Let’s talk about something that’s been on my mind this whole year.
After working on 6 sometimes hectic client launches in 2024, I’ve been itching to throw darts at a conversation I’ve been hearing.
You know the ones:
“Launching isn’t just different now. It’s a whole new beast.”
“Your tried-and-true strategies? They’re gasping for air.”
“That foolproof plan from last year? It’s gathering dust.”
Sure, they’re all mostly true. But I sometimes get the feeling that many (not all) the conversations around “what’s not working in launches” are just used to set up an argument for the next “silver bullet” solution to launching woes.
But maybe we’re having the the wrong conversation?
What if the future of launching isn’t in a “one-size, do this because it worked for me” solution?
And instead it’s more of a design-a-launch-adventure-that-fits-you-and-that-person-on-the-other-side of your launch?
Rigid playbooks are out, here’s what’s in
At the core, launching involves two people. One human creates a solution someone else needs. There’s a lot of nuance involved that cookie-cutter, templated strategies might not always be able to capture.
So if I could sum it up to three things launching needs to go back to, it’s this:
1. Really knowing your audience
I know. Obvs. But sometimes we get caught up with the bells and whistles of our offers that we don’t get deep enough to understand what makes people tick, what keeps them up at night, and what gets them excited. Our goal should be to meet them where they’re at. during our launch so we can show them what’s possible.
2. Framing your offer as their solution, not yours
Your launch should frame your solution from your audience’s perspective, not yours. If you can nail this, even in a sea of similar products and services, your solution becomes that thing they didn’t know they always needed.
3. Playing to your actual strengths
You are uniquely qualified to do what you do. So instead of trying to fit yourself in someone else’s “proven” path why not create your own? It’s about finding your voice and turning your unique approach or viewpoint into your launching edge.
How do you start creating your own launch playbook?
I reached out to experts who are shaking things up in their fields. Most of them aren’t known as “launch experts” per se. But their expertise and fresh perspectives can help all of us look beyond the cookie-cutter solutions and create something unique.
Warning this blog is long. 29 minutes long.
I may have gone overboard. But there’s just so much to cover and your next launch is already around the corner. I’ve made the links above clickable, so you can skip ahead if you want. But you’ll want to read all of it.
If you’re new to launches, here’s the key thing to note: we’re not just rehashing the same old strategies or throwing them out.
And if you’re not new to launching, we’re looking at launching through fresh eyes, much like when you reacquaint yourself with an offer you’ve run multiple times and suddenly see all its unique strengths.
Ready to dive in and have some fun with this whole launching thing?
Let’s go.
Start before it’s time to start.
Think of it as a job interview. Your potential client or customer is the recruiter and you are the applicant. Chances are you’re not the only one applying for the job.
So how do you edge out the competition? Start before the interview process is underway.
It isn’t just about being first to market.
It’s about laying a solid foundation that will set you apart when the time comes to launch.
One crucial but often overlooked element is developing and documenting your brand voice.
Brand Voice isn't a nice to have. It's a must-have.
Most people will put off understanding and defining the voice until much later… almost like “I’ll do it later… I’ll do it when I’m futher along… maybe when I’ve got a team” kind of thing. But what if you didn’t wait? Could finding your voice now make launching less time consuming, less stressful and dare I say, more fun?
I reached out to Justin Blackman, THE brand voice expert (and also the person I go to whenever I have a voice question) to get his thoughts:
“The first is that when you have a solid understanding of your voice, you control your approach to every topic. You know how to show up and writing becomes easier. You understand your exact intersection of authority, outlook, and accessibility, and the messaging becomes clearer. Words becomes simple. And if something feels off, you’ll know exactly how to fix it.
From there, it’s all a matter of progression and evolution.
And the second reason is that it makes it much easier to work with copywriters. Not only will you be able to express your voice and values in a way that scales, but you’ll be speaking a common language that leads to better feedback, better communications, and better results.”
This can feel much harder than it sounds, especially if you tend to go full-on analysis paralysis mode when it comes to your messaging. But Justin gave me some good advice to share:
“Look… If you really want to be different, be different. Listen to the experts but trust your gut. My success is a careful blend of listening to people I trust and then ignoring their advice. At least parts of it. Because there’s a difference between what’s right and what’s right for you.
Build the business you want to have. Try stuff. If it doesn’t work, it doesn’t work. Nobody will remember anyway, and you can always adjust on the fly. Ya gotta trust yourself and know you’ll get it right over time. When you understand your voice and your position, you’ll know what’s authentic – and your audience will feel it too.
Now that the cost of information is basically zero, it’s become essential to sell you. Ya gotta show up. Ya gotta be present. Ya gotta show ‘em the true you.
That’s what customers are actually buying.”
Want to learn more about Justin?
Justin Blackman is a brand voice expert who’s written for more than 429 people and managed to sound like every one of them. He uses an ultra-specific voice mirroring process called Brand Ventriloquism® to analyze and replicate the nuances that make your voice unique, and documents it so you can scale your content without sacrificing authenticity.
But if you want to learn more from Justin… He teaches copywriters inside Brand Voice Academy how to mirror clients’ voice and build brand voice guides. Extra flex? He created the voice guides for Amy Porterfield, Stu McLaren and a few more cool people!
Turn casual connections into trust
You know that thing Justin said about info being pretty much free nowadays? Well it’s also why connections and relationship building should be part of your launch.
People aren’t turning to courses and programs to just learn more. They’ve got Google and Reddit for that. What they’re really looking for is a real connection.
They’re looking for someone they vibe with. Someone that complements their own values. Or someone that challenges their world views. It could be someone whose style reminds them of their favorite 2nd grade teacher.
It goes beyond what you’re offering. It’s seeing if they have a connection.
And for them to see that they need opportunities to get to know you.
That’s where building connections and relationships come in.
When it comes to having a successful launch, the power of genuine connections can’t be overstated. And there’s no one who understands this better than Linda Sidhu.
A brilliant quiz strategist, community builder, superconnector, and captivating public speaker, Linda’s simple (yet out of the box) approach to meaningful connections and turned word of mouth into her best (and biggest) launch yet.
When I reached out to her, she gave me this really insightful explanation:
“Building trust before launching a new offer isn’t just a step in the process; it’s the cornerstone of long-term success. When clients trust you, they’re not just buying a product or service—they’re investing in you as the person who will guide them to their goals. This trust empowers them to make confident decisions, knowing they’re in the right hands. Without this foundation, the relationship can begin with uncertainty, leading to doubts, misunderstandings, and even chargebacks.
When someone chooses to work with me, it’s more than a transaction; it’s a deeply personal exchange of trust and commitment. I don’t take that lightly. To me, their trust is invaluable, and it fuels my dedication to delivering results that exceed expectations. This trust isn’t just the beginning of our work together; it’s the bedrock of a partnership built to last.”
Think about those first few days of a new friendship. Or any relationship. Building trust starts with getting to know more about the other person.
I asked Linda what should would recommend for someone looking to build stronger bonds with their audiences. She says:
“If you’re feeling stuck, one simple but often overlooked step is to survey your ideal clients. Just like Starbucks puts the customer at the center of their decisions, asking the right questions can reveal what your audience truly wants—not just what you think they need. Use quizzes, surveys, or polls to gather feedback. That consistent feedback will guide you in the right direction, helping you understand and meet their needs effectively.”
I love asking questions. I love digging and uncovering the tidbits that aren’t always so obvious but are valuable in truly what someone needs. But if you’re a newer course creator or you’ve decided to pivot, it can feel like there’s no one to ask.
The great thing is there are so many different ways to uncover this information and get feedback like reviews on Amazon, Reddit, conversations on Threads and social media.
Want to learn more about Linda?
Linda Sidhu is a quiz strategist, community builder, superconnector, & public speaker. Her expertise guides entrepreneurs to craft irresistible personality quizzes that attract new subscribers while fostering an engaged community.
Linda doesn’t just talk about building communities. She’s uber-generous about helping people build theirs. She’s giving you free access to her Quiz Quadrant Workshop (This is her $497 course but it’s accessible to you free until the end of 2024.) Get it here.
Create Space & Anticipation
Okay, so you’re figuring out your voice. You’re building a connection. Now it’s time to create anticipation before you launch. And no one does this better than my friend Brenna McGowan who has turned her fresh approach to pre-launch into a system she calls Anticipation Marketing.
Think of your launch like planting a garden. Some seeds sprout quickly, while others take their sweet time to push through the soil. Your audience is the same – you’ve got your quick decision makers ready to bloom at the first sign of sun, and your slow-growers who need more nurturing.
But here’s the thing: whether they’re quick sprouters or late bloomers, all your potential customers need the right conditions to decide.
You’ve got to help them see your solution as the sunlight they need.
How? Well I asked Brenna, What’s a pre-launch trick that really gets people hyped and leads to a killer launch?
“It’s not exactly a trick, but it sure feels like one because so many businesses overlook it:
Tell your audience that something big is coming!
We often get so caught up in planning the launch itself that we forget to give our audience a heads-up.
Without that, a launch can seem like it came out of nowhere. It’s like when you meet a friend for coffee, thinking it’s just a casual hangout, and suddenly they’re pitching you something.
Awkward, right?
That’s exactly how a launch feels without a proper pre-launch warm-up.
Especially now, when budgets are tight, schedules are packed, and buyers are more selective than ever, it’s crucial to cue your audience in on what’s coming up. Let them know what’s ahead so they can plan their time and money to invest in what you’re offering.
Now, what gets them excited to buy? One of two things (or a combo):
- You show the *right* person how you can solve their problem
- You show the *right* person how you can help them achieve a desired outcome they want
For example, I recently bought a product that addressed a problem I was facing. The marketing and messaging made it crystal clear how it would get me the results I wanted, so I was pumped to buy it.
When your pre-launch marketing nails these points — and gives people time to think it over — you end up with happy buyers who want to throw money at you to get the results you’re offering.”
So good. So obvious. And often so overlooked.
Real talk. I’ve seen the power of a pre-launch both as the copywriter behind a launch and as a buyer. And let me tell you, it makes a big difference when you give your potential buyers time, space, and the agency to decide to buy.
And for you, the one hoping to fill your programs, you give yourself permission to turn down the pressure valve. I mean you’re always going to put pressure on yourself. But with a prelaunch, you can give yourself more than one week to announce your offer, shift objections, tackle myths, answer questions, and make sales. I promise this will 100% make your launch process more manageable… and dare I say even fun(ner).
Want to know more about Brenna?
Brenna is a launch strategist and pre-launch expert. She created a systemized pre-launch process that helps experts prime, pre-sell, qualify, and excite their audience and get them ready to buy. And she’s turned it into what is now known as Anticipation Marketing™.
If you ever get the chance to work with Brenna (and I have!) there are two things you’ll realize almost immediately. She’s uber smart… it’s a gift getting to watch her strategize in front of you. And she’s super generous with her knowledge and expertise! So much so that she’s put together a Pre-Launch Plan Cheat Sheet that will get you pretty far in planning your next pre-launch. You can get yours here.
Give them a clear path to "Yes"
The period before you launch can make a big impact on how well the rest of your launch will go. And once they’re in the launch? They need a clear path to “Yes” and that’s where your user experience needs to be tight like a…
…drum.
No slack, no confusion, just a clear, smooth path that guides your audience smoothly toward making a decision.
I asked Susan Reoch, UX Strategist and Copywriter, why user experience should even be part of the launching conversation and this is what she had to say:
“When launching, it’s essential to think of the user journey as a cohesive path, not just a series of unrelated steps.
Many businesses fall into the trap of viewing each copywriting asset—for example, an ad, email, sales page, or cart page—as standalone elements. This siloed approach disrupts the flow and clarity of the user experience, making it hard for potential customers to move smoothly from one stage to the next and buy from you.
The next piece of this puzzle is writing a clear, compelling microcopy that guides the user to the next step effortlessly. In a standard launch, that microcopy includes:
Facebook ad copy
Email subject lines
Calls to action
Form copy
Headers and subheaders
You need to ask yourself: “If people ONLY read the above, would they be able to find their way to buy?”
Remember, it’s not about making a giant conversion with a single asset but facilitating many small, clear and enticing steps that collectively create a seamless path to purchase. This can make all the difference between a ‘meh’ launch and a ‘did I really just do that?’ one.
Want to know more about Susan?
Susan is a UX and Web Copy Expert.
She’s written for hundreds of web pages using her unique approach that combines conversion copywriting and user experience. Susan also teaches two amazing programs – one for business owners struggling to write their copy and one for copywriters who want to learn all of her UX smarts. They’re both *chef’s kiss* good!
Susan has this amazing ability to take less than exciting topics and make them fun and actionable. Her weekly-ish emails “The UX Factor” is one of my must-reads during the week and following her on IG always makes me feel smarter.
If you’re curious about UX and don’t know where to start, Susan has given you access to her 3-step system for writing sales-generating microcopy, grab your free copy of the Microcopy Micro Course.”
The one email you should always have ready to send
“Writing launch emails can feel like a bear (even if you do it frequently like some of us do). 7 days + open cart + 3 emails on closing day multiplied by the number of segments… It’s a lot.
So when I asked Eman Ismail, an amazing email strategist and copywriter, about the one often overlooked strategy or tweak she thinks all course creators could try in their next launch for better results and why? I was surprised.
She said: “It’s an abandoned checkout email. I really believe strongly that e-commerce email world and the course creation launch world are not insanely totally different. I think there are so many things that launch emails can take from e-commerce emails.
One of them is the abandoned email strategy. When you’re using tools like Thrivecart or Lemon Squeezy or Sam cart, you can use those tools to create an abandoned checkout so that when people go on like say they’ve been on a sales page they click the button they go through to the checkout they’re on the checkout they might even be putting their details like car details into the checkout and then they abandon that checkout. You can set it up so that whoever hits that checkout page and abandons it gets a follow-up email.
I recommend an entire sequence, maybe a three-part sequence if you can. But you know, I was pressed one time during my launch I was super busy and didn’t have time to do a whole sequence. And actually, most times I’ve launched I’ve been like “I’m gonna do a whole sequence” and then I never do. Every time I’ve set up this one email this one email can get you extra sales and convert those people who are on the fence so well and so it’s one email.
If you’re thinking “I’ve already sent so many emails already, will this one email make a difference?”
Absolutely. I recently tried it after hearing Eman talk and… sure enough, two more sales came from people who were highly motivated but just had a few lingering questions holding them back.
And that’s exactly the 1 job it has according to Eman. She says:
“I basically use it to open up a conversation about why this person hasn’t gone through with their purchase. I’m not pressuring them at all. I’m inviting them to have a conversation with me so that we can figure out if the digital product or the course is right for them.
So it’s a really gentle really kind email that really acknowledges how close they are to buying but that they must have a real reason to not have gone through with it if they were that close and didn’t so let’s figure it out together let’s let’s talk it out let’s figure out whether this is right for you or if it isn’t do you have questions that I can help you answer and if yes if no like just let like plus reply let me know um and then this one email has got me thousands of um additional dollars uh in revenue just because that email went out.
Eman’s approach is personal. It’s empathetic. And it positions your email not as some pushy sales email but more of a “let’s figure out what the best path is for you.”
Want to learn more about Eman?
You 100% should! Because Eman Ismail is the person to call when you want to make money from your emails. As the founder and head email strategist and copywriter at emancopyco.com, Eman and her team help businesses fire up their conversions, evergreen their sales, and turn fans into Superfans.
There’s so much you can learn from Eman. One place to start is her award-winning business podcast “Mistakes that Made Me’ which is one of my faves! There’s also her free 35-minute Email Class. In the class, she shares 6 bite-sized lessons on how to use email to boost conversions and sales. You can get instant access to it here and start applying it asap to your business.
Go big with the unscalable strategies
Live launches have LOTS of moving parts. Lots of copy. Lots of updating materials. Lots of schedule of emails…
There’s just a lot to manage.
So like any smart entrepreneur you find ways to work smarter and not harder.
Maybe that’s recycling an email that worked really well the previous year.
Maybe that’s updating testimonials instead of creating a brand new sales page.
But it’s easy to get distracted by the picture strategies, it’s easy to overlook the simple, often smaller tactics that can move the needle faster than one more email to your list or another Instagram reel.
I was on the receiving end of this when I found myself reading a DM from Dallas Travers.
Dallas teaches values-driven coaches how to attract exceptional clients and launch impactful programs, emphasizes the importance of what Kari Perry calls “unscalable marketing.”
Dallas says: “The often overlooked or underrated launch strategy that I recommend every coach lean into, regardless of how big your list is.
Yes, we want volume. There are all of those pieces, but it takes a lot of time to craft a webinar. It takes a lot of time to set up funnels and all of these automation and to write what feels like 97 emails for a launch. And yes, we’re doing that all in service to scaling, but we often don’t leave any energy for that one-to-one personal touch, and it’s the one-to-one personal touch that has the highest rate of return. So anytime I launch, and this is especially helpful for coaches who don’t have a massive audience, anytime I launch, there are a few things I do to layer in that unscalable marketing.
The first is using video ask, which is essentially it’s created by Typeform.
It’s essentially a survey service. It’s so much more than that, but I can on the confirmation page when people sign up for my webinar, I have a video of me saying, Tell me what you want to learn.
And people can write a response. They can record an audio response, or even a video, and then I block off time to personally respond to as many of those as humanly possible. In my last launch, I saw that I think it was like 62% of my buyers were people who I had personally responded to through video ask, and people kind of can’t believe it when they get a response. They’re so impressed by the software, but they’re also just really touched that I took the extra time to speak to them directly and personally. So that’s one way that you can layer in that personal touch.
Another one is, of course, in whichever DMS on your chosen platform.
And it’s really important that this also becomes personalized. So I will out time to send audio DMS to folks who this is usually post webinar right to folks who signed up for the webinar and either didn’t come or came and didn’t buy just to start a conversation with them to find out what unanswered questions prevented them from making a decision. The beautiful thing about this strategy is that it’s also incredible market research.
So the underrated strategy that I think every coach needs to lean into, regardless of how big your list is, is a personal connection, unscalable marketing, and putting a little bit of effort into individual people to help them feel seen heard and appreciated. You’re going to see a high rate of return on the efforts that you put in.”
I couldn’t agree more with Dallas. It’s important to remember that on the other side of your launch are real people with real questions, real money objections, and real concerns who just need to connect with you before making a decision that could potentially change everything in their lives.
Want to learn more about Dallas?
If you’re a coach who serves everyday people, you need to know Dallas Travers. Her Ripple Effect System teaches the exact steps to attract paying clients, build your list daily, then scale your business with a course so you never again have to ask, “what should I do today?”
Dallas is on a mission to help purpose-driven coaches build values-centered businesses and question the commonly accepted practices inside the online world to make an authentic impact without compromise.
But even if you’re not a coach (like me) I am 100% certain there is something for you to learn from Dallas. The first time I heard about Dallas was her podcast “Coaches on a Mission”. I love listening in on her conversations and mini-coaching calls. There was always something to learn!
You can also grab her “Profitable Coach Roadmap” a resource that outlines The Proven Plan to Turn This Coaching Thing into a Profitable Business You’re Incredibly Proud of this Year (And Dallas wanted to add, “Yup! It actually takes a year… anyone saying otherwise isn’t giving you the full story”)
Skip the launch rush: Consider going evergreen
We’ve been talking a lot about live launches. But what if you don’t need to go through all that live launch craziness? I mean, don’t get me wrong, live launches can be great, but they’re not you’re only option.
Enter evergreen funnels.
(Side note: All those cool strategies for live launches? They apply still!)
When you think about Evergreen Funnels what have you heard?
They are easier than launching live? You can make money while you sleep? Or once you’ve set it up you can forget about it and it’ll make you money?
All but one of these statements are true.
Let’s start with the pros of going Evergreen. Your funnel is always on so you could make a sale anytime not just during a particular part of the year.
The cons? There’s no urgency. No FOMO. (I know urgency and FOMO have gotten a bad rap lately with some misusing it in their marketing) But when used responsibly, FOMO and Urgency are backed by science to help motivate people to take action and get the solution they need.
It’s important to note that switching to an evergreen funnel won’t automatically solve all your revenue problems. It’s not a silver bullet to the doom & gloom we’re seeing in the launch world.
However, when done right, it can lead to consistent sales year-round, even if you’re not watching your inbox for sale notifications as you do during your live launch week (I see you!).
But here’s the thing. You’ve got to do it right.
I’m not an expert in evergreen funnels but I knew exactly who to ask. Meet, Abi Prendergast, a conversion copywriter, funnel strategist, and the creator of Day #1 Evergreen for Course Creators.
Her insights changed the way I saw Evergreen funnels and it’s something we should consider when looking at the long-term strategy for courses and digital products.
She says:
“The Evergreen funnel isn’t kind of a static mechanism. It’s more like a dynamic organism that needs to continue to change, just as the marketing models always changes, just as people always changing. The funnel needs to evolve as well.
So messaging that might have worked in around December or January, when everyone’s thinking about the new year isn’t going to work so well in June when Everyone’s tired and just wants to kind of chill in summer. So the funnel needs to respond to seasonal changes in that way.
So basically, I’m going to put that under having a plan to optimize the funnel over time. So responding to seasonal changes that could be just every three months, just doing a sweep of the funnel and making sure that the messaging matches what’s kind of going on seasonally. But also actually building customer feedback into the funnel.
And that’s kind of what Day #1 Evergreen is about.
It’s got this 10-point customer feedback loop where you can collect Voice of Customers with Thank you Page surveys, finding out what was going on people’s lives when they signed up for the evergreen webinar, why didn’t they buy surveys, all that good stuff… And then building that voice of the customer back into the funnel, so that you’re continuously dialing in your messaging.”
And that “dialing in” is what separates successful Evergreen funnels from those that sit, unused and dusty.
Abi adds that:
“After several renditions of doing that, collecting the feedback and implementing your evergreen funnel is going to feel like this great conversation between you and your prospects.
And that’s only possible if you actually get that information, get that voice of customer, get that feedback. And that is something that a lot of course creators don’t do because they’re in such a rush to get passive income, set it and forget it.
They don’t build in these feedback collecting opportunities, which they can do with just three to five hours a month spent optimizing their funnel based on those insights to effectively improve conversions every month.”
Want to learn more about Abi and Evergreen funnels?
Whether you’re thinking about going evergreen or are just curious about the benefits of evergreen funnels, I encourage you to run, don’t walk, to Amazon and get Abi’s book. I have it bookmarked on my Kindle so that I can go easily go back to when I’m working on a funnel for a client.
You can also catch her FREE Masterclass on How To Create Sustainable Growth With An Evergreen Funnel That’s Built To Convert Better Every Month. It’s so good I may have signed up twice to watch it a few more times. Sorry Abi!
Wow, this is a lot of stuff, Ren…
I know I know. I may have gone a little bit overboard in this blog. I originally had planned to just include maybe 2-3 experts but there’s just too much going on in the launch world that needs addressing.
Also don’t forget the point of the blog isn’t to implement every single strategy.
It’s about finding the right mix that resonates with you and your audience.
That could mean re-mapping the path you want your audience to take. Or it could mean changing up the way you kick off your launch.
Or maybe it’s going deeper in your audience research so your brand voice blends your unique language with your audience’s vocabulary so naturally that it’s almost like you grew up with them.
The choice is yours. 2025 is just around the corner.
So here’s my suggestion. Start with bookmarking this blog so you can go back to it whenever you feel stuck or you’re ready to try something new in your next launch.
And if you’re looking at your launch debrief racking your brain, not sure where to even start. I created a quiz just for you!
It’s 2 minutes long and at the end, you’ll have actionable steps you can take based on launch strengths.
And hey, if you found this blog helpful, why not share it with a fellow entrepreneur who could use some launch inspiration?
Here’s to your next launch being your best one yet – not because it’s perfect, but because it’s perfectly you. Now go out there and make some magic happen!
