375. Why Your Launch Flopped (Even With a Good Offer) - The Real Problem No One Talks About

Speaker A: Welcome to the Moms Do Business different podcast, where we simplify business, honor our capacity, and build peaceful and profitable companies that support our lifestyle. I'm Kay Hillman, a service provider and coach with two young boys. And in each episode, we'll talk sales strategy and stewardship for Christian moms who want financial safety and to always have options so you can steward your life and family. Well, these episodes are recorded right from my bed next to sleeping kids. But the conversations here are raw, uh, honest pressure, practical and rooted in faith so you can build a business that actually fits your life. Here, we say the quiet part out loud. Welcome to the Vibe. Hey boo. Hey. Happy whatever day you're listening to this on. Okay, quick disclaimer. My babies are sick, so they're snoring hard and they're coughing, but we going to keep it moving cuz mama got to record. Okay, so today I want to answer a question that I see pop up in different contexts. And I've also been asked this question by my own clients before they start working with me. And the question is, when why didn't my launch work, even though I have a good offer? So a lot of people, and a lot of times we launch our offers and they're good offers. Like, genuinely, it's a good offer. You know, you're doing good work, you know, you're adding really good value and you're contributing something that, you know, people need. But for whatever reason you launch in the, in the launch flops. Okay, so what happens? Or why did the launch flop? And, um, before I say why the launch flops, there's a few things that I see a lot of people do, a lot of people they will blame or they will say, like, oh, it was my content. Like, I, I didn't have a good content plan, or I didn't keep up with my content, or like, a lot of people will feel like I need a bigger audience. I didn't, you know, I wasn't talking to enough people or my, my content didn't get a lot of eyes on it or whatever. And then the other problem or the other thing that people will say is that they weren't showing up, right? I need to show up more, I was inconsistent, blah, blah, blah. And while all those things are valid, right, improving your content or having better content, being consistent with your content, having a bigger audience sometimes and, you know, showing up more consistently, yes, those things can help your launch, but a lot of times those are not the actual reasons why your launch flopped. So here's what I usually notice when people's launch flops, I notice one of two things, and I'm gonna break it down into different sections. But the first thing that I notice oftentimes is that the way your offer is positioned in the. In the messaging around your offer is not super strong, right? It's very unclear. It might be a situation where you know what you're doing, but the way you communicated it on a sales page or in your content didn't translate. And because of that, you didn't have the positioning and you didn't have the necessary messaging to let someone know, hey, I know what your problem is, and my offer is the solution. My offer will take you from point A to point B. And people could not see that in your offer. They couldn't see that in your launch content because you weren't saying that. And so because of that, you were having a messaging and positioning issue. Now, that is very easy to fix, right? It's. It's a matter of understanding and being very clear on, okay, this is the problem that my offer solves. This is the solution that they're looking for. And then here. Here's how m. My offer gets them from point A to point B. That's something that you can do. Um. Um, a lot of people can do it on their own, but, uh, I have a lot of people that hire me to do it for them. Because sometimes it's easier to have a second pair of eyes that are looking and that is looking very intentionally at not only what you're saying, but what the market needs. Because I feel like sometimes, and this happens a lot. This has happened to me where I feel like, oh, the online space needs this specific thing, and then I create it, and actually nobody needed it, right? And that happens a lot. Like it happens to a lot of business owners, where in our minds, because we know it's a problem, more we think it's a problem. We create this thing. But nobody else thinks it's a. Thinks it's a problem. So we have to be very intentional about the offer that we're creating. But more importantly, how are we communicating that we understand or that you understand the problem that someone has and the solution that they want? Because if you understand those things, you can make sure that you position your offer as the bridge. Right? I always explain this. I use the analogy of a bridge for my clients, where I'm like, hey, you, like, your client is at point A. They're on one side of the bridge, and they are. They are looking at the other side of the bridge. And they're like, I want the ice cream that's over there, or I want insert whatever thing that's on the other side of the bridge. But they are at one side of the bridge and the bridge is broken, okay, the bridge is broken in half. So, yeah, they could start walking on the bridge, but they won't make it across because the bridge is broken. They don't know what to do right there. You have to understand, you have to know that your person is on this side of the bridge and that they want the ice cream on the other side of the bridge. And you need to be able to show them, hey, if you implement my framework, if you hire me to do this service for you, if you hire me to do. To fix the bridge, right? If you hire me to do that, here's how I'm going to get you from where you are on the side of the bridge to the other side of the bridge where the ice cream is. That is what people are looking for in the messaging. I hope that was a good enough analogy. My clients pick it up. But sometimes when I say stuff, I'll be like, girl, what are you talking about? But that is. That's the analogy, and that's what people are looking for. So a lot of times the problem is not that you need it necessarily better content or a bigger audience or to show up more. It's that you needed to know how to talk about your offer and your transformation. You need to know how to talk about the experience that your buyers are having and what they are experiencing. You have to know how to position yourself as the only option, the only solution. And that comes with practice. So sometimes I tell people, like, your lot, your launch flopped, but you still got a lot of very important information because people were talking to you and they were saying, like, this is their. Like a certain thing was their problem. But you weren't talking about that. So now the next time you launch, you can talk about those things and then, boom. I see it happen all the time where once they make those tweaks, the next launch, it goes very well. But here's the bigger thing that I find is the reason why people's launches flop. A lot of times people's launches flop because you don't have enough qualified leads. And as much as I know, the girlies get their panties in a bunch. Honey, when we talk about leads and call people leads, at the end of the day, it is what it is. Okay? A lot of times we launch these offers, but we're launching it to no one or we're launching it to a quote, unquote community. But these are just five or six people that happen to like and comment on your stuff. And a lot of times it's like biz besties or just random people that you meet and they're engaging with your content, but that's not enough to actually launch an offer to. And so a lot of times, what I find when I'm looking at someone's business, when I'm looking at someone's launch, when I'm looking at their upcoming launch plans and things, and I'm looking at, like, what's their past launch history? The reason why your launch is flopping is because you. You don't have enough qualified leads. You're launching. And yeah, you might get attention, but there's no demand, right? And what I mean by this is you can launch an offer and people be like, oh, my gosh, like, congratulations, this is so cool. That's attention, baby. I don't need you to tell me my m. My offer is cool. I. I need people that want to buy the offer, right? I want to talk to people that are interested in purchasing the offer. That is demand. That is when you have people that they trust you. Because going back to the positioning thing, you've positioned yourself as a resource, as a trusted expert, as a authority, space. And so because of that, when you launch an offer, they're like, you know what? I've been trusted you for this, so absolutely, take my money. That is demand. And so a lot of times people will launch an offer, but you haven't built up that demand. You haven't built up that authority. So when you do go to sell it, there's no one to sell it to. There's no one that's interested. Um, a lot of times I also find that people don't track their leads. And listen, you've been listening to me too long to have not or to not be tracking your leads. Because, you know, I am always talking about, track your leads, track your data, know the numbers. If you're not doing that, baby, you is not listening to me. And I don't like that. No, but seriously, a lot of times I find that when I am looking at someone's past launch or when we're talking about past launches, a lot of times my first question is always, well, how many leads that you have? And most people don't track their leads. And I know that it feels so, like, impersonal and whatever to track leads, but, baby, that's how we get paid. Especially if you Sell mid to high ticket. You know, I'm talking like a thousand dollars plus for your offer. If you are doing that, it's important that you are tracking leads because then you're able to see, okay, this is how many people I talk to versus this is how many people I am converting. And a lot of times when you don't track your leads, you don't understand what your numbers are in order to actually convert. So I always say lead tracking is very important for conversion awareness. Because when you track your leads, you'll be able to know, okay, if I have like, for every 10 leads I know, I sign one person. That's important to know because if you want five new clients, then you need to have 50 leads because for every 10 you sign one. It's simple math, right? And I know a lot of people like, feel like the math in business is very impersonal. Da lah, uh, and there have been cases like, I've had clients who they defy the odds. I've had situations where I've defied the odds. And I've had, you know, five or 10 people that were interested in offer, but then four people buy, right? So there is always like anomalies and things that can happen. And I always say, baby girl, I leave room for God, okay? I leave room for God to do his thing and to exceed my expectations. But. And also it is important that we are doing our part and you can do your part by being intentional with tracking your leads. So those are kind of the main things that I see that happens. And it's one of the main reasons why people's launches end up flopping, even if you have a perfectly good offer. And so one thing that I just really want you to walk away from this and I really want you to think about is the two. The two parts, right? Part one is your messaging, your positioning. It's not anchored to a specific result. It's not showing people how you, your offer can get them over the bridge from point A to point B. When you're not able to do that, people don't buy, right? At the end of the day, they don't buy because they don't see. They won't be able to see the value. And people aren't going to make up the value for themselves, right? So I feel like a lot of times people like, we're always looking like, how can I add more value? This, that and the third, you have to tell people what the value is. They're not going to just figure it out on their own. Or make it up for themselves. Because people don't really want to spend their money. Like, let's be honest, like, do you really want to part with a thousand dollars? Do you really want to part with 2000 or 5000 or whatever? Like, do you really want to part with that money? No, not really. But you will part with it if someone is able to convey to you and they are able to communicate to you, hey, the reason, like, I can take you from point A to point B because I know how to get you there. Because I know, I know and I understand where you are and I know, I understand where you're trying to go. And I have a process to do that. When someone tells you that you feel a little more comfortable, you feel a little more like, hm, you know what? Okay, I can listen to this person. I trust this person. This person is saying something very valuable, right? That's where the value exchange happens. But it's because you told them, you communicated that to them and they were able to see evidence, right? Maybe they, maybe you share, ah, you know, a client testimonial, or you share your own experience, whatever it is, and so now they're able to see that tangible result of what you've been able to do. But don't get me wrong, because I sold plenty of offers where I didn't have a single result. And it's because I had my own expertise or my own experience to fall back on. So I'm not saying you have to have reviews, although that does help. I'm not saying you have to have case studies, although that does help. There are so many other ways that you can, you know, sell your offer. But the truth is that you have to be able to communicate that you understand the problem and you also understand the solution and how to get them that solution. And then again, on the other side of this equation, your leads, right? Do you have enough leads? And listen, this is the one that I feel like so many people sleep on, but I'm gonna like keep on harping on this because I have had so many moms come to me talking about failed launches, flop launches, hating launching. Baby girl, I have said how much I genuinely do not enjoy launching, okay? But I don't enjoy launching for different reasons, right? I don't enjoy launching because that's, it's a lot of work that I have to do to fulfill the offer on the back end, but I actually enjoy the experience itself of launching. The only thing I don't like about launching is like 50 page launch plans, which we've talked about this too. Exhaustion, about how I used to have these long launch plans. And baby girl, those are over, okay? Mama K will not be doing that ever again. But I do love a cute little beta launch. I do love a cute little, let's grab 10 bands kind of launch. Like that is more my speed. Okay, Sign me up for that every day, all day. But one thing that I see, that happens a lot when people are launching or when people are selling an offer. And it doesn't even have to be like a hard launch. You know, I know people hear the word launch and you think, oh, you know, uh, my card is open and it closes on this day. Yes, that is technically a launch. But also you can launch for two weeks, you can launch for a month, you can launch for two months, right? I want, I have secretly launched so many offers, I just don't call it launching anymore because I leave the car open until I get tired. Like that. That is truly my launch strategy right now. Like my launch strategy for the last couple of years has been I open the cart and I close it when I feel like it, and I just, I let it be what it's going to be, right? Whoever the Lord puts into the offer is who's in the offer, and then I keep it moving. And so saying all that to say the only way that that works is if you are generating leads. You have to generate and you have to be tracking and paying attention to your leads. And it's not enough to content out or to just be visible. That's not enough. Visibility is not the same as lead generation. Visibility is just eyes on your content. It's just people that see you. It's just people on your email list. Lead generation is someone actually raising their hand and saying, you know what? Yeah, I actually am interested in that offer. And so there's a distinction, right? There's, there's a distinction between who's in your audience, who's in your community, versus who's a lead. A lead is someone that says, hey, I'm interested in this offer. Give me more information. I'm opting into. Why is my kids phone going off anyway? Um, you know, a lead is someone that is, you know, saying like, hey, I want to opt into your, what do you call those things? Wait list, right? They opt into the wait list. Or they say, you know, like they DM you the keyword and they ask you for more details about your offer. Like, that is a lead. Um, just being visible, just having new followers, that's not enough because there have Been plenty of people. And we know examples of this, right? People talk about it all the time. Examples of people who. They have these huge audiences but they can't sell their offer. Um, I have shared how I've gone viral before. Like over a million views on something, and guess what? No one became a lead. Nobody joined my email list. Nobody opted into anything. So visibility alone is not a indication that you have generated leads. It's just an indication that people see you, that people's people. Like, uh, you have people's attention. But that is not enough to convert into buyers when it is time to actually launch an offer. So I really want you to consider that and think about. Okay, in your last launch, when you launched the offer, did you just have. Have followers and eyes on your content and people on your email list, or did you have buyers in waiting? Did you have people that were waiting for an offer? Did you actually prep them and talk to people about an offer coming up? Or did you just wake up and drop an offer? And baby, listen, K is queen of doing that, okay? So this is no judgment, no shade, no nothing, okay? This is just me being honest. When I'm auditing people's businesses, when I'm auditing people's, you know, last launches and everything, this is what I'm doing. I even currently, like, like, am publicly, um, announcing a beta launch for my launch leads offer. And so essentially, in this offer, I am helping you. I'm working aside alongside you for six weeks to generate leads for your launch because I know what people deal with when they're trying to launch. So trust and believe. I have been there, done that, and I help my current clients also overcome the obstacle of having leads in their business. And so what I will say is, when you looked back, like, look back at your last launch or think back to your last launch, and if it didn't go the way you want it, if it flopped, if you had less people join than you thought, not. I want you to ask yourself, did you have buyers in waiting? Did you have leads that were waiting and they had the intention of looking and taking a deeper look, or asking for more details or reading your sales page, if you didn't have that, if you didn't have it at, ah, I'm not gonna say at volume, but if you didn't have a significant number of people that you were tracking that you were engaging in conversation with, that you were reminding that the cart was getting ready to close, or that you were reminding, like, hey, I still have one spot left for this, or whatever, if you weren't doing that intentionally and consistently, then that is the reason why your launch flopped. And listen, I get it. It takes time. It really, really does. Like, as someone who at any given time I can have 50 plus clients that I'm talking to, I promise you, I understand that it takes time to do this. I also have clients that again, like I said, I am generating leads for them. So not only am I building my business, I'm working with my own clients, but then I have clients that I'm also building and finding leads for their business. So trust and believe. I get that. Sometimes the time, it just gets away from you. Sometimes you just don't have the time and capacity. But one, that's why I created this offer. So you should definitely reach out to me and ask me about it. You can just like DM me launch or something, um, and we can talk more about it. But not only do I see that happen day in and day out, uh, and I understand that time is not always on our side. I also recognize that at some point we have to decide, you know what, I'm just gonna have to commit to doing what's required in order to get the result I want. And so if you know that the result you want is to have a sold out launch, then we need to figure out and make sure that we're being intentional about tracking and generating leads. Because without that, the launch is always gonna flop. You're always going to flop in your launch and you're always gonna think it was your content or it's your offer or it's your pricing, when really it's just you did not have consistent leads. Launches fail because you, you don't have consistent leads. You don't have a inflow of leads that are constantly coming in. And you weren't warming people up to the offer, right? So you didn't have a list of buyers that were just waiting for that particular offer. And again, don't get me wrong, you don't always have to have a list of people that are waiting to buy at the beginning of you opening the cart. But in that case, you need to be thinking about your launch. As you know what, this is a longer launch window. So if you like, let's just say tomorrow, you decide. I'm gonna launch an offer tomorrow. Okay, cool. Launch your offer, have fun, have at it. But then you need to recognize and realize that you're not going to sell out that offer this week if you don't have a list of leads that you've already been tracking. Already been engaging in and they already have an idea of what you sell, they're not going to buy, right? Instead you can say, okay, cool, I'm gonna launch this offer tomorrow. And for the next six weeks, I'm going to be very intentional about my content driving people to either having a conversation with me or driving them to a lead magnet that will put them into a funnel that talks about said offer. Or I'll be emailing my list every single about said offer. Those types of things will allow you to generate and figure out, okay, who are the people that are just waiting to buy from me? Who are the people that have been interested in what I do or the problem that I can solve or the solution that I can give them who have been interested. And then you write those people down and you intentionally converse with them. And I know that that's the part that gets people like, oh, okay, it gives you like a little, little, a little ick. Not big ick, but it gives you like a little, uh, girl, I'm not trying to reach out to these people. And I know it weird, I know it feels weird, but guess what? One thing that I know for certain and, and I know this because I have done this and experienced it. I know that people are waiting for you to reach out to them. And the reason why I know this is because there was someone that I knew I wanted to work with, but I did not know if I was a good fit for our offer. I wasn't sure all the things and I was clicking on the links, I was clicking on her emails, everything, and she never reached out to me. Well, the second time she launched her offer, I guess because she saw that I had been clicking the link, she reached out to me. And when I tell you we had such a great conversation and I literally told her, I'm so glad you reached out because I've been thinking about it, but I just wasn't sure and I hadn't had a chance to reach out yet. Literally, that was my, like word for word what I said. And it just, it reminded me and it solidified for me the fact that sometimes people are just waiting for you to invite them. They're just waiting for you to reach out and say, you know what, I see you and I do, like, let's talk about, about your options. Even if it's that, Even if she would have told me, hey, Kay, I don't think you're a good fit for this right now. That would have been fine too. Like, I would have been totally fine with that. Maybe she would have given me some advice or something else to focus on or work on or whatever. I would have did that and I would have came back. I would have referred people to her for being honest with me. But it's just the principle of, I think sometimes we feel like, oh, I don't want to be salesy or I don't want to be this, that and the third, listen, people aren't clicking the link for no reason. They're not clicking the rink. Well, some people like, you know, if it's like your bestie or something, right? But most people aren't clicking your link just to be clicking a link. Like they something about what you said in your email or something you said was interesting to them. So they wanted to see more information. You should reach out, you should talk to that person that becomes a lead because they're showing some sort of interest in your offer and that is what will allow your launches to succeed. So if your launches are failing, one, consider your messaging, right? Consider, okay, how, what are we saying? What's the positioning? Are you positioning yourself properly to bridge the gap? Number two, and most importantly, do you have enough leads? Are you consistently generating leads? Do you have buyers that are waiting to buy your offer? Okay, my thing, I've said this before when I shared, um, I did an episode on the rule of 100 and I shared how my goal is every 90 days I want to generate at least 100 leads. And I'm actually sharing this publicly on threads. I'm doing like a little experiment where I'm sharing every single day how many leads that I generated for my business. And, and I'm not, I'm, I'm sharing like, you know, what's working, what's not working, and just like little notes about my, uh, like my next 90 day run. And I mean, I actually hope I kind of hit the goal sooner than 90, uh, a hundred days or. Sorry, I hope I hit the goal sooner than 90 days because it's usually a hundred leads in 90 days. But even if it just takes me the whole a hundred days, that's fine. Because the point that I want to make is that, hey, it's possible that every 90 days you can have a hundred new leads and that's a hundred new people that you can talk to. And so imagine like what a hundred leads can do for your business. I know what it can do for mine, but imagine what it could do for your business. Like if you convert 20% of them, that's 20 new clients. If you convert 10% of them, that's 10 new clients every quarter. What could that do for your business? What could that do for your next launch? That's what I want you to think about. And so I actually have two beta offers. One of them is just geared towards your launch and then the other offer is geared towards over a 90 day period, we're generating 100 leads. And so I will generate a hundred leads into your business for you over a 90 day span. And so basically I'm doing this part for you because again, I recognize that you might not have the time, girl. And I get it, I get it because I don't always have the time either. Okay, let's just be honest. I'm calling a spade a spade. I don't always have time. And so I also teach my clients that I coach with, I'm like, listen, you don't have to do it every 90 days. You could choose like quarter one and quarter three. That's when you generate leads and then you sell to them Quarters 2 and 4. Right? Or I have other clients who they generate clients clients or sorry, they generate leads, quarters two and four. And they close clients and they close these leads in quarters one and three. It depends on your business. It depends on your capacity, it depends on your time. It depends on what you feel like doing or if you hire someone to help you do it. Um, and I, I need to do a better job. Like, I was just sharing with one of my businesses. I'm m. Like, I need to do a better job at sharing, like the behind the scenes stuff that I do in my business that nobody really realizes or recognizes or like the behind the scene, like, secret offers that I have. And that's what made me decide to like, share about my whole lead generation offer. I used to share the leads for days thing, but I haven't really shared this one. And I don't know why. But anyway, cyto tangent, we're getting off of that because I want to wrap this up. But look at your last launch. You can ask yourself if it was the messaging, but I promise you, a lot of times, messaging, you can fix that so easy. If you've had multiple flopped launches. If you know every time you launch an offer, you just don't understand, like, why am m I not getting people into this offer? You know what's going on. If you are, um, if you're just like selling ongoing, like, maybe you just have a service and for whatever reason people aren't buying the service. It's likely because of lead generation. It's likely because you're not tracking your leads. You don't know what leads you have. You don't realize that you're not growing and getting new leads. And if that's the case, then we want to. And I want to encourage you to focus on having a simple lead generation system. Like, just build out a lead generation system. It doesn't have to take a lot of work. Track your leads weekly. Track your. Like, I track my leads daily, okay? And for my clients, I track theirs daily, too. But even if you just did it weekly, like, that would be enough for you to at least understand and know if you're making progress, if you're actually growing. Okay? So that's what I want you to focus on. If you, um. If you haven't done so already, I have a few things that you can grab. Thing number one, you can grab my. Your next 10 clients framework. It's a simple, easy little framework. I think it's like maybe 10 pages, but, like, I talk you through how to sign your next 10 clients, um, out. After that, you can grab my 100 leads system. And that is for you if you need a simple lead generation system. So if you don't know how to generate leads or you need a system to do it, this will do it for you. I think it's like 20 bucks. Like, girl, it's worth it. It's worth it. Okay. It's worth it in gold. And it's also what I do for my clients, where I actually generate the leads for them. And, you know, I use it for my clients who I'm teaching them how to generate their own leads. So you can grab that. And then lastly, if you want me to do it for you, feel free to message me on Instagram or you can send me an email. Like, I love. I love a good email, girly. Okay? Like, feel free to email a girl. So you can email me at info Mrs.kh.com or you can send me a message on Instagram. Moms do business different. All right, girlfriend, that's it for this one. Let me pray this out, and then we will call this a day. God, I just thank you so much for the woman and the mom that is listening. Lord, I pray that what you have called her to launch, what you have called her to do in her business, she is obedient to that call. God, I pray for her. I pray that she is encouraged in everything that she does. God, I pray that you give her the confidence to speak to the people that you want her to speak to and to know when to turn someone away when they are not a good fit. God, I pray and I thank you for everything that you do in our lives for on a day to day basis, God, there's things that we don't even know about, things that you protect us from and people that you put in our path for us to serve and to minister to us. And Lord we thank you and we praise you for your foresight, for your infinite wisdom in uh, in serving us and in taking care of us and in prioritizing and loving us. And God we just thank you so much for what you are doing for us in the future. In Jesus name I pray. Amen. All right girlfriend, that's it for this one. Till next time. Time. I will talk to you later darling. Thank you so much for tuning in to this episode. I know you loved it so go ahead and leave a five star review. Make sure to share this episode and tag me at Moms Do Business different and at Mrs. M K Hillman so Ayan knows it's real. May you walk in your purpose and calling every single day to steward the life and business that God has called you to. Until next time. Let's get this money.