151. How to Run Successful Live Product Launches
Kelly Roach is an expert at successfully launching new products. She is the creator of the Live Launch Method and the best-selling author of the book Unstoppable. Kelly has been featured in some of the world’s leading publications including Inc. and Forbes. She also hosts the podcast The Unstoppable Entrepreneur Show.
Kelly is a business strategist who transforms overworked entrepreneurs into seven-figure CEOs by teaching them how to leverage timeless business principles employed by billion-dollar corporations. Kelly’s current multimillion-dollar company, The Unstoppable Entrepreneur, is the fastest-growing coaching program on the market.
The Live Launch
Kelly had tried it all when it came to launches. She’d done courses, webinars, email sequences, and funnels, but none of them ever resonated with her. After multiple failed launches she decided to try something different.
They scrapped the automation, landing pages, email sequences — everything. Kelly realized most launch strategies were created before there was live streaming. They were created when emails were all the rage, but nowadays texting and live streaming is very popular.
The live launch centers around live streaming. They are focused on cultivating human connection. “[The live launch is] really focused on making deposits in the reciprocity bank, so that when you extend an invitation to someone to join your paid opportunity, they feel like they have received so much from you, and they actually have experienced more value from you for free than the last thing that they paid for,” Kelly said.
The framework consists of nine days, streaming at the same time every day. The first four days are focused on four pillars. The four pillars are centered on our methodology. When preparing for the launch we identify what our core methodology is that we want to be known for. What is our brand? What is the specific element of our space or industry? What is our certain way of doing things that no one else does? The live launch is about formalizing and crystallizing that methodology, and then breaking it into four pillars we believe are the most core essentials to someone having success.
On the fourth day, we pivot into the invitation, and then days five through nine are focused on diving deep and exploring people’s experiences from working with us. Over these five days, we’re implementing the usual buying triggers that are part of the sales psychology that leads people to make an investment, but the difference is it’s life and focused on the reciprocity mindset. As people go through this, the actions we teach them are giving them momentum and generating results for free.
By the time we extend the invitation, the first law of motion comes into play: an object in motion will stay in motion unless acted upon by an external force. The people are so excited about the breakthroughs and results they’ve gotten for free that when we ask if they’d like to extend the journey, they can’t help but say yes.
Kelly called this the simplest method on the planet for making millions online because it’s so dumbed down. Many people struggle with a lot of the other launch mechanisms because there is so much complexity with the technology and moving pieces.
Kelly has seen this method work for many people, even a land flipping business. There was one woman whose business was only making about $1,000 a month. After working with Kelly for a year doing live launches, she made enough cash to buy the house of her dreams which she had spent years saving for.
Kelly’s Entrepreneurial Journey
Kelly’s entrepreneurial journey started when she was in college. She was working three, sometimes four, jobs to put herself through her education without debt. One of her jobs was as a cocktail waitress at a bar. She noticed there was a big difference between nights when she hustled and put everything into serving more drinks and nights when she let herself relax and didn’t care how hard she was working. On the nights she worked hard, she could make $250–350 in tips versus about $50 in tips when she didn’t.
“I really learned that the amount of work that you put into something and having a strategy around how you do it really pays off. . . . You decide the value of your time. You decide what you’re going to extract from any opportunity in life,” Kelly said. When we work hard, we can get so much more value out of our time.
After college, Kelly joined a Fortune 500 firm because she wanted the opportunity to be in a large company where she could learn business, gain upward mobility, demonstrate her work ethic and contributions, grow her income, and take advantage of opportunities.
“I was the first one in and I was the last one out every single day,” she said. “What I learned was contribution in, value out. It doesn’t necessarily come down to time. We have this perception sometimes that things could take a really long time. I ended up managing people my parents’ age who’ve been in the industry for 20–25 years as a 23-year-old kid, and it was because I was doing the work. I was showing up; I was commanding that respect because of the contribution I was making.”
Sometimes we think we have to do our time before we go after things like this, but if we do the work and earn the respect, there’s no reason why we can’t accomplish our goals. Sometimes the only thing holding us back is our mindset. If we can overcome that mindset, we can get to where we want to be.
Kelly did her time in the corporate world and learned so much, but she got to the point where she thought, “I want to own my own life. I want to be in charge of my destiny. I want to have a family. I want to be charting my own course.”
She decided she wanted to start her own business helping small business owners and changing their lives. She started her business on the side while still continuing her corporate job to have more financial security and show herself that she could make as much money in her business as in her executive job.
For several years, Kelly worked on the side during lunch breaks or in the evenings. Eventually, she was able to focus solely on the business, and now she does that along with partnering on three other businesses.
The Power of Collaboration
Kelly said the greatest home run of her career was having a great mentor. She said he taught her everything she knows about business. “I knew I had the tenacity, and I had the perseverance, and I had the work ethic, but he had the knowledge,” she said.
The best piece of advice he gave her was when she was in sales. Kelly was selling and loving it. She was doing her own thing, flying at the speed of light, and making a lot of money. Kelly’s mentor wanted her to go into management, but she didn’t want to because of all the success she was having. But he told her, “It does not matter in life or in business how much you can do alone, it doesn’t matter if you’re the best salesperson in the world, it is never going to scratch the surface of what you can do when you learn to get results through others.”
We can accomplish so much more when we work with others. There is so much power in collaboration. This is why it is important to have teams and support systems. They can help us achieve things that were never possible by ourselves.
Kelly said one of the biggest mistakes in her career was competing with all of her peers. “I would go back to the younger Kelly and say, ‘Be bold [and] don’t feel like you’re in competition with others. Someone’s success doesn’t mean that you can’t achieve that level.’”
When we compete with others, it can either intimidate us, causing us to play small, or it can drive us to only think about the competition, causing us to ruin those relationships.
Now, almost everything Kelly does is a collaboration with someone else. “You move from this mindset of thinking [about] your competition to a mindset of having collaborative partners, and it’s much more fun that way.”
Thank you so much Kelly for sharing your stories and insights with us today. Here are some of my key takeaways from this episode:
1. The Live Launch focuses on cultivating human connection. Doing it live allows us to interact with our audience and make personal connections.
2. Live launches should focus on our core methodology, the things we specialize in that no one else does.
3. Utilizing the first law of motion is a great way to run launches because people will naturally want to take the next step.
4. We can decide the value of our time and how much we’re going to get from our experiences.
5. We can accomplish so much more when we stop focusing on competition and start focusing on collaboration.
Connect with Kelly
Want to be a Better Digital Monetizer?
Please follow these channels to receive free digital monetization content:
- Get a free Monetization Assessment of your business
- Subscribe to the free Monetization eMagazine.
- Subscribe to the Monetization Nation YouTube channel.
- Subscribe to the Monetization Nation podcast on Apple Podcast, Google Podcasts, Spotify, or Stitcher.
- Follow Monetization Nation on Instagram and Twitter.
Share Your Story
What’s your best product launch strategy? Please join our private Monetization Nation Facebook group and share your insights with other digital monetizers.