The one where your workshop or live event didn’t convert like you hoped
Over the past year, I've supported most of my clients with a launch (or launches). Some have had genuinely successful launches. Others have fallen flat.
But here’s the thing about the ones that fell flat… it had absolutely nothing to do with their offer or their lead generation.
I have a client with a pretty large following on social media. They hosted a workshop and the numbers looked good on paper. Great sign-ups. Great live attendance. But when we looked at the actual conversions, the people who attended versus the people who actually signed up for the offer, something just felt off.
The gap was bigger than it should have been.
Then I had another client. Similar setup. Totally different industry, but the same foundation: large following, live event, solid sign-ups and attendance. And yet the conversion data was completely different. What came in for sales matched what we'd expected based on who showed up.
The biggest difference between the launches was not the offer or the event itself. It was the follow-up that happened afterwards. And how personalized they could make it.
The part nobody wants to talk about
There's a version of launching that looks like this: you build the landing page, write the emails, you show up on socials, run the workshop, and then you wait. You did the work. Now the sales should follow.
But a launch without a real follow-up layer is like hosting a dinner party and never actually talking to your guests. People showed up, that part worked. What they needed next was YOU.
The launches that I have seen convert aren't necessarily the ones with the biggest audiences or the most polished content. They're the ones where the business owner stayed in contact.
That looks like:
Personal outreach before the event. A quick message to someone who registered. A voice note to a warm lead. Not a pitch, just a genuine "hey, I'm so glad you're coming." That kind of touchpoint builds the connection that makes someone actually show up.
Being present in the DMs after. This is the piece I see skipped most often, and it's one of the highest-leverage things you can do. Not a mass broadcast. Not a templated message. A real, personal check-in to people who attended but haven't taken the next step yet.
Following up more than once. Most people send one follow-up and interpret silence as a no. It rarely is. Life is busy. People need a second (and sometimes third) nudge, and there's nothing pushy about offering it.
Voice notes. I know this one feels like a lot. But a 30-second voice note cuts through the noise in a way that a well-written email simply can't. It feels human, and human is what converts.
Showing up in someone's DMs isn't pushy. Sending a voice note isn't desperate. Following up twice isn't annoying.
It's showing you care, that you are genuinely interested in what they are going through. And people buy from people they feel connected to.
Basically, if your launch strategy stops at "send the emails and hope," you're leaving money on the table! not because your offer isn't good enough, but because you haven't given your audience enough contact to feel sure.
And my last suggestion here - If you want the personal outreach piece to actually happen, PLAN for it. Not improvised after the fact. That means knowing who you're reaching out to, when, and how.
That's exactly what I built The Calm Launch Planner for. To help you get organized and clear on everything you and your team need in order to have the most successful launch yet.