Secrets of a $2M Course Launch

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People just love sharing Stripe screenshots with their revenue numbers.

These days, social media and every sales coaching guru’s sales page are filled with them.

Of course, while these screenshots make your imagination pop, no one knows if half of these are real.

Luckily, I know that this one is because I took it.

Back in 2023, together with Ali Abdaal, we’ve launched the eight cohort of our flagship YouTube course called the Part-Time YouTuber Academy.

The launch was a great success and we ended up having to hire new people in order to keep up with the demand.

Our sales numbers went viral in the info-business space and the launch was later discussed in a lot of podcasts and YouTube videos.

But what many people failed to understand is that the success of a huge product launch like this one doesn’t lay in just having a well-designed sales page or a highly-converting email sequence. It’s more complex than “do this one thing and you’ll succeed.”

Let me explain.

There are 3 main components of a successful launch:

• Content

• Bridge

• Offer

📚 Content

This is the part that people love to skip but it’s also the main component involved in building your brand and trust in your expertise and value that you provide.

No matter what platform you’re creating on, having enough content to make yourself valuable in the eyes of a potential buyer is key.

If we’re talking about content in regards to driving sales, there are a couple of rules to remember about:

• Educational > Entertaining

• Long-form > Short-form

• Viral Replication > New concepts

• Consistency > Posting when you want

• Niche of one > Broad topics

• Content-product fit

In short, you want to create long-form pieces of content that are aligned with your future product in a specific niche and you want to leverage what’s already working and do it consistently over a long period of time.

🌉 Bridge

Here comes the email.

Email is how we capitalise on all that beautiful, long-form educational content you’ve created and we translate views into subscribers.

A couple of useful tips here:

• The more emails you send, the more money you make.

• Think OTR: Opportunity → Transformation → Roadmap

• Educate first, sell later.

• Use genuine scarcity and urgency by making the supply/demand tension visible.

What you want to achieve here is first - de-platform your audience created through the long-form content.

The best way of doing that is through lead magnets.

That is by giving away a free piece of content in exchange for their email address.

Lead magnets work great for translating views into subscribers but if you can think ahead and you already have an idea for a product you want to launch, you can align that lead magnet with the said product.

This way, you’re not only generating email subscribers but also validating the demand for your product and priming your prospects.

Once you have those email addresses, it’s time to work on converting them into paying customers.

Here’s where the OTR piece comes in.

You want to create an email sequence prior to launching your product but its main purpose shouldn’t be to sell. At least not right away.

You want to educate your audience further.

Show them the opportunity.

And to further prove it, show them the transformation.

Lastly, you want to present the exact roadmap - your product.

🤑 Offer

The last component is the offer.

Unfortunately, even if you create great content and manage to grow your email list, if your offer sucks, prepare yourself for a low conversion rate.

While creating a compelling offer is a topic for another email, Alex Hormozi’s Value Equation is a good blueprint to start with.

It gets right to the point of creating a good offer.

And once you understand it, you’ll see it in every headline of a well-converting sales page.

How to Achieve X Without Y Even if Z.

In short, your goal here is to:

• Identify your customer’s Dream Outcome

• Write down all the problems people have getting to that dream outcome

• Convert all these problems into solutions

• Package individual solutions into features

• Put it all together to create the final offer

—

As you can see, creating a 7-figure launch takes much more than “just” writing a well-converting email sequence or copywriting your sales page.

But, if you follow this 3-step process, it’s more than achievable.

I can vouch for that because this $2M launch isn’t the only time we’ve launched a course, membership, or a mastermind and have achieved similar results.

If you want to launch a new product or improve sales of an already existing one - be it a course, service, membership, or a mastermind - and want my help, reply “launch” and I'll get you the details.

Morning Brew, Time Inc, LA Mag, and You

What’s the connection? beehiiv. 

Our founders engineered the growth machine behind Morning Brew. They're now bringing that expertise to media juggernauts like TIME and LA Mag, helping them build best-in-class newsletters.

And all of that support, all of those tools, and all of that expertise is available to you. In short: no gatekeeping here. 

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Other resources to help you grow your newsletter

Virtual Local Newsletter Summit (link)

If you’re interested in the topic of local newsletters, I highly recommend you join this free virtual summit from Beehiiv. It looks like a great mix of expert speakers, panel discussions, and more.

Write better newsletters with AI (link)

I’m fairly sceptical of using AI for newsletter writing. While I think it’s great for making edits or helping you break through the initial blank-page stage, it’s almost always too generic. But I really liked playing around with kAI - a new product from Dan Koe and Kortex. It’s great for synthesising notes, summarising content, or even advising you in the context of documents you feed it with. Highly recommend you check it out!

Every email you send is your chance to get feedback from your audience 👇

Thanks for tuning into today’s issue of the Newsletter Navigator!

If you want to launch a new product or improve sales of an already existing one - be it a course, service, membership, or a mastermind - and want my help, reply “launch” and I'll get you the details.

See you next week!

-Jakub