Hello from a messy desk and second cup of coffee. ☕☕
I woke up at 3:00 a.m. to put two of my daughters on a flight to California for a field trip with their science class.
I always feel most at home when I’m with all of my girls, and a little untethered when they are away. But, I’ll take it … if it means I get to be their mom, and they get to live a full, beautiful life.
Anyway! Mom hat off, copywriting hat on. 👒
I think this extra cup of coffee has me feeling courageous today, so I’m going to run with it and go BOLD here –
“Traditional” email launches are … dead? Is that too harsh? Maybe … but …
Your audience has seen a launch 20,000 times by now and can sense one coming a *mile* away. So, yeah, deadish :).
This is cool news though. It’s our chance to serve our audiences even beter.
First, here is what I mean by a “traditional” email launch:
#1 – Cart is OPEN! Woohoo!!! Look at meeee and my new offer!!! confetti confetti confetti!
#2 – 10 emails that talk about your program.
#3 – Cart is CLOSING. HurryHurryHurry. Last chance. Go ALL IN *now* is your time.
You’ve read these launches.
I’ve written them.
I don’t see them working anymore.
Here’s what I *do* see working –
1 – Cart open emails that are customer-focused versus a welcome parade of new news.
Traditionally, we “throw the doors open” like a party. But this party feels like it’s for your offer (not the client). BUY MY THING IT’S HERE!
Instead, I have been leaning into a cart-open vibe of: “I do this work all day, every day, for my clients. I’m not going anywhere If you’ve gotten yourself to these [big goals], and you want to go [to this next milestone] with me, here is the program for you.”
It’s more lowkey, but that’s the point. It’s much more here’s why this cart open day is important for THEM.
*Usually, I do recommend having a 24-hour sign up bonus for people who sign up right away – but only if you’ve had a 2 -4 week prelaunch phase where you sold them on your offer and bonus so they know what it is, when it’s coming, and why they need it.*
2 – More launch emails; longer launch runways. I think the days of giving people a one-week heads up on your launch webinar or class are gone. It takes more than that. Give yourself 2-4 weeks of prelaunching to get sign-ups for your free launch event. Let them know your program opens during this free event and why they’ll love it. If you’re not doing an event, use this time to build a ‘waitlist’ instead.
When launching, like cart is actually open, I do a week – 10 day launch period, and I send at least daily emails during that time. If you have a higher ticket offer, maybe two weeks ‘open cart’ – just depends on your energy and how you feel too!
3 – Don’t ask them to make the biggest commitment on the last day of your launch.
I believe so strongly in this that I made an entire podcast episode on ‘cart close’ energy that’s coming out on Monday :). Basically – instead of asking your audience to make the biggest commitment possible at the end of your launch – ask them to make the smallest commitment needed to get a result.
People who buy during the end of your launch need something different than the people who buy in day one. They are not your “I’M ALL IN LET’S GO I’M READY TO CHANGE MY LIFE” crowd.
They are the careful decision-makers. They are the ones who want to join but feel nervous. What is the smallest thing they have to commit to right now? Is it a trial? The first two weeks in your program? Booking a free consult? Sending you A DM on IG with their questions? Module #1? Sell them on doing that – sell them on the move they need to make that is literally the least risky.
Most importantly, for any email launch to work – serve your list between launches.
Your subscribers need to know and trust you before you launch if they are going to buy.
Show up for them between launches, and they will be totally ready to hear from you when you do ask for the harder sell.
Whew, this is a lot of info for an email!
Online business is always changing. That annoys me sometimes 🙂 because I like ORDER and I like systems and I like consistency. But it’s also a good thing because it forces us to listen to our audiences and continue to expand what we can do.
If you are using a launch strategy that worked a year ago and it seems like sales are slowing down, it’s time to find some new sales angles and a new approach. There are people who need what you’re selling but they need you to sell it.💃
If you are interested in having me –
Uncover your unique new selling angles
Write ALL of your prelaunch and launch emails
Work with you to create an updated, NEW launch strategy
Reply to this email, and I’ll share more details on how we can work together in this way. (I am now booking end of April – June launch copy projects).
I hope this post was helpful!
If you have any questions, send me an email at hello@jennyrothcopywriting.com or a DM on Instagram.
You’ll also find three ways I can support you in having the best messaging for your next launch or funnel campaign at the links below:
👉Click HERE to book your Sales Page Edit.
For just $197, I’ll go through your current sales page section by section and tell you exactly what to say/add/change to have it convert higher, AND I’ll write three custom headlines for you.
