In this episode of the Your Dream Business Podcast, I share the three powerful secrets behind successful multi-million pound launches—especially for course creators, membership owners, and coaches. Drawing from my own experience and client results. I break down the essential elements that turn a good launch into a great one. From creating high-value pre-launch content to designing engaging experiences and building an irresistible offer ecosystem, this episode gives you a blueprint to elevate your next launch. Also, I highlight the importance of continuous audience growth and staying agile in a fast-changing digital world. If you're planning a launch—or want to improve your results—this episode is packed with practical wisdom you can apply right away. KEY TAKEAWAYS COVERED IN THE PODCAST

• Pre-launch content builds trust before you sell. - Warming up your audience with value-packed content sets the stage for a smooth, high-converting launch.

• Engaging launch experiences drive conversion. - It’s not just what you offer—it’s how you deliver it. Live elements, challenges, and interactive content keep people excited and committed.

• Offer ecosystems outperform one-off sales. - A well-designed product suite allows customers to go deeper with you and increases your revenue potential long-term.

If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful. Connect with Teresa on Website, (Grow, Launch, Sell), Sign up to Teresa's email list, Instagram, LinkedIn, or Facebook

Transcript

If you are selling a course, your membership, a coaching program, anything online, then this episode is a must. Also, if you know anybody else who's doing that, then make sure you go and send them this episode. 'cause today I am sharing the three secrets of multimillion pound launches so that you can improve your next launch. Hello and welcome to Your Dream Business podcast. If you are a course creator, membership owner, or a coach, then you are exactly where you need to be. I'm Teresa Heath-Wareing. I am the host of this podcast. We are on episode 408. There is a ton of episodes to go back on. If you are new welcome. If you are a regular listener, then I appreciate you greatly and hopefully if you are a newbie, you'll turn into a regular listener. Before I get started with today's episode, I would love it if you would do me a favor. There are hundreds and hundreds of you who listen to this podcast every single week, and yet. There is a very small percentage of you who go and review the show, and as a podcaster, one of the things that can help me the most is if you go and review the show wherever you're listening, so whether it's on Spotify or [00:02:00] Apple or wherever you're listening to this. And it really helps because as you can appreciate, maybe maybe not putting together a podcast is a ton of work. Putting together 408 episodes of a podcast is something else, and I love it, and I love the fact that I get to serve you and give you knowledge and help you with your launching and your business and all those sort of good things. But one of the things that you could do for me if I can ask a favor is that you could go and give me a review and that will help more people see the podcast. And if I get the podcast bigger, then I get even better guests than I already get on. And we know I get some good guests, but I'll get even better ones. So I would really appreciate it if you could go and do that for me. Okay, as I'm recording this last week, I did a talk at Atomicon, if you don't know what Atomicon is, it's a big event here in the UK. Probably one of the biggest marketing events here in the UK for small business owners. And my dear friend Andrew and Pete run it [00:03:00] and they are, I was about to say they're very kind 'cause they have me speak every year. But actually if you were to ask them why they have me speak every year, they wouldn't say it's because they're kind because. They are kind, but that's not the reason they have me to speak. The reason they have me to speak is in their words, because I'm a good speaker. I give great sort of practical strategy things. People enjoy my sessions and I get good feedback. So they send out a feedback form and I always get pretty high ranked in terms of the speakers, which is amazing and I appreciate that greatly. And that's why they have me back. They wouldn't just do it because they're my friend and every year I'm always honored that I get asked to go and speak there because it really is Like this year, Ryan Dice was speaking and Hanley spoke before Drew Davis' spoke. They have celebrities every year. I mean, it is amazing. Anyway, the reason I'm telling you all this is 'cause I want to cover some of what I covered at my Atomicon [00:04:00] Talk because it was a really good, that sounds really up. Like I'm being bigheaded because I'm about to go. It was a really good talk, but it was really practical and I want to give you some of those practical things that I gave in that talk. So the talk was called The Three Secrets Behind Multimillion Pound slash Dollar Launches, and basically I talked about three things that are working really well at the moment because. I started off the top by saying that it's changed. The online space has changed massively. I've been in it about eight, nine years now, and in that time it has changed almost beyond recognition and things were not as they were. And basically we need to work a bit harder. We need to try a bit harder, but we need to be a bit more strategic with some of the stuff we're doing. And the main three problems that I see working with hundreds of people who launch, and when I say launch, can I just clear up one thing? Launching isn't if you have a [00:05:00] new product or service that you are launching IE for the first time. A launch is basically an experience that you are creating in order to sell your online thing. So whether it's a course, a membership, a coaching program. So the three problems that I see, number one is getting people to actually sign up to your launch experience. Whether you're doing a webinar, a bootcamp, or something else like that, is actually encouraging people to get them to sign up in the first place because if they're not in your launch, launch experience, it is gonna be very hard to sell them the thing that you're selling them. Number two is getting people to engage in your launch experience. So let's say you are doing a webinar. It has been proven over and over and over again that the more people who show up to your webinar, the more likely those people are to buy because they're getting to know you and like you and trust you, and they're getting to understand whether you are for them or not. So the second problem is getting those people to actually engage in your launch experience. The third problem that I see all the time is actually making money, getting the sales. [00:06:00] How do we get those people over the line so that they can actually buy something, join the program, whatever it might be. Before I got started on those three points, I needed to reiterate the fact that audience is so important, the size of your audience. I needed to reiterate that constant audience building is a strategy. I've done lots of episodes before on visibility and increasing your audience and things, but I needed to kind of make sure I said that at the beginning of the talk that whatever I share, these three points that I share will be vastly improved if you're growing your audience. So that was the first thing, okay, once I got over that kind of elephant in the room, because that's really important, I then got to the three problems. Oh, also, I have put together a actual masterclass for you, an actual training video where I go through this in more detail and give you some examples of what you can do [00:07:00] in your business. So this podcast episode is basically an overview of the three points if you want to understand these three points better, if you want some of the very cool. Stats and facts and things that I bought into the presentation. 'cause you know, I geek out on that stuff and it just helps me prove my point. And you want some help in terms of how you use these in your business, or what are some of the questions you need to ask yourself in your business? I have created a freebie training that you can download today if you had to. Theresa Heath wearing.com/three things, so the number three and the word things. You will get access to that training or head over to my socials or the show notes and you'll get that link as well. Okay, so let's go on with the three problems and the three solutions. So problem number one is getting those signups. How do you get people to actually join your launch experience? And secret number one is pre-launch content. Now, I [00:08:00] have talked about this before, but it. Honestly, I see so many people not doing this. So what pre-launch content is and what the big launches do, and this was the whole premise of this presentation and of the free train that you are gonna get. When I see multimillion pound launches, this is what they're doing. So if you want a, you know, you might not be sat there thinking, I'm want a multimillion pound launch, but. These three things are going to help you improve whatever numbers you're currently getting. So the big launch is start posting pre-launch content weeks and weeks before they launch. I know someone is about to move into a launch by the content they're creating. I. Basically in the phases we have the launch phase, we have the live experience phase, and then we have the sales phase. And what people are missing is the phase before the launch phase, which is the pre-launch content in the creating the pre-launch content. I want you to ask yourself the following questions, and these are really important questions to help you do your pre-launch [00:09:00] content. Think about the thing that your, your experience, your webinar, your masterclass, your whatever it is, your bootcamp that you're gonna be doing. When you think about that as in the title of it, what you're actually going to get 'em to achieve, ask yourself these questions. What do they need to know or understand before you can teach them that? Okay? And the second question is, what objections might they have about learning that. Obviously if you go and check out the training, the freebie training, then I go into more detail about this. But basically what we're trying to do is find out what do we need to give them? What answers to questions do we need to give them in order to get them ready to go? So I likened the his, I gave a terrible example as I was speaking actually, which came outta nowhere, which has. Basically being a runner, which is weird 'cause that is definitely not something I would be doing. But imagine if you're going to be a runner, what do you need to do before you even get to that start [00:10:00] line? You would need to get some trainers on. You would need to get the right clothes. You would need to maybe do a bit of exercise, you would need to, I don't know, 'cause I'm not a runner. But what things do you need to even allow you to get to that start line? And that's what we need to consider when we're doing pre-launch content. Okay, so in the freebie training, I will go into more detail and I'll give you some good examples of pre-launch content. Problem number two, launch engagement. How do you get people to engage in your launch experience? Secret number two was go all out. What do the big launches do? Well, basically they stack multiple launch experiences. IE bootcamps plus webinars, plus live sessions. Then layer in behind the scenes content prizes and engagement extras. Now, why is it now we need to go all out? Now? People have been doing this for a little while, but it's even more important that I've seen that the people who get the best results are. [00:11:00] Stacking those multi sort of level launch experiences. They're adding a webinar at the end of their challenge, or they're doing bootcamps with live sessions. The reason we need to do this now is one, the market has changed. Now I think the market has changed for the better, even though this is the world I'm in and it makes my job harder and it makes my client's jobs harder. It is better because the market has changed. The people that you are selling to are way more discerning now, and that is a good thing. I don't ever want someone buying from me who hasn't really considered working with me. I don't want someone spending a ton of money on a whim because that doesn't end well for me or them. I want people to do their due diligence. I want them to look at what it is that they're. You know, spending their money on. But because the market has changed, because people are doing that, we have to try harder. We have to work harder to get them to be engaged, to get them to take part in these things. Number two, the platforms have changed. I. Back in the day, you could [00:12:00] do a challenge with a Facebook group and your whole of the Facebook group would see everything. That is not the case now, even when people are going live in Facebook groups, I'm seeing that people are not seeing the live. You think you are emailing them and posting and doing all the things and people just. Aren't seeing it. So we can't just rely on doing one thing on one platform because it's not hitting, and that's for the whole way through on the launch. But in particular, when you're doing your launch experience, some people want to listen to it. Some people will want to come to one mask class. Some people want the challenge, the daily check-ins, like people want different things and the platforms are not helping us. Consumer behavior. Like I said, that's changed as well. They need a lot more effort. They need a lot more encouraging and a lot more motivation to actually get and do these things and everyone is stepping up. So I would love to say that it's just these big, massive people who are doing these huge multi-stack launches, but we need to be doing them too, regardless of the level you are at. By adding in a few [00:13:00] other elements, by using some more engagement tactics, by trying to encourage that. That is really important and that is really going to help your results when you are selling whatever it is you're selling. So what does going all out look like in the training? I go over one of my most favorite launches ever, and it's Denise Duffield Thomas, where basically. I mean, if you want an example of going all out, this is a real example, and in the training I give you the numbers of what her launch looked like and what she got. She's very honest about her launch numbers and she puts them publicly, so I was able to share them, but basically we need to be doing some extra things. We need to be trying a bit harder. So if you are gonna do a. Masterclass, we might need to do multiple masterclasses. We might need to do some other things. Okay. So it, it works because you're creating an experience people wanna be part of. You're catering for different needs and you're showing people what is to come. So when they can see the effort you are going to, the work you [00:14:00] put into it, they know that that is likely to work the same as. When you are doing the actual thing that you're doing, so when you are delivering the course or the in the membership or whatever, the more effort you put into the launching, the more likely people are like, oh, okay, this person's good, and let's hope that is the case. Now, one thing I put in the talk, and this actually, this slide has gone everywhere, which is amazing for me and I appreciate it greatly. I actually put this quote in. Because I'm really conscious that I'm saying to people, you've gotta go all out, but if they don't want to, then don't. Okay. Which is why this quote works so brilliantly. Don't be upset by the results you didn't get for the work you didn't do. That can sting a little bit. It sounds really harsh, but actually it's a real practical, a real practical like thing to remember because. If you do this extra work, you are likely to get better results. If you don't want to do it, don't do it, but just don't expect those better results. It's more about [00:15:00] knowing that for the work and the effort I put in, this is the results I'm likely to get. So it's not saying you have to work harder, you have to do all these things. If you want the better results, then that's what it takes. Problem number three, making the money. How do you maximize the money you make from your launch? And the secret number three was your offer ecosystem. Again, I've done a podcast all about the offer ecosystem, but this is what the big launches are doing. They don't just make money from the main offer, but they are making money from their ecosystem. So yes, they are doing a main offer, and that main offer is bringing in a big chunk of money. However, it's not just that one thing that's bringing them in the money, and it won't ever just be that one thing in the offer ecosystem. I talk about the core offer, the bonuses, the downsell, the upsell, and the cross sale. One of the examples I give is, or one of the reasons I give that you should do this is because you are marketing to where your [00:16:00] customers are at. Not everyone is ready for your full offer, so they might not have certain things in place. They might need something more than your offer. They might need an additional thing or actually a lower version of it, but basically you are giving them options. So there are people that will buy a workshop with me, but they won't buy my big offer. It might be that the money's not there. It might be that they don't need the bigger offer, they just needed the workshop, so I'm giving them an option. I give an example of one of the cross sells that I did. I basically did an open high strategy workshop. So I do these workshops where you can come and basically go deep in on the thing. So I teach you everything you need to know about it. They're fairly low cost. They're over normally three or four sessions. There's a small group involved and. I did...