A few years ago I experimented with a complicated, labour-intensive and energy-draining “program launch” tactic.
It was working very well for some people so I figured we’d give it a try. It both worked and didn’t work. Yes, we made sales, but I was personally so burned out at the end of each launch I had to take a break.
Indeed, this type of energetic crash happened every time I “did a launch.”
To be clear: I am a super high-energy person. I could probably deadlift you if I wanted to. In my specific case, the problem wasn’t my lack of energy or drive. The problem was the fact that I personally found “online launches” to be draining.
So we decided to…wait for it…STOP LAUNCHING.
I spend exactly zero hours per month worrying about how to “fill our programs”, or stressing about “how our launch performed” or following up with affiliates to find out “why they aren’t promoting.”
It has been so long since I worried about this stuff that it isn’t until a friend or colleague freaks out about their launch that I realize…I don’t know what that’s like anymore. And then I feel extremely grateful.
And that’s really the first “unlaunching secret” I’ll share…you do not need to launch.
NOR do you need complicated “evergreen funnels” that you need to pay Mark Zuckerberg mucho dinero to “fill” with cold traffic. (People seem to think the only alternative to live launches is evergreen funnels. Au contraire.)
But if you want to build a jewel business, you DO need to figure out a way to sell consistently.
“Unlaunching” isn’t without its challenges!! There are a number of sales, marketing and delivery challenges we needed to solve. Stuff like this:
- How do you create “urgency” when you have a rolling enrollment process?
- How do you serve people who are at different stages of their learning journey?
- Won’t you get bored of selling the same thing over and over?
- What does marketing look like for an “unlaunched” company?
These are all legitimate challenges you’ll need to solve if you want to unhook yourself from online launches.
What I’m discussing in this post is a rather niche topic that will only apply to SOME of you. So I have a question – is UNLAUNCHING something you’re interested in learning more about? If YES, reply to this email and let me know what you’d love for me to share about UN-launching.
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