Received a great question today from someone who’s launching a cohort-based course:
“I already got the [launch] emails in place… but got any tips for me? It might help me edit the emails and even create more.”
My response:
“A few tips off the top of my head, in no particular order:
- Go hard on deadline day (you probs already know that). Send 3-5 emails on that day if you can.
- Throughout the launch, think of every possible objection and handle them in the emails. You can do 1 objection per email, or multiple objections in one email (i.e., a mini-FAQ inside an email)
- Talk about success stories relevant to your offering. The more of those, the merrier.
- Teach mini lessons in your emails that are inherently valuable – but withhold key details that are inside the cohort. And use that tension to propel people to enroll.
- Make any payment plans crystal clear, if applicable. This might warrant its own email.
- Update your list with real-time stats from the launch as it starts picking up. This creates a natural sense of FOMO, community, and authenticity.”
And here’s a bonus tip:
Make sure that somewhere in your launch sequence – preferably in just about every email – you frame the PROBLEM your course solves. (i.e., answer the question, “Why should I buy this?”)
Dylan Bridger