Over years of working with new course creators, I’ve had first-hand experience with various range launches. Why do some courses have sold-out launches while others are left with the sound of crickets? Let me share some behind the scenes of profitable course launches!
Learn more about behind the scenes of my client course launches in Your Course Creation Membership where I’m adding monthly case studies.
I’ve been working with course creators since 2015 and over time I’ve had a unique chance to get a great insight into how they have built and managed their businesses.
From yoga and mindfulness instructors to life and money coaches, from recruiters and entrepreneurs to drummers and carpenters – my clients really cover it all.
I’ve been a part of $20K and $70K launches and I’ve also experienced courses that flop.
What makes one course a success while other is left in the dust?
Let’s see what these profitable course launches had in common!
Behind the scenes of a profitable course launch
In the past few months, I’ve experienced two incredibly successful course launches:
One of my clients got $30K launch and another one had $70K.
What seemed like a seamless and surprising success has actually been a long and hard work behind the scenes that often have started years before.
Here will be some of the most common features of successful course launches.
Warmed up audience
I’ve always said that it’s absolutely possible to sell a course successfully even if your audience is small. That’s also something I’ve praised in Launch w/ Insta. And I still stand by it!
You can start making course sales with 100 or 500 Instagram followers. You can also easily earn a full-time income with a small audience!
However, if you’re looking forward to earning high-end income, you must have a solid audience AND they have to be warmed up to your offer.
So what does it really mean?!
Is there a magic number of Instagram followers or email subscribers to have before you can earn $30K from your course launch?
No, there isn’t.
However, no matter how many people you have in your audience – the more engaged and interested is your audience, the higher are your chances of making those sales happen, either your course costs $49 or $597.
It seems logical that selling to 500 engaged, interested people will end up in less sales than selling to 5K or 60K engaged, interested people!
And yes, most of my high-end launch clients have had at least 20-30K followers and rather big mailing lists.
Reaching this is the long game! There is no shortcut to growing an engaged audience of 30K people! You just have to keep showing up and giving value.
While there are many different ways how you can set up and sell your online course, most of these high-end launches had a limited-time offer.
Having a limited-time enrollment versus an evergreen course creates scarcity and the possibility of missing out.
See, if you’re selling an evergreen online course, it can be purchased on Monday, Jan 5th, as well as Monday Sept 10th. There os no difference and no rush to make the decision.
However, if your offer is limited time, people are more eager to jump on this train and get it now – because when else if not now?!
This model is not the best fit for everyone and you shouldn’t do limited-time enrollment just because it seems to be promising high-end launches! But if it seems like a good option for you, give it a go.
Besides that, limited-time enrollment usually also has other features that make people more likely to purchase. Some of them might be:
- Access to a group
- Live lessons
- 1:1 Support
It’s also the reason why so many limited-time courses have a higher price point. They just require a more hands-on approach! (Not always but quite often)
So what do I mean by that?!
Obviously, you can’t really expect going into tens of thousands of course sales without a good product.
How does a high-end course look like then?!
First of all, your content has to lead your students to the goal. What is the main purpose of your course? Can you truly help your audience to reach it in the most effective way possible?
Then, of course, your course materials have to be nicely designed and overall good-looking. Having pitch-perfect course materials is NOT a must. However, they must be easy to learn from and enjoyable.
This also includes details like, for example, if you’re recording videos, make sure they look good and have a decent sound. If you’ve added slides – they’re well designed. If there are worksheets included, they are functional and useful.
A high-end product IS NOT about investing thousands in your course creation process by outsourcing parts like designing and video editing… But it is about improving your user experiences as much as you can.
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