Is Launching Dead? What Has Changed and What to Do Now

I have been launching for over 9 years, and launching today feels different. I hear of many launches that missed their goals. So people ask me: is launching dead?

Some predicted this years ago, and it did not happen. Launches actually got bigger and better. So what is going on right now, and what do you need to do to launch successfully?

A Launch Is a Marketing Campaign

A launch is just a fancy word for a marketing campaign. When a company has a new product, it runs a marketing campaign so that you know the product exists.

Think of a new product from Tesla, Dyson or Apple. Will these product launches go away? No, they will not. Think of a film company running a campaign for a new film like Barbie or Star Wars, so that we get excited to see it. Those campaigns will not go away either.

Launches existed long before online businesses. Marketing campaigns for new products, services and films will always be there. So launching is still alive, and it will stay alive.

But some online course launches are not reaching their goals. 4 things have been happening in the last few years.

1. Online Fatigue

The pandemic created an online business boom. Most online businesses grew a lot in 2020, and many new businesses entered the market. In 2021 things slowed down after the first excitement. Now people are a little tired of Zoom and all the rest.

The online fatigue is real. We spent too much time online. Now we want to go out into the world, travel and do business offline too.

Once that settles down, online businesses keep growing. And winter is a better time to do things online.

2. A Crowded Market

Many people predicted this one years ago. There are so many coaches out there, and many more entered the market during the pandemic. It is very easy to start, so there is more supply than demand. Of course many of them find it harder to get started now, and they feel the competition.

Supply and demand will even out, like in any other market. Some businesses will close and new ones will start. Those who know how to stand out will win. So will those who are very clear on their ideal client and can adapt their marketing to these changes.

3. Facebook Has Changed

Facebook is not what it used to be. The golden days of Facebook and Facebook ads are over. That does not mean Facebook is dead.

But many people who benefited from easy organic reach and cheap Facebook ads feel the difference now. Some of them even became millionaires that way. Times have changed, and Facebook is no longer the same traffic driver.

If you relied only on Facebook and Facebook ads, you have to find other sources of traffic. Maybe you make YouTube videos, like I do. There are many other social media platforms and many other ways to attract clients to your business. You need to be on other platforms too.

4. AI

AI is different from the other 3. It is not a negative trend in itself. But if you do not pay attention to it, it becomes a negative trend for you.

ChatGPT and similar tools do not run your launch for you. But they make you much more productive with copy. Think of scripts (like a YouTube script), landing pages, sales pages, emails and anything else in a marketing campaign. Those who do not use these tools will fall behind.

So you need to learn these tools now. I expect a big productivity increase from AI in the coming weeks, months and years. That includes writing scripts, editing videos and maybe even videos made for you. I recorded this video myself. In a few months I might type a script and AI will make the video.

My Launch Still Made $2M

Is this so different from what has always happened in marketing? In January 2023 I did my third 7-figure launch. I could feel all these changes. ChatGPT was still very new, and everything else made launches a little harder.

But I had a proven launch method. I added more energy, more time and more resources. It was the best launch I have ever done, and in many ways the easiest. It brought in $2M (about €1.85M) in launch revenue.

Yes, launching has changed, and some outside factors make it harder. As entrepreneurs we need to adapt. Marketing changes all the time, so we have to change our marketing too.

If you want to avoid the typical launch mistakes, read how to save a launch that is not going to plan.