What do I need to include in my launch plan?
We’ve talked about the 5 launch channels (from video #1) and how to advises your clients about which one is best for them (from video #2) – now it’s time to plan baby! The thing is, how do you know what to include in your plan? That’s what we are talking about in today’s video – enjoy.
This program is all about making it simple – giving you the exact steps, templates and checklists to manage any of the 5 different launch channels for your clients.
What kind of launch fits for what my client is doing?
Now that you understand the 5 launch channels (from video #1) let’s dive deeper into how you can recommend to your clients what kind of launch they should – and more importantly should NOT – do.
How do I know which kind of launch is best for my clients?
It can be mighty confusing to decide what type of launch is best – and it starts with understanding the 5 different types of launch channels.
I’ve been delivering training programs now since 2007, and I’ve always had an internal debate around this topic.
Should I deliver my training programs live or in a self-study format? Self study being either via online audio recording, video or a shippable product with CDs/DVDs and workbooks.
There are pros and cons on both sides of the fence, and I’d love to hear your opinion here (if you are game to pop a comment on the blog).
I think live training programs are the best from a value perspective for participants – be it a teleclass or webinar, it’s great to go live for so many reasons:
- Biggest consideration is that people are more likely to actually show up and participate when they have a place and time to be on a live call – vs. a self-study or recorded program that they have good intentions of doing, but quite often end up gathering dust on a shelf or in a computer – yes, I have many of those myself.
- Likewise, people are willing to pay more for a live program than a self-study program – in many cases at least double the price or more, the perceived value is much higher when a program is live.
- You can add interactivity to the program – via chats, forums or open Q&A on the calls themselves. This is one of the biggest benefits of our OBM Certification program, as our participants get to “chat” with each other along the way asking questions, sharing aha’s and such. Makes for a strong community component.
- The vibe is totally different – even if it’s just people on a bridgeline together, you can feel the *energy* of a live program. From the perspective of having led many programs and also participated in many you simply can’t beat this.
On the other side of the coin, self-study programs can be very appealing, especially from a business building perspective – offering self-study programs has some real benefits as well, including:
- Leveraging what has already been created – record a program and continue to sell it ongoing (via digital or tangible packaging) is a great additional revenue stream for any biz.
- People can get what they want when THEY want it – they don’t have to wait for “the next class” in order to get the training they want right now.
- It doesn’t take up any more time to deliver – many business owners are already tapped out, and simply don’t have the time/energy to continue to do live programs.
- The person may be bored with teaching that topic – there comes a point in time where a business owner may simply be tired of teaching something. They might have moved on to other things and don’t want to deliver an existing program anymore. If someone is in this space, then it’s best not to “be live” imo.
Bottom line for me – as a participant I MUCH prefer a live training. I can’t count how many times I’ve bought a self-study program and simply never got to it (actually, I can count them if I look on the shelf behind me where they all sit). I need to have a date & time to be there or I probably won’t participate. Sad but true for me.
As a business owner/trainer, I do a bit of both – some of our programs are live and some are self-study. I think the key is to consider the training itself – what is the “scope” of the training program being offered? How in-depth is it?
For example, I can’t imagine ever teaching our OBM Certification program as “self-study” – there is simply so much to learn, so much to absorb and I think people would lose a lot of the value (especially the value of the community) if we went the self-study route. Plus I would become really disconnected from everyone.
However for some of our OBM Academy courses – especially the how-to courses – they are simple and straight forward. Want to learn Infusionsoft? Great, as a self-study you can get it when you want it and dive in right away to access the training videos.
So many options, and at times can be hard to decide. Curious about your thoughts – from the perspective of participant or trainer, what do you prefer? What has been your experience with live and/or self-study programs?
I had one of those ‘aha!’ moments the other day when I received this email from Andrea J. Lee’s Best of Multiple Streams f’ree ecourse. The subject line was:
Niche + Problem + Format = Income Stream
Out of a deluge of emails in my inbox this one instantly jumped out at me – as a (much needed) reminder of just how simple online business really is! And how much I had been overcomplicating some things in my business lately…
I’ve been knee deep in online business for years now – coming up on ten years actually – and despite all the great new things that arise in the online world it all comes back to this simple formula.
To break it down…
Definition: A niche is a group of people who have common issues and problems and who hang out together in some organized fashion.
Who do you serve?
It is essential that you have a clearly defined and specific niche market. This is the foundational piece in the ‘8 Steps to Building a Multiple Streams Business’ that we’ve been teaching for years now… and is the one area where many businesses fall apart.
If you don’t have a good handle on your niche it becomes really hard to effectively tap into the specific needs of a market and provide products/services that serve that market (and that they are willing to pay for!). We go into finding your niche in great detail in Pink Spoon Marketing – be sure to check it out if this feels like an area that needs some work in your business.
People spend money on things that will help ease the ‘pain’ of their problems.
What keeps your niche up at night?
When you know what it is that the people in your niche market struggle with, then you can look for ways to help them – the solution becomes obvious. The key is, of course, to know what their problems are in the first place! And the thing is, this will change from time to time… so you need to make sure you are ‘plugged’ in to your niche.
How to find out their problems? Ask them what their biggest challenge is, and listen to their answers – look for themes. Read their blogs. Subscribe to their ezines. Follow their tweets. Pay attention.
Once you know the problem, you want to consider how you are going to package and deliver the solution.
What is the best package for your solution?
The options for packaging offerings today are simply endless – everything from print-on-demand services (for books, CDs and such) through to webinar, multimedia and online video. It actually wasn’t too long ago that we were limited by our packaging choices, as many options where complex and expensive. We’ve come a long way baby!
When looking at packaging you want to consider two things:
- What will be appealing to my market? If you are marketing to baby-boomers they may prefer a print book to an ebook. If you are marketing to twenty-somethings you may want to do an online video series.
- What would I enjoy creating? If you love speaking but aren’t a big writer, drop the idea of writing a book and look to create classes, trainings, recordings and such. If you are camera shy you may not want to go the online video route. It is just as important for you to enoy the creation process, otherwise you will get frustrated, stuck and may never finish your product.
And there you go – at the heart of things it really is just that easy.This is one super powerful little formula – one that I recommend you print off and post on your wall.
If you want to dive deeper into any element of this simple formula check out the Pink Spoon Marketing Multimedia Home-Study Kit which will take you step-by-step through the process of building your business online.
Comments, thoughts? Post them here at the blog.