1 00:00:00,160 --> 00:00:04,320 Yes, somebody might want to know how many lessons and modules and live calls 2 00:00:04,360 --> 00:00:07,440 are in your program or your course, but that's not what's going to make 3 00:00:07,519 --> 00:00:11,679 somebody get off the fence and decide whether to buy or not. What they 4 00:00:11,720 --> 00:00:15,119 really want to know is will this work for me? Is it possible for 5 00:00:15,160 --> 00:00:19,920 somebody like me in my situation to get this result, to have this desired 6 00:00:19,960 --> 00:00:25,320 outcome? How is this any different from every other solution that I've already tried 7 00:00:25,359 --> 00:00:30,679 and already failed at. Welcome to Imperfect Action. I'm Steph Taylor. For 8 00:00:30,839 --> 00:00:34,079 years, I read all the books, downloaded all the freebies, and did 9 00:00:34,200 --> 00:00:38,920 all the courses, but it wasn't until I started taking imperfect action that my 10 00:00:38,960 --> 00:00:44,920 business had its first million dollars year. Imperfect action is about doing things before 11 00:00:45,119 --> 00:00:51,000 you're ready, prioritizing consistent action over perfect action, and moving forward even when 12 00:00:51,039 --> 00:00:55,000 you're not sure you're doing it right. On this show, you can expect 13 00:00:55,000 --> 00:00:59,799 mindset advice, actionable marketing tips and strategies to build a business that brings you 14 00:00:59,840 --> 00:01:04,840 more profit, more freedom, and even more joy. You want the list 15 00:01:04,879 --> 00:01:08,319 to get my daily businesses. Every day, I'll send you a bite sized 16 00:01:08,319 --> 00:01:12,680 prompt designed to help you grow your business in a more intentional way. Sign 17 00:01:12,719 --> 00:01:17,599 up at Stephtaylor dot co, forward slash DBB, or at the link in 18 00:01:17,719 --> 00:01:23,640 the show notes. Hey, welcome back to in Perfect Action. This is 19 00:01:23,680 --> 00:01:26,680 episode eight hundred and nine. Today we are talking launch tweaks, the little 20 00:01:26,719 --> 00:01:33,599 tweaks you can make in your next launch to have a big impact on the 21 00:01:33,640 --> 00:01:38,040 sales that you make. Now, the smallest tweaks often make the biggest difference 22 00:01:38,079 --> 00:01:42,719 when it comes to selling your online courses, memberships, group programs. And 23 00:01:44,280 --> 00:01:48,439 you can follow the best launch plans, you can emulate what you see all 24 00:01:48,480 --> 00:01:52,040 of the big names doing in their launches, but until you get that underlying 25 00:01:52,079 --> 00:01:56,719 strategy right, you're not going to see those results in your launch. So 26 00:01:57,159 --> 00:02:01,799 today I'm sharing seven little things that might not sound super sexy, super shiny, 27 00:02:02,120 --> 00:02:07,719 but they will make a really big, measurable difference to your launch. 28 00:02:07,799 --> 00:02:13,159 So launch tweak Number one, do your audience research. The biggest thing that 29 00:02:13,199 --> 00:02:16,680 will impact your launch results is how well you understand your audience. And you 30 00:02:16,759 --> 00:02:21,199 might think that you understand them really, really well, especially if you've been 31 00:02:21,479 --> 00:02:25,080 working with them for years, but you can't skip the step. And sure, 32 00:02:25,159 --> 00:02:29,879 you can send out a survey. You can get those surface level insights. 33 00:02:29,960 --> 00:02:34,439 Those those are pretty useful, but what really makes a big difference is 34 00:02:34,560 --> 00:02:38,919 diving below the surface. And the best way to do this is on some 35 00:02:38,000 --> 00:02:43,039 kind of call zoom call, phone call somewhere where you can ask those follow 36 00:02:43,159 --> 00:02:46,159 up questions. You know, when they tell you that they are feeling overwhelmed, 37 00:02:46,560 --> 00:02:50,879 Now you can ask them, well, what specifically is overwhelming you? 38 00:02:51,439 --> 00:02:55,439 And then you can understand what's really going on for them, and your launch 39 00:02:55,479 --> 00:03:00,560 content can speak to what's really going on in their minds and in their lives. 40 00:03:00,159 --> 00:03:04,759 And the result of this is that when you write that launch content and 41 00:03:04,800 --> 00:03:08,159 that sales copy your ideal client who is reading it, they're gonna think, 42 00:03:08,520 --> 00:03:13,439 oh, wow, they really get me. This is right for me, 43 00:03:13,520 --> 00:03:17,400 this is the right offer for me. Okay. The second launch tweak is 44 00:03:17,439 --> 00:03:23,800 to understand the magician's gap for your ideal client. Once you have done your 45 00:03:23,800 --> 00:03:28,319 audience research, you might start to see that there's a big knowledge gap between 46 00:03:28,319 --> 00:03:31,080 where your ideal client is right now and where they need to be to be 47 00:03:31,159 --> 00:03:35,479 ready to buy from you. And until you bridge that gap, it's going 48 00:03:35,560 --> 00:03:38,599 to be a lot harder for you to sell to them. And this exists 49 00:03:38,599 --> 00:03:43,080 with literally any offer. It's not just with courses and group programs and memberships 50 00:03:43,120 --> 00:03:46,520 or anything that you're live launching. It exists with literally anything you are selling. 51 00:03:47,120 --> 00:03:52,560 The only difference is that live launching is this journey where you are helping 52 00:03:52,560 --> 00:03:57,800 your audience to bridge that gap in real time with you. Basically, the 53 00:03:57,960 --> 00:04:00,879 entire purpose of your launch is to bridge this gap and to help your audience 54 00:04:00,919 --> 00:04:04,000 to make a decision about whether your offer is the right one for them or 55 00:04:04,039 --> 00:04:09,039 not. That's all it really is. So once you've uncovered the magician's gap, 56 00:04:09,520 --> 00:04:13,960 now you can create content that bridges the gap. You can create a 57 00:04:14,280 --> 00:04:17,639 launch specific lead magnet that bridges it, you can create a webinar that bridges 58 00:04:17,680 --> 00:04:23,199 it. And I go into the basics of the Magician's gap inside Module one 59 00:04:23,199 --> 00:04:28,160 of Launch Magic, and in early June, I'm running an exclusive free event 60 00:04:28,720 --> 00:04:32,360 for people who are on the Launch Magic weightlist only where I'll be teaching Module 61 00:04:32,439 --> 00:04:36,360 one live in a zoom call. So if you are not on the waitlist, 62 00:04:36,519 --> 00:04:40,959 make sure you get on the waitlist. DM me on Instagram. I'm 63 00:04:41,000 --> 00:04:45,040 there at Stephtaylor dot Co. Send me the word magic, just magic, 64 00:04:45,600 --> 00:04:48,040 and I will automatically add you to the waitlist, or if you're not on 65 00:04:48,079 --> 00:04:51,800 Instagram, you can get on the waitlist at Stephtaylor dot co, slash Magic, 66 00:04:53,600 --> 00:04:59,120 Okay Launch Tweek number three. Stop talking in expert language, and this 67 00:04:59,199 --> 00:05:03,240 one isn't easy because it requires you to put yourself in your ideal client's shoes 68 00:05:03,680 --> 00:05:09,120 and to think about how they are experiencing the problem that your office solves. 69 00:05:09,720 --> 00:05:15,040 James Wedmore has this fabulous analogy that really made this idea click for me, 70 00:05:15,199 --> 00:05:18,439 where he talks about how your audience is going out there in the world. 71 00:05:18,480 --> 00:05:23,120 They're walking around with a headache, and you are the expert in headaches, 72 00:05:23,120 --> 00:05:26,439 and you know that their headache is caused by dehydration. But if you go 73 00:05:26,560 --> 00:05:29,680 to them and say, hey, here's a cure for your dehydration, They're 74 00:05:29,680 --> 00:05:30,839 going to say, no, thank you, I've just got a headache, 75 00:05:31,480 --> 00:05:35,519 right, And that's how so many of us approach that content. We're coming 76 00:05:35,560 --> 00:05:41,439 at it as the experts because you've probably spent a lot of time learning about 77 00:05:41,480 --> 00:05:45,680 the thing that you teach, so if you're it's really hard then to take 78 00:05:45,720 --> 00:05:50,240 that step back and think about how is my ideal client experiencing this? What 79 00:05:50,399 --> 00:05:55,639 is actually going on in their lives, and if your content isn't getting the 80 00:05:55,720 --> 00:06:00,000 right attention online, it's possibly because you are talking to them in expert language, 81 00:06:00,519 --> 00:06:03,120 which then leaves those ideal clients thinking, Oh, this isn't for me, 82 00:06:03,199 --> 00:06:05,839 this isn't what I need, this isn't the solution to my problem, 83 00:06:05,879 --> 00:06:13,000 and they keep scrolling. Okay, launch tweak number four. Spend less time 84 00:06:13,199 --> 00:06:16,800 talking about the features and benefits of your offer during cart open, and spend 85 00:06:16,839 --> 00:06:23,160 more time helping your potential buyers to make a decision. Yeah, somebody might 86 00:06:23,240 --> 00:06:27,680 want to know how many lessons and modules and live calls are in your program 87 00:06:27,800 --> 00:06:30,360 or your course, but that's not what's going to make somebody get off the 88 00:06:30,360 --> 00:06:33,399 fence and decide whether to buy or not. What they really want to know 89 00:06:33,720 --> 00:06:38,279 is will this work for me? Is it possible for somebody like me in 90 00:06:38,319 --> 00:06:43,519 my situation to get this result, to have this desired outcome? How is 91 00:06:43,560 --> 00:06:47,839 this any different from every other solution that I've already tried and already failed at. 92 00:06:48,199 --> 00:06:53,360 So during cart open, in a launch, instead of counting down the 93 00:06:53,439 --> 00:06:57,800 days until doors close and hoping that you'll pressure somebody into buying at the last 94 00:06:57,800 --> 00:07:00,040 minute, because they don't want to miss out. Instead, how can you 95 00:07:00,439 --> 00:07:05,120 help them to make an educated decision about whether your offer is the right one 96 00:07:05,279 --> 00:07:13,160 for them or not. Launch tweak number five send out a non buyer survey. 97 00:07:13,560 --> 00:07:16,759 So after doors close, send a survey to the people who chose not 98 00:07:16,879 --> 00:07:21,279 to buy. And I know this feels so scary. It's like asking somebody 99 00:07:21,319 --> 00:07:25,800 who dumped you to tell you everything that's wrong with you. That's essentially what 100 00:07:25,879 --> 00:07:29,720 it is, right, But this is the most effective way to identify the 101 00:07:29,800 --> 00:07:33,199 gaps in your launch strategy and your launch content. You will get a much 102 00:07:33,240 --> 00:07:39,040 better understanding of any of the knowledge gaps that you maybe didn't address in your 103 00:07:39,120 --> 00:07:43,199 launch content, or any of the questions and hesitations that you didn't address in 104 00:07:43,240 --> 00:07:46,519 your cart open content. If you simply ask people why they chose not to 105 00:07:46,600 --> 00:07:53,399 buy, and if you're really nervous about reading those responses, you're not alone, 106 00:07:53,480 --> 00:07:57,079 right. I like to sit down with a friend or with a glass 107 00:07:57,120 --> 00:08:00,920 of wine when I read these because it can feel a little bit it It 108 00:08:00,920 --> 00:08:03,839 can feel a little bit personal sometimes, and I've had some in the past 109 00:08:03,879 --> 00:08:07,639 that have really annoyed me. Somebody told me they wouldn't spend more than fifty 110 00:08:07,680 --> 00:08:13,000 dollars for my cost that's actually twenty five hundred dollars. But I also know 111 00:08:13,279 --> 00:08:16,040 I need to take those kinds of responses with a bit of a grain of 112 00:08:16,079 --> 00:08:20,000 salt because not everyone who is answering that survey is my ideal client, right, 113 00:08:20,519 --> 00:08:24,879 So I pay attention to what people have said, but I also know 114 00:08:26,439 --> 00:08:31,679 to differentiate between who is the ideal client and who isn't. Launch tweak number 115 00:08:31,879 --> 00:08:39,159 six, collect social proof and actually leverage it, and ideally don't ask somebody, 116 00:08:39,240 --> 00:08:41,039 hey, can you write me a testimonial, because that's going to put 117 00:08:41,080 --> 00:08:45,399 them on the spot and they're probably going to write something like this was a 118 00:08:45,440 --> 00:08:46,879 really good course. I got a lot of value out of it. It 119 00:08:46,960 --> 00:08:52,480 was really easily taught, and I like the teaching style and the lessons were 120 00:08:52,519 --> 00:08:56,320 really good, and like, yeah, that's nice, but it's not super 121 00:08:56,480 --> 00:08:58,559 useful. It's not going to help somebody to make a decision about whether it's 122 00:08:58,639 --> 00:09:03,279 right for them them or not. So instead ask a student to ask a 123 00:09:03,320 --> 00:09:07,720 past student to jump on a call and ask them questions about their experience, 124 00:09:09,480 --> 00:09:13,759 or create a survey with specific questions about their experience, rather than just asking 125 00:09:13,799 --> 00:09:18,639 them to write a testimonial and then take the answers that they give you and 126 00:09:18,240 --> 00:09:24,039 turn those into a testimonial, and then send that testimonial to them to approve 127 00:09:24,240 --> 00:09:28,600 or make any changes if they want to. This process works so much better, 128 00:09:28,960 --> 00:09:31,799 so much more effectively than can you write me a testimonial, because they 129 00:09:31,840 --> 00:09:35,360 want to give you a good testimonial, but they don't really know how to 130 00:09:35,399 --> 00:09:41,080 craft a testimonial that's effective. And then tweak number seven, grow your audience 131 00:09:41,120 --> 00:09:45,919 between launches. Your first launch is going to be pretty easy because you've probably 132 00:09:46,039 --> 00:09:48,799 got a fairly warm audience. Even if it's a tiny audience, they're probably 133 00:09:50,320 --> 00:09:54,519 pretty warm. The second launch gets a little bit harder because now you need 134 00:09:54,559 --> 00:09:58,480 to get some new people into your email list, into your social media audience, 135 00:09:58,480 --> 00:10:03,440 and that means inten growing your audience, either organically or with paid ads. 136 00:10:03,519 --> 00:10:07,519 And one of the bonuses that I offer with launch Magic each round is 137 00:10:07,600 --> 00:10:13,039 the Audience Growth Booster. That's thirty days of little actions that you can take 138 00:10:13,120 --> 00:10:18,519 to intentionally grow your audience for your next launch. Every student gets this with 139 00:10:18,679 --> 00:10:22,039 launch Magic. It's a bonus, but every student gets it, and if 140 00:10:22,120 --> 00:10:24,679 you jump on the waitlist for Launch Magic, you'll be the first to know 141 00:10:24,879 --> 00:10:28,799 when we open doors in early June. You'll also get that invite to the 142 00:10:28,919 --> 00:10:33,759 Early Bird or the waitlist only event where I'm teaching Module one Live. To 143 00:10:33,799 --> 00:10:37,600 get on the waitlist, DM me the word magic on Instagram. I'm at 144 00:10:37,600 --> 00:10:41,320 stephtaylor dot co over there, or visit stephtaylor dot co slash magic and you'll 145 00:10:41,320 --> 00:10:46,159 be able to sign up for the waitlist over there as well. That is 146 00:10:46,200 --> 00:10:48,639 it for today's episode. Thank you so much for listening. Catch you next time.