How we used a Post-Launch Sequence to add $40,684 in sales

Bryan Harris —  Bryan Harris - June 5th, 2015

Last week you learned how to launch an online course and make $220,750 in 10 days.

You got a full behind-the-scenes look at the launch of my new course, Get 10,000 Subscribers.

But I left out one part…

There was one strategy I used that generated $40,684 of revenue after the enrollment period had ended.

Without this one little tip (credit: Jeff Goins), your next product launch will fall short of it’s potential.

… and most people don’t even know this strategy exists.

Today I’m going to show you how I used a Post-Launch Series to increase the revenue of my course by 25% (and then I’ll give you an easy-to-follow process do the same thing).

Featured Download: Download my entire Pre-Launch sequence plus several key strategies I used in my launch (click here to download ).


How a Post-Launch series works

First, let’s back up a few steps…

When I released my course I choose to use a limited enrollment model, which means enrollment is open for only a set number of days.

Once that period has expired, people can’t join until the next enrollment.

Think of it like a college…

There are spring and fall semesters and deadlines are set for picking classes, paying money and starting class.

Once those deadlines have passed you can’t change your mind.

There are several advantages to this model…

Advantage #1: Having a cut-off date forces prospective students to make a decision.

They can’t procrastinate: they have to decide if they are in or out.

This is called urgency.

Last week I told you the story of how my wife and I waited until the last minute to finally make a decision on where we were going to go for our babymoon.

(Leaving tomorrow morning. Woot!)

The only reason we finally made a decision was because we HAD TO. If we waited any longer the choice would have been made for us (i.e., we wouldn’t have been able to go anywhere).

We knew we WANTED a vacation.

We knew we WANTED to go to the beach.

But we kept procrastinating for no good reason.

The place we ended up booking (Ft. Morgan, AL)

Many of our prospective students were the same way.

They WANTED more time, money and freedom.

They WANTED to build an email list to accomplish this.

But they kept procrastinating on joining the class for no good reason.

The looming deadline gave them a (much-needed) nudge to finally pull the trigger.

Advantage #2: Batch processing

One of the biggest advantages to a limited enrollment model is being able to bring in a large number of students at one time.

What if you taught a class in real life, and you had one student start in March, another in February and another in April?

It’d be hard to help all three because they are in completely different places.

Especially with a really intensive course.

Bringing in a large number of students at one time creates momentum.  It creates camaraderie. And it is easier to help your students since everyone is starting at the same spot.

Note: There are times where an evergreen sales process is completely fine as well. However, for a long, expensive and intense course I recommend using a limited enrollment model.

After your cart closes… do this

A limited enrollment model produces a LARGE spike in sales on the last day.

Wednesday, May 6th was the last day of my open enrollment period.

Take a look at these numbers…

Why the spike on Wednesday?

That was the day people had to make a decision.

But what happened the next day is even more interesting.

When I went to sleep on Wednesday night, enrollment had closed and sales were invoiced for $172,500.

Then I started my post-launch series.

And when I went to bed Thursday night, total invoiced sales were at $213,184.


Extension day sales = $40,684

What exactly did I do?

I opened a special 24-hour extended enrollment period just for those people who had clicked through to the sales page but had not purchased.

People who had read my launch emails.

People who had interacted with those emails

People who had pre-qualified themselves as WANTING the product, but not being able to make the decision.

Then I made their decision a little easier…

I sent this email announcing the extension.


By the end of the day, 43 new people had bought the course.

*mind blown*

Don’t be a sleazy internet marketer.

This extension strategy works EXTREMELY well.

However, don’t abuse it. Don’t be a sleazy internet marketer.

This strategy can easily put you in that camp if you are not careful.

My recommendations:

1. Don’t lie to your readers. Ever.

2. If no one said they couldn’t afford your product, don’t use that as a reason for the extension.

3. If no one said they missed the deadline, don’t use that as a reason for the extension.

4. Don’t go into your launch expecting to do an extension.

5. Judge YOUR specific readers’ mood and overall sentiment throughout the launch and make a call on the final enrollment day for what you will do.

6. Doing stuff for the sole motive of making more money is usually a bad decision.

You get the point.

Be a good dude. Be white hat. Don’t be sleazy.

Action items

Here is what you need to do to implement this strategy in your next launch:

Step 1: Download my email swipe file. (The Product Launch Playbook is no longer available)

Step 2: Use it as a starting place to write your announcement email. (Send it at 10 p.m. EST.)

Step 3: Use it as a starting place to write your last call email. (Send it at 8 p.m. EST.)

Step 4: Wait until your cart closes to make a final decision on whether you will use this strategy. (Base your decision on your readers’ reactions and comments in the 3-5 hours after enrollment ends.)

And that’s it.

Use a post-launch sequence.

Get more customers. 🙂

Coming Next Week: You’ll learn how to properly price your course.

You’ll get an inside look at my pricing strategy. Most people just randomly pick a price that feels good and run with it. The problem is that “what feels good” is often WRONG. And you end up leaving money on the table OR scaring away people that want to buy because they can’t afford your product

I’ll show you the step-by-step proces I went through to know exactly how to price my product (which led to me having 8 different price points for the course).

By the end of that lesson you’ll have an easy to follow step-by-step system to price your next product.

Don’t forget…

Download the pre-launch sequence I used to launch my course.

So download it, bookmark this post and whip it out at your next launch.

  • Awesome job Bryan,

    Segmenting subscribers based on opens and clicks seems to be overlooked by a ton of online marketers. Thanks for the reminder 🙂

    Keep up the great work!

    • Agreed. This is like email retargeting FOR email. The potential customer is already super familiar with the product and expressed interest, you should invest your time in converting those people because they’re way more likely to convert than someone that’s never looked at the product.

    • Hey Bryan, love the article! What are you using for segmentation? ActiveCampaign, Infusionsoft, Ontraport? Thanks for the amazing content, as usual! Loving your Audience from Scratch sequence as well!

  • Hey Bryan

    These posts have been incredible. Thank you sharing. I do have a couple of questions. To pull off such a launch, is it essential to use infusionsoft? I currently use aweber. Also do you recommend launching when you have a certain size email list? I know you said launched this with a list of 13k. Is there an optimum email size list to go ahead and launch? I realise that more the better but some parameters would be good to know. Thanks.

  • Great tip Bryan.

    I can say that the down sale definitely worked on me. As a new business, I had limited cash but a large desire to grow (suck in the need money to make money cycle). I know that I e-mailed asking about lower cost options, so I can assume others did too.

    Thanks for trying to meet the demand. I’ll definitely keep this in mind for the first product launch.

    Do you have any strategies for finding out what people’s apprehensions are (cost, time, commitment, etc.)? Survey?

    Thanks

  • Thanks for all your posts Bryan! How are you creating/viewing segments of that sequence to see who left the cart, or other data past open/click? Is that a shopping cart feature?

  • Hey Bryan,

    The post launch is simply genius! You would have to be wary of doing it too often (i’m speculating) to not lower the end of launch rush. But even if its on a longer pay period for a slight increase in revenue, it may work out better in the long run!

    Have to agree with Jeff, list segmentation and messaging is also paramount. I’ve noticed even when content is not out yet, you do a great job of keeping your list engaged on the build up to it which is something I intend to do and test today!

    Enjoy the break

    Dan

  • Bryan, I’ve tried to subscribe twice with two different email ID but yet to receive the confirmation email. Must be some kinda deliverability problem with InfusionSoft. Thought you should know.

    Great post by the way. Loved it. 🙂

  • Great post. Did you experience any of your costumers buying in the first days, finding out about the lower price model in the extension period, and was there any reaction? i.e. anyone wanting a refund, or change to the other plan?

  • David Forster Haddow

    You are the epitome of an epic blog post writer, Bryan! This is like a paid course unto itself. #inspiredyetagain

  • Good insight, Bryan. In the last product launch I led, over 600 people visited the sales page after the clearly spelled out deadline. We still had a great launch, but it was painful to turn so many away. I wonder if this might be a solution for us.

    By the way, thanks for backing your claims up with actual numbers. Too many “experts” expect you to take what they’re saying at face value without ever establishing credibility. You almost always include graphs with your numbers, and the makes it way easier for me to trust you. It was one of the reasons I enrolled in 10k subs — before the deadline. 😉

    Keep the good work.

    • Thanks Kyle 🙂

      Def give it a try next time!