When launching, we spend so much time focusing on what we’re doing, how we’re showing up, how we are serving our people and what is included in our offer. But sometimes we forget to think about who we are serving.
Kim DeGracia, a launch copywriter, shares the importance of voice of customer research. Knowing who you serve is necessary to have a successful launch.
Read on for key gems Kim shares.
Top Three Mistakes When Launching
The number one mistake is creating an offer that’s not optimized. This means including too many things or you’re promising too much. The second mistake is not doing your research and actually asking your audience what they need. The third mistake is spending a lot of time creating the offer and not enough time marketing – sharing it and getting feedback about the offer.
How to Avoid Mistakes When Launching
Nail Down Messaging
Launchers, especially first time launchers, probably have a smaller budget and cannot outsource to hire a copywriter or someone to help with your launch. The number one thing to do when launching is to nail down your messaging. You have to be really clear about who you are, what you offer, and how you can help somebody. When you do this, and you’re authentic online, you will be able to bring in the people who you can help.
Nurture Leads
If you’ve launched before, you know that you have a validated offer; it works. For your next launch to be successful, you have to get eyes on your offer. Lead generation and nurturing your leads are the solution to your problem. This means creating a journey for your audience to follow that will lead to your paid offer.
Voice of Customer Research
Voice of customer research will help you provide the products or services that your audience actually needs and wants. Voice of customer research is a method of getting customer feedback and getting insight about how they feel about your business or product. To achieve this, it’s simply asking your audience questions and using the phrases they tell you inside of your copy for your product. This way, you are not creating a product that your audience will not buy.
You Should Continue to Talk to Your Audiencing During Pre-Launch
The number one thing you can do during pre-launch is talk with your audience and make sure that you’re asking them they haven’t signed up. Because they’ve probably seen your offer and they probably have an objection as to why they haven’t signed up. Asking them maybe to get on a really quick call to ask some questions. If they’re not able to do that, you could send out a survey and have them fill it out. It’s important that you ask them plainly why they’re not signing up. You’ll be able to create numerous types of content addressing the objections. Or perhaps you’ll realize that you have to pivot your offer or add a specific bonus that addresses that objection, too.
Address Objections
Addressing objections can be powerful if you do it during the pre launch stage of your launch. For example, you can write a sales email that focuses on one objection that somebody’s having. Or you could ask people who have taken your course or your digital product if they’ve had that same objection. You could go on Instagram Live, for example, with that person and talk about that specific objection and how they were able to overcome it.
Figure Out What They are Struggling With
In addition to addressing objections, you could ask specifically what problems your audience is facing and then ask what solutions have they turned to before that have not worked for them? Or what were solutions they used that worked for a while and now it’s not.
Resource
Sell Before You Launch Checklist – desoladavis.com/launchchecklist
About Kim
Kim is a launch copywriter who helps wellness providers have feel-good launches by writing research-driven sales pages and sales email sequences.
Before founding Copy with Kim, she was a PhD scientist working at a Fortune 500 company in the chemical industry. She worked on communicating complex scientific studies for the public to easily understand. Her background as a scientist helps her do what she loves best today – research. Kim enjoys gathering data and asking questions before crafting custom launch copy for her clients.
When she’s not working, you can find her drinking bubble tea, hiking, or enjoying time with family.
