3 content swaps that’ll make you more sales in a launch

The content you share both during cart open AND in the 60-90 days leading up to it has the power to make or break your launch. This is what I call the Magician's Gap: The gap between where someone is today and where they need to be to buy your offer. In today's episode, I suggest 3 different types of content for you to use (and those to avoid) to make more sales in your next launch.

– Why building hype and excitement around your launch will NOT sell your offer (nobody will ever be as excited as you are!).
– How educating your audience on what they need to know about their problem (or the solution your offer delivers) is actually preparing them to buy from you.
– The types of content that WON'T help you sell more (hint: this includes talking non-stop about your offer and counting down the days).
– The benefits of creating a strategically-aligned lead magnet to attract the RIGHT people to your offer.
– Why addressing common questions or hesitations in your content will help your audience move closer to buying your offer.

 

Now in a launch, the content that you share both during cart open and in the 60 to 90 days leading up to cart open has the power to make or break your launch.

Now that is because of a concept that I call the Magician's Gap. The gap between where someone is today and where they need to be, to be ready to buy your offer. It's a pretty complex concept. 

Content swaps in your next launch.

So the next time that you are launching, try these three content swaps that will make you more sales. 

 

#1 Content swap: Stop telling your audience that something exciting is coming. 

Stop telling your audience that something exciting is coming because nobody else is ever going to be as excited about your offer as you are unfortunately unless you are one of the Kardashians and you have a really highly engaged audience of fans who will buy anything you sell them.

They're simply just solving a problem your ideal client is experiencing, and if your offer solves a problem that your ideal client isn't even aware that they have or if they don't believe that it's possible for them to solve that problem, then they won't get excited. They'll just keep scrolling. 

So instead, swap the content that's trying to get them excited about what you are launching, swap it for educating them on what they need to know about the problem they are experiencing or the solution that your offer delivers.

They might need to learn that it's possible to solve that problem. They might need to learn that there is a solution to their problem, and it's up to you to identify where they are at. So that you can share content that meets them where they are rather than trying to make them excited about something that they don't even know they need.

 

#2 Content swap: Stop talking about your offer nonstop and constantly giving a call to action to join the waitlist.

If somebody can't buy your offer right now, you are wasting time talking about it when you could be sharing something that's actually moving them closer to buying when the offer is available.

Seriously, by the time doors open, your audience is going to have already forgotten what is included in your offers. So it's worthwhile spending this time educating them on the problem and the solution and the transformation rather than trying to get them onto your waitlist because waitlists are fine but they're not usually a reliable indicator of who's actually going to buy in a launch.

So instead of talking about your offer nonstop and constantly giving a call to action to join a waitlist, try creating a strategically aligned launch lead magnet that's going to get your audience onto your email list and move them closer to buying. Now your launch lead magnet is actually different from your general lead magnet in your business. It's designed with just this one specific offer in mind and it's not going to be your most popular lead magnet. 

It's not going to get the most opt-ins, but it will get the right people opting in and it will nurture them through the Magician's Gap. The gap that is between where they are right now and where they need to be to be ready to buy when you open doors. It's not going to be the sexiest, shiniest freebie that everybody is going to want but it will be the right freebie for the right people for your launch. 

 

#3 Content swap: Stop counting down the days until doors open and then only talking about the benefits of your course or your group program, or your membership.

While doors open, it frustrates me so much when I see somebody in the lead-up to their launch sharing content that's like five days until doors open, four days, three days, et cetera. As I said, nobody else will be as excited about your launch as you are, and this kind of content is a waste of your time because excitement isn't what's going to sell.

Your audience probably isn't sitting there marking down the days on their calendar until they can buy. And then when doors open, if you are just talking about your offer nonstop and how much value is in it and what the benefits are to them, you are actually doing your audience a disservice. 

During cart open, they are asking, what is in this for me? How will this impact my life? Will this outcome be possible in my specific situation? Why should I care? 

And cart open is really this limited time period where you are helping them to make the right decision for them. Not trying to make them so excited that they buy. So instead of sharing a countdown and trying to build excitement in your launch, try using your cart open content as a time to help your audience make the right decision for them.

You know, what are all of the things that your ideal client needs to know about your offer, about themselves, about the problem they're experiencing, about the solution that your offer delivers, about the transformation that they will achieve? What do they need to know about all of these things to be ready to buy and cover that in your cart open emails, your sales page, your social posts, your webinar, all of those places.

 

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