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Launches are like sports games

Rachel Capurso, Aeolian Heart


"Engineering a successful launch is a mysterious process. If there really was a simple recipe to follow that guaranteed results, then everyone in online business would be rich! But launches are more like sports games: there’s a combination of strategy and luck at play. But over the last six years of launching more than two dozen classes and services, I have found a strategy that helps to swing things in my favor.

The common advice for launches emphasizes creating excitement, scarcity, and pressure to buy. But the best launches I’ve done are always the ones where I go off-script and just have fun speaking naturally to my subscribers about my life. More than any other launching strategy, the one that has worked the best for me is telling personal stories that weave into a sales pitch.

Four years ago, I went on a road trip with my husband during a launch. Instead of writing traditional sales pitches, I shared little travel stories from the road. At the end, I'd sign off by letting the readers know that my new class was open for registration.

This breezy and creative approach has been successful many times because most readers are bored of seeing the same sales tactics and scripts every day. It may not be an automated approach, but I’ve found that when I'm willing to be real with my readers and engage them with storytelling, they're way more interested in buying from me."

Advice Contributor

Rachel Capurso

Rachel Capurso is the creator of Aeolian Heart Astrology, a voice that speaks to free spirits and free minds. She illuminates the timeless wisdom of Hermetic philosophy with a unique blend of pop culture, history, and art.

See Rachel's Site