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Today’s talking points:

There is no ‘right way’ to launch despite what you might hear online. This week is all about figuring out what works for you and your business, so you can launch with ease!

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Next up in the freedom series, we are talking all things LAUNCHING! Love it or hate it, I am going to show you that there are more ways to launch than you may believe!

We’ll cover foundational launch and sales strategies but also how they can be changed and modified to fit you. We're here to break the rules and achieve consistent income our own way.

mastering launches

I love launching, it’s my jam and probably one of my favourite parts of my business. In the last couple of years, I've had eight really successful launches.

I see often that a lot of people get really burnt out by launching or feel like it isn't for them, or how they are launching doesn’t work for them and their lifestyle/availability.

Launching is essential for your business and my belief about launching is different from the way that a lot of people see it…

A lot of people view launching as just selling out one offer. However, this often means we’re living from launch to launch and trying to sell out each offer constantly. Then, if the offer doesn’t sell out or the launch doesn’t go as planned, we feel like a failure.

That is not the way that I look at it at all. I use launching as a system for the growth and scaling of your business.

By integrating the launch strategy inside your business model, each time you launch you build brand awareness, and authority, and show up powerfully for new leads coming into your world. So, if your offer doesn’t sell out, the system is already set up so your next offer will have more people in your audience.

I can use my own business as an example here:

In 2019, I launched the original version of the Busy To Boss Academy as a 12-week group coaching programme.
I had a goal of getting 10 people signed up but only ended up signing 4 clients. (Still amazing, but not close to my goal)
If I'd seen that launch as only selling out that offer, I would have classed the launch as a failure. However, looking back, I knew that showing up powerfully during that launch and serving those people inside of that programme would act as a system for my business.
What happened? The women inside the programme got amazing results and signed up to work with me in 1-1 coaching. I then researched and revamped the programme and it’s now my 12-month group coaching programme.

It's not about living launch-to-launch and banking on one launch to sell out your offer, it’s the idea that we create this system to consistently build authority and brand awareness for that offer and future offers.

A simple launch strategy

There’s a lot that goes into launching, but I want to cover the basics for those who aren’t familiar with launching.

The pre-launch stage

AKA the hype period. You're warming up your audience and bringing them through the awareness levels.

The pre-sale or waitlist

The pre-launch is where you usually give a lower price point option to those who are ready to work with you and buy the offer straight away. Only offer this for a limited time only to add urgency to the beginning of the launch.

Or if you don’t want to pre-sale, you can utilise your email list through a waitlist. You can capture your warm/ hot leads on your email list and nurture them and even offer a pre-sale just for them.

launch events

You then usually hold a launch event, which could look like a masterclass, a challenge, a workshop series, or a product reveal. You want to give people a taste of what it's going to be like working with you or buying from you.

public launch

It’s now time to launch! This is when the door is open for 1-2 weeks, and you are actively selling your offer. During this period you’ll likely be showing up regularly on social media and in your email list, sharing the benefits and transformations of your offer.

Then you move into a closed cart or a fade cart phase depending on what it is that you sell.

launches that work for you!

So we’ve covered the foundational, basic launch strategy but the key is making your launch work for YOU!

I have a repeatable launch strategy that I've used over and over again and I love live teaching. You might learn a lot from my launches and want the same for yourself. However, if you don’t love live teaching, then it isn’t going to work for you.

We need to think about your lifestyle, your circumstances, your time availability, and your business model.

I want to give you a couple of examples of how you can change these launch phases to suit you.

During my hype stage, my audience is usually very warm, but I still like to be in this pre-launch phase between 2-4 weeks. However, you might decide you only need 3-4 days, or you stay in this stage for a longer time at an effort that works for you. It depends on your audience, your level of visibility and your desires!
The launch stage for some might look like posting every day and showing up on stories with mini-training throughout the entire launch. For your launch, you might decide to take weekends off to spend time with your family, however, you still show up and serve your audience in the place where they are and are the warmest.
If you don't want to launch every single month, you don't have to. Instead, you could focus on creating more recurring revenue so you wouldn’t need to launch for 3-6 months if you didn’t want to. Or by creating offers that focus on upgrades or up-sells to avoid launching entirely.

There is never one right way to do things, and I hope this is a great reminder of that.

A launch timeline

This is an essential part of launching and scaling, especially if you're a service-based business.

We don't want to just launch random offers, we need to create an entire timeline of when we are launching each offer. We need to think again about the client journey and make sure there is an offer to target each of those stages.

We aim for our clients to move along our offers, so we would need to look at how long each offer goes on so we can suitably launch the next offer.

selling multiple offers

Q: Do you have to only sell one thing at a time?
A: No!

I believe in selling multiple things at once, but there's a secret to it.

If you're selling random things all the time, and you're not super specific in the messaging and the problem that it solves, then yes, it's possible to confuse your audience.

To avoid any confusion, you need to get really specific on each offer, what stage of the customer journey it's for and what specific problem it solves. This way there is no confusion if the offer is for them or not.