THE CRAZY 8 LAUNCH STRATEGY

There are two phases to launching your course.

Phase 1: Educate your audience to create demand and
Phase 2: Sell like a champ.

PHASE 1: EDUCATION

Goal: Generate demand for what you’re teaching by educating, creating an understanding of your product, increasing a need for the benefit AND build trust through high-quality content.

How: Lasts 7-14 days keeping “leads” (people who have signed up for your lead magnet) warm from moment of sign up until launch.

• If launching over 0-7 days: Send 4 emails
• If launching over 7-9 days: Send 5 emails
• If launching over 10-14 days: Send 6 emails

What to send?

AMAZING pieces of content including:

• Blog posts
• Webinars
• Videos
• Offer group coaching
• Look to lead mags and bonus content for additional ideas
• Remember! You’ve already learned how to make content

PHASE 2: SELL! USING THE CRAZY 8 LAUNCH STRATEGY

How: Sell over an 8 day window

DAY 1
Email 1: Course teaser

• Say I’m going to have an announcement soon. I’ll be opening a course
• Tell what your course will be about
• Say that you’ll mention the fun details later

DAY 2
Email 2: “What is the course” email

• Tell what’s in your course
• Explain the various modules and takeaways
• Build up the value of your “bonus content”
• Tell them that your course becomes available to buy tomorrow
• Add a click-to-tweet that becomes social proof for the excitement around your course

DAY 3
Email 3: “Course Opens” email

• Communicate that your course is open
• Link to your sales page
• Include testimonials
• Use leftovers from sales page
• Pull from your click-to-tweet
• Include statistics from valued publications
• Tell them “only open until X day”

DAY 4
Email 4: FAQ email

• Answer logistical questions
• Refund guaranteed
• How do they buy and how long do they have access?
• What’s included?

DAY 5
Email 5: Surprise bonus email

• Tell them that you’re giving them a surprise not mentioned on the sales page if they buy now
• This should be “bonus content” or a discount or something valuable

DAY 6
Email 6: Thank-you & social proof email

• Thank everyone for reading your emails and being part of your launch
• Include testimonials where people rave about your course
• Build social proof that people have bought and are happy

DAY 7
Email 7: Logic + cart closes

• Say that your course will be closing
• Build logical argument that it makes sense to buy now
• Reference the surprise bonus

DAY 8
Email 1 9:00am: Cart close email 1

• Tell them that today is the LAST day to get the course

Email 2: 3:00-4:00pm: Cart close email 2

• Mid-day reminder that cart is closing

Email 3: Hour before cart closes: Last chance

• Quick email outlining that this is the last chance to get the course