Launching a course successfully takes more than just opening enrolments and hoping for the best. The idea of “build it, and they will come” has never really applied to course creation.
Instead, the key to a thriving course launch is building a strong pre-launch list, a warm audience that’s engaged, learning from you, and excited to buy when your course goes live. I’ll cover why a pre-launch list is essential, how to build one, and the best tools to streamline the process.
Why a Pre-Launch List Matters
If you wait until launch day to start marketing your course, you’re already behind. A pre-launch list helps generate demand in advance, ensuring you’re selling to people who are already interested rather than cold audiences.
Here’s why this is crucial:
- Builds Trust Before the Launch: People need multiple touchpoints before they buy. Engaging with your audience beforehand through social media, email, and valuable content establishes trust.
- Simplifies Marketing: Instead of relying solely on ads or cold outreach, you have a group of people already familiar with you and your expertise.
- Improves Conversion Rates: Warm audiences convert significantly better than cold ones, making your launch more effective.
- Validates Your Course Idea: If your pre-launch offers aren’t getting traction, it might be time to tweak your approach or refine your course topic.
The ultimate goal is to have an engaged audience ready to enrol the moment your course is available.
How to Build Your Pre-Launch List
Create a Lead Magnet
People rarely sign up for an email list without an incentive. A lead magnet, a free resource that provides immediate value, is the best way to encourage sign-ups. Your lead magnet should:
- Solve a small but important problem related to your course topic.
- Be easy to consume. Think checklists, mini-courses, templates, or webinars.
- Help potential students achieve a quick win, building momentum toward enrolling in your full course.
Some lead magnet ideas that work well include:
- A checklist (e.g., “10 Things You Need to Know Before [Your Course Topic]”)
- A mini course offering a taste of your paid content
- A free guidebook that helps students prepare for your course
- Live training or webinar that position you as an expert while answering audience questions in real time
Set Up a Landing Page
Once you have your lead magnet, you need a dedicated landing page to collect email addresses. This page should be:
- Simple and clear – Highlight the value of your lead magnet.
- Persuasive – Explain what people will learn and how it benefits them.
- Action driven – Use a strong call to action like “Get Instant Access” or “Download Now.”
I personally use Thinkific to host my lead magnets because that’s where I ultimately want my students to end up. I create a “course” that includes a video introduction, a downloadable resource, and a follow-up video suggesting my full course or membership.
To connect everything seamlessly, I integrate my landing page with MailerLite to automate email sequences and nurture leads.
Promote Your Lead Magnet
A great lead magnet and landing page won’t do much if no one sees them! Here are some ways to get your lead magnet in front of the right people:
- Share on social media – Post about it on Facebook, Instagram, and LinkedIn, and include it in your Instagram bio.
- Update your website – Feature it on your homepage or as a pop-up.
- Email signature – Add a link to your lead magnet in every email you send.
- Create short videos – Introduce the topic and guide people to your sign-up page.
- Engage in Facebook groups – Answer relevant questions and offer your lead magnet as a helpful resource.
- Run a giveaway – Offer a free course enrolment or coaching session in exchange for sign-ups.
If you’re hosting live webinars as a lead magnet, consider using Eventbrite in addition to your own website. Eventbrite expands your reach by getting your event in front of a wider audience.
Turn Pre-Launch Leads into Course Buyers
Once people sign up, your job isn’t done! Here’s how to nurture your list and keep them engaged until launch day:
- Send valuable content – Regularly share tips, behind-the-scenes insights, and success stories.
- Use email sequences – Automate a welcome series that introduces them to your teaching style and builds anticipation for your course.
- Host live Q&As – Invite your pre-launch audience to exclusive sessions where they can ask questions and connect with you directly.
- Offer a pre-sale discount – Give early sign-ups an exclusive offer as an incentive to join as soon as your course goes live.
Final Thoughts
A pre-launch list is one of the most powerful tools in your course marketing arsenal. By building an engaged audience before launch day, you set yourself up for higher conversions, easier sales, and a more successful course launch overall.
So, start today and create a valuable lead magnet, set up a compelling landing page, and start promoting it to your ideal audience. Your future course students are out there, waiting to learn from you!
If you need more guidance, explore resources and support in the Course Creators Circle Community Hub.
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