1 00:00:00,120 --> 00:00:04,240 Yeah, somebody might want to know how many lessons and modules and live calls 2 00:00:04,320 --> 00:00:07,440 are in your program or your course, but that's not what's going to make 3 00:00:07,480 --> 00:00:11,599 somebody get off the fence and decide whether to buy or not. What they 4 00:00:11,679 --> 00:00:15,080 really want to know is will this work for me? Is it possible for 5 00:00:15,119 --> 00:00:19,839 somebody like me in my situation to get this result, to have this desired 6 00:00:19,920 --> 00:00:25,239 outcome? How is this any different from every other solution that I've already tried 7 00:00:25,280 --> 00:00:30,640 and already failed at. Welcome to Imperfect Action. I'm Steph Taylor. For 8 00:00:30,800 --> 00:00:34,039 years, I read all the books, downloaded all the freebees, and did 9 00:00:34,119 --> 00:00:38,840 all the courses, but it wasn't until I started taking imperfect action that my 10 00:00:38,920 --> 00:00:44,840 business had its first million dollar year. Imperfect action is about doing things before 11 00:00:45,079 --> 00:00:50,960 you're ready, prioritizing consistent action over perfect action, and moving forward even when 12 00:00:50,960 --> 00:00:54,920 you're not sure you're doing it right. On this show, you can expect 13 00:00:54,960 --> 00:00:59,799 mindset advice, actionable marketing tips and strategies to build a business that brings you 14 00:00:59,840 --> 00:01:04,560 more profit, more freedom, and even more joy. Are you on the 15 00:01:04,599 --> 00:01:08,000 list to get my daily businesses? Every day, I'll send you a bite 16 00:01:08,000 --> 00:01:12,159 sized prompt designed to help you grow your business in a more intentional way. 17 00:01:12,359 --> 00:01:17,079 Sign up at step taylor dot com, forward slash DBB, or at the 18 00:01:17,120 --> 00:01:23,439 link in the show notes. Hey, welcome back to Imperfect Action. This 19 00:01:23,560 --> 00:01:27,680 is episode six hundred and seventy two. Today we are talking launch tweaks, 20 00:01:27,680 --> 00:01:34,000 the little tweaks you can make in your next launch to have a big impact 21 00:01:34,159 --> 00:01:38,239 on the sales that you make. Now, the smallest tweaks often make the 22 00:01:38,280 --> 00:01:44,439 biggest difference when it comes to selling your online courses, memberships, group programs. 23 00:01:44,959 --> 00:01:49,519 And you can follow the best launch plans, you can emulate what you 24 00:01:49,560 --> 00:01:52,840 see all of the big names doing in their launches, but until you get 25 00:01:52,840 --> 00:01:57,920 that underlying strategy right, you're not going to see those results in your launch. 26 00:01:57,000 --> 00:02:02,760 So today I'm sharing seven things that might not sound super sexy, super 27 00:02:02,799 --> 00:02:08,120 shiny, but they will make a really big, measurable difference to your launch. 28 00:02:08,199 --> 00:02:14,400 So launch tweak Number one, do your audience research. The biggest thing 29 00:02:14,479 --> 00:02:17,960 that will impact your launch results is how well you understand your audience. And 30 00:02:19,000 --> 00:02:22,400 you might think that you understand them really, really well, especially if you've 31 00:02:22,400 --> 00:02:27,479 been working with them for years, But you can't skip the step and sure, 32 00:02:27,599 --> 00:02:30,280 you can send out a survey. You can get those surface level insights. 33 00:02:30,360 --> 00:02:36,319 Those are pretty useful, but what really makes a big difference is diving 34 00:02:36,400 --> 00:02:39,599 below the surface. And the best way to do this is on some kind 35 00:02:39,599 --> 00:02:44,759 of call zoom call, phone call somewhere where you can ask those follow up 36 00:02:44,879 --> 00:02:47,599 questions. You know, when they tell you that they are feeling overwhelmed, 37 00:02:49,000 --> 00:02:52,960 Now you can ask them, well, what specifically is overwhelming you? And 38 00:02:53,000 --> 00:02:58,280 then you can understand what's really going on for them, and your launch content 39 00:02:58,439 --> 00:03:00,960 can speak to what's really going on in their minds and in their lives. 40 00:03:01,520 --> 00:03:06,280 And the result of this is that when you write that launch content and that 41 00:03:06,400 --> 00:03:09,639 sales copy your ideal client who is reading it, they're going to think, 42 00:03:09,879 --> 00:03:14,840 oh, wow, they really get me. This is right for me, 43 00:03:14,960 --> 00:03:19,800 this is the right offer for me. Okay. The second launch tweak is 44 00:03:19,840 --> 00:03:24,199 to understand the magician's gap for your ideal client. Once you have done your 45 00:03:24,240 --> 00:03:29,759 audience research, you might start to see that there's a big knowledge gap between 46 00:03:29,800 --> 00:03:32,479 where your ideal client is right now and where they need to be to be 47 00:03:32,560 --> 00:03:36,879 ready to buy from you. And until you bridge that gap, it's going 48 00:03:36,919 --> 00:03:39,000 to be a lot harder for you to sell to them. And this exists 49 00:03:39,000 --> 00:03:44,479 with literally any offer. It's not just with courses and group programs and memberships 50 00:03:44,560 --> 00:03:47,919 or anything that you're live launching. It exists with literally anything you are selling. 51 00:03:49,520 --> 00:03:53,960 The only difference is that live launching is this journey where you are helping 52 00:03:53,000 --> 00:03:59,199 your audience to bridge that gap in real time with you. Basically, the 53 00:03:59,360 --> 00:04:02,280 entire purpose of your launch is to bridge this gap and to help your audience 54 00:04:02,319 --> 00:04:05,400 to make a decision about whether your offer is the right one for them or 55 00:04:05,439 --> 00:04:10,439 not. That's all it really is. So once you've uncovered the magician's gap, 56 00:04:10,919 --> 00:04:15,319 now you can create content that bridges the gap. You can create a 57 00:04:15,680 --> 00:04:19,079 launch specific lead magnet that bridges it, you can create a webinar that bridges 58 00:04:19,120 --> 00:04:24,600 it. And I go into the basics of the Magician's gap inside Module one 59 00:04:24,639 --> 00:04:29,480 of Launch Magic, and at the end of July, I'm running an exclusive 60 00:04:29,560 --> 00:04:33,319 free event for people who are on the Launch Magic waitlist only where I'll be 61 00:04:33,360 --> 00:04:38,680 teaching Module one live in a zoom call. So if you are not on 62 00:04:38,720 --> 00:04:42,839 the waitlist, make sure you get on the waitlist. DM me on Instagram. 63 00:04:42,839 --> 00:04:46,399 I'm there at Steftaylor dot co. Send me the word magic, just 64 00:04:46,680 --> 00:04:49,920 magic and I will automatically add you to the waitlist, or if you're not 65 00:04:49,959 --> 00:04:53,600 on Instagram, you can get on the waitlist at Steff Taylor dot co. 66 00:04:53,879 --> 00:05:00,839 Slash Magic, Okay Launch Tweak number three stop talking in expert language. And 67 00:05:00,959 --> 00:05:04,879 this one isn't easy because it requires you to put yourself in your ideal clients 68 00:05:04,879 --> 00:05:11,120 shoes and to think about how they are experiencing the problem that your offer solves. 69 00:05:11,759 --> 00:05:16,079 James Wedmore has this fabulous analogy that really made this idea click for me, 70 00:05:16,199 --> 00:05:20,439 where he talks about how your audience is going out there in the world. 71 00:05:20,480 --> 00:05:25,120 They're walking around with a headache, and you are the expert in headaches, 72 00:05:25,160 --> 00:05:28,319 and you know that their headache is caused by dehydration. But if you 73 00:05:28,399 --> 00:05:30,079 go to them and say, hey, here's a cure for your dehydration, 74 00:05:30,439 --> 00:05:32,920 they're going to say, no, thank you, I've just got a headache, 75 00:05:33,480 --> 00:05:38,279 right, And that's how so many of us approach that content. We're 76 00:05:38,319 --> 00:05:43,120 coming at it as the experts because you've probably spent a lot of time learning 77 00:05:43,160 --> 00:05:46,680 about the thing that you teach. So if it's really hard then to take 78 00:05:46,720 --> 00:05:53,560 that step back and think about how is my ideal client experiencing this what is 79 00:05:53,600 --> 00:05:57,879 actually going on in their lives, And if your content isn't getting the right 80 00:05:57,920 --> 00:06:01,279 attention online, it's possibly because you are talking to them in expert language, 81 00:06:01,560 --> 00:06:05,160 which then leaves those ideal clients thinking, Oh, this isn't for me, 82 00:06:05,199 --> 00:06:08,959 this isn't what I need, this isn't the solution to my problem, and 83 00:06:09,040 --> 00:06:15,639 they keep scrolling. Okay, launch tweak number four. Spend less time talking 84 00:06:15,720 --> 00:06:19,040 about the features and benefits of your offer during cart open, and spend more 85 00:06:19,079 --> 00:06:25,439 time helping your potential buyers to make a decision. Yeah, somebody might want 86 00:06:25,480 --> 00:06:29,879 to know how many lessons and modules and live calls are in your program or 87 00:06:29,879 --> 00:06:31,680 your course, but that's not what's going to make somebody get off the fence 88 00:06:31,720 --> 00:06:35,800 and decide whether to buy or not. What they really want to know is 89 00:06:35,920 --> 00:06:40,439 will this work for me? Is it possible for somebody like me in my 90 00:06:40,519 --> 00:06:45,639 situation to get this result, to have this desired outcome? How is this 91 00:06:45,800 --> 00:06:49,759 any different from every other solution that I've already tried and already failed at. 92 00:06:50,199 --> 00:06:55,720 So during cart open, in a launch, instead of counting down the days 93 00:06:55,759 --> 00:07:00,000 until doors close and hoping that you'll pressure somebody into buying at the last minute, 94 00:07:00,079 --> 00:07:02,639 because they don't want to miss out. Instead, how can you help 95 00:07:02,680 --> 00:07:08,399 them to make an educated decision about whether your offer is the right one for 96 00:07:08,439 --> 00:07:15,160 them or not. Launch tweak number five send out a non buyers survey, 97 00:07:15,519 --> 00:07:19,000 So after doors close, send a survey to the people who chose not to 98 00:07:19,040 --> 00:07:24,480 buy. And I know this feels so scary. It's like asking somebody who 99 00:07:24,560 --> 00:07:28,000 dumped you to tell you everything that's wrong with you. That's essentially what it 100 00:07:28,079 --> 00:07:31,199 is, right, But this is the most effective way to identify the gaps 101 00:07:31,480 --> 00:07:35,519 in your launch strategy and your launch content. You will get a much better 102 00:07:35,600 --> 00:07:41,399 understanding of any of the knowledge gaps that you maybe didn't address in your launch 103 00:07:41,439 --> 00:07:45,399 content, or any of the questions and hesitations that you didn't address in your 104 00:07:45,399 --> 00:07:48,879 cart open content. If you simply ask people why they chose not to buy, 105 00:07:49,480 --> 00:07:55,360 and if you're really nervous about reading those responses, you're not alone, 106 00:07:55,519 --> 00:07:59,199 right. I like to sit down with a friend or with a glass of 107 00:07:59,199 --> 00:08:03,639 wine when these because it can feel a little bit it can feel a little 108 00:08:03,639 --> 00:08:07,000 bit personal sometimes, and I've had some in the past that have really annoyed 109 00:08:07,000 --> 00:08:11,560 me. Somebody told me they wouldn't spend more than fifty dollars for my course. 110 00:08:11,639 --> 00:08:15,360 It's actually two thousand, five hundred dollars. But I also know I 111 00:08:15,399 --> 00:08:18,399 need to take those kinds of responses with a bit of a grain of salt 112 00:08:18,519 --> 00:08:22,040 because not everyone who is answering that survey is my ideal client, right, 113 00:08:22,480 --> 00:08:28,480 So I pay attention to what people have said, but I also know to 114 00:08:28,720 --> 00:08:35,200 differentiate between who is the ideal client and who isn't. Launch tweak number six, 115 00:08:35,480 --> 00:08:41,200 collect social proof and actually leverage it, and ideally don't ask somebody, 116 00:08:41,240 --> 00:08:43,200 hey, can you write me a testimonial, because that's going to put them 117 00:08:43,200 --> 00:08:46,639 on the spot and they're probably going to write something like this was a really 118 00:08:46,720 --> 00:08:50,039 good course. I got a lot of value out of it. It was 119 00:08:50,080 --> 00:08:54,759 really easily taught, and I like the teaching style and the lessons were really 120 00:08:54,799 --> 00:08:58,960 good, and like, yeah, that's nice, but it's not super useful. 121 00:08:58,000 --> 00:09:01,840 It's not going to help some to make a decision about whether it's right 122 00:09:01,919 --> 00:09:05,919 for them or not. So instead ask a student, ask a past student 123 00:09:07,000 --> 00:09:11,320 to jump on a call and ask them questions about their experience, or create 124 00:09:11,360 --> 00:09:16,039 a survey with specific questions about their experience, rather than just asking them to 125 00:09:16,039 --> 00:09:20,919 write a testimonial and then take the answers that they give you and turn those 126 00:09:22,000 --> 00:09:26,519 into a testimonial, and then send that testimonial to them to approve or make 127 00:09:26,519 --> 00:09:31,080 any changes if they want to. This process works so much better, so 128 00:09:31,200 --> 00:09:35,120 much more effectively than can you write me a testimonial, because they want to 129 00:09:35,159 --> 00:09:37,840 give you a good testimonial, but they don't really know how to craft a 130 00:09:37,840 --> 00:09:43,320 testimonial that's effective. And then tweak number seven, grow your audience between launches. 131 00:09:43,879 --> 00:09:48,519 Your first launch is going to be pretty easy because you've probably got a 132 00:09:48,600 --> 00:09:52,080 fairly warm audience. Even if it's a tiny audience, they're probably pretty warm. 133 00:09:52,720 --> 00:09:56,840 The second launch gets a little bit harder because now you need to get 134 00:09:56,879 --> 00:10:00,600 some new people into your email list, into your social media audience, and 135 00:10:00,679 --> 00:10:05,720 that means intentionally growing your audience, either organically or with paid ads. And 136 00:10:07,039 --> 00:10:11,159 one of the bonuses that I offer with launch Magic each round is the Audience 137 00:10:11,200 --> 00:10:16,000 Growth Booster. That's thirty days of little actions that you can take to intentionally 138 00:10:16,120 --> 00:10:20,279 grow your audience for your next launch. Every student gets this with launch Magic. 139 00:10:20,279 --> 00:10:24,480 It's a bonus, but every student gets it, and if you jump 140 00:10:24,480 --> 00:10:26,120 on the wait list for Launch Magic, you'll be the first to know when 141 00:10:26,120 --> 00:10:31,039 we open doors at the end of July. You'll also get that invite to 142 00:10:31,200 --> 00:10:35,799 the Early Bird or the waitlist only event where I'm teaching Module one Live. 143 00:10:35,120 --> 00:10:39,919 To get on the waitlist, DM me the word magic on Instagram. I'm 144 00:10:39,960 --> 00:10:43,759 at Steff Taylor dot co over there, or visit Steff Taylor dot co slash 145 00:10:43,799 --> 00:10:46,679 magic and you'll be able to sign up for the waitlist over there as well. 146 00:10:48,279 --> 00:10:50,120 That is it for today's episode. Thank you so much for listening. 147 00:10:50,279 --> 00:11:01,600 Catch you next time. The Old d