It’s easy to get caught up in a new and exciting business idea, but sometimes we can do everything right and just not convert. Laura Brandenburg found the key to turning a failed launch into a successful one by tapping into one thing her clients really needed.

• Laura’s biggest failure was an online program launch.  She made a large financial investment, spent months working on content, recording, and transcribing.  Her final ROI was only a few dollars an hour. It sold, but not the way she wanted it to.
• Internally, she felt a lot of disappointment.  She went back and looked at all of the questions asked and the feedback she received.  She jumped really quickly into how to fix this to make it better for the next time.
• The second time, she only partially fixed it!  She thought maybe it was just the way it was launched.  She did a webinar and messaged everything a little better.  It still was not landing with the people the way she wanted it to.  
• She went back to look at the people who did not buy.  She wanted to know why they did not purchase from the launch.  She realized that she did not meet people where they were at. She was trying to talk people into what they needed and not trying to meet their need where it was.
• Before creating, ask your people what they are looking for and build around that.  Instead of trying to convince them they need what you built.
• Laura also took a smaller piece of her course and repackaged it.  She gave people more access to her during her courses.
• She built an online forum instead of letting people just email her questions.  
• Right away when her first offer took off, the one on one work became unsustainable.  The problem was that this was where the best part of the learning would take place. She had to hire other co-instructors for her courses.  This was helpful so she could review the deliverables. Laura did realize that this was holding her back from growing. She had to eventually outsource all of the instructors.  
• Her biggest positive is that she has never had a complaint about not getting the coursework feedback from Laura and getting it from another teacher.  
• To stay in touch with her people, she does a survey after every course and launch.  She stopped doing that because she was getting to much feedback. Later she realized that was not a good idea.  
• She has regular meeting with her instructors to find out where people are struggling and where they are doing well to help with the course writing.   
• Approaching launching then, the idea predated the offer.  Now the launch process is much more a conversation.
• As long as we do better the second time around that is progress.  
• She now does 3 courses on top of the business process course.  They touch on areas of business analysis. They have a live program twice a year.  
• Over the last year she launched a lot of smaller launches before going back to the larger program.  Don’t be afraid to start small and build on it.
• Build interactions in the launch.