A few weeks ago I had my first personal launch within ESC Business Management Solutions. It was both a scary, yet rewarding experience LOL!
See I thrive in the background of client launches and executing them to the ‘capital T’…but my OWN?! Whew, talk about stepping outside my comfort zone.
What I love about this experience is how much I learned about myself and even improvements I’ll make to support future launches for clients.
So as I reflected back over everything, from pre-launch to post-launch and all that was in between I identified several lessons learned, here I’ll share my top 3:
1. 3 Days is a lot to do ALONE!
As an introvert it already takes a lot of energy to talk and speak in front of a crowd, and be “on”. But 3 consecutive days, whew! By the end of day 3 I was T.I.R.E.D!! There was just SO much information I wanted to share that one-day wouldn’t not have been enough. So when I first decided to do the workshop and wrote down all that I wanted to talk about it came out to be 3 days – and truly that still required me to trim some original content down. In hindsight there are other approaches that would have worked well, but saved my energy. Such as doing it one day a week for 3 weeks or having guest speakers to cover some of the topics. All in all, I was able to maintain enough energy to have a great workshop…I definitely rested for several days afterwards though!
2. Even when you think you’re killing it with marketing, Do More!
During the pre-launch and launch period I certainly posted on social media and emailed to my list more than I had before. Even with social media I was on 3 platforms (IG, FB and LinkedIn) and doing a variety of content from static posts, to reels, videos, stories + posting multiple times a day. I saw a 108% increase in accounts engaged on Instagram during the launch period compared to the month before and engaged 297% more accounts that weren’t following me than the month before. Sounds like I was killing it right? Yet, I wasn’t seeing the registrations for the workshop I had hoped for, nor the sales from the post-launch offer I had hoped for. So what was missing?
I realized during this period I never went live on Instagram or Facebook. Plus, while I was sending DM’s to my new followers to get to know them more, I wasn’t engaging much at all on other accounts or proactive outreach to my existing followers on any of the platforms. My “post it they will come” approach didn’t help me reach my goals. And part of the reason I didn’t engage more, go live more, etc. was because it wasn’t comfortable. I’d advise my clients to do all those things, but when it comes to me…the person who loves hanging out in the back, I failed to push myself to get out of my own comfort zone to market in the right ways. So just when I was killing it marketing, I should have done more. Biggest lesson learned – Get Uncomfortable!
3. Wake Up Call – You can have a well planned & executed launch, yet still get low registration
As someone who is used to making sure the planning and execution of launches and projects are as flawless as possible, I ensured the preparation and implementation of all my launch activities went off without a hitch. And they did! All my systems worked; emails were drafted, scheduled and sent on time; my presentations were great; no issues with connectivity, etc. There were no operational or delivery hiccups. I’m very proud of that. Yet, the registration numbers weren’t as I had hoped. And please don’t get me wrong, the people who should have and needed to be there were there. I appreciate each of you who registered as well as showed up each night. This was just a wake up call for me that everything operationally and systematically can go extremely well but still get an unexpected outcome. So that’s actually when I asked myself, “But what did you learn”. As I reflected I came up with a list and these top 3 were born.
While I may have not gotten the number of registrations for the live launch I still walk away with knowing I helped those that did join. I also have almost 3 hours of content I can repurpose and some amazing lessons learned for the next time I personally do a launch.
If you are currently planning a launch or thinking of having a launch soon – whether webinar, challenge, course, mastermind, membership program etc. – I’m currently accepting new clients for launch management services. Book a discovery call with me to discuss!
Eboni Cotton, PMP Certified Project Mgr + Operations Strategist.