We’ve all been there, right? We pour our heart and soul into creating a fabulous offer that we know will help so many people. Then we announce the launch of this fabulous offer….and it’s crickets.
No one buys the fabulous offer.
Unfortunately, failed launches happens! When you’re a newer coach or service provider (or even sometimes an already successful one!), sometimes there’s an offer that bombs and no one buys. It can happen for a variety of reasons.
It happened to me last year when I offered a bootcamp with barely a plan in place and just hoped it would be a success. It was not! It was an amazing offer that would have helped so many people, but I didn’t launch it well so it was crickets when it came time to buy.
But it wasn’t a total bomb because I immediately saw where I dropped the ball and where I could have done better. There are no failures — only lessons.
After evaluating what went wrong with that bootcamp launch and helping my 1:1 clients successfully launch their own programs, I created a pathway to success so we don’t bomb our next launch!
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Why A Launch Is Important
Of course you want every offer to be a huge success. The bottom line is to bring in more revenue when you create offers, but an offer is about more than the income.
Coaches and service providers (at least us authentic ones) genuinely want to help people. We want to make our client’s lives better. We want our clients to have their own success — their own transformation — but you can’t help them if they don’t know what your offer is, and how it will help them and better their lives.
If a potential client doesn’t understanding what you’re selling or how it can solve their problem, they won’t buy it and then no one wins.
So here are the six things that every offer launch needs so it doesn’t fail.
Related: The Authenticity Is In The Why
1. Clarify
When your offer is clear, it’s easy for your community to buy it. So how do you get clear on the offer?
First, what is the offer? In its simplest form, what is it? What is the problem that your potential client has? Who has that problem? And what is the solution you can provide that will help to fix that problem?
Is your offer a 1:1 or group program? When and where does it take place? Is it on Zoom or in-person? How long is it? How much does it cost? What are the basic details of the offer?
Don’t overcomplicate the offer with flowery language that you think may make it sound better but in reality confuses the potential buyer. Use words your buyer would likely use. For example, does a mom who is struggling with breastfeeding want help connecting with her child so they are both nourished in mind, body and soul?! Or does she want help feeding her child, plain and simple?
Keep it simple and have confidence in your offer.
2. Believe
Iron out all of the offer details, make alternations where need be, and simplify. But once it’s out into the world, have faith in your offer. When YOU have the faith and belief in your own offer, everyone else will too. If you say, “well I think it could help you,” or “I think maybe it’s pretty good and you might find it helpful,” or “it’s the first time I’m doing this so I hope it’ll be enough for you.” That’s not confidence and belief in your own product.
If you don’t believe in it, why should a buyer.
Getting clear on your offer allows your client, as well as yourself, to be confident in the product they are buying. And a way to get more clear, is to plan.
Related: Invest In You
3. Plan
When you have a plan, it brings clarity for you and your potential clients.
The content plan around launching your offer is just as important, if not more important than actually creating your offer. You could create the most amazing thing ever, that could help millions of people. But if no one ever learns about it, and no one buys it, it’s not helpful to anyone.
A content plan and strategy are essential to any launch — service based or product based.
So first plan out your content. What type of content will you create around your offer? Will it be blog posts, email newsletters, a free class or another type of freebie? Will it be social media, will it be photos, video or podcasts?
After you figure out what it is, then ask yourself where and how will you use this content? What platforms will you use? Instagram, an email list, Facebook, Pinterest? Can you reuse an old blog post and turn it into a Reel? Can you include that same, old blog post in an emailed newsletter? Strategize the new content you are going to create, but also think about the content that you may already have and could reuse. While new content is always great, you don’t always have to create something new.
4. Schedule
Once you have an idea of what content you are going to create and where it will all be posted. Make a launch schedule for yourself.
When does your offer go live? Literally look at a calendar and choose a date. Then work backwards for when you want to start selling it. And then again work backwards from the selling point, to when you will create the content in order to sell it.
For example, if you want to go live on May 1. You’ll want to sell that offer at least two to three weeks prior. So let’s just say you want to start selling it on April 15.
Will you have a freebie to kick off the sale? Then that freebie should likely take place around April 15. Your freebie date should be two to three weeks prior to your go-live date.
If you plan to include a presale or discounted rate, that would immediately follow the freebie, but be before the regular sale.
After that is all determined, you can schedule your content for those two to three weeks prior to your May 1 go-live date. You can decide your posting schedule for social media posts, newsletters, blogs, whatever is in your content plan, now you can schedule it.
But you’ll also want to determine when you will create that content. If you can give yourself content creation time, separate from launch time, it allows you to be less stressed during the launch and allows you to focus on selling, when it’s time to sell and focus on content when it’s time to create. So give yourself two-ish weeks or more to create the content that is in your plan, prior to your freebie and sale.
Remember, your launch schedule is all about working backwards. Chose the date you want to do your offer and work backwards from there.
Be realistic with yourself. If you tend to procrastinate, give yourself plenty of time, and allow for some flexibility. Life happens and there’s no need to be super strict with your schedule as long as you’ve factored in some flexibility.
If you’re able to focus and really plan out each step of your launch, the execution should be easy peasy.
5. Educate and Execute
When your offer and plan are clear, the execution is just repetitive education.
I’m a fan of educating my community on the problem, just as much as I educate them on the solution.
A lot of times, people don’t know they have the problem that you solve. So include content in your plan around the actual problem. Can you make a funny Reel laughing at the problem and throw a call-to-action in the caption for how you solve it? Can you create a carousel post of the top five reasons that xyz doesn’t work. And then a second carousel post about how your offer fixes xyz? Can you then merge those two carousel posts into a longer form blog post or Instagram Story?
Most of the content in your launch plan should be around educating your community on both the problem and the solution.
When you explain the solution, you are also explaining and educating on how your specific offer can help them. The selling is simple because you’re clear on what your offer is AND you’re clear in your content about how your specific offer can fix it, and how they can buy it.
Related: Just Jump: Advice To Live By
6. Sell and Repeat
Then you repeat! You repeat yourself until you feel like a parrot who’s been recorded on a broken record. It’ll feel like a lot, I know!
But it takes people several times of hearing the same thing, to actually hear you. So sell every day, every other day or numerous times a week. Whatever you are comfortable with. But sell more often than you think you need to.
But you shouldn’t feel like a sleazy salesperson because you’ve created fun, entertaining and educational content around your sale. So there’s no sleaze in your sale!
While it’s best to sell every day, that does not mean you have to say directly, “buy this,” every day. You are selling indirectly when you explain the problem the customer might be having. And indirect selling is just as effective as direct selling.
Have a mixture of both during the selling period of your launch.
Your offer can’t be anything but successful, when you clarify by keeping your offer simple and have faith in your offer’s success. When you plan and strategize your content around the offer and when create a launch schedule so you can execute and sell with ease.
But added support around your offer launch is also great because you have someone to bounce ideas off of. You have someone to catch you from overthinking or complicating the offer. And you have someone to help you stick to your launch plan and schedule.
I created a 1:1 intensive to offer that direct support in a month-long program called Launch Write.
Launch Write Intensive
In the Launch Write Intensive, together, we will simplify (or create) your offer so it is clear and concise for your community to be ready to purchase. We will plan, strategize and schedule your content around the launch, and we will plan a sales strategy so you can sell your offer with ease and bring in more revenue.
In the Launch Write Intensive, you get two 1:1 Zoom calls with me and full Voxer support for the month of April. But if you buy now while it is on presale, you will get an additional two weeks of Voxer support AND save $250.
The presale investment is $749 or two payments of $425. There are only five spots available in the Launch Write Intensive and the price increases to $999 after the presale ends on March 22.
I would love to dive into your offer with you so we can simplify, plan and Launch Write!
Are you ready to Launch Write? Sign up below!
