The people who bought from you the first time you launched your offer, they've
probably been in your audience a while. Like I said, they knew you,
they liked you, they trusted you. They had probably been consuming your
free content for a very long time, and they were ready to buy as
a result of that. Someone who is just joining your audience now they might
need a little bit more nurturing to get them to the point where they are
ready to buy from you. 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. You want the
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up at Steph Taylor dot co, forward slash DBB, or at the link
in the show notes. Hey, welcome back to In Perfect Action. This
is episode seven hundred and sixty nine. Today I am talking about the big
mistakes that you are making in your second launch and beyond. So I'm a
big fan of launching your offers over and over and over again, especially if
they are courses, programs, memberships. I believe that if you are only
launching them once, if you're only doing that one launch and then putting them
on your website for people to buy at any given time, I believe that
that is leaving a lot of potential sales on the table. Now, to
recap a little bit about launches, I've talked about them a lot over the
last few weeks, but if you haven't been here for those episodes, a
live launch isn't this big hype building campaign where you tell somebody that you know,
You tell your audience that something brand new is coming, and you tease
the offer and you try to get them excited about it, and then you
do this countdown where you're like, oh, in five days, doors are
opening. Five days, doors open in four days. That to me,
is not what I consider a live launch. A live launch is simply a
limited time marketing and sales campaign. It's a limited time push where you're sharing
free content that is designed to grow your audience with the right people for that
offer. You're nurturing them across the magician's gap, so you're giving them the
things that they need to decide whether it's the right fit for them or not.
And then you're addressing any hesitations that they have about whether your offer is
going to be right for them or not. And lastly, you give them
a deadline for them to decide by. And that deadline doesn't necessarily have to
be doors are closed, you can never sign up again, or you can't
sign up until the next time I launch. The deadline can be that a
bonus you have added is removed, a limited time bonus expires. That can
be enough of a deadline, especially if you have a program or a course
or a membership that you want to be always open, but you still want
to be able to use live launching as a sales process for this. The
great news with live launching is that you can repeat it over and over and
over again really easily. You can do it a couple of times a year,
like I do with launch Magic, for example, where I launch it
twice a year and I teach it live or teach the q and as twice
a year, I run it for twelve weeks live twice a year, or
you can launch it multiple times until you know that that sales process is dialed
in, it's converting really well, and then you can turn it into an
evergreen funnel, an automated funnel, whatever you want to call it, an
automated sales process where the deadline is actually based on when they entered the funnel.
It's not a deadline that is the same for everybody. And this is
a lot more complicated to set up, uh. And that's why I always
recommend live launching a few times first, because once it's set up, you
don't want to have to go back and tweak all of the things and redo
it. If you have launched any of your offers before, especially if this
is a course, a program, or a membership, then this episode you're
going to learn some of the big mistakes to avoid if you want to maximize
sales in the future. And if you have made some of these mistakes before,
you know that I've made most of these mistakes myself. You can't go
back and change what you've done in the past, but you can use it
as a lesson to improve your launches in the future. And I really would
encourage you to give it another go. Even if your first launch didn't go
well, give it another try, knowing what you know now and see what
happens differently. Okay, so mistake number one is moving straight on from your
last launch without looking back and reviewing it in full. Even the most successful
launches have some parts that maybe could be some parts that maybe weren't as successful
as they could have been. But if we're only looking at the bottom line,
if we're only looking at the total number of sales or the number of
buyers, then we miss out on a lot of value that's in the details.
For example, how well did our launch lead magnet grow our email list
and how well did it nurture them through the magician's gap to the point where
they were ready to buy when we opened doors. How well did our pre
webinar emails work forgetting the people who had registered to show up live? How
well did the live webinar convert which open emails worked well? Which ones didn't
Which objections or hesitations could we have maybe addressed better. All of these things
can point us in the direction of improving our launch next time. And this
is why I'm a big fan of creating a launch review spreadsheet. And that
just means that we can look at each part of the launch in detail,
rather than just looking at, oh, five people, the launch must have
been a failure. I also recommend sending out a non bias survey. This
will help you to identify what parts of the magician's gap were maybe not bridged
effectively, and what questions or hesitations or objections we didn't address enough, we
didn't answer completely. If you have a team, it could be worth running
a launch review meeting with your team. If it's just you, set yourself
a little launch review meeting, and in its simplest form, this meeting is
just what worked, what didn't work? What am I going to change next
time? That's really what the simplest form of it is. And you can
go a little bit more into detail if you want to, but even just
asking yourself those three questions is going to set you up for a much better
launch next time. Mistake number two repeating your last launch without making any changes.
Even if your launch was super successful at each step, every single launch
that you run of the same off is a great opportunity to test and try
out new things. Maybe you can try a different launch lead magnet and see
how that grows your list better than the last one, or if it doesn't,
you could change up your free content see if you can bridge the magician's
gap a little bit more effectively. Maybe you could try a new webinar topic,
see if that gets more sign ups or more conversions. Maybe you could
try different pre webinar emails, or you could change the timing of them and
see if that effects how many people show up live. You could tweak the
sales page. You could add or remove or change some of your car open
emails. And if you pay attention to what your non buyers said when you
surveyed them, then you can make some changes to your messaging and your content
and your copy based on that, and you might be able to convert some
of those people the next time you launch. But the key to all of
this is tracking everything, all of your numbers, so that you can compare
between the different launches and you can see whether the things that you tested were
effected. Mistake number three is changing absolutely everything from your life last launch.
So while we want to change and test a couple of things, we don't
want to change everything because if we change everything, then we can't actually find
out what is making what's driving the improvements. It's also a lot of extra
work, and most of the time, you don't need to completely reinvent the
wheel every time that you launch. Even if your first launch was an absolute
flop, come back to that launch review spreadsheet and ask yourself what parts of
this did work, Because maybe the lead magnet that you had was great.
It got a lot of sign ups and they were the right people, And
if it was you don't need to go and redo that. Maybe your pre
webinar emails meant that a lot of people showed up live and they were great.
Keep those then for next time. You don't really want to create all
of this extra work for yourself if you don't need to. And like I
said, if you're changing everything at once, it's really hard then to know
which of the variables that you are testing moved the needle. You know,
if you drastically change your sales page and your sales pitch from your web and
your conversions increase, how are you going to know which one had the impact,
which one made the difference. So your goal here is to find the
balance between changing everything and just changing a couple of things between launches. Mistake
number four not growing your audience between launches. This mistake is super common and
it leads to what I call the second launch slump. Where your first launch
was really successful. It converted people who've been following you and been in your
audience for so long that they were so ready to buy from you because they
knew you, they liked you, they trust you. But now everyone in
your audience who was ready to buy has bought from you. And if you
don't grow your audience in between those launches, then you don't have anybody new
to nurture and sell to. So you do need to get in front of
some new people and grow your audience with these people. And this is where
it can be really important to have a compelling launch lead magnet that it track
the right people and get in front of the right people for this offer.
Not just getting in front of as many people as possible, not just talking
about it on social media and hoping that people find it, but actively proactively
getting in front of the right people, identifying who the right people are for
this offer, where they are, how you can get in front of them,
and what lead magnet to get in front of them to grow your email
list with those people. Mistake number five, assuming that the new people in
your audience are as warm as those who bought from you the first time around.
The people who bought from you the first time you launched your offer,
they've probably been in your audience a while. Like I said, they knew
you, they liked you, they trusted you. They had probably been consuming
your free content for a very long time, and they were ready to buy.
As a result of that, someone who is just joining your audience now,
they might need a little bit more nurturing to get them to the point
where they are ready to buy from you right because they haven't been on your
email list for months and months and months. For example, with launch Magic,
on average, somebody has been on my email list for one hundred and
eighty three days before they sign up. Now. Part of this might be
because I only run it twice a year, so if they miss the first
lunch in March, then they have to wait until July August to sign up
if they miss August and they have to wait till the next one in March.
So that does add a bit of a lead time onto how long they
hang around before they buy. But on average, somebody has still been in
my audience for one hundred and eighty three days. That is six months of
getting my emails, listening to my podcast episodes, maybe consuming my social media
content, six months of being in that content before they buy from me.
So, when somebody is just coming into your audience, what do they need
from you? And you can speed this up a bit if your content is
strategic, if you are intentionally bridging the magician's gap, which is the gap
between where they are now and where they need to be to be ready to
buy, So asking yourself what do they need to know to be ready to
buy this particular offer, and sharing strategic content around that. So there you
have it. Five mistakes that I see very very very frequently with people who
have launched something once before, twice before, five times before, and it's
causing them to miss out on potential sales each time that they launch. Now,
if you have learned anything from this show, anything at all, please
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All Right, that is it for today's episode. Thank you so much for
listening. Catch you next time.