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Transcript

169: Launching with Impact: Strategies for a Successful Service Launch with Host Kendra Corman · Imperfect Marketing

• 0:28
  Speaker 1: Hello and welcome back to another episode of Imperfect Marketing.
• 0:33
  Speaker 1: Today I am sharing everything that I've learned about launching or relaunching services successfully to be more profitable this year.
• 0:42
  Speaker 1: Whether you're introducing your first service offering or wanting to configure an existing one, a strategy, a strategic plan, is a crucial for making an impact.
• 0:54
  Speaker 1: From pre-launch momentum building to mailing your sales messaging, let me give you my blueprint for profitably premiering services in 2024.
• 1:04
  Speaker 1: Let's do this Clearly.
• 1:06
  Speaker 1: When I was writing this script, I was looking for some tongue twisters.
• 1:11
  Speaker 1: Profitably premiering services in 2024.
• 1:15
  Speaker 1: First of all, let's start off with you're not that important to most people.
• 1:19
  Speaker 1: It's a really hard fact to remember and deal with and some people struggle believing it, but everyone has so much going on in their lives.
• 1:29
  Speaker 1: You are just not top of mind.
• 1:31
  Speaker 1: I remember that a CEO from one of my clients used to travel around and meet with each of his offices and their clients.
• 1:38
  Speaker 1: He'd be sitting in a lunch meeting and say do you know that we do whatever it was that he was focused on that day, without fail almost every single one of them and say no, I had no idea.
• 1:51
  Speaker 1: In case you were curious, they had to know.
• 1:54
  Speaker 1: I mean, the manager of the territory, prepped them the week before, shared it all with them, made sure all of it was as top of mind as possible.
• 2:03
  Speaker 1: So, yeah, important meeting Couldn't remember it from their prep the week before.
• 2:10
  Speaker 1: This is what I try to remember each and every time.
• 2:14
  Speaker 1: I tell people what I do.
• 2:15
  Speaker 1: Almost every time I tell them they didn't realize something that I offer, why it wasn't relevant to them at the time or they just had things that were going on that were more important to them me.
• 2:28
  Speaker 1: I know it's hard to believe, but what else could be more important than what I do?
• 2:32
  Speaker 1: All right, let's get back to reality and let's work on the phases of launching or relaunching to your audience.
• 2:39
  Speaker 1: So I believe in starting with a prelaunch.
• 2:43
  Speaker 1: Prelaunch is warming up your audience, generating early momentum.
• 2:46
  Speaker 1: This phase is crucial for peaking interest.
• 2:49
  Speaker 1: Before a full service launch, you can start talking about things one to two months in advance by sharing information relevant to the topic, showcasing yourself as an expert, getting top of mind with your audience.
• 3:03
  Speaker 1: You want to spot like the pains and problems that you'll alleviate, so your ideal customers are going to identify with your messaging.
• 3:11
  Speaker 1: Then you want to funnel early adopters into a dedicated prelaunch site where they can get more details as you finalize your packages.
• 3:21
  Speaker 1: In exchange for their email, consider giving them limited trial offers, special discounts, vip perks for charter members who sign on early, things like that Run polls and surveys to engage social followers in shaping aspects of the deliverables and pricing.
• 3:37
  Speaker 1: This makes them feel vested in the process.
• 3:39
  Speaker 1: Utilize their feedback to validate and improve your overall offerings.
• 3:43
  Speaker 1: Also, assemble any prelaunch testimonials.
• 3:47
  Speaker 1: You can Highlight existing clients who have experienced transformative outcomes working with you in related capacities.
• 3:54
  Speaker 1: This provides social proof, which is hugely important today.
• 3:59
  Speaker 1: Essentially, the goal is driving early buzz, confidence in your authority on the topic and urgency via limited timing incentives.
• 4:06
  Speaker 1: Done right prelaunch sets you up for an explosive full debut.
• 4:11
  Speaker 1: Prelaunch momentum crests.
• 4:13
  Speaker 1: It's time for the debut right Letting people know all these irresistible offers that are going to convert that buzz into paid signups and paid new customers.
• 4:25
  Speaker 1: The core launch phase is about two to four weeks.
• 4:28
  Speaker 1: Your sales page needs to clearly spell out program details from deliverables included in client expectations.
• 4:34
  Speaker 1: You want to refine all the copy to make sure that you're speaking to their aspirations and pain points.
• 4:42
  Speaker 1: Now I run into a ton of people who say I don't need a sales page.
• 4:47
  Speaker 1: Their product isn't sold online.
• 4:48
  Speaker 1: I disagree.
• 4:50
  Speaker 1: I think most people need a sales page.
• 4:53
  Speaker 1: Maybe it doesn't have to be a hard hitting, hard selling act now buy now, only two more hours left but you need to share what your audience gets out of that service.
• 5:04
  Speaker 1: Let me emphasize this it's not what you do.
• 5:10
  Speaker 1: Let me repeat that one more time your sales page is not what you do.
• 5:16
  Speaker 1: It's what you can do for the purchaser, your client, what they're going to get out of it.
• 5:24
  Speaker 1: If you can weave in social proof like client testimonials, case studies, transformation examples, these are going to build credibility and trust and sway.
• 5:36
  Speaker 1: At launching and air quotes here.
• 5:38
  Speaker 1: You're still selling, so sell in a relevant way.
• 5:43
  Speaker 1: Have them feel like they're connecting to you and then, when you launch, promote it across all your platforms, your channels.
• 5:52
  Speaker 1: Enlist affiliates or referral partners wherever appropriate.
• 5:57
  Speaker 1: This final debut is your chance to reap all the seeds that you've been planting all along, letting people know what you're doing right, as you pre-launched strategically.
• 6:08
  Speaker 1: Spend time refining these core launch elements for maximum impact.
• 6:13
  Speaker 1: Now, again, it doesn't need to be a new product to launch it over again.
• 6:20
  Speaker 1: Think about mapping out your year and the products you want to focus on.
• 6:24
  Speaker 1: You can again I'm going to use air quotes here.
• 6:28
  Speaker 1: Launch each product.
• 6:30
  Speaker 1: It could be a retainer agreement you could be launching to one of your audiences.
• 6:33
  Speaker 1: It could be IT services or commercial insurance you name it.
• 6:38
  Speaker 1: You can launch it.
• 6:40
  Speaker 1: A launch is just a focused effort on a product to keep it top of mind and to remind people that you do it.
• 6:46
  Speaker 1: So I did this when I was at Jeep.
• 6:49
  Speaker 1: I did it when I was at Burns and Wilcox, which is an insurance wholesale company.
• 6:53
  Speaker 1: At Burns and Wilcox we had quarterly product focuses and all the marketing messaging was focused on that product.
• 6:59
  Speaker 1: Every single quarter that product had a huge spike in sales.
• 7:08
  Speaker 1: Why?
• 7:08
  Speaker 1: Because it was top of mind for everyone.
• 7:11
  Speaker 1: Now you don't need to do discounts or anything fancy for most services, but you do have to remind people of your services.
• 7:20
  Speaker 1: So consider launching for lack of a better word any of your services because again, it reminds people of what you do.
• 7:34
  Speaker 1: Now, after launch, you want to continue to showcase client success stories and wins across all channels.
• 7:37
  Speaker 1: Spotlight specific ways your service is creating meaningful outcomes so other potential customers or prospects can envision the benefits and self identify as your next best client.
• 7:50
  Speaker 1: No service offering stays static for a long time right, especially if you want to beat the competition, continually gather first hand feedback from clients to enhance and refine what it is that you provide to meet their changing needs.
• 8:06
  Speaker 1: So that is my blueprint for launching or relaunching services profitably this year.
• 8:11
  Speaker 1: What lessons have you learned from past experience?
• 8:13
  Speaker 1: I'd love to hear.
• 8:17
  Speaker 1: Connect with me on LinkedIn.
• 8:19
  Speaker 1: You can find my LinkedIn in the show notes.
• 8:23
  Speaker 1: That's a wrap for now.
• 8:24
  Speaker 1: Stay tuned for our next episode.
• 8:25
  Speaker 1: Have a great rest of your day.