The Upside of Stressful Launches: Why a Little “Launch Stress” Can Be a Good Thing for You AND Your Business (Unpopular Opinion)
“Anxiety is like exercise!” When I clicked open this article from The Atlantic, I didn’t know what to expect.Small doses of stress can protect your health, it says. The adrenaline you get before a big test or a performance, or say, a launch of your program – can actually be a good thing because it builds resilience and pushes us to perform better.
Which is why I believe a little launch stress can be a good thing for you and your business. But first, a little background.
The Upside of Stressful Launches: Why a Little “Launch Stress” Can Be a Good Thing for You AND Your Business
I’ve always been a little resistant to those in the industry who are “anti-launching” or who boast that they have grown their business “without launches”, as if launching were a necessary evil, a dirty word, or something so stressful that it’s to be avoided at all costs.
After all, isn’t an evergreen funnel or a waitlist of clients or a steady stream of leads the Absolute Holy Grail of marketing? No need for any of this open cart urgency nonsense, just sell.
And while I get where they’re coming from, I do, I can’t help but disagree (and maybe take it a little personally).
I’ve written copy for funnels that have gone on to do multi-seven figures in sales. I’ve written 7-figure launches (16 of them to be exact) and a whole bunch of 6-figure ones too.
BOTH are effective marketing strategies, but BOTH require a whole bunch of hard work.
There’s no such thing as the “magic evergreen funnel” that is birthed perfectly optimized with a 6X ROAS. Nope. Building that shit takes time and effort and patience. And guess what? Even when it’s profitable, you still gotta put the work in to optimize it.
So back to launches. Why should I diss a marketing vehicle that has the potential to make me thousands or even millions of dollars in the space of a week? While creating marketing assets that will allow me to relaunch or even turn that launch into an evergreen funnel in the future?
Because it’s stressful? Nah. The stress is actually part of the upside.
It’s the stress, anxiety, and fear that drive us forward to create something new and put it out into the world, to overcome our inner doubts and limiting beliefs and just launch the darn thing!
The Power of Good Stress
When I first launched my program, the LaunchFlow™ Accelerator (save your spot at my next workshop), I had no idea what the program would be called or what the offer stack would be. I had dates on the calendar and a vague idea of the problem I wanted to solve.
Putting the launch dates ON the calendar helped give me something to work towards. The Power of Constraints works wonders to turn up the urgency and I created the entire launch in less than 3 weeks.
I think many of us have been told to believe that we should be “stress-free” or “lower our stress” and that stress is a bad thing. But that’s not always the case.
Sometimes the power of stress, the power of a launch, the power of urgency and scarcity and all of the ingredients that make a launch magic, are the very things that shove us outside of our comfort zones and into the space where we can shine, create, grow, expand, and be.
Launches are about “good stress” – which is why the other ingredient that needs to come into play is FLOW.
When you are excited about your offer, in touch with your audience, and confident in your strategy, the stress that comes along with launching is manageable. It becomes the good anxiety that pushes you forward to greater success.
As the article concludes: “We shouldn’t fear growth anxiety any more than we do the soreness that comes with a healthy workout. Both can be uncomfortable but make us stronger in the long run.”
Amen to that.
Next Steps To Launch in Flow
If you want to know more about LaunchFlow™ – check out my upcoming workshop here.
In addition to my free workshops, the blog is packed full of helpful resources to help you crush your next launch. If you’re not sure where to start, I suggest:
Take what you need and connect with me on Instagram for more launch strategy and copywriting tips!