The moment that you’re done creating your digital course you want it to be in people’s hands.

Unfortunately, it doesn’t quite work like that. If you are a creator and you’ve made something yourself, you’re tired. You’ve created this course during your time – time you have had to cut out of every day, time away from working or freelancing for someone else – to get your thing done. Wouldn’t it be nice if you could just set it and forget it?

You want to put it out there and just send one e-mail to your list saying “hey this thing if you want it, is available.” Well, you could do that. If you have a million people on your list it might work. But you, like most of us, you probably don’t have a list quite that big.

The one thing to keep in mind so that you don’t lose momentum is to set reasonable expectations.

Be honest with yourself. Are you working on an empty tank of gas? What can you do at this energy level? Make sure you have set a launch window, and make sure you’re giving yourself enough time to plan and set up a launch.

Only do up to four live webinars during your launch window. When you’re launching a product you want to make sure that you can sustain that energy so that no matter which webinar people watch you are engaging.

So you get on these live, and you share how excited you are about these disappearing bonuses which you can’t do on-demand. You can but it’s fake.

You shouldn’t do fake.

Best practices, in my opinion, include not having any fake scarcity. You are not Nordstrom. Real scarcity is easy. You can have bonuses that disappear at a certain time, you can have it so the price is X but it’s going to be $100 more starting on Saturday. But make sure it’s not fake. Make sure you’re actually increasing the price.

Do all the high-energy stuff. And then stop. When you’re done with your lunch window, go refill your gas tank. Give yourself time to regroup. Give yourself time to go over what worked, what didn’t work, and make a plan for next time.

Understand that the success or the failure of your lunch has very little to do with the quality of the product – and especially not the quality of you. If your launch doesn’t go the way you think it’s supposed to go, very rarely do you have a product problem.  You don’t put your name on things that aren’t super high-quality. Keep that in mind while you’re launching and set reasonable expectations.

Most of your sales will come during your launch. People don’t tend to just stumble on your thing. But remember, once you have a digital product all you have to do is come up with different ways to sell it. There are all kinds of ways to keep people interested, and it’s just about connecting with them.

People buy from people. Make sure that you are presenting your amazing,  authentic self. Stand in your expertise. Know that what you’re doing, what you’ve created will change lives. You know, it may not change the whole world, but it can change the world of people who go through your thing.