Launching can be one of the most stressful periods in business, although it doesn’t have to be. In fact, you don’t have to launch at all if you don’t want to. I have never had a ‘launch period’ in my business, and make continuous sales and onboard new clients.
As an Online Business Manager I have experience working on multiple product launches and seen first-hand successful launches, easy launches, and launches which could cause anyone to breakdown. ‘Success’ can be measured in multiple ways, to have successful launch, in my eyes and for the purpose of this blog post, the launch has to generate multiple sales with minimum stress or burnout. If you currently run a business model where you have larger launches, but find these stressful, this blog is for you.
Inadvertently you could be making launching even morestressful than it needs to be, and the chances are if you have recently had a stressful launch, it’s probably to do with one of the reasons below.
It’s one of the oldest sayings in the book ‘Fail to plan, plan to fail’. Did you have a plan for your last launch? A plan which had clear goals with the strategy and tactics behind how you and your team would achieve those goals?
It may seem really obvious, to have a launch plan, but many business owners don’t have one at all, or it’s not written out in a project management tool and the details are only on a whiteboard in your office, or the plan is only shared out to the team on a group e-mail once and never spoken of again.
Firstly, write a plan, and yes it doesn’t need to be incredibly complicated or long, review the plan, and put this into a PM tool such as Asana, or Click Up.
Most importantly share your launch plan and goals with your team
It’s like building a house, if the bricklayers, painters, and electricians all have different versions of a plan, or understand the requirements of the plan in a different way, you could end up with a very different house than you
Share it, not once, not twice, not three times…. But a minimum seven times. Just like your message is repeatedly shared with your audience time and time again, your plan needs to be communicated at least seven times with your team if you want them to know, understand, and implement your plan. Just like your message, you cannot over-communicate your plan.
This is where I see many business owners, including multiple 6 figures business owners, become stressed when it comes to launching. Not having a plan, or having a plan and not sharing this plan with their team enough.
If you want a less stressful launch period,
This will cause you, the CEO, to be slowly get bought back into the operational side of the launch, increasing your workload, hours worked in a week, and take valuable time and mental capacity away from other business plans.
Communicate with your team
Talk to your team daily, during a launch period, not just over e-mail, Voxer, or your PM tool. Talk to them over the phone, on a Skype call or zoom call. Get the whole team on a call every morning of your launch. It doesn’t have to be long, just 10 minutes of your morning routine. What can be discussed in a 10-minute morning meeting, could take hours of backward and forwards over e-mail.
Excite and empower your team on a morning call. Communicate what tasks are to be completed and by when. This way daily goals are clear and your team amped to achieve them.
This is especially important when you have a virtual team and a team of other small business owners who may have more than one client.
Talking to your team daily will make your launch and business run a lot smoother.
Ensure your e-mail list is engaged
Your launch could be more stressful than it needs to be when it comes to making sales if your email list isn’t engaged. A highly engaged e-mail list is a sure fire way to make launching easy.
Are you guilty of e-mailing your list only when you are launching or have something to sell? Do you just talk business to your e-mail subscribers? Are the majority of your subscribers on your list because they had to subscribe to join your Facebook group? Any of the above could cause your list to be unengaged or full of people who don’t really want to be there.
How do you know if your e-mail list is engaged? How many people reply to your e-mails with phrases like ‘ This really helped me’ or ‘this is just what I needed to hear today’? Don’t just look at open rates, also look at reply rates! The people who are replying to your content are the most engaged with your brand.
A smaller list with the right people, who are highly engaged, is 1000x more valuable than a list of 10,000 unengaged subscribers where your e-mails just hit the junk folder.
Re-engage your e-mail list through a mixture of personal and business content, reply to all those people who message you, and don’t just use your list when it’s time to launch or sell. Relationship building over e-mails and showing people behind the scenes of your life helps to build the know, like and trust factor we all need to make selling and launching easier.
If you have an engaged list, you can sell out your next course or program by sending a few e-mails to
Show up consistently and fully to your audience
During a launch period, business owners naturally show up more than normal, but are you going from 0% to 100%, or 10% to100% when it comes to showing up for your audience?
When business owners who don’t show up regularly to their audience, then start showing up during a launch, it becomes so obvious to your audience that you are just looking for the sale they can start to disengage with your content.
Your posting schedule and Instagram stories become predictable and all of a sudden followers start skipping those stories and skim reading your posts.
Show up to your audience every day, let them see the behind the scenes of your business, ask for their opinion on the title, content, structure of your next product.. Engage with your audience constantly in comments and DM’s, this will make selling easier, which makes launching easier.
Your product or service is exactly what your audience needs
Launching your course, product, or service is an exciting time, it’s finally putting all those hours of hard work behind the scenes out to the world. A less stressful and easier launch comes about when your product or service sells itself, when your offer solves your audiences problem and they need, like really need to have your product or service.
Whilst working in telecoms, I was Account Manager for a company who solved the problem of having no phone signal in rural areas. I managed and supported the customers extraordinary growth to a multiple 7 figure business in 2 years with minimal marketing and active selling. This was achieved because the product solved a problem, which companies were desperate to fix, and the product sold itself.
When was the last time you checked on what your audience actually needed, not what you think they needed? If you re-launching a course or program, is this program still relevant to your audience.
Your audience will grow and change as you and your business does. Do you still need the same products you did 6 months ago?
Make sure your offering is what your audience needs whilst making it stand out from the crowd.
Ensure leads are being generated from your Facebook group
Depending on how you use your Facebook group and whether you treat your Facebook group as a community and not just as a sales funnel will affect how easy and stress free your launch will be. You can read my blog post here on building a community vs a sales funnel.
Get your mindset right
Are you turning up to your free challenge live videos all ‘high vibe’ and pumped, but as soon as the record button is stopped you message your VA/ OBM/ team members with ‘ Launching is so stressful, I hate launching.’? Then you have mindset issues with your launch.
Your mindset around your launch needs to beconsistent, not just when you are live on camera or writing your next e-mail.
Do the mindset work, visualise your launch daily and take action.
The right mindset is incredibly important for a launch which feels easy! If you believe launching is stressful, it will be stressful.
Launch your way, not the ‘experts’ way
You have spent thousands on a course or coach, who has given you the ‘exact formula for a 6 figure launch’.
So you could find yourself doing all of the following and more;
- A free challenge,
- Hyping your offering or product,
- E-mails to your list daily,
- Objection handling social media posts,
- Sharing customer testimonials,
- A webinar,
- Sending 7 to 10 e-mails to say the cart is closing,
- Posting daily about your launch to your social media accounts,
- Facebook live Q and A’s
- New sales page
- Personal reach out.
If it doesn’t feel aligned to do all of the above, you don’t have to. What works for one person, won’t necessarily work for you. This is especially true when it comes to launching. You could find yourself going through a
Anything you do in your life or in your business, which are the same thing when you are a business owner, will be stressful, or hard if you do it someone else’s way.
A course or program will give you all the tools you can use to launch, doesn’t mean to have to use them all in the exact same way as the ‘guru’s’ tell you. Ask yourself, what feels right and do it your own way.
You can sell out your product or offering with one Instagram post, one story, one e-mail to your list, reaching out to 10 people who know your offer will be transformational for.
Ensure you don’t become last minute during your launch
Doing anything last minute and quickly before a deadline is stressful, so try not to be last minute. This doesn’t mean don’t take action and act quickly when it comes to new ideas or thoughts on your launch.
Don’t update your sales page 10 minutes before it goes live, change the copy for your sales page, or update the API links to your payment provider. Assign these tasks to your team and leave plenty of time for them to complete the task, and then factor in time for revisions. Step away from the tasks you delegated to your team members, and remove yourself from the temptation on just ‘checking in’ on those tasks. Mistakes are more likely to occur.
Minimise the opportunities for mistakes to occur, and reduce stress by setting clear deadlines to have all back end launch items completed and leave room for error and for deadlines to slip.
Use tried and tested technology in your launch
Technology lets the biggest businesses down from time to time. Facebook and Instagram have experienced downtime due to failings in updates or technology. We rely heavily on technology as online business owners, make your next launch less stressful by not using any new systems/ programs during a big launch.
On your next launch use your tried and tested programs and systems. This will reduce your stress levels, and make your launch seem effortless.
It’s easy for us to see a new program and think ‘I can run my whole business on this program’ or ‘ wow this is what I have been looking for, and it solves all my program problems’. Don’t become distracted by new shiny objects, or technology in this case. Try out your new programs with those clients you have close relationships with, or on your internal test areas or staff accounts.
Neither you or your team don’t want to be frantically contacting support at 3am the night before your launch, trying to resolve any tech issues.
Technology issues will occur during most launches, don’t add to this stress by using new programs.
Test, test, and test again
Make launching easier by testing all elements of your launch at least twice. Imagine you are the customer and this launch is the first contact that customer has with your brand. Experience the end to end process from your customers’ eyes. How did the process look and feel, was it easy for the customer to purchase/ subscribe/ download?
All big projects should have a testing cycle, where any faults or user experience issues are ironed out. Make it easy for your customers to purchase and make your launch easier by completing testing.
Keep your pricing structure simple
“Simplicity is the essence of happiness”
If you want a happier, easier, less stressful, and cost-effective launch, keep it simple.
The more early bird offers, discount codes, price increases and flash sales you have during a launch period the more stressful the launch can be.
Did your last pricing structure look something like this…
Early bird pricing- 25% off full cost
Launch round – Full cost
Discount codes for customers who watched your webinar – 15% off
Final discount before the cart closes – 10% off the full cost
Every time you change the price of your product, it costs you money and can cause unecessary stress.
As an Online Business Manager who implements systems and strategies for clients, you may be thinking, well my systems can change the pricing for me and generate discount codes for me?
Yes your systems can do that, but who sets up the back end of those systems? Your Online Business Manager, VA, web designer , or even you. All of the afore mentioned people who implement those system updates costs money. The most expensive person on that list being you.
Platforms such as Leadpages and Click funnels can only do so much to automate price changes. Manual elements will require changing within your systems for each price change, mainly the copy and countdown timers. The more things which require updating and editing during a launch, the more open to errors you are, the more you have to contact your team, and all of this could give you less time and energy you have for those all-important sales calls or webinars.
Launching is famed as an incredibly stressful time, and you often hear of a post-launch ‘hangover’ or burnout, however, what I know to be true is that it doesn’t have to be stressful. Make launching easier by considering the 12 points above.
If you don’t want to run a business where you have 3-4 big launches a year, you don’t have to.
What you can do is run ‘micro’ or ‘mini launches’ once a month or even once a week to bring in new customers. Remove yourself from the launch process by making your current launch content evergreen and put this evergreen content through Facebook ads, Pinterest, Youtube or Kartra, and increase your audience and potential buyers this way. Re-structure your courses and programs so they are ‘rolling’, so that new customers can join at any time, and those hard deadlines to make sales through a launch period before a program starts, quickly disappear.
To discuss further how to launch with ease, implement the systems required,