Episode 062: 2 Things That Will Make or Break Your Launch

We’ve all got failed launches under our belts, and Jereshia is no exception. But since her failure, she’s learned some lessons that will you to position yourself to get paid what you deserve by getting the clients who need your help into your programs.   Jereshia had a hard lesson when she was launching a few small group coaching sessions.  The prices were very low to start with. She kept increasing and increasing to get the price where she felt she was worth and not one person signed up. In the beginning, she just wanted to serve her clients and did not worry about the money.  After a little while, she switched to a very selfish mentality on what does she need to get out of this business.  This was a huge problem because she did not market the reason her clients needed her. She even became bitter towards the business and clients. She needed to get back to the purpose of why she was doing what she was doing. “You do not get paid what you are worth; you get paid what you negotiate.”  If you think you deserve more, then ask yourself, have you positioned yourself to get paid more. Even in the entrepreneurial business you are negotiating all the time.  Your headlines, your emails, your facebook posts are negotiation techniques to get people to read your email or open your link.  You are negotiating a client to choose you and pay for your service over pay for something else in their life. She constantly goes back to why she is in business.  She uses her goal board with people’s actual names. She personalizes her clients and knows that she is helping them achieve their purpose and passion.    Every time she publishes anything, she asks herself, “Why should the person on the other end care?”  We are constantly being marketed at. She asks, “How is this going to benefit to someone else if they do say yes?”   Two things that make or break your launch:  1. Audience and 2. Positioning Relationships even in business take time.  You have to get people to trust you. You need consistent touch points (email, posts, facebook live).  People need to go through the process of getting to know you. After a failed launch, the general temptation is to over correct.  Look back and figure out why it happened, but it does not mean you need a total overhaul of the business.  Just like a relationship, it can be a hiccup that you can work through and move forward. Jereshia now tracks her metrics more religiously, as she learned from the corporate world.  She maps out the launch visually on the wall. She tracks the numbers from the very beginning.  Percentages of responses and where in the process. Key metrics in a launch:  past launch conversion rates for a baseline, number of people reached, earnings per lead (this helps you know how much you can afford to spend to get leads), conversions in each step, email open rate, email click through rate, what is the email opt in rate on the landing, how is the conversion tracking daily from the launches. Social media is a tool that allows you to touch leads much cheaper than in previous years, but you can’t just click automatic buttons.   When a facebook add fails, ask:  Did you validate your offer? Did you make custom audiences?