7 mistakes to avoid when planning a launch

Launching can be an exciting time for any online business—there's lots to plan, build and create in the lead up to doors open. There's also a few common mistakes that I see often that can affect your sales on the other side. In today's episode, I'm sharing these mistakes and what to do instead.

In this episode we chat about:
– Why creating your offer before you've launched it can be a costly mistake.
– The immense value of audience research when it comes to bridging the Magician's Gap for your ideal client.
– Why building hype around your offer does *not* sell and what you need to do instead (no-one will ever be more excited about your offer than you are!).
– Why evergreen offers are not the solution to consistent sales or “passive” income.
– The underestimated value in launching repeatedly and using a 60-90 day sales process to bridge the gap between where your audience is now and where they need to be to be ready to buy.
– The benefit of capitalising on a small audience to help improve your next launch.

Launching a digital product, whether it's an online course, a group program, or a membership, can be a daunting task. It's easy to fall into common traps that can hinder your success. Here are seven mistakes to avoid to ensure a smooth and successful launch.

1. Investing Too Much Time in Creation Before Selling

One of the biggest mistakes is spending an excessive amount of time creating the product before making any sales. Many creators retreat into their “creation cave” and spend months, even years, perfecting their course. However, without validating the demand through actual sales, you risk launching to an audience that isn't interested. It's essential to test the market by pre-selling or using waitlists to gauge interest before dedicating extensive time to development.

2. Neglecting Proper Audience Research

Proper audience research is crucial. Asking simple yes or no questions like “Would you buy this?” is less effective than asking deeper questions like “What are you struggling with?” or “What would your dream solution look like?” Understanding your audience's real needs and desires helps you create a product that truly resonates with them. Conducting in-depth surveys and one-on-one conversations can provide valuable insights.

3. Relying Solely on Excitement to Drive Sales

Excitement alone doesn't sell products. Educating your audience about why they need your product and how it addresses their specific problems is key. This involves bridging the “magician's gap”—the difference between what you know they need and what they think they need. Your launch should focus on educating and guiding your audience through this gap, demonstrating the value and relevance of your product.

4. Going Straight to Evergreen Sales

Putting your product on evergreen sales (always available for purchase) without first live launching it can be a mistake. Evergreen launches often lack urgency, which can lead to procrastination from potential buyers. Live launches create a sense of urgency and allow you to gather significant feedback and data, helping you refine your sales process before transitioning to evergreen.

5. Only Launching Once

Your product is an asset that can generate revenue multiple times. Launching it once and then leaving it on your website usually doesn't yield the desired results. Repeatedly launching the product not only brings in new sales but also attracts new audience members over time. Each launch provides opportunities to refine your approach and improve your sales process.

6. Lacking a Comprehensive Sales Process

A successful launch involves more than just a sales page and checkout. Your sales process should start 60 to 90 days before the actual launch, beginning with free content that engages and educates your audience. This process includes webinars, cart open emails, and consistent communication that guides potential buyers from awareness to purchase. It's a journey that builds trust and prepares them to buy.

7. Waiting for a Bigger Audience

Many creators wait until they have a large audience before launching, which can delay the process unnecessarily. Even with a small audience, you can start launching and use the initial feedback to improve. Think of it as learning to ride a bike in your driveway before venturing onto the main road. Each launch is an opportunity to learn and grow, reducing the pressure to succeed immediately and allowing for continuous improvement.

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