Here's the thing. It's not so much about how long the lead up is
in the launch, and it's not about building excitement during that lead up,
but rather it is about ensuring that your audience is where they need to be
to be ready to buy when car opens. Welcome to Imperfect Action. I'm
Steph Taylor. For years, I read all the books, downloaded all the
freebees, and did all the courses, but it wasn't until I started taking
imperfect Action that my business had its first million dollars year. Imperfect Action is
about doing things before you're ready, prioritizing consistent action over perfect action, and
moving forward even when you're not sure you're doing it right. On this show,
you can expect mindset advice, actionable marketing tips and strategies to build a
business that brings you more profit, more freedom, and even more joy.
Are you on the list to get my daily businesses? Every day, I'll
send you a bite sized prompt designed to help you grow your business in a
more intentional way. Sign up at Stefftaylor dot co, forward slash DBB,
or at the link in the show notes. Hey, Welcome back to Imperfect
Action. Episode six hundred and seventy one Today is an Ask Steph episode where
I am answering a question that was submitted by a listener. Now, if
you have a question that you want to ask me and that you want me
to potentially answer on a future episode of Imperfect Action podcast, you can submit
that at Stefftaylor dot co slash ask Steph. You'll find the link to that
in the show notes below this episode as well. So today's question is from
Morgan and the question that Morgan submitted is you mentioned that products should not be
made evergreen until you have live launched them a couple of times. You're also
really clear that a proper launch requires a big lead up, an appropriate strategy,
and a sense of urgency in having cart open and cart closing dates.
My question is if you believe that this is also what is required to live
launch a low ticket offer such as a fifty seven dollar workshop or masterclass that
doesn't lead to any other big ticket offer. Do you personally do the same
big lift for low ticket offers in your business and how might your live launch
strategy change when they are low ticket offers. I love this question so much
because I get asked this a lot, especially from people who are launching those
offers you know that are maybe fifty to two hundred dollars that are slightly lower
ticket. Now, I want to clarify a couple of things that you mentioned
in your question, Morgan. So firstly, the big lead up. You
mentioned that I've made it really clear that a launch requires a big lead up.
And here's the thing. It's not so much about how long the lead
up is in the launch, and it's not about building excitement during that lead
up, but rather it is about ensuring that your audience is where they need
to to be ready to buy when doors open, when cart opens. Now,
what do I actually mean by that? So I'm going to use one
of my offers as an example. I have the podcast launch Plan. That's
my two hundred dollars ish offer to launch a podcast. And somebody can want
to launch a podcast, but they might believe that it's too hard, it's
too techy, the equipment's too expensive, so it's not possible for them to
launch a podcast. And until they understand that it's actually quite simple and that
the equipment is quite affordable, they're not going to buy the podcast launch plan
because those things are going to get in the way. Those hesitations they're going
to get in the way now. Usually, but not always, smaller offers
are going to have, so lower ticket offers are going to have less of
a gap between where your ideal client is now and where they need to be
to be ready to buy. This isn't because of the price point. It's
usually because the smaller offer is usually solving a smaller problem or a smaller transformation,
and there's less of a knowledge gap between where they are now and where
they need to be to be ready to start solving that problem or achieving that
transformation. The second part to my answer is where you talk about the urgency
now, it's urgency and a launch is a really interesting thing because a lot
of people believe that we have the urgency there to pressure somebody into buying in
a launch, and it's not actually about pressuring somebody to buy. Humans are
procrastinators. Our brains are wired to delay pain, and spending money can feel
really painful. And then couple this with the pain of making some kind of
behavioral change. So starting to take action on solving whatever problem they're experiencing or
achieving the transformation that your offer helps them to achieve, they're going to put
off making a decision for as long as they possibly can. So it's not
so much about having urgency as it is about having a deadline for somebody to
make a decision. It's not about pressuring them to make a decision, but
it's more about saying, hey, you need to make a decision either way,
and here's a deadline for you to make it so that you don't just
keep kicking the can down the road forever. Now, when you are teaching
a live workshop like you mentioned your question, a fifty seven dollar workshop that
has natural urgency built in because the workshop is live, so somebody has to
buy it before the live workshop happens. Otherwise they're only going to get the
recording, they're going to miss out on that live event. But you can
also have other deadlines like bonuses, expiring, price increases. Those all make
really nice deadlines as well. It doesn't just have to be this door's open,
doors closed. You can't ever sign up again after doors are closed,
or you have to wait until the next intake right now. The exception,
there is one exception when it comes to having that deadline, and that is
when they are in a really painful situation and your offer delivers some kind of
immediate relief. A good friend of mine, Riz from Found Legal, she
was also a guest on this show a couple of months ago. She has
a copycat kit. So she's a lawyer and she has a copycat kit where
if you've been ripped off, if somebody's copied your staff, the copycat kit
delivers that immediate relief. That's a product that somebody's not going to buy during
a launch, right, It's something that somebody's going to reach for when they
have that problem, and it's really painful in that particular moment. That is
like the one exception that I would say where you don't need to have some
kind of deadline. Okay, then we want to look also at the bigger
picture of this launch. Now, we want to think a little bit more
about lifetime value rather than just about sales from that one particular launch, Because
you would have to sell a hundred of your fifty seven dollar workshop to make
five seven hundred dollars from that launch. And that is fine, right,
if you're early on in your business, that's probably going to be a nice
chunk of revenue. But I always like to remind my students to keep their
expectations quite realistic when it comes to lower ticket offers because they're not likely to
be a huge revenue driver unless you have a large audience. A launch of
a lower ticket offer is probably not going to be a massive revenue launch unless
you have that huge audience, unless you're getting it in front of all of
those eyeballs. So you really need to think about what is next after this
offer. I know you mentioned in your question there's no next step, there's
no high ticket offer as part of it. But the people who are attending
that workshop, they're probably going to finish that workshop wondering how else can I
work with you? What's that next step? So give them a next step?
And if there is that next step, then you need to be mindful
in your overall launch strategy. So including in that launch for that lower ticket
offer, you need to be mindful that you are bridging the gaps a magician's
gap, which I call it that knowledge gap for the next step offer as
well as that lower ticket offer, so that when you present them that next
step offer, they're to take that next step. They don't have a huge
knowledge gap that needs bridging there as well. And another thing to consider as
well with lower ticket launches is up cells and order bumps, So that can
increase the average order value when somebody's buying, so they're not just spending fifty
seven dollars. They might be adding on some extra things to their purchase which
might bring them up to one hundred dollars or even potentially more. So.
The difference between an upsell and an order bump. An auto bump is usually
something that's quite low ticket, like you know, seven dollars, twenty dollars,
something like that, and they can tick a box at checkout to add
that to their order. An upsell is potentially going to be something that's a
little bit higher ticket than what they've already purchased, and it's presented to them
on a separate sales page or a separate one pager after they've already completed checkout,
and they can still just press one button to add that to their order.
So that's how I differentiate between those two and the last part of your
question, you ask how I approach lower ticketlaunches in my business. Now,
we haven't launched a true low ticket like sub one hundred dollar offer in a
while. Offer Less Selmore's probably the most recent lowish ticket offer that we launched,
and the first time that we launched it at the end of twenty twenty
two, it was a one hundred dollar workshop that I taught live, and
I didn't do a webinar to launch it. I didn't do a huge fancy
launch. I launched it to my email list with a series of cut open
emails. I had been doing some podcast content around that topic in the lead
up, but I already have a very warm audience, and I knew that
this was something they were really struggling with. I know that they already trust
me, so it was a pretty easy yes for the people who are on
my email list. Then after I taught that live workshop, I recorded it,
I turned it into a course, and we've launched it twice this year
already with live webinars. And while we haven't really done a massive lead up
in those launches, you'll also notice that a lot of my podcast content is
bridging the gap between where they are right now and where they need to be
to be ready to buy off a less sell more. And also the webinar
that I've launched it with has bridged that gap. So free webinar has bridged
that gap between where they are now and where they need to be to be
ready to buy off a less cell more. And now we're in the process
of turning that evergreen. We've li've launched a couple of times. It's been
converted really well, so now we're putting it into an evergreen funnel where somebody
can watch that recorded webinar. They can still get bonuses as if it were
a live launch, but those bonus deadlines are based on when they watch the
webinar, so it's as if it's live, but it still has those real
deadlines. They're not fake deadlines. There are real deadlines. So that's a
little bit of an insight into the back end of our lower ticket launches.
Thank you so much for this question, Morgan. And if any of you
have a question, if you're listening to this and you're like, oh,
I'd love to hear Steph's opinion on this, or do you have a particular
situation that you're like, you know, it's churning around in your head,
submit those questions. Steph Taylor dot com slash asks Steph and I will answer
it. You could submit them anonymously as well, if you don't want to
put a name to it. I love reading the questions that are submitted.
I also love reading your reviews that you've been leaving in Apple Podcasts. So
if you have thirty seconds, leave me a quick review. It means a
lot to me because I spent a lot of time creating and recording these episodes,
and sometimes I feel like I'm just talking into a microphone. So please
do leave those reviews. I've read every single one of them. Thank you
so much for listening. Catch you next time.