In this week’s episode of Romance Your Tribe Radio I share a behind-the-scenes story you rarely hear from online business owners. Yet I bet every successful person has at least one story that is almost identical.
This is the opposite of the story you hear so much. You know, the “how I made 6 (or 7) figures in my launch” story that it seems everyone except you has.
This is the “how I made ZERO sales in my launch” story!
I share transparently how the program I poured my heart and soul into, and spent tens of thousands of dollars to prepare, totally bombed out of the gate.
I share why it flopped, how I identified what went wrong, what I changed, what I changed again, and the increase in numbers at each step.
I share the mindset challenges you will face when this happens to you. Notice I said WHEN, not IF? Face it, when you step up and take risks, there will always be lows to make the highs so much better.
I also demonstrate how, if I had given up with the first failure, this program would not have gone on to make me hundreds of thousands of front and back-end dollars and will continue to do so.
In this behind-the-scenes episode I share:
- What actually IS a launch
- What to do immediately when your launch fails (self-pity features high here)
- How to switch your mindset around
- Details on what a zero sales launch looks like
- How I identified what went wrong
- The changes I made to my marketing that made all the difference (hint: I did NOT change the sales page, offer or price)
- The experiments I did to continually increase the sales I made of the program…and hugely impacted people’s lives.
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The 6 Stages To Transform a Failed Launch To a 6 Figure Launch
Before we dive into the case study of a failed launch and the transformation to 6 figure sales, let’s cover some basics first.
Here are some definitions to begin with…
What is a Launch?
There’s a lot of definitions, but simply put, a launch is just announcing you have a new program or new service, a new website or even your new business!
What does a launch look like?
A launch can take many shapes and forms.
Here’s a few launch formats:
- Sending emails out to people
- Running webinars
- Doing a big event
- The launch formula of three videos, emails and open and close cart.
- Running a 5 day challenge then selling the product
Have you tried doing any of these? There are so many ways to be right. Below I’ll explain to you the different ones I tried in this specific launch example, what worked and what didn’t.
Stage 1: The Launch With ZERO Sales
The Product Overview
In November 2017 I announced the launch of a brand new program called Cool Cats Video Marketing Academy.
This program brought together the expertise I developed from producing a top ranking video podcast for over 4 years, training hundreds of students to launch their own podcast comprised of 3 minute videos, and successfully selling and delivering 2 small group VIP workshops on video creation and marketing, run with a business friend.
Creating The Program
I took everything I had already used to get results for my clients and created an online training program with step by step videos, worksheets and templates.
I commissioned a friend to also create content.
Because I hadn’t yet decided to close Wonderful Web Women I chose to create an entire new brand for this program, as I knew the market was much larger than my client base at the time. So that meant new website, new branding, new membership platform, new marketing.
In hind-sight, this separation of brands just complicated things.
The important thing: I knew the program was top quality, got results and I had a proven demand as I had already sold versions of the product online and offline.
The Launch Structure. Stage 1
I did not want to do a live launch and so designed an always-there, or evergreen, marketing and sales structure online.
The sales funnel set up was:
- A fantastic ebook on 33 ways to repurpose a 3 minute video. People opted in to get the book.
- A one-time offer for $7 (if I remember correctly) which gave a masterclass walk through of the strategies in the workbook.
- An upsell to people who purchased the offer, to buy the $1000 program with a 12 x $97 payment plan that is not offered anywhere else.
I invested $7,000 with a copywriter to do the sales letter and emails as I was busy (he did a great job) and then I was ready to rake in the cash (not).
With the creation of the new site and brand, and opportunity cost of the time my team and I spent on preparing the new course, I really needed to make about $30,000 in sales to break even.
The Launch Results
I was all excited and everything was ready to go, hit, and send an email out to my list and to social media. People started coming in and they loved the opt-in.
Quite a few people were buying the $7 special but absolutely ZERO sales of the program I was launching.
It was just heartbreaking.
Stage 2: What To Do IMMEDIATELY After a Failed Launch
Acknowledge the feeling and move forward
I allowed myself to wallow in self pity for a while. That’s the first step. I gave myself about an hour to wallow in self pity and the next thing to do is to flip the situation and see it as an opportunity to learn.
Change the perspective and get moving
Know that this is a great opportunity. You need to make it up to yourself a bit. This is an opportunity to learn. So that’s a flip around in your mentality. Not an easy flip to do, but consciously take the time to look for where the lessons are and what can you celebrate. Once you’ve done that, then the next thing that we’re going to do is, I want you to have a look at what DID work.
What things did work really, really well.
Identify What DID Work
Even if your launch didn’t work out based on your objective, there are going to be certain things that did work really well. For example, it might be that in this case, people liked the opt-in or the gift that I was giving – which was to take one video and turn it into 32 different pieces of content. I also had people who were mailing me saying that they love my logo, they love my colors and that was a good thing! Remember, I launched a new product.
Ask and receive feedback
This is something I find most people avoid doing when something they geos wrong.
They don’t want to ask people WHY they didn’t buy because they truly don’t want to face the answers!
I get that.
But the most important thing you can do is to formally ask people, “why didn’t you buy?”
The easiest way to do this is ask the people who opted in to get your freebie but they haven’t purchased the program. You can send out an email to them with a link to an anonymous survey saying, “hey, was it me? What was wrong? Was it something that I did? Did I do something wrong or what else was it? Why didn’t you buy?”
That sounds kind of crazy. That’s actually the wording you should use. And, people will reply say no, no, no, no, it’s not you. It was this or that.
That’s how I was able to identify where I had gone wrong.
Stage 3: What I Identified I Did Wrong
I had made the sales funnel structure too clever!
I had too many points in between people showing interest by opting in to get my gift, and seeing the offer. So a lot of people never really got to see the sales page for the main program if they didn’t purchase the cheap one first.
So keep it simple!
Because I surveyed the non-buyers (ummm, that’s everyone) I discovered people were saying, “oh, this all sounds really, really good, but I’m just too scared to make a video yet.”
They couldn’t even think about re-purposing a video into 32 pieces of content, when the very idea of creating that first video was so intimidating. That was the Aha! moment.
The Biggest Take-Away That Changed Everything
The question you always need to ask yourself is “ are you really addressing the real problem that people have?”
They may have an aspiration of creating fantastic video content that goes out everywhere all the time without them having to be flat out. Always creating may be the aspiration, but if you’re not addressing the actual problem, then they’re not even going to be able to take up the aspiration.
In my case, the problem was they couldn’t even imagine where to start and what they would say anyway in the videos. That for me was a really important lesson in that first occasion.
Go Easy On Yourself: Identifying the REAL problem sounds so obvious but it is not always as obvious to you as you may think. I had been running a successful online business for 10 years by this stage, and had successful launches under my belt and I STILL made this mistake on this launch.
Stage 4: Be resilient. Try again and implement
It’s really, really easy to just give up on the product and focus on something completely different.
I could easily have done this with the Video Marketing Academy.
But instead I thought, well, I know that people need this program. I know that I can get results for people, because people have come along to workshops with me, so let’s see if I can have another go. I’m going to simplify things and I’m going to really make sure that I address that core problem.
New Message, Simpler Format
By this stage it was getting close to Christmas time. I was determined to have another go at launching the program before Christmas.
I decided to simplify the whole process and simply run a live webinar. I had run webinars many times and was confident I could do this simply.
So I promoted the date of the webinar for 1 week to my mailing list, ran the webinar with a focus on how to create your videos with a 7 step script, and made an offer during the webinar. I set a deadline for the offer for 1 week and followed up with emails using the 4 buyer types I teach my clients in The Attract Your Tribe Programs.
Now I’m fortunate (well, I worked hard for it!) that I already have a database that I could go out to. That’s what I did. I just sent an invitation.
I ran the webinar, and this time when I ran the webinar I focused a lot on showing them how simple it was to create a video and running them through the kind of things that they could talk about, the script, really talking about how to make it easy, and debunked the whole technology thing.
I just showed them. How do you use your phone for this? Let’s get your phone and just make a simple video. I challenged them to go and make one and share it with me. So that’s the simple Number One tweak. I ran the webinar and I just got it done.
From zero sales the first time to 20 sales the second time.
Stage 5: Experiment and Try Again
Marketing is a beautiful mix of psychology and maths. Nothing is 100% predictable so treat marketing with a sense of curiosity and experimentation.
So I thought, let’s see what will happen if I actually do the full on launch where I’ll have the 3 videos and some affiliates. I just wanted to really test it out on my own market.
I also thought about what happens if I do it that way and if I can get people to actually create videos as part of me running the launch, doing it live.
So that’s what I did! It took a lot more work to set up.
- An optin page promising awesome free video marketing workshop with scripts, training and workbooks.
- 3 training videos and workbooks that covered confidence, creating your first video, how to be seen everywhere, how to create 3 months of videos in half a day.
- A competition that inspired people to create and share a 1 minute video (the topic was all about them of course).
- The cart to purchase was only open for 1 week.
- Stacks of emails and a lot more moving pieces
$45,000 in sales and just under $100,000 of upsells into VIP coaching.
Stage 6: Rinse and Repeat
Since then I have done a completely new rebrand of my business. Wonderful Web Women and Cool Cats Video Marketing Academy have all been simplified under the Romance Your Tribe Program.
The new program, Attract Your Tribe With Video, will be released later this year, with all new updates to reflect the huge changes in video in the last year.
You can be sure, when it launches again, the launch process will be simple and incorporate all lessons learned from an initial launch of $zero through to a 6 figure program.
Don’t give up
If I had stopped at zero sales, I would never have gone on to make 6 figures from clients that came through that one program.
I know what it’s like to invest thousands of hours, dollars and emotion into the creation of a business, program and launch, only to have it flop.
It’s heart-breaking and most people simply don’t recover from that.
But hey, that’s what makes business such a powerful personal development tool!
If you don’t have the lows and lessons, you’ll never see the highs for just how wonderful they are.
If you don’t give up, you can turn it around. You can do it baby!
Action Steps: What you can do this week
Remember these things when you encounter having zero sales from your launch.
- Identify what the problem is. It may be about the numbers, your messaging or anything that you can find out once you ask for feedback.
- Look at the numbers all the way. Check out those who landed on the page, your joint venture partners, frequency of your email list, and many more!
- Don’t assume. Just because the people didn’t buy the product, they didn’t like the offer. Often, there are just some blocks that they encounter to getting their feedback.
- Ask for feedback. That’s why you need to ask them. Send them a quick survey.
- Focus on where the gap is (based on the data). Every launch has a unique challenge. Identify yours with objectivity.
- Approach this with curiosity, improve from there, experiment. Try different marketing strategies! Never be afraid to explore.
- Get results. From zero sales to at least a 6-figure dollar sales, get ready to take this on a new level.
- Check out the Romance Your Tribe programs, designed to get you super clear on your uniqueness, suite of offers and launch your online course.
- Check out the no-brainer special offer we have created in partnership with the founders of 10xpro, the software we use and recommend to manage all your funnels… and more
A Special Message From Janet
Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to and you chose to join me on Romance Your Tribe Radio.
I’m honoured and grateful for your support.
If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!
Read The Transcript Here
Hello and welcome! Janet Beckers here. Well, today’s topic, I’m going to be sharing a couple of embarrassing stories. Um, but I’m doing that in the way that I hope that it helps you because we’re going to be talking about when you do a launch and it totally, totally flops, like what do you do? How do you know, why did it flop? Do you give in, do you start all over again? What do you do? And I think a lot of times you hear so many stories of people having these outrageously successful launches that if you don’t come out of the gate with a six figure launch or a multimillion dollar launch, you feel like you failed. Yet. The reality is that most times when things launched, they just don’t go that well when you first started. Um, and then when they do start to pick up, it’s not necessarily this huge thing out of the gates.
It may be a smaller trickle. So I wanted to give you a little bit of a reality check on, you know, what can happen and what does that look like when you don’t give up? And then if the same thing happens to you, what is the process that you can follow to uncover why? Why did it fail and threw out all of this, including the process of what to do. I’m going to be really transparent with you on a launch that I did that totally flopped. And then I tweaked and did it again and then I tweaked and did it again and tweak and did it again. And so I’ll share with you the difference that it made. And then also, um, you know, what were the, what were the things that I discovered that I had to change? So let’s get stuck into it.
So the, if you’ve never run a launch and by, well first of all, let’s define what a launch is because it can mean so many things for so many people are large can simply mean that you are just announcing that you have got a new program or a new service, or it’s your new website, you know, your new business. Or it could be a totally new program that you’re putting out. Or it could be one that you’ve sold before and you’re going to be putting it out now. What does the launch look like? Well, it could be a simple matter of sending emails out to people. It can be, um, running webinars. It could be, um, doing a big event. It, it could be doing the, you know, the classic sort of, um, Jeff Walker, uh, process of the three videos and the emails and everything in the, on the open card and the shut card.
It could be running a five day challenge and then selling it could be running a webinar and selling. So at a launch does not have to have a particular format in order to be considered a launch. There are so many ways to be right. And as you all see, I’m going to explain to you the different ones that I trialed and what worked and what didn’t. So there are all launches all done in different ways. So that’s number one. That’s what a launch is. And a launch can go from being a very short lead up or what’s called a runway. Um, very short lead up to it. Like, you know, I’m just going to get this out there next week to other ones where I’m like these big really big launches that make multimillions they are starting to plan and prepare and put material out a year in advance.
So you know, it can be that short thing. Let’s get this out there or it can be really quite long. So, um, that’s what a lot, that’s what I’m meaning when I’m talking about a launch. So if you’ve run a launch of any type before, I’ll be really interested to hear from you as I’m sharing these stories. Um, and I’m also, you know, if you’ve never run one before and the idea of it just totally overwhelms you, hopefully today we’ll give you a little bit of a reality check and take away some of this mystery for you. Now, over the years, I mean, I’ve been doing online business now for, gee, it must be now. I kind of lost track. I must be about 15 years now. So it might even be more. So anyway, it’s been quite awhile. Um, you know, in different businesses, different programs.
I’ve launched a lot of different things over that time. But what I’m going to do here is I’m just going to share one particular product and the launch, because when I first launched this program, I made zero sales. So I’m going to share with you what the product was, why I made zero sales, and then what did I do to end up making itself maybe six figures. So that’s why I’m going to choose this particular one as a, um, as a case study for you. So being totally transparent, I don’t normally really share this in much detail, but you know what, I just want to take the mystery out of this whole thing of everything should work perfectly straight away. Um, and really one of the, I think one, one of the biggest attributes that you can have as a business person that is going to mean that you become successful and that your business helps you to achieve whatever it is that you’re sitting out with.
However you’re defining success. You know, I just want to get rid of that whole myth that it happens really quickly and you know, so one of those big, those are the, the main thing that you can have is to have that resilience and that persistence. So this is a demonstration on resilience for you. Okay. So I’m just going to flick over if you see my eye, if you’re watching this on video, um, and using my eyes going down, it’s because I’ve got notes cause I don’t want to make sure, I want to make sure I don’t forget anything here for you. So let’s have a look. You know, so the, the program that I’m going to be using as the case study for this is for my, um, my program called cool cats video marketing academy. Now, cool cats video marketing academy evolved because I used to have a program called [inaudible] TV where I taught people how to, how to create a, a podcast, a video podcast using three minute videos and, and what the success was that you can change and how to do that.
So had great success with that and, um, wonderful clients going through it. Now, over time I thought, you know what? People kept on asking other questions around videos. So I thought, you know what? I can do this a little bit better. I’m going to do more. So as part of that, I ran, um, with uh, with a friend. We ran a series of two day workshops on video, on video marketing. And so as part of that, we really got people comfortable on video. Um, you know, I, I taught a lot around content and structuring your content strategies, how do they milk it for all its worth and get seen everywhere. So from being confident on, on the, on the, um, camera to all the technology to the end, you know, the ultimate in of having this beautiful content creation machine. Now we ran these workshops, people paid thousands of dollars to go to each of these and we, and they sold, they sold really well and people got great results.
So I knew that the content that I was creating, not only did people want it because people had paid to go along to these workshops. I think they were paying $3,000, I can’t quite remember. It was about three grand to be able to come along to these workshops and they got results. So I knew that the content worked. I had some great testimonials, so I knew that the program was good, so I knew that it should sell on line. So then I created what we were doing in the workshops and I turned it, did all the preparation and created an online program now then it was ready to launch. Pretty exciting stuff. So for the very first launch, I decided to be super duper clever in the way that I was doing it. And so I use the format where I had a fantastic Optum that people were attracted to when they got there.
I had a onetime offer, which was quite cheap, which was the masterclass explaining how to use the, um, you know, the workbook that I’d given them. And then I had on the back of that, that they could purchase the thousand dollar program. Now I knew that people wouldn’t go straight from buying a really cheap opt in to buying $1,000 program. So I had a 12 month, um, 12 part $97 a month selling, uh, you know, payment plan. As part of that. Now I have, I’ve launched numerous things before. This is not a new thing for me to do and I thought, you know, this is the system that’s going to where it’ll be working the easiest and that way it can be a nice little evergreen money, you know, just ticking over for me. Now, the thing with this was I, I didn’t want to do all the copywriting myself.
I was pretty busy at the time. So before I even launched, I had invested, I think it was close to about $7,000 with a copywriter getting them to help me with the emails and the sales letter. Um, I had, my team had been really flat out because I created a whole new brand website, everything on it, mainly because at the time my wonderful web women brand wasn’t congruent. Um, that cool cats programs website has now canceled and we’ve moved everything over into interim tribe. Um, but that, so there was a, there was a big outlay that we had already spent with my team working on that. So there had been a few months of them creating everything, plus my sweat equity of creating all the programs. So really, you know, in order for me to walk, break an even, I really needed to be making about $30,000.
So all excited, everything ready to go, hit, go and sent an email out to my list and send it out to social media. People started coming in, they loved the Optum. Quite a few people were buying the, I think it was like seven or $8, you know, the special onetime offer to find out what people were interested in and interested in enough to pay something that worked pretty good. But when it came to actually sign the thousand dollar program, I had zero sales at zero. And you can just imagine how heartbreaking that was. It was really, really heartbreaking. So this is step number one. When something goes wrong, when your launch fails, what are the first steps that you need to do? So the first step is, you know what? Allow yourself to wallow in self pity for awhile. Okay? It’s all right. So, but don’t, don’t talk for too long.
I think I gave myself about an hour to wallow in self pity. And then the next thing that you need to do is to flip it around and celebrate and go, you know what? This is a great opportunity. You might have to kind of make it up to yourself a bit. This is a great opportunity because you know what? I am going to never be in a situation again. And if I do purchase for myself in anything similar, I know I can get through it. So you know what? This is a great opportunity to learn. So that’s a flip around in your mentality. Not An easy flip to do, but consciously take the time to look for where the lessons, what can you celebrate. And then the next thing that we’re going to do is once you’ve debt done that, I want you to have a look at what did work, what things did work really, really well.
Because there’s always going to be in something. If it’s didn’t meet your objectives, there are going to be certain things that did work really well. For example, it might be that in this case, people quite like the Optin, the gift that I was giving, which I think it was something like, you know, how to, you know, take one video and turn it into 32 different pieces of content, something like that. Um, you know, people really quite liked that so I could go, Yep. That like that went really well. Um, I also had people who were mailing me going, oh my God, I love your logo. I love your colors. I love the way that the site looks. It just feels so cool. It’s really groovy. So that was a good thing. And I also had people emailing me going that they were interested in learning about video but then won’t buying.
So there were some things that were working. So I, if something like this happens for you, don’t just go on and think, all right, I’ve got to throw out the lot. Cherry pick and think. You know what, what things did work and why did they work? What can I keep out of that? That worked really well. So that’s number one. Okay, so now let’s move over and we’re going to have a look at what do you do next when things go wrong. So the first thing that I did is I thought, you know what? I’m going to ask people. So this is one of the things that you need to do is find out, ask people you know, why didn’t you buy? And the easiest way to do that is if you’ve had people who have opted in, you know, who’ve maybe got your Freebie but they haven’t purchased is you can send out an email to them with a link to a, an anonymous senior survey saying, Hey, it wasn’t me.
What was wrong? Was it something that I did, you know, did I do something wrong or what else was it? Why didn’t you buy? Um, that sounds kind of crazy. That’s actually the wording you use. And um, people will reply say no, no, no, no, it’s not you. It was this. So that’s where I was able to find out that I had gotten a couple of things wrong with that. Number one is it was just, I had made it to clever, had too many points in between. So a lot of people never really got to see the sales page for the main program if they didn’t purchase the cheapie one first. I had to wait until the emails came through and then I would see that, you know, you can buy the main program. So for that reason, it, you know, I was just being too clever.
So I decided I was going to simplify things. Now the next thing that I found out from people was they were saying, oh, this all sounds really, really good, but I’m just even too scared to make a video yet. Little on the idea of how I can create a video and turn it into 32 pieces of content. That was the Aha. So where are the lessons for this? So for this one, was our things too complicated? Have you made things too complicated? It could very well be the system that you’ve been using. And the next thing is have you, are you really addressing what the, the real problem is that people have, they may have an aspiration of creating, you know, fantastic video content that goes out there all the time without them having to be flat out. You know, always creating that may be the aspiration, but if you’re not addressing the actual problem, well then you know what, they’re not even going to be able to and make it even take up the aspiration.
In my case, the problem was they couldn’t even imagine where to start and what would I say anyway on the videos. So that for me it was a really important lesson in that first occasion. Now this is where it comes down to resilience. It’s really, really easy to go, you know what? As the product, I’m just not, I’m not even a bother. I’m just going to do something completely different. So instead I thought, well, I know that people need this program. I know that I can get results for people because you know, people have come along to workshops with me, so let’s see if I can have another go and I’m going to simplify things and I’m going to really make sure that I address that core problem. Now, as part of this, I thought, you know what? It was getting close to Christmas time and I thought, I just got to get this out there.
I’m going to have to have another go at this before Christmas comes, because you know, otherwise it’s going to be, it’s going to be put off for longer. So I decided to do something that I’ve done numerous times is I’m just going to run one webinar. I’m just going to run a Webinar and I’ll make the offer on the Webinar and then I’ll tell people it’s available for week. Really, really simple. Now I’m fortunate that I already have a database that I could go out to. Um, um, so that’s what I did. I just sent an invitation. Now I ran the Webinar and this time when I ran the Webinar, I focused a lot on showing them how simple it was to create a video and running them through the kind of things that they could talk about and that script and really talking about how to make it easy, really debunked the whole technology thing.
I just showed them. How do you use your phone and let’s get your phone and let’s just make a simple video and challenge them to go and make one and share it with me. Now that’s simple tweak number one is I just had, I ran the Webinar so I just got it done. And also I changed the messaging as soon as I did that from that one webinar. Um, just before Christmas, $12,000 worth of sales, the exact same sales letter, I did not change my sales letter. I just changed my messaging in my marketing. So the message for you on this one is can you simplify things? So now that may not be your problem. For me, I was just being too clever cause I could be a smarty pants, but you know, have a look to see have you got too many moving pieces and is it confusing people?
And most importantly, do you really, really know your tribe? Do you know them, listened to them? So I found this from first of all running that survey saying, why didn’t you buy? And also listening to the emails when people, people, things that people were writing into looking for the trends. Um, and that’s how I found that. So make sure you know, you’ve got to go back and make sure you’ve got the right message. You really do because there’s no use talking about something that they really aspire to. If there’s something big that’s going to block them, even taking action to start with. So really have a look at that. Now moving onto the next thing is the next time that I ran, I thought, you know what? Okay. I want to see if I, I’m going to just treat this with a bit of curiosity, a bit of an experiment.
I tried one, um, type of, um, marketing using a marketing funnel. I tried that. I’ve tried a Webinar. Now let’s see what will happen if I actually do like the full on launch where I will have the three videos and I’ll have some affiliates, you know, as I didn’t have many met very many Phillips, I’m just wanted to really test it out in my own market. Um, and as you see what happens if I do it in that way and I’m going to do a little bit of a challenge and see if I can get people to actually create videos as part of me running the launch, doing it live. So that’s what I did. I took a lot more work to set up and so I, that’s what I did. People could register and for there had three videos spaced a few days apart. Each one had a, um, uh, uh, a workbook that they could have some exercises that they could do.
And then at the end of the third one I said, okay, the doors are open and you’ve got to wake. And of course, you know, hammer them with video, with emails afterwards saying, you know, why you should by answering objections now this, um, this is a much more complicated system, but it’s actually a really lovely one to do because people have a chance to really get to know you with the videos. Um, and they get a chance to actually see that if I can do it myself. So when I did that one, then I ended up with, I’m just having a look at my numbers here. So we made 45,000 on the frontend on that. So for me that was just testing it to our own market and I thought, okay, this is a nice system, this works. So, um, what I did then is I turned that into an evergreen, so, and I just started running traffic to that.
And interestingly, the evergreen never worked. We still, we’ve made great money through it, but it was never like the nice big lump sums that you get. But here is the interesting thing, um, that, so that program, I’m actually going to be launching that again later in this year. Um, but it’s going to, there’s a lot that’s changed in the way that you use video online in that time. So I’ve actually taken it off the market because I want people to have what’s working now. Um, and so it’ll be fun to experiment with the different launches with that. But here is the interesting thing. If I had stopped at zero sales, I would never have known that by me doing the webinar method and then doing a very, just really to my own list doing the, um, the three video traditional launch formula, I would never have made that money.
And importantly, a lot of the people who did that video program then went on to become members of my other program, which sells for $2,000 and members of my VIP programs, because they got Nomi, they’ve got results with what they were doing and they wanted more help. And as a result of that, if I had given up at at zero sales, I would not have made hundreds of thousands of dollars worth of sales because of all of the other things that were sold on the back end of it. That’s a huge difference, isn’t it? So I just, I just think that that’s a really lovely case study to have because I nearly gave up at zero. It was a heartbreaking, it’s really heartbreaking, especially when you’ve invested that money and that time. Um, but I didn’t give up. And so that for me, that’s been a really good lesson in resilience and it’s a really nice case study.
Our hope for you to be able to go and, and really approach everything that you’re doing with that sense of curiosity. So now let me go through a bit of a checklist for you. Let’s just say that you have launched your app program and it could be something small, something really big, whatever it is. Um, you’ve launched something there and it hasn’t worked. You’ve either got no sales or you got only a few sales. Here’s a checklist that you can go through to go in the right order of trying to work out what went wrong and what can you do better. Okay. It’s like get ready to take some nights. I’m just gonna refer over to my notes here. The very first thing is we want to identify what this problem is. And I can tell you what it is. Normally a numbers game. In my case with the very first launch, it wasn’t, um, it wasn’t a numbers game.
I had my message, my messaging wrong. But as normally a numbers game I’ve got, I don’t know how many times people have done all of the work of doing an opt in and you know, making it so that, you know, they’ve got emails that go through to a sale, you know, they’ve got everything in place and then they will say, well I tried that one and it never worked. You know, I didn’t get that many people who signed up for it and I didn’t get as many people who bought. So the first thing you’ve got to do is work out, is this a numbers game? Okay. So when it comes to your opt in, you’re only going to get, usually I can normally get around 50% of people who land on a page can, will sign up, but that’s, that’s pretty good. A lot of times you only get 20% some people can get 70 or 80% if it’s to a really warm market, but just understand you’re only going to get somewhere normally between 20 and 50% of people who were going to sign up to even get your Freebie.
Then once you’ve got your Freebie, then once people, once you send emails out to people, you’re really only going to get, maybe 20% of people are going to open that email. Then of that 20% then open it, you’re, you’re not going to get 100% of those that will click the link to go and see what you’ve got to offer. So you can see here at every point the numbers are getting smaller. Now you may only get say 5% who click an email that actually received it. So if you’ve got 5% then if you’ve, you know, you’re only ending up with, you might have a hundred people who have opted in. You may only end up with Ulta ultimately, or 100 people who go out and see leaving the chance to opt in. Maybe only one sees the sales page. So then how many of you’ve seen that sales page are actually going to buy?
So what you need to do is you need to look at all the numbers along the way. You need to see, all right, how many people actually landed on the page? Did I spend enough on advertising? Did I bring in joint venture partners? Did I use my, did I email my list enough times? Did I go out on the circuit and be on it? Everybody’s podcast? Did I shout from the rooftops? Did you use everything that you could do to get as many people to actually see it? Very often? That is the thing that’s meant that you never got the sales, you just didn’t have enough numbers going through it. It’s like plumbing. You’ve got to have water pouring in that at every point there’s a little areas, little constrictions, little arrows, a little, you know, detours that go off his little constrictions all away that are in that piping before anybody actually gets to see your sales liver and decide that they want to purchase.
So don’t just assume because people didn’t buy that, they didn’t like the offer. It’s just very often it’s a numbers game. Okay. So that’s why I liked the software that I use. Tenex pro. I’ll put links down to what below you can go to romance, your tribe.com. Forward slash 10 x pros. I just the number 10 10 x price special because I have, um, I’ve become really good with the man who owns the company cause I love the software so much. Um, and so we’ve put together a special offer there. But the reason I like it is it will actually tell me the numbers and every single page that I’ve had in my funnel and I can see, you know, is it a numbers game so I can see all of that stuff. So it takes away that emotion. If it’s a numbers game, don’t even worry about looking at everything else yet.
Just focus on the numbers. Focus on where was the gap? Okay, so is it a numbers game? Um, is it not people opting in? Is that people not enough people opening your email? Is it people when they land on the sales page, how many of them are actually buying? You don’t know unless you’ve tracked your numbers. Okay, so that’s number one. It’s normally that. It really is. It’s normally that. Okay, so now let’s look at the next one. Price. Now most people will assume that it’s the price. I, this is the main thing I’ll hear from people. They’ll go, my program didn’t sell. It’s because it’s too expensive. I knew people wouldn’t buy. I just knew it was too expensive. I’ve got to drop the price. If it’s not a numbers game, if you’ve worked that one out, then price will be the next thing you look at.
But very often it’s not going to be the price. It may be if you don’t have a payment plan as an option. That might be the thing that makes the big difference. But you know, it’s very often not the price. So I’ve put that as the next thing to look at. Just for you to say, don’t just go there and think by dropping the price, that’s going to be the solution. It’s not normally it. Okay. So now let’s look at the next one is how well do you know your tribe? I thought I knew my market really, really well when I launched the video academy to start with, but I obviously hadn’t been listening properly because I was focusing on what they can do with all of their videos rather than really focusing on how do you even create your first video and what do you say and how did he get brave enough to do it.
So for me that was a, Oh really? I know I know my market, but I wasn’t listening properly. So the things that you can do is talk, you know, send that email out to the people who didn’t purchase. Ask them why. Um, actually the people who, if you know, if anybody did buy, go to them and ask them, well why did you buy? But not many other people did find out what it was that they, that was different about them. You want to even run a survey to your, to your list. You can randomly choose people who eat, who are your ideal customers and ask them if you could interview them and ask them what you know from what you’re looking at here, what’s missing. So take that time. Honestly, that can be the huge difference for me that made the difference between zero sales and ultimately what was hundreds of thousands of sales that resulted from it.
That’s a big difference. That was the main thing. Now let’s have a look at the next things that you’ve got is, and this was the big one that I’ve addressed already, is where you really addressing their real problems or were you addressing other things? So in your marketing, it’s the marketing is the main thing where you’ve really got to address the things that are stopping them. And so, and that’s an all normally those sorts of things are actually something that’s on an emotional level. People were scared to get on video and make a fool of themselves cause they thought they’d waffle on. So I gave them a script. Here’s the exact seven steps script to follow so you can make a video that doesn’t waffle on. That was enough. Then they got the confidence so, and they could imagine themselves doing it. So that’s a really important one.
Now the next one is, um, one that can really make or break if it’s going to work. And so that’s social proof. So for me, that wasn’t a problem when I did these launches because I had already been helping people to use video and get results with video. So I had lots of testimonials and lots of videos and stories of people who had had success. If you’re not getting the results, is it because you don’t have enough testimonials or you’ve got the wrong ones? Can you prove that? What you’re doing actually works for people. And if not, well maybe what you need to be doing is it, you need to be working with a smaller group first and working extra hard with them to make sure that they’re getting the results so that you can then get the testimonials that may be what you need or it may be that you haven’t asked for them.
I’m really bad at doing this is remembering, you know, to ask people, hey, you’re getting great results. You know, I’d really love to hear a story from you. So that could be the big thing that is missing is that social proof. That is one of the big things that will stop people from buying. And the very, very last one is have you given people enough time leading up to your launching your program where you have been putting content out there, where you’re visible, where people get to understand and trust you. And if they have been, you know, really getting to understand the way that you help people. So, um, one of, one of the, uh, the, my, my friends that I’ve known through business, Stu Mclaren, he talked, he refers to this as the runway and he will be doing something like a six to 12 month runway of developing trust and by putting out lots of videos and content leading up before launch and has found that the longer, the long way the runway, the better the launch.
Um, and so that is something that you need to be thinking of. And the nice part is, is if you have a nice regular routine that you’re consistently putting content out there, you don’t necessarily have to consciously be planning the runway so much because you’re already doing it. Um, so that could be another thing there people just haven’t had enough time to get to know you. All right. So that’s my checklist for what to do if you do a launch and it totally flops. I would love to hear from you, um, any Ahas that you’ve had from this. Um, you know, this, this is something that I don’t normally share. I’ve shared these stories with my VIP clients, uh, but I don’t normally sort of go into that detail publicly cause sometimes it’s a little bit embarrassing when you’ve been doing this for over 10 years.
And that’s the other thing, you know, I think doing marketing online, building my business online for over 10 years and I can still put a product out and it flop like straight out of the gates zero. But the difference is approaching it with curiosity, approaching it with a little bit of dispassion and seeing what can I do to improve this and the results are worth it. So I would love to hear from you. Um, your bigger has now if you’d like help doing any of this with getting your content out there with using your video, even though we’re doing the video marketing, um, launched later in the year. But my VIP is already had access to all of the programs that we have. Um, if you’re, if you’re wanting some help with attracting a tribe to you, attracting that tribe that absolutely resonate with what you do and see you as that tribal business leader that they want to do business with it they want to work with.
If you want help doing that so you don’t have to keep on chasing people all the time. And so that when they do come to you that you’ve got a lovely suite of group programs that are, it means that you can help more people with working less. If you’d like help doing that, just let me know. Just drop me an email or a message. Tell me a bit about your business and what it is that you’re wanting to achieve and what you’re needing help with. And I’ll get back to you and let you know which of the solutions that I’ve got that I think is the best one for you personally at your level. And then I’ll be able to help you. Okay. So looking forward to hearing from you. And if you have a friend in business that, um, you know, that really needs to hear this, that this will help them either recover from a launch or to keep on going. Um, please pass this on to them because, you know, that’s just, let’s get out there and just have a go and do stuff. Okay. Bye!