What Is A Six-Figure Launch And How Do You Make It Happen?

The six-figure launch and the myth behind it

Okay for the uninformed, the newbie, and the startup or the brave: whatever you want to call yourself, I want to break something down for you. You may not like it, you may feel disappointed even disillusioned but at least you’ll know the truth and be able to make a decision on what to do next (if anything). So once again the internet particularly FB is awash with promises of 6 figure launches and million dollar lifestyles all being lived and made possible by coaches from a variety of sectors, promising a quick fix solution on how you can achieve the same.

What is a six-figure launch

In brief: a six-figure launch is where the provider creates a product or service ( offer) that others want to buy and this is generally priced anywhere from $297 – $997 at the lower end up to multiple thousands of dollars at the higher end. A popular offer is a “group coaching” programme: with no physical products involved, the course is completed online sometimes with live coaching on a telecall, pre-recorded videos, workbooks, and downloads.

Prior to the launch, you whip up interest via your mailing list, social media platforms, networking events and any other outlet where you can let as many people as possible people know about your upcoming offer.

In theory, once you’ve done that you simply pull the trigger on launch day and BOOM tons of people buy your offer (sounds easy right). For the record in terms of my continued professional development and the fact that I am a lifelong learner, I am a fan of online teaching/training courses. I buy them, I use them and I love them: But this post is about creating and selling these courses aka the six-figure launch and how easy it is to do that ( allegedly).

Reality check

For those who have and continue to achieve the six-figure launch ( some have) believe me it has taken them years to get there and part of what they’re selling to you is a version of how their life and business model looks now: What they leave out is what it took to get them there or what they had to learn, implement and pay for in order to eventually succeed.

Why would they leave out something so important?

In this world of instant gratification and immediacy the hook is to get you to believe you can achieve this great life and great business right now Before I go further I want to say that my idea of a great life and business might be completely different to yours, in fact, you might even hate my life: so I’ll give you a snapshot just for clarity. I work hard and I work a lot of hours but on the upside, I choose the hours and can move these around and reschedule in a way that suits me.  No boss to tell me what to do! For me, that’s’ a big plus although you might say “oh shit I didn’t think I’d still have to put the hours in” if I’m working for myself? Well, you do and for a good while to begin with.

During “us” time we do ordinary things like go out for a nice lunch on weekdays and call into Costco on the way back or take a drive to the coast and have a beach walk because we need the exercise.

The extra time I have managed to put aside to do what I want is not spent lounging in spas and hotels except on special occasions. Some of the free time I’ve worked to secure is spent with my husband making up for the “us time” we lost while grafting to build our respective businesses. During “us” time we do ordinary things like go out for a nice lunch on weekdays and call into Costco on the way back or take a drive to the coast and have a beach walk because we need the exercise. But these ordinary things are “extraordinary” to us because in the early days we didn’t have the time or the money to just opt out of work at short notice to go and do what we wanted. Yes, we have days where we spend money and relax, but not every day.

A lot of my free time is also spent with my 2 young grandchildren doing things together as a family like walking, baking, homework or even Jumparoo and we love it. Do you see what I’m saying: my great life might be your worst nightmare? So in my business, I’m not selling you my life. I’m trying to help you create your great life whatever that may look like for you.

Okay getting back to those 6 figure launches that promise you buckets full of money in order to bankroll  “your great life”, you may have noticed I never promise this in fact I don’t mention or guarantee any sums of money you’ll earn  from working with me because working in the beginners space as I do, these claims are not my truth.

My truth is I stop you from having to pay the stupid tax

What I guarantee is you will save lots of money and time and effort by working with someone who knows how to get your business set up and out the gate faster. Now that’s a promise I can deliver. And for a newbie or someone who’s stuck that should be your #1 goal because without your business being set up and launched ( unless you’ve invented the next big thing) there’s not much prospect  of  you getting to the bigger stuff and if you try to get to the big stuff before you’ve put the smaller stuff in place, that’s when you start paying stupid tax.

FYI stupid tax is the price you pay when you don’t know what you’re doing but you go ahead and do it anyway. Stupid tax is made up of the time and money you waste or spend on fixing those things you should have addressed first. In other words, it’s a lot cheaper to do it right than to have to do it twice or three times.

Here’s another reality check:

There are a lot of moving parts to creating and achieving a successful six-figure launch and if you want this to happen for you quickly as promised in “the gurus sales fluff”, you’ll need to be in possession of a small fortune to either pay a team to do it for you or purchase the various software to bring all the moving parts together and ensure a profitable launch early on. I suspect as a newbie you don’t have that kind of money yet.

Another way and the most common is:

Over an extended period of time, you will learn how to do some or all of this yourself. It will take hard graft, long days and late nights. You will learn one moving part only to realise there is another one to learn and another and another. There will be tears, doubts, setbacks and pressure from family or loved ones to hurry up and make some money and eventually you might have a 5- 10 or 20k launch to begin with and you build on that. That is the reality!

So as a newbie may I respectfully recommend:

The next time you see the promise of how to create a six-figure launch in 30 days, with a picture of a couple sitting on a jetty overlooking crystal blue waters in the Maldives: know you are being offered someone else’s dream. A dream that for a beginner is not a reality, not just yet, it is doable although not for a beginner and if someone tells you otherwise, run the other way!

A 6 figure launch is possible so long as you are honest about:

  • What it  actually takes
  • Where you are right now
  • Your expectations
  • Timescale
  • Skills set
  • Skills Gaps
  • Budget
  • Desire to succeed

In conclusion

You wouldn’t build a house without a foundation because it would fall down. The same is true of your business and that includes planning 6 figure launches or six-figure anything’s that creates luxury lifestyles. So my advice is to start small and scale up!

Let’s face it if you already had the money, knowledge, and expertise to do a six-figure launch, you wouldn’t be on this page and if after this post you still have the stomach for setting up your own business, here is my latest book that really will help you move forward. The book is filled with practical information you can implement from day one with a few surprises thrown in along the way.

Thank you for taking the time today

From my heart to yours

Dee  X   


Dee Coxon
Dee Coxon
DEE Coxon is a bestselling author of Polish The Diamond In Your Heart and Business Start-up Coach who inspires women to go beyond their known capabilities and get their business online in less time. A former hairdresser and beauty therapist she learned everything she knows about women within the four walls of her own salon where she admits to getting more satisfaction helping clients with their personal struggles, than she did doing their hair and makeup! Self-employed since she was 18, she eventually left her vocational path, swapped her scissors for a lap top and entered the world of academia. In the year she turned 50 Dee gained a Master’s degree, a teaching certificate, became a grandmother and lost her mother to cancer after a 2 year battle, during which she nursed her. A quote by Rufus wainwright: You’re born twice, once at your birth and again when your mother dies” had a profound effect and changed the way she sees and does things now. As the creator of The Fast Class: A bespoke, 1 to 1, accelerated learning experience, designed for beginners and delivered in one day. Dee blends expertise with life experience to make sure her clients get past those self-imposed barriers that keep them from launching a business they love. Dovetailing these two elements is fundamental to the Fast Class and reflected in Dee’s coaching style. Why? Because she believes, no matter where you are in your business journey something is happening within the context of your life, the two are inextricably linked.

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