4.3 Re-Launch

After your launch finishes, there are really just three areas we can focus on to create massive growth moving forward: 

• Increase the size of your 'launch list'
• Increase your Average Customer Value (ACV)
• Increase the Performance of your launch (EPL or earnings per lead)

We'll discuss all three!

In this section, we will discuss increasing the size of your launch list. If you've done at least one launch, or you've completed the training inside Business By Design, then you know by now that there is a direct correlation with the size of your launch list and the total revenue that you generate. In other words, the more people that go through your launch or promotion the more likely you are to increase sales and revenue.

With this being said, a simple strategy to increase the revenue of your next launch would be to increase the size of your launch list, so how do we do that?

The following is a list of a few strategies that we can be looking at in order to have a larger launch list when you are going into your next launch:

#1. Use Facebook Ads (or spend more on FB Ads)

This first strategy is quite straightforward. Chances are you that you used Facebook ads a little bit (at the very least) in your last launch. If done correctly, you can invest more in Facebook ads in order to reach more people. This strategy is to simply spend more on Facebook ads to build your launch list.

Now as you know, teaching how to use and nitty-gritty details of Facebook advertising is beyond this program. However, I do teach Facebook advertising inside I program Ads By Design, and you can learn all about it here.

#2. Attracting JV’s & Affiliates

I think leveraging joint venture partners and affiliates is one of the biggest opportunities that you have at your disposal, yet so many people are not using this. I can't tell you how many people tell me they can't launch or sell their product because they don't have a list, or their list is too small, or they've already tapped out their list. This problem is immediately solved with just one relationship. When you leverage a JV or affiliates for your audience, you get access to a whole new group of people without needing to have your own list.

Now, it's also not the intention of Business By Design to teach everything under the sun in regards to affiliate marketing. I will, however, give you some guidelines and a strong recommendation to move into this direction. Why? Because the moment I started attracting key joint venture partners and affiliates into my promotions, my sales skyrocketed. And remember: all it takes is one powerful relationship.

Here are a few things to keep in mind:

First off, you never want to approach a joint venture partner without first having good stats and data. If your launch isn't doing well on its own, or if your product is not converting, do not ask an affiliate to promote it.

Second, building a relationship first then ask for the affiliate promotion opportunity. I can't tell you how many times a day I am asked to promote somebody else. The answer is always "No," because I do not know who they are, I do not know their product, and I do not have a relationship with the course creator. It's an easy no.

If you want to drastically increase your chances of getting others to promote you, you will build a valuable and authentic relationship with them first.

Now, how do you structure an affiliate agreement? The standard commission rate across the board is a 50-50 split. Using software such as Kajabi or Samcart, you can easily track sales from your affiliates and pay them out accordingly.

#3. Off-Season List Building

The third strategy that I've included to help you increase the size of your launch list is to create what I call an off season list building strategy. Let's say you decided to do a launch once every quarter. Great! What are you doing to build your list for the two months leading up to your next launch? In module 2.2, we talk about the tortoise strategy for list building by creating great content and great content upgrades, and build a loyal following that is interested in your stuff.

You could also use this off-season time in order to promote or sell smaller products. As legendary direct response marketer Dan Kennedy always says, “A buyer is a buyer is a buyer.” In other words, it is far easier to get an existing buyer to buy again than it is to acquire new buyers. So with that in mind, how could you use smaller, front-end offers at a lower investment price in order to attract more buyers who fall in love with your stuff now? Then when you relaunch they are ready and willing to invest in that program.

The bottom line here is, the more work you can do to attract a warm audience before your next launch, the bigger your launch list will be.

Increase Average Customer Value

In this section or to talk about increasing the average customer value. What does that mean exactly? Simply put, the ACV measures on average how much each customer is worth it to you.

So let's do some simple math here:

If I made $1,000 in a launch with 10 customers, I have an ACV of $100 ($1,000/10)  or Total Sales / Total # of Customers.

Increasing your average customer value would mean that you can increase the total sales or total revenue that you've generated without having any additional or new customers. So how the heck is that even possible? Well I'm glad you asked, because below are all the ways but you can increase the average customer value (ie: make more money without more customers!).

#1. The One-Click Upsell

The one click upsell is an offer that you make to your customer as soon as they click the submit button on your checkout page. On average, usually between 25 to 35% of our customers take us up on an upsell. And if you're using a powerful piece of checkout software such as Samcart, you cannot only make one click upsells very easily, but you can create upsell and downsell funnels to increase your average customer value even more.

In order to create a great upsell offer, you're going to think of ways in which you can provide the results promise in your original offer either faster or quicker. This is an opportunity for templates, coaching, software, done for you services, etc.

#2. The VIP Option

Most of my students start by selling an online or digital course. This is the do it your self model. One of the biggest discoveries you'll make is that a good percentage of your audience wants more. They're seeking more support, coaching, handholding, and accountability. In short, they want the VIP. So give it to them.

A VIP auction is an opportunity to add a second tier of membership to your original offer on the sales page. What would your VIP auction look like? How would you provide more value and support and a better experience for these VIPs? Obviously the VIP option would be priced considerably more.  But we've seen anywhere from 10 to 30% of our total buyers take us up on the VIP option. It's also great practice to limit the number of VIP spots you have available to make it more exclusive and special.

Obviously, just by having this VIP option and charging more for it than the standard enrollment option you have the immediate opportunity to increase the average customer value your next launch.

#3. The Backend Offer

The backend offer is any offer or product that you present to your customers after making their initial purchase. And as all smart marketers know, the money is in the backend. This is an opportunity to create a higher-level coaching, consulting or mastermind offer available to a select few at a higher price point. This would be for those customers who are simply looking for the fast track. They are looking for more and they're looking to get results quicker.

#4. Additional Products

The final way that you can increase the average customer value is start to offer other courses and complementary products. I know this sounds similar to a backend offer or one click upsell, but the is that these are other programs that offer different results or transformations. For example, I sell my YouTube course VideoROI, and then I can encourage those buyers to take my Facebook video course next. The more courses I have in my library, the more opportunities my buyers have to invest and continue learning.

Increase Your EPL

Earnings per lead (or EPL) is what we like to call your holy Grail metric. Why? Simply put, your EPL measures the performance of your launch. How well did your launch do? Was it a success? Your EPL is the first, last, and final say on how to measure the performance of a launch period.

With that being said, when you increase the average earnings per lead or registrants, you increase your total sales and you do it without adding anyone else to your launch list.

So how exactly do you increase your earnings per lead?  Let’s discuss a few ways…

#1. Your Offer

I believe that 90% of the success of your promotion will come down to the offer you are presenting to your audience. If your launch isn't doing well (i.e. You have a low EPL), then one of two things has happened: either you have a bad offer (you are selling something no one wants), or you did not do a great job communicating the value of your offer.

This is key. Because all of this comes down to copywriting and messaging. Are we clearly communicating what problem is resolve to whom and in a way that it is very simple to understand for our ideal customer? Do they get it understand it and do they want it?

There are two ways that we can begin to improve our offer. The first way is to survey both the people who didn't buy and the people who did bye. Get on the phone with these people, get serious, and discover for yourself why some people bought and why others didn't look for what you missed. This will help you determine what you didn't communicate and what you forgot to mention.

The next thing you can do is improve your copy or hire a copywriter. You can find a copy writer on a site like copyhackers.com, and they can rewrite your sales page for you for just a couple thousand dollars. I think that is one of the best investments you can make. But even with that being said, a basic understanding and skill-set of writing good copy is important. Everything we do is copywriting, from the emails we write to the Facebook Ad we create, to the webinar slide decks we built... it's all copy.

#2. The Launch Mechanism

The next area want to look at in order to increase your EPL is the launch mechanism. This is the medium through which you will be executing your launch or promotion. Because let's face it, not all launch styles are created equal. Let me give you an example: if I ran a webinar selling my $2,000 program, Business By Design, I do not believe it would convert as well as if I sold it in a video series. Why?

Because it is a higher price product; I feel I can do a much better job of engaging my ideal audience and conveying the value of my offer through all videos than in one 60 minute webinar.

If I only sold Business By Design through a few emails, I don't think it would do nearly as well is if I sold it on a webinar. Make sense?

What we need to start looking at is the following: are were using the right launch for our audience? Does the medium (i.e. video, live webinar, or email) match the market? 

#3. The Launch Runway

My good buddy, Stu McLaren, talks about the launch runway. What he told me was the longer the runway, the better the results. So what does this mean? This is as simple as understanding that the more momentum you build before your launch, the better it's going to do. What can you do now to get your audience excited and ready for your launch?

Even if it's two, three, or four months away from now, what type of pre-launch campaign can you run? What type of case studies for free content can you share now?

Exit Survey

In 4.3, you're actually CREATING your Waitlist Page using LeadPages. We have included some basic steps here, but please refer to LeadPages for any updates and changes to their software.

Example of BBD Waitlist Page:

Want more info on creating a waitlist, check out our Waitlist Creation Process!