1 00:00:00,080 --> 00:00:04,480 I have a spreadsheet with numbers for each step of the launch process. There 2 00:00:04,519 --> 00:00:08,279 is a big tendency to just want to look at two numbers. I got 3 00:00:08,279 --> 00:00:12,359 this many students and I made this many dollars. But those two numbers alone 4 00:00:12,400 --> 00:00:17,079 don't tell you whether the launch was successful or not. One person's launch could 5 00:00:17,120 --> 00:00:22,239 get five buyers and be an objectively super super successful launch. Another launch could 6 00:00:22,239 --> 00:00:27,000 have fifty people sign up and be an objectively terrible launch. So looking at 7 00:00:27,039 --> 00:00:29,960 the numbers at each step gives us a little bit more context. It gives 8 00:00:30,039 --> 00:00:34,479 us the big picture. It tells a story about what parts of the launch 9 00:00:34,560 --> 00:00:40,759 worked and what parts did it. Welcome to Imperfect Action. I'm Steph Taylor. 10 00:00:41,280 --> 00:00:44,320 For years, I read all the books, downloaded all the freebies, 11 00:00:44,399 --> 00:00:48,960 and did all the courses, but it wasn't until I started taking imperfect action 12 00:00:49,280 --> 00:00:54,560 that my business had its first million dollars. Yere Imperfect Action is about doing 13 00:00:54,600 --> 00:01:00,840 things before you're ready, prioritizing consistent action over perfect action, and moving forward 14 00:01:00,240 --> 00:01:04,079 even when you're not sure you're doing it right. On this show, you 15 00:01:04,079 --> 00:01:08,920 can expect mindset advice, actionable marketing tips, and strategies to build a business 16 00:01:08,959 --> 00:01:15,000 that brings you more profit, more freedom, and even more joy. You 17 00:01:15,000 --> 00:01:19,280 want the list to get my daily businesses. Every day, I'll send you 18 00:01:19,359 --> 00:01:23,319 a bite sized prompt designed to help you grow your business in a more intentional 19 00:01:23,439 --> 00:01:26,719 way. Sign up at Stephtaylor dot co, forward slash DBB, or at 20 00:01:26,719 --> 00:01:33,879 the link in the show notes. Hey, welcome back to I Perfect Action. 21 00:01:33,959 --> 00:01:38,640 This is episode seven hundred and sixty eight, how to launch your offers 22 00:01:38,680 --> 00:01:42,200 again and again and again to make more sales of them. So when I'm 23 00:01:42,239 --> 00:01:48,000 talking about launching, I'm usually referring to a live launch, which isn't something 24 00:01:48,000 --> 00:01:51,159 that you just do the first time you put a brand new offer out into 25 00:01:51,159 --> 00:01:53,959 the world. If you are new here, that might be news to you. 26 00:01:53,040 --> 00:01:56,799 If you've been listening to the show for a while, you've probably heard 27 00:01:56,799 --> 00:02:00,000 me say that so many times that you're like, Steph, we get it. 28 00:02:00,280 --> 00:02:02,280 You don't need to keep telling me that launching is something I do more 29 00:02:02,319 --> 00:02:06,359 than just once, because here's the thing. If you are launching it just 30 00:02:06,480 --> 00:02:09,120 once, you are leaving sales on the table. So this episode, I'm 31 00:02:09,159 --> 00:02:13,479 going to share a couple of the things that I do in my own launching 32 00:02:13,520 --> 00:02:16,800 process and that I teach my students to do inside launch magic to launch your 33 00:02:16,840 --> 00:02:22,879 offers over and over again and make more sales from them. So when I 34 00:02:22,919 --> 00:02:25,439 am launching, when I'm thinking of launching, the framework that I have for 35 00:02:25,520 --> 00:02:30,080 a launch is running. The launch is just one part of it. Once 36 00:02:30,159 --> 00:02:32,599 we finish running that launch, once we close doors or we end, we 37 00:02:32,680 --> 00:02:38,560 have that deadline for somebody to buy before maybe the bonus expires or the price 38 00:02:38,639 --> 00:02:42,080 goes up, or it's the last chance for them to join before this round 39 00:02:42,159 --> 00:02:46,159 begins. Once we close doors, I then go into the next step in 40 00:02:46,199 --> 00:02:49,800 the process, which is review. So I go back and I look at 41 00:02:49,840 --> 00:02:54,080 the launch objectively. I look at all of the things that worked and didn't 42 00:02:54,120 --> 00:02:59,039 work. I look at the feedback that I got from the people who looked 43 00:02:59,080 --> 00:03:01,560 at the sales page and didn't buy. I look at questions that people ask 44 00:03:01,680 --> 00:03:07,639 during the launch, and I objectively decide this is what worked, this is 45 00:03:07,680 --> 00:03:10,080 what didn't work, this is what we need to improve on. Then the 46 00:03:10,120 --> 00:03:15,840 next step in the framework is refine. So based on my review, now 47 00:03:15,879 --> 00:03:20,719 I know what I need to change the next time we launch. So we 48 00:03:20,800 --> 00:03:23,400 make those tweaks. As a team, we make those tweaks, and then 49 00:03:23,439 --> 00:03:24,960 we rinse, and repeat it. So we do this, for example, 50 00:03:24,960 --> 00:03:30,120 with launch Magic twice a year, we're launching the exact same program twice a 51 00:03:30,199 --> 00:03:34,439 year where we run the launch where people can buy for about seven days. 52 00:03:34,520 --> 00:03:37,800 Usually doors are open. Once we close doors and we kick off the program, 53 00:03:37,840 --> 00:03:40,280 then we go into review mode. We make notes what can we change 54 00:03:40,280 --> 00:03:44,199 next time, and then the next time we open doors a couple of months 55 00:03:44,280 --> 00:03:47,560 later, we rinse and repeat. Now, so this episode, I'm going 56 00:03:47,639 --> 00:03:52,520 to show you how to do the review part of the frameworks that you can 57 00:03:52,639 --> 00:03:57,000 refine, rints and repeat your launches to make more sales. The very first 58 00:03:57,039 --> 00:04:00,439 step in the review process is to send a non buyer survey while the launch 59 00:04:00,479 --> 00:04:04,520 is still fresh in your audience's memory. And how I do this is I 60 00:04:04,680 --> 00:04:10,719 segment my email list based on anyone who clicked through to look at the sales 61 00:04:10,719 --> 00:04:15,080 page but didn't buy, and I send them a survey with five questions. 62 00:04:15,479 --> 00:04:19,120 I usually send the survey five to seven days after doors close, while they 63 00:04:19,199 --> 00:04:26,199 can still remember the offer that I presented to them, and I craft questions 64 00:04:26,240 --> 00:04:30,639 specifically to help me uncover what made them decide not to buy, if they 65 00:04:30,680 --> 00:04:32,680 were the right fit for the offer. What misconceptions did they have about the 66 00:04:32,720 --> 00:04:36,360 offer? So I want to know why did they think that it wasn't a 67 00:04:36,360 --> 00:04:40,360 good fit for them when actually they were a good fit and I know that 68 00:04:40,360 --> 00:04:44,279 they were a good fit. What hesitations held them back from buying? What 69 00:04:44,439 --> 00:04:46,639 knowledge gaps did they have? Like? What did they need to know to 70 00:04:46,680 --> 00:04:50,240 be ready to buy that offer that they didn't know? And once I know 71 00:04:50,399 --> 00:04:54,720 these things, now I'm no longer mind reading. Now I have insights that 72 00:04:54,800 --> 00:04:59,240 I can work with to make my next launch even more compelling, even better 73 00:04:59,360 --> 00:05:02,759 converting. The next thing I also look at is a spreadsheet. I have 74 00:05:02,800 --> 00:05:08,199 a spreadsheet with numbers for each step of the launch process. There is a 75 00:05:08,199 --> 00:05:12,160 big tendency to just want to look at two numbers. I got this many 76 00:05:12,199 --> 00:05:15,439 students and I made this many dollars. But those two numbers alone don't tell 77 00:05:15,480 --> 00:05:20,079 you whether the launch was successful or not. One person's launch could get five 78 00:05:20,120 --> 00:05:26,279 buyers and be an objectively super super successful launch. Another launch could have fifty 79 00:05:26,319 --> 00:05:30,079 people sign up and be an objectively terrible launch. So looking at the numbers 80 00:05:30,120 --> 00:05:32,720 at each step gives us a little bit more context. It gives us the 81 00:05:32,720 --> 00:05:38,639 big picture. It tells a story about what parts of the launch worked and 82 00:05:38,680 --> 00:05:43,120 what parts didn't. So we're looking at each step. For example, the 83 00:05:43,199 --> 00:05:46,279 first step might be we're looking at the number of people who looked at the 84 00:05:46,360 --> 00:05:50,759 launch lead magnet download page, and then we want to look at the percentage 85 00:05:50,759 --> 00:05:55,439 of people who actually signed up, who opted in, who downloaded the freebie. 86 00:05:55,879 --> 00:05:58,040 Then we might look at the next step, how many people looked at 87 00:05:58,040 --> 00:06:01,720 the webinar registration page, what percentage of those people registered, what percentage showed 88 00:06:01,800 --> 00:06:06,000 up live, what percentage brought from that, because at each of those percentages, 89 00:06:06,000 --> 00:06:10,319 it's going to tell us, oh, not many people showed up live. 90 00:06:10,560 --> 00:06:13,879 So maybe we can do a few things to increase the percentage who show 91 00:06:13,959 --> 00:06:15,519 up live, because we know if people show up live, they're more likely 92 00:06:15,560 --> 00:06:20,000 to buy during that car open period. We also want to look at the 93 00:06:20,040 --> 00:06:25,240 total launch list size and the conversion rate as a percentage of that, because 94 00:06:25,319 --> 00:06:28,759 the five buyer launch that I talked about that was super successful, might they 95 00:06:28,800 --> 00:06:30,680 might only have had fifty people on their launch list, and then they converted 96 00:06:30,680 --> 00:06:34,639 at ten percent, which is epic versus the fifty buyer launch, which might 97 00:06:34,639 --> 00:06:38,759 have had ten thousand people on their launch list, and only converted ato point 98 00:06:38,879 --> 00:06:45,839 five percent. So see how just looking at the total sales and the final 99 00:06:45,920 --> 00:06:48,959 number of people who signed up doesn't give us the big picture and doesn't tell 100 00:06:49,079 --> 00:06:54,040 us whether it worked or not, because if you only look at those surface 101 00:06:54,120 --> 00:06:57,879 level numbers, you don't know what worked, what was good. So the 102 00:06:57,920 --> 00:07:01,399 person who had that five buyer launch, they can now confidently go and invest 103 00:07:01,480 --> 00:07:05,560 time or money into growing their email list for the next launch, because now 104 00:07:05,560 --> 00:07:10,720 they know that what they're doing converts well. Whereas the person with the fifty 105 00:07:10,759 --> 00:07:13,800 buyer launch, Yeah, they can go and invest time and money into growing 106 00:07:13,800 --> 00:07:16,680 their audience as well, But first they might want to look at plugging the 107 00:07:16,680 --> 00:07:19,959 holes in their existing launch, because for each new person that they sign up, 108 00:07:20,480 --> 00:07:25,600 they're not converting as well as they could be. The next step in 109 00:07:25,639 --> 00:07:30,519 the review process is to review the entire launch using the read method riad, 110 00:07:30,839 --> 00:07:34,399 repeat, edit, ad delete. What will we repeat from the last launch? 111 00:07:34,480 --> 00:07:38,879 So, for example, the webinar topic got a lot of interest and 112 00:07:38,920 --> 00:07:42,839 converted well, so yeah, let's do that again. Or the sales page 113 00:07:42,879 --> 00:07:46,560 we know converted viewers really well, so let's make small tweaks where needed and 114 00:07:46,720 --> 00:07:50,519 just leave most of it as is. And then what will we keep the 115 00:07:50,959 --> 00:07:55,399 edit in the next launch. So, for example, three people in the 116 00:07:55,439 --> 00:07:58,639 non buyer survey said that they wanted to join, but they couldn't make it 117 00:07:58,680 --> 00:08:01,480 to the live calls, So let's edit the sales page so that there's a 118 00:08:01,519 --> 00:08:05,759 big emphasis about how you can still get those results without being there live. 119 00:08:07,000 --> 00:08:11,000 Then the next bit is what will we add so a ad what new things 120 00:08:11,000 --> 00:08:15,720 will we add next time? For example, five students said that they wanted 121 00:08:15,759 --> 00:08:20,040 some add on one on one support, so let's add a coaching upsell next 122 00:08:20,040 --> 00:08:22,600 time and see if people buy that. And then the final step is delete. 123 00:08:22,639 --> 00:08:28,240 What will we delete next time? For example, it was really complicated 124 00:08:28,439 --> 00:08:33,080 running two webinars with different time zones or different timeslots, So next time, 125 00:08:33,200 --> 00:08:35,120 let's just delete the second time slot. We've only got one webinar, and 126 00:08:35,159 --> 00:08:39,600 we keep it simple. Okay. The next step in the whole review process 127 00:08:39,919 --> 00:08:45,039 is what messaging tweaks do we need to make? What tweaks need to happen 128 00:08:45,519 --> 00:08:48,440 based on that non bio survey, What shifts do we need to make in 129 00:08:48,679 --> 00:08:54,240 our sales page, webinar, cart, open emails, anywhere else where we 130 00:08:54,279 --> 00:08:58,759 are selling the offer, social media, content. For example, if somebody 131 00:08:58,799 --> 00:09:01,759 tells me in the non buyo se A, I didn't buy this because I 132 00:09:01,799 --> 00:09:05,600 thought this was for Australian businesses only and I'm based in the US, then 133 00:09:05,639 --> 00:09:09,000 this tells me I need to tweak my messaging so it's clear that this applies 134 00:09:09,039 --> 00:09:13,399 to businesses anywhere in the world. Or if somebody is telling me they can't 135 00:09:13,399 --> 00:09:16,159 afford it, then that tells me, well, I didn't do a very 136 00:09:16,200 --> 00:09:20,600 good job of communicating why they need to prioritize this right now. So what 137 00:09:20,720 --> 00:09:24,240 other things does my ideal client need to know to make this decision? They 138 00:09:24,240 --> 00:09:26,879 want to know will this work for me? That is the big question that 139 00:09:26,960 --> 00:09:31,360 is on their mind as they are going through your launch is will this work 140 00:09:31,399 --> 00:09:35,440 for me in my particular situation? And when we are reviewing our launch, 141 00:09:35,440 --> 00:09:39,879 we need to ask ourselves how well did I answer that? And what else 142 00:09:39,960 --> 00:09:43,639 can I tweak to make sure that I address it better next time? And 143 00:09:43,679 --> 00:09:48,879 then lastly, what magicians gap items did you miss in your content? So 144 00:09:50,200 --> 00:09:52,840 magician's gap if you're new, here is the gap between where your ideal client 145 00:09:54,039 --> 00:09:56,919 is right now and where they need to be before they are ready to buy. 146 00:09:58,320 --> 00:10:01,840 So in your launch. We want to look at where were they at 147 00:10:01,840 --> 00:10:03,639 the start of your launch, which we'd be looking at, you know, 148 00:10:03,879 --> 00:10:07,559 thirty to sixty days before doors even open. Where were they at that point? 149 00:10:09,159 --> 00:10:11,799 And then how well did your content move them to the point where they 150 00:10:11,799 --> 00:10:16,879 are ready to buy by the time doors opened? And I did I go 151 00:10:16,080 --> 00:10:20,440 really deep into the magician's gap in module one of Launch Magic, which I 152 00:10:20,440 --> 00:10:24,840 am teaching for free live. If you are on the waitlist for Launch Magic, 153 00:10:24,840 --> 00:10:28,080 you will get an invite. If you are not on the waitlist, 154 00:10:28,240 --> 00:10:31,720 get on the waitlist asap so you get those invites when they go out. 155 00:10:31,080 --> 00:10:35,000 Send me a DM on Instagram. I'm there at stephtaylor dot co. Send 156 00:10:35,000 --> 00:10:39,360 me the word magic or head to stephtaylor dot co slash magic, and I 157 00:10:39,519 --> 00:10:43,600 will get you onto the waitlist and shoot you that invite. So we are 158 00:10:43,679 --> 00:10:46,720 using in your launch. You are using that free content in the lead up 159 00:10:46,759 --> 00:10:50,399 to cart open as a way to bridge your magician's gap. You are using 160 00:10:50,440 --> 00:10:52,639 your webinar to bridge the gap. You're also bridging it a little bit on 161 00:10:52,639 --> 00:10:56,519 your sales page and in your sales emails. So we really want to make 162 00:10:56,559 --> 00:11:01,879 sure that all of your content is addressing that gap to a point where somebody 163 00:11:01,000 --> 00:11:05,759 has somebody is where they need to be to be ready to buy your offer. 164 00:11:05,279 --> 00:11:09,440 So head on over to stephtaylor dot com slash magic to get on that 165 00:11:09,519 --> 00:11:13,440 waitlist, get the invite for the Module one Live free workshop. I'm super 166 00:11:13,480 --> 00:11:16,440 excited to teach it. I can't wait to see you there. And if 167 00:11:16,480 --> 00:11:20,960 you've learned anything from this show, please take thirty seconds to write a quick 168 00:11:22,080 --> 00:11:24,159 rating and a review. I've read all of them, my team reads all 169 00:11:24,159 --> 00:11:28,559 of them. A lot of work goes into creating the show, a lot 170 00:11:28,639 --> 00:11:31,360 more than what you see from the outside, so we really do appreciate every 171 00:11:31,440 --> 00:11:35,159 single review. It's like a little a little warm fuzzy for us as a 172 00:11:35,200 --> 00:11:37,960 thank you for the time and effort that my team and I put into these 173 00:11:39,039 --> 00:11:41,840 episodes. So please, if you haven't already done that, please go and 174 00:11:41,879 --> 00:11:43,600 do that. Thank you so much for listening. Catch you next time.