Welcome back! Today’s episode is all about what’s really working in launches in 2025. If you’re a coach or expert getting clients online, this is for you.
It’s been a couple of weeks since my last episode—because I’ve been working hard behind the scenes on the launch of my brand new program, Brand Authority Premium Clients on Instagram. It’s been intense, exciting, and honestly, I can’t express how thrilled I am about everything we’re doing in this program. The group of women who’ve joined is just next level, and I’m so happy for them.
As I reflect on this launch and everything I’ve learned from launching many different programs over the last five years, I want to share with you what’s working right now, what’s not, and the biggest lessons and best practices for launching in 2025. The market has shifted—a lot. It’s not 2020 anymore, and what worked then doesn’t always work now.
Welcome to the Business Mindset Style Podcast
A show for women in business who want to make an impact, grow a profitable online business, and live a rich life filled with freedom and fulfillment. I’m Nina Walder, your host, and I can’t wait to dive into today’s episode.
What Is a Launch, Anyway?
If you’re not sure what a launch is, don’t worry! A launch is simply a focused period of time when you open the doors to a specific offer. You show up intentionally, promote intensely, invite people in—often with a deadline or special offer. You bring more energy, visibility, and intention to getting people inside your offer during a specific window.
Personally, I’m a big fan of evergreen or continuous enrollment—where people can join your offer at any time, without waiting for a launch. This works best for solopreneurs or those with a small team, because you don’t have to rely on one big moment. Big launches are usually for people with huge audiences and big teams. For most of us, a mix of ongoing enrollment plus a few live launches each year is the best setup. That way, you avoid putting all the pressure on one moment and the unnecessary stress that comes with it.
What’s NOT Working in 2025: Email-Only Launches
Let’s start with what’s not working so well right now: launching via email only.
A few months ago, I ran a 4-day live event to introduce a new offer for coaches ready to scale from one-on-one to group programs. The event went great, but I noticed that many people in my audience were actually at an earlier stage—they were still figuring out their niche, positioning, or just getting started on Instagram.
So, I created a brand new offer specifically for coaches who were starting out. I launched it to the same email list, but this time it was just a 7-day email sequence—no live webinar, no live masterclass, nothing. And honestly? It barely worked. I got a couple of enrollments, but that’s it.
This confirmed what I’d already seen last year: email-only launches without any live element just don’t convert the same way anymore. A few years ago, you could launch via email and see decent results. But not anymore—especially for coaching programs or offers where people will be working with you directly, or if it’s a new offer your audience isn’t familiar with.
People want to see you, hear you, and feel what it would be like to be coached by you. It’s hard to transmit that via email. If you’ve been running the same offer for a while and your audience knows it well, you might get away with an email-only launch for a special incentive or bonus. But honestly, nothing beats live webinars and masterclasses.
What IS Working in 2025: 4 Key Launch Strategies
1. Live Webinars & Masterclasses with Clear Structure
Webinars, masterclasses, or workshops—whatever you call them—are very much alive and working well. If you have a clear promise, position it well, and deliver real value, live masterclasses work really, really well.
Example:
My latest masterclass was called “Clients and Clarity.” Why? Because I listened to my audience. Over and over, people told me they were overwhelmed and just wanted clarity—what to do, in what order, and how to get clients online. So, I built the masterclass around exactly what my audience wanted.
Key Takeaways:
- Never create an offer (even a free one) out of thin air. Always talk to your people, do your research, and use their language.
- In your webinar, walk your audience through a clear framework: show them where they are now (point A), where they want to go (point B), and how your solution bridges the gap.
- Explain your unique approach and why each step matters. Don’t just sell the dream—explain the “how.” Buyers in 2025 are more sophisticated; they want to know how you’ll get them to the result.
- Use plenty of examples, analogies, case studies, and testimonials. Teach from your own experience and keep it real and grounded.
- Don’t overload your audience—confused buyers don’t buy.
Bottom line:
Live webinars are still working, but you need to position them clearly, use your audience’s language, and explain the process from point A to point B.
2. Add a Coaching Element to Your Webinar
Adding a coaching element—like a Q&A, live coaching, or Instagram audits—works incredibly well. It gives people a taste of what it’s like to work with you, see your coaching style, and experience your support.
Example:
In my “Clients and Clarity” webinar, I offered Q&A, coaching, and live IG audits. I told people to get their IG accounts ready, and I did live reviews. This was the most valuable part for many attendees. People see themselves in those being coached, and even if they have different questions, they learn from others’ experiences.
Why it works:
- People get to see you as an authority and coach in your element.
- It’s real, unscripted, and shows your true coaching style.
- It helps people trust you and see how you can help them specifically.
If you’ve never done this before, it might feel scary—but if you want new results, you need to take new actions. This is gold for conversions.
3. Offer Short, No-Pressure Calls
After the webinar and follow-up emails, I offered short, 15-minute no-pressure calls for anyone with questions or specific situations to discuss. This worked really well.
How to do it:
- Position it as a quick, friendly chat—not a sales call.
- It’s for people who already know the offer, price, and conditions, but have a few personal questions.
- These calls are great for building trust and helping people feel confident in their decision.
Almost everyone who booked a call with me converted. People are busy—they don’t want to schedule a long call. Fifteen or twenty minutes is perfect.
4. Strategic, High-Value Bonuses
Bonuses still work, but only if they’re truly valuable and support the transformation your offer promises. Don’t just stack random extras—make sure your bonuses complement the main offer and are positioned as valuable in their own right.
In this launch, I offered three strategic bonuses:
- Filming Reels: My audience wanted to know how I create high-quality, effective reels that convert viewers into followers and buyers. I shared my exact process.
- AI Toolkit: How to use AI to save time and boost results. I’ve rigorously tested AI in my business and shared my best prompts, scripts, and strategies.
- Dress for Business Success: A self-study program from my style coaching days, focused on personal branding and visual presence. It’s a bestseller and a perfect complement to the main business program.
These bonuses were super valuable, highly relevant, and got great feedback from my audience.
Final Reflections & Next Steps
While preparing this episode, I reflected on how many launches I’ve done over the years, how much I’ve learned, and how every launch—whether new or repeat—builds on those insights and best practices. It’s been a pleasure sharing what’s working (and what’s not) with you.
If you want my help implementing all of this, this is exactly what I teach inside Brand Authority Premium Clients on Instagram. I walk you through every step: developing your framework, setting up your webinar, creating your offer, understanding your ideal buyer, and building a magnetic brand on Instagram to get premium clients online.
Want to see how it works?
Watch the “Clients and Clarity” webinar at ninawalder.com/clients. You’ll get instant access to the webinar, see the framework in action, and get all the details about the Brand program.
If you loved this episode, please leave a five-star review and share it with a friend! Tag me on Instagram—I’d love to know you’re listening. And if you have questions or ideas for future episodes, just write to me on Instagram. I’m always happy to hear from you.
Have a great week! Until next time.
