If you can avoid the launch mistakes I share in this guide, you’ll get more conversions and sales from your product launch.
I saw a post in a Facebook group that changed my career path.
A business coach had launched her program after months of planning and showing up, but it didn’t go as planned. So, she took to the platform to express her frustration.
Can you imagine how heartbroken she must have been?
One of the worst experiences ever is pouring your heart into something, and it looks like no one else sees this value through your POV—enough to even want it.
I know how unsettling this can be—and this is why I became a sales funnel copywriter for coaches and creatives who want to launch their courses and programs.
In this guide, I reveal five mistakes you absolutely need to avoid when launching your course.
1. No launch strategy
Just like you wouldn’t build your dream home without a plan, you need to map out a layout for your launch.
Creating a launch strategy is the very first thing to do because success in anything (especially launches) is strategic.
Don’t just throw spaghetti at the wall, hoping one will stick.
Regardless of what you’re planning to launch, whether it’s a course, program, or template, you can use this launch workbook guide to easily plan your launch from scratch.
2. Weak messaging assets
If you want the kind of conversions that’ll be up to 10x your launch goals—like my client, Tobi—do well to create conversion-driven launch copy assets.
Because the truth is, your offer is only as good as you say it is.
So, how do you create launch copy that converts, you ask?
Make it clear and connection-focused. From writing your sales page to your launch email sequence, it’s crucial to share messaging that rouses your target client’s interest in your offer even before you fling your cart open.
Audit your launch copywriting assets and ensure that they are clear and understandable, specific to your target audience, and heavy on showcasing the benefits and transformation of your offer, not just features.
3. Unexciting offer
If your offer isn’t clear, it won’t excite your target clients. And if your target clients aren’t excited, how on earth will they pull out their credit cards?
Getting launch sales is possible IF your audience deems your offer a “must-have.” And for this to happen, you need to:
- Know your audience in and out
- Know your offer like the back of your hand
Knowing the features, benefits, and transformations your course offers and the pain points it solves will guide you in writing sales copy that your target clients can resonate with.
Also, use cute mockups and stock photos to level up the perceived value of your program so more people can find it exciting.
4. Ice-cold audience base
A step that you must absolutely take before opening your cart is having a pre-launch phase. It’s a prerequisite because this is the time to warm up your audience for your offer.
There’s a need to build anticipation for what’s coming. If you haven’t been talking about your offer and suddenly you come up with an announcement that “Ta-da, The XYZ program is live,” people will feel lost.
You need effective pre-launch strategies to build, prep, and nurture your audience for your launch so they can look forward to it.
5. Poor marketing
You may not already know this. Launching is a game of numbers.
There is no over-emphasizing it; you need to build launch buzz so you can increase your audience size.
The average industry conversion rate is 2-5% (Source). Let’s say 1000 people saw your webinar’s landing page, which is a lead-in to your high-ticket coaching program, and 5% converted. You’ll have 50 high-interest leads. Using the 5% conversion average, it means you’ll potentially have about 3 sign-ups for your program.
This isn’t a cap. It could be way more if your copy is high-converting, but it is practical to use the average value so you can maximize your key launch metrics.
From my analysis, are you seeing that you’ll need more people than your 150 followers—who might not even see your post, no thanks to the algorithm’s fickle behavior—to find your launch content?
Avoiding these launch mistakes
These are the biggest launch mistakes I see coaches and creatives make—& if you can avoid them, you will have a bangin’ launch.
Sometimes, it’s easy to get so carried away by one part of the process that you forget the remaining important parts that still need preparation. That’s why I created The Ready-to-Launch Workbook to help you plan and prioritize your launch so you never worry about what to do next.
And if you want a done-for-you launch funnel solution that puts your mind at ease and gets you results, let’s chat about your project.
Or, if you just want expert guidance so you map out your funnel, you’re going to love this 90-minute strategy session and everything that comes with it.
