Shownotes
Can a launch ever be less stressful? In this episode of the Growing A Deeply Rooted Business Podcast, I'm tackling this question head-on and sharing strategies to transform your launches from anxiety-inducing events into profitable, manageable processes.
As an operations and project manager specialist, I've gathered valuable insights to help you navigate the launch journey more smoothly.
We'll also discuss common pitfalls that lead to underperforming launches, including the persistent challenge of shiny object syndrome and why long-term strategies often outperform quick fixes.
You might be wondering if these approaches will work for your specific situation. That's why we're focusing on sustainable methods: long-term planning, consistent testing, and meticulous tracking for continuous improvement.
Ready to reimagine your launch strategy? Tune in to discover how you can create more effective, less stressful launches. By the end of this episode, you'll have practical tools and renewed enthusiasm to approach your next launch with confidence.
In this episode, we cover:
03:04 Using a Launch Scorecard to pinpoint launch issues
03:56 Essential metrics for launch success
04:43 Tips to boost conversion rates
06:58 How to decode your audience's true needs
07:30 How to align your offer with audience desires
09:18 Overcoming shiny object syndrome
11:33 Continuous improvement in your subsequent launches
Links and resources mentioned:
Grab The Launch Cure Guide to start fixing what’s broken in your launch.
Listen to Season 1 Episode 11: The Power of a Customer Journey: Simplify and Streamline Your Business
Listen to the rest of the Launch Series
5 Essential Steps to Avoid a Flopped Launch
Black Friday 2024: Early Planning Secrets for Maximum Profits
Master Your Launch Timeline: Step-by-Step Guide to a Stress-Free Launch Calendar
Evergreen Sales Funnel vs. Live Sales Launch
4 Tips to Maximize Profits and Minimize Stress During Your Next Launch
Meet Your Hosts
Jessica Walther is the founder and CEO of The Launch Collaborative and Sustainable Success Systems. As a launch strategist and systems consultant, Jess is dedicated to helping solo business owners and small-but-mighty teams build businesses that deliver both peace and profit. She specializes in creating sustainable growth strategies that align with her clients' values and lifestyles.
Rachel Lopez is the founder and CEO of Gal Marketing Agency, a boutique email marketing and strategy firm. With over a decade of experience, Rachel helps heart-driven entrepreneurs craft intentional marketing strategies that attract, nurture, and convert leads sustainably. Her human-first approach ensures that marketing efforts feel authentic and effective .
Together, Jess and Rachel blend systems, storytelling, and soulful strategy to help you grow a business that's deeply aligned with your life—not just your revenue goals.
Connect With Us:
Learn with Us
Get Jess's Sustainable Success Systems Starter Kit, a Notion Business Management Systems that takes your business from overwhelmed to organized with 4 foundational workflows. <<Learn More Here>>
Diagnose Common Launch Problems and Fix Them Fast! Get the Launch Cure Guide : https://www.thelaunchcollaborative.com/launch-cure
Get Rachel's Guide to a High-Converting Email list to learn 4 shifts to elevate your emails & embrace sustainability in your marketing. <<Get it Here>>
_________________
Hang Out & Say Hi!
Transcripts
TONOR TC-777 Audio Device: Hello there
and welcome to a, another episode of the
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growing a deeply rooted business podcast.
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It's me solo again, Jess.
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Your operations and project
manager masterminds.
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Rachel, we'll be returning
to our episode shortly.
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And I'm sure just like you, I cannot wait.
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Today we're going to do another
launch episode because I am
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in deep launch manager mode.
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Right now, many of my clients
have just wrapped up our
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launch or prepping to launch.
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In Q4 or even we're already
preparing for launches in 20, 25,
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as crazy as that sounds to say.
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But we've got some big,
exciting launches coming up.
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So we're going to be diving specifically
into how to fix your launch problems that
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may be costuming profits and creating
way more stress than they should.
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If you've ever launched a product service
course or group program, you know that the
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process can be a little bit overwhelming.
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Because you're managing tech,
you're coming up with marketing.
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You're refining your messaging.
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You're working out the tech in
your sales funnels all at once.
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And it's even worse sometimes.
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When you feel like the efforts that
you're putting in are not matching the
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results, or you're not seeing the sales
or the revenue increase that you expected.
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And here's the thing.
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First off.
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I want you to know that launching
does not have to be a chaotic
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stress-inducing rollercoaster.
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It can actually be fun.
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This is something that a service
that I provide for my clients.
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And if it was a constant state
of stress all the time for
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me, And then I couldn't do it.
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So I have figured out
ways to reduce the stress.
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And increase the peace.
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it doesn't mean that like it
never gets chaotic or a little bit
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stressful, but I think overall just,
keeping the stress levels down.
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I'm going to talk about some steps that
you can take to not only fix your launch
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and make it less stressful, but also make
it more powerful so that all the hard work
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and efforts that you're putting into your
launch can feel like they're paying off.
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And the last part of this is that
I'm not just going to give you
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series everything I'm talking about.
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Here are things that I have done
with my clients in different
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iterations of their launch and
help them launch bigger and better.
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And the better thing is that I've
taken all of those insights that
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I've gathered throughout the years.
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I've been helping clients behind the
scenes with launches for about four or
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five years now and put it all into a guide
that's going to help you diagnose the
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root cause of the problem in your launch.
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And even better, I'm going to give
you strategies that you can use
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to implement in your next launch.
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so that you can improve both your
immediate and your longterm results.
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So if you want this launch
care guide, it's going to be
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available in the description.
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Below.
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And I even included because
y'all know I'm AI obsessed.
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If you've been around for a while,
I've even included some chat GPT,
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AI prompts that I use to help
implement some of the strategies
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that I'm giving you in that guide.
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If you're interested in fixture launch
continue to listen to the episode
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and definitely download the guide.
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So the first step to fixing your
launch is getting really clear
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on what's going wrong at first.
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I know this sounds simple, but a
lot of the entrepreneurs are course
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graders that I work, make the mistake
of diving head first into solutions
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without ever figuring out what the
root cause of the actual problem is.
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And sometimes they even toss
out an entire offer or service.
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Because the launch didn't go
as expected when really it just
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needed a little bit of tweaking.
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So trying to figure out, is it your
landing page or is it your email
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marketing or is it your sales page?
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That's losing people.
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If you don't know the answers to
these questions, it's basically
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going to be trying to fix a car
without knowing what part is broken.
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You're just going to be
guessing and you're probably
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going to waste a ton of money.
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this is where it's really important.
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To have a launch scorecard.
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And basically this is a scorecard.
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It's going to be a place where
you can track the key metrics.
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In your launch so that you can pinpoint
exactly where things are falling apart
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and your launch scorecards should be
a living, breathing document that gets
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updated with every subsequent launch.
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So you can see if the changes
that you made are creating the
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ROI that you've hoped they would.
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For example, you might find that your
emails are getting a high click through
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rate, but when people land on your
sales page, they're not converting.
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So that is a very clear sign that
something is off with your sales page.
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It might be your messaging.
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Isn't clear.
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Maybe your call to actions are weak, are
perhaps there's not enough testimonials
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or social proof to build that trust
that buyers need to be able to take that
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leap and invest in you and your product.
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I'm going to just quickly go over
some of the things that you should
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be tracking on your launch scorecard.
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And give you some benchmarks with those.
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So landing page conversion rates.
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So if it's a free offer, like a webinar or
a freebie, I really love those conversion
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rates, but to be around 30 to 40%.
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And if it's not, there's a bigger
opportunity for improvement.
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Now sales pages on the other hand,
convert at a much lower rate, usually
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two to 5% is what I'm looking for.
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if you're not hitting either of
those numbers, then that could be
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a place that you need to focus on.
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The next thing is your show
up rates for your live events.
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So are people registering for your
live event, but then not attending.
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Usually I like to look at between again, a
30 and 40% for shop rates for free events.
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if you're not hitting that mark, then
we may need to offer show up bonuses
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or make sure that we have a reminder
sequence and give that a little work.
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So those are the three big
Numbers that I'm looking at.
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You can also look at your
email, click through rates your
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social media engagement rates.
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All of these are numbers that I
include on the launch scorecard.
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And again, in that launch cure guide.
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That's going to be in the description.
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I go a little bit deeper into the
numbers, what they mean, and then what
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percentages you should be looking at.
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For your first launch.
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Now for subsequent launches, you
really want to use your own numbers
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as a benchmark so that you can see
if you're improving, based on what
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you implemented before, and now
what you're implementing, then.
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And here's the thing.
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By fixing just one of these metrics.
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It can lead to a huge boost in revenue.
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So if you increase your landing page
conversion, just by 10%, that could mean
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hundreds of thousands of extra signups,
which directly will lead to more sales.
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And if your sales page converged
as 1% better, that is pure
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profit added to your bottom line.
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Not only this.
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But knowing where the problems are
going to help you to reduce the
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stress of launching instead of feeling
overwhelmed and trying to fix everything.
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You can really zero in on the areas that
are going to make the biggest impact.
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And this targeted approach will give
you peace of mind and confidence
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going into every launch, knowing that
it's going to get bigger and better.
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All right.
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Number two.
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Is you're going to want to focus on
your audience needs, gains and pains.
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Once you've diagnosed the problem.
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The next step is to make sure your
launch is laser focused on your
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specific audience on their needs.
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What transformation they're
looking at, what struggles or
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pain points they're going through.
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Most launches fail because they
only scratched the surface of
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what the audience really wants.
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And if your messaging isn't
speaking directly to their deepest
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desires and biggest pains, your
audience will tune you out.
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Even if your product is great.
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So you want to make sure.
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And Rachel, I think we have an episode
we'll link to this about like knowing
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your ideal customer and mapping it out.
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If not, I'm gonna make Rachel do on
when she gets back, because she's
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an absolute genius at breaking down.
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Your audience's functional
social and emotional needs.
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And this matters so much when you
are selling like a coaching program.
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Or a course because you're not
just selling a product, you're
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selling a transformation.
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So making sure that your launch marketing
and messaging aligns with these needs
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is just going to create a much higher
chance of conversion because you're
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no longer speaking in generic terms.
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You're going to offer your
audience, exactly what they want.
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And when you get this right, your
sales are going to skyrocket because
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the audience is ready to act.
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They're going to see your offer as the
key to unlocking next level success.
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And really this is going to help bring
more peace because when you've done the
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work upfront and really understand your
audience, you're not going to be guessing
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about your messaging during launch.
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You can relax and know that your offer
and what you're talking about is going to
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be perfectly aligned with your audience.
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And that confidence will show up in every
email, every post and every webinar.
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You create.
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So I challenge you if you
haven't done it already.
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I did this exercise actually with
the launch cure guide is just
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take some time after this episode.
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And just begin to list out
all of your audience's needs.
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What do they need from
a functional standpoint?
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What do they need from
a social standpoint?
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What are their emotional needs?
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How are they feeling?
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And then ask yourself, is your
current launch messaging addressing
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each one of these clearly.
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And if it doesn't tweak it.
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And this clarity is going to pay off both
in conversions and confidence when you're
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showing up and speaking to your audience.
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The third step is critical and it's
something that many entrepreneurs
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don't even realize they're trapped
in and it's the cycle of shiny
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objects and new strategies.
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So let me explain.
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This happens when you keep jumping
from strategy to strategy, trying
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new tactics, implementing the latest
hacks, or switching up your entire
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strategy altogether or moving softwares.
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And.
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You may see a, like short-term win.
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But you're never going to get
consistent lasting results.
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If you change up your entire
strategy, every time you launch.
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This is gonna lead you to being
any constant state of hustle.
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Where you're always looking for the
next thing that might finally work.
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So instead of constantly jumping from
one launch tactics to the next, let's say
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you commit to refining your sales funnel.
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You run an AB test on your email
subject lines, you improve your sales.
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Copy you optimize your landing
page based on real user data.
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Like heat maps.
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And sure this might take a bit longer than
buying another quick fix course, But these
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changes are foundational and they will
continue to pay off launch after launch.
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And when you shift out of this
constantly looking for the new strategy
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cycle and focus instead on building
long-term sustainable strategies.
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You're building a foundation
for consistent profitability.
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You're no longer trying just to survive
one launch, you're creating a launch
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system or a launch formula that delivers
reliable revenue time and time again.
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And this compounds over time.
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Meaning that your launches are going
to get better and bigger and more
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profitable with each iteration.
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And you will have so
much more peace of mind.
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Because instead of living launch
to launch and constantly hustling,
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you're going to have a system
that, you know, and you trust.
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You know, It works and that's going
to mean less stress, less anxiety,
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and more time to focus on the big
picture of growing your business.
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So if you feel like you're constantly
trapped in trying to find the next
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strategy or jumping from coach to coach.
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I want you to commit to
breaking that cycle today.
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And instead of chasing the next shiny
tactic, choose one foundational area
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of your launch, whether it's your
sales funnel, your webinar strategy.
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Your sales page or a landing
pages and focus on improving it.
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For a longterm
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results.
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finally, the fourth step to fix in your
launch is to test track and refine.
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I want you to know this.
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Launching is a experiment
business as a science.
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It's not a one-time thing.
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It's a process of continuous improvement.
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And the most successful entrepreneurs
know that they need to test track and
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refine their strategy after every launch.
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This is why I emphasize the importance
of updating your metrics and tracking
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your metrics during each launch.
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So you can see where the
improvements are happening and
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where you still have room to grow.
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So let's say that.
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You launch and you notice that your
landing page conversions increased by 5%,
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but your email open rates drops slightly.
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That is valuable data.
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You now know that your landing
page adjustments are working, but
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maybe your email subject lines
be testing for this next launch.
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This is where continuous
improvement happens.
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And it's the difference between a good
launch and a wildly successful one.
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Refining your launch process based on
data means that each launch gets better
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and more profitable than the last.
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You're building a system
that's not just reactive, but
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proactively improving over time.
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This kind of tracking allows you to
scale more effectively because you're
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making informed decisions, not guesses.
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And the real peace comes from knowing
that you have control over the process.
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You're no longer launching
in the dark wondering why
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things worked or didn't work.
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You have the data in front of you,
and this will allow you to make smart,
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calculated decisions with confidence.
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So you're no longer feel like you're
second guessing yourself or flying blind.
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So I really want to encourage you that if
you're not already to start tracking your
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metrics religiously after each launch.
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Update your scorecard and make
tweets based on what you've learned.
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Every small improvement you make
will compound over time, leading
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to bigger and better launches.
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All right.
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And there you have it, the four steps to
creating a launch and creating a system
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that brings both peace and profits.
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Number one diagnose the real
problems using the launch scorecards.
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Number two, focus your
messaging on your audiences.
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Deep needs, gains and pains.
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Three.
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Break the cycle of stock and commit to the
cycle of success and long-term strategies.
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And number four it's has track and refine
after every launch to keep improving.
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By following these steps, you'll
not only see a massive boost in your
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profits, but you'll also have more
clarity, confidence, and peace of
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mind throughout the entire process.
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To help you get started, be
sure to download the launch cure
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guide, which is linked below.
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It contains a launch scorecard.
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Take control of your next launch
and experience more profitability
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and the piece you've been missing.
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Thanks again for tuning into the
deeply rooted business podcast.
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If this episode was helpful
for you, please leave a review
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00:14:14,904 --> 00:14:17,334
and share it with a fellow
entrepreneur who needs to hear this.
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00:14:17,754 --> 00:14:19,494
Until next time, happy launching.
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And we're rooting for you.
