Digital entrepreneurs the countdown has begun and the buzz of launch season is in the air. Forsome this is a time of overwhelm with the details that go into creating a well-executed launch. But for the elite insiders this is a time to work on refining their three-point conversion launch plan.
Up until now only the most elite and savvy entrepreneurs have had access to this insider knowledge. Over the past 4 years I’ve worked in and studied over $3.7 million dollars ($3,786,557.78 to be exact) worth of the most sophisticated and skillfully executed launches in online marketing.
What I came away with has produced: The Most Profitable Launches In The Industry! Here I’d like to let you in on the insights and actions you can take to outperform on your next launch.
POINT #1 //Curate Your Team Of Experts//
Insight: Launch veteran entrepreneurs know the value of the team that supports their launch. They know they key players required to make an “A List” of experts. Putting together a team of launch experts to build out the dance sequence known as the product launch strategy, some of the team members to include:
• Paid Ads Expert
• Tech Expert
• Launch Copywriter
• Graphics Designer
• Social Media Manager
• Launch Manager
• Customer Support
Action: Where most launches fall short is not in the technology or even the targeting but insteadthey miss out on conversion-focused copy. What is conversion-focused copy?
Conversion-focused copy leverages the awareness level of your customers in order to position your offer for higher sales conversion. If you don’t know which type of customer your message should speak to then it’s time to bring in a copywriter who is able to represent your brand and convey your message to each different type of customer which would buy your offer.
POINT #2 //Know Your Points Of Conversion//
Insight: Here’s an actual example of a recent launch where ads were being tested through Facebook posts. This well-known digital marketer was testing different market demographics and ages with this offer (i.e. “widgets” going forward). Post #1 (Monday) offered the orange widget and received a lot of interaction in the form of comments from the women. Post #2 (Wednesday) offered the orange widget but with updated messaging and changed to more directly engage the men.
This split test for the same widget was differentiated by gender resulted in twice as many more women verses men and a 3% increase in click thru rate. In another example pre-launch and launch content was tracked and tagged (see the figure below) from a Facebook ads campaign.
The info product entrepreneur was able to know which split test performed best by using tracking codes throughout the micro commitments in the campaign. Action: Segment your campaign with your version of the widget and pay attention to the demographic data you’ll see inside of Facebook to optimize your conversions. Track your campaign performance using tags and tracking codes.
Figure 1 Launch Funnel Flow and Points of Conversion
POINT #3 //Craft A Compelling Story Series//
According to Statista, emails with personalized content had an open rate of more than 17%. Are your wondering if your emails are telling the right stories? Find out at www.mscopywriter.com
Insight: Email sequences conveyed stories. As part of the launch the stories were personable and built relationships which allowed the audience to better engage and trust with the entrepreneur.
Figure 2 Andre Chaperon Tells Compelling Stories in Series Emails
Action: Take a look at the emails you’re sending. If they’re based off of generic templates you need to revisit and find a story you can tell. As human beings we retain stories better than facts and numbers; a double-win would be to combine the facts and numbers for your niche into a compelling and relatable story.
From the capital of politics, parties and persuasion…Washington, DC, Claudia “Ms. Copywriter” Pilgrim, @MsCopywriter, provides launch and webinar copy for established Infopublishers and Software as a Service (SaaS) founders. She is a conversion focused copywriter and data analysis expert, a featured columnist on marketing metrics for Funnel Magazine, a former Associate Director of Online Marketing for Save The Water, and a mommy keeping up with her kids’ social lives. Her momentum is kept by family, great food and tons of laughter, oh, and enjoying a glass of Cabernet Sauvignon. Apply for your next launch consultation today: www.mscopywriter.com/apply