Behind the Curtain: Launch War Stories & Key Mindset Shifts We Learned
Links and resources mentioned:
- Listen to Episode 36: Trust Economy
If you’ve ever launched something in your business—whether a course, offer, or free challenge—you know it’s not just about putting a sales page out and hoping for the best. In this episode, we pull back the curtain on our biggest launch lessons (the good, the hard, and the messy middle) and share the mindset shifts that have helped us—and our clients—launch with more clarity, energy, and strategy. Whether you're heading into launch season or planning your first offer, these takeaways can help you avoid burnout and build longer-term momentum.
Planning Isn’t a Panic Move—It’s Your Launch Foundation
We’ve both seen what happens when a launch is rushed—burnout, messy emails, and a scattered message. That’s why one of the most important shifts we’ve made is seeing planning as protection, not pressure. When we give ourselves space to map the strategy, test the messaging, and optimize before launch week, everything runs smoother. I always carve out what I call "optimization week"—a pre-launch window dedicated to rest, review, and dialing things in, so we’re not launching from a place of panic but confidence.
The Ramp-Up Is Where Trust Is Built
Too many business owners only show up when they’re about to sell and your audience can feel that. What we’ve learned is that launching starts way before open cart. The real magic happens in the ramp-up, when you’re building awareness, delivering value, and creating momentum long before anyone sees a checkout page. We encourage our clients to think about the buyer journey—from that first “small yes” (like downloading a freebie) to becoming a paying client—and to create content that supports each stage along the way.
Don’t Rely on Open Cart Energy Alone
Open cart week isn’t the time to start the fire—it’s when you fan the flames. Your launch shouldn’t hinge on one big webinar or a last-minute sales push. We’ve both seen success when the audience is already primed, excited, and ready to buy the moment the doors open. That’s why we teach clients to blend longer-term nurturing with intentional pre-launch content so buyers feel informed, not pressured, and the conversion process feels like a natural next step.
Reverse Engineer Your Launch With Sanity in Mind
The final shift? Burnout-proofing your launch. We’re big fans of building backward from your desired outcome, factoring in your real-life capacity and resources. Not everything has to be a “full build” from scratch—start with a v1 version, use what’s already working in your business, and iterate over time. You don’t have to do it all to launch well. What matters most is giving your offer (and yourself) enough breathing room to bring it to life with intention.
Launches Can Be Strategic and Sustainable
Launching isn’t just a tactic—it’s a skill. And like any skill, it gets stronger when we approach it with the right mindset and systems in place. Whether you're planning your first launch or scaling to your next big one, I hope this episode gives you permission to slow down, plan smarter, and build long-term trust with your people. Share this with a friend who’s launching soon and remember: success doesn’t come from doing it all. It comes from doing the right things at the right time.
