The Academy of Certified Launch Professionals was created to solve the challenge of where launch pros go to get the gold standard of training in launch strategy, launch management and partner strategy – and is born from my real-world experience as a launch manager for leaders in the online space. Our agency Love To Launch work with some of the world's best course creators and experts, and we've taken that agency experience and packaged it into the ACLP program.

Here's what I've learned along the way…

1 – LAUNCH PLANNING AND ORGANISATION ARE CRUCIAL

Certainly, I won't deny that I have improvised my way through a product launch on numerous occasions. However, the truth is, as your business expands, your team grows, and the scale of your launches increases, things get more intricate. More extensive launches necessitate detailed preparation, so I allot a full day to set up things like my file structure, master documents, dashboard, schedules, templates, organisational charts and assigned roles. This kind of setup may seem excessive to some, but it saves me from countless headaches down the line. Moreover, every launch is unique and requires tailoring, even when using a template. I didn't always have this organised approach, but over time, I have realised that systems keep me sane. I experiment with new launch systems as frequently as I explore new launch strategies.

2 – YOUR SUCCESS IS EASIER WHEN YOU PRIORITISE HIRING A PLAYERS

In the past, my friend and client, Jasmine Star, came to me seeking recommendations for a capable launch manager. At that point, Jasmine's business was already generating 7-figures, and she needed someone who could handle the magnitude of her operations. Although a revenue share deal with an experienced launch manager would have worked, I proposed a better idea considering her frequent launch model – hire an outstanding project manager and train them on product launches. This proposal marked the beginning of a wonderful collaboration. Jasmine's new launch manager, despite having no prior launch experience, managed a 7-figure launch successfully and has been growing ever since. This pattern is consistent across all the clients I have worked with: an exceptional launch manager is often the difference between a launch success and failure.

3 – NO SINGLE TOOL CAN DO IT ALL

Integrations, APIs, web hooks – these can be a launch manager's worst nightmare. Even with my background as a web developer, I find the complications that come with linking launch tools, checkout systems, marketing systems, invoicing systems and CRMs annoying. Many tools promise to be an “all-in-one” solution, but they seldom cater to the demands of significant launches. Don't force your business to fit into one tool; instead, prioritise a seamless user journey, even if it means spending time setting up the technology or investing in additional subscriptions. Document everything, establish processes, train your team and outsource if needed.

4 – PRIORITISE NURTURING PROMISING LEADS

A rather demoralising fact about product launches is that most people won't buy. With the average conversion rate at Love To Launch being around 7%, this means 93% of people choose not to purchase. However, this doesn't worry us as the 7% we convert is all we need. But if you wish to improve your launch success, you need to invest more effort into nurturing potential buyers. The ones who show interest and engage more with your content are the ones you want to focus on.

5 – CONVERSION RATES TRUMP TRAFFIC VOLUME

Want to increase your launch success? Then stop thinking traffic volume is your panacea. Relying on Facebook ads has proven to be risky. The cost of advertising has never been higher, and you can't simply pour money into ads expecting to solve all your launch issues. Instead of increasing traffic, first aim to improve your conversion rate. The key takeaway – always know your numbers.

6 – DIVERSIFY YOUR TRAFFIC SOURCES

For most large launches I've managed, we use three types of traffic: paid leads, organic leads, and affiliate leads. While affiliate leads typically convert at a rate 10x higher than paid leads, using all three types can dramatically increase your conversion numbers. Diverse lead sources minimise risk and stress, and increase overall conversion.

7 – DESPITE HIGH COSTS, FACEBOOK ADS STILL DELIVER RESULTS

The recent privacy updates by Apple have indeed complicated the process of running paid ads, making it more expensive than ever. However, investing more time in crafting compelling ads can help overcome these challenges – don't let the fear in the industry stop you from learning them, they're still very powerful.

8 – A POSITIVE ENERGY IS ESSENTIAL FOR A SUCCESSFUL LAUNCH

This may sound somewhat mystical, but it's crucial to note that your attitude as a leader during your launch can significantly impact the outcome. A positive, proactive, and motivating demeanour, even under pressure, will inspire your team to deliver their best.

9 – EMAIL MARKETING REMAINS PARAMOUNT

Keep growing your email list and keep warming it up for future launches. With organic traffic converting at a 7-8% rate during a launch, warm organic leads convert eight times more frequently than cold paid traffic leads. Therefore, emails during your launch are vital if you're planning to scale.

10 – THE COMBINATION OF A LAUNCH TEAM AND A SALES TEAM IS THE DREAM TEAM

As a launch manager, it's my responsibility to collaborate closely with the sales team. Even though your sales team may be small, their intimate knowledge of your offer can substantially assist in nudging the undecided buyers across the finish line.

In conclusion, I hope you've found this insightful article helpful. I look forward to hearing which of these insights resonated with you the most and why!