When I first started planning launches, I created each one from scratch. But over time I developed the “Stress-Free Launch Strategy”, that breaks down the plan into three focus areas.
So let me break these down a little further and walk you through planning your launch!
Launch Strategy Phase I – Intrigue Them
The intrigue phase is all about getting yourself out there and being discovered and getting people to know, like, and trust you, to intrigue people about what you offer to get people’s attention on your products and your services.
There’s three main ways that I recommend someone does a first time launch or even a second time lunch that are proven across the board. You could do a webinar style launch, a challenge style launch, or a three part video series launch, and they all are pretty effective across the board, whether it’s your first launch or fifteenth launch.
If you aren’t sure which one would be right for you, I do have a free Launch Style Quiz you can take here, and once you’ve decided on your intrigue method, it’s important that you get it out there.
The Intrigue Phase also incorporates the pre-launch content, so making sure that your blog posts leading up to the launch are talking about what you’ll be launching, that your Webinar or your challenge or your video series is focused on, filling in the gaps and holes between what your audience knows now and what they’ll need to know if they’re going to join your course or your program.
Just keep in mind the main goal for the Intrigue Phase is all about exposing people to you, getting them to know, like and trust you, getting them to share your webinar or your challenge with their friends, getting them to comment on your video series, etc. So this is where you’re really looking for them to engage with you, engage with your message, and be intrigued about what you’ll be offering.
Launch Strategy Phase II – Invite Them
The next phase in the stress free launch is the Invite Phase, and for some of you, this might be a sales conversation or the conversion part of the launch of this is when you’ve given them a ton of free content. You laid it all out on the line and you are opening the cart to your program to enrollment.
So the invite phase is all about actually inviting them to your program or to take a part of your service. I call it the invite phase more than I call it the conversion phase, the open cart phase, because I feel like if you put the pressure on it that it’s like the sales phase and it’s like the make or break it phase. And I know that’s not really what you want to do.
You’re inviting people to come check out this offer. Keep it friendly, keep it open. Because while it might not be this launch that someone buys hearing about it and delivering your sales in an invitational way is going to maybe make them want to buy it the next time you open it. So I like to call it the invite phase. It’s not the hard sales phase is not the crazy pressure phase. Just invite people to check out your sales page. Invite people to check out a preview call and invite people to a sales call.
If it’s a higher end program or service, you’re selling it one to one, you’re actually having an invitation to a call with you and then after you have invited them to check it out, they can take one of tooth past.
Either they can say, yes, I’m in and they purchased your product or service, or they say maybe next time, but either way they move into…
Launch Strategy Phase III – Inspire Them
For the people who said yes, the inspire phase is all about the onboarding process. It’s making sure they have a great customer experience from purchasing your product to joining the Facebook group, from getting the first week of emails to delivering the course content.
It’s also about inspiring them to actually take action on the course content and keeping them engaged so they don’t fall off in week two, three, four, five, and six of your program.
This successful inspire phase for a customer is what turns them from someone who paid for something from you once to raving fans who will buy from you again and again.
This also sets you up for upsells, cross-sells, downsells, and to have raving fans who are going to spread the time your program enrolls next, all over the Internet to help you be brand spokespeople and affiliates and testimonials for your amazing programs.
Now we also have the other side of the inspire track with his people who said, not right now, or maybe your program was out of their budget, not the right time, whatever the case might be.
You want to continue to inspire these new leads, so that’s when it’s really important that you get that consistency with your newsletters and your podcasts and anything else you’re going to be sending them, so you want to make sure you’re sending them the very best content that you can come up with right after your launch, so start delivering real strategies, real how to use motivational stuff somewhat, but really giving them some tangible strategies so anyone who joined your list from that webinar challenge or a video series and the intrigue phase is ready to stay on your list and not just unsubscribe and bounce.
Really deliver the best of what you have to offer. So maybe keep the free Facebook group open if you did a challenge and serve them there, but really go above and beyond to nurture and inspire these new leads for the next couple of weeks after launch. This will really position them to become the next buyers. The next time you open enrollment in the course and it’s also going to just help them to know, like, and trust you enough. So that was one of the reasons they didn’t purchase. That would be totally eliminated by the next time it opens.
I know this may seem over simplified – that there’s just three simple parts to planning your stress-free launch strategy, and it’s true that there are more kind of minuscule little details that you can walk through.
So that’s why I put together my stress-free launch workbook that you can download and it will walk you through planning out each of these phases!
It’s going to help you choose your dates, choose your pricing, all the other pieces as well as choose which one of those webinars styles you should use or the challenge style, and then help you actually plot the dates of your open cart and everything else you can click below to download that for free. And I’m also going to send you seven daily emails to keep you accountable to filling out that workbook next week.
But it really is as simple as breaking down the goals of your launch into these three phases.
So in the Intrigue Phase, you’re focused on getting a certain number of leads to make your launch goal. You’re not focused on sales, you’re not worried about conversions. You breaking it down in this way really helps you stay focused on the task at hand, which is filling up your email list and your Facebook group with who leaves.
Then when you get to the Invite Phase, it is about the conversion. You are focused on a single call to action of, thanks for being on my list are in my community. Now please join my program, like keeping your focus on that single call to action is going to keep you from being distracted of telling them all the other ways that they can work with you or how to get more of your free content.
And then finally, with the Inspire Phase, you can stay focused on really delivering the best of the best to your customers and the people who just purchased from you as well as all those leads you got in the intrigue phase.
So by breaking it down into these three phases, you do have a clear goal of what you’re trying to accomplish during each phase of your launch strategy.
If you have any questions about these three phases and trig, invite inspire or you have questions about launches in general, I would love for you to enter them in the comments below and I will be sure to get back to you.
“Intrigue – Invite – Inspire.” Thank you for breaking this process down and making it so easy to follow! You’re right, launches can be simple + still successful. I will implement these strategies the next time that I launch!