ProperPlan Launch Glossary

Feeling stuck or overwhelmed with launch terminology? We’re here to help. Our extensive glossary covers ALL the launch jargon. If you’re still stuck, reach out to our friendly team at There’s no such thing as a stupid question.


A strategy that targets people who have looked at checking out but haven’t done so yet, because they’ve left the page.

AddEvent is the calendar platform that we use to create our sharable calendars – it allows the calendar events to be imported into multiple calendar types (i.e. Google, Apple, Outlook) meaning that all of our lovely students know exactly what’s happening and when.

Your plan for using paid traffic (Facebook ads, Instagram ads, LinkedIn ads, Google ads) to build your audience, generate more leads, boost content consumption and increase sales.

Affiliate income is the money that you make from selling other people’s products. It could be through links on your website, recommendations you make in your programme, or launches that you do for other products.

Using the power of partnerships and collaborations to get your products in front of new audiences. Sometimes we call them affiliates. At ProperPlan we prefer the term ‘parnter’ because it creates the sense of going into a partnership with someone else to make lots of money.

The people that you would like to attract into your world so that eventually they become paying customers. It could be a social media audience, an email audience or a website audience.

We set goals for building our audience to keep us focussed on the right things at the right time. We typically talk about growing two lists – your master list which is a list of all of your contacts, and then a specific launch list which is a list of people that have signed up to your event.


If you want to have a wildly successful launch, you’ve got to behave like a wildly successful person first. Do what they would do. Most people have it the wrong way round which is why they don’t get the results.

When you forget what it’s like being a beginner, and you start to use advanced terminology and jargon and it confuses people.

An incomplete launch, nothing is pre-recorded or set up. The launch is just an idea you’re selling. Your super fans will buy this idea from you.

The percentage of visitors to a website or email who navigate away from the site after viewing only one page.

Using a channel to send out regular emails to your list. 

A small, low ticket product that you’ll advertise for sale on the checkout page that customers can add to their order by ticking a box. A bump is a way of bumping profit for each sale, but by no more that 10% of the order value. For example, buy this $997 course, add this $97 pack of resources.


A specific action that you’re asking your audience to take following consuming a piece of your content. For example, downloading a freebie, joining your event, leaving a comment.

The end of the window for purchasing your course or membership. Having a cart close day creates urgency for people to buy.

When you’ve opened your course or product up for purchase. Usually introduced with a webinar (celebration party), and link to offer page. Cart open period shouldn’t last for more than a week

A catch up call is a quick summary coaching call that you can deliver that takes people through the essence of your launch content in a really fun and engaging way. This is typically held on your social media account, and we build Q&A into this to help create more engagement and build more relationships with superfans.

This is where you celebrate all the attendees of your launch experience, and then transition to your offer.

A channel is the word we use to describe the different ways that you will attract people into your world. It could be a social media channel, an email channel, a website channel. It’s a place that you are visible.

This is what the Launch Experience® method started out as, but we realised that you don’t have to teach – you create an experience and you create a connection, so we developed that further into the Launch Experience® method.

The proportion of visitors to a web page or email who follow a hypertext link to a particular site.

The subjects of content that you are going to create to build your audience, build connection and get people excited about you and your brand.

The conversion rate is the number of conversions divided by the total number of people in your launch (your launch list). A good conversion rate for launches is 3%, a better goal is 5% and a great goal is 7%

This is the final stage of a launch, and it’s all about turning the people who have signed up for your event into buyers.

A workshop where we review copy and make suggestions to improve.

The main content that you’re going to create for your launch, such as your workshops and your celebration party.

Paying money for each click on an ad. Also known as pay per click. Used for ads in search engines, and for advertising – you only pay if you get clicks.

Cost per conversion is a metric used to identify how much it actually costs to acquire each real customer – one that actually makes a purchase, including all costs of traffic for that one customer.

(Or cost per thousand) is the amount you pay for a thousand views or clicks on an advert.

The list of people who have already bought from you. We keep ours in our Customer Record Management system (Active Campaign) however you can just keep this in a spreadsheet. But do keep an eye on your buyers and how much they are spending as these figures are important for knowing how to scale your business.


Tracking your specific marketing metrics for each day of your launch.

Debriefing all the things that you did on a particular day of your launch, how you felt, what went wrong, what worked. This means next time you launch you have a record of everything that worked really well, and this helps you to scale.

After the flurry of sales on the first day, day 2 and even day 3 can be a bit more quiet for sales because that’s when people are reviewing your offer. Hold tight and wait for the hockey stick effect because most sales come at the end.

This is an extremely important step after you’ve launched and you’re into delivery and serving mode. Analyse the launch – what went well? What could have gone better? Where did your buyers originate from – organic/paid/affiliate? When during cart open did they buy? What was your conversion rate per channel? This is vital information that will feed into your next launch.

This how we do things in our company. We’re all about making sure that we’re super focussed and productive, and doing the right things at the right time.

A last, cheaper offer for people on your launch list who haven’t purchased your main offer. It could be a collection of swipes or cheaper version of your course, e.g without coaching.

This is a working document of who your client is. The more you know about your client as a result of what goes in this workbook, the easier it will be for you to attract them and speak to them on social, and therefore more likely to eventually turn them into buyers.


How many people are responding to your posts. For example, reading, commenting, sharing, liking – any of those actions that people take we class as engagement.

A contest that you will run that will enable you to build more engagement to get people consuming content, and that allows you to talk about your offer up front. This means you can see the offer throughout the whole of the launch, and that boosts conversions.

The first stage of the journey – it’s all about creating that first launch experience.


This is our webinar plan that uses a single webinar promotion to sell your offer.

Your freebie is your free piece of content that you’re going to use to build your list. It needs to be something easy to consume but high value.

We don’t like the word funnel! What we prefer to think of is your customers going through a journey from first getting to know you online to buying from you and becoming a superfan. Your funnel can start with social media and then filter into your emails and your nurture campaigns and then into your launch events and beyond.


These are the goals you’re going to set for list building and also for your conversion rate. We use this to encourage you to stretch and hit your higher goals.


This is trend of sales that you’ll typically see during your launch. You’ll see a spike at the beginning, things will typically go quiet during the middle of your launch when people are considering your offer, and then most of your sales will come at the end. It looks like a hockey stick if you plotted it on a graph!


The profile of the dream client that you’d like to reach with your marketing.

We think it’s really important to take some time off during launch prep, for both your amazing students and your team. So we recommend you take off two weeks during your rounds of programs, so that you are pumped and ready for the second half of the program. This is the perfect time for students to catch up if they feel that they’re falling behind.


This is a story that I tell in each of my launches to explain why some people are successful with their launches and some are not. It is usually down to the fact they they are focussing on the wrong things. And so I share the ‘Jar of Life’ story and relate it to launches. If you spend all of your time focussed on the unimportant things in your launch (the sand) you’re not leaving time for the big important pieces (the rocks).

This is a partnership that you’ll go into with another person who will promote your products, or you’ll promote theirs. I prefer this phrase over the word ‘affiliate’ because it’s really viewing your collaborations and affiliate partnerships as joint ventures – and that’s what it’s all about, promoting each other equally.


A landing page is a single webpage used for sharing a particular piece of information, such as a registration page for your launch experience, a confirmation page, or a sales page. Landing pages are kept away from your main website to keep them distraction-free.

Launch assets are the pieces of content you create for use in your launch. For example: emails, ads, content, designs. Anything you will use in your launch is an asset.

In order to have a wildly successful launch, you need to become that person first. It’s only when you behave like a successful person that you’ll do what a successful person does, and then you’ll have the results. We think of this as a spiral going upwards, so every time you launch you’ll build more belief, you’ll take more action and you’ll get better results. This in turn builds even more belief. The launch belief cycle is how we want you to operate, always from a place of strong belief.

Getting your audience excited for the launch using build up strategies.

The copy you will create for you launch, including webinar scripts, email copy, social media posts, and sales page copy.

The process of collecting data from your launch. We use the debrief to make strategic decisions on what we’re going to do next time, and to guide us on the right path for our own unique businesses and our own unique launch experiences.

This is our secret sauce! Our very special way of doing launches. We believe that launches are all about creating an incredible experience for your people, focussing on customer experience, content, community, creativity, conversation and connection.

Launch goals are split into two. The first goal is the size of your launch list, and the second goal is your conversion rate.

This is your list of people who have signed up for your launch, or who are already on your email list. This list is who receives your nurture sequence and launch build up. 

When we are actively working on our launches, all the way from audience building to actually delivering the launch experience. It’s our favourite mode!

A launch pro is someone who shows up with bundles of energy, an extreme amount of professionalism and who is focussed on the right things at the right time. For us, a launch pro is the person you need to become to have a wildly successful launch.

A freebie you create that entices people to give you their email address in exchange for what you have to offer, i.e. a PDF, a set of helpful templates, or a video class.

Leadpages is one of our favourite ways to create landing pages. It has a huge library of templates that you can adapt, it’s easy to use with a drag and drop visual builder, and there’s no installation necessary. You can have a new landing page set up in minutes.


This is your main list that you’ll build through email list building strategies.

A group of peers who work together to solve their business challenges, usually led by a mentor or a coach.

A membership is one of our favourite business models, where you will charge a monthly recurring fee for access to content, services or products.

A date you set in your calendar to look at the key metrics in your business, such as sales, marketing, projects, anything that is a regular activity in your business that you measure.

We use the Mountain Strategy to create our initial ideas for content in our launches. Used to create transformational content that takes someone from the bottom of the mountain, which is where they are right now, to the top, which is the end result that they achieve with your service.


No faff, no procrastination – just you showing up and doing the work.

This is when we use email broadcasting techniques and good copy to send out amazing emails to your list that connects with them, and nurtures them. It should feel like you are writing a letter to them personally, not spammy, sleazy or salesy!

We use nurture strategies to build a stronger connection with our audience. Most often, your nurture strategies will be via email or social, but they can also be via DMs and private outreach.


This is when we address why people may not be buying when cart is open, and using customer stories or right fit calls to resolve these objections. Objections could be that your offer is too expensive, they are scared to make the investment, they don’t believe they can achieve the goal that you are selling, etc.

This is your sales page! Here you will present your offer and allow your audience to buy.

A strategy used to collect email addresses. An opt in is the action of someone giving you their email address in exchange for something you have to offer. For example, downloading a freebie or signing up for a class.


This is a group you will create for the people in your launch. Here is where you’ll provide a great community and make sure you leave no question unanswered!

Block out an hour in your calendar and just focus on one task – give it all your attention!

This is a WordPress plugin that you can use to style your URL links – so instead of something long and complicated, you can have concise link which redirects to the main URL. Exactly like we do with our AM and PM coaching calls.

A profit booster is what we do after a launch to generate extra sales. It could be an upsell or a downsell.


This is income generated from areas such as affiliate links, memberships and payment plans. This is money that is coming in every month.

This is when you take an original piece of content, for example a blog, and repurpose it to create other pieces of content, i.e. a video, a series of social media graphics, or an email.

This is calling a potential customer to discuss whether your course or membership is right for them. You can bust any of their objections, connect with them and answer any questions they have about your offer. This is also a great way to learn about your audiences objections. 


The webpage where your offer is held, with a description, testimonials and a link to buy.

Searchie is a really great tool that allows for videos to become ‘searchable’ based on key words and transcripts.

This is one of our company values. Serving is all about being of value to your audience.

Sign Post is an amazing software for local businesses trying to connect with customers online. It includes marketing automation and list building.

The content you post online to your chosen platform, e.g Instagram, Facebook, Pinterest. These should be consistent because… Consistency + Patience = Results.

The success map is a map of products and services to show people what stage of the journey they are at.

A collection of resources, e.g workbooks, Google sheets and checklists.


This is the page that someone is directed to after signing up for your freebie, offer or event. This sometimes includes a video and details the ‘next steps’.

Thrivecart is the software platform that we use to make checkout pages and take payments.


Offering a customer an extra product, service or upgrade on the Thank You Page in addition to what they’ve just purchased. For example, adding private coaching to a course.


Your values are the way you do things. The things you believe in, the things you stand for, and the things you stand against. Your values are the guiding principles in your life and also probably in your business – there will likely be a massive crossover between the two.

Our ProperPlan are: empower, action, support, innovation, equity and love.


A webinar launch is a launch with a single online workshop, class or training.

Welcome week is our ‘waiting room’ to get people excited and engaged in the build up for a launch. Typically we host a welcome week in a Facebook group, but it’s all about getting people ready for what’s coming up. Typically we do this one week before launch starts.


This is a term coined by one of our Launch Experience attendees, and it means the blend of what Laura loves to talk about: working in your zone of genius which is what you’re good at, and your zone of joy which is what you love. And combining the two, especially weaving that into your marketing, is going to achieve better results. Your energy is going to be through the roof, your confidence is going to be much higher and you’re going to get a better connection with your people because you’re showing up as the best version of yourself.

Proper good things happen to those who plan                               

take action.