Episode 32
Dear Solo Coach: What do I do when a launch doesn't work?
This is the companion audio for this week's Dear Solo Coach Letter.
I answer one question each week in the letter. If you'd like to receive the letters, you can subscribe at: theeleveatedmind.com/letters
If you read one, hit reply and ask me a question, I keep these anonymous, and will answer your question in a future letter.
Link I mention: https://bingeablebusiness.com/
Transcript
Okay, so here's a little bit more in regards to what to do when
Speaker:a launch doesn't work. And you know this side of it's gonna be
Speaker:the internal stuff because I can tell you from enough time in the industry,
Speaker:enough time in coaching people and observing,
Speaker:and the thing I can say with certainty is that
Speaker:all of the inner stuff will
Speaker:take you out of success faster than any marketing element.
Speaker:meaning any marketing element that isn't working well or is done incorrectly.
Speaker:Like the thing that will f that will fail your business faster
Speaker:is the internal stuff. So, you know,
Speaker:as I said, there's so many elements that go into making a launch successful
Speaker:for the results that you want.
Speaker:Now, I've been a part, as I said,
Speaker:of many very big launches, even small launches.
Speaker:I can say that like in in the past,
Speaker:if I think about launches that I have managed,
Speaker:you know, we can have a launch going out
Speaker:to fifty thousand people plus people that
Speaker:are in other people's audiences,
Speaker:meaning partners promoting it,
Speaker:to get 30 people on
Speaker:a webinar and ultimately.
Speaker:twenty people out of the whole launch into the program.
Speaker:On the flip side of that, because I don't want you to think you have
Speaker:to have these astronomical numbers just to get a handful of clients.
Speaker:You don't, because on the flip side of that,
Speaker:I've also seen a launch go out to 200 people
Speaker:and get 20 people into a program.
Speaker:So what it comes down to is in the difference between those
Speaker:two was the quality of the audience,
Speaker:meaning
Speaker:The audience had been hand selected over time,
Speaker:~ nurtured so that it was very ~ a very active audience,
Speaker:very engaged. And when I say hand selected meaning there are things
Speaker:in place to ensure that the people who come into your community,
Speaker:who come into your list are your ideal clients.
Speaker:I've made this mistake myself in my own business where I've participated
Speaker:in events to bring people into my community without knowing
Speaker:for certain whether they were a match to my ideal client.
Speaker:And that's okay too. I'm not saying that that you know,
Speaker:you don't if if you've done that and you don't think that your audience
Speaker:is full of your ideal client, that's okay.
Speaker:You can
Speaker:move forward from here knowing that and work on that.
Speaker:But it doesn't mean you need to throw everything out and start over.
Speaker:Not at all. So coming back to launches,
Speaker:the the bigger thing that I see and from the internal side is when
Speaker:a launch doesn't perform in the way that a coach or another service provider,
Speaker:some sort of offer being made.
Speaker:that's being made through a a big intentional campaign.
Speaker:that when it doesn't result in clients
Speaker:Making it mean something about you,
Speaker:making it mean that your business idea,
Speaker:this thing that you're so very passionate about,
Speaker:isn't gonna work. Making it mean that you've whether you let's say
Speaker:you went through a program where the whole point was to get all
Speaker:of these assets together and launch,
Speaker:and it was a big investment to be in the program and a ton of work
Speaker:to get to where you are and you
Speaker:Then say, I spent all this money and nothing.
Speaker:Like w and let me tell you, that is far from the truth.
Speaker:You may have spent a bunch of money to be in the program,
Speaker:but there is a whole lot that you learned.
Speaker:And as I said in my letter, my solo coach letter,
Speaker:just because you didn't get clients during the launch,
Speaker:or maybe you didn't get very many,
Speaker:does not in any way mean
Speaker:That it was a waste because as I said,
Speaker:you you have to do it. You have to put it out there and go through
Speaker:the motions before you know what to do next and how to actually
Speaker:get clients into your program.
Speaker:Every time, regardless of the outcome,
Speaker:you're learning something and there's valuable information there if
Speaker:you know where to look for it to inform you as to what to do next.
Speaker:Now
Speaker:I'm gonna stop myself here because this is one of my like soapboxes,
Speaker:but I know I'm getting a little bit off track because I've already said this
Speaker:in the email. The bigger thing that I want you to remember is no matter what
Speaker:the result of the launch is, if it's unfavorable or less than what you you wanted,
Speaker:it does not mean anything negative about you.
Speaker:It does not mean anything negative about your abilities.
Speaker:It does not mean anything negative about maybe a program that you went through
Speaker:in order to do this launch. It does not mean anything negative about your business
Speaker:idea and your passions and the thing that
Speaker:you want to be able to do and to build a business from.
Speaker:What it does mean is that you've got to dig deeper and you gotta find
Speaker:the pieces that actually were working well and then the pieces that weren't working
Speaker:well and change them for the next time around.
Speaker:And every iteration gets better and better and better until you hone
Speaker:it in and you're you know then that you can get the results that you want
Speaker:and it becomes predictable. That might entail one of the things I said
Speaker:in the email is ~
Speaker:Asking the question, you know,
Speaker:has the author been validated before the launch?
Speaker:This is something that is super important because often
Speaker:and and I've you know taught in really big programs.
Speaker:Of course I teach in my own programs and coach.
Speaker:And one of the biggest mistakes that
Speaker:I see is well,
Speaker:this is kind of two-sided. People putting all this energy and effort into
Speaker:a big launch.
Speaker:without having validated their offer first,
Speaker:meaning how do you know that this is something people want?
Speaker:Have you had conversations where you,
Speaker:set a goal of having 10 to 20 conversations with people who would
Speaker:fit your ideal client just to see what it is that they want and need?
Speaker:And that can be one way of validating.
Speaker:Another way is simply that you have had someone ~ work with you in that capacity,
Speaker:paid for it, or pieces of it.
Speaker:Because when I see that there's been no validation done at all,
Speaker:it might mean that the offer itself does have to change a bit.
Speaker:Maybe even the audience. I know that kind of feels like especially if you
Speaker:put a lot of work into it, that can be a little scary.
Speaker:But don't let it be because it comes down to
Speaker:Defining your audience, your people,
Speaker:and in that audience there are some that are your ideal client,
Speaker:and making sure there's a demand for what you're offering.
Speaker:And that part can be super scary because some a lot of times there's resistance
Speaker:in validating or verifying that because you're afraid that you're gonna
Speaker:get the answer you're gonna get back is no.
Speaker:And that you have to just scrap everything.
Speaker:And that is so far from the truth.
Speaker:It may just mean that you have to change the door.
Speaker:And when I say door, let me give you an example.
Speaker:You may need to let's say have a door,
Speaker:meaning the way people come into your business,
Speaker:the way that you position the work that you do,
Speaker:may let's say you're doing health coaching,
Speaker:but the but the audience that you're working with combined with
Speaker:the the focus health is super saturated in the market.
Speaker:You can niche down, you might be able to niche down,
Speaker:say, in age or whether you focus on women or men But you
Speaker:may find that in doing that, you just kind of like niched yourself out of a market.
Speaker:So what you have to find is what's the door so
Speaker:Coming back to the example of let's say
Speaker:People of a certain age and health coaching,
Speaker:it's saturated. If you niche down further,
Speaker:you're only finding that there's no market for it.
Speaker:So what if there was,
Speaker:let's say, for example, hiking enthusiasts,
Speaker:because that's something that you happen to love too.
Speaker:Maybe, and this is a really rough example,
Speaker:but maybe that becomes the door.
Speaker:You're still
Speaker:Health coaching and you're still health coaching the specific people that
Speaker:you want to health coach, but the hiking element is where there's a market.
Speaker:I hope that makes sense. Really rough example,
Speaker:but want you to kind of get get that idea.
Speaker:So it doesn't mean, because the point is,
Speaker:it doesn't mean that if you find that there really isn't a big enough market
Speaker:for the work that you're doing,
Speaker:that you can shift the door and therefore
Speaker:Tap into a market that enables you to do the work that you love to
Speaker:do with the people that you love to do it with.
Speaker:And it just takes the work, right?
Speaker:Of figuring that out and finding it.
Speaker:And it could be really frustrating,
Speaker:trust me. I do know.
Speaker:So there is that. And I just want to encourage you that when
Speaker:you do that, when you put in that time and effort and work and you find it,
Speaker:then you know that you can.
Speaker:Do another launch and the chances of that launch performing better
Speaker:and even to the point that you want it to perform,
Speaker:you know, reach getting the results that you want is much higher.
Speaker:But a lot of times we're going into these things,
Speaker:we're launching, and we're doing so very,
Speaker:very blindly because that's just what we're taught.
Speaker:Pull together your offer. Now do this launch,
Speaker:you know, do steps A, B, C, and D.
Speaker:And voila, you have clients. And while it does happen,
Speaker:yes, it isn't it happens far less often because there's just more to it than that.
Speaker:I want to encourage you that if you have experienced this where you've been
Speaker:promoting something and it you haven't been getting clients,
Speaker:there's a whole lot that goes into that.
Speaker:And I don't say that for it to be overwhelming because you can absolutely figure
Speaker:it all out, and then you know exactly what you're looking for and exactly what
Speaker:you need to change and tweak and refine.
Speaker:And what comes on the other side of that,
Speaker:that predictability, is worth all.
Speaker:The effort tenfold, I promise you.
Speaker:All right. Go on with your day.
Speaker:Have a beautiful week. Much love.
