Ep44: How to Choose a Live Launch Topic That Attracts Buyers and Converts

A big reason a live launch doesn’t attract buyers or convert…

👉 isn’t your strategy
👉 isn’t your audience
👉 isn’t how much value you give

It’s your launch event topic (also called event transformation, micro transformation or teaching topic).

In this episode of The Aligned & Thriving Podcast, Jada breaks down how to choose the right live launch topic so that it attracts the right people, the ones who are ready to buy, and leads to stronger conversions into your course, membership, or program.

Because here’s the truth:

Not all of your audience is ready to buy at the same time.
And if your launch event topic is too broad, too early-stage, or too educational…

👉 You’ll attract interest, not buyers.

Inside this episode, Jada walks you through the three key components of a high-converting live launch topic and walks you through:

• How to identify your launch-specific buyer (not your whole audience).
• Why your topic needs to sit at the entry point of your offer.
• The difference between attracting interest vs attracting buyers.
• Why choosing one core topic / transformation is so important.
• How to avoid over-teaching (and under-converting).
• The role your topic plays in your overall launch performance.

This is a must-listen if you want your next launch to:

• Attract the right people.
• Create stronger connection.
• and convert more consistently.

🎧 Listen now to Episode 44: How to Choose a Live Launch Topic That Attracts Buyers and Converts

Resource mentioned in this episode: Listen to the Market Research Episode Here

If you had a takeaway or ‘aha’ from this episode and want to share it with your business besties and community, screenshot and share it on Instagram, tagging me at @jada.businessmentor. I’d love to shout out your takeaways and your support!

💬 Let’s connect!
 Instagram: @jada.businessmentor
 Email: jada@riseandshinecollective.com.au

➡️ DM me on Instagram @jada.businessmentor or send me an email to jada@riseandshinecollective.com.au if you’re ready to explore live launching in a more aligned, ease-filled, and higher-converting way through 1:1 Aligned Launch Coaching & Consulting, or you want personalised and strategic support to create or grow an online offering (course, membership or program).

And please hit follow, leave a review, and share this episode with a business bestie if you’ve found it helpful.

Transcript

Episode 44. Welcome to the Aligned and Thriving podcast for ambitious female entrepreneurs where we align systems, strategies, and self for sustainable success. My name's Jada. I'm your host. I have been an entrepreneur for over 15 years now, and I specialize in helping other women to grow their online offers and to sell into them in an event-based way leveraging a one-to-many sales system that is reliable and repeatable, and then into the phases where we are then scaling those online offers. Today's topic is really important when you are creating events to sell into your offers, so let's get into it. I wanna talk to you about something that very often lets down the performance of a live launch, and that [00:01:00] is what you choose as your core teaching piece, or the core transformation slash the core micro move theme topic that you are going to do. In your launch event, and so many times I have seen the impacts of this being unsupportive or supportive to the outcome being the sales into the course, the membership, the program.

So this is very, very important. I just wanna break this down for you in today's episode. So let's really look at how to choose the best live launch topic slash teaching. Slash theme for your offer so that it is speaking to, and this is one of the things that you need to look at. Let's break it down, but so that it is speaking to the people who [00:02:00] are most ready for and who are a match for your offer, because it's really important.

We don't just choose. A general topic that is a match for your overall business or offer avatar. It's really important. We don't just kind of leverage off maybe a freebie that you've had in the past and because that's easy and you can just kind of replicate it into a class. We also don't want to be, just.

Looking at something that your avatar is interested in, and just going with that, it's really important that we come back to these central pieces in the choice of topic slash teaching point for your live launch event, no matter what style of event that is, or even if it's going to be a recorded. Class or webinar or workshop or three part video series.

So really whether this is going to be delivered live or whether it is [00:03:00] going to be delivered as part of a funnel selling into your offer, we need to be thinking about this. All right, so let's get straight into it. Number one, you really need to know who the people are. Who are most ready for your offer?

I've talked about this in previous episodes. This is knowing your launch specific avatar is how I refer to these people. That is the avatar or the sub avatar or subgroup, within your audience. Who are most ready for your offer, that is, they're at the point where they're looking for the solution that your offer provides.

They are actively desiring change in that area. They're not just problem aware. They are problem aware, but they're not just problem aware. They're actively wanting a solution and. So they're kind of shopping around whether they are [00:04:00] fully actively shopping around, or whether they're in that point where they've had enough, they wanna make a change.

They don't want to live in the same way anymore. They don't wanna stay in the state that they're in. They are ready for change. So this is very different if you think about those people versus the ones who have recently become problem aware or they're just. thinking about the possibility of making change in that area.

Those people are both your avatar. But when you're going into launch, when you're going into that open cart, into that sales period, into the open doors for your offer, you need to narrow it down and speak to the people who are most ready. Because at any one time, you are only going to have a very small percentage of people within your audience who are ready to buy.

And that's why we need to be developing an audience that is bringing in people who are at various stages of the buyer's journey, and [00:05:00] between times of opening the doors, or if you have the doors open all the time, we also need to be working on moving people through that buyer's journey towards being ready.

But launch time is not the time to be doing that. Launch time is the time to be. I guess scooping off the cream, like scooping off out, out of your whole audience. Um, either a warm audience or out into a cold audience. All the people who are ready. So the more we can understand that person, the better. We need to understand their desires.

We need to understand their current challenges. We need to understand what they're thinking. We need to understand what they're saying. We need to understand and know the words that they are using. So that knowledge, that understanding is really important. Now it's a, I just wanna underline here. We might not get it perfect the first time.

Action is always better than sitting in this planning stage. So there are things that we can do to [00:06:00] understand that if you don't already know that. And what we do with the first launch is we work to the best of your understanding at the time. And with my clients, I always take them through a process to help them understand that even more.

This can be done through market research. This can be done through going back and looking at the DM conversations that you have. So we just need to make sure that we understand that oftentimes you have experience in being where that person is at. We just have to take ourselves back to that point in our journey as well.

So however it is that you find that information we go with, everything is always a first draft with a first launch. We go with knowing this as much as we can, and we put things into place to keep learning about it and improving your knowledge in that space. So that's number one. Know who the people are, who are most ready for your offer, what their desires are, what their challenges are, what they're thinking, what they're saying, so that number two, you can choose [00:07:00] one of their top challenges or one of the top.

Um, areas that they are looking for help in that they would see and go, I want help with that. Yeah, so usually there are a few things that you can find, but you need to narrow it down to like one to three, and then you need to choose one, just one. And I have made this mistake so many times trying to put too many things into a launch event, and then people go away because they've got enough from that event.

They, it's more of an educational event than a conversion event, and we need. The right mix. So we wanna break this down to one core, topic slash theme slash teaching point slash transformation, whatever you wanna call it, that you are going to base your launch event around. Now, it's really important here that we are not looking at the messaging of your event yet.

We are not there yet. We need to get this really clear before we go into your messaging. So right now we are [00:08:00] just really looking at, in whatever words you wanna use, we will work on how to put that forward in their language and in the best messaging after this. But today I just wanna focus on finding this core transformation teaching topic for your launch event.

All right, so we have to go into one thing pretty deeply, so you narrow it down to one core activity piece of information. Transformation, main belief shift, micro move that meets the person where they're at when they're most ready. And very importantly, that is right at the entry point of your offer.

So it's meeting them, right? So it could even in fact be. One tiny piece of the very beginning of what you do with people inside your offer. Or it could be a quarter, half, one step before that, no more than that. So it's like it could be that quarter, half, one step before that, that exact entry [00:09:00] point.

Or it could be that quarter, half, one step into what you start off with in your offer. All right? But it's really right at that entry point. So those are the two pieces we bring together to choose that core teaching point, that theme, that transformation, that micro move that you're gonna help people with in your launch event.

Right? So these are the two really important parts. There are other aspects that need to go into your launch event. Namely, the other two really main pieces are to have mindset shifts. Often this is done in myth busting, helping people to shift the way that they think about certain aspects. And this helps to break down any, thoughts they might have that they can't do it, or blocks or objections and et cetera.

And the other piece is the belief shifting. So we kind of have that mindset shifting, the core teaching part, and then the belief shifting, which where is where we go more strongly into speaking straight to objections and helping somebody [00:10:00] to really not just believe it's possible, but to believe it's possible for them.

So those are the three key aspects we absolutely have to have inside a launch event. But I'm not so much going into all three of those. I just wanna focus in that middle one right now to help you choose that theme teaching point. Alright. And when that is well designed, that helps to build the person's belief also.

Alright, the third part around choosing what this is and planning out how to deliver it, is that we wanna make sure that it's more about the what than the how. And this is where launch events can go too much into education and come away from being a conversion event. So what do I mean by this? I mean that we want to keep most of the, how we go about it and the deeper level dive of making the transformation that all happens inside the paid offer.

So the launch event needs to be top level. Not so fluffy that it doesn't help somebody. We definitely [00:11:00] don't wanna go there. I'm not about making a sales event that is just void of impact, void of depth, void of giving people some kind of transformation that you have promised them. Right. We definitely wanna be doing that.

So it needs to be enough so that they are, even if they don't join your offer, which the majority won't, just to be clear, the majority won't. That is normal. Alright? The majority will not join your paid offer. The people who come through, it's a numbers game, and you will only ever get a certain percentage of the people who come along to your event.

So what we do want though. Is for those people who don't join your offer this time to still walk away with value so that they feel like they've had a shift so that they feel like they understand something more, so that they feel like they're taking really great quality, and inspiration, and they're able to take action with what you give them in this event.

So it does need to be enough to do [00:12:00] that. So creating a micro shift, but a micro shift doesn't have to be. Physically making something. It doesn't have to be doing the whole process. A lot of the times, the shift that is needed to create action and to feel like there is potential and opportunity for someone is for there to be more of an understanding of what is.

Possible for them to understand the way forward for them to have removed some blocks about moving forward, right? So it does need to be valuable enough. It does need to give a micro transformation. We just need to make sure that it stays more with the what and the higher level of what can happen and what can be done, and that shift.

Not too much into the deep how of going about it, like to the degree that you would likely do inside your paid offers. Right. This does a couple of things. It doesn't overwhelm people. It also leaves space for them to want more while they're also [00:13:00] feeling like they're building their belief in themselves because they can see even just this little micro movement with you or this micro understanding.

Has made a shift in them. We want 'em to have some kind of shift. So we are bringing all those pieces together to choose what it is, but also to plan out how we are going to deliver that. So to recap on those three things, it's knowing exactly who is the person who is most ready for your offer. What they're needing, what they're desiring, where they're at, all those pieces.

Number two, it is choosing one thing that they're looking for help with, and that aligns with the entry point of your paid offer. And number three, we are making sure that that is being presented more in the side of the what rather than the how, and so that it is both valuable and creates a shift for them.

And it's not going so deep that they walk away feeling like they've got everything that they need. So hopefully as I'm [00:14:00] speaking, that's helping you to have ideas around what that could be for you. If you are not sure yet, I would take these three areas, write them down, and do some journaling and some planning around them.

And you know, create a document with all that information about that person who is most ready and what they're looking for. If you're not sure, go and ask your people. If you've already got people inside your offer, then go and ask them if they wouldn't mind having a bit of a chat with you and talking to them and asking them specific questions around where they were at when they joined.

That's very important. Not where they're at now. Where they're at when they joined. Okay. You can go out to your community and you can ask them those questions. This is where the market research comes in. It's very important. I've done another whole podcast on the market importance of market research and taken you through all the questions you can ask.

So go and have a look at that. I'll put the link to it in the show notes for this one. So we need to know that, and then sit with that and decide on some top. Teaching [00:15:00] points, and then go and test that. Share it in your stories. Say, I'm thinking about doing a class, a workshop, whatever you wanna call it.

Whatever fits with you, with your audience, and I'm choosing between this, this, and this. See what people respond to. Get feedback on it. Take action. Don't just sit with it in your. Notebook and in your mind, put it out there and get response from it. And then try one because we have to experiment to find what is going to work best.

And the first one we put out isn't always necessarily the one that's going to be the right one, but it is better to try something than to kind of sit on it. All right, and if you've got any questions about this and choosing the very best topic, transformation teaching point for your live launch event.

Then reach out to me. My dms are always open over on Instagram. You can find me at Jada Business Mentor, and I'm so happy to have a bit of a chat with you. I do offer one off 90 minute laser strategy coaching sessions that can help you to move through these singular core aspects that are gonna help you [00:16:00] to move forward with confidence in your launches.

So we can chat about that if that's something you'd like to do. But otherwise, go through these areas and come up with that core piece for your next launch event. If you've got questions, please reach out if this has been helpful. Please leave me a five star review and let me know what you enjoyed about this and please share with your other online business besties so that they can also take this information to help them grow their courses, their memberships, their programs online.

Thank you so much for tuning in. I hope this has been helpful and I look forward to sharing more with you on the next episode.

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