What is an online course launch?

An online course launch is the process of introducing your course to the market and attracting your first students.

It’s not just about making your course available; it’s about creating a buzz, building anticipation, and guiding potential students through a structured journey that leads to enrollment.

A successful launch sets the foundation for future sales and helps establish your course as a trusted resource in your niche. Carefully planning your launch ensures that your course reaches the right audience and has the intended impact.

Types of online course launches

Online course launches generally fall into two categories: live launches and evergreen launches.

Live launches

Live launches have a set enrollment period, usually lasting about a week. After that, enrollment closes again and the course isn’t available to new students until the next "launch".

While it might seem odd to limit access to an online course, this approach is common in the real world. Just like university courses that only accept students at certain times of the year, live launches follow that same cohort-based model.

For example, Marie Forleo's B-School is only open once a year. If you want to join, you'll usually need to wait until doors re-open each February.

Evergreen launches

Online courses often involve passive delivery methods and don’t always need students to start together, so limited enrollment periods can be unnecessary.

Evergreen course launches mean students can enroll at any time. Your course is always available and you can continuously attract and convert students using an evergreen funnel.

Which should you choose?

Each type of launch has its advantages, but evergreen launches often make more sense for most course creators. Here’s why:

• Continuous improvement: With evergreen launches, you’re not locked into one shot. You can refine your approach more easily over time; testing and tweaking your funnel to see what works. If a live launch doesn’t perform well, you’re stuck waiting until the next one to try again.

• Keeping motivated: If your first attempt at a live launch falls flat, it's hard stay motivated for the next round. Evergreen launches let you build momentum gradually, without the pressure of a high-stakes launch.

• Less stress: Live launches are intense. The build-up, the launch itself, and the aftermath can be overwhelming. Evergreen launches let you spread that workload out over time, meaning less burnout and a more manageable marketing system in the long run.

• Passive income: Most course creators are looking for a way to generate income more passively. With an evergreen launch, you set up your funnel once and it can continue bringing in sales with minimal effort. Whereas live launches are more hands-on and only generate income during the launch period.

• Minimising risk: Live launches only work well if your messaging and copy are on point, which usually takes a lot of experience or hiring a professional copywriter. But good copywriters aren’t cheap, so it’s a big gamble to spend that money on a single launch. With an evergreen launch, you can test and fix your funnel incrementally, reducing risk.

Again, there are benefits to both methods (live launches do tend to get big results when they're done right), but I've found most course creators prefer the evergreen style of selling.

Why you need an evergreen launch funnel

A launch funnel is the backbone of any successful online course launch. It's the system that guides potential students from first discovering your course to making the decision to enroll.

Without a well-structured funnel, you're relying on chance to convert visitors into students.

A good funnel does several things:

1. Attracts the right audience: It draws in people who are genuinely interested in what you're offering, making sure your marketing is focused on those most likely to enroll.

2. Nurtures leads: It builds a relationship with potential students, addressing their doubts and showing them the value of your expertise. This nurturing process helps convert initial interest into action.

3. Creates a smooth path to enrollment: A funnel removes friction points that could prevent someone from enrolling. It guides them through each step, from learning about your course to making the purchase, in a smooth and systematic way.

4. Optimises for conversion: With a funnel, you can continually test and improve each stage of the process, increasing the likelihood that strangers will become students if you keep putting more traffic in.

In short, a launch funnel turns your course launch from a "shot in the dark" into a strategic, repeatable process that consistently brings in new students.

Mapping out your launch messaging

Your funnel needs to guide potential students through a series of thoughts before they’ll be ready to buy. We all have certain prerequisites that must be in place before we'll change our behaviour (i.e. before we'll buy a product).

If you can lead them through this journey, you’ll be far more likely to convert them into paying students.

Each stage of your course launch content should be hyper-focused on getting one small shift in your ideal student's mindset.

Here's the 18-step framework I use with clients:

1. They see your ad on social media
   → "This looks interesting"
   What will get the attention of your ideal students?

2. They visit your lead magnet landing page
   → "This looks useful"
   What resource would your ideal students find useful?

3. They access the lead magnet
   → "This is really helpful"
   How can you deliver immediate, actionable value?

4. They receive your welcome email
   → "I like this person"
   How can you share your story to connect with them?

5. They engage with your nurture content
   → "This person knows their stuff"
   How can I show my expertise in a valuable way?

6. They read your problem-focused email
   → "Yes, I'm struggling with this"
   How can I make them feel understood in their pain?

7. They read your myths or mistakes email
   → "I can see where I’m going wrong"
   What common pitfalls can I give them clarity on?

8. They read your desire-focused email
   → "Yes, I want something better"
   How can I make them feel understood in their desires?

9. They read your solution email
   → "This looks like exactly what I need"
   How can I position my course as the solution?

10. They read your breakdown email
    → "I can see how this works"
    How can I give them clarity on every part of the product?

11. They read your bonuses email
    → "I can see this goes above and beyond"
    What can I offer to add value they weren't expecting?

12. They read your proof email
    → "It looks like it's worked for others"
    How can I prove this works for someone like them?

13. They read your pricing email
    → "I'd happily pay that for the same outcome"
    How can I anchor the price to their desires?

14. They read your objections email
    → "I believe in this"
    How can I address and overcome all of their doubts?

15. They read your future-pacing email
    → "I believe in myself"
    How can I empower them to see their own potential?

16. They read your guarantee email
    → "This doesn't feel like a big risk"
    How can I make this less risky than inaction?

17. They read your audience email
    → "This is perfect for someone like me"
    How can I make them feel like this is tailored to them?

18. They read your urgency email
    → "I'm ready to do this now"
    What reason can I give them to act right now?

If your ideal student has each of those thoughts in response to your content, they'll buy. Your job is to put the right content in front of them—at the right time.

Defining your online course launch plan

Your messaging map defines what you'll communicate to prospective students, but you also need a plan for when you'll say it. That's where a course launch calendar comes in.

Why you need a course launch calendar

Funnels can be complicated, especially if you use segmentation or intend to have multiple overlapping funnels in the future. A course launch calendar helps you see the big picture and also communicate that overall structure to others when needed.

Choosing the right email frequency

The timing of your emails is key for maintaining interest and driving conversions. Here’s how I'd suggest structuring your email sequences:

• Start with Fibonacci gaps: Begin your nurture sequence by spacing out emails using the Fibonacci sequence (e.g., 1 day, 2 days, 3 days, 5 days). This gradual approach matches your audience's interest, which is highest when they first subscribe.

• Don’t be afraid of daily emails: When you enter the promotion phase, switch to daily emails. This keeps your course top-of-mind and helps maintain momentum. People are more likely to take action when they’re consistently reminded, and they can always opt out if they lose interest.

• Avoid sending on weekends: Most course creators find that emails sent on weekends have lower open rates. Unless you have a good reason to send on weekends, stick to weekdays to maximise engagement.

Pro tip

Replace unsubscribes with opt-outs. Some people might not be ready to buy, but they will later. Instead of only including a general unsubscribe link in your footer, add a prominent opt-out link for the current sequence. That way, people can opt out of this course launch but stay on your list, so you can still send nurture emails.

Examples of launch calendars

To help you visualise how this works, here are some examples of course launch calendars for three different funnel types.

Download funnel launch calendar

Starts with a lead magnet, followed by slightly spaced-out nurture emails, leading into a daily promotional sequence:

I also like to include a personal follow-up email for non-buyers, asking if there's a particular reason they chose not to enroll for now. This often gives valuable insights into gaps in your message.

Webinar funnel launch calendar

Begins with a nurture sequence to build anticipation, followed by reminder emails, then a replay and daily promo emails:

Webinar funnels often have conditional paths to send different emails to people who didn't attend, but this is how the main path might look. You can also send targeted emails based on how much of the webinar they watched, or webinar invitations to existing subscribers.

Challenge funnel launch calendar

Involves a series of daily emails during the challenge itself, followed by a strong promotional push at the end:

The emails during the challenge can double as a nurture sequence. After the challenge ends, you'd transition into a daily promotional sequence that highlights how your course can help them continue their progress and get even better results.

Step-by-step launch checklist

Step #1: Plan your traffic strategy

You'll need to drive targeted traffic into your funnel, making sure the right people are aware of your course and engaging with your content. Your traffic strategy outlines how you'll do that.

Key actions:

1. Find them - Identify your target audience and where they spend their time online. Which platforms, forums, or communities do they hang out in?

2. Connect with them - Develop a plan to reach them through paid ads, organic content, or partnerships. Your strategy will depend on budget, preferences, and niche.

3. Track results - Set up tracking and analytics to measure the effectiveness of each traffic source. If you don't know which channels are getting results, you might waste time attracting traffic that doesn't convert.

Best practices:

• Focus on one (two max) traffic sources at first to avoid spreading yourself too thin. Master one at a time.

• Fish in small, focused ponds—not huge oceans. Ideally, find places where your target students are in a majority rather than a small segment of a larger group.

• Meet them in the right context. There might be plenty of accountants on TikTok, but are they in "work mode" when they're scrolling through dance videos in bed?

Summary statement:

"I'm going to reach my audience via ___________. There will be many of my target students there and they'll be in the right frame of mind because ____________. I'll know if this channel is working by looking at ___________."

Step #2: Create your lead magnet

Your lead magnet is a valuable resource offered for free in exchange for someone's email address. It should be designed to attract and capture the attention of your ideal students.

Key actions:

1. Identify a pain point - Understand the most pressing problem your audience has in relation to your topic. Your lead magnet should offer a quick win or valuable insight into solving that problem.

2. Choose the format - This could be a checklist, guide, video, or mini-course that directly addresses the identified pain point. Base the decision on how your ideal student would like to receive the content.

3. Develop the content - Create a high-quality resource that is easy to consume and provides immediate value. Don't overthink it—tools like Canva have plenty of templates.

Best practices:

• The lead magnet should be directly related to your course topic, and ideally filter for people who will spend money further down the line. Avoid freebie-seekers.

• Make sure it's easy to consume quickly—no more than 10-15 minutes. The faster they get value, the better.

• Offer practical steps that they can implement right away in the real world. Prioritise implementation over theory.

Summary statement:

"My lead magnet will be a ___________ that helps my target audience to ___________. I know they’ll find it valuable right away because ___________."

Step #3: Set up your landing page

Your landing page is where potential students sign up to get your lead magnet. It needs to be clear and outcome-focused.

Key actions:

1. Write the copy - Create a headline that highlights the benefit of your lead magnet and who it’s for. Include any social proof, like testimonials, and a short bio to build credibility. Make sure it connects directly to their pain point.

2. Set up the page - Use a platform like ConvertKit, which has templates designed to boost conversions. These make it easy to create a professional-looking page quickly.

3. Configure the delivery email - Set up your email platform to automatically send the lead magnet as soon as someone opts in. They need to get the content right away.

Best practices:

• Use double opt-in - Require subscribers to confirm their email address. This keeps your email list clean and reduces deliverability issues.

• Tie the download to email confirmation - Only send the lead magnet after they’ve confirmed their email. This ensures they complete the opt-in process.

• Keep the delivery email brief - Thank them for signing up, provide the download link, and keep the email short and to the point. No need for extra fluff here.

Summary statement:

"My landing page will feature a clear headline that targets ________. I’ll use ConvertKit's templates to create a high-converting page. After opting in and confirming their email, subscribers will receive a brief email with the lead magnet."

Step #4: Write your nurture emails

Your nurture emails are designed to build a relationship with your leads, giving them value and building "know, like and trust".

Key actions:

1. Plan your nurture content - Outline the key topics and messages you want to cover in your nurture sequence. Focus on content that educates, inspires, and addresses any common challenges or objections your audience might have. A sequence of 3-5 nurture emails is usually enough to build trust and rapport.

2. Write your nurture emails - Craft emails that deliver value without asking for anything in return. Share insights, tips, and stories that resonate with your audience and help them overcome any obstacles they might face.

3. Set up the email sequence - Organise your emails into a sequence using your email marketing platform. Schedule them at regular intervals—no gaps larger than 1-3 days.

Best practices:

• Don’t promote anything - Keep your nurture emails focused on providing value. Avoid pushing for sales or even mentioning your product.

• Provide a lot of value - Share valuable content that helps your audience solve problems or learn something new. This builds trust and positions you as an authority.

• Handle objections early - If possible, use your content to address any obstacles or objections that could prevent them from enrolling later. This makes the decision to enroll easier when the time comes.

Summary statement:

"My first nurture email will provide value by ____________. The second nurture email will provide value by ____________. And my third nurture email will provide value by ____________. None of my nurture emails are trying to promote my course."

Step #5: Write your promo sequence

Your promo sequence is designed to turn nurtured leads into paying students by clearly showing the value of your course and encouraging them to enroll.

Key actions:

1. Outline your emails - Create a basic framework for your sequence. Start by addressing the problem your audience faces, then tap into their desires. Introduce your course as the solution, build trust with testimonials or case studies, address any objections, and finish with urgency to encourage immediate action.

2. Write the emails - Write clear emails that focus on your audience's needs and desires. Each email should ask for the sale directly and link to your sales page or checkout.

3. Set them up - Schedule your emails to be sent every 1-2 days, unless you have a specific reason not to. Remember that they can opt out if they want to.

Best practices:

• Focus on them, not just the product - When describing your course, always explain what it will do for the student. Highlight the benefits and transformation they'll experience.

• Ask for the sale clearly and often - Don't be shy about asking for the sale. Make sure each email has a clear call-to-action that encourages them to enroll.

• Send them to the sales page - Include a link to your sales page in every promo email. Make it easy for them to take the next step.

Summary statement:

"My promo sequence will follow a framework of addressing the problem, desires, solution, trust, objections, and urgency. Each email will clearly ask for the sale and direct the reader to the sales page, with emails sent daily during the promo period."

Step #6: Create your sales page

Your sales page is where potential students decide to enroll. It needs to clearly communicate the value of your course and make it easy for them to take action.

Key actions:

1. Plan your sales page - Outline your page following the same structure as your promo emails: start with a value proposition, then cover the problem, desires, solution, trust, objections, and urgency.

2. Write your sales page copy - Use simple, persuasive language that resonates with your audience. Focus on how the course solves their problem and try to match what you’ve said in your promo sequence.

3. Build your sales page - Use your course platform or a page-builder to create the page. Break up the content with headings, bullet points, and images. Include buttons throughout so visitors can enroll at any point.

Best practices:

• Keep the message consistent - Make sure your sales page aligns with your promo emails in tone and messaging. You don't need to reinvent the wheel.

• Avoid walls of text - Break up long paragraphs to make the page easy to read. Use formatting to make it skimmable.

• Add buttons throughout - Use plenty of checkout buttons to make it easy for them to sign up. Readers should never be more than two sections away from a button.

Summary statement:

"My sales page will follow the same structure as my promo sequence, with clear and consistent messaging. The page will be easy to read and have plenty of buttons for to make enrolling easy."

Step #7: Promote your lead magnet

You’ve already planned your traffic strategy, so it’s time to put it into action. This step is all about driving high-quality traffic into the top of your funnel, so that your emails and sales page can convert them into buyers.

Key actions:

1. Launch your traffic campaigns - Start running the ads, posting the content, and leveraging the partnerships you planned in your traffic strategy.

2. Monitor performance - Keep an eye on the performance of each channel. Pay attention to metrics like click-through rates and conversions to see what’s working and what needs tweaking.

3. Adjust as needed - Be ready to change your approach based on what's getting the best results. If a certain platform isn't performing as expected, switch your strategy to focus on traffic sources that are working.

Best practices:

• Stay consistent - Consistency is key. Stick to your plan, but stay flexible enough to make adjustments based on performance.

• Focus on quality - It’s better to have fewer, high-quality leads than a large number of unqualified ones. Make sure your traffic is well-targeted and that it's converting.

• Keep an eye on budget - Monitor your spending to make sure you’re getting a good return on investment (ROI). It's easy to spend $1 and get 99c back, but still feel like your ads are working. Know your numbers!

Summary statement:

"I’m now launching my traffic campaigns as planned, monitoring performance closely, and making adjustments as needed to make sure my funnel is converting."