#38: How To Launch Like An Expert, Even If It's Just You Or A Small Team
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Our guest, Tyler Lajoie is an expert when it comes to launches. His launches did over a million dollars in revenue before he was even 23 years old. He has helped dozens of startup coaching businesses generate their first five figures with launches and he runs all of the affiliate launches for an eight-figure company.  Today, Tyler is going to share how to launch like an expert, even if it’s just you or a small team.

Learn More Earn More Business Growth Podcast

Host: Brian Webb

Guest: Tyler Lajoie

Episode 38: How To Launch Like An Expert, Even If It's Just You Or A Small Team

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TRANSCRIPT 

Brian Webb:

Hey, this is Brian Webb. You're listening to the Learn More Earn More business growth podcast brought to you by Wet Box digital. Hey there everyone. Welcome to the show. This podcast is your premier place to learn the frameworks, secrets, and growth hacks to grow and scale your business smarter and faster, whether you're an aspiring entrepreneur or a thriving business owner, this podcast is designed just for you. So you can learn from the best industry experts in the world. I'll bring you exclusive interviews with authors, thought leaders, and successful business titans who share their stories and business journeys. So we can draw insights and learn from their successes and struggles together. As you're working on growing your business and pursuing your dreams, I'll be here to help you make better decisions and avoid the costly pitfalls and expensive mistakes along the way. And I promise we'll have some fun in the process. So let's go ahead and jump into today's episode.

Hey everyone, welcome to the show. So let me ask you this. Are you considering launching a new business? Maybe you're thinking about writing a book or are you considering launching a brand new course or maybe a mastermind or a coaching program? If you are, you are in the right place today. Let me tell you about my guest Tyler Lajoie. Tyler is an expert when it comes to launches, he had done over a million dollars in revenue before he was even 23 years old. He's helped dozens of startup coaching businesses generate their first five figures with launches and he runs all of the affiliate launches for an eight-figure company.

And today, if you're thinking about launching that business, that course, that book, that mastermind today, Tyler is going to drop some value bombs for you so that if you do want to launch that new enterprise, that new business, that new book, whatever he could make it a five-figure, a six-figure, even a seven-figure launch. Can you imagine generating a million dollars in revenue in your first week alone? Amazing. Let's jump into my interview with Tyler Lajoie. So I'm here today with Tyler Lajoie and we're going to talk about launches and we're going to break that down, but first Tyler, welcome to the show today.

Tyler Lajoie:

How's it going, Brian? Thanks for having me on.

Brian Webb:

It's great to have you on, it's going great. It's going to be a fun conversation. So the word launch, obviously you and I know what the context that we're talking about for the sake of jumping in. When we talk about a launch, what specifically is a launch to someone who might be hearing this for the first time?

Tyler Lajoie:

Yeah, absolutely. So for my business partners, when we think about a launch, what we really think about in a great way of modeling that, is to look at the PLF, the product launch formula. It's really any time you are trying to choreograph a way to bring a new or existing product to your market. So if you are actually the one you set something up that has a closed-down period, creates real urgency, creates real scarcity, and you want to do it with an intentional energy behind it. Launching is an amazing tool to use to bring that to your audience, instead of just promoting or having some random blast from an email that they haven't seen in a while, you're actually making an event out of it. Whether you do a webinar, whether you do a five-day challenge, whether you do an email quick launch campaign, a launch makes it feel like this is a real event that engages your audience, and it gives them a timeframe where they actually have to act, otherwise, they might miss out and it's not creating some false illusion of scarcity or exclusivity.

The launch actually allows you to do it in a very genuine and authentic way. And I believe that is so, so huge in today's market when we kind of move from away from that fear-based marketing, which a lot of people are reading through now more towards that love-based marketing, but you still have to put that person in that problem they're experiencing and then give them some reason to act, to do a service to them. So I believe a launch is one of the best ways to motivate your audience to actually act in the way they're saying they want to, like being a part of your email list or your community. And it's a great way to guarantee just consistent revenue for your business. So that's kind of what a launch is, any choreographed way of bringing a newer, existing product to your audience in a very intentional way.

Brian Webb:

Absolutely. Talk to the audience about why it's a must for any business to launch the right way. Why is that important?

Tyler Lajoie:

Yeah, absolutely. So for us, we always like to go back to the kind of cliche that everybody talks about, but it's so true of leaving money on the table. If you are doing something at 70% efficiency, well, you're probably leaving whatever that thing is on the table. And in this case in a business, as an entrepreneur, you're likely leaving money and impact for your audience on the table. So when I say like 70% efficiency if you don't know how to launch, and that's literally one of the documents have for all of our clients, it's called how to launch. If you don't know how to properly do it, it'd be the same thing of coming in and trying to be an expert copywriter without ever having understood that. So you are not going to communicate your message as well. You're not going to hit the proper pain points.

You're not going to have the right sequence in place. You're not going to have the right order of call to actions. You're not going to be doing it entirely the right way while you might make sales. And you might have that bias come up, of that confirmation bias. It becomes really, really challenging when you have those blinders on and you think you're doing it the right way. But if you are not an actual export or expert, or really have dove in or done a lot of launches, it's very likely something around the copywriting, the emails, the sequence, the close-down, the offer, whatever it is just isn't being optimized, right? Maybe it's the funnel. It could be anything. So if you know that it's not your zone of genius, it's likely you're probably not maximizing the capacity of that. So that's why I believe it's super important to always work with someone, who is either a really, really, really expert copywriter, or just really deep into the launch phase, whether that be affiliate, internal, joint venture, whatever it is. Working with someone to maximize that I think is going to be everything.

Brian Webb:

Yeah. And the one thing I know too, and I'm guessing that you're going to reinforce this is when you talk about why is it important or a must to launch the right way. And one of those reasons is you only get to launch once, you only get to be new one time, right. Beyond that, you've lost what could have been some potential energy that you could have gained in the beginning.

Tyler Lajoie:

Yeah. I always always emphasize that in the very beginning of a partnership, especially when it is a new product. Because we talk about right, you can, what I call the reverse discount. You can literally use a launch to raise your prices of an existing product. You can use a launch to just bring another, a product you've had for years back to the marketplace in an exciting, new, energized way. So you can definitely do that, but you're spot on. If you have a brand new product, you're bringing to your audience and you don't launch it in the proper way, you definitely giving up some of that momentum that would carry you that much further. If you had done it the right way, the first time around. So for sure, launching for the first time is a huge momentum game.

Brian Webb:

And to those that are listening, that they're not really thinking in the world of quote-unquote, launching. It's really good. You kind of just covered this, but it's important to talk about, we're not just talking about launching a new business. You could be launching a book, you could be launching a course or a mastermind, right?

Tyler Lajoie:

Absolutely.

Brian Webb:

So let's talk about this. What happens if someone launches the wrong way? What are the consequences of that?

Tyler Lajoie:

Yeah. So two things happen, right? One, this person may be an entrepreneur, nothing's going to really phase down. They're going to be like, "Hey, I'm A-okay. I'll figure it out. We'll get back out the next time." And they're going to be just on the next one. Right? That's the best-case scenario. The worst-case scenario is a couple of things. One thing is the mentality, the energy of that entrepreneur and or the team kind of drops a little bit because you usually didn't hit the expectation you were setting for yourself. And while expectations are never great, in business, we got to have some sort of metrics, goals, KPIs, objectives that we're reaching for. So whenever we come short of those, it always kind of hurts the team a little bit, even though maybe it shouldn't, right. So that's one thing is the internal team, the mindset of the entrepreneur, especially if they're a very new entrepreneur, which a lot of the people that I started out working with are very new.

So when they had a discouraging first launch, it really affected them for weeks and months after that. The second thing is you're just not going to build the traction that you thought you were going to. So if you, like you said, if you're launching a book is a very big difference between being able to launch it to 15 or 20 people, as opposed to launching it to 100 or 500 or 1000 people. And a lot of times it's not that big of a difference, an effort it's a difference in actual principles of what you're doing on the launch, and then the tactics and strategies that goes on top of those to bring in those 100 or 200 or whatever, extra book sales, as opposed to the 15 or 20 you did from a very imperfect launch.

So, you're going to lose traction and you're going to lose the momentum. You're going to lose the morale of the team, maybe the mentality, the mindset of the owner, whatever it is. There's a lot of things that can happen, but that's why it's always just best to nip that on the boat and just launch the right way the first time.

Brian Webb:

Yeah. I once heard the word momentum is defined as forward progress fueled by previous winds. And obviously when you're doing that launch, the more epic it can be in the beginning, the more fuel and momentum it can give you for the rest of that launch or that campaign or the sales or that product. Right.

Tyler Lajoie:

A 100 percent. I mean, think about how exciting it is to do a million-dollar launch or do one of the biggest launches you've done like you just add so much more energy in there. It gives you a new floor for your business. And it's like, "Okay, next time we do it. That's the bare minimum. We're only up from here." And it kind of gives people new highs, expands their mind a little bit to possibilities they hadn't achieved yet or hadn't even thought of. So it's really cool when I get to see someone break through a barrier, they hadn't yet achieved and then come on the other side and just be like, "Wow, I didn't even realize I could make that much money a month or whatever it is." So, it's a really exciting thing when they break through that barrier, for sure.

Brian Webb:

It is. So I want to talk about this. I'm thinking about the people in the audience who are thinking, I've got an idea, I've got a product, I've got a course, I've got a book. I want to launch a mastermind or a coaching program, but they're thinking, but I don't know anyone. I don't have a big email list. I don't have a huge database, talk about why one affiliate strategy is a must for scaling, but tie that into specifically break down what a JV or a joint venture launch is because I know that can be a really powerful method for those who don't yet have a big audience to potentially leverage the power of other people's audiences. We'll get back to the show in just a moment, but first, a quick word from our sponsor, What Box Digital, if you're like most business owners and leaders, you likely have several marketing problems.

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Talk about why, one affiliate strategy is a must for scaling, but tie that into specifically break down what a JV or a joint venture launch is, because I know that can be a really powerful method for those, who don't yet have a big audience to potentially leverage the power of other people's audiences.

Tyler Lajoie:

Absolutely. This is a massive, massive game-changer. And if anybody can take anything away from this call, especially if you are one of the entry-level entrepreneurs or coaches, or maybe you've been doing entrepreneurship for a while, and this is your new business or whatever it might be in the online space. I think this is going to be a big thing to dive into right here. So for me, lucky enough, I actually, my expertise started out in the people who did not have big audiences. So they did not have big email lists. They did not have big podcast listener audiences, they did not have big Facebook communities, anything. So joint venture and affiliate was a massive, massive opportunity for all of them to be able to launch without having to have or pay for their own assets. So let's start off with the definition of the JV and affiliate.

So JV, joint venture, usually that implies there's going to be a joint collaboration here, right? So you are going to give reciprocal traffic or reciprocal value to them as they give to you. So if you say, can I email your list, or can I give you these two swipe files to swipe email files to send to your email list, to recruit from my event or my offer, they'll say, "Yes." And then they'll say, "Okay, well, when can you send an email to your list for me?" That would be much more JV-related. And those are amazing. Those are great, that's great reciprocal traffic. You're going to make money from their offer. They're going to make money from your offer. But that usually is how it consists of them coming to you as well for your list.

The affiliate side is a one-way street and that's the only difference, in reality, is the fact that you are going to them saying, "Hey, you're going to get 20% on the revenue, I'm going to keep 80% revenue. You're going to send two emails to your list. And then we're going to be off on our merry way." That's how affiliate works. So when you are able to have an affiliate deal, it's really, really good, because you have no further responsibility or obligation to sending your email to your list.

Because your list is valuable. Your audience is valuable. You don't want to numb them or wear them out with as many offers. So every offer you bring them, you want to make sure it's very aligned, very powerful it's for them. So when you have JDV partners, you want to make sure they're very, very good ones. So affiliate ones are great because you don't have to send your list. So what happens is say if you have the brand new offer, brand new mastermind program, you're getting ready to launch, you got the messaging down, you know the avatar, you know the pains, you know the desires, you are ready to write the emails and you're ready to send them to whoever's going to listen to you, right?

Well, you don't have an email list. You don't have a joint, you don't have anything. You don't have a Facebook community. You don't have a YouTube channel. You don't have anything. What you can do is what Russell Brunson talks about in the Dream 100, and this has been a strategy used for just decades and decades, even before Russell Brunson talks about it. You go out there and you find a hundred people or you even just make a list of a hundred people, that would be awesome if they were able to share this stuff with their audiences. From there, you find a way to contact them, that could be probably email, phone number, whatever, having a VA reach out Facebook Messenger, Instagram.

Brian Webb:

Social.

Tyler Lajoie:

From your way, reaching out to them and then deriving a list of your first.

It could be between 5, 10, 20, 30, depending on that list of a hundred. How many get back to you? Some of them are going to say yes to you, especially if you really do have your message honed in, you really do have a quality offer. And you really do know why you're doing what you're doing. You're going to be able to transfer that energy to those people that do get back to you from this reach. And they are going to be willing to share that with you. So I'll give a quick example of this is I had a brand new client. She had been in the construction industry forever. She had actually had a quarter-billion-dollar company in her twenties. She crushed it. She's now in her late thirties and that construction company actually, some things had happened where her business partner kind of took it away from her.

All these just crazy things happened. And she was forced to move out of it. She then entered more into the subconscious mind field, working with energy, just the universe, all these different things. And I love, love, love all of those things, those spiritual teaching. So she was diving into that and creating a mastermind to really help people recode their subconscious minds, right? To come in alignment with their highest self, she really had no audience at all. She had an email list about a hundred people, but what she did by using this Dream 100 strategy was she reached out to all these people and Mind Valley actually got back to her. They got her onto a podcast. And next thing you know, she had, I believe over 200 to 300 registrants for her first-ever webinar, her first-ever five-day challenge, we ran with her.

And then from there, she did a $50,000 launch and she had never done any revenue at all from this brand new offer. So that is the power of JV or affiliate is that she went out there, they offered to get her on the podcast and then basically emailed their list and post it on their website. She then brought in 300 registrants and then created a $50,000 in income from an audience she never had. So that is the power of the affiliate and the JV. And that's kind of how you do it. It really doesn't have its perfect system, but it's definitely a tool people should definitely be tapping into as they move through their first launches.

Brian Webb:

Let me ask you this. When it comes to looking for someone to be a JV partner, other than obviously the Dream 100 approach, which is go and curate and find, do you have any top tips that you give to someone, when they're thinking about launching some type of an affiliate program, what do you share? What's the one or two things that you share that you wish you would've known when you began, that it took some experience for you to learn?

Tyler Lajoie:

Totally. And this is right at my alley as well. I have an offer I do on the side of, for myself. It doesn't take me too much time. It's super simple for me, but it's a 90-day sprint basically to build someone's affiliate program from the ground up and do their first affiliate launch with them. So I have three clients I'm working with that right now. And what we do is we come in and step one is, I identify any and all current affiliates who have either promoted in the past, are promoting right now, or who have just been maybe underperforming. So number one is going at the extreme, low-hanging fruit, the ones who already exist, basically. The second one is new affiliates, but the ones who are closest by, right, the second tier up. So this is going to be where you have like champions of the brand.

You have people who maybe have been clients, who have audiences, people who just love your brand, love you. People who are willing to promote you just based off of liking you or knowing you or having some third party connection with you or whatever that might be, could be old podcast interviews, YouTube lives you did, Facebook lives, anything like that. I go to those, I really craft a list and I reach out to them. So that's number two is going after second-tier connections. Number three is then cold outreach. So obviously people want to work with people like Tony Robbins or they want to work with people like Justin Goff or Stefan Georgi, people with these big email lists who are doing big things in the internet marketing world or whether the computer world or the financial industry, whatever industry you're in, you want to go to those big players, right?

So if you want to go to those big players that becomes the cold outreach bucket. So that could be small people. They usually talk about there's like tad pools, fish, dolphins, and whales in the affiliate as far as size. So you can have a list of all those people, but the third bucket is really that. And that's what I tell people to go out there and do is craft a list, their Dream 100 from that sort of list using internal, secondary connections and then completely cold outreach. And once you are able to do that, the hardest part is almost making the list. The easiest part is just reaching out and getting told yes or no. So once you have that, it's just really off to the races.

Brian Webb:

Yeah. Well, Tyler, thanks for being here today. You've dropped some really cool value bombs. For those people in our audience, who again, are thinking about launching something, that book, that product, that business ever, what's the best place for our audience to find you online and to learn more about who you are and what you do.

Tyler Lajoie:

Absolutely. So the best place to reach me right now is going to be simple to send me an email to tyler@theimpactlaunch.com. Tyler@theimpactlaunch.com. And I'm sure we'll put that in the email or wherever that may be, but just send me an email, say you saw the episode and you want to talk about launching and we can definitely, either communicate via email or hop on a quick call to really see, yeah. How you can move your launch forward the most efficient way. And if I can help in any way, shape, or form, I'll definitely let you know, but that'd be the way to get your hold of me and I've, yeah, really appreciate being on, Brian. Thanks for having me so much. It's been awesome.

Brian Webb:

Absolutely. Thanks for being here today. Tyler.

Tyler Lajoie:

Wonderful. Thanks so much, Brian, have a great day.

Brian Webb:

Thanks for joining me today and listening to this episode of the Learn More Earn More business growth podcast, we can be found on all the major platforms like Apple Podcasts, Google Play, Spotify, Pandora, Stitcher, and even Amazon Music. I genuinely hope you enjoyed today's episode. And if you did, I'd be honored, if you subscribe to the show and leave us a rating and an honest review, I'd love to connect with you on Instagram. You can find me at, @Brian Webb and the show sponsor, What Box Digital can be found at, as you might guess @whatboxdigital. You can also find me and What Box Digital on Facebook and LinkedIn with the links in show notes. This will allow you to stay up to date and never miss out on exciting new announcements, events, special offers, and opportunities. And you'll be in the know when we drop a new episode of the Learn More Earn More business growth podcast.

And if you'd like to send me a DM on Instagram to say hello, or share your thoughts on how we can make this podcast even better for you. I'd love to hear from you. Again, thanks for listening. Let's go and grow together. I'll see you on the next episode.

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