1 00:00:00,080 --> 00:00:04,040 A launch is a journey that delivers huge shifts for them even if they don't 2 00:00:04,040 --> 00:00:08,519 decide to sign up. For example, this podcast episode. Even if you 3 00:00:08,560 --> 00:00:11,919 don't sign up for Launch Magic when Doors open next, just by listening to 4 00:00:11,919 --> 00:00:15,480 this episode, I have given you a massive shift in the way that you 5 00:00:15,519 --> 00:00:19,480 think about launching, and this knowledge alone is going to transform the way that 6 00:00:19,519 --> 00:00:25,199 you launch. Welcome to Imperfect Action. I'm Steph Taylor. For years, 7 00:00:25,239 --> 00:00:28,640 I read all the books, downloaded all the freebies, and did all the 8 00:00:28,679 --> 00:00:33,600 courses, But it wasn't until I started taking imperfect action that my business had 9 00:00:33,640 --> 00:00:39,799 its first million dollar year. Imperfect action is about doing things before you're ready, 10 00:00:40,039 --> 00:00:45,479 prioritizing consistent action over perfect action, and moving forward even when you're not 11 00:00:45,520 --> 00:00:49,880 sure you're doing it right. On this show, you can expect mindset advice, 12 00:00:50,079 --> 00:00:54,600 actionable marketing tips and strategies to build a business that brings you more profit, 13 00:00:55,000 --> 00:00:59,840 more freedom, and even more joy. Are you on the list? 14 00:01:00,079 --> 00:01:03,159 Get my daily businosters. Every day I'll send you a bite sized prompt designed 15 00:01:03,159 --> 00:01:07,079 to help you grow your business in a more intentional way. Sign up at 16 00:01:07,079 --> 00:01:11,920 step Taylor dot Co, forward slash DBB, or at the link in your 17 00:01:11,920 --> 00:01:18,319 show notes. Hey, welcome back to Imperfect Action. This is episode eight 18 00:01:18,439 --> 00:01:22,640 hundred and eleven. Today, I am delivering a big shift that I think 19 00:01:22,719 --> 00:01:27,760 is going to change the way you view launching when it comes to your courses, 20 00:01:29,000 --> 00:01:32,719 programs, memberships, any digital products that you have in your business. 21 00:01:33,439 --> 00:01:37,640 Now, when we think about launching, many people base their opinion of launching 22 00:01:37,680 --> 00:01:42,519 based on what they see online. They see the countdown the doors open in 23 00:01:42,599 --> 00:01:47,079 three days, two days, one days. They see people celebrating huge launches. 24 00:01:47,120 --> 00:01:49,920 They see the hype on Instagram. They see people welcoming loads of students 25 00:01:49,959 --> 00:01:53,959 into their course with walls full of post it notes. They see the comments 26 00:01:53,959 --> 00:01:57,000 of I'm in. They see the big audiences, they see the champagne and 27 00:01:57,000 --> 00:02:01,920 the CONFERTI celebrating the launch. And then, of course you assume that this 28 00:02:02,000 --> 00:02:05,719 is what a launch is, because that's what you're seeing on the surface. 29 00:02:06,400 --> 00:02:09,159 But you're not seeing all of the content that somebody shared in the lead up 30 00:02:09,240 --> 00:02:14,680 and the strategy behind it. You're not seeing the smaller launches that they had 31 00:02:14,719 --> 00:02:17,680 along the way. You're not seeing the people who didn't buy. You're not 32 00:02:17,759 --> 00:02:23,520 seeing the questions people asked before they sign up. And a launch is not 33 00:02:23,680 --> 00:02:30,199 the thing that happens where you put it out into the world and it's like 34 00:02:30,240 --> 00:02:34,439 this huge thing that your audience has been excited for and there's this big celebration 35 00:02:34,599 --> 00:02:37,960 and it's like a party. That's not a launch. Okay, It's not 36 00:02:38,120 --> 00:02:42,919 the thing that happens when you first put it out into the world. I 37 00:02:42,960 --> 00:02:47,319 know, launching has become synonymous with creating. I'm launching a course next year. 38 00:02:47,639 --> 00:02:52,639 You'll hear that a lot. But creating and launching are not the same 39 00:02:52,680 --> 00:02:57,000 thing. Creating a course and launching a course are not the same thing. 40 00:02:57,560 --> 00:03:01,960 You can spend forever creating the most incredible course and put it on your website 41 00:03:02,039 --> 00:03:06,120 and be like, yeah, I launched it, but that's not a launch. 42 00:03:06,639 --> 00:03:10,560 Okay. So this is the big shift. Launching is a repeatable sales 43 00:03:10,599 --> 00:03:15,800 process that can bring in a nice cash injection a few times a year. 44 00:03:15,719 --> 00:03:20,800 It's not the process of creating something and putting it out on your website. 45 00:03:21,199 --> 00:03:23,680 It's not the process of creating a course and making it available for sale. 46 00:03:24,360 --> 00:03:30,360 It's a repeatable sales process. For example, launch Magic is my signature course. 47 00:03:30,400 --> 00:03:36,120 I launch it twice per year and it's only available to sign up for 48 00:03:37,159 --> 00:03:39,680 seven days twice a year, and then I run it for twelve weeks. 49 00:03:40,199 --> 00:03:45,120 And we're coming into the sixth launch of launch Magic, and it's generated more 50 00:03:45,120 --> 00:03:51,240 than seven hundred thousand in sales to date because we keep repeating the same sales 51 00:03:51,319 --> 00:03:55,360 process. But on the flip side, if you don't want to have doors 52 00:03:55,360 --> 00:04:00,520 closed outside of launch times, what we've done with off a lone le sell 53 00:04:00,599 --> 00:04:03,560 more where I live launch it every now and then, but it's also always 54 00:04:03,599 --> 00:04:09,800 available. But I still occasionally run live launches where there are bonuses available for 55 00:04:09,840 --> 00:04:14,439 a limited period of time. This is a repeatable sales process. It didn't 56 00:04:14,520 --> 00:04:16,720 just happen the first time I created Launch Magic. It didn't just happen the 57 00:04:16,720 --> 00:04:21,759 first time I made off a less sell more available to buy now. The 58 00:04:21,800 --> 00:04:26,399 next question that usually comes up, though, is won't my audience get sick 59 00:04:26,439 --> 00:04:30,480 of me always launching the same thing. Here's the thing. You will get 60 00:04:30,519 --> 00:04:34,560 new people into your audience who need nurturing. There might have also been people 61 00:04:34,560 --> 00:04:38,560 who weren't ready to buy the last time you launched, or it wasn't the 62 00:04:38,639 --> 00:04:43,560 right timing. Each launch is an educational journey for your audience and simply by 63 00:04:43,600 --> 00:04:46,319 taking them through the launch content, you are still giving them so much value. 64 00:04:46,879 --> 00:04:53,120 A launch isn't simply talking about your product for two weeks or saying seven 65 00:04:53,199 --> 00:04:56,439 days until doors open, six days, five days, join my wait list. 66 00:04:57,560 --> 00:05:00,920 Instead, a launch is a journey that delivers hu shifts for them, 67 00:05:00,319 --> 00:05:04,560 even if they don't decide to sign up, for example, this podcast episode, 68 00:05:05,079 --> 00:05:09,000 Even if you don't sign up for Launch Magic when doors open next, 69 00:05:09,120 --> 00:05:12,879 just by listening to this episode, I have given you a massive shift in 70 00:05:12,920 --> 00:05:15,560 the way that you think about launching. And this knowledge alone is going to 71 00:05:15,600 --> 00:05:20,800 transform the way that you launch. The great things about launching this way, 72 00:05:21,199 --> 00:05:26,959 rather than hoping that you're going to have just that one big launch when you 73 00:05:27,040 --> 00:05:29,879 create your course and you put it out there for sale the first time, 74 00:05:30,959 --> 00:05:33,279 rather than that, if you treat it as a repeatable sales process, it 75 00:05:33,360 --> 00:05:40,040 becomes okay to launch before you're ready and do it really scrappy the first time, 76 00:05:40,279 --> 00:05:44,160 following the framework and then honing it, rinsing it, repeating it, 77 00:05:44,920 --> 00:05:49,120 and once you have that intel and that feedback and you can really make it 78 00:05:49,160 --> 00:05:53,360 the best that it is, then you can double down on it and scale 79 00:05:53,399 --> 00:05:59,480 it. It also means that launching doesn't become a must succeed at all costs. 80 00:05:59,680 --> 00:06:03,560 In death, there's no pressure on you to make sure you get it 81 00:06:03,639 --> 00:06:06,839 right the first time. It doesn't stress you out or burn you out in 82 00:06:06,879 --> 00:06:14,920 the process. It becomes an experiment instead a learning experience where you are almost 83 00:06:15,000 --> 00:06:17,680 treating it like part of your audience research process, like a let's see what 84 00:06:17,800 --> 00:06:24,439 happens if I test this messaging and I position it this way. Does this 85 00:06:24,519 --> 00:06:28,000 resonate with my audience? Are they going to buy? Oh? They had 86 00:06:28,040 --> 00:06:30,000 this question. I didn't even think that they would have this question about it. 87 00:06:30,319 --> 00:06:34,000 Now you know what you need to preempt the next time you launch it. 88 00:06:34,839 --> 00:06:38,839 And the other really good thing is you can launch before your audience is 89 00:06:38,839 --> 00:06:43,399 big enough. You can start really small. You can test the launch, 90 00:06:43,560 --> 00:06:46,959 you can see what works what doesn't work, get feedback from your audience, 91 00:06:46,199 --> 00:06:50,199 refine it, launch it again, grow it over time. This is what 92 00:06:50,240 --> 00:06:54,879 we did with the podcast launch plan. Like I don't live launch the podcast 93 00:06:54,959 --> 00:06:59,000 launch plan anymore, but I did live launch it like five or six times, 94 00:07:00,079 --> 00:07:03,040 and when I was really sure that I had honed in the messaging so 95 00:07:03,120 --> 00:07:08,199 that it was hitting all of the right notes for the right people that I 96 00:07:08,199 --> 00:07:11,920 had answered all of the questions, somebody had all of the hesitations that my 97 00:07:11,959 --> 00:07:17,000 audience had. Then I put that sales process on Evergreen. But only then 98 00:07:17,079 --> 00:07:21,560 did I make it available all the time without a launch, no launching at 99 00:07:21,600 --> 00:07:27,120 all. Okay, but that was because I had all of the intel and 100 00:07:27,720 --> 00:07:30,839 by launching it over and over again, and each launch was a really small 101 00:07:30,879 --> 00:07:31,959 launch, like some of them were, like the two thousand dollar launches, 102 00:07:32,000 --> 00:07:36,560 five thousand dollar launches. But when I then got so clear on what I 103 00:07:36,680 --> 00:07:41,120 was selling and the messaging, and then I put it on Evergreen. Now 104 00:07:41,120 --> 00:07:44,439 I knew it was profitable. That's where I could double down on it and 105 00:07:44,480 --> 00:07:49,120 I could start to invest in Facebook ads. And by doing that, we 106 00:07:49,199 --> 00:07:54,920 went from having those two thousand dollar launches, five thousand dollar launches to literally 107 00:07:54,959 --> 00:07:59,480 a three hundred and sixty thousand dollar month in March twenty twenty off the back 108 00:07:59,519 --> 00:08:03,480 of that same product, because we had spent so much time getting to know 109 00:08:03,680 --> 00:08:07,040 the audience and listening to what they were saying, listening to their feedback, 110 00:08:07,399 --> 00:08:13,000 gathering that intel from those launches. Okay, so that launch isn't that one 111 00:08:13,120 --> 00:08:18,959 big thing that happens where it's counting down until doors open and everybody's excited and 112 00:08:20,079 --> 00:08:24,319 hundreds of people are joining, and you're celebrating your launch with champagne and confetti, 113 00:08:24,360 --> 00:08:26,160 like, I mean, go for it, like, celebrate with champagne 114 00:08:26,160 --> 00:08:28,480 and confetti, even if it's a tiny launch. Please. But it doesn't 115 00:08:28,519 --> 00:08:33,120 have to be this huge, big thing that you see all over social media. 116 00:08:33,159 --> 00:08:35,559 And it won't be unless you are already starting with a large audience. 117 00:08:37,000 --> 00:08:39,440 But you don't need to save up your audience to be big enough for you 118 00:08:39,519 --> 00:08:43,639 to have that launch, because it's a learning process and launching with a small 119 00:08:43,679 --> 00:08:48,840 audience is like learning to drive in your driveway, or learning to ride a 120 00:08:48,840 --> 00:08:52,279 bike and your driveway rather than in the main road, or learning to drive 121 00:08:52,320 --> 00:08:58,240 on the highway. You're starting small, you're learning, and then you're growing 122 00:08:58,279 --> 00:09:01,679 from there. And great if it does. If nobody buys the first time 123 00:09:01,759 --> 00:09:05,440 round, cool, Now we have something to work with because the people who 124 00:09:05,559 --> 00:09:09,360 don't buy are the ones who are going to give you the best feedback. 125 00:09:09,919 --> 00:09:13,200 You're going to find out why they didn't buy, and you're going to use 126 00:09:13,200 --> 00:09:18,279 that to tweak the messaging or tweak your offer or tweak your product pivot. 127 00:09:18,320 --> 00:09:22,919 It a little bit and then try again. The first time I launched the 128 00:09:22,960 --> 00:09:26,879 podcast launch Plan, I actually launched it to my audience as a group program, 129 00:09:26,799 --> 00:09:30,879 and only two people signed up. So when I went back to my 130 00:09:30,919 --> 00:09:33,000 audience and I said, well, you guys have been literally asking me for 131 00:09:33,080 --> 00:09:37,720 something that's going to show you how to launch a podcast for so long. 132 00:09:37,720 --> 00:09:43,279 Why don't you want this? And the feedback I got was, Oh, 133 00:09:43,320 --> 00:09:46,200 well, I don't want to show up to live calls, I can't commit 134 00:09:46,240 --> 00:09:48,480 to live calls. I want to do it in four weeks. I don't 135 00:09:48,480 --> 00:09:50,360 want to do it in eight weeks. I want to do it in twelve 136 00:09:50,399 --> 00:09:56,120 months. So many different reasons that people were giving me, and the big 137 00:09:56,240 --> 00:10:01,000 underlying takeaway from all of that feedback was Oh, they want to be able 138 00:10:01,039 --> 00:10:05,039 to do it in their own time, in a self paced format, and 139 00:10:05,039 --> 00:10:09,039 that's why I created the podcast launch Plan the way that it is. Okay, 140 00:10:09,519 --> 00:10:16,480 so there's nothing wrong with having launch failures. A failed launch can become 141 00:10:16,639 --> 00:10:20,559 an incredibly profitable product over time. But you need to be open to the 142 00:10:20,559 --> 00:10:24,639 feedback, and you need to be open to launching being a repeatable sales process, 143 00:10:26,080 --> 00:10:30,559 not something that happens once. All Right, that is it for today's 144 00:10:30,639 --> 00:10:35,080 episode. I hope this has shifted your mindset around launching big time, and 145 00:10:35,120 --> 00:10:39,840 I hope if you've been putting it off because you're afraid of your launch not 146 00:10:39,000 --> 00:10:45,879 succeeding, I hope this will help you to start taking action and get it 147 00:10:45,919 --> 00:10:50,360 out there. If you haven't already subscribed to this show, hit the plus 148 00:10:50,360 --> 00:10:54,519 in Apple Podcasts or hit follow in Spotify and it means you'll get each new 149 00:10:54,559 --> 00:10:58,799 episode delivered straight to your podcast app every Monday, Wednesday, and Friday. 150 00:10:58,279 --> 00:11:01,960 And if you haven't already left me a rating and a review, please, 151 00:11:03,039 --> 00:11:05,480 I really do read every single one of them. It means so much to 152 00:11:05,600 --> 00:11:09,720 me when you do, so please go take thirty seconds and let me know 153 00:11:09,759 --> 00:11:13,360 what you are loving about this show, or if you're not loving it, 154 00:11:13,519 --> 00:11:16,679 let me know where I can improve. Leave me that in Apple Podcasts and 155 00:11:16,919 --> 00:11:20,720 I will be forever grateful for you. Thank you so much for listening. 156 00:11:20,879 --> 00:11:22,679 Catch you next time.