The Secret to Repeating Launches With More Revenue Each Time, Featuring Chelsea Wallace

Click over to YouTube and you can see us , because joining me also is Jamie , the brand new co-host of the Art of Online Business , hooray . Thank you for being here , you're welcome . And Chelsea thank you for being here .

onward in her business , which is not to say that right now she is not really good . She is really really good , y'all , at what she does . You need to go and get her lead magnet . It's case studies what she does . You need to go and get her lead magnet .

It's case studies , but when I first looked at it , I just found so many funnels inside of it that I really want to play around with in my business . And so , that being said , chelsea , welcome back .

Let me read your bio quick , and what we're going to discuss today is how can we get more out of repeatedly relaunching a program and make it more successful , and that touches on Facebook ads .

But you're going to help the listener understand , like , what areas do you look at in your funnel and kind of how you work through that process of doubling the revenue from the funnel that's behind a launch .

Yeah , yeah , here you are , chelsea Wallace , a launch strategist and copywriter who has supported hundreds of online personal brands in executing their highest grossing marketing and launch campaigns .

You're known as the launch copy coach and you offer a fully done for you launch support service to six and seven figure coaches and course creators so that they can create higher dollar relaunches , while ensuring that they only have to focus on one task , which is taking care of themselves and their community , and that's similar to what I do as a Facebook ad

manager . When somebody launches , there's so much going on and they're going to launch better if they can just focus on serving the people that joined them for the launch Right Chelsea .

We're here for y'all so that y'all can show up and be there for your community during your launch . Maybe , I don't know . Go to bed on time , see your kids take a nice long shower without worry about oh shoot , did I schedule that email ?

And then we really pay attention to how cart open progresses as well . So , number of sales on each day were there any bonuses that you were dropping during those days and did that affect the number of sales that came in ? Did we see a spike ? Did we see a drop ? Were those bonuses adequately addressing objections and is that evidence in the numbers ?

And then , once heart closes , we are also paying attention to things like the intake surveys . What were people saying , why they decided to buy now versus later ? What would really make the program a great success for them ? What are they looking for inside of this program ? What were their hesitations , why they nearly almost didn't purchase ?

And you know , for the people who didn't buy , why did they not buy ? What reasons did they have to delay this ? What other priorities did they have going on in their lives ?

And then really also paying intense and detailed attention to the customer journey , meaning if you had 20 people who purchased in your launch , me and my team literally go through line by line , each of those 20 people . Where did they come from ? How long were they on your list for ?

Did they purchase something before they opted into and enrolled in your offer into and enrolled in your offer ? Did they get a particular lead magnet or do they listen to your podcast ?

If we can track that , like , where are they coming from , how are they moving through your world and what are the trends across all of those 20 purchasers , so that that then helps to inform all of the numbers that we already have around launch events , sales , et cetera , and therefore , then , what the launch funnel needs to look like and what the launch messaging

needs to look like .

Right , if we're going with this analogy and they're just leaving them out there for the birds and the critters , they're not going after them and following them to the gold . Y'all the gold will be at the end of the breadcrumbs , or like at the end of the rainbow , if we're going Irish with this . So like follow the gold , follow the breadcrumbs .

There's only four reasons .

It's kind of the hardest to synthesize in terms of looking at the data across a number of people , but it is also so ridiculously informative , especially for the clients for whom I then turn around and take the launch assets and turn them into an evergreen funnel for , like , that information really helps us to know okay , most people are coming through , most of our

purchasers are coming through this lead magnet . We need to put this lead magnet at the top of this evergreen funnel . This launch event was not as helpful , but this one definitely was like driving a lot of sales from these purchasers . Let's put this launch event in there .

It really just helps to inform our decisions , especially when you're going evergreen , but also when you're launching again , for sure .

Cause you know , sometimes we sell so many things that we can tend to forget , like , write all of those things down and any kind of event or special promotion that you did write that down as well , so that when you go back to look at all of the purchasers that have come through in a launch , you already know what you're looking for .

I think that's the hardest thing is to keep track of all of the tags in your active campaign or in your email funnel , email automation software whatever it is keeping track of , like what matches to what thing you know .

So if you have a list that is associated with your lead magnet or if you have a tag that's associated with this special promotion , you did really mapping that stuff out beforehand so that when you go in it's easy . You built , you pull up the customer record and you know you're looking for these tags or these lists or this automation whoa .

This is a lot of information , especially if they've been on your list for over 12 months , all of that you know . So mapping that stuff out beforehand really , really helps . And then also just like becoming a bit more familiar with your email software , I think , because some of us don't really know where we can find this information in there .

So then it becomes like tell me , what am I ?

They're never abandoning one for the other . Y'all just just to say this don't going evergreen doesn't mean you abandon live launching , and having a live launch model does not mean that you don't have the opportunity to go evergreen . Both work really really well together and if you can integrate both , you really have a powerful marketing system on your hands .

My client , gemma Bonham Carter , is exceptional at this . She teaches this inside her program . Just name dropping for a minute here , hey that's okay , I like Gemma .

That's usually the number I take because during the launch some people will leave , some people will stay , but the people who get your last sales email , they were there for the entire launch , right ? So look at that number , have the number of sales divided by the number of people who use your last sales email and multiply that by a hundred .

That's the percentage conversion on your entire launch . And if that number is above 4% , you're going to test it out . Even if you're launching for the first time , if you want some security , you can do it again , right , like , if you want to affirm that the data is repeatable , you can launch again before you decide to go evergreen .

But if you're really eager and you just want to get the evergreen funnel up and running , as long as you have a conversion of over 4% , I like to say four , because typically you'll see it drop by about 50% when you go into evergreen mode , typically Like drop by about 50% .

When you go into evergreen mode yes , typically Like you'll see your conversions drop by half . So if you're at four in a live launch , you can expect about two in an evergreen funnel , and two is still solid . If you have the other evergreen funnel pieces in place , there's a massive asterisk there .

You really need to have those and that's why we're having this conversation about Facebook ads , et cetera .

So if the event converts at like , say , 10% and the launch list converts at like two , then you kind of know , okay , the event is a really good converter . But we have some nuance in here with this launch list versus you know , like it kind of helps to inform as well what you do in your upcoming launch too .

So I like to differentiate between those two things , because you know the webinar event was great , but then maybe the follow-up emails need some work , so you might want to tweak those , et cetera . There's like other considerations here .

But I'm curious if , amongst your clients , if you see any kinds of trends as far as like , if you see any kinds of trends as far as like , you know an average of someone is on your email list for X amount of time before they buy or like are there any kind of averages or trends that you can tell us ?

So like the people who convert the highest are the newest people or the oldest people . They're not the people all the time .

And then maybe the people who have been there for a long time are like they've heard the message over and over again and they've been probably considering it for a long time and then it's like it's finally the right time to buy . But then those people in the middle are sort of like yeah , I'm still consuming your content and not really sure yet .

40% of sales come from people in the zero to three month range , and then another 45 come from the 12 plus month range , and then the middle is spread out with the remaining percentage .

How did that work .

The six figure folks have been launching their program for a solid few years and their program is at a higher price point . So it enables them to then say , yeah , I have the cash flow to invest in ads and I also have the like track record of success to invest in ads .

And then I also know that , like they've tried ads with their evergreen funnel , so they're already seeing results there . So using ads in their launches also just makes kind of a logical sense all right .

At this point , it's probably more so even a messaging issue than it is a strategy issue , because there might not be anything necessarily wrong with you doing your webinar , your masterclass , your challenge , whatever it is you're doing Like the strategy probably makes sense . Maybe we need a bit longer open cart to give people some opportunity to make the decision .

Maybe we need a little bit more urgency inherent and external urgency , meaning we need to understand why people would make this decision now versus later , and communicate that in your messaging , and we also need to have some kind of external thing expiring whether that's a bonus or the price is going up or doors are closing , you won't see this program again for

another year . There has to be some kind of external urgency strategy as well . And then , around the messaging , maybe there needs to be communication around like the trigger moments , like why are people looking for what happened in their life ? Right , that made them know . This is it . I am no longer putting up with this problem . We are changing things Right .

So at this point , it is , in a big way , not so much the tactical , strategic elements of the launch that you probably need to examine , but it is more so the urgency and messaging elements that you need to start thinking about , because you can 100% get to 80 , 90 , 100k just organically , and then ads can come in and supplement and support that .

So it might make it a lot easier for you to get to your result with ads Actually , not might . It will make it a lot easier . And if you're at 50K , I would absolutely say you know like you have an opportunity with ads here for sure , because ads will help you if you're at 50k in launch revenue per launch that you're doing right now .

But if you really want to optimize , start with a funnel , for sure .

Do we just like straight double it , or what do you recommend ?

Like if you have a successful launch but you've only spent like maximum $70 a day you know which some people might be like what , $70 a day , that's a lot . But like you can't just take an account and like spend $70 a day , right , because the algorithm is learning about you at that point .

And then you can't just expect oh , I'm going to go to $500 a day of ad spend and they're going to work as efficiently as possible , like that algorithm is going to be like whoa , I'm not used to having this kind of daily ad spend , which is why , if we are having a successful launch and we want to , five months down the road , have an even more successful

launch , like you know , above 50K , let's say that's why it's important to kind of train your account by spending more on bringing in leads before that next launch gets here Speaking from an algorithm standpoint . If you want the best , most efficient performance possible , then yeah work your way up without just jumping .

You , fam , like , yes , there are some people who will immediately buy , like we were talking about earlier with the zero to three month people who've been on your list . Right , but even some of those people have been on your list for like three months the zero people .

It's actually very , not very often that we will find that people who just came in and are brand new to a client's ecosystem will purchase . Just came in and are brand new to a client's ecosystem , will purchase it'll . It'll be five percent or less .

Most of the people are in that two to three month range and it's because loki , their evergreen funnels were in the background acting as lead generation machines . And then those same evergreen people we now put on the launch list so they get the launch stuff and the thing they didn't buy on Evergreen they now buy in the live launch .

Listener , if you have even remotely enjoyed what Chelsea is saying , number one thing you need to do , like right now , to have a direct effect on your launch is go get her case studies , because it's not just like case studies Well , it is just case studies of successful launches that she's done but just the funnel mapping , where she outlines the funnel .

It's like that will help you , even if you're only just going to put some of it together for yourself . That will help you . Chelsea , where else can somebody connect with you if they want to say hi ?

You can check that out online too , beyond the launch okay , there's more , there's more .