76 | 5 Pre-Launch Mistakes That Are Costing You Thousands

Speaker: 00:00:00

Hello and welcome to Women in

the Coaching Arena podcast.

2

: 00:00:04

I'm so glad you are here.

3

: 00:00:06

I'm Jo Lott, a business mentor

and ICF accredited coach

4

: 00:00:10

Microphone (Samson Q2U Microphone):

and I help coaches to

5

: 00:00:11

build brilliant businesses.

6

: 00:00:14

I know that when you prepare to enter

the arena, there is fear, self doubt,

7

: 00:00:19

comparison, anxiety, uncertainty.

8

: 00:00:23

You can tend to armor up and

protect yourself from vulnerability.

9

: 00:00:29

In this podcast, I'll be sharing

honest, not hype, practical and

10

: 00:00:32

emotional tools to support you to make

the difference that you are here for.

11

: 00:00:37

Dare greatly.

12

: 00:00:38

You belong in this arena.

13

: 00:00:41

Hello, welcome to the 76th episode

of women in the coaching arena.

14

: 00:00:45

I am so glad you are here.

15

: 00:00:48

I was out for dinner with two

of my coach friends this week

16

: 00:00:52

in London, which was wonderful.

17

: 00:00:54

We are planning a trip to Spain together.

18

: 00:00:56

So very, very exciting

for later this year.

19

: 00:01:00

And I was sharing my recent learnings

of how good a wait list and a pre-launch

20

: 00:01:06

phase is to sell your programs.

21

: 00:01:08

Sarah reminded me that I really

should put this on my podcast because

22

: 00:01:12

I haven't spoken about this yet.

23

: 00:01:14

So I'm excited today to share

those learnings I've had recently.

24

: 00:01:18

That have made a huge difference to my

business and to those clients I've been

25

: 00:01:23

working with on this strategy as well.

26

: 00:01:26

It's something that

takes a while to learn.

27

: 00:01:30

And again, it's taken me years

because I've only really just

28

: 00:01:33

understood how important a

pre-launch phase is to your business.

29

: 00:01:39

So let's cover the gaps in your launch

strategy and set you up for success.

30

: 00:01:45

Starting with common prelaunch mistakes.

31

: 00:01:49

The first one is insufficient planning.

32

: 00:01:52

When I was running my five day challenge,

the first exercise was a calendar which

33

: 00:01:57

showed exactly how long it takes prior

to you launching your offer, generally,

34

: 00:02:02

depending on what you are offering,

if you want to do a really big launch,

35

: 00:02:07

there is a six week launch window.

36

: 00:02:09

And in fact, you could have a

pre-launch window of four months.

37

: 00:02:14

Because the longer your prelaunch, the

more successful your launch will be.

38

: 00:02:19

But what I notice is most people jump

into selling their thing without really

39

: 00:02:24

doing that nurturing phase, without

that solid strategy planed in advance.

40

: 00:02:29

And this often leads to a

failed launch and that can

41

: 00:02:33

really affect your confidence.

42

: 00:02:35

So it really is worth planning in advance,

postponing your launch if that's necessary

43

: 00:02:42

to ensure that people are fully primed

and wanting what you have to offer.

44

: 00:02:48

The next mistake I see is

neglecting audience building.

45

: 00:02:52

This has been a key learning

of mine in the last two years.

46

: 00:02:56

I grow my audience every

single week without fail.

47

: 00:03:00

It is the number one task that

I prioritize in my business.

48

: 00:03:04

There's no point putting out content

to the same people again and again.

49

: 00:03:08

You need to continuously grow.

50

: 00:03:10

I aim for a hundred people per month

that my audience should grow by.

51

: 00:03:14

That's my goal.

52

: 00:03:16

You can do that in lots of different ways.

53

: 00:03:18

For example, I use LinkedIn

primarily as my platform.

54

: 00:03:22

I did use Facebook ads for a while,

thinking that that would speed things up.

55

: 00:03:26

And it was great to grow my list,

but eventually I stopped the ads

56

: 00:03:32

because you really do need to be

on top of it the algorithm will

57

: 00:03:35

eventually tire of your ads.

58

: 00:03:37

So you need to create more

ads, more lead magnets.

59

: 00:03:40

I paused it wanting to come back to

it sometime when I have the Headspace.

60

: 00:03:44

But as we know, Headspace is few

and far between, so I'm now pausing

61

: 00:03:49

the ads until I've got the time

to think about it or delegate it.

62

: 00:03:54

LinkedIn is my prime strategy

and it's somewhere I grow every

63

: 00:03:57

single month without fail.

64

: 00:03:59

And tracking really helps as well.

65

: 00:04:02

It helps your confidence

to see that you're growing.

66

: 00:04:05

And nearly every one of my clients

grow rapidly in this area because on

67

: 00:04:11

our first call, I make really, really

clear that this is the most vital

68

: 00:04:16

thing you can do in your business.

69

: 00:04:19

Inconsistent messaging is

the next mistake I see.

70

: 00:04:22

So lack of a really clear, consistent

message will confuse your audience.

71

: 00:04:26

For example, for a two month period

earlier this year, I was promoting a

72

: 00:04:31

program called elevate, which was about

running group programs and online courses.

73

: 00:04:36

So for two entire months, I could not

talk about my core program, the business

74

: 00:04:40

of coaching, because it was a different

ideal client who were ready to scale.

75

: 00:04:44

They were gaining lots of inquiries, which

is why they wanted to move to groups.

76

: 00:04:48

So it was a different thing, really

creating an online course in group

77

: 00:04:52

program to filling your one-to-one

roster, which is generally what I do.

78

: 00:04:56

I had to prioritize that launch

in order for it to be successful.

79

: 00:05:01

And often I notice people wanting to

sell so many different things that they

80

: 00:05:06

just won't prioritize the full period

required for people to start clicking.

81

: 00:05:12

Oh, yeah, this is what she's doing now.

82

: 00:05:13

This is what she's selling now.

83

: 00:05:15

If you just do an odd post here and

there about different things and

84

: 00:05:19

just flying any old thing out there,

they just won't get in their heads

85

: 00:05:22

exactly what you're selling to who.

86

: 00:05:25

So it's really important to

have that annual plan and know

87

: 00:05:28

exactly what you're selling when.

88

: 00:05:30

Ignoring data is the next mistake.

89

: 00:05:33

Not tracking those metrics

will leave you unmotivated.

90

: 00:05:38

The atomic habits book makes it

really clear that we need to see

91

: 00:05:42

rewards to continue that good habit.

92

: 00:05:45

So if you are not noticing your success,

for example, growing on LinkedIn

93

: 00:05:50

consistently, you will not prioritize that

task and you'll lose momentum thinking.

94

: 00:05:55

Ah, forget it.

95

: 00:05:56

Everyone else is on 10,000 plus followers.

96

: 00:05:58

I'm only on a hundred.

97

: 00:06:00

But you really need to keep tracking

that data to see your success month

98

: 00:06:04

on month so you continue to grow.

99

: 00:06:07

And a weak value proposition

is the final mistake.

100

: 00:06:10

So really failing to communicate

clearly the value and the transformation

101

: 00:06:14

that your offer, will provide.

102

: 00:06:17

These five mistakes will severely

impact your launch success.

103

: 00:06:21

And you will be wondering why

your amazing offer isn't selling.

104

: 00:06:26

So now I hear you ask, okay,

what can I do about it?

105

: 00:06:30

let's move on to the importance

of a pre-launch phase.

106

: 00:06:34

A prelaunch or launch phase involves

a warming up stage around your offer.

107

: 00:06:40

you want to build anticipation and

buzz around your upcoming offer.

108

: 00:06:45

It will establish trust and

credibility with your audience.

109

: 00:06:48

You can't just go on a date with

someone, ask them to marry you.

110

: 00:06:52

There is a nurturing process

involved before you ask them to

111

: 00:06:55

buy your thing or to marry you.

112

: 00:06:58

This prelaunch phase also allows you

to get people on board with your offer.

113

: 00:07:02

Things like polls are really great.

114

: 00:07:05

Ask for their insights and

show that you value them, build

115

: 00:07:07

that two-way relationship.

116

: 00:07:09

The pre-launch phase will

also create a sense of being

117

: 00:07:12

exclusive and urgency to buy.

118

: 00:07:16

I was lucky to sell out my in-person

event which nearly every entrepreneur

119

: 00:07:23

that I know that has hosted an in-person

events as it's the hardest thing to sell,

120

: 00:07:27

because it's really hard to get people to

commit, to traveling, to spending a whole

121

: 00:07:32

day traveling to your in-person event.

122

: 00:07:36

And how I did it was by doing

this pre-launch phase really well.

123

: 00:07:40

By being able to say I have 55 people

on the wait list for this day, and

124

: 00:07:45

there's only 30 spaces in the room.

125

: 00:07:47

So that enabled me to sell out

the event with just two emails

126

: 00:07:51

to this tiny list of 55 people.

127

: 00:07:54

It really does work.

128

: 00:07:55

And I have held in-person

events previously.

129

: 00:07:58

Not done this pre-launch phase.

130

: 00:08:01

And it has been really hard to

fill them and left me up until

131

: 00:08:06

the day before thinking, ah, is

there any one coming, have I got

132

: 00:08:09

enough people to fill this event?

133

: 00:08:11

So it really does work.

134

: 00:08:13

The final reason why this pre-launch

phase is so important is because

135

: 00:08:18

it warms up your audience and

makes them more open to your offer.

136

: 00:08:22

Especially if you have done the pre-launch

phase well, got them involved, ensured

137

: 00:08:27

that you created exactly what they wanted,

ensure that you prioritize how important

138

: 00:08:33

they are and listen to where they are at.

139

: 00:08:37

If you've just started your business

or if you just haven't really marked

140

: 00:08:40

consistently for awhile, you can't

just put a paste out there saying, hi,

141

: 00:08:45

I'm a maternity coach, for example.

142

: 00:08:48

These are the offers I provide

it's too soon without that trust

143

: 00:08:52

and credibility that you build

up through this pre-launch phase.

144

: 00:08:56

So let's cover the key elements

of a successful prelaunch.

145

: 00:09:01

Firstly a content strategy.

146

: 00:09:03

You will want to develop valuable targeted

content your absolute ideal client.

147

: 00:09:10

Addressing their pain points

and sharing your expertise.

148

: 00:09:14

Getting them involved, gaining engagement.

149

: 00:09:16

So you're not at any point

throughout at least the two week

150

: 00:09:20

period before selling your thing,

you're not saying buy my thing.

151

: 00:09:25

So for that minimum two week period

in this initial pre-launch phase,

152

: 00:09:30

you will just be gaining interaction.

153

: 00:09:32

By the time you do put out your

offer, the right people are

154

: 00:09:36

seeing your content and engaging.

155

: 00:09:37

The algorithm likes you because you have

built engagement, built trust, not ask

156

: 00:09:42

people to buy your thing cause those

posts will always be less successful.

157

: 00:09:47

The next thing you will want to

do, like I mentioned earlier is

158

: 00:09:50

always be building your audience.

159

: 00:09:52

Grow your email list if you have set

one up, because an email list is way

160

: 00:09:56

more important than social media.

161

: 00:09:58

Like I mentioned, I didn't even promote

my dare greatly event on social media.

162

: 00:10:04

I just promoted two times to my waitlist.

163

: 00:10:08

And the best thing was these people

wanted to receive that email.

164

: 00:10:11

So always think how

can I grow my audience?

165

: 00:10:14

That may be borrowing other

people's audiences, especially

166

: 00:10:18

when you first start.

167

: 00:10:19

Because it does take a long time to

show up consistently in order for people

168

: 00:10:23

to connect with you and follow you.

169

: 00:10:26

Relationship building is also

important in this pre-launch phase.

170

: 00:10:30

You'll want to engage

through live Q and A's.

171

: 00:10:33

You might want to run a webinar,

workshop, challenge, some sort of

172

: 00:10:37

way of them getting to know you.

173

: 00:10:40

Maybe you want to start a

direct message campaign.

174

: 00:10:42

You can have interaction with people.

175

: 00:10:45

Social media alone is not

an effective strategy.

176

: 00:10:49

You are very unlikely to build

your business just through

177

: 00:10:52

posting on social media.

178

: 00:10:54

It's often underrated how important it

is to actually engage with others posts

179

: 00:10:59

in order for them to engage with yours.

180

: 00:11:02

And also to take that next step, people

are rarely going to see your content on

181

: 00:11:06

social media and just buy straight away.

182

: 00:11:09

Usually there will be a step

like listen to your podcast.

183

: 00:11:13

Engage with your email list.

184

: 00:11:15

Come to your workshop,

watch your free training.

185

: 00:11:18

If you think about the staircase, social

media is on the bottom of that staircase.

186

: 00:11:22

Usually there are a few steps that

they need to take before they get

187

: 00:11:26

to the top of the staircase, which

is have a discovery call with you

188

: 00:11:30

and eventually buy your coaching.

189

: 00:11:32

A teaser campaign is also fabulous.

190

: 00:11:36

Doing behind the scenes

of your upcoming offer.

191

: 00:11:38

Something exciting is coming.

192

: 00:11:41

I remember I had a mentor once who

said this prelaunch phase will add

193

: 00:11:45

an extra 10 K to any launch you do.

194

: 00:11:48

Even though I find this really

annoying, and to be honest, I'd rather

195

: 00:11:52

just say, here's what I'm selling.

196

: 00:11:54

You really have to learn

the skill of building in the

197

: 00:11:58

apprehension, the curiosity.

198

: 00:12:00

It's such a great marketing

technique when you do this.

199

: 00:12:04

Social proof is our next

important part of a pre-launch.

200

: 00:12:09

Sharing testimonials, case studies

results from anyone you've worked with.

201

: 00:12:14

Even if you haven't run this as a paid

offer in this context before, think back

202

: 00:12:20

to where you can find any social proof

that can show that you are effective.

203

: 00:12:26

So for example, when I sold my

elevate offer recently, I didn't

204

: 00:12:30

have any testimonials for that.

205

: 00:12:32

So I just went through all of my

business of coaching clients figured

206

: 00:12:36

out who had launched an online course

or a group program and found the bits

207

: 00:12:40

where they mentioned, launched my group,

launched my online course and use those

208

: 00:12:45

bits of the testimonials to really

showcase that I can help with that.

209

: 00:12:49

It's just that I haven't run this

particular program before, which

210

: 00:12:53

really specializes in that, but

I have already got expertise.

211

: 00:12:58

You also will have expertise,

so really stop and think.

212

: 00:13:02

If you haven't got any case studies

or testimonials yet, get out there

213

: 00:13:07

and think about how you can serve.

214

: 00:13:10

I did quite a lot for free when I first

started my business I coached loads of MBA

215

: 00:13:16

students for free to get the testimonials.

216

: 00:13:19

I did a women's workshop of 10 women.

217

: 00:13:22

So go out there and

gain those testimonials.

218

: 00:13:25

You can do this.

219

: 00:13:27

The final one, which I've covered a

little bit already, is the most important

220

: 00:13:31

learning that I've had over the last

six months is the waitlist strategy.

221

: 00:13:36

I also use this strategy for my

signature solution online course

222

: 00:13:40

and gained 28 sales within three

days of launching a wait list.

223

: 00:13:45

I had a two month pre-launch

window for that signature solution.

224

: 00:13:50

If you've set up an email list

already, a waitlist is kind of similar.

225

: 00:13:54

So you will have some sort of sign

up page they put their details into.

226

: 00:13:59

That will then go to a thank

you page or thank you for

227

: 00:14:02

sending out to the wait list.

228

: 00:14:03

They'll also get an email saying

thanks for joining the wait list.

229

: 00:14:06

I'll keep you posted.

230

: 00:14:08

When this program is ready you

have an active, captive audience

231

: 00:14:12

who are wanting what you have.

232

: 00:14:16

It enabled me to send five emails to

this wait list in a three-day window,

233

: 00:14:20

which I would never normally do to

my main list, because you'd feel like

234

: 00:14:24

people are gonna unsubscribe instead.

235

: 00:14:26

These people have said, yes, I want

to hear about what you're selling.

236

: 00:14:30

It enabled me to really go big

in my sales strategy, which

237

: 00:14:33

is why it was so successful.

238

: 00:14:35

You do need to give an incentive

for joining your wait list.

239

: 00:14:38

No, one's going to bother

unless it's exciting.

240

: 00:14:41

So I gave a coupon code for a discount.

241

: 00:14:44

Also offered a special bonus

available to the waitlist only.

242

: 00:14:48

Think really clearly about what

is going to captivate their

243

: 00:14:51

attention enough for them to bother

joining your wait list in advance.

244

: 00:14:55

If people don't join your wait list,

that's sometimes a sign that your

245

: 00:15:00

launch is not going to go well, maybe

you haven't got the audience yet.

246

: 00:15:04

Maybe you haven't done

enough nurturing yet.

247

: 00:15:06

So it's a great way of

just testing this idea.

248

: 00:15:10

I know a lot of people do it.

249

: 00:15:12

Saying, I'm going to run this

workshop if I have at least 10

250

: 00:15:15

people say that they're interested.

251

: 00:15:17

So that's a great way of deciding-

are you going to sell this thing?

252

: 00:15:20

Are you going to create this thing?

253

: 00:15:21

So think about, and work on this strategy.

254

: 00:15:24

There are a few.

255

: 00:15:26

Ins and outs of ensuring that

you've got the right emails and

256

: 00:15:30

you're pitching it correctly.

257

: 00:15:32

Every nuance counts so don't slap

dash this, because I have seen people

258

: 00:15:37

look at what I've done and quickly

try and do the same and then I

259

: 00:15:41

think, gosh, with a few tweaks, you

would have had such a better result.

260

: 00:15:45

So really, put the time into thinking

about that ideal client, what they want.

261

: 00:15:50

What's exciting enough

for them to sign up to.

262

: 00:15:53

What sort of offer do they want?

263

: 00:15:55

What sort of transformation.

264

: 00:15:57

Have you got the audience already.

265

: 00:16:00

Really give this your time and attention.

266

: 00:16:03

One of my mentors said to me, once, this

is the difference that can add another.

267

: 00:16:07

10,000 pounds to your launch.

268

: 00:16:10

The other reasons why a waitlist is

such a game changer is because it

269

: 00:16:14

creates that scarcity and urgency.

270

: 00:16:16

For example, I could go out there

and say, I've got 95 people on the

271

: 00:16:20

wait list and I've got this bonus,

which is available to 30 people.

272

: 00:16:24

So that really drove people

to take action quickly.

273

: 00:16:27

You can also collect data

about your customers.

274

: 00:16:31

For example, for my dare greatly

in person events on the automated

275

: 00:16:35

email saying, thanks for joining the.

276

: 00:16:36

wait ,list.

277

: 00:16:36

I asked them three simple questions.

278

: 00:16:38

Like, what are your goals?

279

: 00:16:39

What are your challenges?

280

: 00:16:40

What would you want from an in-person day?

281

: 00:16:42

That enabled me to message

them back and forth.

282

: 00:16:45

Build a relationship and also learn

exactly what those themes were, which

283

: 00:16:49

I could then build into the day?

284

: 00:16:51

And that leads me onto my next

point, which is the commitment.

285

: 00:16:54

When people join a wait list, they're

more likely to follow through with a

286

: 00:16:57

purchase because they've made a really

small micro commitment towards you.

287

: 00:17:03

You can also offer those

early bird incentives.

288

: 00:17:05

Some sort of fast action

bonus works really well.

289

: 00:17:09

It's a great way of gauging interest

and predicting your launch success.

290

: 00:17:13

It will give you.

291

: 00:17:14

so much confidence that you

can definitely sell this thing,

292

: 00:17:17

which is what it did for me.

293

: 00:17:19

But also, if you don't gain that

interaction, and I have had flopped

294

: 00:17:24

launches before then generally

you might not be focusing on

295

: 00:17:27

the thing that the client wants.

296

: 00:17:29

All we can do is think you will win or

you will learn and use that data to think.

297

: 00:17:34

Okay.

298

: 00:17:34

Do you know what?

299

: 00:17:35

They're really not that interested.

300

: 00:17:36

Maybe they want something else.

301

: 00:17:38

What is it that they want?

302

: 00:17:40

So you may be thinking this all

sounds great, but how am I going

303

: 00:17:44

to actually implement this to

ensure that it happens this time?

304

: 00:17:49

Because launching is extremely stressful.

305

: 00:17:52

I have launched several times and every

single time it's a real emotional toll

306

: 00:17:58

of does anyone want what I have, and

the consistent action, the showing up.

307

: 00:18:03

There's so many elements of a launch

that can really keep you stuck.

308

: 00:18:07

So in September, I'm intending

to do a 30 day program called

309

: 00:18:12

offer to market in 30 days.

310

: 00:18:14

I will take you, step-by-step

through this launch process to

311

: 00:18:18

effectively launch your offer.

312

: 00:18:21

It is just a 30 day program.

313

: 00:18:23

This is probably not for you

if you've never put a post out.

314

: 00:18:27

I mean, people have had huge

success I must say that have done

315

: 00:18:31

this program because it's built

that consistent showing up habit.

316

: 00:18:35

Emotionally you need to be ready to

take action because a launch is showing

317

: 00:18:39

up and being visible for a full 30

days, absolute minimum . So, this is

318

: 00:18:45

for you if you have started something,

but maybe you're not really focusing

319

: 00:18:49

on those money, generating activities.

320

: 00:18:52

You're perhaps just showing up

occasionally and you know, you really

321

: 00:18:55

need to show up in a much bigger way.

322

: 00:18:57

Or you have launched before and it

hasn't been successful and therefore

323

: 00:19:02

you want to make damn sure you

learn how to launch effectively.

324

: 00:19:06

So this is for you if you

are ready to take action.

325

: 00:19:10

We will start on the 16th of

September and you will find the

326

: 00:19:14

signup page in the show notes.

327

: 00:19:17

And if you sign up quickly, just like I've

talked about with the pre-launch bonus.

328

: 00:19:21

You will gain my help, well,

in advance of that 30 days.

329

: 00:19:25

So, you know, you will be starting strong.

330

: 00:19:27

You can work on your offer and

send it to me for review so, you

331

: 00:19:31

know, you have everything you need.

332

: 00:19:33

If you want to implement this waitlist

strategy, then the 30 days is not

333

: 00:19:38

going to be enough time to do that.

334

: 00:19:40

So you will want to sign up

quickly so I can help you with a

335

: 00:19:43

waitlist strategy if you want to

include that in your launch plan.

336

: 00:19:48

So you will find the offer to market

in 30 days details in the show notes.

337

: 00:19:52

in summary, a successful launch,

doesn't start on launch day.

338

: 00:19:56

It begins months before.

339

: 00:19:59

I hope this episode has helped

you to identify any gaps in

340

: 00:20:03

your current launch strategy.

341

: 00:20:05

Like I've mentioned, if you want to be

taken by the hand step by step with daily

342

: 00:20:10

instructions and templates of exactly

what to do each day for 30 days then

343

: 00:20:16

do join me in my program off to market.

344

: 00:20:19

I only run this once or twice a

year maximum and I do it live.

345

: 00:20:24

So we are starting on Monday,

the 16th of September.

346

: 00:20:28

If you sign up prior to the 10th of

September, you can use the frameworks

347

: 00:20:34

you'll find immediately in the portal.

348

: 00:20:36

And then send me your offer and I

will do a details, offer feedback

349

: 00:20:40

for you and help you with anything.

350

: 00:20:42

That's going to get you in really

good stead for our 30 days.

351

: 00:20:46

That's all for today.

352

: 00:20:48

I hope you found it helpful.

353

: 00:20:49

And like I say, at the end of every

episode, trust yourself, believe

354

: 00:20:53

in yourself and be the wise Gardner

who keeps on watering the seed.

355

: 00:20:58

Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

356

: 00:21:00

episode of Women in the Coaching Arena.

357

: 00:21:03

I have a mess of free resources on

my website joannalottcoaching.com.

358

: 00:21:09

That's Joanna with an A

and Lott with two T's.

359

: 00:21:13

joannalottcoaching.com.

360

: 00:21:15

And I'll also put links in the show notes.

361

: 00:21:19

Let me know if you found

this episode useful.

362

: 00:21:22

Share it with a friend and

leave me a review, and I will

363

: 00:21:25

personally thank you for that.

364

: 00:21:28

Remember to trust yourself, believe

in yourself and be the wise Gardner

365

: 00:21:32

who keeps on watering the seed.

366

: 00:21:34

Get into the arena dare, greatly and try.

Share Episode

Shownotes

Transcripts

Follow

Links

Chapters

Video

More from YouTube