In this episode, we discuss what you need in order to have a successful seven – figure launch.
“7 figure launches do not happen by accident, they are strategically planned and not something that is pulled together at the last minute.”
Are you targeting the right people? This is the first thing to examine if your targeting is off your campaign will suffer.
I know how exhausting this can be and that is why I have a swipe file loaded with over 300 audiences that I can try in a variety of industries, behaviors, and even my go-to custom audiences.
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You hear people sharing their amazing launch numbers all the time and maybe you wonder how the heck do they actually pull it all off. I have had the privilege to be part of a handful of seven figure launches and today I want to share with you some of the secrets that contribute to hitting all those zeros because in today’s episode it’s all about the secrets behind a seven figure launch. So go grab a pen and paper & lets get started!
Well hello there my friends today’s episode is going to be chalked full of golden nuggets so let’s jump right in shall we!
Let’s talk about those big seven figure launches…..
Maybe you have never launched anything or maybe you tried and not been excited about the outcome (I have been there before) OR maybe you have had a six figure launch and you can’t seem to break past it. No matter where you have been we are going to talk about the patterns I have seen being behind the scenes of numerous 7 figure launches.
7 figure launches do not happen by accident, they are strategically planned and not something that is pulled together at the last minute. Honestly, most of the big launches are planned a year out. While that may sound crazy to you when you break it down and think about it you are taking someone on a specific journey and for that all to make sense you need to map it out.
The first thing you need is a detailed launch plan. This is going to map out dates, your content plan, emails, emails and more emails, ads and ad strategy, cart open strategy, cart close strategy, and your customer onboarding plan.
This document is going to be your playbook for the entire launch…
It’s something that will keep growing throughout the entire project.
The next thing that is a must is a list builder of some kind. This is where people get scared because let’s be real it can be so scary to list build and dump a bunch of money into growing and nurturing a list and then not have them buy from you….
If you want to safeguard your list building efforts do a tripwire. For those of you who may not know what a tripwire is, it is a low ticket special offer that you offer someone as soon as they opt into your freebie. It should be a low ticket offer anywhere from $7-$47, I have seen some $97 as well. Honestly, this is meant to cover most of your ads costs so I tend to stick around $27 but it depends on what I am offering. You want to make sure you over-deliver on this product so much so that people are shocked by the value in it. The reason we do this is to show that you are a person who delivers value no matter what the price is!
If you do a tripwire and it is converting like you planned your ad costs will be next to nothing or free and sometimes making you a small profit! If you can get to this place you should be listing building all year long because it’s 100% worth it!
You need to determine your launch budget and break out how much money you will spend on list building. This is where the majority of your budget goes… I would say 60-80% of your entire budget will go to building your list.
Next you need to figure out your nurture content. What is the journey you want to take people on from when they join your list until the cart closes? What content do they need to consume to make that buying decision easier?
What do they need to understand?
What AHA moment do they need to have to realize that your program or service can help them solve their problem?
The next one is a BIG one…
You MUST have testimonials, if this is the first time launching something have people beta test your program for free or a deep discount in exchange for one. If your program will be a live group coaching offer where that can’t happen make sure you have testimonials of what people have said about your other courses or services so that you can say what people are saying about me….
Make sure you are always adding in new testimonials each time you launch and have them everywhere, in your ads, in your emails on your sales pages. You need a variety of them so that you can sprinkle them all over the place!
Last but not least make sure you have a personalized retargeting ad strategy
What does this mean?
It means if someone does a certain action you follow up with something related to the action. Example Abandon cart ads. These are ads that run to anyone who has visited your order form but did not purchase.
Do they see a special video message that says something like What Happened?
You have a video that says something like… hey I noticed you were so close to joining me in my program XYZ but you didn’t pull the trigger? Come back my friend there is still time to join us in XYZ, I know its scary here you would crush and objection they may be having and tell them to complete the order.
You could also do this with a webinar signup and they did not attend…
You can do it even with your list building and they didn’t purchase your special offer
You can even do it to the people on your email list who are not opening up your emails with a headline something like Are my Emails Hitting your Spam or are You just Ignoring Me?
Followed by a video about how awesome your emails are and they should go open some etc..
You can also have specific videos that run that connect with your ideal customer. You know if they watched this video odds are they are your people. You send that out to cold audiences that you think it would make sense for them to see that video then retarget them with your freebie
That leads me to the rest of your ad strategy. All 7 figure launches have a detailed significant Ad budget. While you may not have that you have to start somewhere and keep rolling more back every time.
So there you have it!
The secrets that every single 7 figure launch I have been a part of has. Let’s do a quick recap.
- A Launch Plan that is planned out ahead of time and your launch budget set and confirmed
- A Listbuilder of some kind (most of the big launches I have done do not have a tripwire but if you are just starting out and have fear around this then just do a tripwire so you can sleep at night)
- Nurture content.
- Social Proof is a MUST, testimonials sprinkled everywhere.
- A Solid retargeting strategy and Significant ad budget
Don’t let this scare you. Like I said before you need to start somewhere and your first few launches might be messy and make you feel like a failure but don’t give up. You only fail when you stop trying!