Episode 172

How Susan made 6k on her first digital product launch

Transcript

IMPORTANT: THIS TRANSCRIPT IS AUTOMATICALLY GENERATED. WE GIVE IT A QUICK CHECK THROUGH BUT WE DON’T CORRECT EVERYTHING AS IT’S INTENDED TO HELP YOU FIND PARTS YOU WANT TO LISTEN TO AGAIN - NOT AS AN EXACT TRANSCRIPT. SO THERE MIGHT BE A FEW QUIRKY WORDS/PHRASES HERE!

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My client, Susan just generated 6,000 pounds from her first digital product launch, which might not sound that impressive in a time when we're being bombarded with get rich quick messages and being sold. The idea of building a six or seven figure business overnight without building an audience, or really knowing anything about launching a digital product. In that context, it's easy to say I'm realistic expectations about how many digital products you can sell on a first launch.

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But this is actually a really amazing result for a first digital product launch. Susan had a whopping 80% conversion from her wait list, but what it's a great with us, it's also realistic. I'm Janet Murray. I'm a content and online business strategist. And in this episode of the greatest content podcast, I'll share how Susan achieved those results with the aim of inspiring you to just get going and launch a digital product.

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There really is no need to wait. So how did Susan, who is a social media manager achieve that result on her first digital product launch? And by the way, it was a simple one off of master class that she taught live and is going to repurpose into an off the shelf product that can be sold. Any, both Susan worked incredibly hard.

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She was shattered at the end of her launch. She did also follow my digital product launch strategy to the letter. She did everything I said, and I'm going to share the advice and strategy that I gave her. So my first key piece of advice is to create a simple one module digital product, rather than an all singing, all dancing, multimodal online course,

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as a new course creator, it really is better just to create one thing, one, most class, one ebook, something that you can create in an afternoon, something that you could probably already create from resources you're already using with your customers or clients, because not only does this mean you can start creating recurring revenue quicker. It also allows you to test your ideas and reduces the risk of you spending months creating a course that no one wants to buy.

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I do go into more detail about this. In another podcast episode, it's called you could be creating recurring revenue in your business today. So why aren't you? And I'll link to that one in the show notes for this episode, which you will find underneath the media play at wherever you're listening. Key piece of advice. Number two, set realistic goals based on real data.

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So the average conversion rate for online sales is just one to 2%, which should give you an idea of the kind of audience size you need to sell at high numbers of digital products. And while you don't need an email list to launch a digital product, it, of course it does help, but you certainly don't need fancy email alteration. As long as you're compliant with data protection laws in the parts of the world that you live in,

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you can literally create cut and paste content templates and send them via Gmail or Hotmail or whatever it is. So with an email list of less than five hundreds is new. She couldn't expect to sell hundreds of her digital caused by her email list. The numbers just weren't there. So she would need to be into the idea of working with people in different ways and to be prepared for that and have specific products or services that might meet people's needs,

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which are not so digital product. Cause by the way, no matter how much you want to sell your digital products doesn't mean people are going to want to buy some people just want you to do it for them or they want one-to-one. They want the results quicker. They don't want to do self study. So having alternatives up your sleeve is always really important.

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She also knew more on this later that she would have to do some very high touch sales and follow-up so key advice. Number three, create a buzz about your digital product launch before it happens. So Susan, when a wait-list campaign ahead of her digital product launch, this meant she had a warm audience that were ready to buy the moment that product went on sale,

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and you don't need fancy email automated to run await this campaign. It's really all about the strategy. And I've talked about this internally of podcast episodes, some of which I have already mentioned on this episode, as long as you're compliant with data protection laws, you can add people to a spreadsheet that can be your wait list. Susan added 26 people to her wait list and around 80% and invested in her product,

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which is just an amazing, and I did say to her afterwards, that is an amazing result. I wouldn't expect that every single time, but she deserves it. My next key piece of advice, email or post on social media, more than you feel comfortable with much more. If you want to maximize sales from a product launch, you really can't.

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I get worried about emailing or posting on social media too much. I recommend emailing every day during a digital product launch in my courageous launch content kept I'll link to in the show notes, there's five to seven email marketing sequence templates that will help you to put your campaign together and include sending up to three emails on the last day. If that feels uncomfortable,

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remember that people are busy getting on with their lives. Not everyone will see everything you post. Not everyone will open every email. They may not even receive every email because of delivery issues. And in my experience, if you don't feel uncomfortable about how much you're posting or emailing, you're probably not doing it enough. Susan emailed her list every single day during her cart open phase.

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So during her launch week and she posted on social media and she did all of this multiple times on the last day and to find out what kind of content you need to create for a online course launch, check out my podcast, episodes, five styles of content you need for a digital product launch. The final key thing that Susan did. And by the way,

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there was so much more, do you have Susan on as a guest? So we can really unpack her launch and do a bit of a debrief for years. I think that will be really useful. But a key thing that she did was to follow up on every single lead person needs. Every single person who added themselves to her weekly got a personal follow-up from Susan and more than one in many cases,

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and anyone who expressed interest on social media got a personal follow-up despite having a 26,000 email list, we still do personal follow-ups for every single launch because people like to do business with people. And they like to feel that they actually matter. They're not just a number. So if you're thinking about launching an online course, because you think that you'll never have to do any personal follow-ups or any personal outreach,

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then forget it because people still like to do business with people. They still like to fill out each matter and you can never come away from that. And that's one of the reasons why I get so fed up, hearing people go on about passive income over time. You know, there are easier ways of making money and once you're a bit more experienced,

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you can use automation to make your life easier, but you can never get away from that personal touch because people are people. So I hope you found that a helpful and quick debrief. Like I say, I would love to get Susan on as a guest to really dive deeper into this launch. But suffice to say that she ended up on 20 digital product sales of the actual product itself.

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It was a 49 pounds products. If I remember rightly the rest of her revenue came from a one-to-one booking and a number of repeat clients. So people saw her out there talking about her digital products and some people didn't want to buy it. They wanted to work with her directly. And as another thing to think about, if you are dreaming of creating a digital product or having an online course or membership and waking up with PayPal or Stripe payments in your bank account every day,

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it's all very well. You wanting to sell an online course, but some people just don't want to learn that way. They want to work with you one-to-one or they want you to do it for them. And that's why I'm so passionate about getting people to just get going with digital product launches. Because without exception, pretty much whenever I work with a client to just get on and launch something while they may not have the numbers to do massive,

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big digital product sales, they just don't have the numbers in their audience. They always pick up other work. So in Susan's example, thousand pounds worth of digital product sales, which is still blooming good for a first digital product launch. The rest came because she was out there talking about product. There were some people who didn't want to buy the products,

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or in some cases, I think they wanted to invest in the product and on so on and done for you and other services that she offers. And that's really the approach you need to take. I understand it's difficult because we're all being bombarded with these. Get rich, quick stories about creating a digital product once and then sitting back and just watching the money.

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Rolling. It doesn't work like that. And some people still wants to work with you on two, one. They still want some for you. And that does need to be part of your overall sales funnel. If it's not, you may well be very disappointed with your digital product sales and particularly in the early years, while you're building up your audience and also your authority.

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So hope it's inspired you just to get going. And if you're listening to this episode around the time it goes live, you may just be in time to get my help with launching your digital product because over the summer. So that's 2022 for listening in the future. I am running a 90 day product launch sprint, and it's really designed to help keep you motivated over the summer months.

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And particularly at a time when you may not be able to work full time due to childcare or the caring responsibilities and holidays and other people being out on holiday, it can be quite a stop starting time. Say, if you join the challenge, you will get a small task to complete each week. That's aimed at getting a product or service launched in the autumn.

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You can use the sprint to launch your digital products like Susan did, or you can launch or even relaunch a one-to-one service, a physical products. What matters here is the strategy and the accountability. And we have tons of it. So there's a link in the show notes as ever any questions, just get in touch. The best place to connect with me is on Instagram.

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I'm at janmurrayuk. And by the way, Susan, if you're listening, you absolutely deserve success.

About the Podcast

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Courageous Content with Janet Murray
Content marketing advice for small businesses

About your host

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Janet Murray

I’m Janet Murray and I’ve helped thousands of coaches, creative and entrepreneurs learn how to create engaging content – so they can build their online audience and make more sales in their business.

I’m also a podcaster and keynote speaker who has spoken all over the world about content marketing and building online audiences.

Work with me and I’ll teach you the strategies I’ve used to grow a multi six figure online business, selling digital products (including Ebooks, online courses and two membership sites). And launch a physical product – the Social Media Diary & Planner, which has sold thousands of copies, all over the world.