Updated: Jul 5, 2021
Launches are a lot.
In every sense of the word. They can be complicated, convoluted, and soul-sapping. Or they can be wildly profitable, revenue-building machines.
To the uninitiated, the sheer number of moving parts can be mind-boggling. But, every one of those moving parts represents both an opportunity and a potential pothole.
A-Z Launches is a glossary of marketing terms to help you make sense of launches so you can cash in and avoid a launch catastrophe.
P.S. Entries in purple are things you should be considering as you plan your next launch!
When you test two variations of headlines, subject lines, landing pages, ads etc. against each other to see which one converts the best. Never make assumptions about what’s going to work and what’s not!
Ads are essential for each segment of your launch.
First, you'll use ads to attract people to your webinar, then ads to drive sales once the cart-open period has begun, and then cart close ads during the final stretch. You’ll need ad copy, images, and someone to set up each ad.
An affiliate is someone who earns a commission by promoting your products. Affiliates are a great way to boost your reach. You can ask past students/members or influencers to promote your program in exchange for a commission on each sale. Normally, you’d provide images, copy, and maybe even templates for your affiliates to use.
Automations are every business owner’s best friend, but in a launch, they’re your lifeline. With automations, you invest the time in setup upfront, then sit back and reap the rewards so you aren’t manually trying to tag webinar attendees, or moving each registrant one by one into your sales sequence. If Zapier isn’t your best friend yet, it soon will be.
Does your target audience have the ability to pay your listed price?
What are people walking away with when they buy your product or program? We’re not talking about the different bells and whistles your offer has, but rather, the kind of impact your offer will have.
People don’t want a four-part money management system; they want the freedom to live their best life, buy their kids whatever they want, and take exotic holidays.
What bonuses are you offering? Think of bonuses as sweetening the deal. Consider including Fast-Action Bonuses (aka bonuses that expire if you don’t buy the offer within a set time period).
The percentage of people who pop onto your landing page or site and then leave without checking any other pages out. In a launch, your bounce rate is inversely proportional to your conversion rate.
Is your budget for your launch realistic? Always put aside at least 30% more than you think you’re going to need. If you don’t end up using it, great, more money in the bank. If you do end up needing it, at least you weren’t caught with your pants down.
The one action you want a lead to take at each stage, e.g. register for your webinar or click through to your sales page. Make it clear, catchy, and impossible to miss.
The final push before you stop accepting sales. The duration of the Cart Close period varies from launch strategy to strategy, but usually refers to the last 48 hours before you stop accepting sales.
The action you want your audience to take. A campaign is made up of multiple conversions. For example, signing up your lead magnet, registering for your webinar, clicking through to your sales page, and finally purchasing your offer.
Marketers often position conversion as an event. It isn’t. Conversion is a process. And it begins long before a prospect is hovering over a Buy button. You need to start sowing the seeds for a successful sale early.
We use a three-pronged approach that combines data and your competitive advantage with a healthy dollop of personality to craft copy that cuts through the noise, speaks to your audience’s deepest struggles, and positions you as the solution.
The proportion of people who’ve seen your emails/ads/sales page/landing page/webinar and then gone on to take the desired action.
Conversion Rate Optimization
Fine-tuning your sales pages, landing pages, ads, and other launch assets to maximize conversion.
The art and science of crafting copy that taps into psychology, decision science, and behavioural economics to drive people towards a purchase. Copywriting is the foundation of conversion.
Cost Per Acquisition
The total cost of finding a lead and turning them into a paying customer.
Or click-through-rate. The proportion of people who’ve seen your ads /emails/landing page and then clicked the link.
Where is your customer at right now? What behavior needs to change for them to purchase your program?
Set aside time post-launch to go over all the stats, as well as your systems and processes. This is easily the most important step to ensure that your next launch does even better.
When your prospect is overwhelmed by the number of options presented. Keep it simple and stick to one campaign goal, otherwise you risk leading your prospects into that dark place between analysis paralysis and decision fatigue.
Does your offer speak to your audience’s core demands/needs?
A lower-priced lite offer to pitch to customers who couldn’t buy your full offer.
An email sequence is a set of automated emails sent out to your list designed to nudge your customer from one point in their journey to the next.
A typical launch includes the following sequences:
Main Launch Sequence
Also known as Empathy Marketing. This is the art of tapping into the emotional state of your target audience and making them feel heard, aligning your offers with their specific needs, and engaging with them in an authentic way.
An evergreen sales funnel is just your regular sales funnel running on autopilot. It runs in the background and strategically sells your courses everyday, all year-round, to your audience. Plus side: you don’t have to do any daily maintenance!
Fast-Action Bonuses are offers only available to people who buy within a set time period. For example, if you’re doing live webinars, then a bonus that’s only available till the end of the webinar is a Fast-Action Bonus. They’re a great way to build urgency.
How are you presenting purchasing decisions? People are going to react differently depending on how you’ve framed the choice. $1 a day feels more palatable than $365/year. It’s why the whole “it’s cheaper than your daily latte” line is so popular.
Friction kills conversion. Watch out for inefficiencies that irritate the customer and slow down (or put a stop to) the buying process. Examples include things like glitchy payment systems, poor layouts, incomplete information, slow responses to inquiries, poor customer service, etc.
A sales funnel is the marketing jargon for the journey potential customers go through on their way to purchase.
SMART goals are a cliche, but they really do matter. Set time out as you’re planning your launch and map out goals that are Specific, Measureable, Actionable, Realistic, and Timely.
An image or a video that lets people see themselves using your offer. Think of it as a quick peek into their future.
An ideal client is someone who needs your offer to solve the most pressing issues in their life/business. They feel aligned with your brand and your messaging, and everything about your business speaks to them on a deeper level.
A deliberate break in a pattern to shake things up and make your audience pay attention.
Incentives for Change
What reasons does your audience have to want to change?
Planning a launch is a lot like planning a novel. Your user is the hero (or heroine), and needs to grow as they progress through the funnel.
Think of your nurture sequences as your training montages complete with Eye of the Tiger playing in the background. Your sales sequences are when the battle’s picking up, and your sales page is the final showdown.
You’ve got to build urgency and emotional impact throughout the funnel for the ending to be effective.
What information crucial to decision-making is your audience missing?
A landing page is a stand-alone page built for your launch with one goal and one call-to-action.
A lead is someone who opted into your content by providing their email or other contact info.