How to launch your offers again (and again!) to make more sales

When I talk about launching I'm usually referring to a live launch—which isn't something you just do the first time you launch a brand new offer out into the world. If you're only launching it once, then you're leaving money on the table. In today's episode, I'm sharing how you can review your launch to refine, rinse and repeat for more sales next time.

– Why sending out a non-buyer survey while the launch is still fresh in your audience's mind is so important.
– Why looking at the numbers at each step gives you context and tells you more of a story about what worked and what didn't.
– How using the READ method will help you to review your entire launch.
– Why reviewing your messaging is so important to bridge the parts of the Magician's Gap that you may have missed.

 

 

How to launch your offers again and again to make more sales of them.

 

When I'm talking about launching, I'm usually referring to a live launch, which isn't something that you just do the first time you put a brand new offer out into the world.
If you are new here, that might be news to you. If you've been listening to the show for a while, you've probably heard me say that. So many times that you're like, Steph, we get it. You don't need to keep telling me that launching is something I do more than just once. Because here's the thing. If you are launching it just once, you are leaving sales on the table.
So this post, I'm going to share a couple of the things that I do in my own launching process and that I teach my students to do inside Launch Magic to launch your offers over and over again and make more sales from them.

 

When I'm launching, running the launch is just one part of it.

Once we finish running that launch, once we close doors or we end, we have that deadline for somebody to buy before maybe the bonus expires or the price goes up or it's the last chance for them to join before this round begins. Once we close doors, I then go into the next step in the process, which is review.

Review

So I go back and I look at the launch objectively. I look at all of the things that worked and didn't work. I look at the feedback that I got from the people who looked at the sales page and didn't buy. I look at questions that people asked during the launch, and I objectively decide this is what worked. This is what didn't work. This is what we need to improve on. Then the next step in the framework is refine.

Refine

So based on my review, now I know what I need to change the next time we launch. So we make those tweaks. As a team, we make those tweaks and then we rinse and repeat it. So we do this, for example, with Launch Magic twice a year, we're launching the exact same program twice a year where we run the launch where people can buy for about seven days. Usually doors are open. Once we close doors and we kick off the program, then we go into review mode. We make notes. What can we change next time? And then the next time we open doors a couple of months later, we rinse and repeat. Now, so this blog, I'm going to show you how to do the review part of the framework so that you can refine, rinse and repeat your launches to make more sales.

Send a non buyer survey while the launch is still fresh in your audience's memory.

How I do this is I segment my email list based on anyone who clicked through to look at the sales page, but didn't buy. And I send them a survey with five questions. I usually send the survey five to seven days after doors close while they can still remember the offer that I presented to them.
And I craft questions specifically to help me uncover what made them decide not to buy. If they were the right fit for the offer, what misconceptions did they have about the offer? So, I want to know why did they think that it wasn't a good fit for them when actually they were a good fit and I know that they were a good fit.
What hesitations held them back from buying? What knowledge gaps did they have? Like, what did they need to know to be ready to buy that offer that they didn't know? And once I know these things, now I'm no longer mind reading. Now I have insights that I can work with to make my next launch even more compelling, even better converting.

 

Assess my launch spreadsheet

The next thing I also look at is a spreadsheet. I have a spreadsheet with numbers for each step of the launch process. There is a big tendency to just want to look at two numbers. I got this many students and I made this many dollars. But those two numbers alone don't tell you whether the launch was successful or not. ─
One person's launch could get five buyers and be an objectively super, super successful launch. Another launch could have 50 people sign up and be an objectively terrible launch. So looking at the numbers at each step gives us a little bit more context. It gives us the big picture. It tells a story about what parts of the launch worked and what parts didn't.
So we're looking at each step. For example, the first step might be, we're looking at the number of people who looked at the launch lead magnet download page, and then we want to look at the percentage of people who actually opted in, who downloaded the freebie. Then we might look at the next step.
How many people looked at the webinar registration page? What percentage of those people registered? What percentage showed up live? What percentage bought from that? Because at each of those percentages, it's going to tell us, Oh, not many people showed up live. So maybe we can do a few things to increase the percentage who show up live because we know if people shop live, they're more likely to buy during that cart open period.
We also want to look at the total launch list size and the conversion rate as a percentage of that. Because the five buyer launch that I talked about that was super successful might, they might only have had 50 people on their launch list and then they converted at 10%, which is epic, vs the 50 buyer launch which might have had 10, 000 people on their launch list and only converted at 0.5%. So see how just looking at the total sales and the final number of people who signed up doesn't give us the big picture and doesn't tell us whether it worked or not. Because if you only look at those surface level numbers, you don't know what worked, what was good. So the person who had that five buyer launch, they can now confidently go and invest time or money into growing their email list for the next launch because now they know What they're doing converts well.
Whereas the person with the 50 buyer launch, yeah, they can go and invest time and money into growing their audience as well. But first they might want to look at plugging the holes in their existing launch because for each new person that they sign up, it's not, they're not converting as well as they could be.

Review the entire launch using the read method. R E A D repeat, edit, add, delete.

What will we repeat from the last launch? So for example, the webinar topic got a lot of interest and converted well. So yeah, let's do that again. Or the sales page, we know converted viewers really well. So let's make small tweaks when needed and just leave most of it as is. And then what will we keep, but edit in the next launch? So for example, three people in the non-buyer survey said that they wanted to join, but they couldn't make it to the live calls.
So let's edit the sales page so that there's a big emphasis about how you can still get those results without being there live. Then the next bit is what will we add? So A, add. What new things will we add next time? For example, five students said that they wanted some add one-on-one support. So let's add a coaching upsell next time and see if people buy that.
And then the final step is delete. What will we delete next time? For example, it was really complicated running two webinars with different time zones or different time slots. So next time let's just delete the second time slot. We've only got one webinar and we keep it simple.

What messaging tweaks do we need to make?

What tweaks need to happen based on that non buyer survey? What shifts do we need to make in our sales page, webinar, cart open emails, anywhere else where we are selling the offer? Social media content. For example, if somebody tells me in the non buyer survey, I didn't buy this because I thought this was for Australian businesses only and I'm based in the US, then this tells me I need to tweak my messaging.
So it's clear that this applies to businesses anywhere in the world, or if somebody is telling me they can't afford it, then that tells me, well, I didn't do a very good job of communicating why they need to prioritize this right now. So what other things does my ideal client need to know to make this decision?
They want to know, will this work for me? That is the big question that is on their mind as they are going through your launch is, will this work for me in my particular situation? And when we are reviewing our launch, we need to ask ourselves, how well did I answer that? And what else can I tweak to make sure that I address it better next time?

What magician's gap items did you miss in your content?

The magician's gap, if you're new here is the gap between where your ideal client is right now and where they need to be before they are ready to buy. So in your launch, we want to look at where were they ─ at the start of your launch, which we'd be looking at, 30 to 60 days before doors even open.
Where were they at that point? And then how well did your content move them to the point where they are ready to buy by the time doors opened?
So you are using that free content in the lead up to cart open as a way to bridge your magician's gap. You are using your webinar to bridge the gap. You're also bridging it a little bit on your sales page and in your sales emails. We really want to make sure that all of your content is addressing that gap to the point where they need to be to be ready to buy your offer.

 

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