Creating Digital Assets: Target sale numbers

👉 This is part of the Creating Digital Assets series.

Getting to the pointy end of this series, and I just want to share a big THANK YOU for all the feedback that’s been coming in. 3 more to go…

Target sale numbers refer to a concept I have heard plenty of times, but never applied properly until I started to create a digital asset that is built-to-sell.

It’s basically asking this question: How many do you want to sell, and by when?

To answer it, here’s what I considered:

• It’s currently ~9 weeks til Christmas, plus we have a small family break in November. About 7 weeks to play with this year
• I want to commit as little time as I can get away with, at least to begin with
• To deliver the service requires my hands for a good chunk of a day, so I need days available
• I’d like to use my first customers to test the payment, onboarding, and other steps in the process

Based on that, 5 customers by the end of the year feels like a good target. Now some maths.

While there’s no marketing formula that I trust with complete confidence, 10% seems to be a popular rule within them… so, I’m going to guess that if I have 50 good conversations with the right people, 10% will turn into customers. There’s my 5.

Since I’m most interested in working with organisations in the climate-tech space, I might use a personalised SPEAR email (thanks James Turner for that great tip!), or strike up some natural-as-possible conversations in the climate tech Slack rooms I’m part of, or contact the past customers of BrandPocket and lean into that built-in referability that each account has.

Point is, I know I need:

• 50 conversations, which is;
• Approximately 7-8 per week til Christmas;
• To find 5 buyers.

Which is a very different approach to saying “I have a thing for sale, now I gotta get on Insta and Facebook and Tiktok and get it in front of as many people as possible”.

Taking the time to know my numbers completely settles my mind and focuses my approach. I know what I’m working towards, and how far I have to go. 2 sold, 3 to go. No wasted effort.

Tomorrow: A brand name.

(Agree? Disagree? Just reply).