Truthbomb: The ONE metric just about every single person underestimates is the amount of traffic they are able to deploy for their online course or group offer launch. 

They put BIG effort into a launch, and maybe secure a handful of sales. 

On “paper”, it performed great and achieved all of the benchmarks for success. 

But still, THEY consider it a flop. 

The culprit?  

They simply didn’t drive the volume of traffic required to achieve their sales goals.

So let me lift the lid on how I do it, and what’s working right now.

Listen On: Apple Podcasts | Spotify

How Marketing For a Live Launch Works

A one-to-many business model like online courses, coaching or anything other than one to one requires a volume focused marketing plan. 

Here’s why: 

A volume based model means that more sales are required to achieve a revenue goal..

.. Which means that more leads are required to generate the increased number of required sales..

.. Which means that the founder needs a marketing plan that drives a lot more traffic to the offer to secure those leads.

These models need volume. 

Usually in the early days, one to many offers are sold via a live launch. 

A live launch is a limited time campaign in which the founder drives leads to register for a live event (for example, a webinar). 

A traditional launch runway has a 14-day registration period for signing people up for a live launch event (after which it hosts the live event, and then “opens doors” and promotes a sales offer for a number of days). 

Here’s the catch: 

Achieving the (requisite higher) traffic goal for a one-to-many offer sold via a live launch will require you to have a strategy for deploying a LOT of clicks in a small amount of time.

Usually, you only have 14 days to deploy the volume of clicks required. 

Your ability to do this will depend on your click power.

Your click power is the number of clicks you are able to deploy to a campaign in the limited time period you have to reach your traffic goal.

It’s the ONE number that is usually GROSSLY underestimated. 

And, it could sink your launch if you aren’t aware of it, and proactively taking action to increase it. 

A Lesson in Launch Math 

There are just two numbers you need to know to reach your BIG launch revenue goals:

1. Clicks: The volume of traffic you need to your sales page to achieve your goals. 

Most people don’t know this number, and so they wing it and without a strategy fail to hit it.

2. Conversion Rate: The percentage of that traffic that buys. 

For online courses, the average is between 1% and 5%.

The math goes like this (this is something we teach in DEPTH in Lifestyle Business School).

[Sales Goal] /

[Conversion Rate %] =

[Clicks Required].

So, for example, if you wanted to sell 100 courses, and 3% of clicks buy (which is a great benchmark to aim for):

[100 Sales] /

[3%] =

3333 Clicks.



That means that you need:

1) 3333 clicks, and 

2) to achieve your goal conversion rate of 3%

.. to get 100 sales.

The only other variable involved in achieving your revenue goal? 

Your pricing. 

Using the example above at the following price points, here’s what those 3333 clicks will give you: 

If your offer is priced at $100, that’s $10,000 in revenue. 

If your offer is priced at $1000, that’s $100,000 in revenue. 

If your offer is priced at $10,000, that’s $1M in revenue. 

Advanced note: The nuance here is that the higher your price point, the more you can afford to PAY to get those clicks and still be profitable (but that, and the third “C” – Cost Per Lead v Revenue Per Lead) is a marketing lesson for another day). 

Ultimately, the “game” of launching is this: 

1. Building and refining an offer and selling system to achieve your goal conversion rate.

2. Getting your goal number of clicks (traffic) at your goal price. 

That’s it! It’s simple (but not easy).

The Critical Role of Click Power in a Successful Live Launch 

Your “Click Power” is the number of clicks you are able to deploy to a live launch in the limited time period you have to reach your traffic goal.

It is the one metric that is usually GROSSLY underestimated.

If you’ve launched before, here’s the simplest way to know your click power: 

Find out how many clicks you were able to deploy to the registration page of your launch in your last launch. 

This number represents the aggregate of: 

• Your existing social media audience numbers; 
• Your existing social media engagement rate;
• Your existing email list size; 
• Your existing email list engagement rate; 
• The AMOUNT of pre-launch content; 
• Other pre-launch activity – for example, ads, affiliates, personal DM outreach etc. 

It’s not an exact science, but it IS very much within your control. 

Often though? I see founders “stuck”

They end up with the same “click power” launch after launch. 

And, they feel helpless and unable to change it. 

If that’s you?

Here’s how to do it. 

How to Increase Your Click Power to Reach Your Revenue Goals

The answer, simply put, is this: 

You need to grow your email list consistently between launches. 

Unless you are an advanced business owner with a VERY highly converting launch, the process should be this: 

60 – 90 days before launch: Grow email list with top of funnel new lead acquisition strategies. 

14 days out: Deploy those clicks to the registration page. 

Having a bigger email list of aligned people is the single most effective way to increase your likelihood of achieving your click power during a launch. 

Why? Because it gives you a readily accessible group of people to directly get in front of. 

Once you have that, your job in the 14 days where you are driving clicks to the registration page of your launch is to work on pre-launch content, remarketing ads and the like to deploy as many of those people to click over. 

It’s deploying the clicks, not getting them. 

The Game Changes Later On

After you have launched many times and everything is a high converting well-oiled machine, things become a little easier. 

Rather than relying simply on your click power, you can instead start to drive clicks DIRECTLY to your launch event. 

This is something many of us see the big players in the space do, and try to replicate too quickly. 

Here’s the nuance. 

Those experienced founders have the luxury of being able to simply run ads, or leverage affiliates to help to achieve their click number because they already know that their launch performs well. 

As a result, they are able to do things like:

Spend on Ads: They can more reliably spend on ads, knowing they will get their return on investment. 

Engage Affiliates: They can engage affiliates, because they can communicate to those affiliates that they will get a great return and it will incentivise them to get involved. 

And, things get easier. 

Even so? 

Even THEY STILL put huge effort into their list growth to optimise their chances of achieving their goal number of clicks in that small window. 

Summing Up

The takeaways? 

Running a volume-focused online business model requires a volume-focused marketing plan. 

More specifically, it requires a focus on contact list growth in the months leading up to a launch. 

This focus allows you to achieve the most important traffic metric for a live launch, which is matching your click power the click goal for your launch. 

In Lifestyle Business School, we give you a 12-week launch strategy to help you discover your click power from the get-go, to better equip you to know what you need to do to bridge the gap between your starting point and your ultimate goal. 

Knowledge is power.

Once you know what yours is, you can implement a traffic and marketing plan to bridge the gap between where you are and where you need to be. 

The good news? Inside of Lifestyle Business School, we have an entire course dedicated to helping you achieve yours. 

In Traffic Playbook, we give you a step-by-step playbook for achieving your live launch traffic goal. 

We hand you our playbook for growing your contact list (email list) between launches, including exact strategies and swipes.

We show you how to then nurture those contacts with done for you email newsletter automations, social remarketing ads and strategic content. 

And finally, we hand you a complete live launch traffic recipe for deploying those contacts to achieve your click goal in a limited launch window. 

After working with hundreds of online business owners on their launches, this is the course I couldn’t not make. 

It is the missing link for so many. 

It’s one of six courses included in Lifestyle Business School for less than the price of one, and you can get instant access to it here. 

Here’s to clicks, conversions and not letting silly traffic get in the way of reaching our big goals. 

Come and join us in Lifestyle Business School.

Keep Listening!

Listen On: Apple Podcasts | Spotify