It’s easy to get caught up in all the bells and whistles of your course launch. But at its core, your launch copy needs to spell out what your product is and how it solves a specific problem. Beyond that, a crucial component of conversion during a launch is addressing your audience’s responses, fears, and building trust.
There are four key things you need to consider during your sales phase:
Trust
Responsiveness/Agility
Risk-Reversal
Decisiveness
Trust
During your launch, you have several opportunities to build trust.
One of the easiest ways of doing it, is saying no to money.
Yup.
When you have people writing in asking if they’re a good fit for an offer. Just tell the truth. If they’re not a good fit, say so.
It also means drawing a line in the sand when putting your copy together and clearly spelling out who will benefit the most from your offer, and who won’t.
This isn’t just about integrity though, it’s also a smart business decision. That prospect might not be a good fit now, but a few months/years down the line, when they’re ready, they’re more likely to buy from you because they’ll trust you to give it to them straight.
And if someone writes in saying they can’t afford your offer, do NOT tell them to put it on their credit card. → Telling them to go into debt to buy your product = Opposite of integrity
Other ways of building trust include, using social proof, using numbers wherever possible, being transparent about your process, and using things like case studies.
Responsiveness/Agility
What is your audience responding positively to? Which emails get a lukewarm response? What objections do you see coming up over and over again?
If you’ve hired someone to write your copy or do your tech set-up, make sure you’ve asked them to be available during your launch too. Some of the best opportunities for sales come mid-launch. A skilled copywriter will be able to spot patterns in the incoming emails and objections and add in copy and pivot messaging while your launch is live.
Respond to every email you get, that might seem like a lot of work, but if people cared enough to write in, then there’s a good chance they care enough about your offer to give it a chance. The obvious exception being hate mail.
Risk-reversal
“What if this is a scam?”, “What if it isn’t worth it?” , and “What if it isn’t right for me?” are common objections during a launch.
And they need to be addressed. Supplement your material with testimonials, case studies, and guarantees. If you notice lots of people writing in with a risk-related objection, add in additional emails mid-launch, or throw in a Zoom consultation to reassure nervous leads. The best launches are agile and evolve in response to your audience’s needs.
Decisiveness
If your prospects push back on price, that’s a sign that you haven’t communicated the value.
Perceived value is what your consumer thinks your offer is worth. The higher the perceived value, the lower the actual value looks in comparison. Your goal is to make your offer look like a steal for what you’re charging.
During the last few days of your launch you aren’t just selling your offer, you’re selling decisiveness. Help them make a decision about your offer, your goal is to get the folks straggling on the fence.
One of the greatest advantages of an MVL is that it gives you the ability and freedom to track these during a launch since you aren’t bogged down by unnecessary additions to your launch strategy that aren’t moving the needle for your specific audience.
Need extra support on creating or testing an offer MVL-style? Join Launch Lab for all things launch related.
Have more launch questions you’d like us to explore? Let us know in the comments, and we’ll pencil it in for our next blog post.