Ep.42 You’ve Launched, Now What?
If you’ve done your first launch, have you wondered what comes next after you’ve opened and closed your first enrolment and you’re running your first health online program?
Have you been thinking to yourself, “How do I make more money the next time?” or “How do I make sure I don’t make less money than the first launch?” or “How do I grow this?”
Today, I cover all the things that you want to think about and you want to do after your first launch. For those of you who have not done your first open enrolment, this will still be valuable for you because you’ll learn what comes next and you’ll know where you’re going, so you can plan ahead.
Here’s what I talked about:
- What you need to learn after your first launch (including how to sell!)
- How to debrief after your launch (digging deep into your data and figuring out what worked and what didn’t work!)
- Creating processes and delegating so you can be making more sales (even if it’s just 5 hours a week to start!)
- Evaluating and improving your program (using the feedback you collected throughout the program!)
- The 3 big pieces that you’ll be working on long-term (they’re improving your sales copy, marketing messaging and growing your audience!)
Remember, we’re putting our energy and time so our online program can grow and we can change the way we work. By doing the steps I’ve outlined to improve our launches, we can work differently, show up in our lives and with our families differently and make more money while helping more people. That’s why we’re here.
If you enjoyed this podcast, you may enjoy these 3 other podcast episodes from our The Leveraged Practice Advisors:
- Ep. 36 Grow Your Practice with Instagram featuring TLP Advisor Chris Emmer
- Ep. 38 Writing Better Copy with Katie Momo
- Ep.40: Website Strategy with Shannon Shaffer
Prefer reading? Here’s the transcript below
Stephanie: Hey there, welcome back to another episode of The Leveraged Practice. It is almost holiday time. Have you stopped working? Are you just chilling with the kiddos? What’s going on? Let me know.
I’ll be hanging out on Instagram, once we get this podcast out there, looking to see what kind of vacation you’re taking this holiday season. What do you do? Do you find yourself still thinking about work and working every day or are you able to relax?
I am hoping that I can just relax for a week. I don’t know if my husband has to work on Monday, but Tuesday is Christmas Eve and I got family coming in from out of town so I’m going to see if I can just relax the whole week.
I might actually plan on a couple of two hour sessions to get some work in, because you know when you take time off – does this happen to you? – your creativity starts to explode and you have all these different ideas, and you need some time to write them down and think about it. So that is because we need to have more downtime and creative time in our day-to-day, but we don’t make it. So when we make it and we go on vacation to Hawaii, we’re geniuses.
So I am going to take, try to take a whole week off and would love to know what you’re doing and what your plans are for the holidays, and if you’re going to get some work in or not.
This episode is all about after your first launch or after your first run of your online program. So this is dedicated to all of my clients who have launched this fall. So I’m thinking of Bre and Kelly and Marie. I’m thinking of Deanna for her first launch and Jay and Suzanne and Jessianna and so many of you – and Jennifer, who have launched this Fall.
Either your first one, and for some of you, your second one, which is great. So this is dedicated to all you guys and all of you who I have not had the pleasure of working with yet, but who have done that first go all on your own.
So I’ve talked to many of you about the first time you just tried to do it on your own, so you built an online program, you put it together and you just gave it a try. So maybe you publicized it to your email list or you hopped on Instagram for a few days and built up a buzz – and this is dedicated to you.
And of course, for all of you who have not done your first open enrolment, this will still be valuable for you because you’ll learn what comes next. It’s nice to know where you’re going.
If you’re that kind of person who’s thinking five years from now or at least three years from now or a couple of years from now of where you’re going with all of this hard work that you’re doing to build your practice and build your business, then you’re my kind of guy or girl because that’s what we’re in this for. We’re in this to build something sustainable, something profitable, something that affects our future. We’re in this to grow a team and change the way that we work.
So if that’s you and you haven’t done your first enrolment yet, no problem, listen in, because this is where we’re headed and this is what comes after. Again, congrats to all of you who have done your first one, whether you did it on your own or you’ve done it with me, it’s always my pleasure to help.
All right, so what comes next after you’ve opened and closed your first enrolment and you’re running your first program? Here’s a couple of questions you might be worried about.
One, how do I not make the same amount of money over and over again? So maybe your first one, you made a couple of hundred dollars, maybe you made a couple of thousand dollars. Maybe you actually made a few more sales than you thought. Maybe you had low expectations, but you might be thinking, “How do I grow this? Okay, I made a couple thousand, now what? Because I don’t want to make a couple thousand every time I launch.”
Two, you may also be thinking this or you may not, but this is a real possibility – I’m using double negatives here so I apologize – ‘How do I not make less money than the first launch?”
The thing is for the first launch, if you have an active Instagram following or an active email list or a successful small business, the first time you get out there and you’re like, “Hey, here’s my online program,” you’re probably going to get a couple of people buy. You might get one or two people buy, you might get 10 people buy, but it’s very likely that if you have an engaged email list or following that you can sell a couple on your own without a strategy, without any framework.
You can just do it because these are called early adopters. Have you heard of that? They’re people that are our biggest fans, our biggest advocates, and they don’t mind trying things the first time around. But after the early adopters, there’s a heck of a lot of people that may be interested in our offer that will buy and they are a little more challenging to sell to, and that’s why we need a strategy.
So after your first launch, you might be thinking, “Okay, what do I do now? What do I do next? How do I grow this? How do I make more sales next time? How do I help more people? Maybe how do I increase my price or how do I test out my program and then modify my program, so it delivers even better results?”
There’s a whole bunch of stuff that you want to think about and you want to do after your first launch or after your first open and close enrolment phase that I want to talk about with you today, and what things to think about.
In the last episode, episode 41, I mentioned that there are pillars to The Leveraged Practice framework, which is what I have in The Leveraged Practice program, so I walk you through my own framework.
So in episode 41, I walked you through a four-part training series that I did that goes through one strategy from each of the first four pillars. So today, we’re going to talk about the two pillars that come after these, from the current six pillar framework.
Once you do your first enrolment period, then there’s some other trainings and pieces that I teach in The Leveraged Practice program. So you learned the first four pillars in the last episode and in this episode we’re going to talk about the next two pillars and some other additional ideas, thoughts, concepts, and trainings that I do for my own clients.
What You Need to Learn After Your First Launch
So the thing is you need to learn how to sell. You need to learn marketing strategy, you need to learn how to grow your audience, and you need to learn how to convert more of those people who were thinking about it, but didn’t say yes.
If you listened to the last episode, I talked about how by evaluating my own sales and data for the last two years, 2018 and 2019, we can see that people are buying who have been on my email list for two years, sometimes three years.
They have been in my circle for a while. We can also see from my own sales evaluation data that people actually read sales emails multiple times, even over launches.
So I opened enrolment up in April and this person read a sales email or two, but didn’t buy. I opened up enrollment in July, they read some sales emails and didn’t buy. I open up in October and they buy. We can see that because we track all our sales and consumer behaviour – which is what pillar number five is about.
Before I get into pillar number five, I want to mention someone named Derek Halpern. I don’t know if you know who he is. His website is Social Triggers. Years ago, when I was learning about sales and marketing, specifically sales strategy, I took a course by Derek and he described this concept of ‘The yes line’, which I really love and still buy into years later.
It makes a lot of sense. The yes line is where people cross the line, they say yes, they give you their credit card, they buy. Now, if you’ve opened up enrolment and you’ve had some people do this, they’ve crossed the line, said yes, given you their credit card and bought, there’s still a lot of other people under the yes line – which means they haven’t said yes, yet. They haven’t said yes yet and so some of those people are really, really close to the yes line and we have to do some different things to get those people to say yes.
So most people are further from the yes line. They’re like, “Maybe. I’m not sure about this.” And we have to do some different things to get those people closer to the yes line.
Then there’s some people really far away from the yes line. They’re never going to say yes, they’re just a no forever. They’re just hanging out on your email list or your Instagram and just watching. They’re never going to say yes, but there’s a lot of people who either are close or on their way and who need some help. This is where we have to improve our sales strategy, and there’s a whole bunch of things I’m going to let you know that you have to work on next.
Your Health Online Program Debrief
So pillar number five from The Leveraged Practice program is called ‘Debrief’. In the program, I help my clients debrief their enrolment or their sales strategy or sales process or launch process, whatever you want to call it.
So in that process of getting people to buy their online program, there are lots of different parts to it, and pillar number five in my program, in my framework, is something you’re going to need to do, whether you work with me or not, is debrief from your enrolment period.
I use sales and tracking spreadsheets that I’ve already mentioned to you that help me organize all my sales and see why people bought and what worked. These kinds of tools also helped me identify what didn’t work. Meaning, what are some things I need to change or tweak, what do I need to add and test in my next launch.
I also use that debrief form that I have people fill out with a reflection exercise.We also do an overall evaluation that shows us what leads we still have that didn’t buy.
So there’s a tool for sales. We look at all the sales, why they bought, what worked and what convinced them. We follow up with those and we do intake forms. We do a lot of research on the people that bought so we can learn more about them, know more about those people and what helped them to buy.
Then we have some evaluation tools for all warm leads, so anyone who didn’t buy but was a warm lead. We have some strategies and tools that we do for those to figure out, “Okay, you were opening the emails or you were doing this, why didn’t you buy? What did you need? What obstacles came up for you?” Those kinds of things.
So pillar number five, or what you need to work on after you launch is debriefing. Really digging deep into your launch, putting some data in some spreadsheets and figuring out what worked and what didn’t work.
What you’re going to do is create a revised enrolment plan or launch plan for the next time and you’re going to do it again. You’re going to do it again and again and again. You’re not going to launch once. You’re not going to launch once or twice a year. I mean you can, but it’s going to take you so long to be successful if you do that.
You really want to launch over and over again so you can learn. It doesn’t have to be every day, but maybe it’s every month or two and so we want to create a revised plan. We want to do more of what worked and then we want to change anything that didn’t work and then test some new things to see if we can increase.
We also want to identify all the obstacles that people went through, and like Derek Halpern talks about with this yes line, we want to put other pieces into place to help more of those people cross the line. So did we not show up enough live to talk to people? Were there not enough opportunities for people to ask questions? Did we not create enough trust so that people wanted to buy from us? What was missing?
Okay, so we want a debrief and have a plan of what to repeat and what to change. You also want to create some processes around this. So in order for you to grow your business and grow the online program product part of your business, you’re going to need to delegate and you’re going to need to hire.
Maybe you don’t do it after your first launch, maybe it’s after your second or your third but you take the time to create out some processes. What are you doing? How are you running your business? How are you using your sales and tracking spreadsheet? How are you doing all these day-to-day things? We need to create processes around that. Now, you don’t need to create all your processes, but at least some of them so that you are more processed.
I talked about this with someone recently on Instagram or somewhere who had done a launch and I was asking them, “How did it go?” They were surprised that they got more sales than they thought which was really, really great. I asked, “Well, have you debriefed? Have you pulled all your sales data and did some evaluation?”
They were like, “Oh no, it wasn’t a lot of numbers.” Or, “I felt like I didn’t need to.” I was like, “Oh my gosh. You need to even if you have five sales or 10 sales or 20 sales, you need to pull the data. You need to collect all this feedback and understand who is buying and who is not buying.”
Guys, if you want to just do whatever and throw something out there, cool. You’ll probably make a couple thousand dollars, that’s awesome.
Now if you want to grow a practice or a business where the online program is an essential part of it and makes you tens of thousands of dollars, if not, hundreds of thousands of dollars, you need to do this. You need to evaluate your sales, you need to create processes around it and you need to get really clear on what’s working and what’s not, and then you need to grow your team.
Even if it’s someone who works for you five hours a week as a virtual assistant. That’s how I started. That’s how we’ve all started. Five hours. Someone’s helping you a little bit with your stuff. You’re going to need some support in running your programs, in getting out there and increasing engagement and showing up on social.
In order to go from 10 sales or 20 sales or 40 sales, 200 sales or 150 sales, or going from $10,000 to $50,000 or $100,000 in online program sales, you’re going to need some help to do that. Okay? That’s exciting and it’s fun. You can do it.
So, you’re going to create processes and then you’re going to think about delegating. You’re going to think about that VA for five hours a week. You’re going to think about a team. You’re going to think about what tasks you don’t need to do because with those five hours or 10 hours of your time, you can be making more sales.
It’s not about, “I don’t have enough money or I’m too early in the process to hire someone.” It’s about making sales and then saying, “You know what Stephanie? I know what I’m doing to make sales. I’m doing this and this and this. I need more time to do that. I need more of my day to be spent on doing these three things. So I’m going to give these 10 tasks, like checking my email, uploading videos and time stamping and whatever else I’m doing to a VA for $20 an hour. And I’m going to do more of these three things that result in more sales that will grow my business.” Does that make sense?
That’s how we delegate. We don’t delegate for fun and say like, “Oh, I don’t have enough money to hire someone.” It’s not about that. It’s about making money while that person takes the things off of your plate that you don’t need to do. Does that make sense?
Okay, so those are the things that you have to do next, the debrief part that is pillar number five. Pillar number six in The Leveraged Practice is actually evaluating and improving your program.
Evaluating and Improving Your Health Online Program
Remember how I said in the last episode, episode 41, that I promise you, that I guarantee 100% you’re going to change your online program, if not after the first one, then after the second or third one? You need to collect feedback throughout that program.
So every single week you’re in a program with people, collect feedback, review those results and make informed improvements. Don’t just guess what needs to change. Talk to people, show up with people and get them on the phone with you. Do some one-to-one time with them and make that program better. The better the program is, the easier it is to follow and the more time efficient it is.
So it doesn’t need to be longer and bigger. It needs to be better, more efficient, maybe even shorter. The better that program gets, the clearer it is for people to follow, the better results they’re going to get, the more they’re going to tell their friends, the better testimonials you’ll get and the more that you’ll grow your business.
So evaluating and improving your program is step number six, pillar number six. Then the other couple of things I talked about that are in The Leverage Practice Program are the additional trainings that we do, like creating processes, systematizing your business, delegating and growing your team. Again, even if it’s just little, little tiny steps, like five hours a week.
All right, so those are some of the main things that you need to do next. I don’t want to overwhelm you with this, but some of these next steps as you move into your next enrolment phase, where you’re going to open up cart again or you’re going to do a promotion, are you might want to improve your copy, so improving the copy on your sales page.
Maybe you wrote the copy – copy means words- on your sales page for the first one, which is something that most of us do. Maybe you want to invest in that and make that better, so writing better copy. That could be you hiring a copywriter. It could also be you learning about sales copy.
I’ve spent a lot of time learning about sales copy and so I think my sales copy is pretty good. I still like to invest in a copywriter to help with some key pieces. I think knowing about sales copy and learning and understanding it is an important part of it, like how you speak to people, how you chat with them on social or how you get them on the phone.
Sales is important to learn about as well as creating more social engagement, nurturing more of these leads, and nurturing more of your existing audience. Learning how to better market to them, how to get them to trust you and the pieces that you need to put into that.
Also growing your audience, like how do you get more people to follow you on Instagram or more people into your Facebook group or more people on your email list? How do you grow that audience and get in front of more people?
These are the three big pieces that you’ll be working on long-term. Improving that copy in that sales language, creating more social engagement, nurturing, getting more people to trust you with your marketing messaging and growing your audience as well, so you can get in front of more people. Your website is a part of this and your social is a part of it, and your marketing strategy is a part of it.
So those are the things you have to do next. In The Leveraged Practice program, we take my clients through this in pillar five and pillar six to debrief, launch and evaluate program. Those are important. We provide ongoing trainings on a monthly basis for all these pieces, for processes, for growing your team, for copy, for social, for growing the audience and more.
TLP, The Leveraged Practice actually has advisors. You can listen to them in some of our previous podcast episodes actually. Episode 36 is with Chris Emmer who is our Instagram adviser and teaches in our program about using Instagram to engage with your audience, how to grow your Instagram account and connect with more people.
Katie Momo is our copywriter, our Leverage Practice advisor on copy and sales language. She’s in episode 38 so if you want to hear more of her strategies and get to know her, that’s a great episode. Some of those strategies are going to make you more money, just from that podcast episode. So she comes into our program consistently to teach and to answer questions all about copy and sales language.
And of course, we have Shannon Shaffer of Purple Finch Studios. She’s in episode 40 and she talks about website strategy. So she helps us understand how our website is an important part of the customer buying experience and it’s something that we need to make sure we’re always thinking about and updating on an ongoing basis.
If you have launched the first time on your own, good for you, that’s amazing. If you threw something out there and put it out there and then it went well or it didn’t go well and you want this ongoing support to debrief, to figure out what worked and what didn’t. If you want to get some spreadsheet templates – I mean, who doesn’t love a good spreadsheet template – you don’t have to start from scratch to figure out how to evaluate and improve your program, to stay up to date on best practices in online education tools and technologies and strategies and what’s working right now, and to get experts on copy and sales and social and website, without having to go buy a $2,000 or $3,000 program just on that one topic, we’re here to help.
I literally have spent tens of thousands of dollars learning this stuff on multiple programs and books and lots of time. If you want it all in one place, you want to join us. Even if you’ve already launched your first online program, even if you’ve already done one on your own, but now you’re kind of like, “Oh, now what? How do I keep doing this?” Then you want to join us for The Leverage Practice program. There’s so much in here that can help you to continue to grow this product that you’ve built and launch it over and over and over again to grow in your business, make you more money and help you help more people. I’d love to have you.
If you have any questions about The Leveraged Practice, please find me at our website, TheLeveragedPractice.com or you can find me on Instagram @TheLeveragedPractice or Facebook, wherever you can find me. Let’s chat about it. Let’s hop on a call. Let’s shoot some emails back and forth. I’m happy to help you figure out how 2020 is going to be your best year yet, and how you’re going to grow this thing that you’ve developed so far.
If you haven’t done your first enrolment yet, no problemo, let’s get you out there and do that first one. But once you’ve done it, just please remember this episode. Come back to it or remember that it’s not one and done in order to grow. We’re not putting all this energy and time in for a couple thousand bucks. No way.
We’re putting this all in so it can grow, so we can change the way we work. So we can work differently, show up in our lives and our families differently and make more money and help more people. That’s why we’re here.
I hope that you found this episode helpful. I would love to hear from you so find me on Instagram @TheLeveraged Practice and I will see you back here next time.