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Steph Taylor shares her framework when launching a new business or launching a new product. It can even be used for a new podcast, or new service offering, or anything else that you’re launching into the world!

 

Anna-Jonak-Bioby Anna Jonak Founder of The Elevatory.
My mission is simple - to ensure you have everything you ever need to achieve the success you dream of.

 

 

Steph Taylor is an ex-corporate square peg, launch strategist and host of the Socialette podcast. She helps entrepreneurs bring their ideas to life with high impact launches that make launching simple and fun.

Steph started out running a product-based health food business then pivoted into creating content for product-based businesses. At the end of 2017, Steph launched her first online course and that led her to niche into her current business as she found “…many people out there who were keen to learn how to do DIY their marketing. But they just didn't have anyone to learn from”.

In this article Steph shares her experience using the 5Ps approach to launching with impact.

 

PEOPLE

At the core of any offer or launch is your ideal client’s struggle and your solution to their problem. You need to find your ideal client and then start building a community through email list building, social media, a Facebook Group, or wherever they like to hang out.

Interact with your ideal client, find ways to start a conversation and connect with them. To help build your email list, provide a valuable opt-in or freebie that they can download and begin to interact with them.

 

 Steph-Taylor-Headshot

 

POSITION

Then you need to position yourself with a compelling promise that gives them the transformation they desire. If you miss this step then nobody will want to take any notice of your launch.

Think about validating your offer with a pre-sale or beta test because until someone hands money over for it, you don’t really know if anyone wants it.

If you’re launching an online course, you can use this approach to your advantage. It gives you flexibility because what you think your audience wants to learn might not be what they actually want to learn. You can then play around with the course content and tailor it to the feedback that you're getting from your customers. With this approach you can also use case studies and testimonials to use in your official launch.

 

PLANNING

Now it’s time to set your goals! If you’ve never launched before it may be difficult to set your numbers, so go for a stretch goal, a minimum goal and a middle of the road goal.

As you do more launches, you’ll become more familiar with your conversion rates and the numbers you need that lead to the conversions that you want to make.

As an example, if you want 10 people to sign up to your course and you know that your webinar converts at 10%, you’ll need 100 people on the webinar.

Then to get 100 people on your webinar and you know that 10% of your email list will sign up to a webinar, then you need 1,000 people on your email list.

Breaking down your numbers like this allows you to aim for smaller goals and makes it seem less daunting.

 

PROMOTION

The aim here is to build your email list. This means creating a new lead magnet and promoting it as your call to action wherever possible, so that you can reach those numbers that you’ve set in your planning phase for conversion. You should start focusing on this part of your launch approximately one month out from launch date.

If you’re running a webinar, a five-day challenge or physical product launch, then promotion of this should start ideally a week out, but no more than 2 weeks out from the launch date. This is because people tend to lose the momentum or excitement about this part as life happens! They forget about it or lose interest quickly. The closer to launch date you can start promoting it the better.

 

PUSH

This is an intense period of your launch where all your time and energy goes into getting those numbers across the line. It will be no more than two weeks of focus from when your cart opens to close, or when your product becomes available to purchase.

Because of the intense nature of this period of your launch, it’s only a short period of time as it’s not sustainable for you to be continually in push mode. You’d simply burn out.

 

POST-LAUNCH

It’s all about the numbers. Knowing your numbers and collating the details of the launch whilst it’s still fresh in your mind allows you to compare with previous launches. If you can do it as you go through the launch, then even better. This way you can be responsive to things that are working well and things that aren’t. It’s all about replicating the good things and ditching the bad to improve the success of future launches so you can hit your stretch goals.

There can be so many moving parts when you’re launching a new business, service or product. By following Steph’s 5P process, you’ll be able to break down the steps involved to give your launch the best opportunity to be a success.

Need some more tips on creating a profitable launch? Come and join our Facebook Group.

 

KNOW SOMEONE WHO CAN BENEFIT FROM THIS ARTICLE?

 

 

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THE ELEVATORY®

The Elevatory® is a coaching & mentoring hub for women looking to significantly advance their business. Founded in 2016 The Elevatory's mission is clear - to deliver Women all the coaching, training & resources they need to ensure next level RESULTS in their small business.

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