Should you live launch every offer? 6 times when I wouldn't
Feb 18, 2024
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Discover when live launching your offer may not be necessary, like with low-ticket offers or custom services. Learn how understanding your audience's urgency and journey can guide your launch strategy. Find out why some offers can flow naturally without a live launch process. Explore the benefits of live launching for cohort-based or seasonal offers to address buyer hesitations.
Live launching low-ticket offers may not be necessary when highly specific and backed by social proof.
Live launching is essential for time-sensitive offers and may not be needed for seamless backend offerings.
Deep dives
When to Avoid Live Launching
There are several scenarios in which live launching might not be necessary or effective. Firstly, if your offer is considered low ticket and easily accepted by your ideal client, a live launch may not be needed. The definition of low ticket depends on your specific audience, as what may be considered high ticket for some could be low ticket for others. Additionally, if your offer addresses a problem that is only relevant at a specific point in time, such as a copycat kit for businesses dealing with copyright infringement, a live launch may not be necessary as clients will only seek it once the problem occurs. Finally, if you have a backend offer that naturally flows from a previous one, such as a membership program following a one-on-one service, a live launch may not be required as it can be promoted through tailored sales strategies without the need for a cart open and close period.
When to Live Launch
On the other hand, there are three situations when live launching can be highly effective. Firstly, if you have a cohort-based offer with a clear start and end date, such as a course or a membership program, live launching is well-suited. This allows you to lead your audience through a structured journey, bridge the magician's gap, and create a sense of urgency before the doors close. Secondly, if your offer is considered a painful investment, has a large magician's gap, or requires building trust with the buyer, a live launch is essential. It enables you to address hesitations, provide free content to bridge the gap, and establish trust through live components like masterclasses. Finally, if you have a seasonal offer or one that is only relevant at certain times of the year, a live launch ensures its timely promotion and maximizes sales during the period when it is most relevant to your ideal client.
Live Launching Strategies
When live launching, it is important to have a clear deadline for potential buyers to join. This creates a focused push and allows you to guide your audience through the launch process. Live launching is particularly effective for courses, memberships, and programs. It is also a sustainable sales strategy as it involves a limited time, focused energy push followed by a period of rest. If you are aiming to add or scale live launches in your business, programs like Launch Magic can help you create a rinse-and-repeat launch strategy for your offers to generate more sales and freedom in your business.
While I'm a big believer in live launching your offers, there are some circumstances when I *wouldn't* live launch. In today's episode, I'm sharing 6 times when I wouldn't launch an offer live (and 3 times when I *absolutely* would).
- Why live launching a low-ticket offer is not always necessary, especially when it's super specific and you have a lot of social proof. - How understanding the timing around specific problems your audience has can help you to decide their urgency and whether to live launch. - Why observing your customer's journey and how they move through your offer suite can determine which offers flow naturally from one to the next and which ones could be live launched. - Why customising packages for clients or offering a done-for-you service does not normally require a live launch process, especially if you're only working with small numbers of clients.
