1 00:00:00,120 --> 00:00:03,040 The people who bought from you the first time you launched your offer, they've 2 00:00:03,080 --> 00:00:06,120 probably been in your audience a while. Like I said, they knew you, 3 00:00:06,160 --> 00:00:09,560 they liked you, they trusted you. They had probably been consuming your 4 00:00:09,599 --> 00:00:13,439 free content for a very long time, and they were ready to buy as 5 00:00:13,439 --> 00:00:17,679 a result of that. Someone who is just joining your audience now they might 6 00:00:17,800 --> 00:00:20,559 need a little bit more nurturing to get them to the point where they are 7 00:00:20,640 --> 00:00:25,399 ready to buy from you. Welcome to Imperfect Action. I'm Steph Taylor. 8 00:00:25,960 --> 00:00:29,160 For years, I read all the books, downloaded all the freebies, and 9 00:00:29,199 --> 00:00:34,039 did all the courses, But it wasn't until I started taking imperfect action that 10 00:00:34,159 --> 00:00:39,600 my business had its first million dollar year. Imperfect action is about doing things 11 00:00:39,759 --> 00:00:46,119 before you're ready, prioritizing consistent action over perfect action, and moving forward even 12 00:00:46,159 --> 00:00:49,920 when you're not sure you're doing it right. On this show, you can 13 00:00:49,960 --> 00:00:55,119 expect mindset advice, actionable marketing tips and strategies to build a business that brings 14 00:00:55,119 --> 00:01:00,920 you more profit, more freedom, and even more joy. You want the 15 00:01:00,960 --> 00:01:03,599 list to get my daily businosters. Every day I'll send you a bite sized 16 00:01:03,640 --> 00:01:07,959 prompt designed to help you grow your business in a more Intentional Way. Sign 17 00:01:08,040 --> 00:01:11,760 up at Steph Taylor dot co, forward slash DBB, or at the link 18 00:01:11,879 --> 00:01:18,959 in the show notes. Hey, welcome back to In Perfect Action. This 19 00:01:19,000 --> 00:01:23,519 is episode seven hundred and sixty nine. Today I am talking about the big 20 00:01:23,640 --> 00:01:30,280 mistakes that you are making in your second launch and beyond. So I'm a 21 00:01:30,280 --> 00:01:36,120 big fan of launching your offers over and over and over again, especially if 22 00:01:36,159 --> 00:01:40,799 they are courses, programs, memberships. I believe that if you are only 23 00:01:40,959 --> 00:01:45,680 launching them once, if you're only doing that one launch and then putting them 24 00:01:45,719 --> 00:01:49,439 on your website for people to buy at any given time, I believe that 25 00:01:49,439 --> 00:01:53,079 that is leaving a lot of potential sales on the table. Now, to 26 00:01:53,159 --> 00:01:57,040 recap a little bit about launches, I've talked about them a lot over the 27 00:01:57,079 --> 00:02:00,000 last few weeks, but if you haven't been here for those episodes, a 28 00:02:00,040 --> 00:02:06,840 live launch isn't this big hype building campaign where you tell somebody that you know, 29 00:02:06,879 --> 00:02:09,240 You tell your audience that something brand new is coming, and you tease 30 00:02:09,240 --> 00:02:12,599 the offer and you try to get them excited about it, and then you 31 00:02:12,639 --> 00:02:15,759 do this countdown where you're like, oh, in five days, doors are 32 00:02:15,800 --> 00:02:17,560 opening. Five days, doors open in four days. That to me, 33 00:02:17,719 --> 00:02:23,240 is not what I consider a live launch. A live launch is simply a 34 00:02:23,639 --> 00:02:29,639 limited time marketing and sales campaign. It's a limited time push where you're sharing 35 00:02:29,879 --> 00:02:32,759 free content that is designed to grow your audience with the right people for that 36 00:02:32,840 --> 00:02:38,000 offer. You're nurturing them across the magician's gap, so you're giving them the 37 00:02:38,280 --> 00:02:42,560 things that they need to decide whether it's the right fit for them or not. 38 00:02:43,240 --> 00:02:46,159 And then you're addressing any hesitations that they have about whether your offer is 39 00:02:46,199 --> 00:02:50,400 going to be right for them or not. And lastly, you give them 40 00:02:50,439 --> 00:02:54,520 a deadline for them to decide by. And that deadline doesn't necessarily have to 41 00:02:54,560 --> 00:02:58,639 be doors are closed, you can never sign up again, or you can't 42 00:02:58,680 --> 00:03:00,919 sign up until the next time I launch. The deadline can be that a 43 00:03:00,960 --> 00:03:06,120 bonus you have added is removed, a limited time bonus expires. That can 44 00:03:06,159 --> 00:03:09,159 be enough of a deadline, especially if you have a program or a course 45 00:03:09,520 --> 00:03:14,280 or a membership that you want to be always open, but you still want 46 00:03:14,280 --> 00:03:17,560 to be able to use live launching as a sales process for this. The 47 00:03:17,639 --> 00:03:22,759 great news with live launching is that you can repeat it over and over and 48 00:03:22,800 --> 00:03:25,400 over again really easily. You can do it a couple of times a year, 49 00:03:25,439 --> 00:03:29,680 like I do with launch Magic, for example, where I launch it 50 00:03:29,680 --> 00:03:31,759 twice a year and I teach it live or teach the q and as twice 51 00:03:31,759 --> 00:03:35,800 a year, I run it for twelve weeks live twice a year, or 52 00:03:35,840 --> 00:03:40,520 you can launch it multiple times until you know that that sales process is dialed 53 00:03:40,560 --> 00:03:45,560 in, it's converting really well, and then you can turn it into an 54 00:03:45,639 --> 00:03:47,360 evergreen funnel, an automated funnel, whatever you want to call it, an 55 00:03:47,400 --> 00:03:53,360 automated sales process where the deadline is actually based on when they entered the funnel. 56 00:03:53,639 --> 00:03:57,719 It's not a deadline that is the same for everybody. And this is 57 00:03:57,759 --> 00:04:00,360 a lot more complicated to set up, uh. And that's why I always 58 00:04:00,400 --> 00:04:03,599 recommend live launching a few times first, because once it's set up, you 59 00:04:03,639 --> 00:04:08,080 don't want to have to go back and tweak all of the things and redo 60 00:04:08,120 --> 00:04:12,479 it. If you have launched any of your offers before, especially if this 61 00:04:12,520 --> 00:04:15,400 is a course, a program, or a membership, then this episode you're 62 00:04:15,439 --> 00:04:18,720 going to learn some of the big mistakes to avoid if you want to maximize 63 00:04:18,720 --> 00:04:23,199 sales in the future. And if you have made some of these mistakes before, 64 00:04:23,920 --> 00:04:27,600 you know that I've made most of these mistakes myself. You can't go 65 00:04:27,680 --> 00:04:30,600 back and change what you've done in the past, but you can use it 66 00:04:30,639 --> 00:04:35,360 as a lesson to improve your launches in the future. And I really would 67 00:04:35,519 --> 00:04:39,759 encourage you to give it another go. Even if your first launch didn't go 68 00:04:39,879 --> 00:04:43,879 well, give it another try, knowing what you know now and see what 69 00:04:44,000 --> 00:04:48,319 happens differently. Okay, so mistake number one is moving straight on from your 70 00:04:48,399 --> 00:04:56,160 last launch without looking back and reviewing it in full. Even the most successful 71 00:04:56,240 --> 00:05:01,240 launches have some parts that maybe could be some parts that maybe weren't as successful 72 00:05:01,279 --> 00:05:05,000 as they could have been. But if we're only looking at the bottom line, 73 00:05:05,000 --> 00:05:09,199 if we're only looking at the total number of sales or the number of 74 00:05:09,199 --> 00:05:13,720 buyers, then we miss out on a lot of value that's in the details. 75 00:05:14,040 --> 00:05:18,079 For example, how well did our launch lead magnet grow our email list 76 00:05:18,600 --> 00:05:23,120 and how well did it nurture them through the magician's gap to the point where 77 00:05:23,120 --> 00:05:27,240 they were ready to buy when we opened doors. How well did our pre 78 00:05:27,360 --> 00:05:31,240 webinar emails work forgetting the people who had registered to show up live? How 79 00:05:31,279 --> 00:05:36,600 well did the live webinar convert which open emails worked well? Which ones didn't 80 00:05:36,800 --> 00:05:43,560 Which objections or hesitations could we have maybe addressed better. All of these things 81 00:05:44,199 --> 00:05:48,040 can point us in the direction of improving our launch next time. And this 82 00:05:48,120 --> 00:05:54,079 is why I'm a big fan of creating a launch review spreadsheet. And that 83 00:05:54,240 --> 00:05:57,120 just means that we can look at each part of the launch in detail, 84 00:05:57,720 --> 00:06:00,279 rather than just looking at, oh, five people, the launch must have 85 00:06:00,319 --> 00:06:04,759 been a failure. I also recommend sending out a non bias survey. This 86 00:06:04,920 --> 00:06:10,920 will help you to identify what parts of the magician's gap were maybe not bridged 87 00:06:10,959 --> 00:06:17,000 effectively, and what questions or hesitations or objections we didn't address enough, we 88 00:06:17,079 --> 00:06:23,240 didn't answer completely. If you have a team, it could be worth running 89 00:06:23,360 --> 00:06:28,000 a launch review meeting with your team. If it's just you, set yourself 90 00:06:28,040 --> 00:06:31,040 a little launch review meeting, and in its simplest form, this meeting is 91 00:06:31,199 --> 00:06:35,120 just what worked, what didn't work? What am I going to change next 92 00:06:35,120 --> 00:06:39,199 time? That's really what the simplest form of it is. And you can 93 00:06:39,199 --> 00:06:42,480 go a little bit more into detail if you want to, but even just 94 00:06:42,560 --> 00:06:46,279 asking yourself those three questions is going to set you up for a much better 95 00:06:46,360 --> 00:06:53,160 launch next time. Mistake number two repeating your last launch without making any changes. 96 00:06:53,759 --> 00:06:58,839 Even if your launch was super successful at each step, every single launch 97 00:06:58,879 --> 00:07:01,839 that you run of the same off is a great opportunity to test and try 98 00:07:01,879 --> 00:07:06,240 out new things. Maybe you can try a different launch lead magnet and see 99 00:07:06,279 --> 00:07:10,360 how that grows your list better than the last one, or if it doesn't, 100 00:07:11,120 --> 00:07:14,040 you could change up your free content see if you can bridge the magician's 101 00:07:14,120 --> 00:07:16,639 gap a little bit more effectively. Maybe you could try a new webinar topic, 102 00:07:16,720 --> 00:07:20,279 see if that gets more sign ups or more conversions. Maybe you could 103 00:07:20,279 --> 00:07:25,000 try different pre webinar emails, or you could change the timing of them and 104 00:07:25,040 --> 00:07:28,360 see if that effects how many people show up live. You could tweak the 105 00:07:28,399 --> 00:07:31,319 sales page. You could add or remove or change some of your car open 106 00:07:31,360 --> 00:07:35,480 emails. And if you pay attention to what your non buyers said when you 107 00:07:35,519 --> 00:07:40,199 surveyed them, then you can make some changes to your messaging and your content 108 00:07:40,240 --> 00:07:43,519 and your copy based on that, and you might be able to convert some 109 00:07:43,600 --> 00:07:46,839 of those people the next time you launch. But the key to all of 110 00:07:46,839 --> 00:07:49,240 this is tracking everything, all of your numbers, so that you can compare 111 00:07:49,600 --> 00:07:55,199 between the different launches and you can see whether the things that you tested were 112 00:07:55,319 --> 00:08:00,639 effected. Mistake number three is changing absolutely everything from your life last launch. 113 00:08:00,959 --> 00:08:03,800 So while we want to change and test a couple of things, we don't 114 00:08:03,800 --> 00:08:07,600 want to change everything because if we change everything, then we can't actually find 115 00:08:07,639 --> 00:08:11,199 out what is making what's driving the improvements. It's also a lot of extra 116 00:08:11,240 --> 00:08:15,720 work, and most of the time, you don't need to completely reinvent the 117 00:08:15,720 --> 00:08:18,800 wheel every time that you launch. Even if your first launch was an absolute 118 00:08:18,879 --> 00:08:24,120 flop, come back to that launch review spreadsheet and ask yourself what parts of 119 00:08:24,160 --> 00:08:28,040 this did work, Because maybe the lead magnet that you had was great. 120 00:08:28,079 --> 00:08:31,319 It got a lot of sign ups and they were the right people, And 121 00:08:31,360 --> 00:08:33,919 if it was you don't need to go and redo that. Maybe your pre 122 00:08:35,000 --> 00:08:39,080 webinar emails meant that a lot of people showed up live and they were great. 123 00:08:39,440 --> 00:08:41,879 Keep those then for next time. You don't really want to create all 124 00:08:41,919 --> 00:08:46,679 of this extra work for yourself if you don't need to. And like I 125 00:08:46,720 --> 00:08:50,879 said, if you're changing everything at once, it's really hard then to know 126 00:08:50,080 --> 00:08:54,080 which of the variables that you are testing moved the needle. You know, 127 00:08:54,639 --> 00:09:01,000 if you drastically change your sales page and your sales pitch from your web and 128 00:09:01,039 --> 00:09:05,600 your conversions increase, how are you going to know which one had the impact, 129 00:09:05,600 --> 00:09:07,799 which one made the difference. So your goal here is to find the 130 00:09:07,840 --> 00:09:13,840 balance between changing everything and just changing a couple of things between launches. Mistake 131 00:09:13,919 --> 00:09:20,919 number four not growing your audience between launches. This mistake is super common and 132 00:09:20,000 --> 00:09:26,000 it leads to what I call the second launch slump. Where your first launch 133 00:09:26,159 --> 00:09:28,960 was really successful. It converted people who've been following you and been in your 134 00:09:28,960 --> 00:09:33,080 audience for so long that they were so ready to buy from you because they 135 00:09:33,159 --> 00:09:37,320 knew you, they liked you, they trust you. But now everyone in 136 00:09:37,320 --> 00:09:41,080 your audience who was ready to buy has bought from you. And if you 137 00:09:41,120 --> 00:09:46,600 don't grow your audience in between those launches, then you don't have anybody new 138 00:09:46,159 --> 00:09:50,799 to nurture and sell to. So you do need to get in front of 139 00:09:50,799 --> 00:09:54,519 some new people and grow your audience with these people. And this is where 140 00:09:54,519 --> 00:10:00,240 it can be really important to have a compelling launch lead magnet that it track 141 00:10:00,360 --> 00:10:03,399 the right people and get in front of the right people for this offer. 142 00:10:03,919 --> 00:10:07,200 Not just getting in front of as many people as possible, not just talking 143 00:10:07,240 --> 00:10:11,879 about it on social media and hoping that people find it, but actively proactively 144 00:10:11,919 --> 00:10:15,799 getting in front of the right people, identifying who the right people are for 145 00:10:15,840 --> 00:10:18,960 this offer, where they are, how you can get in front of them, 146 00:10:18,279 --> 00:10:22,120 and what lead magnet to get in front of them to grow your email 147 00:10:22,120 --> 00:10:26,600 list with those people. Mistake number five, assuming that the new people in 148 00:10:26,639 --> 00:10:31,720 your audience are as warm as those who bought from you the first time around. 149 00:10:31,240 --> 00:10:33,879 The people who bought from you the first time you launched your offer, 150 00:10:33,919 --> 00:10:37,120 they've probably been in your audience a while. Like I said, they knew 151 00:10:37,159 --> 00:10:41,600 you, they liked you, they trusted you. They had probably been consuming 152 00:10:41,600 --> 00:10:45,320 your free content for a very long time, and they were ready to buy. 153 00:10:45,440 --> 00:10:48,200 As a result of that, someone who is just joining your audience now, 154 00:10:48,399 --> 00:10:52,320 they might need a little bit more nurturing to get them to the point 155 00:10:52,320 --> 00:10:54,759 where they are ready to buy from you right because they haven't been on your 156 00:10:54,759 --> 00:10:58,759 email list for months and months and months. For example, with launch Magic, 157 00:11:00,080 --> 00:11:01,679 on average, somebody has been on my email list for one hundred and 158 00:11:01,720 --> 00:11:05,879 eighty three days before they sign up. Now. Part of this might be 159 00:11:05,879 --> 00:11:09,879 because I only run it twice a year, so if they miss the first 160 00:11:09,960 --> 00:11:13,519 lunch in March, then they have to wait until July August to sign up 161 00:11:13,519 --> 00:11:15,600 if they miss August and they have to wait till the next one in March. 162 00:11:15,919 --> 00:11:18,480 So that does add a bit of a lead time onto how long they 163 00:11:18,519 --> 00:11:22,799 hang around before they buy. But on average, somebody has still been in 164 00:11:22,840 --> 00:11:26,360 my audience for one hundred and eighty three days. That is six months of 165 00:11:26,919 --> 00:11:31,120 getting my emails, listening to my podcast episodes, maybe consuming my social media 166 00:11:31,159 --> 00:11:35,200 content, six months of being in that content before they buy from me. 167 00:11:37,399 --> 00:11:41,279 So, when somebody is just coming into your audience, what do they need 168 00:11:41,320 --> 00:11:43,519 from you? And you can speed this up a bit if your content is 169 00:11:43,559 --> 00:11:48,679 strategic, if you are intentionally bridging the magician's gap, which is the gap 170 00:11:48,720 --> 00:11:50,919 between where they are now and where they need to be to be ready to 171 00:11:50,960 --> 00:11:54,559 buy, So asking yourself what do they need to know to be ready to 172 00:11:54,559 --> 00:12:00,440 buy this particular offer, and sharing strategic content around that. So there you 173 00:12:00,440 --> 00:12:05,759 have it. Five mistakes that I see very very very frequently with people who 174 00:12:05,759 --> 00:12:11,039 have launched something once before, twice before, five times before, and it's 175 00:12:11,120 --> 00:12:16,799 causing them to miss out on potential sales each time that they launch. Now, 176 00:12:16,840 --> 00:12:20,559 if you have learned anything from this show, anything at all, please 177 00:12:20,639 --> 00:12:24,480 do take thirty seconds to leave a quick rating and a review. I read 178 00:12:24,519 --> 00:12:26,799 all of them, my team reads them. It means a lot to us 179 00:12:26,840 --> 00:12:30,639 because a lot of work does go into creating every single one of these podcast 180 00:12:30,679 --> 00:12:33,480 episodes. And if you're not already subscribed or following the show, hit the 181 00:12:33,480 --> 00:12:37,279 follow about it. It just means you'll get each new episode straight to your 182 00:12:37,279 --> 00:12:39,200 podcast app every Monday, Wednesday, and Friday. It looks like a little 183 00:12:39,200 --> 00:12:43,879 plus icon in Apple Podcasts, and it just saves you having to go and 184 00:12:43,960 --> 00:12:46,320 manually search for this show every time you want to check for new episodes. 185 00:12:46,600 --> 00:12:50,519 All Right, that is it for today's episode. Thank you so much for 186 00:12:50,559 --> 00:12:50,759 listening. Catch you next time.