This blog post has been authored by Stand Out Online Member Melissa Pruitt, Online Marketing Podcast
We’re jamming on the six phases of the launch conversation.
1, 2, 3, 4, 6 phases, six phases?
What I love about this, is looking at launches as a conversation, and that’s where I think a lot of people mess up. They just go from, “Hey, Nice to meet you. You want to buy a watch?” or “Do you want to marry me?”
Stranger danger, right?
We definitely don’t want that happening. We really want our launch to feel like a conversation.
You get to know people, you have different conversations with different people.
Think about it. Like your family members at home, you have different rapport with them, right?
So you’re going to have a different type of conversation. You probably act a little differently, too, right?
Then we go to work. If you’ve been in the traditional work environment in the past, you can probably act a certain way compared to your family members.
And then you have your friends that you hang out with all the time. You’ve got a different type of rapport with them, so you have different conversations with them.
What happens a lot of times though, is people get on your email list and you have the same conversation with everyone instead of the way we do it in real life. That’s a little bit crazy. And it doesn’t feel personal.
You don’t feel as connected and just like a number on their list.
So this is why we want to speak to each person on our list individually, as much as we can.
This is where a launch conversation becomes important and it’s where so many people mess up, because they put an offer in the world and go from zero to 150 miles with promotions. And this is where we lose a lot of people.
We want to slowly guide people into that conversation and talk to them where they are at in their buyer’s journey.
There are 6 phases to the Launch Conversation:
1. Pre Pre Launch: This is where you’re speaking into topics your audience might be interested in. Remember with list builders the purpose is to bridge your audience into your offer. So what are those conversations that are going to bridge into your offer?
2. Pre Launch: These are the conversations that line up with your launch to get people excited and into your launch. These conversations build up interest and can include list builders and lead magnets directly linked to your launch.
3. Launch: These are the conversations in your launch. A launch vehicle includes webinars, trainings, video series, challenges, summits, and even email launches. The purpose of the launch is to show your audience how your offer will help them with the transformation they’re seeking and your conversations in this phase will reflect this.
4. Open/Close Cart: These are the conversations directly related to your offer, where you give your audience the opportunity to work with you. The conversations here will create excitement and also handle any objections they may have.
5. Post Launch: These are the conversations that happen after the launch, whether your audience buys or doesn’t buy your offer. You’ll want to have conversations that make your audience feel comfortable no matter what decision they made. So for those that bought, you’ll have onboarding conversations to help them get started. And for those that didn’t buy, your conversations will continue to build a relationship with your audience as a potential future buyer.
6. Ongoing Conversations: This is a phase that never ends and continues to lead and bridge your audience into your future offers. These conversations loop back into your next pre pre launch conversations.
Gone are the days that you have that awkward first date experience with your list that you’re like, “Hi, nice to meet you. Will you marry me? You’re going to purposely guide people through that pre pre-pre launch into the pre-launch into your actual launch itself.
You’ll include Open/Close Cart conversations where you’ll finally make your offer. And you’ll continue Ongoing Conversations that your audience finds relevant to them and directly links to your offers.
You’re going to serve and communicate with your audience and for those that are ready, willing, and able to move forward with your offer, you’ll serve them at the highest level. And for those that aren’t quite ready yet, that’s ok, this is where you’ll continue the conversation to nurture that relationship to become a potential future buyer or referral source.
It’s time to look at your launch as a series of conversations with your audience and determine how you’ll communicate with them no matter where they are on their path of their buyer’s journey!
Grab your Launch Conversation Calendar to turn your participants in your launch into buyers!
https://onlinemarketingpodcast.com/launch-conversation-calendar/
Melissa Pruitt is a Marketing & Sales Coach, Author, and Speaker who’s dedicated to helping online entrepreneurs take their knowledge and skills to market and sell their courses, memberships, and coaching programs. She’s the Co-host of the Online Marketing Podcast and coaches online entrepreneurs in her membership, Adaptive Marketing Membership.
Her background in psychology and NLP as a clinical therapist and coach bridges human behavior with marketing strategy, and this is how she teaches her clients to create deeper connections with their audiences. Her Psychology background combined with her expertise as a two time published author and copywriter allows her to help her clients connect deeper with their audiences.
Melissa is also TEDx speaker, been featured on multiple publications and platforms, including Huffington Post, various podcasts, summits, and events and loves to share her message of creating a fulfilling business on in person stages, Zoom stages, and mastermind events.
When she isn’t coaching entrepreneurs to build a business they love she’s having adventures with her husband (and business partner) Paul, climbing the Peloton Leaderboard, and enjoying time with family.
Website: https://onlinemarketingpodcast.com