Creating a Launch Plan for Your Business Event

October 4, 2023

Photo of christi talking into a microphone with the phrase Creating A Launch Plan beside her


>Download a Transcript of This Episode<

Welcome to Episode 107 of the Dream Biz Podcast: “Creating a Launch Plan.” In this episode, we’ll explore the essential steps and strategies for successfully launching your event or digital course. Whether you’re a seasoned pro or starting from scratch, this guide will help you navigate the complex world of launching.

The Importance of an Engaged Email List: Building a Strong Foundation

Why a Healthy Email List is Vital

Your email list serves as the backbone of your launch strategy. It’s a direct and personal channel of communication with your audience. An engaged email list is one where subscribers have a genuine interest in your offerings, making them more likely to convert into customers. Consistent and valuable email marketing over time also helps build trust and credibility with your audience.

Social Media vs. Email Lists

The Power of Engagement While social media can help you reach a broad audience, it often lacks the depth of engagement that email provides. Email allows you to nurture relationships, offer personalized value, and directly promote your launch. It’s a reliable way to ensure your message doesn’t get lost in the noisy world of social media.

Growing Your Email List

Tips and Strategies Expanding your email list is an ongoing effort. You can do this by implementing lead magnets, such as ebooks or webinars, to attract new subscribers. Utilize opt-in forms on your website, blog, or dedicated landing pages to capture email addresses. Additionally, consider leveraging social media ads and collaborations to further expand your email list.

Launching to a Smaller List

Challenges and Solutions If your email list is still in its growth phase, don’t be discouraged. Focus on the quality of your subscribers rather than the quantity. Hosting an event can be an effective strategy to grow your list, but keep in mind that conversion rates might be lower with a smaller audience. Nevertheless, small lists can still yield successful launches with the right strategies and personalization.

Elements You Need for Creating a Launch Plan

The Lead-Generating Event

Webinars, Masterclasses, and More Selecting the right lead-generating event is crucial. It should align with your offer and cater to your audience’s needs. Events like webinars and masterclasses are effective for educating and engaging your audience. Your event should provide genuine value by addressing pain points and showcasing your expertise.

Creating Registration Pages

Your Gateway to Signups Your registration pages are the entry point for potential attendees. They should be visually appealing, easy to navigate, and optimized for conversions. Craft compelling copy and visuals to entice visitors to sign up. Collect only the necessary attendee information without overwhelming them with lengthy forms.

Upsells and Tripwires

Boosting Conversions To maximize revenue, consider offering upsells or tripwires during the registration process. These additional offers should provide immediate value or complement the main event. Ensure a seamless user experience with dedicated checkout pages for upsells, making it easy for attendees to make additional purchases.

Crafting Confirmation and Nurture Emails Confirmation emails are vital to deliver event details, including date, time, and access instructions. Nurture emails bridge the gap between registration and the event, maintaining engagement. Share valuable content, testimonials, or success stories to build anticipation and keep your audience excited.

Reminder Emails

The Key to Attendance Send reminder emails, ideally one hour before the event, to ensure high attendance rates. Consider sending additional reminders, such as a day-before email, for longer event promotion periods. Make it simple for attendees to access the event, ensuring a seamless and hassle-free experience.

Developing Presentation Materials

Webinars and Slideshows Creating engaging and informative content for your lead-generating event is crucial. Craft compelling slideshows or visuals to support your presentation. Practice your delivery to ensure a smooth and engaging presentation that resonates with your audience.

Crafting Sales Pages

Persuading Your Audience Your sales page should effectively communicate the value of your offer. Highlight the benefits and outcomes attendees can expect from your course or product. Utilize persuasive copy and visuals to encourage conversions and make your offer irresistible.

Checkout Pages and Success Pages

Sealing the Deal Streamline the checkout process with user-friendly, secure checkout pages. Include clear calls to action and various payment options to cater to your audience’s preferences. After purchase, provide a success page with access instructions and a reassuring message to ensure a positive customer experience.

Sales Sequences

Nurturing Potential Customers Develop a series of follow-up emails designed to nurture potential customers. Address objections, provide additional value, and encourage action. Tailor your sales sequence to guide leads toward making a confident purchase decision, building trust along the way.

Marketing Materials

Instagram Stories, Posts, and Content Calendars Create engaging Instagram stories and posts to promote your event on social media. Plan your content calendar strategically to ensure consistent messaging and build excitement leading up to the event. Social media is a powerful tool to reach a broader audience and drive registrations.

Planning Your Launch Timeline

The Ideal Launch Timeline

Why 8 Weeks is Essential Allocate a minimum of 8 weeks for launch preparation to ensure a smooth and stress-free process. This timeframe allows ample room for essential tasks such as copywriting, design, and setup. Moreover, it gives you the opportunity to build anticipation and excitement within your audience.

The Pre-Launch Phase

Priming Your Audience Prepare your audience by introducing them to your upcoming offer during the pre-launch phase. Create a sense of anticipation by discussing the pain points your offer will address. Utilize this phase to generate interest and curiosity about your forthcoming event or product.

The Launch Phase

Hyping Up Your Event During the launch phase, focus your efforts on promoting the event itself. Highlight its unique value and use daily promotions, storytelling, and engaging content to maintain excitement. Encourage sign-ups by clearly communicating what attendees stand to gain from participating.

The Follow-Up Phase

Post-Event Promotion Transition smoothly into the follow-up phase, where you continue promoting your offer. Utilize storytelling and testimonials to illustrate the benefits of your course or product. Strike a balance between persistence and respecting your audience’s preferences to keep engagement high.

Common Launch Mistakes to Avoid when Creating a Launch Plan

Mistake #1: Neglecting the Follow-Up Phase

The follow-up phase is critical when creating a launch plan for converting leads into customers. Allocate sufficient time and resources to maintain post-event engagement. Craft a well-thought-out sales sequence that gently guides potential customers toward a purchasing decision, addressing any remaining concerns or objections along the way.

Mistake #2: Failing to Prime Your Audience

Ensure your audience is familiar with your offer before launching. Use the pre-pre-launch phase to introduce key concepts and generate interest. Gradually unveil your new offerings to your audience to avoid confusion and skepticism.

Mistake #3: Underestimating Promotion Efforts

Promotion is a cornerstone of a successful launch. Promote your lead-generating event vigorously to maximize sign-ups. Utilize various channels, including email, social media, and collaborations, to reach your target audience effectively. Keep in mind that repetition is key; people often require multiple exposures to your message before taking action.


Launching a successful event or course requires meticulous planning and execution. With a robust email list, carefully crafted materials, and a strategic launch timeline, you can achieve your launch goals while avoiding common pitfalls. Remember to prioritize the follow-up phase, where you nurture potential customers and build lasting relationships.

If you liked this episode, check out more episodes HERE!

Need help with your launch? Book a free consultation with me!


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