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With every launch, there's so much
that's in your control, and there's also

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so much that is out of your
set. You can have everything perfect in

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your launch, you know, Like
I was so happy with the copy that

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I wrote for that launch, but
it was completely out of my control that

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my audience was exhausted and their calendars
were full and they couldn't commit to four

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weeks of calls. Like, that's
not within my control. All we can

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focus on is the things that are
in our control. Welcome to Imperfect Action.

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I'm Steph Taylor. For years,
I read all the books, downloaded

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all the freebies, and did all
the courses, but it wasn't until I

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started taking imperfect action that my business
had its first million dollar year. Imperfect

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Action is about doing things before you're
ready, prioritizing consistent action over perfect action,

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and moving forward even when you're not
sure you're doing it right. On

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this show, you can expect mindset
advice, actionable marketing tips and strategies to

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build a business that brings you more
profit, more freedom, and even more

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joy. You want the list to
get my daily businesses. Every day,

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I'll send you a bite sized prompt
designed to help you grow your business in

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a more intentional way, sign up
at Steph Taylor dot co, forward slash

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DBB, or at the link in
the show notes. Hey, welcome back

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to Imperfect Action. This is episode
seven hundred and sixty one. Today is

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a little bit of a different episode
where I'm chatting with Anata Sikh, who

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is one of my biz besties ad
real life best friends. We're debriefing on

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our launches from twenty twenty three.
So Anita runs a very similar business to

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mine in that most of her business
is also based around launches of her courses

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and programs. She's a brand strategist, a copywriter. She is the founder

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of word Fetti, and she's also
the host of brand Ferti podcast. So

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if you haven't checked out her podcast, go and listen to it. But

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after you listen to this episode,
of course, and today we're sharing what

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worked well in our launches in twenty
twenty three, what didn't work, and

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what we're going to change going forward
into twenty twenty four and beyond. It's

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a very candid, very casual chat. But I know that you'll get a

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lot out of listening to experience launches
talking about what goes on a little bit

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behind the scenes, So enjoy and
we're back. We are back where we

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are going to be doing the twenty
twenty b three V briefs of our launches.

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Ooh, I am a bit nervous
but also very curious about this one

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with you, Steph. So if
you were just tuning on in, I

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have got my big a bestie,
Steph Taylor here on the podcast. If

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you're tuning in also on podcasts in
Perfect Action. Hello, I am Anita,

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I'm the work bas Uh and I
am also the host of Brand Fetti

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the podcast. We're doing a bit
of a series of conversations. So we

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recently did one over lessons of twenty
twenty three. We've got one more coming

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to about predictions for twenty twenty four. But today we're talking about debriefs for

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launch. Steph, let's kick started
with you. So when it comes to

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the launches that you've had in two
thousand and twenty three, maybe walk us

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through some of their like I think
we were going to go through like some

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of the things that didn't go well, things that did go well. Should

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we go through from Z beginning?
Yeah? Should we start with what didn't

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work? Let's start with what didn't
work. Let's go all right, So

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end of I'm going to start with
the most recent one that was like such

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a I was such a like,
oh why did this not work? But

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in hindsight, I understand why I
didn't. So around, I think it

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was like mid November last year,
mid to late November last year, I

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did a bit of I did an
audience survey. I always do my audience

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surveys, and I realized, Oh, nobody knows what they're doing next year.

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Everyone's overwhelmed, they're scattered, they
don't know what they're doing in twenty

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twenty four. So I thought,
oh, I'm gonna just put together like

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a small group twenty twenty four planning
strategy intensive kind of over four weeks,

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we go through and plan out everything
for twenty twenty four, work through the

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mindset blocks that are stopping them from
taking action on the things they want to

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do. And it was a solid
off, Like I was pretty stoked with

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it. I was. I wrote
all the copy myself because it was such

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a last minute thing. I was
so happy with it, and we ended

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up not going ahead with it because
not enough people signed up for it to

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be worthwhile, and it was such
a shock to me at the time,

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because I was like, this is
everyone's overwhelmed. They so clearly need the

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strategy and the planning and the action
steps, but everyone was so overwhelmed that

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they couldn't commit to doing extra calls
free Christmas. So that was it was

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good insight to learn. You know, maybe next year November December, we

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probably will not launch something like that. But yeah, it was. It

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was kind of like a reality check
because we haven't had a failed launch in

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a very long time. It was
such a reality check of oh, yeah,

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that can still happen all the time. Yeah, which it happens all

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like at any given time. So
when you had when did you decide to

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kind of be like, no,
we're not going to go ahead with it.

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Uh. I think it was just
after doors closed. Yeah, I

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kind of had an inkling about halfway
through. I was like, oh,

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we probably at this rate, we
probably would have wanted a few more people

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signed up, but you know,
the launch is never over until doors closed,

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and some launches I've had where most
people sign up at the last minute,

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but this one it was, Yeah, it was after doors closed,

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and I had to do the whole
email to a few people like sorry,

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we're not going ahead with this because
we just don't have enough people, like,

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it's not not worth our while to
go ahead with it. And to

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be fair like, it wasn't like
we'd been planning this launch a month.

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It was something that I spotted the
opportunity. I was like, cool,

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let's throw this together. See what
happens. I had outlined what we were

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going to do each week in the
group calls, but I hadn't actually created

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it, and then I turned that
outline. I was able to use that

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outline anyway because I taught that then
to my Freedom fast Track students in January

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instead of teaching it to a small
group, so I was able to reuse

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that anyway. Yeah, that's It's
one of those things where it's interesting because

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I have a slightly different perspective for
launching something in November and December, and

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I guess it really speaks to the
what people need in that given moment,

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right. I think when I reflect
on my we'll talk about the winds in

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a moment, But when I reflect
back on twenty twenty three and a learning

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or a failure and learning that I
had was towards the second launch that we

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had for Word for Your Words,
which is our sintral copywriting program. Towards

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the second half of the year,
was around September, our ads were very

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very very expensive, like and we
and I was so because we ran a

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three day challenge and the conversion rate
was chef kiss like it was like seventeen

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eighteen percent when we did ere day
to be Confidence challenge and it is a

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really great challenge, Like so eighteen
percent of the people in the challenge converted

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into word for your Words. Yes, yes, wow, that happened me.

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It's the highest we've ever had.
And we launched that in a way

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at the beginning of the years.
I'm like, you know what, now

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we're going to go ham on ads. Yeah, you know, because we

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didn't really put as much ADS in
the April launch, which was when we

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first did the challenge. So come
September, I'm like, yep, we're

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going to put x amount on ads
because now we know we've got some data,

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We've got the math. Yes,
so we yeah, we ran ads

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and look, so many different things
can influence how much ADS cost, of

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course, from external factors to gosh, so many different factors, right,

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But I think I had placed so
much hope towards using ads for us to

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really get the people that we wanted
into the challenge that I think it was.

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We started ads probably two and a
half weeks before the actual challenge,

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and it literally got towards I usually
leave ads up around five days to see

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how it goes and you know,
then make the call. What do we

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do? It was costing us almost
oh my goodness, like one hundred well

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I don't even remember. Did I
text you about this? Like it was

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like one hundred, one hundred and
twenty dollars per person. Yeah, I

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remember this signing up to which,
by the way, it is a pay

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challenge, so we were also hoping
to offset the cost, but that that

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was just beyond because it was forty
nine dollars per person and that it was

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increased. The price was also increased, so we weren't even making back.

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You know, we were losing money. But in a way, I was

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like I really wanted to, like, you know, get that number.

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But towards probably day ten was when
we were like, you know what this

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is. This is not happening,
and it really I was frustrated. I'm

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not gonna lie because I was like
the launch, I was like we were

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going to get We knew we needed
X amount of people to get X and

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we didn't get the number. And
of course there was a little bit of

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me that was like why hard get
taught me that It taught me a lot

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because I think I had not diversified
the I just put almost all my eggs

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in the basket of trusting the fact
that we were going to get X amount

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in people signing up to the challenge. That I forgot what you know,

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what they say about how there's usually
five or ten or ten percent whatever of

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what you do that will create the
ninety percent the eighty twenty year rule eight

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percent, yeah, or the queen
Bee queen Bee role whatever. And one

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of the biggest things for me which
I definitely found towards the second half of

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the year that I kind of wobbled
a little bit with me, me and

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the team was the consistency in our
content. And we were still consistent,

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but we weren't like there was a
lot of arenas where like even with emails

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and all of that that we started
to and this is also personally I knew

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towards the second half of the year, I was to be honest, like

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exhausted I was exhausted towards the second
half of the year, towards September October,

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along with so many people I know
who probably would have been exhausted too

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that I think towards the second half
of the year, I just put all

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my eggs and basket of the ads
that I didn't think to create, continue

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on with that momentum, with the
twenty percent that I knew, which was

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you know, just completely original different
pieces of content. On our social media,

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a lot of our content is usually
a mix of repurposed content, which

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still is the case. I'm a
big lover of repurpose content, but we

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definitely wabbled a little bit purely also
because that was just exhausted. Yeah,

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so I feel that, Yeah,
so that was probably our flirting towards the

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launch that we had. The second
launch, we just had big hopes with

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ads and it just didn't pan out. But you know what, you have

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no control. It's so hard,
like you know, with every launch,

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there's so much that's in your control
and there's also so much that is out

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of your cast. You can have
everything perfect in your launch, you know,

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Like I was so happy with the
copy that I wrote for that launch,

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but it was completely out of my
control that my audience was exhausted and

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their calendars were full and they couldn't
commit to four weeks of calls. Like,

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that's not within my control. All
we can focus on is the things

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that are in our control, and
in your case, yeah, the content

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that you're sharing, how you're showing
up, how you're removing the risk of

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just relying on that one source of
leads for your challenge. Yeah, it's

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always a lesson, isn't it?
One hundred percent? Always, always,

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always, always What would you say
have been something that has worked well in

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your launch? Just last year's Steah, Oh, I think that you feel

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like lunched really well. So one
thing that we do every time that we

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launched launch Magic. I think we
started doing it actually in twenty twenty two

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for the first time, and it's
just it's been such a game changer in

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twenty twenty three as well, is
teaching module one of Launch Magic as a

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live workshop for free. So many
people don't quite understand what is actually involved

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in Launch Magic. They're like,
oh, like, how is this twelve

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weeks long? Like I want to
launch really quickly, Like surely this is

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just going to be repeating so much
beginner stuff and then as soon as they

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do module one, they're like,
oh, I get it. There's actually

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a lot to it. There's a
whole strategy here that I didn't even know

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I needed. And this is and
because we get straight into it, like

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it's straight into the meat and potatoes, like the Americans say, it's straight

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into the good stuff. It's not
like we're spending the first module just doing

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basics, and that gets them across
the line. Like there've been so many

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people who have signed up because they've
done that workshop and they've seen what's inside

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it previously. In twenty twenty two, I just released the module. I

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gave them access to the pre recorded
module for seventy two hours, and so

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many people didn't complete it. But
teaching it live was the game changer.

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That was three people registered, they
showed up, they could ask questions.

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It was the way to do it. Yeah, so a Q. When

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you say you taught it live,
how long was the session or was that

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like a like a summarized version of
that. It was like moduled like maybe

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ninety minutes module, Like my modules
are you've never done my courses? Terrible?

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Friend's terrible, right, but I'm
not. I'm not one of those.

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Like probably the longest video in my
course, in any of my courses

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would maybe be twenty minutes. Like
I'm a short. Like if you listen

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to my podcast episodes, my lessons
are the same. It's like, this

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is what you need to do.
Sometimes I might give you a bit of

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why you need to do it.
Generally you probably already know why you need

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to do it. This is what
you need to do, this is how

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you're going to do it. Here
is a spreadsheet or a workbook to go

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and implement it. That's kind of
my process. So yeah, all of

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module ones pretty short, but there's
a lot of Q and a time in

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there, and a sales pitch as
well. I love so it's almost like

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giving them that first step we win, so that it almost is like okay,

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I mean even if they turned up
to the master class or the weapon,

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they would have gotten epic value.
This is epic value, but it's

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like if they want to continue on, it's like the most perfect next step.

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Yeah, and this is separate,
So I do I do a master

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class as well, which is very
different to this is module one. The

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two separate events. Yep, Yeah, that's awesome. Yeah, I worked

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well for you, So it spanned
on when I was chatting about what didn't

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go well every single time, And
this happens with each launch. It's always

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something that just does not go to
plant. I'm just gonna say it out

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right now. There's always for me
anyway, there's always like a tech fart.

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There's usually like just something that just
does not go to plan. When

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don't one thing I feel like has
really supported us and helped us a lot

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in the last yeah, but alls
the last year and a bit, I

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feel because we had our worst launch
probably towards the end of twenty twenty two,

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and this was when it all started
for me and the team where we

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would kick start the launch, we
would prep and do all the things,

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but then you don't really know until
you're kind of in the thick of the

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launch what the vibe is like.
It's almost like a science experiment where you're

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like, you're hypothesizing that given this
and this and this, that you think

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it's probable that it's this, But
it's not until you do the freaking thing

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that you're like, oh, okay, so with your example, it's just

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like, okay, people are really
overwhelmed and this is not the thing that

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they mean want. So one thing
that has worked well, especially moments like

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that when things are not going to
plan and adds are very expensive, is

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literally me, so I will literally
go in me writing or rewriting certain emails

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in our launch sequence. Yeah.
So that is something that I did with

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the previous launch, but also the
launch earlier in the year as well,

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where yes, the launch emails are
done prior, but the thing is there

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is fluidity for us to actually completely
rewrite or tweak certain emails within the middle

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or introduce new bonuses. So with
both our launches in twenty twenty three,

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we rewrote probably the last three or
four days worth of emails and tweeked certain

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messaging in the emails, which I
feel like and I think has really supported

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us in still getting the numbers that
we had projected or aimed for. And

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this is a bit of a mixture
as in the next question that people may

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actually have is like, well,
how or what do you rewrite or why

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do you rewrite it? So obviously, when you're open doors, you start

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having conversations with potential students and people, or even in QA, you start

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getting people asking certain questions, and
there are usually certain themes that I would

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see and feel or read and what
would then end up happening is if there

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is a certain theme. So,
for example, one of the biggest objections

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I feel like for twenty twenty three
was just time, overwhelm time. And

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I heard that consistently, and I
feel like you probably would have yeah as

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well. Yeah, right, And
of course when it comes to objection handling,

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when it comes to time, it's
like more around prioritization, like they're

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not prioritizing and all of that.
But that was not enough, Like even

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us explaining like this is why you
should prioritize it and this is why copy

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is really key, that wasn't in
a way enough. And I think what

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really helped, I feel like with
our last two launchers to support this particular

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objection was actually literally getting one of
like a number of our students actually speaking

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to this objection and how this looked
like for them. So we interviewed a

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series of students or alumni and actually
would ask some questions and being like,

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you know, you you're a mom, and for example, you're a mom

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and you've got like two three little
humans and your time for so how did

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you actually go through word fortt of
your words and actually launch your south page

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or launch your website. So we
then started to create content really specific,

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not just saying this is why you
should care about copy and learning how to

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write copy, but actually placed someone
who fit that persona almost to a tea

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and time and lack of time was
relei event for the busy mums, it

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was also relevant for someone who was
in the thick of service execution and delivery.

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So we then chose also specific personas
that fit within time. If that

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make sense, Yeah, absolutely,
no, really similar. Actually, as

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you were saying, as you were
speaking, I was like, oh,

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yeah, we did this as well
in two of our launches. So at

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the start of last year, I
launched Freedom fast Track for the first time.

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And obviously when you launched something for
the first time, you kind of

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don't really you're still feeling it out
right, You're still trying to figure out,

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like what objections are people going to
have, what questions are they going

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to ask? And the one question
that kept coming up was I'm at this

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stage in my business. This is
how much money I'm making, this is

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the kind of business I run?
Is this the right fit for me.

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So I think it was like two
days before doors closed. I went and

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just created a quiz for people to
figure out where they could answer a bunch

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of multi choice questions and figure out
if they were a right fit for it

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or not. And I added that
email in that converted so many people.

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Oh wow. The other thing that
I did in one of our launch Magic

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launches last year, so similar to
very similar to what you did. One

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of our big objections is all,
my audience is too small to launch.

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I need to wait. I'm going
to grow my audience first and I'll join

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next time. So I added a
case study email of somebody who had I

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think she had one hundred and fifty
people on her email list when she launched

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and had like a sixteen thousand dollar
launch, right, so right, yeah,

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And I for each of those specific
objections, I went through because I

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have so many testimonials, so many
case studies. I went through, and

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I was like, what case study
can we turn into an email here to

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just speak to that directly? So
yeah, one hundred percent. I'm a

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big fan of adding extra emails as
soon as you start spotting new objections,

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like it's it's all well and good
schedule at all. Great, but also

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listen to what people are asking you
and add those things conversations. Yeah,

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don't be able to to ask somebody
why are you not buying? Yes,

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one hundred. It's it's also I
think when when in the topic of testimonials

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such a big missed opportunity for us, we think testimonials is just oh,

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it was so nice to work with
Steph and she's awesome and she smiles really

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nicely, Like it's not just nice
words about you, Like you can get

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straight strategic and start theming up your
testimonials, like maybe it's time, maybe

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it is you know, out of
budget. But then they're like, you

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know, I make back my money
in X amount of days, you know,

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start theming up your testimonials. Yeah. Yeah, This is actually a

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tweak that I've made, so I
do all of my testimonials via zoom.

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I had I used to go.
I used to stick to a script where

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I had said questions I would ask
everybody, and then I would turn that,

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turn their responses into a testimonial,
get them to check it, and

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then use the testimonial. But now
I've actually stopped sticking with the script.

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I'm now more interested in listening to
what they're telling me and try to identify

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what parts of their story somebody else
who is my ideal client is going to

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relate to, and then I can
ask extra questions about those parts of the

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story. So similar to what you
did with your clients like that, Yeah,

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love it, love it. What
are you going to do differently this

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year? Or you test in twenty
twenty four steps. So one thing we

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have started doing already is working with
a Facebook ads agency. For so long,

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I've been running the ads myself because
I'm actually really good, but you're

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00:23:25,880 --> 00:23:29,400
very very good at it. I
wasn't. It's not the best use of

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00:23:29,400 --> 00:23:32,160
my time. And as a result, it was kind of the ads were

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becoming an afterthought in all of our
other launches because launch strategy is where I

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shine, and then the ads were
just something that I could do. So

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that would become like a, oh, prep card openers tomorrow, I'd better

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go set up some ads instead of
strategically having somebody like you know, creating

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the graphics and the caption, like
the text everything. So yeah, now

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I've got an ads agency doing that
for our next launch, which will be

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really interesting just seeing how that goes. And something else that we're doing differently

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is just being a lot more organized
with our launches, a lot more structured.

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You know, there's always been an
element of ad hoc because the first

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I mean most of the launches that
I did in the first couple of years

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of my business were just me,
so I was working off my own mental

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to do list. I wasn't having
to give instructions to anybody else. And

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then in the last two years,
I've really started delegating parts of the launches,

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but at the end of the day, it's all still been you know,

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I've still been the one that's it's
all in my head and I'm delegating.

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So now trying to be a little
bit more structured in terms of all

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of the tasks are in click up
there is nothing in my head, and

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all of the processes are getting documented
and we're starting to you know, everyone

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00:24:45,839 --> 00:24:48,720
knows what they need to be working
on at any given point, and if

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they can't meet a particular deadline,
well then they need to communicate that in

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time. Yeah, it's such a
transition. Like I've it's sometimes you can't

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00:25:00,000 --> 00:25:03,720
and help be like, wait,
I don't want a document all my like

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00:25:03,920 --> 00:25:08,880
launch it's it's yeah, we did
that last year, like literally create like

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a template for each like word for
your words, launch all this, and

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00:25:11,960 --> 00:25:17,680
now it's so much the first one
is like where you have to pour in

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00:25:17,799 --> 00:25:21,160
or like what do I do like
during launch because I'm like, ah,

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I don't know, Like I just
like it's just so in our head that

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we just do not think to like
when we start to remove certain things out

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00:25:30,839 --> 00:25:33,680
of the things that we do,
we're just like, oh wow, I

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00:25:33,720 --> 00:25:37,680
do all that? What yeah exactly, And it's you know, we've been

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00:25:37,720 --> 00:25:42,000
through. This is now our third
launch where since we started building out our

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00:25:42,039 --> 00:25:45,720
master launch process, and it's still
there's still so much that needs refining in

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00:25:45,759 --> 00:25:52,720
it, but it's getting that.
It's always a working exactly. Yes,

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yeah, what are you going to
do differently? You know what I really

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missed writing like love letters or emails
to my email list, so I would

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now all now I say it,
it's going to be like hashtag keep me

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accountable, But I would love to
write war emails and love letters. I'm

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going to coin it love letters my
audience. And I think, yes,

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there is podcast content that I do, but this is again this comes back

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to and I think we were talking
about this in the first conversation episode that

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we were doing. I used to
just write it so quickly, but then

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it's just come to like towards the
last two three years, these emails in

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my head are just like, oh
no, it must have so much value

359
00:26:52,000 --> 00:26:56,519
in it that I then don't write
the email because you know, we get

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such incredible, beautiful responses from people
for our e lessons, so one of

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our freebies that I'm like, oh
my god, I need them or make

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sure it is as much and as
good a value. But I definitely want

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to write more emails and I want
to connect with the community in our emails

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a lot more. So that's definitely
one thing I definitely want to test and

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do and have some fun with this. Here more emails and love letters.

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I love the heay get me back
you. I think that's our launch debrief

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episode done. How exciting and join
us. Make sure you subscribe to both

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00:27:37,799 --> 00:27:42,000
of our shows, Brand FTTI and
Imperfect Action, and we'll be back in

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00:27:42,039 --> 00:27:47,440
your ears very soon, both of
us with our twenty twenty four predictions.

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YAYO. Chat to you guys.
Fia