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Flori chats with Steph Taylor about the success framework you need to follow to launch anything in your business.
 

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TUNE IN TO HEAR ABOUT

    • Why you need to ensure that your offer and promise resonates with your audience
    • How having a plan before going into launch-mode is key
    • Tips on how to skyrocket your launch event
    • Why your mindset is fundamental to the success of your launch
    • Why and what you need to track post-launch

 

 

ABOUT STEPH

Steph is an ex corporate square peg, launch strategist and host of the Socialette podcast. She helps entrepreneurs launch and relaunch to reach more people, grow their audience and become the go-to in their industry through her signature Firecracker Framework that makes launching simple and fun. Steph does what she does so that fellow entrepreneurs can achieve more impact, create more profit and have more freedom.

 

 Steph-Taylor-Headshot

 

CONNECT WITH STEPH

Website: www.stephtaylor.co
Instagram: @stephtaylor.co
Podcast: Socialette

 

TRANSCRIPT

Flori Pyke: [00:01:27] Hello and welcome to Episode 76. Now, I have got the very lovely Steph Taylor with me from We Are Wild Bloom. Lovely to have you here with us.

Steph Taylor: [00:01:39] Hi. Lovely to be here.

Flori Pyke: [00:01:42] Yeah, it's so great. Now, I got to actually connect with Steph a couple weeks ago because I got to chat on your podcast. Yeah, that was pretty fun.

Steph Taylor: [00:01:52] I was so excited. I'm excited for that episode to go live. It was a good episode.

Flori Pyke: [00:01:55] Do you reckon? I totally got a bit emotional.

Steph Taylor: [00:01:59] Yeah. That's right. I'd forgotten about that.

Flori Pyke: [00:02:02] Oh I did not. [both laugh] Yeah. No, but it was great. I loved chatting with you. And it's nice to be able to get you now on our podcast and I'm really excited for you to share you know a bit of your genius around all that you do. So, before we kind of dive in, Steph, can you tell us a little bit more around what you do over there at We Are Wild Bloom?

Steph Taylor: [00:02:24] Yes. So Wild Bloom is actually my previous business that I've pivoted out of probably at the start of this year. Now, I just run everything under my own personal brand because it was getting a little bit messy there at one point like trying to manage a couple of different brands. [Flori agrees] So, under my own personal brand, what I do is I help entrepreneurs bring their ideas to life with high impact launches. So, I've been doing the business thing for probably almost four years now. First, I started out running a product-based health food business which anyone who runs a product-based business is going to know it's not really easy. And, it required me basically to be chained to my living room every month packing orders, sending them out because I didn't have enough scale to actually outsource it yet. So then, from there, I pivoted into Wild Bloom because the part that I enjoyed from the product-based business was creating content. And, I thought you know what like I love working with wellness brands. I could be creating content for them all the time. So, I grew that to its peak, there were four of us and we were creating content, managing social media, doing all of that for clients and while I was travelling around Europe. So, I was pretty, a lot of my plate. Let's put it that way. [Flori agrees] Yeah and around the end of 2017, I launched my first online course and that really opened my eyes to how many people there were out there who were keen to learn how to do DIY their marketing. But they just didn't have anyone to learn from. So, that was really the start of my current business as it is now. So, at the start of this year, at the start of 2019, I fired all my clients and... [Flori asks "Was it a bit scary?"] It was scary. There were a lot of "it's not you, it's me" kind of conversations. And yeah luckily, I have a great network of people I could refer them to but oh yeah that was scary. And then yeah, I went all in on digital products and a membership and I finally found my groove now helping people launch things because launching is my favourite thing. It has consistently been my favourite thing to do in the whole four years I've been in business. And now I'm so excited because I get to help other people to do it.

Flori Pyke: [00:04:48] I love it. OK. Well, we know a thing or two about launches so I'm really excited to tap into your genius zone when it comes to this because we've done a lot of launches ourselves and yeah there's a bit to it, isn't there?

Steph Taylor: [00:05:04] Yeah. [both laugh] But I love it and I don't know if that makes me weird but it's just so much fun.

Flori Pyke: [00:05:09] Yeah. No, you know it is and it's such a rush, the whole experience from the beginning to the end. I often feel like I need a bit of a week off after a launch or after we launch, I should say. But yes, it is. It is such a rush. It is definitely very exciting. So, let's talk about this further. So, in terms of, now I know you know before we connected today, you were telling me that you have a bit of a framework basically that you apply for launching, right? [Steph agrees] I'd love for you to tell me and our listeners a little bit more around what the framework can be used for and maybe just like take us through the fundamental steps that you follow with anyone that you teach. That would be great.

Steph Taylor: [00:05:55] Yeah sure. So, the framework is pretty flexible and it can be applied to basically any launch in your business. So, everything from launching your brand-new business, launching a brand-new product, a podcast, a new service offering, you can adapt the framework for any of those kinds of launches because in general, a launch is going to follow a very similar kind of process. So, the framework I call it the six P's of launching anything. One day I might come up with a slightly more creative name but for now, it's just the six P's of launching anything [Flori says "love it."] And, so the first P is People and this is probably the most overlooked step. So, what often happens is somebody will come up with an idea for a product or service or whatever it might be. They'll come up with this idea and then they'll scramble to find people to buy the product or to listen to the podcast or to bring on as clients and that's back to front. So, what we actually need to be doing is figuring out who the people are and then creating something for those people. So, stage one, the first P, People, is figuring out who you're launching to, what their struggle is that you can help them to solve and then starting to actually build an audience of those people. So, starting to build your email list, starting to build connection with these people on maybe a social media platform, maybe a Facebook group, wherever they tend to hang out, meeting them there and then starting to build that connection with them. Then, once you've figured out who these people are and they've started building that network, then we look at the next P which is Position. And this is something else that so many people skip over and it probably, every step is important, but this one is crucial because if you can't craft, if you can't position your offer in a way that's compelling, nobody's going to buy it. Nobody's gonna want to work with you. Nobody's going to listen to your podcast. So, the essentials of crafting that offer and positioning it, really figuring out where your audience is to start with and then what transformation you're going to give them. So, what the promise really is and without a compelling enough promise, like I said, nobody's gonna want it. And this is where so many people go wrong. I think they launch. Nobody buys. And then, they think oh it's the product. Whereas it might actually just be how they're articulating the promise of the product.

Flori Pyke: [00:08:24] Yeah. I so agree with that. I think that there's definitely that element of the product. But then, I also think it's like exactly what you said you know you've got to make sure that you nail your offer and that your offer has a healthy demand in the marketplace and you know we do so much around research and I think it's fundamental like just to add a layer there to your point is to do the research to ensure that your product has a healthy demand, you know that there's a need for it. And then, to take it back to that first people. I think it's also a great exercise to do some research around understanding who are those people like you could go [Steph agrees] you know do a survey to better understand like their demographics you know, where they live, their income range, what sex they are, to their psychographics which you touched on like the struggle. [Steph agrees] Yeah. I think that's really great. Now, can I just jump back into People if that's okay Steph? [Steph says "Yeah, no worries."] I wanted to quickly just ask you a question here. You alluded to the fact that you know you want to definitely build your list and like really expand your network when you're working on that first P. So, can you just share with our listeners what works for you when it comes to building your list?

Steph Taylor: [00:09:36] Yes. So, I have an opt-in. So, I have several free e-books that people can download. I have that on my website. I give that as a call to action on social media quite often. I've run Facebook ads to them. I basically have it just ticking along in the background. I'm at the point now where it's not something I have to consciously think about all the time unless I'm in the lead up to a launch in which case I might run a special Facebook ads campaign to build my list in the lead up to that launch or I might run some ads to maybe a webinar or something and build my list that way. But yeah, at the moment, it's something that ticks along in the background and just happens almost organically now.

Flori Pyke: [00:10:22] Yeah yeah OK. Love it. And, going back, I'm skipping around a bit here but [Steph says "That's all right."] another thing like can you talk to us a bit about, because I think in your framework I was reading like in terms of crafting that offer when it comes to that second P, the Position, what are some ways that we can kind of test? Like have you ever done like a beta test or...? [Steph agrees] Yeah. Talk to me a little bit more around that.

Steph Taylor: [00:10:46] Yes. So, this is the next yeah the most, the next very important thing to do is to actually validate that offer because you could have the best offer in the world, you could spend tens of thousands of dollars developing your product or whatever, launching your new service but all the marketing in the world won't sell something that nobody wants. So, you need to actually make sure that there's a market for it. And, honestly, the best way to do this is to pre-sell it because until somebody hands over money for it, you don't actually know if anyone wants it. It's all well and good getting out there and interviewing people and talking to them and saying "hey like what do you think of this product? Would you buy it?" But until it actually comes to putting their money where their mouth is, you don't know if they're going to buy it. [Flori agrees] So in terms of, yeah, like beta launches I've done quite a few of those in the past and they do work really well. What I've found works well with online courses is sort of half building the course. So, getting to the point where you've got your content mapped out, you know what you're going to teach but you haven't actually yet recorded the course and then selling it and then releasing say one module a week for eight weeks or have longer courses.

Flori Pyke: [00:12:00] Yeah definitely. It's funny actually speaking of that because we totally winged it [both laugh] the first time that we launched you know rewind almost four years ago now. We just wrote it as we went. We definitely had an idea around the structure of the course and you know a few bullet points around what we would teach but I actually think that's such a good approach for anyone who's listening who hasn't launched before is like just get the structure out there do a beta test so you can collect some case studies and testimonials and then execute it live and you can refine it the next time when you actually [Steph agrees] really go full force. So many great points there. I love it. All right. And that's the second P, right?

Steph Taylor: [00:12:41] Sorry. I just wanna add one extra thing there especially with online course launches. If you haven't built the course yet that gives you so much flexibility because what you think your audience wants to learn might not be what they actually want to learn. So, it gives you a lot of flexibility then to play around with the course content and to tailor it to the feedback that you're getting from your audience as they're buying.

Flori Pyke: [00:13:04] Definitely. And, you know to take that one step further like when you complete that beta test like literally you know think about completing like a formal research survey to understand how you can improve it for next time when you do a proper launch, right?

Steph Taylor: [00:13:19] Exactly. Exactly. And then, you've also got case studies, you've got testimonials and then you've got everything you need for that proper launch.

Flori Pyke: [00:13:26] Love it. So, so good. All right. So, those are the two first P's. So then, what happened after Position?

Steph Taylor: [00:13:33] Then the fun begins. Then we start Planning [Flori says "planning. OK. Love it"] and I think this part's fun. A lot of people don't enjoy it. So, things like setting your launch goals because if you don't know what you want to achieve. How are you going to know if it was a successful launch or not?

Flori Pyke: [00:13:51] Yes, I think that is so true and something that I think often people fail to do because in the fervor to just get the launch up and running you know you don't necessarily take the time to map this all out with goals.

Steph Taylor: [00:14:05] Yeah. And, like in your first couple of launches, you might have no idea what kind of numbers you want to get and you might set like a high goal, a low goal and like this would be perfect kind of goal in the middle. But, as you do more and more launches you start to figure out OK Like this is what percentage of my audience typically converts. And the numbers I got last launch I want to beat this by 20 percent or 50 percent or whatever. You have a lot more to go on with that. Then once you set your goals it's really about breaking down how you're going to achieve those goals. So, I mean there are so many moving parts in any kind of launch so you need to figure out exactly what needs to happen for this launch to happen on the date that you want it to happen and to hit those goals. So, for example, say you want to sell, you want to get 10 people to sign up for your online course. If we're going on say maybe 10 percent of people who attend your webinars will convert. I'm just making these numbers up. So, you know that if you want to get 10 people to sign up you need to get 100 people registered for your webinar. [Flori agrees] So, once you know you need to get 100 people registered for your webinar, say maybe 10 percent of your email list converts into webinar registrants. So, you need to make sure you there are thousand people on your email list to get 100 webinar registrants and then 10 course students. [Flori agrees] So, it's really breaking those numbers down into small objectives. And, that makes the goal seem a whole lot less scary as well.

Flori Pyke: [00:15:37] Yeah no definitely. I really agree with that. And what about like the actual plan of the launch itself? Because like as we, you know even when we started chatting about this it's like it is there's so much that goes into it and there's so many moving parts like do you recommend doing a bit of a timeline around that as well in this planning stage?

Steph Taylor: [00:15:56] Definitely. So, what I recommend you do is put aside an hour or two and just sit and write down every little thing that you can think of that needs to be done and work out OK this needs to be outsourced. I can do this; this I need to hire maybe a copywriter for. Write down everything. Write the timelines for... So, for example like a copywriter the copywriter you want to work with might be booked out for a month. So, you need to know exactly when you need to get in touch with that copywriter with, when you need to brief them by in order to have that copy ready on launch day.

Flori Pyke: [00:16:32] Yep definitely. OK. I love it. One thing I want to chime in and add too is, you mentioned this and I think it's so important to emphasise, so you talked about like you know making sure that you understand conversion rates and what not like from one launch to the next. Because if you're starting out you won't know that but over time you will start to learn that. And, one thing that we do very religiously is I have this massive like tracking sheet and I track everything in it. It's like ridiculous. [Steph says "That sounds so much fun. I love that."] Yeah like I know exactly what subject lines did the best, which emails have had the best open rates. I know which campaigns performed best in terms of cost per lead, conversion rates. And, I'm not saying that to overwhelm our listeners but it's more just create something for yourself even if it's just simple where you're tracking what that launch does for you and the main things I think you know you probably want to focus are like I know we put a big emphasis and I'm sure you do too, just on things like you know if you're paying money on any digital advertising like your cost per lead, your cost per conversion, you know your return on investment for the campaign. So, if you spent you know thousand dollars how much money did that generate for you in customers, right? [Steph agrees] So, those are kind of some of the fundamentals which I think like again get overlooked but then how do you know what does well and what doesn't? How do you know what you're actually doing, right?

Steph Taylor: [00:17:57] That's actually that's the last P of the six P's. [Flori says "oh shivers sorry, I'm very excited."] You're getting to the post-launch stage [Flori says "yeah I'm getting too excited here. I'm gonna be quiet."] No, but it is. You are right though it is important to keep track of your numbers the whole way through. And, I mean so often with a launch you don't know how it's going to perform until that last day, until the cart closes. You don't know if it's been a success or not. But if you have a general idea of how these things have converted in the past you can say OK well, I've got a thousand people on my email list so I can roughly estimate that I'm going to make 10 sales. [Flori agrees] And then you know and then you can say "OK well if I want to make 12 sales, I need to add an extra 200 people on my list." So, it gives you like smaller goals, smaller milestones to hit along the way so that you hit that bigger goal come cart close day.

Flori Pyke: [00:18:50] Yeah, I love it. I love it. It's just music to my ears. OK. So, what do we do after that third P? So, we've got people, position, planning and then what follows, Steph?

Steph Taylor: [00:18:59] And then, Promotion. So, this is where you start really building the hype for your launch. Now, you can start doing this as much as like three months out from the launch but I really only recommend starting to build that main hype like in the last say month or so just because otherwise your audience gets a little bit over it and you run out of things to say. So, this is where you promote your content. So, whether it might be podcast episodes, blog posts, whatever content you've been creating around the topic of your launch, you put this content everywhere. You put so much energy into getting this content in front of as many people as possible. [Flori agrees] Then, you promote your opt-in or your lead magnet whatever you want to call it. So, you're really focusing on building your email list. This often can happen within the content that you're promoting so your blog posts might have a call to action to download your e-book. Your podcast episodes might have a call to action to download your e-book. Everything that you're doing, you're getting people onto your lists. And then, if you're running a launch event so maybe like a webinar or a five-day challenge or if you're doing a physical product launch this might even be like a proper party like an in-person event. You start promoting this a week or two out and no earlier than that because otherwise people say like oh I'm going to attend. But think about how much pops up in two weeks. Like so much can pop up and then they don't come. Or they forget about it or you know they lose that excitement. So, that launch event is the last thing that you promote. And what it's what you really want to get people excited about.

Flori Pyke: [00:20:37] Definitely. And, do you have any tips in terms of, because I really agree, like I find that even to your point you know if we start promoting a mini course, the challenge what have you a week out from the mini course whilst you know the majority of people say they're going to come. Life happens and they forget or you know and you're still using them reminders and whatnot. But I'm finding you know as I'm sure you are too, it's becoming increasingly difficult to get the cut through, right? [Steph says "Oh It is. There's so much free stuff out there now."] Oh correct, right? So, do you have any tips for listeners and I'm interested too on just basically like how do you keep those subscribers who have signed up to that launch event engaged to come to the launch event?

Steph Taylor: [00:21:22] Yes. So, I mean, firstly you've got to understand, it is always going to be I think it's about 20 percent of people with webinars, about 20 percent of people who registered will show up live. And, I think that's just across the board. So, you're never going to get 100 percent of people. And, I mean that's understandable. But you really want to get them excited. So, once they've registered, there needs to be like an email sequence in place to almost give them a teaser of what they're going to learn and why they really need to show up live, why they can't just stick around hoping for a replay. And actually, on that point, you shouldn't even be mentioning a replay. [Flori agrees] Yeah. You want them to think like they have one opportunity and they need to show up live. So, get them excited. Maybe give them like a workbook that they can download and they can see like oh I'm gonna be learning about this, I'm going to be learning about that. Showing up for your audience live on social media in the lead up to the event as well. Anything where you're just showing up, you're there person to person in a way. And, you’re getting excited about the event and that energy is then contagious to them.

Flori Pyke: [00:22:30] Yeah, I really agree. And just to build on that like a few strategies that have worked well for us in the past especially for doing like a mini course or a challenge that has like a few days involved as part of it you know often you know as part of the kind of indoctrination process, funnel people into like a pop up Facebook group and then in that Facebook group exactly like you said you know we're showing up live or building those relationships, creating that trust and also it's great because it enables us to understand the audience better like what some of their pain points and problems are and how we can help them throughout the challenge or the mini course. So, it's a great way to kind of start you know that middle of the funnel kind of you know creating the trust and relationships. Another thing actually just to kind of throw in there as a little tip. We recently did off the back of one of our most recent launch events was so anyone who signed up we retargeted them with a personalised video. Sorry, I shouldn't say personalised. It was an ad so it was as personal as it could be. You know but it was saying you know as a video that we recorded and saying like hey you know we're so excited to connect with you in this masterclass. Have you checked out X Y Z and it was just exactly like you said it, getting them excited and yeah giving them like a bit of like sowing the seeds so you could even in that you know exactly drive them to download the workbook that we're going to go through in the challenge, in the webinar what have you. So just to fuel the idea.

Steph Taylor: [00:24:00] Yeah. I love that and I think to your point about the Facebook group. That group environment really helps to foster that FOMO [Flori agrees] like they don't want to miss, when everyone else around them is talking about this live event and everyone's getting excited about the challenge or the webinar or whatever it is, they don't want to miss out. So, they're going to show up live. And, I think that's so important. And then, the other thing that you just reminded me of when you're talking about personal videos is there's actually an app called Bonjoro. [Flori says "Yes. We've used it a lot."] Yeah. And this works really well if particularly if you're marketing to a smaller audience. It isn't something that would scale but I think like I'm a big believer in doing stuff that doesn't scale while you're still small [Flori agrees] and sending these personalised video messages to everyone who signs up for your challenge or everyone who signs up for your webinar, that makes it so much more personal to them. [Flori says "More memorable, right?"] Exactly. Yeah. And, it's such a good way of getting people excited.

Flori Pyke: [00:24:59] Totally and I also think you know you and I were just chatting about how it's becoming increasingly more difficult to get that cut through while heck imagine if you got a video that was like "Hey Steph. It's Flori here. Welcome. We can't wait to personally connect." You'd be like holy s**t like and I know we did Bonjoro as well for a while and it's just now become too many people like we can't do thousands of videos but definitely rewind you know a year and a half or so ago we did Bonjoros and I think some people literally sometimes fall off their chair like they were like "what? you just said my name" because it's not even like you know I have seen those emails where it's like a photo of a coach or what have you and they're holding like a sign and then the name of the person is on the sign. [Steph says "Ohhh yes."] which is a plug in like it's basically you can customise it to do that which is super cool. Don't get me wrong but [Steph says "It's not personalised."] it's not personalised, ultimately. You know it is but for all of us who you know have our marketing hats on, we can see through it. Whereas exactly having a personalised video is pretty cool you know and not a lot of people are doing it you know.

Steph Taylor: [00:26:12] Yeah I love it. It's such a good idea but yeah like you said it just doesn't scale.

Flori Pyke: [00:26:18] Yeah. That's the unfortunate thing. But, for a lot of you who are listening to this podcast who don't have thousands like what a great tip. I love it.

Steph Taylor: [00:26:25] Yeah. If you're saying like oh I only have 20 people registered for my webinar, well get out there. Get on Bonjoro and send 20 personalised messages because that might just double the number of people who show up live.

Flori Pyke: [00:26:36] A hundred percent like you know and you often hear that like people who have smaller lists because they can nurture them a lot more on a personalised standpoint. On a personalised level I should say. Their conversion rates are a lot higher. [Steph agrees] So, it's not always a disservice. It can be an advantage. It all depends on how you approach it, right?

Steph Taylor: [00:26:56] A hundred percent. So much mindset around having a smaller audience that we could go into but probably don't have time for that.

Flori Pyke: [00:27:04] No, probably don't. Because the baby is napping. So, I'm like right. [both laugh] All right. No. So I love it. So, what happens after we got people, position, planning, promotion? What's the fifth P?

Steph Taylor: [00:27:19] The fifth P is Push and this is what it's like all systems go. Maybe your product is finally available for sale. Maybe your course, your cart is open. It's week or two weeks where you're just everything is going into marketing this launch and getting people to buy. And, the reason this happens for a limited time period is because if you were just in Push mode all the time you would burn out like it's not sustainable.

Flori Pyke: [00:27:46] No, it definitely is not. And that's why when we started this episode, I was like I often feel like I need a week off after a launch. It's for that exact reason. It's pretty full on push.

Steph Taylor: [00:27:56] It is so full on and this is where mindset is just the most important thing as well because this is where it's like you really just want to sit there and refresh page and watch sales coming through but that's not healthy.

Flori Pyke: [00:28:11] No, it really is not like you have to... Honestly, I so agree like you literally have to conserve your energy for the stuff that really matters and as exciting and tempting it is to watch your live numbers on your buy pages because I am totally guilty of doing it. [Steph says "Yeah. Oh, I think we all are."] Totally. But you have to remind yourself like "OK. I'm gonna be on 24/7 for the next week." Like I literally have to conserve my energy for the stuff that actually matters.

Steph Taylor: [00:28:41] Exactly. And, I mean the reality is a lot of the time most of the sales will happen in the last like six hours or if you have a bonus or something or a discount that's expiring it'll happen right before that expires. People will sit on the fence and they'll procrastinate for as long as possible so you might feel like that launch has failed just because you're not getting sales in the first couple of days and then that feeling of failure you sort of think oh well it's not doing well so I'm not going to show up on Instagram live like I said I would. And I'm not going to send that email out so like this is where you want to really have as much as you can possibly have scheduled in advance. So, all your emails should be scheduled in advance as much social media content as you can. Obviously, you can't really schedule things like lives in advance [Flori agrees] but you want to have everything ready go out so that even if you feel like it's not performing that well, it's still going to go out. It removes that emotional element from it and you're still putting everything you can into marketing that launch.

Flori Pyke: [00:29:41] Yeah, I really agree and I think like one thing I want to say that plays exactly to your point is like honestly. That's right. It's just not over until it's over. [Steph agrees] Because you can start off quite slowly and then exactly like you said you know you hit a bonus and boom or you come into the end, the close and that urgency starts to build and people are taking action. So yeah you need to, you can't throw the towel in too early and the other thing that I want to say to build on what you're saying Steph is I think you also need to be prepared to pivot. [Steph agrees] So, depending on what the audience is saying and how they're receptive to the offer and you know you might be hearing this through emails. You might even be having a few conversations with people and that's one thing. I'm a big believer of like don't be afraid to get on the phone to be honest. [Steph agrees] Often, people just need that reassurance and that, speaking of mindset, it's often something they're holding themselves back because they're scared or they're afraid of the unknown. You know they have different things that are inhibiting them to move forward and you know often just getting on the phone and working through those objections can work really well especially for those of you who are listening who have those smaller audiences, right?

Steph Taylor: [00:30:56] Oh definitely. Even with bigger audiences like just the fact that you're willing to get on a phone call with them means so much to them. And, I've never actually implemented the strategy until literally this week because I'm just in the middle of an affiliate launch at the moment. [Flori agrees] And, I’m actually quite surprised that not that many people took me up on the offer of a call but everyone who did ended up converting.

Flori Pyke: [00:31:22] There you go. Honestly like the thing is too, right? They're at the very bottom of the funnel. They're about to tip. If they're going to take the time to convert with you for a call after they've been to your launch event, after they've opened your emails, after they've read your sales pages, they are bloody well hot like the chances of them converting are super high you know and you have to also think about that. What about their time to connect for that call? Like it's a commitment, right? So...

Steph Taylor: [00:31:52] Exactly. And even if they don't convert you get so much insight out of the language that they use. [Flori agrees] So figure out what their objections are? What their fears are? What their hesitations are? And that is so powerful for writing sales copy, for writing emails, for anything and it is so powerful.

Flori Pyke: [00:32:08] Yeah, I really, really agree and on that front as well a little tip here. You can also at the end of the launch you know once it's all wrapped up, you can actually send out like a research survey or a quick email asking a few questions from your audience around what held them back from buying so that you can better understand that language and those objections that they have just to build on what you're saying because I think yeah it's so important to understand what holds people back. And another tip sorry. [Steph says "Please keep the tips coming.'] You know I think that oftentimes people are not sure how to approach a bonus and what to use for a bonus and a great way to look at building out your bonuses is to craft bonuses that addressed the objections of your audience. [Steph says "Yes. I love that. That's so true.'] Yeah. So, I think that's pretty cool and yeah, just be prepared to have to pivot, right? Because I mean I can't tell you enough how many times things just haven't quite gone in terms of hitting those goals. You know we set out a goal, we start a launch and we're just finding you know that we're not necessarily achieving those numbers and I think that sometimes you have to be prepared to get creative. You might introduce a new bonus. You might change up your email sequence. You have to feel out you know what's happening in terms of conversions and also how the audience is receiving the offer. So just be open-minded in that respect, I think.

Steph Taylor: [00:33:32] I love that you say that because my very first course launch back in 2017. I'd planned for that to be a five-day challenge launch. And it got to day five and there were all these people who were on the fence. They were such hot leads but nobody was buying. And up until that point, I thought oh I don't want to do webinars. I don't like selling. Like you know that kind of feeling. But I did a webinar and it converted like crazy because those people were already hot leads. And, I don't know how many of those people would have converted without the webinar. But I mean this was a webinar I literally created in a day. And I hadn't planned on doing it and it worked like magic. So sometimes, yeah. Like you said you have to be flexible in your approach. And sometimes just make things up as you go. [both laugh]

Flori Pyke: [00:34:17] That's right. You kind of have to take it day by day. But that's right. It's all on how you approach it. I think that if you come into the racecourse with that mindset and that attitude then you know you'll make a success of it on the other side. [Steph agrees] OK. So that's Push. So, what's the final P?

Steph Taylor: [00:34:37] The final P is Post-launch. [Flori says "Oh this is where I got too excited."] Yes. And this is what a lot of people forget to do because it's like the launch is done. And then they'd never ever want to look at the numbers. They never want to think about it ever again and until the next launch. [Flori agrees] But it's so important that you do this while it's still fresh, while you can still remember exactly what happened to maybe cause like a spike in sales on day three or you know like the little things that can really affect the outcome of the launch. It's all about going back looking at OK this worked well, this didn't work so well. This is what we're going to do differently next time. This is what we're going to do the same next time. [Flori agrees] Looking at those numbers and then while it's all still fresh, setting goals for your next launch. Yeah. So that's the gist of the Post-launch review. The numbers are so important.

Flori Pyke: [00:35:28] So important because how do you know how to best plan for the next one if you don't know what worked the last time? Like you're just kind of muddling your way through it and you know [Steph agrees] throwing darts in the air hoping that you're doing the right thing. But you know if you record everything then you are coming at it from an educated and informed standpoint. So true though. You know because you are so tired at the end of the launch it's often the last thing you want to do but it's that final little push you got to do it because whilst it's fresh in your mind it's so important to make a note of you know.

Steph Taylor: [00:36:03] Yeah. Like before you go out and celebrate and spend all your money doing whatever you want to do. Before you go to Bali or the Maldives or wherever you want to like spend that money. Assuming it went well or like before you go and climb into bed and cry if it went badly like just one tiny little last thing you have to do.

Flori Pyke: [00:36:23] Yeah. No, I love it. So, that was great. So just to recap then Steph, the six P's of launching anything we talked about people, position, planning, promotion, push and post-launch. I love that. Thank you so much. That's been fantastic. [Steph says "Thank you."] Yeah. It's been a lot of fun chatting with you. So, listen, before we start to close off can you share with us where people can find out more about you, what you do, if you have perhaps even like a freebie or anything that really overviews what we've discussed?

Steph Taylor: [00:36:56] Yes. So, I have my complete roadmap for a killer launch, a free e-book you can download from stephtaylor.co/launch. You can find me at stephtaylor dot co is my website. My podcast is called Socialette and you'll find that in any of the major podcast apps and you can connect with me on Instagram. My handle is at stephtaylor dot co.

Flori Pyke: [00:37:19] I love it. OK. Now, we normally end with a parting thought, Steph. So, that parting thought can be you know general about business or about something that we've discussed today or you might want to share you know something interesting that you've learned recently but I'm going to put you on the line here and would love for you to share your parting thought with our audience.

Steph Taylor: [00:37:42] Yeah. OK. Well this is something I came across yesterday and it really struck a chord with me. It was shared by Amy Porterfield on Instagram and what it was was a quote. Now let me think about it, what was it. [Flori asks "Do you want me to pull my phone up?"] Actually, I think I have it on mind still. "There are people less qualified than you doing the things you want to do simply because they decided to believe in themselves." And, I love that because I think so often, we have these amazing ideas. We want to launch them out there in the world but we think like who am I to be doing this.

Flori Pyke: [00:38:19] Yeah. I love it. I've heard that one before and I think that it is just there's so much truth to it. So yeah. I really, really love it. I'm on her like Instagram right now trying to find that and I can't.

Steph Taylor: [00:38:33] It was on her story yesterday, actually. [Flori says "oh story"] Yeah. It's on my story at the moment as well. [laughs]

Flori Pyke: [00:38:40] Yeah Right. Well, I really... Yeah. Here I've got it here. Yeah. It's so true. And this really talks about the whole mindset element, right? Like you just gotta believe in yourself. You gotta back yourself. As I always say you know you can know all the things and do all the things but if you don't believe that you can do this, nothing's going to work. So... [Steph agrees and says "If you don't back yourself, who is?"] Well, that's right. So, I love it. OK. Well, Steph, thank you so much for your time. It has been such a pleasure to connect and chat with you around all things launches. And, for our listeners. That's a wrap. And, remember to always elevate your business game.

 

HOW TO CONNECT WITH ANNA AND FLORI

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HOW DID WE DO?

We're incredibly excited to be able to share our business insights via the Raising Her Game Podcast. We aim to provide you the very best content each week to help you elevate your business game so you can take your life and business to the next level. We'll tackle the topics that will get you increasing your productivity, mastering your mindset and strategising like a marketer. If you're enjoying the show, you can help spread the love and pay it forward by leaving a review . It will make it easier for other female entrepreneurs in business like you, to find us and kick their own goals.

 

 

 

 

THE ELEVATORY®

The Elevatory® is an education hub for Women in Business. Founded in 2016 The Elevatory's mission is clear - to deliver Women all the coaching, training & resources they need to ensure RESULTS in their small business.

The Elevatory® Mastermind was later founded in 2018 in response to students who were progressing quickly through The Elevatory's signature coaching program, delivering advanced training to help them scale and break through the boundaries of those next income levels.

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