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Launch Stories : Kate Byrne (Betty Means Business)

I’m a pretty curious person. I love to see the behind-the-scenes of my fave online biz owners. Especially their launches.

Enter: a new series of interviews — Launch Stories.

Today is the first of many interviews with women entrepreneurs who have launched within the past year. I asked them all a series of questions that pulls back the curtain on their most recent launch, how they structured it, what their results were and what their biggest lessons were.

I hope you enjoy this!

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Today I’m interviewing Kate Byrne of Betty Means Business on her most recent launch of her signature course, Packaging You.

I was lucky enough to the be the designer behind this eCourse, so I got to see a lot of the behind-the-scenes before she launched. Now, I wanted to interview Kate to see how her launch actually went and see what great tips she has for everyone reading for launching.

Let’s dive in!

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Let’s start off with you sharing a bit about your product/service you were launching.

Sure! Packaging You is an online program for women entrepreneurs who are sick of undercharging, and then busting a gut over-working, over-delivering and burning out.  It’s for women who are ready to rock out premium packages that (finally!) let their inner expert shine and that high-paying ideal clients love to buy.

Packaging You is for anyone who’s ever looked at others out there in their industry and wondered, how the hell can they get away with charging (and being paid!) so much more than me?!  I’ve definitely been there, and know that pain – especially when you KNOW your work is just as good, maybe even better, than theirs, but you just can’t figure out how to get there.

This is a problem I see women in business struggling with all the time, and it kills me because I know from personal experience it doesn’t need to be that way.  So I wanted to create a program that helped women kick this problem in the balls once and for all.

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Can you give us the inside scoop on your last launch?

Right now, I’m gearing up to launch Packaging You again very soon (this will be the only time I launch this baby in 2015).  This will be the third time I’ve launched the program, and man, have I learnt a lot of lessons along the way.

As my business grows, I’ve started being able to plan out most things – including launches – at least a few months in advance, which really helps when it comes to dreaming up and coordinating launches.  I’ve also been able to invest a little more into my business and experiment with certain tactics.

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For example, last time round I created a series of videos to release as part of my launch (you can check them out here: www.newsecretstrainingvideos.com).  I started working on the content and filming for this video series about 3 months before Packaging You officially launched.  Having those videos finally ready to go felt like a huge milestone.

Some other big milestones included hosting a webinar, actually opening the cart, and hitting enrolment targets along the way.

All up the launch ran over about 4 weeks, even though the cart was only open for about a quarter of that time.

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How did you structure your actual launch?

First up, in the pre-launch, I spread the word about Packaging You and grew my email subscriber list and audience by sharing valuable content for free.  Then I created excitement around the launch itself by turning it into a special event and having the cart open at a specific time.

On the day I opened the cart I announced a special bonus for the first 5 people to enrol.  I also offered a special early bird price for the first 4 days the cart was open because I wanted to generate fast action and reward fast decision makers.  All up I think we kept the cart open for about 10 days.

I promoted the program through a mixture of videos, emails, blog posts, social media shout outs, targeted advertising, emails and a webinar.  I also personally invited a few special people to partner with me for the promotion as affiliates.  This was the first time I’d partnered with people in this way, and definitely represented a bunch of extra work (think: setting up an Affiliate Centre, creating swipe files and special images for affiliates to use, and a few more emails).

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What were your results from your last launch?

Kate decided that for this launch, she was going to send herself flowers. Brilliant, if you ask me!
Kate decided that for this launch, she was going to send herself flowers. Brilliant, if you ask me!

On the whole, really great!  I was blown away when I added thousands to my email subscriber list during the pre-launch phase.  The first 5 places were snapped up when I opened the cart, and by the time I closed the cart, I’d (very gratefully and excitedly!) hit my target enrolment number plus 1 extra!

That said, some things didn’t work.  For example, I spent $550 advertising through a specific service to appear in their email newsletter.  They have about 30,000 email subscribers that I thought would be a great fit for Packaging You – but that promo only ended up generating about 10 leads – none of whom decided to invest in the program.  That was a major bummer (and a big lesson for next time)!  Next time around I’ll focus my campaign advertising budget on blogs and Facebook, because I had a much better response with these (in terms of traffic and conversions).

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What’s the #1 thing you’ve learned from launching?

For me, there’s always a second or 2 where I wonder ‘will anyone enrol?’ just before we go live.  It feels like that moment your stomach drops when you’re on a rollercoaster.  So I’ve learned that really investing in your launch and putting yourself out there in such a big way will reveal your insecurities and money stuff, for sure!

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What do you love (or loathe) about launching?

I love the thrill and high-energy vibe that comes with every launch.  I love the sense of achievement and satisfaction of a job well done.  I love love LOVE welcoming new clients into my programs – I love getting to know each new person who comes onboard and I always feel excited to my core about what we’ll, together, create and transform for them.

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What would you tell someone gearing up for their first launch to help them prepare?

Most people I talk to admit that by the time they actually open the cart for their offer, they are completely exhausted.  Boy, was the same true for me.  The first time I launched, that night I sat on my bed and cried when it hit me that I still had so much to do and was already exhausted.

These days, I think about launching like it’s a marathon, rather than a sprint.  Doing what you can to keep yourself nourished and supported throughout your launch will hugely impact your experience.  By this I mean: keep healthy snacks nearby, get enough sleep, stick to a firm finishing-work time each day, actually get away from your screens and connect with real life people in real life situations. Trust me on this.

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Also: know your stats, and use these to set your expectations/targets.  For example, on average only 1% of people who see your sales page will buy your offer.  Of course, you can test out different approaches to try to increase that conversion rate, and I know a few people whose sales pages convert at a much higher rate (say 2% – 3%).  Either way I find keeping an eye on my stats helps me set realistic stretch goals, which in turn helps me stay motivated during the launch.  I reckon newbies (well, everyone really) should totally do the same.

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Through her passion-fuelled coaching, consulting and writing, Dr Kate Byrne helps women coaches and consultants intentionally engineer success so they can shine neon bright in business. She is an advocate for being all in, charging what you’re really worth and premium pricing.

Kate has been featured on Sky News TV, in The Sydney Morning Herald, the Asia Pacific Journal of Public Relations, a number of hugely popular websites and blogs, and created the popular ecourse, Packaging You.

There’s no denying it – Kate is a huge nerd. She’s been awarded a PhD in strategic communication, a flood of industry certifications, a university medal, and multiple industry and academic awards and scholarships. She believes in the power of possibility, roller derby, green juice, 80s movies involving dancing and/or prom nights, and laughing till you cry.

Connect with Kate at Betty Means Business, on Facebook, Twitter and Instagram.

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If you want to check out her course, Packaging You, it’s enrolling now!