How live launching removes the risk of nobody buying

In my previous post, I talked a little bit about why you can't afford to skip the live launch, and in today's post, I'm sharing how live launching can remove the risk of nobody buying. Because I know it's a very real fear that you're going to launch, you're going to create this product, and you're going to put it out there into the world, and nobody's going to buy it, right? It's terrifying. You're worried you're going to spend all of this time creating something. You're going to invest good time, energy, maybe even money into it, and it's all going to be a waste.

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How to use a live launch to remove the risk of nobody buying

Live launching can help you to prevent that from happening. So, live launching allows you to validate your idea before you've made it, rather than making it and then putting it out there, and potentially having nobody buy it, or having messaging that's not aligned with your audience, having a product that's going to the wrong audience. Live launching allows you to test the audience. It allows you to test the messaging. It allows you to test the product before anything is set in stone. Sure, you might live launch and nobody buys, but because you haven't already invested all of this time into creating the product, then you haven't lost anything in the process because you didn't invest that time into it yet. The time that you have invested into your launch will have been time that you invested into creating the messaging, identifying who the audience is, and packaging up the offer, but you haven't invested any time into creating it. And the time that you've invested so far isn't wasted because you're way ahead of where you would be if you didn't launch in the first place.

Because now, even though nobody bought, your audience is warmer and you can get those non-buyer insights. So, non-buyer insights, I always love to ask the one question, “Why didn't you buy?” That one question then allows me to pivot. It allows me to tweak my messaging. It allows me to go out there and find the right audience if the people who I'm talking to are the wrong people, whatever needs to be done, so that I can relaunch it and launch it better. So, a lot of the fear that then comes up when I talk about live launching with a product that you haven't yet created is, “How am I going to create this entire product after people have bought it before I deliver it?” All of these things.

I always say the simplest way to do it is to have an outline of what you would teach week by week. Let's say you are teaching a four week course. I would have an outline of what you would teach week by week. When you launch it, launch the offer and launch the outline. And then if people buy it, you go ahead and you teach that outline week by week. You create the content that you're teaching week by week, and you teach it live, ideally via Zoom. That's a really great way to do it, especially the first time you're teaching a course.

I love teaching it live because I get to see the aha moments. I get to see where my students are getting stuck. I get to see the questions that they have, and I can use that then to refine my content in future rounds rather than pre-recording it all, and then if I notice that they're getting stuck in one place that I hadn't preempted them getting stuck in, I then would have to go back and pre-record or re-prerecord all of my content to edit the place where they're getting stuck.

So, live teaching is great, and it has that extra benefit of you're not spending all this time pre-recording all of this content, only to have nobody buy, because I've seen that happen way too often. Somebody will put all of this time and effort into recording and creating this entire course, and then they launch it and then nobody buys, and it feels horrible because they've spent all of this time creating it, and it could have been so easily avoided by live launching it, and then teaching it week by week.

The other benefit, of course, is that it gives you a deadline. If you are prone to procrastination, it gives you a deadline where your course has to be finished. Your content has to be done. Otherwise, it's very easy for it to drag on forever and ever and ever until it finally feels perfect. And, you and I know it's never going to ever feel perfect, right? It's never going to ever feel perfect enough to get out there in the world, and you can make a much bigger impact by live teaching something that is 80% perfect, than you would by waiting for your pre-recorded content to be 150% perfect.

 

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