Reflecting On A “Successful Launch” | Episode 77

Hello hello and welcome back to the Purpose & Progress Podcast.

Today I’m coming at you with some reflections on a recent launch as someone who is normally launch-averse and has had a long-time struggle with sales. I already know, you probably relate.

In fact, I’ve been so launch-averse in the past that I decided to call them focuses in my marketing plan because it felt lower-stakes (picturing failure looking like a crashed rocket vs a casual squirrel moment) and because I’ve been perpetually chasing a feeling of focus and anchoring in my business. (That’s likely due to a basically-confirmed late-in-life ADHD diagnosis, but that’s a conversation for a different day.)

But, when I put out Peer Pods this fall, it was time-bound with a specific start date and cadence. And I needed to sell the spots before then to make sure the group experience was what I envisioned.

So launch-style it was.

And I was (honestly somewhat shocked) that I filled Peer Pods WAY faster and more easily than I expected.

To clarify, this is not a brag.

In fact, this is coming from someone who has a fairly sustainable business (nearly 6 years running…), with NO reliably predictable sales cycle or lead generation. Like at all. Ever.

So I have a few reflections on why this “launch” was a raging success.

And again, the word ”launch” itself never quite sits right with me, but I’m using it here since it’s the general internet business term for putting an offer out into the world and selling it, especially for the first time and on a deadline.

And hopefully these insights translate to your next “launch” // offer design // sales experience // long-term marketing plan.

1. I’m getting way clearer on my audience. Finally. The “overthinking” element that I used to position Peer Pods is something that SUPER resonates with me personally. And clearly it’s resonating with my perfect-people too. I’ve come to realize there’s power in having a sounding board, having space to speak all our swirling thoughts, having time to verbally process ideas we didn’t even know were bubbling under the surface. In fact, this has become so important, that I’m likely going to focus the podcast even more specifically on either overthinkers or deep thinkers. Because I really think there’s something there.

   [More on this idea of audience alignment in the Power To The People Guided Persona Template I created, episode 24 of the podcast, and insights from that time I interviewed some of my favorite clients.]

2. Because of that newfound audience clarity AND because of my confidence in the offer itself having experienced a very similar setting firsthand, I think my copy was probably better than usual—snappier, more “have-you-been-reading-by-diary” vibes. Also, as I refined the sales page, I got feedback from people in my orbit, which was super helpful. The whole point of Peer Pods is to NOT create in a silo or vacuum, so I was practicing what I’ve been preaching. (Aka living out my core value of integrity. ✨)

3. I had multiple marketing/sales touchpoints. So many of us are AFRAID to send “sales” emails, or even just general newsletters, updates, whatever. (If that’s you, list to my guest interview episode last month, episode 76, because it’s all about email marketing in a values-aligned, human-first way!) But I KNEW Peer Pods would be so supportive to multi-passionate overthinkers, so I spoke about it—enthusiastically—via email, in my social content, in a couple groups, on my podcast. And especially…↴

4. I sent a couple personal invites. Well, only 1 technically, but it was a perfect fit and she became a massive advocate, bringing in our 4th member and some potential Peers for FUTURE cohorts too. To be honest, I was VERY hesitant to send a direct “hard sales” invite. But 2 business friends of mine (separately) suggested filling the spots via direct invite. One useful reframe was, “Who would I want to be in conversation with?”. Rather than doing the “normal” social media or “campaign” spray and pray approach. And then another reframe (that I talk about often but have a harder time internalizing myself): If you really believe the thing you created is a perfect fit for someone, it’s actually generous to “sell” to them. They always have the agency to say no, not right now, or any other response. And when I think about it, so many things I’ve committed to in the past are simply because someone took the time to personally invite me. (Case in point, the only reason I’m the newest member of my local library’s Board of Directors—and jumped through multiple hoops to get there—is because a friend of mine works there and asked her boss to invite me.) Important to note: 2 people also reached out to ME saying they were interested and I followed up with answers to their initial questions, then again when the spots started getting swooped up. Follow-up matters!

5. And then another layer—I wasn’t “cold selling” to anyone. (Although 1 Peer is new to my orbit, via the person I mentioned above! So cool to see that network effect in action!) Everyone else who signed up for Peer Pods was someone I had an existing relationship with to varying degrees. And that’s not a coincidence. While this sales cycle was super short, marketing—and the requisite relationship building that comes with it—is absolutely a slow build.

So, all that to say, it feels good to finally sell something that didn’t feel like a slog or like I was a sitting duck.

I LOVE my existing 1:1 offers (linked in the shownotes), but I was really excited about Peer Pods, and I think it showed.

I’m already so excited to do future cohorts.

Here’s to more ease, more alignment, more confident, meaningful action for us all as we create a business that feels good, AND does good. ✨

If you want to chat through what that looks like in your business, book a free Alignment Call at ashleesang.com/align, and always linked in the shownotes.

Be sure to check out all the resources in the show notes below or at ashleesang.com/podcast.

And come back next time (in 2 weeks!) because we’ll be in conversation with another ambitious and inspirational woman entrepreneur.