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Saving Your Online Launch Mid-Stream

It's not for the faint of heart!

 

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Saving Your Online Launch

It was going to be a textbook perfect online launch. My avatar had been surveyed and the first video I sent out hit upon all of the pain points my ideal customer listed in their responses.

This time I knew I’d hit the nail on the head. I was nearly humming with excitement.

Launch Tech Blueprint Free Training Video

My original free training video

I confidently opened cart and waited for the first sale.

Waited.

Waited.

When it didn’t come in the first hour, I got up from my computer, confident I was jinxing the process. When it didn’t come the first day, I questioned my entire existence.

 

Adjusting Your Launch Mid-Stream

Launching is hard work. It looks so easy from the outside. Shoot some videos, send some emails, wait for the money to come rolling in. Like most things in life, what looks easy — isn’t.

After a day of no sales, I had two options:

  1. Admit I’d missed the mark, wait for the cart to close and try again with a new product later.
  2. Figure out where I’d missed the mark right this minute, and change things before I closed my cart.

I decided on the latter.

Quickly, I rallied a few online marketing friends and asked them to review my sales video. The responses were enlightening and all said basically the same thing: “I don’t know what you’re selling and, anyway, I really don’t want to do this tech stuff myself. I hate this tech stuff! This tech stuff makes me crazy! Pretty please, won’t you do it for me?”

Other suggestions were made to:

  • Change the course title
  • Change the module titles
  • Change the module descriptions
  • Go into more detail as to what each module covered

As I sifted through the feedback, I realized one thing was certain: I couldn’t change everything they suggested, but I could make a really bold move and address all of the concerns in a brand new sales video.

 

Pivoting Quickly

This video would be different. Unscripted. Casual. Where my first videos were shot using a teleprompter, four different lights sources, a snowball mic and two camera angles, this would be one shot. No fancy hair and makeup. Sitting at a desk instead in front of a snazzy backdrop. Low key, but high energy.

As my husband relinquished his desk so he could run the camera and I could get the shot I wanted, I changed my approach. I explained that the name of the course didn’t matter, that the modules didn’t matter. What mattered was the people who bought my course would have their launch set up in five weeks. If they didn’t want to do the tech themselves, I’d train their VA instead. If they didn’t have a VA, I’d help them find one.

Launch Tech Blueprint Pivot Video

The video I shot when I decided to pivot. Note the differences: besides the obvious hair and makeup, there’s no jewelry, there are some controls on the video, it’s not on a landing page but hosted on my website. I was humbled by my mistake and I wanted that to show. I wanted it to be REALLY clear there was something different about this video.

 

One take. Two hours after I’d hatched the idea, the video was rendered and went out to my list. Not on a landing page, but as a link in an email with a screenshot of the new video. Nothing fancy, just a way to clarify what I was offering to the people who I knew needed my course the most. All while speaking their language.

 

The Reward of Admitting When You’re Wrong

The results were stunning. Within a few hours I had my first sale. By the time the cart closed two days later, I had interaction like I’ve never experienced before and the first successful launch for my own course.

It turns out, my original message wasn’t that far off the mark. People did want help with the tech surrounding a launch. They recognized a need for what I was offering, they just had no interest in doing it themselves. Once I told them I would train their VA for them, they were 100% on board.

That is launching. Being so close and yet just slightly missing the mark. Too often, people think opening the cart is the end of the work. The videos have been shot, the landing pages created and the emails scheduled. But open cart is just the beginning. In some cases, it’s where the real work begins.

The ability to read open rates and clicks, to monitor comments and how long videos have been watched gives you terrific insight into what your audience is thinking. It’s up to you to decide what you want to do with that info. The most successful online business owners use that opportunity to tweak, refine, re-message and keep moving forward.

Aside from learning valuable skills about being able to adapt and pivot, this launch taught me I have a valuable course. My current students and I are having a great time getting their launches going. But here’s the funniest part. Half the people in the course are VAs whose client bought the course for them to take on their behalf. Although the course is spot on for the content it is delivering, my marketing message needs to change.

Never Give Up on an Online Launch

Here’s the thing. If I had decided to let the launch play out without getting feedback and reshooting my video, if I hadn’t decided to pivot, I would never have known I had a viable course. I would have thought no one wanted to learn launch tech and would have moved on to something else. By assessing the situation and changing direction, I was able to gain critical data that gave me tremendous insight into my avatar and their needs while still in the launch rather than waiting and relaunching later on.

Admitting you’re wrong after putting in the work of developing an idea for a course or product is never an easy thing to do. Being willing to take a critical look at what you’ve done and adjust, that’s they key to launch success.

That’s launch life.

4 Comments

  1. Kami McBride says:

    There is so much wisdom in this article. Launch wisdom!!

    1. Tracie says:

      I know you’ve been there yourself, Kami. I’m glad to see you found the article valuable!

  2. Kristina Cassandra says:

    A very inspiring message!

    1. Tracie says:

      Thank you Kristina!

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Start Building Your List This Weekend!

The by step-by-step guide walks you through the whole process! There are even videos to make it super easy!

It's free and so easy!