Ep19. How To Create A Buzz When Launching A New Product Or Service
Learn the ins and outs of what goes into creating a really successful launch.
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Flori Pyke: [00:00:38] Welcome to Episode 19 of the Brave Business podcast. We are Anna and Flori the queens of small business and we deliver female entrepreneurs both the business and the mindset tools needed to start, grow and scale your small business for success.
Anna Jonak: [00:00:54] Yes we do. We certainly do do that. Oh my gosh. So it feels like we haven't been together in ages.
Flori Pyke: [00:01:00] Well we did have dinner though.
Anna Jonak: [00:01:02] Oh we did. Well that was kind of like fun though. [both laugh]
Flori Pyke: [00:01:07] For once. [laughing] No just kidding.
Anna Jonak: [00:01:09] We tend to batch record don't we. We come together and we batch record. But I feel like I actually haven't seen you seriously and work like sitting down. And then when we do it's like
Flori Pyke: [00:01:16] oh there's a million
Anna Jonak: [00:01:18] bajillion things to talk about which we obviously couldn't do at dinner.
Flori Pyke: [00:01:21] Yeah. Yeah.
Anna Jonak: [00:01:22] Although we did a little bit.
Flori Pyke: [00:01:26] We did a little [laughs]. It's hard not to. When the husbands are around like I'm conscious of them and not getting over us talking about work. But it's so hard not to talk about it.
Anna Jonak: [00:01:35] There's so much going on.
A double #winning
Flori Pyke: [00:01:36] I know it's exciting. Speaking of something going on, our big hashtag joint winning is something that we've been cooking up behind the scenes and oh my god so much energy is going into this puppy. But we are going to be launching a free marketing mini course. It's a three day event, three evenings. We are going to come on live together to teach you some epic marketing content. This little mini course, I say little, it's probably, it's intensive.
Flori Pyke: [00:02:04] It's very intensive.
Anna Jonak: [00:02:05] This intensive three day mini course is basically designed to really take you guys through the steps you need to take to create a successful marketing strategy. Because we hear it as a buzz word a lot don't we.
Flori Pyke: [00:02:15] Yeah we do. And you know marketing it is fundamental really, it's the lifeblood of your business but at the core of it you know you need some essential foundations in place and we're certainly going to be teaching you exactly what you need so that you understand what goes into a compelling marketing strategy and how to build that, so we're pretty pumped.
Anna Jonak: [00:02:36] Yep so look out. It's happening on the 17th of September. There's going to be a link in the show notes but we're going to give it to you right now if you want to jump on in it's businessschoolformums.com/3-day-marketing-mini-course. Okay.
Flori Pyke: [00:02:50] And there's some dashes in between.
Anna Jonak: [00:02:52] Yes. Three dash day dash marketing dash mini dash course [both laugh]. I'm like how many dashes was that.
Flori Pyke: [00:03:01] Yes. It's dash galore. You can go check it out in the show notes anyway. And we do encourage you to snap up your spot because it's going to be a full house and there's going to be a lot of live teaching. So it's really important that you do lock in for your spot.
Anna Jonak: [00:03:17] Yeah I'm pretty excited to be mixing things up and delivering this because we've done some amazing webinars [Flori agrees] over the last little while. I'm just loving all the energy that people are putting down and they walk away with so much kind of cool stuff, insights and inspired and that's definitely... oh we should probably note that on the back of that we'll be opening the doors. Yes opening the doors. Time again to on board you ladies, we say en mass but it's not en mass really because it's quite limited the number of spots that we have given how hands on our program is. But if you are looking or interested then make sure you join that because that is going to be your ticket in.
Flori Pyke: [00:03:54] Yes exactly. That's pretty exciting actually because I know we've had a lot of people asking us when we're gonna open the doors next to Small Business Pro. So it is really...
Anna Jonak: [00:04:03] we're doing it before the baby pops out.
Flori Pyke: [00:04:06] Yeah like right before. [laughs]
Anna Jonak: [00:04:09] I said this to someone the other day in a podcast, I was like see Flori is dropping a baby. He was like what, what is that wording you're using. Maybe that's just English slang you know dropping, getting it out.
Flori Pyke: [00:04:21] I have to say dropping a baby is not exactly how I would phrase it but look I get the gist of it.
Anna Jonak: [00:04:26] It's the gravity man. C'mon.
Flori Pyke: [00:04:28] Well look it feels already like it's going to fall out. I've got...
Anna Jonak: [00:04:34] too much information. [laughing]
Flori Pyke: [00:04:38] Ok moving on. Usually you're the one with too much information. I thought you'd be just like really relishing in all this information. This is how you roll mate. [both laughing].
Anna Jonak: [00:04:46] It's very true. Ok so onto losing, do you want to start with the hashtag losing.
Flori Pyke: [00:04:50] Oh sure look it's pretty grave. I run out of decaf coffee capsules. Bit of a mouthful there this morning. So because I'm pregnant obviously I have to limit the amount of caffeine that I take in. And you know I'll have my one caff and then quickly after I kind of trick myself and have decaf. And they start rolling in over the course of the day. And you know what the catch is though with this whole decaf thing you can't just roll up to like Woollies or Coles and buy Nespresso fitting decaf capsules. You have to buy them from Nespresso.
Anna Jonak: [00:05:27] So there's a time delay now for ordering.
Flori Pyke: [00:05:29] Correct.
Anna Jonak: [00:05:30] So that is a big problem.
Flori Pyke: [00:05:32] That's why it's a hashtag losing [both laugh] because now I have a time delay and I am going to be very sad because I can't trick myself with anything other than
Anna Jonak: [00:05:42] well you could be a bit more pikey and just go and buy some decaf granules.
Flori Pyke: [00:05:49] yeah....
Anna Jonak: [00:05:49] Standards though standards.
Flori Pyke: [00:05:51] I just don't know if I can do it I'm already you know I'm already taking a hit here. Anyway what about you.
Anna Jonak: [00:05:59] Well mine is and I think you identify with this because we talked about it the other day is the terrible fives. WTF. Like Flori was telling me the other day about the horror that her eldest is being and I was kind of seeing if I identified and I did a little bit and I was like, not so much and then all of a sudden it's like a flick has switched, so much attitude man, what is that.
Flori Pyke: [00:06:21] That is the word is the attitude.
Anna Jonak: [00:06:23] Yeah just uh-uh I'm not doing this. I'm walking out my bedroom when you put me in there. Does anyone have any tips on I'm like seriously what do you do. Like you can't just lock them in there but they don't stay in there. What is that.
Flori Pyke: [00:06:37] I know it's I am really like I'm having a hard time with this talk back thing. And yeh it's the same. Jorge is spending an increasing amount of time in his bedroom and then he comes out and does a sneaky thing where it goes around house to come back in. So I can't see it. [Anna laughing] And then I'll catch him like making a puzzle in the other room because I've tried to limit the amount of toys in the bedroom to you know
Anna Jonak: [00:07:02] punishment.
Flori Pyke: [00:07:03] Exactly. So I can absolutely relate. I don't know. I don't know. This is like a whole new galaxy for me.
Anna Jonak: [00:07:11] Imagine when they're teenagers though, the attitude and the big men teenage angry hormones. Anyway let's not go there. That's one for another day but if anyone's got any tips then please get on Insta. Share the tips share the love. How do you deal with your terrible fives.
Flori Pyke: [00:07:30] Absolutely.
Anna Jonak: [00:07:31] All right. Let's go into today.
How to launch something new in your business
Flori Pyke: [00:07:32] Yeah. So look today's show has really been inspired namely because we've been having a lot of conversations in our private coaching forum as part of Small Business Pro and Beyond Brave actually with our students asking us really how do they go about launching a new product or a new service or a mini course or something that is you know related to their business. How do they go about launching that and what we thought we'd do is create an episode about this. Because I'm having a very similar conversation with many people so let's put this out there so you guys can all tune in and
Anna Jonak: [00:08:13] it's something we have a bit of experience.
Flori Pyke: [00:08:15] Correct.
Anna Jonak: [00:08:15] We have done a few launches in our time.
Flori Pyke: [00:08:17] We have done a few launches and I think it's also worth mentioning we've done some study around this. So we actually invested in Jeff Walker's product launch formula program and that gave us some great gold nuggets as well. It's very very in-depth. But it was great. It gave us some great ideas and things that we weren't necessarily doing at the time. So yeah I think today is really about sharing with you some of that gold that we've gained along the way. [Anna agrees] And the focus is really going to be on the lead up to the launch.
Anna Jonak: [00:08:53] So getting that excitement going.
Flori Pyke: [00:08:56] Yeah. Creating that buzz, getting those leads. You know. So that when you do launch you can start to sell or create you know if you're doing a challenge or whatever you have a compelling strategy in place already. So that's kind of how it's going to go down. And as always we've created a little freebie for you to download as a summary of these notes that we're going to go through today and you can go and check those out over at businessschoolformums.com/podcast.
Anna Jonak: [00:09:28] Okay. Wow. First of all let's get in, let's do this. And we do want to say that there are quite a few moving pieces to this. It does take a lot of preparation. We're going to talk about a few different stages now as we lead into the launch and then we're going to touch at the end on kind of like once you get into launch. But the reality is there's a there's a lot that goes into all these things it's not just something quick and easy you can flick a switch on and there are a lot of moving parts so take notes and certainly again reach out because we'd love to have conversations with you about what's happening for you. So let's start with part 1. So really when we're thinking about a launch of some sort, so whether you're launching a product or service, what we've always tended to do I guess is reverse engineer it and basically rather than just deciding what you want to launch and just launching a product or service that you think everybody will need it comes back to that big R word research. Essentially you know the smartest thing to do really is to involve your audience and ensure there's a demand in the first place. You know make your audience feel part of the process. Get them invested. Ask them what it is they'd like to see from you that you're looking at exploring and creating something new. What do they want to see and whether it's a new product, new service or give them some options but ultimately get them giving you advice. The people that love and care about you are going to want to have a voice and you want to make sure that they feel heard right.
Flori Pyke: [00:10:53] Yeah definitely. And I think that when people feel like they're part of the process they feel you hit exactly on that word, they feel invested in it, so that when you do launch that final product or service or whatever it is that you're seeking their feedback on they feel like they have constructively contributed to the creation of that. And they're going to be that much more invested and inclined to buy that thing, you know you've met needs. You've met and answered what they said that they wanted. So I couldn't agree more with you.
Anna Jonak: [00:11:24] Yeah. I think that's a mistake a lot of people make is creating something, creating a product or service without doing this research. But when you actually get the feedback from people they're bought in and you've got the demand. You just know that your launch is going to be that much more successful because you've got people invested in the process already.
Flori Pyke: [00:11:40] Yes definitely. And I think just on this, like another really exciting thing about doing a bit of research around this is that you, it's also an opportunity to start collecting leads right. So in the past you know when we've put out e-mails seeking feedback on a challenge that we're about to launch, those e-mails might be as simple as a question literally asking what's the number one problem or frustration when it comes to XYZ. And then you know if you want to learn about when we launch a product or a challenge that responds to this need like please respond and let us know and we'll add you to our VIP or earlybird list or what have you so that they are the first to know. They feel special and it enables us to start collecting leads. That might be done via a survey and then they can enter their details at the end. But it's a great opportunity to start collecting leads
Anna Jonak: [00:12:38] and have conversations. I mean we've like, so I think sometimes we've done a survey, sometimes it's been just reply to this email. And then you actually have a really nice back and forward with people learning more about their specific challenges and it just makes it that bit more personal. We've obviously talked about that in previous episodes around that kind of mass marketing versus that personalisation which makes them feel special and you feel connected.
Flori Pyke: [00:12:59] Yeah definitely and conversations you know often lead to establishing that sense of trust and driving that person down the sales funnel as well. So there's lots of benefits to opening the doors to doing this research.
Anna Jonak: [00:13:13] Certainly but you know I love a little bit of research.
Flori Pyke: [00:13:16] [laughs] you certainly do. All right. So that is really key. The other thing that we are really conscious of doing or we've done in the past a few times, we don't always do it when we do a challenge but it's something that has worked well. It just depends on how much time we have when we're launching challenges but it's something for you to consider is you can create kind of like a pre VIP squeeze page. So before you actually launch whatever it is that you're about to launch you can create an opt in page sharing with your audience why they should opt in as an early bird or a VIP and create kind of like a goodie bag bundle for them to feel really excited about giving you their details. So whether that's you're going to be the first to know about this new exciting product and you get a 20 percent discount and you're going to get first dibs on limited stock like there's so many different angles that you can use there. But I think that's a wonderful angle to also start collecting leads as part of this process.
Anna Jonak: [00:14:23] Generate excitement and again make people feel that little bit special for being in there first.
Flori Pyke: [00:14:28] Well that's it, right.
Anna Jonak: [00:14:28] I've seen it before where people have limited, there's some great brands out there making some beautiful baby products so kind of like dolls and they have limited stock. [Flori agrees]. So it's kind of like you go on their preorder list or their wait list and there's only a window of time to buy them in and you are the first to know before everyone else does so you have that first opportunity to buy. I'm all over those VIP lists. I'm like if I want the product I'm really into it, get me on that list.
Flori Pyke: [00:14:53] Totally and like on that note that really plays to the psychology of scarcity and urgency that's motivating you to act.
Anna Jonak: [00:15:03] Yeah and the time frame, the clock ticking, the numbers of products going down.
Flori Pyke: [00:15:09] Yeah. So I think those are really compelling points to hit on when you're creating your compelling hook to get people to pre opt in so that they're the first to know. Think about driving that scarcity. Think about driving that urgency so that people are really compelled to act and motivated like you just said - it works.
Anna Jonak: [00:15:28] Yeah definitely it does. I think for us especially on our challenges and this one coming up because of the fact that we're running this live, there is going to be limited seats like as in our software can only take 500. And yet normally we have three four five times that people signing up for the challenges that we do. So it's going to be really interesting to see because it's three nights in a row. How early people get on to secure their spot, the people that manage to get onto every single one, do you know what I mean it's going to be really interesting.
Flori Pyke: [00:15:56] Yeah. Oh absolutely. And then from there on you know how many spots we can extend in the program itself because of the live coaching element. There's only so much. So yeah it'll be exciting but yeah good good food for thought there. So then you know once you have launched your product obviously for the people who have opted in for your leads list who you know they're your VIPs, your earlybirds, you obviously let them know you're in here, it is you, do the big reveal with them and you give them a short frame of time to get their goodie bag or whatever it is that they've signed up for before you open the doors to the masses and you've given that reason to buy now. You know we're going to open up to the masses like you secured your spot in first. So here it is. Here is what I promised to give you. And then you know they'll be that much more compelled to act as well because they'll know that in 48 hours or whatever everyone's going to get this opportunity. So I need to get on board. So there are just some ideas in terms of how to kind of get that excitement going. And I think alongside that as well it's really important to talk about creating the buzz.
Anna Jonak: [00:17:07] Yep so alongside kind of having those conversations you definitely want to be kind of six weeks out. It's a kind of long I guess it's a process. It's continuous really isn't it. All the way through to launch but looking about how you can generate that buzz and excitement and spread the word as much as possible about what's coming. So whether it's a challenge or new product that's being launched whatever it is for you to get people talking about it everywhere. [Flori agrees] So some ideas might be working with a JV so a joint venture relationship or affiliate partners asking them to help spread the word. We've certainly done that on challenges and programs where people will spread the word and then they get a commission. Obviously you have to think about the alignment here with brands and make sure it's something that is really relevant and is going to be of value for their customer base and as well as the fact that you're going to deliver for them. So certainly make sure that you're kind of in a relevant space and adding value to other people.
Flori Pyke: [00:18:00] Yeah I think also one thing that's really important that you hit on and I get this question asked all the time is when should I start pushing this prelaunch phase and I think six weeks like you said is a great time to start. So it goes back to you know when we kicked off this episode you said you know there's a lot of moving pieces and parts and it takes a lot of time but if you can start kind of six weeks prior to start creating the hype and do some of these things it's really going to serve you well in terms of then driving sales when your doors do open.
Anna Jonak: [00:18:33] Well it means that you got all the touchpoints. I mean even building up joint venture relationships and partnerships itself takes time because ultimately quite often you might find that you might create copy for them or content for them, emails, blog posts, you're sending them all sorts of information to send on to their audience because you're tapping into their email list. But you need to make sure that you give them the assets to enable the promotion of whatever it is you're doing.
Flori Pyke: [00:18:56] Yeah absolutely. And let alone figuring out if it's something that you haven't done in the past the tech side of the implementation of tracking those affiliates purchases can be a bit. Well it just depends. There's some great software out there. We've certainly found a workaround for it but it can be a bit tricky sometimes. So it's important to give yourself some time to figure that all out as well.
Anna Jonak: [00:19:24] So I mean yeah I mean I guess this aside from actually doing your launch like six weeks beforehand you probably want to have mapped this out like you want to have spent a good amount of time before this six weeks mapping out all the moving parts so you know what your email sequences are going to look like, who are you going to approach to have these conversations. You know the pacing between when you reveal, when you ask questions, when you involve people, what's going on social. Yeah I really need to map it all out.
Flori Pyke: [00:19:49] In a schedule. That's how we do it. We literally have like a content calendar. Where we pop in okay ads start this day and they run until that day, this is when the e-mails will commence. This is when affiliates will be approached if we use affiliates etc. So yeah absolutely right.
Anna Jonak: [00:20:04] Yeah. With this obviously coming up we're looking ahead and like we've been looking ahead for ages. When is this going to happen, when do the assets need to be done. Who are we talking to. So yeah a launch definitely it's big. If you do them well they're big and they take time and you need to be all over it.
Flori Pyke: [00:20:24] But they are worthwhile right. [Anna agrees]. I mean I was just having a chat with one of our students in the forum Krystal Preece and she's already talking about launching for January. And it's so true. Like I said to her I think it's great that you're already thinking about this and that you're putting all the parts of the puzzle together so that come January you're ready to roll. You just hit that trigger. And like you've got all your parts in a line and you're ready to go. You're ready to rock and roll.
Anna Jonak: [00:20:53] That reminds me of me going so we're launching, we'll be doing that. We normally do something big in January because it's the new year, we normally do a big goal setting challenge which will most likely happen again in January.
Flori Pyke: [00:21:04] Oh god it does remind me I know what you are going to say.
Anna Jonak: [00:21:04] And I was going to say so we've got to book in dates in December for when we're going to do our video recordings and all these bits and pieces and it's like what. So far ahead. But again the reality is the moving pieces and parts of pulling something together dependant on what your business is they can be really quite detailed.
Flori Pyke: [00:21:22] Yeah absolutely. And so in terms of that preparation phase in the lead up to the six weeks before you start creating the buzz, another thing that you want to be conscious of if you don't have this, is really to start getting some case studies and testimonials from your audience so that you can use this during those six weeks and then also once you open your doors to whatever it is you're offering so that you can start to really build that trust with your prospects and show them the potential of what lies on the other side when they buy with you. And I think testimonials and case studies are so compelling.
Anna Jonak: [00:21:59] Oh definitely. And I think also in this period if you're a product business and you're launching something like teasers, imagery like reveals, we did a big, we did a big reveal. I can't remember now.
Flori Pyke: [00:22:12] Was it the website.
Anna Jonak: [00:22:12] Was it our website. When we did the big, you did the big - not me I'm not the Insta person [Flori laughs] but there was a big reveal that was done on Insta.
Flori Pyke: [00:22:20] Yeah some sort of I forget what the tool is called. I mean this is going back 2 years now almost.
Anna Jonak: [00:22:25] I know.
Flori Pyke: [00:22:25] But there's this tool where I'm sure a lot of you guys listening will know the name of it but it's basically and this was used a lot back then where you'd have kind of like six tiles go out at the same time that showed like one image. And so we did it that way but we did like snapshots of that and then mixed it up throughout the feed and it was fun and it was cool and when the big reveal came out everyone was like Oh that's so cool and yeah created a bit of buzz.
Anna Jonak: [00:22:56] Totally. Well that's it you want to get people excited and you want to create a bit of mystery as well. Kind of like if people haven't seen it and they know it's coming then video shots, sneak peeks behind the scenes. All these kind of things. I mean we've done that in the lead up to challenges with the workbooks that we're creating, bloopers. [laughs]
Flori Pyke: [00:23:13] Yeah totally.
Anna Jonak: [00:23:14] [laughing] bloopers that have come out, anything that just generates kind of like interest around what you're doing.
Flori Pyke: [00:23:18] Yeah. And I think another idea is one thing that Anna and I have been doing behind the scenes a lot of late, which is very exciting, is we've been having some really really great conversations with thought leaders in the online space related to different niches be it Facebook groups, Facebook Marketing, PR, money mindset, like you name it. And it's like watch this space because we're going to be hosting some incredible people on The Brave Business Podcast very soon.
Anna Jonak: [00:23:48] Oh my gosh yes.
Flori Pyke: [00:23:49] Yeah. There's so much gold that awaits. But to this point you know these people they are so on it I have to say like right away they're thinking okay you know I've got this upcoming launch schedule this month, why don't I come on the podcast right before then and I'll talk about you know my expertise. And so that when people want to learn more they go and they check me out and then they hear about my launch that's coming up and it's all streamlined with their dates.
Anna Jonak: [00:24:23] Clever PR.
Flori Pyke: [00:24:24] Correct. So the point here is you might want to reach out to some related podcasts even, blog,
Anna Jonak: [00:24:34] influencers
Flori Pyke: [00:24:35] Correct influencers, brand reps, what have you and start to lock in some dates with them to leverage your launch. So that's another great idea. And you know how often are people looking for a guest to interview for guest blog posts like all the time. Right. So it's just about doing a bit of research there and starting to put yourself out there.
Anna Jonak: [00:24:58] And also I think it comes back to this PR kind of side of things when you're doing these things as you develop a relationship where you're both helping each other out. [Flori agrees] So it's not always a cut or a commission and a JV in that respect, you can also just have like okay well I'm doing this launch can you help me here. I'm doing this launch yep. Let's let's exchange this and we'll push this out at separate times and it's all about really just getting your messages out there and being supportive. And we're definitely all about giving value to other people and vice versa.
Flori Pyke: [00:25:25] Yes absolutely. The more you give the more you get. It's not about getting. It's about giving and the rest will come I think.
Anna Jonak: [00:25:32] Absolutely.
Flori Pyke: [00:25:33] Yeah. And you know I think it's also important to mention like social media is awesome and you should definitely use all of the touchpoints that you have for your business when it comes to your social lists. But at the core of it your email list is paramount. I mean that is really where the majority of your audience will act based off of the emails. So you know and I've said this before guys like you want to drive people from their socials to opt into something so that you get their name and email address and yes e-mail is becoming congested and you can say all you want and I totally agree. But e-mail works. [Anna agrees] It still works like a hot dang so I can't say that we get nearly as many conversions from socials as we do from e-mails. Like not even close.
Anna Jonak: [00:26:24] Yeah it's really interesting isn't it. People talk about the fact that email is dead and it's definitely not. People still, yes you have to be smart with what you're doing and everything else but it goes along with other parts of your marketing strategy. On that note, I did actually want to say I don't think we alluded to at the beginning, what we're talking about here with regards to your launch is all about organic. It's all about organic reach. This isn't about paid traffic. So you see all the stuff we've talked about isn't going to cost you anything. It's just about you being strategic, relationship building, creating content etc. Obviously from our perspective this is run alongside a much bigger piece where we're running an ad campaign as well. And you know paid traffic in different forms so you want, you do ideally, want to put some money behind it as well.
Flori Pyke: [00:27:11] So that you have balls and you know you like you've got your eggs and all the baskets you've got you know you're organic you might be going on a podcast, you might do guest blog post. You might have partners and affiliates and then you've got your e-mail strategy to your list and then you've got paid traffic ads, you've got socials going like there's a lot of channels here too.
Anna Jonak: [00:27:32] I swear it's like the funnel's on fire.
Flori Pyke: [00:27:34] Totally the ninjas come out. [Anna laughing] But it's exciting and I think it's important to keep all this stuff in mind when you're looking to launch a product because you know like case in point I was having a conversation with a student yesterday and she said you know I opened my doors and I waited for the people to come and no one came. And I said well what did you do to let them know in the lead up. Well nothing.
Anna Jonak: [00:27:56] I just opened the door.
Flori Pyke: [00:27:56] I just opened the doors. Well no one's going to come.
Anna Jonak: [00:27:58] They don't know because people don't know. They haven't got excited about the process with you.
Flori Pyke: [00:28:02] That's exactly like you need to get them invested and excited, you need to create that buzz, you need to give those sneak peeks so that the day that you open the doors everyone is just like yeah I've been waiting for this. Let's do this you know. That is your job. So yeah lots and lots of ideas there to consider and yeah it's exciting. I think there's a lot of gold in this episode.
Anna Jonak: [00:28:27] Can you tell that we like launch. We actually do like launch time like when we do big challenges. We've done many many of them over the years and there's a lot that goes into them but they are so exciting when you actually start to see that momentum build in your audience and people get excited and even when the Facebook ads go out and then you're getting hundreds of hundreds of comments on the Facebook ads, people sharing and getting excited like this is coming get involved. Like it's a buzz and then when you actually get to the place when you're actually delivering that, so whether it's a door's open for something or in our case when we actually run some content, oh my gosh hashtag excitement. [laughing]
Flori Pyke: [00:29:02] Yeah. And then what happens. We close the doors and the cart's closed and then we are like oh my god we are so tired.
Anna Jonak: [00:29:11] So much goes into it so much goes in. And this is also saying that there's a lot of energy pre you kind of launch with your organisation, in the launch itself and then actually when you're kind of in the zone of doors open, product selling,
Flori Pyke: [00:29:26] you're answering questions.
Anna Jonak: [00:29:28] Yeah. There's a whole another layer. So this is really kind of the first phase. So you see that there are quite a few different phases but this is the first phase. I mean for us certainly when we are running a challenge so the launch and into the challenge and the challenge itself has so many moving parts from delivering live classes to creating accompanying workbooks that we build a story, it's all about taking our users on an experience, about being there in the Facebook community, answering questions as you said. You really you kind of really lean in to an experience don't you and it's very well thought out. Everything is planned to deliver a quality experience. [Flori agrees] Like people should pay for really.
Flori Pyke: [00:30:07] Yeah definitely. And I think this goes to you know it certainly plays very much to this 3 day marketing mini course that we're going to be launching in September that you know we're already working through those workbooks and all these content pieces and what you guys are going to be getting on the on the other side of this and it's going to be awesome because you're going to walk away with some great results. And that's the other thing that I think is really important is when you're running, launching a product or challenge, the name that you give to that and what you deliver is just paramount. So don't discard that whole research phase. It is so important because if you can't nail the name and what you're going to deliver at all those pieces is not going to work.
Anna Jonak: [00:30:54] Or you create the best hype in the world but you deliver a s**t experience then people aren't going to want to return. So you have to think about yeah make sure that the product that you're developing is you know top notch likewise that the kind of activation or service or whatever it is again delivering based on their experience because a lot of people can be really great at the marketing side of a launch and then they deliver something that's really not great.
Flori Pyke: [00:31:17] Yeah. Totally agree.
Anna Jonak: [00:31:20] Oh my God so much to think about. Yes we could talk about this for ages. But we've got notes for you businessschoolformums.com/podcast so make sure that if you want the accompanying PDF with some top tips on all of this. So I'm sure you going to listen to this episode a few times. There's a lot in here but use the cheatsheet that we give you so you can start mapping out some of your ideas for yourself and again let us know what you've got coming up. If you've got anything coming up. Pop us a note on Insta or Facebook when this episode is up and let's see if we can't spruik you some more ideas.
Anna Jonak: [00:32:45] 100% in our very first challenge, not challenge very first intake, we did we just did a lot of PR.
Flori Pyke: [00:32:51] We did a lot of PR and we did a lot of collaboration and we had no money. We had no money to pay PR.
Anna Jonak: [00:32:57] PR collaborations and we might have done we did some webinars but I don't even know if we did paid traffic in the beginning.
Flori Pyke: [00:33:04] We didn't. We used our independent business list
Anna Jonak: [00:33:06] e-mail list because we both had, small, [both laugh] compared to where we are at now but still we managed to get a handful well we had 20-30 people on, granted a lot of them kind of came through PR and competitions but it was all about getting momentum into the space.
Flori Pyke: [00:33:23] That's right. And it just goes to say, like you know you just got to start somewhere.
Anna Jonak: [00:33:26] That's where we started. So if we can do that and look at where we're at now then you can do it too.
Flori Pyke: [00:33:30] Exactly. So there we have it.
Anna Jonak: [00:33:32] Okay well let's end with and remember. Be brave in your business.
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