In this episode, I dive into why having a well-planned launch is essential when I’m rolling out an online product or service. I explain how a launch isn’t just “putting something live,” but is, in fact, a marketing campaign in itself—one that must align the experience of the launch with what I’m selling. I introduce the Audience-Offer Launch Matrix, which helps me decide the right type of launch based on two core variables: how “warm” my audience is and how high the cost of my offer is. Then I walk through different launch methods (webinars, bootcamps, challenges, in-person events) and guide you on how to pick the right method to maximise sales.

Key Takeaways

• A launch is a campaign, not just turning something on. It requires planning, buildup, and alignment with the offer.
• The Audience-Offer Launch Matrix is a strategic tool:
  • If my audience is warm (they know and trust me) and the offer cost is low → I might pick a lighter launch (e.g., challenge, short webinar).
  • If my audience is cold and/or the offer cost is high → I’ll need a heavier launch (full webinar series, live event, extended nurture).
  
  
• I must choose the launch method based on audience warmth + offer cost/value. The method matters as much as the message.
• Common pitfalls: launching too soon (audience not ready), choosing a launch format that doesn’t match the offer, skipping the “warm-up” phase, neglecting follow-up.
• I need to think about the experience my audience will have during the launch: from first contact → building interest → live/active event → offer → follow-through.
• After the launch, I must review performance, capture learning, and refine for next time.

🛠 Practical Actions I Will Take (And You Should Too)

1. Map my audience: assess how well my audience knows and trusts me (warm vs cold).
2. Define my offer: determine the cost, the value I’m delivering, and the level of commitment required.
3. Use the Matrix: locate my audience-offer combination in the matrix and choose a launch format accordingly.
4. Design the experience: plan the phases (pre-launch content, main event, open cart, close).
5. Select the method: pick webinar, challenge, bootcamp, live event—whatever aligns with my quadrant.
6. Prepare content and communications: build hype, deliver value, make the offer compelling, follow up strongly.
7. Execute and review: launch the campaign, track my conversions, gather insights for next time.

LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE

Connect with Teresa on Website, (Grow, Launch, Sell), Sign up to Teresa's email list, Instagram, LinkedIn, or Facebook, Subscribe to my Youtube, Take the Assessment Now

Transcript

If you've done a launch that you thought went brilliantly only to get to the sales bit and have no one actually buy, then I might have the answer as to why that might be. We are going to be looking at what you need to consider when you are launching to make sure that that launch is the perfect thing you need in order to actually sell the product or service you're going to sell at the end. In this episode, we are going to be looking at. Why you actually need to launch in the first place. And what do I mean by the term launch? And then I have put together a audience offer and I've put together an offer audience launch matrix, which is going to give you a really good, simple plan that you can follow as to how to know what type of launch to do for the audience that you've got and the offer that you've got. But let's get started by talking about why we actually have to launch in the first place. And what do I mean by that? Well, when I say [00:01:00] launching, lots of people think, I mean, putting an offright to the world for the first time, but in the online space, and normally in marketing, that's was what it would be, but in the online space, that's not the case. We use the term launch basically for a marketing campaign. When you have an online offer, so a course, a membership, a coaching program, something that you are delivering online, often what happens is we need some kind of activity around that thing in order to sell it. We would love to think that we create it, we put it up on our website, and it just gets sold every single day. And it's not that that never happens, it can, but that actually takes a lot of strategic marketing stuff anyway. But normally the easiest and simplest way that we can actually get people to buy the thing that we are selling is by creating a launch. And by launch we mean a marketing campaign. And when I talk about launches, I talk about launch [00:02:00] experiences. And basically this is the strategy, the campaign that you use to actually sell the thing. So the very first thing is you need to do one of these things. Okay, creating an offer, sending out a couple of emails, might have cut it back in 20 19, 20 20, but that doesn't cut it anymore. We really need to create some experience and some interest around launching the thing that we are offering. And the truth is there are many different ways that we can launch a product or service online. Lots of different ways that I talk about including webinars slash masterclasses. They're the same thing. Paid workshops. You could do things like boot camps and challenges, open house experiences. There is lots of different ways in which you can actually launch your online offer. And I, when I say launch, I don't mean for the first time, I just mean sell your online offer. One of the things I see, or one of the mistakes I see when [00:03:00] people are doing a launch for their offer, or they are using this experience to sell their online offer, is they are just seeing it as a standalone thing. They're not necessarily putting the two things together. Let me explain. Often I will say to someone, you need a launch experience to help launch your offer or to sell your offer. And they'll think, great. I'll do a webinar. And then they think, what could I do a webinar about? And they're rather than actually thinking about. How is this fitting in with the thing that they're selling? They're just going through the motions of having a webinar or a math class or a challenge. They're not necessarily thinking about, what am I trying to sell? So start with the end in mind. What is the actual thing you're trying to sell and that you are going to use this launch experience to sell it? And then how can we make the launch experience a natural? Prerequisite to the thing you are selling. [00:04:00] So when someone's in the launch experience, how can that feel like the perfect first step or natural step to your product and service? A couple of great examples are Amy Porterfield. She sells Digital Course Academy, which is a big course all about how to do online courses. And her bootcamp, her launch experience is a bootcamp called. Course confidence or course confidence. And what this does is it gets you confident with the idea of you can even do a course, it gets you in the mindset of what might that course look like? How might I sell that course? It gets you even considering that you want to do a course. So when someone's gone through the bootcamp and they've gone. Is great. I now have a concept for course, and I have confidence that I can sell a course. The next natural step is to buy Amy's Digital Course Academy, which tells them all the various steps on how to do the course. Jenna [00:05:00] Kutcher's also launching at the point, I'm recording this and she's currently doing a webinar all about the, you know, 1 0 1 of podcasting and basically why someone wants to start a podcast and then the. Product that she's going to be selling off the back of it is her podcasting course, which helps you do all the things You can see from both those examples. Their launch experience was the perfect first step or was the perfect prerequisite thing in order to take you to your actual, to the product and service that they were offering. So I really want you to give yourself more time when you're thinking about the launch experience. I really need you to give yourself more time when you are thinking about that launch experience, and rather than just seeing it as something that you do to create some interest and get people to come and sit in front of you and see what you do, it really has to be that your offer is the natural next step or.[00:06:00] The launch experience is the perfect prerequisite to the thing that you are selling that really needs to fit hand in hand, which is another great reason why when you get to the offer and when you get to sell, it doesn't feel like a bait and switch. It doesn't feel like, God, this feels horrible. It feels like, okay, this is the next natural step I've delivered on what I've said I'm going to do over here. And if you want more or you want to take the next step, come and join me in the program. Okay. Let's talk about the next reason why people possibly aren't buying, and let me introduce to you my offer Audience Launch Matrix. What happens is when we launch, there are lots of different ways that we can do it. As I've talked about, we could do a webinar that's an hour long. We could do a five day challenge, we could do a bootcamp that stretches over a couple of weeks. There are lots of different ways to launch. So how do you know? What's the best way to launch? That's going to get you the maximum [00:07:00] output IE, the most sales at the end. And honestly, that launch experience, that marketing campaign has a lot to do with the success of your sales. If you pick the wrong one, you are either. Putting way too much work in when you don't need to and will exhaust yourself, or you are creating something that will never sell your offer because the fit is all completely wrong. Now, in order to look at this matrix, we need to look at two things of your, uh, your current business. We need to understand how warm your current audience are, and we need to understand the price of your offer. So if you don't know those two things, then that might be the first place to start. But let's assume we know the price of your offer and how warm your audience are. The reason we need to know these two things is 'cause it's really going to help us understand how much effort we need to put into launch. In this matrix we are looking at, [00:08:00] on one axis, we are looking at Lowcost offers to high cost offers, and on the other side we are looking at cold audiences to warm audiences. Now I know what you're going to ask me. What makes a low cost offer and what's a high cost offer? Well, this is never, anything I do is never as straightforward as just going, this is the answer. That's been the main problem with the online space for all these years is that so many experts have come up here and gone. This is the answer to your dreams and there is no single one straight thing. Inevitably, I need to have a conversation with someone. But to give you a kind of idea, I would say a low cost offer is anything around. A hundred pounds, a hundred dollars. Middle cost might be 5, 6, 700, and then higher cost might be 2000, 3000, 5,000. So that gives you a kind of vague idea. And then a warm audience. It's not really as easy as saying, this is what a warm audience looks like. You know how warm your audience is. Do they [00:09:00] know who you are? Have you got lots of people interacting with? Do you get good engagement on your social media? Are you getting a good open rate and click rate on your emails? And again, that might look very different for different business owners. So someone who has a teeny tiny audience, they might be super warm and the open rates might be really high, and the engagement might be really high, and therefore we might say they have a warm audience. Someone might have a much lower engagement rate, but a bigger audience. But actually that might still be warm for them and their industry and the type of thing they do. Like I said, that's not as easy as an exact science. Neither of them are, but. How warm are the people that are in your world? Have you been doing this a long time? Do people know what you're talking about? As in for me, they know that I talk about launching an online businesses, so if they want help in that, they come and find me. Okay, so let's say we have a vague idea of how warm our audience is. Again, if [00:10:00] you've just started the business, it's gonna be a cold audience. If you've just started your email list, they're going to be cold. We have an idea of how warm our audience is from cold to warm, and then we have an idea of a cost of our product from low cost to high cost in this matrix. As you can see, and if you are listening to this, then you might wanna head over to YouTube and take a look. We basically have different launch experience that fit really well with these different ones. So I'm gonna talk you through it in case you're not seeing it on screen. At low cost and low and cold audiences, you can get away with doing something like a webinar. Now with a webinar or a masterclass or an evergreen funnel, the reason you can get away with a cold audience is because it's low cost. If you are trying to sell something really high cost to a cold audience, you are not going to be able to just give them a one hour webinar and that be the answer and that fix it and that sell it. That isn't going to happen [00:11:00] because as we all know, we need to build that know, like, and trust factor. And the higher the cost, the higher we need to build that trust, the higher we need People in our world that go, you definitely do know what you're talking about and I can trust that you're going to deliver. However, when it's lower cost, we don't need to build that quite as high and quite as much. So bottom corner, if you've got a low cost offer and you have a cold audience, then doing something like a webinar or an evergreen funnel could work really well for you. Then let's go to the other extreme. Let's say you are doing something that is high cost and you have a warm audience, something like a bootcamp, a challenge. Or something where like a paid workshop would work really well. So these are the things that I tend to use. I have a warmer audience now, even if they're not super, super warm. If you are known for the thing and they've only just come into your world, but they can [00:12:00] see that you have lots of experience, you've spoken in lots of places, you are known for this, then that helps warm them, warm them up quicker. But for me, when I'm doing a challenge or a boot camp. Someone needs to spend some time with me in order to go, okay, we can definitely trust her. She knows what she's talking about, and therefore we are willing to pay the investment of the higher thing. The chances of me selling my program on a webinar, even with a warm audience, might be harder. They need a bit more convincing. So like I said, in the bottom left hand corner, we've got. The webinar for low cost offers and cold audiences, and in the top corner for warm audiences and high cost. We have got things like boot camps and challenges. So now let's look at the other two boxes. So the first box is a warm audience and a low cost offer. Well, technically at this point you could [00:13:00] do a webinar that would be easy, that would work really well. But one of the things that often comes up in this box that I've shared in this box is things like mini workshops because you don't need to spend quite so long on it. Or things like an open house for a membership, when you have a membership, when you have a warm audience and it's a low cost ish offer 'cause it's a membership. Something like an open house can work really, really well because you need a warm audience to be at the point where they're just making the decision to join your membership or not. Then in the other corner, in the cold and high cost, what do we put in there? Well, what we need to do here is we have a cold audience that don't know, like and trust us, and we have a high cost product that requires a high trust in order for someone to hand over the money. So we are going to have to work a whole lot harder in this space. You could again put things like challenges and [00:14:00] boot camps into that space. There are some cold audiences that would work depending on the length of time. But one of the things I would suggest, or a couple of options you've got here is either a much longer. Bootcamp or challenge. So sometimes people do things like 30 days or 90 days because you are really building up that trust and that know, like, and trust factor at that point. Or the other thing that you could do is you could put on something like a summit. Or an in-person event. Now, I know I don't talk a lot about in-person events alongside online businesses, but they can work really well, especially when you need to build that trust factor quickly. Things like summits, again, you are bringing a cold audience, but because you are running the summit. You are running a multi-day online event like I did a couple of years back. You are building that trust factor really quickly and they're spending a big chunk of time with you during the summit. They're seeing your face a lot. They're seeing the other experts that you are [00:15:00] bringing in, and that can effectively really help fast forward that know, like, and trust factor. So let's recap that whole matrix. Now, if you have a low cost offer and a cold audience. The best thing that you can do is a webinar or a masterclass. If you have a high cost offer and a warm audience, then something like a bootcamp or a challenge would work really, really well for you. If you have a low cost offer and...