May '24 • General discussion
Lessons from a "good" launch...
I'm writing this with one eye.
I've heard whispers people are calling me Papa Pirate Fox, but I don't have time to get into those today.
I'm here to tell you about my most recent launch as I always do.
My lessons, My Successes and My Failures.
This launch was as the subject line indicates: "Goodish"
I was reasonably happy with the ending sales numbers, but there's a lot that could have been done better.
When it comes to email launches, I've tried many strategies from wait-lists to sub-lists, to 20 day launches, to 48 hour launches etc.
I've recently been testing the longer launch, as it's a lower work demand and it usually results in more engagement throughout the whole campaign.
I will scrap those from now on.
They haven't been nearly as profitable as shorter 3-5 days launches.
They make similar money, sometimes even more. But there's something to be said about momentum.
There were days during this launch that had 0 sales, and so when I see that I wake up the next day to write with less motivation. Whether I admit it or not... It's the truth.
But then there were days like yesterday (close cart) where I was blown away with sales and felt more motivated to sell today... which I won't but you get what I'm saying.
So lesson number 1: Shorter = Better for email launches.
The next lesson is one I should have learnt earlier because I've done so many of these launches.
It's a lesson that we all by-pass far to often.
Scarcity and Urgency are the greatest motivators of all.
My last day made more money then the previous week combine, which is frustrating but oh so obvious.
People wait until the last minute, which is fine. But I need to do a better job of ramping up the scarcity and urgency.
Which leads me into a mixed lesson 3...
Lesson number 2: MORE scarcity and urgency
If you were playing along at home you would have seen me launch something half way through my other launch.
Which saying it out loud sounds fairly stupid.
But I had to test this offer, needed 5 people quickly, and got 5 people quickly.
Now the reason that offer sold so well and so quickly was because it was available for 48-72 hours, only 5-spots available and had a price increase baked in.
So it combined all the scarcity and urgency elements I needed for the main launch.
This was a slight distraction and probably cost me a bit in Email Money sales, but it made more than the whole email money launch combine because of the high price point.
Lesson number 3: Don't launch during launch
The final lesson is one that I don't like at all.
Payment options matter, even if it's just to sell the click.
The 3 or so emails where I talked about a split payment option were the emails with the most clicks... but we only ended up with 3 sales of the split pays.
So people clicked through those emails and then just decided to PIF. Which is interesting to me.
I don't love it, because I don't like offering split pays, but I also do like it because it's another angle to take later on in a launch.
Something I will add in next time.
Lesson number 4: Payment options are a must
And that's it.
I'm sure there are more lessons I could squeeze out but these are the top ones that will hopefully get you thinking...
So what's next for old Papa Fox...
Glad you asked, we've "soft-launched" our latest challenge coming up in June, and this week we will release it to the public, it's going to be our best one yet. I'm already working on the slides a month out.
The next big thing for me is a huge focus on YT, we hired a team to handle some of the stuff I'm not so good at it and like everything I do when I invest I go hard in making sure it was the best investment I've made.
Finally we will be going a lot harder in our free community, more new content, daily updates and more.
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Lessons from a "good" launch...
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