Behind the scenes of a Lucy Legal launch: What worked, what didn't & what’s coming next

The sun’s back out, and just like the Great British weather, online business strategies have their fair share of surprises. At Lucy Legal, we recently wrapped up a campaign promoting our Get Legit Hub, our go-to membership for entrepreneurs ready to legally protect their business. And while it wasn’t technically a “launch” (more on that in a sec), it delivered some big wins, a few lessons, and a very exciting new product brewing in the background.

Let’s peel back the curtain and take a look at what went well, what didn’t quite land, and what’s coming next.

What Actually Happened

This campaign was technically a “launch” by online business standards, but we use that term loosely here. The Get Legit Hub has been up and running since April 2022, offering legal support via weekly Q&As and a stack of business-protecting resources. So this wasn’t a shiny new offer dropping out of nowhere. It was a focused invitation for new members to join, backed by some irresistible bonuses.

Because the membership is always open, there’s no “now or never” urgency which, ironically, makes promoting it trickier. Selling a limited-time offer? Often easier. Selling something evergreen? You need strategy.

What Worked (Really, Really Well)

1. Bonuses That Were Actually Worth Something

We offered a juicy bonus to anyone who signed up for the annual plan: full access to every single one of our legal courses. The value of the bonus alone outweighed the membership fee, and that’s not marketing fluff. Members were essentially walking away with a powerhouse of legal knowledge and templates they could dip into for years, including future updates for free. Unsurprisingly, this landed very well.

2. Live Audits with Lucy

Another standout? A bonus offering live audits with yours truly. These sessions booked up fast, and the feedback has been fantastic (more on those coming soon). People love that mix of personalised guidance and expert insight. It’s legal help without the jargon or overwhelm.

What Didn’t Work So Well

Here’s a confession: I don’t love pressure selling. And neither does our community. No scarcity tactics, no countdown timers trying to panic people into a purchase. We respect that people like to think before they buy, even if they make the decision in the first five minutes.

So, we tested a longer promotion window. Nearly two weeks. And… it didn’t perform as well as expected.

Sure, we still had last-minute buyers on deadline day (some things never change), but the middle stretch dragged. A 10-day campaign, ideally ending 7 days after our second masterclass, would’ve hit the sweet spot. Lesson learned: long doesn’t always mean better.

So… How Did It All Go?

Pretty great, actually. We hit our “good” and “better” targets (yes, we use a three-tier goal system: good, better, and best/stretch). No, we didn’t hit the stretch goal but that’s not the same as failing. It’s called realistic benchmarking, and it makes a huge difference to morale and momentum.

We’ve got a tidy list of tweaks to test next time around. 

What’s Coming Next (and Why You’ll Want to Be Ready)

Now for the exciting bit. We have just released: The AI Legal Toolkit – a must-have for any entrepreneur dabbling in artificial intelligence.

Here’s what’s inside:

The AI Legal Toolkit includes:

• An AI Policy: a legal document to use in your business to legally disclose how you're using AI. This template is available to purchase by itself as a standalone document for £47.Short videos on:
  • The relevant laws which impact UK business owners when using AI
  • The disclosures you have to make when using AI
  • Copyright and AI - what you own and what you don't with AI
  • GDPR and AI - how safe the information is when using AI and the considerations you need when using AI for clients
  • Practical tips for small businesses to support you to use AI legally, holding recordings, being accessible etc.

This toolkit gives you the peace of mind that your AI use won’t land you in hot water.

Selling in today’s digital world is as much about strategy as it is about connection. Be generous, be transparent, and always be learning. The Get Legit Hub campaign reminded us of all of that – and the next one is already shaping up to be even stronger.

Enjoy the sunshine while it lasts, and if you’re using AI in your business, do yourself a favour and take a look at the AI Legal Toolkit.