Want to Have a Well-Executed Launch That Sparks a Celebratory Trip to the Spa?
Hi Beautiful,
I’ve seen some chaotic launches flop and I’ve seen well-executed launches spark a celebratory a trip to the spa.
If you want to sell your own live or digital program (and you want it to exceed your current norm) here are my launch tips for you, today:
Your pre-launch matters. It’s important to genuinely nurture your readers and prepare them for your offering before you open enrollment or publish that button that says “Yes, I need to sign up now!”
Don’t skip this step, you’ll pay for it.
List building matters. Take the time to attract the people you want to serve. This process is like building the soil of your business. Your email list is either super rich soil or it’s a barren desert. Okay? We’re going with it.
Your readers need to clearly understand who you are, what you do, how you do it, and how you do it differently before they purchase something from you. Who are you? What problem do you solve?
Consistent brand messaging = easy impact and easy sales. 💸
Don’t expect Michelle from Wisconsin to buy your program the first time she sees you talking about it on IG. I’m all about being open to the possibilities but there’s something to be said about being grounded with your expectations.
If a colleague or former client is willing to share your program with others, think about the best possible timing. Your colleague or client’s audience needs to be nurtured with pre-launch material even more than your own.
You need the enrollment period to be long enough but not too long. Finding your offering’s sweet spot depends on your readership and what you’re selling, but as a general guideline I’d say: 3-5 days of an open cart is on the short side.
I tend to think like this: the higher the price of your offering, the better it is to provide more time. If we were working together on this I’d be asking 11+ questions to help you determine how long you should make your enrollment period.
Want people to buy on day one? Consider running a pre-sale. “When you take your seat before the official enrollment period opens, you'll save X$”. This can help support your mindset and your nervous system when the cart opens.
You knew I was going to mention your sales and email copy, right? Give yourself the gift of getting your sales page and launch emails dialed in ahead of time.
You don’t want to be sitting up in bed at 1 a.m. rushing to type out your final enrollment email, do you? Sleep matters, yes?
This may seem self-explanatory, but you’ll want to protect your sales page with a password (or disable it) until a set a date and time when the page goes live. The copy should be shining, compelling, clear, and it should be given the official green light. 🚦
If you’re the copywriter for your business, act pro and do a final proof before hitting LIVE on the sales page. Test the buttons. Test the buyer journey. Publish it. Then, don’t touch it.
This brings me to my next tip...
Changing your copy in the middle of a launch? Unless you’re pro split-testing and know what you’re doing, this could weaken trust in your business and brand. Changing your sales page while people are reading along and considering purchasing could be viewed as a red flag by a potential customer or client. 🚩
I vote you test the copy you already decided on. You can change it after the cart closes and before the next enrollment.
Give yourself a period of rest before having to facilitate your program or offering (if you’re facilitating live). After a cart closes, you may find yourself tired from the “push” to close the launch.
This period of rest might be a day, two days, or another set amount of time that you have decided, but in my experience, it helps to differentiate the shift from launch mode into service/fulfillment mode with a period of rest. This small window of time also gives your team time to get your new students or clients oriented.
Don’t be afraid to email. You can’t just send 2 or 3 emails (my opinion). You want to email steadily and then use a highly-targeted email strategy to write directly to the people who viewed your sales page, near the end of the enrollment period. 💌
You're not bothering them, seriously! If they clicked the sales page, you're helping them obtain a solution to their problem by marketing to them. Do you believe in your offer? Sell it.
Alright, I’m aware this list could go on but this is what I have for you today.
Need a sales page that converts? And a series of launch emails that inspire your reader to action? Know things need to change, and now? Learn more about what it’s like to work with me here: http://www.jillian-anderson.com/starthere
Big Love,
