Launch With Confidence: The Secret to Creating Irresistible Offers

Let me tell you about a failed launch of mine.

Okay, so we’ve all been there. We earned a certification, picked up a new modality or had an intense download of an amazing new offer that we want to push out to our people.

But instead of catching fire and selling out, it flops. No one is buying. No one is engaging in your emails or your facebook event or your tiktok series. And the launch ends up launching nothing at all.

This happens to pretty much every business owner out there. And that’s me included. I’ve had a few failed launches of mine. One of them happened a few years ago, it was an astrology course.

MY LAUNCH TRAUMA

At that point in my business I had picked up a lot of marketing information and this was the first time I really put the pieces together. I planned out a whole 6 week launch, with tons of instagram content. A live q&a webinar thing. Landing page. The whole 9.

And only 2 people signed up for the in person and no one signed up for the online… and it was embarrassing for me. Like self embarrassment, ‘oh my god I can’t believe I took this much time and effort and it didn’t work.’

And of course, once something ‘fails’ I’m not touching it again. So I moved on.

And the ‘launch trauma’ from this failed launch has stuck with me and I think has influenced every launch since then. I am often left with the fear of ‘omg what if nobody buys?’

WHAT WENT WRONG

Looking back on it now, there’s a few reasons why I think this launch didn’t really launch.

1. I was ignoring the signs of low interest. Many times during that 6 weeks I felt like throwing in the towel and quitting, and a big reason was because I could sense there was a lack of interest.

2. I was wayyyy too focused on what my course was about and not who it was for and why THEY needed to take it. The course was centered around me teaching my philosophy and use of astrology at the time, and so all of those instagram posts were expanding on that topic. None of the addressed who might want this course and why they would want to adopt those philosophies and practices. And a big reason why is because I didn’t know why.

THE STRATEGY I WISH I KNEW

What I didn’t realize at the time is that there is a super common strategy businesses use to avoid this very thing. And it’s used throughout every industry.

When implemented this strategy:

• creates more confidence around launching your offer because you know there is market demand for it

• allows you to fine tune your messaging in a way that actually speaks to your ideal client

• Gives you the building blocks that you need to build your sales page and effective marketing

And this is beta testing. Or test groups or focus group, sampling.

BETA TESTING 101

Beta testing is where you debut your product or service to a select group of people in exchange of feedback. With beta testers you can send them a pre-session survey to get really clear about who these ideal clients are and what they’re hoping to get from the session. You can also test to make sure that everything is working the way that it should and there are no bugs in your program or with your product. And afterwards you can give them another survey asking about their experience, what they think about your current messaging and branding, and provide a space for them to leave a testimonial.

That way, when you do launch you can take all of this real data and turn it into things like case studies, marketing that speaks to outcomes and buyer desires, and reviews to feature on your landing page.

Imagine the confidence that this will create knowing that 1. your new offer is wanted and needed and 2. that you know exactly how to talk about it

And sometimes beta testing can lead to unexpected results. In the film industry it’s not unusual for a studio to preview the film before the final edit is done. They did this with Shrek, and that Smash Mouth song that you hear in the opening scene, ‘All Star’? That was just a filler song they chose, it wasn’t intended to be the final choice. But their test group loved it so much that they ended up keeping it in.

So just to recap:

1. Launch trauma is so real and you are absolutely not alone in this

2. To increase launch confidence, beta testing is the best, low-pressure way to do so

3. Beta testing will give you the answers you need to build better offers, sales pages that convert, and effective messaging that actually resonates with your people

Wishing you the best of luck on your next launch!

Find your next break through