Hey everyone! Its been a while since my previous blog post and I for sure would love to be more regular here and I am working on it. But I have a pretty solid reason for not being here this time. I was totally immersed in the launch for my iPhone-o-graphy course. If you are in my email list or follow along with me on social media, you would know that I recently wrapped up the course launch. And it went great!
But the course has been through a roller coaster ride. Let me tell you the story.
The product-validation phase ..
Back in August last year, I had the idea to create an e-course that teaches bloggers and small business owners how to take high-quality photos using their iPhone camera. So I quickly put together my ideas for the course and sent it to a small segment of my email list. I basically wanted to have 10 beta testers for the course. So I told myself that if I could get 10 people in my email list to pre-enroll in the course for $97, then I would I create the course. To my surprise, with just one email I had 10 people sign up on the first day. Wohoo 😉 This validated my idea for the course and also gave me the confidence to create it. So I did.
The first launch..
I spent the next two months creating the course and set the launch date in November. I still remember how excited I was for the launch day. I had poured 3 months of solid effort + emotions into building this product which I truly believed in and was excited to now share it with my online world.
But the launch didn’t go as expected. I wouldn’t say it failed, ‘cuz it didn’t. It was a decent launch. I had some amazing students join the course and get great results. But it didn’t match my expectations. I felt the launch could have been much better given the initial validation for the product. So I was disappointed. I felt like giving up on the product.
But I didn’t. I went back to the drawing board to see what went wrong and how I could improve. I spent way too many hours studying everything I did during my previous launch. I repeatedly honed in on my launch strategy. I learnt how best I could communicate the value of my product to my audience. And after tweaking things, I re-launched the course 3 weeks ago. And boom! It went well. Super well. And we have around 80 amazing students in the course which makes me so proud, happy and more than anything, extremely grateful.
How to revive a product launch:
Maybe you ‘ve had a product that you launched but din’t go well or,
Maybe you are launching a new product soon or
Maybe you want to create a product sometime soon ..
Either way, today’s post is for you. I am outlining all the things I tweaked and improved which I believe helped make this re-launch better.
There’s a huge difference between a bad product and bad launch
I think the first step is to understand that a bad launch doesn’t imply a bad product. A launch can go wrong for many reasons : timing (like in my case, more below), pricing, marketing, messaging and so on. But that doesn’t mean your product is a bad.
For me personally, I was a 110% confident about the quality and the immense value of my e-course. Not just that, but my students inside the course were loving it and getting great results through the course. So I knew I was doing something wrong in communicating the value to my audience.
If you ‘ve validated your product idea with your market, truly believe in its quality and ability to help your audience – don’t let one launch define the product’s success. Go back, tweak and try again.
Ask your audience
So what should you tweak? Good question. You don’t have the answer to that nor do I. So ask your audience directly as they are the only people who can help out. After my launch was over, I sent out an email to a small segment of 500 people in my email list. The email had a link to a survey that asked them why they did not enroll in the course and how could I make the course more relevant to them. Here’s a screenshot of the survey I created on Google forms. I was surprised to the answers I received in my survey.
Out of the 50 responses I got, 44 of them mentioned timing as the reason for not buying. I launched my course around the thanksgiving, Black Friday time which was a busy season for most people in my audience and just did not work for them. Lesson learnt. But I would’t have figured this out without asking them. So don’t hesitate to ask your audience for help, they will be more than willing to help out. Whether your launch went well or not, I would still recommend doing this after every launch. It gives you insights about your product / launch / marketing like nothing else.
Since the time Periscope became a thing, I ‘ve wanted to do LIVE video. Personally, I feel that’s the best way to connect, show your personality and build trust with your audience. But I was scared. Super scared. I kept putting it off. I love talking to people in person, a LOT. So Skype calls and google hangouts were totally my jam but webinars and LIVE broadcasts scared the hell out of me. So after putting it off for more than a year, I finally brought myself together to do some LIVE FB videos and a webinar. And I LOVED doing it. I am a very people person and I loved doing these, just needed to jump in!
And I am not sure if the FB LIVE videos directly helped my launch, but I definitely like to believe that it helped my audience trust me more. But I surely saw a good number of students enroll in the course because of the webinar – so Ia m sure using webinars during your launch can be really useful.
Here’s a goofy screenshot from the webinar 😉 I had my husband help me out with the chat and any technical issues that came up in the background! He was a good assistant 😉
Experiment with pricing tiers
Instead of having just one, I experimented with having two pricing tiers : self-study level at $97 and masterclass level at $197. The masterclass level included a private community, group coaching calls and special bonuses in addition to everything that was included in the self-study level. I really cant point out if this made a huge difference to the sales s I saw a fair share of people invest in the masterclass version. Also since I was going to keep the masterclass version evergreen, I heavily promoted the $97 option in my emails. But definitely giving the extra pricing option helped in attract more sales for the course itself.
Developing a growth mindset
Most importantly, I think my mindset had a lot to do with this launch. During the previous launch, I got disappointed on the very first day and lost motivation for the rest of the launch period. The number of enrollments on the first day were exactly the same in both launches but this time, I didn’t give up. I celebrated every new student and worked harder to improve every email and promotion I sent out. And to me, that had the biggest impact. When you have a negative mindset, you always look at how far you still need to go and don’t celebrate what you already have which will dwindle your motivation. But when you have a positive, growth mindset, you always look at how far you’ve come and how you can improve to go further. This mindset alone has made a huge difference in my business this year!
Whether you are launching a new product or prepping for a re-launch, I hope these tips help your next launch. All I want to say is, that when something doesn’t go the way you want to – don’t lose heart, don’t lose hope 🙂 Keep going!