The 3 Stages of a Successful Launch Campaign

You put a ton of time and effort into your product or program launch … only to have it generate TWO sales! 

Or worse … NO sales!

These are some of the issues I’ve experienced in my own business, and my clients have experienced in their businesses too.  And it made me look at the entire launch campaign process.

You need to do more than just send out a couple of emails to your subscribers letting them know about your new product or program.

You need to do a whole launch campaign!

As soon as you have a launch campaign in place, you experience different results. And have “sold out” signs going up on your website.

So, what is a launch campaign?

It’s a step-by-step, repeatable process, that you can implement whenever you want to launch a brand-new product or program, or re-launch a current product or previous program.

Product Launch Mastery:
How To Successfully Launch Products & Programs For “SOLD OUT” Results
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It’s much harder to sell something simply by sticking it out there and hoping people will buy it; when you have a launch system in place you will make more sales.

Make sure you’re solving a problem that your target market wants solved! You’ll be well on your way to a successful launch.

Having done my fair share of product and program launches over the years (both my own and with and for my clients) I realized that there are three very specific stages to a launch campaign, and I’m going to share them with you here today:

Stage One: Pre-Launch

This is actually the major stage of your product launch sequence – this is where you do all the planning and strategizing. You want to allow several weeks for your pre-launch stage as it’s during this stage that you’ll be:

  • Writing the sales page and creating the back-office systems
  • Setting up your affiliates to help you with your launch
  • Creating a sub-list of eager buyers
  • Hosting a free preview teleclass to officially launch your product or program (optional, but a worthwhile strategy)
  • Doing any final research to make sure that your product or program really provides the solution to your target market’s problems.

Stage Two: During the Launch

This is actually a very short-time frame, say about two weeks. During this stage you will have officially launched your product or program to your target market, and may be doing additional promotional work to encourage early purchases. This could take the form of additional solo emails, or joint venturing with other business owners to get the word out.

You may also be offering time-sensitive bonuses or discounts, and doing ‘last chance’ announcements.

Stage Three: Post-Launch

Once the initial launch phase is over, you want to ensure that you continue to get more sales, especially if it’s for a product that will be available over the long-term.

You also want to put in place strategies to ‘make the sale stick’, i.e. you want people to use your new product, or participate in your new program. If you’ve offered a guarantee, you want to make sure they don’t come back to you asking for their money back because you haven’t done your job in ensuring that they’re happy with their investment.

During this stage you want to:

  • Create a sequence of follow-up emails that checks in with your customer to make sure they are happy with their purchase.
  • Offer ongoing support so that they get the most out of their investment.
  • Send any ‘surprise’ or unannounced bonuses.

You also want to go into normal promotion mode so that you encourage sales for the long-term. This means adding details of your product or program to you website, blog, and making it a regular feature in your ezine.

Product Launch Mastery:
How To Successfully Launch Products & Programs For “SOLD OUT” Results
Click here for immediate access

Next time you’re planning a launch campaign for a product or program, follow these three steps above to ensure you maximize your results.  And let me know below where you’re stuck when it comes to your launch campaigns. I’d love to help.

(c) 2016 Tracey Lawton Training & Consulting LLC

Tracey LawtonAbout the author: Online Business Development Strategist, Tracey Lawton, teaches life coaches, business coaches, and virtual assistants how to become more organized, streamlined, and automated so that they don’t constantly bottleneck projects and processes. Having the right systems in place leads to consistent revenues, more clients, and less stress and overwhelm. Get your free List Building System Checklist TODAY and start to grow your list so you can ensure a constant flow of clients.

 

Info Product Creation: How To Create Your FIRST Info Product in 7 Easy Steps

You can create your first info product in as little as two hours when you follow these steps below.

But first, let’s look at why having an info product as part of your business model is so important.

It’s simply a smart move for a solo service professional to have at least one other income stream (if you can add several income streams to your business, even better!).

passive income

Even though the majority of your day-to-day work (and therefore income) is working directly with your clients, having additional income streams that run when you’re not present, means you can take time away from your business when you need to, and yet still generate some revenues.

So, once you’ve mastered your online marketing system and you’re growing your list on a daily basis, this is a good time to then set about creating additional offerings for your subscribers.  This is where you start to look at your Product & Marketing Funnel and see where the gaps are and where new products can fit.

If you’re like most solo service professionals you’ll have something at the top (i.e. the widest part) of your funnel, which is usually your free taste, and then you’ll have something at the bottom (i.e. the narrowest part) of your funnel, which is usually your most expensive one-on-one services, but you won’t have anything in-between.

This is where you need to create products at different price points so that your clients and customers can experience your services and expertise without having to invest in your top (most expensive) service, but they want more than you are offering at the ‘free’ level.

A great first info product to create is one that sits at the second level within your Product & Marketing Funnel; somewhere between $1 and $50.

So, here is the step-by-step guide on how to create that all-important first paid offering.

Step 1 Host a Free Teleclass

Not only is this a great way to build your list, but it also exposes your audience to your expertise.  You get to interact with your target market via the teleclass and they are able to ask you questions right there on the call.

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Step 2 Record Your Teleclass

In addition to this being a great incentive to getting more sign-ups (if a registrant is not able to make it to the live teleclass they know that they’ll be able to get hold of the information afterwards via the recording), but this is where you’ll turn your free teleclass into your first paid info product.

Step 3 Create an Accompanying Guide or Special Report

Using the notes you prepared for your teleclass, turn these into a guide to accompany your teleclass.  Or turn your notes into a special report and sell the report as the paid product and offer the teleclass recording as a bonus.

Step 4 Create a Workbook

If you also provided instructions or how-to information as part of your free teleclass, take that information and create an additional workbook.  A workbook is a simple document that will allow your customer/client to make notes, write down their ideas, or plan out how they’re going to implement the how-to information that you shared with them on the teleclass.

Step 5 Bundle It All Together

Now that you have your teleclass recording, and you’ve created an accompanying guide/ebook and/or workbook, bundle all this information together to offer as a paid product at the second level within your funnel i.e. between the $1 and $50 price range.

Step 6 Create a Sales Page and Shopping Cart Link

You now need to create a sales page for your product, and associated shopping cart link.  It is also a great customer service feature to create an autoresponder so that you can follow-up with your customers to check that they are happy with their purchase and are implementing the information you shared with them.

Step 7 Promote to Your List

Once you have your product all set up (Step 5), and created the sales page (Step 6) it’s time to promote it to your list and make sales!  This is the exciting part!  Include some teaser information in your newsletter leading up to the launch of your product, and once you’re ready to take sales send a solo mailing announcing the launch of your product.  A solo mailing is much more effective than including the announcement as part of your regular newsletter.

FREE Online Business & Marketing Systems Checklist
Access your 26-point Online Business Management & Marketing SYSTEMS CHECKLIST 
Click here for immediate access

After the initial launch continue to promote your product through your newsletter; promote it on your blog; and tell all your social networks about your product.

(c) 2015 Tracey Lawton

Tracey LawtonAbout the author: Online Business Development Strategist, Tracey Lawton, teaches life coaches, business coaches, and virtual assistants how to become more organized, streamlined, and automated so that they don’t constantly bottleneck projects and processes. Having the right systems in place leads to consistent revenues, more clients, and less stress and overwhelm. Get your free Systems Checklist TODAY and see if you have all of your bases covered.

 

Your Systems For Success 30-minute Jumpstart

  • Are you overwhelmed by all the different list management choices out there, e.g. 1ShoppingCart, Infusionsoft, Aweber, Constant Contact etc.?
  • Want to know the best way to create your free taste and automated follow-up emails?
  • Would you like to brainstorm your next product launch campaign?
  • Need help planning out your marketing calendar so you know exactly what you’re promoting and when?

Spend 30 Minutes on Your Systems For Success Jumpstart Session… 

And Get Your Questions Answered

It’s just you and me, one-on-one for 30 minutes, where you get to ask me anything about running your online solo service business. And each session is designed to get you moving forward quickly. Whatever area you’re currently stuck on, I will provide you with an action plan for getting unstuck and moving you forward. You’d be surprised at just how much can be accomplished in 30 minutes!

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3 Ways to Generate Cash Flow … Fast!

The summer months are approaching and, for some of you, that means business may slow down a little … you might even be feeling a little panicked at the thought of your income dropping.  However, with a bit of forward planning, you can sail through the summer months with very little dips in your revenue.

Today I’d like to share with you three, easy-to-implement, strategies that will allow you to consistently generate revenue during slower months. None of these strategies require you to create anything new … simply repurpose what you already have!

1. Have a Sale – this really is the quickest and easiest way to inject your business with some quick income, although a word of caution… use this method wisely. You don’t want to have a sale too often otherwise your clients and customers will become used to it and not buy from you when your products and programs aren’t on sale – about once a year is a good rule of thumb.

If you’re using a shopping cart such as 1ShoppingCart or Infusionsoft you can quickly and easily create a sale either by offering a percentage or dollar discount via a coupon code or by simply putting your product ‘on sale’ within the shopping cart itself. The nice thing about either of these strategies is that you can set a start and end date either for your coupon or ‘on sale” product and it will automatically expire, meaning you don’t have to think about switching anything off once the sale is over. And it’s so much easier for you to honor your sale dates.

2. Create a Teleclass Series – so many business owners procrastinate when it comes to launching programs simply because they overcomplicate it; they think it’s going to take a lot of work to put together and over-think the content.

You know, I’m a huge fan of teleclasses because of their simplicity and ease in setting up, and a teleclass series is no different. Choose one of your client’s biggest challenges as the theme and then break the theme down into four, six, or eight different sub-topics. Each sub-topic represents one teleclass on which you can teach. Add a workbook or transcript to each teleclass and you’ve got a teleclass series ready to offer to your clients.

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3. Launch a Product – again with the right product in place you can turn around a launch a new product within a week! An ecourse is the perfect product to get launched quickly; you simply create the first lesson and announce your ecourse to your clients and customers. You’re launching your product and generating sales even before your product is complete.

The trick here is to always ensure that you are at least one lesson ahead of your first customer so that they always get their next lesson on time. Your ecourse can be anything from three, six, or 12 months long. Plan the course, write your first lesson and away you go. When I created my signature information product (a 26-week ecourse) I only had the first six lessons all prepared and ready to go when I launched it to my community … and I started generating income immediately.

These are three creative ways in which you can infuse some cash into your business right now. They’re all quick and easy to implement and will really create a fast path to cash. Which one will you implement today?

(c) 2014 Tracey Lawton

Tracey LawtonAbout the author: Online Business Development Strategist, Tracey Lawton, teaches life coaches, business coaches, and virtual assistants how to become more organized, streamlined, and automated so that they don’t constantly bottleneck projects and processes. Having the right systems in place leads to consistent revenues, more clients, and less stress and overwhelm. Find out if you have the right systems in place for your business with Tracey’s free quiz, “Is Your Business Set Up To Fail?” at http://bizsuccessquiz.com

 

Creating Leverage is Not Always The Answer To More Income

We’re constantly told that we need to create leverage in our business; that working with one-on-one clients is too time-consuming.

However, there’s one vital step that is missing from this scenario, and this is why many business owners are frustrated; they’re not filling their programs; they’re not selling their products.

Watch this week’s quick video tip to discover what that missing key is.

Tracey LawtonAbout the author: Online Business Development Strategist, Tracey Lawton, teaches life coaches, business coaches, and virtual assistants how to become more organized, streamlined, and automated so that they don’t constantly bottleneck projects and processes. Having the right systems in place leads to consistent revenues, more clients, and less stress and overwhelm. Find out if you have the right systems in place for your business with Tracey’s free quiz, “Is Your Business Set Up To Fail?” at http://bizsuccessquiz.com