Percy Barr breaks down the exact steps to plan, build, present, and follow up on a campaign — so your next launch actually works.
GROWTH PILLAR: Sales & Revenue
WHO THIS IS FOR: SMB owners · Solopreneurs · Service-based business owners · Anyone sitting on a product idea with no clear path to launch
WHAT THEY'LL GAIN: A repeatable four-stage launch framework, practical AI shortcuts, affiliate setup guidance, and a retention strategy that keeps buyers engaged long after the cart closes.
Most business owners don't have a product problem. They have a launch problem. They build something, pick a date too late, skip the prep, and wonder why the sales didn't come.
Percy Barr, AI consultant and co-founder of Canada Growth Network, has seen it happen too many times. In this session, he walks through a four-stage campaign framework — plan, build, present, follow up — that gives any small business owner a clear, sequenced path from idea to income.
Percy starts with the fundamentals: one offer, one price, one audience. He explains why a cluttered offer kills conversions before the campaign even starts. From there, he covers how to build the system — offer page, checkout page, thank you page, follow-up emails — and why testing every step, including an actual purchase, is non-negotiable before launch day.
He gets practical on AI. Percy holds three AI certifications and is direct about where it helps: drafting copy, building upsell sequences, prepping objection responses. But he's equally direct about where it doesn't replace you — your voice, your judgment, your final review.
The session covers affiliate marketing structures, how to build a prep kit for partners, upsell and downsell sequencing, and how to reduce buyer risk with a clear guarantee. Percy closes with the part most campaigns skip entirely: the follow-up. How to give buyers a quick win, keep non-buyers warm, and show up after the sale with no sales agenda.
If you have been sitting on an offer and not sure where to start — this is the episode.
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Browse all episodes — K4B, ETW, CGN
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NEXT STEPS
Percy (00:29)
Almost twenty years of going back to school in September, you get this feeling it's now d time to recharge and do things. Well, in your business, one of the things you could do is you could actually build a campaign and create a new offer for your business. And what we're gonna do is walk through the steps
So a launch is actually in four stages, it's not one big day, and it takes a lot of prep work. So you want to start long before you actually want to run the campaign. You know, Sam talked about getting ready for winter. Well, it's the same idea.
If you're gonna run a campaign for for Black Friday, the day before is not the time to start it.
And and Tony talked about people who were, you know, weeks away from their business failing. This is a pre-planned thing. This is not something you can just flip on in an evening and do it tomorrow. unless you have the assets built in the past, right? So we're gonna talk about that. There are four stages. There's a plan stage, a build stage, present stage, and then there's a stage of keeping them after everything is done. You've spent all this time and work.
Let's keep those people around long after the presentation so that we can actually continue to market to them and to keep them on our list. So the first part is the pre-planning. So you need to find out what you're exactly gonna sell, right? And you also need to decide who it's for and who it's not. Because if you're selling to everybody, you're selling to nobody. There's got to be an audience that are looking for this. So work about that.
it should be a single price. So if if you do if you do consulting and it's based on a on a formula get it down get it down to like this is a four-week program for six hundred dollars or a thousand dollars so that it's a it's a clear price so it's a one deal right wendy it could be hey you know if you want to re you want to stage your house
It's five hundred dollars. Right? And then work out the details from there. But just one price, one throke to choke again, right? Also cons be very clear about what's included and what's not. The last thing you want to do is confuse your clients about I thought that the setup was included. no. Don't want to have that conversation.
Also, your next part is to set a date.
Think about all you have to do. You have to do your your landing page, your checkout page, your s your thank you page, your follow-up emails, you have to write the product or s or get the product ready to sell. Make sure you get all those things into a onto a list. And then if you do what I suggest is if you're really good at this, you can double the time that it takes you to do it, so you have time for those unexpected events that happen. It's called life.
that kind of come in and and take your time away from the project. If you're okay with tech, I would suggest you triple the time it takes. And if you're new to the tech, quad it. It's better to have it done and have it right than a than have a a project that's half done and you still have to go to present it. you've set a date and based on some other things on your promotions and everything, that date's kind of important so the date can't move.
We all like to do it yourself. Because hey, that's the least expensive way of doing it. But maybe it's not. The reality is we're good at some things and we're good and we're not good at others. Decide what you're good at, hire the rest. It's it's so much cheaper to have you know someone come along and maybe do all the postings for you. Right? Hiring cat for a couple hours to get the emails finished up.
would be much cheaper than trying to sort them out yourself. just the way it is. The idea is that you need to focus on the things you're good at, not the things that you're learning or trying to to learn. Okay?
Now I'm a big proponent of artificial intelligence. I've got I got three certifications in it, so I'm kinda hosted in this. So if you can let AI do some of the pre-work, some of the quick work, that's great. Do all the drafts, do all the things, but you are responsible for what you put out in your website and what you send out in emails. Therefore, you must go through it aga and put a fine cone on it. Make sure that it it has your voice, it says what you agree to.
Right, 'cause AI can sometimes maybe manipulate the the sentence. So it kind of sounds like two things. Make sure it's it's right for you. Okay. But it can be a great helper. You can cut a lot of time off your your build.
Now we build the system. So we need an offer page. If you're doing something online, you need an offer page, you need a checkout page, you need a thank you page, you need some emails to do follow-ups for people who buy your product and people who don't buy your product. So you need to keep the the people who didn't buy, you need to keep them engaged somehow so that they can come back and you can offer that again so that they'll come back and around and and some of them will purchase.
If you're more sophisticated, you can do what we call bumps. So if you have one price to sell and you have one product to sell, you may have an upsell for that. That's that's not the same, but it's helps you implement that. For example, Sam brought up the camera. Let's say we're selling the the camera, but the upsell is 12 months of war extra warranty.
So if I already got my credit card out, there's a good possibility that some of the people who bought it would actually buy that second thing, puts more profit in your in your pocket, and provides a much better outlook. Also, if they don't buy it, you may have a cheaper out thing that you could down sell them to. If, for example, you're selling a a one-on-one training course for $500, you may offer them as a downsell.
A one hundred dollar offer, but it's a group session as opposed to a single session. A one-on-one session. Something along that lines. don't go on forever. Like if you have two upsells or two downsells, that's really where you need to close it off. after that it gets a little annoying from the buyer point of view. And and remember you gotta deliver all this stuff, so you don't want too much stuff at the at this side.
Test, test, test, test, test. You need to go through your system and test it every way from Sunday. Actually make a d actually do a purchase. one of the things that we do with Canada Growth Network is we have a coupon code, so it reduces the cost to maybe a dollar. And we test it with that coupon code. That coupon code isn't available to the public, but for testing it it works out quite well.
Not only test it that it actually works through and it actually follows through and all the automations work, but also test to make sure that it goes to your Stripe or your PayPal or whatever, and then make sure your PayPal gets to your bank account. do a couple purchases for a dollar, try to refund one and see how the process is so that you're already aware and you already have a standard operating procedure how that works. Okay?
It's always fun, it's always best if the money can end up in your account 'cause there's no sense leaving it at PayPal or leaving it at Stripe or whatever your your processor is. Again, let AI write the first draft for things and work through them so that you can see how they work and and make sure that it's correct to you. You can also use it to create a s a quick s upsell or bump and
You know, these are all things that are available with AI. it's not the it's not the cure all for everything, but it sure can help out for those people who who just need some quick help and move forward. Presenting the offer. You got to get it in front of your clients. You you can't sell real estate if you don't have a client in front of you. You can't sell auto repairs unless somebody's in front of you that needs it.
Can't sell healthcare unless somebody's actually got a problem they want to solve. And so all these things need clients. How are you gonna get it in front of the person? Well, your best bet is the people you already know. So let's start an email campaign for the people you already know and are already on your list. Okay, make them aware of it. do a couple emails where you share some stories, you know, and you start to build some
Some anticipation of this campaign's gonna come on. that's that's the way you would do it.
Make sure that you have a clear date, launch date, so that there's no surprise and you know everything is set for that specific day. Everything's pointing towards that day that you bring and open the doors and get people to come in and buy your product.
You can decide to have other people run run campaigns for you. It's you know, the cheapest traffic is obviously the ones you own yourself. You can pay ads for Facebook and LinkedIn and those things, those are other other areas, or you can actually have affiliates, people who have larger lists or maybe large lists, but have an unengaging clientele, which they can present this to.
This is this helps two people. First you you offer the affiliate a percentage of the of the sale price. once someone buys off their list, you have them on your list now and you can market to them directly, which is which is good for you because it inspans your list of possible clients. but it also gives the affiliate some money and and also promotes their business.
Don't pick everything. Pick one or two things, get really good at them, and mark your business that way. The next time you run the campaign, which if you set up the com campaign correctly, it'll be a long term. You know, you might do it every quarter, every every every year, whatever it is, you already have the assets built up, so you can run this again. Pick on another add to it the next time.
If you're gonna have affiliates, you need a prep kit. your affiliates need things that they can sell can engage their list and sell with it. eat swipe copy, emails, social posts, make sure their tracking links are correct so they'll get the right commission so you don't have a a fiasco after. Well I sent Johnny to your list and he bought your course, but I didn't see the payment for it. Make sure the the the affiliate links actually work.
If you're gonna do demos, make sure they're all created and make sure they're in one place. Like put a website together or a web page together that has all that. It's not open to the public, just open to the affiliates, so they can get all that stuff in one place.
Again, make sure everyone knows the dates, make sure everybody knows the commission structure. Not only how much they're going to get paid, but when they're going to get paid. Also, I would suggest you make a statement in there that you're not paying a commission on taxes or service fees or anything else that happens to come off the total price before it gets to your bank account.
For for this type of thing, you want to make sure that the value is clear. And that's really where you're focusing your attention and your marketing is the value of the product that you're promoting. you want this to be, you know, dumb easy. You know, they just they need to click because it really makes sense. So work on the price of that. You can reduce the the risk for the client by d offering some guarantees if you're offering a course, for example.
You could say, look, there's there's four sessions, and if you decide to get out after the first one, we'll give you all your money back. And it's prorated after that. you know, something along that lines, make sure that you have an objection list of common objections and make sure you have clear answers to those objections so you're not going in blind and thinking on the on the cuff about what you're gonna say. And that'll be really helpful.
A few minutes doing the objections and it will make your presentation go a lot a lot easier.
When you do your your checkout page, the fewer clicks the better. with with our tools, there's a set checkout page because that's what's needed at the bank. You can't change them. So I mean you those are the minimum things. But don't ask for other things, don't ask don't start doing a survey at the checkout, do the survey after. Okay. So keep that close. Make sure that you can do it on a phone, make sure that the sizes aren't
way out whack. and again, check the the checkout page, the day of the launch. There's 'cause you never know what's happened with overnight with an update.
Let AI do some of this stuff, do the warm-up pitch. Actually you can now you can actually give a presentation online like this one, just save it through a Zoom link, put it into Zoom or put it into an AI agent, whether it's Claude or Chat GPT or Gemini, and ask it how you did this a sales presentation, and it will tell you what you've done wrong, what you've done right, what was good, what was bad, and you can get some training of yourself on how to do that presentation.
Pretty cool. So the types of stuff that we wish we had when we were first starting into our business because you can pre-do the objections long before you get to the to the to the presentation. But make sure you have that kit put together and it works well. This is the most critical part is after the campaign's done. You've done the selling, you've you've closed the cart, you've you're starting to move on. Make sure that you
get an email out to the to the people, make give them a quick win. either provide all the product if it because if it's just a downloadable, make sure it's it's it's all provided. If it's something that's happening in the future, give them something to chew on in the meantime. Maybe it's a a case study, maybe it's a here's the prep work. I know I know one lady who she sends out an email the couple days before the the event.
to goes to says look at make sure you clear your calendar make sure that you have a snack that's handy make sure that you have enough beverages close to your thing so you don't have to leave your computer make sure that you set time aside with your family to make sure that you won't be interrupted. Make sure the daycare is taken make sure the pet is is all those things are in her email so that you have those things done before you actually go to work course.
This would be the time to do the small survey. Try to get some information up the front, keep them engaged with the whole process. And make sure that you you check in with them on a regular basis. for Canada Growth Network, for example, we send out an email at 10 o'clock in the morning and we send one out at noon because the presentation starts at one. Make sure people are aware. Okay.
Show up a couple times after the they've bought something with no sales agenda. Hey, how that here's how to get the best thing out of the your tuning session. Here's how to get the best thing out of how to use your your your dash can. You know something along is just hey, this is this is benefit to you. Make sure you've done these three things. if you're doing a course or something like this through through our our package.
it actually you can actually set it up so you you know when people have entered into the course and where they are in a course and so if they haven't done anything in a week, you can send them an email and say, Hey, I see you haven't been on the on to get your course, you paid for this, you know, you're you need to get to keep moving. So there's a way to get to that happening. If there's a way to get your people together into a community, then then think about that.
I know here in Kingston, my real estate agent used to do a yearly thing where she would rent out a a movie theater and invite all her previous clients to. Well it kept her in front of it kept her in front of c her clients because there's a long there's a long time between the first sell and the second cell, right? Because you know, you s it could be four or five years, it could be twenty years.
But you want to be sure that you're you make your clients aware that you're still in the business, you're still active, you're you're out for for that that next sale.
Again, again, artificial intelligence can help you out with that relationship build. but please make sure that you walk through it and make sure it's your voice and make sure it's your stuff. So one story across four stages, you plan it, you build it, you present it, and then you follow up.