Let's dig into launching. First, because we just finished what a call a "launch season" in our house (I'll explain) but second because I always get questions about how do you do what you do and keep coming up with new things?
Two Guidelines To Follow When Launching
There are two guidelines I follow when launching, which basically means a push toward one program.
#1) The first guideline is to build a life-priorities-based business - i.e. we are in this for the long haul. Look at your personal calendar first. Period. End of story. You have to do this or your business will forever run your life and take over your schedule. 50% of businesses burn out by year two. So why not actually enjoy the process of building your business and launching? If you do it correctly you can enjoy the process and scale at the same time!
#2) The 2nd guide is, launching is a long-term strategy and takes time. As a CEO of your business, think of selling as serving and do it every day. Every single week, what are you sharing? What are you teaching? Who are you having a conversation with? The ultimate end goal is to have multiple strategies in place to be able to sell when you are not launching.
- Example 1: hand out a freebie on the weeks you are not formally launching that leads to a nurture then evergreen sales sequence. Which basically means the systems do the work for you. It takes a minute to set these up, but can ultimately lead to passive income (which is when you make money without launching).
- Example 2: Continue to push out educational content through blogs, podcasts, etc. so when you are ready to sell, your audience already trusts you. Which leads to our launch process behind the scenes.
Our ultimate goal as a business is to have passive income streams coming in at all times through what I call my anti-social client attraction strategy
. I speak on a podcast, that leads to a free download or private podcast which leads to one of our programs with a behind-the-scenes incentive or discount that the public never sees. Right now we have 5 funnels running and doing this for us. Maybe I need to do a second blog on funnels, BUT this took a second to set up, so don't rush out and set up 5 at once.
Think about ONE thing you can create that you can talk about and point people to.
Then add in a nurture email sequence, teaching and education, and then a sales sequence, offering to help more. So long story short, about 30% of our revenue right now comes outside of launching.
That means 70% comes from getting out there and actually talking about a product or service. I break down launching into 4 steps.
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Four Steps to Launching
4) Post Launch
And before I go into the details of each, the planning and pre-launch are the bread and butter. A good plan and pre-launch phase can carry you through the launch phase easy peasy.
What are you launching? Who are you launching it to (be REALLY specific) and WHY are you launching it right now? Answer this. Why is RIGHT now the best time to buy from you?
My #1 piece of advice is to actually plan the marketing of your product or service first BEFORE you create it. We already answered who it is for and why right now is the right time to buy but during the pre-launch phase which is typically 2-3 weeks before your amazing product or service goes on sale, you want to get your audience ready to purchase. How? Answer these questions publically. On social, in email, wherever you share your voice.
1) Why do they need what you are offering? Be direct.
2) What makes you credible to teach it or offer it?
3) What is the process that will happen by using or learning what you are offering?
4) How do they know it is for them?
You basically are answering all your potential clients' objections before you even start selling and making them realize they NEED this product or service.
It's here. Time to hype it up. But also, let's continue answering questions. Remember, let the content do the selling for you.
1) Paint the picture of what happens when they use your product or service. Where will they be 3 months from now? Or 6 months from now? A year?
2) Answer objections. And guess what. It is almost always, I don't have time or I don't want to invest. Tell them why they should.
3) Use data and testimonials. Give them proof.
Because you did so much work in the pre-launch, the launch is really the icing on the cake.
And finally, post-launch.
Don't give up.
Post-launch is a great time to celebrate those that joined you, but also serve the ones that didn't. Because they might be next! If you have something free or helpful to share, share that, or it's a great time to introduce a low-cost item that might serve those that weren't ready to purchase better.
The bottom line, launching is a part of running a business, but if you can make it fun (i.e. fit around your schedule) with a bit of strategy (that pre-launch phase is key), you will become an expert in no time!
If you are interested in having a second set of eyes on launching, check out our store - www.hollymariehaynes.com/courses
and you can now download our simple, scaleable launches masterclass. I also have a blog post also breaks down my 3-step process
in the "actual launch" phase a bit more.
Don't let the word launch stress you out. I am telling you there is a better way!
Looking for more on this topic and your High-Level Action items? Check out the Strategy Lab in the Crush the Rush Club!