Ep. 59 Three Must Haves For Your Next Launch

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If you are listening to this podcast right after it was released, you know that I am in the middle of a very large joint venture launch. If you’re listening to this after the fact, that’s okay because what I am about to share with you today works, no matter what.

Alright so 21 successful launch ingredients, I sent an email out to my list a couple of days ago, talking about launches. And the reason is because Cathy and I from Funnel Gorgeous, are releasing a Launch Gorgeous coaching program. This is basically a step by step done with you program where we’re going to help people launch their next offer. And we’re offering this for free for anyone who purchases Pete Vargas’ Stage to Scale. If you follow me on Instagram or Facebook, you’ve probably seen me talk about it.

So I was thinking about what goes into a successful launch, and I’m not sure that I’m going to be able to get through all 21 in just one episode. You can see on my blog over at Juliechenell.com, you can see the 21 successful launch ingredients blog post. And I go through these features that I think are incredibly important.

A lot of people, I asked, if I were to go deep into one of these topics, one of these ingredients, “Which one would you want me to go into?” and I got tons of responses from you guys, so I really appreciate that. And a lot of you had the same answer. And a lot of you wanted to know a day by day breakdown. And it’s funny because for Launch Gorgeous, for this bonus that we’re giving away, we are going to do a day by day breakdown. So anybody who joins Pete’s Stage to Scale program will get Launch Gorgeous and we will walk you through the steps of a launch.

And it’s funny to me because while I love day by day breakdowns of like, “Okay, on this day this is the email you send, this is the Facebook post you write, this is the Instagram story you put up.” The truth of the matter is you don’t really need a day by day breakdown if you understand the art of launching. So I want to kind of talk about that a little bit today on this podcast because I think is something that gets missed.

Launching is about telling a story. There needs to be a story line and sometimes I think when the risk when you just rely on a day by day breakdown, is that it can sound really stilted. Imagine for a minute that you have, my son Evan is 16, he really wants a girlfriend. And I sit down with Evan and I say, “I’m going to give you a day by day breakdown of what you need to do in the next 30 days to win over some girl” that he likes. So I do that, I say, “Okay, day one you’re going to go up to her and you’re going to hand her a little note. Day two you’re going to buy her lunch at school. Day three you’re going to ask for her phone number.” Whatever it happens to be, and it works sort of. But I think what happens is you sort of strip, if I were to do that I would strip Evan of his ability to tap into his own creativity, his own ideas, his own intuition and reading the room, and reading the girl he’s interested in. He would be stripped of that because he would be following this sort of letter of the law breakdown.

And I understand why a breakdown is helpful, but when you understand that a launch is a storyline, then there’s literally unlimited amounts of creativity and intuition you can use to create incredible launches. That’s not to say that there aren’t rules and formulas to follow, because honestly in my mastermind I have been testing a lot of my ideas on the insiders, and the last several launches that have come out of Digital Insiders have been insane, like insane conversion rates.

In fact, I have a client in there Larry, he sold his first $2000 course, now mind you, he did have an audience, and sold 423 units in 7 days, which is something like $846,000. Ridiculous. So there are methods, but in a launch here are the key pieces of a storyline.

The first is that there is always anticipation. I like to call this pressure, but a sense of something coming. If you do a launch and you don’t create anticipation it will fall flat. So when you think about a song, when you listen to a song on the radio, you have a verse, and you have the chorus, and then you have the second verse and then you have the chorus, and then usually there’s a bridge, that’s what they call it, a bridge where it sort of builds an intensity and then back to the chorus. That third chorus is the climax of the song, that’s the point of the song where you usually feel the most emotion. And if you watch songs like, I’m just going to give an example, Frozen, there’s a verse, first verse, and then “Let it go, let it go, let it go.” That part, then there’s a second verse, and then “Let it go, let it go.” And then if you’ve seen the movie 8 million times like I have the part where she’s talking about the frozen fractals all around and she’s building the ice castle, and it’s the bridge, it’s the part of the song that doesn’t really match the verse, and it doesn’t really match the chorus, but it’s sort of this intensity building, like “Oh my gosh.” And then it’s the third chorus, “Let it go, let it go.” And it’s the most dramatic of all the choruses.

Your third chorus is your cart opening, it is that sort of like, “Oh my gosh.” I think part of the problem with launching for people is that they don’t realize, they think that, in a song, the third chorus is the end of the song. There’s the verse and the chorus, and the verse and the chorus, and the bridge. So there’s essentially four sections of the song before we get to that third chorus. So there’s a lot of buildup, and I feel like people don’t understand anticipation, buildup and pressure well. And they think that what they do every day during an open cart launch is what makes the difference, and it’s not. It’s everything that comes before it.

If I turned on Let it Go right now and I literally just turned on the bridge and you’d never heard the song before, it would do nothing for you. If I turn on the whole song and you hear the whole song, and then you get to the bridge, now it’s a whole different ball game. And if I then add on top of it the animation, well now you’re weeping. Well, maybe not, but you get my story, you get my drift.

So that is so key, anticipation, pressure, all that kind of stuff. So that’s one thing. The second thing is people want to know that they are a part of something exciting. And when you have a very wrote day by day breakdown, it can feel like you’re removed from the actual playing out of the launch. This is why I love it when people write their email copy and write their posts live, because there is an energy in words that are live, that is different than automated.

I can’t prove this except that all of my experience shows me that if I sit down and I write something live and in the moment, it is going to sound more real and more alive than if I write something ahead of time, and just schedule it out. It doesn’t mean you can’t schedule things out, it doesn’t mean you can’t prepare, doesn’t mean you can’t brainstorm hooks and storylines and all that kind of stuff, because I actually think that you can and should.

In fact, one of the things that I’m going to be doing in Launch Gorgeous, with the people is helping them come up with just unending amounts of hooks and angles to take the story from. That way when you’re in the live moment, when you’re writing the emails, writing the posts, the cart is open, you’re getting the feedback from customers, you can go to your bank of hooks and be like, “You know what, this is the hook that they need right now. This is what’s going to happen.” And there’s no way to anticipate that ahead of time, so you prepare, and then you act as live as possible.

So that’s the second piece. You know in addition to pressure and anticipation, people want to feel like they’re a part of something exciting. And that usually means unpredictability, a little bit of variety right. Tony Robbins says that’s one of our human needs, variety. Where something switches or changes in the middle of it. Or there’s something unexpected that happens and they want that sense of live energy.

And then the third most critical component of a launch in addition to anticipation and excitement in the moment, is scarcity and urgency, and the fact that things are ending, that there is a time limit. When you put, when you really understand anticipation, unpredictability and scarcity and urgency, when you understand those components, most launches, assuming of course that you have taken the time to have a great offer and good design and good copy and you have an audience, most launches will be above average in their success if you get those three components really dialed in.

So I do this all the time, I talk about pressure building, I talk about plot twists, plot twists are that variety, that excitement, that unpredictability, that sense of it is happening in real time. Think about any sort of big news event, right now as we are, the time of this recording, we are watching as our congress does an impeachment inquiry. Whether you are for it or wildly against it, doesn’t matter. Everybody’s dialed in. Everybody’s checking Twitter. Everybody’s turning on the news and seeing what is the next, it’s live, it’s happening in real time. There’s that sense of like, “Anything could happen.”

And then the third thing is that scarcity and urgency, and that is the thing that forces people to take action, because they’re sitting on the fence or they’re procrastinating, and they know that if they don’t take action it will, you know, it will be gone and they will miss out.

So those three components are absolutely critical in any launch. And if you are going to purchase Pete Vargas’ Stage to Scale Method, you will be getting our Launch Gorgeous bonus, which is more than just a course, it is an entire program done with you where, yes of course I will give out the checklists and the breakdowns, but more importantly I’m going to teach the art and the science of these three unbelievably critical pieces. The anticipation, the unpredictability, and the scarcity and urgency. And then of course, we’ll talk about creating great offers and nurturing your audience, building your list.

But I know that if I get those three pieces right, that somebody really understands them, every launch they do will be successful because they understand how to tell the story in a way that gets people excited for the ride. So I hope that was helpful and I’ll talk to you guys soon.