In this episode, I walk you through four powerful launch strategies – webinars, bootcamps, open houses, and paid workshops and explore the importance of aligning a launch with your business’s unique needs. The centerpiece is the case study of Louise Miller’s Make It Happen Club, where she and I designed the bespoke “Quiet Action, Big Impact” launch. It blends a challenge-style format with an open house approach to authentically reflect Louise’s sense of calm and her audience’s needs.
Here’s the thing: there’s no such thing as a one-size-fits-all launch. If you want it to really stick and last you’ve got to pick a launch style that feels like you, speaks to what your people actually want, and suits what you’re offering.
Key Takeaways
- Don’t Force It – Launch with Intention
Your launch should feel authentic, not contrived. Launch formats like webinars or bootcamps only succeed when they naturally fit your style and audience dynamics.
- Four Core Launch Strategies
- Webinars — Educational, interactive, and great for feeding high-intent prospects
- Bootcamps — Intensive, immersive, and perfect for engagement and transformation
- Open House — Low-pressure peek behind the curtain; ideal for showcasing offerings
- Paid Workshops — Commitment-filtered sessions that lead to higher conversion rates
- The Case of Louise Miller’s Make It Happen Club
Louise’s business thrives on calm, thoughtful planning. A typical webinar or bootcamp wouldn’t reflect that. Instead, we partnered to create a hybrid launch called Quiet Action, Big Impact—a soft, intentional experience infused with mindful structure.
- Customize to Connect
Matching your launch approach with your personal rhythm and your audience’s needs doesn’t just boost conversions—it sets the stage for an experience that feels meaningful and memorable.
- Craft with Clarity
A strategic launch starts with clarity:
- Understand your strengths and style
- Know your audience’s preferences
- Design with intention, not pressure
- Launch should reflect your values, not someone else’s playbook
LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE
Ep 339 – Re-defining Productivity and Reducing Overwhelm: Strategies for Success with Louise Miller
Connect with Louise Miller on Website
Connect with Teresa on Website, (Grow, Launch, Sell), Sign up to Teresa’s email list, Instagram, LinkedIn, or Facebook
Transcript
You’ll often hear me talk about four different ways of launching, and these are the main ways I teach webinars, masterclasses, same thing, bootcamps and challenges. Very similar, open house strategy for memberships and paid workshops, but what if your business doesn’t fit neatly into one of those launch experiences?
Because it’s incredibly important to create a launch experience that fits you, fits your audience, fits your product, and fits your energy, and that is exactly what I’m talking about in today’s episode. I’m taking you behind the scenes of a launch that was done by the amazing Louise Miller for her Make It Happen Club.
Where we created a unique launch experience so that it fit perfectly with her and her customers, and her product.
Hello and welcome back to another episode of the Your Dream Business Podcast. I hope you are having a good week. Before we get started with today’s episode of the podcast, I would love just to ask you a very quick favor if I can.
If you are listening to this and you have not yet subscribed, and sometimes people don’t realize they’ve not subscribed, so please go and check if you have actually [00:02:00] signed up to the podcast. If you haven’t, I would really appreciate it if you could hit that subscribe button. And also, if I may ask two favors.
I know, I know. If you haven’t given me a review, I would be so very grateful. You see, podcasts aren’t searchable in the way that, like if you’re searching for a particular subject, you’re unlikely to have a podcast come up as a suggestion. So the only way that podcasts are found and seen is by you sharing it.
So I would be so, so very grateful if you could do that. Today we’re gonna be talking about how do you know what launch method to use and what if none of them fit? And the way in which I wanna explain this to you is a really cool case study of someone who is amazing and it brings me much joy to do a whole podcast talking about her.
I’m talking about the amazing Louise. Now, Louise Miller has been in my world for some time. She, I actually worked with Louise to help me be productive and a little while back, Louise [00:03:00] and I had a strategy day where I went through her stuff with her and helped her with her launch. And Louise has a very distinct type of membership.
So when we initially started looking at it, we realized that maybe the normal things I teach on wouldn’t necessarily be a good fit for Louise. Let me go back a bit and let me first tell you about the four methods that I currently teach on. Method number one is webinars slash masterclasses. Basically, it’s the same thing, just two different names.
If you’re going to do one of them or if you’re going to do a webinar or a masterclass, they’re the same thing. Choose the word masterclass because you get a higher engagement rate on that. The second one I teach on is bootcamps slash challenges. The reason I tend to lump these together is they’re very similar.
There’s only a couple of slight differences between a bootcamp and a challenge, but they are pretty much the same thing, which is a launch event over a number of days. So four [00:04:00] days, five days, 10 days, whatever it might be, where you are showing up for those number of days and you’re teaching or you are supporting them.
Then I teach on the open house method, which is one that not many people teach on, and the open house method is really, really cool. If you have a membership. It has some very clever psychological and marketing strategies involved, which really help you sell your membership in a much nicer. Not sleazy, not salesy way, but in a really authentic way.
And it helps you use your current members to really promote that. And then the final one is paid workshops where you show up over a number of days. You teach them something start to finish, and that is just one part of the bigger thing that you sell, and then you sell them into the bigger thing. So I teach on these four different methods, which cover pretty much all the main methods of launching, and Louise and I sat down and we realized very quickly, Louise’s membership is not like your [00:05:00] average memberships, and therefore it wasn’t quite gonna fit neatly into one of those boxes.
Let me start by explaining to you what Louise’s membership actually is. Louise’s membership is called the Make It Happen Club, and basically it is a space for you to get work done. Let me explain some of the sessions. She has big idea to inspired action quarterly planning sessions. So every single quarter, and I think she launches it every quarter, every single quarter, she does a full planning session to put you back in the driving seat so you can make sure the actions that you are taking are moving you in the right direction.
So basically you are working with her in a group setting online and she’s walking you through the different kind of activities that you need to do in order to plan your quarter. She then has monthly momentum planning sessions where basically she kind of steps you out of your business for that session and she checks what’s happening with the bigger picture.
She makes sure that they create a plan that they [00:06:00] can actually follow and they leave with a plan in their hands so they can roll up their sleeves and start taking action straight away. And then she has quarterly make it happen implementation sessions where basically you work on your own big projects that you are in.
It’s like a coworking, but she does, she actually does. It’s almost for the whole day, but you can choose the morning or the afternoon, or if you wanna go to both, you can go to both. And I have been to these, they’re like three hour sessions and she checks in with everybody at the beginning and she checks in with everybody at the end.
And if you get stuck, you can go into a breakout room with her and she can help you refocus. So as you can see, her membership isn’t about teaching. It isn’t about training. It isn’t about kind of, I was gonna say motivation. That’s, it is about motivation, but in a very actionable taking way. Now I work with Louise one-to-one.
She helps me one-to-one, which is awesome. But I also have access to the Make It Happen Club, and I do attend the, I really enjoy the implementation session. So when it came to coming up [00:07:00] with her plan and how was she going to do this and how is she going to have a launch that would help people with getting them really in the right mind to understand what she did.
We realized that some of the other things weren’t gonna work, so we looked at master classes and webinars. She’s done them before, but her stuff isn’t necessarily about teaching. Now, there are concepts that she teaches and there are things that you have access to, but it’s more about the action that someone is taking and giving you the head space and the clarity and the direction.
So doing a master class or a webinar wasn’t necessarily going to be the best fit because she doesn’t teach something, and normally you would have a master class or webinar to teach them. The overarching thing, and then to move them into the the bigger thing or the big course or the big program that fully teaches them the thing.
The next thing that we looked at was challenges or bootcamps. When you think of a [00:08:00] challenge or a bootcamp, they are normally all centered around some kind of community where you are giving them daily tasks or you are teaching them something daily. I have just finished a bootcamp. Every session of the bootcamp, I’m showing up, I’m teaching them something.
There was additional q and a sessions, there was some mini mindset sessions, but basically they are learning things and doing a bit of action. But the community is a very heavy part of the challenge or the bootcamp because the whole point is that you are pulling everybody together to go, let’s do this together, and everyone’s motivating each other. Again.
One of the things that Louise’s membership is very keen on is it’s not about the community because it’s about taking action. And yes, although it’s lovely to get on a call and hear about the other people and what they’re doing, it’s not about, it’s not networking. It’s not collaborating with people, it’s very much about, in fact, it’s almost like her [00:09:00] stuff is like the piece on the internet.
It’s almost like the space and the quiet for you to get your head straight. So again, communities weren’t really going to work because. That wasn’t a big thing to her. Again, a paid workshop wasn’t going to work because she’s not necessarily teaching something and she’s definitely not teaching one part of a much bigger thing.
So that left us with the open house strategy. The open house strategy seemed to be the best fit. However, it definitely needed some tweaks. With the open house strategy, it’s very clever. And although initially it sounds like, well that makes, you know, super, sounds super easy, and it sounds super simple in terms of what an open house strategy is, but there are some very distinct, interesting things that you do.
So with the open house strategy, you basically take your membership and you open the doors of your membership for a set amount of time. This is normally five days or a week. And the idea is you let [00:10:00] them into the community of your membership. You say to them, I am opening the doors to my membership. You are getting to see behind the scenes of the membership and you bring them into the community.
The bit you don’t give them on an open house is you don’t tend to give them the vault. The thing where you have all the lessons and the courses and the replays, you don’t give ’em access to that. You just give them access to the community where they get to hang out with your other members. And then what you do over the five days or the time period of the open house is you show them every single activity that you do.
So for me, when I used to have the membership and I used to sell it as a membership, I would show them what a coaching call looked like. ie would do a coaching call with them. I would do a mindset session with them. I would do some training with them because that’s what we did. We might do a bit of networking, like all the different activities you do over the period of a month in your membership.
You then do that within a week, real, proper live [00:11:00] activities. So you’re not just giving them a taster, you are actually saying, this is a coaching call. Come along. Now one of the many beauties of this, and, and like I said, the open house strategy goes way, way deeper, and there’s so much more to it. But one of the beauties of it is they are in there with your members, so they’re hanging out with your members.
They’re on coaching calls with your members, and they’re in the community. One of the other really cool things is people don’t like giving something up once they have it. So you have them into the community, you have them part of your membership, and then you basically say to them, here’s the experience.
This is what it’s like, what did you think? And then at the end of that week you say to them, would you like to stay? And if they don’t want to stay, then on a certain day you throw them out the community. This works so beautifully when you have a completely open membership. So when we looked at the different ways of launching this, definitely fit one of the best ways, however.
Community is not a big thing. So how do we show her potential audience what she does? But it [00:12:00] isn’t about the community and they don’t get access to a vault. But she has got some courses that she offers or some, some training in terms of getting their head straight on things, but it’s not really like a big vault of courses.
But also, how does she demonstrate what it’s like to work with her and work with her community without doing the actual things that she does, because. If she did the quarterly planning, the monthly plan, well one that wouldn’t make sense ’cause they would do them too close together. And the implementation, she’s basically given them an entire month, well, almost an entire quarter of what she does.
And therefore why would they buy from her? So with all that being said, we decided to. Look at how we could tweak the open house, and she liked the idea of it almost being a challenge, but it not being a challenge, and how can we create something? So this is what Louise created. Louise created a four day challenge.
That’s not a challenge. She even had that on her signup page called [00:13:00] Quiet Action, big Impact. That name for me just sums up everything about Louise and what she does that. It’s like getting your head down, being quiet, finding some space, but that making you have a massive impact. She talked about the fact of, you know, how was your first half of the year been?
Have you not met necessarily, got where you wanted to be? And she basically put together quiet action, big impact to kickstart their month. So she did it at the beginning of the second half of the year and she wanted to create this four day challenge, not challenge in order to help them get sorted. So she was, felt like she was delivering something.
There was a good use of them being there. ’cause that’s the other thing about a challenge. You need to have a purpose. They need to have a reason. They need to have, like why would they sign up for it? So she created a really awesome four Day challenge, not challenge, which was also very similar to an open house.
What she did is on day one, she did some big picture stuff where she got them to tune into [00:14:00] their vision, get crystal clear about what was most exciting about their goals, and basically made sure that they had a direction and a focus. Day two, she did the whole, let’s get ready for action. So she helped them with some NLP and productivity magic.
So this was a bit more. Where she was teaching them a little bit about what she did or may helping them a bit more in terms of her delivering also just as an FYI. These were 30 minute sessions because again, like she’s not necessarily teaching them something that you need to spend an hour or whatever doing.
She was just giving them space and she wanted to make it quick so that they were coming in, doing the thing and going. The whole point of what Louise does is not to add work to someone’s plate, it’s to help take work off their plate. So if she had said, these are like three hour sessions for four times, like.
People would’ve been like, well, no, that’s not really helping. I’m very busy. So again, she understood these are busy people, so she kept it short. Day three was about taking action. [00:15:00] So day three was longer. It was an hour and a half, and it was roll your sleeves up and crack on. It’s amazing how much you can get done when you avoid distractions and you have a accountability of your peers.
So this was her co-working. So she actually showed them what it was like to sit in that coworking space. And then on day four, she did a 30 minute session on setting it up for success where she talked about how to basically use what they did to go forward. So what was really cool about this thing that Louise did and a few of the kind of real nuancey bits or things that we tweaked and changed.
So one of the major parts of an open house is that you offer it or you ask your current members to invite their friends. It’s such a good way in order to market an open house, your members are a great place to start anyway. Or your current customers, or your current course clients or whatever, that if they love you, then brilliant.
Let’s get them to tell people that they love you. So we asked her current members to help share and encourage to [00:16:00] invite some of their friends. And what’s really nice about this strategy in the open house is it’s almost saying to your friends, Hey, look, I’m in this thing and they’re letting us join it for free.
Like come and join me. Like it’s a really nice way to pitch it anyway. But not only that, she invited her own members to come and take part in this activity, which is great. So she said to them, this is gonna be a benefit to you. So there wasn’t really, it didn’t take away from what they were doing, it added to it.
So she encouraged her own members to not only invite and share it, but also to come and take part in the challenge. So she definitely used the strategy of hanging out with people who are currently in Louise’s world and love her, which is brilliant. Even though there was no community. So she did not have a community for this.
And although we talked about the idea of the benefits of a community, it would’ve made no sense because when you came into her actual membership, her community, she didn’t have a community that’s super, super strong. She does have a community, but it’s definitely not one of the [00:17:00] focuses. And therefore that would’ve been pointless.
’cause she’d been, she’d have been saying, Hey. This is what we’re like and it wouldn’t be what she was like. She offered limited time replays only 24 hours, and we did this very intentionally because one, it’s about making space and doing the work, so we don’t want you to have a load of replays that you need to go back and watch.
’cause again, that’s not helping you. Two, her days led on from one to the other. So by only offering a 24 hour replay, it was like, you really need to watch it before the next session. Also, it would’ve encouraged people to turn up live. And again, with her membership, it’s not passive. In her membership the whole point is you show up for these sessions and you are using these sessions to help you plan your quarter, plan your month, get your work done.
Because it’s not about teaching. It was about the experience of them achieving something. There wasn’t loads of sessions. That’s like, okay, here’s what productivity is. Here’s what’s getting work done. Here’s what like. It wasn’t that she obviously slipped that in where she [00:18:00] needed, but it definitely wasn’t that, like I’ve already said, the community was not a focus for her because that’s not a big thing, and there was no prizes, there was no, like, normally with a challenge, when you bring them into the community, it’s about engaging them.
It’s about getting them to talk. It’s about getting people to really interact with each other and, and therefore you would use things like prizes to get people to turn up to calls and all this. But actually what was so nice about what Louise did is she created the quiet space that she creates on the internet.
If she had done some big, all singing, all dancing challenge or full on community situation, then basically they would’ve been shown something that she wasn’t selling because that isn’t what her thing is. We created a very particular type of challenge, not challenge that would fit her audience and fit her in what she does perfectly.
I want to read you something that she wrote on her actual signup [00:19:00] page. She put, this isn’t your typical challenge. If you see the word challenge and you want to run a mile, I hear you. Me too. That’s why this one is going to be different. In fact, quiet action big impact. Is actually more of an experience than a challenge, an experience of what it feels like and how much you can get done when you step back and slow down a little.
Quite simply, our time together is about quietly taking action on something impactful, not just during the four days of the challenge. But throughout June, there’s no hype, no noisy community, no jazz hands, no whipping you into a frenzy, and no asking you to shout about it to anyone who’s listening. Don’t get me wrong.
Those things can be great, but there needs to be a balance, doesn’t there? Also, you need a calm space where you can reflect and decide how to move forward. So this experience will be quiet, considered, and practical, and it will set you up for a fabulousness that extends your way beyond the end of our four days together.
You’ll feel calmer, excited about what’s possible, [00:20:00] motivated to get the important stuff done. I can’t wait to share that with you. I love what she wrote there because it really summed up what she creates on the internet, what she creates in her membership and what she was creating with this challenge, not challenge, open house slash not open house.
I asked Louise to just give me a bit of an idea of numbers. She told me at the time. Completely forgot. I’m one of those people. If I don’t write it down, it’s gone. And basically she had about 50% of the people that registered Engage, which is brilliant. Really, really good engagement. And she had a 25% conversion, which again is amazing.
One of the things that she said is that it wasn’t just about the results and she had actually had a launch that had got a better results in the early days. So it’s not, I’m not telling you this to go, this gave her her best launch ever. I wanna be really honest about that.
But one of the things she said is that it felt totally in alignment with her and what [00:21:00] she does, and that basically. She now has this process that she can just rinse and repeat and do it again. And for me, that feels so much nicer because probably the churn of those members is gonna be low because they know what to expect.
They know what’s coming. And if you are in this for the long game, which I am, and I know a hundred percent Louise’s, then we want those people who understand what they’re signing up for. Not buying because of fear and fomo and Oh my God, I’ve gotta get in or buying something. ’cause they think it’s one thing and it’s actually another.
So Louise might have been able to do a master class that whipped up a frenzy and got people in, but A, she’d have hated that. B, it wouldn’t have been in line with her. And C, it wouldn’t have actually done her any favors in the long run because potentially when they joined they’d have gone, oh, this isn’t what I thought it was gonna be.
So like I said, I wanted to give you a real honest look of an actual real life person who I worked with [00:22:00] who was taking it all apart and looking at how we can make this, this launch fit them, their customers, their energy. ’cause this was another big consideration for Louise, and the product that she sells. And I really hope that’s given you an insight as to how that can look.
Louise actually did an episode with me not so long ago, so we will link to that in the show notes. We’ll also link to Louise ’cause I’d love you to go check her out. Like I said, she honestly is being game changer for me and my business. If you go to louisemiller.uk, you can go and find out more about her and the Make It Happen Club.
Thank you so much for joining me for this episode. I will go out next week with an interview and I will see you soon.
