The lie that costs you thousands

Friday, 4:34 pm.

5 days before the new course launch.

I see a new voice message from my client.

"Hi Craig. I’m afraid I’ve shot myself in the foot."

My heart sinks.

She’s rushed.

She’s busy.

She’s launching a new course in a week.

And now she’s feeling that pit in her stomach.

The one that comes when you think you may have wasted your chance.

She published the launch date, so there’s no going back now.

But… she’s not ready.

See, every part of building a course requires a different discipline.

Some require being curious.

Others demand creativity.

For launches? It’s patience.

I know…

Not what you want to do when you’ve:

• validated your ideas
• designed your content
• built your lessons
• fine-tuned set design
• recorded your videos

You’re eager for your course to see the light of day.

You’ve worked so hard - and now you want to know how your audience will respond.

But the truth is this…

For a launch, rush equals ruin.

Be eager, but be smart.

There is a process to running a launch.

And you have to respect it.

Here's a few ways to think about a launch...

Don’t:

• Announce the date until you have a launch plan
• Lie to yourself that a launch plan is “some emails I’ll hammer out the night before”
• Plan a launch when your the details of your offer are still in question

The bottom line?Don’t build launch campaign emails under the pressure of a launch.Instead… do these things…Do:

• Be intentional about your marketing, positioning, and schedule
• Account for edge cases like abandoned carts, down-sells, and non-purchases.
• Know the buying triggers for your course (and map you email campaign to related emotions)

In reality this list can go on and on.

If you remember anything from this message remember this:

Be intentional!