how I made launching less work

Hey there!

Over the next few weeks, I want to talk about launches.

Launches used to overwhelm the crap out of me.

Even though my business model has never heavily relied on launches, the pressure and stakes still always seemed so high.

But I’ve realized recently that when I relaunched the membership in my other business late last year, it was the first time I ran a launch campaign where:

• I wasn’t so stressed that it impacted my health
• I didn’t have to work so much that, again, it impacted my health
• I’d wake up in the morning feeling more excited than nervous
• I didn’t burn out at the end of it

Of course, a lot of different factors went into it being a smooth and successful launch.

• Part of that has been reframing what a launch is, and what they require
• Part of it has been simple experience, and getting more solo launch campaigns under my belt
• Part of it meant letting myself lean into what I know & am good at when planning launch events, instead of what I feel like I “should” do

But maybe the biggest part of it all?

I’ve finally run enough launches in my own businesses to develop a pretty repeatable system for repurposing content in my launches.

That means they’re just a lot less work than they used to be.

From the outside, it doesn’t look much different than any other product launch.

In terms of the overall launch strategy and calendar, I still roughly follow guidelines and recommendations mentors have taught me.

But, like with all of my other content marketing, I heavily prioritize ideas that let me remix and repurpose content throughout the launch.

If I stray from, say, the email topics they recommend including in a launch, it’s because a similar idea will let me reuse something while the recommended topic would require starting from scratch.

As a result, for the membership relaunch last year, there were only 2 or 3 launch emails out of the 20 or so I sent that month that weren’t repurposed from somewhere, whether that was the membership sales page, an old piece of content, or the marketing for an old offer I don’t sell anymore.

I want to get this strategy “down on paper” before the next time I need it, and I’m taking you along for the ride. 😀

So over the next few weeks, I’m gonna be writing a series breaking down the different ways to repurpose content for a launch. Some of the things we’ll be talking about include…

• How to use your evergreen greatest hits both before and during your launch
• Ways to repurpose old sales copy, even when you’re launching something for the first time
• A framework for turning sales page copy into launch emails and social posts
• How to repurpose the content your actual products (for infoproducts) or support material (for other types products and services) for marketing and sales

I’ll be back in your next inbox to talk about how you can use a version of your greatest hits sequence leading up to a launch date.

(Don’t have a greatest hits sequence but want one? Hit reply and let’s talk about building you one).

See you then,