In this episode, I dive into why having a well-planned launch is essential when I’m rolling out an online product or service. I explain how a launch isn’t just “putting something live,” but is, in fact, a marketing campaign in itself—one that must align the experience of the launch with what I’m selling. I introduce the Audience-Offer Launch Matrix, which helps me decide the right type of launch based on two core variables: how “warm” my audience is and how high the cost of my offer is. Then I walk through different launch methods (webinars, bootcamps, challenges, in-person events) and guide you on how to pick the right method to maximise sales.

 

Key Takeaways

• A launch is a campaign, not just turning something on. It requires planning, buildup, and alignment with the offer.
• The Audience-Offer Launch Matrix is a strategic tool:
  • If my audience is warm (they know and trust me) and the offer cost is low → I might pick a lighter launch (e.g., challenge, short webinar).
  • If my audience is cold and/or the offer cost is high → I’ll need a heavier launch (full webinar series, live event, extended nurture).
  
  
  


• I must choose the launch method based on audience warmth + offer cost/value. The method matters as much as the message.


• Common pitfalls: launching too soon (audience not ready), choosing a launch format that doesn’t match the offer, skipping the “warm-up” phase, neglecting follow-up.


• I need to think about the experience my audience will have during the launch: from first contact → building interest → live/active event → offer → follow-through.


• After the launch, I must review performance, capture learning, and refine for next time.

 

🛠 Practical Actions I Will Take (And You Should Too)

1. Map my audience: assess how well my audience knows and trusts me (warm vs cold).
2. Define my offer: determine the cost, the value I’m delivering, and the level of commitment required.
3. Use the Matrix: locate my audience-offer combination in the matrix and choose a launch format accordingly.
4. Design the experience: plan the phases (pre-launch content, main event, open cart, close).
5. Select the method: pick webinar, challenge, bootcamp, live event—whatever aligns with my quadrant.
6. Prepare content and communications: build hype, deliver value, make the offer compelling, follow up strongly.
7. Execute and review: launch the campaign, track my conversions, gather insights for next time.

 

LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE

Connect with Teresa on Website, (Grow, Launch, Sell), Sign up to Teresa's email list,  Instagram, LinkedIn, or Facebook, Subscribe to my Youtube, Take the Assessment Now

Transcript

If you've done a launch that you thought went brilliantly only to get to the sales bit and have no one actually buy, then I might have the answer as to why that might be. We are going to be looking at what you need to consider when you are launching to make sure that that launch is the perfect thing you need in order to actually sell the product or service you're going to sell at the end.

In this episode, we are going to be looking at. Why you actually need to launch in the first place. And what do I mean by the term launch? And then I have put together a audience offer and I've put together an offer audience launch matrix, which is going to give you a really good, simple plan that you can follow as to how to know what type of launch to do for the audience that you've got and the offer that you've got.

But let's get started by talking about why we actually have to launch in the first place. And what do I mean by that? Well, when I say [00:01:00 ] launching, lots of people think, I mean, putting an offright to the world for the first time, but in the online space, and normally in marketing, that's was what it would be, but in the online space, that's not the case.

We use the term launch basically for a marketing campaign. When you have an online offer, so a course, a membership, a coaching program, something that you are delivering online, often what happens is we need some kind of activity around that thing in order to sell it. We would love to think that we create it, we put it up on our website, and it just gets sold every single day.

And it's not that that never happens, it can, but that actually takes a lot of strategic marketing stuff anyway. But normally the easiest and simplest way that we can actually get people to buy the thing that we are selling is by creating a launch. And by launch we mean a marketing campaign. And when I talk about launches, I talk about launch [00:02:00 ] experiences.

And basically this is the strategy, the campaign that you use to actually sell the thing. So the very first thing is you need to do one of these things. Okay, creating an offer, sending out a couple of emails, might have cut it back in 20 19, 20 20, but that doesn't cut it anymore. We really need to create some experience and some interest around launching the thing that we are offering.

And the truth is there are many different ways that we can launch a product or service online. Lots of different ways that I talk about including webinars slash masterclasses. They're the same thing. Paid workshops. You could do things like boot camps and challenges, open house experiences. There is lots of different ways in which you can actually launch your online offer.

And I, when I say launch, I don't mean for the first time, I just mean sell your online offer. One of the things I see, or one of the mistakes I see when [00:03:00 ] people are doing a launch for their offer, or they are using this experience to sell their online offer, is they are just seeing it as a standalone thing.

They're not necessarily putting the two things together. Let me explain. Often I will say to someone, you need a launch experience to help launch your offer or to sell your offer. And they'll think, great. I'll do a webinar. And then they think, what could I do a webinar about? And they're rather than actually thinking about.

How is this fitting in with the thing that they're selling? They're just going through the motions of having a webinar or a math class or a challenge. They're not necessarily thinking about, what am I trying to sell? So start with the end in mind. What is the actual thing you're trying to sell and that you are going to use this launch experience to sell it?

And then how can we make the launch experience a natural? Prerequisite to the thing you are selling. [00:04:00 ] So when someone's in the launch experience, how can that feel like the perfect first step or natural step to your product and service? A couple of great examples are Amy Porterfield. She sells Digital Course Academy, which is a big course all about how to do online courses.

And her bootcamp, her launch experience is a bootcamp called. Course confidence or course confidence. And what this does is it gets you confident with the idea of you can even do a course, it gets you in the mindset of what might that course look like? How might I sell that course? It gets you even considering that you want to do a course.

So when someone's gone through the bootcamp and they've gone. Is great. I now have a concept for course, and I have confidence that I can sell a course. The next natural step is to buy Amy's Digital Course Academy, which tells them all the various steps on how to do the course. Jenna [00:05:00 ] Kutcher's also launching at the point, I'm recording this and she's currently doing a webinar all about the, you know, 1 0 1 of podcasting and basically why someone wants to start a podcast and then the.

Product that she's going