Have you ever found yourself excited that something completely tanked? Sounds counterintuitive no doubt. But that’s exactly where I found myself after our recent live launch failed. Yes, you read that right—I am delighted our live launch for course failed! You might be wondering if I’ve lost my mind. But stick with me, and I’ll share why this “failure” was one of the best things that happened in my business this year.
TUNE IN : APPLE PODCASTS | SPOTIFY
A Backstory You Didn’t Ask For
Let’s set the stage. For those familiar with my work through Hello Funnels or the Doing It Online podcast, you know I’m not the biggest fan of launches. Quite ironic given my business name, right? It had been over two years since I declared a personal ban on large launches. But, like a moth to a flame, I found myself drawn into the idea again. Maybe it was the Fear Of Missing Out (FOMO) with everyone else’s successful launches or simply a whimsy of folly—whatever it was, I found myself planning a new big launch. Spoiler alert: it wasn’t the epiphany I hoped it would be.
Lesson 1: Even the Universe Says Stop It
After months of meticulous planning, weeks of sleepless nights, and about 8k spent on preparations, the results were in. Our launch week was the quietest of the entire year! Initially, I was stunned. But quickly, relief washed over me. It was like a cosmic wake-up call, reminding me that big, elaborate launches just aren’t my style. The universe’s slap finally drove home the lesson I had long known but chose to ignore this time around.
Lesson 2: You Can’t Ignore Your Numbers (Or Your People)
One of the crucial lessons was to pay attention to my audience’s behaviour and preferences. Historically, our list members are methodical, taking their sweet time to get to know and trust us before making a purchase. Tailoring our strategy to fit this pattern had always worked best. Yet here I was, expecting immediate commitments from a cold audience—quite the miscalculation. Moving forward, understanding and respecting your audience’s journey remains foundational to any marketing effort.
Lesson 3: Changing Everything at Once is Just Silly
In my misguided attempt to refresh everything for this launch, I changed too much, too quickly. New sales pages, new offers—everything was, well, new. When things didn’t pan out, it was nearly impossible to discern what precisely had led to the underperformance. The key takeaway? Implement changes slowly and systematically. Test one thing at a time before moving on to the next tweak.
Lesson 4: Embrace the Power of Evergreen
Throughout all of this, one truth stood unchallenged: our evergreen funnels remained the star players. They demand less stress, allow us more freedom, and consistently work wonders without sabotaging our sanity. They take a few hours to build yet reliably perform time and again. My excitement? It comes from confidence—knowing that sticking to what works best for us is the path forward.
So, what’s the plan for 2025? We’re doubling down on our tried-and-true strategies. We’ll extensively refine and optimise what’s already working. This back-to-basics approach means I can focus more on audience building while keeping the marketing machine well-oiled and fine-tuned. If you find yourself piecing together a new marketing strategy, remember this balance—stick with what already works while leaving room to explore new strategies.
I’m beyond grateful for our failed live launch for courses because it brought clarity, wisdom, and an affirmed focus on the future. If you’re in the same boat, take heart. Embrace the lessons and use them to craft the success story that suits your business best.
Struggling with your online course? Let’s conquer those challenges together inside Empire.
