Episode 9

full
Published on:

18th Jul 2025

BTS: How we support our clients through a launch

Inside the episode, I break down:

  • The very first thing we do when a client has a new offer idea (or wants to relaunch something existing)
  • The master doc we use to track every asset, deadline, and deliverable
  • Why we test everything (and how I end up receiving 6 versions of the same email lol)
  • My go-to data points for post-launch reviews so we know exactly what’s working and what’s not

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Find me on instagram @imstephdunn

Transcript
Speaker:

Hello and welcome back to

the Spacious Scaling Podcast.

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We are back with my episode two,

back in the flow of things getting

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consistent episodes back up.

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So I'm excited to be here and

continuing the momentum with

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with my longform content.

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And today, in today's episode, I'm

gonna be taking you behind the scenes

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into the process that we follow when we

support our clients through a launch.

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Because I think this will be

really interesting to share with

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you because I think when you.

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I think it's not often right that

we get a peek into , what are other

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people doing in their business?

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What.

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Like how does this work for other

people when they're launching?

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What does that process look like?

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And even more so what does it

look like to be really deeply

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supported when it comes to launching?

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Because I think launching can be a really

dysregulating experience for some people.

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And I think a lot of that can come down

to the lead up to launching, but then

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also how supported we are in launching.

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Especially if you are maybe a

parent or you have limited

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capacity in how you should.

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How you can show up in your business

then, like having support is so

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important to make sure that launching

is actually something that is

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enjoyable and isn't gonna burn you

out and make you hate your business.

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So I wanted to take you behind the

scenes in how we support our clients.

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So you can see what

that kind of looks like.

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And for some context, when I'm talking

about our clients, I'm talking about

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clients within our partnership offer.

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So this is, , my retainer service where

we are supporting clients with both,

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, strategic . Mix of consulting and I

guess a little bit of coaching as well,,

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as well as done for you implementation.

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That looks like myself supporting

clients with creating their launch

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strategy, reviewing their copy,

, supporting them with, , all of the

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things that they need to do to map

out the overall launch project.

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And then my team also supporting with

building out all of the launch assets,

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the funnels, sales pages, emails.

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All of that stuff, which is often the

stuff that can take a lot of time.

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, it's something over my six years

experience in supporting people with

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their operations and launching that,

like I've built a lot of systems around.

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And that's what we really do is

help with the strategy as well as

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the execution of all of that so

that it is a really smooth process.

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So let's dive in and walk

through , what that looks like.

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So this process is the same, whether

it's a new or an existing offer.

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There's obviously just some like

nuances, but the overall process

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that we follow is the same.

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So if it is a new offer.

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This kind of kicks off by our

client, like getting the idea right.

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Usually a really frigging good

shower download or, , yeah, something

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that's come up that they want to

newly launch, or if it's an existing

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offer, then we probably already have

a loose date mapped out already for

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when we are going to be launching that.

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Normally what will happen

is at the end of the launch.

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For a program that is launched

multiple times a year, we will then

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reflect and be like, okay, cool.

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We know our next launch is gonna

be in three months or roughly

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September, roughly quarter

three or something like that.

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And then as we get closer, we

obviously have our timelines mapped

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out, but we then start by putting

together an overall launch document.

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So this is like our one place for

all things to do with this launch.

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And it is a document

that I have spent like.

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Years refining based on working

with clients and what information

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do we need to cover in order to make

sure a launch runs really smoothly.

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And so in this document, we will cover

things like the strategy for the offer.

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What are all of the important dates?

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Are we doing a conversion event?

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Are we doing a lead magnet?

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What date does that lead magnet

get start getting promoted?

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What date is a conversion event?

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How long are we selling

the conversion event for?

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Or like having registrations open for it.

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And so I think because launches.

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Depending on your strategy can have

a lot of different moving parts.

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It can be really useful to have

one central place that we are

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collating all of that information.

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So there's usually gonna be an overarching

like strategy, project plan page.

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And then we will also build out in the

document all of the different like tabs.

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We use Google Docs.

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And down the left hand side we'll

use all of the different tabs to

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map out the different areas of the

launch and the different things like

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assets that we need to create and

collect information from the client.

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So this is gonna look like sales

page copy, email copy registration

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page, copy, if there's a free

event or something like that.

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And.

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What we do to get to this place is we

have an I will have an initial strategy

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meeting with the client where we run

through the overall launch plan and

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then we take that and say, cool, this

is absolutely everything that we need to

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make that run smoothly, and we'll figure

out what gaps we have from the client.

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Obviously if it is an existing offer, we

likely already have a sales page, so we're

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not gonna request full sales page copy

from the client, but we'll make a place in

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there for them to note down any updates.

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Maybe we have some new testimonials

that we wanna add onto the sales page.

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Maybe we need to update the

pricing or things like that.

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So we'll make sure that is all.

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Noted down in this document

so that this is the one place

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that we're referring back to.

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We don't have five different Google docs

and like a spreadsheet over here and like

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a draft in our email marketing platform.

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It's all in the one place.

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And this is like the key, I think, to

a successful launch and like successful

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in the way of not feeling overwhelmed

and forgetting things, is having a

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centralized place for you to store all the

information that pertains to that launch.

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Okay, so once we've had our strategy

meeting with the client, we've mapped

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out what the overall strategy is, given

them, the doc, for them to input all

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of the things that we need from them.

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What it looks like from

there is in the backend.

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Now business will start building out

like the actual project a lot of the

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time, like we don't need to overwhelm

the client with the details like.

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Especially as our client, I'm like,

you don't need to know that we're

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gonna do the sales page on this

day and the email on this day.

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I'm just gonna tell you, great, we're

gonna have it all done for you by this

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date and on this date you can start

reviewing all of the stuff because I

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also think it's unnecessary information.

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And then it's just like extra

stuff they have to think about.

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When in a launch, we wanna

reduce any decision making, any

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like unnecessary information.

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So the backend, we'll plan that out

with the team who's taking care of what.

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And just make sure that we have a

really solid plan in place for that.

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And then it will also look like me

usually reviewing the client's copy.

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I do a lot of copy reviews for clients.

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I also provide a lot of

like framework template.

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So not templates in that the way

you would think of a traditional

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template, but I have a sales page

framework, sales email frameworks.

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I do have templates for more like

transactional emails, so like welcome

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emails into programs and things like that.

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So I will always provide

those to my clients so they're

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never starting from scratch.

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I think this is really

supportive, especially for.

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Sales copy.

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When you are writing sales copy for

your own offer, it is very easy to

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look at it through the lens of you as

the business owner, the person that

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has created the offer that knows all

about it, as opposed to someone who.

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Is on the outside and it doesn't know

all about your offer like you do.

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And we can start speaking about

it, forgetting that Hey, this

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person actually has no idea what

the fuck you're talking about.

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Which is why I love to provide

these frameworks for my clients.

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So that can be really supportive for

them to have a starting point to be

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able to map out all of that content.

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I'm gonna be going back and forth

at this stage, like reviewing

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their copy, providing any feedback.

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Normally I'll go back to them and I'm

giving the same sort of advice Hey,

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let's build in more emails in here.

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Let's maybe shorten some emails.

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If we're like waffling, we can split

up emails so we have more emails that

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are more like straight to the point.

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Things like that.

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And then, okay.

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After this point, after we've

mapped out the strategy, the

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client's provided everything to us.

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I've reviewed it, like there might

be a bit of back and forth with the

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client and myself on finalizing copy

and strategy and things like that.

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Usually at this point we say to the

client like, cool, your part is done.

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There's nothing for you to do until you

need to review what we've created other

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than like being in the launch of like.

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Promoting your offer or your conversion

event or whatever's coming up first.

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Maybe it's a lead magnet

or something like that.

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Unless of course it is a brand new offer,

in which case they're likely going to be

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creating the actual offer itself course

like module videos and things like that.

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And then what we then do is we

go and create all of the assets.

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We like, set everything up, test

everything, like big on the testing.

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I always laugh whenever I get a

marketing email from my clients.

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I will normally get five versions

of it because I have tested things

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in their, like in their business.

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So many, you know when you,

okay, this is a great tip.

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If you do not already know this,

when you wanna test something but

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you don't have a new email address to

test it with, you can do so my email

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address is hello at I'm step dun.com.

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I could do hello plus

one at I'm step dun.com

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hello, plus two at I'm step dun.com.

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And they're all recognized

as separate emails.

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So if you need to test something.

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But you want, you've already tested

it once and maybe it didn't work

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and you fix something and then you

want a new email to test it with.

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From like fresh, you can

use that little hack.

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And so anyway, because I always

test things so many times for my

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clients, whenever I get a marketing

email from them, I'm normally

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getting six variations of it.

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'cause it's sending it to every

single version of my email

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address that's on their list.

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Anyway, we test everything and then we

will present it to the client for them

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to review so that we can then make sure

that we're on track for the launch.

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And this doesn't always happen, but where

possible we love love, love to have things

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done well in advance prior to the launch

day, so that it's not like the day of

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the launch and we're still tweaking the

sales page or like having to implement

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last changes from the client because.

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It often will come up that, we create

something and the client sees it

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and then it's okay, cool, actually

I've had this idea, I wanna switch

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this up, or something like that.

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And I think that's just

the nature of the game.

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Sometimes you don't really know the

changes that you need to make until you

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can see what is the finalized version

of a sales page or something like that.

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And then obviously.

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It is launch time.

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So exciting.

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I've got a couple of clients at the moment

that are in launch at the moment and it's

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always so fun seeing like the little slack

notifications come through when people

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are making sales and yeah, just knowing

that we played a small part in that and

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like setting everything up for them,

we're also like big at looking at data as

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we go throughout a launch, so we'll keep

an eye on, email rates if especially if

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we're doing like two kind of two like.

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There's two main

timeframes within a launch.

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So normally that's gonna look

like, we might have a conversion

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event, and then we'll sell to the

people that you know, came to that

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masterclass or whatever it is.

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And then we'll have the public

launch, or maybe there's a wait list

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launch and then a public launch.

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And that might involve

repurposing some emails.

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So we always make sure that we're looking

at how things are performing so that if

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we are repurposing in the same launch,

we can make any necessary adjustments.

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So for example, if we can see great, this

email got a lot of like reply backs or we

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sent this email and a lot of people like.

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Join straight after it, then we

can say, great, this, we wanna

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repurpose this and use it in our

public launch strategy sort of thing.

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And then at the end of the launch, we

do a really thorough launch review.

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This is like one of my favorite

things to do and to look over.

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So the team will put together, like all of

the launch statistics, we have a template

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that we use and we just pull like.

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All the important things that we

wanna look at, such as like, how many

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people joined the wait list, how many

people converted from the wait list?

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How many people viewed the sales page?

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How many people went from the

sales page to the checkout page?

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What was that conversion rate?

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How many, how long did people say on the

sales page, what was our bounce rate?

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How many people joined in early bird?

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How many people got a bonus?

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Like all these sorts of things.

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This is especially important if you are

launching the same offer multiple times

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that you are doing a launch review and you

are looking at the data so that you can go

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into your next launch confident with what

you might wanna change, what you wanna

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keep the same, and those sorts of things.

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So yeah, I just to finish the

launch review today actually for.

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A client, and this is a offer

that they launch multiple times.

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And it is so it's so good when you

actually take the time, reflect on your

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launch, and then you have the data.

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And I was going through their

numbers and I was able to say great,

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this is up up from last launch.

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Yeah, so like for example, their

conversion rate on the checkout

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page went up from just over 20% to

almost 50% this launch, which was.

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Incredible.

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They had more views on their sales page

but the same conversions as last time.

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But because we've collected all this

data, we also know that they have a lot of

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new, fresh eyeballs on their sales page.

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This launch then they did last time

because they did a lot of list growth.

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So if we didn't know that about

their email list and like that it

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had grown, and we were just saying

okay, the sales page actually

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converted worse than it did last time.

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We wouldn't be seeing the whole picture.

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Whereas now we can say, okay, that's

fine, because we know that we got a

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lot of new leads in the lead up to

this launch, and they probably just

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need a longer time period to convert.

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Because we also know from past

launches, people usually will need

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to be in the audience for a couple

of launches before they convert.

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And that makes total sense

given like the client's.

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Offer and who is targeted towards and

what what objections they might have

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prior to joining and things like that.

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So doing a launch review is so

important and most of my clients

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are not numbers people, which

is why I do love doing these.

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Launch reviews for them because we'll

put all the numbers together and then

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I will film a loom review and walk over

it and give them all of my insights and

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like suggestions for our next launch

of how we can use this data in action.

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And then they don't really need to

worry about like the numbers per se.

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They will just take the overall

feedback based off that numbers.

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And we'll go from there.

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Yes.

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And if you are interested in

getting a bit more of the.

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Behind the scenes on what are people's

launch numbers actually look like?

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Then I have something really

exciting coming for you soon.

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I'm going to be sharing a bit more

about this so you can get a behind the

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scenes peek into what to expect from a

launch and cool, what did it actually

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take for someone to hear like a 50 K

launch, a hundred K launch, a 200 K

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launch, if you are interested in this.

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Go to Instagram right now and send

me a DM with the word confidential.

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This is gonna be a paid offer, but I'm

gonna give the first five people their DM

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me the word confidential access for free

when it's ready in the next few weeks.

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Okay, so that is a bit of an overview of.

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The launch process and how

we support our clients.

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I hope that gave you Yeah.

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A view into what it looks like to be

supported in a launch and all of the

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different things that go into it.

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This is a process that we are doing

like day in, day out with our clients.

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Most of our clients follow

a launch base model.

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They're like Manny Jams always coming

up with epic new ideas and offers.

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We love to be able to like support

and ground that into a process and

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take a lot of the, yeah, the overwhelm

out of launching that can happen.

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So hopefully that was interesting for you.

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If you have any feedback or questions

from this, please feel free to DM me

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on Instagram and if you are interested

in getting support in your business for

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launches or day-to-day operations, then

we are currently taking applications

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for our partnership offer, which is our.

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Combination of strategy and done for you.

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So there's a link in the bio, or you of

course can jump into my dms on Instagram.

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Okay, bye.

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Spacious Scaling
Welcome to The Spacious Scaling podcast. This is for you if you’re an online coach, creative or service provider looking to scale your income and impact without burning out..

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Steph Dunn