Launching

EP 10: 4 Urgency Factors to Boost Sales During Your Launch


4 Urgency Factors to Boost Sales During Your LaunchIn today’s episode we’re going to talk about 3 urgency factors to boost sales during your launch. Having urgency factors encourages people to take action. Which is why I encourage you to include some or all of these urgency factors in your launch to increase conversions and turn more people into buyers.

Urgency factors also help you make sales all throughout your launch, versus people just waiting until the last minute to buy or saying “I’ll check that out later” and potentially forgetting about it.

Let’s jump right into the first urgency factor which is doors closing.

1. Doors Close

Now, you might be sitting there saying “but Kayleigh I want an evergreen product so I can make passive income”. The first time you launch your digital product, you want to close the doors and then start setting up your evergreen funnels right after your launch. But for your launch, I really want you to close the doors because this is going to make the difference between people saying “omg yes I need this” and saying “oh that’s cool, I’ll check it out later”.

People need that sense of urgency and they’re more likely to buy and buy quicker, if they know the offer is going to go away.

Pick a launch period for your product and choose a date of when it’s going to close to the public. After that, only people who go through your evergreen funnel that you’ll set up afterwards will be able to purchase it. I suggest your launch period being between 7-10 days to give your audience enough time to take action and they’ll be able to hear about your product multiple times and the more they see it and hear about it, the more likely they are to buy.

2. Fast Action Bonuses

The second urgency factor to include in your launch is offering fast action bonuses for the first 24-48 hours after you launch. A fast action bonus could include anything from a private 1:1 call, to an additional training or templates. You can also do a bundle of fast action bonuses. For example, everyone who joins within the first 48 hours will get to join me for a live group Q+A session.

You want this to be juicy enough where they want to take action and join right now so that they don’t miss out on that special bonus.

3. Early Bird Pricing

The next urgency factor is early bird pricing. Early bird pricing is when people who sign up within a specific time frame after you launch will get a special discounted offer. Maybe you sell a $197 product, you could offer it for $147. Or maybe you’re launching individual templates and you want to offer people a special bundle that’s only available for a certain amount of time after you launch and the bundle is a little cheaper than them having to buy each product individually.

4. Extra Bonus Added

The 4th way to add urgency to your launch is to offer an extra bonus. To add an extra incentive during the middle of your launch so you don’t see a mid-launch drop where people missed the early bird pricing but the doors closing are still a few days away, you can announce a special bonus for all buyers. This gives potential buyers a little extra incentive to join now and help those people who were on the fence make the decision to buy.  Sometimes it’s just that one little extra thing that pushes people to go from a “maybe” to a “yes”.

An extra bonus could be a masterclass that compliments your product, a special group Q+A call, a Facebook group, a set of templates that will help them get results better or quicker.

Get creative here and brainstorm how you can include urgency factors into your launch to boost sales. I have a sample 8 week launch calendar to give you an idea of how to plan out your urgency factors. 

EP 09: 4 Types of Events to Kick off Your Launch


4 Types of Events to Kick off Your LaunchIn today’s episode we’re going to talk about 4 list building events you can host to kick off your launch. Now, you’re only going to host one of these events per launch, not all 4.

A list building event is going to help you grow your audience and get people excited about your offer when you launch. At the end of the event or on the last day of the event, you’ll announce your new offer. This is the event that officially kicks off your launch.

You provide value during this event and get your audience excited to learn more on the topic and position yourself as an expert on the topic.

Let’s jump in to the 4 types of events you can use to kick off your launch

1. Host a challenge

The first event is a challenge. Hosting a challenge is a great way to give your audience quick results by getting them to take action. The purpose of a challenge is to show your audience that you can get them results on a very small scale, just from a few, quick days. This makes them super eager to jump at the chance to buy your digital product because you’ve already gotten them results from your free challenge that they can only imagine the types of results they’ll get from your paid product.

Challenges typically last 3-5 days and you encourage your audience to take 1 small action each day during the challenge. You can deliver your challenge content in a variety of ways, including pre-recorded videos, live videos, Facebook Lives, worksheets, email. Whatever way you think is the best way for your audience to receive the information is how you should give it to them.

The key to getting people to actually take action during your challenge is to give people quick wins. A quick win is when they take a tiny action step and get results immediately. You aren’t trying to teach them everything in this challenge, you’re just showing them that you know your stuff, you can help them get results, and you’re establishing your expert authority.

2. Webinar/Training

The second type of event is a training. This can be referred to as a training, webinar, or masterclass. It’s a pre-recorded or live video where you teach for at least 30-60 minutes and then announce your digital product at the end.

There are so many ways you can deliver a video training. You can host it on your own website, through Facebook Live, Zoom, YouTube, or a webinar host. It really matters what way is easiest for you and where you feel most comfortable teaching.

You also want to make sure that whatever platform you choose allows you to deliver the content the way you’d like. If you want to share your screen, or be able to see questions that come in during the live premiere of the training, you need to make sure that you can do that where you’re hosting your training.

3. Workshop

A workshop is similar to a training, except your audience will be taking action and actually working during the workshop. They should end up completing something by the end of the workshop. For example, maybe your digital product is a 90 day marketing plan course where they map out their content strategy for all of their content platforms including social media, email, their blog or podcast. Your workshop could walk them through creating a 30 day Instagram strategy where they create their Instagram strategy while watching the workshop.

Since a workshop is interactive, you might have a workbook that they fill out as they watch, activities to complete, or exercises.

4. Video series

The next event you can host is a video series. This is when you’ll create 3 or 4 videos to deliver over 3 or 4 days to your audience. 

A video series is a great way to get people used to seeing your face and be seen as an expert. People love video content and really start to feel like they know you when they see you on video.

The key to a video series is to teach them just one tiny thing a day. You aren’t delivering 4 videos that should be online course lessons. You want them to be quick + actionable enough where people can listen and learn something amazing or take a quick action that helps make their life or business better or easier.

You don’t need to give them the whole pie here, you just need to give them a taste to get them to want more.

Your videos don’t have to be fancy. There’s no need to order a new webcam and ring light for your launch. Use what you have and improve as you and your business grows. Your videos can be a few minutes long, have powerpoints, just be face to face with the camera, you can host them through Facebook Live, or Zoom, or self-host them on your website. Whatever way is easiest for you, do that.

EP 08: How to Pre-Sell Your Offer (+Why You Should)


how to pre-sell your productI’m really excited for today’s episode because we’re going to talk about how to pre-sell your offer and why you should. The cool thing about a pre-sale is that you basically get paid to create your product. Which is amazing, right?! And when you pre-sell something, you get to verify that there is a need and people are willing to pay for your product before you spend all that time creating it.

What does pre-selling mean?

Let’s back up to what pre-selling means. Pre-selling is when you would launch, but you wouldn’t have actually created the product yet. You might have created the first week or two of content for a course, but you wouldn’t create the entire thing.

How you sell this during your launch is you just tell people when they’ll get access. So maybe you’re launching a course, you can tell them that the course will start on a specific date and they’ll get access to one module every week for 6 weeks.

Or if you’re launching a workshop, you can have people buy it and tell them that they’ll get access to the workshop on a specific date.

Why should I pre-sell?

The purpose of this is that you can ask people if they’ll pay for something and they might say yes, but when it comes time to take out their wallet and actually buy it, that’s a different story. You want to validate your idea and create something your audience really wants. You want to make sure people are willing to pay for this and you don’t waste time creating something that your audience isn’t interested in.

You will create your free opt-in which you’ll promote during your pre-launch, so you’ll have a list of warm leads, but a pre-sale helps you move them from free content consumer to paying customer. Getting someone to sign up for a freebie is much easier than getting them to buy your product. By offering the pre-sale you’re saving yourself a ton of content creation time and you’re getting paid to create the product because once people start buying, you know the demand is there.

How to pre-sell

Now let’s talk about how you can get your product ready for pre-selling. You want to make sure that you have everything that your product will consist of mapped out. Figure out what it is you’re going to create, topics you’ll cover, templates you’ll create, how you’ll deliver the content, will you create video trainings or workbooks, or will you deliver the trainings live each week, etc. You want to know exactly what you plan on giving your buyers so that you can tell them what they get on your sales page. You don’t want people to question what they’re going to get and not have an answer for them when they ask how it will be delivered.

You also want to make sure you give yourself plenty of time to create and deliver the content after the pre-sale. That’s why I recommend having 1 or 2 weeks of a course created before you launch so you aren’t cramming to create a module a week and you have a little bit more time. Figure out what steps you’ll have to take to create your product and then map it out in your project management system. Start assigning due dates to yourself of when you’ll be able to work on each step so you can see how long it’s actually going to take to create it. Then, you can share that date with your audience and put it on your sales page to let people know that’s when they’ll get access.

Pre-sell urgency factor

Since you’ll be pre-selling your product and it’s not created yet, you can offer this is a discount price and actually tell people that it’s a pre-sale. You can use that as an urgency factor and let your audience know that once the product is created and you re-launch it, it’s going to be more expensive. Then, you can gather testimonials from the people who bought during your pre-launch to use on your sales page once the product is created.

If you take away one thing from this episode, let it be this: don’t waste weeks or months creating something before you know people are willing to pay for it. Use that time to pre-launch and pre-sell your product and then once you have customers, create it and deliver it.

EP 07: 5 Ways to Grow Your Audience Before You Launch


5 ways to grow your audience before you launchIn today’s episode, I’m going to talk about 5 ways to grow your audience before you launch so that you have people to launch your digital product to.

Guest speaker

One big way to grow your email list and social followings is to get in front of other people’s audiences. Think of a few topics you’d love to talk about and research some business owners in similar industries as yours. Start connecting with them on social media, share their content, send them an email and ask them to go for a virtual coffee date with you on Zoom. Just start making connections!

Some ideas to help you get started are asking to be a guest on a podcast, doing an Instagram story takeover for a day, doing a Facebook Live in a Facebook group, or hosting a training in someone’s membership.

Find out people’s offerings and what content platforms they’re showing up on and then decide the best way to go about pitching them.

Another great way to get in front of new audiences is to be a speaker for online summits. These are really popular and it’s a way to get in front of multiple people’s audiences, with just one presentation. 

Joint ventures

Another way to grow your audience is to do joint ventures with people who have a similar audience. You could do a joint venture training or webinar where the two of you put together a presentation and promote it to both of your audiences. You could even use this to announce the launch of your product and do a collaboration with special bonuses from your partner.

Host a giveaway

A giveaway is a great way to grow your audience because people love free stuff. The key to a successful giveaway is to choose something to give away that your ideal client really wants and that relates to your product so that you’re filling your email list with warm leads. You don’t want to offer an iPad and then you’re getting a bunch of random people who just want an iPad and don’t care about what you offer.

When choosing what to give away, ask yourself what types of things compliment your product. For example, if you’re launching a course teaching people how to use podcasts for their business, you could offer a free spot in your course along with a Blue Yeti microphone. You don’t have to include physical products, but coming up with fun things that compliment your product and excite your audience will get people eager to sign up. 

Host a list building event

The next way to grow your audience is to host a list building event where you’ll announce your new product at the end of the event. This could be a challenge, video series, webinar, or workshop. You promote this event heavily for at least 1-2 weeks during your pre-launch and it gets people excited and ready for your launch. I go into more detail on list building events and which one is right for you in episode 9.

Affiliate program

A bonus way to grow your audience before you launch your product is to create an affiliate program. An affiliate program is where you’d ask people with a similar audience to share your product with their audience and then you’d give them a commission for the people they refer to you who make a purchase. You can set this up pretty easily on WordPress with the AffiliateWP plugin or most course websites have some type of affiliate program you can use.

Your affiliates would promote your launch to their audiences which will get more eyes on your product and grow your audience. Make your affiliate program as easy as possible by creating email swipe files and promotional graphics for your affiliates. The easier you make it for your affiliates, the more they’ll share.

There are 5 easy ways you can grow your audience before your launch! Start planning now what strategies you’ll use to grow your audience so that you have warm leads on your email list ready to buy your new product.

EP 06: 4 Step Content Blueprint to Launch Your Digital Product


4 step content blueprint

In today’s episode, I’m going to share my 4 step content blueprint to launch your offer so you can easily come up with content topics that are designed to sell out your new offer.

The content you share leading up to your launch is just as important as the content you share during your launch. In the weeks leading up to your launch, you want to educate your audience on your offer topic and make them eager to learn more.

The most common struggle I hear from clients is that they don’t know what content to share on social media or their blog, podcast, or YouTube channel, etc.

I totally understand because I used to be the exact same way. When I was trying to think of content topics for my audience, I would open up a blank Google doc or grab a fresh notebook from my latest Target run and try to come up with ideas.

The issue with that was I didn’t have a structured blueprint that helped me create content that was designed to get people to buy my new product.

Now, I use a 4 step content blueprint to come up with at least 25 content ideas in 30 minutes or less. The best part? Once I start running low on content ideas I can just do the process again. It’s a repeatable system that you can use every time you need new content ideas.  

Step 1: Offer Topic

Your first step of your content blueprint is your offer topic. This is the topic of your new product. Let’s say you’re launching a new course about teaching people how to use Asana. You would start off with writing Asana as your step one.

Step 2: Content Pillars

Step 2 is coming up with your main content pillars. These are your content categories that directly relate to your offer. Come up with 3-5 content pillars that relate to your product and write those down. These are meant to be high-level topics. Back to the Asana example: you might write: Tech tutorials, team management, workflows, pretty high-level topics. We’re going to break them down further in a second.

Step 3: Sub-category

Step 3 is creating sub-categories that stem from your main content pillars. It’s time to get more specific on what type of content you’re going to focus on during your launch. You’re going to create 3-5 sub-categories for each content pillar. Your sub-categories are smaller, low-level content ideas that go under your big content pillar. Ex: Under the tech tutorials content pillar you might put, getting started with Asana, managing projects in Asana, and working with a team in Asana.

Step 4: Post Topics

Then you’re going to move to step 4, which is where you’ll create your post topics. This is when you brainstorm possible topics for you to share on your blog, podcast, YouTube, or social media accounts. You don’t have to use all of these, and you can come up with more SEO friendly titles later, but this is where you’re going to get started.

Example: Let’s take that “working with a team in Asana” sub-category and break it down into post ideas. You might come up with post titles like: Adding Team Members to Your Asana Account, Track Your Team’s Progress During a Launch, Assigning Tasks to Team Members. You can see how these are really specific topics and directly relate to the main offer topic.

Here’s a sample of what that would like look after you map out it:

launch-content-map

I always choose 5 content pillars and then try to come up with at least 5 topic ideas, which gives me 25 content topics to talk about during my launch.

I also go through my content topics and highlight which ones I think would be best as long form content (like blogs, or podcast episodes) and which one’s I’d prefer to talk about on social media or emails.

Once you’re done with that, you’ll have all of your content topics ready to schedule in your launch calendar. If you haven’t already, download your free 8 week launch calendar now so you can schedule your content topics.

EP 05: 4 Steps to Create Your Launch Content Plan


4 steps to create your launch content plan

In today’s episode we’re going to talk about the 4 steps to creating your launch content plan. You want to be super strategic with every piece of content you’re creating during your pre-launch and launch. You want to create a content plan so that each piece of content has a purpose, and you aren’t stuck trying to figure out what to publish on your blog the day before you’re supposed to hit publish.

By creating a plan, you can create a content journey for your audience and guide them through what pieces of content they need to learn in a specific order before you announce your product.

1. Choose your platforms

Your first step in creating your launch content plan is to choose which platforms you’ll be posting content on.

I’m going to share what my content strategy is in a second but I want to say this first: if you’re just getting started marketing your business, choose one content platform and one social media platform. You don’t want to overwhelm yourself and try to be everywhere right out of the gate.

A content platform would be something like a blog, podcast, or YouTube channel. Your social media platform would be Instagram, a Facebook page, a Facebook group, Twitter, etc. If you’ve been marketing your business for a while and you have a content marketing system that works for you, stick to those platforms.

Take a peek at my strategy:

I create podcast episodes and I release them Netflix style with an entire season at a time. I then promote one episode a week to my email list, which I send out on Tuesdays. I also take my podcast scripts and upload them as blog posts to my website. Then, I break down each episode into at least 2-4 social media posts for me to share on Instagram and in my Facebook group. I might share them in my Instagram feed or Instagram stories and I might publish a written post in my Facebook group or go live to elaborate more on a specific topic. Whichever way feels right to share on social media is what I go with.

Even though I’m using a few different platforms to share content, I’m only creating one big piece of content. I’m just taking that one piece of content and repurposing it to turn it into 7-9 pieces of content.

The key with your content strategy isn’t to reinvent the wheel and create new content every single day. The key is to create one epic piece of content each week that you can share on your main content platform and then repurpose it and use it on multiple different platforms to grow your reach and get maximum exposure.

2. Choose your content topics

Next, is my favorite part about your content plan, choosing your topics! When thinking about the content you want to share leading up to your launch, ask yourself what content your dream customer needs to hear or see before purchasing your product.

I go more in depth into coming up with your content topics and in episode 6 so be sure to listen to that next to figure out exactly what content topics you’ll share.

3. Create your content schedule

Now it’s time to open up your Project Management System, like Asana or Trello, or grab your calendar so you can plan out your content and launch dates. I like to work backwards by choosing the launch date for when I’ll announce my new product and then add in all my content dates. Give yourself about 4-6 weeks to share content that relates to your offer leading up to your launch.

Creating your content schedule is super easy and will save you a lot of time and sanity throughout the month when you know exactly what to post each day. Start by picking one day a week to share a super valuable, longer piece of content each week. This might be a podcast episode, blog post, or video. Then pick what days you’ll post on social media and send emails each week.

Take a peek at my strategy:

I typically post Instagram stories every day
Monday: IG feed
Tuesday: Podcast episode goes live, gets published on blog, promote podcast ep via email, IG stories, IG feed + FB group.
Wednesday: IG feed + FB Live
Thursday: Promo podcast ep on IG stories
Friday: IG feed
I also typically post Instagram stories every day

4. Scheduling your content topics

Your next step is to write down which topic you’ll talk about each week. Grab your list of topics you came up with and start putting them in the order they should be shared. Think about the content journey you want your ideal customers to go through over the next 4-6 weeks leading up to your launch.

Once you know what order they’ll go in, add them to your PM system and assign them to yourself or your team so you can stay on track and know exactly what you’re working on, without getting distracted.

Once you know what topic you’ll be focused on each week, start filling out the rest of your calendar with when and where you’ll promote your longer piece of content and share any other content your audience needs. I like to share behind-the-scenes content on Instagram and do mini trainings in my Facebook group on topics I think are important.

My best tip for a successful and stress free launch

I’ve worked behind the scenes of dozens of businesses and, of course, run my own, so there’s one thing that I’ve seen that can keep any launch on schedule and stress free: keeping everything in a project management system!

The launches I’ve been a part of that were not mapped out in a PM system typically led to things getting missed and forgotten or everything was worked on last minute and the launch felt stressful and rushed. That is not the kind of launch you want!

I know you are a go-getter and have an amazing product to share with your audience, so take the time to add all of your content topics to your PM system along with any tasks that must be completed to get your content created, scheduled and promoted. Go through each task and add due dates and make sure it’s realistic for you to finish the tasks you say you’re going to each day.

Ep 03: What’s a Pre-Launch + Why You Need One


what's a pre-launch and why you need oneYou’ve heard me talk about the pre-launch phase before but I’ve seen so many people try to skip the pre-launch phase and then they’re left with lackluster results during their launch and they don’t know why. In today’s episode, we’re going to talk about the purpose of a pre-launch and why you shouldn’t launch without one.

What’s a pre-launch?

The entire purpose of your pre-launch is to fill your email list with warm leads of people who want your new product and to build your expert authority on your product topic.

You’re going to pre-launch for at least 6 weeks. During those 6 weeks, you’re going to be sharing weekly free content that establishes you as an authority in your industry. You want to create one epic piece of content each week, whether that be a blog post, podcast episode or video on your YouTube channel. These are going to be your pieces of content that educate your audience on your product topic, they’re going to bust any myths they believe about your product topic, and help them take small action steps.

You want to create really great free content pieces during this time to warm them up for your product launch. They’ll be totally educated on your product topic and ready to buy when you launch.

If you don’t have this pre-launch phase and you just launch your product one day, then you’re spending your launch period educating your audience on why they need your product, showing that you’re an expert, and trying to sell all at the same time. Where if you do the pre-launch phase, you’ve been warming them up for at least 6 weeks and they’re ready to buy, they don’t necessarily need a lot of convincing.

You attract your ideal customers

A big part of your pre-launch is building your email list with warm leads. You do that through offering a free opt-in. Your free opt-in directly relates to your digital product, so it’s attracting people who are interested in your paid offer. This is how you grow your email list so you have people to launch to when you announce your offer.

Your free opt-in can be anything from a checklist, a calendar, template, mini course, roadmap, something simple that gives your audience one tiny piece of the puzzle and naturally transitions into your paid product.

For example, let’s say Ashley is going to launch a course teaching people how to use Trello to manage their projects + team for their online business. Ashley may create a free training that teaches her audience the basics of using Trello. This will help get people on her email list who are interested in using Trello and then it’s an easy transition to her paid product where she has all the Trello Templates they need for their online business that can easily upload into their account.

Throughout your pre-launch, you want to mention your free opt-in every day. Whether it’s in an email, a blog post, social media posts, a Facebook Live, keep mentioning it so that you get people on your email list.

Build your expert authority

You also host your list building event during your pre-launch. We go in-depth into your list building event in episode 9. It’s basically just 1-5 day event where you are showing your audience the types of results you can get them and you’re building your expert authority. This could be through a challenge, training, or video series.

Creating those 5 weeks of free epic content and promoting that free opt-in, and promoting and hosting your list building event are really important things to do before you launch. You don’t want to skip out on these things. If you’ve already launched a digital product and it was kind of a flop, you can still do this. Just re-launch it and follow my 8 week launch calendar, which you can get for free. It breaks down exactly what to do every week of your pre-launch and launch.

EP 02: 6 Big Launch Mistakes That Are Costing You Money


6 Big Launch Mistakes That are Costing You MoneySomething you might not know about me is that I’ve worked behind-the-scenes of dozens of businesses, which means I’ve seen a lot of digital product launches – from huge successes to total flops.

In today’s episode, I’m going to share the top 6 big mistakes I’ve seen when launching a digital product so you can launch YOUR digital product with ease and hit your sales goals.

Here are the top 6 big mistakes when launching a digital product:

1. Not having a plan

Having a date set to launch your digital product is not a plan.

You need to create a pre-launch and launch plan so you:

A) actually have people to launch to

B) aren’t running around jumping from task to task everyday hoping you remember everything you need to do before you launch.

Grab a notebook or your project management system and start mapping out everything you’re going to do during your pre-launch and launch stages.

2. Launching too soon

You can’t just launch your digital product out of the blue and expect people to buy.

Your pre-launch phase should be at least 6 weeks where you’re educating your audience on your product topic, establishing yourself as an expert and gaining their trust.

Strategically planning out the weeks leading up to your launch is just as important as your actual launch.

3. Focusing too much on the features

There are 2 types of things you need to tell people about your digital product: the features and the benefits.

The features are what they actually get, like 6 modules, a workbook, a masterclass, live calls etc. But the benefits are what they’re really going to buy.

The benefits are the transformation your product is going to give your customer.

The benefits of your product might be that they’ll:

→ feel their stress melt away because they’ll have their entire business organized in a project management system

→ or they’ll finally be able to book that dream vacation they’ve been trying to fit in their schedule because they’ll have the reassurance that their business is running smoothly while they’re away.

Yes, people want to know the features, but people buy the BENEFITS.

4. Not talking about your product enough

I get it, you don’t want to be annoying. So you mention your brand new product on one of your Instagram stories, don’t see an immediate sale, assume it’s the worst thing in the world and never mention it again.

Fun fact, people normally have to see or hear about your offer at least 7 times before they buy it. SEVEN.

Which means you need to be telling your audience about your offer at least 7 times during your launch – and I know you’re an overachiever so I’m willing to bet you can do more 😉

You want to make sure everyone out there knows what your product is and how it can help them.

5. Not having any urgency factors

If you just launch your product and say “here it is, it’s $200 go buy it whenever you want”, that’s not urging people to buy. You want to include urgency factors so that your audience wants to take action now.

Whether it’s a price increase on a certain date or that the doors will close and they won’t be able to buy it anymore, include some type of urgency factor.

This encourages people to take action now versus saying they might check it out later and totally forgetting.

6. Not acting confident in your offer

This is a big one. I see people all the time on social media or in their email say “I created this course, I think you might like this” or “I just launched this program you might learn a lot from it” or “I just put up the sales page for my new program, check it out if you have time today and see if it’s the right fit for you”.

That’s not making me (or anyone else) want to jump out of my seat, click over to your sales page and pull out my credit card.

BUT if someone says “OMG I just launched this incredible thing that’s going to change your life and help you x, y, z, you need to go check it out right now”, then you bet your booty I’m clicking to check out their product!

If you aren’t excited about your product, no one else is going to be either. It’s crucial that you show up confidently, even if you’re nervous, and talk about your offer like it’s the most amazing thing on the planet because I know you didn’t create a mediocre product. You created something amazing and you need to let everyone know it.

Whew, I’m so glad I got to share those mistakes with you so you don’t have to go through the pain of wondering why TF your digital product launch flopped!

The really awesome thing is, these mistakes are really easy to avoid and now that you know what they are, you can avoid them at all costs.

Now you’re ready to launch your awesome offer!

EP 01: 2 Phases of a Launch


2 phases of a launch

Welcome to the first episode of the Let’s Talk Lady Biz podcast. I’m your host, Kayleigh Hannon and I help women launch their digital products using easy + profitable marketing strategies and then help them sell that product on autopilot, year round using evergreen funnels – all without using paid ads or expensive tools.

Let’s jump into today’s episode where we’re going to talk about the 2 phases to every launch.

Today, I’m going to break down what those 2 phases of your launch are and let you know what to do in each phase. By having this breakdown you’ll be able to create your launch timeline and see exactly what needs to happen at every step of your launch.

Two Phases of a Launch

Phase 1: Pre-Launch

The pre-launch phase is so important to having a successful + profitable launch. The purpose of the pre-launch is to start to educate your audience on your offer topic so they start to see you as an expert in that topic. You of course don’t want to launch something that your audience has never really heard you talk about before. Another purpose of the pre-launch is to attract warm leads who are interested in your product and get them on your email list.

What to do during a pre-launch

First, you’re going to share weekly content. You want to share weekly content leading up to your launch to educate your audience on your offer topic. You also want them to walk away from each piece of content with a quick win or learn something that will help make their life or business better or easier.

Different content types include blog posts, podcasts, YouTube videos, social media posts, live videos, emails. Any where you’re sharing free content is part of your pre-launch content strategy 

Decide what type of content works best for you and deliver it in a way your audience enjoys consuming content. If your audience is on Facebook and loves listening to podcasts, don’t reinvent the wheel here, go to where your audience is. It’s far easier to meet people where they are than try to move them somewhere else.

How long should you share free content for before a launch?

Set aside at least 5 weeks to share weekly content during the pre-launch phase. Make sure in every piece of content, you’re including a Call to Action telling your audience to sign up for a free opt-in that relates to your paid offer. You want to get people on your email list so they get your launch emails when you’re ready to launch. This is a huge part of setting your launch up for success and filling your email list with warm leads.

The second part of your pre-launch is to host a list building event

Your list building event is an event you’ll host to kick off the launch of your new offer. This can be done as a challenge, a webinar, training, or a video series. After your 5 weeks of content, you’re going to promote your list building event for 1 week. Spend a full week promoting your event to get people signed up and on your email list. You want to mention your event every day because this is where you’re going to announce your new product and when people are going to be the most excited to buy.

After you promote your event for a week, it’s time to host your event! Typically, an event will last anywhere from a one-time webinar to a 4 day series. You’ll announce the launch of your new product to the people who signed up for your event, either at the end of your webinar or on the last day of the series.

Phase 2: Launch

As soon as you announce your new product, you’ve transitioned into phase 2 which is your launch.

Your launch is when people can officially buy your product. This is the period from when the cart is open to when the cart closes. Having an open/close launch encourages people to buy because they know the offer is going away and they don’t want to miss out on it. You might be sitting there saying “but Kayleigh I want this to be evergreen so that I don’t have to keep launching it”, don’t worry I’ll teach you how to put it on evergreen the second you close the doors BUT it’s important to have an open/close launch the first time you launch it.

The launch Phase is broken down into 2 different parts with 2 different urgency factors to increase sales + boost conversions.

Part 1: Fast Action Bonus

Rather than just opening the doors for your new product and people waiting to decide until the last minute to join, offer an incentive if they join within the first 48-72 hours after the offer goes live.

Incentives could be a price increase after that time period or special bonuses that disappear after that time period. This will encourage people to sign up quickly instead of putting off the decision to buy.

Part 2: Doors Closing

Closing the doors to your product is going to make people take action now because they know the offer is going away. Pick a date and time to close the cart for your product and make sure to remind your audience on social media and in your emails that the cart is closing and they need to act now.

There you have it, the 2 phases to every launch! Now that you have an overview of the launch phases, it’s time to plan out your launch. Head over to letstalkladybiz.com/podcast to download your 8 week launch calendar now.

How to Create Your Launch Plan in Trello

Create your launch plan in Trello + video tutorialTwo crucial parts to having a successful launch are creating a step-by-step to get your new offer launched and staying organized throughout your launch process.

Today, I’m going to help you create your launch plan in Trello so that you know exactly what to do every day and have all of your launch pieces in one place.

Tutorial

I hosted a Facebook Live in my FB group showing how I have my launch mapped out in Trello. I show you what my Trello launch board looks like, the 4 different phases I have it broken down into, and how I’ve mapped out each task.

If you’d like to see the BTS of my own Trello board, watch it below.

High-Level Tasks

To get started, grab a piece of paper or open up a new Trello checklist and start listing out every high-level task you can think of to get your offer launched. High-level tasks are general tasks like “write 5 blog posts” instead of low-level tasks, like “choose blog topic, write outline, write post, format post”, etc. At this point, you aren’t getting into the nitty gritty of your workflows and all the steps necessary to complete your high-level tasks.

Once you have a good idea of what you’ll need to do over the next couple months, start moving those tasks over to Trello. I personally like to create individual cards for each high level task. Here’s a peek at what my Trello board looks like:

trello-launch-plan

Subtasks

As you can see from the picture, each card is a high-level task and they each have subtasks. Where it says “0/8” means there are 8 subtasks for me to do before the high-level task is complete. If you already have your workflows written out for some things, like blog posts or sending newsletters, you can copy + paste those here instead of starting from scratch.

The great thing is, once you launch once and figure out the steps you need to take, you can use the same system over and over. That’s why I love having a template in my project management system to copy for every launch.

Adding Timeframes

Now that you know all of the tasks you need to complete over the next couple months, it’s time to start figuring out how long each task will take you. When I started out my business a few years ago offering Virtual Assistant services, I had to track my time for all of my clients. I used Toggl (a virtual stopwatch) to track every little thing I did.

To be honest, it was totally annoying at first having to start and stop the timer for each task! BUT knowing how long it took me to get things done for my clients became really useful. Most of my clients would assign the same types of tasks every week or month so knowing how long each task would take helped me plan out my schedule.

I started timing myself when I’d work on my own business tasks and was able to plan out my schedule more effectively and create manageable daily to-do lists. This way I wasn’t scheduling 5 hours of work in a day when I only had 2.

If you’ve never tracked your time before, I highly recommend it. It will also help you get an idea of how long things will take for future launches. You can estimate how much time each task will take for now and just write out the time on the side of the subtask, like the below picture.

trello-launch-plan

Add due dates to tasks

Start going through and add due dates to your tasks. To point one a key difference in Trello and Asana (another PM system), Trello does not let you add due dates to subtasks. You need to add the due to the high-level task, so each card has ONE due date. In Asana, you can add due dates to each sub-task as well.

When managing your launch in Trello, you need to find the best way to do every subtask without leaving them until the last minute that the high-level task is due. Personally, I put all my high-level task cards in order and pick a due date for each one after I’ve added my timeframes and know how long they’ll take me.

I have limited time to work each day since I work at home with my 2 kids so I have to know exactly what I’m working on and when. I start going down my launch to-do list and know exactly what I have to do, in the order I have to do it. This really helps me stay on track and not get caught up in things that don’t really matter (like the branding of a product or spending hours creating launch graphics).

By adding the timeframes, I really only allow myself that amount of time per task. So if I set aside 30 minutes to create the launch graphics, that’s how much time I allow myself. Otherwise, I find that I can lose track of time and spend way too much time on small details when I could be knocking off other things from my to-do list.

launch-project-management-trello

Assign Tasks to Team Members

This part is only if you have team members who will be helping you out during your launch. Once you have everything mapped out with due dates, you can start assigning each task to specific team members.

If you don’t currently have any team members, definitely pay attention to what you’re working on throughout your launch and ask yourself if there’s anything specific you’d like to hand off in the future. This will help you choose the best team member when you are ready to grow your team.

Now you’re ready to plan out your launch in Trello!