Why Your Last Launch Failed

If you’re an online entrepreneur than chances you have launched a product, program or service.

But what happens when that launch fails?

By the time you finish listening, you’ll know:

• The reason why your launch is failed

• How to communicate with your audience so they hit that call to action button

• The invisible barrier that’s costing you sales

If this episode inspires you then I’d love to hear from you! Take a screenshot of you listening on your device, post it to your Instagram stories and tag me @katherine_beck_

Then follow me on Instagram to go ‘behind the scenes’ with me and my own journey as an American accent coach and Voiceover Actor.

LINKS MENTIONED IN THIS EPISODE:

Ready to speak with influence so you can increase your sales on your next launch? Join me for my free masterclass and I’ll show you how to present like a 7 figure entrepreneur.

Reserve your spot here: www.katherinebeck.com/masterclass

LEARN MORE FROM KATHERINE BECK:

WEBSITE | INSTAGRAM | FACEBOOK | YOUTUBE | TIK TOK

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SHOW TRANSCRIPT

You're listening to the voice of your brand Podcast, episode number 11. In today's episode, we are taking a closer look at why your last launch failed. That's coming up next, ready to go behind the scenes and learn what it really takes to stand out as the voice of your brand. I'm Catherine back, voice actor and voice coach. And after 20 years of being the voice of other brands, I'm here to show you how your voice is your most powerful tool to creating the impact, influence and income you desire. The world is your global stage. So get ready to uplevel your voice and your personal brand. This is the voice of your brand podcast. We will get started with today's episode in just a moment. But first I want to give a big shout out to Mindy who says I have learned a ton from Katherine around how to improve my voice as an entrepreneur. I have pages of notes from Katherine based on takeaways and lessons I've learned along the way from her teaching podcast and presentations. She's a superstar when it comes to all things voice. Wow, thank you so much, Mindy. And it's been such a joy to expand my reach and work with entrepreneurs just like you. And it's amazing when you can start to learn how powerful your voice is and can be as an entrepreneur, you truly, truly have the ability to create so much impact with your audience and influence and inspire them to take action. And so thank you so much money for this five star review. And hey, if you are out there, and you are loving these first handful of episodes from the launch, and today, go ahead, do me a favor, make sure you hit that follow button if you've not yet done so click those five stars and leave us a review and let me know what you think of this podcast. And if you do you will also be featured right here on the podcast. So if you are loving this podcast, go ahead and leave us a review. We're gonna get into today's subject, which is launches in just a moment. But first, I want to let you know that I have a free voice masterclass coming up at the end of September and you are invited. I'm so excited to share this with you. We're going to be talking all about how to speak with influence so you can get more sales. How good does that sound? All you have to do is head over to Katherine beck.com forward slash masterclass. And I will see you there. Alright, let us get into today's subject matter which is launches. And speaking of launches, I just had a launch for the podcast. And I am so excited to give you an update on the podcast launch now at the time of this recording we launched two days ago. So on day one, so 24 hours in I like to think of the launch period is about a 48 hour period. For me, I think it's a 72 hour period. But we will see I will update you on the next episode or perhaps on Instagram or Tiktok. If you follow me there, but that first 24 hours, you get a good sense of what's going on in the charts. And I had very little expectations going into this launch. Why? Because it's my second podcast. So I already have another podcast. I've already done the podcast launch. And that was a really big launch, I spent a lot of time in the lead up to launching that podcast. A lot of time. This time, I did not I did spend a lot of time in the recording and getting the episodes ready. But I did not spend as much time in fact, only two days time letting my audience know about the new podcast. So there was, as we say, in the online entrepreneurial worlds, the launch runway was only two days. That's it. That was it. So it was very exciting. I had literally little to no expectations. And I think that was the key. Because when we are emotional, we often are seeking a certain outcome. And the emotions get in the way, and sometimes can orchestrate what happens from that point forward. So I had no expectations. I was thinking when I launched and I was gonna look at the charts the next day, wake up in the morning and have a look at the charts. I was thinking. I don't know. I mean, I've got a decent size audience but this podcast is a slightly different direction to my other podcast. So maybe like, gosh, maybe it'll be hopefully like top 50 in the charts, something like that. Also because I was changing categories. I launched into marketing, which is in the business category, which is a very Have category to get down in the numbers, get one of those top spots. And so I didn't have very strong expectations because I'm not really known in the marketing world just yet. But that first morning I woke up, and I looked at the charts. And I stopped breathing for a second because lo and behold, I was number three on Apple podcasts. And I couldn't believe it. Number three, how do I do that? So here's how the charts work you chart in different countries. So it's not like a global, just one charge for the entire world. You chart in different countries. So I charted, I ranked number three in Australia for marketing. And then I ranked as well, I think, number 57. I'll have to go back and check. I think I ranked number 57 In the US, which was way better than I thought way better. And then today, I just looked again, and I have ranked in the Netherlands and Canada. So I'm starting to rank in other countries as well, which is super, super exciting. Here's the kicker, I woke up this morning. So this is day, 248 hours in, I get an email from pod charts, which is like a place where you can get the charts, you know, for your podcast and other podcasts. I'm number two in marketing. I went up a spot. I couldn't believe it. I couldn't believe it. I mean, number three was amazing. But number two, get out of town. So here's the cool part about this is that if you are big into online marketing and that sort of thing. The top two names ahead of me were Jenna Kutcher and Amy Porterfield, I bumped Amy Porterfield. Oh, my goodness, like she is a marketing queen, an online marketing queen. I will tell you, I've been in the online space for about four years now. And while I've learned a thing or two about online marketing, that definitely was my weakness. So the whole thing about me launching and marketing and getting to number two, and surpassing Amy Porterfield is kind of funny, like, it makes me chuckle because I was like The Little Engine That Could that didn't want to give up, you know, on my lack of marketing skills, I just keep going and going until I figure it out. And so clearly something's resonating. People are listening, people are loving it, thank you so much for the people who have listened left reviews, send me messages and said how much they're enjoying the podcast. I'm so thrilled. And I'm so so excited to keep sending out even more episodes coming your way. So I wanted to share that with you because I were talking about launches. So I might as well share what this launch was all about. But in terms of launches, raise your hand with me if you've ever had a failed launch. I think it kind of is one of those rites of passage. As an entrepreneur, as an online entrepreneur, as a personal brand. At some stage, you're going to have a launch which you consider a failed launch. So for those of you that are listening, and are going well hang on, what's the launch, if you're not so sure of the term launch, let me break it down for you. So a launch basically is I'd like to think of it as any sort of promotion or presentation for us, I'm going to put it into the online space because I'm an online entrepreneur. So I'm going to equate that to that in the online space, a promotion or presentation of an idea. A launch often occurs when we open the doors to like a product or a program or service of some sort. Okay, so that's what we're equating a launch to be. So the launch becomes a pretty big deal in the online world. Because it's you know, it's basically it's like our sales mechanism. It's how we start to create sales for our service or product or program. And I can't tell you how many times I've launched at this point. It's been quite a few, but I will say this, it does get easier over time. But I definitely had a bump in the road. January of this year. I had my first like real failed launch where I got zero sales. I have never in the past gotten zero sales. I've always at least gotten like a few. So to get not and and to have put so much work into that launch. I was so sad. And it really affected me to where after that launch, I was afraid to make a move. I was really sort of traumatized by the zero sign You know that there were no dollar signs, it was a zero big fat zero. So I wanted to create this episode because I wanted to talk about the idea of a failed launch and what that is, and maybe some strategies, so to not to have a failed launch. Now, if you're anything like me, you may have noticed this post lockdown era that we're in, I've noticed that it's not as easy or profitable as it was during that 2020 2021 period where we were in lockdown. It was like a boom for the online space, right? So, so much easier to make sales, so much easier to get people into your program. But now I have noticed that it's a little bit more of a challenge. And that's okay, it's a different time. That just means we need to pivot we need to evolve, we need to shift our messaging, we need to shift things, what was working, then is not necessarily working. Now, if that is you, you are going to get so much value, as we deep dive into that on why your launches may not be converting as well as you would like to. So let's break that down. Let's get into it. All right, here's what I think is going on. I see a lot of online entrepreneurs spending a lot of time on their messaging, leading up to the launch, setting up your emails, creating your Facebook ads, building your list, what I do not see a lot of, and this is one of the biggest mistakes I see is you're spending no time or very little time on the actual delivery of your launch, meaning preparing and rehearsing, to speak to present information messaging content in front of your live audience, whether they are in person, or on the virtual stage, the online stage, it doesn't matter. In fact, it's probably easier in person because you can see their faces, you know, the faces of your audience members, it's a little bit easier to interact and connect with them. But when you're in the online space gets a little bit more of a challenge because you can't see their faces. So what happens is you lose that connection with your audience because you can't see them. And then you put your focus on the messaging and getting that out that you lose the connection. It also might feel kind of awkward speaking to a computer screen or a camera and nobody talking back. And I get why you would spend so much time on your messaging, because it's one of the most important things in your launch that and the offer that you're presenting. But there's one other area that greatly impacts your conversions, your sales, and that is the delivery, the delivery of the messaging, and how do we deliver the messaging through our voice. So I also get why you're spending so much time on all the steps to get everything ready leading up for the launch. But the reality is, once you've launched one time you have most of the work done, which leaves extra time to focus on other aspects of the launch that maybe you didn't focus on before you were trying to get everything done the first time does that making sense? Now you've got more time because a lot of the work is already been done. So now becomes the tweaking the finessing, the enhancing, which is the good stuff. But now that you have a little extra time, the one thing that people still forget to focus on is the delivery, the delivery of the messaging. And here's what truly separates the high six and seven and eight figure entrepreneurs from the rest. And if you've been hitting a wall or your launches are going down, and you really want to bust through that wall, get to that next monetary goal, then listen up to what I'm about to share. Because if you do this one thing I'm going to share with you in this next launch of yours, you're already separating yourself from your competitors, you're standing out in your niche, you are attracting the attention of your audience, and you will be well on your way to becoming that seven figure entrepreneur that you've been dreaming about for the longest time. So here's what you should be focusing on on your next launch your launch delivery, as I've been saying all along the launch delivery because you can have the most perfect messaging but if you don't know how to convey that messaging in a way that evokes and this is what you got to listen for evokes a thought, a feeling and a connection with your audience. They will lose that reason to want to work with you specifically want to work with If you, you have to remember that people are buying from you from a person from a personal brand, think about that word for a minute personal. When someone buys from you, they want to feel like they know you, and that they can trust you, and that they are excited to learn from you. If you're holding any sort of invisible barrier between you and the audience, or you're focusing so much on the words on the page, whether it's bullet points, or a script, or slides, you've lost that connection with your audience, that invisible barrier has been put up, and you're holding yourself back from more sales. Because here's the thing, your audience isn't stupid, they can sense. And they can feel when you're being genuine, or when you're being inauthentic. Or even worse, when you're stuck in your head. Even worse, when you're stuck in your own limiting beliefs. So if you start the launch, and you're like, I don't have what it takes, I'm so nervous. What if they think this of me? What if they don't buy from me? What do you think is gonna come out of your mouth? What do you think that they're going to hear, they're going to hear all of those limiting beliefs travel through the sound waves straight to them. When you're making the launch all about you thinking about everything that needs to get done in the launch, you're losing that connection with them. Instead, you need to make it all about them. It's not about you in the launch, it becomes about serving them. Because here's the thing, you got to remember that when someone signs up for your webinar, or live launch or challenge or what ever they have signed up to an event an experience, and you need to treat it like an experience. Treat it like a Broadway show that you spent hundreds of dollars, treat it like your favorite rock concert, treat it like the most incredible experience ever. Every time you launch, you have a choice to make it a crappy experience, a boring experience and annoying experience or an inspiring experience and exciting experience and informative experience. So that choice is always yours, you are in command of that experience. And that's the one thing that a lot of entrepreneurs aren't thinking about is that experience. But when you look at the seven and eight figure entrepreneurs when you register for their live launches, or webinars or presentations, it is an experience, that's what ignites you and excites you to want to work with them. That's what makes them the top in their industry. That's what attracts you to them. They know that they need to create an experience for you. And they do it. And they do it pretty well. Right? So the choice, obviously is yours, you can keep doing what you're doing, but you're likely going to get the same results. And I guarantee your audience would prefer inspiring and fun over boring and annoying any day. And hey, if you're already launching and doing all the things why would you not want to layer in an experience to your launch? If that's the one thing you haven't tried, and the one thing that can make that big impact on your dollars and cents? I say go for it. But hey, that's just me. All right, that is it for today's episode and remember if you'd like to learn more about my process and how to enhance your next launch experience, then join me for my free masterclass, you can register a Katherine beck.com forward slash masterclass. And I will see you there at the free training. And remember, if you loved this episode, go ahead. Let me know take a screenshot of the show and share it with me on your Instagram story at Katherine underscore Beck underscore tag me in it. Let me know if you have any questions or topics you'd like to hear on the podcast send me a DM and coming up next week on the show we are talking about if your audience believes you have authenticity, credibility, and authority. Now make sure to share the show with all your friends. Let them know what's coming up next time and invite them to tune in with you to learn how to speak up and stand out as the voice of your brand. Until then go on get out there and share that powerful voice of yours with the world and I'll see you back here next time.