Secrets to a Successful Launch

How do you launch a successful online business? As a personal branding strategist and marketing mentor, I have witnessed many different branding strategies being used, some of which have been more successful than others. In order to ensure success in your launch, you must have a launch calendar set up for your products or services. You can use them to keep track of when your business is in a serving or promotion season. 

"The success of your launch is directly tied to the amount of pre-work you put in. The more you know about your audience and their pain points, the easier it will be to create a product or service that solves their problems and sells itself."

Many entrepreneurs and business owners prefer to plan their year quarterly. Spring is here, so make sure your launching efforts are aligned with the season! The spring season brings sunshine, warmth, and a fresh, positive vibe to business coaching and fitness programs. Take advantage of that energy when you go into a launch this season!

I always spend some time doing market research prior to launching any program. It can make all the difference between a successful launch and a flop if you know the pain points of your ideal client. Take the time to craft your message, design your marketing materials, and curate a launch schedule aimed at your audience before launching. Unless you take the time to understand your client's needs, your launch might not be effective in converting them into clients. 

For a successful launch, I believe detailed pre-work and a plan are essential. I am sharing my launch strategy with you today. Don't forget to bring your positivity and vibrancy into the season. These secrets will help you launch your program or service like a boss. It's time to get to work!

Connect with Emmy on the GRAM  @theheyheyemmy or hang out on Facebook.

Grab my Exclusive FREE Two-Part Training- How to Build a Successful Personal Brand from Scratch.  This is a must if you want to make money online by creating a brand that attracts your ideal clients.  GRAB THE TRAINING HERE

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Connect with Emmy on the GRAM @theheyheyemmy or hang out on Facebook.

Transcript

 Spring is officially here. Well, for some of you, based off of the weather report that I've seen, it's been more like summer. Either way, we're about a month into spring on the calendar. But what else should you have on your calendar? You should have a launch calendar. In today's episode, we're gonna talk about launching.

There's so many different factors that play into a strategy when it comes to launching your products and your services. And today specifically, I'm gonna give you some of the secrets to have a successful launch because I'm guessing if you're in the online space, you are launching things in the springtime.

A lot of business owners look at their year quarterly, and so we are in the spring quarter. And if you have like a two month program or a three month program, you're gonna wanna launch that and you're gonna wanna know how to do it in a way that you are super successful and it brings in that cash money.

All right, let's get into the episode.

Hey, hey, it's your girl, Emmy Cornwell, Instagram biz coach and social selling expert. Welcome to the Hey, hey, Emmy Show. This is a podcast where we talk about all things that will be helpful for you and your business. Everything from Instagram tips and tricks to health hacks to relationships, and definitely some Jesus.

Basically everything in between Proverbs 31 and Tupac. I am so excited to party with you in each and every episode because ain't no party like a Hey, hey Emmy party. Can I get Amen. All right. Let's get into it, sister.

Hey. Hey. What's going on, sister? Girl, how are you? Omg. This is the first episode that I am officially recording where I can say I am a mom. I have given birth. Our beautiful, handsome, brave, bold, warrior son. His name is Cam Kekoa Rader. His name has so many meanings as it's a Hawaiian name, and the Hawaiian culture really values the meanings behind names.

And so this is not an episode to describe to you and to share with you about Cam, but I am one proud mama and I have had to work very hard to figure out when I could fit this in. Because if you have ever given birth and had a newborn, you know, no matter how good your habits are, no, how matter how good your discipline is, no matter how good of structure you have in your day-to-day life and business, a newborn will throw a wrench in that.

Okay? And so the name of the game here is Flexibility, and we have been home for just a little bit from the nicu. We have a three week stint in the nicu. And I felt like the day that we took him home on Easter was kind of like day one for us, establishing our routine here at home. And there have been some challenges and so I'm working through that, but I'm so excited that I had a little bit of time that I could sneak away to my office, which is my closet office if you've been around here long enough, you know, that is where I do, my recording looks out into my backyard and um, I'm just so excited to be podcasting in.

Connecting with you in this way. It's been way too long. I have so many different podcasting ideas. When I'm pumping, they come to me. That's kind of like my new place of inspiration, if you will. Previously, a lot of times it was working out, which I'm counting down the days until I can get back into the Bar studio and to work out other places that I have it are.

The shower is where I get. Inspiration and then a lot of times, and maybe you're like this too, and I really should keep a journal or something by my bed, but when I'm dozing off to sleep or when I can't sleep, I have these ideas and I'm like, oh, okay. It's kinda like dreams, right? I don't, I don't know about you.

If you dream, I'd leave everyone dreams. It's whether you remember them or not. You're like, okay, you tell yourself, like in your subconscious, you're gonna remember this dream when you wake up, so you don't need to write it down. Eh, that really never usually happens.

Hopefully you're doing well. Today's episode is exciting. This is something that I have been supporting some of the students in. My coaches, Tiffany Carter, her program called Selling With Soul. I am a co-coach and a certified project me with Tiffany coach in addition to my my own business, right? You know, I am a, a personal branding strategist.

I'm a marketing mentor, and so I help business owners establish their personal brand. So that they can stand out, they can have more visibility and ultimately increase their bank account as well. So that is my full-time job. I also do affiliate marketing. This is for if you're new, right? I wanna make sure that you know who you are listening to and why you wanna listen.

Besides just the fact that you're gonna get awesome secrets to a successful launch, which. That in itself. Hello is gold. I also have a business, uh, that is in the wellness space. That's an affiliate marketing that focuses on anti-aging and weight loss as well as we just entered into the women's hormonal space.

If you are a woman and you have problems with your hormones or your things like, Plateau in your weight loss night, sweats, moodiness, bloating, bloating, irritability, low libido, like vaginal dryness, any from, from menopause to perimenopause to menstruation. You wanted to check out some of the episodes that I did on hormones and I had a several guests come on and share their experience with.

This first to market product that has really been rocking women's results in regards to their hormones and how it's like affected their life and been really changing, um, a game changer in that way. So on this podcast we talk about things that I help my one-on-one private clients do in the online space.

We talk about also wellness, health and wellness, right? That is an important part of your like, To be an entrepreneur, to be a business owner, I believe you have to be your healthiest version of yourself. And I don't care what actually industry you're in, if you're a human, you need to, you know, health as well.

We talk about faith, we talk about relationships. You know, I share, I'm gonna share, I'm sure more about my journey to motherhood. I'm actually gonna record a podcast about our experience with getting our son circumcised,  from a rabbi, like a legit, authentic old country rabbi. It was the best experience.

I'm gonna do an episode on that because I seriously cannot stop talking about it. Anyways, with that being said, I have several businesses as well as you know, I help support and her students. In her programs and her masterminds as a certified coach of hers. So we are talking about with those specific students this week, their launch in the program that they're doing.

And I, I knew that if they were having that many questions, you are also gonna have those questions. So let's jump into the episode. Enough of me talking and catching up. Hopefully you enjoyed catching up. I would love to catch up with you. Please send me a message on Instagram. The Hey, hey Emmy and. We can connect there as well and go back and forth.

I love talking with you. I love chatting with you. Please gimme some grace if I'm not like responding right away. I have tons of messages from my text messages to Facebook Messenger to Instagram. I do Voxer coaching with clients and so I have a lot of messages, so please thank you for your grace in advance.

This is the one place though that you will continue to get consistent content. While I navigate motherhood. One because I love podcasting. Two, because it's free for you, it's a free service. And three, I'm not taking current clients right now. So if you have been wanting to wait, work with me and you don't wanna wait, well, first of all, send me a DM because I do wanna connect with you and see what would potentially be the best next step for you.

Cause I don't want you to wait, but this is like, The ne, the next step after that, right, would be to consume this high value content that again, is free. You're not having to pay for it until I am opening up my books for things like my signature program, the Instagram bootcamp, which is a six week program to help you set up your Instagram so that you can do what we're talking about is, and it's launching.

Okay, so what are the secrets to successful launching? Well, first and foremost, there's like a pre-work. You have to do some pre-work. Okay, sister, Not only do you need to do some market research, like you need to know your ideal client and you need to know their pain points. And I might sound like a broken record, but it's the truth, okay?

And it's foundational. So you want to make sure that not only what you're good at, what your area of expertise is, right? How you're gonna help people. You want that, but you need to know that there's actually a demand in the market. For what you're offering, because I don't care how good your launch strategy is, you're not gonna be able to execute in a way that you want to unless you're all into that fantasy marketing thing, which is manipulative, which people have like put a sour taste in my mouth about the coaching industry.

But you know what, that's hu. That's humanity, right? Like we all, Adam and Eve, they were good ate from the tree, then they realized what evil was. Good things become perverted when they get in the human hands, unfortunately. And that's the rarity, but it's also the reality. So you need to do some of this pre-work.

Know who your, who your what your area of expertise is. Know who your ideal client is, know what their pain points are, and you can even start market researching them in your stories, asking them questions as you're thinking about your offer to help you refine what you're going to launch because you are gonna wanna use in your launch materials.

In your content, both on social media, in your email series, however you are getting the word out about what you're offering and selling. You need to use the language that your ideal client would use, and who better to get that from than your ideal client. Okay? So that is one of two of the pre-work that you need to do before you have a successful launch.

The second thing is you need to be building a a personal brand. Hello. Everything stems from you. You are the content. All your multi-passionate things, wrap and businesses and income streams, and who you are and what you do every day, no matter if it's business or life or both, there really is actually no separation when you build a personal brand because people buy from people they know, like, and trust.

And if you're only selling to them and you're Venus baby Tammy, they're pretty much probably not. I almost guarantee 199.5% that they're not going to buy from you. As much as they would, they could still, right? There's always possibility, but as much as they would if you were sharing and selling and consistently building a personal brand.

Think about it this way, have you ever, and I've totally done this, and this is how I know, and I've had clients that do this too, and we work through it together. Usually it's linked to some type of mindset, you know, challenge that they're trying to overcome or a limiting belief is. Have you seen people.

That, like you haven't seen them show up on their social medias for a long time. Mm-hmm. And then all of a sudden they show back up. Right. They were mia. And then they show back up. And they show back up, but they're straight selling. That's a little icky, grimy little to me. Right. How does that feel to you?

I'm guessing it probably doesn't feel great now, if you're building a personal brand, you're, you're sharing things that are based off of who you are. You know, you attached some of that to a way that you can monetize. Of course, that's what I do, is I teach you to build a personal brand and show you how to get paid.

Doing it for being yourself, for being, being just living life. Okay? That provides consistency. And you know what people want. They want someone who is consistent and stable. They're not gonna follow, and I'm not talking about like hitting the follow button on, on like Instagram, but they're not gonna. Come back to yourself over and over again.

They're not gonna come binge watch your content. They're not gonna be raising your fans if you are not stable and consistent. Mm-hmm. Now with that being said, just this is like a bonus, like caveat, like kind of maybe detour is that that doesn't mean you have to be positive Patty 21st seven, right? You wanna show your real life.

Now, that also means that this is not your diary. This is not, um, a venting session. This is not a TED talk. You need to. Show your vulnerable sides, but you don't also have to like cry to the camera 24 7. Okay. Does anyone remember that? Britney Spear's like super fan? I, I think his name was like Chris and he would like cry.

He was known for crying all the time. Don't be him. Okay, so those are the two things. I may be dating myself, and maybe that's not even his name. I don't know if I have the correct recollection, but either way, those are the two things that you need to do pre-launch. That builds the foundation, that sets you up for success.

We aren't about, um, just throwing things together here. Now, I agree that messy action is what you want and need in business, but I also think you gotta pair that with strategy too. When you know better, you do better. And until you know better, you just do okay. Right? It's a perpetual like cycle that you, um, are always learning and we're always growing.

So here's the first thing. When you are doing your launch, we did the pre-work. Now what Emmy, okay. Well, you actually have to have something to offer. You have, we, we call these offers, digital products or services that you are going to sell. What are you selling? How can people work with you? Right? Is that a private coaching program?

Like I have a one-on-one private coaching program. Where I only take three students, three to six, depending on where I'm at in life. Three to six students and clients a quarter, give or take, you know, we're, we're flexible in that, depending again, what's going on. So do you have that, do you have a course, right?

Is there something that's an evergreen course that you have that people can go purchase and do on their own time? Do you have a group coaching program or a mastermind? Maybe you do one-off master classes, maybe you do 60 minute strategy sessions like I do. I have, I love my 60 minute strategy sessions.

Um, I, I'm thinking, right, and I, I'm going through this as well right now, as I look to the calendar for the rest of 2020 threes, what am I going to be launching? You can't just wake up one day and be like, oh, I wanna share about this. No, you have to plan this out. You know, failing to plan is planning to fail, failing to plan is planning to fail.

Is that the saying? Oh my gosh, I haven't said that one in a long time, but that's true. It rings true here. So I'm thinking about what am I going to offer when I come back from quote unquote maternity leave? And I'm guessing it's gonna be my 60 minute strategy sessions, but I can't just guess. I have to know so that I can execute.

So I'm doing this right alongside with you, but I'm giving you examples of different offers. Because you have to know what your offers are, and here's the cool thing is your offers don't have to necessarily be paid offers. If you have a freebie or a freemium or a lead magnet, those count in what we're doing here as offers because you want to be very, very clear about how your ideal client can work with you and why they need this specific offer.

Some of you. And this may be you are offering 5 million different things. And that's usually one of like, the biggest questions I get is how do you, especially people who are in multiple different businesses, like I'm in the affiliate marketing space and I'm a coach, how do you, Emmy mul, um, remote multiple different things without confusing people?

Cuz it is possible. You absolutely, absolutely 100% can promote share. Multiple different things and not confuse your ideal client, but for instance, you can't offer a high ticket item and a high ticket item because then you're gonna confuse people. And when you give them too many choices and you confuse them, a confused customer is no customer.

So you, you definitely can do multiple things, but you first and foremost have to write out your offers. I suggest if you don't have, if you're starting from scratch and you need to get some cash flow going now, I suggest you do a high ticket offer, and one of the best ways to do that is something like a strategy session, like one-off strategy sessions or one-on-one private coaching.

Those are now, the strategy sessions aren't gonna be high ticket, but they are a great starting Absolutely. People are paying for your time. They're paying for your intellectual property, they're paying for your creative genius. They're paying for. Everything, right? Like most of the time, especially if you were with me, right?

You have direct access as my private client to me, 24 7. Now, again, I don't respond 24 7. We have some office hours built in to, to create some boundaries for both me and the client, but that you're paying for direct access to me, that is top dollar, okay? So you have to first and foremost be clear on what you're offering.

Now this is not, we're not gonna go into how to create offers. This is how would be a whole different podcast, but you can't even launch something if you don't even have clear offers, because if you're confused again, so is your potential customer, which means they're not a customer. So let's just like agree here that you have some clear offers.

If you don't send me a dm, be like Emmy, I listened to your podcast, loved it. I am just starting, or I'm, I've been doing this for a while. I want to clear up my offers. I want to kind of go, go through and spring clean my offers, if you will. That's what I'm doing with one of my clients right now is she's really, really successful in the plant forward bait, um, space, and she's awesome.

But some of her offers right now are not clear, and so she's not having the cash flow she wants because. She doesn't know how to promote it, and that's gonna lead to people not knowing what, how to work with her and what and why they should be buying anything from her. So here's the second thing that you need in order to have the launch that is successful.

Okay? Here's the second secret. You need a launch calendar. I already talked about this a little bit, but money hit go to the Dollar Tree. Or go to Google and print out. Not many people have printers at their, their house. So maybe, um, you go to, like I said, the Dollar Tree and get one of those, even like those big desk calendars.

That's what I have. I'm actually looking at it right now. Uh, they're a dollar. Well, a dollar tree's not a dollar anymore. What is it? Like a dollar 19? Anyways, I want you to hit the physical calendar. I love a good digital calendar and I use that to keep track of appointments, especially since Cam has so many follow appointments with cardiology, neurology.

E N T pediatrician. Feeding therapy. Occupational therapy, like physical therapy, all the things, not to mention any of my, my appointments and anyways, and clients, right? So I love a good digital calendar. But for this exercise, here's a big secret. Get an old school paper. You can pen a paper, write out your launch calendar because you're not just going to show up again, like I said one day and just start talking about it.

You're going to need to build hype, and that is the third secret to having a successful launch, is you need to build a runway, right? You need to, when you get in an airplane to go on vacation. Where am I going this year? Well, my calendar for travel has definitely changed since having a child, but I for sure know that I'm going on a cruise in November that is going out of Texas.

Okay? So I'm flying to Texas. I also am turning 40 this year. I would love to go to Mexico. I've really fallen in love with Cabo the last couple years, but I know there's other beautiful places, uh, Cabo or Hawaii. Anyways, let's just pretend we're going to Hawaii or Cabo. You choose, okay? You don't just get on a plane and then you're automatically there.

The plane does not get in the air unless it goes on the runway. Okay, so what is your runway for your launch? Well, the best place to use this run to to have this runway is in your Instagram stories. I love Instagram stories. It's my jam because that is where you sell. You sell in stories. There are, there are other places that you can sell, but the bread and butter, the money maker 100% still and has been for year after year is Instagram stories.

I will, I will be, uh, fall outta my chair the day that Instagram comes up with a different way for business owners and personal brand, um, accounts to sell. They want you to sell, they, this platform, Instagram specifically, is meant for you as a business owner to sell. So why are you holding back besides your limiting beliefs?

Again, another episode for another day. But did you know, because here's, here's one of the. Limiting beliefs that people do talk about or that they're like excuses that they use is, I don't wanna, you know, be too salesy or I don't wanna, um, you know, I don't want someone to be like, wow, that's all you talk about.

Well, here, here's the reality. Are you ready for, the reality is only 4%. It's really more like 3% of people see your stuff every day. Did you know there's over a billion users on Instagram? And only 4% of people see your stuff. So like let's say you have a hundred followers, okay, that's only 4%. Am I doing that right?

It's only four people. Is that 4%? It's only four people. A hundred. Okay. And then like save a thousand. What's, what is that 40? Oh man, you're gonna have to fact check my, my math. But that's, but let's just go with that. That's not very many people. And so you are going to have to get repetitive. You, especially during launch, you're gonna do it day in and day out for whatever you decide is your launch window and you know what it's gonna get, it's gonna get annoying to you.

You're gonna get, you're gonna be like, oh my gosh, I am sick and tired of hearing myself. That's when you know that you're talking about your offer enough, not too much. It's when you know you're talking about enough and first of all, people are big girls and boys. They can hit unfollow if it's like really that annoying to them.

But it's probably not if it's your ideal client, cuz it's what they need. And you've done the things that we've talked about before. Prior. You're not just selling 24 7, you're adding value. You're building from a personal brand foundation. But you're going to, in your stories, show up every day for whatever you decide your launch calendar window is, and you would do that in the second secret of strategizing your dates on your calendar.

So don't be afraid. Do not fear, you're not being spammy, Tammy, when you're in a launch, there is a season for everything  you're not gonna be launching 24 7. This is not a Marathon in regards to launching, you're gonna have sprints in your business, and this is a sprint. So you're gonna run as fast as you can sister in this launch calendar window, and then you're going to go back to adding value, right?

So here's the other question people ask. Well, how long, and I kind of touched on this, how long and how often. Well every day in your Instagram stories during your launch window, well, how long would a launch window be? It just depends on what the offer is. I tend to think people need a little bit more time to make purchasing decisions online recently.

And so, um, that could be a 10 day window. You're gonna show up every day on your Instagram stories in talking about your offer. And having a call to action, then you're gonna pair that obviously with like email series as well. You're not gonna just sell socially. Email marketing is still the number one way to do it, but it depends on what you're, what you're selling now as regards to the hype of building up to your offer.

Like say you were going to launch something on the first of the month. Well, I would say about two weeks prior to that. You wanna start building hybrid. And hype can look like, like tons of different things. So I'm actually going to give you a couple different specific easy examples of how in Instagram stories you can build hype with your audience.

You're building that buzz, you're generating that interest of w you know, you're giving a sneak peek, a teaser behind the scenes of what you're ultimately going to be launching. And it's, again, best done in stories. And so I wanted to give you three examples that I do, that I teach my clients to do that when I had, um, my Instagram Stories membership, my cash money, Instagram Stories membership, which will be coming back this year, revamped, um, upgraded.

I cannot, cannot, cannot wait, because again, stories are the backbone of sales when it comes to Instagram. So maybe you were a member prior, or you thought about doing it, or it's something that you need help with your Instagram stories to have someone tell you exactly what to do in your stories every day.

I'm your girl. That membership is coming back better, bigger, better than ever. So stay tuned. But here are three easy examples of how to build hype for your launch. Have a successful launch in your Instagram stories. Okay? Number one, take a boomerang of one of your emails or other content that's gonna go out.

And then put a gif over it. Maybe something like top secret or coming soon. Okay. Make sure you have your hand in the boomerang to add the human element. There's a psychology and a hierarchy of sales, and when you add the human element into your stories, it's going to help you convert to cash more. Okay?

Here's the second easy example of how you can build hype. Take a B-roll video or a time lapse. Of you working behind the scenes or something that you're doing every day that relates to your launch and offer. Okay. You're showcasing, you working hard, having, you know, putting in the hours to make sure what you're delivering is top notch.

Okay? The, the first example is like a teaser. The second example is sh actually showing the people the work that you do. And then the third is you dancing around or doing something fun, showing your excitement on putting the finishing touches on your offer. You also, the more excited you are, the more conviction you have about what you're offering, the more your ideal client is going to identify with that clinging to that, um, take on that excitement as well.

They're going to be excited to give you their money. They're gonna be excited to hand over their credit card to you for whatever your offer is. Because of your excitement, energy is transferrable. That's what sales is. It's a transfer of energy. So those are three really great examples and super easy, right, of things that you can do in your Instagram stories to build hype, to make sure you have a successful launch because you can, sister, you can't and you will.

All right? If you loved this episode, then here's what I want you to do, especially if you're in a launch. I'm curious. I wanna see what you're launching. I wanna come give you some love, help, help you. You know, hype you up as well. Take a screenshot of this podcast of you listening to the, Hey, hey, Emmy Show podcast.

Tag me the hey, hey Emmy, and share it on your Instagram stories. Okay? Especially if in your launch, like I said, if you are taking a screenshot of this, how you, this could play out in your Instagram stories is you doing, again, the work that's needed to make sure that your skills. Your e everything that you are doing is at top notch, so that's what you're delivering your customers and clients.

It ties in, you're walking the walk, you're going first, you're leading by example. I also love to connect with you, and that's honestly the best way to do that. It goes to the top of my Instagram, um, dms when you tag me, and, and so that is the best way to actually, to get ahold of me is by mentioning me, anta, me, and your Instagram stories.

I look forward to continuing the conversation. I look forward to. All these other podcast episode ideas that I have. Just gotta find that time. Hashtag new mom, where my mom's at. I love you so much. I'm so, so happy to be back and recording. I cannot wait to hear more on how you are doing. Okay. Hit me up on Instagram.

Until then, I'll see you on the next episode.