This is a very special episode of the Market Like a Boss Podcast as I’m joined by Krista Ripma, who will share with you the secret behind a 6-figure launch and what mistakes you might be making during a launch.
Krista Ripma is a marketing coach, launching strategist and co-founder of Authentic Audience, who she owns with her husband. She’s been in business three years and knows all the key ingredients you need to have a successful launch.
Let’s dive in!
“Why is a launch valuable?”
Krista: A launch by definition means there’s a period of time when you’re promoting a new offer – whether it is a course, product, service, etc. It’s extremely important to have a launch as it provides a sense of urgency and scarcity, which are two fundamental pieces in your marketing.
A launch allows your audience to have something to focus on and learn about the new offer with no distractions.
“What is the biggest misconception of a launch?”
Krista: I think the biggest misconception about a launch is people think they need to spend a lot of money to launch, which is not the case.
I’m a huge fan of soft launches, beta launches, skinny launches, etc. A skinny launch means you’re operating on a lean budget and using content that you already have (no paid ads). Marketing always requires some sort of investment, but it doesn’t mean you need to go over budget for a new launch.
“What mistakes have you seen during a launch?”
Krista: It’s so common for business owners to start a launch and then completely stop halfway through because they aren’t seeing the results they had projected. It’s important women realize that it takes an average of seven times to see and hear something before someone makes a decision to purchase.
I also find that business owners don’t post about their new offer frequently enough because they are afraid they will annoy their audience. If your audience doesn’t see your offer, how can they invest in the first place? Show up more than you feel comfortable with during a launch. And remember – you can’t annoy the right person.
The other big mistake business owners experience during a launch is that they think they need to have a huge following to be successful, which is not the case. Having a smaller niche audience means your people know you intimately and are more likely to invest.
The last mistake is sending a person directly to a sales page without any kind of introduction to you or your services. This can be a huge turn-off to potential clients. Marketing is all about relationships – without the foundation of trust, how can you assume someone will purchase your offer?
“What would be step 1 of a launch?”
Krista: Mindset, mindset, mindset! If you don’t believe in what you’re offering, your audience won’t either. Authenticity = Resistance. Your ego wants to consume you with fear. When you recognize the resistance, you’re on the right track. Think about what your gifts are…can you confidently say them out loud? We all have gifts. Being able to recognize your gifts and realizing no one is YOU.
“What would be step 2?”
Krista: You have to craft your offer. People get so far ahead with pricing, how many offers they want to sell, where they’re marketing, etc . You need to build your offer first before you jump into figuring out the logistics and goals of your launch.
“What happens after you craft your offer?”
Krista: The last step would be to create the launch strategy. All launch strategies are different. Regardless of which strategy you choose, you want to create urgency by giving your audience a behind-the-scenes look at your offer, email teasers, and a special event or training like a webinar with a special bonus for your offer for a limited time only. Urgency is key!
“What would be the time frame for a launch?”
Krista: I think two weeks is a great time length for a launch. You have to earn the trust of your audience and be firm about your deadlines for the launch.
“Why don’t you offer discounts?”
Krista: Discounts can devalue your offer. Your offer is valuable because you spent the time to create it. Instead of offering a discount, I recommend having an add-on or bonus for your offer.
“What advice would you give about showing up for a launch?”
Krista: For a six-figure launch, you will need to invest in your launch financially, which could be growing your email list or running re-targeting ads.
Secondly, you have to show up. You have to create content that is dynamic for your audience. This includes an assortment of posts, graphics, stories, and lives. Don’t be afraid to mix up your content and have fun with it. I also recommend posting every day during your launch, which can be so hard, but so necessary. Remember – people have short attention spans (8 seconds or less) and they don’t see all your content on social. Posting every day increases the likelihood that they’ll see at least one of your posts.
Don’t get discouraged if you don’t see a six-figure launch happen on the first try. Every launch you do teaches you more about your audience and what to do better the next time around.
If you want to learn more about Krista be sure to check out her website https://www.authenticaudience.co/
Follow Krista on Instagram: @kristarimpa
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