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Yesterday ended the launch period for the alpha release of my Kickass Content Coaching program

The #launch period ran from January 15 to January 30. To enroll, someone would need to apply on my website, have a casual call with me for 15-20 minutes, and (if invited) sign a contract and pay the program fee.
I ran it this way to create a set period of time to concentrate these interview calls during a two-week period and ensure that all the #participants are getting started at the same time.
But I didn't hit my goal. 😔
In fact, because I created stacked #goals that depend on another goal, I missed the mark on more than one.
  • 🚫 Enroll 5 participants in Kickass Content Coaching
  • 🚫 Enroll at least 1 participant who I don't already know
  • 🚫 Start a waitlist after selling out 5 spots

What actually happened is that I enrolled 3 participants, all of whom I had a preexisting relationship with.

Why didn't I hit my goal?

I looked over my work and activities for this launch period, and I can pinpoint the exact moment I stopped working towards this goal.
I had created a list of friends and peers to email about this program. So many responded with kind words of congratulations and offers to share the details with their network. One responded with a curt "best wishes".
Or at least, it felt curt to me. In all likelihood, this person was busy or having a bad day or didn't full read my email or really was wishing me the best.
But it bugged me. It rattled around in my brain and I started wondering if I was being pushy or salesy or annoying reaching out to people. Was showing up in someone's inbox a form of bothering them?
This was just days into the launch period...
Both consciously and subconsciously, I reduced my efforts. I stopped emailing people except the few who had already expressed interest in knowing more and those who I confidently believed would respond positively.

Essentially, I short-circuited my own success out of fear.

When I finally recognized this falter in confidence and corrected my earlier mistake — 24 hours before #enrollment closed — the messages were:
  • Overwhelmingly positive
  • Excited for me and congratulatory
  • Interested, but needed more time
  • Offering to share with their network
So, I decided to double down on the positive energy and start the #waitlist for the next version's release NOW. I already have subscribers! 🎉

Although I didn't reach my goal of 5, I am thrilled that I enrolled 3 awesome participants!

Every single participant came from me showing up (in person, on the phone, and over email) and simply talking about this program. They each showed immediate interest and signed up on the spot.
I think if I hadn't let fear take over, I would have hit my goal because there was enough interest to drive more enrollments. And a big part of my plan in offering this as an #alpha release is to measure interest for this program, and answer the age-old question: is there a market for this offer?
Tomorrow, I'll recap my #marketing efforts to analyze what was time well spent, and what I can skip for the next launch.

tl;dr I closed the enrollment period for my Kickass Content Coaching program yesterday, and was 40% shy of my goal. In hindsight, I can see how I let the perceived negativity of others cloud my confidence and diminish my marketing perseverance. I didn't enroll my goal of 5 participants, but I did enroll 3 and have started a waitlist for the next launch.

Author Bree Weber Published 1/31/2019, 2:15:22 PM Permalink

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Update on my Kickass Content Coaching Program Launch

Yesterday, (January 15th) I launched an enrollment period for a #contentcoaching program, which stays open until January 30.
The program is geared towards entrepreneurs and #solopreneurs (who wear "all the hats" as they say). These are business owners who provide a service and are developing a personal brand, so writing for their business feels really personal.
The program is an #alpha release meaning I've developed and outlined the program, but this is the debut #launch. I'm looking for honest feedback from the participants to help me work out the kinks, and they get an awesome deal at 90% off.
I didn't do any typical launch #marketing. I'm not advertising on Facebook, there's no email drip campaign, and I'm only sharing it selectively with my network. Here's what I actually did:
  1. Set up a sales landing page on Squarespace with the help of a designer
  2. Posted once to Instagram announcing the program launch
  3. Emailed 5 colleagues, clients, and friends about the launch
  4. Added the phrase "PS – I just launched a kickass content coaching program. Check it out!" to my email signature
  5. Casually mentioned it for the last 2 weeks whenever anyone asked me about my 2019 goals or mentioned the word "resolutions"
  6. I emailed my client list at the beginning of the year to announce my new business model (with content coaching) and to share updated 2019 prices

I enrolled 2 coaching clients in the first 24 hours 🎉

I'm super stoked to to see results – especially so quickly! I have made 5 spots available, and sold 40% in a day!! Let's take a look at what worked and what didn't work, so I can scale it:
1. Squarespace tells me I've received 21 unique visitors between January 13-16, but those numbers aren't entirely reliable due to a cookies dilemma that is being sorted out. Clearly, this is a big increase (read: 600%+) over having no site at all 😂
Squarespace Traffic ↑ for Sunday, January 13 – Wednesday January 16, 2019
Most of these numbers are from direct sources, likely the links I've been emailing out. I haven't used target links for different platforms etc, so I'm not 100% certain of the direct link source.
Squarespace Visits ↑ for Sunday, January 13 – Wednesday January 16, 2019
2. According to my Linktree page, the Instagram post has brought me 0 traffic.
3. Out of the 5 colleagues, clients, and friends I emailed, 2 replied to ask questions or promise to share the link.
4. After updating my email signature with the "PS", I emailed 8 people (excluding the 5 colleagues, friends, and clients). 0 responded to ask questions or get more information.
5. This is the hardest to quantify, as I've been casually chatting about the program in coffee dates, virtual meetings, networking groups, and happy hours, but I would estimate I shared this with 30 people at most. 1 acquaintance who heard me share my launch plan goals after speaking about the "how-tos of content strategy" during a small networking group (of 10) asked me for more information, and enrolled on the launch date within 10 minutes of receiving the invitation link.
6. The client update email went out to 30 subscribers on January 9th. 1 former client replied to ask for more information, and enrolled on the launch date within 1 hour of receiving the invitation link.

So, actually I enrolled 2 coaching clients in less than 2 hours 🤯

Numbers Summary

Both of the enrolled clients had a previous relationship with me – either as a business acquaintance who received free training from me or a former client who knows my work, which tells me to focus on my core network as my target audience.
Both heard about the program when it was shared publicly (announced to the whole networking group and emailed to a group of clients), and reached out individually to discuss it one-on-one – which encourages me to focus on a bulk announcements and allow people to filter themselves in or out.
Both enrolled quickly after receiving the invitation link (which included approving a quote, signing a contract, and making a payment) which tells me I have a high-value offer that speaks for itself.
#analysis #programlaunch #contentwriter #copywriter #newbusinessmodel #marketingexperiment

tl;dr I launched the alpha release of a content coaching program, and enrolled 2 clients in less than 2 hours. This is a breakdown of the limited marketing I did for the launch, an analysis of what worked, and a summary of main takeaways from the data. I've still got 3 more spots to fill and 14 days to do it.

Author Bree Weber Published 1/16/2019, 5:32:09 PM Permalink

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