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What is a Challenge Launch?

Jul 20, 2021

In this episode, Mariana talks about what a challenge launch is and how you can use one in your coaching business to grow and scale your business. This is part of the glossary of terms series that we are doing to launch our YouTube channel. If you haven't already, make sure to subscribe to our channel so you can get the latest information to help you grow your online business.

The challenge launch is a tool to help you to grow your audience, grow your list, and grow your Facebook group. It’s a win-win tool because it adds a lot of value to the market place while generating leads and closing sales. And most importantly, whe we love teaching it is because it creates a system that allows you to predictably sell your programs as our client Obehi states below.


What are the phases of a challenge launch?

A challenge launch has several phases. The first phase is the pre-promotion phase. During this phase, you and your team are preparing for your launch. You will be putting together assets (like landing pages and promotional material), deciding on the messaging, and laying out the campaign.

The second phase is the promotion phase. During this phase, you are promoting your challenge every day. If you've done a challenge launch before and you did not promote it every single day for at least a month, this is a gamechanger in the launch process. Without the proper promotion, you won’t have enough registrants which can negatively affect the results during the rest of your launch. We have been doing challenge launches since 2014, and back then, you could get away with a one or two-week promotional period but now, because there's a lot more content going out every day and the way the algorithms are set up, promotion every day for 30 days has worked a lot better to fill the challenges we, as well as our clients, have done. 

The third phase is the live launch phase. During this phase, you are delivering teaching content. Generally speaking, most challenge launches that we have done, as well as our clients, is 5 days. However, you could do up to 30-day challenges as long as your engagement remains throughout that time.

The number of days which you are running your launch has no impact on whether you will make sales. What has an impact on sales is your messaging, your big picture strategy, and how well you have created desire for your program.

Next, you have the follow-up phase. The follow-up phase is where you are redirecting everybody who has been through your challenge back to the program sales page and/or phone calls to book them into your program.

During this phase, you want to be very specific and strategic around how you're handling objections, how you are continuing to have conversations in a way that's both not sleazy because you don't want people to just tune out your videos anymore, and at the same time, continuing to create desire, demand, and adequately overcome those objections that people are naturally going to have when they're considering purchasing.

After the follow up phase, you have the Debrief stage where you will be analyzing your launch numbers, stats, and what just happened. This is a critical phase that can inform you about what to tweak for the next round. 

Finally, you have the nurture and re-launch phase. During this phase, you are nurturing your audience and preparing to re-launch your challenge. The frequency at which you do this will depend on your business, your team, and your program. 

Here is a visual of all the phases together:


What else should I include in my challenge launch?

Here are some options of things you can include with your challenge launch. For the first round of your challenge launch, we recommend that you focus more on your messaging and creating desire for your program. Those are the most important elements for closing clients with your launch.

After your initial launch when your system has already been set up, you can add the following optional elements to enhance the user experience: 

  • Workbooks
  • A recording replay page
  • Giveaways
  • Affiliates
  • Coaches and/or sales people to close challenge members
  • Text or chat bot reminders


The importance of re-running your challenge launch

It's important that you are not creating a new challenge launch every time. This is true even if you didn't make the number of sales you wanted to with your first launch. A mistake that I made when I began was to create a new challenge launch and a new program each time I launched. This will take tons of energy, time, money, and bandwidth. 

And if that was not bad enough, you will end up in a situation where you are basically throwing darts in the dark. If you work with the information you have from previous launches and instead of starting over, you just refine the system, you are going to be much more successful, strategic, and ultimately save time and money.

In addition, take a look at the true power of re-running your challenge launch from one of our past students, Kelly Roach:


How long does each phase of the challenge launch take?

Pre Launch Phase: 2-3 Months before promotion begins

Launch Promotion Phase: 1 month

Live Launch Phase: We recommend 5 days 

Follow Up Phase: 5-7 days after the live teaching is complete

Debrief Stage: One day after the follow up is complete

Nurture and Re-Launch Stage: Varies depending on your business structure, team, and program length


How to work on your challenge launch:

Ideally, we recommend that you work on your challenge launch backwards. First, you will want to have your sales page ready and the follow up sequence that leads them to the sales page. Make sure you fully understand and know how to overcome the exact objections that people have when they consider purchasing your program.  

I have been working on writing my next book which talks about the power of sequencing. In that book, I cover why it’s important to deploy the right strategy at the right time. 

A mistake that we see online entrepreneurs making too often is starting with a big launch, like a challenge launch or webinar launch, without having sold the program. This brings in way too many variables to know where the stopgap is and to really analyze what went wrong if something didn’t go as planned. This is why we only recommend that you run a challenge launch after you have sold your program using sales calls and have reached around $50K in sales for that exact program with phone calls alone. This will give you the information and time to build out those necessary assets like your sales page and follow up sequence and nail them so you aren’t gambling with a 3-month project and hoping you make enough money to cover the investments you made to launch.

The system that we teach to help you to get those first $50K in sales is social sales where you are closing sales from your social media content every single week. The challenge launch is a strategy that gets you from $50K to $100K in sales with one program and you will be able to adequately invest in the launch to make it exponentially profitable. That is why we recommend this strategy for the expansion phase of business.


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