📈 The Launch That Flopped

Read time: 4 mins | Takeaway: Learn why your best work sometimes doesn’t land—and how to rebuild your offer stack to meet people where they actually are.

So… I launched a course. Again.

Cohort one? Nailed it. Strong feedback. Real results.

Cohort two? 13 people on the webinar. Engaged, warm leads.
Still….no one signed up.

And yeah, that stings. Not because I’m above it, because I’d done the work.

Here’s what didn’t work and why it matters:

• Offer fatigue: People had seen it. Too often. Too soon.

• Low urgency: No one was lying awake thinking, “I need a 4-week course.”

• No wedge: No clear, low-friction first step. Just the full leap.

• Commercial mismatch: I offered structure when they needed speed.

• Bad timing: Between Easter and ANZAC Day—attention was fractured.

If I hadn’t failed this launch, I’d still be trying to sell the wrong thing to the right people.

The Learning: Don’t assume that great content equals great conversion.

Here’s what I learned that might help you:

 If your offer isn’t landing, it might not be your offer. It might be your entry point.

What you can do:

1. Build an Offer Ladder
Most experts build a program.
But buyers need a path - not a pitch.

Start with:

• Wedge offers: Fast, low-friction, diagnostic sessions. Make it easy to say yes.

• Quick wins: One-off clinics or sprints that build trust and results.

• Deeper work: Only once they’ve seen value.

You’re not selling transformation yet. You’re selling the first step.

2. Check for Commercial Mismatch
Are you offering depth when they need direction?
Most solopreneurs aren’t asking, “What’s the full framework?”
They’re asking, “What should I do next?”

Reframe your work in terms of decisions and momentum, not modules and methods.

3. Create Useful Reach
Your audience doesn’t need more content.
They need engagement that builds trust.

Try running clinics.
Free or low-cost, focused on one problem, one fix.
It grows your list, sharpens your message, and builds buy-in before the big ask.

What shifted my strategy? A book.

Over the past year, I’ve been studying how $10M+ family businesses operate, through a series of fascinating interviews. Not as a hobby. As a commercial blueprint.

The commercial challenges they face are different in scale, but weirdly similar in structure to what we as expert-led businesses face.

Writing this book to capture these family business stories (launching this year) has reaffirmed much of what I knew from running professional services business, and taught me much more.

But more importantly, it reframed everything:

Most expert-led businesses stall from lack of commercial rhythm.
Not lack of ideas.

This isn’t a failure story. It’s a refinement story.

It’s about listening more closely.
Designing more deliberately.
And building in a way that actually reflects how solopreneurs buy, move, and grow.

Every miss has a message.
This one was clear: the right people need the right format. And I wasn’t giving them that.

Thanks for being here. Chat soon.

Taural