Lately I’ve been obsessed with the 3-day launch timeline.
After years of watching long launches like BSchool, the Divine Living Academy and similar high-end coaching programs, I thought that was all there was.
So with my first clients we’d have the carts open for 2-3 weeks, up to a month if it was over a holiday, and the same thing always happened –
Everyone waits until the last minute to buy.
While the launches were always successful, we’d usually double enrollment or sales in the last 24-48 hours.
Why It Works
I experienced my first “short” launch after joining the Social Triggers list and watching one of Derek Halpern’s launches in action.
His cart was open for just 3 days.
And the results he shared were always amazing.
Inspired by his success, and knowing that Black Friday was the perfect test market, I launched several short programs over the holidays with various clients.
And it worked.
One client sold 16x the number of her bundled mp3s in three days than she sold in a month when the product was “evergreen”.
Another client bundled two of her “beginner” programs together and made $4905 to put toward her family right before Christmas.
So why does the 3-day launch timeline work?
For the exactly the same reason I stated above – everyone waits until the last minute to buy.
So why would YOU want to wait longer for the clients to come, or the money?
How To Work It
Ready to experience better launch results in a shorter timeline for your own business? Here’s the exact formula I’ve used for each of these launches.
1. Heads Up Email
Send an email to your list the day before you’ll be opening the cart, and give them all the details. Build excitement and anticipation for your special offer. And make sure to include a bonus or time-limited incentive for them to jump on this offer first.
2. Cart Open Email
Send a short and sweet email to your list to let them know NOW is the time to take advantage of your limited offer.
3. FOMO Email
Send an email about how many students are joining, or how many items have flown off your shelves already. *Bonus Tip* Use a very compelling subject line to make sure this email gets opened!
4. Last Day Email
Send an email to let them know the sale or bonus offer is winding down, and that today is the last day.
5. Final Hours Email
Send a short and sweet email a few hours (2-3) before the cart closes to push the few remainders off the fence.
While your list is probably going to be the main source for these short sales, you can also use social media to promote your launch as well. Just turn the emails listed above into Facebook or Instagram posts!
Share Your Results
If you’ve ever run a shorter launch, I’d love to hear your thoughts on the experience in the comments below! And if you’ve ever wanted to switch it up, try this formula on your next launch and let me know how it goes (or if you have any questions).
Love this idea, Jessica! I’ve only ever worked with longer launches so this is a new concept to me. I can see how the super time-sensitive nature would get people over the wishy washy phase and just DO IT.
Do you have any insight into the best price range for this type of launch? My gut feeling is it might be more effective for lower tiered offers. But my gut was that longer launches were the way to go, and you’ve got me rethinking that…so I could be wrong! 🙂
It definitely can work well for smaller prices – but right now I’m using it on a course that’s $975 – so I think up to a $1000 definitely works, if it’s priced based.
However, if you’ve got a higher end service – you can also do something like this and have a 3-day bonus push, so add on an extra session or bonus deliverable if they sign up for your higher end offer and make it only available for that short time.
It’s just a good tactic to use if you know your list has a lot of “fence sitters” who just need a *little* convincing to pull the trigger. 🙂
Love it, thanks Jessica!! I’m glad I can learn from your expertise + ruthless testing of these strategies. 🙂
oooo i love this!! when i launched a group program last fall 90% of the people signed up in the last 24 hours. it was so stressful…i had the cart open for nearly 2 weeks and thought i’d have to scrap the thing. makes so much sense to shorten it, especially with not being at the massive gina devee launch level. 😀 this 3 day plan is gold. thanks jessica! c xo
Absolutely! Glad you experienced the same “at the last minute” feeling I have in my longer launches. 🙂
But even if 3 days is a little too tight for you, try taking it down to a week – or to 5 days – and I bet you’ll see a lot more traction early on. Let me know how it goes!
I really enjoyed this, Jessica! I have my regular offerings and services that stay constant, but have not done an actual launch in my biz yet. I have an idea in mind, actually, of something that I want to try in the near future. So, I will definitely keep this timeframe and insight in mind. It makes total sense! Thanks!
Great! Keep me posted on your results!
This makes total sense Jessica. I haven’t launched any group programs (yet?), but I can see how this would work well, especially since I’m one of those people who will sign up at the last minute! 🙂
Great! Can’t wait to hear how it works for you.
Well I guess I don’t have to spend the weekend fiurigng this one out!