Aug. 3, 2021

How to Increase Launch Revenue After the Doors Close

How to Increase Launch Revenue After the Doors Close

You may have heard the phrase, it's not over until it's over. But when it comes to launching, that's not true. 

If you're ending or launch when the cart closes, you're missing a huge opportunity to serve your audience, and bring in additional launch revenue. 

On today's episode, I am sharing my secret to making more money after the launch is over.


You may have heard the phrase, it's not over until it's over. But when it comes to launching, that's not true. 

 

If you're ending or launch when the cart closes, you're missing a huge opportunity to serve your audience, and bring in additional launch revenue. 

 

On today's episode, I am sharing my secret to making more money after the launch is over. 



BY THE TIME YOU FINISH LISTENING, YOU’LL DISCOVER:

 

  • How you’re leaving money on the table after cart close.
  • The secret to increasing the value of your offer to your clients while also increasing your revenue.
  • How to scoop up the 95% of your audience you’re currently ignoring.
  • What tips and tricks you can use to consistently generate more revenue between launches.



The 6 Week Launch Accelerator is officially OPEN! I will NEVER do another program like this, so head over to jessoconnell.com/accelerator if you want to go from zero to launch in just 6 weeks! 

 

When you finish listening, I'd love to hear what you think! Take a screenshot of you listening on your device, share it to your Instagram stories and tag me, @jess.oconnell_ ! Or join us in the Facebook group to share your takeaways! 

 

Or slide into my DMs, I’d love to hear what your biggest takeaways are! 




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Transcript

You may have heard the phrase, it's not over until it's over. But when it comes to launching, that's not true. If you're ending or launch when the cart closes, you're missing a huge opportunity to serve your audience, and bring in additional launch revenue. On today's episode, I am sharing my secret to making more money after the launch is over. Stay tuned. I'm Jess. After launching dozens of courses and generating multiple six figures in Revenue Online, I have learned the right and wrong way to launch an online course. And in the last two years, I have helped my friends and clients generate more revenue with less stress using my aligned Launch Formula. On this podcast, I'm sharing with you my simple strategies and systems so you can make more money online and make a bigger impact on the world. Keep listening for the launch fix podcast. Hey there, and welcome to the launch fix podcast. My name is Jess and I am talking about one of my favorite topics today, which is how to increase your revenue after the doors closed. Maybe you recently shut The doors on your latest launch. Or maybe you have a past launch that you shut the doors on. And you stopped selling at that point. And I mean, it makes sense, right? The launch is over you walk away Avon going with your life you deliver on what you just launched. But if you are closing the doors to your launch and not immediately engaging your audience in another offer, you may be missing out on an opportunity for revenue and an opportunity to serve your audience. Yes, today I am talking all about how to sell after you've already sold to keep the sales rolling in after your launch. But first, I have to shout out this week's listener of the week. This week's listener of the week is in B star and says love this for launching. I love just his approach to not stressing and just launch, she has a clear approach to launching. Thank you so much and and I so appreciate your feedback. By the way, if you want to be shouted out as a listener of the week, go to Apple podcasts or the launch fixed podcast.com. And click on reviews. And leave us a five star rating and review. I love hearing your feedback and hearing what you're loving about the show. So definitely leave us a review and come back and listen to see if you are this week's listener of the week. You may have gone through a launch and had results that you were not pleased about right. I think we've all had those disappointing launch results where the doors closed, and we didn't quite hit our goal. And you can feel a little bit frustrated like Oh man, I didn't do it or I'm not good enough or whatever comes up for you after the doors closed. But what if I told you that there was a way to keep making money even after the doors closed? That's what I'll be talking about in today's episode, because this is something that will completely changed the way that you show up in your launches. We tend to have this idea that the only time that we can make money during a launch is when the doors are open. And then it stops when the doors closed. But really, there are so many opportunities around a launch to just keep the party going and keep bringing in more revenue. One of those ways is with an audience qualifier, which is something I'll talk about on a later episode. But today, I'm going to be sharing all about three different ways after the doors close to bring in even more revenue into boost your launch revenue goals. So the first thing that we're going to talk about is the launch down sell. The second one is an upsell. And the third is the on sale. And if you're like sell, it's okay I'm going to explain what all of these are if you're totally going to understand how to implement all three of these strategies into your next launch by the end of today's episode. So first, let's dig into the down sell. You may have heard of this before, but you may not have actually done one in your business. And if you haven't offered a down sell after your launch, you may have missed out on a really good chunk of revenue after your launch. And so that's what we're going to talk about how to implement this into your next launch strategy. So the basic strategy of a down sell is after the doors close to your launch, you want to offer something else to that audience within a week of cart close. Here's why. There are so many people who are going to go through your launch and not be ready to buy in this launch. If you look at conventional launch conversion rates only 5% on average, that's a high average convert. So what happened? Say there 95% of those people, those people opted into your lunch, they maybe watch your webinar or challenge the listen to all of your launch emails. And they decided that you know what now isn't exactly the right time. But that doesn't mean that it's not the right time for them to join you in any way at all. So the logic behind a down sell is you have this warm, ready audience, and you give them an opportunity to say yes to something else, you're down sell is often a lower priced offer. That is really a hell yes, that solves an immediate problem. For this, I recommend in my list of five offers every business needs. The upsell down sell ninja middle offer, this offer is really weird. And it's one that a lot of people are missing in their business, because it's not really a front facing offer. It's not something that you ever launch to your audience or sell on your website. But when you have this offer, you really have an opportunity to leverage it in the way of a down sell. So this offer is positioned in the middle of your customer journey, as like the thing that they need to know before they become ideal clients for your signature offer. So if somebody went through the launch for your signature offer and didn't buy, there's a good chance, it's because they weren't quite ideal clients for your signature offer. So by offering them something that they need to learn in order to become ideal clients for your signature offer, not only are you giving them the first step in getting the transformation that they want, you're also positioning them as ideal clients for your signature offer the next time you launch. So this can be a really strategic offer to offer them as a down sell, because it really sets them up to buy your offer in the next launch, which if you've been listening to this podcast, you know should be sometime within the next three months because I highly recommend launching often. So now that you've offered them this down. So now that you know what this downsale offer should be, how do you offer it. So within a week of cart close, you should be engaging the people who were the most engaged in your launch. Along the way of the launch, you should be tagging people who are opening and tagging people who are clicking, and the people who are opening your emails and clicking in your emails are going to be the most engaged in your launch. So these are the people who you are going to offer the down sell to, you don't necessarily want to offer it to you or your entire launch list because it's a good chance that some of those people are not really engaged in your launch. So really pick the people who have shown that they are interested in your offer by clicking or opening these emails. So taking that segmented list, you're going to offer them this down sell offer, within a week of cart close. I recommend the Monday or Tuesday after because they're still interested in opening your emails. But they know that the doors to the original offer have closed and then you're going to offer them a 48 hour open fast action period for them to join the down sell. You do not really want to have another long drawn out launch period. That's not the point here. It's the scoop up the people who were like, dang it, I wish I would have said yes. Or the people who were like, Oh, I really wish I could work with her. And they are going to be the ones who purchase your down sell offer. You can scoop up as much as another percent of conversions in this method. And it's a really easy way to not only bring people through your customer journey and make sure that their ideal clients for your next launch, but also boost your launch revenue. My friend Brandon Lucero did this in his last launch of his program, video forex, and he was able to bring in an additional $100,000 in revenue just with the down sell alone. What would you do if you could bring in another $100,000 worth of revenue, right? That's a big chunk of money granted, like his launch was over $2 million, I think so percentage wise lower, but still another 100 grand just because he had this sneaky ninja offer that he does not offer anywhere else that he positioned as a down sell in his launch. So looking at your customer journey, what is an offer that you can position as a down sell after the doors close, that can keep the party going. And that can offer people something that takes them one step closer to being the right person for your next launch. Another really cool thing that you can do with this is offer the people who purchased the down sell a coupon off your signature program price. This is such a cool way to get people engaged in your next launch, because they know if they spent the money on the downside now that you will apply it to the signature program later. And that makes it even more affordable for them to purchase it and really takes them one step closer to becoming the person who buys that offer. So it's one easy thing that you can do to kind of curry favor and encourage people to roll that over in To your next launch, enjoying your signature program then. So that is the gist of the down sell, offering it within a week of cart closed, having a short action period. And using that ninja middle offer to position as the next step before they become ideal clients for your signature offer. So that's one way to make more money after you launch. And that's a pretty quick one, right? You're making that within a week of cart close. But how do you keep making money after that? The next one that I'm going to talk about is the upsell. Now, I highly recommend positioning and upsell on your sales page for your signature offer. Not only just having an upsell on your sales page for your signature offer position, your signature offer as a better deal. It also gives people an opportunity to buy the upsell, here's the thing, a lot of people won't purchase from you because the price sometimes the price is too high and they want something lower. But sometimes the price is low. Sometimes they don't think that it's what they want, because they want better support they want something more. Here's a great example of this. Have you ever gotten on a flight that didn't have a full first class section? No, because some people want first class, some people are willing to pay more for an experience to be with you and have that extra support. And so why not position your first class ticket next to your signature offer, so that people who want more purchase more, I have had very good conversion rates with having an upsell. And in fact, I cannot imagine a situation where I had an upsell next to a signature offer where nobody bought it, it is that big of a deal to just put it out there. Because not only will people buy it, but it also makes your signature offer seem like a much better deal. When you use your high ticket support next to your signature as an upsell. It instantly brings the comparison like the price down because getting comparison it seems low. So for example, my high touch Support Program is a $12,000 launch lab. If I were to position that next to a 997 program, it makes the 997 seem like a much better deal, right? Which is better 997 or $12,000. And it really pleased this, this psychological game where people are like, Huh, that seems like a great deal, right. And so when you position your upsell next to your signature, it really creates this pricing conversation where people see the price as a better deal than they may have if it was just standing alone. So that was a bit of a tangent, but definitely put your upsell on the sales page. But that is not the end of offering your upsell. There's a really good opportunity that if you have this upsell offer available, people who are in your program could upsell and could upgrade in the middle of your program. So let's say they're going through your signature program and it comes a point where they need a little bit more support or they want a little bit more help. If you know where these places are where people tend to need more support, put it in your program that they can upgrade, say like, hey, looking for more support, why don't you upgrade to our high touch support offer where you'll get XYZ maybe it's coaching calls, maybe it's a smaller group or whatever it might be. And when you do that people who get to that sticking point might be like, Oh, that's exactly what I need. Yes, this is going to solve my problem faster, I am going to upgrade. This is such a genius and simple way to get people to think about upgrading to your upsell in the middle of the program. And you never know when somebody might be thinking, hmm, I'm ready to take that next step forward. This is something that not like swear I'm not promoting Brandon Lee Sarah, this episode, but he's so genius about this stuff. In his video forex program at the end of every module, he has a video that says like, Hey, are you ready for more support apply for our mentorship? This is such a simple and brilliant thing. And they bring in additional revenue because people who go through the program, continually upgrade to the mentorship. So why not just throw it in there and make these little offers to your audience to remind them that, hey, there's another opportunity to join that upsell offer. And you can discount the price by how much the signature was, so that they get a good deal when they join. And you can really make it worth their while to upgrade with you. So this is such a simple way to do this. You can also do it via email, like if you're emailing your clients as they go through your program, which I highly recommend because it encourages them to keep going and like they feel like Oh, she's actually paying attention to if I am working through this program. So offering them a chance like Hey, how are you doing? Do you need some more support? Did you remember that? We have This upsell offer, here's how you can learn more information about that maybe schedule a call with us to see if this is a good fit. And so you can continually be like dripping this through your course to remind them that if they need more support that support is available to them in your high touch support offer. So not only positioning your upsell on the sales page of your signature offer to juxtapose the price and also because some people might buy it, but also dripping that throughout your course. So if anybody wants to upgrade and join, they are welcome to at any time. So that is the second way to recoup and increase revenue after lunch. And now we're going to get into the third way which is the on sell. So we talked about the down sell, we talked about the upsell. Now we're going to talk about the on sell. This is another really missed opportunity by most course creators and coaching program designers not selling your clients into something else. Once they are done with your signature offer. If you do not have a continuation offer with your audience, you are missing a huge opportunity, it is very likely that they just went through your signature program, but they need more support or they're still looking to work with you. A lot of people really want to keep going. And if you have this hard stop at the end of your signature offer, which you should because your signature offer should be a succinct amount of time not like this ever ongoing thing. People will be looking for an opportunity to keep working with you enter the on sell, the on sale can be the same as the upsell, it can still be that high touch support. But offering it to people once they have completed your program, you have a really good opportunity for people to say you know what, yeah, I do want to keep working with her. This is such an easy way to bring in additional revenue with those same clients after the launch is over. So positioning your on sell with your audience, you really want to pay attention to what is the thing that they may still need, that they haven't yet gotten from your signature offer. One of these things is often support or maybe there's some kind of level of mastery to what you're teaching them that they can get in ongoing support. This is where something like a high touch support offer or a back end membership can keep the party going with another offer. And like I said a lot of people are willing to join in on sell offer because they still want to keep working with you, especially if they had a really great time working with you during the course of the signature offer. So this is something where you can also position something like a deliverable with the on sell. So in the other side of my business, I have a back end membership that positions a deliverable in the membership. So in the signature program, I teach them how to do something in the Ansel, I give them templates that help them do it faster. So they paid monthly to continue getting this template ID design deliverable. So they can show up without having to do all of the front end work. This is such a high converting on sell, because people want it done for them. So they are happy to pay for that deliverable. So looking at your signature offer, what is something that you can offer to them? That would keep them coming back for more? Is it some kind of continued support, like your high touch support offer? Or is there some kind of deliverable that you can position as an on sell for your people in your signature offer so that they keep showing up and keep working within the confines of your program and keep paying you to keep working with you. So this is a really easy way to continue the party and keep people coming back for more, as well as upgrading into your high touch support, if that's still the direction that you want them to go. So as you can see, the party is not over until the party is over. And really the party never ends. Because at the end of the day, the people who bought your down sell will likely buy your signature and then you can get them to upsell or on sell or pre sell or down sell or all of the things. So if you are looking at the doors closing to your launch as the end of making money, or especially if you had a launch that just was not hitting the goals that you wanted to the doors are not really that closed. We left the door a little bit open right Bruno Mars and so you can still offer them something else. You can keep working with those people and keep moving them through your customer journey just as you want to. So I would love to hear all about your down sell on sells and upsells so go find me on Instagram at just auto Connell underscore and send me a message I want to keep this conversation going because I feel like this is a secret in the marketing world that nobody is really sharing the details too. And this is such a great opportunity to keep working with your clients and keep meeting people where they're at. Thank you so much for listening to the lunch fix podcast and I will see you in my next episode.