A launch is a journey that delivers huge shifts for them even if they don't
decide to sign up. For example, this podcast episode. Even if you
don't sign up for Launch Magic when Doors open next, just by listening to
this episode, I have given you a massive shift in the way that you
think about launching, and this knowledge alone is going to transform the way that
you launch. 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 dollar year. 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 that brings you more profit,
more freedom, and even more joy. Are you on the list?
Get my daily businosters. Every day I'll send you a bite sized prompt designed
to help you grow your business in a more intentional way. Sign up at
step Taylor dot Co, forward slash DBB, or at the link in your
show notes. Hey, welcome back to Imperfect Action. This is episode eight
hundred and eleven. Today, I am delivering a big shift that I think
is going to change the way you view launching when it comes to your courses,
programs, memberships, any digital products that you have in your business.
Now, when we think about launching, many people base their opinion of launching
based on what they see online. They see the countdown the doors open in
three days, two days, one days. They see people celebrating huge launches.
They see the hype on Instagram. They see people welcoming loads of students
into their course with walls full of post it notes. They see the comments
of I'm in. They see the big audiences, they see the champagne and
the CONFERTI celebrating the launch. And then, of course you assume that this
is what a launch is, because that's what you're seeing on the surface.
But you're not seeing all of the content that somebody shared in the lead up
and the strategy behind it. You're not seeing the smaller launches that they had
along the way. You're not seeing the people who didn't buy. You're not
seeing the questions people asked before they sign up. And a launch is not
the thing that happens where you put it out into the world and it's like
this huge thing that your audience has been excited for and there's this big celebration
and it's like a party. That's not a launch. Okay, It's not
the thing that happens when you first put it out into the world. I
know, launching has become synonymous with creating. I'm launching a course next year.
You'll hear that a lot. But creating and launching are not the same
thing. Creating a course and launching a course are not the same thing.
You can spend forever creating the most incredible course and put it on your website
and be like, yeah, I launched it, but that's not a launch.
Okay. So this is the big shift. Launching is a repeatable sales
process that can bring in a nice cash injection a few times a year.
It's not the process of creating something and putting it out on your website.
It's not the process of creating a course and making it available for sale.
It's a repeatable sales process. For example, launch Magic is my signature course.
I launch it twice per year and it's only available to sign up for
seven days twice a year, and then I run it for twelve weeks.
And we're coming into the sixth launch of launch Magic, and it's generated more
than seven hundred thousand in sales to date because we keep repeating the same sales
process. But on the flip side, if you don't want to have doors
closed outside of launch times, what we've done with off a lone le sell
more where I live launch it every now and then, but it's also always
available. But I still occasionally run live launches where there are bonuses available for
a limited period of time. This is a repeatable sales process. It didn't
just happen the first time I created Launch Magic. It didn't just happen the
first time I made off a less sell more available to buy now. The
next question that usually comes up, though, is won't my audience get sick
of me always launching the same thing. Here's the thing. You will get
new people into your audience who need nurturing. There might have also been people
who weren't ready to buy the last time you launched, or it wasn't the
right timing. Each launch is an educational journey for your audience and simply by
taking them through the launch content, you are still giving them so much value.
A launch isn't simply talking about your product for two weeks or saying seven
days until doors open, six days, five days, join my wait list.
Instead, a launch is a journey that delivers hu shifts for them,
even if they don't decide to sign up, for example, this podcast episode,
Even if you don't sign up for Launch Magic when doors open next,
just by listening to this episode, I have given you a massive shift in
the way that you think about launching. And this knowledge alone is going to
transform the way that you launch. The great things about launching this way,
rather than hoping that you're going to have just that one big launch when you
create your course and you put it out there for sale the first time,
rather than that, if you treat it as a repeatable sales process, it
becomes okay to launch before you're ready and do it really scrappy the first time,
following the framework and then honing it, rinsing it, repeating it,
and once you have that intel and that feedback and you can really make it
the best that it is, then you can double down on it and scale
it. It also means that launching doesn't become a must succeed at all costs.
In death, there's no pressure on you to make sure you get it
right the first time. It doesn't stress you out or burn you out in
the process. It becomes an experiment instead a learning experience where you are almost
treating it like part of your audience research process, like a let's see what
happens if I test this messaging and I position it this way. Does this
resonate with my audience? Are they going to buy? Oh? They had
this question. I didn't even think that they would have this question about it.
Now you know what you need to preempt the next time you launch it.
And the other really good thing is you can launch before your audience is
big enough. You can start really small. You can test the launch,
you can see what works what doesn't work, get feedback from your audience,
refine it, launch it again, grow it over time. This is what
we did with the podcast launch plan. Like I don't live launch the podcast
launch plan anymore, but I did live launch it like five or six times,
and when I was really sure that I had honed in the messaging so
that it was hitting all of the right notes for the right people that I
had answered all of the questions, somebody had all of the hesitations that my
audience had. Then I put that sales process on Evergreen. But only then
did I make it available all the time without a launch, no launching at
all. Okay, but that was because I had all of the intel and
by launching it over and over again, and each launch was a really small
launch, like some of them were, like the two thousand dollar launches,
five thousand dollar launches. But when I then got so clear on what I
was selling and the messaging, and then I put it on Evergreen. Now
I knew it was profitable. That's where I could double down on it and
I could start to invest in Facebook ads. And by doing that, we
went from having those two thousand dollar launches, five thousand dollar launches to literally
a three hundred and sixty thousand dollar month in March twenty twenty off the back
of that same product, because we had spent so much time getting to know
the audience and listening to what they were saying, listening to their feedback,
gathering that intel from those launches. Okay, so that launch isn't that one
big thing that happens where it's counting down until doors open and everybody's excited and
hundreds of people are joining, and you're celebrating your launch with champagne and confetti,
like, I mean, go for it, like, celebrate with champagne
and confetti, even if it's a tiny launch. Please. But it doesn't
have to be this huge, big thing that you see all over social media.
And it won't be unless you are already starting with a large audience.
But you don't need to save up your audience to be big enough for you
to have that launch, because it's a learning process and launching with a small
audience is like learning to drive in your driveway, or learning to ride a
bike and your driveway rather than in the main road, or learning to drive
on the highway. You're starting small, you're learning, and then you're growing
from there. And great if it does. If nobody buys the first time
round, cool, Now we have something to work with because the people who
don't buy are the ones who are going to give you the best feedback.
You're going to find out why they didn't buy, and you're going to use
that to tweak the messaging or tweak your offer or tweak your product pivot.
It a little bit and then try again. The first time I launched the
podcast launch Plan, I actually launched it to my audience as a group program,
and only two people signed up. So when I went back to my
audience and I said, well, you guys have been literally asking me for
something that's going to show you how to launch a podcast for so long.
Why don't you want this? And the feedback I got was, Oh,
well, I don't want to show up to live calls, I can't commit
to live calls. I want to do it in four weeks. I don't
want to do it in eight weeks. I want to do it in twelve
months. So many different reasons that people were giving me, and the big
underlying takeaway from all of that feedback was Oh, they want to be able
to do it in their own time, in a self paced format, and
that's why I created the podcast launch Plan the way that it is. Okay,
so there's nothing wrong with having launch failures. A failed launch can become
an incredibly profitable product over time. But you need to be open to the
feedback, and you need to be open to launching being a repeatable sales process,
not something that happens once. All Right, that is it for today's
episode. I hope this has shifted your mindset around launching big time, and
I hope if you've been putting it off because you're afraid of your launch not
succeeding, I hope this will help you to start taking action and get it
out there. If you haven't already subscribed to this show, hit the plus
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Catch you next time.