Spoiler Alert: Neither of us “sold out” our fall launches. But looking at who joined and why, we don’t think that’s the whole story.
In this episode, we look back at our fall launches. Last month we walked through what we planned to launch, and both of us ended up pivoting partway through. Jessica walks through a membership price increase, about 60 welcome calls, a cohort that filled 15 of 20 seats, and the realization mid-launch that the membership—not the cohort—had become the place to actually define your foundations. Meg shares why her Signal launch came in at 11 people instead of 15 to 20, what she’d change about her small group workshops, and why she’s moved away from low-cost public challenges.
We talk about readiness, longer decision timelines, hand-selling, and why the best-fit buyers this time came from people who’d been engaging with our work for months.
* “Which launch?” Juggling a membership price raise, a member cap, and a public and private cohort at the same time
* When your product suite changes on you in the middle of a launch
* Why almost everyone in Jessica’s cohort had already read the book, joined the membership, or taken a course
* Meg’s small group workshops, and how benchmarking can feel like “now I know what to do”
* Why low-cost, high-volume public challenges stopped feeling good
* Readiness over budget: why buyers are fewer, slower, and more discerning
* Follow-up matters more than the sales sequence, and what personal outreach looks like at this stage
* Selling integration and discernment, not just information
* The staggered launch: why the people buying now first heard from you six months ago
“It used to be that the conventional launch strategy was get people on your newsletter six to eight weeks before the launch, have some webinar content, and then sell. And I think what you and I are both discovering is that they need to engage with you and your work six months in advance. They need to understand your way of thinking, not just through newsletters, but through live content, through engaging with your work for a substantially longer period of time. So your launch is really a staggered launch. The people who are joining now, you actually launched to them six months ago in the spring.” - Jessica
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Meg Casebolt
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