The Simple Audit That Will Actually Improve Your Next Launch
If I had a dollar for every time I’ve heard a course creator say that their launch "didn't go as planned," I could probably afford to hire someone else to do my marketing for me.
It can be so freaking frustrating when you pour your heart into creating something genuinely helpful, but when launch time comes, it’s nothin’ but crickets. A few sales might trickle in, but nothing like what you hoped for.
It’s especially frustrating when you KNOW what you’re teaching works, because you've seen really amazing transformations happen with your 1-on-1 clients!
So of course, you start second-guessing everything. Maybe the price was wrong? Maybe you needed better graphics? Maybe Mercury was in retrograde and you should have waited until Jupiter aligned with your bank account…?
Most likely, the problem is not that you're just “bad at this”. The problem is that when something doesn't work, it's often really hard to figure out what specifically went sideways, especially when you only have one or two launches under your belt.
The Fix-It Hamster Wheel
Many new-ish course creators are painfully aware that their launch didn't work the way they hoped it would, but not many understand why it didn't work. They just know it felt like they were shouting into the void while literally no one except for their supportive Aunt Marg seemed to care.
If this has happened to you, I’m going to guess that your next step was to dive head first into the very sophisticated (and ever-popular) “throwing spaghetti at the wall” approach.
You change your Instagram bio, rewrite your sales page headline, and sign up for three different masterclasses about Facebook ads that are all really good at explaining to you why you can’t afford to fail, but don’t actually give you a way to fix anything.
What Actually Improves Course Launches
Before you can fix anything, you need to figure out where the biggest kink in your launch hose actually is. (And no, that’s not a euphemism. Probably.)
If your car didn’t start tomorrow, you wouldn’t run out and replace the entire engine or get new windows installed. You’d check the obvious things like the battery and gas tank, then probably poke around for a while while watching a YouTube video about spark plugs.
And if none of that worked, you’d probably move on to having a professional help you diagnose the actual issue.
I can’t diagnose your specific trouble spots through a blog post, because every launch is different. But, there are some “gas tank and battery” kinds of questions that are helpful to start with if your launch had trouble getting off the ground:
Does anyone actually know what you're selling?
If people are confused about what your course is or who it's for, they’ll never buy it. Being clever can only get you so far. Your copy needs to make it immediately clear who your course is (and isn’t) for.
Are you talking to real people or imaginary critics?
A lot of educators wind up trying to explain and defend their course to imaginary critics who are ready to tear apart every sentence. Instead, focus on talking directly to the people you want to help.
Do people know how to give you their money?
You'd be shocked how many course creators make it unnecessarily complicated for people to buy from them. If I have to do a scavenger hunt to find the payment button, I’m gonna get bored and wander off.
Should they trust you to not waste their money?
Everyone's been burned by at least one online course that overpromised and underdelivered. Your job is to prove you're different by, like… delivering real value and caring about people. (Shocker, I know.)
Did you actually launch or just post about it?
One Instagram post and one or two quick emails about your course is not a launch strategy. It's a hope and a prayer. You have to promote your course strategically and consistently if you want to see results.
What Changes When You Know What's Actually Broken
When you can pinpoint your actual issue instead of wondering if you're just "bad at marketing,” you’ll feel so much more confident going into your next launch. Once you know where the breakdown happened, you can fix it with simple, strategic changes (unless you just really enjoy throwing noodles around, in which case, you do you, Boo.)
Maybe you discover your messaging is perfectly clear, but you never actually asked anyone to buy. Easy fix.
Or maybe you realize you've been talking about your course like you're defending your dissertation instead of having a conversation with a friend who needs help. Also fixable.
The 10-Minute Launch Audit
Here's a simple self-audit that will help tell you exactly where your launch broke down. Set a timer for 10 minutes and try to quickly, but honestly, assess your sales page or other launch materials like your email sequences or ad campaign.
It can be helpful to give yourself a score from 1-5 on each of these areas to more quickly see the big picture:
Clarity Check (2 Minutes)
Can you explain what your course does in one sentence without using industry jargon? Would your ideal client immediately know this is for them if they saw you on Instagram? Do your course benefits sound like real life transformations, or like the course list from a university course catalog?
Real People Check (2 Minutes)
Did you base your messaging on actual conversations with your ideal students, or did you guess what they needed? When you describe their current experience (before they take your course) do they think, "Holy shit, get out of my brain right now!"
Payment Check (2 Minutes)
Is there a clear next step on every piece of content you shared? Can someone figure out how to buy from you without playing detective? Are you actually asking for the sale or just hoping they'll connect the dots?
Trust Check (2 Minutes)
Do you have proof that addresses their specific fears? Does your story connect to their problem, or does it just make you sound impressive? Are you offering real value that will solve real problems? Are you demonstrating that you actually understand those problems and explainging clearly how your course solves them?
Launch Strategy Check (2 Minutes)
Did you genuinely connect with people before asking them to buy? Did you have an actual plan, or were you throwing spaghetti at the wall? Did you follow up with people who seemed interested but didn't purchase? Did you give folks a clear map to follow and plenty of chances to decide what next step was right for them?
What's Next?
For some people, the area they need to improve is going to be immediately obvious after running a quick audit. Your next steps might be pretty clear, and you have my blessing to run with whatever you think will improve your launch for next time! (Benevolent of me, I know.)
But if you’re like a lot of course creators, you might just be a little too close to your project to see the big picture. If that’s you, we can absolutely go over this audit in greater depth in a Real Talk Session.
I created these sessions specifically for folks who want a little help digging into their specific situation and creating a plan that actually makes sense for their brain and your business.
As part of these sessions, you’ll also get some ongoing support from me to implement any changes I recommend, because I try to take my own advice about not wasting your money.
If you’re a course creator with something valuable to say, I promise you don't need to become a marketing expert any more than you need to learn how to change your own brake pads in your car. Could you figure it out eventually? Absolutely!
But would it save a whole lot of time, energy, and potentially further damage to just take it to the expert? Most likely.
Head over to this page to find out more about a Real Talk Session, or book a call with me here if you’d like to chat about partnering with me to handle your strategy AND write your copy for you.
