1 00:00:00,120 --> 00:00:03,279 Once you have done that first launch, then you can go through the process 2 00:00:03,319 --> 00:00:07,400 again. You can refine it, you can review it, you can tweak 3 00:00:07,440 --> 00:00:11,160 it, and then you can launch again. And it's so much easier because 4 00:00:11,199 --> 00:00:14,599 you've already done it once before. The assets are created, your sales page 5 00:00:14,640 --> 00:00:18,160 is created, your car open emails. The skeleton is there. You've written 6 00:00:18,199 --> 00:00:21,079 most of them. Now we just need to twig them. The course is 7 00:00:21,079 --> 00:00:23,760 created, all the program's created, you know how to teach it, All 8 00:00:23,800 --> 00:00:27,879 of the difficult part is done. And now you know what didn't work so 9 00:00:27,920 --> 00:00:30,559 you can fix it, and you know what did work so you can repeat 10 00:00:30,600 --> 00:00:35,439 it and double down on it. Welcome to Imperfect Action. I'm Steph Taylor. 11 00:00:35,960 --> 00:00:39,039 For years, I read all the books, downloaded all the freebies, 12 00:00:39,079 --> 00:00:43,640 and did all the courses, but it wasn't until I started taking imperfect action 13 00:00:43,960 --> 00:00:49,280 that my business had its first million dollar year. Imperfect action is about doing 14 00:00:49,320 --> 00:00:55,600 things before you're ready, prioritizing consistent action over perfect action, and moving forward 15 00:00:55,920 --> 00:00:59,679 even when you're not sure you're doing it right. On this show, you 16 00:00:59,719 --> 00:01:03,799 can expect mindset advice, actionable marketing tips and strategies to build a business that 17 00:01:03,840 --> 00:01:10,719 brings you more profit, more freedom, and even more joy. Are you 18 00:01:10,760 --> 00:01:14,120 on the list to get my daily businesses? Every day I'll send you a 19 00:01:14,159 --> 00:01:18,400 bite sized prompt designed to help you grow your business in a more intentional way. 20 00:01:18,760 --> 00:01:22,480 Sign up at Stephtaylor dot co, forward slash DBB, or at the 21 00:01:22,519 --> 00:01:27,599 link in the show notes. Hey, welcome back to in Perfect Action. 22 00:01:27,680 --> 00:01:34,920 This is episode seven hundred and sixty, and today we're talking about launching a 23 00:01:34,920 --> 00:01:37,840 brand new offer for the first time. I'm going to share a couple of 24 00:01:37,840 --> 00:01:42,319 the things that you must know before you launch a brand new offer. Now, 25 00:01:42,719 --> 00:01:47,159 usually when I'm talking about launching, I'm referring to a live launch, 26 00:01:47,239 --> 00:01:51,599 which isn't something that you only do the very first time that you launch a 27 00:01:51,640 --> 00:01:57,079 brand new offer out into the world. But today I am talking about launching 28 00:01:57,120 --> 00:02:00,920 a brand new offer specifically use the live launch process. So now when I 29 00:02:00,920 --> 00:02:07,359 talk about a live launch, what it really is is a limited time campaign, 30 00:02:07,640 --> 00:02:12,879 limited time push to sell a particular offer, usually with free content, 31 00:02:13,439 --> 00:02:16,400 that is designed to grow your audience with the right people for that offer, 32 00:02:16,960 --> 00:02:22,240 nurture them across what I call the magician's gap, give them everything that they 33 00:02:22,319 --> 00:02:25,719 need to decide whether it's the right fit for them or not, and address 34 00:02:25,759 --> 00:02:30,000 any hesitations that they might have about whether it will work for them. And 35 00:02:30,039 --> 00:02:35,159 then it's also going to give them a clear deadline for them to decide by. 36 00:02:35,879 --> 00:02:39,280 Those are the three key ingredients of a live launch. It's limited time, 37 00:02:39,639 --> 00:02:44,800 there's free content, and there is a deadline. The framework that I 38 00:02:44,919 --> 00:02:47,960 love to wrap around live launching, and this will kind of make a little 39 00:02:47,960 --> 00:02:51,800 bit more sense as I go through this episode and share the things that you 40 00:02:51,840 --> 00:02:54,759 need to know before you launch something for the first time. But the framework 41 00:02:54,800 --> 00:02:59,319 that I love to use is starting with running the launch. So when it's 42 00:02:59,319 --> 00:03:01,240 the first time you are launching something, you are starting at this point where 43 00:03:01,280 --> 00:03:05,960 you have nothing to build on, you have nothing to go on. You 44 00:03:06,000 --> 00:03:09,080 are running the launch for the first time. Then after you've run the launch, 45 00:03:09,080 --> 00:03:14,000 you've closed doors. Then you can go back and review your launch. 46 00:03:14,000 --> 00:03:17,719 You can find out what worked, what didn't work, what hesitations your audience 47 00:03:17,759 --> 00:03:22,919 had that you maybe didn't address. Then you can refine it, you can 48 00:03:23,000 --> 00:03:25,159 make those tweaks, and then you can rinse it and repeat it. You 49 00:03:25,199 --> 00:03:30,039 do it again, and you might repeat it twice a year, like we 50 00:03:30,120 --> 00:03:34,080 do with Launch Magic. You might repeat it five or six times back to 51 00:03:34,159 --> 00:03:38,759 back with the view of getting that whole process perfect so then you can then 52 00:03:38,800 --> 00:03:42,039 automate it and stop live launching it. And I've done this with two of 53 00:03:42,080 --> 00:03:46,199 my offers as well, so you've got a few different options when it comes 54 00:03:46,199 --> 00:03:49,520 to the longer term goal. So even if you want your offer to go 55 00:03:49,759 --> 00:03:53,560 evergreen eventually to be on an automated funnel and you're not live launching it all 56 00:03:53,599 --> 00:03:57,240 the time, I generally still do recommend live launching it, and I will 57 00:03:57,280 --> 00:04:01,439 do a I will do a future episode on this as well. But if 58 00:04:01,439 --> 00:04:05,879 you go back and listen to episode six eighty four, I talked about how 59 00:04:05,879 --> 00:04:11,479 to use repeatable live launchers to make more sales of your online course program or 60 00:04:11,639 --> 00:04:14,960 membership. If you send me a DM six eighty four, six hundred and 61 00:04:15,000 --> 00:04:17,839 eighty four, just that number on Instagram, I'm there at Steph Taylor dot 62 00:04:17,839 --> 00:04:20,680 com, I will send you the direct link to go and listen to that 63 00:04:20,759 --> 00:04:25,759 episode. If you are new to launching, or if you have already launched 64 00:04:25,759 --> 00:04:29,759 something once before and you're starting to think about how you can maybe use live 65 00:04:29,839 --> 00:04:32,319 launching as a way to generate more sales, then you want to go and 66 00:04:32,360 --> 00:04:35,079 listen to that episode. So six hundred and eighty four, send me that 67 00:04:35,199 --> 00:04:39,959 number on Instagram and I will send you the direct link. So in today's 68 00:04:39,959 --> 00:04:43,040 episode, I'm sharing eight things you need to know before you launch something for 69 00:04:43,079 --> 00:04:46,920 the very first time. Next episode, I'm going to share a little bit 70 00:04:46,920 --> 00:04:49,600 about what you need to know before you launch it the second time and any 71 00:04:49,639 --> 00:04:54,160 subsequent time after that. All Right, the first thing that you need to 72 00:04:54,199 --> 00:04:57,920 know if you're launching something for the first time is that your first launch probably 73 00:04:58,000 --> 00:05:00,759 won't be your biggest launch, and that is a good thing. Right the 74 00:05:00,800 --> 00:05:03,920 first time you are launching your new offer, you are still figuring it all 75 00:05:03,959 --> 00:05:08,240 out, especially if this is the first time you are launching anything at all. 76 00:05:08,319 --> 00:05:11,040 You are now learning how to create a sales page, how to write 77 00:05:11,079 --> 00:05:14,399 cut open emails, how to deliver a webinar, how to set up a 78 00:05:14,600 --> 00:05:16,920 course, how to deliver your program, how to do all of the different 79 00:05:16,959 --> 00:05:21,279 things, and you're probably also still in the process of growing your audience, 80 00:05:21,720 --> 00:05:26,319 starting to nurture them, building your email list, all of these things at 81 00:05:26,360 --> 00:05:30,959 the same time. You don't need to wait until you have a big audience 82 00:05:30,000 --> 00:05:32,279 to launch, and I really don't want you to wait until you have a 83 00:05:32,279 --> 00:05:36,720 big audience to launch. I think that a small audience can be the perfect 84 00:05:36,759 --> 00:05:42,480 training ground. It's lower stakes, it gives you a little bit more I 85 00:05:42,480 --> 00:05:46,639 guess, wiggle room where if something goes wrong, you're not embarrassing yourself in 86 00:05:46,639 --> 00:05:50,199 front of thousands of people, right. And you know, I like to 87 00:05:50,199 --> 00:05:56,199 think that most audiences are pretty understanding when things inevitably do go wrong, because 88 00:05:56,240 --> 00:05:59,959 there are always going to be little tech mishaps, and that is absolutely fine. 89 00:06:00,319 --> 00:06:02,519 It's a lot less stressful when you have a smaller audience and when you 90 00:06:02,560 --> 00:06:08,639 have a smaller number of people signing up, because now you're not delivering your 91 00:06:08,800 --> 00:06:12,480 course or your program or your membership for the very first time to loads and 92 00:06:12,480 --> 00:06:15,519 loads of people. You've got a smaller group. You can give them a 93 00:06:15,560 --> 00:06:18,240 little bit more personal attention. You can figure out what they need, and 94 00:06:18,399 --> 00:06:20,839 as a result, they will get a better outcome and it's going to be 95 00:06:20,920 --> 00:06:25,759 easier for you to deliver as well. And you know, thinking about some 96 00:06:25,839 --> 00:06:29,199 of my most successful launch Magic students, some of them have come in with 97 00:06:29,240 --> 00:06:34,120 a tiny audience and they've absolutely smashed their launch goals. One of my case 98 00:06:34,120 --> 00:06:39,639 studies from a previous round of Launch Magic Alex Morgan. She mentors Pilate's studios 99 00:06:39,680 --> 00:06:45,240 owners and over the twelve weeks she built her audience from scratch. She launched 100 00:06:45,279 --> 00:06:48,000 with one hundred and eighty followers and sixteen people on her email list, and 101 00:06:48,000 --> 00:06:54,680 she still had over a ten thousand dollars launch, So it's absolutely possible to 102 00:06:54,720 --> 00:06:59,160 smash those launch goals with a smaller audience. I also am a big believer 103 00:06:59,240 --> 00:07:01,879 that you end up with exactly the number of people you need in your first 104 00:07:01,920 --> 00:07:06,120 launch. For example, the very first time I launched the podcast launch Plan, 105 00:07:06,279 --> 00:07:10,959 I launched it as a group program and I ended up with two people. 106 00:07:11,879 --> 00:07:14,600 This is I know this is a couple of years ago, but two 107 00:07:14,639 --> 00:07:16,680 people for a group program, and I needed I told myself I would need 108 00:07:16,680 --> 00:07:20,439 a minimum of five for it to be worthwhile going ahead. Because I had 109 00:07:20,480 --> 00:07:26,399 those two people, that meant that I had to go and find out why 110 00:07:26,439 --> 00:07:30,839 these people didn't buy and tweak it, and as a result, I completely 111 00:07:30,839 --> 00:07:34,560 pivoted direction with that product and that ended up being the one that scaled and 112 00:07:34,600 --> 00:07:40,199 that grew my revenue massively, very very quickly. So you end up with 113 00:07:40,240 --> 00:07:43,120 the number of people that you need and if you end up with not very 114 00:07:43,120 --> 00:07:46,519 many people, that's great because we can still learn from that. Once you 115 00:07:46,560 --> 00:07:49,600 have done that first launch, then you can go through the process again. 116 00:07:49,680 --> 00:07:54,639 You can refine it, you can review it, you can tweak it, 117 00:07:55,000 --> 00:07:58,920 and then you can launch again. And it's so much easier because you've already 118 00:07:58,959 --> 00:08:01,199 done it once before. The assets are created, your sales page is created, 119 00:08:01,480 --> 00:08:05,519 your car open emails, the skeleton is there. You've written most of 120 00:08:05,519 --> 00:08:09,279 them. Now we just need to twig them. The course is created or 121 00:08:09,279 --> 00:08:11,480 the program's created. You know how to teach it. All of the difficult 122 00:08:11,480 --> 00:08:16,079 part is done, and now you know what didn't work so you can fix 123 00:08:16,120 --> 00:08:18,040 it, and you know what did work so you can repeat it and double 124 00:08:18,079 --> 00:08:22,439 down on it. The second thing you need to know is please try to 125 00:08:22,480 --> 00:08:26,279 place less pressure on your first launch, especially if it's the first time you 126 00:08:26,319 --> 00:08:30,600 are launching something. I really would love it if you think of your first 127 00:08:30,680 --> 00:08:35,000 launch as your training wheels for launching. It's like learning how to drive a 128 00:08:35,039 --> 00:08:41,039 car in your driveway or in a parking lot, rather than learning how to 129 00:08:41,080 --> 00:08:46,320 drive a car on the freeway. So try to keep it as simple and 130 00:08:46,360 --> 00:08:50,840 as low pressure as possible, and remember that you can't compare your first launch 131 00:08:50,879 --> 00:08:54,720 to somebody else's six figure launch when they've been launching things for years. The 132 00:08:54,759 --> 00:08:58,360 first launch is an experiment. It gets to be fun, and you get 133 00:08:58,440 --> 00:09:03,120 to use it a way to test whether this specific combination of your offer, 134 00:09:03,279 --> 00:09:07,679 your messaging, your audience, and your free content, whether that combination works 135 00:09:07,679 --> 00:09:11,879 to sell it or it doesn't. And one great way to place less pressure 136 00:09:13,000 --> 00:09:16,759 is to launch it before you create it. So sell it to your audience 137 00:09:16,840 --> 00:09:20,960 and then create it and release it module by module, or teach it live, 138 00:09:22,840 --> 00:09:26,320 or you can launch it while you create it. If you don't love 139 00:09:26,360 --> 00:09:30,080 the idea of having to create it after you've sold it. That's because the 140 00:09:30,080 --> 00:09:35,399 whole launch process generally should take about sixty to ninety days. I would recommend 141 00:09:35,519 --> 00:09:39,720 ninety if you haven't already been showing up and sharing free content about the particular 142 00:09:39,799 --> 00:09:45,200 problem that you are solving for your audience with this offer. And when I 143 00:09:45,200 --> 00:09:48,000 say sixty to ninety days, that's not sixty to ninety days of buy my 144 00:09:48,159 --> 00:09:52,360 course or I have an exciting course coming join the wait list. That's not 145 00:09:52,399 --> 00:09:56,440 sixty to ninety days of that. It's not sixty to ninety days of teasing 146 00:09:56,480 --> 00:10:00,440 the offer, but instead it's sixty to ninety days of content, free content 147 00:10:00,440 --> 00:10:03,600 that is bridging the magician's gap and if you have no idea what the magician's 148 00:10:03,679 --> 00:10:07,799 gap is. In feb I'm teaching Module one of Launch Magic for free, 149 00:10:09,159 --> 00:10:13,039 and in that I explain what the magician's gap is and how you can start 150 00:10:13,080 --> 00:10:16,759 to share content that bridges that gap so that when you do open doors on 151 00:10:16,759 --> 00:10:20,360 your launch, your audience is already ready and waiting to buy from you. 152 00:10:20,000 --> 00:10:24,879 Now to get an invite to that free workshop, you want to be on 153 00:10:24,919 --> 00:10:28,120 my waitlist for Launch Magic. That's the only way you get an invite. 154 00:10:28,399 --> 00:10:31,240 Head on over to stephtaylor dot co slash Magic or send me a DM on 155 00:10:31,279 --> 00:10:35,840 Instagram. I'm there at stephtaylor dot coke send me the word magic and I 156 00:10:35,879 --> 00:10:39,399 will send you the link to get onto the waitlist so that you can get 157 00:10:39,440 --> 00:10:43,080 an invite and learn how to piece together the magician's gap with your own free 158 00:10:43,080 --> 00:10:48,320 content. The third thing you need to know you can never truly know what 159 00:10:48,399 --> 00:10:50,799 people want until you ask them to pay for it. You can spend it 160 00:10:50,840 --> 00:10:54,960 all of the time thinking, planning, designing the perfect offer, but you 161 00:10:56,000 --> 00:10:58,240 don't know if your audience wants it until you actually ask them to pay for 162 00:10:58,320 --> 00:11:01,639 it. And you won't know if it's the perfect offer until you get it 163 00:11:01,679 --> 00:11:05,679 out there and you actually deliver it to your clients or your students. This 164 00:11:05,759 --> 00:11:09,799 is why I love launching it before you create it. It removes all of 165 00:11:09,799 --> 00:11:15,720 that pressure, and it makes launching more of a research exercise than a it 166 00:11:15,759 --> 00:11:18,080 has to be perfect at all costs kind of exercise. And yes, audience 167 00:11:18,120 --> 00:11:22,480 research is great. Do some surveys, interview your ideal clients. But I've 168 00:11:22,519 --> 00:11:26,759 also launched things where I've done so much research and I've been like, this 169 00:11:26,960 --> 00:11:30,399 is exactly what they need. The messaging is perfect, everything is so well 170 00:11:30,399 --> 00:11:35,799 aligned, but it didn't land because maybe I had overlooked something. For example, 171 00:11:35,879 --> 00:11:39,639 when I first launched that podcast launch plan as a group program, I 172 00:11:39,799 --> 00:11:43,639 had overlooked the fact that some people wanted to launch their podcast in four weeks, 173 00:11:43,679 --> 00:11:46,399 others wanted to do it in six months. I had overlooked the fact 174 00:11:46,399 --> 00:11:48,440 that it was school holidays, so people were at home with their kids and 175 00:11:48,480 --> 00:11:52,600 couldn't commit to showing up to live calls consistently for eight weeks. There were 176 00:11:52,639 --> 00:11:56,759 a few things that I hadn't really even thought about. And because I hadn't 177 00:11:56,799 --> 00:12:01,240 wasted time creating anything more than just an outline of what I was going to 178 00:12:01,320 --> 00:12:07,080 teach, I could then pivot it really easily, make it a self paced 179 00:12:07,159 --> 00:12:09,360 course, and launch it again, which is what I did. The fourth 180 00:12:09,360 --> 00:12:13,759 thing you need to know if people don't buy it doesn't necessarily mean they don't 181 00:12:13,759 --> 00:12:16,919 want your offer, and it doesn't mean that they don't see the value in 182 00:12:18,000 --> 00:12:20,679 it, but it does mean that they don't see why they should prioritize spending 183 00:12:20,720 --> 00:12:24,559 money on it right now, or it means that they don't believe it's the 184 00:12:24,639 --> 00:12:30,320 right fit for them to solve the problem they're experiencing or get the outcome that 185 00:12:30,360 --> 00:12:33,320 they are desiring. So, if you are at this point where people are 186 00:12:33,320 --> 00:12:37,240 not buying, you've launched it and nobody has bought it, you now have 187 00:12:37,360 --> 00:12:39,360 two choices you can give up, and sadly, this is what way too 188 00:12:39,440 --> 00:12:43,120 many people do. It makes me really sad because they've put all of this 189 00:12:43,240 --> 00:12:46,840 time into creating all of the launch assets. A lot of the time they've 190 00:12:46,840 --> 00:12:50,799 even created the course or the program first, and then nobody buys it, 191 00:12:50,840 --> 00:12:54,000 and then they're like, well that was a waste of time. I give 192 00:12:54,080 --> 00:12:56,399 up. I don't want to ever look at it ever again. I'm going 193 00:12:56,440 --> 00:13:00,200 to move on. Courses don't work for me or my audience doesn't want that. 194 00:13:00,200 --> 00:13:03,320 That's your first choice. Your other option is you can put your detected 195 00:13:03,360 --> 00:13:07,360 hat on and you can figure out why did nobody buy that and make the 196 00:13:07,399 --> 00:13:11,559 tweaks. You will learn so much more from doing this, And even if 197 00:13:11,559 --> 00:13:16,519 you don't decide to relaunch the same offer, you can still learn from that 198 00:13:16,159 --> 00:13:22,120 failed quote unquote failed launch and use that to inform the things that you sell 199 00:13:22,200 --> 00:13:26,039 in the future. All right. Number five, The fifth thing you need 200 00:13:26,080 --> 00:13:31,399 to know your messaging matters as much as the offer itself. So how you 201 00:13:31,480 --> 00:13:37,679 position and communicate your offer can be more important than what is actually inside the 202 00:13:37,720 --> 00:13:41,519 offer in terms of how it sells. It can be the difference between a 203 00:13:41,600 --> 00:13:46,600 launch that succeeds and a launch that flops. And when it comes to messaging, 204 00:13:46,759 --> 00:13:52,480 specifics really do sell. So what I see quite a lot with coaches 205 00:13:52,600 --> 00:13:54,360 especially, is they might come up with a promise that's like, oh, 206 00:13:54,399 --> 00:13:58,679 this is a coaching program to improve your life. That's pretty broad, it's 207 00:13:58,679 --> 00:14:03,159 pretty vague. It's raising a lot more questions than it's answering, because suddenly 208 00:14:03,200 --> 00:14:07,240 I'm like, well, what do you mean by improve what areas of my 209 00:14:07,320 --> 00:14:09,200 life? How are you going to improve it? What's involved? I don't 210 00:14:09,240 --> 00:14:13,879 get it. It's probably not a super urgent pain point either, like improving 211 00:14:13,919 --> 00:14:16,720 my life. Yeah, that's great, but I'll do that when I have 212 00:14:16,799 --> 00:14:20,240 more time next year. So then your ideal client isn't going to prioritize spending 213 00:14:20,320 --> 00:14:24,120 money on it because they don't really see the urgency in it. They don't 214 00:14:24,159 --> 00:14:28,200 feel that need to spend money on it right now. Versus, let's say 215 00:14:28,480 --> 00:14:31,200 you were doing a coaching program to get over heartbreak. That is painful. 216 00:14:31,279 --> 00:14:35,519 Somebody wants that pain to go away, so they're going to prioritize spending money 217 00:14:35,559 --> 00:14:39,039 on it. And as soon as I say this gets specific, the first 218 00:14:39,080 --> 00:14:41,559 hesitation that always pops up with my students is well, I don't want to 219 00:14:41,600 --> 00:14:46,559 limit my sales. Limiting the number of people your offer will help is better 220 00:14:46,600 --> 00:14:50,799 than not making any sales at all, because it's too broad or too vague, 221 00:14:50,759 --> 00:14:54,240 and you know there are going to be still so many more people than 222 00:14:54,279 --> 00:14:58,600 you can ever help just by getting specific. So even from you know, 223 00:14:58,840 --> 00:15:03,559 I coaching program to improve your life versus a coaching program to get over heartbreak. 224 00:15:03,080 --> 00:15:07,000 There's more than enough people that you can help in the specific version of 225 00:15:07,039 --> 00:15:11,720 that. And also another thing to make sure with your messaging is make sure 226 00:15:11,720 --> 00:15:16,639 that your ideal client has everything that they need to make the decision of whether 227 00:15:16,720 --> 00:15:20,480 this is right for them or not. And that means preempting any questions and 228 00:15:20,519 --> 00:15:24,440 hesitations they are going to have. This is tricky in the first launch because 229 00:15:24,480 --> 00:15:28,279 you have no feedback to go on, you don't have any non buyers survey 230 00:15:28,480 --> 00:15:33,799 results to use. It's a lot easier in your second launch because we can 231 00:15:33,840 --> 00:15:37,159 ask the people who didn't buy what made you decide not to buy, and 232 00:15:37,200 --> 00:15:39,320 then we can find out, oh, they didn't buy because they didn't think 233 00:15:39,320 --> 00:15:43,799 it was for them, and actually it was for them. So obviously there 234 00:15:43,879 --> 00:15:46,720 was a bit of a mismatch between my messaging and what I thought I was 235 00:15:46,759 --> 00:15:50,840 communicating. And we can also make sure that we are bridging the magician's gap 236 00:15:50,919 --> 00:15:56,039 with our free content. That's going to be super super powerful for selling your 237 00:15:56,039 --> 00:16:00,679 offers. Number six, you need to know exactly who the offer you are 238 00:16:00,720 --> 00:16:04,279 launching is for. Otherwise even the right people will think that it isn't right 239 00:16:04,360 --> 00:16:08,720 for them, And I have made this mistake many times, even as recently 240 00:16:08,759 --> 00:16:12,600 as a year ago, when I launched a new offer and I had read 241 00:16:12,679 --> 00:16:17,080 through the non buy a survey after the launch, and it had somebody who 242 00:16:17,080 --> 00:16:19,120 would have been the perfect fit for that offer saying oh, I think this 243 00:16:19,200 --> 00:16:22,240 is too advance for me, and it had another person who also would have 244 00:16:22,279 --> 00:16:26,000 been a good fit saying oh, I think this is too basic for me. 245 00:16:26,600 --> 00:16:29,360 So that straightaway tells me, oh, I was a little bit too 246 00:16:29,480 --> 00:16:33,360 vague, maybe a little bit too broad in who my ideal client for this 247 00:16:33,440 --> 00:16:37,120 offer was. So it really helps to have one ideal client defined. And 248 00:16:37,480 --> 00:16:41,159 when I say one, I mean a specific person. Give them a name. 249 00:16:41,240 --> 00:16:44,240 It's not a group of people, it's not a range of people, 250 00:16:44,279 --> 00:16:48,480 it's not a target audience. One person. And when you are writing any 251 00:16:48,559 --> 00:16:52,159 content, any sales copy, creating your webinars, anything in your launch, 252 00:16:52,759 --> 00:16:57,279 thinking about it as if you are writing specifically to this one person. It 253 00:16:57,360 --> 00:17:00,600 makes life so much easier. It also makes it easier for you to design 254 00:17:00,639 --> 00:17:04,960 your offer because now you have a clear path from A to B from what 255 00:17:06,039 --> 00:17:10,880 they are struggling with right now. To the transformation the result that they have, 256 00:17:11,480 --> 00:17:15,480 and you can start to avoid those rabbit holes of Oh, but I'm 257 00:17:15,480 --> 00:17:18,759 going to add this module because just in case they are in this situation and 258 00:17:18,839 --> 00:17:19,880 they might be struggling with this as well, So I'm going to add this 259 00:17:19,960 --> 00:17:25,319 extra rabbit hole. And suddenly you've built out this Mammoth course or this Mammoth 260 00:17:25,359 --> 00:17:29,079 program or Mammoths membership. Because you're trying to help too many different ideal clients. 261 00:17:29,839 --> 00:17:33,920 One clear ideal client and talk to them, have conversations with them. 262 00:17:33,079 --> 00:17:37,680 Please, This is like the best research you can do is have those conversations 263 00:17:37,720 --> 00:17:40,759 and find out what language they are using. Listen to the words that they 264 00:17:40,759 --> 00:17:44,480 are using, and reflect those words back to them in the copy that you 265 00:17:44,519 --> 00:17:48,160 are writing. Rather than trying to impress them with how much you know as 266 00:17:48,160 --> 00:17:52,839 the expert, instead show them I understand you, I get what you are 267 00:17:52,880 --> 00:17:56,880 struggling with, and this is my solution to what you are struggling with. 268 00:17:57,720 --> 00:18:02,920 Number seven, Decisions aren't set in stones, so make them quickly and take 269 00:18:03,039 --> 00:18:07,119 action. Things like the platform that you use to host your online course, 270 00:18:07,200 --> 00:18:08,960 the name you give your membership, the headline you put on your sales page. 271 00:18:08,960 --> 00:18:11,880 The ideal client you choose for this launch, the number of modules you 272 00:18:11,880 --> 00:18:17,160 have inside your programs. These things can be changed really easily, So make 273 00:18:17,200 --> 00:18:22,880 these decisions quickly. Rather than wasting time deciding between options on these things that 274 00:18:22,920 --> 00:18:26,759 are pretty inconsequential, use that time to pick one, test it, put 275 00:18:26,759 --> 00:18:30,839 it out there, and then go back to the drawing board if you need 276 00:18:30,880 --> 00:18:33,680 to, rather than sitting there spinning around in your head trying to pick the 277 00:18:33,799 --> 00:18:38,319 right option the first time around. For example, rather than spending hours deciding 278 00:18:38,359 --> 00:18:42,319 what to teach in your free webinar, pick a topic, teach it, 279 00:18:42,359 --> 00:18:45,759 and if it doesn't convert, now you have some real feedback that you can 280 00:18:45,799 --> 00:18:49,759 work with, and you can try again. You can create a different webinar 281 00:18:49,799 --> 00:18:53,960 and launch again, which then leads me beautifully to number eight. If it 282 00:18:55,000 --> 00:18:57,640 flops, you now have feedback, and that is so much better than wasting 283 00:18:57,640 --> 00:19:02,559 your time in indecision. And when I say this, I mean literally any 284 00:19:02,599 --> 00:19:04,839 part of your launch, or your entire launch as a whole. So for 285 00:19:04,880 --> 00:19:10,680 example, I've had launches where the webinar converted really well, but the car 286 00:19:10,799 --> 00:19:14,720 open email sequence, the sales emails that somebody gets after the live webinar. 287 00:19:15,000 --> 00:19:18,079 Those emails didn't convert well, and great, now I have feedback. Now 288 00:19:18,119 --> 00:19:22,279 I know this part of my launch worked well, so next time I will 289 00:19:22,319 --> 00:19:25,839 repeat that. And this part of my launch didn't work well, and next 290 00:19:25,839 --> 00:19:29,720 time I will not repeat that. I will change it. I have had 291 00:19:29,759 --> 00:19:33,640 more failed launches than most people have had of launches in total, and I 292 00:19:33,680 --> 00:19:37,119 am so glad that I've had those because it's taught me so much more than 293 00:19:37,519 --> 00:19:41,480 anything else could have. It's taught me more about my audience, about my 294 00:19:41,519 --> 00:19:45,759 offers, my messaging, my business, myself, and even recently so at 295 00:19:45,759 --> 00:19:49,559 the end of twenty twenty three, I launched a group twenty twenty four Planning 296 00:19:49,599 --> 00:19:55,880 Strategy Intensive with four live calls, and we didn't have enough people sign up 297 00:19:55,920 --> 00:19:59,240 for it to go ahead. But you know what this made me realize was, 298 00:19:59,640 --> 00:20:00,960 oh, I I had this conversation with my audience. I made me 299 00:20:02,000 --> 00:20:06,960 realize December maybe wasn't the best time to launch something because everyone was too busy 300 00:20:07,039 --> 00:20:10,599 and too overwhelmed. They couldn't commit to calls. People were saying, I'm 301 00:20:10,680 --> 00:20:12,119 just getting through the end of the year. I can't even think about twenty 302 00:20:12,119 --> 00:20:17,519 twenty four yet this gave me feedback. This gave me options I knew well. 303 00:20:17,559 --> 00:20:19,160 Option one, I can launch it again in early twenty twenty four. 304 00:20:19,720 --> 00:20:23,240 Option two, I can keep this in mind for next time and launch it 305 00:20:23,279 --> 00:20:29,119 in November twenty twenty four. For twenty twenty five, I could also potentially 306 00:20:29,119 --> 00:20:33,039 put it together as a self paced course and launch that. There are different 307 00:20:33,039 --> 00:20:37,599 things that I can do to overcome the reasons why people didn't sign up. 308 00:20:37,680 --> 00:20:44,000 So launching is really something that you can do over and over and over again. 309 00:20:44,839 --> 00:20:48,400 Okay, And if you are ready for a sustainable, successful way to 310 00:20:48,559 --> 00:20:52,519 sell your offers, then I would love for you to join me inside Launch 311 00:20:52,519 --> 00:20:55,720 Magic when we open up doors again at the end of Feb. In it, 312 00:20:55,759 --> 00:20:59,359 you will create a rinse and repeat launch strategy for more sales of your 313 00:20:59,400 --> 00:21:03,440 digital product, more on demand cash injections, and more freedom in your business 314 00:21:03,480 --> 00:21:07,039 anytime you want it. I only run it twice a year. Doors open 315 00:21:07,079 --> 00:21:10,559 again twenty second of Feb. We start at the start of March, and 316 00:21:10,759 --> 00:21:14,920 like I mentioned before, I'm running a bonus free workshop where I teach Module 317 00:21:14,960 --> 00:21:18,720 one for free for those who are on the waitlist only. You need to 318 00:21:18,720 --> 00:21:21,200 be on the waitlist to get the invite, So if you want to get 319 00:21:21,240 --> 00:21:23,200 on that, send me a DM on Instagram. I'm there at stephtaylor dot 320 00:21:23,279 --> 00:21:26,640 co. Send me the word magic or head on over to stephtaylor dot co 321 00:21:26,759 --> 00:21:30,279 slash magic and you can get on the waitlist over there. Now, if 322 00:21:30,319 --> 00:21:34,000 you're not subscribed to the show or not following the show, hit the subscribe 323 00:21:34,039 --> 00:21:37,319 or the follow button. It just means you'll get each new episode straight to 324 00:21:37,359 --> 00:21:41,720 your podcast app every Monday, Wednesday and Friday, rather than having to go 325 00:21:41,799 --> 00:21:45,599 and look for them as they are released. So make sure you hit that 326 00:21:45,640 --> 00:21:48,720 follow button and you'll just get them straight to your podcast app. Thank you 327 00:21:48,759 --> 00:21:49,480 so much for listening. Catch you next time.