April 13, 2021

Episode 26: 5 things I learned from my flopped launches

Episode 26: 5 things I learned from my flopped launches

Today I am sharing the 5 things I have learned from my flopped launches. These are some of the most impactful lessons I have learned in my business and I owe them to the launches that didn’t quite perform like I’d hoped.

We’ve all had them. Yes, even those big time marketers, like James Wedmore and Amy Porterfield. I am talking about flopped launches. If you are putting your offer out there enough, you are bound to have one flop. It’s just the name of the game.

And after my fair share of flops, I have been able to have my fair share of big wins too! And it’s BECAUSE of the flops that they were possible. 

Today I am sharing the 5 things I have learned from my flopped launches. These are some of the most impactful lessons I have learned in my business and I owe them to the launches that didn’t quite perform like I’d hoped. 

So settle down, and grab a pen because I am laying it all down today on the show!



  • What lesson made me pivot my business in 2019
  • The most important reason to believe in yourself
  • What everyone really thinks about your flopped launch


I created a really cool launch checklist that breaks down all of the tasks you need to do before you launch in a fancy spreadsheet that auto populates the due dates according to your launch date! The best part, I am giving it to listeners of the show for just $9! 

Go to jessoconnell.com/checklist and start building your launch runway! 

When you finish listening, I'd love to hear what you think! Take a screenshot of you listening on your device, share it to your Instagram stories and tag me, @jess.oconnell_! Or join us in the Facebook group to share your takeaways! 

Or slide into my DMs, I’d love to hear what your biggest takeaways are! 

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Ever closed cart and felt disappointed by your launch results I have to and today I am lifting the veil on my flopped launches, and sharing the five things that I have learned from them that you can learn from too. So stay tuned. I'm Jess. After launching dozens of courses in generating multiple six figures in Revenue Online, I have learned the right and wrong way to launch an online course. And in the last two years, I have helped my friends and clients generate more revenue with less stress using my aligned Launch Formula. On this podcast, I'm sharing with you my simple strategies and systems so you can make more money online and make a bigger impact on the world. Keep listening for the launch fix podcast.

Hello, and welcome back to the launch fix podcast. My name is Jess, I'm so glad that you are here. And I have a really awesome episode queued up for you today. I know what it feels like to have a launch not go as you expected. And so I'm going to share my experiences with flopped launches and the five things that I've learned from them that I think will help you too. But first, I have to shout out this week's listener of the week. Mama Roy said just what I needed to hear. Within the first episode, I was hooked. Jess is so relatable and tells it like it is without sugarcoating anything. You want honesty, she will give it to you straight. She makes you think outside the box. And with a fresh new perspective. My new favorite thinks, oh my gosh, Mama Roy, thank you so much. Please reach out to me on Instagram, send me a DM, because I have a special surprise for you for leaving that amazing review. Thank you so much for sharing your feedback. And I'm glad that you love that I tell it to you straight. I feel like that's something that comes naturally for me. So I love that you appreciate that. And there are so many podcasts out there that things just kind of start to sound like noise.

So I like to stand out and give those real actionable tips. And I'm glad that you appreciate that too. By the way, if you're listening, I appreciate your feedback so much. And if you haven't yet, I would love to shout you out on the show. So go to the lunch fix podcast.com and click on reviews, then click on rate show to leave a review, then let us know on Instagram so we can find it because iTunes kinda likes to hide these things. So let me know that you left a review, we will add it to our queue of listeners of the week. And hey, there may even be a special surprise in it for you. I love surprises. Awesome. So let's dig into today's episode. This week, I am so excited to talk about something that we've all probably been through, which is a flopped launch. And by flopped launch either means zero sale launch, which is when like nobody buys it, or just a launch that did not meet your expectations. And I have had my fair share of both of these. And I think that they are really important to talk about after having a launch that did not meet your expectations. So many people hide, right, they freak out.

They think that this means that they won't be successful. And they go into hiding. And they make it mean something about themselves and their success because their launch flopped. But I have actually found that to be the opposite of the truth flopped launches can be one of the most powerful launches in your business. If you let them doing things away that doesn't necessarily produce results gets a bad rap in our society. We forget that in order to learn how to walk, we first have to fall a heck of a lot of times. And as somebody with two little kids, I cannot imagine them falling while learning how to walk and saying like Well, sorry, kid, guess you're not cut out for walking? No, of course not. Right? You help them take the lessons from that fall. And you help them learn it into the next step so that they can master walking. Can you imagine if when a kid falls down while learning how to walk if we just decided that they were just not meant for walking?

That's so silly, right? And the same thing is true in business. And so this is so important to look at the things that you are learning in these experiences and not taking it personally. Not making it mean something about you that that was the outcome. But instead of getting curious, and asking questions and trying to figure out okay, cool, that did not work, what happened? What did not go well? What did go well? And how can I learn from that moving forward so that I can have better launches in the future. And you can do this too. I know that the immediate emotion after our launch doesn't go the way that you want it to is disappointment, right? And we become disappointed in our launches for a wide array of reasons because we're attached to the outcome because we set unrealistic goals, all of these things that lead to this feeling of like, this is disappointing. But instead of feeling disappointment, why not feel curiosity, curiosity is a much more productive emotion.

And when you take that curiosity into your lunches, and look at what you've done in the past, and say, ooh, that didn't work. I'm curious, like what was in there for me to learn. That's when you start to grow. It's all about the meaning you give your launches and how you choose to see things. You can choose to look at a flopped launch with disappointment. Or you can choose to look at a flopped launch as an opportunity, as some lessons with curiosity to dig in and figure out what caused that to happen. So today, I am going to share the five things that I have learned from my flop, two launches that hopefully you can learn from too. So the first thing that I have learned from flop launches is I've learned what I truly wanted. And this is something that I learned fairly early in my business, probably six or so months in, I had this great idea for a high level group coaching offer. I knew the power of getting into a group of people who were on the same path you were, I still know this, I am in a mastermind today, I continually put myself in the room with people who were doing the things that I want to do.

And I saw the power of this back then. And I created this really amazing offer that I was so passionate about, that really helped. Like other business people find their tribe of people who were doing the same kind of work that they were doing, and elevate themselves by being in the energy of other people. Now, when I offered this, it was not the right offer for my existing audience. At that time, I was still working in the Beachbody world. And I really wanted to start helping people who were doing the same kind of thing I was with being a course creator. And this was really the first offer that I created for that new audience. And so of course, when I launched it to my Beachbody audience, it was not the right offer because it wasn't the right offer for the right audience. And that's when I realized what I truly wanted. I knew that there was something inside of me that really wanted to help other people create courses like I had been doing, and create the level of success that I had found doing so.

And it was because that launch flopped in my disappointment in that outcome that made me say, you know what, I'm ready to play in a bigger pond. And of course, I still serve that Beachbody audience today with my program on evergreen. And I love that because it's such a good testing ground. But this flopped offer this flopped launch, which literally nobody bought. Um, it was one of those. I learned that it wasn't the offer. That was wrong. It was the audience. And because of that, I knew that I was ready to play a bigger game. And what I ended up doing was starting to pivot my audience. And that was really the catalyst for my change in my business. And for that big pivot that I made. It was the thing that made me say, I'm disappointed this didn't work out, and not disappointed in a way that I'm ready to give up on the offer. But in a way that I knew that I was ready to pivot my audience.

And so that zero sum launch that flopped launch gave me the clarity of what I truly wanted, and the conviction that I was ready to go after it. And I'm so freaking grateful for that, because had that not happened. And had I not had that lesson, I would probably still be playing small in the little pond that I was in not truly leaning into my gifts and doing what I feel called to do. And so I look back at that launch and say thank you audience for not buying this because it taught me what I truly wanted. And it started my pivot toward the new side of my business that I've built out over the last two years. So that was the first lesson that I learned what I truly wanted. The second lesson that I've taken from flopped launches is how to take a stand. Now, this is one of the most powerful lessons I've had in my business as well, I just want to preface this by saying that all five of these are probably going to be some of the most powerful lessons I've had in my business. Because I think that success is a crappy teacher.

And so if you have nothing but successful launches, you learn nothing, right? You just get confirmation of what you already know. And there's no learning involved. So it is really in those flopped lunches that you learn the most. So in this one, I learned how to take a stand. And I realized that vanilla content creates vanilla results, that if you are afraid to stand up and say something, you're going to attract people who don't rally behind your message. And don't feel like you are starting a movement, right. And so if you want to attract better people, and you want to have more successful lunches, you have to take a stand for something, you have to stand out. And it wasn't until my messaging kept falling flat, that I realized this was true. And that was how I was able to really take a stand for the change that I wanted to create for my ideal client, and really own what that looks like in the world, even though it is countered to the status quo. And I think especially because it's counter to the status quo, because let's be honest, there's a lot of status quos out there that are causing people suffering, and maybe not like capital S suffering, like life changing stuff, but like, that doesn't work for you.

And you're like God, this, like, Why do I have to keep doing this isn't working. And when somebody stands up and says, Hey, doing that isn't working, and there's a better way, it kind of wakes you up and makes you say, Oh, my gosh, I don't have to do things this way, what, and when you can provide that wake up moment for somebody, that's when they really feel like connected to you and like you are an authority. And so having a flopped lunch helped me see that my content was not creating that level of authority, and not my vanilla content created my vanilla results. And so it taught me how to take a stand. It taught me how to say something bigger than I was willing to say before. And I'm so grateful for that, because it taught me the value of standing out. And that's one of the things that I deeply credit with my success in my business is I say different things than everybody else. And I think that that's really important.

The third thing that I learned from flops lunches is one that hits a little close to home. And maybe it will for you too, because this was an inside lesson. And I think that we all have inside lessons that lunches can teach us. If you're familiar, I talked about how launching is a mechanism for healing the things inside of you. And we can get more into that later. But I the lesson that I learned the third lesson that I learned is that no one will believe in you. If you don't believe in you. No one will believe in you if you don't believe in you. And if you have a launch that nobody bought, if you are sitting on the other side of a flopped launch, and you're saying See, nobody wanted it anyway. So you're too dumb. Nobody wants that you're not an expert, you're not an authority, nobody wants to buy from you, you're never going to be successful. Why did you start a business? You're not good enough to start a business?

You've never actually been that good at anything. Like remember that girl from high school who said you were a total failure? She was totally right. Like, if that's the thing going on in your head, which if you're wondering how I was able to recall that so efficiently, it's because I've had the same exact thoughts. But if that's what's going on, in your inner dialogue, well, No wonder your launch flopped. Because if you don't believe in you, nobody else will believe in you either. And people don't buy from people they don't believe in. And if you don't believe in you, then how could they believe in you? Right. And this is such a deeper thing that like if you don't think your offer is good, no one's gonna think your offer is good either. If you're not jazzed about what you're selling, nobody else is going to be jazzed about what you're selling either. Your energy is the thermometer for your launch.

How you feel about your launch is what will dictate its success. So if you don't believe that you are good enough to serve this audience, no one is going to buy from you because they will not believe that you're good enough to serve them either. And so it really starts with you. And asking yourself like, what do I need to do? How do I need to change in order to believe in me? And that is the work, right? That's the inner work, what do you need to do, and who do you need to be to believe in yourself. And when you believe in yourself, and when you believe in your offers, and when you believe in the value that you provide, and you believe in the change that you create for people, that's what other people will believe in you too. And so if you are struggling to believe in yourself, you're probably struggling to get sales, those two things are very, very correlated. And so working on the belief you have in yourself, in your faith in your own success, those are the things that are going to matter when it comes down to the wire, if people are not buying from you.

So lesson number three, is I learned that no one will believe in you or believe in me, if I don't believe in me. And I think that that's a really powerful lesson. Lesson number four, is, you either get a win, or a lesson in this idea was really powerful for me, I've used that word 100 times, but here we are, that was a really powerful lesson for me, because instead of making it mean that I didn't do it, right, I made it mean that I was just getting a lesson, I believe that you are served one of two things, right. Either you are served the success that you wanted to achieve. Or, and maybe it's not even an either or. And you're served a lesson that you have to learn in order to have the thing that you want. And so when you look at it that way, like sweet, I'm so excited to go into this launch, and know and fully trust that either I'm going to get the outcome that I desire, or I'm going to get the lesson that I need to learn that will ultimately lead to that desired outcome.

And that faith and that trust that either one of those two things were gonna happen, or sometimes both. Sometimes you get an almost outcome and a lesson that's happened to me too. And when you are open to seeing those lessons, that's when you grow. Like I said, success is such a crappy teacher. And a lot of times we are just chasing success. And we are afraid of what failure means about us. But instead of having it mean something negative, that things didn't go the way that you wanted, stop asking why me and start asking what is this teaching me. And this may not be a new concept for you. Especially if you've been in like the coaching world, in the business building world for a minute, you've probably done some personal development. But I think that this one is harder, it's easier to know. And it's harder to integrate. Because immediately after something doesn't go our way, we want to say, oh, why me? Why didn't this work? This works for everybody else, but not me.

And we tend to go into that place where instead if you can start to train your brain to ask, ah, ooh, this didn't work. Let me see what the lessons are here and looking for those golden nuggets. That's when you'll start to grow. And really shifting that mindset to one of curiosity instead of blame. That's when things are gonna change for you. And you cannot learn that lesson until you have a flop launch. Right? You cannot learn that until you're faced with that opportunity of something not working. Because you would of course, never see that there's a possible lesson in it for you with all you get a success. So if you're being served up a lesson, or an opportunity for a lesson, be grateful, because that means that there's something bigger out there for you. And you just have to find this key to unlock the lock to the thing that's going to get you the outcome that you desire.

And in my opinion, that is so much more valuable than just being handed the success that you desire to actually learn and grow through that experience is so much better. Okay, number five, the number five lesson that I learned from flop launches is that Guess what? No one else knows it was a flop. It's how you show up for what's next that matters. And this is something that I realized fairly early on in my business is that Guess what? No one knows how many people bought your program. Nobody else has access to your PayPal or Kajabi account to see how many sales came in. And so nobody else is sitting there knowing it didn't work out. Right. Nobody else is paying that much attention only you are in so you can choose to say, Well, everyone knows that I'm a failure. They don't. And now I'm embarrassed to show up and offer something else and I'm so ashamed because they're going to know, they don't know. How would they know. It's like one of those reels. 

Right, I might make a real about this, that's my newest thing is I'm experimenting with reels, however, but how would they know they don't know and you thinking that they know is being paranoid, they don't know. And so if you close car on a flop launch and show up the next day excited to serve in ready to do the next thing and ready to pour back into your audience, they are never going to know that nobody bought from you. In fact, they're gonna have FOMO for all of the people that they think bought from you, and they're gonna see me and I really wish I would have bought from you. But instead, if you show up as a cart close, and you're like, Alright, now I'm gonna go into hiding, because nobody bought from me. And that means that I'm a failure. And of course, they all know, then they're gonna be like, Oh, I wonder if her lunch didn't go that great because she kind of ghosted us. But instead, if you show up excited and pumped and ready for the next thing and just keep being service forward, then they're never gonna know.

And you're the only one that knows. And you don't have to make that mean anything. So don't assume that people who went through your launch know the outcome of your launch, because they don't, they have no idea they are not in your Kajabi account, seeing how many students came through. And so release that release the shame of Oh my god, they're gonna find out they're not going to find out they don't know, and your energy and how you show up after your launch matters, how you show up after a flop launch matters. Because if you show up like it was a flop lunch in the negative, crappy, disappointed energy, they're going to know. And they're gonna think like, oh, man, like she goes to us. Like she maybe that didn't go so well, maybe up to good thing. I didn't buy that, right.

But if you show up pumped as hell to keep serving them, they're going to feel like Oh, man, I'm so disappointed. I didn't buy that offer, right, they're gonna feel the FOMO of like me, and I wish I would have taken a chance on me. And they'll be ready to take that chance the next time. But how you show up after a flocked launch makes all the difference as to what goes into your next launch. So those are the five things that I have learned. I've learned so many more things, but I tried to narrow it down to just five because I try to keep these episodes bite size for you. But to recap, number one is I learned what I truly wanted. Number two, I learned how to take a stand. Number three, I learned that no one will believe in you if you don't believe in you. Number four, I learned that you either get a win or lesson. And number five, I learned that no one else knows it was a flop and how you show up for what's next is what matters. So those are the biggest lessons that I've taken from my flop launches.

If you have ever had a flop launch, I want to hear what you took from this episode, or what you've learned from your flop launches to. So make sure to go to Instagram at just auto Connell underscore and send me a DM, screenshot this episode and share it and share what your biggest lesson was from a flop launch. Let's de stigmatize flop launches out there. Because we're all over here thinking I'm the only one having a flop launch. And really, I'd be willing to bet that almost every single person that you look up to has had at least one probably at least 10 flop launches if they're really putting themselves out there. So I would love to hear your experience on this. Also, having a plan is one of the things that you can do to ensure your launches success. And because of this, I have made this really cool ultimate launch checklist for you. In the checklist.

All you have to do is put in your launch date and it will auto populate all of the due dates for all of the tasks that you need to get done leading up to your launch. I'm talking create landing pages, write emails create a freebie, when to change the kind of content that you're creating all of the things that go into your launch in one easy to use checklist where the dates for each task are auto populated based on your launch date. It is so cool. I love it so much and you can get access to it for just $9 at jessoconnell.com/checklist. So definitely go check that out. Also, please come back next week because I have something so exciting that I cannot wait to share with you. I am diving into a four part series all about launching it is called the launch files and I cannot wait to do this deep dive with you. So if you are ready to have your biggest launch ever this year, you do not want to miss this. So thank you so much for listening and I will see you in my next episode.