Launching a new venture is both thrilling and challenging, especially for those of us navigating the unpredictable terrain of the coaching business. Today, I want to share insights into common mistakes I’ve observed coaches make during their launches. If you’re newer to the world of launching, these pitfalls might resonate with you, but try not to take it personally or feel ashamed because remember, we’ve all been there.
The One-and-Done Launch Dilemma
One of the most significant mistakes I see is coaches launching once, not meeting their expected outcomes, and branding it a failure. This hasty conclusion is a missed opportunity for growth. Remember, the first launch of a new offer is like exploring uncharted territory. Predicting outcomes is an art we refine with experience. Take the numbers objectively, learn from them, and embrace launches as an iterative process.
Changing Too Much, Too Soon
For those brave enough to relaunch, the next pitfall is changing too many elements. Consistency is key. Stick with a core offer and make gradual adjustments based on feedback and data. Building familiarity with your audience is crucial, and radical changes can hinder your ability to gauge what’s working and what isn’t.
Ignoring the Power of Numbers
Knowing your conversion numbers is non-negotiable. Lead numbers, landing page conversion rates, show-up rates, and earnings per lead provide invaluable insights. It might not be the most glamorous part of business, but it’s the backbone of informed decision-making. Don’t let your aversion to numbers impede your ability to scale your launches strategically.
Assuming Attendees Will Show Up
Assuming that people will automatically show up for your webinars or events is a common misconception. Recognize the attention differential: while your offer is a priority for you, it’s just one of many considerations for your audience. Incentivize attendance, create anticipation, and make your presence felt in the noisy world of social media.
Taking Non-Purchases Personally
Separate your effort from outcomes. The correlation between effort and sales isn’t always straightforward. Avoid the victim mentality and blaming potential clients for not buying. Instead, focus on understanding what your audience truly wants, refine your approach, and detach from the emotional burden of non-purchases.
Assuming Value is Self-Evident
Don’t assume that the value of your offer is self-evident. Even free offerings require effective marketing and value elucidation. Practice selling your free content with the same vigor you would a premium product. This skill will be invaluable when promoting paid offerings.
Shortchanging the Runway
Giving yourself an inadequate runway, or worse, none at all, is a recipe for stress and limited success. Warm up your audience, create anticipation, and steer the conversation towards your launch. Your audience needs time to get excited, put it on their mental radar, and prepare for the upcoming offer.
Neglecting the Launch Vehicle
The absence of a launch vehicle, such as a lead magnet, can make it challenging to sell effectively. A lead magnet allows qualified leads to experience your coaching style at a low risk, fostering trust and making the transition to a paid offering more seamless.
Underplaying the Deadline’s Importance
Lastly, don’t underestimate the power of a deadline. Clearly communicate when your offer ends, emphasizing expiring discounts or bonuses. The urgency created by a deadline is a potent motivator, prompting potential clients to take action.
In conclusion, launching is a journey, not a destination. Embrace the learning process, stay resilient, and continually refine your approach. Business skills are skills, and like any skill, they improve with practice and adaptability.
