Are you ready to master the art of live launching? In today’s episode, I’m breaking down the four key phases of a million dollar live launch.

Whether you’re new to live launching or looking to improve your process, this episode will give you a clear, structured approach to making your next launch a success.

Let’s dive in!

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More ways Embodied Marketing can support you: 

Join Emily live on April 3rd at 2pm EST for the Embodied Podcast Experience, where we’ll celebrate 700 episodes, dive into timeless marketing insights, and give away an exclusive, high-value resource—register now at http://embodiedmarketing.com/party

Tired of inconsistent revenue & marketing strategies that leave you overwhelmed? Whether you’re just starting out or ready to scale to multiple 7-figures, book a call with the Embodied Team to see how we can help: http://helpmystrategy.com

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

Hello, everybody. Welcome back to the podcast. This is our final episode before the evolved new, more so evolved and upleveled show launches tomorrow when this episode comes out And as a reminder, if you didn’t listen to the last episode or see it on social media yet, I am hosting the Embodied Podcast Experience tomorrow, Thursday, April 3rd 2pm eastern time And this is where we will we will not only kind of announce the new show, but on that party, on that experience, I am going to have fun games, a really good giveaway, and be giving away for free a product, basically, that we created that we are going to sell right after the experience happens.

And think of it as one of the best, if not the best marketing resources you could get your hands on that gives straight to the point, no BS, no fluff, actionable bullet pointed strategies for you to go and implement. And it will be for free for anyone who shows up live. And I would love for you to be there. Like you guys are the podcast community. Some of you have been listening to me since the very beginning, which is incredible. And it’s just so cool to have a community that has been with me literally through multiple versions of me, multiple eras, multiple seasons from different seasons in business to kids to myself and my growth. And I’m just so grateful for all of you truly. So the intention behind this experience is honestly to give back. It’s not a let me pitch something webinar. It is to give back and celebrate with you guys. So if you haven’t saved your spot, you can go to embodiedmarketing.com/party and save your spot. It’s a simple Zoom, you know, save your spot on a meeting. All right, let’s dive into today’s content. So I’m actually in San Diego and I got to speak at Social Media Marketing World and I wanted to give you guys a little taste of the talk that I did.

So they had me come out and speak on live launching specifically. And just for context and clarity, I define a live launch as something that happens with a date. So my podcast experience technically is a live launch, even though we’re not selling something on the backend. But a live webinar, a live challenge, a live series, a live workshop, typically it’s a free experience that then leads to your paid offer. And I break a live launch down into four phases. I have been behind the scenes of some really big, incredible live launches like Amy Porterfield, Mel Robbins, Rachel Hollis’ book launch. We do probably twelveish live launches a year and have for a while. like i myself, I haven’t counted, but I’ve probably done 50 plus webinars.

So I’ve really got this down to a science and my team can execute a live launch in their sleep. It is just a process that we have got down and it’s because of these phases and the way that we break live launches down. So here are the four phases of a successful live launch. The first one is your pre-launch. This is what happens six to eight-ish weeks before your actual launch. This is where your goal and your outcome here is to grow your audience, grow your email list, and make sure you’re engaging with them because you don’t want to be silent, silent, silent. And then all of a sudden come out of the blue and be like, here’s my live launch, sign up for it, do this.

So this is where this could be something you’re already doing. You’ve got maybe a lead gen funnel, an evergreen webinar, something that is building your list every single day, growing that list so that when we live launch, We have people to launch for. You have content and maybe visibility ads going to grow your audience and also nurture your audience that is already there, content very much is to stay top of mind. So this looks like automated lead generation funnel running, visibility ads running, and consistency in your content creation and your nurturing.

And if it’s relevant, you also can start to tease your launch before you get into the next phase. You can start to talk about the topics that you might talk about on your live launch, maybe the problems you’re gonna solve, the desires, I always use Amy Porterfield as an example here if you follow her. She does a really good job at this and you will know when her DCA big launch is coming because she will start talking about the creating a course and the problems and the desires that are in her program six to eight-ish, maybe even a little more weeks before they go into launch mode. So that’s your pre-launch. Some of you are already doing this. And the reason I say six to eight weeks before is because my general recommendation is if you are a newer business and you’ve never live launched, like if you come in into work with us and we build your strategy and you’ve never live launched before, you don’t have a big list, you don’t have a big audience, what we’re going to have you do is spend six to eight weeks actually building your list and building your leads, running your visibility ads, and then live launch.

Some of you might be doing this right now and you could plan a live launch because you’ve been doing this for the last several months and you’ve been growing your list. Second phase of a live launch is the invitation phase. This is a very, very important phase. They’re obviously all important, but this is probably the most important because the goal in this phase is to invite everybody and get people to sign up for the live experience that you are hosting. So let’s say you’re it’s a webinar or a challenge. We want registrations to that free experience. And if we don’t get enough registrations, then we’re not going to be able to convert the leads.

So this is a very important phase to be planned out and be intentional with. This is about seven to 10 days before the actual event happens. And that number is really important because if you do this three weeks before, people are going to forget what they signed up for. If you wait and you don’t start promoting your live webinar until three days before, it’s just not enough time. You’ll get some people, but you won’t get enough. They may not be able to block it off on their calendar and come. So seven to 10 days is like the sweet spot. Not too far out, not too close where you’re like rushing and you don’t get enough leads. The goal here, the outcome here is get as many people signed up for your free experience for your live launch as possible.

So this looks like emails to your list, posts on social media, talking about it in your content and ads, running registration ads to register for your event if you wanna get volume. So what’s cool about this in a live launch compared to evergreen is during this phase, everything is synced up at the same time, your email, your content, your social, and you’re running ads all to the same thing. So it’s making this noise, this splash that is bigger than evergreen. So during this time, you want everything working together to get those registrants.

That’s your invitation phase. And it’s really important. I’m not going to get into numbers here, but I want to share with you one thing I run into with clients and especially as they grow their business and they want bigger live launches. You need to know your exact ad spend in the invitation phase and based on how many leads you want to bring in, which is based on how many sales you want to bring in. Because what I see happen is people go, oh, I’ll just spend like this much a day to start. And you only have seven to 10 days. So they start out really slow. They’re kind of like, I want, you know, I want 300 leads. But they haven’t done the math of, okay, how much are you going to need to spend to get that? If we estimate, let’s say $5 cost per lead, how much are you going to need to spend?

How much does that equal per day that you need to spend? Because you can’t start out with $10 a day and then overnight bump that to $100 a day. So you’ve got to start out. My team is very trained to do this. Here’s the total budget for the live launch. So now we have a daily budget for the live launch. And when we work with big ad spends, we can’t afford to get half a day behind on that budget. We won’t meet our goals. So knowing your exact lead goal based on your sales goal helps you determine your ad spend in this short window of the invitation phase. Okay.

The next phase is the experience phase. This is where you’re delivering the live experience. You’re delivering the webinar. You are delivering the challenge, whatever is happening during this time. And the goal here is to get as many leads who signed up for the experience, who signed up for the live launch to participate in it to engage in it. And throughout this, you’ll probably have emails that get people excited, maybe a show up bonus. If they show up, you’ll have reminder emails and then you’ll deliver the actual experience. The most important part here is that in the content, you create clarity. You create confirmation that they understand what it is they need to be doing differently, how they’re going to go from where they are right now to where they want to be.

You don’t overwhelm them. You don’t stuff them full with to-dos. Okay. You create that clarity, that confidence, that trust, and the gap that your offer is going to fill. So that’s the experience where the goal is we want as many leads as possible participating in this experience that we have created. Because the more people who engage and participate, the more chance that they’re going to buy. that they have built that trust, they’ve built that connection, and they’re gonna buy our offer. The final phase is your conversion phase. So this is where we actually wanna convert as many leads as possible into the offer. So typically during your experience, you will have pitched the offer. Maybe it’s on the end of a webinar, maybe it’s on the final day of a challenge. You’ll have pitched whatever your offer is, and that’s when you kind of transition into this conversion phase where our goal is obviously to convert.

So what this looks like is, again, your whole marketing becomes synced up, and now it becomes talking about the offer. Emails to your list. retargeting ads to all of your leads on Facebook and Instagram. You have social media. You couldn’t talk about it in your content. Everything is synced up to talk about this offer. And note here that sometimes it depends on the business, but you don’t have to limit the communication in the conversion phase to only people who have signed up for the webinar.

Typically, unless someone is doing this launch a lot and it’s going to burn out the audience, typically I will open up the communication to the entire list and social media because you never know. Someone might buy who didn’t actually attend the webinar. And actually, I do see that happen a lot. When you don’t want to do that is if you’re doing this every month or you’re doing this a lot and your audience is going to get burnout of hearing the same exact thing over and over again. So if you’re doing it about every three months, it’s totally fine to open it up to your entire list. So in this phase, everything becomes synced up to talk about the offer. Obviously, the offer messaging and the positioning matters here. Ideally and highly recommend that you have some form of urgency, boom Ideally and highly recommend that you have some form of urgency. You have a bonus and or a discount, something that in a period of time you get people to take action.

This phase is anywhere from four to seven days from when you open the cart, when you talk about the offer. You don’t want to give people a really long time, but you want to give enough time that you can communicate it to everybody and they see it. And you are focused on why they should buy right now and why that’s important. So those are the four phases of a live launch. And when you can organize this and break it down where you know exactly the assets you need to create, the timing, the calendar, and everything you need, it becomes a lot easier to execute a live launch. I hope you guys found this helpful if you are planning to do a live launch or you have done one in the past and you want to kind up level it. And I will be seeing you all tomorrow.

And the new show is going to drop. I’m so excited. Thank you so much for being a part of however many episodes you’ve been here, but 699 episodes. Wild. All right, everybody. I’ll talk to you soon.