The Strategy that will Boost the Outcome of Your Launch

This is for you if you want to:

  1. Have a vision and a goal.
  2. Focus on your one offer
  3. Work Your Plan Backwards

It’s easy to get distracted by the shiny tactics that online marketing people post regularly.  Oh I need a landing page, or oh, I need a squeeze page. And I need to connect that to my emails… what happens next? What’s the best way to take payment online?  What software should I use for the webinar?

Just. Stop. For. A.  Minute.

Take a step back and ask yourself this question. 

“What’s the outcome you’re looking to achieve for this course?”

This sounds really simple, but you’ll be amazed at how many people forget to look at the bigger picture to really know why they’re walking this road in the first place.

Write down your vision and your goal

Here are some simple questions you can ask yourself if you don’t yet have a vision, or you just need a bit of help defining it.

  1. Where do you see your business 12 months from now?  What does that look like? 
  2. Who do you want to serve?
  3. What does your ideal day/week/month look like?

I honestly believe that more than 80% of people in business don’t have a vision, and just cruise into each day like it has become a habit, without really giving much thought to putting any kind of plan in place.

And without a plan, nothing changes and nothing productive happens.

It’s really important to visualise your goal, because without this, shiny object syndrome kicks in, often big time.

However if you remain focused on what you want to achieve, either personally or financially then at least you’re putting the flag in the sand saying, hey, I want to get to this point by next year.

Nothing will happen and nothing will change if you don’t document and write down your goal.

Focus on your one offer

If you’re just starting out in the online world, the worst thing you can do is to try and conquer it all at once!

You need to create just one CORE offer to start out with (but this doesn’t mean you have to stick with this forever, just for now).

A conversation with a prospect this morning proves how people really struggle with clarity. Of her own admission she says “I’m all over the place”, I just want to focus on speaking and public engagements but I don’t know where I’m at… I’ve got this offer, that offer, this running…”  

The truth was her head was scrambled because she was trying to do too much.

My advice?  Just focus on ONE thing. One offer or One activity.  That’s it. Park everything else.

One. Thing.

Of course, once you’ve established that, then move on to the next… but one thing at a time.

Work Your Plan Backwards

Ok, so now you have your Vision, and your focus is on one thing.

Let’s look at how we can bring this together to make a plan.

Let me give you an example:

  • Shirley wants to make $100K in the first year from her new online training course.
  • That’s $8.3K p/month
  • Her course sells at $1997, which means she needs to sell just over 4 places each month.

Now we have something to work with.

Business fundamentally is very much a numbers game, and if the goal is to sell 4 spaces each month, we now need to figure out how many eyeballs she needs to make each of these sales.

You see where I’m going with this?

To get 4 spaces filled per month, we need to look at average conversion rates.

Typical conversion rates for Webinars are between 2-5%.  Let’s say 3%.

An example:

  • 100 people attend your webinar
  • 30% show up (30 people)
  • 3% purchase from those who showed up = 1 sale ($2K)

This clearly isn’t enough and needs to be increased.

OK, let’s try this:

  • 1000 people attend your webinar
  • 30% show up (300 people)
  • 3% purchase from those who showed up = 9 sales ($18K)

Now we could play with the numbers a little bit here, and say that we sent a replay to those people who didn’t show up.  We created a follow up email sequence to everybody who registered for the webinar, even those who watched part of it. 

Doing this, we managed to increase conversion rate to 12% (of 1000 people who registered). 

This immediately increases the sales to 120 ($240K)

These are very realistic goals and are more than achievable.

So now our focus is – what’s the strategy to get 1000 people register for your webinar?

This will be a combination of:

  • Organic marketing
  • Paid traffic
  • JV lists
  • Podcast interviews
  • Etc.

Plus setting up all the elements of a Webinar funnel, such as:

  1. Registration page
  2. Thankyou page (with video)
  3. Live Webinar
  4. Automated email followup sequence for those who:
  • Watched all
  • Watched some
  • Didn’t watch

Now you have a complete strategy for over achieving your goal.  Which means that now you can create and move onto your next goal.

Never stop after you’ve reached just one goal.  Time to crack the next one!!

So let me leave you with one question.

What’s holding you back from reaching your vision?

How to get a Head Start building Your Online Course

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