Show notes
Let's talk about a new way to look at launching. When you think of launching, I don't know about you, but I think about all the significant people on the internet taking a week out of their time to go online. They're going live every single day, sometimes multiple times a day for hours; you're getting a ton of emails, lots of outreach, and reach like it looks like they have a humongous team.
You see them all over Facebook ads, and you're wondering how much money they've spent on ads. And you start to wonder if you'll ever get to that place and begin questioning yourself.
Then you hear about launching strategies. Like webinars, challenges, and Instagram lives… oh my.
I'm all about launching. I recommend everyone try different launching strategies. I wouldn't be where I am now if I hadn't launched my program, Stand Out Coaching Academy, years ago.
When I launched Stand Out Coaching Academy, I opened it with a five-day challenge. I also did three webinars, and I sold five spots that weekend.
I teach my students and clients how to launch; I have a bonus program, Love to Launch, that shows people how to create a five-day challenge and then top it off with a webinar to sell your signature program.
But then the word launch started giving me a feeling of anxiety and pressure. I am not about that. Don't pressure me. I even notice this reaction with a lot of my clients. The word launch makes them feel resistant.
I'm not sure why we have so much fear towards launching, but I think there's something to do with the fear of judgment, rejection, and failure.
Let's look at the definition of launch. Launch is an act or an instance of launching something. So to me, that seems like an initial process. But what if you have something that you want to continue to grow? Like your program. So, the word evergreen comes into your vocabulary because you start to hear that a lot online, and everyone's talking about, "Set up your business to be an evergreen business. So you make money while you sleep, make money while you're with your kids or in the park on the beach, wherever you are..."
The thing is, the act of launching and your evergreen model are so far from each other. They could be a month from each other, or they could be years from each other. The processes are so different. When you're launching, you're very active in the entire process. When the evergreen model is set up, people are signing up, watching on their own, and being sold to on an automated basis. So they're very different. One's very high touch, and one is no-touch. It's just the initial setup, and then you set it and forget it. I think having both of those in your business is essential, but here's the thing, I also have a new way to look at this whole launching thing.
By all means, live launch your stuff, get it out online and sell it. And once it starts working, set up a process to bring people in automatically, and remember, it will not be as quick as a live launch. I don't care what people tell you; those people are selling you evergreen strategies… 🤐 They're not going to be as momentous as a live launch. I have the data to prove it.
When it comes to the evergreen model, I was not too fond of the fact that I wasn't in the process of promoting my program. The keyword here is, promoting. I don't want a set it and forget it business. I enjoy working on my business. I enjoy dreaming of new concepts, creating new strategies, building new things, and meeting new people. I also don't care for the strategy of Instagram DM-ing and all those things that take up a lot of time because I don't have much time.
So I thought about what I would want my business model to look like five years from now. What would make me happy? What could I show up for and feel good about? What do I like doing when it comes to launching? If I could do a webinar every day, I probably would.
I decided to take a brand new approach to launching and make it my way. Because when you do things your way in your business, things work well. Think of all the strategies and all the things you've learned and throw them in a sifter and sift out the things that are not something that you enjoy, but grab out the things that you love and make them your own. Then do them over and over again to develop your strategy.
So here's what I did. I created a new webinar, landing page, and thank you page. I created social media promo graphics and brand new pins. I got my calendar out and promised myself that I would do a monthly webinar for 2022 that would promote Stand Out Coaching Academy.
You can not watch How to Find Clients on an evergreen basis. I have lots of other classes that people can watch on evergreen. You can only watch it live with me once a month. The initial setup is creating the webinar and getting everything ready for that first promotion round. So the new way of launching is a rolling promotion for your signature program.
If you have a webinar that has performed well and has gotten new sales, use that webinar. If you want to create a brand new one, go for it. So basically, you are promoting something in your business live once a month, and it works beautifully. I am implementing this with my clients as well. Because I attract people who have lots of things going on in their lives, and they don't have time to do these big quarterly launches because they are significant and all, but they kind of pull a whole lot of you. This model of rolling promotion works well. Especially after the first couple of months are over and you ironed out the kinks and the wrinkles. You can just click, click, and it's ready to go.
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Basically, you're doing the same monthly webinar to a new group of registrants to sell to. Just pick a date every month to do your webinar. Be sure to change the landing page date and continue to grow your list. The initial setup is what takes time. It's much easier after that first round.
You can sell to your whole list every time if you like, but I think that might exhaust them. So I usually send out a few invites to my entire list a week or two before, and then once the webinar is on, I will only sell to my list that registered for the webinar.
I also have an open and close cart for my scarcity model. So the SOCA sales page is shut down when the webinar isn't live, and I use my waitlist strategy. I also launch my waitlist.
The critical part of this whole strategy is you need to be growing your list at all times. So whether you have a great organic marketing plan, which is essential, or maybe you want to bring in some ads for a freebie that works pretty swell.
So there you have it. The rolling promo. If this sounds like something you want to implement and need help with, definitely fill out an application to work with me, and we can set it up together.