Today we’re going to focus on planning! This means we’re going to take a look at what it means to make a plan that simplifies the process for your launch. In order for your launch to be successful, you need a plan, you need to know what to do when to do it, and who is doing it.
How to Reverse Engineer Your Goal
Take a look at your numbers as a whole and figure out what it means for you to hit those numbers.
- What are the numbers?
- Break down your accounts. How many followers on your platforms do you have? Instagram, Facebook business page, email list, Facebook group, etc.
- How is engagement? Where are people paying attention to you? If you’re spending most of your time on Instagram but most of your business is coming through Facebook then you likely need to spend less time on Instagram and more time on Facebook. Focus on where your audience is listening to you! The platform where your audience is listening to you right now is where you need to focus your time prior to launch.
- Numbers to know:
- Example: 100 people on an email list
- 20% of your audience is actively listening, they’re seeing your content, opening up your emails, etc.
- Of those 20 people on average only 3-5 are going to click on any link you add to your email.
- Of those 3-5 people, on average, only 1-3 person is going to actually become a sale.
- Why is this important?
- If you know your numbers from above and your average open rate on an email is 70% (go you!) then your average click-through rate is going to be higher as well. You’ll be able to “count on” a higher amount of sales coming from your 100 people versus if your engagement is around 20%.
- Example: 100 people on an email list
These same numbers can be applied to service-based businesses. If you’re launching a new service you would base these numbers off of how many discovery calls you conduct and proposals you send out. For example, if you on average have 10 discovery calls and send out 8 proposals, and book 2 new clients then you’ll know that in order to land 4 new clients you need to have about 20 discovery calls.
It’s important to know your sales cycles in this second scenario too. If you know out of 10 calls 2 will be ready to book now but another 3 will book in the next 6 months you can note to follow-up with them in that timeframe. This will give you a solid backlog of warm leads.
The reason knowing your numbers is so important to the component of focus on planning is it allows you to set concrete action items that need to happen in order to hit those goals. So, if you’re wanting to sell 10 courses at your next launch and you only have 100 people on your list with an average open rate of 20% then your first action is actually to build your email list before you launch.
Planning Your Launch: Task List
The very first step here is to create your complete task list for your launch if you haven’t already. It needs to cover every step in the process so nothing is missed. That checklist may look something like this:
- Pre-sale emails
- Live sale emails
- Post sale emails
- Welcome email
- Social media for the launch
- Instagram feed
- Instagram stories
- Instagram reels
- Are you going to be running the sales calls yourself?
- Updating your website? Your membership site? Products?
There are plenty more where that came from but that gives you a good idea. Now you need to determine who is completing each of those tasks? If you’re raising your hand that you’re going to be doing them and you’re only giving yourself a week to launch while maintaining client work – then that may not be realistic.
I’m a huge advocate for outsourcing! Getting just a little support can make your launch process that much less stressful.
Let’s Set a Date!
You know your numbers, you know what needs to be done – now let’s make it happen!
Start your calendar two months out from your launch, this is a minimum! Why? Glad you asked.
When you’re looking at your launch week this should be 100% focused on showing up on social, sales calls, and the cart open – that’s it. This is going to be an energy suck (no matter how much pre-planning is done) so you want to protect your energy and not be the person behind the scenes and running the show.
The week before launch is going to be focused on getting your audience excited for launch week. Again, you’re showing up, creating engagement, etc.
Two weeks prior to launch you introduce the launch to your audience. Let them know you have something exciting coming. Marketing is going to be heavy in the two weeks leading up to launch. You may feel like you’re repeating yourself a lot but only about 16% of your audience is actually seeing your content day in and day out.
One and two months prior to launch you’re completing everything on the task list we created above. You’re testing the workflows, zaps, and having trusted peers go through your process and read over your materials so everything is in tip-top shape come launch day.
Wrapping it up
Once you have created these lists and set a launch calendar in place you can repurpose it launch after launch. If you’re talking to the same audience for multiple offers throughout the years then keeping all of your launch content and copy together will save you tons of time when you launch next time! Focus on planning this launch 100% and your next launch will be that much easier.