0 1 00:00:00,210 --> 00:00:07,500 So in the module where we talked about idea of validation I went into detail about how you set up a product 1 2 00:00:07,500 --> 00:00:14,490 launch page, how you go about validating your idea by channeling traffic through Facebook or through 2 3 00:00:14,490 --> 00:00:20,760 Google or through whatever means to your landing page and having a brief explainer about what your app 3 4 00:00:20,760 --> 00:00:27,270 is about or what your product is about, and having the all important email collection box so that you can have 4 5 00:00:27,360 --> 00:00:34,170 a list of emails on the day of launch who you can contact and tell them "Hey do you remember when you 5 6 00:00:34,170 --> 00:00:36,140 said that you want to download this app? 6 7 00:00:36,300 --> 00:00:38,490 Well now it's finally available. 7 8 00:00:38,490 --> 00:00:40,320 Go ahead and download it here." 8 9 00:00:40,380 --> 00:00:46,650 That's going to be so much more powerful than just spamming people on forums or you know putting out 9 10 00:00:46,650 --> 00:00:49,340 ads at that time. 10 11 00:00:49,350 --> 00:00:57,180 So one thing that you might notice here is this line where it says become founding member number 11 12 00:00:57,330 --> 00:00:59,670 80,512. 12 13 00:00:59,680 --> 00:01:06,000 Now the backstory is that the founder who created Great little Place, and I know I've been using this 13 14 00:01:06,000 --> 00:01:09,220 example a lot because it's actually a really interesting case study. 14 15 00:01:09,570 --> 00:01:16,230 But the guy who found Great little Place put in this line for essentially social proof. 15 16 00:01:16,230 --> 00:01:22,740 So the idea is that you land on this page, you see that wow 80000 people already signed up and put down 16 17 00:01:22,740 --> 00:01:23,850 their email. 17 18 00:01:23,850 --> 00:01:29,070 This has to be something worthy. This has to be something that's going to be really great because otherwise 18 19 00:01:29,070 --> 00:01:31,240 why do all these people want to sign up? 19 20 00:01:31,470 --> 00:01:35,750 And we as humans have a great deal of herd mentality. 20 21 00:01:35,760 --> 00:01:40,240 We like to do what other people do. No matter how much we think that we are special snowflakes, 21 22 00:01:40,240 --> 00:01:41,320 we're really not. 22 23 00:01:41,370 --> 00:01:47,820 We have a bunch of heuristic rules in our brains that determine how we act and how we make decisions. 23 24 00:01:47,820 --> 00:01:53,880 And this is one of those cognitive biases where when we see a lot of people doing something we're more 24 25 00:01:53,880 --> 00:01:55,680 likely to do that thing. 25 26 00:01:55,680 --> 00:02:02,580 But the relatively unknown backstory is that the founder of this app actually went onto this website 26 27 00:02:02,610 --> 00:02:11,370 and manually updated that number every day to a new random sounding number that's greater than the one 27 28 00:02:11,370 --> 00:02:13,700 that was there yesterday. 28 29 00:02:13,710 --> 00:02:22,620 So ethics of this, I don't know, but it worked really really well and he had tens of thousands of emails 29 30 00:02:22,770 --> 00:02:30,480 on the day of launch who he can email and get that massive download spike within the first 24 hours 30 31 00:02:30,540 --> 00:02:37,290 of launch on the App Store which eventually led to him being featured on the App Store which got more 31 32 00:02:37,290 --> 00:02:44,110 traction and sustained him within the top free apps category for quite a while. 32 33 00:02:44,130 --> 00:02:47,510 So it's really really worth doing. 33 34 00:02:47,520 --> 00:02:51,600 And the common advice that we give to people is that if you're going to build a product you should have 34 35 00:02:51,600 --> 00:02:53,150 a landing page yesterday. 35 36 00:02:53,280 --> 00:02:56,610 If you can't do yesterday, then today is second best. 36 37 00:02:56,610 --> 00:03:00,530 So build one now and start collecting emails. 37 38 00:03:00,630 --> 00:03:06,900 Now some of the things I've mentioned and I'm going to mention in this course is a lot about psychology 38 39 00:03:07,070 --> 00:03:13,380 and psychology plays a huge role in marketing which is why I find it actually really fascinating because 39 40 00:03:13,380 --> 00:03:22,410 you know we all think that we're so unique that we make decisions based on our personality etc. But 40 41 00:03:22,530 --> 00:03:29,490 actually the rules that govern human behavior are very simple and there's a lot of great cognitive psychologists 41 42 00:03:29,490 --> 00:03:37,290 who have gone in to explore some of these things and also a lot of marketers exploit these cognitive 42 43 00:03:37,290 --> 00:03:39,930 biases in order to sell you things. 43 44 00:03:39,930 --> 00:03:43,830 So one of the best places to see this is in a supermarket. 44 45 00:03:43,830 --> 00:03:48,420 So why is it that when you go into the supermarket in any supermarket the first section that you're 45 46 00:03:48,420 --> 00:03:52,470 confronted with after you enter the door is the fresh fruit section? 46 47 00:03:52,470 --> 00:03:53,440 Why is that? 47 48 00:03:53,460 --> 00:04:01,260 Why is it that the the the brands that make the supermarket the most money are usually stacked at eye 48 49 00:04:01,260 --> 00:04:01,950 level? 49 50 00:04:01,950 --> 00:04:08,810 Why is it that a lot of supermarkets have a bakery even if they don't bake a lot of the goods on site? 50 51 00:04:08,850 --> 00:04:14,370 It's just to put out the scent of freshly baked bread so that you start secreting hormones and you 51 52 00:04:14,370 --> 00:04:15,630 start feeling hungry 52 53 00:04:15,660 --> 00:04:18,260 and we all know what happens when we're hungry in a supermarket. 53 54 00:04:18,260 --> 00:04:22,370 We just end up buying or at least I end up buying everything. 54 55 00:04:22,380 --> 00:04:27,540 So it's really fascinating to me and to really be able to market effectively 55 56 00:04:27,540 --> 00:04:33,690 you do need to know about this. And also even if just to know how you are being manipulated by the powers 56 57 00:04:33,690 --> 00:04:34,280 that be. 57 58 00:04:34,410 --> 00:04:40,560 So you have a read of some of these great terms on psychology in marketing. 58 59 00:04:40,560 --> 00:04:50,130 This is a really good book by Robert Cialdini and it's on influence and a lot of great marketers have 59 60 00:04:50,130 --> 00:04:52,370 recommended it and I certainly would. 60 61 00:04:52,370 --> 00:05:01,640 And it's just a really simple distilled book on how marketers use various cognitive biases to influence 61 62 00:05:01,670 --> 00:05:06,580 you in various ways. And once you get into this kind of stuff you start noticing it everywhere. 62 63 00:05:06,620 --> 00:05:12,800 And yeah, so this is something I would really recommend the other book if you're interested in cognitive biases 63 64 00:05:12,800 --> 00:05:18,070 or heurisitics is a book by Daniel Kahneman which is called Thinking Fast and Slow. 64 65 00:05:18,080 --> 00:05:22,820 So Kahneman and Tversky were two really really influential psychologists. 65 66 00:05:22,820 --> 00:05:27,200 And I remember studying them a great deal when I was doing my degree in neuroscience. 66 67 00:05:27,290 --> 00:05:32,820 This is a really good book on thinking about decision making and how we use heuristics every day. 67 68 00:05:32,960 --> 00:05:38,220 So the idea that you know we can't be bothered to think through every single decision 68 69 00:05:38,420 --> 00:05:45,350 and instead as humans we've come up with various ways of simplifying decisions by following certain 69 70 00:05:45,350 --> 00:05:45,930 rules. 70 71 00:05:46,170 --> 00:05:49,010 And one of those rules is herd mentality, 71 72 00:05:49,080 --> 00:05:53,700 so doing what the majority of your tribe does will usually keep us safe, 72 73 00:05:54,020 --> 00:05:58,470 you know as a neonatal. Whether will keep us safe nowadays I don't know. 73 74 00:05:58,470 --> 00:06:06,850 But the other thing that is relevant to what we're talking about in this module is the idea of consistency. 74 75 00:06:06,940 --> 00:06:12,320 So when people put down that email it's them declaring I want access to this app. 75 76 00:06:12,350 --> 00:06:15,290 And as humans we have a consistency bias. 76 77 00:06:15,290 --> 00:06:19,260 We like to be consistent with what we say and what we do. 77 78 00:06:19,430 --> 00:06:24,200 And this is why sometimes you can get into arguments with people that are impossible to win. 78 79 00:06:24,200 --> 00:06:29,350 So people might have declared in the past that they're pro-life or pro-choice whatever it is. 79 80 00:06:29,600 --> 00:06:36,380 And it's very difficult to change their view on something because their identity is so closely linked 80 81 00:06:36,680 --> 00:06:39,080 to that decision they made previously. 81 82 00:06:39,080 --> 00:06:43,880 Now coming back to something like this, it's a very similar psychological construct. 82 83 00:06:43,880 --> 00:06:49,700 When you email your list on the day of launch, you're saying "Hey do you remember when you said that you really 83 84 00:06:49,700 --> 00:06:51,340 wanted to download this app? 84 85 00:06:51,470 --> 00:06:59,270 Well now it's available and you can actually download it." and just by the force of being consistent with 85 86 00:06:59,270 --> 00:07:02,600 their past selves you will see a high conversion rate 86 87 00:07:02,600 --> 00:07:05,260 than if you just cold-emailed them. 87 88 00:07:05,270 --> 00:07:08,880 So in summary build a landing page as soon as you can 88 89 00:07:08,960 --> 00:07:15,230 even if you just have an inkling idea of an idea for your product. Drive traffic towards that landing 89 90 00:07:15,230 --> 00:07:21,860 page whether it's through posting in Facebook groups or posting in Slack channels or creating Google 90 91 00:07:21,860 --> 00:07:27,770 ads or Facebook Ads, driving traffic towards it and start building that list. 91 92 00:07:27,770 --> 00:07:33,890 The second thing is think about some of these cognitive biases that a lot of marketers use in order 92 93 00:07:33,890 --> 00:07:36,910 to influence people in their behavior. 93 94 00:07:36,980 --> 00:07:42,610 Even if you're not going to use any of them it's important to know what is being used on you. 94 95 00:07:42,680 --> 00:07:48,890 And finally think about how you're going to make your stats stand out during those crucial periods of 95 96 00:07:48,890 --> 00:07:50,650 your app launch on the App Store. 96 97 00:07:50,960 --> 00:07:55,310 And the best way of going about that is using email marketing.