Over the last couple weeks with clients and peers, the topic of launching has come up several times. More specifically the “failed launch.” For some people a failed launch could mean only one or two people buying. For others, it could be 20 sales when they were expecting 100.
I remember when I launched my very first program in January 2014. I had no idea what I was doing. I had done a challenge and was not intending on selling anything, but people were so excited, so I thought maybe I should.I put together a program (I don’t even remember the price now) and I offered it at the end of my challenge. Guess how many buyers I got? None. A big fat zero. I was so embarrassed, but looking back now, I can see so many things that I did wrong.
When you don’t get the results you desire from selling a program or services, it doesn’t necessarily mean that there is anything wrong with the program itself. And it definitely doesn’t mean you should quit. Here are 5 things to consider before launching your next program.
“Chances are you don’t have to change everything, just one little piece. And that can make all the difference in the world.”
1. Ask yourself what makes you buy?
What are you own buying habits? What features benefits make you say yes? Chances are, your ideal clients will have the same or similar buying habits, which brings me to #2
2. Put yourself in their shoes.
While a lot of times, our ideal client is similar to us, we have to remember they are not us. Even if our idea can be described as you 3 years ago, you have to think back to what you were feeling at that time and how that stacks up to what they are going through right NOW.
3. Don’t reinvent the wheel, just change one of the spokes.
If you have experienced a “failed” launch or a launch that wasn’t up to your standard, instead of scrapping it completely or changing the entire thing, take a step back and look at what worked and what didn’t. Chances are you don’t have to change everything, just one little piece. And that can make all the difference in the world.
4. Don’t change the system, change the delivery.
Similar to what I was saying above, maybe it’s not the content or the information in your program, but the actual delivery. Maybe you offered a group program when your ideal prospects prefer 1:1 time. Maybe you have 456 video tutorials and your people prefer audios and PDF’s. (Not sure? Survey them.)
5. Finally, ask yourself if your KLT was in place when you launched.
A lot of people think the launch starts as soon as the sales page is up or the cart opens, but that’s just not true. Launching needs to start way before that. I suggest anywhere from 6-8 weeks before you announce your product or service, you should be giving extra amounts of content, free stuff, engaging your audience and getting them excited for when you do announce your program.
If you’ve experienced any less than stellar results when launching, be sure to check in and evaluate. Don’t just throw in the towel and start completely over. There are a lot of factors that play into a successful launch, and sometimes, just one thing out of place can throw everything else off.