What to Do When Your Launch Flops
Scenario: You did a launch, told people about your program or offer, and literally got zero, one, two or far less people than you had “anticipated”. Or you launched a group program and got one person and you feel shitty and embarrassed because that person was expecting a group and now they aren’t getting a group.
I had a small workshop with some of my clients a couple of weeks ago and we discussed this topic and I thought it was really important to speak about. I know that so many people go through this experience and either feel discouraged, or simply don’t know what to do after a launch flops. It can be a very disempowering experience and I wanted to bring some experiential knowledge and wisdom to not only help support you in getting back in the game, but to give you feedback on what may have occurred.
How long do I wait until I try to relaunch again?
What did I do wrong?
What do I do differently?
Put a lot of effort into your Instagram stories and story mini trainings
Wrote out a sales page
Got on phone calls and at the end of the day you didn’t meet your initial goal
Didn’t get anyone in this program at all.
My Top 6 Tips for moving forward after your launch flops:
Post failed launch Tip #1: Self Nourish
You really need to self nourish in this time because it can feel super discouraging. A flopped launch can create a story in your head and it might give you evidence that you shouldn’t do this again.
That’s the number one thing that you don’t want to listen to.
You want to just allow yourself to be where you’re at and give yourself grace to move through the emotional experience of it. It’s very vulnerable to put yourself out there in that very big way. To not have it work in the way in which you either expected or wanted to or at all is difficult, so it’s totally normal to feel that way. It’s essentially like dealing with full-blown rejection.
So these next couple of steps are really going to help you in even doing the emotional management. They are going to be both practical management and emotional management.
So the next practical step that I think is so powerful to shift from I feel really shitty about myself to…..
→ Oh yeah! I am good at this. I CAN do this. This IS a part of my purpose I AM supposed to be moving in this direction.
Post flopped launch Tip #2: Get Back Into Your Power
This is such a fucking important step. Really the goal here is to remind yourself “ OH. I’M ACTUALLY GOOD AT THIS. I CAN DO THIS! IM NOT DUMB. I AM QUALIFIED”.
So how do you do this? The first way that I recommend is to do some free support or free coaching. This might sound counterintuitive from everyone telling you to not give away things for free and to not work for free. I certainly say that once in a while as well. But this is a different context. There is nothing more powerful than coaching someone, supporting them, and watching them receive your support to remind you that you’re good at what you do. I notice this also with guest coaching and people that are guest coaches on other peoples programs. It’s such a valuable experience. Sometimes the sales process can feel discouraging because not only do you have to be a good coach, you have to be a skilled salesperson. Without that, you don’t have the opportunity to coach as many people and you don’t get the opportunity to connect in the way that you would like to.
Free coaching doesn’t necessarily mean you sign someone up for 12 weeks of free coaching with you. It could simply mean every day for the next 2 weeks you go on Instagram story or do a live and have people request to join and ask you questions. Then you respond to the questions and reshare that on your IGTV and you show people how good of a coach you are.
Or maybe you just do some interview calls and you offer one off consults or free audits. Knowing I can truly help people really comes in times when I feel separated from my ideal client. For whatever reason it might be because I feel separated from myself, and any feeling of separateness is an illusion. Because if we look at the universal law that we are one, there’s not actually ever separation from self or others, just perceived.
With that being said, you really want to connect back to both yourself and your ideal client. Free support in any given way is one of the most valuable things. I used to do diet audits. You could do free coaching calls, you can do free instagram audits on your story. My intention and your focus for this task is to just connect and get back into your power.
It doesn’t mean anything about you if you just do this a couple of times throughout the year. It does also help with your brand. It helps with your authenticity and trust, relatability and likeability by doing this as well so really it’s a win win win. Getting back into that powerful state allows you to move forward.
This might require a little bit more than just a journaling session, a dance break, or listening to a podcast. It might require a little bit bigger. Free coaching is one way. Going to an event to get re-inspired and reconnected is another. You can sign up for a workshop, you can learn something, do something in person that’s really a connective experience. I really reccomend in person events and connected experiences that allow you to be in a community with other people and feel that energy, rather than just kind of moseying about your day-to-day in your own apartment or own house or own life. You’re still kind of in that muck or that hamster wheel or rut. Something that’s a little bit jarring or jolting or out of your comfort zone will support you in rebuilding those confidence blocks.
Post flopped launch Tip #3: Remove Yourself from your Business and Review Data Objectively
This is a hyper-practical step, but also has a mindset element, which is separating your identity from your business.
We can feel like our identity or our ego has been hurt because we’ve been rejected. It really feels like we have been rejected as a person, or we’re wrong, or we’re not good enough. But at the end of the day the reason why people signed up or didn’t sign up has nothing to do with who we are as a person, our value, or our inherent worthiness. Nothing. It has to do with a level of credibility, a level of awareness, a level of trust and a level of skill. It’s essentially you, the human being, the soul, the person that’s delivering this message, the educator, the vessel that’s going to be serving. That’s you the person.
The business is as successful as all of the different business elements and how up to par they are. If you look at your sales process,
How is the business generating leads?
Does it currently have enough leads?
Do you need to get more leads to get more sales?
Or maybe there’s enough leads but how do they qualify?
- Are they the right people?
- Are they targeted people?
- Are they qualified enough?
- Are they ready enough to say YES?
- Are they at that decision making state?
- Where might have they dropped off between following you and then actually getting on a phone call?
- Could you tighten that gap with a better system?
- Could you start a convo with them?
Maybe they didn’t have enough connection to you. Maybe they applied but you never sent a confirmation email. Maybe the scheduling process for a phone call was a little too confusing so they thought “nevermind.”
How about your sales and enrollment skills? Your conversation on the phone? There’s a zillion places where this could have dropped off.
I have shared a couple of videos inside of my mastermind and on my podcast in terms of sales, but there are so many places inside of the sales and enrollment convo where someone may or may not have dropped off based on your response. Maybe there was a lack of empathy somewhere, or maybe they perceived you as not understanding them. Or maybe they felt sold to in a way where the skill of sales and enrollment might not be high enough to be able to close a certain amount of people that need a little more “umph” in their sales conversations.
The other part of step 3 is customer brand awareness. This is IMPORTANT.
So let’s just say you started an Instagram 3 months ago, and for the 1st month you were using it for personal, the 2nd month for your business, and the 3rd month you really started targeting people and you were having a couple people come in that were the right people. The 4th month you launch your offer, you talk about it on instagram, you make a few posts, you put it on your Instagram stories, you put up an application and nobody says anything. You’re sitting here like “what the fuck?”
Maybe you haven’t had your instagram for 3 months, maybe longer. Maybe you’ve been creating content for months or years and you still feel like your launch flopped, but at the end of the day, how much awareness does your ideal client has of your brand and of your offer? This is so important.
When it comes to the Flourish and Conquer Accelerator which is the program that people most hear about from me or know me for. It’s a 90 day business accelerator program that helps people who are new entrepreneurs who are making anywhere from $1k-$5k/month get their business started and learn everything from content creation on instagram to content marketing to sales to enrollment to coaching and all of the things that go in between that. Everybody in my audience that listens to my podcast or follows me on instagram has at least heard about it. If it weren’t for them, we’d maybe just have left it.
We’ve had people tell us they have heard about this 2 years ago but didn’t think it was the right time, or wanted to apply for forever but the level of awareness is very high because it’s something I’ve talked about over and over and over and over and over and over. It’s almost impossible that everybody in my audience doesn’t know about that specific offer regardless of whether or not they are our ideal client.
So if you ask yourself “how long did my audience really have before I showed up and said here’s this offer to learn about me.
- To connect with me?
- To understand my offer to consider whether or not it was for them.
- To read about it.
- To hear about it.
- To be reminded about it.
- To read about it again.
- To get supported in considering whether or not to take action.
- To be invited to engage and have a conversation.
- To be presented with the exact thing they need to hear to really take the plunge.
- To be shown a testimonial from another client who is similar to them.
All these things.
How long did they really have to get your brand, your message that you were the go to person for the exact type of problem that they need solved? The exact solution. And if the answer to that is a long time, then there’s probably more data to review. And if the answer is maybe it’s not enough time, there’s your answer right there.
Again, your audience truly has to be connected with you. They have to have a high level of awareness of your brand and your offer and what you’re doing and the fact that they are invited to join and to be a part of the movement. You have to specifically call them out and invite them. There is a ton of content that is available that you get to create to invite them in. Not that you HAVE to create, you GET to create this content that invites your ideal client to say yes to themselves. To say yes to their own transformation. To solve this problem once and for all. You’re inviting people into that opportunity that they are going to get the results they put in the work for. And if it’s your first time or you’re really new to this, it definitely takes a little bit of time for people to really land into you and your brand and your offer.
They land into you first, and then your brand. When you’ve talked about your offer enough, ideally your offer is just the next thing. Just a reminder that things take time. Trust takes time, brand awareness takes time. Really nurturing these people into the place where they can even say yes to paying you.
Post launch flop Tip #4: Re-establish Your Brand
After you’re reviewed the data, you’ve gotten back into your power by potentially doing some free stuff, you’ve handled your emotion, you’re starting to feel confident. You’re thinking “how do I restart?”
This stuff is especially important if you have switched niches and I’ll talk about that in a minute. Re-establishing your brand is the process of making sure that your customer knows exactly what they’re getting into. Create new content. You’re going to reintroduce yourself, you’re going to tell your story about why you’re doing this, how you got here what your experience has been. You’re going to do free training, free value, mindset audits. Whatever you’re doing you’re going to start communicating and you’re going to create and engage with your audience by building relationships through DMs, asking them about themselves, making it about them and not necessarily about you. You’re going to be doing mini trainings, and if you’re ready to relaunch an offer you’re going to just do this process again. And it’s really just reestablishing all things that are you.
- Your brand
- What you’re all about
- What you’re here to do
- What your mission is.
- Your experience
- Your credibility
- Your knowledge
- Your expertise
- What is it that you have to say
- What are your opinions
- What do you know about your ideal client and their experience and their pain points and their life
- How could use help solve their problems and help them get to their paradise.
And if you feel funny about anything, just be transparent. This is really like having a conversation as if you were sharing it with a friend. Let’s just say it’s been one week and you say you’re closing out the program and you want to reopen it again. You want to say
“Hey, I wanted to chat with you. I know I said I’m closing off the program, but here’s what’s going on. I think instead of closing it off I’ll keep it open until I get as many people as I want in the program”
It doesn’t have to be like you are trying to explain yourself while not being annoying. Just tell people how it is. In the above, I wasn’t victimized and I wasn’t trying to people please I was just saying “Hey I’m going to be talking about this until I get the amount of people that I want to get. And I’m super excited. Let’s do it” It can be that easy and I encourage that.
So, getting back to you on to re-establishing your brand if your launch flopped when you went from one niche to another niche. This conversation came up in the Flourish and Conquer accelerator Workshop that we did a couple weeks ago with a client. She switched from Fitness coaching to business coaching and she just went all-in and was super excited to make the best content she’s ever made. My professional estimation is that if your launch flopped and previously you had success with your current audience in a different niche, there wasn’t enough time between your shift and your new offer announcement.
Like above when I mentioned landing in your brand and landing in your offer, people probably had enough time to land on YOU, but maybe they didn’t have enough time to land in your brand enough to dive right into a new offer.
When you have a really clear and established personal brand, people just enjoy you for you and how you show up.
Think about all the actors and actresses that have started businesses and their fans don’t care what role they play, they just buy in. For me, I was in the fitness industry and then I switched to business coaching. There’s been plenty of people that followed me for fitness and they just enjoyed me as a person, so regardless of them not being entrepreneurs they still enjoy following my account because my brand was well enough established that it didn’t even matter what I was doing, what project I was currently working on, or what niche I was currently in.
My personal brand is an established brand so if people don’t have enough time to land on you, there’s going to be a bit of cognitive dissonance from jumping directly into an offer. What you need to do is re-establish your brand and maybe give it a little bit more time in between instead of diving right into business coaching now and trying to sell that.
Let’s use Fitness and business for example. I spent so much time talking about how Fitness relates to business, how I am running my fitness coaching business, and other Fitness coaches x y and z and how fitness really helps me stay productive and so on. This was bridging the gap so it really made sense.
It needs to make sense that you need to give it enough time for it to make sense. What solid experience can you give them to show them that it makes sense that you switched and that you have experience and credibility in your new niche?
What I see when people switch niches too quickly is that there’s no foundation to establish credibility and people just kind of rely on the fact that they’ve been creating awesome content and they have a great audience and think the audience is just going to follow them with whatever they do. But you have to do your part in not necessarily convincing people, but showing people the value of what you do, why you’re doing it, and the benefits for them.
I have to do this as well. Let’s just say for example I’m coming out with a new Instagram course that you guys heard about on this podcast in November, and if you have not signed up yet- SHAMELESS PLUG- check out my Instagram wait list to sign up for it amandabucci.com/instagramwaitlist to sign up.
I’m going to have to do every single bit of convincing, teaching, expressing the value, sharing the benefits, showing exactly what’s in the program, having conversations, sending tons of emails, recording podcasts, Facebook lives, Instagram lives and the whole nine yards because I don’t expect anyone to just buy something from me just because I’m me.
Sometimes I can just throw something up and send a few emails and maybe I’ll get some sales just because my brand is well-established enough, but that’s really such a small way to do it. Don’t just rely on a brand if you have it. Really give your people the fullness of the experience of why you’re switching.
Post launch flop Tip #5: Reconnect with your Audience
Yes you’re reestablishing your brand in number 4, but reconnecting with your audience is really just like “hey guys, let’s connect” and getting back into your power when it comes to free coaching. But what you want to do is redo market research. What I enjoy doing is the free connection and just having conversations.
Just send me some DMs, tell me what your problems are and like I’ll voice memo you back and forth and we can solve them together.
Another thing you can do is signing up for a coaching program yourself and sitting in the shoes of the student who’s vulnerable. A student who has to make a purchasing decision, who has to say yes to themselves, and experience that from yourself.
Maybe there’s too much separation between you. Going through the process of having to decide what to do with your money and your time really helps you reconnect to that experience your ideal clients going through. When they’re potentially considering signing up for your program, you can ask yourself “all right what did I do to say yes to this program?”. If you can’t relate on this level, it’ll be a little bit more difficult to connect to your audience on that level so you can speak into their experience soul to speak into their experience of being a potential customer.
Post flopped launch Tip #6: Increase Your Skills in Sales and Marketing
The last step is to increase your skill of sales and marketing, because at the end of the day, there is a practical element to you getting better at sales and marketing. I’m constantly learning and seeing how other people are doing things. I’ve been in tons of masterminds. I’ve spent tons of money- maybe $160,000 because I’ve had a mentor for for about a year-and-a-half now.
With that being said, I’ve consistently upped my game so I can consistently support and serve at a higher level. This way you can have the most solid expert-level grasp on sales and marketing