There's no real rule as to what is low ticket. It's going to depend
on your ideal client. Because there are some audiences, some ideal clients out
there who for them that one hundred dollar offer is actually considered quite a high
ticket. It's quite a large commitment for them, so they might need that
live launch. You know, some people will drop five hundred dollars on something
without asking very many questions. Other people might spend days deliberating over fifty dollars.
So it pays to know your ideal client really really well. 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, marketing tips, and
strategies to build a business that brings you more profit, more freedom, and
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forward slash DBB, or at the link in the show notes. Hey,
welcome back to Imperfect Action. This is episode seven hundred and seventy. Today,
I'm talking about a couple of times when I wouldn't live launch my office
because this is a question that I get asked all the time. I get
asked, you know, Steph, I'm launching a twenty dollars ebook, is
it worth live launching that? Or Steph, I'm launching a high ticket offer?
Is it worth live launching that? And while I believe that live launching
is a super effective sales process for most offers, there are a couple of
times when I wouldn't live launch my offers and those are the ones I'm going
to talk about in today's episode. So to clarify, live launching is essentially
a limited time sales campaign for one offer, where we have a couple of
weeks, usually at least four weeks of free content that's strategically designed to bridge
the magician's gap. If it's a brand new offer and you haven't been showing
up consistently I would say at least eight weeks of free content. You're also
going to have audience building activities that are designed to grow your email list with
the right people. For this particular offer that you are launching. You'll usually
have a clear cut open date where you pivot from sharing that free content to
then sharing sales focus content, and then you have a clear cut closed date
where you stop the sales focus content, and there is a real deadline of
some sort, whether that is doors closed, whether that is the bonus being
removed, whether that is the price increasing, or some other kind of deadline.
So a couple of times when I wouldn't use this live launch framework.
First of all, I probably wouldn't use it when it's a low ticket offer,
like you know, under one hundred dollars that is a very easy yes
for your ideal client. So if it's a low ticket offer and it's an
easy yes for your client, then I probably wouldn't. Now, when I
say under one hundred dollars, there's no real rule as to what is low
ticket. It's going to depend on your ideal client. Because there are some
audiences, some ideal clients out there who for them that one hundred dollar offer
is actually considered quite high ticket. It's quite a large commitment for them,
so they might need that live launch. You know, some people will drop
five hundred dollars on something without asking very many questions. Other people might spend
days deliberating over fifty dollars. So it pays to know your ideal client really,
really well. Some things that would make your offer an easy yes for
your ideal client is when it solves a super specific problem that is really painful
for the ideal client, or it delivers a super space civic transformation that they
really want and they want it right now. It might be an easier yes
if you have lots of social proof for this specific offer, if they don't
have any hesitations or any questions about that offer, and if they do have
some, you've addressed those all thoroughly on your sales page. Maybe it's an
easy yes if they are ready to take action right now, they want to
solve this problem right away. And it's also an easier yes if the outcome
of the offer won't take them that long to achieve. So, for example,
an eight week course is going to be a much more difficult yes for
somebody because it's a longer time commitment than, for example, a template that
they can implement straight away and get the results from straight away. The second
time I wouldn't live launch is when it solves a problem that they only have
at a very specific point in time. For example, Riz from found Legal,
who I actually interviewed on this show a couple of months ago, she
has a copycat kit, so a kit of templates that you can use when
somebody has gone and copied something that your business has done. Templates for things
like cease and desist letters and all of that. Now, somebody is unlikely
to buy this offer preemptively. They're not going to go and buy the copycat
kit just in case somebody goes and copies them. When somebody has gone and
copied them, and they've discovered that somebody's copied them, they are now very
ready to take action and buy. They want to take action right now and
make that copycat go away. So when somebody, you know, when somebody
has that copycat, that pain point for them is very painful. It's very
urgent. They know that they have a problem at this specific point in time
and they want it to go away. So at that point, there is
no need for the kind of content that we would usually share. That's bridging
the magician's gap, the gap between where they are right now and where they
need to be to be ready to buy. There's also no need for a
deadline of a launch because the problem itself has that innate urgency. It's costing
their business the longer that they have somebody copying them. Essentially, now,
this is something that they only have this problem at that specific point when they've
gone and discovered that somebody has copied them. But when I say that they
only have a problem at a specific point in time, this doesn't apply when
it's a problem that applies at a specific time for all of your audience or
everyone who's like your ideal client. For example, business owners at the end
of the year when they're planning for the year ahead. That is a specific
problem that they have at a specific point in time, but they all have
that problem at the same time. Or high school students at the end of
the school year when they're graduating. They all have similar problems at the same
time. In those kinds of cases, I would still live launch because it's
still applying to a large chunk of your audience at the same time. They're
not at individual times, like in the case of Rizz's copycat Kit number three.
The third time where I wouldn't live launch is when it's a offer that
flows really naturally from the end of a previous offer. So, for example,
once they finish working with you one on one and you maybe have a
membership offer where they can be part of a community and they can join Q
and A calls with you once a month. That naturally comes after they've worked
with you one on one. You don't need to do a live launch for
that. It's just a natural call to action, Hey, would you like
to keep working together? This is how we can do that. Or for
example, when they finish your eight week course and then maybe there's a four
week maintenance program where you're helping them to maintain the results that they've achieved from
your eight week course. Now you can still have some elements of the live
launch process in this sales process, So you might have some sales emails that
are triggered when they finished the original eight week course, or you might have
a live webinar that you deliver when your entire cohort of students finishes that course
together, or you might ask them to book in a one on one fitting
call, so when they finished working with you in the course, you might
give them the call to action, Hey, book in a fitting call,
and let's address any questions that you have about what it would look like to
work together ongoing. But you wouldn't need to go through the whole live launch
process where you're sharing your weeks and weeks of content and then there's a cart
open and a cart close, because the people who have already come through your
offer, they've probably already got to a point where they know you, like
you, and trust you. They probably have a very good understanding of the
problem that they're experiencing, and now it becomes a bit of a segue just
into how you can keep working together. The fourth time when I wouldn't live
launch is if it's a done for you service where you could only work with
a limited number of clients at any one time. Like, technically you could
live launch this and it might work, but it's probably not necessary since you
can only take on a few clients at any one time anyway, And if
it's done for you, then the sales process is usually going to need a
bit more of a person touch. You're probably going to need to have some
more conversations with the potential client about their specific situation, what specific solution you're
going to give them for their situation. They might want previous examples of client
work that you've done. They might want a proposal outlining what you're going to
do for them. It might be customized to them. There's a lot of
I guess, more tailored and more high touch elements in this than there would
be if you were launching a very specific offer in a very set container for
everyone who's going through that container. Number five, an offer that is tailored
to the buyer, So similar to the done for youth services. When you
have an offer that is not a standard offer, where it's like a custom
package or custom deliverables, the way that you position the offer is going to
be tailored to the potential buyer. So the way that you would launch it
would have to be very different for each person who's going through the launch,
and that's going to be a lot of extra work to try and talk to
all of the different potential people who would potentially work with you. It's also
likely that you could only work with a few clients at once anyway, So
I would say there's probably no need to live launch it. You will still
need some kind of sales process though, whether that is a fitting call,
whether that's a proposal back and forth via email, whatever, that sales process
is going to look like. There might be a few different steps in there
between when somebody lands on your website and when they decide to go ahead and
work with you. Okay, Lastly, number six, the last one on
my list that I wouldn't bother. Live launching is an offer that requires more
than two decision makers. So, for example, if you are launching something
to a large corporate that needs quite a few people to sign off on it,
then it's going to be a little bit more challenging. I have seen
this work, but it's usually when the launch focuses on the first person in
the chain, So the first person who is making that decision, and it
gives them all of the informant and the resources that they need to get approval
from the other stakeholders, from the people who are higher up in the ladder,
usually going to be their boss, maybe their boss's boss. And you
really need to know who each of these decision makers is and what is in
it for them. So what does this person that you are selling it to
need to be able to justify the decision to their boss. And typically,
what I've noticed is that it probably would be easier to sell this via relationship
building, via one on one conversation than through the live launch process. But
it can be done, and I have had students come through Launch Magic in
the past who have launched offers like that where there have been multiple stakeholders involved.
Now three times when I definitely would live launch my offers. So we've
looked at a couple of times when I wouldn't bother live launching, but there
are three times when I would absolutely double down and live launch my offers.
Firstly, when it is a cohort base to offer with a clear start and
end date, a live launch suits this perfectly. For example, my course
Launch Magic, it starts on the fourth of March, it ends on the
twenty fifth of May, and you can't join after the start date, So
that makes sense for me to launch that as there's a natural doors open,
doors closed. Maybe you have a membership that's only open to new members for
one week every quarter. Either way, when there is a very clear deadline
for somebody to join, I would almost always live launch it because it means
you can take your entire audience through this journey. You can bridge the magician's
gap in real time. You can get them to the point where they are
ready to sign up before the deadline, and it's more of a focused push
than if you're always trying to promote it, always telling people to sign up
when there's like three months to go before doors are even open, and they're
going to keep delaying it, delaying it for as late as possible. You're
better off using this time to really nurture them and warm them up so that
they are ready when doors open. The second time I would definitely live launch
is when it's an offer that is always available but that feels like a painful
investment, or that has a large magicians gap that needs bridging, or that
the buyer doesn't yet trust whether you are the right person to deliver the outcome,
or they have other hesitations like I'm not ready yet now. The worst
thing that you could do with an offer like this is to put it on
your website and make it always available to buy and never run a live launch
for it, because a live launch is what allows you to address any hesitations
that they have about why they're not ready, or why it might not work
for them, or why it's not the best investment for them right now.
It also means that you can bridge that magician's gap, the gap between where
they are now and where they need to be, the gap between where they
are today and where they need to be to be ready to sign up.
You can bridge that with your free content, and that's going to help them
to become ready. Right when they say I'm not ready, that free content
is making them ready. A live launch also always a great way to build
trust really quickly, because there's most likely going to be some kind of live
component in that, probably something like a masterclass where they get to hang out
with you virtually and see that you're the real deal, which if somebody has
never met you before, that's a great way for them to trust you really
quickly. The third time I would definitely live launch is when you have an
offer that is seasonal or that you only want to sell at certain times of
the year. So, for example, let's say that in December you sell
a prerecorded training that steps them through planning for the year ahead. Even though
they could technically buy this and complete it at any time it's going to be
much more relevant at the end of the year for them. It's going to
be much more relevant for them in December or maybe even early January. So
I would live launch this. I would run that focused push at the time
when it is super relevant for your ideal client. Even if you're only live
launching it that one time a year, that means you're going to make more
sales than if it's just there on your website for somebody to try and find.
Now, as you can tell, I'm a big fan of live launching
as a way to sell your offers. For me, it's one of my
favorite sales processes because I think it's one of the most sustainable ways to sell
your offer since it's just a limited time, focused push of energy and then
you can chill for a little bit. And if you are thinking that maybe
you want to add some live launches to your business, or maybe you've live
launched a few times and you want to start to scale those, then I
would love for you to join me inside launch Magic to create a rints and
repeat launch strategy that you can use over and over again to make more sales
of your courses, memberships, and programs and create more freedom in your business.
I only run it twice a year. Doors open again on twenty second
of feb twenty twenty four. We start on the fourth of March. So
if you want to jump on the weight list. If you're listening to this
before doors open, send me a DM the word magic and I'll send you
the link to the weightless page. If you are listening to this after doors
open, still send me the word magic on instagm. I'm there at Steptaylor
dot com, and I'll send you the link to sign up for Launch Magic.
All right, If you've learned anything from any of these episodes that I've
shared with you, please take thirty seconds to leave a quick rating and a
review. I read all of them. It really does mean a lot to
me when you take the time to do that. Thank you so much for
listening. Catch you next time.