Do NOT use sophisticated launch structures

I was speaking with one of the members of our Learning Community, and she was describing the strategy she was planning for launching an offer. It included a big push of social media advertising, to bring people to a Facebook group, to a series of funnel videos, and a webinar to then invite them into the offer itself.

You’ve probably seen launch structures like that, an incredibly sophisticated series of emails, paid ads, videos and events designed to get people to buy.

The simple message I want to deliver is: don’t do it. Don’t do complicated, sophisticated launch structures.

People who use those are in one of three categories. 1) Big teams, lots of money to throw at it, large business. Spent one year and tens of thousands of dollars planning it and setting it up. 2) They are trying to sell other people a program that teaches them to use the launch structure they are using. 3) They are someone who watched others do that launch strategy and thought that’s how it’s done.

You’re probably not 1), I hope to God you’re not 2), and it’s really okay, you don’t need to be 3).

In the module in our Learning Community, Heart-Centered Launches, I explain that people write down commitments, but not decisions that need to be made.

For instance, if you and I decided to go to lunch on Thursday, 12:30pm, at Tres Hermanos, we’d write that down in our calendars. It’s a decision, a commitment, and it gets recorded.

However, if we say, “Hey, we should go out to lunch sometime.” That doesn’t get written down anyway. Most people don’t have a process for remembering the things they’d like to follow through on but haven’t yet, except vaguely remembering.

That’s really why we have promotional campaigns.

You can drop the mentality that you are trying to convince people to buy, or that you are bludgeoning them until they are stunned and buy.

It’s really just about sending out enough reminders that people can walk through their own decision-making process.

The truth is that folks will see half or fewer of the notices you send out either by email or social media, but different people will see different notices. So all of them are important.

Because you’re reading ALL of them, you’ll think you’re overloading people, but you aren’t.

If you junk the sophisticated, weird, manipulative launch strategies, and instead just know that you are walking beside folks who want to hear from you, who want your help, who are probably at least somewhat interested in the offer, many of them very interested, and they need support in making the decision…

It’s just then a matter of sending out messages over a certain period of time.

I know I’m leaving out a lot of detail on how to do that more precisely- that is beyond the scope of the message here. Which is just to simply trust your heart and your audience, and keep the strategy relatively simple.

With appreciation,

Mark Silver, M. Div. Heart of Business, Inc. Every act of business can be an act of love. www.heartofbusiness.com

P.S. Humility is a powerful spiritual quality, and yet an unhealthy humility keeps many business owners from writing or speaking powerfully about their work.

Is this you or someone you care about? We invite you to watch this free and surprisingly short prerecorded webinar, “The subtle, spiritual art of bragging about your business.” Mark teaches an approach that remains humble and yet gives you access to a power and confidence in speaking about your business… without hype.

Sign up and the link to the recording will be emailed to you for you to watch at your convenience.