Welcome to the Social Selling Newsletter. It is Matthew from Tribe Digital.

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Today, I'll be talking about how my first product launch went (numbers and all).

Let's dive in.

Post of the Week

This post is (1) interesting and (2) highly actionable.

After reading this, I immediately want to include more number-based headlines.

Highly recommend creating content like this.

If it's in an image/infographic, even better.

YouTube Video of the Week

10 quick wins for X and LI.

If you need a little momentum, check these out.

Product Launch Breakdown

This Monday, I held a private, paid workshop with my friend Daniel Bustamante.

We made $8,791 in sales - in just 5 days.

We spent 5 days promoting it.

It's the first "product launch" I've ever done, so I want to document the results and my takeaways.

Our Goal

Our goal was to sell 100 tickets at $99 each for a total of $10,000 in revenue.

The revenue goal was fun to have.

But it wouldn't really move the needle for Daniel or myself.

For me, the real goal was to learn a new skill & build a stronger relationship with Daniel (long-term games with long-term people kinda guy).

The Results

• Total revenue: $8,791
• Total number of unique customers: 70
• Total number of order bump sales: 42
• Order bump uptake: 60%
• Revenue generated from main offer: $6,930
• Revenue generated from order bump sales: $1,861
• Total number of pitched subs: 4,533
• Total number of waitlisters: 140
• Total number of clickers: 381
• Total number of waitlisters + clickers: 447
• Total number of unsubs: 313

Nearly hit our $10k goal.

Sold 70 tickets.

And got really positive responses from everyone who attended.

Big W if you ask me!

Revenue screenshot:

How much we did each day with revenue:

My email results:

Lessons and Takeaways

Idea to execution doesn't have to take a long time

Daniel had the idea in November. I agreed to it. But we decided to launch it at the beginning of the year.

We took the Christmas to New Years holiday off and really got going Jan 1.

Launched 2 weeks later.

Doesn’t have to take THAT long to launch something.

Upsell something that helps people get the outcome faster or easier.

We had a 60% upsell rate. That’s insane. I can’t know for certain but the reason I’d guess it was so high is because it helps people get the ideal outcome faster and easier.

My takeaway going forward is to create upsells that help people do that.

Don't hard-sell with your social accounts

I love social selling (selling directly on social media).

But that usually comes from inbound DMs, out puns DMs, or people clicking on a link in my profile.

I went to go write a hard sell post but decided not to do it. I don’t want to sabotage my social media reach at all. And hard-selling does that.

So instead, I shared how the launch was going.

Educational and interesting but also markets it.

Send more emails

I normally send 1 email per week.

But for 5 days straight I sent 1-2 emails per day. Surprisingly, my open rates didn’t suffer and I got a lot of positive feedback. People like following people who are doing cool things and selling stuff.

Have 2 "end-dates" with your launch

The launch officially ended Sunday at midnight.

But we decided to offer an expiring bonus for everyone who took action before Sat at midnight (to reward them for taking action early and incentivize Saturday sales).

This led to an extra ~$2k in revenue.

And our deliverable was a 1-hour Q&A (not a bad trade!)

Set up an automation to receive sales notifications

Daniel already had his ThriveCart set up, so we used that for the launch.

I wish we would’ve set up an automation before launching that let me know every time a sale happened.

That’s the kind of dopamine you need to really “feel” the power of selling a product.

Next time!

The few hours spent outlining the offer, marketing strategy, and delivery were the highest leverage hours (took 20-30 hours total but would’ve taken far longer without knowing what to do)

Daniel had executed several launches before so his approach to the whole event was insightful for me.

We had 2-3 calls that established our exact offer, marketing strategy, and delivery.

It made the work we had to do ultra specific and clear (which made it feel less overwhelming).

I’ll be repeating the process for any future launches I do.

When you do something for the first time, you get paid in “microskills” more than in money

When Daniel approached me with the idea, I was hesitant to accept because I hate when shiny objects steal my momentum.

But ultimately, these 3 things convinced me to move forward:

1. I respected Daniel so it would be a good chance to work together and build some rapport
2. I’d never executed a launch before so I knew I’d learn a ton of what I like to call “microskills”
3. We’d probably get a few people who attended that fit my target audience and I could hit them up afterward.

Any sales / revenue we generated would just be a bonus.

Some of the "microskills" I learned:

• How to set constraints (we decided 100 ticket cap at $99)
• How to structure a valuable offer for a product
• How to pick a valuable upsell
• How to structure the launch emails
• When to link to sales page vs checkout page
• Just on Kit (ConvertKit)
  • Import subscribers and bulk add tags (bought viral workshop)
  • Segment my list by interest (clicked on purchase page)
  • Set up a launch automation (I ran this one manually, but learned how to do it automatically)

Good stuff.

Launch with a friend who has good work ethic (and if you’re splitting the pie, make sure you contribute)

A launch takes a lot of work.

So if you’re going to do it with someone, make sure they have a strong work ethic AND that you do your part to contribute.

That’s what makes a partnership fun and rewarding.

You don’t want to be resentful of splitting the profits (and imo it’s even worse if they feel that way!).

Workout before you do something that makes you nervous

The day of the Workshop I woke up early but couldn’t really get any work done because I was thinking about it too much.

I sat around and fiddled my thumbs for 2 hours.

In hindsight, I’d have been way better off smashing a workout to calm my nerves and do something difficult *before* the workshop.

Next time!

An ounce of (prep) prevention is worth a pound of cure

We had 3 calls to prepare for the Workshop.

On the first, we broke down exactly what we’d cover. Shared ideas and thoughts. Came to a consensus.

On the second, we went through the presentation document that I’d outlined and filled in all the gaps.

On the third, we practiced the presentation as if it were the real thing.

Those handful of hours made the presentation 2x as good as it would have been otherwise. And it’s why, imo, everyone who came live gave us a 10/10 rating.

Could have compressed the time frame even more

While it only took 20-30 hours over the course of 2 weeks, it took a lot of headspace.

I purposefully chose to do less with my business during that time.

In hindsight, I think we could've gotten 80% of the results and banged it all out in one weekend.

Might do that next time.

Next launch will be bigger and better!

​If you want EVEN MORE data, I put all the marketing emails into a Notion document you can check out. Including open rates, click rates, and exactly what I sent. You can see it by clicking here.​

How I Can Help

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