The more clients I work with, the more I realise that mindset plays the biggest role in a launch. You can have a good strategy, a good plan, a good team, but if your mindset isn’t looked after it will show.
Mistake #1: Changing strategy often
One of the things most people do when they launch a course or program is changing the strategy often. That stems from not trusting the chosen strategy, or the people they took advice from, and more importantly, they do not trust themselves. So they want to try all the things in the hope that one of those things will bring in the clients, the big bucks, the 6-figure launch.
Whether you’re dealing with impostor syndrome or some subconscious limiting beliefs, remember that split focus means split results. Instead of trying everything under the sun at once, choose one strategy and stick with it. See it through. Improve it. But don’t change it shortly after choosing it because it hasn’t brought in the 9999 potential buyers in 5 seconds.
I am exaggerating here, but you get my point. So, instead of asking yourself “what else can I try?”, ask yourself “how can I get out of my own way?”. What do you fear will happen if you do have the launch of your dreams? You will be surprised what’s actually in your subconscious. Like one of my clients who, after she did the Fear Inventory exercise I gave to her as homework, she found out that she feared becoming so big that she’d have to hire a team, which she didn’t want to do.
Mistake #2: Managing your launch from Slack (or another team communication channel)
You know what happens when all the communication related to the launch, all the tasks are given and discussed in Slack? Things slip through the cracks. By the time the cart opens you will have so many threads that you will not remember who said what and who does what. And the more team members you have the more disastrous this can be.
And it’s not just the tasks that get missed. Team members get disheartened, unmotivated, because they lose track of what they need to do, and then they will most likely get the blame for the errors that pop up.
I highly encourage you to use a project management tool (like Asana, Trello, Monday, etc.) and have all task related communication in there. When you work with a team though, a project management tool for managing a launch is a must.
Mistake #3: Not starting your launch preparation early enough
You can start your launch preparation with less than 90 days to go if you have been nurturing your audience in the 6 months before. But to want to grow your list, nurture it and sell to it, and make 6 figures in 30-45 days is hard, and for some impossible (and this is where mindset comes into play again).
Building relationships is the best strategy you can use for a service based business. And it never gets old! We all crave connections. And building connections takes time.
My advice to you is to have an ongoing leads generation strategy. Grow your list all year round, nurture your people, and then sell to them. As human beings we like to buy, but we don’t like to be sold to, aka we don’t like pushy sales. So, again, in my opinion, that comes to building genuine relationships.