Here we are. It’s two weeks after my first course launch, and to be completely honest, it’s not exactly the success story I was hoping for. I haven’t had a single sale. But surprisingly, I still see this as a win, and I’ve learned some really important lessons along the way.

This whole process has been an experiment to keep myself on track towards hitting six figures with my course business, starting from scratch. If you’ve ever launched something only to be greeted by silence, or maybe the fear of that silence is what’s holding you back, I’m here to tell you that it’s okay. It’s part of the journey. Here’s what helped me, and here’s what I learned.

1. People Are Reading My Emails

One of the first big takeaways was realizing that people are opening and reading my emails. I have an email list of 200 people, an Instagram following of 200, and about 1,000 LinkedIn connections. I know these numbers aren’t massive, but they’re engaged. They’re paying attention, which means I’m doing something right.

Even though they haven’t converted into sales yet, I’m aware that it might take more touchpoints. It’s normal. I mean, if I were in their shoes, I’d probably hesitate too. It’s my first course. They’re probably wondering, “Will this course work? Will this version help me get results?” And that’s totally valid.

So, my plan moving forward is to send more emails. I usually send a short weekly newsletter, but I realize now I need to increase the frequency and create more sales opportunities. This will help my audience get used to the idea that I’m not just offering free content, but I also have digital products that I’m selling.

2. Timing Is Everything

I knew timing was going to be an issue, but it’s still a little tough to accept. My course, The Black Friday Playbook for Course Creators, is a six-week roadmap that helps course creators plan and execute a Black Friday promotion effectively. The problem? Most course creators don’t plan ahead. They wait until the last minute, sometimes even the week before Black Friday, before scrambling to put together a promotion.

Big names like Amy Porterfield and large companies have their Black Friday plans locked down by September. They know what the bottlenecks are, and they’ve got a strategy in place. But for course creators just starting out, those making less than six figures a year, it’s a big ask to have everything planned by September. I get it.

So, my next move is to create a shorter version of the course for those who are cutting it close. I’ll launch it later in October to help them catch up. But I know that the earlier I can get them to think about Black Friday, the better their results will be.

3. Black Friday Is Competitive (So You Need Time)

Everyone’s selling something for Black Friday, not just course creators. It’s an incredibly competitive time of year, and you can’t expect to throw together a promotion and have it work out without putting in the time. My course breaks down everything you need to do, week by week, to prepare for Black Friday. But if you don’t start early, you’re setting yourself up for a rough time.

Next time, I’ll start educating people about Black Friday even earlier. I might sound a little crazy talking about it in August, but that’s what it takes to do this right.

4. Asking for the Sale Felt Awkward

I have to admit, I didn’t do the best job asking for the sale in this launch. My emails were soft, and it wasn’t until the last few that I felt like I was really in the flow of things. It was awkward to push for the sale directly, and it’s funny because I tell my clients all the time how important it is to ask for the sale. But doing it for myself? That was tough.

I’m not a launch copywriter by nature, I’m more used to relaunching products and running regular promotions. Launching something new requires a more direct approach, and that’s something I’ll work on for next time.

5. Perfectionism Will Kill Your Momentum

This lesson is more of a reminder for myself. I’m someone who tends to expect a lot from myself, and it’s why I procrastinated for so long before launching this course. I’d been thinking about it since February, but it wasn’t until late August that I actually got started. I was stuck in the trap of thinking it had to be perfect.

It wasn’t until I saw other people teaching about Black Friday that I realized I was going to miss my chance. In three days, I outlined the course, drafted scripts, created resources, recorded the videos, and built the learning platform. Three days! After six months of dragging my feet.

The truth is, if I hadn’t pushed for perfection from the start, I could have had this ready much sooner. But now that I’ve learned this lesson, I’ll be faster next time.

Launching my first course didn’t go as planned. 

But even though I didn’t get sales, I learned so much, and I’m more determined than ever to keep going. I’ve realized that expecting overnight success with a small list and audience is insane, but that doesn’t mean it’s not worth the effort. Five years from now, I’ll be sitting in a very different place, telling you all about my six-figure launch. And I can’t wait for that day.

If you’ve ever launched a course (or anything) and heard nothing but crickets, know that you’re not alone. Let’s keep learning, and getting better. 

If you’ve had a similar experience or want to share your story, drop it in the comments or send me a message. Let’s learn from each other!

Want to learn email copywriting?

Start by analyzing what others are doing. My Email Teardown series showcases some of the best (and sometimes worst) examples of sales emails that have hit my inbox. Here’s the link to the playlist. I publish new email reviews every week.

Are you a course creator?

Email marketing is one of those channels you should be developing early on in your business. Here are The 9 Email Automations Every Course Creator Needs to make bank, enroll students, and nurture audiences.

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Hi! I’m Monica. I help course creators enroll, engage, and educate audiences through customer-centric email copywriting. I’ve been privileged to partner with course creators from all over the world. And I’ve seen this customer-centric approach to email marketing work every time.

The best part? It’s not about the sale.

Email marketing is a fantastic channel because it builds trust, delivers value, and positions the brand as a partner. Read more on my blog or listen to Master The Inbox, the podcast where I share all my conversion secrets.