Launching a program can feel like the most intimidating part of business –
- Execute the offer idea
- Determine the offer structure
- Write your offer sales page
- Write your offer emails
- Plan your offer content
- Do, do, do
- More, more, more
And then what happens when one part of the puzzle goes AWOL?
By the end of this article, you’ll have an inside look into how my group program 2024 launch played out, what I’m proud of, what I learned…
And—spoiler alert—why I have zero regrets!
Plus, I’ve got some tips for your launch.
More of a podcast girly? Listen here 👇🏼
My Launch Plan
This launch was for Sell Like a Copywriter – The Group Program (see details here).
And here’s how my Q3 2024 launch was structured:
- Pre-launch pricing from July 21 to August 2, with a one-on-one call for those who signed up.
- Early bird pricing for all of August, which included a month of Telegram access.
- Full pricing through September, with the program start date on September 23.
My goals were:
- Sell every day through social media
- Sell every day through email.
- Stay consistent with podcast episodes.
- Enroll 4-7 students in the program.
Now, things were off to a solid start…
Until my Instagram got shut down on the first day of launch.
Like, seriously, on day one!? Why. 🙄
If you want the full drama (lol), head to this Sell Like A Copywriter episode 👇🏼
At that point, I made the call:
I decided to launch entirely off of social media.
No new followers.
No exclusive story friends.
No social collaborations.
What Went Really, Really Well
Even though my Instagram + Threads went MIA (boooo), there were some big wins during this launch.
I want to highlight them to encourage you to set more than income goals.
1. I sold every single day via email.
Yes, every. Single. Day.
No excuses, no breaks, no slacking.
I’m super proud of that consistency, because consistency always pays off.
(Note – ‘every day’ may not be right for you, that’s okay. But plan your plan…and then stick to it. Don’t waiver.)
2. Daily podcast episodes to close out the launch.
On top of releasing my weekly podcast episodes on Sell Like A Copywriter…
I went all in, dropping daily podcast episodes the last week before our start date.
Each episode was a game-changer for my community AND they all pushed to my offer.
Honestly, it was so much fun!!!
So much so – I might be doing that again. Soon. 😉
3. I deleted Instagram and Threads from my phone.
Okay, this was a total vibe.
With Instagram and Threads being down for me anyway, I leaned all the way in and just deleted the apps entirely.
And you know what? It felt like a freaking vacation.
Less distraction, more creativity.
(On top of the IRL vacation, might I add, because I launched this program WHILE in Greece!)
4. I signed two dreamy clients.
While I didn’t hit my original goal of enrolling 4-7 students, I did sign two clients, and let me tell you—they are soulmates af.
They’ve been in my world for 1-2 years, we get results, and they are ready to do the work.
Honestly, the intimate size of the group feels even more special and aligned now that we’ve started.
Now, if you’re thinking, “Jess, why are you sharing this if you didn’t hit your goal?”—
Because here’s the thing:
I don’t want to sugarcoat anything.
Not every launch is a six-figure boom of sales, and that’s okay!
What matters to me is the transformation these two clients will experience, and how this program will grow.
And the first step in leading my clients and community to the best of my ability?
Respect my offer enough to see it THROUGH.
Why I Have Zero Regrets
You might be wondering, “Wait, no regrets? Even though you didn’t hit your iNcOmE or cLiEnT gOaLs”
And honestly, none.
Here’s why:
1. I saw this launch all the way through.
I didn’t panic. I didn’t quit. I went all in until the very end, and that feels more rewarding than signing a ton of clients.
Like the amount of TRUST I have in myself AND my business? Unmatched.
Sure, signing seven clients would’ve been awesome, but I trust the process.
(And the process isn’t this one launch.)
And you know what?
Leading these two clients feels freaking priceless. What a fkn honor.
2. This launch content will work for me forever.
Those daily podcast episodes?
They’re out there working for me now, and will continue to work for future launches of this program.
The Group Program waitlist will continue growing and growing – even while I’m not talking about it…
Because the work I did for this launch is working for me, always.
3. It was the first launch of many.
This wasn’t a one-and-done launch.
This was the first of many for this program, and I can only go up from here.
My messaging will get tighter, my audience more specific, and my future launches will benefit from everything I’ve learned this time around.
And here’s the best part:
I’ll never have to do a “first launch” for this program again.
Firsts are the hardest, but once you’ve done something for the first time, it only gets easier.
That’s what I always tell people when they’re nervous about launching or trying something new—
After the first time, you can move forward without that first-time anxiety.
What I’ll Do Differently Next Time
Of course, I’ve learned some things and will tweak a few strategies next time around:
- More podcast episodes. I love this format, and I’ll keep doubling down on it. Plus, I’ll keep it simple and repurpose 2024 launch episodes, too!
- More specific emails. I’ll repurpose the high-engagement ones and get even more specific with future content.
- Collaborate more. I’d love to work with other creators, do more lives, or even guest on other podcasts.
But honestly, I’m not stressing about this now. That’s for future Jess to figure out. (Why worry about tomorrow when today has enough to pay attention to?)
Final Launch Thoughts
At the end of the day, this launch went exactly as it needed to.
I trusted the process, I respected my offer, and I saw it through.
If you take anything away from this, I hope it’s this:
Trust your launch.
Even if it’s not going perfectly, keep going.
Respect the offer you’ve created and the transformation you’re giving your clients enough to see. it. freaking. THROUGH.
Also, I can’t stress this enough: have fun with it!!!
We didn’t get into online business to feel trapped or miserable.
Make your launch enjoyable, creative, and fun.
(Do you want to have a super fun launch that makes sense for your business AND brain? Click here to check out Sell Like A Copywriter 1:1 where you will learn specific ways to write your sales page and emails, and you’ll leave ready to launch with your specific assets and a plan that fits your energy.)
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