Most people think that the launch event is the key factor in achieving successful launch outcomes. However, it’s the activities that come directly before the launch event, known as the launch runway, that truly shape the overall launch experience, and can turn an average launch into an incredible five or six-figure launch.
No matter how big or small your audience is, when you execute your launch runway well, you will be able to fill your launch events, attract higher caliber clients, and create consistent cash infusions in your business.
Tune in to discover what you need in order to create massive momentum for high-earning revenue months.
Ways we can support you:
>> If you’re ready to get fully booked with a message that aligns with premium clients and organic content that attracts and enrolls clients consistently, enroll in 10K Content Collective and get instant access to the live coaching, curriculum, and community.
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Do not miss these highlights:
00:57 If you haven't already, definitely catch the first episode of the series, the Live Launch Secrets.
01:12 This is also really one of our core signature ways of helping our clients grow their businesses to the next level.
01:41 It is just so diverse in the way that you can use it in many ways if you know how to use it properly.
01:56 In this episode, we will talk about the launch runway.
02:03 Let’s have a visual around an airplane that has a shorter runway.
02:44 What we find a lot of women do is try to create momentum in their launch without doing the launch runway.
03:20 What we want the launch runway to do is yes, fill our launch event with whatever style you decide to use.
03:48 Leveraging your audience and promoting your launch event to your social following and your email list.
04:30 It's really important to think more holistically about how you're selling your launch event and what's happening in this launch runway.
05:14 So the call to action is yes, join the launch event, but throughout the messaging and throughout the process.
05:47 If you think about this launch runway, you're already subconsciously, indirectly, and even directly feeding your people up for your offer without you and them knowing it.
07:20 The call to action is still the launch event but all the messaging is there. And part of that indoctrination sequence is we can help you build inside of one check.
07:40 Your launch event, if done well is just a component of your overall framework in helping people get results.
08:20 Really starting to open that loop for them from the get-go, and if you haven't been consistent in selling your offer, this is definitely one of the things that we do inside of 10K Content Collective.
09:25 When you're doing this Launch Runway, it's not just setting yourself up for success in the launch event. It's setting yourself up for success in the overall conversions.
10:00 This cycle builds that overall momentum and gives you a bigger peak so you can have those high conversions.
10:38 A lot of people will only share their launch event once or twice and feel discouraged
when they don't get the leads.
11:22 If you don't have an email list, you're not building your email list, definitely come to our 10KCC group where we help you build those basics intact.
12:23 Another thing to know is that you should be always promoting it from start to stop. Up until you have your launch event.
13:07 You have to stay consistent and every lead counts. You do not need a lot of volume to fill your launch events.
13:41 Do whatever it takes to hit those goals but don't let not hitting that goal deter you from really fully showing up throughout the entire launch process.
14:18 We build into your projections when you come into Launch Like A Queen and that's something that we really take into careful consideration.
14:45 We also help you create that Category Leader Identity and use this system to elevate yourself in the market and show up as a bigger bolder version of yourself.
15:30 Your Launch Runway is allowing you to create momentum, but it doesn't just happen.
15:43 You have to create that with your energy and with your focus. And it's not by focusing on what isn't working.
17:22 This is also your opportunity to become a better steward of your resources and use that to elevate you, and Launch Runway also does that.
18:00 Something that we also help you with inside Launch Like A Queen is all the tech stuff because it is a little overwhelming.
18:30 As all of these little parts work so amazing together, whether it's for those hot leads right away, or taking those cold leads warm, or even making them hot throughout that buying cycle.
19:00 For the next episode, I'm gonna show you the most important elements of a launch event and how not to overteach.
About the Host
Kinsey Machos, a Marketing Strategist, is also a recovering people pleaser, self-sabotager, and corporate hustler. She helps entrepreneurs create and execute magnetic marketing and build expert brands so that they can get known, seen, and heard online.
She believes that creating a business that’s 100% in alignment with SELF is one of the most important things that we can do as women — because there’s an inner magic that we all have if we commit to an infinite pursuit of discovering (and re-discovering) that.
As a wife and a mom of three, the family takes priority. And having a business that’s run AROUND her lifestyle is a daily intention of hers.
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Welcome to Captivate and Close. I'm Kinsey Machos, business consultant and marketing strategist. And I'm going to show you how to attract and enroll high-paying clients using my breakthrough online marketing strategies, all without having to rely on complicated funnels, disingenuous clickbait, or spammy sales tactics. These are the messaging marketing and selling secrets that virtually no one is talking about. So let's dive in.Kinsey Machos:
Hey, yo, welcome back to the podcast. We're rolling along with this series. And it is been so fun to go deeper in to one of my favorite topics live on team. And if you haven't already, definitely catch the first episode to this. So this is a five-part series to live launch secrets is one of the best ways to grow your business to the you know, six-figure mark and beyond. This is what took me from 5k to 50k months. And this is also really one of our core signature ways of helping our clients grow their businesses to the next level. And live launches are truly the most incredible asset you can have in your business, whether it's even long-term filling on your group coaching programs, your coaching offers, etc. And also just those short-term strategies where you're like, Ooh, I want a little bit of a cash injection this month, or I want to test this particular thing. It is just so diverse in the way that you can use it when you know how to use it properly. So we're talking about the five stages and going deeper in each of them. In the last episode, we talked about the groundwork. And in this episode, we're going to talk about the launch runway This is how to create massive momentum in the launch runway. And what I really love to give a visual around is an airplane. And if you've ever been in an airplane that has a much shorter runway, you can feel it on your body, especially for me, I am getting a little bit older, I feel like now when I fly, I get nauseous and it's so annoying. But I can feel every little difference in how pilots fly it's like, and also, you know, turbulence and things which never used to bother me. But that's besides the point. But if you've ever been in a plane that has a shorter runway, you can feel it. But also, needless to say, a plane cannot get into the sky without at least a little bit of a runway. And what we find a lot of women do is try to create momentum in their launch. Without doing the launch runway. It's due diligence. And the launch runway serves a critical purpose in the overall live launch process. Because you are not just filling your launch event. Right so if you remember the launch runway is not to bring your offer to the market yet we're using the launch event as you know workshop masterclass challenge, you know, teach them value. And then, you know, stage four is that offer invitation. And so what we want the launch runway to do is yes, fill our launch event whether you decide it's a workshop masterclass challenge, whatever style you use, we'll talk about that in the next episode, I have recommendations on some things to consider. But what you have to understand is that you're also indoctrinating your potential clients. So really thinking holistically how people are experiencing you. And so if you're only leveraging your warm audience, so you're promoting your launch event to your social following, you know, your email list, some of them may have been around for a while some of them may not. And especially if you haven't been consistently talking about your offer, they may not know exactly what you do, or how you help people. And so we want to really think about this client journey in not perspective in that it's not just about selling the launch event. What we're doing is we're really indoctrinating into you, your core philosophy, what you believe to be true your convictions, your particular style of coaching, really how you help people like, it's really important to think more holistically about how you're selling your launch event and what's happening in this launch runway. And so, a lot of times people will be like, well, am I selling my offer? Or am I selling my launch event or promoting my offer promoting my launch event? And you're you're doing both at the same time, obviously, the intent or the call to action is come to my launch man. Right? If you want this thing, I'm going deeper here. You know, Lincoln via or if it's an email, you know, if you've seen any of our emails, you know how we promote our offers, whether their launch events or not, it's like we serve value in the content. And then the call to action is, you know, we're going deeper on this topic register here for free. And so the call to action is yes, join the launch event, but throughout the messaging, and really, throughout the process, we're still highlighting our brilliance, we're still showing people, our methods, our philosophy, and helping them build know like and trust before they even come to the launch event. And so a lot of times, what we do with our clients is we help them build a sequence, a nurture sequence, or you can even call it like an indoctrination sequence that comes out right after they opt into the launch event. And so if you think about this launch runway, you're already kind of subconsciously, indirectly even directly tene people up for your offer without you knowing it. And we'll talk about the offer invitation in a couple episodes. But what I hear a lot from people is like, well, I don't want them to think I'm just bringing them here to pitch them. And I'm always like, well, you are that's what we are doing now. I love live watching. I love it, love it, love it. I love doing virtual events, it's one of my favorite ways to fine tune my speaking skills is my favorite way to really gain recognition in the industry. It's my favorite way to give people wins without ever being a client. It's my favorite way to create experiences like I'm, I'm a true creator, I love creating new things. And so yes, it's fun for me, but I wouldn't do it. If ultimately I wasn't getting paid, or I wasn't getting clients. Like, we have to be honest with ourselves in that and like, that's okay, like, but what you have to feel good about is you know, you are giving people value through that launch event, we'll talk about teaching versus like transforming in your launch event next episode. So I'll definitely touch on that because I know that's a, you know, a common challenge that people have. But we don't have to, like silo these things, the launch event versus your offer, it should feel like you're kind of selling bold. And again, it's not to say you're like pitching your offer or sharing your offer. During the launch runway, the call to action is still the launch event. But all the messaging is there. And part of that indoctrination sequence, which we can help you build inside of one check. The queen is already showing testimonials from your program, it's already helping people see what you do. And it's not that it's separate. And because your launch event, if done well is just a component of your overall framework, right for helping people get results. So of course, you're really going to highlight right how people are getting results. What's going to happen when you do that, it's also going to incentivize people to actually show up, because they're like, oh, this works like this chick knows what she's doing. Right? I need to learn from her. And so I really take that seriously, when I'm selling the launch event, I'm selling me, I'm selling the offer. In some cases, like I'm selling them, the big picture, really helping them, you know, tee up that future pacing. And it's all really starting to open that loop for them from the get go. And if you haven't been consistent in selling your offer, definitely one of the things that we do inside of TEN K content collective, if you're just getting going and you want to learn how to get clients with your organic content is we teach you how to do this so that it's by way of service, right through your content. So you're still giving value, but you should always be talking about your offer. And it's not spamming people. But we don't want people to come to the launch event and have it be the first time that they're hearing about your offer. Now, again, if it's a new offer, you know, that's fine. Or if it's kind of a one off offer, that's cool, too. But even then there's little things that we do throughout the launch process that still lets them know that something is coming. It should be no surprise. And I think we often hear from clients of like, Oh, I really don't like I feel like you need to keep it a secret. And I was like no, like, this is what you do, you're serving value. And also right, you want to help people experience deeper results. So of course, there's going to be an offer at the end. So it should be no secret. So when you're doing this launch runway, it's not just setting yourself up for success in the launch event. It's really setting yourself up for success in the overall conversions. We want people to start really really enrolling in you, the faster we can warm people up from the get go, the higher those conversions will be. And so every part of this process, as you can see is starting to set you up for success in in this different way. This is why we don't just wake up and decide I'm going to do a masterclass tomorrow, right because there's elements to This cycle that really build that overall momentum and give you a bigger peak, so you can have those high conversions. And so as you guys are thinking about your launch runway, you should have it on your calendar, right, we recommend 10 to 14 days out for launch event promotion. And so in the groundwork stage, you put that on your calendar, you can see that it's coming. And you're talking about your launch event every day in any way you can. And I know a lot of people are like, well, they get annoyed, won't know, like, if you're doing this well, it's valuable content. And also, it has a call to action, sign up for my launch event. This is really important, a lot of people will only share their launch event once or twice and feel discouraged when they don't get the leads. And you have to kind of think of this as like an offer or an experience that you just are committed to getting in front of new eyeballs. When we only share once or twice, we're not giving it this the attention it deserves. You know, they say that, you know, close to three to 5% of your social following is seen your your content. So imagine only sharing it once or twice, like you're not even giving yourself enough space for that. Obviously, we want you promoting it to your email, your email is the number one place where you're converting people. And so if you don't have an email list, you're not building your email list, definitely come in to TEN K, where we can help you at least build those basics in because that has to be a non-negotiable, you cannot rely only on social social is going to feed people to us. But we get them on our email list as soon as possible, because that's where all the conversions occur. And so when you are promoting for your launch event, you're promoting it to your email list, you're promoting it to your social following, and you're giving it broad attention. It's like really building up that excitement. It's like a movement you're creating, it's like this big thing that's coming and you want people to get excited about it, you want to talk about it as much as you can and really build that hype.Kinsey Machos:
And so when you do this, well, that's when you start to see conversions again, come in. So we see most of our leads come in, obviously at the general announcement. So the first time that we announce it, and then of course, every time we announce it every day or whatever we see those trickle in. But then we see another big burst right before. And that's another thing to to really know is that you should be always promoting it from you know, start to stops up until you have your launch event. So the night before or the morning of like that urgency works really well. If you're like me, you don't like to make commitments ahead of time. And so anytime I'm like, oh, tomorrow at 9am totally available, I'm going to opt into that I'm going to sign up for that is that we find that people do this a lot. And so you don't let off the gas. And what happens generally through this is people are promoted once and feel discouraged by the number of leads they get and then that discouragement really strays them away from building that hype that they need. So you can't do that you have to really stay consistent and every lead counts, you do not need a lot of volume to fill your launch events, our most successful launches, like our highest converting launches are always with their smaller pockets of leads. So we're not necessarily going for volume. Yes, we're going for consistency. And I want you guys to have those targets and set those goals and like do whatever it takes to hit those goals. So if you have, you know, hundred leads, or if you want to get hundred leads in your event, then you do whatever it takes to get those in there. But you don't let not hitting that goal deter you from really fully showing up throughout the entire launch process. So that's really important. And we have a launch calculator that allows you to see projections, because it's important to really know, what is it that you're shooting for. Just because you have 100 leads sign up doesn't mean you're gonna have 100 clients, that also doesn't mean you're gonna have 50 or even 20. So depending on your audience, depending on your offer, depending on your launch event, that conversion rate will change. And so that's something to consider. That's something that we build into your projections when you come into launch like a queen and that's something that we really take into careful consideration. But ultimately, it doesn't matter. You still show up like there's thousands of people like you're gonna make a million dollars and that's the version of you that you step into. If you continue to operate your live launches as this beginner sort of quiet person that is not going to create traction, right. We talked a little bit about like really creating that category leader identity for yourself and elevating yourself using this system to elevate yourself in the market and showing up as a Bigger Bolder version of yourself. And that launch runway will really really awaken, you will awaken your audience, they're gonna see something different than they haven't seen before. And even if it's the same launch event, it's great, they're going to see it again. And they're gonna be like, Oh my gosh, this chick is like, friggin consistent, she's legit, I'm gonna sign up, I didn't sign up last time. So it doesn't matter if it's new or same head awakens the entire ecosystem. And so, but right, it's only if you decide to step into that, like a liveness. And so that launch runway is allowing you to create momentum, but it doesn't just happen, I think people will be like, waiting for that momentum to come, or like just waiting for those streams of leads to come in. But that's not how it works, you have to create that with your energy and with your focus. And it's not by focusing on what isn't working, it's really staying focused on what you want, what you desire, and who you really, really want to show up as. So throughout that lunch run when you're staying high energy, high octane, and you are building massive buzz and momentum around your launch event. And sharing it on all channels. All vehicles, right. So emails, stories, news feed, right, you're talking about it, you have posts about it, you're sharing it in your Facebook or wherever, and you are acting like this is your baby like this is, hey, I need you to know about this, right, and you're shouting it from the rooftops, and you're consistent throughout that launch runway. And really, really, right treating it like this is people buying into you from the get go. So we're just thinking of ways to really nurture that process and start to indoctrinate them into us. So we do this through emails, we do this, even through messaging, we want to talk to our leads before they've even started in some cases. So we're really thinking about that relationship. And we'll talk about that during the launch event. But it's really important that you really look at these leads that are coming in as humans, we talk about this on all occasions. But more people like us, people want more of everything. It's like I want more followers and more email subscribers, I want more people in my launch event. But the truth is, like most people don't even know how to steward the resources they have. So more of anything won't do much. If you don't know how to convert 10 leads, you won't know how to convert thousands. And so this is your opportunity to become a better steward of your resources and really use that to elevate you. And that launch runway does that. And so if you skip over that what happens is you have that scenario where you're trying to get a launch off the ground into the sky without any momentum. And that's where it will die before it even starts. And so where the planning comes in is knowing that that's coming, having that on your calendar and knowing that during that launch runway, that's all you're talking about. That's all you're talking about. And you have your nurture sequences log, like docked in, you've got your confirmation email, like this is all a tech stuff. And that's something that we helped with you, or help you do inside of launch like a queen, because it is a little overwhelming. But it's really, really powerful when you have all these systems working alongside of you before you even launch, okay, we've had instances where people will even just say, I just need to know what you're offering because I want to buy it. Now, before the launch event. This is how amazing this cycle works, because you're gonna have hot leads come in, that are just freaking they're ready, they are ready. And so all these little parts work so amazing together, whether it's for those hot leads right away, or really taking those cold leads, making them warm, making them hot throughout that buying cycle. So that's the launch run name. For the next episode, we're gonna talk about the actual launch event. This is one of my favorite things. This is really where I shine. I really look at our launch events and our clients launch events as a really delicate and unique experience. I look at him as an offer. And I'm gonna show you the most important elements to a launch event, how to not over teach, because I know a lot of you do that because you tell me and and also still create a very, very transformational experience. So it's going to be so good. And I can't wait to share it with you. All right, I'll see you on the next episode. Hey, you, thank you so much for listening. It's an honor to be able to pour into the hearts and minds of like-minded entrepreneurs all over the world. But my most favorite part is being able to connect with you in real life. If you love what you heard here, head over to the community where thousands of female CEOs, just like you are changing the world one human at a time. We go deeper into the topics we discuss here and give away tangible roadmaps help you crush your revenue goals to join this high caliber free community head over to kinseymachos.com/community. I’ll see you there