24: Why You Should Do A Micro-Launch

I recently launched the CEO Quest, a 21-day audio experience with journaling prompts and voice notes from me with tips on marketing, sales and business growth, to move you from overwhelm to intentional micro-action, with two minutes a day. I did a micro-launch around this, which meant I did fairly light marketing for about 3 days with one day of heavy marketing, on the last day of the launch. I made around $1500 from this.If you could do this every month or increase that number every month, what would things look like for you? So, get ready, because I’m about to teach you the magic of micro launching. 

First of all, launching is used really commonly in the online business space. It’s basically a marketing campaign that’s centered around a specific offer, like a course or a group program. I’ve had an issue with launching because I find it really, really stressful. It’s a lot of work. It’s a huge amount of work, time and energy to put it all together to sell your product or service. 

For less experienced and less established entrepreneurs the main problem is the idea of testing. Remember my mantra: test it, tweak it, try again. If you’re putting all your energy and resources into one big launch and it doesn’t go according to plan that can feel really devastating. The problem here is that you’ve not really been able to test your offer in a smaller way before going to this bigger-scale launch. This is why I want to talk to you about micro-launching. 

The thing with launches or with selling anything online, is that a lot of it ends up being a numbers game. And that’s why you see a lot of entrepreneurs do six-figure, multi six figure or even seven-figure launches, selling a product or a course. That’s generally because they have a bigger audience. So, the question is what do you do if you don’t have a big audience yet. In general, the bigger your audience is, the more money you can make when you offer something.

The general rule of thumb for conversion rates for an online business is one to two percent of your email list or of your audience will buy from you. This can be manipulated in various ways: if you really build up a relationship and engagement connection with your audience, you would probably have a higher conversion rate, it also depends on who your audience is and what you’re actually selling. But that’s kind of the issue with trying to launch something- it only depends on how big your audience is.

Here are some principles to look at:

Micro-launching

This is best done for a product or a service that’s under $800 as a rule of thumb. It totally depends on your audience and how price-sensitive they are. It should be something that they do have to think about but that is not a huge investment, in terms of either their time or their money.

What is the offer?

Micro-launching probably isn’t the best thing to use if you’re trying to sell something like a 12-month coaching package, something that requires a lot of trust and commitment from your audience. So, what is the offer and is it aspirational? You need to be really clear- this is what you can expect if you go through my service, if you buy my program, if you do my course. And a bonus is if you can make this aspirational. As an example, the way I’m talking about magical micro launch is: give your business a repeatable cash injection by creating, marketing and selling an irresistible pop-up offer in under four weeks. 

How can you make your offer aspirational and irresistible to your people? This isn’t to do with fancy copywriting or getting psychological or being manipulative, but really it’s about deeply understanding your ideal clients, their challenges, their hopes, their fears and their aspirations and positioning your offer accordingly. I think messaging and positioning offers is the make-or-break of sales, of your business, of growth and definitely of micro-launching as well. 

Urgency

I feel a word urgency has a bit of a bad rap in the online space. I just want to clarify: urgency and creating urgency or scarcity is just to incentivize people to make decisions quickly. As humans, most of us don’t like making decisions right away. Most of us need deadlines and urgency to make that buying decision faster. So that’s why creating urgency, which is basically time-based deadlines, that is aligned with your integrity and it makes sense for your launch, is one of the key things to help people come to a buying decision.

I hope this gives you some good insight about how micro-launching can help you build a better business.  If you’d like, you can subscribe to my email list where I share behind-the-scenes of my business, so you know what’s working and what’s not, loving smackdowns to keep you motivated, focused and on track, and sneak peeks of special offers and live events!

Love + Magic

Maggie