This was the call I {Julie} received back in April from a lovely gal named Lauren. She was one of three in a partnership formed to help busy moms remain sane, happy, and healthy in the midst of parenting.

It always starts like this right?

You have a problem like a messed up tagging system.

The symptom is RARELY the problem.

You slap up a website…logo from Fiverr…and off you go.

I noticed this instantly and proposed a much larger and more comprehensive plan for their business. They had their sights on low-cost workout series and an e-book. I saw something far bigger and more grand. {take note, sometimes what someone else can see in you, is different than what you can see}

Yes…we’d fix the tags and sequences, but we’d fix other things too….

1. The value ladder in their company.

2. The big picture of their offers, including how they work together and funnel into one another.

3. Building out sales funnels for their signature products.

4. And turning an e-book idea, into a flagship program for moms.

Here’s how we went from 4,000 subscribers to 11,000…and launched a $365 product that produced $100,000 in revenue.

#1 We created multiple list building funnels.

There were a lot of list building strategies we employed. We did 2 free challenges, a giveaway, a webinar, and ran Facebook ads to signature pillar content on their blog.

#2 We created sales funnels to generate revenue and build rapport.

We set up one main funnel, fueled by Facebook ads. We created professional lead magnets that led to thank you sales pages for a product at $69.00. This generated revenue while we prepared for the launch.

#3 We wrote welcome sequences and nurture sequences for everyone who opted in.

This quickly builds trust and showcases your expertise! We invited them into their free Facebook group, highlighted products, and gave away a ton of value. And yes…we fixed those ConvertKit tags and sequences.

#4 We set up a waitlist page for their flagship program and gave a taste away.

When people opted in for their flagship program, we gave them a five week mini course for free. This was a way to showcase the upcoming product, build buzz, and give away value.

#5 We spent a lot of time on producing quality design

From the challenge graphics, recipes, sales page, course content…all of it was professionally designed. If you want people to treat you like an Apple company, you need to act like one. Packaging and brand matters.

#6 We spent thousands on Facebook Ads, not hundreds

This is a huge misconception people have about ads. They think $300-$400 will make a difference. It often makes none. Yes, people get lucky..but Facebook ads are most effective when you have a longterm strategy with several thousand dollars. We tested many variations and finally settled on several ads that converted at less than $1.00 a lead!

#7 We offered a payment plan

Even with a product at $365 (which for many, would seem like a low-cost product), a payment plan was an effective way to make the program affordable for their avatar. It’s crucial that you understand the money mindset of your customer, and we made sure the payment plan came in under $100 to make it easier to commit!

#8 We offered a guarantee

But how can you do that with a digital product? Easy. We just did. Yes, can people read the content and disappear? Sure. But ultimately, the guarantee makes those on the fence, feel safer about taking the plunge.

Affiliates

Our philosophy is…try your product out first, before you build out a huge official affiliate program. Plus, you want to have people who can vouch for the efficacy of your program too!

Pre-launch videos

For many launches, this is ABSOLUTELY necessary, and we encourage it. For our client, they had built so much trust in their private Facebook group, the pre-launch videos weren’t necessary. The sales page, plus the copy and buzz in the group, gave us the momentum we needed.

A bazillion emails

We sent emails at the beginning, a few in the middle, and a couple more at the end. Other than that, we focused on answering questions in the group, and using Facebook LIVE to communicate, deliver value, and answer questions.

Downsells

We know that many people offer a downsell after a big launch, but we chose not to do this. Oftentimes, you risk alienating your customers who feel annoyed that they didn’t have ALL the info before they purchased. For that reason, we nixed any idea of a “after the launch” offer.

The numbers

Industry averages suggest that 1% of people will buy a product.

Authenticity

Everything from the copy, to the product itself…was designed with the real life busy mom in mind.

Creating a compelling offer

So many people create a product that doesn’t solve a high-level problem for their ideal client.

Using lead magnets to attract the right crowd

We always say…start with the end in mind. Knowing WHAT we were going to sell, we created lead magnets that integrated perfectly with the offer on the other end…even if we knew it was months away.

Consistency in messaging and brand

Everything from the graphics to the lead magnets, the offer, pages, ads…were all telling the same story. Offering the same vibe, message, and feel. A confused buyer will NOT buy…so don’t try to be too fancy.

Something BIGGER than just a product

For these women, it was more than a healthy lifestyle or some new fad diet. It was a revolution for women who are TIRED of dieting and extreme restriction. THAT is much easier to invest in, then another sure-to-fail formula.

The ultimate lesson behind the 6-figure launch?

KNOW your audience, and serve them with your most authentic self. Don’t skimp on brand and style and advertising. Invest in professional help and copy, and understand HOW your offers work together so that your products work for you and not against you.

Finally…make something that matters. Something that truly solves a problem, and gives people something to believe in. Something to belong to. Something to stand for.

To your success,

Julie