If a lot of people signed up at the start, it tells me that
they already had made the decision when you opened. Before you open doors,
they knew they were going to sign up because they knew this was coming.
That's quite common in the first launch, especially if you've been doing what you
do for a while. They already like you, they already want to buy
from you. It might be it might look different in the next launch.
So if you notice that you're not getting as many people in the first twenty
four hours, that doesn't mean your launch is doomed. It just means the
people who are then need a little bit more assistance to make that decision.
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
dollar year. Imperfect action is about doing things before you're ready, prioritizing consistent
action over perfect action, and moving forward even when you're not sure you're doing
it right. On this show, you can expect mindset advice, actionable marketing
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com, forward slash DBB, or at the link in the show notes.
Hey, welcome back to Imperfect Action. This is episode six hundred and seventy
seven. Today is a live coaching call with one of my former launch Magic
students, one of my launch Magic alumni who had an epic first launch and
now coming into her second launch, she's starting to think about how she can
tweak and optimize different parts of her launch to have an even bigger launch the
next time around with her online cause. In this episode, we're talking about
the different steps, the different elements of each launch process where you can tweak
different things, how to start to overcome those hesitations that somebody might have had
that held them back from buying in the last time, and the importance of
getting your different elements of your launch in front of new people each launch so
that you don't have that second launch slump where everyone who was on your list
or in your audience bought in that first launch, and then you don't have
anybody new in your audience for that next launch. This is a really fun
episode if you have launched before and you are looking at your next or subsequent
launches, or if you haven't launched and you're wondering a little bit more about
what the whole launch process looks like behind the scenes. Let's jump into today's
chat with Jemima. Welcome, Jemima. I'm excited to have you here and
to kick this episode off, I'd love it if you could please introduce who
you are and what you do and the challenge that I can help you with
today in our little call. I step Jemima flent here, and I'm actually
one of your previous launch Man students, and yeah, very excited to be
chatting with you today. So I'm actually a quilt pattern designer, author and
teacher and I launched earlier this year my first round of my online beginner's quilt
course and I'm hoping that you can help me now as I'm looking to my
next launch, which is of the same course, or how you what things
in particular do I really need to be setting my sights on to improve and
to hopefully grow this next launch so that it'll be even more successful this next
time round. Yes, this is one of my favorite things to talk about,
because if you've had one launch and it's gone really well, which it
sounds like yours has, then it becomes a matter of just like twigging it
and making the little changes and launching again. So I like to look at
it as like this whole kind of journey, as you know, going through
launch Magic. It's we don't just look at the number of people who signed
up at the end and determine whether it was a success or not based on
that number. We look at each of the different steps in that whole process.
Now, one of the first places I want to start is by asking
you if there was anything that came up when you did a non buy a
survey or any unusual questions or hesitations that you notice were coming up during that
cart open time. Well, I didn't have anything very specifically come up that
I hadn't sort of previously set down to address. It was things that I
was thinking of as the launch was going that it was like, right,
these are things that I need to maybe tweak for next time. It was
a bit of sometimes too late to change it. Necessarily within that launch,
but it was more around things like everyone was sort of happy with the time
frame and their skill level. That was probably more their hesitation as in,
I'm not sure if it's it's right for me because I don't have these tools
yet, or I don't have I don't know where to get my fabric.
So really sort of taking it back to people starting right at the beginning of
their quilting journey, and how did I move them forward to to actually get
them, Yeah, across the fence. So your course is relevant to these
people, right, they can still get results if they're at that very first
step. That's it's designed for them to actually take them from that very beginning
step in wanting to learn to quilt, So actually literally what they need to
buy, what equipment, what tools, and I take them through that step
by step. Okay, so that's that might be a little bit of an
indicator then if they if they're saying that's why they're not signing up is because
they don't have the tools or they're wondering if that's right for them, that
could be a little sign that the messaging could be clearer that it's for absolute
beginners. You don't need to have any yet. You don't need to have
any of these things. You don't need to know where to buy your fabric,
because this is all covered in the course. So I would be doing
a quick read through the sales page again, I'd be reading through those cart
open emails and noticing anywhere where maybe it could be a little bit more specific
around that, just to help those people. It could even be that you
add, if you don't already have a section on the sales page, you
could add an email, add a section on the page that is this is
for you even if and then have some bullet points. And one of those
bullet points could be if you're brand new, you don't have any quilting tools
and you don't even know where to buy your fabric, and have a little
paragraph explaining that you know it. In this course, we take you from
the very beginning starting point through to whatever the final outcome is. And that
could also be an own email. It's own email in the cart open sequence
where you're addressing Hey, you're at that very beginning point. You don't know
what tools you need to get, you don't have anything, and that's great.
That's where I want you to be because when you join, we're going
to go through all of these step by step. Okay. Were there any
other reasons in the survey? Any other reasons or things that popped up when
people when you ask people why they didn't buy, There wasn't anything really specifically.
Time was a bit of a factor. A lot of people didn't necessarily
want to start the course straight away. Like target audience very much is that
young, busy mum who works and has the kids and has the family and
has all those things. So it wasn't necessarily a case of wanting to start
the course the following week when after doors opened and we get going, could
they actually you know, get the course, have it in their little banks
so that they could work through that on the next school holidays or when they
knew that they were about to have a break. So that was probably the
only thing that really sort of maybe I hadn't messaged or voiced at it wasn't
You didn't have to start straight away, It wasn't it you have to have
all your tools that next week ready to go, and maybe yeah, around
that self paced messaging wasn't as strong. Yeah, so they can go through
it in their own time and they have lifetime access. They've got access to
it for a year, okay, great, So I would be if that's
a huge objection, I would be putting one entire cart open email around that
and making sure that that's really clear on the sales page as well. So
the cart open email would be something along the lines of, I get it,
you're really busy. You don't have time to start quilting right now,
and that's why I'm giving you lifetime accessor giving you one year access, and
that might look like ten minutes a week for a year, and you can
have that quilt done in a year. Yeah. One thing that didn't come
up, but was something that I had thought of, was I didn't offer
a payment plan with the particular course. So even though no one really boiked
any objection to it being you know, expensive or out of their reach,
that was something that I wasn't sure whether or not I should be offering as
an option, even though it's not a odally high price ticket on item.
What's the price point worked out to about two pick d Australian. Okay,
it might be worth while, especially, you know, with a lot of
people sort of starting to freak out about cost of living and recession and all
of that, it might be worthwhile to offer a payment plan I wouldn't do
a particularly extended payment plan in this in this case, because it's not a
you know, we're not talking two thousand dollars, we're talking two hundred and
fifty. It could even just be that it's two payments of one, you
know, two payments of one forty or so, just to add a little
bit of a buffer to cover your risk that they don't pay. So that
could be something that would make a big change. It could even be that
you leave that payment plan and only introduced it in the last twenty four hours
of cart open. Oh okay, yep. So that anybody who's there on
the fence who's like, like, I want to do this, but I
just don't have the cash right now, you know it's expensive, then that's
going to help them to make that decision as well. Ok yeah, cool,
Okay. So once we've looked at the main reasons people didn't buy,
then I want to look at step by step in that process, where are
the different bits where people dropped off. So you mentioned we're chatting a little
bit before before the call, you mentioned that you don't have the number of
people who viewed the lead magnet landing page. But you do know how many
people signed up and what I really would want to look at. So the
lead magnet is the very first step in the entire sort of process, entire
funnel where the lead magnet is specific to this particular course. It's not a
general lead magnet for building your email list. And I would be wanting to
look at how many people viewed that lead magnet landing page and what percentage of
them signed up, because if we are getting more than say thirty to forty
percent signing up from that page, that's great. But if it's not converting
at thirty percent, then you're driving people to that page and they're not for
something. For whatever reason, they're not downloading the lead magnet. They're not
landing onto your email list. So that's the first step that we would really
want to look at. You mentioned you do have the open rates from those
lead magnet emails. What sort of open rates are we looking at for the
different emails? Basically everything sat between. My lost open rate was fifty five
point nine percent, so that was my lowest, So most of them,
their average open rate was fifty eight percent. Yeah, perfect, that's really
good. Open rates are a little bit artificially inflated these days because Apple doesn't
apple the privacy and Apple Mail just marks everyone's emails is open basically, so
it won't be a true reflection of how many people opened. But that's a
that's a really good percentage, So I'm happy with that. And then so
after that Lead Magnet, you didn't have a webinar coming into cart open,
you just did cart open emails to that lead line list. Yes, yes,
And did you have similar open rates with those? Well, everything sad
about that. Yeah, they did go up a little bit higher sort of,
yeah, to fifty nine percentage. But yeah, I definitely felt confident
sort of going into that launch in terms of I thought I had, like
I had set a number of people that I had hoped would sign up,
and I know where I fell down in that, but sort of reflecting on
the numbers, it's given me the hope. I guess that, you know,
I sort of was doing what I needed to, but in my head
it wasn't necessarily as I'd planned how it to go. Yeah. Absolutely,
Okay, so we've got the lead Magnet list, We've got the cult open
emails, what was the click rates on those cart open emails? I wouldn't
have there. You don't have that, okay, so that's something to that's
something to look out more than open rate. Open rate just tells us that
the subject line's good. Click rate tells us that the content in the email
is good. So you know, at one to two percent click rate is
really good. If you have any emails that have a particularly high click rate,
I would definitely reuse those emails in the next launch. I would also
look at what is it about this email that's making it have a higher click
rate, and seeing if you can reverse engineer your other emails to have a
similar structure or if it's a different call to action or whatever it is.
We want to find out why people are clicking. And then so you had
how many people did you have sign up in the end ahead forty nine forty
nine and how big was your email list? Yeah, so that's a really
good conversion rate. That's a really good conversion Yeah, calculator, I'll work
out the exactly forty nine over six hundred and fifty is yes, seven point
five percent, which that you should be really happy with. That that's a
great sign that it's converting well, and now it's just a matter of getting
more people onto that list. So now it's a matter of getting more people
to sign up for that lead magnet so that they're on your list for that
next launch. And part of getting more people to sign up for the lead
magnet is we first want to make sure that lead magnet page is converting.
Well, what is it built in? Is it in Kajabi? It's in
New Zenla? Okay, I'm not familiar with New Zenla. Do you have
a way of seeing how many people viewed a page in that? Yes?
A d okay, so I would go back, going, going and get
those now. Yes, now, go back and have a look at that
and reverse engineer. You know, so there's many people looked at it,
and the many people downloaded, and if that percentage is good, great,
Now it's how can we get this lead magnet in front of as many people
as possible and that might be paid ads. Is that something you've considered running.
I was very much tossing up which way to go for next launch.
In terms of Facebook ads, I've never run those. They have been something
that's sat at the back of my mind. I had thought though, as
a more positive way for me to move forward with my audience was actually more
in affiliate marketing. Okay, great, yeah, you had an actual step.
Rather than pouring money into the Facebook ads, which I don't know how
to set up or organized. I had thought, at least then if I
put all my eggs, I get that, let's speak into affiliate marketing,
that that would be my tactic for this next launch. Yes, I wouldn't
focus on just one place. Affiliate marketing is a great way to do it,
but you need to have really good affiliates who will actually promote. And
the problem I mean not the problem, it's the challenge that we've had with
affiliate marketing as well as we have a lot of people who sign up as
affiliates and they do it with the best intentions and then they never actually get
around to promoting it. So if you are going to have affiliate if you
are going to bring affiliates in for the next launch, I would be getting
them in as early as possible, and I would be asking them to start
promoting the lead magnet. Okay, so that they have time. So once
somebody gets that lead magnet, they're on your list. But ideally they'll still
be cookied to your affiliate if there's a long enough cookie window, and I'm
not sure what new Zeendler does with this, so making sure that they get
them in early so that you've got that time to nurture them. I would
also, because you didn't run a webinar in the last one, I would
be probably looking at testing that for this launch, especially because you have affiliates.
It's really it makes it easy for the affiliates to send their affiliate link
to your webinar, and then the people who they've introduced you to, they
now get a taste for your style, your approach, what you're like,
rather than just hearing about the course and then that's the first time they're hearing
about you. Okay, Yeah, so I'd be looking at those two from
affiliates, making it really easy for them to promote, so giving swipe email,
copy swipe social posts literally just copy and pace and fill in the blanks
and then they can send that to their list. That's what I would be
doing there. Potentially past students as well. Okay, yeah, asking them
if they want giving them a referral link or referral code where they can invite
a friend. I hadn't caught a past yeah, past students, Yeah,
to do that. Sometimes past students are the best affiliates, especially with yours,
because at the end of your program, they've got a quilt which is
such an easy thing for them to share a photo of on social media,
and then their friends might ask where they got the quilt from, and now
they've got a link to share and they get a bit of a kickback for
that, right, Okay, Yeah, it's a good idea. I hadn't
thought of that. And then outside of the affiliate program, what else have
you been doing to grow your audience in your business? I am definitely sort
of sitting back now and looking at what sort of all the areas that I
fell down in in terms of the next launch and where I need to pick
it up or what I need to do to change. I have thought about
changing my lead magnet for this next launch death based on maybe being more specific
to my audience. So having some I don't think I'm that to change it.
Okay, So if you're if you're finding that the lead magnet page isn't
converting it thirty percent, it probably need to change some of the copy on
the page. But based on how your lead magnet list is converting into your
course. I don't I wouldn't change that. Seven and a half percent is
really good. Yeah, okay, so I would keep it for this launch.
I would be for you for this launch. I would be focusing on
how can we get this lead magnet in front of more people so that we
can grow the list and keep because if we keep, for every one hundred
people you get onto your list, you're getting seven seven and a half students.
That's a really great conversion rate. Okay, right, So yeah,
I guess I had thought affiliates would be So I've been working on packaging up
like how that would for affiliates and what sort of copy and canvas sort of
work I need to do for them. I have been looking at other ways
to sort of get in front of other eyeballs in terms of I've got upcoming
events, so it was sort of making sure that people at the events that
I was actually going to be at as well could sort of see the course
and shut with the actual end product. But other than that, I'm really
just going back and now reviewing. I want to review my open emails and
really now I also have the actual my first round students. So I've got
testimonials very specific to the actual end product, So I've been contacting them to
get photos and to get testimonies so that I can actually now put all of
that into play for fiction next launch. Okay, and how many people have
signed up for the lead magnets since the last launch. I've added about about
two hundred and fifteen to the list. Great, so that's going to be
two hundred and fifty times point seven five, So that's you'll probably get about
eighteen or nineteen new students for this launch. If you don't get that lead
magnet in front of more people, Okay, that's unfortunately the reality. So
the first launch, a lot of the time, what happens is if you're
new to this and you don't have a big audience, you'll put a lot
of effort into growing the audience, and then the second launch you might think,
Okay, well, I'm going to optimize all of these other bits.
But if your launch, your launch is already pretty optimized, it's now how
can we get this in front of new people. That's going to be the
biggest thing. So rather than focusing on the things that are at the bottom
of the funnel, like optimizing the sales page, Like, yes, we
can make some tweaks to that, absolutely, but the biggest thing for you
to focus on now is going to be reaching more people with that lead magnet.
So even when you're speaking at events, I probably wouldn't even talk to
them about the course. I would just give them that one call to action.
I have this freebee. What's what's your lead back thet It's a pdf
cheat sheet that has all the culting turns beautiful. I like that, it's
nice and simple, So I would say, grab my pdf cheat sheet here,
give them if it's a if it's an in person event, do some
slides with a QR code and they can use the QR code and that's a
direct link to download it. And then that way they're at least getting onto
your email list for some nurturing so that when you open doors they can buy.
Okay, and then yeah, looking at podcasts, looking at where else
is your audience hanging out that you can get in some other Facebook groups.
Okay, Yeah, I um, I really do need to have a look
at I had had a few podcast interviews in the lead up to the first
round, but have yeah yet to sort of sit down to work out what
podcasts I can sort of pitch to you for this next long So yeah,
I guess I've sort of forgotten about, um yeah, getting in front of
more eyeballs and how to do that. Yes to codrest podcast interviews. Any
online communities, like I mean, the Facebook groups might there might be a
little bit too far advanced. The people in those groups might be too far
advanced for what you are selling them. Same with like subreddit communities are great,
but they might be a little bit too advanced. I think Pinterest is
going to be a particularly good opportunity for you, Okay, potentially something like
YouTube somewhere where it's people are searching. So Pinterest and YouTube are great social
media platforms for reaching new people because they are search engine based. So somebody
might go into Pinterest and they might search how to quilt, or somebody might
search on YouTube how to quilt, or they might search for a basic quilting
term or something like that. And if you have a video there that's walking
them through that and then the call to action at the end of the video
is downloaded my cheat sheet easy okay. So and that's something that you can
spit up Interest at all yeah, yeah, and that's something that you can
so like with the pins and with YouTube, it's not like Instagram where your
contents only relevant and fresh for a couple of days and then it's nobody going
to see it again. It lives there for a while, and if somebody
searches for a particular term two years down the track, your video is still
there, so that it might not be for this launch that you go and
do that, but it would be really a great sort of longer term strategy
for you would be to think, what are ten things that are beginner quilter.
My ideal client for this course is searching, and how can I maybe
go and record ten short videos and share those two YouTube so they pop up
when they search. And definitely the lead Magnet setting up some Pinterest pins with
quilting like quilting terms in the name, like beginner quilter terms, how to
start quilting, all of those kinds of things. If somebody's searching for that,
then it will pop up correct. And in terms of sort of setting
up those pins that I haven't sort of set up pins that directly lead to
lead Magnet other than my regular new let up, is that different thing that
they're easy to set up. Yeah, you should look to outsource or it
should be easy to set up. It's the ongoing. So Pinterest is a
challenging one as a strategy because they really like it when your account pins quite
regularly, and that is something where it might be worthwhile if you have a
VA or if you have somebody who can spend an hour a week just creating
some fresh graphics and scheduling them for Pinterest, then that could be really quite
beneficial for that growth. But I think because what you do, it's such
a creative thing. The finished products so photogenic, it's crafty. Pinterest people
love crafts. I think that's a great opportunity there for you as well.
Okay, the main thing with audience growth and with reaching new people, as
we don't want to just put all of our eggs in one basket, and
we don't want to say I'm just going to focus on pinterts, I'm just
going to focus on affiliates, I'm just going to focus on Facebook ads.
We want to have a nice diverse strategy. Otherwise, if one of those
things doesn't really give us results that we're looking for, at least we know
we've got some other areas that new people are coming in from. The two
hundred people that have signed up since your last launch for the Lead Magnet,
do you know where they've come from? They would have to mainly come from
either my regular news letter or through Instagram, because Instagram's pretty much my main
driver for my growth and my new traffic and essentially sort of where my ideal
customer hangs out. Okay, So I would be then also promoting the Lead
Magnet to your main newsletter all the time, especially double down on that in
the lead up. I would be making sure that you are doubling down on
talking about it on Instagram, giving it as a call to action. If
that's already driving people to it, keep doing that, do it more.
Yeah, So really getting clear on like where these people are coming from.
So we want to make sure that we can track and I don't know how
this would work in new Zendler because I've never used it, but we always
want to make sure we're tracking where people are coming from to that Lead Magnet
landing page and looking at where are we getting the most people from, because
that's what's working the best. Let's double down on that, okay. And
in terms of sharing Instagram content because that's definitely sort of where I'm at now
as well in terms of putting together all my content in the lead up to
this next round, and that's obviously been my main driver previously for where my
customer comes from. I mean, how often should you be talking about this,
you know, like in that lead up I mean I'm just in that
ninety day window now the forward cut open at the end of September, So
how I mean, like, you know, once a week should you be
talking about every sort of second day that's you know, how much content should
you be making that drives that? It depends on I mean, it really
depends on how much time you have. And when I say talking about the
lead magnet, I wouldn't do posts just with the lead magnet because the algorithm's
not going to show that to anybody. I would be if you're doing a
reel, then the call to action in the caption or at the end of
the reel would be download my cheat sheet at the link in my bio.
If you're doing a carousel, it might be that it's the last little image
on the carousel is hey, I have a free cheat sheet downloaded at the
link in my bio something like that. So I would be then focusing on
posting the normal amount of content you did in that last launch. So however
much content it took to bridge that magician's gap stick with that that obviously worked
really well. But yeah, I would be giving the call to action to
download the cheat sheet. Then if you do a webinar in sort of the
seven days before the webinar, give the call to action to register for the
webinar. Then when cut is open, then you do your cut open content
like what you did last time. Okay, so well I pretty much similar
to what I had done last time, but just have all these new tweets
and yeah, yeah hopefully with new eyeball on that. Yeah, any follow
up question or anything else I can help with for the next launch. I
think at this stage it's now it's the case, it's sitting down and really
sort of making all those those tweaks having sort of I've got some new numbers,
and definitely in terms of, you know, looking at some different ways
to get some eyeballs with Pinterest and some other areas that I hadn't looked at,
So it was more, yeah, just really how the other question,
I guess I had was last time, I know, I fell down in
I had a really good sign up rate right at the beginning, and I
kind of expected at the end that I would have a whole big heap of
people will sign up at the end that that can't you know, as doors
closed, where basically the majority of my people who signed up literally came from
my first day, so not actually like and I lost the personal momentum in
those couple of days because I couldn't see sort of people adding to that list
and signing up. Yeah, in through that middle, and then I at
that end like how do you keep that momentum? And yeah, yeah,
So schedule as much as you can. Cart open emails, social posts.
Make sure they're all written and ready to go out before you go into cart
open, because this happens a lot. It usually happens more when people have
no sign ups at the start and then they're like this is doomed, and
then they lose any motivation to write the emails or send the emails. They're
like, oh, I'm just annoying people. They're not going to buy anyway,
and your audience can kind of sense that desperation a little bit. So
make sure everything's written and scheduled ahead of time, and then also looking at
what bonuses do you have at mid cart because people will buy. The middle
of cart open is always going to be the quietest part. But if you
have a really solid bonus in the middle of cart open, then that can
help to get a few more people in. And then in that last twenty
four hours, thinking what are those cart closed bonuses, Maybe adding an extra
cart close email towards the end having it because we really can send more emails.
Most of us don't send enough. And if you add that payment plan
in the last twenty four hours, that might also help to nudge a few
more people over the line over the fence. What it tells me if a
lot of people signed up at the start, it tells me that they already
had made the decision when you opened. Before you open doors, they knew
they were going to sign up because they knew this was coming. That's quite
common in the first launch, especially if you've been doing what you do for
a while. They already like you, they already want to buy from you.
It might be it might look different in the next launch. So if
you notice that you're not getting as many people in the first twenty four hours.
That doesn't mean your launch is doomed. It just means the people who
are there need a little bit more assistance to make that decision. And I
would use that as motivation to really like hit the ground, start talking to
people, start dming them or emailing them wherever you know that they are,
reach out to them and find out what else they need from you to help
them to make that decision about whether it's a good fit for them or not.
Directory. And my other question was intens you know none buy surveys,
are there specific questions that are absolutely you need to ask, Yeah, what
are the gold questions for getting the content that you need to make changes for
your next launch? Yeah, so a lot of it will depend on the
actual your actual offer, But the one question that you need to include is
what made you decide not to buy? And word it like that as well.
If you ask why didn't you buy, it's really like it can be
a bit of a cop out for them because they're just like, oh,
like it just wasn't right right now? But what made you decide not to
buy? The way framing it as an active decision that they made, not
just like a passive thing that happened, So what made you decide not to
buy? And you know, I also love to ask what would make it
a no brainer for you in the future. Bid. Those two can really
help us to understand where the gaps might have been in the messaging. Obviously,
take take all the responses with a grain of salt, because I've had,
you know, I've had people who've said they chose not to buy launch
Magic because they wouldn't have paid more than fifty dollars for a launching course.
And I know that's not my ideal client. So take it with a grain
of salt. But it can it can be really interesting to see what sort
of trends you notice in those responses. Okay, and should that sort of
be limited to, like you only want them to answer sort of three or
four those really yeah questions? No more than five, don't okay? No
more than five? Yeah? And when you when you invite them to do
the non buyo survey, let them know, Hey, it's a quick,
five five question quiz five questions survey for you and it's anonymous. Yeah,
yeah, okay, great, all right, things to work on. Yeah,
sided to your next launch. Hopefully you join us in the next round
of launch Magic as well, because you have access to all of those live
calls and all of that. This has been so much fun chatting with you,
and good luck for the launch. Thanks Jeph, looking forward to it
all Right, that is it for today's episode. If you haven't already hit
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