How to launch your offers again (and again!) to make more sales
Feb 13, 2024
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Learn how to refine your launch offers for better sales by analyzing previous launches, sending a non-buyer survey, and making necessary tweaks. Understand the importance of understanding customer needs and analyzing launch numbers. Discover the read method for reviewing an existing launch and the importance of messaging tweaks to effectively communicate the offer's value. Explore what information the ideal client needs during a launch and how to bridge the gap between their current situation and the desired outcome.
Analyzing key metrics at each step of the launch process provides valuable insights for improving future launches.
Utilizing the READ method (Repeat, Edit, Add, Delete) during the review process allows for comprehensive assessments and improvements in future launches.
Deep dives
Launch review and the importance of looking beyond surface level numbers
When reviewing a launch, it's important to look beyond surface level numbers such as the number of students or dollars made. These numbers alone don't indicate whether a launch was successful or not. The success of a launch depends on various factors. For example, a launch with five buyers can be objectively successful if it effectively targeted the right audience and achieved its goals, while a launch with 50 sign-ups can be considered a failure if it didn't convert well. To understand the big picture and identify what worked and what didn't, it's essential to analyze each step of the launch process, including metrics like the number of people who viewed the lead magnet download page, conversion rates, live webinar attendance, and overall conversion rate. This thorough analysis provides valuable insights for improving future launches.
The launch review process and the READ method
After completing a launch, the next step is to review the entire process. Utilizing the READ method (Repeat, Edit, Add, Delete) allows for a comprehensive assessment of the launch. The Repeat component focuses on identifying successful elements that should be utilized again in future launches, such as webinar topics or effective sales page content. The Edit aspect involves making necessary adjustments based on identified issues and feedback received, tailoring the launch to better meet the needs of the target audience. Additionally, the Add step entails introducing new elements or features, like coaching upsells or additional support, to enhance future launches. Lastly, the Delete phase involves removing unnecessary complexities or ineffective components, streamlining the launch for better results.
Messaging tweaks and addressing knowledge gaps in the launch process
During the review process, it's crucial to consider messaging tweaks and address any knowledge gaps that may have hindered the success of the launch. Non-buyer surveys can provide valuable insights into why potential customers didn't make a purchase, such as misconceptions, hesitations, or knowledge gaps. By understanding these factors, adjustments can be made to messaging across various platforms, including sales pages, webinars, cart open emails, and social media content. Effective messaging should clearly communicate the value of the offer and dispel any misconceptions. Addressing knowledge gaps ensures that potential customers have the information they need to make an informed decision and feel confident about the offer's suitability for their specific situation. Bridging the "Magician's Gap" and ensuring content moves potential customers closer to readiness to buy is vital for successful launches.
When I talk about launching I'm usually referring to a live launch—which isn't something you just do the first time you launch a brand new offer out into the world. If you're only launching it once, then you're leaving money on the table. In today's episode, I'm sharing how you can review your launch to refine, rinse and repeat for more sales next time.
- Why sending out a non-buyer survey while the launch is still fresh in your audience's mind is so important. - Why looking at the numbers at each step gives you context and tells you more of a story about what worked and what didn't. - How using the READ method will help you to review your entire launch. - Why reviewing your messaging is so important to bridge the parts of the Magician's Gap that you may have missed.
