A New Way To Launch – With Your Audience

What if there was a way to run profitable launches without burning your audience and without paid ads and a huge list? There is.

Here's how I accidentally discovered a completely new way to launch that doesn't require a huge audience, launch team or ads - and how you can use the same system to launch your next book, course, program or campaign

I chose the single worst day of the year to launch my book...

Christmas Day.

No marketer in their right mind would recommend it. Everyone’s busy with family. Nobody’s checking emails. And if you asked anyone in publishing, they’d tell you it was launch suicide. (Just ask my publisher!)

And to make matters worse?

... I didn’t have a big email lis

... I wasn’t running ads

... I didn’t have a huge launch team behind me

By all the traditional rules of launching, my book should have quietly flopped and disappeared into the void.

But instead, by the end of Christmas Day, my book, How To Start A Cult, had hit No.1 in three Amazon categories.

And not some super-niche categories where you only need to sell two books to hit the top spot. We're talking:

No.1 in Sales & Marketing
No.1 in Brand Identity
No.1 in Small Business & Entrepreneurship

So what happened?

The 'unspoken compromise' of launching - list burnout

That launch taught me something crucial about the way most of us approach launching.

The truth is, most launch models work — but at a cost nobody talks about.

Yes, they can deliver sales. But they also:

• Drain your energy.

• Burn out your audience.

• Rapidly erode the trust you’ve worked so hard to build.

It’s the unspoken compromise: launch formulas can give you results in the short term, but they make it harder and harder to show up the next time.

I know, because I used to follow those formulas. And every launch left me exhausted, disengaged, and wondering if it was worth it.

Why conventional launches no longer work

As a direct response copywriter, I had worked on multiple launches for clients. These were big launches, with teams working overtime to get ready, affiliates lined up and a lot of cash poured into ads.

That was my benchmark for what a launch was supposed to be.

Over time, I realised there were three myths holding me back — and probably holding you back too.

Myth 1: You need a big list

I kept telling myself, ‘When I’ve got enough subscribers, then I’ll launch properly'... but that left me holding on far longer than I should have done. So, I launched even though I only had a small list. It turns out that on Christmas Day, it wasn’t a huge audience that got me to No.1. It was a small group of excited, engaged people who wanted to be part of it.

Myth 2: Follow the formula and it’ll work

Every swipe file, every rigid sequence I tried made my launches feel more forced. It worked for these people, why wouldn't it work for me... right? The problem was what I had was different from what they had. My audience could see it coming, and I could feel my own enthusiasm draining. What worked on Christmas Day wasn’t a formula — it was giving people a rally message they wanted to share.

Myth 3: You can fix a cold audience with a great offer and bonuses

If I was worried about a launch, we used to ramp up the offer and pile on extra bonuses to tip the balance. But the truth is, nothing fixes a cold audience. If I had chosen to launch to a cold audience, I would never had hit No.1. But because they’d been part of the journey before the launch, they were already warmed up and ready to spread the word.

Launching with your audience, not at your audience

That’s when I realised: the problem isn’t launching itself. The problem is the way we’ve been told to launch.

Most systems are built on shouting louder, sending more emails, and forcing people down funnels. (Take a look in your inbox... it's always there!)

But real momentum doesn’t come from pushing at your audience. It comes from pulling them in.

The shift is simple:

Stop launching at your audience, and start launching with them.

That’s how you create launches that energise instead of exhaust. That’s how you build loyalty instead of resentment. And that’s how you turn even the worst possible timing into a win.

When my launch had finished and we'd hit No.1, I didn't sit down at my laptop to the sad news that I'd lost a big chunk of my list because I'd hammered them so hard.

No. Instead, I read all the messages from people who loved being part of the launch and were thanking me for letting them take part.

Thanking them for a launch!

Turning breakthrough into a blueprint

After that Christmas Day launch, people kept asking me:"How the heck did you do it?"

So I started showing others what went into that campaign and all the counterintuitive insides I learnt.

It opened up to me an entirely new way of launching that delivered the sales and profits of a conventional launch without the overwhelm and without having to sacrifice your relationship with your audience.

Around the story of how I did it, a system emerged - one that I would use in every launch I did from that point to great effect.

Since then, I refined it, and turned it into a step-by-step framework I now call The No.1 Launch Blueprint.

It’s the exact method I used to take a book to No.1 without ads or a massive list — and it works just as well for courses, programs, or events.

In fact, I have used it with on my own profitable launches and working with clients to help them achieve launch success.

Right now, you can watch a workshop replay where I share the blueprint and show you exactly what I did.

When you join the workshop, I show you how to:

• Kick off your campaign in the right way

• Choose the right launch message to enthuse your followers

• Structure your launch phases to build momentum

• Turn buyers into long-term believers who sell for you

This workshop recording will only be available for the next few days so please watch it now if you know this would help you.

It is completely free to join - you just need to register below to get access to the recording.

>> Click here to watch the free workshop today