How to use repeatable live launches to make more sales of your online course, program or membership

Launching is not a one-time gig. It's a repeatable process that works for your product and your audience, so that you can continue to launch a few times a year and bring in profits each time. It starts with the first launch—but it doesn't end there. In today's episode, I'm sharing more about the repeatable live launch framework that I use in my own business.

– The four R's that create the framework for every launch I do.
– Why launching the first time is only the beginning and how you can use that experience to bring better results the next time around.
– How using real numbers from your first launch will help you to make the necessary tweaks and grow your audience for the next launch.
– When launching over and over helps you to understand your audience better, streamline your content messaging and convert more reliably so that you can invest in paid advertising to grow before the next launch.

 

 
How to use the repeatable live launch framework to make more sales of your online courses, programs, memberships, or essentially any kind of digital product or online offer in your business. 

Now, big misconception that I'm going to start this episode by busting, and that is that launching your online course, membership or program is about having a big launch the first time around.

It's not about that first launch. 

The first launch of your course, your program, your membership, that does not tell you what the future potential of that particular offer is. Instead, it's about building a repeatable process that works for that offer and for your audience so that you can launch it a few times a year and reliably bring in profit each time that you launch it.

So I'm going to run you through the four parts of the repeatable launch. 

Firstly, run the launch. 

So the very first time that you are launching it, you are going to actually go through the whole process of the launch from start to finish. 

Then the next step, once you've done the launch is review it, then refine it.

So from the review, from looking at those numbers, from talking to the people who didn't buy, what changes do we need to make to improve it the next time around? And then we rinse and repeat and you might repeat it twice a year like we do with launch magic or you might repeat it five or six times really close together with the view of getting that sales process perfect so that you can automate it and then stop live launching it.

 

How I tweak my launch to success.

So I'm going to share a little bit about how this repeatable launch framework took the A to Z podcast launch plan from that first small launch to more than 800,000 in sales in the space of 12 months.

My audience was asking me to teach them how to launch a podcast. And so I thought, okay, cool. I'm going to put together a group program.

I am going to allow, you know, if 10 people sign up, then I'm going to go ahead and I'm going to launch this. I'm going to run it for this group. And in that launch, I only had two people sign up. And then on the one hand, I was like, this is useless. Nobody wants it. I don't want to do this. It was pretty embarrassing. And then have to go back to those two people and refund them. But on the other hand, I also knew that this was still something my audience wanted because they had been asking me for it. 

So what I did was I closed doors on that launch. I refunded the two people who signed up and I did the really scary thing. I reached out to the people who had said that they wanted to buy and didn't and I asked them, why didn't you buy? 

And their answers told me everything that I needed to know. It was school holidays. So some people couldn't commit to live calls. Some people wanted to launch their podcast in four weeks, not eight. Some wanted to do it in six months, not eight weeks. Some didn't want to do it in a small group format, they just wanted to do it in a self paced format. 

And the big resounding takeaway was that they didn't want to do it in a group program format where they needed to show up to calls. They just wanted something that would tell them step by step teaching them this is how you do your podcast, this is how you launch a podcast. 

So a week or two later, I launched again to the exact same email list, but this time I was launching a self paced version of the program that I had previously tried launching. And I had, I think 22 people sign up that time. And then I launched it again a couple of weeks later with a live webinar and more people signed up and I launched it again, this time to a cold audience. I ran some Facebook ads to get people who weren't on my email list to sign up for the webinar. 

So I launched it to them. And then again, and again, and it was only when I was so confident that it was converting that I automated the entire sales process. And I stopped live launching it. I plugged in Facebook ads into the automated webinar and within 12 months, I had sold 800, 000 worth of this course from a first launch where nobody bought to a second launch where 2, 000 worth of sales to then 800, 000 in the space of 12 months. 

And launching is a repeatable sales process. You can do it again and again and again, each time bringing in more sales. Each launch is like an experiment. You learn so much from each launch by actually getting it out there and by failing rather than sitting there planning, hoping that if you do enough planning, it's not going to fail.

 

Why launching is like a guessing game.

Now, the very first time that you are launching a brand new offer, most of your launch is going to be a guessing game. You can't be a hundred percent sure what questions your audience is going to ask or whether the messaging is going to land or whether you've got the right bonuses. 

And the only way that you will ever find out whether you're on the right track or not is to put it out there and see what questions somebody asks, see if people will pay money for it and then running those numbers for each step of your launch after you closed doors to see what worked and what didn't work and doing non buyer research to find out why the people who didn't buy chose not to buy and then you can tweak the messaging to address that the next time you launch. 

So you want to make sure that you're making the right tweaks and that you're growing your audience in between launches as well. And then you follow the framework.

 

The framework.

Again, you run the launch, you review it, you refine it, you rinse it and you repeat it. And over time, what happens is you get better at launching this offer. You start to understand your audience better. Your content gets better. The launch starts to feel easier, more streamlined. It starts converting more reliably.

And now you know that you can invest money into paid ads as a way to grow your email list for your launch. Because you know, that it's going to convert, you know, it's going to generate a positive return on that investment. You're not just blindly pouring money into paid ads, hoping that somebody might buy.

And as you launch over and over again, your launches start to bring in bigger returns. They start to get more students signed up and that is where traction starts to happen but none of this can happen if you only launch it once and leave it at that. 

So coming back to that framework, it's run the launch, review it, refine it. Rinse and repeat, even if that first launch goes terribly, even if nobody signs up, there's still something that you can learn from that and try again. And it might just be that the messaging was completely off the mark. It didn't resonate with anybody. 

So if you're sitting on the fence waiting to do enough planning, enough research, you're never going to do enough planning and enough research until you actually take that action, get that real feedback from real people and make those tweaks. 

 

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