You’ve created your digital product, you’ve built your email list, you’ve primed your audience. All that’s left to do is launch! You’re SO excited. Launch week comes, and sales are not what you expected them to be (YUP, been there). So, how can you turn things around? In this episode, I’ll share how to create more sales during launch periods!

Listen to this episode on Apple Podcasts or Spotify!

I want to share an unexpected way to prompt your audience to buy your thing during a launch, even when sales are low. This is something that, in the past, I have done well, and I am challenging myself to lean into it in the future.

Create More Sales During Launch Periods

The biggest thing you can do to create more sales during launch periods is to be intentional about the way you show up & the energy you bring to the table during your launch. 

Why does this make a difference in your launch? A huge portion of your sales will come in during the first 24 hours of your launch. You will also see sales pick up in the final 24 hours, and what’s very likely is that most of your sales will happen during that period.

Last 24 Hours of Launch Periods

Whatever the reason, many buyers tend to wait until their last chance to make a purchase. That means that you need to be showing up all week long to see those sales at the end of the launch period. This is especially true for higher ticket offers because buyers need more time to decide if they will make a big investment.

My First Launch Experience

In February of 2020, I launched my first course. Looking back, I am so proud of the energy I brought to that launch. I showed up excited about my course and was my number-one fan, no matter how my sales were doing.

About halfway through the launch, only a few sales had come in. It would have been easy for me to think it must be a bad course and nobody wants it. Instead, I pressed on. I revived my YouTube channel and had content going out that pointed to the course. Additionally, I shared blogs, posted on Instagram, utilized a Facebook group I created for the launch, and went Live on Instagram. Leading up to the launch, I focused on building my email list. I continued to send emails to my 5,000 subscribers that I had grown.

Just because sales were low was not a reason for me to back off. I did a great job of taking the opportunity to promote my offer as much as possible. Even if showing up did not create more sales during launch week, I knew my audience would see it later and be familiar with it from my constant marketing efforts.

My Current Approach

Now, because I have seen great conversion rates before, I am more prone to getting discouraged. When I do not see as many sales as I hope for, it makes me want to pull back. Pulling back could cause my sales in the last 24 hours to be lower than possible because I did not show up and continue promoting my offer.

Marketing Rule of Seven

I always come back to the marketing rule of seven. Essentially, someone has to see something seven times before they decide to make a purchase. Some say with modern-day marketing, it’s more like 30+ times. Your followers likely do not see every post and your subscribers do not open every email. All of this means we need to show up over and over again to get seen multiple times and to help buyers make a decision.

Talk about Your Offer

I remember this advice someone gave me early on: If you’re not tired of talking about your paid offer, you’re not doing something right. 

Be creative in how you share your offer. Do not post the same graphic day after day. Instead, share it in different content formats. Talk about it from different angles. Approach it as different types of buyers and change up the pieces of your offer that you highlight. Some examples include screenshots of testimonials, sharing how many students have joined, going Live on Instagram, or sending an extra email.

This is advice I need to hear, too. Just listen to my podcast episode about the Instagram Growth Launch! Or, read about it by clicking here. The sales were not what I was expecting, and I let it affect the way I promoted the course. I cannot help but wonder if showing up with excitement about my offer would have helped to create more sales during launch week.

Here are some things that help me combat the feeling of shutting down: 

Prep important content ahead of time. 

Do not wait until the last minute to write your sales emails. Write them when you’re in a good headspace and feel the most excited about what you’ve created. You can also create story slides, reels, YouTube videos, and blog posts ahead of time. For example, I’m recording this podcast on December 1st, 2023. Right now, I’m also working on sales emails for a launch beginning on January 15, 2024.

If the launch does not go as planned, you can always pivot and adapt your emails. If you want to hear more about what conversion rates to expect during launch week, read about it here or check out this podcast episode!

Prescheduled time for events

If I plan to go Live on Instagram, I tell my community ahead of time. It keeps me accountable! They know when to expect me and I owe it to them to be there. Even if sales are not where I want them to be, I am still committed to showing up. 

Do not be obsessed with your sales

If I notice I’m checking on my sales too much, I know I need to stop and not check again for 24 hours. If I become discouraged, I take a break and aim to only check once each day. 

I hope you will follow the podcast and leave us a five-star review. Have a Merry Christmas, and we will see you next week on Thursday at 8 AM!