It’s Sunday, you’re at your fave brunch spot. You come here twice a month, and always start with the parfait.
You have this parfait down to a science – balancing the berry to yogurt ratio like a pro, and you know it requires an extra side of granola to be perfection *kisses hand like French chef*
When you initially order you say,
“Can I please have the parfait with an extra side of granola?”
Parfait comes, no extra granola. You ask,
“Is the side of granola on its way?”
Several minutes pass, your waiter is hustling around the restaurant, no granola in hand.
You flag him over,
“Hey sorry, I’m just waiting to eat the parfait until the extra granola comes… I’m particular *awkward chuckle at your own self-derogatory joke to lighten mood*”
…and I kid you not, 5 minutes later the waiter comes by to fill up your waters WITHOUT THE GRANOLA.
This is one of those especially awkward life moments when you feel, what I like to call, the…
Cring-Worthy-Cocktail: (n) To be both annoyed, and annoying, in a social situation.
(Now let’s bring this back to launching.)
That’s what happens when we’re using our marketing channels to constantly “promote, promote, promote” offers to our audiences.
So, how do we sell multiple offers in volume, without feeling cringy in the process?
If you’re familiar with my frameworks, you know I like to create program suites rooted in “lifetime value”.
Meaning your ideal client comes to you at the beginning of their journey, purchases your entry level offer, graduates to the next offer which solves a specialty need, and continues on this path until they reach your anchor offer.
When structuring our quarter promo calendars we do this by looking through the lens of 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?
How to get started:
Let me show you an example of my client Sarah Airey.
Sarah is a Marketing Expert for product based businesses.
Sarah was selling her 6 week 1:1 coaching packages (& crushing it!) She was at total 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 A Launched, and did excellent.
From here the next need became clear, and Sarah created another course: Caption School
Now with two specialty focused courses, how did we map out her big-picture profit?
FULL OVERVIEW OF SARAH’S A/B LAUNCH PLAN:
How’d she do? At the time of this blog, she’s finishing up Caption School’s launch week. I’ll update the article with final numbers. As of now:
So, while you’re planning your A/B Launches for this quarter… What will you sell these individuals next? & what’s your contingency plan for leads that don’t convert?
P.s. Sarah has sold well over 100 courses, with just 4k followers. You don’t need a huge audience to see a cash infusion from your passive income offers.
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