What Happens When You Focus on the Right Campaign Flow

A few months ago, I was deep in launch design mode, thinking a lot about the flow of a marketing campaign.

When I sat down to design this particular campaign – something I’ve never offered before and probably won’t offer again – getting the flow right was key. 

The campaign I was working on – and this is going to get a bit meta – was for a new workshop called Advanced Campaign Design. This was a small, exclusive event for just 12 people at my secret headquarters in Durango, Colorado. It was an incredible opportunity for a small group of entrepreneurs to take their launches to the next level.

This wasn’t like one of my large launches, like my Product Launch Formula® training program. This was all selling an opportunity to sit around a table with me, my team, and a group of advanced entrepreneurs and really digging into the details of what makes a campaign successful.

Why Smaller, Simpler Campaigns Deliver Big Results

I’ve been teaching launches for years. My New York Times #1 bestseller Launch has sold hundreds of thousands of copies, and I’ve been running my PLF training for a long time. But this workshop?

This was something new. It was smaller, more intimate, and designed for advanced-level entrepreneurs who already had launches in motion.

The campaigns we worked on during the workshop weren’t big, complicated beasts. They were simple but powerful. And that’s the thing – sometimes, the most effective campaigns are the ones that don’t have a ton of moving parts. 

In fact, this entire campaign to promote this workshop ran off a short sales letter that led into an application process. Depending on the applications, there might have been a phone call – or it might have gone straight to an order form.

Small Tweaks, Big Results

One of the key things we focused on in the workshop was what I call flows. These are the sequences – what you put in front of your audience and when. You see, it’s not just about having a great offer. It’s about how you lead people to that offer.

It’s about when you send the emails, what kind of Prelaunch Content you use, and how you build up anticipation for your launch.

This stuff is so granular that I couldn’t even teach it in my PLF training because every campaign is unique. It’s the small tweaks – the little things, like when to start emailing your list about a webinar or whether you should have a fast-action bonus – that make the difference between a successful launch and one that falls flat.

For example, should your audience have to register for a webinar if they’re already in your email sequence?

When’s the right time to introduce a fast-action bonus, and what should the deadline be?

These are the tiny details that can make or break a campaign, and that’s what we dug into during the workshop.

Why This Campaign Was Different

Unlike my usual big launches, the campaign for this workshop was all about simplicity. It was for a very specific audience, entrepreneurs who were already running launches, who had a list and assets in place. This wasn’t for newbies.

The investment was significantly higher than my usual programs, but it was for people at an advanced level who knew the value of squeezing the most out of their launches.

Because of that, the campaign didn’t need to be complex. I didn’t need to run an elaborate marketing machine to fill 12 spots.

In fact, a few of those spots were already taken by people in my masterminds. This campaign was about disqualifying people as much as it was about finding the right fit. That’s why there was an application process. I wanted to make sure that the people who joined us were the ones who would get the most out of the workshop.

Understanding Your Audience

When you're putting together a campaign, knowing your audience isn't just important, it’s everything.

If you've ever done a launch, you already know how critical it is to understand who you're talking to and what motivates them.

But there's more to it than just knowing the basics. You’ve got to dig deeper. It’s about understanding how they've been engaging with your content – what they’ve seen, how they feel about your brand, and how invested they are in what you’re sharing.

That connection? It shapes everything. It’s what guides the flow of your campaign and helps you lead your audience through each step.

That’s why, at the Advanced Campaign Design Workshop, we went deep into understanding those engagement points – because when you get that right, everything else falls into place.

Writing Copy That Works

I spent a few days writing copy for this campaign, and it was fun.

When there’s this much authority and scarcity behind an offer, the copy practically writes itself. It reminded me of something Paul McCartney once said. He and John Lennon used to joke, “Let’s write a swimming pool” before they started working on a new song.

They knew that a hit song would translate into money, and that’s exactly how I feel about crafting a great marketing campaign.

When you create a campaign that works, it’s like magic. You sit down, put the words on the page, and those words turn into money. That’s what we taught at the Advanced Campaign Design Workshop. 

If you’re ready to focus on the right campaign flows and build a marketing strategy that delivers big results, start thinking about how you can apply these ideas to your own business.

And If you’re ready to take the next step and start applying these principles to your own launch, enter your best email here and get instant access to Launch Quickstart – my FREE training that will help you design a business you love. The journey begins with one step, and that step starts here.