The big shift that’ll set your next launch up for success

Launching often looks like a celebration based on the Instagram hype, the “doors open!” countdown timer, and the various posts promoting audience buy-in. But a launch is not about opening doors—it's about the lead-up. In this episode, I explain the big shift that will set you up for launch success.

In this episode, we chat about:
– The importance of a repeatable sales process for successful launching
– Why launching is an educational journey for your audience, packed full of value, regardless of whether they buy or not
– The benefit of launching before you create it and pivoting to the needs of your audience
– Why launching is a rinse & repeat process
– Capitalising on invaluable non-buyer feedback to cultivate your next successful launch

 

Today, I am delivering a big shift that I think is going to change the way you view launching when it comes to your courses, programs, memberships, and any digital products that you have in your business. 

Now, when we think about launching many people base their opinion of launching on what they see online, they see the countdown, the doors open in three days, two days, one day.

And then, you assume that this is what a launch is because that's what you're seeing on the surface. But you're not seeing all of the content that somebody shared in the lead-up and the strategy behind it. You're not seeing the smaller launches that they had along the way. You're not seeing the people who didn't buy. You're not seeing the questions people asked before they sign up. 

And a launch is not the thing that happens when you put it out into the world. And it's like this huge thing your audience has been excited about. And there's this big celebration and it's like a party, that's not a Launch. 

I know launching has become synonymous with creating. The creating and launching are not the same thing. Creating a course and launching a course is not the same thing. You can spend forever creating the most incredible course and put it on your website and be like, yeah, I launched it. But that's not a Launch.

 

The importance of a repeatable sales process for successful launching

So this is the big shift. 

Launching is a repeatable sales process that can bring in a nice cash injection a few times a year. It's not the process of creating something and putting it out on your website. It's not the process of creating a course and making it available for sale. It's a repeatable sales process. 

For example, Launch Magic is my signature because I launch it twice per year. And we're coming into the sixth launch of Launch Magic and it's generated more than $600,000 in sales to date because we keep repeating the same sales process. 

But on the flip side, if you don't want to have doors closed during outside of Launch times, what we've done with Offer less, Sell more, I live launch it every now and then, but it's also always available, but I still occasionally run live launches where there are bonuses available for a limited period of time. This is a repeatable sales process. It didn't just happen. 

 

Why launching is an educational journey for your audience, packed full of value, regardless of whether they buy or not

Now, the next question that usually comes up though is what makes my audience gets sick of me always launching the same thing.

Here's the thing. You will get new people into your audience who need nurturing. There might've also been people who weren't ready to buy the last time you launched or it wasn't the right timing. Each launch is an educational journey for your audience. And simply by taking them through the launch content, you are still giving them so much value.

 

The benefit of launching before you create it and pivoting to the needs of your audience

A Launch isn't simply talking about your product for two weeks or saying seven days until doors open six days or five days. Join my waitlist. Instead, a launch is a journey that delivers huge shifts for them, even if they don't decide to sign up. 

For example, this podcast episode. Even if you don't sign up for Launch Magic when doors open next week, just by listening to this episode, I have given you a massive shift in the way that you think about launching.

And this knowledge alone is going to transform the way that you Launch. The great thing about launching this way, rather than hoping that you're going to have just that one big launch when you create your course and you put it out there for sale the first time. 

 

Why launching is a rinse & repeat process

If you treat it as a repeatable sales process, it becomes okay to launch before you're ready and do it really scrappy the first time following the framework and then honing it, rinsing it, and repeating it.

And once you have that Intel and that feedback, you can really make it the best that it is. Then you can double down on it and scale it. It also means that launching doesn't become a must-succeed at all-costs endeavor. There's no pressure on you too. It becomes an experiment instead, a learning experience. Where you are almost treating it like part of your audience research process.

Now, you know what you need to preempt the next time you launch it. And the other really good thing is you can launch before your audience is big enough. You can start really small. You can test the Launch. You can see what works, what doesn't work, and get feedback from your audience. Refine it, launch it again, and grow it over time. This is what we did with the podcast launch plan.

 

Capitalising on invaluable non-buyer feedback to cultivate your next successful launch

Now we have something to work with because the people who don't buy are the ones who are going to give you the best feedback.

You're going to find out why they didn't buy and you're going to use that to tweak the messaging or tweak your offer or tweak your product. Pivoted a little bit. And then try again.

The first time I launched the podcast launch plan, I actually launched it to my audience as a group program. And only two people signed up. So when I went back to my audience and I said, well, you guys have been literally asking me for something that's going to show you how to launch a podcast for so long. Why don't you want this? 

And the feedback I got was, oh, well, I don't want to show up to live calls. I can't commit to live calls. I want to do it in four weeks. I don't want to do it in eight weeks. I want to do it in 12 months. 

So many different reasons that people were giving me and the big underlying takeaway from all of that feedback was, oh, they want to be able to do it in their own time in a self-paced format. And that's why I created the podcast launch plan the way that it is. 

There's nothing wrong with having Launch failures. A failed launch can become an incredibly profitable product over time, but you need to be open to the feedback and you need to be open to launching being a repeatable sales process not something that happens once. 

 

Pin it?