Recently, at a meeting of Jeff Walker’s high-level mastermind group, we did an exercise where we went around the room and shared our best 7-figure launch strategies.
And while I can’t list everything that was shared in the room here…
Today I want to share with you some of MY biggest lessons learned from our $3.3 million launch of the Ask Method Masterclass.
Use any one of these strategies (or all of them) on your next launch to take things to the next level:
#1: Get Everyone Involved
Be sure that you have a role for each of your team members during the launch, and that everyone knows what their responsibilities are.
During our first internal launch, I didn’t involve everyone on the team, so while the launch was going on…
…some team members were alienated.
They didn’t feel like they had a part in the success because they didn’t participate.
We made up for that during the partner launch a few months later by making sure that everyone had a part to play in the launch…
Which meant that everyone was able to share in the success.
#2: Eliminate single points of failure
I’m a big believer in having a core evergreen funnel that brings in steady income.
But I ALSO believe that launches are a powerful way to give your business a huge boost, bring the team together, and create a buzz around your business.
That said, there are many things that can go wrong during a launch, and your job is to minimize the risks as much as possible.
The key word to remember here is: redundancy.
- Make sure that you have more than one email service provider so that you can continue to send emails if one of them goes down
- (we use Maropost with Infusionsoft for backup and Aweber as super failsafe backup)
- Be sure to have multiple shopping cart/form/checkout systems in case there’s a glitch with one of them
- (this actually happened during the launch where we had a glitch with our Infusionsoft Custom form and because we had planned for this, we were able to keep taking orders using our GoSpiffy forms)
- Have more than one Payment processor: Stripe, Chase, PowerPay, and PayPal are the ones we use.
- Assign “pinch hitters” on your team who can execute a contingency plan if one of your key team members becomes unavailable for whatever reason
- (James Schramko calls this the “Noah Principle” – always have 2 of everyone, so if someone is sick or leaves, there is a backup to fill that role).
In short, always have a backup plan.
Always be thinking, “And what do we do if…” and have that plan in place before the launch.
#3: Have a Partner Success Strategy
For anyone who hasn’t done a partner launch before, this may come as a surprise, but it’s a general rule of thumb for launches that the majority of your sales will come from your top 5 partners.
That means that the more time you spend working with your key partners to help them succeed, the better.
So not only should you give your JV partners access to your product…
Do what you can to help them achieve success, so that they have that personal experience and the results to share when they promote.
And of course, make things easy for them by providing swipe copy, running Facebook ads for them, and being generous with your time when it comes to collaborating on bonus packages.
#4: Combine Ask Method with Product Launch Formula
A product launch is something that lends itself really well to the Ask Method.
And I’ve been developing several advanced tactics to layer ASK and the Product Launch Formula which I’ll be talking more about soon.
One easy thing you can do is to run a Deep Dive Survey before the launch, and use the natural customer language from the survey in your launch videos and other copy.
If you want to take it a step further, you can break your audience into buckets and segment them during the launch, and create separate follow-up messaging for each bucket.
#5: Plan for Success
Sometimes, we’re so worried about what can go wrong, that we forget to plan for success.
What if everything goes RIGHT?
What if you double or even triple your target?
Take some time to think about how to shift into high gear if it looks like things are going better than expected.
Will you have to hire more staff? Increase video bandwidth?
Make sure your server can handle the overload?
On our recent launch we exceeded our targets, and needed to swiftly bring more Ask Specialists onto the team.
Because we had a documented “Success Plan” with a short-list of possible Ask Specialist candidates and an accelerated training and onboarding process…
We were able to execute this plan, and bring on six additional specialists in time to kick off the program.
Had we NOT planned for success, we would’ve been vastly understaffed and scrambling to add to the team.
Planning for success not only means you’re prepared, it sets you up to rise to the challenge and blow past your goals.
Want to see a great example of these launch lessons put into action?
This is your last chance to check out Jeff Walker’s free workshop on how to run your very own launch.
This video goes much deeper into some of the points I’ve touched on here:
Now I’m curious…
What is your biggest takeaway from this post? And how will you use it in your next launch?
Leave a comment below and share your wisdom!