Latest / Growing a Deeply Rooted Business: Launches, Funnels & Email Marketing with Intention / Choosing Your Launch Style: How to Pick the Strategy That Actually Fits Your Business

Transcript

Choosing Your Launch Style: How to Pick the Strategy That Actually Fits Your Business · Growing a Deeply Rooted Business: Launches, Funnels & Email Marketing with Intention

• 0:00
  Rachel: Most people don't choose a launch style, they typically inherit one.
• 0:05
  Rachel: You know, when you've watched somebody run a super successful launch, maybe it's a five-day challenge, and you're like, "That looked incredible.
• 0:12
  Rachel: The energy was insane."
• 0:13
  Rachel: And somewhere you've isolated that that's what a good launch looks like.
• 0:17
  Rachel: And so when you're there planning your future launches, you now have a run launch challenge sitting on your future goals and to-dos.
• 0:27
  Rachel: And every single time you scroll past it, you get analysis paralysis, like where to start.
• 0:32
  Rachel: Here's why you have that feeling.
• 0:34
  Rachel: You picked a launch style that's based on what looked good for somebody else, not based off your capacity or your own audience, or actually how you can authentically show up for yourself.
• 0:47
  Rachel: And the thing that nobody says out loud is that the style that you pick matters more than anything in how you execute your launch.
• 0:55
  Rachel: It's more than your sales page, more than your pricing, and that's because the wrong style doesn't fail at the end.
• 1:02
  Rachel: It fails usually week two when you've skipped that email or when you haven't quite executed to that full extent that you were hoping and wishing.
• 1:13
  Rachel: It's not one of those things you can just catch up on a Sunday.
• 1:15
  Rachel: So today we're gonna give you the five filters to run your launch plan through first before you pick what style of launch you're gonna do and we'll map those answers into the typical three launch styles that actually work
• 1:31
  Rachel: for a business that you're running.
• 1:33
  Jessica: But before we get into it, welcome back to another episode of Growing a Deeply Rooted Business.
• 1:37
  Jessica: If you are new here, welcome.
• 1:38
  Jessica: Thanks for being here.
• 1:39
  Jessica: Make sure you hit the follow button so you can come along this launch journey with us.
• 1:44
  Jessica: I'm Jess, your sustainable systems and growth guru, and here with Rachel, our marketing mastermind.
• 1:51
  Jessica: Today is gonna be a real collaborative episode because this is actually something that Rachel and I collaborate on a ongoing basis, is that we like to help do launches together.
• 2:00
  Jessica: So I'm gonna be attacking it from more of the project management, systems side, and Rachel's gonna be attacking it from more of the marketing side.
• 2:08
  Jessica: Now, we know that launches bring up a lot of stress.
• 2:11
  Jessica: Maybe you have a launch on your calendar or you have a wish to do a launch before the end of the year.
• 2:17
  Jessica: And probably if you've launched before, maybe you're listening to this 'cause it didn't go the way that you wanted it to go.
• 2:23
  Jessica: And one of the things we say over and over again is business is a science.
• 2:26
  Jessica: Launching is an experiment, and you really have to have a growth mindset.
• 2:30
  Jessica: So we want you to come at this from a place of growth and expansion.
• 2:34
  Jessica: So take a deep, deep breath.
• 2:38
  Jessica: And let go all of the stress because I promise you when you choose the right launch style, it's gonna feel a whole lot easier.
• 2:46
  Jessica: Let's get into our first filter, which is energy and capacity.
• 2:53
  Jessica: Rachel, I don't know if we did different types of launch styles.
• 2:56
  Rachel: You've seen those big, I call them the live event launches, where you have that big pivotal live master class, workshop, whatever the case may be, that kicks off the entire launch.
• 3:10
  Rachel: Underneath that you could do either...
• 3:13
  Rachel: This is typically what my clients do, which is more just a email-driven with social support, so heavy on the content and just amplification of the promotion.
• 3:24
  Rachel: No real starting point and the promotion just has an end point.
• 3:29
  Rachel: You can also do a challenge or a boot camp.
• 3:31
  Rachel: These are big right now.
• 3:33
  Jessica: And it gets a little more technical when you start to kinda combine the two I have a client, the way we launch is we do a masterclass to a two-day boot camp, and then pitch.
• 3:42
  Jessica: This typically works better if you're using cold ads and you really need more time to work.
• 3:46
  Jessica: We're gonna go into this later.
• 3:47
  Jessica: But that's the three different launch styles that you can have is like email only, really like a low-key launch, masterclass webinar, or a combination of a couple of different styles of the launch.
• 3:59
  Jessica: And one of the first filters that you kinda wanna run when you're trying to choose what type of style is best for you is really looking at your energy and capacity.
• 4:10
  Jessica: I will say right now, multi-step launches that go from a masterclass to a boot camp, that takes a lot bigger team to execute and a lot more hours to execute than an email launch or a masterclass that is
• 4:25
  Jessica: just one day.
• 4:26
  Jessica: So you wanna make sure that you are being really honest about what can you take on or what kind of budget you have to kinda execute this launch.
• 4:37
  Rachel: Yeah, and I will layer in too, where a lot of the people we work with, yes, they're coaching, but we also work with a ton of service providers who have actual clients, patients, things like that that they're working
• 4:51
  Rachel: outside of a launch.
• 4:53
  Rachel: So you also have to consider what that workload that doesn't move looks like.
• 5:00
  Rachel: And so when it comes to these live event launches, you're essentially doing two mini launches in one, right?
• 5:08
  Rachel: 'Cause you have to build up to promote the actual live masterclass, but then you also, on the back end of that, have to promote your product as well.
• 5:16
  Rachel: So it's quite energy intensive.
• 5:20
  Rachel: It is super successful.
• 5:21
  Rachel: That's why so many people do it.
• 5:23
  Rachel: But when you have those layers of client work, Some of my clients actually go into a clinic and see patients in person.
• 5:32
  Rachel: These are all things that you have to take into consideration before you decide, "Oh, I'm gonna set up a masterclass, a free masterclass, and we're gonna launch this," you can set yourself up for failure big time if you
• 5:44
  Rachel: don't put that into consideration.
• 5:47
  Jessica: it doesn't mean that you can never do a masterclass or even a multi bootcamp launch.
• 5:51
  Jessica: You just have to be really, really aware of the energy and make sure you're giving yourself not only a good enough runway to build that list if you need to, but also to create everything before you get into
• 6:02
  Jessica: live mode.
• 6:03
  Jessica: When I'm looking at launches from an operations perspective, what I'm really looking at is making sure that, all of those assets get created before we start promoting even the live event.
• 6:14
  Jessica: Because we know how energy taxing those things are, and we don't wanna have to bounce back and forth between clients, creating launch assets, and, trying to actually promote your launch.
• 6:26
  Jessica: So trying to get everything done, scheduled, ready to just kinda roll out automatically during your launch so that you're not having to expend every single energy before you go.
• 6:36
  Rachel: if you're like, "Yeah, I feel great.
• 6:37
  Rachel: I got all the time in the world," I think we transition to the second filter.
• 6:41
  Rachel: Everybody thinks they want to run a live master class, a live event, but the second filter you need to consider outside of or next to capacity is audience.
• 6:52
  Rachel: This truly is new eyeballs and shaking out from your audience the actual prospects and leads from just your typical follower.
• 7:04
  Rachel: The goal of the event is bringing them forward into that kind of curated experience that will take them from problem aware to solution aware super fast, which traditionally, if you're doing, an email-only content launch, you really have all
• 7:20
  Rachel: the time beforehand to be drawing that lead magnet, pushing those people there.
• 7:26
  Rachel: So if you're running that challenge, boot camp, live event, having a significant amount of people sign up for it is a success criteria in order to decide if your launch is going to convert at a specific rate and
• 7:40
  Rachel: all of that.
• 7:41
  Rachel: So wanna make sure you have the audience and the skills to grow and reach new people before your launch actually takes place for it to be a successful component of your launch as well.
• 7:54
  Jessica: To put some numbers behind this of what to actually be looking for is that if you are hosting a live event, what we see as a typical show up rate for people that register is about 30%.
• 8:07
  Jessica: So we've been doing weekly master classes with one of our clients, and every week we'll have about 1,000 to 2,000 people register.
• 8:15
  Jessica: But that doesn't mean that all 2,000 of those people are showing up every time.
• 8:19
  Jessica: We're typically seeing between 100 and 300 every single time.
• 8:23
  Jessica: And because that these things are live and they're so intensive and they require a lot of your time, you wanna make sure that you are not setting yourself up for disappointment or not setting yourself up for the reality
• 8:35
  Jessica: that you may put all this work to build out this live aspect, and only 20 people show up if you've only got 500 people to register.
• 8:42
  Jessica: So that's when we start looking at other things, like your email list size and what are our different strategies to get that audience there.
• 8:49
  Jessica: And a lot of that does look into, growing through ads.
• 8:52
  Jessica: If you have a smaller one, yes, you can go through ads, but then that goes to filter number three with audience warmth.
• 8:59
  Rachel: Yeah, if you are planning a launch and you're listening to this use these filters for qualification to move on to the next thing.
• 9:06
  Rachel: Obviously listen as a whole.
• 9:07
  Rachel: Don't just be like, "Well, my audience isn't growing, so gonna stop listening."
• 9:11
  Rachel: One of the things from an audience growth perspective, that you can do to decide is it or isn't it growing, is to look at your list, look at your follower growth over the last, 90-ish days or so, and
• 9:24
  Rachel: kinda tell if you're steady, if you're growing, if you're shrinking.
• 9:29
  Rachel: And that can give you a general direction if this is a space in your launch plan that you have to accommodate in order to continue with the idea of moving forward in a launch, in a live launch or
• 9:42
  Rachel: a challenge or a boot camp versus, an email or social-only launch.
• 9:46
  Rachel: So then we move into we have the audience and the audience is growing, what is our audience warmth.
• 9:53
  Rachel: So warmth is not the same as size, and it's not the same as growth, right?
• 9:58
  Rachel: You can have gone viral and grown your account by thousands, and they're definitely not the right people on your list.
• 10:06
  Rachel: Warmth is where in that awareness cycle are they being able to make the decision that they want whatever product that it is that you're selling?
• 10:15
  Rachel: This is where you wanna make sure touchpoints, right?
• 10:18
  Rachel: We always talk about you have to get 20-plus touchpoints in order to have a conversion.
• 10:24
  Rachel: Is the core of your audience people that have been incubating with you for a while, or are these brand-new followers that you need to get to 20-plus touchpoints before your launch in order for them to be ready when
• 10:36
  Rachel: you open the doors, to be like, "Yes, I'm ready"?
• 10:38
  Rachel: That's the difference between warmth and growth here when it comes to your audience.
• 10:43
  Jessica: Yeah.
• 10:44
  Jessica: So for example my client that we do the big $3 million launch, we bring all of his audience in through ads.
• 10:53
  Jessica: So they are coming pretty cold to this launch, and that is why in order to get them to convert, we do a five-day masterclass day and night for an entire week, and then invite them to a two full-day
• 11:09
  Jessica: boot camp.
• 11:10
  Jessica: And then in between those weeks, They're in a Facebook community where we're going live.
• 11:14
  Jessica: So we're trying to get those 20 touchpoints in a matter of three weeks because we know that the audience is really, really...
• 11:22
  Jessica: cold.
• 11:22
  Jessica: They need a lot of priming.
• 11:24
  Jessica: The last Tony Robbins launch that I kinda live hacked, I go through, funnel hacking.
• 11:28
  Jessica: His stuff, is that prior to his big summit event, he was doing an email sequence after you register and sending you to a page that had pre-summit videos so that he could help maximize those number of touchpoints in
• 11:43
  Jessica: an automated way, which was really smart, before you got to the actual pitch event
• 11:48
  Rachel: Yeah.
• 11:49
  Rachel: And I think that that's where some people can kind of get...
• 11:53
  Rachel: I don't want people to be negative here, right?
• 11:55
  Rachel: But you can confuse a big list with a warm list.
• 12:00
  Rachel: You can say, "Oh, I had 10,000 or 1,000 people sign up for my workshop."
• 12:07
  Rachel: But if that's touchpoint one, as a launch person, that's not really something we would be excited about.
• 12:14
  Rachel: We would wanna bake in some of those nurture points between so that at the time they show up for the webinar or the live event, they're ready to see you, and they're ready to hear about your product versus
• 12:27
  Rachel: being like, "Oh, what is this person about?
• 12:29
  Rachel: I'm looking forward to their intro," and all of that.
• 12:31
  Rachel: So really just making sure that the distinguishion of warmth, growth, and just overall vanity metrics are clear when you're planning your launch as well.
• 12:41
  Rachel: So you can decide like this isn't really gonna work if I do the live launching route.
• 12:47
  Jessica: I think we have a whole ramp up episode, but I think this is why your ramp up before your launch is super important, and not going dark, exhausted as you may be after the launch.
• 12:56
  Jessica: I had a client who I was supporting from just a strategy perspective.
• 13:00
  Jessica: Two weeks before a launch, she's on every single day, da, da, da, da.
• 13:04
  Jessica: And then the launch would end, and we would bring in a ton of people, and not all of them would convert at that point.
• 13:10
  Jessica: And she would get frustrated because she's like, "Well, I just brought, 2,000 new people onto my list.
• 13:14
  Jessica: Why didn't any of them buy?"
• 13:15
  Jessica: It's because they're really cold.
• 13:17
  Jessica: But I guarantee you, if you keep warming them up and you launch again a month or two from now, they're gonna convert better because they've had more time to build that trust with you.
• 13:27
  Rachel: So then this brings us to our fourth filter, which is the one that always disqualifies me.
• 13:33
  Rachel: Well, I mean, depending on how many times I've ghosted my audience then.
• 13:36
  Rachel: But the fourth filter is what actually sounds fun for you, right?
• 13:41
  Rachel: If you ask me, "Hey, Rachel, you wanna do a live launch?"
• 13:45
  Rachel: Never in my dreams will I ever, ever say that.
• 13:49
  Rachel: So it's one of those things where this will predict whether or not you follow through, right?
• 13:53
  Rachel: You finish the actual launch because the energy plus the rollercoaster of buyer behavior during launches, and then you have to also be high energy as well because they can sense that.
• 14:07
  Rachel: They can feel that.
• 14:09
  Rachel: And so this is important because you gotta get it to that, closed cart.
• 14:14
  Rachel: You have to make it there.
• 14:15
  Rachel: You can't ghost a launch.
• 14:17
  Rachel: So just really understanding that it's a lot of exposure.
• 14:21
  Rachel: There's many, many components and this is something too that launch clients hire me because they're like, "I just need that, accountability to stay with it through to the end and make sure that all the pieces that are moving
• 14:36
  Rachel: are not my responsibility.
• 14:37
  Rachel: My responsibility is the energy, is the face, and then Rachel handles the emails, the engagement, the analytics, all of those things."
• 14:46
  Rachel: I would consider this probably the most important filter.
• 14:48
  Rachel: I don't know, Jess.
• 14:49
  Rachel: What do you think?
• 14:50
  Jessica: Yeah, I mean, I think number one, showing up in a way that feels really good and comfortable for you.
• 14:55
  Jessica: People are attracted to energy, so if your energy is scared or your energy is exhausted, people are going to be able to see that in your launch.
• 15:03
  Jessica: I also think this is the place where, especially if you're new to launching, you can give yourself permission to do a 1.0 and a 2.0 or a 3.0, and layer it on.
• 15:12
  Jessica: So maybe the first launch of this project, if you have a good email list, is just sales emails.
• 15:18
  Jessica: And then the next launch it's like, "Oh, can we put a webinar in front of the open cart?
• 15:23
  Jessica: Okay, this time can we put a lead magnet in front of the webinar, in front of the open cart.
• 15:28
  Jessica: Okay, maybe this one I wanna do an open house after we open cart."
• 15:32
  Jessica: So giving yourself permission to get better every single time.
• 15:36
  Jessica: I think people can watch a Tony Robbins launch and see all the components that he puts into it, and like, "Oh, I need to do all of this to make it work."
• 15:44
  Jessica: Granted, he has, a 50-person team probably just working on that launch for an entire year, so you're not gonna be able to pull that off the first time.
• 15:51
  Jessica: And you really kind of just need to be strategic.
• 15:53
  Jessica: You know your audience the best, you know your energy the best, you know who's the people that are on your list the best, and what do you need to do, say, to be able to convert them and shift
• 16:04
  Jessica: their belief to, this is the solution that's gonna solve problem that they're coming to you for.
• 16:08
  Rachel: and like we always say, right, first launch is the hardest.
• 16:11
  Rachel: Second launch, you learn so much from the compounding efforts of just not going, for lack of a better term, balls to the wall for the first launch.
• 16:22
  Rachel: Your capacity will stretch as you move into launch two, as you move into launch three.
• 16:27
  Rachel: The emails that you've written can be adjusted.
• 16:30
  Rachel: They don't need to start from scratch.
• 16:32
  Rachel: The copy, the videos, the stories, all of that stuff.
• 16:36
  Rachel: So as you expand into the amount of times you launch, it's important to, one, not give up, right?
• 16:43
  Rachel: Because launching is an experiment, and it's telling you things.
• 16:46
  Rachel: Everything is data here.
• 16:48
  Rachel: But two, it allows you to do more with less when you've stuck it out to that kind of later part at the end.
• 16:56
  Rachel: So I think it's really important to not hear this and just be immediately discouraged, but to understand that there's building blocks foundational elements that go into successful launching.
• 17:08
  Rachel: And these people that are launching millions of dollars of courses, that's most likely not their first launch unless it's an anomaly, which in those cases, don't base your entire data and launch strategy off anomalies.
• 17:21
  Jessica: All right, so let's give ourselves, a quick recap.
• 17:24
  Jessica: There are different launch styles that you can do.
• 17:27
  Jessica: We've seen email only, we've seen webinar, we've seen masterclass, we've seen workshop, we've seen webinar to boot camp to masterclass, and all of these things.
• 17:37
  Jessica: And the key components is to make sure you're running it through a filter: time, energy, and capacity.
• 17:43
  Jessica: So what your realistic budget for launching this, both in a time and a monetary perspective?
• 17:50
  Jessica: You also wanna look at your audience in terms of size, and in terms of warmth to really zero in on how many touch points that particular group of people are going to need to be able to know, trust
• 18:04
  Jessica: you enough to invest in your product.
• 18:06
  Jessica: And then number three is just looking at how you like to show up, how you feel comfortable showing up, and then what sounds fun and exciting for you to do.
• 18:17
  Jessica: Launching can be very, very stressful, so you wanna make sure it's something that you're actually kinda jazzed about, and give yourself permission to just make it fun in whatever way you need to make it fun.
• 18:29
  Jessica: People wanna overcomplicate it, but it's really just a more concentrated way of selling all the time, and it's a great way to give yourself a big cash injection, or also to kinda circle back, and if you do have,
• 18:41
  Jessica: those evergreen funnels running, a way to sweep up the people that have maybe went through that funnel that first time and weren't ready to buy at that time.
• 18:48
  Jessica: But now you're gonna get their eyeballs back on you and launch in this way.
• 18:52
  Jessica: And that's where we see the bigger coaches, creators that are launching in the industry.
• 18:55
  Jessica: They're always doing a mix of both because both are needed for different purposes and ideas.
• 19:00
  Rachel: Yeah.
• 19:00
  Rachel: So if this episode hits home, we want you to send it to your biz bestie, specifically the one that has that five-day launch calendar on her September, October timeline, just to make sure that before she starts to plan
• 19:15
  Rachel: it and before she gets overwhelmed, that she knows what she needs.
• 19:19
  Rachel: We wanna hear from you, as we always do.
• 19:21
  Rachel: Tell us which launch style, you typically defaulted to, and if these filters have shifted the direction that you're gonna start launching in the future.
• 19:32
  Rachel: DM us on Instagram, TikTok, or even just send us an email.
• 19:35
  Rachel: We love emails over here.
• 19:37
  Rachel: And then until next week,
• 19:39
  Jessica: We're rooting Yeah