I have a spreadsheet with numbers for each step of the launch process. There
is a big tendency to just want to look at two numbers. I got
this many students and I made this many dollars. But those two numbers alone
don't tell you whether the launch was successful or not. One person's launch could
get five buyers and be an objectively super super successful launch. Another launch could
have fifty people sign up and be an objectively terrible launch. So looking at
the numbers at each step gives us a little bit more context. It gives
us the big picture. It tells a story about what parts of the launch
worked and what parts did it. Welcome to Imperfect Action. I'm Steph Taylor.
For years, I read all the books, downloaded all the freebies,
and did all the courses, but it wasn't until I started taking imperfect action
that my business had its first million dollars. Yere Imperfect Action is about doing
things before you're ready, prioritizing consistent action over perfect action, and moving forward
even when you're not sure you're doing it right. On this show, you
can expect mindset advice, actionable marketing tips, and strategies to build a business
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way. Sign up at Stephtaylor dot co, forward slash DBB, or at
the link in the show notes. Hey, welcome back to I Perfect Action.
This is episode seven hundred and sixty eight, how to launch your offers
again and again and again to make more sales of them. So when I'm
talking about launching, I'm usually referring to a live launch, which isn't something
that you just do the first time you put a brand new offer out into
the world. If you are new here, that might be news to you.
If you've been listening to the show for a while, you've probably heard
me say that so many times that you're like, Steph, we get it.
You don't need to keep telling me that launching is something I do more
than just once, because here's the thing. If you are launching it just
once, you are leaving sales on the table. So this episode, I'm
going to share a couple of the things that I do in my own launching
process and that I teach my students to do inside launch magic to launch your
offers over and over again and make more sales from them. So when I
am launching, when I'm thinking of launching, the framework that I have for
a launch is running. The launch is just one part of it. Once
we finish running that launch, once we close doors or we end, we
have that deadline for somebody to buy before maybe the bonus expires or the price
goes up, or it's the last chance for them to join before this round
begins. Once we close doors, I then go into the next step in
the process, which is review. So I go back and I look at
the launch objectively. I look at all of the things that worked and didn't
work. I look at the feedback that I got from the people who looked
at the sales page and didn't buy. I look at questions that people ask
during the launch, and I objectively decide this is what worked, this is
what didn't work, this is what we need to improve on. Then the
next step in the framework is refine. So based on my review, now
I know what I need to change the next time we launch. So we
make those tweaks. As a team, we make those tweaks, and then
we rinse, and repeat it. So we do this, for example,
with launch Magic twice a year, we're launching the exact same program twice a
year where we run the launch where people can buy for about seven days.
Usually doors are open. Once we close doors and we kick off the program,
then we go into review mode. We make notes what can we change
next time, and then the next time we open doors a couple of months
later, we rinse and repeat. Now, so this episode, I'm going
to show you how to do the review part of the frameworks that you can
refine, rints and repeat your launches to make more sales. The very first
step in the review process is to send a non buyer survey while the launch
is still fresh in your audience's memory. And how I do this is I
segment my email list based on anyone who clicked through to look at the sales
page but didn't buy, and I send them a survey with five questions.
I usually send the survey five to seven days after doors close, while they
can still remember the offer that I presented to them, and I craft questions
specifically to help me uncover what made them decide not to buy, if they
were the right fit for the offer. What misconceptions did they have about the
offer? So I want to know why did they think that it wasn't a
good fit for them when actually they were a good fit and I know that
they were a good fit. What hesitations held them back from buying? What
knowledge gaps did they have? Like? What did they need to know to
be ready to buy that offer that they didn't know? And once I know
these things, now I'm no longer mind reading. Now I have insights that
I can work with to make my next launch even more compelling, even better
converting. The next thing I also look at is a spreadsheet. I have
a spreadsheet with numbers for each step of the launch process. There is a
big tendency to just want to look at two numbers. I got this many
students and I made this many dollars. But those two numbers alone don't tell
you whether the launch was successful or not. One person's launch could get five
buyers and be an objectively super super successful launch. Another launch could have fifty
people sign up and be an objectively terrible launch. So looking at the numbers
at each step gives us a little bit more context. It gives us the
big picture. It tells a story about what parts of the launch worked and
what parts didn't. So we're looking at each step. For example, the
first step might be we're looking at the number of people who looked at the
launch lead magnet download page, and then we want to look at the percentage
of people who actually signed up, who opted in, who downloaded the freebie.
Then we might look at the next step, how many people looked at
the webinar registration page, what percentage of those people registered, what percentage showed
up live, what percentage brought from that, because at each of those percentages,
it's going to tell us, oh, not many people showed up live.
So maybe we can do a few things to increase the percentage who show
up live, because we know if people show up live, they're more likely
to buy during that car open period. We also want to look at the
total launch list size and the conversion rate as a percentage of that, because
the five buyer launch that I talked about that was super successful, might they
might only have had fifty people on their launch list, and then they converted
at ten percent, which is epic versus the fifty buyer launch, which might
have had ten thousand people on their launch list, and only converted ato point
five percent. So see how just looking at the total sales and the final
number of people who signed up doesn't give us the big picture and doesn't tell
us whether it worked or not, because if you only look at those surface
level numbers, you don't know what worked, what was good. So the
person who had that five buyer launch, they can now confidently go and invest
time or money into growing their email list for the next launch, because now
they know that what they're doing converts well. Whereas the person with the fifty
buyer launch, Yeah, they can go and invest time and money into growing
their audience as well, But first they might want to look at plugging the
holes in their existing launch, because for each new person that they sign up,
they're not converting as well as they could be. The next step in
the review process is to review the entire launch using the read method riad,
repeat, edit, ad delete. What will we repeat from the last launch?
So, for example, the webinar topic got a lot of interest and
converted well, so yeah, let's do that again. Or the sales page
we know converted viewers really well, so let's make small tweaks where needed and
just leave most of it as is. And then what will we keep the
edit in the next launch. So, for example, three people in the
non buyer survey said that they wanted to join, but they couldn't make it
to the live calls, So let's edit the sales page so that there's a
big emphasis about how you can still get those results without being there live.
Then the next bit is what will we add so a ad what new things
will we add next time? For example, five students said that they wanted
some add on one on one support, so let's add a coaching upsell next
time and see if people buy that. And then the final step is delete.
What will we delete next time? For example, it was really complicated
running two webinars with different time zones or different timeslots, So next time,
let's just delete the second time slot. We've only got one webinar, and
we keep it simple. Okay. The next step in the whole review process
is what messaging tweaks do we need to make? What tweaks need to happen
based on that non bio survey, What shifts do we need to make in
our sales page, webinar, cart, open emails, anywhere else where we
are selling the offer, social media, content. For example, if somebody
tells me in the non buyo se A, I didn't buy this because I
thought this was for Australian businesses only and I'm based in the US, then
this tells me I need to tweak my messaging so it's clear that this applies
to businesses anywhere in the world. Or if somebody is telling me they can't
afford it, then that tells me, well, I didn't do a very
good job of communicating why they need to prioritize this right now. So what
other things does my ideal client need to know to make this decision? They
want to know will this work for me? That is the big question that
is on their mind as they are going through your launch is will this work
for me in my particular situation? And when we are reviewing our launch,
we need to ask ourselves how well did I answer that? And what else
can I tweak to make sure that I address it better next time? And
then lastly, what magicians gap items did you miss in your content? So
magician's gap if you're new, here is the gap between where your ideal client
is right now and where they need to be before they are ready to buy.
So in your launch. We want to look at where were they at
the start of your launch, which we'd be looking at, you know,
thirty to sixty days before doors even open. Where were they at that point?
And then how well did your content move them to the point where they
are ready to buy by the time doors opened? And I did I go
really deep into the magician's gap in module one of Launch Magic, which I
am teaching for free live. If you are on the waitlist for Launch Magic,
you will get an invite. If you are not on the waitlist,
get on the waitlist asap so you get those invites when they go out.
Send me a DM on Instagram. I'm there at stephtaylor dot co. Send
me the word magic or head to stephtaylor dot co slash magic, and I
will get you onto the waitlist and shoot you that invite. So we are
using in your launch. You are using that free content in the lead up
to cart open as a way to bridge your magician's gap. You are using
your webinar to bridge the gap. You're also bridging it a little bit on
your sales page and in your sales emails. So we really want to make
sure that all of your content is addressing that gap to a point where somebody
has somebody is where they need to be to be ready to buy your offer.
So head on over to stephtaylor dot com slash magic to get on that
waitlist, get the invite for the Module one Live free workshop. I'm super
excited to teach it. I can't wait to see you there. And if
you've learned anything from this show, please take thirty seconds to write a quick
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do that. Thank you so much for listening. Catch you next time.