Small audience? Don’t make these mistakes in your next launch

While you don't need a huge audience to launch your online course, group program or membership, you do need to understand some key differences and have a clear strategy in place. In today's episode, I'm sharing the biggest mistakes I see business owners making when they're trying to launch to a small audience.

– How identifying and avoiding common mistakes when launching to a small audience can set you up for success.
– Why launching is a repeatable process—a strategic vehicle to sell your offers (regardless of audience size).
– The 4 key ways to maximise your launch profits with a tiny audience.
– Understanding when to use paid ads—and when not to.

If you're planning to launch an online course, a group program, membership, or any other digital product but feel hindered by having a small audience, this episode is for you. Here, we'll discuss common mistakes business owners with small audiences make during launches and how to maximize your launch profits despite a limited reach.

Common Mistakes in Launching with a Small Audience

1. Waiting for a Larger Audience

One of the biggest mistakes is waiting until your audience is “big enough” before launching a new offer. This often stems from the desire to secure a significant number of sales right from the start. However, you're unlikely to ever feel that your audience is sufficiently large. Launching will actually help grow your audience because it compels you to show up consistently with the right content. Many of my Launch Magic students found that their audience grew as they shared strategic content during their launch, which also led to more inquiries from potential clients.

2. Launching Once and Forgetting About It

Another mistake is launching your course or membership once and then simply placing it on your website without further promotion. Launching isn't a one-time event; it's an ongoing sales process. Even if you prefer not to live launch multiple times a year, it's beneficial to live launch at least once or twice to refine your messaging and strategy before making it available all the time.

3. Relying Solely on Social Media

Putting all your efforts into social media is risky because you're at the mercy of algorithms, which only show your content to a small percentage of your followers. A more effective strategy is to build and nurture your email list with a strategic lead magnet designed for your specific offer. Your email list is an audience you own, unlike social media followers.

4. Building Hype Instead of Providing Value

Excitement alone won't sell your offer. Instead of trying to generate hype, focus on nurturing your audience with strategic content that prepares them to buy when the doors open.

5. Short Runway Before Launch

Not allowing enough time to prepare for your launch is another mistake. Give yourself a 60-90 day runway to share strategic content that grows and nurtures your audience, bridging the “magician's gap”—the gap between where your audience is now and where they need to be to buy your offer.

Maximizing Launch Profits with a Small Audience

1. Build Your Email List

Focus on growing your email list with the right people. Use a lead magnet specifically designed for your offer and nurture your list with valuable content. Despite having a large following on social media, most of my sales come from emails to my list.

2. Share Strategic Content

Intentionally share content that helps your audience bridge the magician's gap. This content should move them from their current mindset to a place where they are ready to purchase your offer.

3. Price and Structure Your Offers Strategically

When you have a small audience, it's easier to sell a high-ticket offer to fewer people than a low-ticket offer to many. Consider what upsells or next steps you can offer to increase the lifetime value of each customer.

4. Grow Your Audience Intentionally

Social media isn't the best tool for growing your audience. Instead, look for opportunities to get in front of new audiences through podcast interviews, collaborations, partnerships, and speaking engagements. These methods help you reach new potential customers more effectively.

Should You Use Paid Ads for Your First Launch?

Using paid ads for your first launch depends on whether you can afford to invest without expecting a return. Since the first launch is often experimental, it's crucial to test and tweak your messaging and strategy based on real-world feedback before committing significant funds to advertising.

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