The Fierce Business Babe Podcast Ep 159: Increase Your Launch Conversions

Today, I am talking all about how to increase your launch conversions! Have you ever felt like your launches weren’t working the way that they should? Do you feel like you aren’t making enough sales? In this episode I dive deep into everything you need to do to make your launches more successful and increase your sales.

Increase Your Launch Conversions

By: Melissa Lin

Welcome back to another episode of The Fierce Business Babe Podcast. I hope that you are having a great start to your fall. I have been having such a blast getting all my fall outfits out, getting my fall shoes out of the closet, my scarves, my big blankets, my big sweaters-- as you can tell I love staying warm and being cozy. I’m really starting to prep for the holidays and even making some travel plans to visit friends and family these next few months, so I'm really excited for that and super excited to chat about today's podcast episode topic, which is all about increasing your launch conversions. So if you have ever felt like, you know, my launch isn't working, or if you feel like you're not getting as many sales this weekend as you were hoping for, or as many applications in for your program as you were hoping for this is definitely the episode for you. We are going to get into some juicy stuff today and I cannot wait. We are going to chat all about increasing your launch conversions for your business, so I am going to be touching on specifically the overall strategy, how to create different permission slips for your audience and why we get to create those different permission slips, and I'll go into more detail about what I mean later, how to handle objections, and so much more. Are you ready to dive in? Grab your notebooks, your favorite pencils or your favorite pens, whichever you prefer, water, coffee, tea, whatever you're drinking, and we're going to dive right on in.

A Launch Overview

The first thing that I want to cover today is just a launch overview, so we'll start with the launch overview in case you are brand new to launching and maybe you're brand new to my audience and haven't heard how I teach launching. So I wanted to go through a quick recap of my four step launch process that I teach my clients. So the first step is what I called the pre-launch. This is where you prep everything, and you want to have as much prep before you go into your launch, that way during your launch you can actually focus on the sales portion, adding value instead of prepping all the things in the back end, such as your sales page or your check out link. You want to have that stuff ready to go so that your launch can be as smooth as possible. So during the time of this pre pre launch I recommend that you have some of these things completed or even more. So definitely market research, that has to happen before you launch. What is it that your audience is actually needing right now? Map out your program, you want to make sure that’s fully mapped out, that you have all the details, right? You don't necessarily need to have your program fully created, you don't need to have all 12 modules created before you actually lunch, you can create as you go. You can even create after you've launched, we've done both, and we've also created everything before launching, so again you can launch before you have everything ready, but do some market research. See what it is your audience is really looking for. And of course it does matter, what are you most excited to teach about in the launch as well. So make sure we have some of the behind-the-scenes items created, so your application page, if it's not a buy button, if it’s an application based program. A sales page, if you have a sales page, again not really necessary for a launch, we've had so many multiple five-figure launches without a sales page at all, so definitely not necessary. Some other things, payment links, a welcome email, any kind of animation that you need set up. And then what I start recommending is teasing your offer. The more awareness you can create for your program, the better. You want to create as much brand awareness for your program or whatever it is that you're launching, especially if it's a brand new offer, if it's something that your audience has never heard about, that you want to create as much brand awareness as you can. And I talked about this in other podcast episodes, and how you can create brand awareness and continue to create more and more and build up that awareness throughout the entire year, even if you're not launching your offer all year. If your doors are not always open you can still create brand awareness, and I recommend to do so, that way when you do launch again, you know maybe only launched every two quarters that one program, and then there's tons of brand awareness around it and people know what it is that you're about to open doors to. So start teasing, create awareness, you can do so with graphics, you can do so with behind the scenes of you building out the sales pages and things like that, adding in the hashtag of your new program name, and it's things like that the more excited you are about it, the more excited your audience will be. So let's create excitement, let's create awareness about what it is you're about to launch.

The second step is what I call the pre-launch and during the second step you can actually generate some early sales by providing your hottest leads, your warmest leads, which yes you do have some in your audience right now, you can provide them some incentives such as saving some money with the waitlist or maybe a presale or an early bird or maybe two spots, right? Why not fill a few seats before your doors are officially open? You have people in your audience who want to hop in before you officially open, they want to claim their spot, they want to make sure that they can lock that spot in, so why not give them the option to do it? Then that guarantees that you've got a few sales before you even open doors to the public. It’s a huge win and it's going to help you get even more excited and your audience get excited to open doors publicly.

The next step is the launch step, so basically when you open doors to the public. So you've already started to create awareness around your offer, you’ve teased it, people know about it, they know it's coming. Maybe you had a waitlist open, or you had a presale for a week or so and now you're going to actually open the doors to the public. Something that I want you to keep in mind during your actual launch is you want to provide as much value to your audience as possible because you will have new leads coming in throughout the week and so you want to continue to add value, and those that see value or see you as an expert in your field will go from leads to paying clients. You can add value through items such as a Facebook challenge, a workshop, a masterclass, a live stream series, mini Instagram story trainings, bring some type of value because you want to start to warm up those people that are a little colder in your audience. You already sold to the hot leads, the warmest leads, they're already in, they trust you, they like you, they know you, so now it's time to start to create that same relationship with some of the colder leads or not as warm leads. Maybe they're lukewarm, they're not warm enough and then you can start to convert and have some conversations and so during the last few hours of your launch you'll start to close the door. Keep in mind that what we've experienced in our business is 20% to 30% buy in the last 48 hours, people will take as long as you give them to enroll or sign up or apply, so make sure to continue that urgency. I really felt it was important to go through those four steps before going into how to actually increase some of your launch conversions because you have to have a basic understanding of the launch process first.

Creating Permission Slips

What I want to share with you are some tips that I know will definitely make some increases in your conversions. The first thing I want to chat about is creating multiple permission slips. And so what I mean by that and why this is important is not everybody responds the same way to sales. Not everybody responds to social media the same way, so for example we've had some people apply for our program that we haven't actually had a conversation with before, they found us. They love my content and they went to the sales page on their own, didn't even look at any of our stories, and applied on their own. We had some who went to one of my workshops and then applied, so they needed a little bit more trust from me before they did take that next step. We've also had some people this week send me a DM over on Instagram asking questions about the program before they applied, and so some people just need different permission slips. Not everyone's going to go and apply via the link in your bio if it's sitting there. Some people need to hear from you, “please DM me if you have questions” or need to maybe answer a poll, or ask a question, so you want to create multiple permission slips because again, there are so many different people in your audience and they will take different actions. Some may not feel ready to send you a message privately, they just apply, so again you want to create multiple permission slips. Here are a few examples for you so you can be the call to action for somebody to send you a message. Some people are going to creep and lurk and never message you, which is totally fine, but maybe after watching an Instagram story training that you did, maybe that story really spoke to them, so they are going to apply for your program, so create multiple permission slips. If we're only directing people to go and apply for your program and maybe they have some questions, but they don't feel ready to ask you, then that's a missed opportunity right there. Create a call to action to comment below on your post, or have a call to action to answer a poll in your Instagram stories, we did this just a few days ago and we love to do this usually once per week. Have a call to action to ask a question in your questions box, maybe they're wondering how long the program is, maybe they couldn't find your link in your bio, maybe something wasn't working on their end, there's always things that come up here and there, so having that questions box is another way to create that permission slip for your potential clients. That's the first thing that we can do to start to increase our launch conversions is create multiple permission slips for your audience.

Handling Objections

The second thing I want to chat about is handling objections and I want to talk through this and share how you can actually do this through your content as you continue to grow and scale your business. You want to be able to touch more than just one person at a time, right? You want to be able to handle maybe 10 people at one time or 15 or 20 versus having 10 or 15 or 20 conversations because you can definitely touch more people that way. So you can handle objections to your content, and again there are going to be some people who maybe aren't even on your radar that are interested and maybe they have one slight objection, maybe they're worried about how much time commitment is needed for the program, you can handle that objection in a training or in your Instagram stories. So here are some examples of what this could look like, always try and do this for any type of objections, at least the big objections, and the biggest ones are going to be time, money, “I don't feel ready for this,” or “am I the right fit for this.” So I would start to brainstorm how you can handle this through your content and so here's an example of something you can do: you can share a story of an objection that you had yourself before investing. Create ways for your audience to relate with you, so for example I spent my first year or so in business trying to do it myself and I spent so many hours, like countless hours, on Google each day doing my own research and I made some progress on my own, it was very slight, but if I had invested so much earlier I could have ten times the progress I had made attempting to do it all on my own. So that's an example of a story of my own experience that I can share with my audience where maybe others can relate. Maybe they've been trying to get that result for themselves for x amount of time on their own and it hasn't gotten them to the results and that could be the story that they really relate to, that's like, “oh yes I hear you Melissa, now it's my time.” Another thing that you can do is share how past clients have also had the same objections, so for example if a potential client has a money objection share how a past client had that same money objection, how they were feeling, and what happened once they overcame that and did take that next step and step out of their comfort zone and decided to invest themselves and decided to move forward. You can also handle objections directly, so for example if it's a money objection a bonus you can throw out 4 to 5 days before your launch ends is an extended payment plan option, so that's literally handling the money objection for those that have said it's been out of their price range. You're creating a new way for them to take it on. You're creating a new way for them to now start your program or your course or your offer by creating a that. So you can handle objections to your content by sharing past experiences, directly talking to clients and follow up, I cannot stress this enough. Most people have some type of objection and it's not usually an actual objection that's stopping them, it’s some other fear holding them back.

Creating Urgency

Now the next thing that I want to dive into that's going to help you increase your launch conversions is a really important piece of launching: urgency. People will take as long as you give them to take action, right? One of the biggest things is if you give them forever to buy, they will take forever to buy, so create urgency. And you can create urgency in many, many ways and here are just a few. You can add in a new bonus to create urgency, you're creating an urgency to speed up the decision-making process instead of them just sitting on it and not deciding. I would rather have a potential client decide yes or no instead of just never deciding and just staying where they are, right? If it's a yes, amazing, and if it's a no, that's okay too, it's just not the right thing in this moment, no worries. So we want to create urgency. Bonuses are a great way to do this. You can also create urgency with a limited number of spots or a limited amount of time, and again it's speeding up the decision-making process for your potential clients. And now something that I want you to start to think about, I want you to ask yourself a few questions, and I actually talked about this in my Instagram stories just a few days ago as I was chatting through like launch processes and sales processes, and if you aren't very active over on my Instagram I definitely recommend to meet over there because I do lots of many trainings over there, as well and lots of fun things, so come join. There are some questions to ask yourself as you're going through, reflecting on maybe your last launch or a launch coming out that you’re starting to prep for. Ask yourself, how often have you actually talked about your program this week or your offer this week and how often are you actually creating more awareness? Whether you're launching or not, how often are you creating an awareness for your program? How many times have you followed up with leads that have shown interest this week? How many times have you actually asked for the sale? How many times have you shown up on your Instagram stories and leaned in to sell?

Leaning into your Launch

One of the biggest pieces of wisdomI can give you today is to lean into your launch. I see so many entrepreneurs officially open doors and no one buys in the first 30 minutes and then that entrepreneur leans back and kind of steps away from their launch and disappears from their launch completely and that is the opposite of what we need to do. If nobody buys, keep calling. Lean into your launch even more. Show up for your launch even more. Know that your people, your ideal client, they will buy when the time is right for them. Keep showing up. There are people in your audience right now wanting to work with you, maybe they just haven't heard that permission slip they’ve been waiting for. As I mentioned in the earlier parts of this episode maybe they're waiting for a piece of urgency or maybe they have a quick question they wanted to ask you and haven't asked you yet, so keep going. Keep listening and keep showing up in your launch. Let's take some action today whether it's you following up with potential leads, whether it's you showing up on stories and creating more brand awareness around your program, whether it’s selling, or you adding value, let's take some action today so that we can work on increasing your own launch conversions. So today we've touched on overall launch strategy, how to create brand awareness, how to handle objections, creating urgency, and so much more. You know that we're already getting ready for next week's episode, I can't wait to share it with you and I will see you bright and early next Monday morning.

Topics we cover include:

Launching overview
Creating multiple permission slips
Handling objections
Creating urgency in your launch
Leaning into your launch

And so much more!

Times to check out:

(07:46) Launching 101

(15:27) Creating multiple permission slips

(18:43) Handling objections

(23:15) Creating urgency

(26:06) Lean into your launch

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