I love letting you see behind the scenes of my business. Some people say I get too real but seriously, let’s have some real talk about what it takes to build a successful business today. 

 I’m sharing some of my biggest lessons (good and bad) from online launching to help you improve your next launch - whether it's your first or tenth launch and whatever stage of business you're at.

First up - my online launch credentials. My first ever ebook launch was in 2004, and my first course launch was in 2009. Since those "practice businesses," I've had dozens of online course, book, and affiliate launches and have made over $30m in online revenue. 

I've launched my flagship course Money Bootcamp in every way possible; live video content launches, evergreen, webinar, 5-day challenge, quiz-style, half-assed, and full-out. 

It's been quite a journey with over 10,000 students through that course and 8,000+ on my manifesting course.

My launches have not always been a 7-figure hit. 

And I know that when you’re starting out, all of this talk of big launch numbers can feel unrealistic. 

My first launch had one person buy, but I know that my big launches, all started back then with that first person, that first refund and learning a system to take the guess-work out of launching. 

Basically, I’ve launched a LOT. 

I’ve learned that it’s easy to overcomplicate launches (especially if you’re even slightly Type-A), but there are a few tricks along the way to make them less stressful.

When I first started, I would roll out pretty “soft” launches with minimal structure—basically a deadline and some emails—but as we grew and Mark joined the business, we learned the launch process and stepped up our game. 

We bought Jeff Walker’s PLF program and started following his framework - Mark loved it, and kept saying “Jeff says do this” whenever I go creative. 

So if you want to learn from my mistakes or you’re thinking about launching a new course, product or business, you’re going to want to read this.

Honestly - most of these lessons will apply if you’re doing your first ever business launch. The numbers might be different but the fears, challenges and wins are the same. You could use these lessons to make your first $100 or your first $10,000 launch and beyond.  

So here goes…

1. Life happens…so get prepared!

Omg - does life ever happen. We’ve had launches derailed, delayed or tipped upside down by sickness, childcare, travel and Covid. 

During one launch, we had a lot of life stuff going down. Our toddler started daycare and potty training for the first time. Our baby started solids, and decided to wake up way more times during the night because he was teething. Our nanny got sick. I got a massive cold, a UTI and hemorrhoids all at the same time (I told you this post would be transparent), oh, and my husband went away for ten days to Europe. 

I used to do all the launch stuff the day before, but I just can’t risk that anymore. You never know if poop is going to hit the fan (almost literally). 

It's really helpful to do at least some stuff in advance, because let's face it - life doesn't stop just because you're launching! Don’t leave everything to the last minute.

2. Get support

You really don't have to do it all yourself (I'm telling MYSELF this constantly). Outsource as much as possible because it will multiply your output.  

Get people on Fiverr if you don't have a big budget, because there are SO many moving pieces to a launch. 

Use AI, templates in Canva or email scripts from courses you can buy. If there’s a cheat code, use it to your advantage and tweak as you go. 

3. Sales pages take FOREVER

Your sales page will take 10 x longer than you think it will. And you’ll still probably hate it. 
Even with an existing sales page, making tweaks takes so much longer than you think. 

4. Email can’t be your only marketing channel

Don't assume everyone reads, or even gets, your emails. And honestly, deliverability is down because of stronger spam filters, promotional folders and email fatigue. 

You have to promote on all your marketing channels. I just heard that someone BIG did a launch and I had no idea. I only follow her on Instagram and I never saw her mention it ONCE. 

People are decluttering their inboxes and even their FB feeds with apps. People’s attention is more fragmented than ever so work out where your audience hangs out and meet them there. 

Find out where your customers hang out, and be creative. 

5.  Give, give, give

The first step to creating and engaged and exciting audience is sharing great value-free content.

Whether it’s free videos, live coaching, an ebook or webinar - start by sharing what you know before you make an offer. 

The better quality your free content the better your launch will be. Don’t hoard your genius. 

6. Spell stuff out for your customers

People don't always read too closely - you have to tell them really obvious things to do - like CLICK HERE or "This is where you sign up". 

Make your price, currency and payment plan really clear, I mean REALLY clear for people.

And no matter how many times you say it, you'll still get emails asking "is this going to be recorded?" - people are busy.

7. Pretty doesn’t necessarily sell

Don't try and get too cute with design. In your materials and logo, no problem. But sales pages can be pretty plain. Don't let your "buy now" button get lost in the crowd of pretty images.

8. Track your conversions!

It's easy to think "nobody wants to buy my stuff!" if you don't understand that 1-2% of people will buy. Over time, the stats WILL play out (unless you're doing more high touch selling, then yes, you can convert higher). 

9. Book in self-care

During launches, self-care often goes out the window!

I’ve had to learn to actually give myself a buffer of 15 minutes between interviews, instead of scheduling them back to back (with no time for pee breaks). Get some meals in, get a MASSIVE supply of water, and take whatever meds/vitamins you need to keep well. Book some massages or beauty treatments. 

10. Track and celebrate EVERY success

It's true that most of the sales come right at the end, so it's easy to get discouraged. Keep believing and get excited about every single sale - someone has believed in you and you can help transform their lives!

We often stick individual colored post-it notes on the wall for each person - it’s a fun way to get the kids involved and excited about all the work you’re doing. 

11. Deadlines, bonuses and incentives work!

It's not being too "salesy" -  People are fence sitters, and humans need deadlines to motivate them.

But be wary of offering too many bonuses and overwhelming people - they want your main thing, not 10 other courses that they’ll never open. 

12. Payment Plans increase your sales but take management

Some people always want to pay in full, but others need an extended payment option to be able to afford to work with you.

A payment plan can lower the barrier to people joining and increase sales. But people will default or miss a payment so make sure you think about the process of how to chase payment and remove access if you need to. 

Don’t overcomplicate your launch with multiple payment options or deadlines. 

13. Launch resistance is REAL. 

And everyone experiences it so the fact that you have resistance doesn’t mean that you’re not meant to launch.

Omg - half way most launches, I want to give up my business forever and run away to live in a yurt. 

Don’t take it as a sign to stop. Just keep swimming. 

14. Refunds will happen 

They are a business rite of passage and are inevitable. Please don't stress about it. It doesn't mean that you're not good at what you do. Everyone gets refunds. 

15. Promote one thing at a time

A confused mind says no. We’ve sabotaged launches in the past by trying to promote multiple things like a launch, affiliate launch, event or book all around the same time.

Keep the messages focused and do one thing at a time. 

16. People will steal your stuff

Don't stress too much about protecting all your IP. Some people will join to try and steal your stuff. Get legal on them if you need to. 

Put T&Cs in place. BUT DON'T HIDE FOR FEAR THIS WILL HAPPEN. It's pretty rare and lots of people will miss out on your goodness if you let the fear stop you launching.

17. People will unsubscribe

Unsubscribes will go up during a launch. This is purely a function of you sending more emails - not because they’re bad emails or because people hate you. 

It's okay. You can't hold onto people forever. It's not personal. Take off the notifications.

 
18. People will get pissed off that you’re selling

People will get irrationally angry that you're selling something. Even if you're giving away 90% of your stuff for free. It sucks and it hurts, but it's okay for you to make money from your business. Some people won't like it, and that's okay! 

19. Plan but not too much

Don't get caught up in creating the perfect planning spreadsheet. A simple google doc to-do list will do just fine. Action beats perfect planning every time.

20. You won’t be able to implement everything

Keep a file of "ideas for next time" and “things to improve”. You won't be able to implement everything this time, but it's handy to keep it in one place so you remember.

21. Mindset, mindset, mindset

I work through so many blocks during EVERY launch. 

Book in with your kinesiologist to smash through blocks, talk to your mastermind, do your EFT, and do everything you need to keep your vibes high. 

22. Mistakes are inevitable (and invaluable)

You're going to make mistakes and that's okay! Each time you launch, you're going to get better and better. Each time you launch you're going to build on your success. 

Launch, tweak, repeat.

23. The fortune is in the follow-up

People are busy. It’s easy to forget about deadline or miss a webinar. 

You’ve worked hard to get people interested, so make sure you follow up. 

Reach out, make personal contact and handle their objections. Send that extra email.

As the saying goes, the extra mile is seldom crowded and that’s where the gold is. 

24. Lastly - don't compare.

Everyone starts from zero. My very very very first course (the Raw Brides Transformation Plan) had 1 person. 

My second course (The Inspired Life Formula) had 5 (including 1 refund). My third course - the Lucky Bitch Money Bootcamp had 20. Since then we've had more than 10,000 people in the Bootcamp.

Don't assume that everyone has seen your stuff - launch it again. 

And here’s a BIG BONUS lesson… Follow (and trust) the process

You don’t have to re-invent the wheel or make it up as you go along. 

Streamline, successful and profitable launching is a skill that can be learned.

In the past, I’ve honestly just winged my launches and yes, still had great results, but now we follow Jeff Walker and his Product Launch Formula. 

Product Launch Formula 2025

Once a year my launch mentor Jeff Walker opens enrollment for his game-changing Product Launch Formula program and the doors will open again in September 2025.

I have personally implemented PLF in my business to generate almost $8m in revenue over the last 5 years. I've ran 15 six-figure+ launches using the Product Launch Formula including my biggest ever launch this year.

I partner with Jeff to promote PLF because I've seen the incredible impact of this system in my business and I highly recommend it to my community, customers and business contacts.  I also offer an exclusive "PLF Bonus" for anyone that joins the 2025 PLF Coaching Program through my affiliate link.

Sign up here to be on my notification list for the 2025 launch.