30-DAY LAUNCH CHECKLIST & CALENDAR
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- Philip Turner
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1 30-DAY LAUNCH CHECKLIST & CALENDAR Yes! You're here! This is the place for you if you're getting ready to launch your online course. This 30 Day Online Course Launch Checklist & Calendar is going to set you on the right path to ensure your course gets launched and sold without any hair pulling or 2-year-old messy tantrums. You're actually ahead of the game already. Why? Let me first tell a story. My first career was as a musician. For 15 years I toured the world, recorded albums and I even sang at the San Francisco Opera House. Overtime I noticed my creative peers continuing to make the same mistake. They would spend $20,000 recording an album and have no plan on how to market or launch that album. And because they didn't have a launch strategy the album didn't do as well for them as it could have. This same thing happens with online courses. That s why you re different. You re already seeking information to launch your course successfully. That s why you re reading this little pdf. The great thing is that launching isn't hard. Most of the pieces involved you already know (ie. blogging, newsletters, social media and making personal connections). A launch strategy weaves all these elements together with a close eye on timing and relationships. In the following pages is the checklist I use on my launches and the launches of my clients. You re also going to do some work by taking action and making your launch happen. Now let s get started.
2 YOUR LAUNCH PLAN Before you can hit day ONE of your 30-day launch plan, you have some decisions to make and some brainstorming to do. 1) Set the date of your launch. Setting date for your launch will ensure you don't keep putting it off... and putting it off... Perfectionism can kill your launch and you need to dive in now. Online launches usually run 3-5 days. My launch date is: My launch will end: Action items: 1) Clear your schedule for your launch week. 2) Set weekly time aside during your pre-launch to handle all the details without losing your mind. 3) Bonus points for mentioning your launch date to your lists and followers on social media. 2) Decide on your launch goals. Your goals may change from launch to launch. Do you want to hit a certain sales quota, grow your list by x amount or use this course as a way to position yourself as an expert? Setting your goals makes it more fun (getting to count how close you are to the goal each day) and also allows you to adjust your strategy based on how close or far you are from your goal during the launch. My launch goals are: Action item: 1) Post your goals somewhere you can see them
3 YOUR LAUNCH PLAN CONT D 3) Decide on pricing. What will you charge for your course? Will you offer payment plans? How about discounts, scholarships or early birds? Will your cart always be open for this course or will people only be able to sign up for it at special times? The pricing options for my course will be: 4) Decide on refund policy. Whether you have a refund policy or not, you must decide and you must tell people up front what your policy is. My refund policy will be: 5) Don't launch alone. Launching is scary. You're up leveling your business and your profile. You need support to not only carry the launch through, but to emotionally help you through it. Bonus points for a special someone that can celebrate with you every time you get a sale and be a sounding board when you get a refund. My launch partners & supporters are: Action item: 1) Reach out now and send an to potential launch partners asking them for help.
4 YOUR LAUNCH PLAN CONT D 6) Segment your mailing list. Create a newsletter list (or VIP list) for only people who are especially interested in your course. Invite those on your regular list, blog readers and others to this list. Since these people have said, "Yes I am interested," they won't mind being sold to more in the future. Action items: 1) Segment your mailing list 2) Create a special landing page to start capturing addresses now. Additional resource: Seedprod, Launch Effect, or Leadpages are great Wordpress plugins for landing page opt-ins. You can also just setup a specific page for this offer with an opt-in form for this special list or use an opt-in plugin like Magic Action box to put the special opt-in at the bottom of related blog posts. 7) Brainstorm 4-5 blog ideas that subtly sell your course. During your pre-launch campaign you'll blog every week and invite people to the VIP list you created in #6. Look at the course modules and select a few that you can talk about in your blog. You could also release some behind the scenes content or give people a chance to peak into one of your modules. My pre-launch & launch blogging ideas are:
5 YOUR LAUNCH PLAN CONT D 8) Brainstorm a list of 4-5 Champions you can reach out to for assistance in promotion. During your launch you will need to call on those who believe in what you do to spread the word. They can retweet, notify their followers and directly tell people how fabulous you are. My champions are: 9) Brainstorm a list of blogs, podcasts, media outlets that could feature you. A launch is a perfect excuse to be featured in a blog, podcast or other press opportunities. You'll be reaching out to them in week ONE of your pre-launch plan. Blogs, Podcast, etc. that might feature me or my course:
6 YOUR LAUNCH PLAN CONT D 10) Approach affiliates and ask them to participate. If you are going to use affiliates, create an affiliate sales page and contact them now to let them know your plans. Affiliate commission is usually 50%. You ll want to help them by preparing tweets, posts & s for sharing on social media. The affiliate commission will be: Possible affiliates: Brainstorm tweets, posts & s I could create for affiliate sharing: 11) Brainstorm a list of exciting events to kick off your launch. A great way to celebrate and really demonstrate all that is in your course is to run a special event. Consider a WEBINAR, TELESEMINAR, CONTEST, SCHOLARSHIP or even just a discount for the VIP list My ideas for a launch kick off event: Action item: 1) Choose the one that suits you best. Add to the upcoming checklist any pieces you'll need to add to your workload to promote it.
7 YOUR LAUNCH PLAN CONT D 12) Brainstorm your Tweets & Facebook messages for the month and any other social media platforms. You'll be talking your special event, VIP list and getting people excited about your launch. It will save you a great deal of time now if you brainstorm. Ask questions, mention your blogs, feature testimonials, advertise success stories and mention their pain points. My tweeting brain dump: *You'll need at least 20.* My Facebook brain dump: Consider making images to go along with your post since they tend to do better. *You'll need at least 20.*
8 30-DAY LAUNCH CHECKLIST & CALENDAR ONE MONTH TIL LAUNCH Contact the blogs, podcast & media outlets for feature From your brainstorm during planning #9 begin reaching out. Express your wish that it runs live the week of your launch or just before. Send blog & newsletter for the week mentioning your launch date and encouraging them to sign up for the VIP list. Promote blog in your usual ways (online groups, social media platforms). Post in your online groups announcing your launch date with a VIP newsletter sign up link. Write & schedule 5 tweets announcing your launch date with your sign up link Create & schedule 3 images on Facebook and schedule with the VIP sign up link your champions to give them the date and ask for their support. Follow up with affiliates to see if they are interested and if they have any questions. Create and distribute promotional content (images, banners, pre-written social shares) to affiliates who are part of your launch THREE WEEKS TIL LAUNCH Write & send blog & newsletter for the week mentioning your launch date and encouraging them to sign up for the VIP list. This blog should be about an element of your course. Share your blog with online groups or special people you think will especially benefit from your insights. Schedule 3 tweets about your launch with the VIP sign up link. Schedule 3 Facebook posts with the VIP sign up link. Create sales page for course that includes your Refund Policy, Privacy Policy, Terms and Conditions, and Disclaimer. Set up product in your payment processor. Give 3-5 individuals free access to your course for feedback and testimonials (beta testers). Set up any technical elements of your special kick off event.
9 30-DAY LAUNCH CHECKLIST & CALENDAR CONT D 2 WEEKS TIL LAUNCH Write & send blog & newsletter for the week, mentioning your launch date and your special event kick off to encourage VIP signup. This blog should be about an element of your course. Post in online groups inviting them to take part in your online special kick off event. Send VIP list a sneak peak behind the scenes along with the launch date to start getting them excited and invite them to the special launch kick off event. If you have received testimonials from your beta testers add them to your sales page and social media calendar. Incorporate feedback you receive from your beta testers into the course and sign up process. Follow up if you haven t received it. Schedule 5 tweets about your launch with the sign up link. Consider leaking the testimonials you are getting from your beta testers. Schedule 3 images for Facebook with the VIP sign up link (you could use the testimonials). Add testimonials to your sales page and update the FAQ that your beta testers have given you. Create an ad badge on the side of your website for people to easily click. Write your thank you page, welcome page, and a series of auto-responders that keep people interested. Include at least one auto-responder that asks for feedback in order to use these for testimonials. Consider adding some Click To Tweets so that they can share what they are doing with their network. Send affiliates promotion information if they need any. Write to your champions giving them an update. If they are going to promote your course, now is the time to supply them with all the information they may need including tweets, Facebook posts, newsletter and blog copy. Invite them to the special kick off event.
10 30-DAY LAUNCH CHECKLIST & CALENDAR CONT D ONE WEEK TIL LAUNCH Write & send blog & newsletter for the week, mentioning your special launch event with the signup link. This blog should be about an element of your course. Schedule 5 tweets about your launch with the sign up link. Schedule 5 images for Facebook and schedule with the VIP sign up link. Post in online groups inviting them to your special kick off event. at least 10 potential course participants you know personally who might be interested in the course to invite them to your VIP list. Message your VIP s to let them know the details of when it goes live and reminding them of the special launch event. Consider raising your hosting rate. With an upsurge in site visitors you may need a larger website hosting plan. Notify your payment processor of an upcoming serge in sales (i.e. PayPal). Put BUY NOW button on your sales page. Run through buying process. Test all links and buttons. TWO DAYS TIL LAUNCH Test all buttons again. Run through buying process again, have 3 other people run through the buying process for you. Celebrate that you ve done the work. at least 10 potential course participants you know personally who might be interested in the course to invite them to your VIP list. Send reminder to your VIP list of the special launch kick off event
11 LAUNCH WEEK & POST LAUNCH LAUNCH WEEK (3-5 days) Make your sales page live. Notify VIP list that the page is live & remind them of your kick off event. Send your BEST blog & newsletter today for the week mentioning your launch date and encouraging them to sign up for the VIP list. Announce your launch in online groups. Schedule 5 tweets with link to your launch page. Schedule 5 Facebook posts with link to your launch page. Listen and respond to the s of potential buyers (you may have more than you expect). Refund those who request it. Thank people who share about your course. Echo testimonials, reviews and tweets online. Send your champions Click To Tweets to share. Every time you get a sale, let your launch partners know so they can celebrate too. Every time you get a refund request, tell your launch partners so you aren't sad. Process refunds as fast as possible - this makes customers happy. Send mid week reminder and update to VIP list. Send out last call to your regular newsletter & VIP list. POST LAUNCH (5 days) Close sales page if you are not leaving it open. Leave the VIP list sign up form open for your next launch. Thank all those individuals who helped make your launch a success. Pay out any affiliates you need to. Celebrate with your champions and yourself. Integrate your VIP list with your regular list but keep the list open for new subscribers for your next launch. Consider writing a blog post to talk about what you learned with your audience. Share your success with your online groups. Review your process and see what worked and what could have improved with your launch partners. Gather together all pre-sales s you received with questions about your course/product and add them to your FAQ for future launch.
12 TAKE ACTION NOW Phewf! I know that s a pretty big list. But you can absolutely do it. Take action now! Save this document so you have it on hand. Review your launch planning worksheets and take action. Tweet me your launch date so I can celebrate with you. Add any additional items to the checklist that is particular to you. Share this checklist with any team members. Do a happy dance because you can start the countdown to your launch. ABOUT ME: As a musician turned marketing strategist, I ve launched tours, special events, workshops, festivals, albums, podcasts, programs, courses..but oooh baby! Online membership & course launches are my favorite. I love being the copilot on the crazy train to launch town for my clients. I hope this checklist helps you start your journey with clarity & confidence. If this was helpful and you have a friend who is creating a course, please share it. Click here to tweet a share. Or send them to Don t forget to tweet me your launch date! I can t wait to see you launch! Farideh Ceaser
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