[0:00] Music.
[0:07] This podcast. Oh, hey, welcome back to the podcast. I think you guys are going to love this episode. I just wrapped up the launch of my program, The Launch Crew. And something that's so fun about now calling myself a launch coach is that I don't know if most coaches would break down the results of a launch pretty soon after a launch, but I'm going to do that because I think it's fun, first of all. And I want to show you what I'm doing for my launches that's working really well.
[0:40] And, you know, I'm definitely going to replicate the exact strategy that I did for this launch again in the very near future. And I want you to know exactly what I did so that you can implement or replicate
[0:51] the things that I did that are working. So basically, I'm going to talk today about four different types of launches that I've discovered that I've played with over the the last couple of years. This launch, the launch crew launch, I'm calling a conversation launch. How many times can I say the words launch in one episode?
[1:11] Okay, so conversation launch. So what's really cool about this launch is that I didn't publish the link to join anywhere. I only sent the link to those who sent me a message and asked for it and it worked really well. So like I said, I am stamping this exact type of launch and calling it a conversation launch. So let me tell you about three other additional types of launches. And the way that I distinguish the difference between types of launches is basically the way that people can get access to me or the way that they interact with me or don't interact with me during my actual launch. So let me explain what I mean. The first type that I want to talk about, I am calling a content launch, where the way that people get to interact with
[1:55] me is through my content only. Through posts, through stories, and through emails. There's not a lot of interaction between me and the person beyond then, you know, if they send me a DM, I will obviously respond to them. Or if they put a comment on a post or reply to a story. But the content they're consuming is low-key blowing their minds and making it super easy and natural for them to be interested in buying. And they're They're seeing my content on Instagram and then everything that I send in my emails is kind of like backing up the content that I post on Instagram that day. So they're getting it in two different places. Sometimes I will repurpose that content and share it, share the same content in both places, but sometimes I'll switch it up.
[2:39] With a content launch, I like to play around with different pieces that make the sale super easy and super compelling. So one way that I like to do that is like a big early bird discount or like a limited time discount or a limited time bonus or an early bird bonus. So like I said, the biggest, most important thing to know about this launch is that there aren't a lot of conversations happening and it's basically I'm going to push out content that's going to compel and convert people. I would also include with this type of launch, if you offer like a free workshop
[3:10] or a webinar, I would include that in this type of launch. The second type of launch I'm calling a mini offer launch where you offer some kind of a mini program or experience like a live workshop, a workshop series, a Voxer group, or a Voxer challenge that gets people into my world, that gives them an opportunity to experience me, to experience my content, to experience my take on things, to get a taste of my vibes, see how I roll, see if they like my vibes. And sometimes these mini offer launches are free. Sometimes they're also a low ticket paid experience.
[3:52] Like I said, I've done a variety of these. I did like a three day Instagram mastermind Voxer group a couple, actually, it's probably almost been a year ago now. I've done 14-day Voxer challenges, seven-day Voxer challenges, three-day Voxer challenges. You could do a workshop series where you're going to go live every week for four weeks or three weeks or however many. And whether you choose to offer this mini offer for free or paid, it's kind of secretly really fun when it's a paid offer because then you're getting paid to sell your offers, which is like the best thing ever, right? You know, I don't think you should shy away from charging for these experiences because one, it brings in a very different type of person who is like, they have their credit card in their hand. They are ready to invest in support and help with this thing versus someone who's seeking a freebie. Just a slight difference in personality type, not always, but sometimes. But I think it also shifts the way that they interact in a paid mini offer versus a free mini offer. And I would bet that the type of value you were going to be providing in that experience would be far worth whatever low ticket rate you're going to charge.
[5:00] The third type of launch, I'm calling a consult call launch. This will apply to you if you are currently or will be in the future selling private client spots, whether that's private coaching, whether that's a service that you're offering.
[5:13] If you are selling private client spots, I want to distinguish that basically the thing that you're selling is a free call, a discovery call, a consult call. You can call it whatever you want to call it. But I've heard of audit calls or intensives where it's like, I am inviting you to this call experience. Again, can be free, can be a paid call experience, but there's a very specific transformation that you can anticipate getting from this call. So if you're selling private client spots, your quote unquote launch might not
[5:48] look so much like build hype for a month and then open the doors and then close the doors. It will look a little bit different that way but what will look the same is that the offer that you'll be selling is the consult call there's no open close cart moment the offer is available until your seats fill and then the fourth type of launch is this conversation launch that i tested with the launch crew that i want to tell you about and like i said before the gist of the way that i interacted with people and warmed them up to my offer on this one was having dm conversations with them. So I want to tell you exactly what I did, and then I'm going to tell you why I think it worked really well. So first, what did I do? I put lots of offers in my stories for people to experience my launching genius for free.
[6:35] So first I put up a question box that said something like, tell me about a launch that you have coming and I will create a custom strategy for you.
[6:43] And then people put some offers in the question box and I posted their strategies a few days later. Next, I really liked this gentle invitation that I would put in my stories. So for example, after I answered a series of those question boxes, at the end, I would put what I'm calling this gentle invite. And it sounded basically like, hey, if you're a coach or service provider, and you want to fill in the blank with their desired outcome, I'm creating a group called fill in the blank. It's for women who want to fill in the blank. It's not for everyone, one, but I have a few founding member spots that I want to fill with the right people. If this speaks to you and you'd like to learn more, DM me, insert code word.
[7:27] And let's chat. That code word is not like a mini chat trigger, but it's just like a phrase for people to DM you so they don't have to think about, oh, I want to message Kaylynn, but like, what do I say? And I don't want to be weird, right? So for these, it was like, DM me the words launch crew, and let's talk about the launch crew. On another day, I opened my DMs. So I said, today and tomorrow, I'm opening my DMs for free. Do you have a launch coming that you want to pick my brain about, send me a DM. I'm going to be opening my DMs to be your strategic partner for the day. I did that on a couple of different days. That was super successful, first of all, but also really fun to start having conversations with ladies. And obviously I have conversations with women frequently, but it was really fun to have conversations with women who I've never chatted with before, who I can totally help. And so I just really loved the feeling that it created inside of my heart of like, I am genuinely here to help you with your launches. This is not a money grab. I am genuinely here because I can help you and I want to help you. And so once they would DM me launch crew, then we'd start a conversation about the launches they have coming up or a launch that they had recently, which were my filters, which I'm going to talk about in just a second. So reasons why I think this launch worked really, really well. First, this group had one really specific outcome.
[8:48] It had one common goal, which was basically learning how to launch in a way that creates high sales without burning you out. So I've tried selling other groups before in the past that were a little bit more bespoke, like there wasn't a common goal for the group. And I'll just tell you right now, they either didn't sell as well as this one did, or they were harder to sell. So I'm just going to say, if you can't answer the question, what is the desired outcome of every single person in this group. And is it something that's really driving her crazy that she wants to solve ASAP? And if you can't answer those questions, keep brainstorming until you land on something because that's how you will make sure how to sell a group that's super compelling and that's super easy for people to join because they will know,
[9:32] one, I'm joining this group because I know exactly what I'm going to get out of it. But I also know that everyone else participating in this group is here for the same common goal, which makes it a lot easier to join a group. Two, I had filters.
[9:44] And I can see this now in offers that I've launched. And I think it's a super common problem for a lot of women who I help, both as private clients and in the greenhouse. But basically, everything gets muddy when you don't have a filter for who your offers are for and who they are not for. Your messaging gets muddy when you try to talk to too many different types of people. Your offer gets muddy when you're trying to solve too many different problems. Your messaging. On the contrast, your messaging will get clearer when you serve one specific type of person. Your offer will become more compelling when you solve one specific problem. So in the past, my less successful launches did not have a strong filter because my filter is basically anyone who will buy. And no shame, but it's just a really crummy filter. And I can say that now because I have also done this before. So again, not to trigger shame in you, if this has been in your filter before. I'm just inviting you to try something new and different. So for this launch, I had basically two filters that I used to know if ladies were ready to join or not. And those were basically that one, they had to have completed at least one launch before.
[10:55] I wanted them to have at least one launch under their belt so that I could say, yeah, you probably have some information, some data that you've tested. You have some experience from even just one launch where you know pretty well now what you would like to have go better next time. And the second filter was that the other requirement is that they have to be thinking about launching something in the next six months because that's kind of the point of the group, right? They're with me for six months and I help them with anything they're launching during that six months. So ideally, it would be someone who's launching something pretty frequently within that window. So this is where I feel like a lot of coaches and service providers get tied in knots because filtering people feels like the opposite of who we are. It feels like leaving people out. It feels like, well, what if there's not enough people who want to join? What if my filter filters out people who would pay? But that's kind of the thing. Like your filter can no longer from this day forward be related to who would and who wouldn't pay. hey, I want you to get one layer at least more specific than that, especially for groups. And I mentioned this a little bit just a minute ago, but when you think about it from the client's perspective, when I join a group, it's because I'm interested in being in the group with the other women inside. And I'm so much more compelled if I know the ladies inside are like me, if they're experiencing what I'm experiencing, if they have similar problems to mine that I would love to have solved. For some of us, I think it can feel a little bit weird to have a filter her because we can help pretty much anyone.
[12:24] And that's most likely true. And that's beautiful. And that's awesome. And this is why I like having an offer menu so that if there's a girl who watched me launch the launch crew and she's like, wait, I want to learn how to launch like that, but I haven't launched anything before, then I can say, oh my gosh, you are perfect for the greenhouse. And that's true. That's not made up. And so with this specific offer, I wanted ladies who had some pieces of data that they could bring to the table in this group, which was their launching experience, so that they can know exactly what they want to do again and what they never want to do again, so that they have some information to work with. And so those filters weren't just for my service of selling this group more easily. They were for the service of the group. I wanted to make sure that everyone inside was ready and prepared to receive the work that we're going to do. And I also want it to feel like a safe place inside the group because everyone can say we've all been there we get it and not have anyone feel like oh I don't know if I'm supposed to be here right I want everyone to feel like I am totally supposed to be here.
[13:26] The third reason why this launch worked really well was conversations that's why I've called the conversation launch and like I said before this was so fun and so fulfilling and it just felt so good I think sometimes I'll speak for myself I get in a little bit of a content rut where it's easy to feel like I'm talking to the void and I can't see who's receiving my content. Even when I'm creating this podcast, which I love creating, it's one of my favorite parts of my week, I can't see visibly who's receiving it. And so that can make it hard for me to cater or craft the content that I'm creating to make sure that it is exactly what this person needs. So this is why having conversations with people is really cool because you can ask them in real time, what do you need? What can I help with? You can start pulling out your messaging from these conversations because she's going to start to say things like, I just launched a few months ago and it didn't go the way that I wanted it to, but I want it to go differently.
[14:22] And this is also amazing because you can pull your messaging for the program from these conversations. I started to have so many of these ladies saying things like, I launched recently and it didn't go very well. And so I'm open to trying it again. I know it's possible for me to have a five-figure launch. I just want to figure out how. All of that just became my messaging for the program. The people created my messaging for me. And so it just felt so natural and serviceful to put this offer in front of them because they were ready and prepared for it and they need the exact thing that I can help them with. They were also saying things like, my launch went pretty well, but I I just don't want to do it alone next time. I want to have someone who I can bounce ideas off of, someone who knows what they're talking about. I don't want to just have any old coach. I want to have someone who knows how to launch stuff. And that's why I want to be in this group, which is just so cool.
[15:16] I want to put a little disclaimer here, though, because conversations with people can turn weird if the person who has the thing to offer starts to get weird, when they start to get a little bit clingy, when they start to get a little bit attached to selling people into the group. When I approached these conversations, it was from the mind and the heart of, I feel zero pressure to turn you into a paid member of this group. When salespeople start to feel attached and needy, that's when it gets weird. But I knew I only had six spots to fill. And so from the beginning, I just approached this launch like these spots are going to fill. I don't know who they're going to fill with. I just know they're going to. So I didn't feel a need to convince or pressure anyone to join or to have this like super crafted curated sales pitch. It was basically just like, hey, what's going on with you? I totally hear you that launches are really challenging and there's not very many people talking about how to have a successful launch without also killing yourself.
[16:18] So I see that you have that need and I have this buffet behind me. Do you want to come and like eat something? Yeah, no, like it won't hurt my feelings either way, but obviously I'd love to have you here with me. That was like my whole mindset and approach with this launch, which made it feel like I didn't have to show up in any certain way. I didn't have to like have this script. I didn't have to cold DM PM anyone. It was people who were already reaching out to me, but the invitation was so natural and normal and came from a place of love and service because I could
[16:50] see the genuine need that I could fill for them. The fourth reason why I think this launch worked really well is because I can genuinely really help people with their launches. And people got a taste of that in my conversations with them. And as they watched me post other people's launch strategies, it was like, oh, I could totally do that. How did she make that so simple and so easy to comprehend?
[17:11] I have a unique expertise in this area. And as a side note, I've had this expertise for a while now, but you are currently watching me lean into it because I'm realizing, one, this is how I really love how to help people. But two, I do have a lot of experience and advice I can offer. And so I'm saying that because it's working really well for me and I want you to do the same thing. So what is that thing for you? That thing that you can claim like, this is my spot. This is my area that I cover. When people have a question about fill in the blank, they come to me. I'm their go-to girl. And I'm like the best of the best at this. What do you have unique expertise in? What could you talk about for an hour straight with no preparation in advance?
[17:55] What do people already come to you and ask you questions about? All of those things will point you to your zone of genius, to your unique expertise, to a really good area for you to carve out a space for yourself where you can start to collect people who are already interested in what you have and seek you out. And your other clients and people who you help start telling their girlfriends, like, hey, I worked with such and such as my social media manager. I worked with such and such as my health coach. She low-key changed my life. You should talk to her. Here's her Instagram handle. When you have the thing that people can know you for and refer you for and seek you out for, your offers are going to start to resonate very differently. I can say this from experience.
[18:45] So finally, let me just quickly recap the four types of launches and reasons why this worked really well, why I will absolutely be doing this again, why I will absolutely be helping my clients create this kind of amazing, relaxed, peaceful, no-hustle launch. Wait, wait, wait. There was one last thing I wanted to say. I wanted to elaborate on the fact that I didn't send the link to anyone. Okay, so instead of publishing a sales page, which I love sales pages, and I love of referring to those. I love sharing sales pages. But for this one, because I wanted this group to be so curated, I would actually send people an invitation to join the group. And inside the invitation, it just had all the details of the group and my vision for the group. And it had some really cute branding inside, which is really important to me because I love those visual touch points.
[19:33] And so I would basically just send people this. It was a PDF that I shared in my Google Drive and I could just send them the link to it. And so that way they had all the information for it, like a sales page. But if they wanted the link, they would have to ask me for it. So basically everyone who joined, I knew they were going to join before they joined because they asked me for the link, which just felt really calming and peaceful for me as the creator of this launch. Because it was like, instead of me sharing the sales page and having no idea who's clicking on it or who was reading it, I knew exactly who was serious enough to ask for the link.
[20:09] And so that made it feel super chill and relaxed for me. And if I had to sum up the experience of this launch in a couple sentences, it was like, hey, I have a way that I can really help you with something that's driving you crazy. Let's talk about it. Let me show you what I can do for you. And if it sounds like something that you would find useful, here's this offer. You should come come hang out if you want to. No pressure whatsoever. And it was really beautiful and peaceful and calm and is at the top of my list of some of my favorite launches I've ever done. So I'm only sharing this for you because I want you to know what's working really well for me and so that you can replicate it so you can do it for yourself. So to recap, the different types of launches are first the content launch.
[20:58] The mini offer launch, the consult call launch, and the conversation launch. And reasons this conversation launch works really well is because the group has a specific outcome and a common goal that everyone is on the same page about and is on board for. I had a couple of very specific filters to make sure that the people who landed inside were ready and prepared for this group. I had tons of conversations all in my Instagram DMs. In past launches when I've done a little bit of a conversation format. I've also had conversations in Boxer. You can just decide where you want to move people, where you want them to land. During this experience, tons of conversations, no strings attached, just with the goal of helping women with their launches.
[21:41] And then finally, really carving out and owning that I can help people in this area and really calling myself out as an expert and as a leader in this area so that when people have a question about a launch, they say, you should ask Kaylin about that. Or, hey, I have a friend. I just heard you have this launch. I have a friend who can help you with this. So I have my own little seat where people can come and find me because they know that I'm here. They know that I'm hanging out here. They know I have experience and I can help them. I hope you loved this episode. I love these launch breakdowns. I love when I hear other mentors doing this because it just feels like, hey, we're all in this together. We're all figuring this out together. And so if I have something that might be useful to you, of course, I'd publish it in a podcast episode. And if you want extra support in your launches, well, the launch crew is closed now. I think I'm going to be opening another cohort. Spoiler. Date is to be decided. But also, you should know the greenhouse launch is coming very soon. It's going to be the first week of September. So if you are new to launching, if you're in the camp of, I've never launched before and I want to try it, you would love the greenhouse because we talk about all this stuff extensively as well. So I hope you have the best week and I'm so excited for your next launch whenever and whatever it is. And I hope that it's a slam dunk success for you. I'll see you guys next week.
[23:02] Hey, I hope you loved this week's episode. If you did, I know you would love to be a member of my community, The Greenhouse. It's where I teach you how to build an amazing fruitful life while you build an amazing, fruitful business. It is a movement for women who want to unsubscribe from the traditional success path that says that life has to be a struggle and instead learn how good making more money can get, how fun marketing can be, and how much joy and presence you're capable of feeling as a woman and as a mother. Find out more and join at katelynpriest.com slash greenhouse, and I'll see you there.
[23:42] Music.
