You know that friend who can’t stop talking about themself? One way or another, every conversation topic gets looped back to them- whether or not they really have anything of value to contribute.
You: “I’m so excited to go on vacation, I’ve been really exhausted lately so this trip is coming at the perfect time!”
Them: “Well if we’re talking about exhausted, you don’t even want to know how tired I’ve been this month. I’m working so hard and I only sleep about 4 hours a night.”
You: “… Oh wow, sorry about that”
You promptly exit that convo because why would you want to hang out without someone who won’t stop smothering you with “me me me” conversations.
This is exactly what most people fear will happen when they go heavy on launches.
Will my audience find me annoying and tune it all out?
What if they think I’m only focused on making a quick sale?
We get it, it feels icky to over-promote- especially if you’re hitting your audience from every available channel to do so. But what if we told you there was a way to sell multiple offers in volume without experiencing the over-promotion ick?
Enter: The Strategic Balance of Your Funnel + Live Launches
It’s time to get strategic and use upsells, down sells, resells, and cross-sells to get that warm pool of subscribers who are qualified but did not purchase during your public-facing launch.
I prefer to create program suites rooted in “lifetime value” rather than just a one-and-done purchase.
This means that your ideal client will come to you at the beginning of their journey, purchase your entry-level offer, graduate to the next offer that is designed to solve a specialty need, and then continue on this path until they are able to reach your main anchor offer.
So as we structure our launch and funnel process, it’s important that we frame it all through the lens of creating lifetime value:
Once I solve [this problem], what will my student/client be asking?
What can I provide to solve this new need once they get there?
The Melding of a Successful Funnel with Front Facing Launches
Today we’re going to take a closer look at a longtime client and friend, Sarah Airey.
Sarah is a Marketing Expert for product-based businesses.
She was originally selling her 6 week 1:1 coaching packages and absolutely crushing it. She then grew to capacity and needed to find a way to turn her knowledge into a 1-to-many format.
We mapped out her first course: Your On Brand Instagram. This launched and the results were excellent.
From here the next need became clear, and Sarah created another course: Caption School
Now with two specialty-focused courses, we mapped out her big-picture profit using a strategic front-end / back-end sales plan. This looked like:
But Sarah didn’t stop there, she actually added a third program- Master Your Reels- to the mix, and used her Funnel & Launch strategy to ensure everything was getting sold the right way at the right time (to the right people)!
Behind the Scenes of Sarah’s Plan:
Sarah is the prime example of how one can be successful in planning rotating launches. Plus, she’s introduced exciting new digital products for her audience that weave into the plan below:
March 2021 – Your On Brand Instagram Launch
June 2021 – Caption School Launch
August 2021 – Master Your Reels Launch
December 2021 – Master Your Reels Launch
February 2022 – Your On Brand Instagram Launch
April 2022 – Caption School Launch
Coming Up in June 2022 – Master Your Reels Launch
Through Sarah’s schedule of launching a course every 2 to 3 months, she introduced new products [in both template and video mini-course form] that worked in alignment with her main offers that were on part of her live launch + funnel plan.
These Digital Products Included:
These products were utilized in her launch system in a myriad of ways, including:
• As fast action bonuses [i.e buy in the next 48 hours and receive this additional product]
• For upsells at checkout via Kajabi’s easy “order bump” click to add button so buyers can easily add the digital product to the cart that holds their launch offer
• As a downsell for those who don’t convert during a live launch. Those who didn’t purchase a course during launch receive an email post-cart-close with a special offer to purchase a digital product.
• To be upsold to those who DID convert while in the funnel. These students receive an email after cart close with an opportunity to add a digital product to their stack of Sarah’s offers.
Putting it All Together: A Masterful System
Sarah infused her digital products seamlessly with her Live Launch + Funnel plan. She ensured they were being used to their fullest potential by offering them in ways that were aligned with the current point in the system.
Front-End Launch: Your On Brand Instagram [for 7 days only + checkout upsell to The Vault mini course]
Funnel Action: Take the front-end launch YOBI students and upsell the 30 Reel Ideas to them
Funnel Action: Upsell Your On Brand Instagram to those who signed up for her free workshop but did not convert in the end
Front-End Launch: Caption School launches after going through a full renovation [for 7 days only + upsell to The Vault]
Funnel Action: Upsold Caption School students to the Master Your Reels digital offer mini-course
Funnel Action: Downsold the 30 Reel Ideas digital product to those who signed up to the free workshop but did not convert
With her three courses and digital products being sold via this Funnel & Launch system, Sarah has actually been able to pull back from coaching- which also gives her time to also work on a physical product line!
The proof is in the impact that Sarah has generated with just 3 specialty courses selling via this system. She recognizes the power of zeroing in on a specific problem that your ideal client experiences, and has seen the success of leaning into that one focus [all while rooting your offers in lifetime value, of coures]!
Want to see results like this for yourself within your Front-End / Back-End Launch & Funnel System? Join me LIVE for the Free Workshop Series: From Cold Leads to Lifetime Clients, happening daily June 1 – 8 @ 10am PST. You will get everything you need to promote and sell your highly obsessable offer and see clients return again and again for even more!
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