Today I’m sharing one of the most common launch pitfalls and what to do instead. 

I may be one of the few of us out here that are proud enough to say – I LOVE live launching!

And when I hear people say that they hate it, or they can’t wait to not have to launch anymore…

I know they just haven’t yet cracked the code on how to launch in a way that gets them results AND feels good to them.

The truth is, live launching itself isn’t inherently bad. But what makes launching feel bad is when:

  1. We rely on live launching as the sole generator of sales in our business and for too long
  2. We don’t proactively plan our launches
  3. We don’t create or streamline our launch systems (people, processes, technology) to continually improve and become more efficient

In today’s post, we’re going to look at number 1.

But before we dive in, if you’re ready to ditch the launch chaos and call in the calm, download the Proactive Launch Planner below:

We rely on live launching as the sole generator of leads and sales in our business and for too long

With so many people out there teaching live launching (and truthfully it being such an effective strategy when you first start out), it’s easy to get caught up in the cycle of launching over and over and over again, with little to no attention paid to other ways to generate leads, revenue, and clients in your business.

When live launching is the sole provider of sales in your business, it puts an immense amount of pressure on them to perform well.

Too much pressure creates anxiety and overwhelm, and actually decreases the odds of a launch performing well!

So what should you instead? 

It’s true that when you’re first starting out, launches are the quickest and most effective way to test an offer, generate sales, and create clients.

But after you’ve validated your offer launching one or more times, here’s a few things to put in place: 

Just like we treat it for sales, often we use launches as the sole lead generator in our business.

Meaning, outside of our launches, we don’t have a strategy for gaining followers, attracting leads, and building our email list consistently.

Which honestly, 5 years or so ago wouldn’t make or break your business.

But today, if you don’t have a strategy that consistently builds your audience, you’re leaving yourself at a disadvantage.

Remember all those leads you generated from your launch? The ones that didn’t buy?

Yeah, they’re still sitting on your email list wondering where all the attention you gave them during the launch went…

And there’s a ton of untapped opportunity on that list! Just because someone didn’t buy during your launch, doesn’t mean they won’t buy in the future.

When we neglect the leads that followed us through the launch but didn’t buy, it creates a necessity to generate a new pool of leads that are excited for our upcoming launch every single time.

What you do in between launches is JUST as important as what you do during your launch.

After your launch, gather feedback from the people that didn’t buy. Use that data to not only nurture them into the future with an intentional buyers’ journey, but to invite them to enroll in between launches.

Yes, you can enroll people in between launches into digital products, evergreen courses, or 1:1 offers like strategy sessions, VIP days, or Intensives.

Before you start jumping up and down about the idea of stepping off the launch revenue roller coaster and onto consistent enrollment between launches…

There are considerations to make before you decide to offer open enrollment (what people also refer to as ‘evergreen’ or rolling enrollment.)

There are things that will look different about the way you sell, onboard, and integrate your new clients than when you only allow enrollment during launch.

But, when you’re thoughtful about the transition, and put the proper systems in place, open enrollment can take the pressure off launching so that instead it can enhance what’s already working in your business, instead of being the sole provider.

I’d be remiss to say – open enrollment isn’t for everyone.

There are successful business models that rely on only cohort-style live launch-based group coaching or online course enrollment. And that’s totally cool, we don’t all have to do everything the same way to be successful.

The people that are able to do that sustainably, I can guarantee you have a streamlined launch system in place.

If you’re not quite ready to go evergreen, let’s start with streamlining your launch! Download the Proactive Launch Planner below:

Whether you offer cohort-based live launch model delivery or open enrollment, having solid systems in place for onboarding and integration are key.

In fact, it is an important part of your retention strategy, which we’ll talk about in #5.

A well-written welcome email does not an effective onboarding process make.

Your onboarding process starts from the moment there’s an exchange of money (or a contract signed).

And some define that it continues until your customer or client gets their first result.

And it’s not just the steps that someone goes through to get access to what they purchased.

In effect, it’s an entire experience that affirms they’ve made the right decision by placing their trust (and their money!) in your hands. It  provides them with what was promised. And sets them up for best chance at success in achieving a result or transformation.

So be thoughtful about not just the steps, but the experience!

Just like you have a retention strategy for your leads (the nurture strategy we chatted about in #3), it’s important to have a retention strategy for your customers and clients.

You may have heard the statistic that it costs 5 times more to acquire a new customer than to keep an existing one. Think about all the time, energy, and financial resources you invest in your launches.

Hopefully you received a return on that investment by reaching or exceeding your revenue goals for your launch.

But after that, the best way to MAXIMIZE that investment is to have a strategy in place to retain the clients you gained through your launch.

Think back to your client onboarding (from #4). Retention isn’t just a step-by-step process to “keep your customers”.

It doesn’t matter if you’re selling a group coaching program, online course, or digital product.

It starts with the experience you initiate in your onboarding. Continues with experience your clients have in your course or program (ensuring they get results). And proceeds with the opportunities you create for your client to continue to work with you. This happens through renewals (or through working with you in a different way by cross-selling or upselling!)

And it even includes your offboarding system.

Your clients are going to stay with you forever. If someone decides it’s not their best next step to continue working with you, send them off in a way that creates goodwill and a continued positive relationship.

Maximizing Live Launching: In Conclusion

In summary, everything we just talked about – steps 1 through 5 – make up your customer journey!

This is one of the most valuable processes you can walk yourself through. It ensures that you’re maximizing your launch for future benefit (of both your business, and your audience!!)

Have you walked through the process of mapping out your customer journey outside of your launch?

Which area do you feel most effective in and which do you feel could be most improved?

Being proactive is the best way to ensure financial launch success. But also ensure it’s an enjoyable experience for you, your team and your audience.

If you’re ready to ditch the launch chaos and call in the calm, download the Proactive Launch Planner below!