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The Course Prelaunch Strategy Breakdown
What should a prelaunch strategy look like for your upcoming course, and how should you create it? Is it really necessary, and how can it affect the long-term success of a course?
Today I’m joined by my friend, Dolly DeLong, to help answer all of these prelaunch questions and more.
Dolly is a systems and workflow expert dedicated to helping small business owners streamline their processes and conquer the overwhelm of launching. As the founder of The Systems and Workflow Podcast, Dolly specializes in guiding solo entrepreneurs, particularly female business owners, through the complexities of their first or second launches.
If her voice sounds familiar, you may have also listened to episode 146 of the podcast where Dolly shared all about how you can create a strong inquiry process for your potential clients.
Links and Resources Mentioned in This Episode:
- Join me on Monday evenings at 4:00 pm Pacific time/7:00 pm Eastern time for my weekly YouTube Lives!
- Snag the 2025 Chasing Simple Marketing Planner!
- This week’s action step: From Dolly, “Don’t be Overwhelmed”, Hone the messaging for one of your products that you want to sell, and give yourself time to plan a prelaunch
- This week’s book recommendation: A Lucky Child by Thomas Buergenthal
- Find us on Instagram and tell us you completed this week’s action step: @mrsamandawarfield and @dollydelongeducation
Dolly DeLong is a systems and workflow expert dedicated to helping small business owners streamline their processes and conquer the overwhelm of launching. As the founder of The Systems and Workflow Magic Podcast, Dolly specializes in guiding solo entrepreneurs, particularly female business owners, through the complexities of their first or second launches. With a background in photography and digital education, Dolly has honed her skills in creating intentional and strategic systems that not only support a successful launch but also empower business owners to maintain these systems long after the launch is over. Through her podcast, blog, and online courses, Dolly shares actionable advice and practical tips that help business owners feel confident and organized in their businesses. Her approach is grounded in her own experiences as a mother and entrepreneur, understanding the unique challenges of balancing work and family life. Dolly’s mission is to demystify the tech, copy, and strategy behind launching, making it accessible and manageable for those who feel scatterbrained or frazzled by the process. Whether she’s talking about the importance of a solid pre-launch plan, the benefits of a streamlined workflow, or how to create a realistic email marketing strategy, Dolly brings a friendly, supportive, and relatable voice to the conversation. Her goal is to help business owners achieve a launch that feels as intentional and organized as possible, with the systems in place to sustain that success over time.
Social Links:
https://systemsandworkflowmagic.com
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Rather Read? – Here’s the Transcript!
*Just a heads up – the provided transcript is likely to not be 100% accurate
Amanda: How do I find time to create content without overwhelming myself? Where should I even be showing up in my marketing? How do I come up with fresh content ideas? Where should I be focusing my marketing efforts? What is lead generation anyways, and how do I do it? Are launches still a thing? And most importantly, How do I put it all together to market my business strategically?
Can I really grow my business without spending all of my time marketing? These are some of the questions that float around in your head. When you think of marketing welcome friend, this is chasing simple or practical marketing strategy meets simplicity. I’m your host, Amanda Warfield, simplicity focused content, marketing and launch strategist, speaker, educator, and author of chasing simple marketing.
I traded in my classroom lesson plans for helping creative entrepreneurs sustainably fit marketing into their business without it taking over their business, so that they have time to grow their business, take time off, and live the life they dreamed about when they first decided to go out on their own.
When I’m working, you can find me working with one on one clients, such as The Contract Shop and Rebecca Rice Photography on their marketing strategy and copywriting, or helping my students simplify their marketing and launches. And when I’m not, you can find me spending time outside with my husband, Russell, reading in our hammock, watching Gamecock Sports, traveling, or forcing our cats to snuggle me.
If you feel overwhelmed by marketing, you aren’t alone. Many entrepreneurs find marketing frustrating, overwhelming, and simply an obligation. They know they need it, but they don’t enjoy how easily it can suck up their time when what they really want to be doing isn’t is the thing that they started their business to do.
Which is why I’m here. To help make marketing simple and less time consuming, so that you can spend less time on your marketing, and more time growing your business and doing what you love. Each week, I’ll bring you transparent conversations about Actionable steps and judgment free community to encourage and equip you.
So grab yourself a cup of coffee or whatever your drink of choice is and meet me here each week for love, support, practical tips, and advice on uncomplicating your marketing and business. Let’s do this entrepreneurship thing together, shall we?
Hello, I am Amanda Warfield. Welcome to my channel. I go live every single Monday at 7 p. m. Eastern time, 4 p. m. Pacific time. I do this every week, every time. Um, I cannot say Pacific, Pacific. In that sentence to save my life, I go live every single Monday evening to help course creators simplify their marketing so they can make a larger impact in less time.
And today I am so excited to have my friend Dolly joining me. Dolly DeLong is a um, a launch planner and integrator. So not only does she help you with the strategy behind your launch, but she also does the work which it’s just so unique to what she does because a lot of people are kind of either or.
And so with Dolly, you get both in one go. And I’m thrilled because today we’re going to talk all about the power of a pre launch, but Dolly, go ahead and introduce yourself.
Dolly: Yeah, definitely. First of all, thank you for having me. I’m very honored to be here, Amanda. I love, , learning from you. I love working with you and I’m really excited, , to talk with you about a pre launch, , okay.
So a little bit about myself. My name is Dolly DeLong. I am based in. The best way to describe it is in middle Tennessee, near Nashville, Tennessee. I have two sides to my business. I am a service based business owner. I, I serve as a family photographer. And so that is one side of my business. And the other side of my business is what.
Is launch being a launch integrator, launch planner, and that’s what we’re going to focus on today. Um, personally, I am married to a sweet man named Ty, and, uh, we have two wild boys, and I was just sharing with Amanda, you all might. Hear them like in the background running through the house because it is the witching hour where we live so I’m sorry not sorry.
That’s just the way it is. And recently I’ve become a dog mom. I’m still a cat mom. Like I still am a cat lover. Yes, I, I don’t really talk about it that much because I’m like, who am I? This is a new identity. Um, but we adopted a dog in the summer and it’s mostly for my boys so that they can grow up with the dog and she is just attached to me and not to anybody else.
And I’m just like, I don’t know why you like me. Like, I like cats. So I am recently a dog mom as well.
Amanda: I have no idea how I didn’t know this.
Dolly: Yes, it’s, I mean, I like, I only like her, I don’t really like dogs that much, I just like her, cause she, Yeah, she, and she doesn’t bark, and she doesn’t do any of the, I’m sure some dog person’s gonna come at me, but I’m just like, Oh, I don’t like it when dogs bark, and lick, and like, all that stuff, but she doesn’t do any of that.
And so I’m just like, yeah, she’s really, she’s a chill dog.
Amanda: That’s incredible. Yeah, I had no idea. That’s so funny. You got her this summer?
Dolly: Yes. I’m on Oh, also, I’m obsessed with Harry Potter. We got her on Harry Potter’s birthday, ironically. So, yeah.
Amanda: I can’t believe I didn’t know that. I’m just like, I’m so shocked, guys, because Dolly and I have been working together With a joint client all summer and some idea of this,
Dolly: it’s not because I’m embarrassed.
I’ve just been like, okay, well, this dog is for the boys. Like, this is it, my dog. And she is my dog. Now she will not, she will not leave me alone. And I have the baby gate up so that she won’t be in here with me. But yes, Apparently she’s my dog, so.
Amanda: So funny. It’s like animals, they always like, they choose the person.
Dolly: Yes.
Amanda: That probably is the least excited about them.
Dolly: Yes, I’m just like, you are Jack’s dog. And she’s like, no, I am your dog. And she, and she has this pathetic looking face that’s so sweet. And I’m just like, oh, I feel sorry for you. Okay, you can follow me around. And yeah, I, I’m a dog mom now.
Amanda: I love it. Well, congrats.
That’s amazing. Um, Okay, so, like I mentioned, Dolly and I have been working together with a client for their launch. They just had their launch, gosh, has it been two weeks already? That seems crazy.
Dolly: It’s been, yeah, it’s, no, it’s been like three weeks.
Amanda: It’s been three? Wow.
Yeah. This last month has flown.
Dolly: Yes, it has.
Amanda: I don’t know where September went, but we’ve been working together. Dolly is the launch strategist and the integrator. She does all the things, makes all of the details happen, and I have been helping with the copywriting. And Dolly and I have been friends for years now at this point, but I knew that I wanted to bring her on here to the channel because It’s kind of a whole new ballgame with new content and I wanted to make sure that she got to share with you guys all about the power of pre launch strategy because It’s such an important part of a course launch, right?
so can you kind of talk to us about what a pre launch strategy is and How does it differ from the launch itself?
Dolly: Yeah, definitely. So, I like to think of launching in four different phases, sometimes even five different phases. But the four main phases I like to look at launching is, okay, the, the pre, pre planning of the launch, the pre launch.
The actual launch itself and then the post launch. Um, because when people are looking at launching, especially small business owners who, you know, like they hear, Oh, I launched my digital course and I sold 6 million in like a day. And we’re like, I had a seven figure eight figure launch. Okay. Like we just get so focused in on the launch period, which is technically the cart open phase.
I like to focus on the first two phases, which is like planning of the launch and then the execution of the launch, which is the Relaunch and then the actual launch period goes by smoothly. So I like to look at launching in four different phases and have a really realistic view of it. , and then I like using this analogy because it helps me get into , to understand how to think more forward.
Be more forward facing or forward focused. I can’t talk either. So, I, uh, so I’ll use my example since I’m a mom. I go to Costco a lot with my boys. Not just to kill time, but also we buy in bulk. Like, everything has to be in bulk in our house. Um, because we go through things really fast. So, anyways, I take my boys to Costco in, in July of this year.
I took them there. And Instead of having like normal summer things out, Costco had Halloween things out and it was July. And so July, August, September, it’s like nearly, they’re forcing the customer to think ahead three, four months. And I like to remind small business owners if the big box companies are helping you, , think ahead by three to four months.
It is okay if we, as small business owners, help plant a seed for our own, clients, for our own, , customers, viewers, whoever our ideal client is. I like to encourage my clients. Hey, help them to start thinking ahead what the next quarter could look like with working with you or in the next six months, because we tend to be so focused on what’s happening now.
What is a shiny object that’s happening right now that I need to do? And we forget that launching is also promoting yourself. Marketing yourself. And so, having the mindset of merging, promoting yourself with launching, , I like to, describe pre launching as marketing yourself in one very specific way.
Amanda: Yeah. What would you say to someone who’s like, that’s great, but it’s easy for the big box stores to make you think ahead when it’s so visual. Like, you walk in and the Halloween stuff is like, bam, you’ve got orange and black and you’ve got, you know, the creepy things that your boys love.
Dolly: Oh, yes.
Amanda: But what are the, like, I want to say statues, but that’s not right.
The animatronics. That’s where, yeah, creepy animatronic, like, it’s so visual in your face that it kind of triggers that. But what about for course creators who, you know, maybe their, their course isn’t triggered to any specific time period? How do you use prelaunch to kind of force them to think ahead?
To the launch that’s upcoming without saying the launch is coming.
Dolly: Yeah, so are we talking then about, because I can like go, I look at it in two ways. I look, I’m going to answer the question first of all for the course creator does have the course already made and they’re wanting to learn how , to market it?
Is that how we should go with this? Or should I answer it in they don’t have it yet created and they want to launch it?
Amanda: Can you share both? Okay. I’m curious, I wonder if anyone, anyone who’s watching live, let me know in the chat which category you fall into and maybe we can kind of skew one way or the other, but I’m curious to hear your answer for both.
Dolly: Okay, so I’m going to answer the first part. If you already have something made, hopefully, You have done your due diligence, and you’ve done market research to know, like, this is something that my clients want, that they need, that they’ve asked me for, and it’s not something you’ve just created based off of, Oh, I feel like this would be a good thing to have.
We’ve, I’ve been there. I want everybody to know. I’ve created things like that where I’m like, oh, people need this, and then it, launches to no one. It launches to crickets. , so let’s say you do have something and you’re like, okay, I, I need to create some sort of launch plan. How do I do this? I would say insert, , this is where the marketing comes in.
I would say insert it into your marketing plan. Let’s say you are, we’re sitting right now live at the end of September, and you want to launch this. course that you’ve created or this product or digital product, whatever you’ve created in December. Okay, look at the next three months. How can you infuse this, like, prelaunch to your digital product into your content?
So this is where content, , intentional content marketing comes in. This is also where intentional list building comes in. Now I will argue all business owners should be building out their email lists year round, um, and , you should be attracting your ideal clients in a very strategic way, with.
specific lead gen, lead magnets or whatever. I really believe and see the importance of infusing Your content into your marketing in the next X amount of weeks to talk about the different facets of your product without necessarily selling it.
So you’re talking about the FAQs. You’re talking about who it’s for. You’re talking about just like the objections or, In your long form content and then you’re also focusing in on how do I build out my email list that In on the back end promotes this product. How do I and then you’re also Infusing your social media marketing Into this as well.
I know this is So layered, and I, and I do this every single day with my clients and I have to realize that you might have heard Jack. He’s saying hi to everyone. Um, but we can, we can like unpack that even more, but is what I’m saying even a coherent sentence? Like, does that make sense? Because I feel like that’s, I’m so in my head with this that sometimes I’m like, oh, I need to like take 10, 000 steps back and explain it better.
Amanda: Yeah, okay, so let me see if I can summarize. So you’re saying that it essentially comes down to talking through the messaging of the course, objections, FAQs, benefits, features, all of that, without necessarily saying that it’s, um, That you’re talking about the course. Is that right?
Dolly: Yes, like using your, like, leaning into your, here, my thought is my brain is finally caught up with the question.
. Okay, so essentially I always ask my clients Hey, what long form Content marketing. Are you leaning into, um, is it YouTube? Is it blogging? Is it podcasting? Is it, if it’s not one of those, like, is it email marketing? Hopefully it’s always going to be email marketing. Um, which one of those four do you do consistently?
Then let’s weave in some sort of education. That is a facet. Uh, like, it’s like a little seed, like, you’re like planting seeds along the way, because I know for a listener or viewer right now, if you’re watching this, if you’re listening to this later on, you’re like, how do I talk about my course like, over the course of, let’s say it’s like six weeks or seven weeks, and I feel like I’m repeating myself over and over and over and over again.
And yes, it feels like a repetition, but. Leading up to the actual cart open, you want to answer a lot of objections a person would have before you actually open the cart. Because your job is not only to plant seeds of intrigue and anticipation like anticipation, marketing and, um, showcasing transformational stories of past clients who have used this digital product or.
group program, whatever you’re trying to sell. Um, you want, you don’t want to answer objections or FAQ type of questions during CART Open Week. You want to sell during CART Open Week. And leading up to CART Open Week, you want to do a lots of anticipation type of content marketing and infuse that with In your long form content, in your email marketing, and also infuse it into your social media.
And that weaves in, like, this beautiful pre launch strategy.
Amanda: Yeah. Okay, so then what would you say to someone who either hasn’t even started creating their course, or has started creating it, but is in that early phase of creating it, maybe?
Dolly: I would say to this To this owner. Hey, like, have you actually done the market?
I know it always comes back to market research for me. Like, have you actually done like either one to one interviews with your, your past buyers or your audience, your clients, and do they want this? What are their words? What do they actually want you to create? I would say spend a large, Not a large portion, but maybe like at least, , people don’t like me saying this, but like at least a month of really digging into what your ideal client would want from you, because that will therefore impact.
The way you create your course, you’re copying, you’re not copying your copy, your messaging, and that might even impact the way you decide to show up on long form content. Because let’s say that, um, this is like, this is a good case in point. You’re like a good example of this, Amanda, because you have both a podcast and a YouTube channel and your clients.
Might be better learners viewing versus listening and vice versa. So let’s say this. This, , business owner has an idea. They haven’t fleshed it out yet. I would say, and then after a month of like interviews and like one to one calls with those ideal clients, they have a better idea of like what product they’re going to make.
And then based off of those interviews, they know how they’re going to educate their ideal audience. Cause their ideal audience may learn best in audio form. So they’re like, okay, I’m going to lean into my podcast and create content that naturally leads to the open cart week. But I am not going to like every week going to say, Hey, I’m going to, I’m selling this in, in three or four months.
Instead, I’m just going to create content that answers , the best way I can describe it is like anticipation marketing, like getting people more excited about that topic without necessarily telling them, Hey, I’m selling this product in four months.
Amanda: Yeah. Okay. So you mentioned. One to one calls and interviews.
I’m curious, what are some of your favorite ways to do market research? How do you even begin with market research? What are you looking for? But then also, um, for someone who doesn’t have an audience and they’re like, I don’t have much of an audience yet, what are your suggestions for market research?
Dolly: Yeah. Okay. So let’s talk to the person who has maybe has had sold something or has sold something and they want to relaunch it again. I would say reach out to the people who bought that product from you and set up like a 30 minute zoom call with them and give send them like a. I don’t know, like a 10 gift card to Amazon or to start like, whatever it’s up to you, but ask them very specific questions because you need to , get their voice.
Like their voice of customer is key because what you think They’re searching for, for the solution. They might be typing in something totally different. They might be, they might give you benefit statements that you’ve never thought was a transformational statement, if that makes sense.
And that will there therefore impact your, your sales page and your landing page copy and your sales sequence and all the copy throughout your entire prelaunch. So that’s why I’m a huge proponent of like really digging into what’s working for you. Like, if you want to relaunch that again, that’s great.
Let’s interview some people and find out. How you can, like, sweeten up that copy, because you’re getting their voice. And if they’re your ideal client, then you want more people like that, to read that sales page, and to read your emails, and to consume your podcasts, or your YouTube, or blogs, or even your email newsletter.
Okay, if you don’t have an audience, And you’re starting from scratch. This is not like an answer that is like really popular, but I think you’re sitting at a great place, my friend. Like you get to decide like what you want to create, who you want to serve. And then you can iterate from there. Like it’s, it’s good.
It might be a longer process. for you, depending upon like what you’re really passionate about, what you want to teach. And, and like, sometimes you feel like you’re just throwing spaghetti at the wallet. I mean, we’ve all been there, but if you don’t have an audience, I say, again, I, I, I’m looking at this as a positive thing.
Like you, you can determine what you want to create, who you want to serve, what your messaging is going to be, and then you can launch that. And I would say try to do everything in an organic way. Don’t put money towards anything unless you know for sure it converts. Um, that’s another conversation for another day.
But, um, everything I’m sharing is all coming from organic, an organic marketing perspective. But, um, I say if once you, you have created something that you Like, and for the client who you think you want to serve, you can iterate. And I like from, from there after, after that first launch, again, I know it’s not a very popular.
I don’t hear a lot of people say that, but that’s what I think in my head. I’m like, a person who’s starting from scratch, they’re at a good spot.
Amanda: Well, and I also think it’s so important because realistically, even if you have an audience, you have to be comfortable with the idea of iterations.
Dolly: Yeah.
Amanda: Reiterating and reiterating and reiterating. The reality is, is that you’re never, almost nobody, is going to launch a course and never launch it again, never need to launch it again. The reality is, is that we look at some of these larger business owners who are, realistically, they’re business owners, but they’re also influencers.
They have these massive followings, they launch a course and make six or seven figures, whatever, right? Um, they could potentially launch a course one time, put it on Evergreen, make money.
Dolly: Yes.
Amanda: That’s not the reality for 99. 9 percent of us. It’s really not. To reiterate. Even if you’ve got an audience, you’ve got to get comfortable with the idea of reiterating.
You can’t just launch a course one time, stick it on Evergreen, and never talk about it again. It’s just not gonna work that way.
Dolly: Yeah, I also want to say, like, things change, are changing constantly around us, like, I’m glad you brought that up, because between, like, so much has changed between 2020 to 2024, like, I feel like this conversation, I’m hearing this conversation constantly, like, oh, like, my course did so well and amazing during COVID in 2020, and now I’m like, re launching it, I re launched it several times, it didn’t do as amazing, and now this year is crickets.
And like, I’m not like, this isn’t a political state, , in any way, shape, or form, but like, we have to look at what’s happening in history, whenever, whenever, You’re about to launch, look at what’s happening around you politically, what, what, how’s the economy look like, what, you have to look at the historical data of like every few years or every, I, I’d like heard a stat, like every, Like six to seven years like this is pretty normal like this cycle of like there are some years are going to be so abundant and some years are going to be kind of stagnant.
That’s pretty normal for the cycle of an online business owner, but for a person who might be either. Owning a business for the first five years, like you’re like, wait a minute. Like, this is actually a very slow year for me and this is scary. And I am not launching well, or versus somebody who is brand new and like no audience and they’re hearing all these horror stories, I just, I just want everyone to slow down and just see.
Like, see where everybody else is, put a pulse on the data and know, you’re not alone. Like, this has been a very slow year. I don’t know about you, but Ah.
Amanda: Oh, yeah. For me, for all of my clients, it’s been a slow year. No matter what, like, service, courses, digital products, all the way around.
Every revenue stream has been slow. And I think Maybe I’m crazy. Um, my prediction is that courses are going to have a resurgence because we are at this place where I think people want to hire out, but the finances aren’t there to hire out. So we’re having to go back to more DIY options. I’ve purchased a lot more courses this year than I have in the last few years when I had more profit and was able to go okay let me just hire someone else to do it versus this year it’s like well I don’t have as much profit I’m gonna have to and I see that I see it having another resurgence period I think it’s gonna be different than it was before
Dolly: yeah
Amanda: where you could just throw up a course about anything and people about like I don’t think it’ll be the same you As it was before, I think a lot of us have been burned by so many courses that were, you know, um, a lot stricter about what we’re purchasing, but I do think there’s going to be a resurgence, but I think you’re totally right.
It’s been a slow year, but also people always want to complain, compare each year post 2020 to 2020. And that was,
Dolly: that was a strange year for everyone. Okay. That was strange.
Amanda: Everyone was getting, um,
Dolly: we were all stuck at home and we were all learning.
Amanda: Checks. What were those checks called? Oh, stimulus checks.
Stimulus? Okay, yeah. Yes, you’re right. People were getting extra money. Like, of course there was more money to be spent. And, you know, like you said, we’re not getting into politics, but this and that, and how that all played out, but of course it was an abundant year. People were home, they had extra money, they had the ability to start businesses, and spend that money in whatever way they wanted to, and now people are struggling, and that’s just the reality, and so, yeah, it’s, it’s one of those things where, That’s the reality, but it won’t always be this way.
Dolly: Because it changes like every, every year, every season, every few years is like so different. And yeah, I like, this is very normal. Everyone, I’ve noticed a trend, and I don’t know if you’ve noticed this trend, Amanda, is that, um, people, like, There are people that I follow that are launching their, not services, but are giving it at a lower price point,
A little slice of their service, kind of like, to get a person’s foot in the door, and then, um, or like, A little slice of their digital product.
Not the whole thing, but just a little slice just just to sell it like okay I need to get this income stream going again Um, how can I get a person’s foot in the door to trust me? And to know me over time and to build more authority with them over time And that has been I mean, I feel like in my inbox, I am getting all of these amazing deals that I would have loved four years ago or three years ago or two years ago.
Um, I’m like, wow, very interesting. Like, I’m just like seeing this trend with a lot of business owners, not just service based, but digital based business owners, online business owners.
Amanda: Yeah, yeah, absolutely. There’s a lot more lower ticket offers. Yes. Offered out there. Um, no matter the stream revenue. And then the service based ones, it’s like, okay, how do you make the money you need to make while taking on more clients, but not overworking yourself?
And so it’s like, okay, can you cut out this little chunk of here’s enough, here is part of what people need. I can at least help them with this.
Dolly: Yes.
Amanda: Terrible price point. So yeah. And I think that speaks so strongly to. The innovativeness that you have to have is, okay, what’s been working, isn’t working, how do I make it work for now?
Dolly: Yes, and I love that you mentioned that, and I don’t even know if this is conversations going in the direction you want to go, but I am hoping this is encouraging a listener or watcher, but I want to encourage listeners, viewers, that if you are wanting to launch and you have something that you want to relaunch, and if it’s not going the way that it originally went, like, several seasons ago when you launched it and went like, Whatever the term is.
Gangbusters. It was great. I think that’s a good term. A positive term. And like, it, it went great. It sold like hotcakes. There we go. It sold like hotcakes, and then you relaunched it again, and you’re like, Whoa, this is a totally different, like, Feel like outcome. I wasn’t expecting this. , again, going back to, we, we have to look at the data.
We have to see what’s going on around us, but also we need to iterate and be innovative. Like we are small business owners. That that’s the beauty of owning a small business. You can iterate and you can be innovative and, um, See, like try something new with your launch strategy and not. Not do it out of desperation, but do it To see like, will this serve my audience well, and will this also help me out in the long run and that kind of like, maybe I could be wrong reading this, but something that I’m noticing is more collaborations with launches.
Um, I love collaborations. I love like bundles. I love summits. I love. I love working with other business owners. Do you know this? Cause I’ve collaborated with you several times, Amanda. I love, I love it. Not only because it serves my audience getting to know other business owners, but it also serves me to get in front of other people’s audiences and.
I feel like the bigger business owners, the seven, eight, nine figure launch business owners, they do this really well. They have, like, a really good relationship based, um, collaborations, like, for their, for their launches. And I feel like us small business owners, we are just now starting to understand, like, hey, like, if we want our launch to go well, like, And we want to do it in an organic way.
We also need to infuse some sort of collaboration strategy within our launch. Not only like we don’t need to just focus in on good content marketing and good social media marketing and good email marketing to grow our list, but Hey, like we can’t expect. The same results when we’re like launching to our same list over and over and over again, we need to infuse some sort of collaboration, um, again, organic collaboration with people with business owners who serve the type of audience we want to serve and make sure it’s a good fit for them.
Make sure it’s a good fit for us. And so. I feel like I’ve noticed a trend in the last year or so where people are starting, small business owners are starting to collab more, which I love, but they’re starting to infuse it more into their launches, which I really love. And I really strongly suggest leaning into collaborations as a small business owner.
Amanda: Yeah, I know. Yeah, you’re totally right. I think when we had the heyday of Instagram, it didn’t feel as necessary because you could just post on Instagram and people would see it and people would engage with , and you were able to put a successful launch out there that, you know, you just did the organic content marketing your YouTube blog, podcast, email, social media, you were able to just do that.
and see a fairly successful launch, but the reality is that social media, it’s not the place where you’re going to necessarily see results in engagement. Um, it is more of a place to, to truly try to be social. And a lot of that happens in the DMs and kind of behind the scenes versus. What you’re posting. Um, and so those collaborations, like you said, they become more important than ever.
Those relationships are more important than ever. And it’s so important that we are fostering those relationships. That, that is something I think for so long, those of us running businesses, we could kind of do it in a bubble and get away with it. And you just can’t get away with it anymore. You cannot do business with it anymore.
Dolly: You really can’t and I know like it’s frustrating to hear this if you’re like a brand new business owner And you’re like, okay great like so you’re telling me Okay, I need to find something that my I need to build an audience. I need to find something that they need I need to try to do this organically.
I need to lean into content marketing. I need to lean into my net Like, my collaborations, I need to get to know people, this is all stressful. Yes, it is stressful, like, if you look at it, like, somebody told me this analogy a while back, and I was like, that’s smart, you can’t eat a steak in a bite.
Let’s say you’re, you’re vegan, sorry if you’re vegan and you’re offended by me saying steak, you can’t eat a whole salad in one bite. Like, you take, like, little tiny bites over time, and that’s how you consume your meal. And so that’s how I look at, running a business, running, doing a launch, especially it takes it one bite at a time, one step at a time, figuring out, okay, like what your messaging is, what your plan is, like, how are you going to show up with your marketing?
How are you going to show up socially? Okay, who, what relationships should you lean into to collaborate with? For this launch. Okay. Then when do you want to launch? Okay. It’s just like, it’s like taking one baby step at a time and knowing that, um, also going in knowing, okay, this may not work like last time, but I’m learning this time.
And I. It will, it will be okay, and not just a pinning pun. Another thing I want to remind people, I’m all over the place, Amanda. Another thing I want to remind people is, like, don’t put all your financial eggs in one lunch basket. Hopefully, if you are If you, this is a big thing, I want to remind people, if you have a business, , either you’re an online business owner, you should hopefully know your streams of income, you should be leaning into that, hopefully you are not, , just depending upon the launch to make or break your, , future of your business.
I really hope you’re not doing that. I really hope as a small business owner, you are still leaning into the streams of income that are working for you and, and you’re launching on the side. And again, like I have a lot of unpopular opinions because I’m very like, I’m more like conservative with my launches.
I’m like, don’t put everything in one basket. I don’t, I don’t know. Like if I just set a hot button topic or whatever, I don’t know. Like,
Amanda: I think that that’s the reality. Yeah. Um, I think If you’re someone, and I’ve shared about this before on the podcast, and I think I even shared it in the book, where I talk about the fact that if you need to make money quickly, you need to be a service based business owner.
Period. If you have more time to run the business on the side, and you know you want to be a course creator, you can go straight to the education route, but you have to realize that it’s going to take time to build the audience, because you need space. People to sustain that and I went that route. I knew from the start that I wanted to be because my background’s in education I love teaching.
I wanted to be an educator. I wanted to create courses And so I went that route and it took me a long time to create any kind of sustainable income with my business I mean I started my business in 2018 and didn’t really start seeing traction until 2020 However, if you’re like, okay I just want to start a business.
One day I want to be a course creator. I want to do it on the side, like you’re saying. Yeah. Start with the service based stuff. Build up, because you need one person to pay you for that at a time. You know, like, you need one client at a time. Obviously, people want more, but, like, one client will pay you a decent amount of income.
Um, and I think that’s so important. I think, Um, we have often this vision that launches are going to be crazy successful, they’re going to, you know, make or break our business, and the reality, like you’ve said, is that you’re going to have to reiterate, um, it, you could do everything right, and it may not go the way you want it to go.
Dolly: Yeah.
Amanda: And it, it should be one of many streams of income, unless You recognize that it’s going to take time to build that audience and build that following for that one course.
Dolly: Yes. Yes. You beautifully put, succinctly put it all together. Um, cause I, I know I can be very long winded Amanda, but yeah, that was very well put.
And I realized like, I’m also coming from this perspective because I own two sides of a business. I am A service based business owner. I’m a photographer, so I’m making like money one on one with clients. And then at the same time, I’m running an online business for systems, workflow, launching education.
So those are two very different streams of income and you are exactly right. Like I, it took me forever to start matching. My education with my service based business center. Cause like, I was like, Oh, I started earning money really fast with photography. This should be easy with the education side. Cause I’m very passionate about this.
It took a long time. I’m and I’m still building traction but I have like, Oh, this is going to be very different. Like I’m building a different type of business and two different types of audiences.
Amanda: Well, it’s that, but it’s also just the numbers. Yes. Services pay more. Yeah. You need less people to say yes to a service to make x amount.
First, let’s say you’ve got, we’ll just do easy. Your service is 250. You want to make a thousand dollars. You only need four, four people. Your course is a hundred dollars. And you want to make 1, 000, you need 10 people. And then you think about scaling that to six figures and what that looks like, and how, you know, the numbers just make this big jump from services you need less versus, and of course that’s not really like 100 versus 250 isn’t like a realistic look, but easy math.
Um, yeah, it’s just so, it’s a numbers game. And so much of business and marketing is. It’s all about the numbers, and we think it’s all about the luck a lot of times. Where we’re like, oh, I’m just going to get lucky, or I’m just going to, um, I’m going to put the content out there. My whole business is going to change.
It’s like, no, that’s not realistic. Like, what are the numbers telling you? Numbers should inform your marketing. Numbers should inform your pre launch. Numbers should inform the next iteration of your launch. Right? It’s all about what those numbers are telling us.
Dolly: And also, um, going alongside, like knowing your numbers.
Okay. Hopefully. Did I just lose my whole train of thought? I probably did just lose. This is mom brain, classic mom brain right here. Classic Dolly brain. But, um, Oh, here it is. Here it is. If you have been hopefully gathering data for your own business, like, so knowing. I’m a big proponent of every month tracking my income, my revenue, where my money is going, what I’m spending on, how I’m, like, everything.
And over time, you collect that data, and year by year by year, you can compare it. So hopefully, I now know when I’m gonna make, have a big cash influx from photography. And I now know when the slower months are so I can focus on other areas of my business. So I’m not constantly panicking every single month.
Like, oh no, , I need to make this much amount of money, like, I can look at my data from the past five years, because I’ve been doing this. No, for six years, for the past six years, I know historically, August to November, those are like my abundant months for the service side of my business.
And now for, for launching, like my launch, like, Services. I now know whenever I’m launching, like depending upon when I launch, I know how to project better. So yeah, like going back to what you’re saying, it all, it all leans back on knowing how to read your data, knowing how to read your numbers, knowing just getting down to the basics.
Everybody should listen to Amanda because she’s teaching you really good marketing strategies and basic stuff.
Amanda: So, okay, speaking of numbers.
Dolly: Yes.
Amanda: How can a course creator measure the success of their prelaunch effort? How do they know whether or not it was successful, what they were doing?
Dolly: , I’m gonna use our, Our past client as an example, because we, we worked together with a specific client who what had an online course and she was serving a bit.
She knew her messaging. Her messaging was very nailed in her. was nailed in. So I really appreciated that she knew who she wanted to serve. So what we did with her was we, for her pre launch, we had her focus in on two different lead magnets to insert into her marketing in different ways for her pre launch period.
So her pre launch period was eight weeks. So for eight weeks, she showed up with very specific content and her content was YouTube videos because that’s already what she’s doing. So we told her you need to lean into what’s already working for you and that’s YouTube. So she shows up every week. Educating about something very specific.
And in her case, it’s tax education for photographers, super specific. And so we wanted her to show up on YouTube, not just to educate, but also to grow out her email list. So that’s one thing we had her do. And we had her infuse like an email list building plan, like every other video. One video was focused on growing out a specific lead magnet.
Another video was focused on growing out the other lead magnet. And then another video was focused on growing out a masterclass that would eventually be her third lead magnet. And that all wove together to segment her audience who opted in to her lead magnets
like, it showed us that they were interested in learning more about tax education for photographers. And so we measured that, , we measured her. essentially her email list growth for eight weeks. And we were seeing, okay, um, are they interested in this? What freebie are they mostly interested in? Like where you, like her certain freebies were converting better than other ones.
And then we also started,
Amanda: um, pause there. Yeah.
Where did this client’s numbers start and where did they end for their email list?
Dolly: Yeah. Okay. So these are. Listeners, this is not exact numbers, like, this is like, I rounded down, okay, so she started at 300 for her specific segment of education, and I just looked at her, like, segment today before we got on, and it is at 500.
So we grew over 200 subscribers for that segment.
Amanda: Sixty-seven percent, I just did the math.
Dolly: Okay, good. I’m like, I can’t do math right now. And that was all organic. I love that. Keeping it real.
Amanda: No, I’m not doing the math in my head. No, 67 percent organic growth in eight weeks. Thats Huge
Dolly: Yes. Yes.
Amanda: That’s one way you can measure the success though, right?
Is you can look at, okay, what was my list growth?
Dolly: Yes, list growth. , and then you’re probably like, well, did you just have her like, talk about her freebie every day on Instagram? Like, no, like, we actually had a specific, okay, on your YouTube channel, like, this is how you introduced the freebie. , on, Like we set up many chats for her.
We made sure her blogs that correspond with her YouTube channel also pointed towards her lead magnet. So just wasn’t her slapping up like an Instagram carousel once a day or once a week. And just hoping I hope somebody will like, like want to opt into my email list. Like we made sure. That everywhere she showed up, like her content was not only giving the anticipation of her course, like educating very well, but it was also leading people to her email list.
Like we wanted her to grow her email list. So we,
Amanda: For those that have heard me talk about a content engine, this is the content engine in action. You are giving people your, everything is sending people to this lead magnet or multiple lead magnets and you’re feeding, you know, long form content into the engine and then turning that into an email and then turning that into different social media posts.
And that’s what we did for this client to help them see the 67 percent email list growth.
Dolly: Yeah. And also like, yeah. One thing I loved that we did for her was we’re like, okay, this should not just be , a strategy that will only work for the summer. We want. this strategy to work for you year round.
So no matter when a person comes, finds your YouTube channel, , cause she does a lot of content about taxes for photographers and that’s something that’s so specific that somebody might just search for in March when tax season comes. So we were trying to be really future focused for her, like, This might not be something somebody, like, researches in August, because, honestly, as a photographer, I’m not researching tax stuff, I’m researching how to, like, set up fall minis, okay?
But, I know that as a photographer, I’m gonna be searching for, like, how to file my taxes, like, as a solo business owner in March, and so, That content, we wanted it to be very evergreen and to work in her favor, so she’s not always having, like, if she wants to take a week or so off from, social media and not talk about her lead magnet, like, then her, her content is working for her like that engine over time, and so we loved that she was already She already had that YouTube channel set up.
She already has that blog set up. So we were just leaning into what was working for her and she has that community that wants to learn. And so it just , it’s still growing, like still to this day, even after the launch.
Amanda: Yeah, absolutely. Are there other ways that we can measure the success of our prelaunch that you can think of off the top of your head?
Dolly: Oh, man. Well, as I was confessing to you before we hit record, Google Analytics. Oh my goodness. I want to love it, but I hate it. Um, but I do, I, I would say like, there are some good, um, like measurement tracking that you can set up. So if you like, especially during the pre and I have set this up, but when I look at it, I’m like, what does this even mean?
I’ve like paid, I’ve paid a Google analytics person to explain it all to me. So I’m going to butcher that. And I’m not even going to try to explain it, but I will say, That having Google analytics set up way before you even launch is really essential because that way, when you set up your pre launch, like when you decide, okay, I’m going to pre launch into this course, then you can set up.
Tracking on certain pages from your. landing page to a thank you page to a sales page. It could all be tracked and you can see the conversion rates from there.
Amanda: Yeah. So I’m going to actually, I’m going to share my screen and share Google Analytics. So, because this is something that again, those numbers informing the marketing, right?
Um, okay. This is, let’s just do the full month for funsies looking at my pages. When you get into the home of Google Analytics, if you click pages and screens, And then you choose the dates that you want to look at. Then you can look at a specific page. So let’s look at, let’s say for example, we’re looking at the numbers for my content planner that just launched.
Of 64 people, that’s how many views this page got. You also want to look at how many sales you got. Um, I actually don’t have that number off the top of my head. But let’s say I’ve sold, I don’t know a number that’s going to go into that nicely, 3. So 3 divided by 64 times 100. Is 4. 68. That’s a 4. 68 conversion rate on the sales page.
And so that’s how you’ll look at this, guys. If you’re looking at your sales page or you’re looking at freebie numbers, if you want to switch freebies, convert better. Okay, let me look at the page for my freebies, see how many people have opted in during this time period, and then divide it out so that you can know what is that percentage, right?
And, you know, there are all kinds of different, um, averages out there and best practices out there, but the reality is, is that when you’re reiterating your next launch, you want your numbers to be better than they were last time. That’s always the goal.
Dolly: Yeah, I do want to say this, um, I think there’s, it’s really wise to have thank you pages like confirmation pages set up from even your lead magnets.
Because that way you can know, okay, how many people are landing on my actual landing page for this lead magnet? How many people have converted from that lead magnet? And . Using our client as an example, we can see, we could see which lead magnet was speaking more to her ideal client. And so that way we could tell her, Hey, like maybe you can then create content, but let’s say lead magnet number two.
Was performing better than lead magnet number one and lead magnet number two was about like tax categories. I’m just like making this up on the fly. Then that tells us to tell her, Hey, create, um, long form content that centers around tax categories. And then you can grow out your lead magnet in deeper ways in like later on down the line.
Cause it also informs what type of content. You should be creating in the future.
Amanda: Well, what you can also do if you want to get really advanced with this, so, if you’re listening and you’re like, I don’t have a course yet, don’t worry about this, but if you’ve got a course, and you already have it on Evergreen, another thing you can do is you can set up, so you’ve got your two freebies that lead to this course.
Instead of a confirmation page or a thank you page, if you take them to a sales page for the course, then you can see which freebie converts best, too. And so you can see which one is a more natural lead in to the course itself. And then you can know, okay, I can push this one more and most likely get more sales.
Um, but looking at those numbers and going, okay, this many people landed on the upsell page for this freebie. And this many bought from this freebie versus this many. Anyways, that’s a whole lot of math. Um, but again, those numbers, they tell you everything. Yes. I love it. I know that we have on Instagram a question.
Launch strategies often include daily emails. Is pre launch the same or are we simply more strategic with our weekly emails to better lead up to a launch? I feel like you’ve covered this, but just so we can make sure that this is answered clearly, go ahead and give your thoughts on that.
Dolly: Yeah, so my thoughts are, be very intentional during your pre launch, this is not the launch week, this is your pre launch, so in your weekly newsletters, your newsletters, I’m calling it newsletter, your newsletter should be educating, of course, like on the topic that you’re known for, it should be Again, this is, I’m very, um, I don’t even know if I am called old school, but I love pointing people towards my long form content in my email.
Um, like if I, cause I blog and I podcast. And so I always let them know, Hey, I have a new podcast out. Guess what? This podcast is like a pre launch like to my launch. Do they know that? No, but I’m educating them on my podcast too. So on my newsletter, I am leading them to my long form content. I’m also segmenting people in my newsletter if they’re interested in my upcoming launch.
And how I’m doing that is I have, I am a big proponent of a hype event the week before your launch. So a hype event is like that, like It could be a challenge. It could be a private podcast series. It could be, heck, it could be a summit. It could be, uh, I don’t know, a webinar, a masterclass. So I’ve already pre planned, okay, let’s say, we’ll use our client as an example.
She had a masterclass. The week before her launch opened. And so every week for her newsletters, she asked her email list. She’s like, if you’re interested in joining, I’m leading a free masterclass on this date, um, sign up here. And so it’s self segmented her list to show her who are the warmest leads.
that we’re going to be interested in the masterclass that would most likely buy from her from the actual launch. So I would say be very intentional with your newsletters. Make sure that if you do include a hype event that you’re self segmenting, um, So that you, you can sell to them in a different way during the launch period and be, I mean, if you want to, like, you can even like change, I like to visually change my email banners visually to let them know, like, Hey, I’m in doing a series right now and like I, and I’m consistently showing up on the same day at the same time.
So they know when to expect me. And. Maybe I’m upping it two times a week when I’m getting closer to the launch, but I just have a very specific cadence and I love consistency. I love having a specific cadence because my audience like knows when to expect to hear from me. And I am very purposeful with how I lay out my newsletters.
And again, I feel like a lot of people might say that like that’s so old school, but I love. I love consistency and I love like that cadence for me.
Amanda: So you’re not increasing how many emails you’re sending during the pre launch though, that’s specifically launch, open cart, close cart.
Dolly: Yeah, for, for my launch week, that’s when I’m like, okay, I, I’m letting them know, Hey, I’m launching something and I am sending emails.
up to two times a day. And that can be intense for some people, but I mean, I let them know ahead of time.
Amanda: Perfect. Okay. So if you could give everyone one action step from after listening to this, what would it be?
Dolly: Don’t. Don’t be overwhelmed. I know that’s like easier. So don’t be overwhelmed. Um, really like if you want to launch something I would say like work on Oh, man, this is like three pieces of advice and you’re like, I just want one you long winded Person, um dolly you’re so long winded, but I would say like really hone in on your messaging Of your of the product that you want to sell, like, make sure you know who it’s for, make sure, you know, the transformation and make sure that it’s something that people actually want and not what you think that they want.
Um, so the messaging is so important and then the 2nd thing is if you truly want to. I don’t want to say successful, if you want to, because every, like, success is different for everyone. But if you want to feel like you’ve done everything you possibly can for your launch, allow yourself a good period of time to plan it out, and then to prime your audience, and then to have, like, the different phases for yourself.
Now, I’m not saying, like, you need to go all Amy Porterfield your first launch, like, no. But at least have a good priming period. Um, because I have to share this, even if you don’t launch successfully the first time. The fact that you have put in so much effort leading up as a pre launch period, the stacks are in your favor.
You have built up so much content and you are establishing yourself as like that go to expert. And even if it didn’t convert well in your eyes, like you still should keep up that momentum even after your cart open and can still continue to show up. And then. Try to launch again and you will be pleasantly surprised because when you stack up all of that content It really does go well in your favor.
Amanda: Yeah. Yeah, absolutely and it Especially because we’re not just focusing on social media. It works for years to come Um, okay, you’ve been on the podcast before so, you know, I never let anyone leave without giving a book recommendation So doesn’t have to be business, but it could be What’s a great book you’ve read recently?
Dolly: Oh my goodness, I’m currently reading another World War II book, I know. You all, Amanda knows how much I love World War II books. And it’s just, it’s wrecking me right now. It’s called The Lucky, The Lucky Child. It’s either The Lucky One or The Lucky Child. It’s a true story of this boy who survived. A concentration camp, and he, he went in with his parents, I’m not gonna give it all away, but he did not tell his story until he was in his 50s or 60s.
Amanda: Is it, is it a memoir? By Thomas?
Dolly: I don’t remember, I just remember the book cover, like, it’s like a picture of him and his parents, it’s a black and white photo. It’s either the lucky one, the lucky child, It’s very, I just found it at my library a few weeks ago, and I decided, hey, because I take my boys to the library every Monday, and I saw it and I was like, you know, I’m going to check this out.
I’m usually like, I normally read World War II books about females, but this is starring a male, and I’m like, wow, I’m really branching out. My husband makes fun of me. He’s like, wow, you’re really branching out, Dolly. Um, but it’s really good. It’s like, it makes me so sad because it’s a child. Like it just, it’s, I might start crying.
It’s just so, I love World War II books. And I love books like that. So,
Amanda: yeah, I read some good ones recently. I’ll have to send you the, um, you’ve probably read them at this point, but we’ll, we’ll connect them with the actual title of this and who it’s by. Perfect. Dolly. Thank you so much for joining me today.
Dolly: I hope it was helpful. I know I’m really like, I just go all over the place. So I really hope it was helpful for you. There’s so
Amanda: much to cover when it comes to launches, especially. In 2024, right? Yeah. So, I appreciate you. For anyone who has follow up questions for Dolly, pop them in the comments. We will get back to you.
Um, and I’m sure there will be plenty of questions to ask from us because we covered so much. So if you want to see more in depth about any, um, facets of this, let us know in the comments.
Dolly: Yeah, definitely.
Amanda: What should a prelaunch strategy look like for your upcoming course, and how should you create it? Is it really necessary, and how can it affect the long term success of a course? How do you even measure the success of a prelaunch strategy? Today, I’m joined by my friend Dali DeLong to help answer all of these prelaunch questions and more.
Dali is a systems and workflow expert. Dedicated to helping small business owners streamline their processes and conquer the overwhelm of launching as the founder of the systems and workflow podcast, Dolly specializes in guiding solo entrepreneurs, particularly female business owners through the complexities of their first or second launches.
If her voice sounds familiar, you may have also listened to episode 146 of this podcast where Dali shared all about how you can create a strong inquiry process for your potential clients. You’re listening to episode 235 of the Chase and Simple podcast, and I’m your host, Amanda Warfield. This episode was brought to you by the Chase and Simple content planner, and you can grab your own at amandawarfield.
com slash planner.
When it comes to creating your monthly content calendar and sitting down to create your content because you’re batching it, right? The first step is not writing in the monthly calendar. It’s not even writing your categories and important dates on the calendar. If that’s where you’re starting with your content planning, well, all you’re creating is a plan.
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Without having a strategy first, putting together a plan will simply mean pulling ideas out of thin air. So, how do you start with a strategy? By starting with your goals and working backwards to ensure that you’re moving your audience toward them. What are your yearly goals, quarterly goals, monthly goals, and weekly goals?
And how can you translate them into content your audience wants to ingest? You’ve got to consider those questions before you even begin deciding what it is that you’ll post about. And if you want a simple way to create both your strategy and your plan, grab your Chasing Simple content planner. The planner is my number one bestseller, and for good reason too, because this massive, more than 130 page planner was designed with strategy in mind.
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so much for joining me here today, friend. You can find this episode show notes as well as all the resources you need to simplify your marketing over at amandawarfield. com. If you liked what you heard here today, be sure to subscribe to the podcast so that you never miss an episode. And if you could take a moment to leave a rating and review, it would truly mean the world to me.
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