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I’m Hailey – content strategist and founder here at Your Content Empire where we help you create more profitable, purposeful and productive content — and hopefully enjoy yourself more while doing it too. Learn more about me here >>
Most of us have been there before. You create a program that you know is going to be an absolute game-changer for your people. You start your launch off, bubbling over with excitement to share it with everyone and anyone. And then…crickets. Every day that goes by with no sales makes you question yourself and your offer more and more. Your disappointment grows.
Pretty soon it’s the last day of your launch. Maybe you sold a couple of spots, or maybe you sold none. You wonder where it all went wrong.
Hopefully, you dust yourself off and come up with a new plan. But I’ve also seen this scenario become a nail in the coffin of people’s courses. This can’t happen anymore.
Because it likely had nearly nothing to do with the course or offer itself and everything to do with the launch strategy and execution (whether that was the positioning and messaging, the audience or pre-launch). So in this blog post, I’m walking you through how to run a profitable course launch.
There are five crucial phases in designing and executing a profitable launch.
Let’s go through each phase:
The first phase of designing a profitable launch is to create a plan (I know it’s obvious, but bear with me). I usually find that there are people who love to plan and those who can’t stand it.
Having a realistic action plan for your launch beforehand will save you a lot of heartaches and wasted effort down the road.
What to do in the planning phase:
Tips for Success:
The second phase (my favourite phase) is the pre-launch campaign.
The purpose of this phase is to start building an interest list full of people who are perfect for your offer, even before you’ve opened the cart. Think of it as a way of building up momentum so that when you finally do invite people to your offer, they’re already lining up.
If you’re ready for a deeper dive on pre-launching, read How to Create a Successful Pre-Launch Campaign and you’ll be walked through the 3 easy steps of this process in detail.
What to do in the pre-launch campaign phase:
Tips for Success:
Your cart is open, now it’s time to change your focus from attracting an interest list to converting that interest list you built during the pre-launch phase.
What to do in the cart open phase:
Tips for Success:
You might think that the 48-hour period before your cart closes should be bundled in with the open-cart phase. But in this phase, your goal is to convert anyone who’s kind of on the fence about whether or not to sign up.
What to do in the closing cart phase:
Tips for Success:
Even though the launch may be over, that doesn’t mean you’re done. The work you do in your launch can be reused and improved upon for next time. That’s a lot easier to do if you take some time to look at the launch metrics and reflect on what worked and didn’t while it’s fresh.
What to do in the post-mortem review phase:
When it comes to executing a launch, there are always things to improve upon and do better. For some, they’re still doing the groundwork on the planning phase or streamlining the pre-launch campaign, while others need to work on connecting with potential customers in the closed cart phase.
Almost everyone can make changes to their launch strategy that will ensure their course is even more profitable. By maximizing your effort on each of these five phases, you’ll have a much higher chance of reaching your launch goals and making your launch a success.
Start your launch planning off on the right foot and download the Launch Planning Dashboard before you get started.
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