7 Lessons I’ve Learned While Live Launching an Online Offer
These are some of my favorite takeaways from my years of launching both publicly and privately, so save this list to keep on hand for your upcoming 2023 launching…
1. Find Your Highest “Attention” Day to Open Cart
No, it’s not one particular day of the week, but rather the day that you decide is best based on a few factors:
• Map out your ICA’s likely schedule given your insights on their lifestyle
• Fine-tune what their energy levels are through the week
• Then overlap that with your desired launch period to select a specific open cart date
For example, Your ICA is a salon owner or master-level hair stylist, and you want to determine which day is best to open cart on your Beauty Business Growth Course.
You know your ideal client is likely in work mode through the weekend, taking Monday/Tuesday as their weekend. Friday/Saturday/Sunday is likely hectic for them, so you settle on opening cart on Wednesday to catch them when they’re fresh off a day off but not yet overwhelmed on their peak business days.
2. Increase Your Sales by Unlocking Flexible Payment Plan Options
While you may have a pay in full plan + a 3 or 6 month payment plan publicly available during your launch, I’ve learned that it’s always helpful to have predetermined parameters set for additional payment options so that you know how you’ll want to handle it should a request come up.
This may look like having the math done for a deposit + 5 month payment plan, a 9 month payment plan, or something even more custom.
The thing to understand here is that you don’t have to offer these payment plans at all, but rather you’re creating a financial boundary ahead of time that helps you know what you are and are not able to accommodate comfortably.
3. Have a Fast Action Bonus Up Your Sleeve
Yes, even if you don’t plan on using it, it’s always better to go into a launch with a solid plan for a fast action bonus, should you need it.
Fast action bonuses are a great way to activate the fence-sitters in your audience while adding an element of liveliness to your launch.
Snag these quick Fast Action Bonus ideas:
• DFY templates, scripts, graphics, or bonus worksheets
• Bonus live event (group call, masterclass, guided session, co-working, “watch me design LIVE”)
• Access to book a 20 min next-step-prep-sesh to ensure purchasers jump into the offer the right way
• Access to an exclusive community or chat
• Early access to the drops within the program (for dripped-out offers)
• Content/writing prompts (all at once or as a dripped out subscription)
• Discount for a 1:1 session or added service
• Virtual audit of their work
4. Problem Solve Ahead of Time (to save you time!)
Even with all of the high-level planning we do for launches, it’s inevitable that someone will get confused, feel unsure, or even have a laundry list of questions that a quick sales page scroll could answer.
Because the time of prospective purchasers is so valuable, though, I’ve learned to do everything I can to cut trip ups off at the pass!
Here are some things to try that will help customers battle through concern and convert faster:
• Create custom highlights for launch FAQs, turn those slides into a Reel, and repost a few times to give your audience as many opportunities to gain clarity around your offer as possible
• Have an auto-response DM that links them to an FAQ section on your sales page so even during off hours you’re helping them make decisions
• Ask them to send a voice memo if they’re comfortable – this will give you the true “heart of the matter” on their confusion
^ For example, a text DM might say, “Will it work for me if I don’t have [insert element i.e. a ton of time, a supportive partner, a team, etc.]?”
Whereas a voice memo will expand beyond that question with, “…because in the past I’ve experienced [specific issue] and I want to know if this will help me overcome that roadblock…? I’m really interested! I just want to make sure I’m not going to be in my own way.”
This gives you SO much more perspective to respond. You may already know that this is a common problem for your clients, and in turn, created a module or part of your process to overcome it. Now you can show them how “Section 2” is built exactly for this need.
5. Drive Conversions With Audience Activators
Everyone’s buyer pool is different, so during your next launch try finding the thing that your audience can latch on to as a marker of fun and celebration around your offer.
In my prior launches I’ve created a sticky wall of names of purchasers, but have designed it in a fun shape and recorded it every day of open cart so that our buyers could feel that connection.
Your audience might get excited by a pack of GIFs that note “The Offer’s Name” + “I’m In!” so they can share to stories, OR maybe they’ll be excited by receiving a custom DM with your specific affirmations toward them upon purchase- the list goes on.
There are infinite ways to activate your audience with fun and a bit of kitsch, so test out some new options during your next launch to see what resonates with both you and them!
6. Give Your Launch a “Reason” or “Season” to Anchor the Timeliness
Your offer is probably packed with more value than you’ve ever seen anybody offer- but an element that often get’s lost on people is the intangible specialness of what their offer brings to the table.
This is something that is so beneficial to potential buyers, because it acts as a differentiator beyond the hard features of what you’re selling. What makes this launch special?
Is it coming out from the vault because you’re celebrating your 5 year biz-anniversary?
Maybe you’re accommodating clients with top tier customer service and want to play up the true luxury of what you offer.
Alternatively, you could be the casual-AF entrepreneur who tells it like it is and has a lovable level of sass woven into the offer.
This “specialness” could be anything that really segments or offer or YOU as a one of a kind choice for potential clients.
Think back to your unique value proposition to start, and then select the elements that you proudly want to showcase through the ramp up and launch of your offer.
7. Treat Launch Week Like Your Wedding
Anybody who’s planned a wedding will tell you that the day flies by so you need to be as present as possible to savor each moment.
Much like a wedding, you should be able to fully live in the excitement of your open cart by doing as much up front as possible before you open the cart / open enrollments.
This means executing a well planned ramp up period where you’re actively building trust and quietly selling the idea of your offer so that when the “big day” (aka open cart) arrives, you’re not having to do extra work to get them to the point of conversion.
With this mentality you’ll be free to be the fun, excited hype woman of your launch who’s showing everyone how great it is inside.
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