Two weeks ago, in Episode #62, I reviewed the project plan I use for all of my promotions. And if you downloaded the free Project Plan Checklist that I offered, you might have had some questions about the bigger action items on that list.
I’m going to break down some of those bigger items in upcoming episodes. Today, though, I’m going to walk you through some of the details that led to the overwhelming success of this promotion.
This blog post is going to be just a tease for the podcast, for the simple reason we cover a lot of ground in the audio version! If you haven’t listened to this week’s episode yet, I really encourage you to download and enjoy the whole thing.
But for now, here are the basics:
Launch in Review
My recent launch of the Profit Lab was very different from past launches. I took some risks by changing things up and I’ll be honest—I was a little worried. But those risks paid off in a big way. It turned out to be the most successful launch I’ve ever done, with sales just under a million dollars, and some amazing new insights that will make future launches just as profitable.
Here’s what really paid off this time:
This launch came during the most consistent year I’ve had, in terms of offering free valuable content. Between my podcast, my blog, and the downloadable giveaways I offer each week, I was able to build a huge amount of affinity and trust with my audience. That really paid off when I started promoting my program for sale.
Surveying My Audience
A few months before the promotion began, I put a survey out to learn more about my audience. (I talk about that survey in Episode #55, if you haven’t checked it out yet.) That survey gave me immense insight into how my audience feels, what they need and, best of all, how they talk about those feelings and needs! When it came time to promote my program, I was able to speak their language better than ever.
A Targeted Giveaway
The Product Maximizer, which I gave away a few weeks before the launch, was more than just a free download. It was targeted at the exact people that I knew would benefit from my program. I had over 7,300 people opt-in for that free giveaway. When it came time to promote the program, I got to speak to those 7,000 people in a different way than anybody else on my list, because I knew they would be keenly interested in exactly what I was going to offer.
Educating My Target Market
Another pre-promotion I did was a live webinar series, where I taught on a topic related to the Profit Lab. The reason I did this was to help my target market understand what they truly needed for making more money online (i.e., a sales funnel). That gave me a perfect segue into selling my program, which is all about creating that sales funnel!
This year’s Profit Lab had a brand-new look and a brand-new name. The name change was a risk, but I went for it and it paid off. And I think the facelift had a lot to do with that! Everything from the ads to the imagery to the course materials was done by one great designer. As a result, the whole thing had a very distinctive look that appealed to people who had never heard of my program, and renewed interest from people who had heard of it.
This was the first time I’d ever done this. Retargeting means running ads specifically to people who showed interest in a product but then didn’t “pull the trigger.” In this case, it meant people who had visited a sign-up page for the free webinar I was offering, but then didn’t register for it. I created retargeted Facebook ads to reach those people and encourage them to go back and sign up. For those who did sign up, I retargeted them with an ad that sent them directly to the Profit Lab sales page.
There are so many more details of this launch that I want to share with you, including what worked and what didn’t work so well, especially when it came to running Facebook and Google ads. These details will be immensely helpful alongside this week’s free download.