You’ve seen big launches where everyone is talking about a particular product. The Empire Building Kit, Trailblazer, B-School, the semi-annual Only72 sale – and all of them have something in common.
Over the past 5 years, I’ve been involved in a lot of launches, including those listed above. Whether I was consulted on the launch, an affiliate, or a contributor to the product, there’s nothing I haven’t seen from behind the scenes of what it takes to build epic launches.
Here at Productive Flourishing, we consistently work with top talent in and out of our space, but there’s an unfortunate common denominator when it comes to launch time. Wonderful, compassionate, otherwise brilliant people are ruining their chances at success online because they don’t know how to effectively package and market their offerings. These are good people – and they make basic mistakes regarding their launches.
That’s why we’re going to get over unsuccessful launches together. Launching is a crucial process to understand if you want to be successful online, so I’ve put together a class just for you.
The Epic Launch Class
Launch Your Product the Right Way
The Epic Launch Class is a 4-week course made up of 12 core topics you need to run a successful launch. Formed from the extensive experience I’ve gained from helping engineer countless epic launches, working with hundreds of business owners to improve their business tactics, and conducting workshops for the best and brightest entrepreneurs out there, The Epic Launch Class will get you what you need now so your next launch will increase your profits, get you more customers, and help you grow strategically.
What It Takes To Have An Epic Launch
The biggest lie in entrepreneurship is “Build it and they will come.” Having a great offer is not enough. With the level of noise out there, your product has to create signal – and that requires several key components:
- A supportive network of colleagues and influencers that will help promote your launch
- A great sales page that explains exactly what the offer is
- An thorough understanding of your ideal customer
- A marketing plan to get your offer in front of the right eyes
- A pricing strategy that positions you well and makes the value of your offer clear
- A plan to execute great follow-up after your product is purchased
These are the basics you need to create enough signal to stand out in a crowded market. No matter how good your product is, without creating the right buzz around it, it’s not going to have enough support to reach critical mass.
The problem is that too often we’re not taking actions that are effective. As busy as entrepreneurs are, it’s crucial you know what actions are going to create the biggest impact. You can hit critical mass with a launch – but you have to understand the mechanics behind what make launches work.
If you’re ready to launch your product right, click below to get started.
I’ve priced this at a point that makes it an incredible value. If your product is a $197 offering, just one sale will pay for this 4-week intensive. Even if your product is $97 or $47, you can see how quickly this course will pay for itself.
Learning how to launch more effectively is a no-brainer for online entrepreneurs – if you want to make money, you have to sell. If you want to sell, you’ve got to launch. And if you don’t want to be on the constant cycle of launching to keep your biz in the black, you need to know how to do it right.
The fact is, launching has a learning curve, and if you don’t have the right foundations in place, your launch will fail. There are many reasons launches fail, but I wanted to highlight some of the easiest to prevent.
6 Fundamental Reasons Launches Fail
1. You don’t have a big enough audience.
Let’s say you’ve got an email list of 100. It’s interesting how easy it is to set a sales goal of $10,000 for an offering when it’s set at $197 – but the fact is, only 1-5% of your email list will convert to sales. The numbers just don’t stack up for a mega-launch. (You can still have a successful launch with 100 subscribers, but you have to have realistic expectations and different metrics of success. We cover this in the course.)
2. Your sales page is ineffective.
A major mistake commonly made during launches is the language used around the product being sold. You don’t need red-type sales text and giant buy buttons to have an effective sales page, but you do need to say what the product is and explain what your customer is getting.
3. You don’t have the credibility or social proof to back up a launch.
If you’re brand-new to the online space, you can’t expect tons of sales and instant success. I’ve been at this 5 years, and that’s a long time to build up trust. You need testimonials, brand evangelists, and big names in your space to vouch for you until your brand can stand on its own.
4. You develop a product your audience doesn’t resonate with or isn’t worth selling.
How many e-products have you got sitting on your hard drive collecting digital dust because it turned out the product was crap? You don’t want to create a product like that, which means you need to create something that has actual value beyond launch hype. Identify the questions they ask you over and over again and create something worth buying.
5. You don’t have the network you need to help create launch momentum.
Effective launches don’t happen in a vacuum. You need to get your product outside of your immediate circle of influence, which means you need your network to help you promote. From interviews to guest posts to giveaways, your network can make or break your launch.
6. Your timing is bad.
If you try ignoring the Seasons of Business, it’s not going to work out for you. (That’s why I created Beat the Business Slump.) Additionally, ignoring the amount of time certain phases of a launch sequence take is a recipe for disaster.
Bonus Number 7: Your product name sucks.
I bet you don’t know what The Dojo is, do you? (Yep, I’ve sucked up launches before, too, so I know what it feels like.)
It’s so easy to think, “I’ll make a $20 info product and make boatloads of cash!” But if you’ve ever had a bad launch, you know that’s not how it works. You could spend all that time writing an ebook – but is it even what your audience wants? And even if they say it is, will they buy it? Part of the problem is not understanding that there is more than one reason to launch something – it’s not always the money.
The 3 Goals of a Launch
Productive Flourishing readers will recognize the graphic below, as it’s one of my key frameworks. Normally, I use this graphic to describe the three goals of business activities, the interesting part about it is can also be used to describe the different goals and functions of a launch.
That’s right – launches don’t just have to be about the cash flow. Especially when you’re getting started, as nice as generating cash flow is, it’s not necessarily your primary goal. If you get ton of visibility out of a launch, then the next time you launch you’ll have more opportunity to make sales because you’ll be a more known, trusted name.
Or perhaps you sell a handful of product, but it leads to an opportunity to do a joint venture with someone you really respect. The possibilities are endless, but the key here is that you can have an epic launch without making much money.
How does it work?
Every Monday for four weeks, we’ll send you the content for the week. The content will include:
- 12 content + action modules, available in video or audio-only formats, plus recorded versions of the 4 Q&A calls from the live class
- 12 worksheets to help you complete your action steps
- Downloadable slide handouts and transcripts
- A bonus resources section with more videos, links, and more
Each content module will be broken up into 3 easy-to-digest, 15-20 minute portions, so even the busiest entrepreneur can fit it into their schedule.
Ready to get started? Click here to sign-up.
What exactly will you learn?
We’re not going to be winging it in this class. I’ve selected the 12 most important topics and also what order they should be in for learning about launching. Here’s what you’ll be getting into:
Week 1 – First Considerations
Size Matters: The size of your customer base makes a big difference on how you should launch and what to expect from launching.
- Who’s Your Buyer?: Know what your prospects want to buy before you launch, not during it.
- Do You Have Something Worth Selling?: Value and benefits, not features or mediums.
Week 2 – Developing the Plan
- What Color is Your Launch?: Picking the launch style that’s right for you, your product, and your audience.
- Mobilize Your Network: how to build a network around you that will help you with your launch.
- Why Are You Launching?: It’s not always (just) about the money.
Week 3 – All About Your Product(s)
- How Does The Product You’re Launching Relate to Your Other Offers: Don’t waste a launch just to sell one product.
- The Product Type Helps Frame the Launch: How to develop the right product for the right launch.
- Is The Price Right?: How to figure out what to price your product.
Week 4 – Launch!
- The Systems That Power Launches: carts, autoresponders, and other techie tripups.
- Sales Copy That Works: How to get people to buy without being an asshat.
- Launch Sequencing: When and how to start sending out your marketing and sales materials.
While we’ll go into the nuts and bolts of launching in Weeks 3 and 4, discussing everything from carts to payment processors to software, I should warn you the first two weeks are the necessary groundwork for the rest of the course. The fact is that you can’t have an effective launch without doing the necessary pre-work first. For instance, trying to have an epic launch without a supportive network is crazy, so during week two we’ll help you assemble and build the genuine network connections you need to catalyze your hard work. We could just jump into the nuts and bolts of a launch, and you’d have an okay launch.
But I don’t want you to have an okay launch – I want you to have an epic launch.
From getting clear on your customer avatars to finding out how to launch in a way that feels good to you, you’re going to get a framework you can return to for answers to your launching questions.
Make the commitment to yourself and your business. Learn how to launch your product the right way.
FAQs – Fairly Anticipatable Questions
Here are some questions you’re likely to have that I want to go ahead and address:
How will I get the content of the course?
We’ll be sending out email notices that the course materials are ready on Monday. We’ll host the materials here on this site so you can decide to either download or watch them from there.
What if I’m not satisfied with the class?
I’m not all things to all people, so you might not be satisfied with the class – though you’d be one of a handful of people to ever be dissatisfied with a product of ours. If you’re not satisfied with the class, just let us know, and we’ll get it refunded to you. No hassles or hard-feelings. All I ask is that you attempt to work through a few modules before you ask, so you get a full flavor of the value of the class.
Do I need a product before I start the class?
No. It’d be better if you have a product in mind or at least to have been in business long enough that you have some potential customers since a lot of the course is focused on getting and having that feedback, but this would make a great preparatory course for people wondering how to launch products right from the start.
Am I going to be able to launch something in four weeks or is the course just four weeks long?
You could launch a product in four weeks, but that’s not my primary focus. My primary focus is teaching in the principles and techniques of launching in four weeks.
Heard Enough and Ready To Join the Class?
Sometimes people ask me if I’m ready to do something and my normal response is: “I’m always ready to do something awesome.”
I hope you are, too, and this course will arm you with what you need to know to make your next launch even better.