Guide to a Profitable Launch - Stacy Braga

Website:  stacybragacopy.com

00:00 Hello, and welcome to your guide to campaigns that convert for the June Jumpstart Summit. So this is going to give you everything you need to know to plan a launch or a campaign that actually gets conversions and it's going to tell you what are all the pieces that you actually need. Because I find one of the hardest parts of actually planning a campaign is knowing, hey, wait, what do I actually need? How do I know that I'm doing all of the right things? So before we jump in, I am Stacy. I'm a copywriter and messaging strategist. I was a elementary school teacher before this and I LED a lot of professional development for my school and district and conferences.  

00:46 But I left teaching and started the Stacey Braga Copy Studio and then started Copy Classroom, which is where people can DIY their copy with my help. And then finally, I have the cozy preneur podcast so if you love this presentation and want to go deeper, check out the podcast it'll have some more information for you there. So let's jump in. What is a launch anyways so whether you're talking about an Evergreen launch, a live launch, a launch is just a sales and marketing funnel it is the same thing as a campaign it is the sales and marketing funnel it is basically what is your strategy behind getting people in front of your business and then getting those people the right people for your offer to convert and purchase your services or your product, whatever it is.  

01:32 So the most important thing that you need before you launch is a viable offer. And So what I mean by a viable offer is that one you're offering something that somebody out there needs and so you know already because you've had conversations with people that that offer is important and that it's at a price point that they are willing to pay so if it's somebody who is just starting out a business, but you're offering, you know, like a ten thousand dollar coaching package, it doesn't necessarily make sense for them to invest at that point in their business so it has to make sense.  

02:11 And so because campaigns and launches are so much work, and also building offers is so much work, you can launch the same offer over and over and over again you don't have to do something new like every six months. Just keep launching the same thing and just put a different spin on it every time and that's really where you're going to start to refine what you do, how you help people, who is it that you help and really, you get such much deeper understanding of your ideal clients and where they are and what they need help with.  

02:44 And then it makes your life easier because you're not redoing everything every single time you need to make money. You are just reusing, tweaking, improving, recycling. And it also helps build trust with your audience because they see, OK, this person really is an expert in this one thing that they're doing. So the first thing you need is your viable offer, something that people actually need and something that can actually help them get there. Then you need messaging and so this is the piece that a lot of people skip. And so messaging is really essentially how you talk about your offer and your brand.  

03:24 It is basically the story that you are telling about how your offer is going to help people. And this is really the foundation of how people are going to get to know you, how they're gonna build trust with you and how they're gonna see you as the expert before they're able to hand over their money and say, hey, I trust you with this investment. And you know, as the online space is evolving, this is something that is taking longer and longer because people are more skeptical over like icky marketing tactics and like, you know, people have been burned so they, the consumer really wants to make sure that their money is going somewhere that they can trust and it's your job as the service provider or as the person delivering the product to make sure that they trust you and then deliver on that promise of what it is that you're saying.  

04:16 So your messaging essentially is really what's the big picture story behind all of your emails, behind your website, behind your social media captions. And so you wanna get very, very clear on what your message is because one, it's gonna help you be super consistent and that consistency of saying the same message from different angles, that's going to build trust with your audience faster. So for example, if somebody is reading your emails and they're getting the same information but in a slightly different way on your social media and on your blogs or wherever that they are interacting with you, that that consistency is going to build brand awareness it's going to build trust it's going to they're gonna start seeing you more and more as an expert, which means that they will be more and more likely to want to invest with you over the next person who does the same thing as you.  

05:12 So if you're feeling like, oh man, I don't wanna repeat myself all of the time, you are going to repeat yourself. It's OK because you are so in your brand but people who are coming across your brand and working with your brand, they don't know your brand as well and so it's not going to feel as repetitive for them. And that repetition is actually important for that building of the trust that we've been talking about. So how do I actually build my messaging framework this is what I teach my clients inside copy classroom and brand project messaging framework.  

05:45 And this is based on a real copyrighted framework that has been used for decades and I've I've judged it up a little bit so messaging framework, you're gonna start with the problems and this is really, really where I see a lot of people make mistakes because they skipped this section. And if you were just talking about what people are gonna get out of the offer without first acknowledging where they are now, you're gonna lose people. And so when you were talking about the problem, it's not coming from a place of like, hey, I want you to feel bad.  

06:18 It's coming from a place of, hey, I understand where you are now. And you're validating their emotions, their concerns you're letting them know, hey, I see you and this is what's going on. And then you go into assessment and assessment is why do those problems actually matter? What are the larger consequences of it how is it showing up in their life? And where the problem could be like kind of like symptomatic, the assessment is really like, hey, what's the underlying cause behind this? And this is really where you want to tackle like, are there any beliefs that hold them back so like, you know, for example, if you are a coach teaching people about nutrition and they think the only way to lose weight is,  

07:12 And they think the only way to lose weight is by fasting and not eating and so maybe you have to go in and educate them a little bit on like, hey, that's not actually the only thing to consider you have to consider all these other things and that's gonna help you not only lose weight, but be healthy about it, right and so assessment is really about like figuring out what's the underlying cause and what do what shifts do they have to make so that they can access the solution.  

07:39 And then the solution is where you are really talking about what is it that they want, right? What is it going to feel like when they get there and actually like paint the picture right and so I think this part, most people do very well they just skip the problem, the assessment section. And then after you talk about the solution, you're going into the product or your service so connect the dots for them how does your offer help them get what they want the biggest mistake I see in the product section of messaging framework is that people are just listing the deliverables and not talking about why that deliverable is going to help them get the results and so really zooming out for them and connecting the dots like, hey, yeah, we have weekly calls and This is why.  

08:24 And then finally, you or your brand, depending on whether or not you have a personal brand or not, it's going to be your, the story of your brand, the story of why you created the offers, anything that is going to give them like a personal lens into your approach and how you do what you do and really differentiate yourself from other people who do what you do. So that's the framework let me give you an example and then we'll talk about briefly how you can actually bring this to life. So here's an example.  

09:01 Saying, you know, the problem is your clients aren't getting the results that they want. You probably would want to be a little bit more specific than that so like, hey, you know, people are signing up for your course, but you're not actually getting the result that they want. And then the assessment, This is why, yes, you want to help, but your course only has a 3 % completion rate, which by the way, is average in the industry. And so here are some of the things that you forgot to consider that could improve that 3 % completion rate. And then here's the solution. What if your clients finish your course and then referred it out to all of their best friends, right? That's the goal because the the course is so good that they had to tell everybody about it that's what people want when they have a course.  

09:49 And then finally, like, Hey, here's how educational design consulting can help, right so here's where the expert steps in and they're like, hey, that's what you want. Here's where you are, that's what you want these are the shifts that you need to make. And here's how I can help you get there. And then finally ending with the story of, hey, my first teaching was a mess and really relating back to them, right so, OK, curriculum design doesn't come easy there's a lot of trial and error.  

10:14 What are some of the lessons that you've learned that they can apply there and so really using that to talk about it. So what is this is your turn if you want to pause the video and just take two to three minutes for each one. And then this will be like your overall messaging arc for your launch or your campaign. And then once you have this, you can really start to bring it to life. And so here's where you have everything.  

10:42 You can start to turn it into emails you can start to turn it into your website copy you can turn it into blogs and podcasts you can even use it for social media, Literally anywhere that you are showing up and talking about it. Everything that you are saying should relate back to your overarching message or overarching story in some way. So we did all of the pre work i know this presentation was mostly pre work so how do I actually make it happen? Put it out into real life? There's three things you need for a successful launch, for a successful campaign. You can do these one at a time you can kind of layer them in and just kind of do them all at the same time.  

11:22 So for example, I constantly have this ability, growing my email list in the background always. And then I kind of alternate between nurture and sales emails and I just kind of go through a little cycle. But no matter what, I'm always starting with my message. And So what do these actually look like visibility is getting in front of more people so guest podcasting, summits, collaborations, ads, networking, you don't have to do all of these you could do one of these, you could do something else, Whatever it is that's going to feel good for you.  

11:54 But as long as you are consistently getting new people in front of your business, that's going to be huge for a successful campaign. Then you have nurturing so nurturing is about building that trust and building that relationship with your people. And so that's where you can do trainings like this one you can send regular emails. Social media content is a great way to do it blogging, podcasting, anywhere where you're delivering value and really thinking about your messaging framework, right like talking about their problems, talking about why those problems matter and how they're showing up for them, and then talking about what the solutions are these are, that's all great Nurture content that's going to build trust and relationship with your people and also give them a win, right because if you're sitting there like, hey, this is your problem and here's what you forgot to consider, that's a perspective shift that might take them a long way.  

12:43 And then finally you have your sales. So sales page, email social media content, sales calls, sales conversations, whatever it is, what are you asking people to do as you nurture them? What do you, what's your call to action is it very clear and just collecting information on whether or not that's working and then you can tweak for your next launch. So you have your visibility, you have your nurture, you have your sales those are the three main pieces that you need after you have your messaging, just making sure you hit at least one or two in each of these categories.  

13:20 So I just want to give you a little bit of an example of how you can use this to structure a more specific piece of copy so your sales page, it's going to basically have the entire framework of your story inside of it and so you can really start in the same way, right? You can start with a headline and then your problem assessment, solution product in you and that can just be like the entire sales page. And so then you can use this as kind of like your foundation, right start to take emails from this sales page, start to create social media from this sales page and repurpose in that way.  

14:03 And then you can do the same thing with an email sequence where you start with the problem, then you check about the next email the, assessment and the solution and the product. Maybe throw in a case study or some social proof. Maybe email six where email three is talking about, hey, this is what's gonna happen in three months from now maybe email 6 talks about here's what it's going to look like in a year from now and then you have your final call. So I'm going to wrap this up because it is getting a little bit close to my time limit. But if you want to stay in touch, join the email list check out cozy preneur podcast and I have given you a link to my conversion copy rubric so it breaks down the messaging framework and you can kind of see how your copy lines up to the framework and see what are some places that you can improve.   14:53 And thank you so much for listening. If you ever need anything, have any questions, feel free to reach out i am happy to support you.