There are hundreds of coaches and consultants in the online business world who promise to teach you the secret formula to launching successfully.
The real secret? There isn’t one!
In my experience of helping dozens of online businesses to market their events, I’ve seen first-hand how unique each business is. That’s why I believe in working with each client to create a tailored launch plan that works for them.
In this article, I’ve explained why trying to follow a one-size-fits-all launch plan could actually be damaging to your business, and how I help my clients to create a launch plan for their new service that feels good and that works for them.
The promise of a magic solution to help you have a successful launch is incredibly misleading, because there is no one-size-fits-all structure. Even if you were to follow a generic launch plan to the letter, you are still likely to have very different results from others who have done the same.
The reason for this is that what works for one person might not have the same results for you. In trying to follow this, you could be ignoring the platforms that your specific audience likes to use so your message might not filter through to the people who really want to hear it. You might end up creating content in a way that doesn’t feel good, for example you might love to do online video, but feel pressured to write blogs instead simply because that worked for someone else.
The consequences of this approach don’t just affect the number of clients you will enrol. You can be pushed to burnout because you’ve had to work at 100 miles per hour trying to keep up with all of the tasks and admin required to keep up with the launch plan.
So what could you do instead?
The more sustainable way to launch
Instead of trying to fit into a high-energy, burnout-inducing launch plan, I believe in taking a more natural, tailored approach. By designing a launch plan that takes your audience, your personality, and your preferences into account, launching becomes a fun, sustainable way to enrol more people on your course or service.
Of course, even a more tailored launch still requires lots of preparation and planning, but most of it can be planned in advance so that it doesn’t require any last-minute changes or additions. It’s a good idea to spend several weeks planning out your messaging, content and sequences (such as email sequences and campaigns) so that when you begin creating all of them, you can hit the ground running. It also means you can think more carefully about what type of content you’d like to create that will appeal to your target audience.
Instead of attempting to get hundreds of people at your workshop or webinar, many of whom will not be your ideal client, take the time to create messaging that will resonate with the exact people you want to be working with. When I do this with my clients, we’re more concerned about making sure the people who do attend are their dream clients. There may only be 20 attendees, but all of them are potential clients.
Finally, while numbers are important to track, make sure you’re tracking the right numbers. For example, is it more important to check that your posts reach a large number of people, or that it gets plenty of engagement from a small number of dream clients? Decide what’s most important to you and focus only on that to avoid feeling overwhelmed by charts and conversion rates.
Ready to plan a launch that’s tailored to your business?
Grab a slot in my diary here and you’ve already started!
Other blogs in this series…
Event ROI: How to measure success beyond attendance
Table of Contents What does "Event ROI" actually mean? Ways to measure event ROI that go beyond the numbers The right audience Engagement during the event Leads, sales and strategic growth Brand awareness and perception Relationship building and networking ROI Team...
The Psychology of a Great Event: What Makes People Remember?
Let’s face it – most events blur together. You attend, you smile, you sip the coffee, and then… you forget. However, the truly great ones, the ones that stay with you long after the name tags come off, are different. That’s where the psychology of memorable events for...
Unlock Event Success: The must-have elements for high-converting sales page
If your event is packed with purpose, passion, and potential, but your ticket sales aren’t reflecting that — the problem might not be your event. Your sales page might be. Your event sales page is more than just a place to drop a date and a booking link. Your event...
Launch without launching – the soft launch approach
The prospect of launching a new service, programme, or course can be overwhelming for many business owners, so much so that they may never go ahead with it! Procrastination sets in and that new idea is never launched. If launching a new service feels like a daunting...