Your last launch came in under the one before it, and you didn’t change a thing about your webinar. Same slides, same offer, same price.
- Book Your Free Ad Strategy Session
- Get the Email List Growth Ad Toolkit
I get into why your webinar probably did its job, and why the room is what actually changed. Then I show what the creators whose launches keep growing do in the weeks before the cart opens.
Listen now and find out why your launch shrank even though your webinar didn’t, and what to do in the weeks before your next one.
Watch this episode on YouTube!
Please click here to give an honest Rating/Review for the show on iTunes! Thanks for your support!
Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
- Book Your Free Ad Strategy Session
- Get Done For You Facebook Ads
- Get 1:1 Meta Ads Coaching from Kwadwo!
- Say hi to Kwadwo on Instagram
- Subscribe to The Art of Online Business’s YouTube Channel
Why Launch Revenue Drops
So your last launch made less than the one before it. And you didn’t change anything really. Same webinar, same offer that you were selling, same slides, same emails. You did everything that worked last time. So what gives? Let’s be honest. Part of you is already into redo mode. Redo some of those sales emails, redo the webinar slides, and possibly go off and pay a coach to redo the whole strategy. If not, decide to burn it down yourself. But before you do all of that, by the end of this episode, you will have a very good reason why your webinar didn’t perform as well as the previous launch did. Okay, so you’re not gonna be like everyone else. Everyone else, after a webinar or launch that performed worse than the previous one, will go back and pick apart the webinar slides. They second guess the offer, the course, the program they’re selling. They ask the question in the mastermind that they’re in, and everyone in their mastermind has an opinion. But I want to ask you a different question that I get you to think about this differently.
Your List Has Heard It Before
Who was in the room, so to speak? Who was in the challenge? Who was on the webinar this time? Because think about what’s actually happened. You’re launching to your warm email list. They know you, they like you. Some of them even love you and they buy on your launch. And the ones that don’t buy, well, they sit on your list, and then the next time you launch, they hear the pitch again. And no, I’m not about to tell you to change your webinar, but I want to draw your attention to the fact that the people who are on your list have seen your webinar, been in your challenge launch a number of times already, and they’ve already said no to you. So there’s fewer new people who could say yes to you on your webinar.
A Case Study In List Saturation
I had a new client that came to me last year. Her name was Susan, and she’d explained to me that her launch revenue was declining. Like two launches prior, she had made $165,000 on that launch. But then in those subsequent two launches, the ones that caused her to book an inquiry call with me, in those launches, they were like around $55,000 each. Same course, same price, same method of selling it. She held about the same number of signups, roughly a thousand signups each time. But you know what happened? She noticed that actually her previous webinar, the one that you know caused her to look for help from me in that webinar, about 400 out of a thousand-ish registrants. Those folks had already bought her course. And so she did her best. She sold to the people that could buy, but there were so many people on there who had already bought. So her warm email list was tapped out. You might not have Susan’s numbers, but you probably have her email
Email Lists Shrink Over Time
list problem. And the problem is that your email list is shrinking while you are waiting until your next webinar to launch your course yet again. HubSpot has this neat little stat that says your email list shrinks by about 22.5% a year. You know, people’s interests change, people unsubscribe, stack that on top of the fact that if you’re not growing your email list, more and more and more people on that list have already attended your launch, your webinar, what have you, and already know about your offer. I mean, if you’re like me in the past, you built your business being magnetic, showing up. It’s how I built my business when I used to teach people how to learn Mandarin Chinese. But here’s the thing that only gets you so far. And as you grow your email list, usually you begin selling what you’re good at, how you can truly help people, at a rate that’s you know higher than your email list is growing. There’s a ceiling to who you can sell to organically on your email list. And we all reach that ceiling. And so I’m going to tell you how to get past that ceiling. But I’ll take a quick moment and say that if you’re a course creator and you are currently spending over $8,000 a month on Facebook and Instagram ads, or if you haven’t started running ads yet, but you say have over 75,000 people on Instagram and you launch regularly and your launches are crushing it, you probably can grow faster if you take Facebook and Instagram ad management off of your plate. In which case, head down to the show notes below and you’ll find an inquiry form where you can fill it out and we can hop on a free strategy call and talk
Growth Happens Between Launches
about managing your Facebook and Instagram ads. So if we want to bust through that ceiling, so to speak, of who we can sell to our capped email list size, it’s the weeks between your webinar launches that truly do the work. You know, those quiet weeks where we feel, because we have a good launch, that we can just kick back, relax, and serve the people who came into our course or program. But your next launch actually isn’t dependent on the ads that you run to that launch. It’s dependent on what you do with your email list, how you grow it during those quiet weeks. And I would submit to you that what I’ve seen with my clients, including people who weren’t my clients, but I just had the privilege of coaching way back in the day when I had a coaching job in a high-ticket coaching program, they run Facebook and Instagram ads to their lead magnet or quiz or whatever the free thing is to build their email list in between launches. But if you’re a normal person who say hasn’t broken the 125,000 a year revenue barrier yet or revenue benchmark, yet you might still be doing a lot of things in your business and wondering, yeah, but Facebook and Instagram ads to grow my email list way before my webinar, which isn’t even in another three months. How do I know that I’m going to get that money back? Especially because I don’t know if I can float that much
Know What A Lead Is Worth
money to make a dent. Like all the doubts, right? And I get you. So one thing you need to do is look at the revenue that you made during your previous launch and figure out through simple math how much an email list subscriber is worth to you. So then you know about how much you can spend per lead with your lead magnet
Add A Low-Ticket Welcome Offer
to grow your email list in between launches. And then two, the second thing you want to do is make sure that you have some sort of low-ticket offer set up as a welcome offer or tripwire as other people refer to it, on that thank you page, the opt-in page, thank you page of your free thing so that people get a chance to buy something from you that will give them the kind of help that they need from you, just at a lower investment level. For example, one of my clients I work with who is a writing coach has a free lead magnet. And then on the thank you page of that lead magnet, she has a $9 offer. And her stats, a little over 2% of the people who opt over for the free lead magnet, end up buying that offer on the page. And just because of those purchases, she’s making about 20% of her ad spend back, meaning her cost per lead to grow her email list got 20% cheaper because she had that offer. And one more benefit is the people who buy a welcome offer from you off the back end of your free thing, they become not just email subscribers. I want to call them super subscribers. They’ve already invested with you, gotten a little breakthrough in the way that you help them. And when you decide to have your next webinar or launch, because everybody knows that a webinar or launch is going to sell something after giving some value, right? They are more likely to buy. So you get more of those super subscribers on your email list, which will also help
Build Bigger Launches Months Ahead
your webinar sales increase. So up to up until now, your launches have sort of been like an isolated event that people sell for. But the course creator whose launches, if they’re webinar launches, challenge launches, boot camp launches, doesn’t matter. That course creator whose launches get bigger and better each time, revenue-wise, as in money that she earned, she knows something. Those launches are actually set up way, way, way before the launch starts. In the two to three to four months, even before the launch starts. She spends those weeks adding people to her email list who have never heard about her webinar before. And she goes and gets those people with Facebook and Instagram ads on purpose, instead of hoping that her Instagram reel takes off and she gets a bunch of leads from there. So, like, close your eyes and fast forward a few months. Your next launch is about to start, and you’re looking at the registration list, and you don’t know most of the people on that list because they opted into your free lead magnet several months before, maybe a couple days after you watch this video because you did the things, and those folks are on your webinar super excited because they need the thing that you are selling. They need the help that you have been blessed with, the passions that you’ve been given to go and serve them. And so then you get to sell more of your stuff. Because when they hear you pitch on your webinar or during your launch, they’re excited as if it’s the first time they’ve heard you pitch, because
The Toolkit To Set It Up
it is. Now, knowing how that you need to grow your email list between launches, that knowledge is the easy part. The hard part is how much do you actually pay for email list subscribers so that you can end up making money when you launch? How do you set up that welcome offer? And even what kind of offer could you create to be a welcome mini offer, you know? And even how much should you price that offer? And how can you kind of put the eggs in your basket, so to speak, so that people are more likely to get that offer and then buy the offer that you launched during your webinar? And what kind of ads should you even run? Those are the harder bits, and that’s the exact same thing that I teach you inside of my course called the email list growth ad toolkit. It’s built for course creators who launch several times a year and want to have more people in their launch who don’t know them than folks that do know them, so they can sell more of their program. It’s a series of video teachings from me and tools that all amount to the same things that me and my team do for our clients who launch regularly so that they can make a good amount of money and profit per launch. And that course is just $697 and it’s in the show notes below. So start there before your next webinar starts and your cart opens. Until the next time you hear from me or see me, take care, be blessed, and I’ll see you in the next one.
