Why launching is a repeatable process—not a one-time gig

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 strategy *and* the lead-up. In this episode, I'm explaining the big shift that will set you up for launch success.

– The importance of a reliable, rinse-and-repeat 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 as needed.
– Why capitalising on invaluable non-buyer feedback will help you to make your launch even better next time.

Changing Your Perspective on Launching

Today, I'm delivering a significant shift that will change how you view launching your courses, programs, memberships, and any digital products in your business. When people think about launching, they often base their opinions on what they see online: countdowns, celebratory posts, and the hype on social media. However, this is just the surface. What you're not seeing is the content strategy, the smaller launches, the people who didn't buy, and the questions asked before signing up. Launching is not just a one-time event; it's a repeatable process.

The Misconception of Launching

Many people think that launching a course means creating it and putting it out there for the world. They equate launching with creating. But creating a course and launching a course are not the same thing. You can spend a lot of time creating an amazing course, put it on your website, and say you've launched it. But that's not a launch.

Launching as a Repeatable Sales Process

Launching is a repeatable sales process that can bring in significant revenue multiple times a year. It's not just about creating something and making it available for sale. For example, my signature course, Launch Magic, is launched twice a year. It's only available for seven days each time, followed by a 12-week program. This consistent process has generated over $700,000 in sales because we keep repeating the same strategy.

Live Launching vs. Evergreen Sales

If you don't want to have doors closed outside of launch times, consider a hybrid approach. For example, my course “Offer Less, Sell More” is always available, but I occasionally run live launches with limited-time bonuses. This allows for both continuous availability and the excitement of a live launch.

Addressing Audience Fatigue

A common concern is that your audience might get tired of repeated launches. However, you will always have new people joining your audience who need nurturing. There are also people who weren't ready to buy the last time or it wasn't the right time for them. Each launch is an educational journey that provides value, even if they don't sign up immediately.

The Educational Journey of a Launch

A launch isn't just about promoting your product for a few weeks. It's about delivering valuable content that leads to a shift in your audience's thinking. For example, this podcast episode is designed to change how you view launching. Even if you don't sign up for Launch Magic right away, the insights from this episode will transform your approach to launching.

Experimentation and Feedback

Treating launching as a repeatable process allows you to experiment and learn without the pressure of getting it perfect the first time. It's a learning experience where you gather feedback and refine your approach. This iterative process helps you understand your audience better and improve your product and messaging over time.

Starting Small and Growing

You don't need a large audience to start launching. Begin small, test your launch, gather feedback, and refine. For example, my “Podcast Launch Plan” was live-launched several times before becoming an evergreen product. These small launches provided valuable insights that helped me perfect the product and messaging.

Embracing Launch Failures

There's nothing wrong with launch failures. They provide essential feedback that can turn a failed launch into a profitable product. For instance, the first launch of the Podcast Launch Plan as a group program attracted only two sign-ups. After gathering feedback, I learned that my audience preferred a self-paced format, leading to the successful version of the Podcast Launch Plan.

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