Join Julia Saxena, General Manager at Forte Labs, as she walks you through the ins and outs of managing multiple product launches.
Drawing from her experience with everything from self-paced courses to memberships, books, and live cohorts,
Julia shows you how to make each launch more successful than the last. You’ll learn practical ways to juggle multiple launches, keep your audience excited, and maintain momentum across different channels.
What You’ll Learn
- Sequence launches, not clump them. Mix evergreen offerings (always open) with time-bound launches. This keeps your baseline stable while creating momentum spikes when you choose them.
- Repurpose everything. Cohort courses become self-paced products. Launch videos become email content. Customer stories become testimonials. One piece of work feeds your marketing for months.
- Frame urgency around real incentives. Skip the panic-button approach. Use bonuses, price increases, and limited-time perks that make people feel good about taking action.
- Let systems do the heavy lifting. Notion for knowledge, task managers for daily work, segmented emails for automation. When your systems work, you can actually rest between launches.
About Julia Saxena
Julia Saxena is the General Manager at Forte Labs, where she helps people build their own “Second Brain”, a system for organizing knowledge and unlocking their full potential (because who doesn’t want a backup brain?).
She’s been the powerhouse behind two bestselling book launches, a lineup of self-paced online courses, and sought-after cohort-based programs. Julia also leads the thriving Second Brain Membership and manages a growing YouTube channel, sharing tips on productivity, note-taking, and personal growth.
Website: access here
The Problem With Back-to-Back Launches (And What To Do Instead)
Ever feel like you’re perpetually in launch mode? That’s because most product strategies force you to choose: either a steady evergreen baseline that feels boring, or constant time-bound launches that feel frantic.
Julia’s team found the third option: sequence launches so they fuel each other, then build actual breathing room into your calendar.
Here’s the move: layer evergreen products (always open) with strategically timed, limited launches. Your evergreen stuff keeps the lights on and the pipeline flowing. Your launches create momentum spikes when you have energy for them. And—this is key—you get actual rest in between.
The real unlock? Stop treating your calendar like it should be packed. Design it for joy instead. If a launch drains you, cut it or move it. Your energy is part of your marketing stack.
One more thing: Julia’s team doesn’t manually hustle during downtime. Segmented email funnels, personalisation, and solid systems mean things keep humming while you’re actually offline. Leverage the natural moments (New Year’s, Black Friday) when people are already in buying mood, but don’t let the noise force you into launches you don’t actually want.
What Fote Labs Do After The Launch Spike Fades
A big launch creates a sales bump. That’s nice. But then it flatlines. Julia’s team doesn’t let that happen. They convert every launch into permanent value.
Here’s what they do:
- Take a successful cohort course, break it into modules, build a self-paced version. Suddenly you have an evergreen product.
- Turn cohort videos into launch email content. Repurpose customer stories from week two into testimonials for the next cohort.
Nothing gets wasted. Everything feeds forward.
Creating Mindful Urgency
Instead of “only 3 seats left!!!” they frame it around real incentives: bonus modules for early signups, price bumps for latecomers, limited-time add-ons that actually add value. People feel the time pressure, but they also feel good about responding to it.
Post-launch, Julia’s team does something most marketers skip: they ask the non-buyers why. One-click survey, quick and painless. “What held you back?” Their answers become the next marketing adjust. Objection becomes insight becomes sharper messaging.
Action step: After your next launch, ask one question: “Why didn’t you grab this?” Collect 10-20 responses. You’ll hear patterns that’ll improve your next three launches.
Systems Over Stress
Messy launches live in messy systems. Julia’s stack is dead simple but ruthless about execution.
Here’s the tech layer:
- Notion houses everything. Launch playbooks, past campaigns, ideas, checklists, company knowledge all in one searchable home.
- Browser bookmarks follow a standard folder structure so you’re not hunting for links. Things or a similar task manager keeps daily to-dos from evaporating.
But here’s the secret sauce. They feed customer insights back into the system. Onboarding surveys reveal why people bought. Those reasons animate the next launch email. You’re not guessing anymore. You’re telling true stories about why real people chose you.
Your Homework
- This week, map out your next 12 months of launches and evergreen offers in a single document. Block recovery time between launches like it’s non-negotiable. Share it with your team and notice where the energy shifts.
- Pick your last big launch. Send a one-question survey to 20 non-buyers: “What stopped you?” Collect the answers and find the three most common objections. These become your focus for the next launch.
- Audit your systems today. Where did you lose something or forget a step in your last launch? Build one small system to prevent that specific problem from happening again (bookmark folder, Notion template, checklist, whatever).
- After your next launch, spend 30 minutes extracting one piece of content (video clip, customer quote, email section) and repurpose it into something new for your evergreen funnel.