Launching your info products to your dream customer can explode your business income. Steve Larsen is the king of the launch, and he’s sharing his secrets!
In Episode 107 of the Marketing Matrix Podcast, ClickFunnels expert and marketer Steve Larsen shared how to define your dream customer, go evergreen with an info product, and launch loudly.
Here are some of the most notable takeaways:
Define Your Dream Customer
The biggest mistake that Steve Larsen sees with entrepreneurs is that they don’t do a lot of strategic design around who they want to work with, i.e. who their dream customer is. This issue is twofold: your business always needs to start with the “who,” and also that your dream customer can change over time and therefore needs to be reevaluated consistently.
In fact, Steve just shut down 46 funnels because he realized that they wouldn’t appeal to his new iteration of his dream customer.
As simple as it is, entrepreneurship is really all about understanding your dream customer, and then designing the products and the value ladder for them.
Don’t be afraid to dive in, but after a while you will need to recognize that there will be those dream customers you love to work with, and there will be ones that you absolutely want to avoid.
How to Go Evergreen with an Info Product
It can be hard to take an info product and then translate that into an evergreen model. One way to do it is through a sustainability lens, and hiring salespeople to sell your product constantly.
But the biggest takeaway with creating an evergreen product? Editing.
Steve notes that prolific author Ryan Holiday often writes 500,000 words for every one of his books and then goes in and deletes a bulk of his work so that it becomes a masterpiece.
For Steve’s products, he makes sure to disappear for about a month at a time to get into the weeds with his offers. With his latest offer, he spent one month creating it, and then spent another month in the deletion mindset, in order to make the content more clean and digestible. This work of editing can be more difficult than creation, but that’s what it takes to make a truly evergreen product.
When Launching Info Products, Be as Loud as Possible
In college, Steve was working on a project where he was the CEO of this student-run food business for a semester. It was doing really well, but then he started to see a dip in the sales.
He went to his professor and asked him how he could take the business to the next level without annoying the market. His professor smiled at him and said:
“The moment you start getting annoyed at yourself is the moment they are barely beginning to realize you’re there.”
The takeaway? When launching, try to be as unapologetic, loud, and abrasive as possible. Create a tidal wave of marketing content.
Yes, this will mean you’ll lose some people in your followership, but that’s ok. It’s just how it works. Have your messaging be what you stand for; be strong. It’s better to have people opt out of your list than cleaning up your own list to remove inactive people.
Keep your profitable business simple: Define your dream audience of people you want to serve. Create (and edit) your offers, and then launch as loudly as possible.