Why Your 2021 Launch Strategies Aren’t Working Anymore

If you’re still launching like it’s 2021, you may have started noticing a drop in the number of people buying—if you haven’t already. The market has changed, and sticking to the same old launch strategies just isn’t going to cut it anymore.

But don’t panic. Launching still works incredibly well. I’ve personally seen this with my own multi-million dollar launches and the epic six- and seven-figure successes my clients are having. So the good news is, you don’t need to throw in the towel on launching altogether.

However, you do need to evolve. What worked in 2021 might not deliver the same results today, and it’s time to adapt. Let me walk you through a few key things that have changed in the world of launching—and what we’re doing differently now to get those same (or better!) results.

From PDF Lead Magnets to Ultra Build Events

In 2021, the go-to lead-generation method was pretty straightforward: ads or breadcrumbing in groups, paired with a quick PDF lead magnet about two weeks before launch. This was fine back then. But today, it’s just not enough.

Now, we’re focusing on something called an “ultra build event.” These events don’t just grow our lists—they attract the exact people who are primed and ready to buy the final offer. We’re talking quality over quantity here. This shift has been a game-changer, bringing in leads who are not only interested but also aligned with our product or service.

From Webinars and Challenges to Sequences of Events

Back in 2021, a single webinar or challenge was often enough to get people’s attention. You’d get eyes on your launch, and boom, sales would follow. But now, audiences are more discerning, and one touchpoint isn’t enough.

Today, we use a sequence of events to cater to all types of launch buyers, each with their own unique needs. And we use ethical buyer psychology to make sure that everyone, no matter their buying style, feels seen and understood. This layered approach ensures that we connect with a wider variety of potential customers—while building trust along the way.

From Hype to Gamification

Remember when making bold claims or hyping up your webinars and challenges was the way to fill your launch events? In 2021, people responded well to excitement and urgency. But the market has wised up to that tactic, and now it often leads to scepticism rather than sign-ups.

What’s working now is gamification. We’re not just encouraging participation—we’re also ensuring that participants get real results, even from free content within the launch. This not only builds trust but also fosters a sense of achievement that keeps people engaged and primed for the next step.

From Basic Sales Pages to Uber Offer Pages

Gone are the days when a quick sales page with a couple of bonuses could do the trick. In 2021, that kind of page was enough to close deals, but buyers today expect more.

Now, we’re creating what I like to call “uber offer pages.” These are highly designed, strategic pages that use buyer psychology and compelling copy to really convert. Every element on these pages is crafted to reduce friction and guide the buyer toward the purchase in a way that feels natural and exciting.

From Money-Back Guarantees to Credibility Marketing

In 2021, it was common to see money-back guarantees with a long list of caveats. While this may have reassured some buyers, it often led to a lack of trust or confusion around what was actually guaranteed.

These days, we’re relying on credibility marketing and qualification criteria instead. By building credibility throughout the launch process and ensuring that the right people are drawn to the offer, we’re able to create a sense of exclusivity. People aren’t just buying because they’re unsure—they’re excited because they know it’s a good fit for them.

These are just a few of the shifts we’ve made to keep our launches fresh and effective.