The things that sold your offers a few years ago. Many of those things
no longer work because the way that people are buying is really different to how
it was when they had a lot of extra cash to splash right. Everyone's
feeling like everything's more expensive. People's mortgages have gone up, the cost of
food has gone up, so cost of living is a lot higher. So
people don't have as much money to spend as they did, and so they're
buying the way that they are buying the things that they were buying previously has
changed. Welcome to imperfect Action. I'm Steph Taylor. For years, I
read all the books, downloaded all the freebies, 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 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 Stephtaylor
dot co, forward slash DBB, or at the link in the show notes.
Hey, welcome back to Imperfect Action. This is episode eight hundred and
twenty. Today I am bringing you a the special episode. I'm actually bringing
you the recording from my recent masterclass that I delivered yesterday. It's called how
to Tweak your launch strategy to make more sales in a Tough Economy, And
in it in this episode, I'm sharing some of the content and messaging mistakes
that are limiting your sales right now, what sells and what doesn't sell in
a tough economy, and my simple strategy for launch content that sells without feeling
sales ere. Here's the thing. The economy is kind of the elephant in
the room at the moment, and even though it's really tough, people are
still spending money. They're just being a lot more discerning about where they spend
it. And that means that when you are selling anything, and especially in
a launch, your messaging and your content needs to show them why they need
to spend money on your offer right now. So in this episode, jump
in, dive in, take lots of notes because it's jam packed, and
I do apologize if I make any references to any slides. I don't think
I did, but just in case I did, there were slides for the
original Masterclass, but they are not for this podcast unfortunately. All right,
jump on into the Masterclass. I hope you enjoy it. And currently doors
are open to Launch Magic. So if you want to take what you've learned
in this episode even one step further, then jump on into Launch Magic.
You can find all the information at Stephtaylor dot co. Slash Magic. Will
pop a link to that in the show notes as well, and we kick
off on the twenty fourth of June. So if you jump in now,
you get access to module one Module two early so you can get a bit
of a head start before we officially start on the twenty fourth of June.
So steph Taylor dot co slash Magic for all of the information on that.
Now let's jump into the Masterclass. So in today's Masterclass, I'm going to
share my tried and tested strategy to make more sales of your offers, even
if it feels like right now, the algorithms the economy and your to do
list are stacked against you. Can I get a hands up if any of
these resonate with you right now, you are struggling to reach more people and
sell your offers consistently, but you don't know where to focus your time and
energy to hit your income goals. Or maybe you're working really hard and you're
having to juggle your juggle growing your business and delivering a great experience for your
clients at the same time, and the juggle is real, like you can't
balance it as well as you thought you might be able to. Or maybe
you can relate to being pulled in different directions and feeling a little bit exhausted
in the process of all of that. And then to top it all off,
right now, it's feeling a whole lot harder to generate revenue in your
business than it did a year ago. Right twelve months ago, it felt
a lot easier to make sales than it does right now because of the way
the economy is, cost of living, all of that, and then business
kind of feels a little bit like this. Sometimes you're wondering, what do
I need to do to make more sales? What do I need to do
to create that financial freedom in my business? What do I need to do?
Like, can I grow a business and still have that freedom? Let
me know in the chat if you can relate to any of these because it's
a particular like. I have a lot of conversations with online business owners all
the time, and these are the things that I've been hearing over and over
and over again over the last six months. So yep, Okay, those
of you who are saying, yes, you are not alone, I want
you to know that you are not the only people who are experiencing that right
now. It's a pretty broad phenomenon. I guess you might call it that.
If we haven't met before, Nice to meet. I'm Steph. I
am an online business strategist. I help you to build an online business that
is profitable even when you are offline. I've scaled my own business from one
hundred thousand a year to two over a million a year. I've now go
a small team, and I don't know, it ticks along. It's pretty
fun. I'm the host of Imperfect Action podcast. We've got more than eight
hundred episodes more than two million downloads to date. I actually stopped counting after
about two million downloads. We've probably at about three million downloads. Now,
over the years, I've done more than twenty of my own launches. Six
of those launches were before I even created the office. So I launched the
course or the program, and then once people bought, then I took that
as validation of Yep, I'm onto something good. Then I co created it
with the people who bought it. So there wasn't that risk that I would
spend all this time creating something that then nobody would buy. And the students
I've worked with in my signature program launch Magic have added hundreds of thousands in
revenue to their businesses thanks to the strategy that I have taught them, and
they've had wins like this made twenty thousand dollars in two hours when launch week
had only just begun, and this one where launch Magic helped her to make
over twenty three thousand with her very first digital product, and then she's about
to launch for the third time, and this one where she did twenty thousand
euros in sales during her live webinar only. So what's coming up in today's
training? So, first of all, we're going to look at the content
and messaging mistakes that are limiting your sales right now. So the things that
worked with your content and your messaging, the things that sold your offers a
few years ago, many of those things no longer work because the way that
people are buying is really different to how it was when they had a lot
of extra cash to splash. Right. Everyone's feeling like everything's more expensive.
People's mortgages have gone up, the cost of food has gone up, so
cost of living is a lot higher. So people don't have as much money
to spend as they did, and so they're buying the way that they are
buying. The things that they were buying previously has changed. The way they
make those decisions have changed. Then we'll look at what sells and what doesn't
sell in a tough economy. Then I will share my simple content strategy for
selling without feeling salesy in your next launch. Then we'll have Q and A
and an invitation for you to keep working with me if you wish to continue
learning from me beyond all of the things that I cover in our time today.
All right, so Part one, the content and messaging mistakes that are
limiting your sales right now. The online business world isn't feeling that great at
the moment, And I've noticed a lot of online business owners saying things like
this, saying things like people just aren't spending money right now. Launches just
don't work anymore. It feels so much harder to sell than it used to.
And while there might be a little bit of truth to the fact that,
yeah, people aren't spending money and or the aunts spending as much as
they were, and it is a little bit harder to sell, people are
still spending money on the things that they prioritize. That is the key difference,
and for that reason, launchers do still work if you can show somebody
in your content and in your messaging why they should prioritize the offer that you
are launching, and for your business to still make money, regardless of the
economy, you still need to be showing up and selling or else. If
you're not showing up and selling, nobody's going to buy from you. And
then if nobody's buying from you, you don't have a business. Right So
it's uncomfortable as it might feel showing up and selling and getting maybe knocked back
a little bit more than you would have previously, you still have to keep
doing that it's not a sign that you need to stop the sales elephant in
the room exactly. It does feel a little bit like that at the moment,
but you know, it's I want you to know that it's not that
you're doing something specifically wrong in your business. It's just the general economy,
the general vibe at the moment. Okay, So mistake number one that is
limiting your sale is messaging that focuses on how much value is in your offer.
Value is just the bare minimum, right when somebody is buying from you,
they are expecting value. Value is not what sells on its own.
Because the truth is, your ideal client doesn't care about how many modules or
lessons are in your course, or how many minutes of content you have.
They don't care about whether it was filmed professionally or using your webcam. They
don't care what platform you use to sell it and host it. They don't
care how long how many months you spent trying to get it perfect. They
don't care about these things. We think that they think that they care about
these things. We think that they want to know how many minutes of content
there are in our online course. Because we've correlated the minutes of content with
the amount of value. So we've conflated actually the minutes of content with the
amount of value. But what your ideal client actually does care about is what
will this do for me? Will this work for me? Why should I
buy it right now rather than delaying it and spending that money on something else,
one of the other things that I need to spend it on, And
what makes us different to what I have already tried. That is what they
do care about. But the problem is that most people go out there and
they sell their offers with messaging like this. They'll say, you know,
it has four modules and over ten hours of training content. Every week,
you get a one hour live Q and a call in module one. Oh
yeah, this is my dog training example. In module one, you'll learn
how to make your dog stop jumping up. And then they'll share a testimonial
that's like, oh, the course was really valuable and I loved the content.
That's how most people go out there and sell their offers, and then
they wonder why people aren't buying it. And meanwhile, your ideal client is
walking around thinking, well, well, will this work if I've already tried
other courses and not succeeded at those Will this work if I'm bran new,
if I've got no prior experience? Do I have enough time in my day
to complete this course? How long is it going to take me to get
that result that I want? And then what happens is we have this messaging
mismatch where you're going out there saying, you know, they're questioning, will
this work if I've tried other courses and failed, and you're like, it
has four modules and ten hours of training content, And then they're asking,
well this work if I've got no prior experience, and you're like, every
week you have a one hour live Q and a call. Notice how your
audience has all of these hesitations and you're not addressing them. You're just telling
them how great your offer is and all of the things that are in it
that you're not actually answering any of the hesitations or any of the questions that
are stopping somebody from buying your offer. And then the result that we get
is things like, oh, I can't afford this right now, or I
don't have time right now, I'm not ready yet, I'll sign up next
time. Okay, all of these four things that is just a sign that
they don't see why they should prioritize spending money on it right now. Okay,
I don't see how this will work with me. I don't see how
this is going to get the result for me. I don't see why I
should sign up for this right now instead of in six months time. This
is probably one of the most common messaging mistakes that I see, and it
can It can really stop people from buying from you if they if you think
that the reason they're buying is value, when actually they're buying because they have
a problem. You have the solution to their problem, all right. Mistake
number two trying to add lots of value, share lots of value to your
audience with free how to content. Oh, this one, it's a big
one. The problem with free how too compac Actually, I'm gonna let me
take that back a step. Let me explain what I mean by free how
to content. Let's say that you are a dog trainer. I just I
always use the dog training example. Please excuse me, if you've been to
any of my trainings in the past. I all use the dog training example
because it's so easy. I have a dog. I love my dog,
so let's say that I'm a dog trainer and in my course I teach you
how to get your dog to stop barking and misbehaving and running away. Free
how to content that would be ineffective for me would be stuff like how to
get your dog to stop barking, when that's actually something that I teach in
my course as well. I don't actually have a course on dog training,
by the way, just in case, just to clarify that. Okay,
so why does this kind of how to content flop? Well, firstly,
they are not ready to listen yet. So if I'm going out there to
the dog owners in my audience saying, hey, here's how to get your
dog to stop barking, and meanwhile they're thinking, well, my dog's too
old, I can't train him. You can't teach an old dog new tricks,
They're not going to pay attention. They're not going to listen to that
free content that I'm giving them because they're not at the point where they are
ready to listen. They still believe that their dog is untrainable. So if
my free content actually needs to show them how their dog is trainable before they
would listen to the how to and then as a result, they're not ready
to take action yet. They're not ready to start training their dog to stop
barking. They're not ready to listen to my how to content because they don't
believe that it's possible for them to get that result. So then when they
don't take action, it's also setting them up to fail. So the how
to content, when you're giving away like here's how to get your dog to
stop barking in three steps, the person who's consuming that free content now thinks
that they have everything they need to go and implement those three steps and get
their dog to stop barking. But in reality, as the dog trainer,
I know that they need a little bit more than three steps. There's a
bit more than just do this, then do that, then do that.
Maybe they need a bit more of my framework, maybe they need some support.
They think they've got everything they need to go and get that result,
but they don't, so that sets them up to fail, which then reinforces
the belief of it's not possible for me to get this result, and it
actually makes them less likely to buy because now they believe that it's not possible
for them. Okay, so free how to content can actually stop people from
buying from you. All right, Mistake number three, assuming your audience already
wants your offer. Okay, what do I mean by this? This looks
like counting down until doors open. So you know, my new course is
coming in five days, coming in four days, it's coming in three days.
That very much assumes that the person who is seeing your content already wants
that course, and that they're excited and they're going to buy on day one
when that course is available. Ninety nine point nine percent at the time,
that's not going to happen. You are not selling the latest iPhone, You
are not selling Taylor Swift tickets. Okay, your audience usually does not want
what you are selling. Yet it also might look like you are talking about
features and benefits. So what do I mean by that? Well, it
has ten modules so that you can learn all of the details about how to
train your dog. Great. Well, it has a one hour Q and
a call every week where you can get all of the support. That's features
and benefit. It might look like an email where the subject line is exciting
announcement, my course is here. That also issuws that your audience wants it,
or telling them about the offer without actually selling it. So telling them,
you know, here's my course, it's going to help you to do
this. It's got this many modules, it's got this many Q and A
calls. But you're not actually selling it. You're not actually addressing any of
the hesitations. You're not actually talking to the problem that your ideal client is
experiencing that your offer solves. Okay, and I'll share a little bit in
today's training about the kind of content to shar instead as well. The truth
bomb and sad sad truth is, nobody is going to be as excited about
your offer as you are. And this can be really hard to It can
be really hard to take in because when you've spent time creating it, when
you've spent time launching it, you're like, this is such a big deal
for me. Why are they not as excited as I am? But the
good thing about nobody else being as excited about your offer as you are is
that excitement isn't what sells. So that's fine. It doesn't matter if they're
not excited. And that leads me into part two, which is what sells
and what doesn't sell in a tough economy. Let's see what's been going on
in the in the chat, Oh, Natalie, this is so counter to
what I've been learning from marketing a course. I'm so curious what you've been
learning, Natalie, because there are a lot of there are a lot of
people who teach, you know, course launches, and what they teach is
like, yes, get people excited, make them like, tease your offer,
make them think that something big is coming, build all this hype about
it that they're afraid that they're going to miss out, and that's why they're
going to buy it. And that might have worked a few years ago,
but there is actually no you know, like sales. There's a lot of
research and science and frameworks behind what works in sales. There is no real
like science to formo other than oh, people just don't want to miss out.
Great, But that might have worked a few years ago, But now
people aren't spending money just because they don't want to miss out. They're spending
money on the things that they are prioritizing. And most people, for more
is not going to make them prioritize it enough to spend money on it.
So just be careful. I do want to say, be careful who you
learn about course launchers and marketing from because a lot of people who you know,
a lot of people who teach it are teaching what worked three years ago,
which was like if you think about like what worked three years ago,
that was almost like a little blip because people had so much extra cash to
spend, and what works now is quite different to what worked three years ago.
Okay, let me know in the chat we talked about this a little
bit earlier in the master class, but I'm also curious, like to hear
it in your words, what big shifts have you been feeling and noticing in
your online business or in the in your business world wherever you are online lately,
you know, shifts in terms of I don't know, reach, audience,
growth, sales, people showing up, how you're feeling about it.
Let me know what have you been noticing and feeling. I really just put
these slides in here so I can sit and have a little bit of a
coffee break while you guys respond. Low impressions on LinkedIn. I think that's
pretty constant across all social media platforms. It's not just LinkedIn. You know,
we've got we've reached how always say this, we've reached peak content saturation.
We've reached peak content saturation. That peaks only getting higher and higher,
and now that AI can create really decent content, there's more content, more
noise out there, which makes it harder for your content to stand out and
reach those people. Absolutely, people sign up for waitlists, they're register for
webinars, but they don't show up as off and don't buy as often.
I mean, I will still say the shop rates. So we've got fifty
five people on here, that's still a that's still over a quarter of the
people who registered for today's webinar. So the shop rate isn't actually down for
us. But we also have quite a big strategy around you know, the
emails that we send. This's a strategy I to teach my students is like
what the emails to send before you run your webinar so people actually show up
for it because you've really got to show them, like you know, when
people are busy, you've got to show them, hey, this is why
you should prioritize your time in you know, when you even when something's free,
you need to show somebody why they should prioritize their time spending their time
on it. Okay. Algorithm Yep, people are hesitant to spend now,
the financial fear is real. Yeah, they're they're hesitant, like they are.
There's a lot more thought going into the decision making process. Absolutely,
there's more engagement on feel good motivation posts and on education posts. Okay,
that's interesting, Audrey. I love that. That's kind of cool that you've
noticed that, because now you can go and tweak your content strategy accordingly.
And also bear in mind though that if your education posts are how to content,
like what I talked about previously, it might just be that your audience
is not ready for that content yet because they don't think that that's possible for
them to achieve the thing that your education is teaching them. Yeah, people
are buying courses that are more practical and less fluffy. Absolutely, and I'll
talk about that a bit in a second as well. You'll kind of start
to see why they're spending money on the practical rather than the fluffy. People
are becoming numb to the DM strategy. I wouldn't have called like DM strategy.
I wouldn't say that's a strategy, that's a tactic. Yeah, beware
of people being like messaging people, and the DMS is a strategy. No,
that's a tactic. Okay, yeah, with AI, people are doing
a lot of courses in twenty four hours. Yes, however those courses suck
because AI created them. Okay, let's keep moving. So, selling your
online offers in twenty twenty four what doesn't sell a clever, unique, or
exciting idea? This is I mean, this has always been not really a
great strategy to just rely on your idea being exciting as the way that you're
going to sell, because selling isn't about having a great idea to get people
excited about it. It's about solving a problem that needs solving that people are
willing to pay money for and that you enjoy solving. And this has never
been more true than right now. Okay, this has been the case for
many years. Right the best offers solve a problem. And you know what
we're saying about people spending money on courses that are practical and less fluffy.
That is this, right, if you can solve a problem that your audience
prioritizes, solving a problem that they want to solve right now, then they
will spend money on it. So what does sell is that offer that solves
a specific problem and in an economy like today, your messaging needs to connect
the dots between the problem, your solution to their problem, and why it's
a priority for them right now. And if you can't connect those dots,
they will delay spending money on it. Okay. If they can't see this
is why I need to spend money on it right now, they will put
it off. And it's not that they don't necessarily want what you are selling.
It's just that they don't see it as enough of a priority and they've
got so many other things that are competing as a priority for them to spend
money on. Okay, that's an interesting question, Natalie. What about something
they desire not really a problem, like teaching art as a hobby? Yes,
yes, and no. Okay. So then the thing is, when
people have less disposable income leftover after their mortgage or their rent, or their
groceries or their bills and all of that, then they've got less income left
to spend on their hobbies. That doesn't mean that they don't prioritize their hobbies.
So if somebody who does prioritize learning art as their hobby will still spend
money on that if you can show them why it's a priority for them to
spend money on their hobby right now. So connecting it back to things like
this is going to help you with your mental health. If you're feeling really
stressed and overwhelmed right now, this is exactly when you need your hobbies.
It's not, you know, the reason you have. Just because you're busy
doesn't mean you can't carve out time for your hobbies. And actually when you
are busy, that is when you need your hobbies the most. So you
still have to tweak your message in to show them why it's a priority right
now. Okay, what else doesn't sell searching for people who are already ready
to buy your offer? And unfortunately, most people are not actively searching for
what you are selling. They're not going out there being like, oh,
my dog's barking and running away and you know he's an old dog and I
don't think I can train him, but yeah, I'm looking for a course
on how to train my dog. They're not actively searching for it, and
they're not ready for it when they see it. So instead you need to
share content that makes them ready to buy. And I will share that.
I'll talk about that in part three of today's masterclass, exactly what kind of
content to share that makes them ready to buy? What else doesn't work?
Putting your offer on your website and occasionally promoting it. So a lot of
people create an online course or a membership especially. I see this with memberships
quite a lot, and they're like, cool, that's the hard path done.
Now i can just put it on my website and people will land on
it and they will buy it, and I've got this nice passive income stream.
A lot of people think that, but this doesn't work. This doesn't
sell effectively because there's no sales process. Okay, and I'll show you what
I mean by that in a minute. They're usually not bridging the magician's gap,
which I'll get to that in a minute as well. You're not getting
any meaningful stats or feedback, so you can't make any tweaks to improve your
sales because people are just kind of landing on it and then they're like,
oh, not for me right now and leaving, and you don't have an
opportunity to ask them, hey, why was that not for you right now?
What would make this a no brainer for you? And then implement those
tweaks, And there's no real reason for them to buy right now. Now.
Humans, it is human tendency to put off anything that feels painful.
We tend to do it, you know, going to the dentist. I
will put off going to the dentist until my tooth hurts because I don't like
somebody poking around in my mouth, even though I know that it's good for
me, even though I know it should be a priority, even though I
value my teeth and my smile and all of that, I will put it
off until the pain of not going to the dentist is more than the pain
of going to the dentist. And without a deadline, then it's very easy
for somebody to keep procrastinating. And that's what happens when you just put it
on your website and they can sign up at any time and there's no deadline.
Let's just keep putting it off, especially right now when money is tight
and they've got a million other things competing for the money that's in their bank
account. Right now, they're like, oh, do I spend it on
this thing or this thing? Oh well, this thing has a deadline,
so I'd better spend it on this one first. I can sign up for
this other thing later, let's see what's going on in the chat. How
do we determine the problems in order to present a solution? I mean that
is like I honestly spend about an entire module on that in my course.
But I'll give you the two second overview. Talk to your ideal client,
find out what they are struggling with. That is the best way to figure
out the problem. Okay, what about getting them to prioritize their health now,
make to make them healthy in later years. Yeah, So showing them
and that one's really challenging. It's challenging when it's something where they're not going
to see the result for a long time. Okay, because to them that's
like, well, I could start this this week or I could start it
next week. But that's where having some kind of deadline for them to sign
up is really important, because we want to show them, hey, you
have to start this week rather than you can start next month, and then
showing them how every action that they take now compounds and then in the future
if they don't take that action now, this is what their future situation could
look like versus if they do. Okay, So what doesn't sell putting your
offer on your website and occasionally promoting it. What does sell is a limited
time live launch of your offer a few times per year. This can work
even if your offer is always available to buy. So even if you don't
want to have a live round of your course or like Doors Open, Doors
Close, you can still run a live launch that has some other kind of
deadline. And this gives you the opportunity bring in a nice little influx of
new buyers. And that's because you're nurturing them all in real time. So
the content that you are sharing, your free content that you're showing up and
sharing, you can get really focused on that. You can really speak to
the problem that your offer is solving. You can really speak to the stuff
that they need to know to be ready to buy. And then you're sharing
content that's helping a large group of people to make the right decision at the
same time, and there's a deadline for them to decide Yes, Angelie,
I was asking. I was waiting for somebody to ask that question, because
that question pops up every time I talk about how you can live launch without
a deadline. Without a Doors closed, your deadline becomes something else. So
your deadline might become a bonus that gets removed. So twice a year for
seven days, if somebody signs up in those seven days, they get a
free one on one consult with you, or they get a free extra bonus,
or they get access to the four week community where everyone who signs up
in that seven days is going through the course at the same time. Right,
So you can still create some other kind of deadline that doesn't have to
be bammed. Doors are closed, you can't join anymore, and you don't
do it every mom You do it like twice a year, maybe three times
a year. It's up to you once even four times. Okay, So
the four essential elements of a live launch. First of all, content that
bridges the magician's gap, and I will deep dive into that in today's training.
So sit tight, So free content that is bridging this magician gap.
An offer that solves a problem they want to solve or that they prioritize solving
right now. Messaging and content that helps them to decide. So your sales
page, your can't open emails, any social media posts where you are talking
about your offer, where you're asking them to buy your offer. The messaging
on this needs to help them make a decision. But most people don't do
that. Most people say that. Most people share stuff like the value right,
they share, Oh, it's got ten modules and five hundred minutes of
content all of that. That's not what's going to get somebody off the fence.
They're not going to be sitting there being like, I don't know if
this is right for me. Oh, it's got five hundred minutes of content.
Great sign me up. That never happened. Instead, they're going to
be wondering, is this going to work for me in my situation? And
if you can share content that addresses that for them, if you can preempt
that and address that for them, that's going to help them to make the
right decision for them. And then finally, they do need that deadline to
decide. Now, let's talk about deadlines. Who can relate to this gift
being on my to do list for thirteen years? Right, Change is painful.
Making any kind of a change is painful, and for most of you,
regardless of what kind of course program membership you are selling, it's going
to require your client, your buyer to make some kind of change, even
if that change is something that is a positive. So I'll use your use
an example, Natalie. Even if that change is making more time for their
hobbies and making more time for art, that's still painful for them because they
have to learn how to say no to the other things on their to do
list. They need to break those habits of I'm busy, busy, busy,
busy, busy to make that time. To carve out that time,
that's still really uncomfortable for them. Because our behaviors are so ingrained in us,
we do them on autopilot. Right. I'm currently studying the Master's of
Neuroscience, and last semester i did a changing human behavior subject and it just
made me realize, like how embedded we are in the things that we do.
We just don't even think about what we're doing, and breaking out of
those patterns that are so deeply wired, literally wired into our brains. Breaking
out of that is so painful. So the deadlines that we put into our
offers, they are there to stop procrastination. They are there to tell somebody,
hey, it's time to decide. It's time to stop putting it off
and make a decision. Are you going to do this thing or are you
not going to do this thing? Otherwise they're going to just keep putting it
off and be like, oh, that's a future me problem, or they
might forget about it. They'll be like, oh, join later, and
then they've forgotten okay, So just keep that in mind. That is why
we have a deadline. It's not about creating formo or urgency or scarcity or
anything like that. It's not about pressuring somebody into buy. It's about saying,
hey, you have until this date to make a decision. Are you
in or are you not in? I can see a bit of chat GPT
chat going on in the chat. Just be careful with chat GPT. I
wouldn't ask it what problems you can solve for your ideal client, because it
is not your ideal client. It is going to try and make up things
to keep you happy. It's called hallucination. AI does a lot of hallucinating,
So just be careful with what you ask chat GPT. On the flip
side, if you have the paid version and you upload call transcripts from conversations
you've had with your ideal client, and then ask chat GPT, based on
these call transcripts, what problems is my ideal client experiencing? That will give
you actual research backed responses. So talk to your ideal client. Do not
use chat gipt as a substitute for talking to your ideal client. I will
say that, I know talking to your ideal client is really scary, and
it's one of the it's one of the things my launch Magic students put off.
But then when they do it, they are like, oh, I'm
glad I did that because I learned so much more I did not realize was
the thing. Okay, yeah, exactly, interview them and then ask chat
gept to analyze it exactly. Okay, So what else doesn't sell? Trying
to reach as many people as possible, trying to go really broad and just
be like, yes, I'm shouting this out into the abyss that is social
media, and I'm going to reach as many people as possible with my offer,
and then they're all gonna want to buy it. It's it. It's
about building a small, but a small but like intentional launch list of the
right people and then emailing that list regularly sharing free content. And I'll talk
about what kind of free content to share with them in a minute, so
that when you open doors, those people are nurtured, they are ready to
buy from you. And the thing is it doesn't have to be a big
list. Let me share an example. This is a student of mine,
Alex, who came through launch Magic a few few rounds ago. I was
Aboutay a few years ago, a few rounds ago I think she was last
year. She launched with one hundred and eighty followers and sixteen people on her
email list and still had a ten thousand dollars launch. So she's been a
Polarti studio owner for a long time, and then she shifted and started essentially
a new business mentoring other Pilarti studio owners. So she was building her audience
completely from scratch, but she got really intentional and those people who were in
her audience were the right people that were Pilate's studio owners rather than her just
talking to a large group of people. Okay, see can you see how
you don't need to have a massive audience to still have a profitable launch?
Okay? And I really like, I really love sharing this story because I
know that often we can be like, oh, I'll launch when I've got
more people of my email list. I've only got one hundred people that I'm
not sure if it's enough people like, what if I launch and not enough
people buy. The thing is that you are launching over and over and over
again. When you are doing that same offer over and over and over again,
you can grow your audience in between each launch, So it doesn't matter
if the first launch isn't one hundred thousand dollar launch. That ten thousand dollar
launch. That means that you've now validated that idea. You can then go
and potentially reinvest one thousand dollars of that ten thousand into some ads to build
your email list, and then you can launch again, and then maybe it's
a fifteen thousand dollar launch. Great, and each time you launch it gets
easier and easier as well. Okay, how are we going in the chat?
Is this all making sense? Are we're having any light bulb moments so
far? I'm gonna pause and have a sip of coffee while you tell me
what's going on. How are you feeling? Thumbs up? Okay, great,
thumbs up for good? What's been the biggest light bulb so far?
I'm curious to know, Like, if you were to only take away one
thing from what I've taught you so far, what is it? Ah?
Interesting, Natalie, My first launch was way too broad. Yeah, so
this is actually I should have put this into my last couple of slides for
the what sells and what doesn't sell? Specificity is really what sells if you
can get so specific on this is the exact problem this offer solves. This
is exactly who it solves it for, and this is exactly how we are
going to do how we're going to solve that problem. And this is why
you should spend money on it right now. Bam. That's how you sell
okay, specificity, rather than trying to speak to so many different people and
trying to solve five problems in one offer, and then the person who's looking
at your sales page is like, I'm not sure if this is for me
because you're speaking to five different people and I'm now confused. Okay. It
feels nice to have a small audience, Yeah, a small I always say,
like, you know, when you're figuring out your launches, when you're
still learning and like still kind of getting building that process for yourself in your
business, it could be kind of a blessing to have a small audience.
It's like learning to ride a bike with training wheels in your driveway rather than
going and riding your bike on the freeway for the first time. Okay,
the prioritization, Yes, getting your launch is tight. Yes, the deadline
to decide on a program that's continuous, Yes, that is so important,
and you can still have that program available for people to buy all the time.
But you're just giving them smaller deadlines throughout the year. Okay, ow
people why they should prioritize it right now. I made many mistakes during my
last launches and was frustrating and got scared it will never work. It's fine,
You've done like the It's an experiment, right. Launching is an experiment,
and with any experiment, there will always be ones that don't work,
and that's okay because we can use it as a learning experience. But most
people will be like, oh, that failed, I'm never going to look
at that ever again, and then they run away from it when actually the
value, the most value that can come is from picking it apart, doing
the thing that feels really uncomfortable and being like, Okay, what happened,
why didn't this work? What can we learn from this so that we can
either relaunch the same offer and get people to buy it this time, or
so that we can pivot that offer into something that people will spend money on.
How do we talk with our ideal client? What channel method? That
is very dependent on your ideal client. Where are they? That's where do
you normally reach them. That's where you would talk to them. Although,
having said that, zoom calls. If you can get them on a zoom
call, that's going to give you much more depth than if you were to
survey them. Okay, cool, let's keep on moving. Actually, I'm
so glad that I gave this ninety minutes instead of the usual sixty because I
feel like I'm actually going a lot deeper in today's masterclass than I usually would
have time to. So this is great. Okay. The strategy for content
that sells without feeling salesy. So remember I talked about this earlier in the
training. Content that doesn't sell, counting down until doors open, talking about
the features and benefits, sharing tips and tricks and how to content, and
talking about how much value is in your offer these things. This doesn't sell.
So what the heck do you actually share? Van? What content do
you actually share? I'm curious, has anyone in this training today been to
one of my trainings where I've taught the magician's gap before, because this is
quite a This is like a fool kind of concept. When you get it,
it's like, oh, I see now why my content wasn't selling.
Yes, okay, a few of you have. So basically we have different
points in time. We have point A, which is where your ideal client
is today. They are struggling with their particular problem. They have a dog
that is barking and running and misbehaving, but they believe that their dog is
too old to be trained. You can't teach a new dog and old dog
nutricks. And then we have point C, which is where they are when
they finish working through your offer. Okay, so they've at this point they
have trained their dog. They now have a really well behaved dog and he's
really happy and they're like, oh my goodness, this is great. My
dog no longer runs away. And the problem is that most people go out
there and they share content, free content. It's helping somebody from to get
from point A to point C. So they share how to how to get
your dog to stop barking, how to get your dog to stop running away
as their free content, or alternatively, they try to sell the offer that's
going to get them to point C to somebody who is still at point A.
So they go out to that person who believes that they're dog you can't
teach an old dog new tricks, and they say, well, here's my
course on how to train your dog. Your dog's barking, here's a course,
and here's a course on how to train your dog. And they're like,
well, but I can't. My dog's too old, I can't train
him. So then they don't buy. And that's because there's this point B
in the middle, and most people don't think about this point B. Point
B is the point where they are when they buy your offer. Okay,
So the product gap, that gap between point B to point C, that
is where you are teaching them how to get their dog to stop barking.
But we need to get them to point B first before they're ready for that.
So your free content then is teaching them this is how, this is
why you can still teach an old dog new tricks, and then they realize,
oh, I can teach an old dog new tricks. Great, now
I'm ready to learn how to train my dog, and that's when they buy
your offer. Okay. So in other words, your free content is covering
off what they need to know to be ready to buy your offer. So,
for example, right now at point A, let's say that they believe
that it's normal for dogs to bark and show shoes and run away. They
believe that their dog is a bad dog and can't be trained. They think
that it doesn't matter if their dog jumps up because it's just a small dog.
You're not pushing anybody over. And they don't think that they have enough
time in the day to train their dog. So then if I went out
to them and said, mee, buy my course on how to train your
dog, do you think this person's gonna buy? No, no matter how
many modules, how much value, how much credibility I have as a dog
trainer, how some of the bonuses are, how much urgency, scarcity fall
all of the things. If somebody believes that if they believe any of these
things, essentially they don't believe that it's possible for them to train their dog.
So they're not going to buy the course on how to train their dog.
So instead we need to be sharing content that gets them ready to buy.
So we need to think about what do they need to know to be
ready to buy. Well, firstly, they need to understand that it's not
normal for dogs to misbehave like this. Okay, So once I understand that
it's not normal, now suddenly they're a little bit more open to Okay,
well, how do I train my dog so that he is normal? Or
you know, they believe that their dog's a bad dog and can't be trained.
Well, they need to actually see that it's possible to train any kind
of dog before they're ready to buy. They think that it doesn't matter if
their dog jumps up because it's a small dog. Well, they need to
see how it's hurting their dog to not be trained and disciplined properly. Dogs
thrive off discipline, and they don't think that they have enough time in their
day. We need to show them in the free content. We need to
show them as possible to train your dog in five to ten minutes per day.
Once somebody is here at this point, at point B, now they
are ready to buy my course on how to train your dog. So notice
how none of this is salesy, but it moves them closer to being ready
to buy the product, and it's valuable without giving away the paid content Okay,
what's going on in the chat? Intrigued? How this would work in
a membership launch which is low offer. How to launch this when it's a
similar concept to a more extensive offer that you've done master classes for. I
would be really questioning then if I would be thinking, Okay, it's either
going to be different ideal client or it's completely cannibalizing the offer without knowing like
exactly, I would say it's probably going to be a different ideal client.
So what I would be doing then is maybe instead of doing master classes for
it, it's just a limited time email. You know, doors opened,
not doors open, doors closed, but a limited time. If you buy
in these seven days, you've got seven days of email that are helping them
to make that decision, and by the end of that seven days then a
bonus disappears, and that's the deadline. That's how I would do it.
Then, if you've got master classes already selling something that's the same as higher
ticket, then make the membership just emails or do different master classes? Really
get clear on what is the difference between these two? What are the two
different ideal clients? The people who would pay for the higher ticket versus the
people who want the lower ticket, What are the two different ideal clients need?
What's going on? Because there are different point a's right now, and
you need to uncover what those different point as are. That example, screenshot
that side so I can move on, because otherwise you might be here for
a while taking notes. Yeah, so lower ticket offers still need nurturing,
and it depends, you know, like what is the high ticket, what
is low ticket? Really depends on your ideal client. So for some people,
a thousand dollars is low ticket. They're like, yeah, cool,
I'll go spend one thousand dollars on that. You know, like one thousand
dollars for a business owner is a pretty standard investment, But one thousand dollars
for somebody who's investing in their hobby, that's a big investment, right,
So figuring that out and it's one of those things where you kind of learn
by feel like, oh cool, okay. I launched this with eight weeks
of free content and it converted really well, Let's try six weeks next time,
see if we can do it with a little bit less or oh I
launched it with eight weeks and people weren't quite ready to buy. So let's
try twelve. So launching is a Actually this segues beautifully into my next slide,
which is launching is this repeatable process where a lot of these questions that
you're asking me, you can only figure them out by launching. You can
only figure out how many weeks of nurturing your audience needs by testing, because
it's going to vary depending on the problem, depending on the ideal client,
depending on author, the price point, all of the things. The level
of commitment, not just price wise, but also time wise. Are they
committing to twelve weeks they're committed to three weeks, because it's a much bigger
decision for somebody to commit to twelve weeks than it is for three. Okay,
So what you're doing then is in that in this first step, you
are sharing that magician's gap kind of content in that lead up time. If
it's the first time you're launching an offer, I would not go for less
than eight weeks of content unless you've already been consistently showing up, sharing content
around that particular topic, getting people to that point where they're ready to buy.
And then once you close doors, then you review it and you find
out why didn't people buy, then you make those tweaks and then you rinse
it and you repeat it and you do it again. Okay, and you
can do this a few times a year, and then when you're not launching
in between launchers, so like when you're each time you're launching, you bring
in a nice cash injection, and then in between launches you can chill.
So I structure my year. The first thing I'm doing when I'm planning my
year is I'm like, cool, what months do I want to take off?
And then how can I structure my live launches so that I'm not teaching
live cohorts when I want to be offline. So for example, I'm buying
a van and going traveling for a couple of months later this year. That's
why I'm running launch Magic now instead of in September like I usually would.
Okay, So that means that now i'm launching it, I'm teaching it for
three months, and then when this round ends, I don't have any more
launches for the year. I get to go and chill and hang out in
the van and driver out Australia. And then each time you launch, you
can also reuse the same content, the same messaging, the same sales page.
All of that. You just make those main tweaks and you can reuse
it eight weeks for the free content. Okay, Oh, good question,
David. No, the ready to buy column is where they need to be
to be ready to buy. The free content isn't on that slide. The
free content comes in between. So what kind of content do you share?
What can you, as the expert in what you do and tap into what
you know? What do you need to share to move them from that point?
Aid? At that point? B okay, and this is you know,
this is one of my students who said each launch gets easier because I
can reuse and repurpose the pieces of my launch. Okay, So I really
struggled with the first two rounds of launching before I realized that creating the program
is probably only ten percent of it, and that ninety percent is the launch
and marketing it. For those of you who've launched before, you probably already
realized this, right. You probably realized that, like oh, I thought
that creating it was going to be the hard part, but actually selling it
launching it's the hard part. I've launched another two times since doing Launch Magic.
It felt a lot less stressful. Each launch gets easier because I can
reuse and repurpose the pieces of my launch. And another student of mine said,
you know, I'm currently in the runway of my second launch. It's
so easy. I just created my whole webinar in less than an hour,
whole new topic just inserted into the template from my last webinar. Right,
it gets easier. Each time that you launch. You start to reach more
people, and I start to feel just a little bit more like, ah,
I've got this. The first launch might feel a little bit like that,
this is scary. I don't know what I'm doing. I'm figuring it
all out. There's so much to do. But then it just gets easier.
Once you've created it. The hard part is done, and now you
rinse and repeat, and you repeat and you repeat, and you let that
same offer just keep bringing in more sales. All right, I will do
some questions at the end, because we've got quite a few questions and we're
getting pretty close to the end. So great, all right, So can
you see let me know in the chat? Can you see how live launching
is the most effective way to sell your office without having to show up and
sell all the time, and how doubling down on one offer and launching it
a few times a year will help you to make more profit and help more
people. That repeatable process allows you to show up in a short period of
time and sell and then you can chill. And then you do that a
few times a year, and you'll get more people into your offer because you
actually have a deadline for them to decide. You're actually helping them to make
that decision. Let me know in the ch hat Now, I know some
of you already do because you're here, But would you like me to help
you strategize, plan, and execute your next profitable launch? Would you like
me to share a little bit about how I can help you with that,
and then we will do the Q and A at the end as well.
Yes, okay, there we go. All right, So, first of
all, I am going to say this is not for you if you are
a total launch prom So if you're already live launching a few times a year,
your launches are scaling really nicely, and you're really happy with how your
offer is growing, then that this is probably not for you. If you
have an e commerce store you sell physical products, or your businesses bricks and
water and you have no plan to go sell online. This is not for
you. Also not for you if you just want to put your offer up
on your website and be done with it. You don't want to actually dial
in a strategic selling system to sell a launch over and over and over again
and make more sales from your offer. So, whether this is your first
launch or you are ready to scale an existing offer you've launched before, join
me inside launch Magic to create a print and repeat launch strategy for more sales,
more on demand cash injections, and more freedom in your business whenever you
want it. So follow the step by step process, and by the end
of launch Magic you'll have grown your email list and your audience with the right
people for your launch. You'll have created content that primes them to buy when
you open doors, you'll have crafted a webinar, sales page and card,
open emails engineered to convert, and you'll have open doors. Right. So,
I structured it over twelve weeks with the aim that in week eleven you
open doors. Carolyn said, this is why I loved launch Magic so much,
not just for launching, but it also gave me the framework for overhauling
the messaging for my whole business, and this was honestly in probably modules one
and two. By the end of that you've got that messaging not just for
the particular offer you are launching, but so that you can confidently go out
there and communicate all of your offers in your business whenever you are speaking to
a potential client or potential buyer. By the time we wrap in September,
you will have a simple, sustainable way to get your offer into the hands
of more right fit customers, over and over and over again. This is
Jen. She launched a few weeks before her wedding and ended up having a
thirty thousand dollar launch. So said, I launched a few weeks before my
wedding, so I was really busy, and still my launch were better than
I could have expected in my head. I had a target of around fifteen
to twenty thousand, but it ended up being a thirty thousand dollar launch.
I'm a serial course buyer, and Launch Magic is one of the only courses
that I've actually finished. What motivated me to complete it was knowing that at
the end I could have a real tangible result. So here's what's waiting for
you inside. So here's the fun stuff. The pre recorded modules released in
stages. We've got twelve Q and A calls over twelve weeks. We alternate
the time zones, so half of the calls are at eight a m.
Which is an hour from now, So what whatever time it is in your
time's on right now an hour from that or four pm at the second week
ultimate weeks, So if you're in Europe, the four pm ones are your
morning. For most of you in the US, except I think those of
you on pacificalas I forget which times I think Pacific. For most of you
in the US, eight am is going to be the better one rather than
four A four pm unless you want to stay up late. But also you
don't need to come to all of the calls, so we have a form
where you can submit your questions and then I answer them at the start of
every call, so that you can watch back on the recording and you can
get the answer to your question without having to listen to the whole sixty minutes.
You also get lifetime access to the course content and any future live rounds,
and you get round the clock access to your peers in our cozy Facebook
group, our alumnia in there as well. They have launched, some of
them have launched multiple multiple times, so it's really nice to have those people
to bounce off, you know, when you're feeling when you're coming into car
open and you're feeling a little bit like, ah, I'm nervous. What
if nobody buys being able to hear from other people in there who've also been
through the same process as you and having them say, well, look,
she's really normal that you're feeling nervous, and that can make such a huge
difference to your mindset when you are launching. This is Valentine, one of
my other Launch Magic alumni. She said, I was worried that launch Magic
would waste a lot of time covering the basics and things I already knew,
but even module one was a game changer. So Valentine had already been launching.
She said, I was consistently doing launches that brought it fifteen to twenty
thousand euros each time, but it was exhausting and I wanted to have bigger
launches with a bigger impact. So that I've taken a lot of online courses
about selling and launching strategy, and this is the first time that it really
works. I followed the launch Magic strategy posting to social media and emailing my
list, and I hit one hundred and twenty students, making it a fifty
thousand euro loe. I will say, even though Valentine did social media as
well, you do not need to show up on social media to find success
with launch Magic. If you look at my own Instagram, I barely show
up on there, like it's mainly just repurpose content from my podcast because I
hate social media so on. So even if you just focus on building your
email list and following the step by step structure of the emails to send to
your list in launch Magic, that is enough. You don't have to be
on social media if you don't want to be okay, how launch Magic plays
out module by modules, So module one you'll uncover how to communicate with your
audience in a way that has them thinking, this is what I need right
now, this is what I want to prioritize spending my money on. You'll
perfect your product messaging so that it's an easy yes from the right people.
And you know, even modules one and two right, they are a huge
hit with my students. The people who've already launched. They have these light
bulb moments like Sam said, just finished Module two and I'm ready to rewrite
my sales page. Everything is much clearer now. And when you start sharing
content like what you figure out in modules one and two, what your brainstoren
modules one and two, You'll notice that your audience starts to interact with you
in a very different way. Whether that's your email list or your social media
audience, they'll start to interact with you in a different way. So Lynn,
in our most recent round of launch Magic that just wrapped up like last
week. A week before, she said, I suddenly went viral on Facebook.
Out of years of posting to crickets, suddenly I was getting traction women
asking me for my freebies. I sent her out six hours on Saturday,
replying it was amazing. My account went from four hundred followers to now five
thals of four hundred and counting. But the best part is that people want
my free beat the magician gap once, so I'm filling my list with people
who have the problem. I saw right. That is what happens when you
start showing up with this strategic kind of content for your launch. Then in
module three, you'll outline your full launch plan, complete with your messaging,
pricing details, offer details, strategic bonuses, all of the things they're outlined,
and you're confident we know what's there, so it feels less overwhelming and
you feel a lot more confident about what you are selling. In Module four,
you'll learn how to create a launch lead magnet that attracts the right people
to your email list. So remember we're going for intentional audience of people who
have the problem, people who are your ideal client, and then in your
lead magnet, you'll move them closer to buying your offer. In module five,
you'll write your sales copy the easy way so you can convert the right
browsers into buyers. In module six, you'll outline a webinar that's engineered to
convert so your audience is primed to buy. In module seven, you'll create
your game changing webinar so you're ready to make record sales on card open day.
Module eight you'll promote and deliver your high converting webinar to a ready to
buy audience. Module nine is cart open, so this is where doors are
open and we're now looking at how what kind of cart open sales boosters.
Can we implement what can we do to make sure we are maximizing the number
of people who are buying once doors are open? And then Module ten is
all about that review, rints and repeat. So where can we get how
can we juice this launch? Put it that way, like, squeeze the
most juice out of this launch so that the next launch can get even better.
We can convert even better next time. Even if it was super super
super wildly successful, it can always improve a little bit. This is Rachel,
one of my alumni. She said, I was hoping to get thirty
people signed up. I ended up having ninety three people sign up to the
course and a revenue of forty one thousand. Rachel's now gone on. This
was a few years a though. Now Rachel has gone on to build a
super super successful business. And you know, at the time when I interviewed
her, she said, this has been the greatest thing I've done for my
professional development to date. Everyone gets the master launch Plan, so this is
every single thing that you need to do in your launch in one spreadsheet,
so you're not missing out on anything. You don't have to worry like,
you don't just sit there being like oh have I forgotten to do this?
Have I forgotten to do that? Have I forgotten? It's all there in
the spreadhere. You can take it all off as you go. We also
have the twelve week Launch Content Plan, so twelve weeks of prompt to get
you thinking of the strategic content ideas that are going to nurture your audience.
You can use these on social media, you can use them on the podcast,
you can use them to send to your email list. Wherever you are
sharing content, you can use that. We also have four get It Done
sessions, so two of them at eight am, two of them at four
pm, so that whatever time zone you were in, there was going to
be one that works for you. And basically these are virtual coworking sessions.
They're run by Lauren on my team and you sit down and you can focus
work on whatever you want through in that two hours. So students use it
for things like sales pages or writing emails because they're like, oh, you
know, I find myself procrastinating or picking up my phone and getting distracted when
I sit down to do these tasks. So when you're on Zoom together,
suddenly everyone else around you is focusing. You focus as well, m zid.
Can I say for anyone who just hasn't further made it a long to
get it done ze who may have felt hesitant about what it is, one
hundred percent do it and prioritize these way you can. They have been a
game changer for me. I go from procrastination to powering out, power,
open emails, bonuses, content concepts, and more. They've been amazing for
getting into the zone. So there you go. Everyone also gets this bonus.
So if you have not yet created your offer, if you're still in
the process of creating a course, program, membership, whatever it is you
are launching, you get this on demand workshop. It's three hours. It's
there waiting for you already, so when you sign up today, it's already
there. You can start going through it. And basically, this will give
you complete clarity on the idea for what you are launching. So not one
hundred percent sure what you want to launch. This will give you the clarity
on the idea. It will give you that confidence that your audience wants and
needs what you are launching, and it will give you that week by weeks
structure for creating it while you go through launch Magic as well. If you
sign up before nine am on the fifteenth, so that's in twenty no,
forty fifty hours, fifty hours from now. I hope I've counted that right.
It's currently seven am. Yeah, fifty hours from now on the fifteenth
of June, fifty hours from now. You'll also get the Launch AI Toolkit,
so I have what's the word programmed. I have set up some AI
tools with I've trained them. That's what I was looking for. I've trained
some AI tools with my launch strategy to give you lead magnet ideas that are
strategic, to give you content ideas that are strategic, to give you short
form video scripts, so if you're using Instagram reels or TikTok, you can
generate video scripts for yourself. I'm also given you off the name Generator,
so you're struggling with what to call your course or your program, your membership,
and if you're struggling with your messaging, I've trained it in the messaging
strategy I use, so that you can plug it in and it'll spit out
some messaging ideas for you. You'll also get my digital product Canva templates.
These were designed by my fabulous branding designer amatroy and you can use these.
You can customize these for your brand, your brand colors and pont and you
can use these for course slides, webinars, videos, presentations, anything where
you need slides and then in canvas so they're really easy to edit. So
this is all of what you get if you sign up in the next fifty
hours. If you were to work with me one on one to do your
launch strategy, that would cost you more than five thousand dollars alone, right,
and you're getting five thousand dollars of value here. There are a couple
of different options for you to sign up, so if you want it to
pay for, you can go ahead and do that today two thousand, five
hundred US dollars. We have a three month payment plan which is nine hundred
times three all. We have a six month payment plan which is four hundred
and eighty times six. Now, let me pop up the link that is
there for you if you wish to join launch Magic, if you sign up
before the end of our Q and A today, So we've got about twenty
five minutes left, so you've got if you sign up in the next twenty
five minutes, you'll get a one on one Launch strategy review. So you'll
get a Google doc to fill out, to copy and paste your launch magic
bits and pieces into, and then you'll share that Google doc with me,
and I will go through and add my comments on where I think you can
improve your messaging, where I think you can improve your content, Where I
think you can improve your bonuses, your leading magnet, any of those things.
I will give you feedback in your Google doc. Okay, So,
whether maybe you're stuck on pricing and you're like, I'm not sure, like
what kind of payment plans do I offer? I can help you with all
of that in that Google doc. All right, So here's that link.
If you didn't want to click the button that's popped up for whatever reason,
maybe you're on your phone, here's that link if you want to go directly
to that page. Now, big question that comes up is will this work?
If I have not yet created my offer, So yes, it will.
You will. Also, I would suggest that when you join, you
go in and do the clarify, validate, and roadmap my digital product training
that's in there. That would be your first port of call for all of
you. When you're enrolled, you'll have modules one and two waiting for you
there, so jump in and start on those. But for those of you
who haven't created your offer yet, start with the Clarify, Validate and roadmap
one. We officially kick off the first Launch Magic call in just under two
weeks, so if you haven't created your offer, start working through it now,
because that'll just give you a two week head start, then on the
twelve week timeline. Eliska so. Eliska also when she joined launch Magic,
she had no idea what she was launching right. She didn't know what her
group program was going to be until I started working through the launch Magic content
and uncovered the perfect idea. When I signed up for Launch Magic, I
had maybe twenty subscribers on my email list and two hundred Instagram followers. My
goal was for ten people to buy my program. I just wrapped up my
first launch and sixteen people signed up. Okay. And then since launching that
workshop, Eliska went on to follow that framework again and she launched a brand
new membership and in her membership she said she got fifty sign ups in less
than three hours when that was her membership launch, and then she launched again,
she said, my initial goal is fifty sign ups for my brand new
membership. So far I have ninety three and now I will now try to
hit one hundred signups, which was originally my goal for December twenty twenty three.
We'll post my final number on Thursday. Final number was one hundred and
fifteen off a goal of fifty signups. She said. I joined launch Magic
in spring twenty twenty two, and since then, I've brought to my business
four hundred paying clients using the launch Magic methodology, and it's generated me a
six figure business while having a second business and a baby. Why do I
share that now because I'm about to launch my new workshop in October. What
is the first step? Open homework sheet number one and do the work again
for the fourth time. So launch Magic is something you come back to again
and again and again. And you know, I have friends, a really
close friend of mine who actually paid full price for launch Magic instead of asking
for Mate's rates, like honestly, one of my best friends. She tells
me, even now, she's been launching for like years and years and years,
and she still comes back to the content in launch Magic every time that
she's launching. Now, for those of you who are starting out with a
tiny audience. If you have a tiny audience or no audience. Remember like
Alex I showed you earlier in the training, who had sixteen people on her
email list when she opened doors and still ended up having a ten thousand dollar
launch, You don't need to have a big audience to have a profitable But
I have also included this bonus workshop for training that you'll find waiting for you
inside launch Magic when you join. Now it's there waiting for you how to
fill your launch list with the right buyers. So this one is there.
This one's still going to be available after the webinar, so you don't need
to rush if you want this one. You get this at any point while
doors are open. But in this training, I'll show you the strategies that
I've used to build my email list from zero to more than fifty thousand email
subscribers. This one's waiting for you there as well when you sign up,
so you can jump in and start going through that and get a two week
head start on building your email list as well. I do give you two
weeks to try it all out, so jump in. You think I'm not
sure this is giving me what I need, then you just need to show
me that you've done the homework. We can see that you've watched the videos
in the system, so we just need to see that you've actually given it
a go. It's not like, oh, I changed my mind, I
don't want to do this anymore. It's a I've tried it, I've implemented
it, and that way we keep you accountable to actually taking action. And
if you've taken action and you're like, oh, it's not what I want,
we'll refund you if you let us know within two weeks. Okay,
So questions, let's jump in and answer some of these questions because I know
we had some. Okay, so yes, Alexandra, I guess what's part
of what's tricky is if you're s selling something for twenty dollars, it seems
like waiting eight weeks to start testing it through a long nurture is a long
time. So the thing is, if you're selling something for twenty dollars,
you need to have a really big audience for it to bring in a decent
chunk of profit. So for that to generate ten thousand dollars in your business,
you need to sell five hundred of it. And if you're converting,
say five percent of your audience, that means you need to have twenty five
thousand people in your audience to sell I think, let me get the calculator.
I'm pretty sure that's right. Five percent. So what did we say
five hundred ten thousand people? You need to have ten thousand people in your
audience then if you want to make ten thousand dollars off a twenty dollars offer,
I generally do not recommend selling low ticket until you have a higher ticket
offer that you are launching consistently, and then the low ticket becomes more of
a lead generator into the high ticket. So I will just say that so
that in that eight weeks where you are nurturing them, it's not just about
waiting the eight weeks to nurture it. So then growing your audience so that
when you launch that twenty dollars offer, you have people there to buy it.
Okay, if you have a membership platform you want to sell through,
what happens if only launching a few times a year, how can they also
get it at any time? So it's not doors In that case, you
wouldn't do a door's open, doors closed. They can still join at any
time, but the deadline is, Hey, if you join in these seven
days, you get this particular bonus. Okay, So it's not like they
have to join and then doors close. It's just if there's an incentive for
them if they're sitting there on the fence, because this is what happens when
something's available all the time, People will sit there on the fence and it
never feels like the right time because there's always something else that's a priority for
them. But then by having a seven day bonus period, suddenly now it's
like, oh, I have to think about do I actually really want to
do this. If I want to do this, now is the right time?
It kind of makes that the right time for them, okay. Curious
how to curate your launch list from your email list and make sure the right
content is sent to the waitlisters? So I would generally, mostly I would
for most launchers, I would send most of my launch content to my whole
list and then let them opt out and say, look, if you know
that launching isn't for you right now, then you can click here and I'll
remove you from the emails for this launch. But they still stay on the
list, but building your launch list. By when you create that launch lead
magnet and you create that launch masterclass, that launch webinar, the people who
sign up for that they are your launch list. So they are the people
who you know they've got that problem, they want the solution you've already nurtured
them. They are the people that will that are most likely to buy.
Okay, I've learned from Amy Porterfield and Jeff Walker this does sound different.
How does your content differ? So I don't know Jeff's teaching style as well.
I know Amy's quite well. I've been through Digital Course Academy. I've
been an affiliate of hers. She's great. Digital Course Academy is more for
the course creation side of it, is what I will say. This is
more for the this is how you actually sell your course. Hers is more
of the like, this is how you create a really good course. And
I've got a lot of students who've done both. I've had one student who's
done Jeff's and they said that this is a very different, Like it's a
much more how can I put it? It's less of the like hard sell,
you know, like that really like sell it all costs kind of way.
I'm more of a like cool like, if you want it, you
I'm going to give you everything you need to make the right decision. But
I'm not going to try and sell you something that's not a good fit for
you. I'm not going to try and like, I'm not going to use
manipulative, gross tactics to get you in right. So that's kind of not
saying that Jeff does. But I have gathered that it's more of a hard
cell. Is this type of lebinar necessary to launch using your program? I
teach it. I do teach webinars for a launch. However, I do
say that if there is one part you're going to skip from the whole program,
you can skip that part so you don't have to do a webinar.
And I have had students who've had lots of success not using webinars. Alex
actually, from the testimonial that I showed you earlier, who launched with a
small audience and had ten thousand dollars in sales, she actually did sales calls
instead of a webinar because she knew her audience was so small. So you
can use sales calls instead of a webinar. However, I will say that
it depends on why you don't want to do the webinar. So if the
reason you don't want to do the webinar is that you are afraid of it,
then sorry. I can hear my dog barking in the background, and
I think he wants to be let out, so it's kind of distracting me.
If the reason you're not doing a webinars because you're afraid of it,
then I would challenge you and say, hey, let's do the thing that
feels really scary and really hard. But if the reason you're doing it is
because you don't think it's aligned, or for some other valid reason, then
you can skip it. Okay, So I have an idea of what I
want to offer, but I don't know if the content is anything more than
maybe a small PDF or ebook, or even how to go about creating the
course. Does your program help out with clarifying everything in order to go from
idea to actual launching. That's in the Clarify, Validate, and roadmap your
offer bonus, So when you sign up, that's sitting there in your podal
and you can start working through that as step one. I would recommend if
you don't have clarity on the idea, go in there and work through that
as step one. That's what I go back to a Liska. That is
what Eliska did. So she didn't quite know, like she was like,
oh, I wanted to launch a group program, but I didn't know what
it was, and then she went through that content and the idea came from
her. It came to her. So because what I do in the first
couple of modules is it's such a deep focus on exactly what that problem you
are solving through ideal client is. I give you the frameworks to have those
conversations with your ideal clients to find those problems. And when you uncover those
problems, that gives you a much deeper understanding of what to actually put in
your offer, what to actually sell because the best ideas don't come from in
here, they come from having those conversations, and then those conversations spark the
ideas that are in there. So yes, it does walk you through that.
Okay, if you're in a market where say, as you mentioned that
twenty dollars is a lot for some people, are higher ticket offers even possible
in that case, I would suggest looking at other markets, like can you
go upstream, can you sell to the like can you sell to a slightly
different but related market. So for example, if you are teaching, if
you're teaching art as a hobby, could you then sell to a related market
of people who want to start selling their painting and they have a bit more
money to spend. Because at the end of the day, if your market
doesn't have money to spend, then it's going to be really hard to build
a profitable business out of that. And it's a really tough truth. And
you can help those people with your free content. You can help them with
lower ticket offers that that's probably not going to be unless you can get a
massive reach, unless you can be Spotify that makes multi multibillion dollar business off
ten dollars a month because they've got such a big reach, then it's going
to be really difficult. You really have to scale that offer. How does
it work with having a membership and a course? When do you make the
offer? You point at the court. So what I do then is I
structure it. So like for those of you who follow me who've been on
my list for a while, you'll know that I'm launching different things at different
times, and the content that I'm sharing relates back to the thing that I'm
launching. So if I'm launching launch Magic, the six weeks or so leading
up to doors open, I'll be talking about launching on my podcast on Instagram
all of that, even though Instagram is repurpose podcast content anyway, So all
of those things, like it leads back to that one thing I'm launching.
So I'm never launching more than one thing at a time, and that would
be the same with your course. So you decide, okay, well,
i want to launch my course in I don't know, September and May.
Great Now you know that in the time leading up to September and May,
you're focusing on selling the course, and then in between it you can launch
the membership. What to do after all the bonuses are gone and it's a
day or two before the course starts, rest, take some time for yourself
before it starts. That's like the That's a nice little it's a nice little
middle ground between like cool. Now I've wrapped up my launch and that was
a big push of energy, and I'm about to go in and teach thing
and it's going to be another push of energy. So I'm going to spend
two days of nothing in my calendar and I'm going to chill. If the
low price point is a membership that the audience doesn't have to be so big,
right, A twenty five dollars a month membership that members will ideally stay
in for a month or more. Yes. So there's a difference between a
twenty dollars one off offer versus a twenty five dollar recurring offer. So we
think about it in lifetime value. So let's say that somebody joins your membership
and on average they are there for ten months. I would then consider that
a two hundred and fifty dollar offer because twenty five dollars times ten months,
whereas a twenty dollar offer that's a one off offer. To make that same
amount of money, you would need to sell it to ten people. Yeah,
ten people, rather than just the one person. Fifteen people, No,
twelve and a half people, something like that. Mental math's not strong
at seven am. Yes, So it's different with a membership. A membership,
you can spend a bit more time and energy to get somebody in because
they're typically going to have a higher lifetime value. Okay, I'm a service
provider wanting to go online initially develop training exercise program for pregnancy postpartum. Would
love to eventually develop some kind of online course, no idea. What does
your course seem like it would be a suitable fit. Yes, So when
you join Aaron, go in through the Clarify, validate, and roadmap training
because that will give you that that will give you the clarity of what the
idea is. And even if you come through modules one and like, by
the time you get to module one and two, even if you don't know
what the idea is, still go through it because it takes you through the
process of almost ideating that idea from scratch. I've had so many people who've
come in even with complete clarity on what they wanted to launch, people who've
launched previously, even who've gone through modules one and two, and they're like,
I want to change one. I'm I want to pivot my messaging or
I want to pivot my office slightly now because I have so much more clarity.
So, yes, it does seem like it would be. If you're
thinking about switching from one market to a related market to sell a higher ticket
offer, is this a good fit. That's what Alex did with the Polarate's
program. So when I showed you Alex earlier, she was a Polarate studio
owner and her audience was previously people who were interested in doing pilates but not
people who are interested in or not people who owned their own studios. And
then her related audience that she pivoted to with her program that she launched.
Those were people who owned studios, so different but related audience. So yes,
it definitely can work for that. How does it help with that related
audience pivot? So it helps you to get that clarity on who that ideal
client within that audience is, the messaging that or how you're going to communicate
with those people, figure out what where they're at that magician's gap, what
kind of content you need to bridge that gap, how you create those lead
magnets with what I call thought reversals to help bridge that gap, so then
you can share that lead magnet grow your list with those that related audience.
So basically the entire thing. So it helps with all of the steps of
that pivot. And if you're doing an audience pivot, I would almost approach
it like you're growing your audience from scratch, So I would come in through
the I would do the training on how to grow your launch list as well.
I imagine all the tech stuff in particular sales page need or have to
be ready from the moment you start launching. No, so the sales page
and the tech stuff, that's all part of launch Magic. So I have
some tech walkthroughs in there that walk you through how to set up the sales
page. If you're using a platform called Kajabi, which is the one I
love and recommend. I also in I think it's module five. I have
this framework for writing the sales page, so you don't need to worry about
that for a couple of weeks because the free content that you're posting the call
to action isn't coming by Yes, you need to have the sales page and
all of that ready by the time you open doors, but that's not going
to be for another ten weeks. To what degree does the program help with
growing your audience, I don't know if I don't think I've included any on
these slides, but I will send I'll send some more testimonials in the following
days as well with people who have grown their audience. But I also have
an extra bonus that I have told you about yet. It's called the Audience
Growth Booster. It's thirty days of daily actions that you can take to grow
your audience organically. So I believe in things like reaching out to podcasts,
media collaborations, all of that as a great way to grow your audience.
And I've included templates and daily actions that you can take to to implement those
things to grow your audience. So, yes, open doors is the moment
of the webinar. Open doors can be whenever you want it to be.
I always open doors during my webinars. Is that's usually when the doors open
for me. If you're not doing a webinar, it can be whatever date
you decide you'd be like, yep, open doors is that date. So
open doors is the point where you are starting to now sell your offer.
Okay, hopefully that makes sense, all right? Any other questions? Any
other questions before I go for my dog walk? No, we're good,
Okay, Oh, here we go. How do you think about ROI?
I like to think of ROI in terms of not just the return on money
invested, but time invested as well. So, but also if you think
about it over the term of the entire offer, not just the first launch.
So you might have a let's say your first launch is quite small and
it's like five thousand dollars. You might be like, well, that wasn't
worth the time that I put in to create my sales page, my emails,
all of that. But now you think about it, you've built an
asset in your business, that sales page, those emails, the content.
You can reuse that again. So then the next time you launch it might
be a ten thousand dollar launch. That you're spending less time on that second
launch because you've already created the things in that first launch. So it's really
difficult to measure the return on that time, but it is something to think
about. Caitlin, you're in yay, okay? Is the timeline starting with
the webinar six weeks before starting the course? No? So okay, So
the timeline would look a little bit late. Let me map it out.
So let's say you were to start. Let's say you would sign up for
launch Magic and start today. You'd jump in, do modules one and two,
and then you would start sharing free content and share and creating your lead
magnet, growing your email list, and you do that for say eight weeks
while you are creating your sales page, mapping out your webinar, creating all
of the various bits of your launch. Then let's say ten weeks from now,
you do your webinar, and then doors open and doors are open for
seven days to I would generally say no more than like ten fourteen is I've
done fourteen days before? It is a killer. It's a long time.
So like seven to ten days of doors open and then doors close, That's
how I would do it. Okay, what happens if I've already made a
few mistakes with my launch, like having no deadline and getting my client to
bite, well, I mean step one is learn from the mistakes, which
it sounds like you like you know now that they are mistakes, you won't
make those mistake again. So that's a great time to come in to launch
Magic, right because you've already got the I'm assuming you've already got the offer
if you've launched it before, and now you know what those mistakes are,
so you can go through that whole program keeping the mistakes at the back of
your mind. There's also a goal setting worksheet at the start of module one.
But in that goal setting worksheet, there's also a launch review worksheet,
so if you've launched previously, you can go through and plug in the numbers
and answer the questions from your last launch and see if there's any other juice.
That always there's more juice you can squeeze from that last launch, any
other lessons you can get out of that launch. What kind of support exists
after the first twelve weeks? So what we do is the community's there for
the twelve weeks, The calls are there for the twelve weeks, then we
archive of the group, We pause the group in between rounds, and then
the next time I run it, which will be in twenty twenty five,
generally start of twenty twenty five, I do a start of the year and
then like a mid to late year round. Then you can come back all
of those live calls and the community gets unpaused for the twelve weeks. But
the main Yeah, the idea is that you'll launch in that twelve weeks,
so you won't need support in between the live rounds. How many people are
usually in the program and the calls, So in the calls usually like I
mean, we've had calls where we've had fewer than ten people, So it
depends on the time, Like the afternoon. The four pm calls tend to
have fewer people just because most of my students come to the morning ones.
But we've had calls where people have literally had like ten minutes of my time
each of just like focused coaching, it's not like you're there competing against a
thousand people. How many people are usually in the program, it is difficult
to say. So we've had more than three hundred and fifty people so far,
and obviously all of those alumni can come back to the live course,
So sometimes we have more alumni come back, others don't. Sometimes we don't
have others come back. I will say that this is going to probably be
a smaller round just because it's earlier than when I would normally run it.
We've only just wrapped up the last round, and because this one's quite close
to that end of the last round, I suspect this will be a smaller
round because most people have joined back in February, So if you did want
to get more support, this is a good round to join. So yeah,
usually like let's say maybe twenty. I don't think we've ever had more
than fifty people on a call, and every question gets answered, Like there's
never ever been a call where anybody has not had their questions answered. All
right, any last questions before I wrap up? And if you have any
other questions. Best place to reach out is via email Hello at Stephtaylor dot
co or support at steph Taylor dot co. Either of those emails are a
good place to reach out. Instagram probably not so much. I don't really
check my dms that much. I'm so like over social media at the moment.
I don't know if anyone else. I'm just like, I do not
want to log in there if I can avoid it it. So, yeah,
best place is email, So you're over it as well? Yes?
Awesome? Well is it possible to make any changes three weeks to an upcoming
event? I mean you can make some changes, I think if you're three
weeks out, it's going to be really hard to make a big significant shift
because you've probably left it a little bit too late. At that point,
you can do like some tweaks to your sales page and your sales emails and
all of that, but if you haven't been sharing that content that's nurtured them
to to that point, b that point where they need to be to be
ready to buy. Then it's going to be challenging to do that in three
weeks. All right, guys, I need to go and take my poor
little barking dog for a walk. I'll send out the replay as soon as
it's finished processing, so probably in like an hour or so you'll get the
replay. Go back and watch the replay, Nikola, you joined today,
So for those of you who have joined, I'll see you in our first
Launch Magic call, which is in just under two weeks, but I'll see
you in the Facebook group before then. The Facebook group is live and running,
and if you have questions you're still on the fans, please reach out.
Hello, it's Steph Taylor dot co or support at step Taylor dot co.
And yeah, have a wonderful day and I will see you all very
soon. All right, That is it for today's special episode. Now doors
are currently open for Launch Magic. Head on over to Steph Taylor dot co
Slash Magic, where you'll find everything you need to know about the program and
how you can enroll, and I will see you all very soon. Thank
you so much for listening. Catch you next time.