About Lisa Sun
Lisa Sun is the Founder and CEO of Gravitas, a company on a mission to change how the way we think about confidence. After 11 years as a McKinsey & Company consultant, Lisa took a solo trip around the world and started her own clothing line, Gravitas, that promotes body positivity and self-confidence. After launching in 2013, the company was featured in O Magazine, People, and the TODAY Show all within weeks of the company’s founding. The business has taken off since (featured on CNN and in Forbes, Fast Company, New York Magazine, Elle, Marie Claire, InStyle, and more), with a deep commitment to AAPI causes and New York City’s Garment District. Often called the “dress whisperer,” Lisa is also a highly sought-after public speaker who has distilled her hard-won knowledge on gravitas into her Amazon & USA Today bestseller book, GRAVITAS: The 8 Strengths That Redefine Confidence, published by Hay House in 2023.
The Challenges
Empowering Women and Launching Gravitas
Lisa Sun, a remarkable author and speaker, approached us with an exciting challenge: to launch her book, Gravitas, by helping women overcome self-doubt and embrace their self-confidence. Lisa Sun had a compelling vision: to inspire and empower women to embrace their self-confidence. Lisa partnered with Zilker Media to create a book launch strategic plan and customized assessment to resonate with and capture her target audience for her publicity campaign, grow her email list, and drive engagement on her website and social media channels.
The Solution
Creating a Quiz-Based Entry Point + Book Launch Strategy
The biggest mistake we see companies and thought leaders make with their owned media (website) is only giving users two options: click to contact, or leave the site. The ultimate goal with owned media assets should be to find a way to extend potential interaction with a website user and get them on to the email list. Our team has found that assessments are a great way to jump-start the growth of email lists, promote books, and drive more business leads.
Why is this?
Assessments convert at a higher rate for email subscribers – Kapost reports that interactive content generates conversions “moderately” or “very well” 70% of the time, compared to just 36% for passive content.
It provides organic value to our target audience – When quiz takers finish their assessment and receive their results, they are given helpful content they can use. This helps to convince them to provide us with their email address and make it a win-win!
Understanding the power of interactive content, our team proposed an assessment-based strategy that would engage Lisa Sun’s audience and serve as an effective entry point for her book launch. This assessment explored what redefining confidence in leadership means and measured an individual’s eight areas of strength. We recognized the desire for personalization and engagement in today’s digital landscape, and a quiz proved the perfect solution.
Services Provided
Over the past year, Zilker Media has partnered with Lisa Sun on the following:
- Interactive Assessment Tool Management
- Book Launch Strategy
The Execution
Launching the Quiz for Lisa Sun's Book
Our team worked closely with Lisa Sun to develop an engaging and insightful quiz based on her book, Gravitas. The quiz was designed to captivate the target audience’s attention and provide them with valuable insights and actionable takeaways. The individualized quiz results provided a customized reader experience and pointed people to pre-order and order the book after receiving their results.
To maximize reach and engagement, Zilker Media employed effective digital marketing strategies to promote the quiz. Through press and speaking engagements and email marketing, our team collaborated with Lisa to ensure the quiz reached women who were most likely to resonate with Lisa’s message and book.
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The Results
From Entry Point to National Bestseller
By taking an innovative approach and tapping into the power of interactive content, Lisa Sun exponentially grow her email list ahead of her launch and engage over 12,000 quiz takers, who became eager to learn more about her book, Gravitas. The success of the quiz was further amplified by the subsequent launch of Lisa’s book. Gravitas quickly became a national bestseller, garnering critical acclaim and earning the prestigious distinction of being a USA Today bestseller.
