I've literally helped hundreds of people with their signature high-ticket program launch.
And I can tell you this:
Almost everyone loses their shit at least once during every launch.
No matter how poised they usually are.
No matter how much therapy they've had.
No matter how much “self-care” they practice.
So, first of all, if you've felt yourself wanting to lay on the floor and kick and scream because a link broke down, or your team isn't replying, or they're just not booking enough calls…
… you're not alone.
In fact, my clients refer to it as “open cart energy”.
And it's one wave to ride.
Here are some of my favorite tips from years of program launch experience, often with a baby on my boob – and I've paired them with a prompt you can use to prep your launch, or while you're in the middle of your promotional vortex during the launch itself.
1. Bounce-back-ability
The success of a program launch is mainly dependent on your ability to take a hit/ disappointment/ curveball and not collapse. Or collapse, eat your shit sandwich while sobbing it out, and get the fuck back up again. I've got good habits in place when it comes to navigating my own upset. And it saved the day.
What makes you get up when you're face down in the fucking mud?
2. Have a launch buddy (or two, or three)
I need to verbal process when I launch. Launching amplifies EVERYTHING. And everything that's wonky will most likely break. As I'm navigating both victory and usually some carnage, my instinct is to isolate myself. But then my body remembers to reach out to my people. Talk it out. Get a hug. It's everything.
Who can give you hugs and pep talks when you need it?
3. Have a coach
I can't tell you how important it is to have someone on standby who isn't just an innocent bystander (lol). Someone who can brainstorm with you JUST when you need them, and not a day later. Because every minute matters when it matters.
Do you have a mentor or coach by your side?
4. Pre-nurturing is everything
We make sure your audience's temperature (level of enthusiasm, engagement) is already at 75-80% prior to the launch. So that when we put an offer out there, people are primed to buy, not wondering who the heck we are.
Do you nurture your folks prior to your program launches, or are you in the habit of waiting?
5. Diversify your launch strategies
I did a launch event in July which TANKED. It was absolutely abysmal timing (restrictions were lifting that week). And I literally felt my audience was like a bunch of cows being let out of the barn at the end of a long winter (ever seen this?). If I had depended on that one program launch event, we'd have been toast. Yet, by the end of the summer, we were toasting a million-dollar + launch. And the reason is multiple promotional moves during one launch. Targeting different kinds of consumer types.
Do you have a launch plan A, B, C, and D?
6. Back to the basics
Industry-wise? Many people's program launch numbers were DOWN last summer (2021). And if I had relied on the usual “do a free training, get sales calls, close calls” narrative, mine would be too. HOWEVER, I fell back on good ol' outreach, nurturing of relationships, referrals, and re-enrolments instead. I'm a very pragmatic person, and I do what needs to get done in order to get it done. And it paid off already.
Are you humble enough to just do what works?
7. It's OK to share my joy (even as a white woman with unearned privilege)
I've been doing lots of work on understanding my (unearned) privilege. And after reading some content (from a fellow white woman, interestingly enough), I got this sense that I had to be hyper careful sharing my joyful moments. I've got my head screwed on right again. But it made me pause right when I needed to be flying. This detour was a rich one, though. I'm grateful. Have you found a balance between hard-hitting topics and lightness of being?
Also, here's a flash of joy from my Friday afternoon… fresh flowers from my own flower garden experiment, isn't it OPULENT?
8. Understanding what makes people buy
IN-FUCKING-VALUABLE. Every cycle of sales calls that I do, people tell me reasons for investing and I learn so much about what our branding/marketing is actually hitting the spot. Do you keep an ear out for that?
Do you know why people buy from you?
9. Self-tend, generously
As you're launching, life goes on. During this launch I had family members go through loss of new life, addiction, and more. And they needed me. In between launch activities, I was tending and I knew I needed to up my self tending as well.250 erotic novels later… lol (by the way, make sure you're part of my FB group because I've committed to dropping delicious erotic fiction titles with short descriptions when I can recommend)
Do you know how to self-soothe, do you let yourself?
10. Consistency
It's SO important. Did I send regular emails with CTA's to book a call? Did I go live and invite people to apply? Did I add stories? DO PEOPLE KNOW THIS EXISTS? Especially during an exceptional summer like last one, we needed to follow up with leads and constantly remind our audience of our offers (and no, that's not annoying).
Are you consistent enough for people to know what you sell?
Excited about launching your own high-ticket signature program? Whether you'd love to launch in waves or create a steady flow of leads so you can go open enrolment, we've got you covered. BOOK YOUR CALL.
© 2022 Merel Kriegsman Media. For permission to reproduce or repost this post, email team@merelkriegsman.com
