The LIVE LAUNCH Execution Guide

the LIVE Launch is a simple way of using THREE (or more... or less?) *LIVE BROADCASTS* to share your Messaging (Module #4) before announcing your Irresistible Offer (Module #3). 

This launch style is ALMOST identical to the 3-Part Video Series Launch, except for the following:

• Your Launch Content is delivered via LIVE BROADCASTS
• There is a 'Directory Page" to host replays and broadcasts

The Benefits of this Style of Launching:

a. Little Pre-Work (no video creation or editing needed beforehand)
b. Live Videos tend to have higher and longer engagement rates
c. Low-Cost, high-Energy, Fun!

The Possible "Cons" of This Style of Launching:

a. It's Live... so ANYTHING can happen. (evil laugh)
b. Being Good "off-the-cuff" with little scripting will be required for this one

Before diving in, it's crucial to begin with the 5-Step Planning Process so you have a clear picture of the entire map!  Remember! There are just 5 easy steps: Dream it, Map it, Book it, Chunk it & Do it!

In this first step, we'll set your GOALS for your your Live Launch! Traditionally, we see about 3% of the subscribers who register for the event invest in the offer.  That conversion rate is based on a premium-price point for your market. I think it's absolutely possible to increase that conversion rate, especially with a lower price point AND warmer audience.

Once you identify your sales goals, you'll need to identify a few "Metrics That Matter."

#1. Your Sales Goals (x3): $_________________________
(Safety, Hairy Scary, & Middle-of-the-Road Goals)

#2. Total Registrants NEEDED for your LIVE Workshop: _____________________

#3. Total Facebook Ad Spend: __________________

View Your Video Series/LIVE LAUNCH CALCULATOR here

Some Other Good Metrics to MEASURE:

# of Viewers on LIVE for each broadcast (Beginning & End)

# of Replay Viewers on each broadcast by the end of the launch

# of Members in Your Free Launch Facebook Group

The above map is a simple flow you can use to build out all your required assets needed for this launch. Plus it helps to see the Launch Participant's Experience mapped out in a linear fashion.  The process starts at the upper left hand corner.

The calendar above shows a basic timeline of your launch.  The Most important dates are as follows:

LIVE Video #1: Goes Live on Thursday

Start FB Ads: One Week BEFORE Video #1 Goes Live

LIVE Video #2: Goes Live on the very next Tuesday 

LIVE Video #3: Goes Live on the very next Thursday

The Cart Opens (Video #4): on the very next Tuesday

The Cart Close/Deadline: 5-7 days after cart opens

It's time to get working! Follow the process below!

In this step, you'll create a SIMPLE "Opt-in Page" System to capture leads for your upcoming training!)

If using Instapage, you can simply follow the Perfect Landing Page Process to create your Landing Page for this launch. You can view that process here: https://www.process.st/checklist/the-perfect-landing-page/

EXAMPLE LANDING PAGE:

The following is an example of an actual Live Launch Registration Page from Mel Abraham:

https://training.melabraham.com/live-training

In 1.2, you're actually going to CREATE your Opt-In Page using LeadPages or something similar. We have included some basic steps here, but please refer to LeadPages' for any updates and changes to their software.

Your Opt-In Page will need the following ingredients:

1.Log in to LeadPages

LeadPages

2. Sort Templates by Highest-Converting Opt-In Pages

Follow the 4 Steps in the graphic below to sort by the BEST Templates for Opt-In Pages inside LeadPages.

3. Select an Appropriate Template for the Webinar Registration Page

Select an appropriate template... I've pointed out one we have used.

4. Edit and Customize the Copy/Text/Images

Do your best to customize and edit the copy:

1. Make sure any spelling/formatting is correct.
2. Add any relevant images/video if needed.
...and anything else that you think needs editing/adjusting
3. Save your work.

5. Insert Your Privacy Policy LINK in the Footer

Make sure your Privacy Policy has been added as a Clickable Link in the Footer.

6. Click the "Link Options" Button from the GEAR WHEEL on the Call To Action Button

Every page will have a big Call To Action button. Hover your mouse over the button to display the small gear wheel in the upper right hand corner.

Click the gear wheel to display a dropdown menu and select the "Link Options" button.

7. Edit the Opt-In Form Integration Settings

From the Lightbox...

1.  Make sure "Show Opt-In Form" is selected

2.  Click on the link: "Advanced Settings"

3.  Click on "View/Edit"

8. Integrate Your Page with Infusionsoft & Your Web Form

1. Select Infusionsoft from the first dropdown menu.

2.  Select the name of the WEB FORM you created inside Infusionsoft's Campaign Builder
Note: If you can't find the Webform, click the "reload" button first!

3.  Click the GREEN "Customize This Form" button.

9. Select a New Lead Box IMAGE

Follow the steps to select the image for the Lead Box.

Make sure to SAVE your changes!

10. Replace the Lead Box Headline Copy

Use the EXACT copy used in the image below and SAVE.

11. Replace the Button Copy

Use the EXACT copy as given in the image below.

12. Save All Changes to the Page and PUBLISH

Click the "SAVE" button to save changes...

Note: The Page Name should labeled something clear and simple...

Example: The Title of Your Video Series

13. PUBLISH!

14. Connect Your Opt-In Page to your "Thank You" Page (Directory Page) 

1. Click on the Call to Action Button

2. Select "Thank you page"

3. Enter Your Directory Page URL

4. Press Okay

Note: Your "Thank You" Page is your Directory Page.

15. Save All Changes to the Page and PUBLISH again.

The Following is a Quick Checklist and List of Guidelines for a High-Converting Landing Page

• Your Headline is 90%. Focus Everything on that FIRST
• Is Your Copy Clear? Simple? Easy to Read?
• Is it SPECIFIC? Make it MORE Specific. (no metaphors or vague language)
• Use Numbers any way you can
• Is it Benefit-Driven? Does it tell me WHY?   "...So That..."
• Does it Create CURIOSITY?
• Is your BUTTON 'Above the Fold?' 

In 1.5 you'll see examples of the split test we ran for opt-in pages.

We used two different videos as the background: 1. A Flixel (Cinemagraph) Image and looped drone footage.

NOTE: You do not have to use video.

You can either split test the graphics or the copy.

Here are the two opt-in pages we ran as a split test using two separate backgrounds:

Double check the spelling and formatting for errors. 

You'll need to INTEGRATE your Opt-In Page with your Email Marketing Software. Because there are several different services, you'll have to create your own process here. We've included our own personal process for using Infusionsoft in the steps below.

Here are the "Essentials" You'll need to make sure this step is completed properly:

1. Log in to Infusionsoft

Infusionsoft

2. From the Main NAV Dropdown, Select "Campaign Builder"

Open up Campaign Builder.

1. Select the Infusionsoft Logo in the upper left corner
2. Visit the "Marketing" Column
3. Select "Campaign Builder"

3. Find & Select Campaign 

Select and Open Campaign 

4. Connect the Form to a New Sequence

Drag the arrow to connect

5. Build Your Email Sequence

1. Add a tag to keep track of all the registrants of the FB Live Series

2. Automate your email(s)

3. Proofread/Test

4. Publish when complete

Here is an example of an Infusionsoft Sequence:

Quadruple check that your links to your opt-in are functioning!

Your URL to your opt-in page, your call-to-action button, thank you page, and also ensure your email integration is working properly.

With LeadPages & Instapage, your opt-in page will create a unique "messy" URL. It is highly recommended to create a re-direct for this URL to be masked with your website or unique product URL.

Until your video series is actually LIVE, you can direct your interested prospects to a waitlist.  To do this, you can follow the Waitlist Process HERE.  

The "thank you" email is the first email your audience will receive AFTER they "opt in" for your FB Live series.

This is the email we sent to the registrants of our video series.

The DIRECTORY PAGE is one of the unique differentiators between a standard 3-Part Video Series Launch and the LIVE Launch.  This is the page people will be redirected to immediately after opting in (registering) for your Live Launch Workshop *AND* it becomes their "HUB" that they bookmark and return to throughout the remainder of the launch for updates, details, etc. 

Below we've identified the following ESSENTIAL ingredients required for this page (although more may be added!) for this page to be fully functional.  

Essential Elements of your Directory Page:

Here is a "wireframe" of a Sample Directory Page:

Some Important Notes:

This is a *LIVING* page that gets updated during the launch. 

• The replays are added as they are made available
• links to offer WAITLIST are added after the 3rd call is uploaded
• links to the offer sales page are added when doors officially open

The following is Mel Abraham's Directory Page for his Live Launch

https://training.melabraham.com/live-training-replay

(note: this version is AFTER the live calls have been had, so no dates/reminders are shown)

If you have case studies that you would like to add to a page, below is an example of a separate page you can create to showcase all of them on one page.

Mel Abraham's Case Study Page:
https://training.melabraham.com/case-studies

Welcome to a 5% activity! Here you are going to identify what the heck to say and share during your LIVE LAUNCH! And the good news: we follow the EXACT SAME outline for a regular pre-recorded video series, and you can follow the outline in our Video Series Creation Process found HERE.

As a LIVE LAUNCH, we do suggest a few things:

• Have a basic outline to follow
• Have some sort of visual (whiteboard, paper, slidedeck, etc)
• have time to break to comments and questions during and at the end of each LIVE

We offer two main choices for your LIVE Broadcast Platform: YouTube or Facebook.  Personally, we've never used YouTube for live broadcasting, only FB, so we only be focusing on the basics of using FB LIVE in this process. 

This is not a requirement... however, in order to schedule a FB LIVE, you'll need an external piece of software. We use BELIVE.tv for this. The software will prompt you for a date/time and will automatically create a SCHEDULED LIVE inside Facebook

I suggest keeping things as simple as possible.  You CAN bring in all the gear and fancy stuff, but it will require additional hardware and tools that is beyond my knowledge and expertise.

It's for this reason, I recommend you simply use FB LIVE (through BeLIVE) with a USB Camera (or in-computer webcam) and a USB microphone. 

It's also important to have some GOOD LIGHT (a Diva Ring Light can do the trick) and cool background/backdrop.  

To create a sales page, follow our sales page process HERE.

The following section is about creating a plan for inviting your audience to register for your LIVE WORKSHOP.  Using a combination of Email, Social, Existing Platforms (ie podcast) and Paid Advertising should ALL be considered. 

In this section, we'll craft a SIMPLE formula or outline for your invitations to your workshop, this way you can use it across all mediums and channels.

It's important that you make your invite:

• Express Excitement and Anticipation
• RELEVANT to your audience
• CONVEY the BENEFIT ("so that...") to your audience
• Make it Clear & Simple to Sign Up

Simple Invite Formula:

1. Attention/Promise/Hook/Question/Curiosity
2. Problems/Mistakes of Others and the Consequence
3. Announce Workshop
4. Convey Benefits
5. Call to Action

EXAMPLE Invite Formula:

(for a workshop on podcasting)

Subject: Guess what one tool attracted the most sales for me in 2019?

Body:

After doing the debrief of my most recent launch, my team showed me something that blew my mind!

Our PODCAST was responsible for attracting and generating more sales than any other tool or platform we had been using!  

And it makes sense! With over 300 episodes and MILLIONS of downloads, we've been able to reach a ton of people!

And if you've ever considered starting or growing your podcast, you may be making some of the mistakes I see others make (some I made myself for a long, LONG time)

Mistakes like...

* forgetting to uniquely position your show so it's NOT "just another podcast"

* having ZERO promotional strategy

*failing to craft any type of intentional experience for each episode

* and struggling to turn the show into a business growth tool that creates leads and sales!

Failure to address these mistakes and you run the risk of spending a lot of time (and money!) recording content that no one hears and doesn't grow your business.

It is for this very reason I'll be hosting a LIVE 3-Part Workshop showing you exactly how I created a top ranking podcast in little time!

In the workshop, you'll learn _____, so that _____

Plus, you'll learn _____, so that _____

And how to  _____, so that _____.

And the best part, it's ABSOLUTELY FREE!

To reserve your seat now, simply click the link below:
LINK

**add a final thought or comment or benefit to join!

See ya there!

-James Wedmore

P.S.  **add a great question here, like...**

Here's a question for ya: what would a proven podcast creation and promotion plan do for you and your business?  What could 12 months of episodes being broadcasted out to thousands do to change the quality of your life and business?  How many more people could you reach? how many more customers could you attract?

If the answer is "more than you have right now!" than make sure you register now! 

LINK AGAIN

------------------

Some Phrases & Copy to use: 

If you are a _____avatar_____, struggling with _____problem______, then this FREE WORKSHOP is for you! 

You're going to learn how to __topic_____ so that ___benefit__________

The following are your emails inviting your existing audience to register and join the LIVE Workshop.   We send approximately 5-10 total emails during the Pre-Launch Period INVITING our audience to join. 

• We send emails BEFORE the Workshop
• The DAY of the First Workshop
• AND when the same day as the OTHER FB LIVES

Some Pre-Launch Email Examples:

Here are the emails we sent during the Pre-Launch period of the most recent Business By Design Launch.

Pre-Launch Emails Swipe Files

When we are gearing up for a launch, we make sure to make announcements on:

• Our Facebook Page
• Facebook Groups
• Our Instagram Profile
• Instagram Feed Posts
• Instagram Stories

It is beyond the scope of this process to teach specific social media strategies, but we do encourage using the same "invite formula" (5.1) on all of these platforms. 

Today, our main platform for content distribution is our podcast. Here are three simple things we do to invite podcast listeners to our launches:

1. We mention the workshop in the intros of our episodes with a simple URL
2. We create intentional/related content on the podcast that feeds into the podcast
3. We end each episode with a commercial talking about the workshop. 

The following is an example of one of those episodes:
http://mindyourbusinesspodcast.com/podcast/279

Click the link below to access ALL of our Cart-Open Follow-Up Emails (from Day 1 of Cart open to Cart Close [Day 5]).

Cart-Open Follow-Up Email Swipes

Click the link below to view our entire launch email promotion schedule: 

Launch Email Promotion Schedule

This is entirely optional but it is a strategy to increase engagement and excitement for your training, you can create a workbook for your audience! 

This workbook teases any exercises or content you might be working through in your Lives, as well as deepens the learning for those who use it!

Click here to see an example of the Workbook we created for our Video Series! 

When it comes to Facebook Advertising, you can make your strategy EXTREMELY dynamic and detailed, but it's best to begin with a simple and straightforward approach.

Which is: 

Send Facebook Ads DIRECTLY to Your Opt-In Page

A few things to keep in mind when it comes to your strategy...

1. TARGETING is 90% of this! Find the RIGHT audiences first!
2. Campaign Objectives for this strategy: WEBSITE CONVERSIONS
3. Make sure to always have a Conversion Pixel on Your VIDEO or THANK YOU PAGE
4. The #1 METRIC to Track is "Cost Per Conversion"

To dive even DEEPER into FB Ads, Check out these two pieces of training! 

FB Ads Training Pt.1

FB Ads Training Pt.2

Time to write your Facebook Ad Copy. Below, I have given you both a simple outline to follow AND two screenshots of a successful ads I've used in the past.

Facebook Ad Copy Template:

Facebook Ad Copy Example:

In 8.3, you'll create your Facebook Ad Image (or video)! You can outsource this to a Graphic Designer (Upwork.com or 99Designs.com) or do it yourself with software such as Canva! Below are both essential ingredients AND an example of images to model.

Essential Image Ingredients:

FB Image Ad Example:

This step is absolutely crucial. You MUST set up a Custom Conversion Pixel AND install it correctly on your Webinar Confirmation Page. Creating your Custom Conversion Pixel is easy.  

Setting Up Your Conversion Pixel:

In 8.5, you'll navigate Facebook's POWER EDITOR to set up your ads. If you're not familiar with P.E. or FB Ads, you'll need a course or guide to help you through these steps. Below is a high-level checklist of WHAT to focus on for this Campaign.

Launching Your Facebook Ads:

After "Publishing" your first Ad, you can go back into Power Editor to create NEW AdSets for new targeting groups. Want to target 20 different "interests?" Create 20 AdSets!  

I've included "Instagram Ads" as a separate step so you can rinse and repeat the same strategies (8.1 - 8.5) using Instagram Images and Creatives. Don't ignore Instagram Ads! When done correctly, they can be extremely powerful!

To dive even DEEPER into FB Ads, check out this training!

Based on the audiences you have created in steps 5 and 8 for Facebook Advertising, you can utilize these groups to retarget your content. The following sections of 9. Retargeting are ways that you can drive your existing traffic to see more of your content.

You can direct your leads directly to your cart open sequence and sales page. This can also be done via your sales video (fourth video in your series).

Once you have determined your email audience (could be opens, clicks, other related opt-in lists) for your retargeting, you can retarget to your cart open sequence and sales page.

You can retarget those who stayed on for one of the videos but not the other 2, and many more options (get creative)!

Another option for retargeting your audience is to build a campaign for those who have viewed your opt-in page, but have not opted in. You can send this audience your cart open sequence.

To create a checkout page, follow our sales page process HERE. 

Create a document to give to your Customer Support Team (or for your convenience) that includes the elements listed below. This will be an efficient way to keep all support related information in one place. It is also a document you can share with your team to keep them informed of changes in your launches. 

We also recommend having all the links you are using in one place. Preferably you would have this link guide with your project list (Monday.com, etc.), so that if you need to grab a link for one of your projects you can access it quickly. 

Here is an example of a Calendar of Events. We keep this visible at all times during a launch.

Prepare a list of prepared responses to frequently asked customer support questions. This will allow you to be more efficient in your support inbox. 

We included a phone number at the bottom of our sales page to reach our support team directly. You can obtain a phone number from Google Voice for your support team to use during your launch.

Live Chat is a recommended feature to add to your sales page (and checkout page). We have used Zopim (also known as ZenDesk) and Intercom.

Having a place for those who watch your video to continue the conversation, has proved to be very beneficial for us. In fact, 75% of our Business By Design Members have been Members of our free online Facebook community during our launches. This is a space where you can follow-up on the call-to-action(s) in your videos, encourage their progress, connect with prospects, allow community to form between the Members, and most importantly build relationships.  

A Facebook Group is an easy way to organize this community. I recommend having a clear start and end date for this group.

Create a Facebook Group header that allows people to clearly identify the group name and purpose (and also resonate with it being a Community).

Post a video inside the FB Group welcoming, congratulating, and thanking them. This is a great opportunity to announce the group rules and set the expectations of the Community. You can also give them an additional call-to-action (ex: introduce yourself). This may also me done as a Live Broadcast.

It's important to clearly state your group rules/boundaries in the group. Here are our top 3:

1. Be cool. Be nice.

2. No self-promotion.

3. Do not be a fly-on-the-wall.

If you have a team, make sure you know who is responsible for adding/removing members from the group. They need to be made "Admins" inside the group.

A Community Manager can be hired to monitor the activity in the group, answer comments, provide encouragement, etc. 

Bonuses are a great way to add MORE value to your offer. You'll want to include your Bonuses on your Sales Page, so after viewing the video series, potential customers have a chance to see the details of what else they will be receiving.

When planning your Bonus Offers you should be paying attention to the objections your potential customers might have. Objection busting bonuses can give the customer the extra reason to buy.

Other bonuses to consider in your launch: Fast-Acting, Pay-In Full, Final Day, etc.

Below is our Sales Page with the Bonuses we offered during our BBD Launch. Notice, we also include a dollar value with the bonuses.

If you are creating any additional landing pages for your bonuses, create those redirect links in this step.

Once you have deployed your video series launch (including sales video) and opened your cart, you then must begin on-boarding your members.

The on-boarding portion is critical, as it will give you an opportunity to create a first-impression with your members and acknowledge them for investing in their development.

You'll want to create a follow-up outline and a drip-feed plan, meaning you will want to determine when you release your follow-up sequence based on the customer's date of purchase. See the next step for our email outline sequence, email copy, and Infusionsoft Campaign.

Here are the emails we send to members after enrolling in Business By Design.

Welcome Email:

The messages you are sending to your new members are very important to set the tone, pace, and enthusiasm for your members as they begin taking your course.

Be sure you are proofreading all follow-up emails AND sending test emails to ensure your links are working, dates are accurate, and all information is consistent with your most up-to-date material.

Based on your outline and drip-feed plan, you can create a campaign in Infusionsoft (or adopt your outline to your email management system, if different). Here is our email campaign for member on-boarding, welcome email campaign, and sequence within the on-boarding event.

Your post-launch debrief is an extremely valuable component of any launch to analyze what went right, what you learned, what you would do differently, and the results & metrics your launch yielded.

In 16.1, we review the process for deploying your post-launch debrief.

Unpack your launch by following the debrief process found HERE.