Welcome to another episode of the Deeply Rooted Podcast! In today's discussion, we will dive into one of our favorite topics - launching. Launching can be exciting and challenging whether you're a seasoned entrepreneur or just starting out. Join us as we explore three key things not to skip after your launch that will help you establish market research, gain valuable insights, and set yourself up for success in future launches.

Key Takeaways

- [00:01:13] Launching is an energy-intensive process that requires effort and vulnerability.

- [00:02:29] The debrief after a launch is crucial for extracting valuable insights.

- [00:03:46] The first launch is often the hardest but provides important lessons for future launches.

- [00:05:27] Downselling offers a great opportunity to increase revenue while giving customers a taste of your product or service at a lower price point.

- [00:08:23 ] Post-launch surveys are essential for gathering feedback from both buyers and non-buyers to understand their reasons behind purchasing decisions.

- [0:09:55 ] Analyzing launch metrics helps identify areas of improvement and determine what worked well during the launch

-[0:11:10) A holistic approach to launching on multiple platforms (email marketing + social media) increases reach and engagement with potential customers,

-[ 12:25] Celebrate small wins even if they don't meet initial expectations. Success takes time!

Additional Resources :

Influence

Launch Metrics Tracker

Connect With Us:

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Rachel's Website

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Work with Us 1:1

Rachel's Services

Jess's Services

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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

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Rachel: 00:00:00

Hello and welcome to another episode of the Deeply Rooted Podcast.

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I am here with Jess, and today

we're gonna be talking about one

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of our favorite topics launching.

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So there's gonna be a lot of things that

are inclusive of a launch, but we're

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gonna be really like narrowing down into.

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Three specific things not to skip in your

launch specifically after your launch.

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This is really gonna help you establish

market research, pull out key insights

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and do a whole bunch of things for

the next time you launch that program.

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So you're ready, Jess?

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Jessica: Yes.

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So I don't know how you feel

about launching, but I actually.

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rachel_1_01-25-2024_131000: I hate

launching, but I think it's because

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I launched so much with my own

clients and it is so much effort.

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Like I will not ever say

that it is something that you

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can effortlessly pull off.

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There's so many moving pieces into it

and I just, we always neglect our own

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businesses, so I'm always a little more

hesitant to launch for my own 'cause I

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don't have a lot of those support pieces.

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So not a big launcher over here.

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Track 1: No, I was

specifically talking about it.

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I love launching for other people.

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I do not like launching myself.

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And I think that's the

case for everything.

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'cause I've talked about this before, but

when you're launching a new product or

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an existing product and you're putting

something out, you're something out there.

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You're gonna get a ton of nos just based

on like benchmarks for conversions.

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What are we gonna, we'll talk about these

deeper when we get to the analytics of

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things, but you're gonna get a lot of nos.

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So it's a lot of putting yourself

out there energetically to be.

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It's publicly because nobody knows

at the end of the, your team, like

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how many people are buying, but

it's like you feel exposed, you're

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putting , something that you've worked

really hard on out into the world.

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And whether you're.

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Viewing your launch as a success or not?

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It's a lot of exposure.

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It's a lot of energy expenditure.

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And a lot of times once a launch is

over, my clients don't wanna look

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at it, don't wanna talk about it,

don't wanna do anything about it.

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Again, they just want it to be over.

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And I think that is one of the number one.

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Can make when launching because

there is so much magic in the

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debrief and what you do post-launch.

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rachel_1_01-25-2024_131000: Yeah.

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Completely.

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And it is one of those things like

I think it's standard for people

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who maybe launch without launch

support, like either me or you, and

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they completely skip over this part.

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But I think I hope that as you're

listening to this, if you've

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launched before or if you are

thinking about launching, you can

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see the value in what these three

components give to your next launch.

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I always tell people your first

launch is going to be the hardest.

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You're introducing new

concepts to your audience.

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You are introducing new products.

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There's a lot of people.

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Like buyer behavior changes

every quarter, every month,

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like every year kind of thing.

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And there's a lot of people who will

literally just say, I'm gonna wait

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to see how it goes for these people.

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One that's part of your own

marketing, to show off how that

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transformation's happening inside of

the container or after the program.

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But really like understanding

the first launch is the hardest,

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but once you get these key in

insights, the second launch is like.

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It's so much better because

you're like building on something

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that's already been established.

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Track 1: Yeah, and that

reality is not talked about.

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I got an email in my inbox yesterday

and it was like, launch your offer

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in a day, and so many people talk.

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The offer out into the world.

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There's no one talking about

okay, now it's out there.

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Now what I, what am I gonna do?

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But the truth is, even if you've

gained no financial revenue,

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hopefully you gained a little bit.

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But even if you didn't do any of it,

you still gained a ton of momentum.

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You probably increased your engagement.

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You probably added

subscribers to your list.

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You probably added followers, and now

you've got this momentum, these people.

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By the next time, and Rachel and I

always talk about how many like touch

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points the customer needs with you.

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If it's someone that discovered you

during that first launch, chances are

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that you haven't touched them, that,

what is it, eight to 13 times that

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they're what was 12 to 14 times that

they, that you need to be able for them

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to be able to invest in that offer.

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Launching again is so important.

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So in this episode, we're gonna talk

about the three things that we think

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you should do after your launch, and

three things that we would suggest

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you don't do after your launch.

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So we're gonna talk about the three

things that we really think you should

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do after your launch first, and then

we'll talk about what not to do.

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rachel_1_01-25-2024_131000:

Yeah, so let's start with

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something that I think a lot of.

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Of people miss from an

opportunity standpoint.

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And this is like the down sell.

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This I say goes first once

you're like post-launch.

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There's a really interesting chapter

inside of influence one of my favorite

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marketing books where they talk about

if you like ask somebody, you say,

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Hey, can I have a hundred dollars?

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And people's initial reactions are like.

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No thank you, or no, I don't

have a hundred dollars.

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They're like, oh can I

at least have five then?

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And they're like, yeah, I have five.

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That's more manageable.

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There's a lot of that knowledge

in the levers of influence when

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it comes to marketing as to

why downsells work really well.

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And so if maybe you had

somebody that was like.

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On the fence wanting to invest, but like

that initial transaction felt too much.

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The downs sells an opportunity, one to,

increase your revenue from the launch,

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but also to give them a taste of the

experience to be like, oh, okay, great.

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Now I'm dipping my toe into

the waters of your offer, and

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can move on to the next thing.

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Track 1: Can you give some

examples of downsells?

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Just because I feel like

a lot of people get stuck.

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I have my big offer.

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What's something that I can

give them that's still valuable,

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but not the same thing as my

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rachel_1_01-25-2024_131000: Yeah, so

if we're, let's say we're launching a

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program for you, Jess, and it's gonna

be something that's like hands-on

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support or maybe a group container

where they get access to you every

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once in a while and they're like.

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I don't know if I need that

much support in my business.

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I don't even know, all of this stuff.

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A down sell to that

would be like a template.

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Something that is less

than a hundred dollars.

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That feels oh, okay, let me just

try to do it myself first to prove

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myself wrong in the objection that.

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I can, I don't need the support

or I do need the support,

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whatever that looks like.

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So it is like a ladder step down.

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And if you've built out your customer

journey in a way that is logical and you

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have resources that can act as a tripwire,

can act as one-off paid resources, you

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can easily offer a discount to something

along those lines, like a template that

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can really kind of convert effortlessly

in the scenario of a down sell.

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Track 1: Alright, so then our next

thing is one of my favorite things.

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I love a.

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rachel_1_01-25-2024_131000: Yes.

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Track 1: I have surveys all over.

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I have surveys after you

opted to my email list.

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I have surveys if you buy, I

have surveys if you don't buy.

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I think getting feedback from your

customer and from the people that are

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interacting with you are so important.

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So talking about the two like post

launch survey, I love to embed a.

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Post buyer survey immediately on

that thank you page, if someone has

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purchased, not only is, are those

people super engaged because they

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just gave you their hard earned money,

so they're gonna be more likely to

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answer this and answer it truthfully.

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This can give you a lot of

good intel if you're still

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like mid-launch to be able to.

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Any like small pivots or changes or

maybe even pick up, sometimes they'll

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have like great little messaging tidbits

of like why they decided to buy that

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you can actually use in your marketing.

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So that is one survey that I think you

should definitely have during your launch.

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. And then second survey is the, post launch

survey that you would send to anyone that

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maybe opted into your launch or clicked

through to your sales page but didn't

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buy this one, you might be a little

more hesitant to send, because again,

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it's gonna be like rejection, people

are gonna tell you why they didn't buy.

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But you can also gather

a lot of good insights.

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I think pricing is something that , is

the number one thing that people.

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Who are launching in their head will say

is the reason that people didn't buy.

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But really that's not the case.

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And actually in the post-launch

surveys that I send, I say, aside from

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the price, what are three different

reasons why you didn't purchase today?

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Because usually there's a deeper

reason why people didn't invest,

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maybe timing, and maybe they didn't

completely understand the offer.

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They may think they're not ready

for the offer, that sort of thing.

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rachel_1_01-25-2024_131000: Yeah.

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I think something to add to that,

because I literally have a client ask

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me this today as we're putting together

her post-launch survey was like, is

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the ask of who do I send this to?

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I typically send segment this

down a little bit further.

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I don't do everybody that's

received the entire launch

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emails or anything like that.

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If you're doing a full list

send versus like a launch list.

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I typically try to get feedback

from the most engaged people with

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the launch that didn't convert.

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So this is typically people

who had visited the sales page.

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It's really powerful if you have.

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An email platform or a marketing

platform that can tell you these

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things, that can track your visits.

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So anybody that visits the sales page,

anybody that , opens and clicks one of

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the emails and engages in it that way.

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That way you're gonna get the most

valuable feedback from the people who

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are actively lurking but didn't convert,

which I think is like the lowest

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hanging fruit for conversion there.

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And I totally agree about

what Jess said about price.

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I think you can have that initial

assumption and you can easily allow them

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to ask or to answer that in the survey.

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'cause if you're not sure on the price

and you just put a number out there.

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It can be validating to be like, Ugh,

I knew price was gonna be an issue.

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And then that people are saying price.

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But I think it's also one of the

biggest things that I've seen is

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like timing, which is like kind

of what Jess was talking about.

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I've seen a lot of feedback say,

oh, I just joined another program.

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I didn't think this would like, I'm

gonna wait to see how that program goes.

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That stuff is completely

out of your control.

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And if this is your first launch and

you have an emotional like connection

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to it, it's so easy to get down on

yourself and be like, oh, I must not

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have had the right messaging, or I must

not have had, some level of components

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put together, blah, blah, blah.

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No, sometimes it's literally that it

just didn't align with that person's

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budget with that person's current

investments, and that's okay.

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We want that feedback so that we can,

one, validate we did everything we could.

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Two, we'll still keep them on the

launch list and then three, just make

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sure that we're capturing feedback

is one of the most important things

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for improvement of the next round.

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Before we jump to the next

question, what is your favorite

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post-launch survey question to add?

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Track 1: I only do that one.

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I only do one.

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'cause I feel like they've already gotten

all of these sales, so I only ask one.

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And it's just, gimme a reason

why you didn't buy and.

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All of the reasons why we think

that person didn't buy, and we

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always leave it open for them to

reply back and let us know as well.

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And a lot of people will just

reply back and be like, oh, I

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was really excited about it, but

just not the right time for me.

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Or something like that.

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And I think like a way to pump yourself

up after a launch, just to be able to

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get those emails from those people that

they, yes, they are actually interested.

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There's nothing wrong with you,

it's just not the right time.

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rachel_1_01-25-2024_131000: Yeah,

so I take a different approach.

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I do four questions in there.

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And like typically they're very short

answer questions, so it's like, what is

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the number one reason you did not invest?

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The second question, what would

make like investing an absolute

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no-brainer in the future?

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And then another one of if

this wasn't right for you.

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Maybe what else can I talk about?

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Just for like extra content ideas and

to see just a general pulse on like

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where the audience is at that, those

three questions and even what you're

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saying, it's all the same like feedback.

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It's all the same response

that we're capturing.

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We're just cataloging it in a different.

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Way so that we can, shuffle

through it a little bit.

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And I always do a little fun chart

where I'll take money objections, I

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guess the number one, I'll make them

like color coat them and filter it.

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And then in my like we'll get to,

actually I'm going too far ahead.

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I'm like, I don't wanna in the debrief.

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Yeah and the debrief, it's

so fun to look at this.

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I say fun 'cause I'm such

a data nerd, but yeah.

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Track 1: Now we'll move into our

third thing, and it is, you should

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be completing a launch debrief.

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So in this section we're gonna

just walk you through what

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our launch debrief look like.

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I'm sure Rachel and I have a little bit of

different processes, but I can guess that

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both of them start with metrics and really

your launch metrics you should be tracking

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throughout your launch so that you can

make any pivots and shifts as needed.

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But you definitely wanna have a

recap of these metrics as well.

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So what are some of the numbers

that you're looking at for as

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you're looking at launch analytics?

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rachel_1_01-25-2024_131000: The first

thing I'll do is just extract everything.

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So emails, landing page visits.

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Where the traffic flow was going.

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If you have Google Analytics on your page,

you can easily build these reports to.

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Say to saved views and stuff, but

I always get everything out on one

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page just for the sake of I've seen

it in like my clients where their

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emails are the high engagement.

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They have 5% click-through rates, 70

plus percent open rates, but we're

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still seeing a conversion issue.

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It tells us it's not the emails, it's.

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A landing page landing or

it's the checkout experience.

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And so really having that clarity on

what is performing above benchmark

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and what's meeting the goals and

what's not, is like the whole goal

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to see everything in one place.

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What

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about you?

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What's on your.

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. Track 1: Same thing.

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I have a visual funnel where we can track

that journey that the buyer is taking and

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see like where the conversion rates are

falling off, whether it be email, and

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then we're check tracking individual,

email performances as well because it's

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always fun to see when like one pops up.

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You're, oh, that messaging

really resonated.

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Maybe we need to pull that sales

page if it's not there already.

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Or, to give a real life example, we

noticed during the last launch, we

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had one particular email talk about,

testing that was offered for one of my

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dietician clients, and it was like a

10% click rate where they were clicking

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through to see what the testing was.

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And I was like, oh, they

really want testing.

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And this was like an add-on offer to this.

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And what we ended up doing is

weaving on that test into the

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offer, the next launch, go around.

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And even though the offer was

more expensive, more people bought

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because that was the part that they

wanted, they didn't wanna add it on.

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They wanted it to be included.

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rachel_1_01-25-2024_131000:

Yeah, so I think that's like

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absolutely key to show like.

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That the improvements of the launch,

don't just live in the feedback, but

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it lives in the actual buyer behavior,

which is why that those analytics and

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the metrics are so powerful because

just sitting there and looking at

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feedback can tell you one thing, but

actually seeing the true behavior.

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It's one of the funniest things.

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'cause before a launch you'll have a

lot of people like, I'm so interested.

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I'm on the wait list.

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I can't wait, I can't wait.

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And then you actually launch

and people don't convert.

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And so they're saying one thing but

not doing another, which is where

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that data comes in to marry the

what they say they want and what

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they're actually responding to.

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So I think that's if you're

hesitant to get into the

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data, like it's so insightful.

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If you just like.

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Look at it.

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If you just come at it with an open mind

and just understand that your subscribers

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are behaving differently than what

they're saying and there's a reason why.

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Track 1: Yeah.

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Yeah.

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So aside from quantitative data and

metrics, I also like to look, during the

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debrief, I send a, if there is a launched

support team that we're working with, I

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send a short little survey out to them.

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What felt good about this launch?

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Where did you get stuck?

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What ideas or issues did you

know came up for you during this?

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So that we can include

all of that as well times.

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Too, we can smooth out things like

operationally because if something goes

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awry operationally during a launch, it can

affect the energy of the client as well.

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So we wanna try to refine

that as much as possible.

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The next go around and make

this process as smooth as

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possible for everyone involved.

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Because I'm sure you can be more creative

or when you're not in that like reactive.

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Fight or flight mode

you just perform better.

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So my goal as like a launch manager is

to remove the friction from everyone's

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job as much as possible so that everyone

can show up from the client to the

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support team as their best self.

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I also like to look at like

qualitative data from the client.

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Like how did it, I know we talk about

how did it feel for them as well.

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So asking now what part did they

enjoy, if there was, a live component.

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Did they like showing up

for the challenge every day?

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Did they like doing the webinar?

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Like what part of that felt

good and what didn't feel good?

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And a lot of times too, I'm not in there.

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: 00:18:40

Instagram like dms, but a lot of

like direct feedback that they were.

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rachel_1_01-25-2024_131000: Yeah,

I think it is really interesting

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'cause when I work with my clients,

like obviously I'm specialized in

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: 00:18:53

the email marketing automation space.

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However, we don't approach

launches in that way.

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We approach them very holistically,

like we plan social content, we talk

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about how you need to be on social.

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As well.

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: 00:19:07

And I think there's one of those things

that even in the launch recap, if

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you see, 'cause I'll have them pull

all of their like story views, post

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analytics and all of that, and to see

the engagement parallel to the social.

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You just see that your

buyers are behaving.

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Like they're consuming on both channels.

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: 00:19:29

Like they're putting questions in

the q and a slides on the stories.

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They're engaging and asking

questions , in the comments.

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All of that stuff is really.

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Interesting to see 'cause it does

bridge and I've seen a lot of people

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who try to just do an email only launch.

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: 00:19:46

But unfortunately, like leaning into

multi like platform launch is like easier

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than just existing entirely on one.

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Just for the sake of

that's how buyers interact.

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: 00:19:59

That's how your customers are

consuming and making their

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: 00:20:03

decisions is on multiple platforms.

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: 00:20:06

And so when you exist only on one, it

really does a disservice to the reach of

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: 00:20:10

your launch and just the success of it.

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: 00:20:13

So I always try to encourage people

if you can do social components, even

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: 00:20:17

if it's just showing up and answering

questions, that's better than expecting

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: 00:20:22

your list to carry the entire burden.

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: 00:20:25

Track 1: Yeah.

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: 00:20:25

Yeah.

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: 00:20:26

And I love to pull because I've

started including Instagram handles

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: 00:20:29

on most of my clients' opt-ins.

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: 00:20:31

I dunno how you feel about that, but

you can, lemme know your opinion.

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: 00:20:34

But I love to be able to like,

give that information to the

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client Hey, this person clicked.

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: 00:20:40

To the sales page.

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: 00:20:41

If you've had any interaction with her

on social, maybe follow up because she's

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: 00:20:45

definitely on the warmer side and she

might just have a little more questions.

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: 00:20:49

So I'll send click reports to my

clients , especially if a launch

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: 00:20:53

isn't performing organically.

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: 00:20:54

'cause I think we talked about this

before, it's gone to the days where

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: 00:20:57

you can like post and everyone buys.

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: 00:20:59

People are gonna need that.

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: 00:21:00

Like one-on-one interaction

to build that trust with.

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: 00:21:04

One way that I'm like weaving it.

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rachel_1_01-25-2024_131000:

that was the three things to do.

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: 00:21:08

Now let's move on to the

three things not to do.

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: 00:21:11

Track 1: Okay, we're gonna be

really quickly on this, but number

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: 00:21:15

one, don't create a new offer, as

Rachel stated in the beginning.

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: 00:21:20

It's gonna take a couple of times to

gain traction and momentum and usually

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: 00:21:24

your first launch isn't going to go.

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: 00:21:27

You're not gonna blow it out the water.

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: 00:21:29

Hate to break it to you based on

what you've seen on the internet,

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: 00:21:33

but like very rarely I've done

like 50 launches at this point.

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: 00:21:38

Probably more than that.

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: 00:21:39

Very rarely have I had anyone do like

over a hundred K on their first launch

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: 00:21:43

and nor do you really want to, because

if this is your first time launching a

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: 00:21:47

product, like you probably don't have the

backend onboarding and support systems

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: 00:21:51

for you, like completely blow muchly.

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: 00:21:55

Tear this up.

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: 00:21:56

So typically we're seeing people

like after their third or three to

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: 00:22:01

five launches really see success

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: 00:22:04

rachel_1_01-25-2024_131000: I'm gonna add

a little asterisk in there because Jess

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: 00:22:07

said a hundred K on your first launch.

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: 00:22:09

She works with a lot bigger audiences

than maybe some people listening here.

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: 00:22:14

So even if you only get.

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: 00:22:15

One or two conversions, whatever

that monetary price point is

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: 00:22:19

for yours, that's still average.

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: 00:22:22

Like it's still one of those things

that the traction, especially with a

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: 00:22:27

smaller audience, takes so much time

to develop because you have less people

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: 00:22:32

less numbers to turn the ni the dial on.

400

: 00:22:35

And a little asterisk in there.

401

: 00:22:37

'cause you're like, this is my

first lunch and I'm only trying to

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: 00:22:39

get to 10,000, still, it depends on

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: 00:22:43

certain things.

404

: 00:22:43

There's a lot of nuance in audience

size, engagement rate, and all of that.

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: 00:22:48

Track 1: Yeah.

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: 00:22:49

rachel_1_01-25-2024_131000: Really just

having that compassion with yourself

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: 00:22:51

that like first time launches aren't.

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: 00:22:54

Massively successful, but

get to the second one.

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: 00:22:57

Get to the third one is absolutely key.

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: 00:22:59

Don't trash your offer and say restart.

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: 00:23:02

'cause then you're going back

to first launch blues and you're

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: 00:23:06

gonna be experiencing the same

thing over and over again.

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: 00:23:10

Track 1: Yeah, so it's really important

to set yourself up realistically.

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: 00:23:12

And so one of the exercises that I do

pretty much on discovery calls, 'cause

415

: 00:23:17

I want people with realistic hopes

and dreams coming into my launches.

416

: 00:23:21

'cause one I'm a big investment.

417

: 00:23:23

And I wanna make sure that, they are

aware that they may not see ROI this

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: 00:23:27

first go around, but they will get a

process to help lead them through the

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: 00:23:31

next go Rounds is doing that launch goals.

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: 00:23:34

So taking your email list and I guess

we, I say usually between one and

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: 00:23:38

3% of what's on your email list is

what you're gonna expect to buy.

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: 00:23:42

I dunno if those metrics are

what different than what but I

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: 00:23:45

think that's setting up yourself

from a realistic expectation

424

: 00:23:49

This is supposed to feel fun and set

yourself up with realistic goals from

425

: 00:23:54

the expectation, and just know that you

probably just did something that not a lot

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: 00:23:59

of people have done or have the guts to

do, and that deserves to be celebrated.

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: 00:24:04

rachel_1_01-25-2024_131000: Yeah, and

also the person that you're beating

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: 00:24:08

yourself up on that they didn't

convert or they didn't do that.

429

: 00:24:12

They're a human.

430

: 00:24:13

There's things going on in everybody's

lives that even when you're inundated

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: 00:24:18

with beautiful marketing messages and

a perfectly crafted launch strategy

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: 00:24:23

can still come up with a reason why

they're not ready in all of that.

433

: 00:24:28

So there's a lot of, removal of

the human existence from launching.

434

: 00:24:34

When you're just looking at it from a

norm, like a numbers perspective, but when

435

: 00:24:38

you are looking at your launch list and

being like, why aren't y'all converting?

436

: 00:24:42

Realize that we live in a very chaotic

time and there's so much going on in the

437

: 00:24:47

world that there can be so many factors.

438

: 00:24:50

And give yourself grace.

439

: 00:24:51

Give your list grace if they don't perform

the way that you had calculated them too.

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: 00:24:57

Track 1: Then our third thing is

don't go changing everything at.

441

: 00:25:02

At once.

442

: 00:25:03

So use what you've learned from your

data, from your customer's behavior,

443

: 00:25:08

from your survey, and pick the lowest

hanging fruit, the biggest opportunity

444

: 00:25:13

and tweak that because if you change

everything at once and your results aren't

445

: 00:25:18

what you think they're gonna be then

you're not gonna know what worked, what

446

: 00:25:21

didn't work, and it's be a sloppy miss.

447

: 00:25:25

rachel_1_01-25-2024_131000: Yeah.

448

: 00:25:25

And then the only thing to add to

that is just document everything like.

449

: 00:25:28

Take the time to understand what

changes you're gonna make.

450

: 00:25:33

I always say to document from a

very scientifical perspective is

451

: 00:25:37

put up like why you think you're

making this change what you hope.

452

: 00:25:41

To make, like to make the shift there.

453

: 00:25:44

That way you're making these changes

with intention and you're not just saying

454

: 00:25:48

I'm gonna change the sales page just

'cause I wanna change the sales page.

455

: 00:25:50

Really go into it and say, Hey,

we saw an issue on the sales page.

456

: 00:25:54

I want to change this.

457

: 00:25:55

It just helps you avoid going

crazy and making seven different.

458

: 00:26:02

Massive changes to a launch that

maybe only needed one to two.

459

: 00:26:06

And then just have patience with it.

460

: 00:26:08

'cause I know launching is rough, but

the second launch is always the most fun.

461

: 00:26:12

The second and third, like

just, you just gotta get there.

462

: 00:26:16

Track 1: I always say, business is a

science and launching is an experiment.

463

: 00:26:20

So treat it as such and remove

a much as much emotion as you

464

: 00:26:25

can, at least from the results.

465

: 00:26:27

jess--she-her-_1_01-26-2024_130707: Yes.

466

: 00:26:28

All right.

467

: 00:26:28

So we hope you found this helpful,

and until next week we are

468

: 00:26:33

Track 1: we're

469

: 00:26:34

for you.