🗣️Transcript
Hello again. I’m back with another lesson to help you get your bearings, and this one asks the question: What Does Launching Look Like?
In other words, how do you put your course out into the world so you can start seeing some of those benefits we talked about in the very first lesson?
So here’s what you’ll learn:
- The two most popular models for launching a course
- How to decide the best launch model for you
- Why it’s usually better to beta launch your course
Let’s kick things off by looking at the two main models for launching an online course: “evergreen” and “open/close” (or “live launch”).
There are different flavours of these two options but most launches are either one or the other. And the dividing line between the two really just comes down to the simple matter of when people can join your course.
Is the door always open to new customers, like your local gym, or can you only join at certain times before the door closes, more like an academic class?
And it’s surprising how this simple question – is the door always open or only sometimes? – can make a big impact on how you deliver your course.
Let’s look at each model in more detail.
Let’s first look at the evergreen model. Like a healthy conifer tree, evergreen courses are good-to-go all year round.
From a student perspective an evergreen course is more like an off-the-shelf product, in that they get to decide exactly when they’re ready to buy it.
It’s a bit like buying the latest iPhone. Once launched, it’s available until it’s replaced by another model. Apple doesn’t say “you can only buy this phone at certain points during the year”.
Now, if you choose the evergreen model there are certain things that go along with that model. For instance:
- You need to set things up so you can accept new students at any time
- You to support students who are at different stages – at the same time
- You need a decent amount of content “in the bank” before launching
There are some specific advantages too:
- Evergreen courses are easier to set up to run more passively
- Students can proceed at their own pace
- You can avoid the “feast and famine” of big launches
So that’s evergreen in a nutshell. Door’s always open.
Turning to the “open/close” model, this approach treats your course more like an event than a product.
There’s a deadline for signing up and once it’s passed, you don’t get another chance until the next launch.
It’s more like, say, a music festival. You can’t sign up whenever you like because it’s not running all the time.
If you choose the “open/close” model then there are certain things that go along with that as well:
- You need to promote it heavily as the deadline approaches
- Once inside, students usually expect more live interaction with you
- You need to work to keep everyone moving in pace with the program
Naturally there are some advantages too:
- It’s easier to create “buzz” around each launch because it’s more of an event
- “Fear of missing” out encourages people to take action and actually sign up
- Open/close launches are more attractive for other people to promote on your behalf
So that’s “open/close”.
You may already have an idea what model you want to follow. In practice, the right one depends on your goals and I’ll give you some guidance in the next module.
However, if your course is intended to support and enhance an existing business, or be a fun and profitable side project, the evergreen model will give you more flexibility.
It’ll also be easier to manage in tandem with your main business because it doesn’t require periodic launches that can take up a lot of time.
If your course will be the main focus of your business, or even the basis for a brand new business, then the “open/close” approach may suit you better.
You can even combine the two models by making your course available to buy at any time, but a few times a year you do a big open/close launch with a special discount or some extra bonuses to sweeten the pot.
But we’re getting ahead of ourselves. Before you get to the point of choosing between those two models, there’s another type of launch you should do first.
The beta launch!
Let me explain. It’s very tough to build your best course in total isolation.
It doesn’t matter how well you know your topic area, it’s risky to launch your course into the market without testing it with a smaller group first.
But once you have some feedback, you can make a few adjustments and then relaunch with more fanfare.
And the way to do that is with a “beta” (or “pilot”) launch by offering a no-frills version of your course to a small group of friendly participants drawn mostly from your existing network.
Your “pitch” to those people usually looks something like this:
“I’ll give you a big discount on my brand new course and lots of attention once you’re inside and free access to the polished version when it’s ready. In return, you’ll give me lots of feedback on what works and what doesn’t.”
By the way, you don’t even need to have created all your content. You can launch with just enough to get people moving and then create the rest as they need it.
Don’t worry, I have a whole module for you on beta launching, so I’m not going to go any deeper right now.
Okay, you should have a much clearer idea of what launching looks like. See you in the final lesson for this module.