in today's episode, we'll be diving into the topic of LAUNCHING.

FIRST OFF: what is launching?

Launching, in the context of online coaching, refers to the process of introducing and promoting a new coaching program, course, service, or product to your audience.

This is where we want to create buzz, generate excitement, and of course, drive sales to your offering to attract and convert those potential clients that have been hanging out on your page.

This is typically a “doors open” and “doors close” type of thing, as opposed to rolling enrollment. We want to make a BIG DEAL + see that cash-injection and influx of clients into our business.

LAUNCH PHASES:

The launch sequence usually involves a pre-launch phase, which I call the TEASER period — where we tease + build anticipation.

The actual launch — where we have the doors open, enrollment + sales calls are happening, and it’s “all hands on deck” type of vibes. This is where you might be working longer days, pumping out more content, and getting on way more calls than usual…

& then our post-launch or wind-down phase, where we sell a smaller offer (downsell) or do one last round of follow up.

After our launch, and no one normally talks about this, we want to make sure we have lots of lifestyle content; easy-to-consume content, and showing up as more of a friend/bestie than a salesperson.

If you sell to your audience too much, they tend to tune out, so these periods of focusing on storytelling, engagement, and being a real human, are super important!

RECOMMENDED LAUNCH LENGTH: 2-3 weeks of active enrollment; so a full launch cycle would be 3-4 weeks.

PREP: I personally have written an entire launch plan in one (14 hour) day, but I don’t recommend it. I think taking 2-3 weeks to prepare and write all your content ahead of time is super smart. Give yourself a breather between prep + actual launch, do some self-care, and come to that launch READY.

Before you write your launch, make sure these are crystal clear:

[ ] your exact target audience, clear as day, you should be able to talk about him/her for 3 minutes without stopping.

[ ] clarity on exactly what your coaching delivers, how it solves your IC’s problem, and why it’s unique.

If those two are at all shaky, you need to go back to market research.

Also, get clear on sales goals:

So the TEASER PERIOD…

We want to make 1-2 posts and 2-3 days on stories where we talk about the fact that we are opening up spots, who it’s for, etc.

First 1/3:

Sell THE VIBE / THE EMOTION.

Talk about WHY they’d want to do this. Speak to the emotional buyers.

Second 2/3:

Sell to your logical buyers

ANSWER the tangible questions.

On stories: FAQ boxes, slide decks, here’s what you get… etc.

Third 3/3:

Create FOMO, urgency, and give pep talks. Ruffle feathers. Address Objections.

We want CLEAR call to actions.

Wind-Down:

THROUGHOUT YOUR LAUNCH:

POST LAUNCH:

INTERNALLY POST LAUNCH:

evaluate..

what went well? what didn’t? did you hit your KPIs?

what was the conversion rate?

DMs are always open, @maximumpotency