Why Your Launch Flopped (And How to Fix It)
I see this all the time.
Creator builds a course. Writes a sales page. Sends one email saying "My course is live!" And then... silence.
A handful of sales. Maybe from friends.
The problem isn't the course. The problem is the launch.
Your audience wasn't ready. They hadn't been warmed up. They hadn't been "indoctrinated" into your worldview.
Today, I'm giving you the exact 5-day sequence that fixes this.
What Is an Indoctrination Sequence?
An indoctrination sequence is a series of emails sent BEFORE you launch.
It warms up your audience by:
- Building anticipation for what's coming
- Establishing your authority and credibility
- Shifting beliefs that might block the sale
- Creating emotional connection with the problem and solution
- Priming them to take action when you finally ask
This isn't manipulation. It's good teaching. You're helping people understand WHY your solution matters before asking them to buy.
The 5-Day Pre-Launch Sequence
Here's the framework. Send one email per day for 5 days leading up to your cart open.
Day 1: The Origin Story
Goal: Build connection and establish credibility through your personal story.
Email structure:
Subject: How I [struggled with the same thing they struggle with]
Body:
- Start with where you were (relatable struggle)
- Describe the turning point
- Share what changed for you
- Tease that you've found a better way
- End with a soft hint: "I've been working on something to help people avoid my mistakes. More soon."
Example opener: "Three years ago, I was embarrassed to call myself a photographer. My 'good' shots were accidents. My friends politely smiled at photos I thought were terrible. I almost sold my camera..."
Why it works: Stories create connection. When they see you've been where they are, they trust you can guide them out.
Day 2: The Big Idea
Goal: Introduce a core concept or framework that shifts how they think about the problem.
Email structure:
Subject: The one thing nobody tells you about [topic]
Body:
- Challenge a common belief or approach
- Explain why it doesn't work
- Introduce your alternative framework
- Give them an aha moment
- Promise to share more: "Tomorrow, I'll show you exactly how this works in practice."
Example opener: "Most photography courses start with camera settings. That's backwards. Here's why you're struggling despite knowing aperture, shutter speed, and ISO perfectly..."
Why it works: You're positioning yourself as someone who thinks differently. You're giving value while creating curiosity.
Day 3: The Proof
Goal: Show that your approach actually works—for you and others.
Email structure:
Subject: This worked for [person/situation], and it can work for you
Body:
- Reference the concept from yesterday
- Share a case study or success story
- Break down what they did and what happened
- Connect it to the reader: "If [name] could do this, so can you."
- Tease: "I want to help you get results like this. Stay tuned."
Example opener: "When Sarah joined my beta group, she'd been taking photos for 5 years but never felt confident enough to share them. Six weeks later, she booked her first paid gig. Here's exactly what changed..."
Why it works: Social proof is powerful. Seeing others succeed makes the reader believe they can too.
Day 4: The Objection Buster
Goal: Address the biggest reason they might NOT take action.
Email structure:
Subject: "But I [common excuse]..." — Let's talk about that.
Body:
- Acknowledge the objection (time, money, experience, etc.)
- Validate that it's a real concern
- Reframe it
- Show how others with the same concern succeeded
- Plant the seed: "If this speaks to you, I have something coming that's designed exactly for people in your situation."
Common objections to address:
- "I don't have time"
- "I'm not technical enough"
- "I've tried other courses"
- "I can't afford it right now"
- "I'm not sure I'm ready"
Example opener: "'I just don't have 10 hours a week to learn photography.' I hear this constantly. And here's the thing—you're right. You don't have 10 hours. You don't need them..."
Why it works: You're removing the mental blocks before they become reasons not to buy.
Day 5: The Invitation
Goal: Build maximum anticipation right before you launch.
Email structure:
Subject: Something new is coming tomorrow
Body:
- Reference the journey of the past few days
- Explain that you've been building something special
- Describe who it's for (and who it's not for)
- Tell them exactly when to expect the announcement
- Create excitement: "I've poured everything I know into this. I can't wait to share it with you."
Example opener: "Over the past few days, I've shared my story, my philosophy on photography, and proof that this approach works. Tomorrow at 10am, I'm opening the doors to something I've been working on for months..."
Why it works: Anticipation amplifies action. When they know something's coming, they'll watch for it.
The Launch Day Email (Day 6)
After the 5-day warmup, you open the cart.
Subject: It's here: [Course Name] is now open
Body:
- Announce the course is live
- Remind them what it does and who it's for
- Highlight key benefits (not just features)
- Create urgency if you have real scarcity
- Clear call to action with link
Keep this email concise. They've been warmed up. Now just open the door.
During-Launch Email Sequence (Days 7–12)
Your launch sequence should run 5–7 days. Here's a typical structure:
Day 1 (Launch Day): "It's open" email Day 2: Deep dive on what's included Day 3: Success story or case study Day 4: FAQ and objection handling Day 5: Bonuses or special offer Day 6: Last chance reminder (if closing) Day 7: Final hours (2–3 emails if closing)
Subject Line Swipes
Good subject lines make or break email campaigns. Here are templates:
Curiosity
- "The one thing I wish I knew sooner about [topic]"
- "This changed everything for me"
- "Why [common advice] is actually wrong"
Personal
- "A confession about my early days"
- "What I learned from my biggest [topic] failure"
- "The real reason I created this"
Social Proof
- "How [name] went from [struggle] to [outcome]"
- "[Specific result] in [timeframe]—here's how"
- "They said it couldn't be done..."
Urgency
- "Opening tomorrow at 10am"
- "Last chance to join us"
- "Doors close tonight at midnight"
Direct
- "[Course Name] is now open"
- "You're invited"
- "A quick question for you"
Email Writing Tips
Keep Them Short(ish)
Pre-launch emails can be 300–500 words. You want people to actually read them.
Write Like You Talk
Conversational tone beats corporate speak every time.
One Email = One Idea
Don't cram everything into one email. Let each message breathe.
Always Have a Purpose
Every email should either:
- Build connection
- Provide value
- Shift a belief
- Create anticipation
- Drive action
If it doesn't do one of these, cut it.
End With Forward Motion
Every email should point toward what's coming:
- "More on this tomorrow..."
- "Stay tuned for something exciting..."
- "In my next email, I'll show you..."
Technical Setup
Email Platform Options
- ConvertKit – Great for creators, easy automation
- Mailchimp – Popular, good free tier
- ActiveCampaign – Powerful automation
- Beehiiv – Newsletter-focused, growing fast
Key Features You Need
- Scheduled email sending
- Segmentation (tag people who open/click)
- Automation sequences
- Basic analytics (open rates, click rates)
Timing
- Send at the same time each day (consistency builds habit)
- Test different times (many creators do 9–10am local time)
- Consider time zones if you have a global audience
Measuring Success
Metrics to Track
Open rate: % of recipients who open
- Good: 30–40%
- Okay: 20–30%
- Needs work: Under 20%
Click rate: % who click a link
- Good: 3–5%
- Okay: 1–3%
- Needs work: Under 1%
Reply rate: Replies indicate engagement
- Any replies are good
- Lots of replies = you're striking a chord
What to Adjust
- Low opens? Test subject lines
- Low clicks? Strengthen your call to action
- Unsubscribes? Check if content matches expectations
Your One Small Win Today
You don't need to write all 5 emails today.
Start with Day 1: Your Origin Story.
Spend 20 minutes answering these questions:
- Where were you before you figured this out?
- What was frustrating or painful about that time?
- What was the turning point?
- What's different now?
Those answers are the bones of your first email.
Next Step: Email is powerful, but it's not the only way to promote. Learn how to sell on social media without being pushy—authentic promotion that doesn't make you cringe.