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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 >>


Ultimate Guide: How to Launch a Profitable Course

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 businesses. This can’t happen anymore.

Crafting a profitable launch

There are five crucial phases in designing and executing a profitable launch.

Let’s go into each in more depth!

Phase 1: Planning

The first phase of designing a profitable launch is to create a plan (I know.. Obvious. But bear with me.). I usually find that there are people who love to plan and those who can’t stand it.

But having a realistic action plan for your launch beforehand will save you a lot of heartaches and wasted effort down the road.

What you should be doing in this phase:

  • Setting your launch goals
  • Mapping out your launch messaging
  • Creating a launch timeline
  • Building a promotion plan
  • Pulling together your launch content plan


Tips for Success:

  1. Goal setting tip – Standard conversion rate for launches is between 1-3%
  2. Spend the most time in this phase creating your messaging and testing it with your current and potential customers
  3. Create a launch plan map (see a sample below from an early launch of Your Content, Your Empire). Looking at it this way will help you identify more opportunities and missing pieces in your plan.

Phase 2: Pre-Launch Campaign

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.

What you should be doing in this phase:

  • Releasing a new opt-in gift that “pre-validates” your audience (anyone who signs up is added to your interest list for the offer)
  • Publishing regular blog posts on the offer topic
  • Getting your content in front of as many people as possible

Tips for Success:

  1. Use Facebook ads to target cold traffic to your blog content and retarget warm traffic with your opt-in freebie
  2. Design a freebie that gets your subscribers ready for the course. Think about the “pre-work” you’d like to have them complete before enrolling. How can someone be the most ready for your offer?

Phase 3: Cart Open

Alight 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 you should be doing in this phase:

  • Sending out sales emails
  • Personal outreach to anyone who’s expressed an interest in the course
  • Webinar or Q&A where people have an opportunity to learn more about your program and
  • Measuring traffic to the salespage and conversions (more unique visitors to your salespage will positively impact the number of sales you make during your launch)

Tips for Success:

  1. Use Facebook ads to retarget your interest list and direct them to your salespage
  2. Ask your biz friends to help you spread the word about your program (consider adding an affiliate program to sweeten the deal for them) as your launch ambassadors
  3. Create a daily launch checklist of things you’ll be doing every day (share in x number of Facebook groups, respond to any emails and questions, send any emails, etc.)

Phase 4: Closing Cart

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 you should be doing in this phase:

  • Sending an FAQ email that overcomes objections that you think your ideal customers have about signing up for your offer (price, time investment, unsure if it’s for them) or even inviting them to a live FAQ call
  • Send the 3 closer emails: 24 hours (entire list), Morning of (interest list), 5-6 hours (anyone who’s clicked on the previous 2 emails)
  • Personal outreach to anyone who’s sent you an email or message about the course (heads-up message and invitation to talk with you directly)

Tips for Success:

  1. Use retargeting Facebook ads to deliver an ad to anyone who’s visited the salespage
  2. Email your launch ambassadors and affiliates a day before close to thank them and remind them that there’s 1 more day

Phase 5: Post-Mortem Review

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 you should be doing in this phase:

  • Pull all of your numbers (analytics, sales, social media, email list) and placing them in a single place where you can figure out your benchmarks, traffic and conversion rates
  • Reflect on what worked well and what didn’t
  • Make a copy and store any feedback or questions you received during the launch
  • Celebrate

No launch is perfect – there are always things to improve upon and do better. But by maximizing each of these 5 phases, you’ll have a much higher chance of reaching your launch goals and making your launch a success.

Download the Launch Planning Dashboard

Launch Planning Dashboard

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