We just wrapped up the official launch of the Sophisticated CEO Suite™, the container program that holds all six Bungalow courses plus a dedicated support group for members. This was big for us- really big. It was the culmination of all of the work that we have put into our signature programs, plus months dedicated to refining and upgrading each of them so that they could be even more supportive and implementable than ever.
But what’s a launch without a few lessons?
This time around, we decided to test some alternative tactics- after all, we like to test everything on ourselves so you don’t have to. 🤓
So here are some things we loved and some things we likely wouldn’t do again during a launch…
Texting with Potential Buyers
The secret to a solid experience for potential purchasers lies in meeting your buyer where they are and mirroring their preferred communication style. We understand that our potential buyers are booked and busy, and spending the day on Instagram to chat in the DMs may not be their idea of a good buying experience. So, we deployed a texting option for this launch to give our community a direct line to me [Shannon!] For Sophisticated CEO Suite questions and conversations.
With our text chats, we were able to have deeper conversations about the Sophisticated CEO Suite and how the different curriculums can work in specific business scenarios. It was great fun having the community in my pocket for the week, and served as one of our additional points of client excellence.
To note, if you utilize a “Text Me” option during your next launch and publicly advertise it as we did on Instagram and via email, please be considerate of your own privacy and security. We always recommend using a second phone number that is not connected to any of your online/social media accounts in order to better protect your business from potential hacks and phone number leaks.
Hosting a Workshop During Open Cart
Let’s just spill it all right here- we did not like and do not recommend hosting your conversion event during launch week. We tried it this time, and we probably won’t be trying it again.
Our typical cadence, as students will see in Live Launch Academy, goes:
Pre Launch: Conversion event to warm new leads and and pre-sell to audience the week prior to launch week
Launch Week: Dedicated to actively selling existing warm leads, sans distraction or cross promotion of ongoing events
We have seen this idea floating around, and wanted to give it a real-world trial before ever recommending it. Our plan was to open cart and begin our 8 day workshop series all at once, creating one mega-sales week with the opportunity for our potential buyers to stay completely connected during launch week.
However, what ended up happening was a missed opportunity on that golden pre-launch week when we’d typically host a conversion event/workshop and ready our audience for open cart itself. We found that combining the two created too much clutter in the selling process, with perfect-fit clients wondering if they should wait “one more day to purchase” until they’ve consumed the next workshop lesson or giving new audience members who participated in the workshop too big of a gap to be warmed to the point of purchase before cart close.
As always, you are the best judge of what is right for your business and your launches- there is no one size fits all option. However, hosting your conversion event during open cart week is one tactic that we would not recommend using during your own live launch.
Our Readiness to Switch Up the Messaging Mid-Launch
Sometimes the best laid plans just have to be tweaked, and that’s okay! As CEOs, we have to be ready for changing winds in every season of business- especially launch season. We went into the promotion and launch week of the Sophisticated CEO Suite with a great amount of messaging around the 25% off discount automatically applied to initial purchasers of the entire Suite.
But we ran into a problem…
The emphasis we originally placed on the discount led to confusion on the receiving end- resulting in some of our warmest leads coming to us with questions about what that discount meant for them, how to apply the discount, etc. It was the perfect storm of overloaded communications paired with the total newness of a container program [vs a solo course] that would inevitably lead to questions.
When we sensed a hint of information-overwhelm in our audience, we regrouped and decided to create a mid-launch “clarity campaign” through our planned promotions. This meant a refinement of talking points, updated email and website copy, and a pivot in social posts so that the message was even clearer to potential buyers. We switched to a focus on the free 6 months of support in the Suite Support community that was included for initial purchasers, which ended up being a much easier bonus concept to convey across our promotions.
The key is that we were at the ready to make changes mid-launch if our audience showed us it was needed, because the real-time feedback received during open cart is simply too valuable to ignore.
But this isn’t where it ends, the Sophisticated CEO Suite™ is now our signature offer in the new era of The Social Bungalow®. This is the best way to access all of our curriculums + custom support from myself and the entire team.
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