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Let’s imagine, for a moment, that you’re treating yourself to a shamelessly indulgent shopping excurision. You wake up early, put on those shoes that slip off easily in the dressing room, and pick up the biggest matcha that money can buy to fuel a full day of shopping.

You are feeling gooood. You earned this shopping spree, and something snazzy is definitely coming home with you- maybe you’ll even take a look at that handbag that all of the Instagram it girls are toting this season [it’s a little pricey, but why not look]!

Once you’ve parked and taken in the overwhelming scent of cinnamon rolls, you decide to stop buy the crowning jewel of the mall- that big, fancy department store that has mini-designer shops inside and sales people who handle the merchindise with extra care.

You stroll toward that end of the mall when BAM. You’re hit with the happest sight, a bright yellow sign that reads “New Styles for Spring, Take 10% Off In-Store.”

So now you’re officially getting to work, especially since this means they likely have that gorgeous bag that everyone on Instagram has been raving about- and you simply MUST see it in person.

You meander about the store, taking a look at the pretty new accessories for spring, try on a bag with hardware the makes a luxe little “click” sound when you close it, and take some trendy new shoes for a test drive. You end up buying a cute wallet that holds more and can better fit in your work bag- no complaints here!

It’s all fun, but where’s that handbag you really wanted?

Unbenowndst to you and the shoppers meandering around you, that instagrammable bag you’ve been dreaming of is already sold and patiently waiting upstairs in a private shopping room with a client who was discreetly welcomed into the store to drop a whole lotta money…

That’s right, they’re selling the bag to people behind the scenes without ever having to put it on the shelf!

Why is this happening [and why do you feel like you’ve been “Pretty Woman’d” right now]? The department store knows that while qualified clients may stroll in as they shop through the rest of the mall, they can all but guarantee that they’ll make the sale when they hand select their most qualified clients to purchase in a behind the scenes fashion.

Not only did they get you inside with that big yellow sign and announcement of a sale, they also got their existing qualified lead to convert by quietly selling to them behind the scenes. You purchased a wallet that starts off your product journey, and the customer who was already primed to buy that higher level product did so with ease.

Now, lets take that same frame of mind and apply it to your business.

Meet Your A/B Launch System

• A Launches: Public facing, splashy
• B Launches: Quietly sold behind the scenes to the already qualified leads

The focus here is on creating a program suite that is rooted in “lifetime value”.

This means your ideal client will come to you at the very start of their journey, purchase an entry level offer, then graduate to the next level of your offer suite that might solve a more specialized need, they’ll continue to ascend through the levels of your different offers, finally reaching your anchor offer when they’re truly ready.

As you structure a quarterly promotions calendar, view it through the lens of lifetime value:

Once I solve [current problem], what will my student be asking next?
What can I provide to already solve the next qeustion once my student gets there?

Get Started:

• Lay out the next year [in months, ex: J(une), A(ugust)]
• Separate your months into groups by quarter
• Insert 1 A Launch per group
• Insert 1-2 B Launches per group

Want to see it in action? Check out how it works for a longtime frined and Bungalow 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:

Quarter 1

• A Launch 1:1 coaching (sold out!)

Quarter 2

• A Launch YOBI (7 days available, waitlist everyone after cart closes)
• B Launch upsell qualified YOBI students to 1:1 intensive

Quarter 2-3

• A Launch Caption School with an upsell to YOBI at checkout
• B Launch YOBI (at a later date) to those that didn’t take her up on it at checkout + those on the waitlist from Q2’s A Launch

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.