Today over on the Goal Digger podcast, I’m talking about a term we hear so often “launch,” I might argue that it’s overused these days. People reference things like “launching” their website or a new course or a program or product, it seems like you can’t go a day without seeing a new launch. Launching took on a totally different term when I realized the complexities of launching big projects like online courses. Over the last year I’ve done over 5 six-figure launches and I’ve learned oh-so many lessons along the way. Be sure to grab our launch copy checklist to walk you through everything you need to write content for launching your next big idea!
- Before you launch it’s important to understand the scope of the project: what are you launching? Who are you serving? Who is your ideal client? How are you speaking directly to them? What is the main objective of your launch? How will you measure your success?It’s important to poll your audience, to make sure you understand their pain points and speak directly to them with a solution. We always poll our audience to hear their language, to determine what content they need the most, and to craft our message in a way that will speak to them clearly and concisely.
- Prepping for the launch lasts 5x (or more) longer than the launch itself: I remember when I planned my first big launch, we were sitting months away from it and there I sat planning out ONE week’s worth of materials that felt forever away. The pre-launch prep is 90% of the work.During this phase we are mapping out the timing of the launch, preparing TONS of content (from freebies to the course itself) and crafting the messaging. I know, I know, it’s tempting to create something and just put it out into the world, but if you want a successful launch you’ve got to pump the breaks and think through your strategy. If you do a good job in this phase, you’re bound to have a successful launch.
- Plan your launch calendar a year out. Crazy, right? Too often I see creatives get SO excited about a new idea that they create it and launch it out to the public – with no strategy, no intentionality, no thought put into the timing.When I sat down and mapped out my entire launch strategy for the year, it helped me break down small milestones and deadlines.I am able to go into each month knowing where we are at with our goals and what I can do to prepare for what’s next. It also gave me a very clear look at what I can “yes” to and what I need to say “no” to in terms of my commitments.
- Speaking of deadlines, it’s time to take a pen to paper and create your actual launch schedule. There is the pre-launch, the launch, and the post-launch. It’s important to map all of this out because integral pieces of the puzzle fall into these categories, no matter what you are launching.It’s so important to rock your pre-launch. We start our “pre-launch” phase one month (or more) before the launch itself. Some might argue this is the most important time of your launch. During this phase we are growing our email list, serving up awesome content, creating a buzz, prepping everything for the launch itself and getting our audience ready for the launch.You should go into a launch with ALL content done so you can focus on teaching/serving/sharing and not focus on writing etc
- You’ll need support during the launch. If you think you can do a giant launch by yourself, think again. There are so many moving parts during a launch based on the scope of your project. We hire contractors to come along side of us while we launch.We have: a graphic designer, a Facebook Ads expert, two support staff, a tech guru, a copy writer, and of course me. You WILL likely need help at some point and your team can expand as the scope of your projects grow. During launch week Drew helps more around the house, pours me wine for my webinars, and keep the dogs quiet while I am live.** Even if support looks like a baby sitter or take out dinner, the biggest priority is taking care of yourself so you can serve best
- You’ve got to spend money to make money. It’s true, you DO need to invest in the right things in order to have a successful launch. When it comes down to course launches, we invest a ton of money into them. Why? Because we know how valuable our product is. Investing in things like Facebook ads to spread the word can be one of the best moves you make, you just have to be super clear on who you are targeting for your product or service.
- Stressed work isn’t your best work. I’ve gotten to a point where I have all of my content, copy, and pages ready to rock one month before the launch. It gives me space and time before it to focus on my offer! It also gives my team time to set up the campaign and make sure we have everything covered.Launching used to be so stressful when I was writing content during webinar week, but the more prep you do, the less stressful it is. We did a 6-figure launch in January and I was traveling for most of it. My team had everything they needed a month in advance and I was left to help support, answer my student’s questions, and serve my audience. It was absolutely freeing and the energy was INSANE!
- Give away your best stuff. YES, it feels contrary to what you might think but I always tell myself, “Even if this person doesn’t buy, I gave them content that can change their business.” I want to pack my trainings so that I gain the trust of my followers and also that they can put my teachings into action regardless of if they join.A lot of times it might just not be the right timing for your audience, don’t get discouraged. Go out with a heart of service and you will make lifelong fans. Even though they might not be my customer right away, they might become my customer some day. Your webinar should be the what and why, your course should be the HOW
- Things will go wrong, still have fun. Launching can get super stressful: you’ve put your heart and soul into an offer and you’re praying people will want it and buy it. There are so many tech things, copy things, timing things. Something WILL go wrong. First: ask yourself will this matter in 10 years? The answer is likely, “no.” Make sure to have fun with it, to give yourself grace, to focus on serving and not selling, and to encourage your team (no matter how big or small) to do the same! It’s supposed to be fun!
- Take time to dissect your launch. After it’s all done and while it’s still fresh, write down notes of things that went great, things that need work, and things that should never happen again. Invite anyone on your team to do the same (While you’d like to think that you’ll remember those things, you won’t! Launch brain is a real thing!)When we complete a launch, we all add in notes about ways we could improve and treat each aspect like an experiment, it helps us prep for the next time we launch and gives us feedback immediately! While it’s important to celebrate each milestone, it’s also important to dissect and make it even better.