Back in early 2010, I launched my very first course for sale. I made a total of $1455 from 15 sales. I was ecstatic…until reality set in.
Since I didn’t want to create an entire course only to discover no one wanted it, I decided to “drip feed” the course one lesson at a time over 18 weeks (yes, that’s four and a half months). The challenge was I only created two weeks worth of lessons before I sold the course.
Now that 15 people purchased it, I had to create 16 weeks worth of content in order to hold my end of the bargain.
If you’re doing math at home, that’s 4.5 months of work for $1455.
While you could say it was just the accountability I needed to actually create my first product, it didn’t get rid of the fact that I had a ton of work to do for just $1455. I tried to remind myself I was creating a course I’d be able to sell for years to come but that didn’t make the work any easier.
Over the past few weeks, I’ve had conversations with at least four people who’ve launched a new course or product only to fall way short of their goals. As one person described it:
“I’m physically, mentally, and spiritually fried, and not sure what to do next. I don’t trust my judgement right now. I could use some help.”
Have you ever felt this way? I know I have.
So, what’s the answer when the last thing we want to hear is “You’ve got this..I believe in you”?
We Launch, Then We Learn
I wish I had a magic success pill to help you go from disappointment to enthusiastic. The hard truth is we launch, then we learn. This is the path we all must take. Launching your first product must take place first, before you can learn how to be a success.
Instant success is a myth. We want grand slams and home runs, but as Michael Hyatt has said, “Success is often made up of singles and doubles.”
We don’t learn standing still.
We don’t learn sitting on the bench.
We don’t learn by isolating ourselves from disappointment.
When we launch, we always get results. Whether positive or negative, we are guaranteed to get results. The only way to not get a result is to do nothing. I’d rather have results regardless of how painful it might be.
With results, we can learn something new. We might be just a small tweak away from better results.
“But Jonathan, I don’t want to launch something to my audience and then face the pain of failing in front of everyone.”
I hear this a lot. But the truth is who has to know?
The very first webinar I held only seven people showed up. They had no idea only seven people were in the webinar room. I taught them as if there were 500 on the webinar that night.
The beauty of launching a new online course is your audience has no idea how many or how few you have sold. In fact, failure to sell a course does not mean the course isn’t any good.
Maybe your problem was a promotional problem. You didn’t communicate it effectively. You were to afraid to email your list more than once about it. The point is you won’t know how to improve until you launch.
We launch, and then we learn.
That is the path to success, my friend. Don’t despise a small beginning, for it’s in the results you learn the art of winning.