How To Diagnose What’s Not Working in Your Launch
It can be disheartening when after working night and day over a new offer launch things don’t go quite as you expected! Even having just a few sales can seem like a bitter pill to swallow in today’s world of social media bragging where it seems everyone is having 7 figure launches whilst barely breaking a sweat but the reality is that business is not a straight line and no success is overnight.
There is a really clear framework that I recently learnt that can help you quickly and easily pinpoint what’s not working in your launch so that you can focus on that area specifically for the next time!
1. Attract - are you bringing in the leads to your launch?
In the lead-up to your launch you need to be focused on creating a freebie of some kind related to your offer that will get you on people’s radar and be the first step towards guiding them to the realisation that you can help them with whatever problem it is that they have.
Now if you’re not getting any sign-ups at all and your audience doesn’t seem to be growing or engaging more (a HUGE audience isn’t always the be all and end all) then you know that you need to focus on a couple of things - one is your messaging. What is not hitting the mark with your audience? Are you using the language that they would use when talking about the problem that they face? Is your freebie something that they feel might actually help them?
Another factor with this area could be that you’re not getting in front of enough new eyes so going back to your marketing strategy and focusing on that for a bit maybe where you need to go - do you have a go-to platform that you’re being consistent with and really building an audience on?
2.Nurture - Are you turning those cold leads into hot eager buyers?
Maybe your lead magnet is performing really well and your audience is growing but you’re so focused on the offer that you’re creating and getting it out there to sell, sell, sell that in between joining your list and your open cart you are basically ignoring your list. This is a massive no-no!
More and more online coaches and course creators are noticing that the nurture window for their audiences is getting longer than before. There are a lot of factors at play here and it’s not that launching or the online course market is dead but consumers are more particular about what they invest and buy in and they want to feel certain that they’re going to get value from who they buy from. The days of quick and easy ‘spam’ marketing are over (thank god!) and so this can translate into a longer nurture period for someone coming in cold to your audience to buying from you. Make sure that you’ve got a great welcome sequence or a pre-sales nurture sequence that really showcases who you are, what you’re about and how you help your audience clearly.
3.Convert - are you consistently and effortlessly converting leads into sales?
This is where you really need to look at your back-end systems. Is it easy for someone to buy from you once they’re in your audience and have decided you’re the one for them? If you have low-ticket offers are they easy to find and pay for? Do you make the sales / purchase process easy and seamless for people?
If you’re offer is more high end and people need to apply, are you making this process clear to people, can they book a call with you? Really think about all of these things from the customer journey and check for broken links, overly complicated processes and that you’re automating as much of this as possible.
4.Offer - does your offer make people want to say yes instantly?
You’ve probably already heard plenty of times about making your offer irresistible but what does that even mean?! Making an irresistible offer isn’t about packing 1000 bonuses into a offer or creating the best looking course in the world. It’s about creating something that actually helps your ideal client overcome whatever issue they are facing in the most efficient and effective way possible. AND it’s also about communicating this to them rather than focusing on all the features, modules, value stacks etc on the sales page. Yes we can add those things in BUT before all of that we have to make sure that we’re communicating what the offer actually helps them with first and foremost.
5. Profit - Maybe you’re smashing all of the above but for some reason you’re still only making a little profit for all of this ‘stress’.
This is where we really need to get real and think about where we can tweak and streamline - do we really need ALL the softwares that you’re running? Are you putting a lot of money into ads which maybe could be looked at to give you a better ROI? Are you pricing too low? Do you have a lot of refund requests which are throwing your accounts off?
In the end, a launch should be seen as a learning experience rather than a failure. By implementing this framework and continuously improving, you'll be better equipped to achieve success in future launches. Remember, Rome wasn't built in a day, and building a successful business takes time, perseverance, and the willingness to learn and adapt along the way.
If you’re feeling stuck with your launch then why not hope on an audit call with us? We will talk through your course idea, launch strategy and the experience you want to create for your clients and make sure that everything is set up for your success. Click here to find out more.
