People Buy Brilliant.
June 12, 2019
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This is an update to my previous post called “My First Launch Failed”. This is what I did to have a huge Launch #3 success.

You probably need to know what I sell… I sell a sales and growth course plus coaching to online entrepreneurs who sell their expertise. That means consultants, coaches, online course creators, and freelancers

So what the hell did I do between Launch #1 and Launch #3.

Everybody wanted to know the 1 thing that made the biggest difference.
I think that’s where a lot of us go sideways… we think there is one thing… one program, one funnel, one ad, one email launch campaign away. My experience in doing this for quite a while, is that hoping to find that one magic thing is chasing rainbows. As soon as we recognize there isn’t a silver bullet then things start going up and to the right.

Sales Strategy

First thing I did wrong and then right is I had a webinar funnel campaign filled with paid ads and a separate Product Launch Formula Launch campaign that was all email based. My paid ad webinar funnel and email launch campaigns each ran as separate silos.
That was dumb.

Once I started running them in concert, I deliberately worked them together and things got right. The webinar funnel lead gen that went into a webinar funnel produced regular predictable foundation revenue. The people who didn’t buy on the first pass went into a launch cycle which I interleaved over the foundation revenue when the new lead numbers were big enough.

This stacking strategy combo got way more revenue when working together. The webinar funnel did $97K and the launch sequence did $102K.

Then I stacked membership subscription revenue stream on top with clients after they finished the base program. This revenue stacking strategy is something we’ve been doing for some time in different ways and it works pretty well.

Working two sales techniques together isn’t some new idea. The way we did it with these two sales techniques was pretty cool.

Most of the real changes came in everything else you need…

List & Audience #1 All lists are not equal. If someone is on your list but didn’t get there because of an intentional leaning-in to a sales process with you about what you are trying to sell them then they are effectively cold. Cold lists don’t perform.
Leads need to opt-in from something contextually relevant to the sales journey they are about to go on with you.

#2 List Quality To jack up my list size and more importantly, quality, I knew I needed to make some kind of capital investment in the form of: A. Money to buy targeted ads; B. Intellectual Capital by offering something super valuable/useful to my avatar (for me that was webinars & mini course); or, C. Time Capital hustling online, in groups (like writing this bloody post for y’all), commenting, taking calls with people. Yesterday I talked to 5 of you and have a bunch more today. I did all 3 of these things but mostly A and B.

#3 The biggest challenge I had spinning up Product Launch Formula is that you need a list, a really good list full of people who have leaned-in to the sales journey.

I didn’t want to organically grow e.g. super slow, so I figured out how to accelerate it a bunch.

Avatar – Target Customer #1 I cut my avatar to the bone.

A lot of us sell stuff that has broad appeal and focusing on just one hyper focused segment feels like you’re picking which kid you love more.

We think we’ll lose money by narrowing our focus. The exact opposite is true. So I forced myself to make the seemingly impossible (but it’s not) choice to focus and focus more.
I’ve heard stories about the US Navy SEALS and how they persevere… They say when you think you can go no further, take no more, dig any deeper, you’re only at 40% of what you can actually do. I applied that thinking to defining my customer target and got insanely precise about what their pains, gains, needs, wants, desires, & motivations for what I do are. This focus drove all content, email, ads, webinar, everything.

#2 I fell in love with a real problem (not my solution)

When the problem is real painful or scary or the need is huge AND you live it, breathe it, feel it you gain instant credibility, trust, brother from another mother kind of feeling.

Some of the comments and messages about the post said I “TOTALLY NAILED IT!!!”, “Hit the bullseye”, “You feel me.”

That’s the kind of resonance you need. When you fall in love with a really important problem your target customer cares deeply about and solve it in a transformative way, you’re no longer selling… customers chase you.

My Offer #1 I tried to go too big too soon I came from a high touch, high ticket ($30K), mature, done for you consulting service. Trying to translate that monster to a online course with coaching hybrid is crazy hard. At least it was for me. What I did was focused my offer exclusively on solving that critical problem my avatar needed solved.

By doing this I radically simplified my marketing, messaging, sales process, course production, coaching effort.

#2 Changing the sales model also made this difficult. People had always bought me and from me. Using a funnel and email is a harder sell and I needed more depth of content in place across the board to cover for the fact that I’m not the one walking them through the sales process myself.

#3 I realized people don’t want to buy my offer. They want to buy the results my offer will give them. This is kind of subtle but I think there is a big difference between buying a solution to a problem vs buying the problem solved.

When they first opt in, leads have some problem, need, want, pain, desire. What they are looking to buy is the problem solved, need met, pain relieved, gain received, desire satisfied, etc.

I focused on nothing else but to take them from where they are to where they want to be. For my audience that means making money.

Sales Process Pacing

Sell Slow, As Fast As You Can.

Selling a service like I do requires that people have time to breathe in the sales process. Get to know you, value you, settle in with their problem and see you as the solution.

If I pushed them too hard to go from ad to webinar to buy now I’d be sucking all the air out of the sales processes.

So I slowed way the hell down, kept trying to be valuable and people started asking to buy vs me pushing to sell.

My Email Copy

#1 Most people don’t buy on the first pass. So email loopback or drip or launch campaigns give them a 2nd, 3rd, 4th chance to make the right decision. I had little to no loopback revenue the first go around. Now it’s equal to and growing beyond first pass revenue.

#2 I finally figured out all of the templates people use to hype up and sell via email don’t work for me. The clickbait subject lines and formulaic approaches are just that. It all feels sketchy to me.

I found that my people responded to an authentic voice. I still find this balance of asking someone to buy without being sales-y a challenge.

Pre-Launch Content

The pre-launch content needs to be amazingly well conceived, perfectly paced, emotional, practical, trust building, credibility building, inspiring, compelling, sales focused but not sales-y.

For me this was all email, ads, lead magnets, webinars, mini-classes.
I redid all of this multiple times once I found my avatar, fell in love with their problem, created a transformative solution, and found my voice.

Facebook Ads

I tried finding home run ads. I wanted a ton of comments, shares, high relevance, super converting volume from 1 ad.
I could afford bigger daily budgets so I said screw it let’s make it rain. No rain happened.
What ultimately worked for me was a lots of low daily budget ads – 1 ad per ad set at $10-$15/day/ad to keep my conversion cost down and quality high. I used lookalike audiences extensively and retargeting. My audience responded to shorter ad copy but not too short. Long ad copy rarely performed well for me. I offered up really high value content, webinars, mini-classes. The goal was to be valuable/invaluable to them right away so people felt thankful. I did nothing real fancy here.

Tools and Tech

I’m a pretty experienced software guy and finding tools that worked for my flow was a massive time sink, black hole, life suck.

Learning the basics of all of the tools isn’t so hard. Learning all of the REAL stuff you absolutely need to know to make them work well took a lot of effort and trial & error. The final 20% took 80% of the effort.

I still kick myself for how much time I wasted trying to get it all right. I hope you don’t make the same mistake. Reach out and schedule a call if you want help getting all of this right.