Chapter 1: Understanding the 'Moving Parade' Concept

During my high school years, I dedicated a significant amount of time to marching in formation. As a member of my school's drumline, we practiced relentlessly for football games, pep rallies, and countless parades.

In a parade, the audience remains stationary while the entertainment progresses through their line of sight.

But before you dive deeper, don’t miss out on my One Welcome Workweek email welcome sequence challenge. Enroll here.

This idea of a moving parade serves as a perfect metaphor for your marketing approach. As David Ogilvy famously stated, "You aren't advertising to a standing army; you are advertising to a moving parade."

Many creators fall into a common trap (which you can easily sidestep). Enthusiasm about our projects often leads to a lax promotional strategy. Creators frequently assume that because they have something novel and exciting to offer, their audience is equally thrilled to purchase it. However, that's not how it works in reality.

Instead, envision your marketing as the parade itself. This time, it’s the audience that is on the move, while we stand by the sidelines.

To successfully sell our best offerings to those who matter, we must connect with our customers precisely when they are inclined to buy—when their need aligns with our solution, not just when they recognize a problem, but when they are motivated to resolve it.

The competition for attention is fierce.

We must reiterate our message far more often than we might feel at ease with. Chances are, your customer may not have caught your message the first dozen times it was shared.

She has her own life to navigate. She isn’t eagerly sitting at her desk, anxiously anticipating your next offer.

That’s not how it typically operates (despite the way many creators manage their marketing campaigns).

Instead of solely targeting the low-hanging fruit—your most accessible customers—aim for the broader swath of your audience, approximately 80%.

It's crucial to amplify your message. Make daily offers to your audience. Many won’t engage with every communication you send, even your most loyal customers might miss some of your posts.

Where you perceive repetition, it’s likely that your audience is encountering your message for the first time.

It’s a moving parade.

When you participate in a parade, you perform the same tune repeatedly. In just two minutes, you present to an entirely new audience.

Your goal isn't to persuade people to purchase your offerings at your convenience; it’s about meeting your customer at the moment she is ready to buy.

It’s time to distribute more content.

Reiterate the same marketing messages from various perspectives. You may be surprised to find that what feels like redundancy to you is often a first encounter for the majority of your audience.

And above all, ensure that you own and manage your customer list through email.

If you’re looking to start (or enhance) your email list, I have a valuable resource for you.

I have developed a five-day email welcome sequence challenge designed just for you. This was meticulously crafted by hand and took months to finalize. I’ve named this initiative the One Welcome Workweek.

An effective welcome sequence can cover all your living expenses automatically.

Over the next five days, as you navigate the challenge, I’ll guide you through constructing a welcome sequence that not only fosters trust and engagement but also sells your best offerings while you rest—automatically—allowing you more time for what truly matters. Additionally, you’ll improve your deliverability with major email servers, all through one automated sequence you can complete in a week.

Join the five-day One Welcome Workweek Challenge Here.

This isn’t just another outdated 'nurture sequence.' That traditional mindset is no longer effective. Your email welcome sequence can work much harder for you.

To expand your creative business, you need to prioritize email before you lose your audience's attention. Relying solely on social media is insufficient. Establish your list before it becomes necessary; waiting until you need one may be too late.

Secure your spot in the One Welcome Workweek Challenge.

We look forward to welcoming you.

Join the One Welcome Workweek Challenge Here.

August Birch, also known as the Book Mechanic, is a hands-on course creator, marketing coach, and author from Michigan, USA. With over 20 years of experience in email marketing for writers and creators, August aids independents in producing sellable work and increasing their sales. Outside of writing and brainstorming, he enjoys spending time with his lovely wife and son, crafting with his hands, carrying a pocket knife, and shaving with a safety razor.