This is why client experience should be part of your launch
I was working with a client this week, building out her fall launch. And I brought up client experience, with the hope of opening up the conversation to explore ways to elevate the experience during her launch.
But I was met with “that’s not part of the launch, that stuff happens once they become a client”.
Ok, fair assumption. And I also knew that wasn’t the case. I’ve seen, throughout my 5+ years of working on online launches, just how much an experience matters to future clients - the phase when they are deciding if they actually want to work with you.
That window, from "I saw your masterclass" to "I just signed up", can actually be one of the most important touchpoints in your business, let alone in your launch.
It's the first impression of what it feels like to be in your world. And most of the time, it's left on autopilot.
So the point of this post is to provide some insight on where you can actually elevate some touchpoints in your launch to make the experience that much better for your future clients.
Let’s dive into them:
Follow up personally after your free event. If someone showed up to your workshop or masterclass, a generic "thanks for attending, here’s your replay" email isn't enough. A personal follow-up (even better, a voice note) shows up completely differently than another email in their inbox. It says I noticed you, specifically.
Show up as yourself in your promo emails. A video element in your promotional sequence, or a Video Sales Letter (VSL) where you're actually talking through the offer, does something a written email can't. It shows your passion for the work. It shows it's you behind this, not a templated sequence.
Add in a low-lift bonus they weren't expecting. Client experience is about surprise and delight, and a launch is a great place to use that. Something like a bonus you didn't promote upfront, added in because you're excited about it. Or surprise access to a course you have or another resource just because you know it would be a good fit for them.
And the most basic, most overlooked piece: answer questions. Every DM, every email, every "wait, does this include…" needs a response. This is the most unglamorous part of client experience and it’s THE most foundational. And if this is a spot that you are constantly behind on, it’s more a sign that you need additional support, not that you just need to work harder.
None of these items require a huge budget or more complicated funnel. This just requires intention and care.
This is the season we’re moving from generic and upleveling to caring and bespoke. If you’re looking for extra support in this area, I’ve created a free resource to help. 3 Quick Ways to Elevate Your Client Experience walks you through the steps you need to take to create an experience that makes your clients feel held. Because that’s what’s going to move the needle in your business - by attracting more clients and keeping them happy for the long term.