Spoiler: You Don’t Need An “Irresistible Offer” To Have a Successful Launch
In the online business world, you hear a lot of various phrases pretty often, especially when it comes to selling or launching in your business.
Ideal client. The perfect strategy. Scalability. Irresistible offer. The list goes on.
So much so that the world of online business often feels noisy and you aren’t sure what advice to actually follow.
Is this what I need to do?
Do I need to copy their strategy?
Is this the right offer?
Should I launch something new?
When you’re inundated with this language, it can be easy to start questioning yourself like this.
And let me just say – I’m probably guilty of using those words and phrases at some point in my marketing too.
But lately, when working on my own messaging and when working with clients, I’ve been noticing the need for more use of nuanced language.
Because honestly… certain words and phrases that we tend to use in marketing actually aren’t helpful for people.
Because when you see “ideal client” you might start to think about what a person looks like, what kind of car they drive, or what their coffee order is.
The reality, however, is that none of that actually matters. I talk more about that in this blog post and share why digging deep into an ideal client’s feelings and emotions around their specific problem is more beneficial.
The same goes for the word strategy. There are DOZENS of strategies out there, especially when it comes to launching, and no matter how many times you see it on Instagram, there’s no perfect one.
The only “perfect” launch strategy that exists is the one that works for YOU and makes the most sense for your audience.
Scalability is the same way… there’s not just one right way to scale your business. Depending on the structure of your business and the specific products or services you offer are what determine how you can scale.
There’s no real “secret” behind it.
But the thing that’s really been on my mind lately more than ANY of these is this idea of an “irresistible offer.”
Because guess what? NO ONE actually has an irresistible offer.
If we all had one, then that means 100% of people in your audience would be buying your offer.
But that’s not exactly reality now is it? In fact, the benchmark for a great conversion rate on a sales page to cold traffic is actually only about 2-3%.
So, let’s dig into this idea of an irresistible offer and let me explain why it’s really not the thing you need in order to have a successful launch in your business…
Why You Don’t Need An Irresistible Offer To Have a Successful Launch
By definition, irresistible means “too attractive, tempting, powerful, or convincing to be resisted.”
So essentially, it means that NO ONE can say “no” to what you’re offering.
But you and I both know that’s not really how life or business works. It’s impossible that every single person, even if they are all an ideal client, is going to buy what you’re selling.
With that in mind, trying to create an irresistible offer in order to have a successful launch doesn’t actually make any sense.
Because regardless of how amazing it is, what problem it solves, what it costs, or what it promises, there will 100% be people who are going to resist it.
There will without a doubt be someone with an objection.
“It’s too expensive. Now isn’t the right time. I don’t think this is for me.”
You will most likely hear those common hesitations from someone during the selling promise.
And you know what I say to all of those? GOOD! That might sound weird coming from someone who is also a business owner selling offers, but the reason that objections are a good thing is because you haven’t created something that feels controlling or overly persuasive.
You aren’t creating something that makes people fall under your “spell.”
Instead, you’re creating an offer that IS helpful and IS valuable and WILL help the right people that truly need it.
You’re creating something that offers a very specific solution for a very specific problem that allows people the ability to make the right choice for them.
THAT is the kind of offer that I’m much more interested in.
Because when people buy into that version of your offer, you can trust that you’re both coming to the table fully understanding what they’ve bought into, knowing that you haven’t tricked or fooled them.
So, although it might sound really good to have an offer that’s irresistible, if you’re the type of person who fully believes in what you do and doesn’t like to use manipulative tactics in your selling, it’s time to ditch the idea of “irresistible” and create the offer that you KNOW is beneficial and valuable for the right person at the right time for the right reason.
And when you do that, you’ll be shocked at how it positively affects your energy as you show up and sell.
As crazy as it may seem, this is truly the power in changing just one word around the way you think about launching an offer into the world.
With that in mind, you might be wondering… “Well Danielle, what DO I need for a successful launch if an irresistible offer isn’t it?”
I think there’s 5 things actually – I like to call them flows – and I’m living proof (in addition to my clients) of when each of these are in alignment, crazy results can happen!
The 5 Things You DO Need To Have a Successful Launch
- Cash Flow 💸
Even though you don’t need an irresistible offer for a successful launch, your offer IS still a big part of the process.
In Cash Flow, I’m more concerned with you selling the right thing at the right price in the right way.
It’s less about what people GET when they buy and more about how your offer leads to a transformation that your audience deeply desires!
- Lead Flow 👥
You probably don’t need me to tell you how important leads are in your business. In fact, I can almost bet that growing your audience and bringing in more of the right people is probably at the top of your list of things to do.
If so, that is a GOOD thing because without an ideal audience that is interested in what you have, a launch probably isn’t going to produce the outcome that you want.
If you’re already focused on lead generation and something still feels off, I challenge you to go deeper. As mentioned above, knowing your ideal audience doesn’t mean knowing their coffee order and their favorite music genre.
It means knowing their struggles and challenges very specifically and speaking to those in everything that you do, so it’s clear that you know them, understand them, and ultimately have a solution that can help them.
And then when you think you have all of that figured out… go even deeper! There are a number of nuances and emotional motivations that your audience is thinking and feeling that you probably haven’t tapped into yet!
- Idea Flow 💡
It’s no secret that there are a number of different ways you can launch – workshop, challenge, summit, PDF download, masterclass, video series, etc.
The options are truly endless and if you choose the most trendy option because that’s what everyone else is doing and you think “if it worked for them, it’ll work for me” you could be setting yourself up for defeat from the beginning.
ALL of these options can work (I’ve personally seen it done), but finding success in the one you choose really comes down to:
- your strengths and what you enjoy (NO, you don’t have to do something you hate – permission given!)
- what your audience actually needs and will respond to (are you doing an interactive workshop because your audience enjoys that or because your business bestie told you to?)
- the way your business is designed (I’ll say it again: what works for them might not work for you and that is OKAY!)
- Work Flow 🗓️
Now we’re getting into the final two pieces that you don’t see people talk about nearly as often when it comes to launching in your business.
First up: your work flow, which includes your processes, systems, timing, and support.
I’ve seen this scenario many times in my career and it goes like this:
Business owner decides they want to launch their course.
They choose a date without considering what exactly needs to be done for said launch.
They attempt to write a sales page, sales emails, create a masterclass, create promo content
for social media, and create ads to generate new leads in a matter of two weeks.
Launch week comes and they are exhausted from the time and energy they’ve just put in.
They present their masterclass, few people show up, and even fewer people purchase the course.
They’re left drained, defeated, and wondering why the launch didn’t work.
Why didn’t it work? The work flow was off.
A successful launch requires proper planning and a timeline that actually GIVES you energy instead of draining it, thus allowing you to show up to sell with confidence while also knowing that every other piece of the launch puzzle (like your backend systems, for example) are taken care of, too!
- Energy Flow ⚡️
Speaking of energy, that is the last flow that people rarely talk about when it comes to launching.
What you often see is people proudly wearing a “busy badge” during launch season which includes staying up past midnight, glamorizing the hustle, and claiming that it’s just what you “have to do” in a season like this.
But I’m here to say that it doesn’t have to be that way! Is a lot of work required for a successful launch? Of course! But not to the extent where you’re sacrificing your sleep, health, or wellbeing.
Your audience can tell when you’re stretching yourself too thin and it can actually turn them away from your launch altogether.
I’m a firm believer that launching in your business can feel fun, easy, and even leave you wanting to do it again and again. For that to truly happen, these 5 flows need to be considered and assessed.
To help you tangibly do that, I’ve created a LaunchFlow Roadmap that walks you through each of these 5 areas in a deeper way, so you can:
✔️ measure how you’re currently doing
✔️clearly identify what your gaps are
✔️ and confidently shift your focus to experience a launch like you never have before
CLICK HERE to grab your copy and be on your way to BETTER launching!
When you do, you’ll then be invited to the next LaunchFlow Workshop (coming up in January 2024), to go even deeper.
Here’s to 2024 being the year that YOU love launching. 🎉