Latest / Ambitious Podcast / EP. 42: Mastering Launches: Strategies for Successful Promotions

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EP. 42: Mastering Launches: Strategies for Successful Promotions · Ambitious Podcast

0:08
Hello and welcome back to the Ambitious Podcast.
0:11
So today we are talking about a skill, a strategy, an area of
0:20
your business that you're going to experience, if you have not
0:24
already, at some point in time. And you probably have actually
0:28
been part of this experience and part of this strategy in many
0:31
different ways. So if you were somebody who may
0:33
be a Swifty and you saw the Taylor Swift fans start to take
0:38
action when the tickets went on sale, you were part of it.
0:40
If you were somebody who, for example, sees a Black Friday
0:44
sale happening and you're like, Oh my God, why do I have so many
0:47
things in my cart? You've been part of it.
0:49
If you are someone who's gone through a Starbucks drive
0:51
through and they have said, hey, we've got some holiday drinks
0:54
happening right now and new holiday suites that can go with
0:58
your beverage. Would you love a piece of
0:59
gingerbread? And you're like, Oh my God, that
1:00
would be amazing. Absolutely, yes.
1:03
You've been a part of it. If you're Canadian and you've
1:05
done the roll up the rim to win at Tim horton's and you've been
1:09
part of that, you've also been part of this strategy.
1:12
The strategy we're talking about today is a promotion and a
1:16
launch. And this is something that I'm
1:19
often asked about, which is like cut two sides.
1:23
Either I hate launching, I've done it and I don't know how to
1:27
change my relationship with it, or someone who is feeling like
1:32
they are just like terrified, like, what if nobody buys?
1:37
And like, what if no one's interested?
1:38
And what if it doesn't work and all of these things.
1:41
And so you're going to hear me today use the words launch and
1:45
promotion interchangeably because really at the basic
1:50
essence of the strategy of what it is, it really is a structured
1:54
marketing campaign that's meant to create a surge of traffic and
1:59
interest all at one time. And so the way that explains to
2:02
people is there's two different types of styles of marketing in
2:05
a in a general landscape, there's many different styles of
2:07
marketing. But in a general landscape, as
2:08
it applies to most businesses that I work with, there is a
2:11
Evergreen style of marketing, which basically means that
2:14
you're putting up marketing every single day, week, month,
2:17
And that's meant to push toward a product that is always readily
2:20
available. So for example, if I go to
2:23
Starbucks to our example earlier and I go to get a vanilla latte,
2:27
that's something that I'm always going to have the ability most
2:29
of the time to buy. But there's also considered to
2:32
be limited time promotions, which are when they're trying to
2:34
create a surge of sales around a certain product.
2:37
So let's just say a gingerbread latte that they have during the
2:40
holidays, that would be something they're looking to
2:42
create a surge of sales around and then it goes away.
2:45
So launches and promotions, the reason I talk about these
2:48
interchangeably, if we hear someone say I'm launching a
2:52
product, the launching of a product really means that you're
2:55
releasing something new to the world.
2:57
So you're releasing something that your audience or your
2:59
community has never seen from you before.
3:02
Now, if you are doing a promotion, that basically means
3:06
that you have an existing product or existing program or
3:08
service that you're wanting to generate sales around, and
3:12
that's something that your audience has already seen
3:14
before. Now, while both of these use a
3:17
very similar structure, there is a key differentiator between
3:21
what is considered to be a launch and what's considered to
3:23
be a promotion. A launch, as I said, is for
3:26
someone who doesn't have an audience that already knows
3:29
about their products. Now, this is really important
3:32
because something we talk a lot about when we're helping
3:34
businesses is to say, do you have product awareness?
3:37
And what I mean by that is, does your audience actually know what
3:41
it is that you offer, what it is that you can do for them, how
3:45
you can solve the problem, and specifically what different
3:47
things you provide that help them to solve that problem?
3:51
So for example, someone came to me and she said, you know, I
3:54
have people who say like, oh, like, do you offer this or do
3:56
you offer that? And she's like, I've been
3:57
offering that for three years and people still don't know that
4:00
Ioffer that. And it's all day, every day that
4:03
people are asking me questions about a thing I already have in
4:06
my product suite. And So what it told me was she
4:08
had very little product awareness.
4:10
And so product awareness at its basic essence is, does your
4:12
audience already have an understanding that this is
4:15
something you offer? Do they see you as a expert in
4:18
that offering or service or program?
4:20
And with that, do you have a relationship with it already?
4:25
Do you already have some exposure with that?
4:28
Now, if you already have product awareness and you already have
4:31
an audience that's familiar with your offerings, for example,
4:34
with my audience, if you guys have been an OG consumer for a
4:38
while, you know that I have a mastermind, I have private
4:41
mentorship, I have VIP days. I have a a variety of different
4:45
ways in which people work with me, but those have pretty well
4:47
been the same. They've been consistent for a
4:50
very long time. And so like very rarely am I
4:52
quote UN quote launching something.
4:54
Often times I'm actually running a promotion and a promotion to
4:57
me is when a business owner comes to me and their audience
5:01
already has an understanding and has already been exposed to
5:04
their product or their program or service.
5:06
And so it means that maybe you've had a service you've had
5:09
for like 3 to six months. Maybe you have a program that's
5:12
been available for the last, you know, three months.
5:15
It's something that people have already seen and kind of in
5:18
micro little pieces been able to experience via your marketing or
5:21
even potentially obviously inside the offer.
5:24
So this is important because when we're going into a
5:26
promotion, I'm gonna go through a lot of stuff here today.
5:29
So if there was ever an episode where I would tell you to take
5:32
out a piece of paper and a pen, it would be today.
5:34
Or if you're on a walk and you're in the car right now and
5:36
you're listening, that's totally OK.
5:38
And if you want to circle back to this, this would be an
5:40
episode that I really would say is very much going to talk about
5:43
a structure. And so if you have a piece of
5:45
paper and pen, you can really outline what the structure is to
5:47
actually physically see in front of you the blueprint that I'm
5:49
about to unfold for you in the next hour together.
5:52
So one of the things that we care about is product awareness
5:55
because when somebody has something that they're releasing
5:58
to the world that no one's ever seen before, there's a little
6:01
bit more buy in that we need our audience to have when someone's
6:05
thinking about investing with us, right?
6:06
So the idea of just like, I'm just going to plaster this kind
6:10
of thing on social media and people are going to buy is not
6:12
going to happen as easy as it would for someone who already
6:16
has product awareness. As an example, I've had my
6:19
Accelerator Mastermind now for over 4 plus years.
6:22
And so because of that, that mastermind already has a lot of
6:26
social proof around it. It already has a lot of times
6:28
people have seen me, you know, post and share about it.
6:30
People have seen all kinds of media and marketing around it.
6:33
They know clients that are in the program.
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It really is something that people have a familiarity with,
6:38
right? Like it's not something that no
6:41
one's ever seen before. Whereas when I launch an offer,
6:44
and again, you'll hear me say the word launch, when I launch
6:46
an offer that no one's ever seen before, I'm very aware of the
6:49
fact that I need to build up trust around that because people
6:52
have no idea what the heck this is or what they're buying.
6:55
So we want to understand going into a launch, is this something
6:58
that's new? And do we need to kind of build
7:00
up some trust and awareness around it?
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Or is this something that maybe we already have trust and
7:03
awareness around, but we still want to create a surge of sales.
7:07
And so that's something we want to consider when we're going
7:09
into the launch process. So the thing I will say that I
7:13
do with business owners and like, kind of like why
7:15
launching, right? Launching can be used in a
7:17
variety of different things. So there's actually people who
7:19
have launch model businesses. And what I mean by that is they
7:23
only create sales by launching. So they have a surge of sales
7:28
say once every quarter, so once every three months or they might
7:31
have a surge of sales once every six months.
7:33
So like I have a client who had a course and so like their
7:36
course was something that we built into a launch model, which
7:38
basically meant that there was a very short amount of time where
7:42
people could buy that. And we would do, you know,
7:44
anywhere between 1/4 a million to a half, $1,000,000 in these
7:47
launches. But that would be the cash flow
7:50
that would then sustain her for three months.
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So she would drip out the amount that she made from that sale and
7:55
that promotion to then use that over a three month period
7:58
because she had a launch style business.
8:00
So someone had said to me, you know, should I have a launch
8:03
business? Should I have like no launches?
8:05
What if I kind of want to do both?
8:07
And the thing I would say is there's really three different
8:09
styles of having a business. You can have Evergreen, which is
8:11
where things are just always available and you don't really
8:13
do a lot of promotions. You don't really do a lot of,
8:17
you know, last chance to get this and you know, one time to
8:19
get this, like you don't really do a lot of those.
8:22
But then you also have the other side, which is somebody who
8:24
lives and breathes for launches and promotions.
8:26
And So what that means is that you typically will have a lot of
8:30
surges of cash. But again, as I said, you use
8:33
that cash flow to kind of sustain you for a little while.
8:35
I'm what's considered to be a hybrid approach.
8:38
What I mean by that is my offerings, technically speaking,
8:42
many of them are available most of the year.
8:44
So it's not like if you don't invest with me today that you
8:46
can never invest with me. It's not like you're going to
8:49
have to wait another nine months to get inside of most of our
8:52
offerings. But what we do is we create
8:56
promotions and we create launches that are surges of cash
9:01
that we use in between the times where our offers are actively
9:04
available and people get limited time offerings during those
9:06
promotions. And the way that I kind of
9:08
explain this to people is think about like your favorite pair of
9:11
jeans that you've kind of been eyeing and you've been thinking
9:13
about buying during a Black Friday or during a seasonal
9:16
promotion, those jeans might go 30 to 50% off.
9:20
And because of that, that's when you buy.
9:22
Now, The thing is, those have a standard price point.
9:25
They have a standard structure of offering, but there are
9:28
moments where if you act during a very specific time frame, you
9:32
will get incentives, bonuses and discounts as a result of doing
9:35
so. I take that model in my
9:37
business. So a lot of our offers have
9:39
that. You know, that Jean, that pair
9:41
of jeans is on the rack. It's always available, but it's
9:45
something that we do have very limited and very few per year
9:49
where we have a surge of opportunity for people to be
9:52
able to take action. And so because of that, that
9:55
basically allows us to kind of have the best of both worlds,
9:58
which is the ability to create surges of cash and surges of
10:01
sales in the business that kind of increase the overall cash
10:05
flow for us. But then we also have the
10:07
ability to sell every single day inside of our offerings as well.
10:10
They're just typically different structures in the sense of what
10:12
we offer during those times. So launching is a very, in my
10:18
opinion, essential skill because launching, promoting the ability
10:22
to create a surge of movement at one time is an important skill
10:27
because when we're moving people day-to-day by just daily
10:29
selling, you're moving a couple people at a time down the
10:31
pipeline, right? So you're having people who find
10:34
you, who discover you, who are interested in working with you,
10:37
getting little by little closer and closer toward working with
10:40
you in every single thing that you post in marketing every
10:42
single day when you have a launch or when you have a
10:45
promotion. I literally equate launches and
10:48
promotions to herding sheep. Like you're moving everybody in
10:53
one foul swoop. If they're just finding you and
10:55
kind of not sure that they have a problem yet, you're moving
10:58
them to realizing they have a problem.
11:00
If they realize they have a problem in your audience right
11:02
now, but they kind of feel like they're good and they can solve
11:04
it on their own, then with the launch, you're gonna take them
11:07
from there to being like, OK, no, I can't solve it on my own.
11:09
I'm interested in maybe looking at a different way of solving it
11:12
with support. If someone's already looking and
11:14
considering support with you and they've been eyeing you, they've
11:17
been scoping you kind of thing behind the scenes that launch
11:21
that you do with that promotion is gonna take them from.
11:23
I'm curious about working with so and so to sign me up and send
11:26
me the link. So what the launch does is it
11:29
creates a surge of marketing that creates a surge of sales
11:32
and a big movement of people all at one time.
11:36
And so the reason that I think just similar and you guys hear
11:39
me talk about high ticket sales all the time and the ability to
11:42
sell, I talk to people all the time about the essential skills
11:46
you have to have as a business owner.
11:47
I am a firm believer that sales is one of those things,
11:50
marketing is one of those things, leadership is one of
11:53
those things. And launching really ultimately
11:56
is a baby between marketing and between sales.
11:59
And so because of that, I really feel like the mastery of
12:03
launching and the mastery of promotions is something that
12:05
every business owner should seek to do because it's something
12:08
that you're not necessarily gonna get away of entirely in
12:12
your career as an entrepreneur. Like you're going to need to
12:15
know how to create promotions around whatever it is that you
12:18
sell and have those be successful.
12:20
And most importantly, we need to make sure that you're not only
12:23
confident to do it yourself, but potentially have the ability to
12:26
even teach A-Team member should you want a business of that
12:28
size. If you want to teach A-Team
12:30
member to do it, that they can assist with it.
12:32
So for myself, it started with me understanding launching and
12:35
me getting OK. Like how do I do this on my own
12:37
when it's like me showing up and me writing the captions and me
12:40
doing everything. But then it became, do I teach
12:42
my team to be able to facilitate, plan and create a
12:46
launch and then just tell me where to be at what time kind of
12:49
thing. And that's the place where we
12:50
are now and that's obviously six years later.
12:52
So all of us to say the one-on-one of launching, the
12:56
thing I want to say with overall expectations around launch
12:59
because this is something that I think people have.
13:02
Some people have fears around launching.
13:04
Some people have a bad taste in their mouth because maybe you
13:05
had a bad launch or you had a non not so fun launch in the
13:09
sense of you did it, but it wasn't really a good experience.
13:11
And so you're like, I don't want to do that again.
13:13
The thing that I would say is it is very much different each time
13:16
I have had launches. I'm going to be honest, where I
13:18
have not been a fan, I have not had a good time.
13:21
I felt exhausted. I felt like I wasn't really
13:24
feeling the energy of it. And frankly, the reason that
13:26
happened was because I was doing it wrong.
13:29
And what I've come to learn about launches is that there
13:32
really is 2 things. There's the plan that we have
13:35
around the launch. So like when you go in, you can,
13:38
you can set targets, you can set, you know, objectives of
13:40
what you're looking to do. But the thing that also we have
13:44
to keep in mind is we are working with human behavior,
13:47
right? Like we are working with the end
13:50
consumer who's consuming you, who has their own independence
13:53
and their own agency to buy or not buy.
13:57
And So what we need to also remember is that launches even
14:00
for those who are seasoned promoters, who are seasoned
14:04
launchers, even for them, they can also experience moments
14:08
where they're surprised by how their audience moves, right?
14:11
They're surprised by how the audience acts.
14:13
And so the other thing I also really caution people around is
14:16
there's two pieces to launches. There's the plan you have and
14:19
then there's how things end up unfolding and listening to the
14:23
response of your audience and saying, how do I want to pivot
14:25
accordingly to be able to kind of like TuneIn to what they're
14:29
expressing to me. So when we're going into a
14:33
launch and we're going into setting those targets, if we're
14:35
thinking about building that plan, I had a client recently
14:38
that I just supported in the launch and when she had come to
14:41
me, she was like, you know, I've had launches before.
14:42
It did not go well and I really want to have this one be
14:45
different. So one of the things that I do
14:48
any time that I'm going into plan, when people say, you know,
14:50
what's possible, how many sales you think I can make, you know,
14:53
like basically what am I looking at here?
14:55
You have to plan how many people you want to have in your launch
14:59
by based on data, not on feeling.
15:03
Because the amount of people I talked to who will be like, I
15:05
want to get 18 people inside this offer, I want to get 17
15:09
people inside this offer. Well, the thing we know is if
15:12
you want to get 17 sales, you minimum probably need to have 30
15:16
opportunities presented to you if you have a 50% close rate,
15:20
right? So like the idea of like I had
15:21
17 people inquire, I want those seventeen people to be my 17
15:25
clients. We haven't really considered the
15:27
variable of the fact. There's going to be people who
15:29
don't buy, there's going to be people who message you who never
15:32
reply. There's going to be people who
15:34
book a call who don't show. There's going to be people who
15:36
book a call who then say no. Like I all with all of these
15:40
pieces, we have to consider the variables of the fact and bake
15:43
into what our expectations are of what we're looking at.
15:47
And so the thing that I really take in mind when we're setting
15:50
these expectations is past data and past behavior.
15:53
So one of the pieces of past behavior that I'm really aware
15:56
of is I want to know when you're going into marketing something,
16:00
what have you been doing for the last three to six months?
16:03
Because the amount of people that think just like, OK, I'm
16:05
going to whip up like say a series of 20 posts and that's
16:08
going to be the thing that creates a surge of cash for me.
16:11
That's not how it works. If your audience is dead, if
16:15
your audience has not been activated, if your audience,
16:18
frankly, if I could be candid, has not been served, you
16:21
shouldn't be expecting a super knockout.
16:24
I'm going to crush it when it comes to a launch that you do.
16:27
And that's because you're serving and you're selling with
16:30
your launch a colder audience. So for me, I, when we're looking
16:35
at launch targets and I'm looking at, you know, promotions
16:37
and things that I'm helping people to plan and they say, you
16:40
know, what's possible, what are the targets?
16:42
I want to look at past data. Some of the things I look at are
16:44
if a client is doing an e-mail sequence for their launch, I
16:47
want to look at what are your open rates?
16:49
What are your click through rates?
16:50
How many people have on average bought from your emails from
16:54
social? I'm looking at, have you had
16:56
people that are the ideal client for this offer in your world?
17:00
How much have you been showing up before going into this big
17:02
surge of selling? Do you have active engagement
17:05
and interest in the people already in your world who are
17:07
seeking to work with you? There's things like this that
17:10
we're looking to buy in to see. What's our starting point.
17:13
Now I want to clarify, it doesn't mean that if you don't
17:16
have these metrics that are good right now or that maybe if say
17:20
you're like, OK, well, does it mean that if I have bad
17:22
engagement that I shouldn't be launching?
17:24
No, What it means is that the way in which you plan a launch
17:28
should depend on the starting current state of what you've got
17:33
going on in your business. Which is why and you guys always
17:37
hear me talk about the fact that I cannot stand blueprints.
17:39
And the reason I can't stand blueprints in business is
17:41
because if I have a super, super hot engaged people eat up
17:45
anything that I drop type of audience.
17:47
And then I give that blueprint to somebody else who has a very,
17:51
you know, kind of like reserved, a little bit colder, a little
17:55
bit less engaged type audience. That's not something that's
17:59
going to work for both parties because the ultimate meat of the
18:03
fact is that the one audience is cold and the one audience is
18:06
warm. And so the same strategy will
18:08
not apply for both. So we would go into planning a
18:11
launch. There's a couple core phases and
18:12
I'm going to walk you through all of this.
18:14
OK. So again, This is why I was
18:15
saying if you want to have a piece of paper and pen, you're
18:17
thinking about doing a promotion.
18:18
This is going to be your little set of of of commandments, if
18:22
you will, to succeeding with a launch.
18:24
So when we're gonna plan a launch, one of the first things
18:28
I wanna know is what's the date of your open cart?
18:31
And what I mean by open cart is when's the day that you want to
18:35
be able to release to the world? Whatever it is that you're going
18:37
to promote is now available. That's the first date that I
18:41
want you to put on the calendar, OK?
18:44
That's what we would typically call your launch week, OK.
18:48
So that's important because we actually start there because
18:51
every single thing is built around that.
18:54
So we're going to go through the phases, but I want you to first
18:57
look at what is the, the actual launch date or the quote UN
19:00
quote open cart where you release whatever it is that
19:03
you're selling to the wider audience and to the public that
19:07
technically speaking is 1234. That's week 4 of or phase four,
19:15
sorry, of this process. OK, so now we're going to
19:17
reverse engineer and go back to phase one, but I just want you
19:19
to kind of put a pin in the fact that that's phase four.
19:22
So phase one is the fact that we need to do teasing and testing.
19:29
Now, the Phase 1 of teasing and testing, what this means is that
19:34
you really want to be creating energy and you want to be
19:36
creating hype around what it is that you're going to release.
19:41
And the reason I also say testing is because there's so
19:44
many people I see who do not get buy in and again, data to be
19:49
able to confirm or solidify that what they're going to put out
19:54
and what they're going to launch is something that their audience
19:56
actually does truly want and is excited for.
19:59
And most importantly, that you have the ideal client for the
20:02
thing that you're looking to release.
20:04
So when we talk about teasing and testing, testing is really
20:07
the ability to. See and take a snapshot and put
20:12
a little bit of a bait in the water prior to all of this
20:15
intense marketing you're about to do and say, do I have an
20:18
audience that's even interested in this and do I have the ideal
20:22
client? Is this something that they
20:24
want? So sometimes I'm going to be
20:26
honest with you, when I've considered going into a
20:29
promotion or considered going into a launch of something, I
20:32
sometimes have done the teasing and testing of like I'm thinking
20:35
about doing XYZ or I'm in the process of planning something
20:39
and I will test. And if that bait in the water or
20:41
a couple of those that I do does not do well, I will not launch
20:45
the offer. Like there have been things that
20:48
I'm like, Nope, scratch it. We're not doing it.
20:49
Because what it means is that our idea that we had had 0 bytes
20:56
or like 2 bytes or five bytes or 12 bytes had zero, in my mind
21:01
interest that would show me or validate to me that this was the
21:05
right move, that this made sense for us to go in and promote it.
21:09
And so the thing that I'm also very aware of is I'm not
21:12
emotionally connected to my launches.
21:14
I recognize that this is a conversation.
21:17
And so if what I'm saying or what I'm offering is not
21:20
something that resonates with the end person, that's all I got
21:22
to know because that's what I ultimately need to have happen
21:26
for the thing that I'm looking to promote.
21:28
So if I'm doing market research indirectly, I'm not saying like,
21:31
hey, guys, I'm doing market research.
21:32
Can you ask these questions? I'm placing these things into my
21:35
content. So I'm doing, for example,
21:36
certain content pieces around the topic of the thing that I'm
21:39
about to release. Do those get bites?
21:41
I'm doing polls on social media and kind of saying, you know,
21:44
hey, would you say option A or B or, you know, like this, for
21:48
example, if you're somebody who's at this stage, like I am
21:51
literally planting these little seeds in all of the things that
21:54
I'm releasing. And when I do that, I'm using
21:57
all those points of data to verify to me that I have an
22:00
interested in a qualified audience for the thing that I'm
22:03
looking to release. Now, if I realize that I don't,
22:07
sometimes, as I said, I will cancel.
22:09
And what I mean by cancel is I will postpone the launch to
22:12
either one of two things. Re evaluate.
22:13
Is this an idea that makes sense for my audience?
22:15
Or two, I recognize I got to build a little bit more trust
22:19
and more audience around whatever it is that I'm looking
22:22
to do. Because if I don't, I'm going to
22:24
put this out to the world. That's going to be crickets
22:26
because there's nobody there that's actively saying that's me
22:29
or I want that, or I'm interested.
22:31
So the teasing and testing period is really a place to be
22:34
able to test your audience, test the problem, test the stage of
22:38
the person you're speaking to, test the avatar, test whatever
22:41
it is. And kind of what I mean by test
22:43
is place little pieces of bait, if you will, in your marketing
22:47
and see how those get as a response for you to help you to
22:50
validate what's going to happen next.
22:52
Now, the teasing portion is so immensely important.
22:55
And this is something I'm going to talk about this in phases by
22:58
the way, because the timeline of a launch also does change.
23:02
So like for example, my podcast, I teased my podcast for like 4
23:08
months at least before I ever released any actual information
23:11
about it. You would just see me recording,
23:13
you'd see me getting equipment, you would see me doing a photo
23:16
shoot. Like it was just little
23:18
snippets, but I never said it was a podcast.
23:20
I just said something coming, something coming.
23:22
So the thing that I would say when we're looking at like
23:26
trying to create teasing is to say how can we create momentum?
23:30
How can we create hype? How can we frankly create energy
23:33
around whatever it is that we're looking to have come out soon?
23:37
And so that the tough part for most people when they try to do
23:41
teasing or when they try to create some energy and hype is
23:44
like, Kate, I feel like I'm not saying anything.
23:46
And that's the point. Like you guys definitely follow
23:50
a creator or a business owner that has released a picture that
23:54
kind of has no context. And they're just like coming
23:57
soon next year. And you're like, Oh my God, what
23:59
is it? What is it that is a tease post?
24:02
That is something of them, you know, working, for example,
24:05
someone's being a cosmetic company and working in the lab
24:08
and working on samples or whatever it might be.
24:10
All of that is teasing. So what it does and the
24:13
intention of the teasing and testing testing is to confirm
24:16
and validate the idea and gather data of how many people you have
24:19
in your audience that are actively interested at this
24:21
moment. But the teasing aspect is really
24:23
designed to help you to create momentum and interest.
24:29
By teasing people, you're ultimately basically saying,
24:33
hey, you're going to want to stay tuned to my profile or
24:35
you're going to want to stay tuned to my marketing.
24:38
So that can be via e-mail, that could be via social media, but
24:41
stay tuned to XYZ. Basically what you're doing is
24:44
you're getting people latched on to be consistently consuming you
24:48
and coming back to you to then consume the next media and
24:52
marketing that's going to be released.
24:54
So the teasing is to to create energy and excitement around
24:57
what's coming. And the testing is to really
25:00
validate the idea and gather data of what we're looking at
25:02
going in. Now, again, say we find that
25:05
your audience is super, super warm and you're like, I've got a
25:08
lot of ideal clients, I've got a lot of leads.
25:10
That means we can typically go into the launch process faster
25:14
or at a standard rate than if we were to find that we don't have
25:17
a lot of that data. We want to kind of slow it down
25:19
a little bit. What it means is we might need
25:21
to have something to warm people up and get them a little bit
25:24
more excited and get them more bought in on the problem that
25:27
there are the Avatar and all of those pieces that would need to
25:31
occur before we go into like the hard selling of a launch.
25:33
Because if you don't, as I said, it basically means that you're
25:36
selling to cold people. It's a much difficult, much more
25:39
difficult sales process and conversion process to go
25:43
through. So phase one is your teasing and
25:46
testing. OK, Phase 2 is what technically
25:50
is considered pre pre launch. Now that's considered to be the
25:54
more formal names within launching.
25:57
But when it comes to pre pre launch of a launch, it basically
26:01
means the stage where we are helping people to self diagnose.
26:06
So when we're going into doing a launch campaign, we're having
26:09
really intentional themed weeks, like a single week or multi
26:13
weeks that have the same type of intention.
26:16
So the phase two of the the pre pre launch or better known as
26:21
like the signs, the symptoms, the the kind of self diagnosed
26:24
phase, that phase is designed for you and your marketing to
26:28
speak to how to help people to realize that they are your
26:33
person that's going to be served by this product.
26:36
So I during this time focus a lot on signs that you're
26:40
struggling with blank or the top three things that tell me you're
26:43
this person. I'm really trying to create
26:46
marketing that helps people to realize that they are the avatar
26:50
that I'm ultimately going to be speaking to over the next
26:52
several weeks. Now, I'm not telling them that
26:55
I'm going to speak to them over the next several weeks.
26:57
I'm just using these pieces 1 by 1, all with the same theme to
27:01
help them to self diagnose. And So what this does, again,
27:05
back to the herding of sheep, what this does is it helps
27:08
people who are in your world to realize, OK, I'm consuming her.
27:13
That's me, that's me, that's me, that's me over and over and over
27:17
again because of your marketing being consistent that it allows
27:21
people to say, OK, like this is all speaking to me.
27:23
These are all things I'm doing. These are all things that I am.
27:25
These are all things that I've, I've been having as behaviors
27:28
like I'm listening now you got my attention, OK.
27:31
So we want that because again, we need that in order to be able
27:34
to continue in any aspect when it comes to selling.
27:37
So when we look at, for example, going in as phase two of helping
27:42
people to self diagnose, you're still during this time creating
27:46
energy, right? Like you're still creating
27:49
momentum, creating energy, teasing your audience that
27:52
something is coming, but you're pairing that with the fact that
27:55
you're also helping them to self diagnose.
27:58
Now, here's the thing. This can be done in any type of
28:01
delivery. This can be done in emails.
28:03
This can be done in in, you know, static feed content or
28:05
written captions. It can be done in a podcast.
28:08
It can be done on stories. It can be done in a TikTok and
28:12
you know, YouTube video anywhere.
28:14
It does not matter. We have had clients who have
28:17
used multiple different mediums to be able to achieve it.
28:20
But the main thing that we're focusing on is using whatever
28:23
marketing channels you have to help people to self diagnose.
28:27
So the thing that is kind of the deciding factor of the next step
28:32
is sometimes people will have what's considered to be a pre
28:37
party to the main party, which is the launch, right?
28:40
The main, the doors open as we spoke about.
28:42
So that pre party is a deciding factor.
28:45
And this is where you will see people who will do something
28:48
like a wait list. You will see people who do
28:51
something like a a webinar, a master Class, A giveaway, a free
28:56
event, a challenge, like there's a million and one tactics that
29:01
can be used. But phase 3 is really what we
29:05
consider to be the pre launch stage, which is really where
29:08
people are getting agitated around their goals and agitated
29:12
around their problem. So the reason I mentioned this
29:16
and why we need to consider this in our stage 2 before we even
29:19
get to stage 3 is if you're going to do something in stage 3
29:23
as an event, you have to make sure you're mentioning something
29:26
happening next week, something happening next week in Phase 2
29:30
so that people show up to that event, right?
29:33
So when we're talking in phase three about pre launch or again,
29:37
that agitating phase, that agitating phase where most
29:42
people miss the mark. And again, like I see this all
29:45
the time is people just release offers or just release things,
29:49
but they don't really prime people.
29:51
And so, you know, the questions I've had before around launches
29:54
are like, do I have to do an event?
29:55
Or do I have to do, you know, a pre party, if you will, of a
29:58
wait list or you know, a pre commitment to the big thing
30:01
happening? And the answer is no, there's a
30:04
million and one styles of launches.
30:06
You can do launches only on e-mail.
30:07
You can do launches on social. You could do launches with an
30:10
event without an event. This is why I say a standardized
30:13
launch like this is how you do it without any type of training
30:16
around the understanding of the model is not possible because
30:20
they're all different depending on the offer, depending on the
30:23
person, the audience and all the pieces.
30:25
But what I have found is that events are really super
30:29
leveraged for a couple different reasons.
30:30
So again, when I say events, I mean the wait list, the webinar,
30:34
the master class, any kind of again, pre party before the
30:37
doors open for everybody. This is good if you have a
30:41
sectioned audience. So maybe you have like an e-mail
30:43
list that you find are people that are pretty engaged, pretty
30:48
active and you want to sell to them first before you sell to
30:50
anybody else. That would be a great thing to
30:52
do during the pre launch phase. If you are somebody who finds
30:56
that you have an audience who kind of like understands your
31:00
framework or your approach, but they don't really like know the
31:03
depth of it and you want to make sure that they do because that's
31:06
in the offer you're going to release.
31:08
Great opportunity to do a training or do a webinar.
31:11
If you're somebody who, for example, has a broadcast channel
31:15
on social media or a sub stack or something that is a segmented
31:19
community for yourself, that's a great opportunity to use that
31:22
week to offer them something exclusive.
31:24
We also will, by the way, see this happen because I also help
31:28
people not only to do promotions in the forward facing of their
31:31
business, IE on marketing and social media, but I also see
31:34
people that I help people with generating sales and promotions
31:38
internally inside their business.
31:40
So running an internal promotion.
31:43
So even for yourself, you probably are on an e-mail list
31:47
or you're part of a community or you've signed up or something at
31:50
some point where you're a quote UN quote member.
31:53
And so you get member exclusive things.
31:55
So as you know, obviously this is a very off the top of my head
31:58
just because I just ordered face cream, but I just ordered face
32:01
cream from Sephora. And so Sephora, for example,
32:04
give specific pricing and promotions and exclusive bonuses
32:09
and discounts and opportunities to the people who are signed up
32:11
on their list. So the same thing can apply for
32:14
your audience. If you even have a inner
32:16
community, you have a great opportunity to be able to use
32:20
that week to give them something special before you give
32:22
marketing something else or your social media something else.
32:26
So during the pre launch, what we're really looking to do is to
32:30
have that event again, if you're going to have one, to have that
32:34
event basically be the place where you're getting every
32:37
single person in a segmented community, whether that's over
32:40
e-mail, in a room, downloading a resource, whatever it might be.
32:44
We're getting a segmented community and we're getting that
32:46
person to get a full experience and a problem solved in a very
32:51
small way. That is a taste of what's about
32:53
to come. So the way that I think about
32:55
agitation week or pre launch week is really thinking about
32:58
I'm going to give my audience a little appetizer before we're
33:02
going to main course next week. And so that's the launch week,
33:05
the open doors that you noted. So the pre launch week that
33:08
we're doing is really designed to help to get people to realize
33:13
that they have the problem. Again, at this point, they are
33:15
connected to the problem, but they really need to see during
33:19
this week that they don't know how to do it on their own.
33:21
So when people do events or they do, you know, wait lists with
33:24
e-mail marketing and things like that, when they do these things,
33:27
the intention around it is that we really want during this time
33:31
for people to start to take awareness to how are they trying
33:35
to fix their goal right now? Or, you know, kind of helping
33:38
them to tune in to what their current experience has been and
33:41
what the potential could be if they approached it differently.
33:43
And so the events are a great way to get all of the ideal
33:47
clients that have the problem that you're about to solve with
33:50
this offer. You're going to release and get
33:51
them all in one core place. Again, that can be any different
33:54
type of medium or any different type of community structure that
33:58
you might have. Now content wise or marketing
34:01
wise. When we look at messaging around
34:04
this phase, we're really looking to get people to be agitated to
34:08
be able to realize that they're missing something.
34:12
They're missing something in their approach.
34:14
They might be missing something that they could have toward
34:17
their desire. They're, they're having a
34:19
disconnect in some way, shape or form that is causing them to
34:23
stay where they are and stay in their current experience.
34:27
And so the thing I want to like clearly, clearly communicate.
34:33
Agitation is not and should never be shameful.
34:39
OK. Agitation and it done well is
34:44
meant to be insightful. Agitation done well is is
34:48
supposed to be insight and wisdom.
34:49
I want you, like some wise old grandfather, to give me a
34:55
awareness around what my problem is and make me see things
34:59
differently. That makes me go, hmm, you know,
35:04
I never thought about that. That's what we're looking to do.
35:07
That's what we want to do when it comes to agitation, The way I
35:10
think about agitation and agitating an audience and their
35:14
problem is to say, you know, OK, I'm just going to give you an
35:17
example of a totally different industry.
35:19
So say someone is selling, for example, fitness coaching or
35:23
they're selling health coaching. And they said, hey, you know how
35:27
people told you that you had to eat and finish eating by a
35:30
certain time? And you're like, yeah, like I
35:32
always finish eating by 8:00 PM or 10:00 PM OK, great.
35:35
Well, what if I told you that that didn't matter?
35:38
Because what actually matters is not when you're eating, but what
35:41
you're eating. So the thing that we want to do
35:43
with agitation is to really help people to realize that the
35:47
things that they're doing may not be correct.
35:50
They may have been guided wrong. They may have misinformation.
35:54
And here's something else that you would want to consider.
35:57
And here's why I say that thing. Agitation is not about if you do
36:02
this, you will never be successful, right?
36:05
It's not about blanket statements.
36:06
It's not about shaming people. It's not about making people
36:09
wrong. It's about showing them an
36:11
alternative pathway. And another thing to consider
36:13
that makes them start to go introspective and reflective of
36:17
like, wait a second, do I know how to get out of this problem?
36:20
Or maybe I shouldn't be doing that?
36:22
Or like, maybe I could be eating at any time of the day.
36:27
And what would that look like? And then you start to think
36:29
about all of the different options of what could be.
36:31
Now their mind is open, they're open to solution, They're
36:34
considering different alternatives, they're seeing the
36:37
different pathways to success that might be there.
36:38
And they're starting to second guess what they're doing and is
36:42
it actually effective. And so this obviously is always
36:45
going to be rooted in just showing people another
36:48
alternative and acknowledging some of the things that they
36:50
might be doing right now and how those might not actually be
36:53
beneficial for them. So again, remember phase one is
36:58
teasing and testing. Phase 2 is what we consider pre
37:01
pre launch or the self diagnosis phase.
37:04
Phase 3 is what we consider to be pre launch formally and
37:07
informally. It's really about the agitation
37:10
or the agitating of someone's problem that helps them to
37:13
realize what they're doing right now is not necessarily getting
37:16
them toward their goal. And during the pre launch phase
37:19
is going to be an opportunity that should you want to do a
37:22
wait list, a webinar, a training, a challenge, a
37:25
anything, an event, that's going to be the week that you do it
37:30
because that week and when you host that event or when you have
37:33
that wait list or when you have that opportunity, that's where
37:37
we are going to sell to 1st. So when you have that segmented
37:41
community of the people that are your ideal client, we're going
37:44
to give them first dibs on whatever it is that you're about
37:48
to sell or whatever it is that you're about to promote.
37:50
And so during that, what I like to do or what I'm trying to do
37:55
is to basically get an initial surge of sales, initial surge of
37:59
people into whatever it is you're selling.
38:01
And most importantly, I am using this as a great opportunity for
38:04
data because what it tells me is what caused people to buy.
38:09
So as an example, I had client, again like I do a lot of
38:13
launches and a lot of promotions.
38:14
I had a client, we did a launch and a promo together.
38:17
And we found with her e-mail list that all of the emails that
38:21
were extremely outcomes focused as well as features and benefits
38:24
and they were really in the nitty gritty of like the nuts
38:26
and bolts of her offer. Those did so much better for
38:30
generating sales for her than anything else.
38:32
So what that told me was we really want to be clear on those
38:36
aspects in her marketing because that's obviously what's making
38:39
her audience move. When they get that information,
38:42
that's when they took action every single time.
38:45
So the thing I want to clarify though with this stage is it's
38:49
good for data, it's good for a segmented audience.
38:51
It's good for initial surge of sales.
38:53
It's great to help people to realize that they maybe can't do
38:55
it on their own. It's great in many ways.
38:57
But the thing we want to keep in mind is if people buy from you
39:01
without seeing all the marketing of what the launch is going to
39:04
have, because remember there's still a whole other phase here.
39:07
In that whole phase, if people are buying during this, they are
39:11
considered to be your warmer audience.
39:14
They are people that don't typically need as much
39:17
marketing, as much information, as much from you in order to
39:22
feel comfortable and safe moving forward.
39:24
So the reason I mentioned that is if you're like, OK, like I
39:28
want to see my audience move. This is a great snapshot to see
39:31
of the people who are hot in my audience.
39:33
Do they move? And is this going to create the
39:35
initial surge before you go into the people who need a lot more
39:39
marketing and basically just need more proof from you to feel
39:42
confident to invest? So that leads us to Stage 4,
39:47
which is considered to be your launch week.
39:50
This is known as your solution time.
39:53
So solution time is really a time where we are showcasing and
39:57
again, opening those doors, hey, it's available, get it now, go
40:00
buy it. And you're really, really
40:02
pushing the product, the service, the program that you
40:06
are looking to sell. Now during this time.
40:09
This can last for some businesses anywhere between one
40:12
week to three weeks in length. So again, This is why I say I
40:16
don't believe in standardized launch calendars necessarily
40:18
without having someone to consult when you're building
40:21
this out and building your timelines out.
40:23
During the launch week is probably the most, in my
40:26
opinion, opportunity for refinement because the focus
40:30
during this time is to talk about your solution, to talk
40:33
about your offer, to show proof of other people who've been
40:36
served by your offer. And most importantly, to help
40:39
people to feel understood and heard and acknowledged when it
40:42
comes to questions, concerns and curiosities they might have when
40:46
it comes to investing. So here's the thing, when it
40:51
comes to this week, there's what you probably will have planned
40:54
as your content, which by the way, I highly recommend if you
40:59
can, trying to batch content for a launch because launches are a
41:02
lot of marketing. There are a lot of back-to-back
41:04
marketing. And because of that it can feel
41:07
if you had to make content every single day a teensy bit
41:10
exhausting if you had to do that in addition to promoting.
41:14
So I usually recommend whenever possible, try to pre batch your
41:17
marketing if you can. But during this time, we're
41:20
going to start releasing this marketing to the world and we're
41:22
going to say it's open and come get it.
41:24
Now what happens after that point is just as much planning
41:29
and proactive with the planning as it is reactive.
41:33
And so you can again, focus on your solution, people who've
41:37
been supported by that and, and have had that solution occur.
41:40
And like again, social proof of the people that you've
41:42
supported, you want to obviously actively sell and invite people
41:45
into your world, but then you're also supporting people with the
41:47
curiosities, objections and concerns they may be having when
41:51
it comes to taking that next step and investing.
41:54
So that's what's happening in your marketing.
41:56
But here's what I'm doing behind the scenes when I'm in launches
41:58
during launch week. So like during launch week for
42:01
my clients indirectly is kind of launch week for me because for
42:05
example, like my private clients like we are in Slack everyday in
42:08
their launch being OK, like refine this, change this, swap
42:10
this like it really is. It's about listening to the
42:14
audience. And the thing that we want to
42:16
consider is the launch, which is why the data matters.
42:19
We want our launch and our conversation we have we have
42:21
with our audience to be as targeted as specific as
42:24
possible, but we also want to realize it is a conversation.
42:28
And so because of that, we can't just say whatever we want to say
42:30
and who cares what they say back to us.
42:32
We have to remember that because this is a dialogue between you
42:36
that you want to try, if possible, to really listen to
42:40
them as much as you can and ensure that you're reflecting
42:42
what you're hearing back to them.
42:44
So things that I'm looking for, I'm looking for certain types of
42:48
mediums or media styles that are going to be most impactful.
42:52
So is your audience mainly going to be impacted by copy and
42:55
written form or are they being mainly impacted by video or
42:59
audio form? That's what I'm looking at.
43:01
Second, I'm looking at buyer types.
43:03
I'm looking at what is causing of what you posted.
43:07
What is causing people to reach out?
43:09
What's causing people to inquire?
43:11
What is the thing that's getting people to move?
43:14
We then once we know that information, want to audit the
43:17
rest of it and say, OK with that, how can we adapt the
43:20
remaining of the things that we have going out for marketing to
43:23
really be in the lens of that initial snapshot of information
43:26
we have? Let's try to use that to kind of
43:29
adapt the rest of the things that we had planned to be a
43:31
little bit similar to that now that we have confirmation of it.
43:34
Something that I'm also looking at is I'm looking as well at the
43:38
audience's language. So like when we're talking in
43:41
sales conversations and we're talking in, you know, sales
43:44
opportunities with people, I'm looking at what kind of language
43:47
are they using? Are they maybe using language
43:49
that I don't have currently in my marketing?
43:51
So for example, I'll just, you know, kind of break the 4th
43:53
wall. I most recently had a Black
43:56
Friday launch. It's a big promotion, well,
43:58
promotion technically, but it's a it's a big promotion that we
44:00
have every single year. And during our Black Friday
44:03
launch, one saying that it was really interesting.
44:05
I had multiple consults and multiple conversations in the
44:08
DMS and you know of these women who were joining our world.
44:12
And the one thing that I recognized that they were all
44:14
using the same phrase. They were all saying, I want
44:17
rinse and repeat. I want rinse and repeat sales.
44:19
I want rinse and repeat marketing.
44:20
I want like a rinse and repeat thing for my team.
44:22
I want like a rinse and repeat process for blank.
44:24
And I was like, we need to be placing rinse and repeat in
44:28
every single day's media in some way, shape or form because that
44:32
phrase is something I'm hearing in every freaking conversation
44:36
in different buckets. But I was like, whoa, whoa,
44:38
whoa, hold the phone. We got to put rinse repeat into
44:39
our stuff. Language matters as well.
44:42
I look to listen to people and to see what is the language that
44:47
they're using. And then I put that into my
44:48
marketing. So the other thing that is also
44:50
a huge theme is really listening to the conversations and the
44:54
curiosities and concerns that are coming around, people taking
44:57
the next step of making the move into your service range, your
44:59
program. So for me, for example, I again
45:03
going back to Black Friday, I really also encourage you to
45:08
look at the time sensitivity to it because some people when they
45:11
go like myself, and I'll kind of give you an example here, when
45:14
people go into addressing objections or concerns around
45:17
investments, some people kind of say, oh, you know, it's not the
45:20
right time. I've talked to my spouse and
45:21
they kind of list off all these generic objections.
45:25
Yeah, you can address those, but you also want to address time
45:28
sensitive ones, things that are very relevant to your end
45:30
consumer. So for example, for myself, our
45:33
Black Friday promotion was toward the end of November.
45:35
And so if we're toward the end of November, I want to consider
45:38
there might be people who are taking off December and not
45:42
promoting in their business or not maybe working on their
45:44
business. And by me saying, hey, buy now,
45:48
buy now, buy now, people might be seeing the holidays on the
45:51
horizon and think, Oh, no, I don't want to do this right now,
45:53
maybe in the new year. So it's like, why don't we just
45:55
remove that objection from them and say, hey, if you want to buy
45:58
now, you can start in the new year.
46:00
So we actually added to our promotion.
46:02
And since, you know, Black Friday and the first time we did
46:04
it, it's stuck around every year now, buy now, start later, which
46:08
was the ability for people to lock in the investment, lock in
46:10
the promotion, but not start till the new year.
46:13
And every single woman that we ended up signing was someone who
46:16
was like, amazing. I would love to start in the new
46:18
year. That's perfect.
46:18
And I'm like, OK, because they were all like, I don't know, the
46:20
holidays and the same conversations that I had
46:23
anticipated were going to come up and then I had evidence we're
46:25
coming up. I leaned into.
46:28
So what I do as well during the solution phase is I really am
46:31
leaning into whatever I'm hearing experiencing in the
46:34
data, both in numbers and in like basically quantitative,
46:38
which is the numbers, qualitative, which is the
46:40
conversations and connections. I take all of that and I
46:44
actually put that back into the marketing.
46:46
So it's not like you're making all new stuff.
46:48
Like, yes, maybe do we add like a maybe a one to four pieces
46:52
maybe during this this stage that we never had planned?
46:56
Sure. Like if we feel like we need
46:57
something a little bit more like pull on your heartstrings, we
46:59
didn't have something made, we'll make something.
47:02
But the thing that I'm also really conscious of is that it's
47:05
really about tweaks. Like we'll go back to old
47:07
captions and we'll tweak them. We will tweak the call to
47:09
action, We'll tweak something in our process to really look at,
47:13
you know, what needed to be adjusted to really speak to what
47:16
we were seeing and experiencing. So when we're going to this
47:21
process again, high level again, we've got phase one, teasing and
47:24
testing. Phase 2 is going to be pre pre
47:27
launch, which is considered to be the more self diagnosis
47:30
stage. Phase three is considered to be
47:32
pre launch, which is helping people to see the gap and that
47:35
they don't want to solve it on their own.
47:37
And then phase 4 is what's considered to be your launch
47:39
phase. Now there is technically a phase
47:42
five. Now most people finish at phase
47:46
four. Phase 5 is an alternative that
47:48
sometimes makes sense but not always.
47:51
So there is what's considered to be a post launch.
47:54
So post launch means when the public facing big promotion and
47:58
the surge is done and the doors are closed, you may have a last
48:03
chance for some people that are in the behind the scenes of any
48:06
of your communities, right? So you might again give an
48:09
exclusive offering to your e-mail list to say, like, you
48:11
know, we extend the doors for you guys for 72 hours, but
48:14
everyone else it's closed. Or you might, for example, have
48:17
people that when you start sharing about those who did take
48:20
action, say I'm ready, actually, I do want to do it.
48:23
Is there any chance that I could snag the sale?
48:26
And again, that's up to you, which is why I say it doesn't
48:28
always necessarily have to occur.
48:30
That is obviously up to you as to how you want to navigate
48:32
that. But the thing that I will say
48:34
that I do with a lot of people who do launches is I also when
48:39
people have a lot of traffic in launches.
48:41
So like, let's just say, you know, I had a launch with
48:42
someone recently and they had a webinar and had 400 people
48:47
register for their webinar from organic social media.
48:50
And so for me, I was like, this was a good sample of data for us
48:53
to assess. So once her launch was done, I
48:57
then said to her, if you could, I'm looking for this, this, this
48:59
when it comes to your launch and all the data, I just want you to
49:03
kind of put this in a spreadsheet so I can take a peek
49:05
at it. And what I the reason I do this
49:08
and I think it's important for people is a couple reasons.
49:10
Number one, if your launch goes well, you want to know why it
49:14
went well, You want to know why it worked.
49:16
Like you want to know why people bought.
49:18
And there's actually typically times and evidence in front of
49:21
you where you can actually see here's exactly why what
49:23
happened, happened. So your launch post launch
49:27
assessment allows you to be able to see what actually did work
49:30
and what didn't work and also sees like things that maybe you
49:35
can improve on the next time. The other thing that I also want
49:38
to say is when someone feels like their launch didn't go
49:41
well, the data can verify why they feel that way.
49:45
So for example, if someone feels like they're like, OK, like I'm
49:47
just like, you know, not selling, not selling, like
49:50
people are not buying, you might uncover that you actually
49:53
genuinely didn't have enough eyes or that you may have not
49:56
had enough people who are actually consuming the content.
49:59
Even though you're putting it out.
50:00
Nobody was consuming it, which means no one was impacted by it,
50:02
which is why nobody inquired, right?
50:05
So like afterwards when we look at the data, it's actually
50:07
really empowering because it helps you to realize what worked
50:11
and why it works and also what didn't work and why did it not
50:13
work. Now, the other part that I am
50:16
obsessed with when it comes to launches and which is why I
50:19
actually like the hybrid and I like helping people who have
50:22
launch based businesses is because when you do a launch
50:27
based business, you often times are doing rinse and repeat
50:31
launches. And I actually have several
50:34
clients that have launch based businesses and like they
50:36
genuinely repurpose the same emails, they literally repurpose
50:40
the same content. They change the, you know, the
50:43
visual, they change the video and they relaunch it out.
50:46
If it works, why are we changing it?
50:49
So for me, the exciting part about launches, especially when
50:54
you get in reps like for me, I've done my Black Friday launch
50:56
now four years in a row, five years in a row, four years in a
50:59
row. Anywho, around four or five
51:02
years I've been doing the Black Friday.
51:04
And the thing that I want to say of all the launches that I've
51:06
done is, you know, I've had, I had Black Friday launches that
51:09
had $3,000,000 worth of inquiries in a matter of two
51:14
weeks. Like, and that's from my, in my
51:17
opinion, smaller audience. It was like 10,000 people,
51:20
right? So the reason though that I've
51:22
been able to do that is because I rinse and repeat.
51:26
I take what worked of past launches and what didn't work
51:28
and I refine, refine, refine, refine.
51:31
And the thing that I'm also very aware of is that there's always,
51:35
even when your winds repeating the structure, I always, I'm
51:37
going to have new variables. Why?
51:39
Because the market is different. So I'm going to kind of break
51:42
again the 4th wall and tell you a little bit about our Black
51:45
Friday most recently. So when we did our most recent
51:49
launch, I always sell usually in the DMS.
51:50
So I'm somebody because of again, like I'm the one who does
51:53
my calls. I'm obsessed with getting on
51:55
calls with people. Like I just love connecting with
51:57
humans. So for me, I'm really like, I'm
51:59
selfish. I'm not giving away my calls
52:00
until like the last moment that I have to.
52:02
But when I do calls, I usually do them very sparingly with
52:07
people usually most of the time who are only investing into
52:10
private mentorship is 9 times out of 10, usually the moment
52:13
that I do sales calls. But during Black Friday, what
52:16
was interesting was there was a shift in the market this year.
52:19
I could tell you even before going into Black Friday or
52:22
putting out any of the phases, I knew that after conversations
52:25
with peers, being at masterminds, being at events,
52:28
there was a massive lack of trust in investments.
52:31
People feel like they're making an investment and they don't
52:34
know if they're going to be served.
52:34
They don't know if they can trust, they don't know if
52:36
they're going to get supported. They feel like everything's kind
52:39
of a scam and they're they're scared.
52:40
They're nervous to invest. And that's 1000% fair, by the
52:44
way, which is why this was the first year in all of our Black
52:49
Friday promotions that I actually opened up having the
52:51
ability to take sales calls. And I don't usually do that.
52:54
But the reason that I do that is because I recognized, and it
52:58
wasn't even that we had a lot of calls.
53:00
This was the important thing I wanted to know.
53:02
It wasn't even that we had a lot of calls.
53:04
It was the fact that people had the opportunity and that they
53:07
knew that was an option to talk to me.
53:10
And I literally talked to people in the DMS and I was like, hey,
53:11
like, quick question, you know, we can hop on a quick call
53:13
that's something of interest to you.
53:14
Or if you'd like, we can talk here to even have that as an
53:18
open door. People are like, Oh no, like,
53:19
yeah, we can talk here. That's totally fine.
53:20
But I really appreciate you offering.
53:22
We didn't have as many people take a active choice on using
53:26
it. But what we did realize was the
53:28
ability for people to know that if they wanted to get on the
53:31
phone really started to calm their nerves around the
53:35
investment process. And so we had a lot of people
53:39
who moved in the DMS and even on the calls, the thing that I saw
53:42
with the few calls that I did do was that the people had said,
53:45
listen, like same thing. I made a lot of investments that
53:48
were poor investments that didn't make sense for me.
53:51
And I really felt like just having a quick conversation
53:53
would have allowed me like basically to get to know you and
53:56
like your energy and what you see.
53:57
For me, And I'm like 1000%, the reason that I share this is
54:01
because I am not fixated on what the process looks like.
54:07
I'm open and realizing that there's always going to be core
54:09
fundamentals of what make a launch or promotion work.
54:11
But we also want to consider that there's new variables we're
54:14
facing each time. We might be facing a different
54:17
type of clientele we're speaking to.
54:18
We might be facing that the market has changed.
54:19
We might be facing a different type of investment around our
54:22
offering. Like there might be different
54:24
things you experience in your business and in the landscape of
54:29
doing the launch or promotion that may cause you to add in
54:32
certain things along the way that maybe you originally, again
54:35
in that greater plan, hadn't considered.
54:37
And it doesn't make them right or wrong.
54:39
It just basically means that you're doing and adjusting the
54:42
process and making refinements along the way that helps you to
54:45
achieve that outcome. And I believe that with our
54:49
Black Friday, I think a big piece of, you know, why it was
54:53
as successful as it was, was because there was that depth.
54:56
Like I was making sure that people know, like I will get
55:00
into the nitty gritty with you if that's what makes you feel
55:01
good to make, you know, a $60,000 investment.
55:04
Like let's do it. Like, that's what I wanted
55:06
people to feel when they were talking to me.
55:09
And so I was like, how can I add other ways for them to feel even
55:11
more safe and even more connected and even more depth
55:15
than they do right now? Because I know that that was
55:17
missing for the last 6 to 12 months in the online space in
55:20
general. And so all of this to say, we
55:25
just covered all the phases of launches.
55:27
And I want to say that listen as any as any overall strategy that
55:30
I talk about on ambitious and you know, anything that I've
55:33
taught to you, I always tell you as a disclaimer, this is a high
55:36
level, OK? This is something that I usually
55:39
teach in depth. As I said, I said a couple times
55:41
today, I usually customize this, I refine this, I optimize this
55:44
per person, per brand and all of the pieces.
55:47
And so one of the things that I really want to encourage is that
55:52
you just decide what's your relationship with promoting and
55:56
what's your relationship with launching?
55:57
And are you going to come back to this and decide like, I'm
56:02
going to give it another go? Maybe you want to do them once a
56:04
year, maybe you want to do them twice, you know, 4 * a year,
56:06
whatever it might be. But looking at like, have you
56:10
given launching and promoting a fair shot?
56:14
And what I mean by that is, you know, did you plan effectively?
56:17
Did you know all these stages? Were you consistent, radically
56:21
consistent during the times in which you were launching?
56:23
You know, did you really understand how to understand the
56:26
data? Did you really test your
56:27
audience and get an understanding if they were the
56:29
right person for the offer and if they wanted it in the first
56:31
place? Did we hit all the things?
56:35
Because often times people are like, you know, it didn't sell,
56:37
it doesn't work. I don't like launching.
56:38
And they kind of have these blanket statements.
56:41
And I honestly transparently used to say the exact same
56:42
thing. I was like, I do not like
56:44
launching. I am not, I'm not a launch girl.
56:47
And I realized that I also think I wasn't doing it in the way
56:51
that I needed to be doing it. Like there was certain for me,
56:54
like I'm not a writer. I don't like to write.
56:56
So when I was on my own and I didn't have a team, like writing
56:59
emails were not for me. Like that was not my, not my
57:03
lane, not my approach because like that would have made the
57:06
launch not enjoyable for me. Whereas when I get to lean into
57:09
video and I get to lean into like interacting and going live
57:12
and like getting in there with people, that excites me.
57:15
So I really think it's a matter of making sure as well that like
57:19
you try to, to look at an assessor relationship with
57:22
launching and if you've had a bad launch, I've been there,
57:26
I've been there. And I also want to say give it
57:28
another go. Just because it didn't work one
57:31
time or you didn't get the outcome that you wanted does not
57:33
mean it will not work again. I have had launches where I had
57:36
no one in my DMS. And as I said, I have also had
57:39
launches where I've had $3,000,000 worth of
57:42
opportunities sitting in my DMS and on my calendar.
57:45
And that's all within the same business.
57:47
And that is because I developed the skill set around launching
57:50
and most importantly, I developed the mindset of seeing
57:55
it through until it's done. The other thing that I see way,
57:59
way too often and you know who you are, is you launch something
58:02
and it doesn't go the way you want in the 1st 5 seconds.
58:04
And so you literally sneak out the back door and you call it
58:07
quits and you shut it down. Launching is a full experience
58:11
and promoting is a full experience.
58:12
It's a full campaign of marketing.
58:16
And so you have to see the campaign through.
58:18
You can't let a little bit of a blip or a little bit of a
58:21
curiosity of OOP. I don't know if that went the
58:22
way that I wanted to go to be the reason that you just, you
58:25
know, halt and stop everything that you're doing.
58:27
And so I think it's really important that when we're going
58:30
into launching, we're going into promoting that we see it for the
58:33
the whole process that we're going to be doing and not just
58:36
for the little piece that, you know, might have, you know, not
58:39
gone the way we want or again, scared us in some way of like I
58:42
put that post, it didn't do well, never mind, I'm not going
58:45
to launch this offer if you do so you're not seeing the plan
58:49
through to its entirety. And so I really do recommend try
58:52
to see it through, try to push through to the very end, because
58:55
that's where all the information you're looking for is going to
58:57
be, whether you get it from this launch or do you use it for your
58:59
next one. So all about to say my friends,
59:03
thank you so, so much for listening as always.
59:05
I always love to hear your feedback on, you know, maybe
59:07
some insights you got around launching things you didn't know
59:09
before. I love connecting with you guys
59:11
in the DMS. It's been an absolute blast to
59:13
hear topic suggestions you've been sending me.
59:15
Whoo couple of you guys had sent me some really, really good
59:19
topic suggestions and when I tell you we have some really
59:23
amazing guests that are on the docket coming on because the
59:28
ideas that you bring to the table of like you would really
59:30
support me this. And I was like, Yup.
59:33
So went and found some absolutely incredible experts
59:36
and have pulled in some of my peers to say, hey, let's get
59:39
into this topic. And so I just am so, so excited
59:41
to be able to unpack that all for you guys.
59:43
So all of that to be said, thank you so, so much for listening.
59:46
We will see you next week and as always, stay ambitious.