Digital Marketing

Three Ways To Measure Your Offer’s Success

It’s bound to happen if you’re putting yourself out there: An offer is going to flop. This post is about how to identify if it is in fact a flop (scientifically :P), because many people get disillusioned about their offers because it doesn’t LOOK like what they expect.

Let’s start with the foundational piece of offer flop measuring: You must have a benchmark to measure against. 

If you haven’t set a benchmark for your offer, there’s no way to measure objectively if it underperformed or not! So how do you set a benchmark for an offer?

If you’re looking for standard conversion rates on funnels, I invite you to check out Funnel Rx!

There are three ways you can set a benchmark.

#1 Based on needed revenue from that offer for the month

If you’re only selling one main offer, you might want to back into the benchmark by thinking about how much money you need to make each month to pay the bills and take a salary.

  1. First figure out how much it costs you to live each month
  2. That will give you your baseline salary. If you want to save, add a bit more.
  3. Then factor in about 30% taxes and anywhere from 30-60% expenses, to back even further into what your topline revenue needs to be to cover salary, other expenses, and taxes.
  4. Now you have your topline revenue number. Let’s say it’s $20,000. If you sell a $5k coaching package, you need four new clients a month.
  5. In this case, your benchmark for your program is four units.

Obviously this gets more complicated if you have multiple offers, so you might use a combination of #2 and #1 to figure out how many of each offer you need to sell each month. Some offers are scalable and some are not.

#2 Based on support infrastructure for the offer

Perhaps you’re a service provider and you have a team of web designs or VA’s running an agency. The way you set your benchmark might be based on infrastructure. How much can the team take on in any given month?

  1. Approximately how many hours is a project?
  2. How many team members do you have?
  3. How many hours can they work per week?
  4. You might determine you can handle three web design projects a month with your current infrastructure.
  5. In this case, your benchmark for your service is three units.

This is a great way to also help price your offer since if you combine numbers #1 and #2 you will quickly see what price you have to charge with the current setup you have.

#3 Based on funnel // launch stats previously

Let’s say you’re a course creator and you did one big launch and sold 100 units. Does that become the benchmark for each month? No, probably not since launches have a lot more pressure built up. But you can use your data to guess estimate what a monthly unit flow might look like.

  1. Review what your conversion rate was on the sales page (divide number of views on the page by the number of units sold). Let’s say it’s 4%.
  2. Calculate about how much traffic you think you can bring to that page in 30 days. This will be an estimate. Let’s say it’s 300 views a month. You might want to search your other web traffic to see what kind of momentum you have on a given day.
  3. Multiple that by 4% and you’ll get your benchmark.
  4. In this case, your benchmark for your course would be 12 units a month.

Once you have a benchmark, you can measure month over month how your offer is performing. If you only launch a few times a year, measure each time and then add it to a spreadsheet.

So what constitutes underperformance?

  • If you notice you only hit between 10-50% of your goal, month after month, the offer is underperforming.
  • If you notice you hit between 50-70% of your goal, I would watch your benchmarks for a few more months. It might be the benchmark isn’t quite right, or you’re marketing needs tweaking, but you’re clearly making progress.
  • If you’re between 70-100% of your goal (or beyond), congratulations! You are on the right track!

This way you can set proper expectations for what is achievable month over month in your business, and you can set up your marketing plan to hit or exceed those benchmarks as you put more resources towards different campaigns and channels.

If you haven’t read my post, how to set a marketing plan without Facebook ads, that’s a great place to start!

Ep. 97 How To Get Good At Writing Hooks

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Today I want to talk about one of the hardest parts of marketing. And that is writing a good hook. So as much teaching as I do around copywriting, marketing, talking about hooks and angles and headlines is really tricky. And I’m trying to figure out how to communicate what makes a good hook and what doesn’t.

So here are some of my best ideas, my best advice. I just went through over 300 submissions in one of our coaching programs, it’s called Launch Gorgeous Lite, and we are helping people write a paid workshop, like a low ticket paid workshop. And I went through 300 ideas and the hook was the single worst part of all of it. That’s something that people just don’t know naturally how to do. And I think a lot of people are like, “What do you mean when you say the hook? Are you talking about the headline?” Yes, it could be the headline, and often times you’ll see the hook manifest itself in the headline. But it’s really the sense of what happens when someone lands on the page and they make a decision in 3 seconds or less, “Am I going to continue reading about what’s on this page? Am I going to continue to be interested or am I going to bounce off?” So it’s a combination of the headline, of the design, of the graphics that communicates stay or eh, go.

So when you’re coming up with ideas the hook is most often found in the copy. But again I’m going to say this, I can look at a hook and it can look amazing in copy, but then somebody can put it in a funnel or on a page, and I’m like, “Ooh, you lost it.” It got lost because the design isn’t right, or the picture is distracting, or the colors don’t quite work. So the hook is really the feeling that you communicate to the lead on that page, as to whether or not they’re going to pay attention.

Okay, so the first piece of advice is do not confuse a great hook with being clever. So I saw a lot of people on this thread that I was looking at, and I would say things like, “Hey this is too broad, or this is too vague. This isn’t going to capture attention. I don’t know how this is any different than the 8000 other workshops out there.” So they rewrote it, and instead of writing a hook, they just made it clever, like theme-y. I’m trying to think of an example.

Let’s say you love, whatever, you love Disney. I do love Disney. So I rewrite my headlines all with sort of a Disney theme. Or I try to cleverly disguise a word, or use different words than I would normally do. Clever is not a hook. Clever actually oftentimes over complicates a message. Cleverness usually makes you feel cool, like, ‘Oh cool, look how clever I was when I wrote this.” But the person, it’s very hard to be clever and have the person be like, ‘Oh that was good.” Most of the time it comes off as cheesy. A great hook doesn’t necessarily mean clever. A good hook is understandable in 3 seconds or less. And most things that are clever take longer than 3 seconds to figure out. So when I say that it’s too big or too broad, don’t be clever, clever is not going to work here.

Okay, the second thing is that a good hook is a pattern interrupt. So when they land on the page, there’s something that happens in their brain, that either says, “Ooh, this is different. I haven’t seen this before.” Or “Huh, maybe I should keep reading.” Okay, so something that denotes difference. A lot of people when they’re doing pattern interrupts, they simply do the opposite of what someone expects. So if I am a weight loss coach, and I’m teaching people how to lose weight, my hook, my pattern interrupt is going to be a headline that says, “Never give up cheeseburgers.” It’s a pattern interrupt because it’s not what you expect I’m going to say. And that’s usually enough to get me to keep reading. But it doesn’t always have to be contrarian, it can be.

Another thing that creates pattern interrupt is curiosity. Where they don’t know where you’re going with it. It doesn’t mean they don’t understand what you’re doing, they totally should understand in 3 seconds what you’re saying, but they don’t necessarily understands where it leads, which is why they want to keep reading. Okay, so that’s really, really important.

If I said to you something like, I don’t know, “Write a book in 2 hours.” You instantly know what I’m saying, but you don’t really know the answer, and you don’t really know the end. You’re like, “How is she going to do that?” So it’s that curiosity, and it’s something different, it’s unexpected and you’re going to keep reading.

Now if I said, you know, if I tried to disguise “write a book in 2 hours” to be clever, you know, “Write your bespoke memoir in the same time it takes to watch a Netflix documentary.” Someone would do that right, they would be like, “Oh look, see isn’t that great copy.” No, it’s not. It went from “Write a book in 2 hours” I understand it in 2 seconds or less, to “Write a bespoke memoir in the time it takes to watch a Netflix documentary.” I’m like, that’s like 4 or 5 seconds of me trying to understand. So that is sort of the example of what I’m trying to say here.

Another thing is it should sound interesting, or possibly fun, or sexy. Meaning you want it. You want whatever it is the promise is. Whether it’s weight loss, whether it’s a better marriage, whether it’s a six figure business, whatever it happens to be, you want what it says. Some people they try to write good hooks and they’re like, you know, plan your I don’t know, lets see. “Plan what you’re going to do with your business when you retire.” Nobody wants to do that, it’s not like, “I want to do that.” So you have to be careful when you’re selling things that are not super exciting to do. You have to kind of find the hook that’s like, “Ooh, I do want that.” Without getting so clever that it takes longer than 3 or 4 seconds.

Short headlines are easier to comprehend than long headlines. So don’t make your headline more than 2 lines. In fact, one line is best. If you absolutely have to say what you need to say, you can do a pre headline, you can do a tag line, and then you can design it so those are much smaller, so that someone in still reading the first part very clearly, and then they’re sort of backing off and reading the other pieces.

So kind of as a recap, it needs to be different, it needs to be clear, needs to avoid being too clever, it needs to be understood in 3 seconds or less, it has to have either curiosity or sexy like you want to do what it says, it could be something that’s interesting and fun, it could sound new, different, something you haven’t tried before, it could be going against the grain. So that is how you write a good hook, and a good hook does include copy, but it also means that when you put that copy on the page, that the images and color and design is communicating, it’s all working together to create that same please keep reading, please keep paying attention, please keep listening.

So hopefully that helps, appreciate you all, talk to you soon.

Ep. 84 Tips for Giving Voxer Access To Your Clients

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Sorry for the long hiatus. I don’t know how many of you follow me on social media, but I just got back from a two week trip driving across the country.

So it has been quite the adventure. But today, I’ll save that for another episode, but today I want to talk about, it actually came up on social media. Someone was talking about giving Voxer access as a coaching consultant and what to look out for, and what are the upsides and downsides. So today I want to talk about high touch coaching, especially using apps like Voxer, so let’s dive in.

So many of you know that I run a mastermind, it began in 2017, it’s not 2020 so we’re heading into year 4, and it has about 100 members. And every single member in that group gets Voxer access to me. I originally learned this from Russell Brunson. He had an inner circle and offered Voxer access. And for those of you who don’t know what Voxer is, it’s really just a voice to voice app, people hit a button, they talk for everywhere from 30 seconds to 10 minutes, and you listen and then respond. You can also do text or video as well.

So what are the upsides and the downsides to offering Voxer to clients and/or students? So the upside is pretty obvious, everyone in the mastermind I get to know incredibly well, they have 12 months of access to me. And I would say on average most members will vox me at least once a week, and then you will have a small number of people who really don’t use Voxer very much. And then a small number of people who that use Voxer almost every single day. So the upside is you get to know your client or student extremely well. There is nothing quite like voice to voice, and you can essentially have a 12 month conversation.

So for some of these people, I have been voxing with them now, coming up on 3 years. So my ability to coach and understand where they’re at in their business, give them feedback, understand their personality, is very good at this point. So that’s a relationship that takes time to develop, so that is the most obvious upside.

The second upside for Voxer access is that in a traditional coaching relationship, most of the time it’s 60 minute Zoom calls once a week. And I know for me when I was doing one on one coaching in that regard, it never failed that like 20 minutes after we got off the Zoom call, shit would go sideways in their business. And then they’d have to wait an entire week before they could talk to me again. So it doesn’t really work. Imagine if you were married or a business partner, you could only talk to them in one 60 minute block per week, it’s just a lot of stuff that happens. So the second upside is that you’re in real time with your client or customer.

Now let’s talk about the downsides, and these are all can be mitigated, but you really need to understand the downsides before you just offer Voxer access. Number one is that there is scope creep, right. And what I mean by that is just that people have different ideas about how they can use Voxer access. Maybe it’s 15 minute long Voxers, 3 of them a day. And now you’re listening to 45 minutes of messages, which is actually quite hard to do. I don’t know if you’ve ever tried to listen to 45 minutes of a monologue, but it’s hard. So you have that issue.

The second issue is that because it’s voice to voice, sometimes people can ramble, because they don’t really know what their question is, because they don’t have to type it out, it can kind of meander along for a while, and then you get through a 5 minute message, and you realize that it was one question that they could have written and you could have answered in about 10 seconds. So that’s the second thing.

The third thing is that you could be on Voxer all hours of the day and night because the little orange dot appears that shows you that you have a new message, and then you answer it, you clear all your messages, and that really just triggers a response, because it’s a conversation. So it can feel like an unending checklist that never finishes.

So the threat for burnout with Voxer access is very real if you go into it not really understanding how Voxer works, how humans work, and your own bandwidth. So a lot of people will not do Voxer access to themselves because they can’t figure out how to manage it.

So now, saying all of that I’m going to tell you with 100 people having Voxer access to me, I have learned how to use and leverage Voxer without it swallowing me, because if I were going to get burned out, I’m now in year 3, it probably would have happened by now.

So a couple of things, number one, it is your responsibility as the coach, the provider, the consultant, to learn how to manage your own addictive behaviors. So I have no Voxer notifications turned on my phone. It never ever beeps, or dings, or rings. So that is the first thing. So I had to create a system for myself, and my system has adapted over the years. And if you have just a small number of people who have Voxer access to you, your system can be very simple. You decide what time of day you’re going to check it. So morning, afternoon, evening, when you go into Voxer you want to start from the bottom up, because those are the oldest ones, and don’t click on a message until you’re ready to read, listen, and respond. You just leave that orange dot there.

This has worked for me for the first year and a half, two years without any issue. The second thing you want to do, is if you have people who are giving you access to links, documents, things that you have to look at, my recommendation is that you forward those to a VA or an EA or you can just forward them to your own self. And look at things all at once, because it’s very easy to go down a rabbit hole. So when I’m answering all the Voxers that are just off the cuff answering from my brain and expertise, and then I go back and once a week I look at things. So whether they’re document links, you know profit and loss statements, funnels, ads, etc, I will open up all of those. So I forward them to my executive assistant who knows, “This is a link, this is something Julie has to actually look at, so put it on her calendar, put it on her board to look at on Mondays.”

So that helps because some people will give you things to look at. The third thing you can do is encourage people to give you texts. So if something needs to be spoken, that’s fine, but explain to them that text messages are going to get a faster response because you can read quickly, usually there’s less information, and it’s easier to respond. So some people just use it as a texting app knowing that they’re more likely to get a quick response because I can comprehend what’s happening faster.

Now when it comes to Voxer access, you also want to make it very clear at the beginning what they should vox you about or for. So in my mastermind I have several coaches that field questions that are better suited to send to them than to me. And the most important thing I can say is as you’re learning how to do this with your customers or clients, or let’s say you’ve given out Voxer access and now you want to bring on another coach, the best thing I can say is that are you’re kind of explaining to people what kind of questions, you can just forward your Voxers to the person it’s supposed to be to, and then just tell them, “Hey I forwarded this to so and so, you really should ask them this question because they’re going to be able to answer it better.

So you can kind of train people to say like, “This is the person you want to go to for this and that.” So the forward feature on Voxer makes it very easy. A lot of people want to know, how much time does it take to answer Voxers, and that really depends on how your customers or clients are using Voxer.

So I have the entire range from quick questions all the way to 5, 6 minute Voxers that are kind of brainstorm-esque. So it can me anywhere from an hour, up to 4 hours a day to answer Voxers with 100 people. So you can go ahead and do the math. With 50 people it’s about 2 hours, anywhere from 15 minutes to 2 hours. With 25 people it would probably be just a few minutes to an hour. I have a pretty high touch relationship with my clients, so I encourage them to vox me, I encourage them to share what’s going on in their world. So if you are wanting to be more boundaried about it, you can make it very clear what kind of questions.

And you don’t have to give unlimited Voxer access, you can give, you know, you can basically what you want to do is explain what you’re going to do. It never works as well if you say, “You can send me 10 Voxers a week.” Or “you can vox me once a week.” It’s more “You check your Voxers when…” So my rule of thumb is that I check my Voxers every single business day. I do not check on weekends unless I you know, want to. But I’m not required to. I don’t check my Voxers on holidays. And then during the year, if I take a vacation, I’ll let people know, “Hey, I’m going on a Disney Vacation. I’ll be off the grid for 5 or 6 days.”

So otherwise I’m answering Monday through Friday. As the group has gotten bigger, as I’ve gotten better, I have modified my system a bit, just because the number of people that I support. And what I have started doing, especially because some of my Voxers are not quick answers, they’re big decisions, they’re hard decisions, there’s no wrong answers, so some of those take time for me to think about.

So what I’ve started doing is, listening and quickly taking shorthand notes on all the Voxers, I use just Trello, I take all the notes and in my brain, I’m just in listening mode taking notes. And then I kind of have an idea of what’s behind the message. I mean, you never quite know when you see a 5 minute message if it’s an update or if it’s a big problem, so this kind of gives me a sense of like, “Okay, what’s going on.” And then later on, I go back and I read the notes, and then I respond. This has worked really well for me for longer messages, because it’s really hard for me to retain, you know, 2, 3, 4 questions in a 5 minute message that happened in the first 30 seconds. I’m always answering the last one and then I’m forgetting.

The other thing is that when you’re listening to messages the orange dot disappears and now you can’t quite remember who you responded to. So with this system I’m actually listening, taking shorthand notes, so that I have those notes to refer back to, which is really helpful, and then answering later. And then, that way my primary mode of learning, which is reading, allows me to read and absorb much more quickly, and it allows me to process, and be able to answer better and more clearly, and more comprehensively.

So once you get up there in numbers, that may be beneficial. You can also have a transcriber, or a note taker do that for you. Where you run through your Voxers, answer the short visually reading Voxers, and you know, any that are longer, 2 minutes or higher, you have short hand notes taken on them, and then you go through them. That might help. It’s also nice because it kind of keeps a trail, so that you have remembrance of what you’re talking about. Because sometimes it can get a little bit like, “Wait, what were we talking about?”

So I am a big proponent of Voxer access if you’re looking to really expand your coaching ability and get to know your customers and clients. I am a big not advocate of Voxer if you’re doing as part of a value stack to make it seem more valuable. Because you will burnout and you will not like it. I know people who have offered Voxer access and had, you know, 10 people have access to them and then feel like, “Oh my gosh, I regret this.” And you know, one of the key features here is I do all my own sales calls for my mastermind, so I don’t have a sales person selling people into my program, who then I have to work with for 12 months. Because I just would rather know who I’m going to be connecting with for 12 months.

So just keep in mind all of those things when offering Voxer access, and you know if you have a customer base that’s a beginner, or you know that there’s going to be a lot of questions, one of the things that really helps mitigate that is content. So I have a ton of content that I can direct my clients to so I don’t have to keep repeating myself over and over again. And I actually have in my Apple notes, I have several responses of like, “Hey, I think this is the best piece of content for you to look at. Do this first, do that second.” Because a lot of people have the same question, so if they’re asking me, “How do I do the thousand dollar Facebook ad strategy?” I can go into my Apple notes, find the response that I have that was about the thousand dollar Facebook ad strategy, copy it, and paste it in Voxer. You could also easily do that on your desktop, there’s all kinds of shorthand, for the Mac I think it’s Alfred. You can create shorthand responses, you can answer Voxers right on desktops, you get a lot of the same questions, you can just direct them to the content that they need.

So I hope that’s helpful, I hope that gives you sort of an overview of how to use Voxer, why it’s good, things to look out for when you’re serving coaches, I mean when you’re serving clients as a coach. Appreciate you all, talk to you soon.

FunnelHacking Gone Wrong (+ Our Official Stance)

I’m up early on a Sunday morning to write this post because last night at around 11pm, we received notice that – again – for the zillionith time – we’d been plagiarized.

And if I’m being honest… Cathy and I have made some pretty serious errors in our handling of this, which is why I think it’s getting more and more out of control with each passing day. This post is my attempt to correct our mistakes.

First off, we’re in the business of templates and swipes. That means we are GIVING people shortcuts and tools to make their lives easier.

  • Our templates have copy prompts right on them.
  • Our templates have lots of graphic assets you’re free to use.
  • Our courses have sales copy helper sheets, offer shots, and more.

And… I see funnels ALL the time that are using them exactly as intended! I think, “Oh hey– I recognize that headline!” or “What a cool way they used Funnel Launch Party design” etc. etc.

When people BUY our products, they are essentially buying a license to use our design and copy. 

And there’s been a ton of success from our customers, which is amazing.

Here’s where it goes from “Yay! So glad for your success…” to “Oh hell no you didn’t just do that…”

When you plagiarize our copy or our content… especially copy you did not buy a license for.

The problem we’re facing right now is that the Offer Cure sales copy is being ripped off – more and more every day.

The first time we noticed it… was with one of our own customers.

When we discovered she was a Funnel Gorgeous customer, my empathy kicked in and pushed down my anger. She clearly had bought Offer Cure and our templates, taken the course, then created an offer and put it out there.

Nothing about that was an issue. Even the fact that she had a similar name didn’t really bother me too too much.

But the copy on her page was so obviously a rip off… all in the name of funnelhacking, that instantly I felt a gut check.

This part WAS illegal.

Cathy and I spent hours talking about what to do.

We decided to be the bigger people. In fact, in a private group we discussed what to do, and we decided… we weren’t going to sweat it.

That was the wrong decision because what followed was a LITANY of funnels doing the exact same thing. And eventually, we realized… this wasn’t okay. We’d made a mistake by not calling her out on this. We shouldn’t have just pretended it was okay. Because it was then…

Another funnel.

Another funnel.

Another funnel.

People are asking for a training on ethical funnelhacking now because last night, the latest funnel to rip us off tipped Cathy and I right over the edge and we decided to finally take action.

Neither Cathy nor I are in the business of throwing our weight around to scare people. We’re not punitive. We’re not looking for easy money grabs. Our first reaction to the first funnel we found was to stay silent and try to be the bigger party. But in doing so, we inadvertently gave the message that we’re okay with copying, and we’re not.

This is our public statement on the matter….

  • We are HAPPY for people to buy our templates and swipes and to use them. Your purchase is your license.
  • We are NOT OKAY if you rip off our original work. If we’re NOT selling it as a template or swipe, it’s not yours to take.

Don’t go into a grocery store and buy all the goods and then figure on your way out you can steal the signage and the cash register.

If you’re not sure the difference between funnelhacking + plagiarism, take note below. This is a section of our of Offer Cure copy… note the three funnels using the copy and just changing a few words… that’s plagiarism. In all of these funnels, the copy continued to model so closely, that even people who didn’t write the original copy could tell how modeled it was. That is NOT OKAY.



So what would be okay? What would be considered modeling or market research?

Funnelhacking would say… at this point in the Offer Cure copy, they are showing their customer the solution so I should too. You know how many ways there are to say this section we built? If you want to model a high converting sales page by placing a “solution oriented” block of copy in the same spot you see… look at the few ways (this took me like 6 minutes)… to say it?

  • Imagine being able to accomplish your dreams and live your life (because that’s what we’re really here for right?)
  • What if you could quickly send high converting emails that GET opened?
  • Think about a world where your launches don’t flop and instead become repeatable and predictable processes you can do over and over again?
  • Girlfriend, you can GET what you really want (without feeling overwhelmed)
  • Here’s the truth: You can fix your sales page in time without paying a pricey consultant to do it for you.
  • Truth bomb alert! The solution to your lagging sales is hiding in plain sight…let me show you how you can know exactly what to fix

And if you’re not sure if you’re funnelhacking or copying, ask yourself this… “Would the owner of the copy you modeled be able to tell it’s theirs?” Or better yet (since ALL of these funnels were discovered by customers – people who didn’t even WRITE the original) ask yourself if the customers of the original work could tell it’s a rip off. Because if they can, and you didn’t buy it as a swipe or a template with a license, you’re copying.

Take a few minutes and use your creative word skills, or maybe the sales copy helper sheet you bought, and make your stuff original.

Last thing…

I don’t think everyone who copies is bad. Not even close. In fact, that’s why it took us so long to say something. We know everyone is trying to do the best they can with what they know. And we know that the lines can get blurry. So we’re trying to unblurry them and we’re not perfect at it either.

*As of the writing of this post, there are already steps being taken on several of these funnels… to modify their copy, which we greatly appreciate. We’d much rather spend our time making amazing products for our customers to buy and use, then to waste our time chasing people down. If you have ripped off our copy, please consider this our ask… change it so it’s not a direct mimic. Please remember that everything we put out into the world is not swipeable. We sell our licenses with our products to use.


Ep. 59 Three Must Haves For Your Next Launch

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If you are listening to this podcast right after it was released, you know that I am in the middle of a very large joint venture launch. If you’re listening to this after the fact, that’s okay because what I am about to share with you today works, no matter what.

Alright so 21 successful launch ingredients, I sent an email out to my list a couple of days ago, talking about launches. And the reason is because Cathy and I from Funnel Gorgeous, are releasing a Launch Gorgeous coaching program. This is basically a step by step done with you program where we’re going to help people launch their next offer. And we’re offering this for free for anyone who purchases Pete Vargas’ Stage to Scale. If you follow me on Instagram or Facebook, you’ve probably seen me talk about it.

So I was thinking about what goes into a successful launch, and I’m not sure that I’m going to be able to get through all 21 in just one episode. You can see on my blog over at, you can see the 21 successful launch ingredients blog post. And I go through these features that I think are incredibly important.

A lot of people, I asked, if I were to go deep into one of these topics, one of these ingredients, “Which one would you want me to go into?” and I got tons of responses from you guys, so I really appreciate that. And a lot of you had the same answer. And a lot of you wanted to know a day by day breakdown. And it’s funny because for Launch Gorgeous, for this bonus that we’re giving away, we are going to do a day by day breakdown. So anybody who joins Pete’s Stage to Scale program will get Launch Gorgeous and we will walk you through the steps of a launch.

And it’s funny to me because while I love day by day breakdowns of like, “Okay, on this day this is the email you send, this is the Facebook post you write, this is the Instagram story you put up.” The truth of the matter is you don’t really need a day by day breakdown if you understand the art of launching. So I want to kind of talk about that a little bit today on this podcast because I think is something that gets missed.

Launching is about telling a story. There needs to be a story line and sometimes I think when the risk when you just rely on a day by day breakdown, is that it can sound really stilted. Imagine for a minute that you have, my son Evan is 16, he really wants a girlfriend. And I sit down with Evan and I say, “I’m going to give you a day by day breakdown of what you need to do in the next 30 days to win over some girl” that he likes. So I do that, I say, “Okay, day one you’re going to go up to her and you’re going to hand her a little note. Day two you’re going to buy her lunch at school. Day three you’re going to ask for her phone number.” Whatever it happens to be, and it works sort of. But I think what happens is you sort of strip, if I were to do that I would strip Evan of his ability to tap into his own creativity, his own ideas, his own intuition and reading the room, and reading the girl he’s interested in. He would be stripped of that because he would be following this sort of letter of the law breakdown.

And I understand why a breakdown is helpful, but when you understand that a launch is a storyline, then there’s literally unlimited amounts of creativity and intuition you can use to create incredible launches. That’s not to say that there aren’t rules and formulas to follow, because honestly in my mastermind I have been testing a lot of my ideas on the insiders, and the last several launches that have come out of Digital Insiders have been insane, like insane conversion rates.

In fact, I have a client in there Larry, he sold his first $2000 course, now mind you, he did have an audience, and sold 423 units in 7 days, which is something like $846,000. Ridiculous. So there are methods, but in a launch here are the key pieces of a storyline.

The first is that there is always anticipation. I like to call this pressure, but a sense of something coming. If you do a launch and you don’t create anticipation it will fall flat. So when you think about a song, when you listen to a song on the radio, you have a verse, and you have the chorus, and then you have the second verse and then you have the chorus, and then usually there’s a bridge, that’s what they call it, a bridge where it sort of builds an intensity and then back to the chorus. That third chorus is the climax of the song, that’s the point of the song where you usually feel the most emotion. And if you watch songs like, I’m just going to give an example, Frozen, there’s a verse, first verse, and then “Let it go, let it go, let it go.” That part, then there’s a second verse, and then “Let it go, let it go.” And then if you’ve seen the movie 8 million times like I have the part where she’s talking about the frozen fractals all around and she’s building the ice castle, and it’s the bridge, it’s the part of the song that doesn’t really match the verse, and it doesn’t really match the chorus, but it’s sort of this intensity building, like “Oh my gosh.” And then it’s the third chorus, “Let it go, let it go.” And it’s the most dramatic of all the choruses.

Your third chorus is your cart opening, it is that sort of like, “Oh my gosh.” I think part of the problem with launching for people is that they don’t realize, they think that, in a song, the third chorus is the end of the song. There’s the verse and the chorus, and the verse and the chorus, and the bridge. So there’s essentially four sections of the song before we get to that third chorus. So there’s a lot of buildup, and I feel like people don’t understand anticipation, buildup and pressure well. And they think that what they do every day during an open cart launch is what makes the difference, and it’s not. It’s everything that comes before it.

If I turned on Let it Go right now and I literally just turned on the bridge and you’d never heard the song before, it would do nothing for you. If I turn on the whole song and you hear the whole song, and then you get to the bridge, now it’s a whole different ball game. And if I then add on top of it the animation, well now you’re weeping. Well, maybe not, but you get my story, you get my drift.

So that is so key, anticipation, pressure, all that kind of stuff. So that’s one thing. The second thing is people want to know that they are a part of something exciting. And when you have a very wrote day by day breakdown, it can feel like you’re removed from the actual playing out of the launch. This is why I love it when people write their email copy and write their posts live, because there is an energy in words that are live, that is different than automated.

I can’t prove this except that all of my experience shows me that if I sit down and I write something live and in the moment, it is going to sound more real and more alive than if I write something ahead of time, and just schedule it out. It doesn’t mean you can’t schedule things out, it doesn’t mean you can’t prepare, doesn’t mean you can’t brainstorm hooks and storylines and all that kind of stuff, because I actually think that you can and should.

In fact, one of the things that I’m going to be doing in Launch Gorgeous, with the people is helping them come up with just unending amounts of hooks and angles to take the story from. That way when you’re in the live moment, when you’re writing the emails, writing the posts, the cart is open, you’re getting the feedback from customers, you can go to your bank of hooks and be like, “You know what, this is the hook that they need right now. This is what’s going to happen.” And there’s no way to anticipate that ahead of time, so you prepare, and then you act as live as possible.

So that’s the second piece. You know in addition to pressure and anticipation, people want to feel like they’re a part of something exciting. And that usually means unpredictability, a little bit of variety right. Tony Robbins says that’s one of our human needs, variety. Where something switches or changes in the middle of it. Or there’s something unexpected that happens and they want that sense of live energy.

And then the third most critical component of a launch in addition to anticipation and excitement in the moment, is scarcity and urgency, and the fact that things are ending, that there is a time limit. When you put, when you really understand anticipation, unpredictability and scarcity and urgency, when you understand those components, most launches, assuming of course that you have taken the time to have a great offer and good design and good copy and you have an audience, most launches will be above average in their success if you get those three components really dialed in.

So I do this all the time, I talk about pressure building, I talk about plot twists, plot twists are that variety, that excitement, that unpredictability, that sense of it is happening in real time. Think about any sort of big news event, right now as we are, the time of this recording, we are watching as our congress does an impeachment inquiry. Whether you are for it or wildly against it, doesn’t matter. Everybody’s dialed in. Everybody’s checking Twitter. Everybody’s turning on the news and seeing what is the next, it’s live, it’s happening in real time. There’s that sense of like, “Anything could happen.”

And then the third thing is that scarcity and urgency, and that is the thing that forces people to take action, because they’re sitting on the fence or they’re procrastinating, and they know that if they don’t take action it will, you know, it will be gone and they will miss out.

So those three components are absolutely critical in any launch. And if you are going to purchase Pete Vargas’ Stage to Scale Method, you will be getting our Launch Gorgeous bonus, which is more than just a course, it is an entire program done with you where, yes of course I will give out the checklists and the breakdowns, but more importantly I’m going to teach the art and the science of these three unbelievably critical pieces. The anticipation, the unpredictability, and the scarcity and urgency. And then of course, we’ll talk about creating great offers and nurturing your audience, building your list.

But I know that if I get those three pieces right, that somebody really understands them, every launch they do will be successful because they understand how to tell the story in a way that gets people excited for the ride. So I hope that was helpful and I’ll talk to you guys soon.

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