Behind the Scenes: What Really Goes into a 7-Figure Launch

Jennie Wright [00:00:02]:

Everybody, welcome back to the Acquire Podcast. I’m your host, Jenny Wright. And today, we’re gonna talk about something that I think you’re gonna really like. And before I start, I wanna share that this podcast is brought to you by the The Podcast network. And as your host, I share or try and share things with you that I think are really relevant in the marketing, lead generation, list building and launch space. And so I’m gonna talk to you today about what really goes into building a 7 figure launch. The behind the scenes look at this. And I come at this from the perspective that I’ve I’ve done multi 7 figure launches for my clients.

 

Jennie Wright [00:00:39]:

Jason with full transparency, I’ve never done a 7 figure launch for my own business. I’ve never had that level as of yet, but you know what? Not too far in the future, I hope. So I’ve been doing this for 12 years. I’ve been helping people with their list builds, their launches, all of it. And so a 7 figure launch is pretty fun to talk about. And even if you’re at 5 figures, doesn’t matter where you’re at. Multi 6 figure, 6 figure, I don’t care. What we’re talking about today, You can plug and play into your launch right now.

 

Jennie Wright [00:01:09]:

So if you want to grow, The things that I’m going to share today will absolutely have an impact. And I want you to think about yourself having that larger launch. And if you’re prepared for it and you do the stuff that we’re talking about today, then you’re setting yourself up for success. People that put these sort of factors into play now end up having a better launch in the future. And so we’re gonna do that today. Let’s dive right in. I will tell you that all of this is from stuff that my team and I have done, that I have done The has created really successful launches. I’ve done a couple 7 figure launches.

 

Jennie Wright [00:01:49]:

One of them most recently, not too long ago where we ran a, a bunch of different online panels. We always start with a list build, by the way. Every 7 figure launch starts with a list build. And so you can run a summit or you can run a bundle or you can run a challenge, anything where you’re, you’re creating growth. And if you have an established audience, then you don’t need to borrow other people’s audiences. But if you don’t have that or you want to grow significantly, borrowing other people’s audiences is essential. And so you always want to look at having either a summit, a bundle, a challenge where you, like, work with other people or or you have a good affiliate system, something that’s gonna create an influx of leads. And then we’re gonna kick it off with foundation.

 

Jennie Wright [00:02:31]:

Okay? So I’m gonna assume that you did that list build, and we’re gonna kick this off with planning and strategy. Okay? And strategy is so much sexier than people give it credit for because, like, this is where the success is. You actually you can have the 7 figure launch already figured out in the planning and strategy side, but you can lose it completely if you don’t do this. Right? So a lot of people who do, triathlon say that you can win the triathlon in the swim and the swim is the first part of the triathlon. It’s broken down into 3 parts, swimming, biking and running. So you can win the swim. You can win the triathlon in the swimming because you can gain advantage on other people. I think that’s the The.

 

Jennie Wright [00:03:14]:

But you can like lose it on the run or it might be vice versa. But basically, if you plan properly, this is where the good stuff happens. And if you don’t plan, this is where the mistakes can happen. You can actually screw up your entire launch by not doing this. So a 7 figure launch does just not happen on its own. It doesn’t happen by chance. It requires very detailed planning and a lot of strategic thinking. And first you need to have a clear vision and clear goals.

 

Jennie Wright [00:03:41]:

And I always think about what it is that you want to achieve from this launch. Understand your market and your target audience is crucial. If this is not your jam, find somebody who could help you with this. This is something my team and I come in and regularly do, and we figure all this stuff out. And then we present a really detailed launch plan for the client who can then implement it into their launch or have my team do it for them. So this is, you know, not everybody can think in this particular way or they just don’t have the capacity with what they’re doing. And so having an external person come in, who’s done multiples of these can really make a difference. And so you need a comprehensive launch plan with timelines and milestones.

 

Jennie Wright [00:04:19]:

And it’s not about just getting things done. It’s about getting things done right and at the right time. Trust me, having a solid plan will make everything else run more smoothly and will ensure your success. A couple of things that I use with clients is Notion. Notion is a tracking software. You can do notes in it. You can track projects. I find it’s very versatile.

 

Jennie Wright [00:04:43]:

I also use Airtable and Slack. So those are the 3 things that I sort of marry up together. The of my clients right now, I’m actually in the time that I’m recording this, I am in the The. We’re literally days away from going into promo for a launch where 2 SaaS companies. So software as a service companies have come together to co launch a list build, which will hopefully I’m Wright darn sure because we’ve done The strategic planning on it Wiehler lead to a really positive result where both companies will have a lot more people registered to use their softwares. They have complementary softwares and so it makes sense for these 2 companies to come together and share resources. I’m planning both things. So I’m working with 2 separate companies, 2 separate teams, bringing them all together.

 

Jennie Wright [00:05:29]:

And I’m in charge of the planning, the strategy, the process, the implementation, the funnel, the, you know, the copy, all of it. I mean, is it a lot? Yeah. But, I mean, I love it. And the strategic planning that has gone into this has ensured a successful and smooth launch. And, again, you can lose you can lose the whole launch by not doing this part. So really take the time to do as much planning as possible. It doesn’t mean that you have to put your launch off terribly long time. We’ll just have to plan it really, really well.

 

Jennie Wright [00:06:02]:

Okay. Next up is having a team. Let’s talk about your dream team. Nobody can pull off a 7 figure launch alone. You do need to have a skilled and dedicated team by your side. Think project managers, copywriters, designer, tech support, and marketing experts. I mean, firing and hiring sorry. Finding and hiring people that are key is essential.

 

Jennie Wright [00:06:26]:

And when I when I look at what some people have, you can absolutely run a successful launch with you in your unicorn VA. Somebody who can do lots of different things, but it gets terribly difficult to do that at the higher levels. And so you do need to have a designer. You do need to have somebody who can help you with copy if that’s not what your thing is. You need to have some backup people too. My team, I do have a Unicorn VA. They’ve been with me for over 3 years. They’re amazing.

 

Jennie Wright [00:06:52]:

You know, I have people who can build funnels if I’m not available to get in there and more and more I’m not. So I do have people. I have 2 different people that can build. I have 2 different graphic designers that I can pull on. I have a video editor, that I can pull on when I need to. I have a tech person that I can pull on when I need to. And so having these people being able to come in when I need them and the resources when I’m working with a client is essential. And so I want you to think about who your dream team is, and then I want you to be able to lead them effectively.

 

Jennie Wright [00:07:22]:

And so when we’re when we’re effectively leading a team, we’re leading through collaboration and communication. And so everything points the same way. Everybody knows what everybody is doing and everybody has clear objectives. So that could be having your task list in Notion or Airtable, and then having a communication channel in chat and, Slack to keep following up. Next up is creating an offer that your ideal client and audience cannot resist. This is where the magic really happens in your launch and understanding what makes an offer irresistible is an art and a science. And you are constantly improving upon that. I will tell you that I constantly have, imposter syndrome when it comes to my own, my own, my own offers and products and services and I’m always trying to validate.

 

Jennie Wright [00:08:13]:

Developing a high value product or service that aligns with your audience needs and desires is what you’re aiming for. And when you’re crafting your unique selling proposition, your USP, clear messaging that speaks directly to your audience is absolutely just has to be done. And your offer has to be so compelling that it feels like a no brainer. And The no brainer is really differ at different audience levels. And And so a no brainer might be the cost of like pizza and pop, Wright, for your ideal client. Or it could be a no brainer is what the person pays a month in Jennie. Or a no brainer could be, like, a lot more. I’ll give you an example.

 

Jennie Wright [00:08:52]:

The of my clients that I did a 7 figure launch for, just in the middle of 2023, we had a $25,000 mastermind. And so we did a really well planned summit. Then we had a series of webinars and a challenge, and we had affiliates for all of those. And then during the webinars and the challenge, we were making our offer to this $25,000 mastermind, and they closed 7 figures. But 25,000 for that particular audience in the niche that it was in was a no brainer for what this person was giving them. Not everybody can do that. I mean, the average income in the US is, like, I think, 43,000 or $48,000 or something like that. That’s not a no brainer for a lot of people, but some people it is.

 

Jennie Wright [00:09:39]:

Right? So what’s a no brainer for your audience and your niche and think about what that looks like. A lot of people try and overprice their products and programs and services because they really wanna make the cash, but you can shoot yourself in the foot with that. So think about that really clearly before you make those prices. All right. Let’s talk about our content creation and our marketing materials. This is an essential piece. When you’re trying to do a 7 figure launch, having all the different content and create like, content materials is gonna be a game changer for you. And when you plan it out really successfully, like we were talking about before, then you’re going to cover all the different bases.

 

Jennie Wright [00:10:22]:

So for example, high quality content is going to be essential for this launch by engaging and educating your audience. Think blog posts, think videos behind the scenes, think webinars and social media posts, the whole shebang. Leave no stone unturned for this process. What does that look like? Wright. The of my clients is really well known on TikTok. And so when we launched her, upcoming program, which included a retreat to an exotic location like Bali, we had to make sure that people kind of had the FOMO of wanting to go to Bali. And so this person, The, this content creator had been there before. So we used a lot of B roll from previous, retreats to help us sort of like get people really, really engaged.

 

Jennie Wright [00:11:12]:

And we wrote, basically looked at all the, and this is a tip for you. Figure out the objections that your ideal client will possibly have to your offer and use your marketing materials and your content creation to overcome those objections profusely. So if you can eliminate or mitigate or reduce the amount of objections your ideal client has to your offer through the materials that you create that they see as part of either the runway period leading up to promo or during promo, you’ll have a better chance of success on your launch. And so blog posts that overcome it, videos that talk about it. You know, if, if part of your, I mean, everybody has the same objections, basically it’s time, it’s money, those kinds of things. So how do you overcome time and money? What do you say to your audience about that and the other areas as well? So think about what those are, write down all the objections and then create content to overcome those that’ll help you in a great deal. Okay. Next up, we’re going to talk about sales funnels.

 

Jennie Wright [00:12:18]:

Something I can talk about for days. A well optimized sales funnel is absolutely crucial. You can imagine. And it’s a journey from taking your audience from the first time they meet you or the first touch point with your program, product or service to your final sale. And so, what I really want you to think about is creating a high converting sales funnel, using the right tools and the right platforms and making sure you optimize each stage of the funnel to maximize conversions and really ensure a seamless experience for your audience. This is where testing is essential. Oh, gosh, leave a week for testing, testing and optimization. I call it.

 

Jennie Wright [00:12:55]:

So your landing page, you want to make sure your landing page works. Everything works super well. All the links work Wiehler. You want nothing to be broken, nothing to be slow. Everything should feel really easy and seamless. This is where you might want to reduce a couple different levels of your sales funnel. If there’s too many complicated levels. So like landing page to sales page, to OTO, to downsell, to, intake form, to, I don’t know, Thrivecart sales form.

 

Jennie Wright [00:13:26]:

Like that’s a lot of steps. And if you can eliminate some of those to make it more seamless, do so. So you can have a better result. Okay. And then in terms of your pre launch activities, this is that runway I was talking about a little bit earlier, but that’s where you’re building Wright, like excitement and anticipation. And I really want you to engage your audience with things like teaser campaigns, maybe an early bird offer. And then definitely that behind the scenes content, Always think about using your cell phone to grab B roll, having it on your desk on a little tripod, just recording while you’re doing stuff or taking pictures of stuff on your screen or showing yourself taking a break or even talking about it. The, one of the best things that I see is people taking 3 to 5 seconds of video Wright much throughout different areas and processes in their launch.

 

Jennie Wright [00:14:16]:

And then putting that together as a little sizzle reel during launch That looks really, really good. And it creates excitement. So use lead magnets with opt ins to grow your email list, use a really big, you know, gorgeous summit or a bundle to grow your email list, and then make sure you’re creating opportunities for nurturement, like nurturing your leads to keep them engaged right up until your launch. And then during launch, get your energy, my friend. Oh my gosh. Okay. This is where the rubber meets the road. Having a detailed launch plan, for all of the week’s activities is essential.

 

Jennie Wright [00:14:51]:

Create a calendar, write it out on paper, draw it, whatever you gotta do, but make sure you’re monitoring exactly what’s happening because that allow you to be sort of fluid being able to add in extra things as needed. And if you were launching with anybody else The just makes it 2 times as trickier. So having a calendar makes it like a lot easier to track. So do that and adjust your strategies in real time because if you have it all written down, you’ll know where there’s opportunities to make adjustments. Like you didn’t realize that you had nothing going on for 24 hours. Okay. Well, I’m going to pop in a live in that spot. Wright? So you’re making sure that nothing is left to chance and you’re ensuring that everybody gets to see what’s going on in a really consistent way.

 

Jennie Wright [00:15:37]:

And then once your event is over, once your launch is done, don’t go running for the trees. Don’t jump on vacation. You know, don’t hide away. I need you to stick around a little bit longer because once the cart closes, we’re not done. We have to follow-up with our new customers. We need to follow-up with previous leads. We need to send thank you emails to people who supported us. We need to create feedback surveys if that’s applicable and then offer a secondary exclusive offer to people who said no to the first one.

 

Jennie Wright [00:16:07]:

You can get a really great result that if you offered a $10,000 program and, you know, X amount of people didn’t take it, offer them something for 2,500 and see who takes, like, that’s an opportunity and you don’t want to leave that opportunity out there. If you just like, you know, after your launch, you take off Wright. Where you check out. So make sure you build that in and then go to the spa or then take the time off. I always tell my clients to build in self care during your launch so that you don’t feel completely burnt out at the end of it. And whatever that self care looks like, plan it. Put it into your launch calendar and ensure that you’re doing it so that you never have that feeling because I’ll tell you right now, and this is a little bit esoteric, but, a lot of people get sick during a launch. You get a cold, you get a throat thing, you have a head cold or, you know, sore Wright.

 

Jennie Wright [00:16:59]:

All those types of things happen during a launch because you’re pushing yourself, right? You’re pushing out of your comfort zone, and, and your body’s like, okay, I need you to chill. I, I, I’m going to make you chill out if you don’t chill out. So if you put self care into your, your launch routine, you’re going to have a lot less problems in the end. Trust me. I’ve had, I’ve seen it happen. I don’t know, hundreds of times. And then finally, we’re gonna follow-up with our key metrics and KPIs. I know.

 

Jennie Wright [00:17:24]:

I know, Jennie. Jenny, you’re saying, Jenny, this is not the fun part. Yeah, it absolutely is. Because if you track these key performance indicators and you look at what worked, then you can see the opportunities and then you get to do the fun stuff, which is wrapping up and then celebrating all your wins and making sure that your team, whoever was on your team at the time feels really appreciated. Right? Stay focused, motivated, create resiliency throughout this whole process, but make sure that you are showing everybody around you The you are so grateful for their help. Couldn’t have done it without The. Celebrate every win, big or small, and use these moments to build not only your own confidence, but your team’s confidence for the next time around. And there you have it.

 

Jennie Wright [00:18:09]:

That is my behind the scenes look at what really goes on behind a 7 figure launch. And by planning strategically, building the right team, creating a compelling offer, leveraging high quality content, and your sales funnels, you can really set yourself self up for success. And as always, thank you so much for listening to the Acquire podcast. If you found this episode to be helpful, please subscribe, Wright, and leave me a review. And don’t forget to share it with your friends and anybody you think could enjoy these tips. And until the next time, thanks so much again for listening, and we’ll see you all soon.