Course Launch Meltdowns: Learn How to Avoid Them
I HATE launching! Don’t you? Well, you are not alone on this one. It is such a feat and a half to launch anything – be it a course, program, product, free event, summit, etc. I’d rather be doing my thing, as in building e-courses for my clients or seeing my customers use my course tools to build their own.
But we must learn how to sell our wares and services to grow as a business, and let people know how we can help them.
The thing with a launch is there are so many moving parts that you practically need a big team to handle it all, but most of us don’t have that as we are solopreneurs. Luckily for me, I have a small and awesome team but I still get launch migraines. Running an online business, serving clients and customers AND launching is sometimes too much .
- Launching is stressful (for everyone, even the biggies), but planning helps ease some of the anxiety.
- Don’t closely follow someone else’s launch plan – it won’t work for you. Design one that fits you.
- Content creation is where launch paralysis hits the hardest. Advanced planning will help you avoid this altogether.
- If you build it, they will NOT come. A clear marketing plan ensures you generate as much attention and interest in your course as possible.
In comes, Cristina Favreau, the Launch Geek and expert to help us.
I chatted with Cristina about how to make launching easier, less stressful and less costly on all levels. Read what she had to say.
Kelly: Dear Miss Launch Expert, you already know how I feel about launching and why I want to work with you. It may seem like I have a lot of experience but it’s been a confused experience. For me, launching has me holding my breath for way too long.
QUESTION 1: Why is launching so hard?
Cristina: Technology causes overwhelm as people think, ‘I don’t have the latest tools or the bright shiny objects and I need the latest and greatest.’ Then they need to learn it all! Inevitably, when they want to test what they’ve set up, it goes wrong, and it’s probably one of the pieces of tech that is not playing nice with another. Trying to figure it out is maddening.
In short, entrepreneurs just want to get their stuff out there but now they need to drop everything and figure out how to get their website to play nice with leadpages to play nice with their facebook pixels, and their Facebook ad to be accepted or figure out why their signup/buy button is not working. It comes down to the technology being overwhelming. It’s okay to keep it simple.
QUESTION 2: What can I do to make it easier?
Cristina: Find those few things that you really hate doing during a launch and delegate it. I hate writing and a launch to me is like any successful sales-driven event that is dependent on a sales copy. So for me, that’s where it all stops – where the entire launch machine is going to come to a screeching halt. And so I know if I don’t at least delegate or dedicate a certain chunk of the budget to copywriting, my launch will not be successful. It is best to give the writing job to an expert who knows what they’re doing and understands the art of copywriting.
Obviously we can’t all delegate an entire launch to a team, but sometimes it’s just that one thing, like Facebook ads or the right graphics. Identify where you need to ask for help and support. As for copywriting support, I will plan $200-300 to dedicate to my launch. It’s not really a launch cost but a permanent sales page that I’ll promote and use over and over again, so it’s more a marketing cost.
QUESTION 3: What are top 2 tips for a successful launch?
Cristina: The two top tips for a successful launch are:
- PLANNING: Even if it’s basic, write a simple launch plan. For instance, when are you going to create buzz around the launch item? Take the time to determine your goals, tasks and set dates to create a really basic skeleton outline. With it, you won’t go so crazy during the launch.
- BE ORIGINAL: Don’t try to copy someone else’s launch… like the six-figure launch people that make it seem so easy, and who we try to copy without realizing they have a huge budget and an entire launch team. They come up with the ideas and tell someone else to run with it. I’m not in that situation, or most solopreneurs, who are doing all of our own stuff. Do what you can with what you have.
Thanks, Cristina! I hadn’t looked at a launch that way. Thanks for demystifying the reasons launches fail or are so draining.