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We see people’s launching a program from the outside but rarely do we get a glimpse into what went INTO launching that program.
HOW was it successful? What makes some launches work and others flop? What thinking went into it?
Launching a program or course requires much more than simply putting it out into the world and hoping for the best. It’s about priming and prepping your audience, creating anticipation, and building excitement. In this episode of the Seriously in Business podcast, Jacqui Naunton shares her expert insights and playful strategies for launching with impact from her recent and most successful launch to date of The Co+Creation Club. From personal reachouts to creating compelling graphics, let’s dive into the key strategies that will make your program soar.
Planning out your launch timeline is crucial for a successful program launch. Start by working backward from your desired run date of your program/course and determine the duration of your cart open and cart close periods. Consider how to warm up and prepare your audience to want to join, with educational content, conversion events, and promotional posts. By meticulously mapping out your launch process, you can build anticipation, create buzz, and maximize participation.
My biggest tip to is make sure you allow enough time to warm your audience BEFORE cart even opens!
In a sea of automated emails and generic promotions, personal reachouts can make the most difference, especially when a launch is feeling slow. By sending personal video messages to potential participants, I got plenty of no’s and no responses, but I also got positive responses and gratitude. These personalized interactions made people feel cared for and interested in joining the program. So, don’t be afraid to roll up your sleeves and connect with your audience on a personal level.
Visuals are powerful tools in capturing your audience’s attention. My recommendation is to focus on having a consistent suite of graphics for your course/program and promo.
Conversion event sales page and slides
Social media posts (static posts, reel covers, stories, carousels)
Program sales page
Graphics inside your program (video thumbnails, slides, group graphics, etc.)
When launching a program, it’s crucial to anticipate and address the concerns or hesitations that your potential participants may have. Have candid conversations with individuals who express doubt or resistance in joining your program… genuinely understanding their worries, and offering support. You can then pivot your promotion and create specific content that directly speaks to the barriers you hear coming up and can help alleviate their concerns and inspire confidence in your program.
To nurture anticipation and build desire for your program, create and share posts that directly address the fears, challenges, and desires of your audience. By tapping into their pain points and showcasing how your program can provide solutions, you are more likely to pique their interest. If you’ve launched this program before (as I had), don’t be afraid to repost content that worked last time! Mix this with fresh content.
Create incentives throughout cart open to create reasons for your audience to make a decision about whether they want to join your program or not. Us humans are prone to putting off making decisions forever so providing early bird discounts, bonuses (resources, calls, etc.) throughout the cart open period gives people a reason to say YES. This strategy not only boosts enrollment numbers but also builds a community of committed individuals from the outset.
Launching a program successfully requires a thoughtful and strategic approach. Focus on personal connection, attention-grabbing graphics, and content that addresses audience concerns are essential ingredients for a successful launch. By implementing these playful yet expert strategies, you can elevate your program’s impact and inspire your audience to join your transformative journey. So go ahead, embrace the power of connection, design compelling graphics, and create buzz-worthy content to take your launch to new heights. Ready, set, launch!
Listen or watch the full episode to learn more!
Credit to Ellie Swift for teaching me everything I know about launching.
And while The Co+Creation Club will be closed for another year, you can still work with me in the mean time inside DIY Design My Biz! See you in there?
If you loved this episode as much as I loved sharing it with you…there is more where that came from!
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