[0:00] Music.
[0:13] It's Kaylin here. Welcome back for another episode. This week, I'm going to share with you at least five of my favorite keys, hacks, tools, requirements, whatever you want to call them, for a 10K launch. I like to call these sometimes ingredients in the recipe because you can't really just take one and make a 10K launch out of it. It's the combination of all of them together together, and the timing of them, and the mastery, and the skill, and the art of each of them that will turn into 10k launches. And I have tons of evidence for myself for my own launches that I am always doing. You guys know if you follow me, you've seen me launch all the time. And I'm helping my clients create and execute 10k, 20k, five-figure launches on the daily. And so I want to give you some ingredients for this recipe for the formula for a 10k launch.
[1:10] Now, if you haven't had a 10k launch yet, I hope that some of these tools feel super actionable because often I'll listen to podcast episodes where a launching expert will give their basically ingredients for the recipe, but they're so unspecific that it's like, okay, but how do I do that? How do I actually implement these things. So hopefully you'll feel like not only do you know the what, but you know a little bit of the how to implement some of these things. So let's just dive right into it. Number one, stay in your zone of genius. That's the first ingredient required in this recipe. Every single one of my launches that blocked in the past two years happened because I was selling an offer that I'm not the known expert in.
[1:54] Was it a good offer? Yes. Could I help people? Yes. They just didn't by because they didn't see me as the go-to girl in that area. So here are some questions that you can use to help you figure out what your zone of genius is so that you can stay in it even more frequently and even more effectively. What are the topics that people seek you out to ask you questions about? What do you know at least 10% more than the average Joe about?
[2:22] What results have you created that you can help others duplicate? What topics do you know like the the back of your hand. I want you to center your offers around those things. Your zone of genius, your unique take. Because so often I'll see business owners create an offer that's amazing, that will get people transformation, that will be super valuable for people, but they haven't put their unique spin on it. They haven't included their unique selling proposition or basically what makes this offer different than any other offer that you could buy out there. If you are selling a social media program, what makes your strategy, your take, your system, your process different than the bajillion other social media strategy programs out there?
[3:07] If you're teaching a course that teaches someone a specific marketing skill like email marketing, if you're a healthy eating coach, what is your unique take on how you help people get the results? What do you do or not do that's different than what all the other coaches out there are saying and doing? If you haven't identified that, it's probably going to make it difficult for you to make the kind of revenue, the kind of sales that you want to make on the back end of your launch. The more you can articulate that, first you have to identify it and know exactly what it is in your own mind, right? So you can speak to it. But the more you can articulate it and show the people in your audience why and how the way that you do things is so much different, but so much better than the way anyone else does them,
[3:52] it's going to position you as the perfect solution for the problem that they are seeking help with. Which leads perfectly into principle number two, pick an urgent problem to solve. It's so much easier to sell things that are easy for people to justify buying. Oftentimes I will see, especially coaches and service providers, sell offers, but the way they are positioning it, it sounds more like that's something that would be nice to have, but I don't have time or energy to go through this intensive process with you to improve my relationship. relationship with my spouse.
[4:28] That would be nice, but like I don't have the time or the energy for that. Maybe it's I don't have the finances to invest in that. And so we need to use your messaging, but also create an offer that shows people how and why this problem needs to be urgently solved and that it's not going to create more busy work for them. A lot of times I'll see coaches sell programs and offers that have a lot of extra bells and whistles required, which can be beautiful and and transformational, but for busy women, which I'm going to guess your ideal client or student is.
[5:02] Having extra homework, extra busy work is going to make it feel like she has a big hoop to jump through in her mind. It's going to make it hard for her to justify buying it. She's probably going to want the results as quickly and with the smallest amount of effort possible. So how can you build that into your offer? How can you make it so that the problem that you solve, that you You can solve it for her simply and quickly and effortlessly and with the smallest amount of time investment and with the smallest amount of effort investment required.
[5:35] Number three, make your messaging pinprick specific. I just recorded an episode a couple weeks ago about messaging and how to test whether your sales messaging is compelling or not. So go back a couple episodes and listen to that one if you haven't yet so that you can learn all the deets about pinprick specific messaging.
[5:52] But the problem that I see with this most frequently is that we, you know, in our coach world, in our business entrepreneur worlds, sometimes we can get a little bit coach-speaky or entrepreneur-speaky where we throw out this jargon that sounds somewhat relatable because we use it so frequently. But I want you to be able to catch yourself when you slip into jargon. And I want you to, instead of using jargon, use situation-specific messaging. So let me give you an example. Instead of talking about how you can help your client feel more abundant. That's a super common phrase I see a lot of coaches use, which is great and it's beautiful. It just lacks so much depth and specificity. I want you to talk about those moments when she's not feeling abundance and talk about it in a very situation-specific way. So one example would be, you know, when you're running around dropping your kids off at appointments or tucking your kids in for bed at night and your brain is constantly spinning, thinking about the very next thing that you need to do, thinking about how you don't have enough of time to do all the things that you need to do, and you feel stressed because you forgot to move the load of laundry over, you feel stressed because you forgot to start the dishwasher, you can remind yourself and remember that time is abundant. And can you see how that's so different where I'm using very situation-specific messaging?
[7:17] The next reason that I see this messaging become so fluffy and unspecific is usually when you have a little bit of a fear of losing out on a sale. And so you create this big giant umbrella messaging that can cover every single person, touch every single person, but it loses the specificity that it needs in order to activate someone's attention. And so be really careful and mindful of intentionally talking to the one person. Instead of trying to stretch your offer to cover every single person who could possibly be included in this offer, I wait to get crazy clear and specific about who it's for and who it's not for. This is something that I've gotten better and better at with my launches is, you know, when someone reaches out to me and they're interested in buying, I need to have like filtering questions that I can respond to them back with to check to see if they're a good fit or not. I didn't used to do this. And so I would just say, you know, whoever wants to buy is the perfect person for this program. But I don't feel that way anymore because my offers are super specific and they do have very specific transformations and specific promises and they're for a specific person. And so you can create some filtering questions to check to see if someone is a good fit for your offer. And if you don't have those, that's just a sign that you haven't gotten specific enough yet.
[8:36] Something else that I found that's really interesting that I think those of you who are experienced in this launching world will relate to is that to be totally honest, sometimes when I start out launching an offer, it does feel a little bit fuzzy and unspecific, but it becomes more and more clear. The more people I talk to, the more conversations I have, the more questions people ask me about it. And, you know, they say, would I be a good fit for this if such and such? And I can, you know, honestly assess would they or would they not be? And then once I come up with a response and it's like, oh, this specific person is not a good fit for this offer. And I can create messaging to speak to that.
[9:15] Just like how we've talked about in past episodes, if you want to be a magnet, if you want to be magnetic, if you want to have super compelling attraction sales messaging, you also have to have repelling messaging.
[9:30] In order to find the people who are perfect for you, you also have to be able to let the people know that they're not a good fit for this offer. And I think there's so much beauty and integrity in that. There's so much abundance in being able to say, you know what, you might not be at the perfect season or the perfect stage or phase or time for this offer right now. But let me tell you when I think you will be. And, you know, in some situations, it might be the case where it's like, I'm just not the right coach for you. I just don't have a ton of experience or expertise in that area. So here's another coach that I know of or who seems like has super solid content that you should reach out to instead. I think when you You can really get to that place as a coach, as a service provider, when you can honestly say, this person who has their credit card in their hand is not the right person for me. You really know you're onto something. Instead of just taking whoever wants to pay you money, when you really have your offer niched down so specifically that you can tell people when they're not a good fit for you, that's when you're messaging and all of your sales content is going to become so compelling because it will really grab the attention of those who are right for it.
[10:45] Number four, create an elevated aesthetic with branding that's specific to each offer. This is also a new thing that I've implemented just in the past year. Before, it would be like, I can make like a quick 30-second logo in Canva for my offer, you know, type the name of the program with my fun fonts and add colors to it and whatever. But that was the extent of my branding for each offer. Now, I've been playing with using a lot of visuals. I will literally go on Pinterest and create a board for every single one of my offers. Someday I should like, I wish I could actually show you, but this is a podcast, so I can't. But I will create a board for each offer and I will just sit down and have a little session where I'll spend like 30 to 60 minutes just letting myself pin whatever stands out to me with this specific offer in mind. And it's so fun to just watch how the vibe just comes through my brain and the pins that I pick so naturally. Like pretty soon, you know, 30 minutes in, all the images that I picked have a similar vibe or have a similar color scheme. And I love taking that color scheme and implementing it into my content. Most often you'll see it in my Instagram stories. I'll use backgrounds and pictures and imagery and wording that really activates that like yummy vibe, that yummy feeling, the emotion, the tangible feeling that you want to create with your program.
[12:14] You'll also see it on my sales pages because I'll use visuals, photos, tons and tons of photos on my sales pages, background colors, fonts, and things like that. All in the interest of making the person who sees this marketing feel something. You can sell to her logically all day long. That's probably what you've been doing for years. You can create really good messaging. But the thing that will take your offers to the the next level is when you can communicate something to her that makes her want what you have without saying a word.
[12:45] And so visuals are the way that you're going to do that. I think of like when I buy a new pair of Lululemon leggings or when I buy a new MacBook. I make it sound like I do that frequently. I've bought one MacBook in my lifetime. There's a past podcast episode about that story too. But like that feeling of like buying something really nice for yourself and knowing that that thing that you're buying is going to take care of you for a long time. These leggings, you're going to be able to wear them for a year and they're still going to rock even after being put in the washer and the dryer and being run around all through the pickups and the drop-offs and the gym workouts and all the things. Those leggings have got your back. That's how I want people to feel about my offers when they purchase. My MacBook. When I open that packaging for the first time and I peel off the sticker on top and I open it up and I set everything up, there's like a vibe connected to that experience.
[13:42] There's a lifestyle attached to both of those things. There's an identity of the person who buys both of those things that we all want. And I want my prospects, my ideal dream clients who are hanging out in my audience, who are reading my emails to feel that in my marketing beyond just the words that I write that they will then read. You can create an obsession worthy offer by creating obsession session-worthy branding for every single one of your offers. And yes, you need to recreate that wheel every time you launch a new offer. And for me, that's a huge part of why it's so fun. And when I first started doing this, it felt like, I don't really know what the feeling of this program is that I'm trying to create. I'm pretty sure we're just going to be getting on Zoom calls. And so at first, that felt a little bit unnatural to me. But now, because I've been doing this for my last several launches, I can kind of put a finger on the feeling that I want people to have before, during, and after they're a participant in this program. There's an actual experience that I want them, a transformational experience that I want them to have, like I said, in the marketing that they're reading, inside of my program, after my program, when they're talking about it and reading to all their friends. What do I want that vibe to be?
[15:06] What are some of the words that would describe that vibe? And what are some of the images, the textures, the colors that describe that feeling?
[15:15] Number five, have conversations. This again is something that I used to skip and I am now implementing that's working really, really well. So here's my take. If you can make me a list of at least 10 women who you know personally would be a good fit for your offer, your launch has a really good chance of being a five-figure launch. When I used to launch, it would be like, I have this idea for this program. I think there's people out there who are interested in it. So I'm going going to go create messaging and kind of guess at what their struggles are, what their pain points are, and try to create messaging that speaks to that. And it worked, but what's 10 times more effective is just talking to someone through that process one-on-one. So you've watched me do this recently and frequently. I will open up my Voxer for a couple of days and just have free Voxer conversations with whoever wants to take advantage of one that day, or I'll set a limit if I don't want to be in Voxer a ton. I'll say I have five spots or 10 spots and let people claim them as they will.
[16:21] Sometimes I'll open up my Instagram DMs for conversations like this. I love putting up a question box to ask a really, really good question. Sometimes I'll respond to people personally. Sometimes I'll share their response to the question box publicly. All of this in the interest of getting people in my DMs in some form, whether it's a DM on Instagram or DM on Voxer or on a call. I want to be able to have an actual conversation with the woman who I'm serving. And I think I used to really resist this because one, I'm an introvert and that feels like a big acetone nervous system where it used to. And so it used to feel like I don't need to do that. I can skip that phase. I can just like put out a bunch of offers and have them be super compelling and sell things. And that's what I did. And it worked. What works so much better is having conversations. So if you can make me an actual list of at least 10 women who you can write their name on a piece of paper because you know this offer would be the perfect fit for them, that is a green light to me because that tells me that you're having a lot of genuine conversations.
[17:24] With people frequently, all different types of people, whether they're a good fit for this offer or not. Two, it tells me that you know there is actual demand for this offer because you've been talking to people and they've been telling you there's demand for something like this. Three, it tells me that you're focusing on serving actual humans instead of focusing on making money.
[17:45] That one I think is the most underrated, but the most powerful. My launches frequently that perform the best, perform the best when I turn off my revenue making brain and instead turn on my brain that says, how can I help the most people in the biggest way? The money always just flows naturally when I do that. But sometimes when I get a little bit stressy about, but I set this goal to have this 10K launch. In order to do that, I'm going to math it because the price is this. That means I have to have this many people in this and this many people in this tier and this many people in the upsell. What I found is that while I do love and recommend and support you in setting really big, really high goals, once you've done that, then I found it helps so much to sort of turn off my goal brain and focus on the people instead. Because that's really what we got into this for, right? right, is to help the people. And sometimes our brains get a little bit confused about like, what is the actual goal? Is the goal to help people or is it to make the money? Obviously, it's always to help the people, but sometimes I have to intentionally shut off the other half of my brain in order to do that very specifically.
[18:54] Next, if you are talking to that many people and you know that many women by name who would be a good fit for this program, that tells me that you actually know the problems that she's dealing with well enough that you can speak to them in your messaging. This is something that I started doing back when I was selling the Etsy seller goldmine. And I did it like very intentionally. Now I just do it like super naturally and intuitively. But for one of my launches for the Etsy seller goldmine, I learned from a mentor. She actually taught this as part of her program. And her system was to get five people on a free call and ask them a handful of interview questions that will tease out some of these struggles that they're facing. What do they actually desire? What do they actually want? Because if you don't know that, your sales messaging is going to fall flat every time. You have to know with specificity, what does she want in a very situation-specific way? So beyond just feel better, feel better about her body.
[19:57] Make more money, feel better about making more money, right? I want you to get super situation specific. In this specific moment in her life, this is where she's feeling the tension of this friction. And that's the moment that I want to help satisfy or relieve for her. So I started doing these interviews with people and I would ask them questions about what do you actually want from your Etsy shop? What is your desired outcome from all this work that you're putting into it. What are your big goals? What are your big dreams? What are some of the struggles that are holding you back? What are some of the obstacles that are getting in your way? And I would actually record them and then transcribe them and literally copy and paste some of the sentences that they said into my messaging. I don't do that that specifically anymore because I'm having conversations with people like that all the time now. Back when I was just selling this course, I would very rarely get on a Zoom call with someone. But now I'm on on Zoom calls with people all the time. So I'm having conversations like this with people all the time. And I don't really like write down the exact phrase that she said and paste it into my messaging, but you absolutely could. And it works really well. And the reason it works so well is because you are speaking directly to the thoughts that she has rolling around in her mind. And when you say, if you've been thinking such and such and such, and she's like, wait, I have been thinking How did you know?
[21:19] She's instantly going to trust you and she's instantly going to see you as the one who can help her solve her problem. I think creating opportunities for the women in your world to have real conversations with you in the area of your zone of genius will create that trust and solidify you as the authority figure in her mind faster than anything else you can do. So this would be a really easy one to begin implementing. And sometimes I'll actually call these like research projects where I will intentionally put calls on my calendar just so that I can get someone in my Zoom room to really figure out what she really wants, really figure out what's holding her back, really figure out what's getting in her way so that I can create an offer that will serve her the best and also create and write messaging that will speak to all of that.
[22:07] Lastly, I think we're on number six. I may have lost track. But the next thing is to lengthen your launches. If you've heard me talk about this before, that's really good because I want you to keep hearing me talking about it because I don't ever want you to forget. And I really want to push you and challenge you to lengthen your launches to 30 days at a minimum. So I created a launch content calendar that you can literally download and it will walk you through step by step how to plan your launch content week by week. And it's going to take you through all five phases of your launch. If you didn't know there's five phases of a launch, you're going to love this free download. So you can grab it right now. Go to kaylynpriest.com slash calendar and you can get that download totally for free. I've heard from multiple people now that they would have paid over a hundred dollars for this workbook But i'm still giving it away and I still love giving it away and I love helping you get value Whether you know whether we work together on one of your launches or not I want you to have access to the best resources from a coach who's actually doing the work who's actually doing her own launches You know, it's not like I stopped launching two years ago, and i'm still teaching people how to launch I am currently in the middle of my own launches is. And so I'm always testing new tactics and strategies and ways to launch that I can pass them on to you and to my private clients.
[23:30] But when you download this 30-day launch content calendar, you're going to feel so much stress relieved when you can sit down with a calendar in front of you and begin planning exactly which day you're going to open your cart, exactly which day you're going to close your cart, and then work backwards three or four, maybe even five weeks, six weeks, so that you can start thinking about intentionally what your audience needs from you in order to be perfectly set up to join whatever your offer is. And again, build all of these things that we've been talking about into that three, four, five, six weeks of your launch runway. Here they are again for a recap. Number one, stay in your zone of genius. If you don't know what that is, figure that out first with some of those questions that I put earlier in the podcast. Number two...
[24:19] Pick a problem that your offer solves that people very urgently want to solve. Something that feels like, I need this ASAP and feels less like, well, that would be nice, but it needs to feel like, yeah, I need that immediately. That's what will help her be compelled enough to get out her credit card.
[24:38] Next, to make your messaging pinprick specific, talk to one specific person. in. Next, create an elevated aesthetic with branding for each of your offers. And next, have conversations with actual human beings, actual women who you can help, and use the 30-day launch content calendar to simplify that entire process. So that is the recipe for a 10k launch. Play around with some of these tactics and principles and strategies. Test them. Tweak them. Part of the magic of launching is when you don't do it just once. You really have to do it multiple times and get lots of experience and practice under your belt and learn about what it feels like to sit with the discomfort and work your mind through it, through the whole process.
[25:27] Those are some of my favorite pieces of launching and why I'm obsessed with launching and why it works so well and why I know it can work super well for you. So I hope you love this episode and I will see you again next week.
[26:21] Music.
