1 00:00:00,080 --> 00:00:03,919 There's no real rule as to what is low ticket. It's going to depend 2 00:00:04,000 --> 00:00:07,960 on your ideal client. Because there are some audiences, some ideal clients out 3 00:00:07,960 --> 00:00:13,359 there who for them that one hundred dollar offer is actually considered quite a high 4 00:00:13,359 --> 00:00:17,160 ticket. It's quite a large commitment for them, so they might need that 5 00:00:17,640 --> 00:00:21,239 live launch. You know, some people will drop five hundred dollars on something 6 00:00:21,320 --> 00:00:26,719 without asking very many questions. Other people might spend days deliberating over fifty dollars. 7 00:00:26,800 --> 00:00:31,920 So it pays to know your ideal client really really well. Welcome to 8 00:00:31,960 --> 00:00:35,920 Imperfect Action. I'm Steph Taylor. For years, I read all the books, 9 00:00:36,039 --> 00:00:40,119 downloaded all the freebies, and did all the courses, but it wasn't 10 00:00:40,200 --> 00:00:44,759 until I started taking imperfect action that my business had its first million dollar year. 11 00:00:46,119 --> 00:00:51,920 Imperfect action is about doing things before you're ready, prioritizing consistent action over 12 00:00:52,000 --> 00:00:56,359 perfect action, and moving forward even when you're not sure you're doing it right. 13 00:00:57,399 --> 00:01:00,359 On this show, you can expect mindset advice, marketing tips, and 14 00:01:00,439 --> 00:01:04,519 strategies to build a business that brings you more profit, more freedom, and 15 00:01:04,719 --> 00:01:10,879 even more joy. Are you on the list to get my daily businesses? 16 00:01:11,280 --> 00:01:14,599 Every day, I'll send you a bite sized prompt designed to help you grow 17 00:01:14,640 --> 00:01:18,680 your business in a more intentional way. Sign up at Stephtaylor dot co, 18 00:01:18,959 --> 00:01:25,640 forward slash DBB, or at the link in the show notes. Hey, 19 00:01:25,799 --> 00:01:30,200 welcome back to Imperfect Action. This is episode seven hundred and seventy. Today, 20 00:01:30,359 --> 00:01:34,799 I'm talking about a couple of times when I wouldn't live launch my office 21 00:01:34,840 --> 00:01:37,280 because this is a question that I get asked all the time. I get 22 00:01:37,319 --> 00:01:41,239 asked, you know, Steph, I'm launching a twenty dollars ebook, is 23 00:01:41,239 --> 00:01:44,799 it worth live launching that? Or Steph, I'm launching a high ticket offer? 24 00:01:44,920 --> 00:01:48,879 Is it worth live launching that? And while I believe that live launching 25 00:01:49,000 --> 00:01:53,000 is a super effective sales process for most offers, there are a couple of 26 00:01:53,040 --> 00:01:57,959 times when I wouldn't live launch my offers and those are the ones I'm going 27 00:01:57,000 --> 00:02:01,840 to talk about in today's episode. So to clarify, live launching is essentially 28 00:02:01,959 --> 00:02:07,920 a limited time sales campaign for one offer, where we have a couple of 29 00:02:07,959 --> 00:02:13,840 weeks, usually at least four weeks of free content that's strategically designed to bridge 30 00:02:13,840 --> 00:02:16,919 the magician's gap. If it's a brand new offer and you haven't been showing 31 00:02:16,960 --> 00:02:22,360 up consistently I would say at least eight weeks of free content. You're also 32 00:02:22,400 --> 00:02:25,719 going to have audience building activities that are designed to grow your email list with 33 00:02:25,800 --> 00:02:30,080 the right people. For this particular offer that you are launching. You'll usually 34 00:02:30,120 --> 00:02:36,479 have a clear cut open date where you pivot from sharing that free content to 35 00:02:36,759 --> 00:02:39,919 then sharing sales focus content, and then you have a clear cut closed date 36 00:02:40,000 --> 00:02:45,639 where you stop the sales focus content, and there is a real deadline of 37 00:02:45,759 --> 00:02:49,120 some sort, whether that is doors closed, whether that is the bonus being 38 00:02:49,159 --> 00:02:53,639 removed, whether that is the price increasing, or some other kind of deadline. 39 00:02:53,800 --> 00:02:59,080 So a couple of times when I wouldn't use this live launch framework. 40 00:02:59,439 --> 00:03:02,000 First of all, I probably wouldn't use it when it's a low ticket offer, 41 00:03:02,520 --> 00:03:07,159 like you know, under one hundred dollars that is a very easy yes 42 00:03:07,240 --> 00:03:08,879 for your ideal client. So if it's a low ticket offer and it's an 43 00:03:08,879 --> 00:03:14,879 easy yes for your client, then I probably wouldn't. Now, when I 44 00:03:14,919 --> 00:03:19,360 say under one hundred dollars, there's no real rule as to what is low 45 00:03:19,360 --> 00:03:22,759 ticket. It's going to depend on your ideal client. Because there are some 46 00:03:22,960 --> 00:03:27,919 audiences, some ideal clients out there who for them that one hundred dollar offer 47 00:03:28,039 --> 00:03:30,879 is actually considered quite high ticket. It's quite a large commitment for them, 48 00:03:31,199 --> 00:03:36,560 so they might need that live launch. You know, some people will drop 49 00:03:36,599 --> 00:03:40,039 five hundred dollars on something without asking very many questions. Other people might spend 50 00:03:40,319 --> 00:03:46,000 days deliberating over fifty dollars. So it pays to know your ideal client really, 51 00:03:46,039 --> 00:03:50,919 really well. Some things that would make your offer an easy yes for 52 00:03:51,000 --> 00:03:55,759 your ideal client is when it solves a super specific problem that is really painful 53 00:03:55,840 --> 00:04:00,439 for the ideal client, or it delivers a super space civic transformation that they 54 00:04:00,680 --> 00:04:04,759 really want and they want it right now. It might be an easier yes 55 00:04:04,840 --> 00:04:09,719 if you have lots of social proof for this specific offer, if they don't 56 00:04:09,759 --> 00:04:14,639 have any hesitations or any questions about that offer, and if they do have 57 00:04:14,719 --> 00:04:18,600 some, you've addressed those all thoroughly on your sales page. Maybe it's an 58 00:04:18,600 --> 00:04:23,160 easy yes if they are ready to take action right now, they want to 59 00:04:23,199 --> 00:04:27,600 solve this problem right away. And it's also an easier yes if the outcome 60 00:04:27,639 --> 00:04:31,120 of the offer won't take them that long to achieve. So, for example, 61 00:04:31,480 --> 00:04:35,399 an eight week course is going to be a much more difficult yes for 62 00:04:35,480 --> 00:04:41,360 somebody because it's a longer time commitment than, for example, a template that 63 00:04:41,360 --> 00:04:45,959 they can implement straight away and get the results from straight away. The second 64 00:04:46,439 --> 00:04:50,079 time I wouldn't live launch is when it solves a problem that they only have 65 00:04:50,240 --> 00:04:56,800 at a very specific point in time. For example, Riz from found Legal, 66 00:04:56,839 --> 00:05:00,439 who I actually interviewed on this show a couple of months ago, she 67 00:05:00,800 --> 00:05:04,879 has a copycat kit, so a kit of templates that you can use when 68 00:05:04,879 --> 00:05:11,319 somebody has gone and copied something that your business has done. Templates for things 69 00:05:11,360 --> 00:05:14,920 like cease and desist letters and all of that. Now, somebody is unlikely 70 00:05:15,000 --> 00:05:18,000 to buy this offer preemptively. They're not going to go and buy the copycat 71 00:05:18,079 --> 00:05:23,199 kit just in case somebody goes and copies them. When somebody has gone and 72 00:05:23,199 --> 00:05:27,720 copied them, and they've discovered that somebody's copied them, they are now very 73 00:05:27,800 --> 00:05:30,199 ready to take action and buy. They want to take action right now and 74 00:05:30,279 --> 00:05:34,439 make that copycat go away. So when somebody, you know, when somebody 75 00:05:34,439 --> 00:05:39,079 has that copycat, that pain point for them is very painful. It's very 76 00:05:39,199 --> 00:05:42,800 urgent. They know that they have a problem at this specific point in time 77 00:05:42,839 --> 00:05:45,959 and they want it to go away. So at that point, there is 78 00:05:46,000 --> 00:05:49,079 no need for the kind of content that we would usually share. That's bridging 79 00:05:49,240 --> 00:05:53,519 the magician's gap, the gap between where they are right now and where they 80 00:05:53,560 --> 00:05:56,879 need to be to be ready to buy. There's also no need for a 81 00:05:56,959 --> 00:06:01,399 deadline of a launch because the problem itself has that innate urgency. It's costing 82 00:06:01,399 --> 00:06:05,800 their business the longer that they have somebody copying them. Essentially, now, 83 00:06:06,560 --> 00:06:13,079 this is something that they only have this problem at that specific point when they've 84 00:06:13,120 --> 00:06:16,319 gone and discovered that somebody has copied them. But when I say that they 85 00:06:16,360 --> 00:06:20,240 only have a problem at a specific point in time, this doesn't apply when 86 00:06:20,279 --> 00:06:26,720 it's a problem that applies at a specific time for all of your audience or 87 00:06:26,759 --> 00:06:30,879 everyone who's like your ideal client. For example, business owners at the end 88 00:06:30,879 --> 00:06:32,839 of the year when they're planning for the year ahead. That is a specific 89 00:06:32,839 --> 00:06:35,439 problem that they have at a specific point in time, but they all have 90 00:06:35,560 --> 00:06:40,240 that problem at the same time. Or high school students at the end of 91 00:06:40,279 --> 00:06:44,079 the school year when they're graduating. They all have similar problems at the same 92 00:06:44,120 --> 00:06:46,639 time. In those kinds of cases, I would still live launch because it's 93 00:06:46,639 --> 00:06:50,600 still applying to a large chunk of your audience at the same time. They're 94 00:06:50,600 --> 00:06:57,199 not at individual times, like in the case of Rizz's copycat Kit number three. 95 00:06:57,240 --> 00:07:00,040 The third time where I wouldn't live launch is when it's a offer that 96 00:07:00,160 --> 00:07:04,839 flows really naturally from the end of a previous offer. So, for example, 97 00:07:04,879 --> 00:07:10,480 once they finish working with you one on one and you maybe have a 98 00:07:10,759 --> 00:07:14,759 membership offer where they can be part of a community and they can join Q 99 00:07:14,879 --> 00:07:19,360 and A calls with you once a month. That naturally comes after they've worked 100 00:07:19,360 --> 00:07:21,560 with you one on one. You don't need to do a live launch for 101 00:07:21,600 --> 00:07:25,680 that. It's just a natural call to action, Hey, would you like 102 00:07:25,720 --> 00:07:28,920 to keep working together? This is how we can do that. Or for 103 00:07:29,000 --> 00:07:31,839 example, when they finish your eight week course and then maybe there's a four 104 00:07:31,879 --> 00:07:35,879 week maintenance program where you're helping them to maintain the results that they've achieved from 105 00:07:35,920 --> 00:07:42,600 your eight week course. Now you can still have some elements of the live 106 00:07:42,720 --> 00:07:47,079 launch process in this sales process, So you might have some sales emails that 107 00:07:47,240 --> 00:07:51,360 are triggered when they finished the original eight week course, or you might have 108 00:07:51,399 --> 00:07:56,920 a live webinar that you deliver when your entire cohort of students finishes that course 109 00:07:56,920 --> 00:08:01,040 together, or you might ask them to book in a one on one fitting 110 00:08:01,079 --> 00:08:03,959 call, so when they finished working with you in the course, you might 111 00:08:03,000 --> 00:08:05,279 give them the call to action, Hey, book in a fitting call, 112 00:08:05,319 --> 00:08:09,920 and let's address any questions that you have about what it would look like to 113 00:08:09,959 --> 00:08:13,959 work together ongoing. But you wouldn't need to go through the whole live launch 114 00:08:13,000 --> 00:08:16,839 process where you're sharing your weeks and weeks of content and then there's a cart 115 00:08:16,920 --> 00:08:20,040 open and a cart close, because the people who have already come through your 116 00:08:20,040 --> 00:08:24,800 offer, they've probably already got to a point where they know you, like 117 00:08:24,839 --> 00:08:28,240 you, and trust you. They probably have a very good understanding of the 118 00:08:28,279 --> 00:08:31,799 problem that they're experiencing, and now it becomes a bit of a segue just 119 00:08:31,840 --> 00:08:37,080 into how you can keep working together. The fourth time when I wouldn't live 120 00:08:37,159 --> 00:08:41,080 launch is if it's a done for you service where you could only work with 121 00:08:41,159 --> 00:08:46,559 a limited number of clients at any one time. Like, technically you could 122 00:08:46,799 --> 00:08:50,519 live launch this and it might work, but it's probably not necessary since you 123 00:08:50,559 --> 00:08:54,840 can only take on a few clients at any one time anyway, And if 124 00:08:54,879 --> 00:08:58,320 it's done for you, then the sales process is usually going to need a 125 00:08:58,320 --> 00:09:01,320 bit more of a person touch. You're probably going to need to have some 126 00:09:01,360 --> 00:09:07,840 more conversations with the potential client about their specific situation, what specific solution you're 127 00:09:07,840 --> 00:09:11,919 going to give them for their situation. They might want previous examples of client 128 00:09:11,960 --> 00:09:15,840 work that you've done. They might want a proposal outlining what you're going to 129 00:09:15,879 --> 00:09:18,279 do for them. It might be customized to them. There's a lot of 130 00:09:18,519 --> 00:09:22,879 I guess, more tailored and more high touch elements in this than there would 131 00:09:22,919 --> 00:09:28,159 be if you were launching a very specific offer in a very set container for 132 00:09:28,519 --> 00:09:33,279 everyone who's going through that container. Number five, an offer that is tailored 133 00:09:33,320 --> 00:09:37,240 to the buyer, So similar to the done for youth services. When you 134 00:09:37,399 --> 00:09:41,960 have an offer that is not a standard offer, where it's like a custom 135 00:09:41,000 --> 00:09:46,279 package or custom deliverables, the way that you position the offer is going to 136 00:09:46,279 --> 00:09:50,279 be tailored to the potential buyer. So the way that you would launch it 137 00:09:50,320 --> 00:09:54,279 would have to be very different for each person who's going through the launch, 138 00:09:54,759 --> 00:09:56,919 and that's going to be a lot of extra work to try and talk to 139 00:09:56,960 --> 00:10:01,879 all of the different potential people who would potentially work with you. It's also 140 00:10:01,039 --> 00:10:05,320 likely that you could only work with a few clients at once anyway, So 141 00:10:05,559 --> 00:10:09,240 I would say there's probably no need to live launch it. You will still 142 00:10:09,240 --> 00:10:13,440 need some kind of sales process though, whether that is a fitting call, 143 00:10:13,519 --> 00:10:18,000 whether that's a proposal back and forth via email, whatever, that sales process 144 00:10:18,039 --> 00:10:20,559 is going to look like. There might be a few different steps in there 145 00:10:20,080 --> 00:10:26,440 between when somebody lands on your website and when they decide to go ahead and 146 00:10:26,559 --> 00:10:31,679 work with you. Okay, Lastly, number six, the last one on 147 00:10:31,759 --> 00:10:35,639 my list that I wouldn't bother. Live launching is an offer that requires more 148 00:10:35,679 --> 00:10:39,519 than two decision makers. So, for example, if you are launching something 149 00:10:39,639 --> 00:10:45,200 to a large corporate that needs quite a few people to sign off on it, 150 00:10:45,879 --> 00:10:48,559 then it's going to be a little bit more challenging. I have seen 151 00:10:48,600 --> 00:10:54,559 this work, but it's usually when the launch focuses on the first person in 152 00:10:54,600 --> 00:10:58,600 the chain, So the first person who is making that decision, and it 153 00:10:58,639 --> 00:11:03,240 gives them all of the informant and the resources that they need to get approval 154 00:11:03,279 --> 00:11:05,519 from the other stakeholders, from the people who are higher up in the ladder, 155 00:11:05,639 --> 00:11:09,879 usually going to be their boss, maybe their boss's boss. And you 156 00:11:09,960 --> 00:11:13,360 really need to know who each of these decision makers is and what is in 157 00:11:13,399 --> 00:11:18,200 it for them. So what does this person that you are selling it to 158 00:11:18,440 --> 00:11:24,799 need to be able to justify the decision to their boss. And typically, 159 00:11:24,960 --> 00:11:28,279 what I've noticed is that it probably would be easier to sell this via relationship 160 00:11:28,360 --> 00:11:33,600 building, via one on one conversation than through the live launch process. But 161 00:11:33,720 --> 00:11:37,399 it can be done, and I have had students come through Launch Magic in 162 00:11:37,399 --> 00:11:41,919 the past who have launched offers like that where there have been multiple stakeholders involved. 163 00:11:43,399 --> 00:11:46,960 Now three times when I definitely would live launch my offers. So we've 164 00:11:48,000 --> 00:11:52,080 looked at a couple of times when I wouldn't bother live launching, but there 165 00:11:52,080 --> 00:11:56,519 are three times when I would absolutely double down and live launch my offers. 166 00:11:56,960 --> 00:12:01,759 Firstly, when it is a cohort base to offer with a clear start and 167 00:12:01,960 --> 00:12:07,080 end date, a live launch suits this perfectly. For example, my course 168 00:12:07,240 --> 00:12:09,960 Launch Magic, it starts on the fourth of March, it ends on the 169 00:12:09,960 --> 00:12:13,039 twenty fifth of May, and you can't join after the start date, So 170 00:12:13,159 --> 00:12:16,799 that makes sense for me to launch that as there's a natural doors open, 171 00:12:18,080 --> 00:12:22,399 doors closed. Maybe you have a membership that's only open to new members for 172 00:12:22,639 --> 00:12:28,120 one week every quarter. Either way, when there is a very clear deadline 173 00:12:28,120 --> 00:12:33,080 for somebody to join, I would almost always live launch it because it means 174 00:12:33,080 --> 00:12:35,879 you can take your entire audience through this journey. You can bridge the magician's 175 00:12:35,879 --> 00:12:39,440 gap in real time. You can get them to the point where they are 176 00:12:39,519 --> 00:12:43,159 ready to sign up before the deadline, and it's more of a focused push 177 00:12:43,399 --> 00:12:48,200 than if you're always trying to promote it, always telling people to sign up 178 00:12:48,240 --> 00:12:50,919 when there's like three months to go before doors are even open, and they're 179 00:12:50,960 --> 00:12:54,919 going to keep delaying it, delaying it for as late as possible. You're 180 00:12:54,960 --> 00:12:58,960 better off using this time to really nurture them and warm them up so that 181 00:12:58,000 --> 00:13:03,879 they are ready when doors open. The second time I would definitely live launch 182 00:13:03,960 --> 00:13:07,320 is when it's an offer that is always available but that feels like a painful 183 00:13:07,360 --> 00:13:13,679 investment, or that has a large magicians gap that needs bridging, or that 184 00:13:13,720 --> 00:13:16,399 the buyer doesn't yet trust whether you are the right person to deliver the outcome, 185 00:13:16,960 --> 00:13:22,960 or they have other hesitations like I'm not ready yet now. The worst 186 00:13:22,000 --> 00:13:24,519 thing that you could do with an offer like this is to put it on 187 00:13:24,559 --> 00:13:30,440 your website and make it always available to buy and never run a live launch 188 00:13:30,480 --> 00:13:33,240 for it, because a live launch is what allows you to address any hesitations 189 00:13:33,240 --> 00:13:37,720 that they have about why they're not ready, or why it might not work 190 00:13:37,759 --> 00:13:39,759 for them, or why it's not the best investment for them right now. 191 00:13:41,039 --> 00:13:43,320 It also means that you can bridge that magician's gap, the gap between where 192 00:13:43,320 --> 00:13:46,039 they are now and where they need to be, the gap between where they 193 00:13:46,080 --> 00:13:50,360 are today and where they need to be to be ready to sign up. 194 00:13:50,600 --> 00:13:52,320 You can bridge that with your free content, and that's going to help them 195 00:13:52,360 --> 00:13:56,759 to become ready. Right when they say I'm not ready, that free content 196 00:13:56,840 --> 00:14:01,120 is making them ready. A live launch also always a great way to build 197 00:14:01,200 --> 00:14:03,919 trust really quickly, because there's most likely going to be some kind of live 198 00:14:05,000 --> 00:14:07,919 component in that, probably something like a masterclass where they get to hang out 199 00:14:07,919 --> 00:14:13,679 with you virtually and see that you're the real deal, which if somebody has 200 00:14:13,720 --> 00:14:16,399 never met you before, that's a great way for them to trust you really 201 00:14:16,480 --> 00:14:22,240 quickly. The third time I would definitely live launch is when you have an 202 00:14:22,279 --> 00:14:26,519 offer that is seasonal or that you only want to sell at certain times of 203 00:14:26,559 --> 00:14:30,279 the year. So, for example, let's say that in December you sell 204 00:14:30,320 --> 00:14:35,600 a prerecorded training that steps them through planning for the year ahead. Even though 205 00:14:35,639 --> 00:14:39,320 they could technically buy this and complete it at any time it's going to be 206 00:14:39,399 --> 00:14:43,320 much more relevant at the end of the year for them. It's going to 207 00:14:43,320 --> 00:14:46,519 be much more relevant for them in December or maybe even early January. So 208 00:14:46,600 --> 00:14:50,039 I would live launch this. I would run that focused push at the time 209 00:14:50,039 --> 00:14:52,000 when it is super relevant for your ideal client. Even if you're only live 210 00:14:52,080 --> 00:14:56,200 launching it that one time a year, that means you're going to make more 211 00:14:56,240 --> 00:14:58,639 sales than if it's just there on your website for somebody to try and find. 212 00:15:00,240 --> 00:15:03,559 Now, as you can tell, I'm a big fan of live launching 213 00:15:03,759 --> 00:15:05,960 as a way to sell your offers. For me, it's one of my 214 00:15:07,000 --> 00:15:11,279 favorite sales processes because I think it's one of the most sustainable ways to sell 215 00:15:11,320 --> 00:15:16,080 your offer since it's just a limited time, focused push of energy and then 216 00:15:16,120 --> 00:15:20,720 you can chill for a little bit. And if you are thinking that maybe 217 00:15:20,759 --> 00:15:24,440 you want to add some live launches to your business, or maybe you've live 218 00:15:24,480 --> 00:15:26,639 launched a few times and you want to start to scale those, then I 219 00:15:26,679 --> 00:15:31,679 would love for you to join me inside launch Magic to create a rints and 220 00:15:31,759 --> 00:15:35,279 repeat launch strategy that you can use over and over again to make more sales 221 00:15:35,399 --> 00:15:41,200 of your courses, memberships, and programs and create more freedom in your business. 222 00:15:41,480 --> 00:15:43,879 I only run it twice a year. Doors open again on twenty second 223 00:15:43,879 --> 00:15:48,200 of feb twenty twenty four. We start on the fourth of March. So 224 00:15:48,759 --> 00:15:50,720 if you want to jump on the weight list. If you're listening to this 225 00:15:50,720 --> 00:15:54,720 before doors open, send me a DM the word magic and I'll send you 226 00:15:54,759 --> 00:15:56,720 the link to the weightless page. If you are listening to this after doors 227 00:15:56,759 --> 00:16:00,080 open, still send me the word magic on instagm. I'm there at Steptaylor 228 00:16:00,120 --> 00:16:04,480 dot com, and I'll send you the link to sign up for Launch Magic. 229 00:16:04,759 --> 00:16:08,120 All right, If you've learned anything from any of these episodes that I've 230 00:16:08,159 --> 00:16:11,600 shared with you, please take thirty seconds to leave a quick rating and a 231 00:16:11,639 --> 00:16:15,279 review. I read all of them. It really does mean a lot to 232 00:16:15,279 --> 00:16:17,960 me when you take the time to do that. Thank you so much for 233 00:16:17,960 --> 00:16:18,159 listening. Catch you next time.