An early adopter is someone who embraces new products or ideas before the majority of the population. They are typically characterized by a willingness to take risks, a desire to be perceived as innovative or cutting-edge, and an interest in technology or new products.
According to Everett Rogers, early adopters make up about 13.5% of the total customer base for a new product.
But why are early adopters so important? They’re risk-takers, trendsetters, and, in many ways, your first critics and ambassadors. They crave innovation, are tech-savvy, and, most importantly, are eager to share their experiences with their networks. This makes them an invaluable asset in spreading the word about your course.
The challenge, however, is how to effectively communicate with early adopters.
How do you write marketing emails that resonate with this unique group? How do you ensure your message not only captures their attention but also compels them to engage, personalize their experience, and ultimately convert from day one?
Case Study: How MasterClass Appeals to Early Adopters
MasterClass is one of the companies that talk to this type of decision-maker. They’re taking it to a whole new level and in this blog post I’ll reveal some of the tactics they use.
This case study is a lesson preview from my upcoming course:
Targeted Email Mastery for Course Creators
How to Talk to Early Adopters in Your Emails
Course launches February 20th, 2024.
MasterClass’s marketing strategy heavily targets early adopters. Here’s why in a nutshell:
1.Celebrity Instructors Act as Masters
Unlike traditional online courses, MasterClass features only high-profile instructors. These are often leaders in their respective fields, including film, cooking, writing, acting, music, sports, and more. For example, you can find classes taught by Gordon Ramsay on cooking, Martin Scorsese on filmmaking, and Serena Williams on tennis.
2. Cinematic quality + value bombs
Courses typically include a series of video lessons, each lasting about 10-20 minutes. These lessons are highly produced, with a cinematic quality that sets MasterClass apart from other online learning platforms.
3. The best in creative fields
MasterClass covers a broad array of subjects, but it focuses on offering insights from the best in creative fields. This includes creative arts like writing, cooking, and music, as well as business, science, and technology.
Access to MasterClass courses usually requires a subscription aka having a member statute.
MasterClass focuses on providing inspiration and insights from people who have achieved significant success in their fields. It’s less about traditional, step-by-step instruction and more about learning through the experiences and stories of the instructors.
6. Appeal with previews
MasterClass targets early adopters with exclusive previews of new courses and early access opportunities.
Here’s how they talk to early adopters via marketing emails
Example 1: offering a free trial, showcasing the leaders, teasing one of the courses and its outcome (Hans Zimmer), personal letter from the founder
Example 2: Gives early access (exclusivity), novelty (first-ever), start learning before it goes live (exclusivity), what you’ll learn (focus on 3 high-level benefits)
Example 3: Using authority to back up their instructors
This not only creates a sense of exclusivity and prestige around the MasterClass brand but also taps into the early adopter’s desire to be associated with high-profile and successful individuals.
Overall, MasterClass’s marketing strategy is highly effective in targeting early adopters by appealing to their desire for exclusivity, prestige, and cutting-edge education.
By leveraging social proof, personalized messaging, and thought leadership content, MasterClass has built a passionate and engaged student base of early adopters who are eager to learn from the best in the world.