launch

common myths about launching

Myths about launching

common myths about launching

It’s launch session here in the U.S.

‘What’s launch session?’

I’m glad you asked. It's that time of year when long forgotten or absent business owners pop back into your mailbox to see you the latest 'great' thing since sliced bread. Though launches occur throughout the year, I'm talking about that time of year just after the kids return to school and before the holiday season ends.

When they pop into your inbox so abruptly, you're likely to do one of two things.

1. Think to yourself - ‘who the heck is this?’

OR

2. Hit the Spam button (or the unsubscribe button if you're the nice and patient sort).

As a list building coach, I think it's important that you recognize how others -prospective clients, partners and leads - see you in order to STOP THE MADNESS PRONTO.

#1: It’s ok to launch a program after a long absence.

Think you’re about to fall for this myth?

Ask yourself, ‘when was the last time that I emailed my list?’

If you're launching a program in the next 3-6 months, your answer shouldn't be six months ago.

Priceless tip: Avoid this pitfall by communicating with your list regularly.

If you're too far gone, try to re-engage your list with a simple, yet effective email sequence (autoresponder). 

The content in these emails will vary based on your industry and business goals. I can help you determine the language, setup and select a delivery schedule for these emails during a List Building Breakthrough Sessions.

#2: I can create a product/program/service based off what you want to create versus what my community is saying they want.

Ask yourself, ‘When was the last time I surveyed my community?’

The members of your community (email list) will change from time to time and it’s only natural that their needs would follow suit. 

One surefire way of determining whether or not your products and programs are still relevant is to ask your community directly. But, be mindful. Doing this incorrectly can leave you more confused and less productive.

Priceless tip: I recommend using a free tool like Wufoo or Jotforms to create a 5-10 question quiz.

#3: I don’t need to vet my offer.

The best way to determine if your community is genuinely interested in your offer is to create a lead magnet that aligns with the product/program/service that you’re launching.

Here’s a question you can ask yourself to avoid this myth about launching.

Is my lead magnet (free gift) relevant?

This one is really important. Your lead magnet is the introduction, or virtual hello, that you share with your prospective clients.  It shouldn't be something you throw together because you think it's something your community may want to read or listen to. Make it count.

Priceless tip: Review and revamp your existing lead magnet to ensure it aligns with your existing services and your current business goals. It's important to be very strategic when deciding on and creating a lead magnet.

#4: I don’t need to grow my list before or during my launch.

Newsflash: List building is quintessential to launching. 

To avoid this pitfall, ask yourself, “What am I doing to get more people to join my community (aka grow my list)?”

If you've been promoting the same offers to the same list, you're bound to get the same results. 

And, if that result was crickets after your last  launch...well, let's not repeat that. Wouldn’t you rather have more clients to serve and more money in your bank account?

Priceless tip: I recommend implementing one advanced list building strategy at least one quarter before your launch (i.e. a giveaway, JV giveaway event, challenge or telesummit).

#5: I need to create new content for each launch.

I’m getting exhausted just thinking about this one. 

The truth is you don’t need to create content from scratch every time you launch. 

If you find yourself falling for this myth, ask yourself, “Can I repurpose any of my existing content to support me during my upcoming launch?”

You don't have to create new content for your upcoming launch unless you want to do it. If your launch was successful last time, reuse your copy, ideas, etc.  

Priceless tip: Review your top blog posts that align with your ideal client's top challenges and/or an upcoming program launch, turn them into videos, audio clips, or graphics. Don't be afraid to outsource.

If you'd like to learn more how you can implement these tips in your business, I'd love to connect with you.

Click on the button below to schedule a 20-minute List Building Breakthrough Session.

Email Marketing Hacks: How to minimize unsubscribes and Spam complaints during your next launch

reduce subscribes

How to reduce unsubscribes and Spam complaints during your next launch

Experience is our best teacher.

It used to drive me crazy when my clients would get upset over losing 3 to 10 subscribers, per email, during a new launch.

From my (detached) perspective, I looked at it as a good thing. That’s one less person that you’re paying to talk to. That’s one less person and one less unresponsive subscriber. 

I didn’t realize how much it stings. Even though we’re taught not to take it personally. It’s easy to see that unsubscribe notification as a big old neon sign saying, “I don’t like you.” (Que the knife to the gut and twist.)

 I thought, ‘I’m supposed to be growing my list - not losing subscribers.’

#1: Give them the option to ‘update your preferences.’

Let your subscribers decide when they want to receive emails from you. They can either pick an option based on the frequency (weekly or twice a week). You can also choose from the various lists you offer.

Pro tip: Not all email service providers offer this option. I believe Aweber and Mailchimp still do.

#2: Let them say NO

Create a separate email list or separate tag that allows your subscribers to raise their hands and say I don’t want to learn more about your promotion/product/program.

I’ve been able to achieve this for clients in various email tools including, Aweber, Get Response, ConvertKit (aff link), Infusionsoft, Active Campaign and Mailchimp.

#3: Add an unsubscribe list at or near the top of your newsletters and broadcasts

Adding an unsubscribe link above your header image or before your intro paragraph may scare you.

After all, "won't that encourage them to subscribe?"

No. It does; however, make it easier for your subscribers to leave your list. Some people opt for the spam button rather than scrolling down to the bottom of the page to subscribe, not knowing that spam complaints can hurt your business and your ability to reach your ideal clients’ inbox. 

Adding an unsubscribe link at the top of your emails helps deter this behavior by giving people who aren't your ideal client an easy out. Though it might seem like you're losing a subscriber or your list is shrinking,  I want to encourage you to reframe your thinking. Rather than losing out, I want you to look on the brighter side to see that you're actually gaining a more responsive list of potential buyers (who want to hear from you).

#4: Don't automatically roll them over to your main list

Let’s say you offer a special opt-in during your pre-launch period, like a challenge or a giveaway. After this list building activity is over, take a moment to nurture these new subscribers. Then, ask them to join your main newsletter list (make sure you give them an ethical bribe or a new lead magnet) and provide an explicit opt-in offer to get their permission to enter your inbox weekly.

Be clear and tell people exactly what they’ll receive. If you’re planning on sending out a weekly newsletter and promotional emails, just say that (I’m all for authentic and simple marketing).

Which of these four suggestions are you going to implement to avoid an increase in unsubscribes during your next launch?