This is the inside scoop on building excitement and a tight-knit community around your brand. It’s all about making everyone feel like they’re part of something special.
Nailed Part 1? Okay cool, next one
You've got everyone buzzing with excitement, eagerly awaiting your launch, and signing up for those exclusive email & SMS offers.
Here’s how you knock part 2 out of the park:
Countdown Alerts: Fire off email & SMS, social media, etc. notifications when there are 72, 48, and 24 hours left. Keep the excitement boiling.
VIP Treatment: Drop your product to your closest community first, making sure stock feels like an exclusive treasure hunt.
Show Off Your Win: Once you're sold out (and oh, you will be), splash the news everywhere that your product vanished in record time.
This two-punch strategy isn’t just about launching a product; it’s about creating an event that no one wants to miss out on.
It’s about making your community feel like insiders in the coolest club in town.
Why This Strategy Is a No-Brainer
Firstly, everyone’s on the lookout for that VIP treatment—offers and products so exclusive they're practically irresistible.
It’s the golden ticket to feeling special, knowing you've got something others can only wish for.
Secondly, by encouraging people to jump on email & SMS lists, Facebook group, app, or wherever you want to build your closest community in, you're not just building a community; you're unlocking the power of direct communication.
It’s like having a direct line to their excitement and anticipation.
And thirdly, the moment you drop the "Sold Out" bomb, it's not just a win for now—it's a magnetic pull for the future.
People remember the one that got away.
Next time, they won’t just want in; they’ll make sure they’re the first in line.
It's about creating a hype, a frenzy, and an eagerness that only grows.
When you play your cards right, your next launch won’t just be anticipated; it'll be legendary.
Plus, always over hype and over exaggerate things :D
Value Bomb Of Week 👀
Each week our team goes through 10+ different newsletters in the digital advertising world and collects together the best value here in a simple format. Think: you get the best value from all newsletters in one single place, in one single email
“Here are 17 hard-hitting Direct Response UGC tactics you can implement immediately in your business - 100% free
🧬 The Organic to Paid "Morph Method": Do you (or a rival brand) have some organic UGC content that's getting engagement? Use these specific steps to modify it & turn it into a high-performing Direct Response UGC "Ad Unit." (26:43)
💸 Why you're probably paying too much money to your UGC actors right now (and how to save - and where you should be investing instead) (8:16)
🧪 "Steal" these DTC brands' Performance UGC Formula: Want specific examples of how to make Direct Response UGC ads that drive sales at scale? Model these specific brands mentioned here (17:00)
🤔 Do you just have an "offer", or an actual business? Here's one way to know the difference - and why you want to move into having a "real" business ASAP (for your long-term financial success AND sanity!) (7:30)
🎨 How to know when you should in-house your creative efforts - or hire an agency (7:30)
🚫 The #1 mistake most brands make when it comes to Creative testing on Facebook / Instagram (and the shift you need to make to reliably find new winning ads / audiences) (6:26)
📉 When Copy Templates / Hooks fail: Are your copywriters making this mistake? (ignore this only if you're happy with lackluster middle-of-the road performance)) (8:31)
👩🔬 How to systematically engineer breakthrough ads using the "Win or Learn" method. (this approach makes sure that each ad you test gets you closer to tapping into a new "gold mine" sub-audience within your total addressable market (TAM)) (9:30)
🎲 Creative Testing: Are you making this Facebook media buying mistake? Why you may be unknowingly "shooting yourself in the foot" with your creative test setup (and what to do instead to make sure you produce clear winners) (10:15)
🐴 How to stop being a "one trick pony" when comes to relying on a single ad type & ad channel / network (11:52)
📰 Why TOO MUCH Direct Response copy could be hurting your ad’s results (and what to have your copywriters do instead) (13:51)
🌊 Got a "Red Ocean" Offer? What to do to stand out and dominate your competition in saturated markets. (And two companies to model who have succeeded despite the odds) (17:09)
👃 Is your ad idea even worth testing? Run it through this a 1 minute "sniff test" to find out. (18:22)
❓ When UGC does NOT work - how to know when ad format, ad copy or messaging is NOT the problem (and what you need to address instead) (18:44)
❌ Why ads with no "stakes" fail: how to see if this critical element is missing from your ads (and the simple way to add it) (19:11)
👓 Why "Generic" claims hurt your business & blind your audience to your ads & offer. Use this "Inversion Exercise" to diagnose your ads, flip the script and stand out in a sea of sameness. (20:44)
🗃 How to Build a "New Hook & Angle Vault" - Do these steps just 10 minutes per day (or assign it to your Creative Strategist) and have a never-ending supply of fresh, high-performing new ad angles & hooks to test. (24:30)
Enjoy!”
If you run a Shopify brand and you're trying to scale to 8 and 9 figures but need some help with your ad creatives (whether it’s still or short-form video :D)…
Get in touch to book a discovery call today and let's talk about how we can help you grow your brand!
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On your side,
Matias Myhrberg
Founder, ©/Alota