Behind the Business - Unexpected launch success, and how you can make that work for you

The sun’s back out for an unexpected last hurrah, and just like the Great British weather, online business strategies have their fair share of surprises. 

We've been running some really powerful campaigns recently and I thought it would be helpful for you if I share what's working, what isn't and what can help you to get great results in the next 7 days.

May's campaign was all about the Get Legit Hub, our go-to membership for entrepreneurs who want someone to guide them to properly 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 which is now ready!!

Let’s peel back the curtain and take a look at what went well, what didn’t quite land, and what’s popped up as a result.

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 me. I never do sessions like this because I dedicate my time for supporting clients within the Get Legit Hub (my membership) These sessions booked up fast, and the feedback was more amazing than I expected not just because of the results people got from those calls, but from the results I got. Totally unexpected but let me explain.

So our new members loved that they got to speak to me and get a mix of personalised guidance and expert insight. It was legal help without the jargon or overwhelm.

I loved it because I got to hear exactly where my client's are stuck, in their words. 

It's the same problems that come up time and time again. 

And so do you know what I did as a result? 

I built a whole new product. 

The Legal Audit.

I've had it in the pipeline for a while but after having almost the same conversation 8 times in the bonus calls with new members, I realised that I needed to solve this problem once and for all.

What are the legal steps that you need to take first, to make sure you know what you need to do and so that you're not missing anything.

I put all of that together in a new product so that everyone can access it, not just Get Legit Hub Members.

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. 

How can all of this help you?

Firstly, learning to launch is such an important skill in your business. Whether it's launching something new onto the market or just promoting a new campaign, ensuring that you have an audience primed and ready to buy, that's so important.

And as well as the sales skills, you need to cover the legal side - Grab our Legals for Launching Checklist now. 

Now for the exciting bit. 

You can now get your hands on the Legal Audit. 

The Legal Audit includes:

• Short videos on:
  • How to legally set up in business
  • A summary and checklist of the key foundations that you need to have in place
  • Details of where to start and what's important
  • Practical tips for small businesses to support you to protect your business in an easier and more affordable way
  • Tips to help you know what you don't know.

The Legal Audit gives you the peace of mind that you haven't missed anything that might get you in hot water, and if you have, we've shown you what you need to fix it.

Grab your copy of the Legal Audit today and breathe a sigh of relief that you've got a plan to Get Legit and to protect your business.