Program Launch – Lessons Learned from the Trenches

By , Authentic Marketing Expert

Solo-E Certified Solo Entrepreneur Expert

Cindy Schulson - Authentic Marketing Expert

Last week I launched a new program. It’s called Niche in a Day. Pretty cool name, right?

I first thought of the idea for Niche in a Day almost 2 years ago. In fact, I even bought the domain name then. It took me a while to get this program out, but I’m very glad I did. And now I want to share some of the top lessons I learned after launching.

Keep in mind this is not the first program I’ve launched. I’ve launched two virtual bootcamp programs, mastermind programs, home study programs, and a membership program. So I’m not a newbie. Nonetheless, I learned new things and want to share them with you here.

1. Dont’ take so darn long to get your program out there

As I said, I came up with this idea nearly 2 years ago. There were a few legitimate things holding me back, such as other programs I launched. The other thing holding me back was that I had never done a group virtual day and I wasn’t sure how to structure it.

I worked with my coach who had done similar programs and figured out the best format for my program.

Lesson learned: If you don’t know how to do something, get the help you need to fast track your results.

2. You need to use multiple touch points and use them consistently

Things are increasingly noisy and competitive online and if you want to get people’s attention you have to touch them in various ways and often.

That means using video, articles, social media, webinars, emails, joint venture partners, affiliates, etc. I used all of these to launch Niche in a Day. And that was just a $97 program. I honestly thought I wouldn’t have to use all those touch points because of the low price point, but I realized during the launch that I did.

Lesson learned: It doesn’t really matter if you’re selling a $97 program or a $497 program. You still need to connect with people in different ways and do so consistently if you want to get their attention.

3. Set specific goals and don’t stop until you reach them

I always set goals for how many people I want to enroll in my programs. For Package Your Passion with Ease, my goal was 50 and we had around 60 people. For Niche in a Day, my goal was 30 and we had 35 people.

If I hadn’t set those specific goals I might have stopped promoting earlier or done less marketing.

Lesson learned: Set your goal and keep adding value and sharing your message until you reach your goals.

4. Celebrate the people who buy and those who don’t

When you launch a program you’re going to add a lot of value along the way . You’re going to create videos, webinars, articles, etc. that are educational and value driven.

Some people won’t end up buying your program but they will greatly appreciate all the free value you offer – and that’s totally okay.

You have to give without being connected to the outcome. That doesn’t mean you shouldn’t set goals (see above).

But even if someone doesn’t invest in your program now (or ever), it feels really good to add value for people. And of course, you’re building trust with your community and that’s a good thing.

I can’t tell you how much I appreciated all the kind words I got from people who did Niche in a Day as well as the kind words from people who valued the preview webinar or videos or articles.

Lesson learned: There really isn’t one because I already knew this one already. I just thought it was important to share:)

Cindy Schulson helps coaches and consultants transform their brilliance into magnetic messaging and multiple streams of income. She loves helping her clients sort through their “brain dump” of ideas and discover the golden nuggets that make them shine. Cindy has worked in Strategic Communications for such companies as Coca-Cola and Visa, and now uses her messaging ninja skills to help her clients stand out as the perfect choice for their ideal clients. Get her FREE online training, "How to Use Your Unique Message to Attract Your Favorite Clients" at

© Copyright 2013 Cindy Schulson
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