The following is a list of 28 specific, actionable elements you can add to any launch or promotion in order to do one thing: generate you more sales. The intention with this document is to give you plenty of options to improve an already successful launch. Please avoid doing too many of these to a NEW launch when you have little to no experience. (Get the fundamentals down first).
ManyChat is GREAT for increasing your Launch List Numbers! Manychat is a popular chatbot platform that allows businesses to automate and manage their conversations with customers on various messaging platforms like Facebook and Instagram. It offers a user-friendly interface to create chatbot flows, set up automated responses, and send broadcasts to subscribers. With ManyChat, Instagram users can engage with their audience, capture leads, provide customer support, and even sell products or services through chatbots. The "best practice" that we recommend for using is to do the following:
Post Content on Instagram with a Call to Action to comment with a specific word
Manychat send a DM to that user, confirming their interest
Once confirmed, Manychat send a link to register for your launch or training
During the "Open Enrollment" Segment, invite your prospects to join you on a LIVE PANEL with alumni from your program. We recommend 6 alumni, 30 minutes each. Ask them questions about their journey and results from your program. It's a best practice to attract a diverse group of alumni so you can cover all of your ideal client avatar segments. For the tech, we simply use ZOOM, and stream into our FB Group.
Fomo.com is a super simple software that notifies the visitors of your Sales Page who has already signed up. This can help with your launch by creating a sense of urgency and excitement among potential customers through real-time notifications of recent purchases and activity on your website. This can encourage visitors to take immediate action and make a purchase, increasing conversion rates and driving sales for your launch.
Intercom.com (and there are comparable alternatives) is a versatile customer messaging platform that can greatly assist with your launch. It enables you to engage with your users in real-time through targeted in-app messages, emails, and chatbots. With Intercom, you can provide personalized onboarding experiences, gather valuable user feedback, and proactively address any concerns or questions your users may have during the launch phase.
A countdown timer can help you create a sense of urgency. By setting a specific launch date and time, you can make your audience feel like they are part of an exclusive group that will have access to your product or service before anyone else. Many landing page builders have an option to add a countdown timer or you can use a software like DeadlineFunnel.com to insert countdown timers on your landing pages and emails.
Contrary to common sense, a shorter enrollment period is BETTER. And by better, I mean converts higher. Why? Because the longer the enrollment period, the more you have to keep the energy up and engaging. And as you know, most people buy on CART CLOSE day anyway... the further away you push that day... the more you run the risk of having people move on and forget. So, we recommend a four day Cart Open Window. And for us, we use Monday through Thursday.
On the last day of your launch, after all is said and done, there will be a portion of your audience that are still on the fence, hesitant to make a decision. The "Final Thoughts" video is a video for them. It's casual (think selfie-style) and offers an inspiring story or message that assists these prospects in making a decision.
In the past, I've shared personal stories of when I had to make a big investment in my business and how scary it was... and also times in which I felt like the circumstances were stacked against me.
See the video that we used in the 2023 BBD Launch here!
If you are running either a webinar or a 3-Part Launch... that registration page can tend to have lower conversions. Usually we see roughly 25%. In an effort to fix this problem I created the "Side Door" Opt in.
The Side Door is simply another opt in that offers another freebie of a different medium all together. We recommend something simple like a .pdf, cheatsheet, or calculator. When we did the Digital CEO Dashboard .PDF... we saw conversion rates skyrocket to over 60%!
Then... on the "Thank You" page, each visitor is invited to join the launch!
A retargeting campaign is any PAID advertising campaign (Facebook, Google, etc) that will place ads in front of your launch registrants after they have seen or visited specific pages. The intention of these ads is to get your launch registrants to "hop" back into the launch and continue consuming the content.
Great Possible Retargeting Campaigns:
a. Target an ad to those who have registered for your launch but not yet consumed any materials, with a call to action to consume the content
b. Target an ad to those who have started consuming your content to come back and finish it.
c. Target an ad to those who have gone through the training and let them know "doors are open" for your program
d. Target an ad to those who have visited your sales page but have not purchased, with a link to the Sales Page and a reminder "doors close soon."
The first and last days of your open cart period are the days you will generate the most sales so this is an opportunity to create more sales during the middle of your open cart. For Business By Design we start with a 6-pay and a full pay option on cart open day. The day before cart closes we offer a 12-pay option. This is a great way to get those who have price as an objection off the fence and into your program. I highly recommend having a 12 pay option.
If you are selling an online course or group coaching program, adding a VIP OFFER is fantastic for two reasons: 1) it generates more sales from people that want more support from you and 2) it acts as a PRICE ANCHOR.
A PRICE ANCHOR is a "number" that is used to create price relativity. Since pricing is relative, people can't really discern if what you are selling (let's say it's $1,000) is expensive or cheap. But... if you have priced it next to a $5,000 offer, well... $1,000 looks like a much better deal!
The Best Practice here is to use a 3x multiplier. Which means your VIP offer should be at least three times the price as your "standard" offer.
Below is the Comparison Chart we use to visually demonstrate the difference between the two.
To incentivize buyers, consider offering a bonus on the day of open cart. This can be a free gift, exclusive access to limited-time offers or a masterclass. By providing this extra incentive, you can encourage more customers and reward fast action takers by making a purchase and increasing overall sales. This bonus goes away at midnight on Cart Open Day. And yes, we include email reminders!
Introducing an additional bonus on the final day of the open cart will attract more customers and generate increased traffic. This bonus, which has not been offered before, will entice potential buyers to make a purchase before the cart closes. By adding this incentive, you can create a sense of urgency and encourage more people to take advantage of the offer, ultimately driving more sales and increasing overall customer engagement during the open cart period.
This could be a live masterclass, a minicourse, or live event.
When doing a 3-Part Launch... the 'Cart Open Waitlist" is a great way to build the warmest segment of prospects on the planet. Here's how I do this:
At the end of the third and final training, I offer a quick Call to Action that says: "if you want to be the first one notified when the doors open, visit www.Website.com/waitlist. Note: I ONLY talk about that waitlist at the end of the third training (which for us occurs on Thursday. Cart Opens the following Monday)
NEXT... I do two things with those leads: first I give them a chance to hop on a quick zoom call and talk to an Alumni with the chance to join the program early. Then, I email them Sunday at about 5pm with an early link to join (everyone else joins Monday)
Why this page is so valuable: EVERYONE who registers for this waitlist is raising their hand to buy your stuff. It's your warmest segment. Which means, you can spend more time with them, and follow up with them if need be.
An alumni sales team can be instrumental in launching your business by leveraging their network and connections to generate leads and secure initial sales. Their knowledge and experience can provide valuable insights and guidance, helping you navigate the market and increase the chances of a successful launch. This is paid position for each call an alumni hosts with a potential client. Those who are on the fence can book a call with on of your alumni to complete the sale. These alumni should be trained on the specifics of your program and how to address any questions
We had a team of 21 alumni with 525 calls booked and 178 DM's for the 2023 BBD launch.
I highly, HIGHLY recommend having a quiz be incorporated into your launch or promotion. Why? Two reasons: it can produce phenomenal conversion rates AND (when done properly), converts to sales very well. (Our last quiz funnel converted at 12.5%!) And the best part is... it does all of this without forcing your audience to consume hours of content! In fact, it takes just minutes!
We recommend Bucket.io and SurveyFunnel.io as two possible quiz creation software tools.
How do you get people to consume and finish your launch content? Enter: The Giveaway. The concept is simple: give people homework during your launch that can only be completed by consuming the material... and then invite them to submit their homework as their "raffle ticket" into a daily giveaway.
Not only will this increase your "completion rate" on your launch content... BUT it also creates a VERY WARM segment of your audience! In fact, we see about 30% PURCHASE!
Example: These were the prizes for our 2023 Digital CEO Dashboard giveaway.
Establishing an exclusive Facebook group dedicated to the program that is only available during the launch. It creates engaging conversations among potential clients, enabling them to discuss the aspects they appreciate most about the product. It presents a convenient platform for hosting live broadcasts, effortlessly reaching all members at once. This incredible opportunity requires minimal effort but has substantial benefits. Anything that is being done during the launch can be added to the group to create an additional communication channel.
Hosting a live event provides a unique opportunity to connect directly with your audience and keep potential clients engaged. Live events allow for real-time feedback, question-and-answer sessions, and enabling you to address concerns, provide valuable insights, and establish credibility and build rapport. The dynamic nature of live events helps to capture and maintain the attention of your target audience, making it an effective tool for fostering long-term connections making your product stand out. This allows your clients to capture live in-person content with you and allows for networking between your clients, creating a long lasting bond.
A private Instagram channel can enhance your launch by providing a more intimate and personalized experience for your target audience. It allows you to share exclusive content, updates, and offers directly with a select group of individuals who are likely to be highly engaged and interested in your product or service. Instagram offers a private channel as well as Telegram. We used our private channel to promote various things during the launch such as the secret podcast, the Rise of the Digital CEO, Hardwired for Entrepreneurship and more.
A resource workbook can greatly enhance your launch by providing a teaser for what content is going to be included. It gets people excited about what to expect in the program. It is a great tool to help people follow along with the live training and take action while you are going through the training. By having all the necessary information in one place, it streamlines the process. Ultimately, a resource workbook serves as a valuable tool to guide and support your launch, helping you stay organized and on track.
Text message reminders can greatly enhance your launch by increasing engagement and attendance. By sending timely and personalized reminders, you can ensure that your audience is informed and excited about your launch event or product release. This can help drive higher turnout and foster a sense of anticipation, ultimately leading to a more successful launch. We use CallLoop. There are other software options such as Community, TextMagic, Twilio, BurstSMS.
A course tour can walk your potential client through not only what your program offers but also the interface in which you use and the size of the program. This is a great way to give potential clients a preview of what they are going to get and get them excited and ready to sign up.
Here is a link to the course tour for BBD.
Having a phone number on your sales page (and in sales emails!) can enhance your launch by providing a direct and convenient way for customers to contact and engage with your business. It can also give your launch a professional and trustworthy image, making it easier for potential customers to reach out and inquire about your products or services. There are services that provide an additional phone number that can be rerouted to your personal phone number; google voice offers a free phone number or you can purchase a cheap temporary phone with a new number.
NOTE: We have recently switched over to using Zoom calls!
Our "Secret Podcast" converted incredibly (over 7%!) in our launch. Basically, it's an "audio series" that your audience can consume BEFORE the launch. We use a great piece of software called HelloAudio to set ours up.
There is a big difference in perception between live-streaming in your spare bedroom vs renting our a legit studio. When you are ready and have the budget, I highly recommend. You get a professional crew, multiple camera angles, amazing backdrops and more. Most importantly, it makes you look legit.
If doing your launch in a studio, you can also add an in-person studio audience. It's great for getting the energy up... and getting your audience to share real results in REAL TIME!
This is a Process that already exists in BBD. And it is highly recommended. It walks you through how to showcase amazing case study videos from past students and turn it into a wildly engaging Contest that your launch participants get to vote on!
Add a $7-$47 PAID Option for a VIP Upgrade as soon as someone has registered for your free launch. This VIP upgrade should include lifetime access to all replays, more time with you and other valuable resources that make their experience even better!
This worked like Gangbusters! WOW! On Cart Open Day, we didn't just have a "Cart Open Day" Bonus, we also offered a bonus (a 1-1 coaching session with me) for the FIRST buyer of the launch. And a bonus (Virtual Mastermind) for the first 100 buyers!
This worked so well, we had a record-breaking morning, and hit $1M in sales before 8:30am PDT.
You should ALWAYS run an exit survey to find out why people in your launch din't buy. But this ONE email allows you to TAG segments and then splinter them off into different campaigns. Here is the email we used below:
And anyone who clicked Option 5 (I didn't know the doors were closed) we sent a follow up email. Everyone who responded... purchased.
Here is that email: