July 13, 2021

Is your offer ready to scale? Listen to find out

Is your offer ready to scale? Listen to find out

Are you looking to scale your launches to six figures and beyond this year? I’m going to break down scalability, and how to scale your offers as well as how to know if you are ready to scale. If you want to take your launch from struggle to scale, you’re not going to want to miss this episode!


Are you looking to scale your launches to six figures and beyond this year? I’m going to break down scalability, and how to scale your offers as well as how to know if you are ready to scale. If you want to take your launch from struggle to scale, you’re not going to want to miss this episode!

 

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

 

  • How you’ll know when you’re ready to scale.
  • Why your signature offer isn’t scalable.
  • What a launch asset has to do with your scalability.
  • The secret to attracting the audience for a 6 figure launch.

 

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! 

 

Transcript

0:00  
Are you looking to scale your launches to six figures and beyond this year? If so, stay tuned because I am going to break down scalability, and how to scale your offers as well as how to know if you are ready to scale. Stay tuned.

INTRO

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.

0:57  
Hey, and welcome back to the launch fix podcast. My name is Jess and I am so grateful that you are here for today's episode all about scaling your online course. So today I'm going to talk all about scalability. And this is something that you've maybe heard around in the online space before, but I'm going to break down what that actually means and how to know if you are ready to scale. Before we dig into today's episode, I have to shout out this week's listener of the week. This week's review comes from BK age seven you yyyy Thank you, Apple to iTunes for the weird names. The new said love the honesty briefs you give. I love hearing your honest breakdown of your successful lunches and not so successful moments to your vulnerability and transparency has been incredibly valuable to me on my own journey. Thank you for you in all you share. BK Ah, thank you so much for this amazing interview, I am so grateful that me sharing the authentic truth. And really sharing the ups and downs of entrepreneurship in launching has been valuable. That level of transparency is so important to me. And it's something I think that really is lacking or less than available in the launch industry. So I'm so grateful that it has given some value to you and stick around because so much more is coming in the launch de raif world. So if you want to be featured as a listener of the week, go to the launch, fix podcast calm and click on reviews, leave us a five star rating and review, leave your Instagram handle in the review. And I will make sure to shout you out as a future listener of the week. Alright, let's dig into today's episode.

2:44  
Okay, so let's dig into scalability. So once you have a signature offer, and you have launched it, it's time to start thinking about scaling it. And by scaling it, I mean getting a lot more people into your launches, so that you can increase your revenue, increase your impact, and really take your offer to the moon, you created your offers so that you could really help people. And if you're currently only having launches with like 10 people joining them, you're really limited in your ability to make a massive impact. And that's where scaling comes to mind. And on this podcast before I've talked all about creating an aligned customer journey and where your signature offer falls into that journey. And that isn't we're going to talk about scaling today, you should be scaling that signature offer. And your goal should be to get as many people as possible through that offer so that you can make the biggest impact possible. And when you focus instead on just building that one offer out. That is when things become a heck of a lot easier in your business. One of the biggest mistakes that I see people making in the online space is creating lots of new offers, rather than just scaling the one that they have. And I get it because shiny object syndrome, you're like, Oh, I want to create something completely different or totally new for my audience. But at the end of the day, that is a much less sustainable business model than creating a signature offer becoming known for that thing and scaling it to the moon. So if you have fallen under that spell of creating new offers or trying new things, don't worry, because I have been there too. And it wasn't until I shut down all of the other things going on in my business and really double down on the one signature offer that I really started to gain traction. And it completely makes sense, right? Because every offer has different messaging. So if you have to switch up your messaging, every time you create a new offer, you're never going to consistently attract the right people who join that signature offer. And if that's something that you're struggling

5:00  
With not quite having the right audience or not knowing if they're the right people for your offer, you might be making this same mistake. But don't worry, because in today's episode, I'm going to help you unwind that problem and get to a place in your business, where you have an offer that you are ready to scale. So on today's episode, I am going to go deep into scaling, how to scale when to scale and most specifically, how to know if you are ready to scale. So let's dig in.

5:31  
So how to know that you are ready to scale? This is such a good question and one that you might be asking yourself now, especially if you've launched your offer before you've had a few people go through it. And you're like, I really want to take this thing to the moon, how do you know if you're ready? And that's such a great question. So the first thing to look at is is your offer built to scale. And this is something that I think is really important to take a look at. Because if you can't deliver your offer to 100 people or more, then it's probably not scalable. And so you may be looking at your offer and saying, Well, I do one on one audits for my clients as part of my signature offer that really isn't scalable. Or if you have one on one coaching involved with your offer, that's really not scalable. So there's a few things that I take my clients through in the aligned launch lab to help them nail down their offer and to make sure that it truly is scalable. And the first piece of that is that there is no one to one, or if there is one to one, it's not just you delivering it. So for example, in the aligned launch lab, we do have one on one calls during your launch debriefs, but I'm not the only person doing them. So I have a team of launch coaches who help me do all of those calls, so that my time is not the only thing leveraged in my offer. And when you do that, that creates a more scalable way of doing one to one. So if once a one is something that's important to you for your offer, it is scalable if you bring more people in, but if you want to be the only person delivering on your content, then it's time to remove that part from your signature offer. Now, like I talked about, you should have a high touch support offer where one to one is totally acceptable. But that isn't your scalable offer. That's not the one that you're taking to the moon, your signature offer is so looking at your signature offer, it should not have any direct one to one, or client work or things that leverage your time for that money. The next thing that you need to know if your offer is ready to scale, is he nailed down onboarding process, when you bring in a large number of people into your program? Are they all going to be on boarded in a really empowering way? This is something that I had to confront completely head on. When last fall, I opened up the doors to the signature program on the other side of my business. And we welcomed 136 students in that launch. And up until that point, I think the biggest launch I had had was like 25 students. And I knew that I could onboard 25. But when it came to 136, I was like, oh God, like, how do I make sure that all of you have an amazing experience? And so I learned that lesson on my feet like I tend to on how do I create an empowering onboarding experience for 136 people. Because if you don't, you're going to have a crap ton of customer experience emails. And if you don't want to deal with customer service emails, you have to have a nailed down onboarding system. So this is something that you should be thinking about, like, what am I going to do with those people when they join? How am I going to get them into the program? And how am I going to support them through it? That's the other side of this, like, what are the touch points? What are the ways that you are going to make sure that people are coming into the program? Yes, but also moving through the program. And that planned out process is really key to creating something that's truly scalable. Just because you bring in more people doesn't mean that you want less of them to finish it right. You want all of them to finish the program. You want all of them to get amazing results. And so you have to have a process to make sure that that is going to happen. So we use various automations and kajabi. To follow up with people if they aren't meeting the timeline or if they haven't checked it in a little bit to kind of say, Hey, I hope you're getting along well let us know meeting and thing and kind of keeping an eye on people's progress is how we make sure that people are moving through the program in a way that they're staying engaged so they can complete the program and get the results that they paid for. And the last piece of this

10:00  
To make sure that your offer is ready to scale is that the course content is delivered, recorded, not live. And I totally get it. Some people love teaching live, and I'm one of those people. But live teaching is not scalable. There's a few reasons why. But one is that people are going to ask questions. And you can't stop in the middle of teaching and answer questions for 136 people, for example. But when you have a recorded asset, then you can have somebody watch it, and then have an opportunity for that touch and support in like a coaching call or a q&a call. So making sure that your course content is completely recorded, and that it's done, it's a lot easier to scale, something that is built out. Now, if this is the first time that you're launching it, you're not ready to scale. And that's okay. Right, you should be building it out in a beta format, where you're creating the content with your audience to make sure that it is the most effective content, and you're answering the questions that they have that you didn't see. And then tweaking that and creating the recorded asset, so that you can scale it. So if this is your first launch, you're not ready to scale, but that's okay. But once you have launched something before, you should have a recorded course asset that you then don't have to record live, or produce live for that group of people going through it. So that is one piece of it that your offer is built to scale. The second piece of this is that you have a proven launch asset. And I've talked about this before, but a proven launch asset is everything that you need to launch in a box, it's your emails, it's your landing pages, it's your messaging, it's your funnel, it is literally everything that you need that you can just hand to your team. And they can schedule it all out. And there is your launch. It's your launch mechanism. It's your sales page. It's all of it right. And so when you have that nailed down, that helps you get ready to scale, because then you can test it, when you have a launch asset, you have everything written so that you can get the data on it. If you don't have an asset, and you're just writing emails, the days before that they go out, it's really hard to tell if they're effective. And when you measure something, you can improve it. And so something that we do in the lab with your launch asset, is that we create it and then we test it four times, and we make sure that it's converting, and we look at it in a really detailed way on those launch debrief calls. And we say okay, this email was not that effective, let's switch it up, or this didn't work, how can we improve this. And so you're going into your next launch with something that's really dialed in and optimized, rather than something that you're writing off the cuff. And by doing this, you create an asset that you can then scale. So when you have a proven launch asset, it makes scaling a whole lot easier. Because you're not throwing spaghetti at the wall and seeing what happens, you're putting something that is proven to get results in front of people, which is how you scale. So the first piece of that is to build it out and launch it at least three times, I recommend going through at least three times and launching your asset before you can determine if it really is scalable. And the reason is, is that your launches will vary each time, right? The first time that you launch something your audience, your audience is the hottest they will ever be right. They've likely been following you and paying attention to you. And they're interested in what you have to offer before you even offer it. So just taking your numbers on that first launch is not going to be the most accurate number because they are experiencing you in your purest form of audience building before your launch. And oftentimes people launch the first time. And they're like, awesome that converted it like 5%. And then they launch again. And it only converts like 2%. And they're like, Well what happened my asset was great. And it's like, Yeah, but you didn't warm up your audience. Here's a really specific example, a friend of mine I was having this exact conversation with. And I was like, Well, what changed between your first launch and your second launch? She's like, Well, nothing, I did the exact same thing. But after talking to her a little bit more, before her first launch, she went live every single week, and was giving value to her audience via live. And before the second launch, she launched a podcast and was giving value via the podcast. And to her audience, the live videos, were warming them up more effectively than the podcast was. And that's not something that she would have seen just looking at the data, right? That's something that she had to have that data to really drill down on and realize like, Oh, wait, my audience was warmer before so they were more ready to buy with that prior mechanism then with the podcast. So that's just an example of a variable right? Your first launch is always going to be to the warmest audience. So look at that and say how can I warm up my audience the second time

15:00  
So they are as likely to convert as the first time. So you do it the first time you see what your numbers are. This is called a baseline launch in the lab, by the way, I have you run a baseline launch. So you can figure out what your baseline numbers are, then you launch it again, and you see what happens. And then you do the debrief, and you launch it again that third time. And if you can hold steady or improve your conversion rates over three launches, then you have a proven launch asset. If it doesn't hold steady or improve, then it's time to get back in the lab, tweak it again and see what needs to be fixed. And in the lab, we actually launched four times to make sure that it really is a consistently converting offer. But that is how you tell if your asset is a proven to convert launch asset. So you test it and tweak it until it consistently converts. And once it consistently converts above 5% for more than three launches, then you know that you are ready to scale. So if your launches are not converting consistently above 5% for three consecutive launches, it's not time to scale yet. But that's okay. Right. At that point, it's still time to test and to tweak and to really drill down your messaging so that you can scale. So one of the biggest mistakes that I see people make in this industry is worrying about growing your audience before you have a proven offer. And if you have ever thought like I'll launch when my offer when my audience is bigger, my audience isn't big enough to launch yet. If you've ever thought that, then you're likely making this exact mistake, you do not need a large audience to create a high converting offer. And focusing on growing your audience before you have an offer is likely causing you to attract the wrong people. Because your messaging is not nailed down. If you're waiting for what to see what they want, before you offer something, you're not going to be attracting the right people because you don't know where you're taking them. That's like saying, I'm going to go on a safari when I have enough people who want to go, but you're not telling them where specifically you're going or even that they're going on a safari, you're just waiting for people to join you for this random thing that you may take them on in the future, right. If you don't have an offer that you're pointing people to, you're not attracting the right people for that offer, because you don't have an offer. Hopefully that makes sense. But it really should not be your priority to grow your audience. before you launch, you need to launch so that you can start building that converting launch asset and nail down your messaging. So you can start to attract the right people for that offer. Specifically, you have to figure out where you're taking them, then you'll be able to attract the right people who want to go there. And so if you have been stuck in audience growth mode, and you haven't launched anything, it's time to change that right, you need to figure out what you're launching. So that you can figure out how warm your audience is, if the are even the right clients for that offer. And you can start to build out that launch asset so that you can grow your audience and scale scaling is about getting more people into your proven converting launch machine, right? Imagine that building your launch asset is like building a machine. And if you have a machine that's totally busted and broken, do you really want to pour money into it to make it like produce more things? Not if it's not consistently producing, right? That would be a complete waste of money. So you have to first focus on building the offer, then you can start putting in the effort to bring more people into that offer. But until you have a proven to convert launch asset, then you need to focus on that first. So that is how to know if you're ready to launch you have a proven to convert launch asset and you have a scalable signature offer. Once you have those two things, then it's time to scale right then the only thing standing between you and the moon and world domination. And like James Wedmore sized launches is getting more people into them. It's that top of funnel audience building right? When you have an offer that's proven to convert and the messaging that attracts the right people for that offer. All you need is more people. And that gets to be really, really easy. So scaling is about getting more people into your proven converting launch. More people in equals more people out when you know your launch converts before you know your launch converts more people in does not necessarily mean more people out and it could be costing you more than it's making you. So this is when you need to shift your focus from building your launch asset to building your audience. And like I said, if you've been focused on building your asset, your audience before building your launch asset, you're doing it the wrong way. You really only need it

20:00  
audience have like 100 people to launch something. And the reason I say 100 people is because of industry average conversion rates, right? Once you get 100 people, then you know that two to five of them will buy, because two to 5% is industry average conversion rates. But if you have less than 100 people going into your launch, then you don't have enough of a sample size to tell if it's actually a good offer. So the first step is to get 100 people on your email list, get 100 people on your audience and get 100 people opted in to your launch, then run the launch, and see how many of them convert, if it's at least two to five, then you're on the right track. And it's time to start tweaking your asset. And then you go into that mode that I was talking about before, where you're tweaking and testing it and making sure that it works. And once you have something that consistently converts over 5%, then it's time to get more people into that thing. And of course, as you scale, you'll want to pay attention to make sure that that number doesn't dip, right. because more people could mean colder people though, if you have your system drill down, like I teach you in the lab, it won't mean that. But you'll want to make sure that your asset warms up cold people so that it does consistently produce those results so that you can consistently scale. So let's say you have a proven launch asset that you're ready to scale it. So what are you focusing on, you are shifting your focus into those top of funnel growth strategies, you are really looking at how can I get more people bought into what I'm doing, so that I can have bigger launches. So what this looks like is looking at both organic and paid traffic sources. This is when you really nailed down growing your Instagram following figuring out hashtags getting really clear on reels. These are the things that you need to figure out for Instagram. Instagram is a great place to grow your audience, but only if you have drilled down messaging so you're attracting the right people. I cannot tell you how many people have told me that they were creating reels totally dicking around and attracted a ton of people who were not the right people for their offer. And every single person who has gone viral on a video that had nothing to do with their offer has said that that was a mistake, because instead of bringing in 1000 ideal clients, it brought in 1000 strangers who have nothing to do with their offer and is actually hurting their engagement rate, because they're not the right people for their business. So we all know that likes are a vanity metric and follows our vanity metrics. So don't focus on that focus on instead creating really high value drilled down niche content, that's going to attract the right people for your launches. And you won't know that until you have that proven launch asset because you won't have the messaging nailed down. But once you do, then you can really double down and start growing the audience, according to that. So like I said, growing your Instagram account is a great first step. Also, that's a good time to look at starting a podcast or getting on other people's podcasts, and really getting your message out there in a much bigger way. Another really great place to start focusing on at this point is YouTube. YouTube is also something that you want to make sure that your videos are very value forward and niche down. You don't want to attract the wrong people with your videos by posting random things. So once you have your messaging nailed down, then you can start building a YouTube following. And same thing with like Pinterest and using ads. These are really great ways to bring in more traffic once you have a really clear place for them to go. And this is actually why I stopped using Pinterest earlier this year because I didn't have a clear traffic plan for them to go through. I was bringing people in but I didn't have anywhere for them to go. So it really felt like a waste of my energy and effort to bring people into somewhere that they didn't end up going anywhere specifically. So if you have been focusing on any of these top of funnel growth strategies before you have a converting offer, you may be like I said, attracting people for a safari that they don't know where they're going. It's time to figure out where you're going, then you can find the right people who want to go with you. And ads is such a great thing to talk about here. Because you have to know where they're going before you start using them. You can waste a whole lot of money on Facebook ads before you know your offer converts. And I'm all for using Facebook ads. I've been using them for two plus years in my business, and they think they're a really valuable tool. But Facebook ads are like gasoline, they do not create fire. If fire wasn't there to begin with. You cannot pour gasoline on dirt and expect it to become fire. Just like you cannot put Facebook ads behind a novel

25:00  
Converting offer and suddenly expected to convert. But if you have a converting offer and you pour Facebook ads on them, it will burst into a bigger flame, right, it's a great opportunity to make more fire. But if you don't have a converting offer throwing Facebook ads at it are not going to get you anywhere. And so I don't recommend really getting into Facebook ads until you have that converting offer. And so once you start attracting those people into your funnel at the top of funnel, then you start moving them through your customer journey before you launch. So when you have an offer that you know converts, that's when it's time to start looking at paid traffic strategies like using Facebook ads, like using YouTube ads, Pinterest ads, or Google ads, all of which we are looking at using in my business right now. And when you have something that you know converts, this is a really great opportunity to grow it right because it's paid traffic directly into something that you have evidence converts at a certain percent right. And so what you want to do when you're looking at this is look at your EPL, your EP L stands for your earnings per lead. And that will help you determine your ad budget. Your EPL, if you want to learn how to convert that really quick, is your total revenue from your launch divided by the number of people who went through your launch. So let's say that you had a $10,000 launch and 100 people went through it, you would take 10,000 divided by 100. And now I have to do that math, which I believe is 100. If I'm not crazy, 10,000 divided by 100 is 100. Okay, so that's $100 earning per lead. So if your EPL is 100, do you feel better about spending $10 to get them in there into your funnel? What about $30? Right? It kind of gives you an idea of what you can spend on ads in a more confident way. So you don't feel like you're throwing money out there and not sure how you're going to get it back. When you know you're EPL and you have a proven converting offer, then you can throw money at it because you know that every lead that you attract with that ad is going to convert or at least is going to contribute to that conversion, because you know you have a converting offer. So if you know you can make $100 from every lead, it makes it a lot easier to spend $10 to get that lead, because you're going to make a $90 profit per lead when that's the case. So that got a little bit mathy. But I hope that made sense. If you have a converting offer, you then know your earnings per lead number. So you can figure out what your cost per lead number is that you feel comfortable with, and use that as an ad budget. So if you know that you're comfortable spending $10 to get that lead, you know, you're going to be willing to put more money into Facebook ads to acquire more leads. And that is ultimately how you scale.

28:04  
So now you're probably wondering, okay, when do I scale? And that's another great question. So the first thing, like I said is after you have launched at least three times, your offer is not proven to convert unless it has converted over 5% three times in a row. If it hasn't done that, then it's time to get back in the lab and keep testing it, keep looking at the numbers, keep tweaking it keep keep drilling down the messaging, keep tweaking the launch mechanism, right, there's so many things that you could do to improve your conversion rate. And it's time at that point to really focus on that. So when you have launched at least three times check, when you have a proven to convert system, when you know that that launch converts, then you are ready to roll. Go ahead and start scaling. The third is when you have a proven to get results program. Yes, I said it, your course needs to get people results. And this is something that not a lot of people are talking about in the online industry. But if your program doesn't get people results, it's not ready to scale yet. You should have at least a 75% can please rate on your program. That means that if 100 people join your program, 7575 of them should finish it. And if you're like Whoa, that seems really high. Yeah, that's because no one's talking about this. But why would you be okay with people buying your program and not finishing it? You didn't create your course just to bring them in. You created your course to bring them through and to get them great results. And so if your program is not getting people results, it's not ready to scale yet. And you need to get back in the lab and figure out what do I need to do to get people to finish this. Like I said, we have set up automations with kajabi. We have various checkpoints where we touch base with people where they have to submit things to us so we can make

30:00  
sure that they're on the right path. And they're not going to get to the end of the program and say I didn't get results, because we addressed that back when they were going through that part of the program. So if you want to consistently get people results, you have to have a system and a program that is proven to get people results. And you have to make that your mission to get more people through it and get more of those people results. And the other piece of this is having a strategy to get those results and testimonials, if you can consistently get people through the program and get them desired results and collect those results for a testimonial. That's when the magic happens. That's when you create massive customer proof. And that's when you are ready to scale. Because you know, if I get 100 people into this program, 75 of them are going to finish it 50 of them are going to have amazing results. And that's going to create the social proof that I need to get 100 more people into the program, so that even more people can get results. Social proof, and having testimonials is one of the most valuable currencies in your launches, because people need to see that other people have been successful. And so if you're not focused on getting people results, then you're not going to be able to scale your offer, because people want to see that other people are being successful with it. So you are ready to scale. When you've launched at least three times you haven't, you have a proven to convert launch, you have a proven to get results program. And when you are ready to refocus your attention on audience growth, including investing in Facebook ads. So I know this one was a little bit juicy is a little bit of a lot of information today. But I hope that this was helpful. And I hope that if you are looking at all of these things, you're thinking, Okay, I check a couple of those boxes, or I'm ready to start checking those boxes. And you are starting to think about scaling. And if that is you, then I have a really exciting announcement. We are opening up my six figure launch boot camp to my audience right now. It is a five day bootcamp that's going to take you from struggling to sell to ready to scale in just five days. And if you are somebody who is driven by making a bigger impact and getting your offer in front of as many people as possible, then you know that you need to go through this bootcamp and get to the point where you are ready to scale. I'm going to go deep into all of the things like an aligned customer journey, the the five phase Launch Formula, what exactly is in a launch asset so you can start building one as well as what you need to do in order to scale your offer. So if you listen to this episode, and you were like man, I need more of that the five day six figure launch boot camp is exactly what you need. And you can join it for just $29. So check out the link in the show notes over to Jess O'Connell dot com slash boot camp to join us and I cannot wait to see you in there. Also, I cannot wait for you to tune in to our next episode. Next week, I am digging into the launch asset what it is why you need one and how to use it. So if you are ready to get out of the struggle cycle of writing emails right before your launch, or trying to figure out if you actually have an asset that you can scale. Definitely don't miss next episode because I'm going to break it all down for you. Thank you so much for listening and I will see you in my next episode.

Transcribed by https://otter.ai