Launches are stressful. In the back of my mind I always think about old videos of the first space launch and remembering how every one misquoted "Houston we have a problem" (correct quote: "Houston, we've had a problem"). In that tiny space where this image lives, I'm afraid that when I launch something (product, coaching course, whatever) that those words will be coming out of my mouth.
The truth is that my first launch (technically a relaunch of my site overhaul with all new everything) last September was brutal and I never said "Houston we've had a problem" so much as I screamed it over and over like a broken record. Everything went wrong from not enough social media pull to not enough entries in the two giveaways I ran. It was a mess. a "I will NEVER do this again" mess.
So this year, when I decided I was going to overhaul my site, migrate to a new platform, change my products, open a newsletter, create the #EAEChat, amp up the UBC and offer more in the Creative Mastermind Coaching program, I made sure I kept the miserable failure of the previous launch front and center of my brain.
Want to know a secret?
This new launch was so overwhelming to plan that I didn't expect to actually launch until July!
Which now explains why you didn't see a ton of hype on social media. Or really any hype until one day it was "oh, hai! I has a new webs site" >insert cute smiley kitten<
In reality, this was how I avoided burn out. It's genius really. When you trick your brain into thinking you have more time you can spend some of that time amping yourself up for the work you need to do to launch and less time actually working on the launch.
It's stressful to the nth when you focus on amping everyone else up that you forget to amp yourself.
I knew by the end of February that I was going to switch it up and start slow blogging. My schedule stopped allowing for five posts a week when you factored in the writing I was doing for my personal blog. I also knew that I wanted to focus on taking content off social media and putting it in the hands of my readers directly. Which is how the Better Business newsletter came to be. The UBC was created eons ago and had basically died a slow death. Actually I had completely forgotten about it until I found a message on Facebook from last July from a member asking about posting rules. And the #EAEChat was something I had always wanted to create and host.
So with a date set in my head to launch at third quarter, I made my laundry list. Every day, after work was finished or in between meetings and work, I would set out to accomplish one task on that list. I ended up so excited and motivated that I was accomplishing way more until the end of March when I realized everything was ready - 3 months ahead of schedule.
It took some mulling over but I figured why not launch now?
Which was exactly what I did. And the burn out from so much work in such a short time? Nonexistent.
But would I call the launch a success?
Absolutely! From the pre-launch in March (when I opened up newsletter subscriptions) to my actual launch day of April 1st, I landed over 200 email subscribers! Participation in the UBC is at an all time high and my page views topped out at almost 3000 (and it was just a "coming soon" page!) with a bounce rate of only 12%!
Burn out affects everyone, not just you. Believe it or not your audience can sense it like a shark can sense blood in the water. As soon as they feel it setting in, they'll jump ship for new waters that they can swim in happily. Stress, in general, does shine through in our work. Be it how we speak to potential clients or a change in our writing style, we cannot completely hide when burn out happens. The best thing you can do is make sure it can't settle over you.
Are you starting to feel burn out? I can help! My one-on-one Creative Mastermind Coaching is designed to help you locate the source of your stress and put a realistic plan of action in place to not just avoid burning out but to make sure it never happens by setting yourself up for success right away. Learn more about how I can help you take your business from "bland" to "brand"!