Over the last seven years, I have acted as the launch manager for many client launches. I have witnessed the roller coaster of emotions, and have even gotten caught up in these emotions myself.  To give you an example of how all encompassing launches are, one evening, in passing, I mentioned to my spouse that I was getting ready to plan a launch for a client. Her response was “Ohhhh, I hate launches!”  That is when I knew I needed to work on my own mindset during a launch.

Launching a course or program can be a thrilling and nerve-wracking experience for coaches. It is natural to feel excited, but things can quickly go downhill if you hold onto some unhelpful mindset beliefs. Pessimistic thoughts and feelings of self-doubt can cloud your judgment and negatively impact your results. In this blog, we will explore ten unhelpful mindset beliefs that you need to avoid during your course or program launch.

1. “I am not good enough” 

This limiting belief is by far the most dangerous. It can lead you to believe that you are incapable of creating anything of value and stop you from launching your course at all. It is vital to recognize that everyone starts from somewhere and that your expertise and experience are valid and relevant.

2. “I need to be perfect”  

While it is essential to aim for excellence, perfectionism can stop you from iterating and innovating. The first version of your course might not be the best, but it will get better over time. Embrace feedback and adjust accordingly.

3. “No one will buy my course”  

This belief can be a paralyzing thought, especially if you have put all your time and effort into creating your course. Remember that not everyone will buy your course, but that does not make it a failure. There are still people who need and want what you have to offer.

4. “I need to do it all alone”  

You might be the coach, but that does not mean you have to do everything yourself. Get a support team to help with graphics, copywriting, and technology. You will be surprised at how much smoother the launch process will be.

5. “I do not have enough time”  

Launching a course can be time-consuming, but it is not impossible. Block out time on your calendar, prioritize each task, and delegate what you can. Planning your launch well in advance will give you the breathing room you need.

6. “I cannot handle criticism” 

Unfortunately, not everyone will love your course. But the feedback can be a powerful tool to improve and create better products in the future. Embrace the constructive criticism and use it to make your course the best it can be.

7. “I will figure it out later”  

Procrastination can delay your launch and derail it altogether. Get organized and work through the process one step at a time. Set deadlines for each task, and you will reach your launch date with a well-thought-out and polished course.

8. “I do not deserve success”  

You deserve everything you have worked for, and you should embrace the success that comes with launching your course. Recognize the value you bring to the table and celebrate your achievements along the way.

9. “I will never be as good as other coaches”  

Comparisonitis can be toxic and lead to feelings of unworthiness. Everyone has their unique style, and you bring unique qualities to your course. Do not compare yourself to others, but focus on your strengths and the value you offer your audience.

10. “I have to make X dollars or I have failed.”  

Setting an income goal is important.  Without goals, we have nothing to strive for.  But the income you make from a particular launch does not define your success.  Instead, focus on the learnings from the launch.

11. “I hate selling. I am a coach.” 

Selling is part of the process during a launch. You need to sell what you are offering.  But don’t approach it from a standpoint of selling. Look at it as something of value that will help create a transformation for the people who buy it.

12. “I don’t think I’m ready to launch.”  

In some cases, that may be true.  Certain things need to be in place before you launch. But if you have a healthy and engaged email list, chances are you ready.  Emotionally, you might need to climb a hurdle, but otherwise, you are ready.

13. “I have a team so I can be minimally involved.”   

Nothing can be further from the truth. Yes, your team can handle things like copy, design and tech, but they will need you for input, strategic direction, approvals, and being available for client sales calls or questions.

14. “I will offer my course at a low cost so people will buy.”  

Price your offer for what it’s worth and don’t cut yourself short.  Sell the value and the transformation to your clients – what is that worth to them?  Don’t overcharge, but never undercharge either – it cheapens your brand.

15. “I can’t celebrate until it’s over.”  

Every milestone during a launch is worthy of celebration. The more fun you can make your launch, the less stress you and your team will experience. Take time to stop and acknowledge the progress you are making. Give kudos to those that are helping.

16. “I don’t want to launch anymore. They are too much work.”  

Especially in the beginning, launches are definitely a lot of work.  But once you have all your assets in place, you can launch again and again with minor tweaks based on what you learn during your launch.

17. “I don’t have enough experience to launch a course.” 

There is a first time for everyone. And with practice comes experience. Don’t be afraid to dive in and learn. Hire a launch manager to hold your hand during the process and you’ll be amazed at what you can accomplish. Want to get a jump start on your learning? This mini launch course will help.

18. “I can’t handle the stress.”  

There are ways to minimize stress during a launch. Practice regular self-care.  Get extra help from your team and family during launch time. Take some things off your plate so you can manage the extra launch tasks. Relax and manage your mindset.

19. “A launch either works or it doesn’t.”  

In every launch, there will be things that work and things that don’t.  It’s never black or white.  There is a lot of gray and tons of opportunities for learning. As long as you approach a launch as a learning playground, you will have much more fun.

20. “I can relax after the launch”  

Launching your course is just the beginning. The real work begins after the launch to maintain and grow your audience. It is essential to keep up the momentum and continue to provide value to your audience.  But do give yourself a week to decompress before jumping in to service your clients.

Launching a course can be an exciting but challenging experience. Your mindset plays a big role in whether you’ll be successful or not. Avoiding these 20 unhelpful mindset beliefs will help you stay focused, motivated, and confident during your course launch. Remember that you have the knowledge, skills, and expertise to make your course launch a success.  Happy launching to you!

Looking for a team to help you strategize, manage and execute on your course launch?  Amazing OBM is a full service launch management team that is standing by to support you. Read more about our services here.