---
title: "Six steps to creating oversubscribed campaigns"
description: "The six phases every weekly or quarterly campaign follows, from planning to repeat."
canonical: https://tomsharman.com/bookshelf/oversubscribed/six-steps-to-creating-oversubscribed-campaigns/
updated: 2026-11-03
---

# Six steps to creating oversubscribed campaigns

> The six phases every weekly or quarterly campaign follows, from planning to repeat.

Daniel Priestley's framework, from Oversubscribed, pp. 110 to 113.

Framework 5 of 21 from [Oversubscribed](https://tomsharman.com/bookshelf/oversubscribed/index.md) by Daniel Priestley. Category: Lead generation.

## The steps

1. **Phase 1: Planning.** Know your capacity and target market, clarify messages, choose channels and hooks and keep a rolling year plan.
2. **Phase 2: Build-up.** Share genuine insights and entertain, signal your intentions and collect buying signals.
3. **Phase 3: Oversubscribed release.** Highlight the imbalance of signalled interest against limited availability, release, and let some miss out.
4. **Phase 4: Sales follow-through.** Follow up proactively, keep accurate data and encourage referrals.
5. **Phase 5: Remarkable delivery.** Deliver beyond the expectations that were created.
6. **Phase 6: Celebrate and innovate.** Tell the stories, share the numbers, learn the lessons and refine before repeating.

## Where it comes from

From chapter: SIX STEPS TO CREATING OVERSUBSCRIBED CAMPAIGNS, pp. 110–113

Both weekly and quarterly campaigns follow six phases: planning, build-up, oversubscribed release, sales follow-through, remarkable delivery, and celebrate and innovate. Planning means knowing your capacity and audience, build-up warms the market with signals, release highlights demand against limited supply, follow-through is proactive sales activity, delivery exceeds the expectations created, and celebration spreads stories and lessons. Examples include a weekly lunch and learn, a martial arts school briefing parents, and a trial membership starting each Friday. Priestley admits it is not the only way but says it works for most people, and lets you pinpoint what failed.

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/six-steps-to-creating-oversubscribed-campaigns.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/six-steps-to-creating-oversubscribed-campaigns-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/six-steps-to-creating-oversubscribed-campaigns.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/six-steps-to-creating-oversubscribed-campaigns-dark.png