Is launching dead? Do courses sell anymore? With lower show-up rates and conversions dwindling, it’s easy to buy into the hype that a course launch isn’t worth the effort these days. But Shannon Matson, CEO of The Social Bungalow, would kindly disagree. In fact, in own words, every time you glance westward, she’s probably wrapping up another course launch – and crushing it.

So how the heck did Shannon pull off a $134K+ self-study course launch in today’s skeptical, saturated market? Oh, just by blending a little Taylor Swift-inspired creativity with rock-solid launch strategy. (Which, in case you don’t know her yet, you’ll learn quickly that blending pop culture with business strategy is kinda Shannon’s *chefs kiss* superpower!)

In episode 109 of The Visionary Files podcast, Shannon broke down how she turned six self-study courses into a six-figure payday. If you prefer to read along, let’s take a look at the details of this high-impact course launch and how you can apply these strategies to your own business.

Inside the episode at a glance:

• The strategic reason Shannon ran a 4-week “Eras Tour” themed launch with a surprise encore week
• Shannon’s method for saving a ton of time while also boosting sales (that could help you launch back-to-back without burning out)
• The personalized approach Shannon used to access additional revenue she might have otherwise been leaving on the table
• What the market shift toward support and accountability means for your offers
• How to stand out in a saturated market without discounting your value
• How to use storytelling, pop culture trends, or whatever feels authentic to YOU to make your sales process unique, aligned, and effective

Wanna watch on YouTube instead? We gotchu boo!

Why Course Launches Still Work in 2024 (Even When Everyone Says They Don’t)

It’s no secret that the online course market feels oversaturated and more skeptical than ever. With lower engagement, plummeting webinar attendance, and social media algorithms constantly shifting, many course creators are asking themselves, “Is launching even worth it anymore?” The narrative swirling around the online business world suggests that the days of big, flashy course launches are over.

But here’s the truth: course launches absolutely still work—if you know how to adapt to the modern market.

Shannon Matson’s $134K self-study course launch is living proof that launching is far from dead.

The key? Understanding the market’s evolving behavior and meeting potential buyers exactly where they are. Today’s consumers are more discerning, cautious, and selective with their investments, which means old-school, cookie-cutter launch tactics just won’t cut it anymore.

As Shannon put it herself, “People don’t want to be left holding the bag anymore. They don’t want to buy the program and then consume all the curriculum, still have questions, and then go out and attempt to do it all alone.” This acknowledgment of what today’s audience craves—a blend of autonomy and support—is exactly why her course launch strategy succeeded.

Breaking Through Market Skepticism in Course Launches

Buyers today have been burned before. No point burying our heads in the sand about it. They’ve signed up for courses they never finished (or barely started). They’ve bought into promises that didn’t deliver. And because of that, they’re entering every sales experience with a biiiiig ol’ dose of skepticism.

So how the heck do you break through that wall of doubt during a course launch? You lean into transparency, authenticity, and authority.

Shannon didn’t just slap a discount on her courses and hope for the best. She curated a launch experience that built trust through value-driven content and interactive events.

“The market has adjusted… Consumers are savvier than ever. They’ve typically invested in a course before, and some of those courses they didn’t finish or didn’t love,” Shannon explained. “There’s a level of skepticism related to their own experience or their trust in themselves that they’ll actually complete a course.“

By aligning her marketing with pop culture (hellooooo Taylor Swift’s Eras Tour ✨) and using creative storytelling, Shannon crafted a narrative that went beyond just selling courses—it was about inviting her audience into an experience.

And that, my friend, is how you dismantle that pesky market skepticism: you show up with strategic value and creativity that comes from a place of connection. (Can I get an amen?!)

Why Self-Study Course Launches Are Harder to Sell Now

Selling self-study courses in today’s market can feel a little bit like trying to sell ice to someone in the Arctic.

Buyers are no longer satisfied with purchasing content—they want connection, support, and accountability. The DIY, passive learning model that once dominated the course world is losing its appeal because it leaves people feeling isolated and unsupported.

“It used to be very easy to sell something self-study at a decent price point,” Shannon shared. “But now, with market undercutting, skepticism, and people feeling lonely in a self-study capacity, it’s harder than ever to sell a self-study program.“

Shannon recognized this shift. While her launch focused on self-study courses, she knew that simply marketing “more information” wasn’t enough. Consumers crave interactive learning experiences and ongoing support. They want programs that guide them beyond the videos and worksheets.

“They want your signature expertise, and they want support and accountability woven into it,” Shannon said. This is why many course creators are pivoting to hybrid models, memberships, and group coaching programs.

But Shannon thrives on launching and has found a sustainable – but highly effective – way to make self-study courses (and even more so her group coaching programs) sell by combining immersive marketing with creative, experience-driven sales strategies.

Our thesis statement? If you’re still clinging to old-school launch strategies for your self-study program, it’s time to think outside of the box.

The Strategy Behind Shannon Matson’s $134K Taylor Swift-Inspired Course Launch

With that in mind, let’s talk about how Shannon went way beyond the basic b course launch—she created a full-blown experience for her community. (And the marketing visuals were *so freaking FUN*! I’m not even a Swiftie, and I was so into it!)

This wasn’t your typical “here’s my program, come to a webinar, now go buy the thing” situation. Shannon turned her course launch into a full blown event, blending pop culture magic with strategic marketing.

And spoiler alert: it worked… but not without its challenges.

As Shannon openly shared, “To need to market four courses in five weeks and upsells and all the assets in all of the masterclasses to make $134K in comparison to $400K off of one [program] is a huge effort discrepancy.” Despite having a larger audience, sharper marketing, and more refined programming, the results didn’t match her previous highs​.

This highlights something we’d be remiss to not note: even seasoned entrepreneurs need to adjust their course launch strategies to align with the market. Shannon’s pivot to a themed, experience-driven launch helped her bridge that gap and still walk away with six figures in revenue.

But it’s clear, and we’ve said it again and again—the market has shifted. Big launches now require innovation. Shannon had to lean on creativity and connection more than ever before. And that’s where the Taylor Swift-inspired strategy truly shined.

By channeling the energy of Taylor Swift’s Eras Tour, Shannon made her launch feel exciting, exclusive, and—most importantly—aligned with her brand, which often brings out her inner theatre kid.

As she put it, “I wanted it to feel like an experience, not just a sale. I wanted people to be excited about each phase of the launch, like they were attending different shows on a tour.“

Let’s break down exactly how she pulled it off.

The “Eras Tour” Concept: Turning Online Courses into Launch Experiences

So, why the Eras Tour? Because Taylor Swift is the queen of creating anticipation and making fans feel like they’re part of something bigger. Shannon borrowed that exact energy for her course launch.

Instead of pushing all six of her self-study courses at once, Shannon themed each week of her launch as an Era. “Each course had its own spotlight, its own vibe,” Shannon explained. “I wanted each one to feel special and distinct, just like Taylor’s different albums.“

This strategy really highlights Shannon’s marketing brilliance. It kept the Bungalow community engaged week after week. Every new course drop felt like a fresh release, creating excitement and anticipation rather than overwhelming her audience with too many options at once.

And let’s be real: making a course launch feel as thrilling as a concert tour? Genius.

The Four-Week Course Launch Breakdown (Plus the Encore Week)

Now, let’s talk structure because this course launch was strategic. Shannon planned out every detail over a five-week period, with four main launch weeks and an encore.

Here’s how it broke down:

• Week 1: Featured Course #1 with a limited-time bonus
• Week 2: Rolled out Course #2 with new bonuses and exclusive content
• Week 3: Launched Course #3 with added incentives for early buyers
• Week 4: Introduced Course #4 and bundled offers for those who bought multiple courses
• Encore Week: Shannon brought back the most popular offers and gave her audience one last chance to grab the deals they missed

“The Encore Week wasn’t just a last-minute idea,” Shannon shared. “I planned it from the start because I knew some people would need more time to decide. It gave me a chance to re-engage buyers who were still on the fence.“

This drip-feed approach created urgency without feeling pushy. It gave Shannon multiple opportunities to connect with her audience, highlight different offers, and layer in bonuses that kept people paying attention.

Creative Course Launch Marketing: Pop Culture Meets Strategy

Let’s be honest—tying a course launch to Taylor Swift could have felt… gimmicky. But Shannon made it work by blending creativity with strategy.

She didn’t just reference Tay Tay for the sake of it. She built a marketing campaign that made sense for her audience. Shannon used Swift-inspired visuals, themed social media posts, and even playful language in her emails. “It wasn’t about being a Swiftie,” Shannon explained. “It was about making the launch fun and relatable. I wanted it to feel like something they didn’t want to miss.“

And it paid off.

Her audience wasn’t just watching her sell, they were participating in the experience. Shannon turned passive followers into active buyers by making them feel like they were part of something exciting.

Plus, Shannon leaned into value. Each course wasn’t just “on sale”—it was presented as a must-have part of a larger collection. “I didn’t want to slap a discount on something and call it a day,” she said. “Each offer had to feel intentional and valuable on its own.“

By combining strategic sales tactics with fun, creative marketing, Shannon’s course launch became an experience her audience couldn’t resist.

The Numbers: How Shannon Made $134K from a Self-Study Course Launch (Without Paid Ads)

Let’s dive into the financial side of Shannon’s course launch. Spoiler alert: It’s just as strategic as it is impressive.

Pricing Breakdown for Each Course in the Launch

Shannon structured her pricing to offer value while creating urgency with limited-time discounts. Here’s how each course was priced:

• Five-Figure Instagram: Regular price $697 → Launch price $497
• Business Expansion Blueprint: Regular price $997 → Launch price $797
• Live Launch Academy: Regular price $1,497 → Launch price $1,297
• Eight Weeks to Evergreen: Regular price $797 → Launch price $597

She also included two upsell programs, the Binge Worthy Bundle and High-Ticket Sales System, strategically paired with relevant courses as order bumps​.

Weekly Course Sales Results and Total Launch Revenue

The revenue breakdown across the five-week launch looked like this:

• Week 1 (Instagram Week): $25,932
• Week 2 (Offers Week): $17,078
• Week 3 (Launch Week): $42,862
• Week 4 (Funnels Week): $27,482
• Encore Week (All Offers Reopened): $21,063 (from upsells and bundled offers)

Total Revenue: $134,417​

This steady stream of income over multiple weeks highlights how Shannon’s staggered launch strategy created consistent momentum, preventing sales from peaking too early and fading out.

Low-Cost, High-Profit Course Launch Expenses

One of the most strategic aspects of this launch was its ultra-lean budget. Shannon didn’t spend a dime on paid ads or external marketing. Her total launch expenses? A mere $303.

That small budget covered:

• Amazon costumes (for her Taylor Swift-themed visuals)
• Photography expenses to create polished, on-brand marketing assets​

“I didn’t do any paid ads. I didn’t do any UTMs or big tracking efforts. I just wanted to keep it effortful in the promotion, the fun, the masterclass value, and the sales, and then just kind of let it go,” Shannon explained​.

Maximizing Revenue Without Paid Ads

Shannon’s strategy leaned entirely on organic marketing and her existing audience. This approach not only kept her expenses low but also allowed her to engage more personally with her community.

Her Encore Week was a strategic move to maximize revenue. “The Encore Week wasn’t just a last-minute idea,” Shannon noted. “I planned it from the start because I knew some people would need more time to decide.” This created a final surge in sales without adding more costs​.

Value-Stacking and Bonus Offers That Boosted Course Sales

Shannon didn’t just discount her courses and hope for the best. She crafted a value-packed offer strategy designed to maximize sales and keep her audience engaged.

Limited-Time Discounts and Bonus Stacking for Course Launches

Each course in Shannon’s launch came with a carefully planned discount and an irresistible bonus. This wasn’t some half-hearted price slash—it was a strategic move to create urgency and drive immediate action based on what she knew about the reality of the market.

“For Five-Figure Instagram, for example, it’s normally $697. It’s on sale for $497. So you get this $200 savings, only good for four or five days,” Shannon explained. “And you get our DM sales scripts that are proven to do X, Y, and Z and all that good stuff. But both the discount and the bonus would go away when the sale went away“​.

This approach was about stacking value in a way that made each offer feel too good to pass up. Every course launch week came with fresh, tailored bonuses that aligned with the topic of the course, creating added incentive to buy now rather than later.

Order Bumps and Upsells That Increased Course Sales Revenue

Shannon didn’t stop at discounts and bonuses. She smartly integrated order bumps and upsells to maximize the average order value.

Her Binge Worthy Bundle, originally a caption-writing course turned into a psychological copywriting guide, was offered as a strategic bump with the Instagram course. “It plays well with any of the programs, but especially with Five-Figure Instagram,” Shannon shared​.

She also used her High-Ticket Sales System, a deep dive into premium sales strategies, as another order bump. This program covered everything from sales psychology to practical sales tactics across DMs, video sales letters, and email follow-ups.

“Both of those bumps were present at the Encore,” Shannon noted, ensuring that her audience had multiple chances to increase their cart value without feeling pressured​.

The Psychology Behind Value-Stacking in Course Launches

What made Shannon’s value-stacking so effective wasn’t just the discounts or the bonuses—it was how these offers were positioned to create urgency and align with buyer psychology.

By introducing limited-time offers and exclusive bonuses, Shannon tapped into FOMO without resorting to sleazy sales tactics. Each offer felt intentional and valuable, which built trust and made purchasing a no-brainer.

As Shannon put it, “I didn’t want to slap a discount on something and call it a day. Each offer had to feel intentional and valuable on its own.” This careful balance between value and urgency helped drive consistent sales throughout her multi-week launch​.

Repurposing Content for a High-Converting Course Launch

Shannon didn’t build her $134K launch from scratch, which was part of why this launch was able to *literally* be a whole damn production. Instead, she tapped into one of the smartest strategies for scaling without burning out: repurposing existing content.

By using assets that had already performed well in past launches, Shannon streamlined her workload while still delivering high-value marketing throughout the multi-week launch.

How Shannon Used Existing Launch Assets to Sell More Courses

Shannon leaned heavily on content she had already created for previous course launches. This included email sequences, social media posts, and even masterclasses that had driven sales in the past.

“Every time I’d launch one of those individual programs, we had made lots of emails for it, lots of social posts, lots of masterclasses,” Shannon explained. “So we were able to package up some of our top-performing pieces throughout the years, refine them to fit into this format”​.

Rather than reinventing the wheel, Shannon simply refreshed these materials to align with the theme of her Taylor Swift-inspired launch. For example, she revived a high-performing Instagram training to promote her Five-Figure Instagramcourse.

This allowed Shannon to run five course launches back-to-back without burning out while still showing up consistently for her audience.

Leveraging Private Podcasts and Masterclasses in a Course Launch

One of Shannon’s most creative moves was introducing a private podcast to warm up her audience before her masterclasses.

“I put a quiz in front of it. And the quiz had one of four results of what’s your business blind spot… and now I’ve got a private podcast for you as a surprise bonus. It’s called the Blind Spot Breakdown,” Shannon shared​.

This strategy created a personalized experience that built trust and engagement ahead of the sales pitch. After taking the quiz, listeners were funneled into a private podcast feed that addressed their specific business challenges.

By the time they arrived at the masterclass, they were already primed and warmed up. Shannon described the moment she realized how effective this was:

“When I got to the masterclass, I said, ‘Hey, everybody, so excited to jump into the value. Who listened to the private podcast that’s here today?’ And the chat was just this crazy scroll… That’s when I realized the private podcast was doing the heavy lifting”​.

Even when Shannon skipped the quiz and sent her audience straight to the private podcast, the strategy still worked. This flexibility allowed her to tailor the experience for both warm and cold leads.

Smart Launch Repurposing Meets Fresh Delivery

Shannon’s success was in repurposing launch assets in creative ways that kept things fresh and engaging.

“When you mix mediums—reading it, watching it, listening to it—you grab something different or it feels fresh,” Shannon explained. “So I was able to repeat myself, but in a new container that created the freshness for that launch”​.

By blending emails, social posts, private podcasts, and live masterclasses, Shannon created a dynamic launch experience without drowning in content creation.

Her strategy proves that effective course launches don’t have to be about doing more. The best launches rinse and repeat – making smarter use of what you already have.

The Role of Personal Touch in Closing Course Sales

Sometimes, the best sales strategy isn’t another fancy funnel (cue the chorus of *you’re only one funnel awaaaaaay*). It’s simply reaching out and starting a conversation – because as I’m usually a broken record about: conversations are the fastest path to cash!

Shannon knew this, and during her launch, she made it a priority to personally connect with buyers who had engaged with her offers but hadn’t completed their purchases.

When I first heard this I was like… really? (Keep in mind, Shannon’s got 75K+ Instagram followers, and I’m guessing a robust email list, so I was so keen to understand HOW she managed to do this in a way that didn’t make her and her team want to run for the hills!)

Custom Outreach That Closed More Sales

Nevertheless, Shannon and her team identified customers who had already purchased at least three of her courses but hadn’t completed their collection. She and her team created and sent customized emails from their customer support Gmail account, not through automated systems.

These emails addressed each recipient by name, listed the specific programs they were missing, and included a custom cart link with tailored pricing. Shannon explained:

“I wanted to give them an opportunity to fill in with those that they don’t have. So we narrowed this down to people who had three, a minimum of three, and then we had them fill in with the rest… We wrote the email by hand, subbed out their first name, subbed out the programs they were missing, subbed out the cart, and then sent that per person.“

And it worked. Shannon shared, “That turned into a few more purchases from people. I think there’s a component of like, I just don’t want to bother them. There’s a lot of launching, a lot of emails, a lot of people… but that personal outreach really closed sales during Encore Week”​.

This is a higher lift strategy, but it’s a really dope example of how to increase conversions.

Lessons Learned: What Worked (and What Didn’t) in Shannon’s Launch

No matter how seasoned an entrepreneur is, every launch comes with lessons. Shannon was transparent about both the wins and the areas that didn’t quite hit the mark.

What Worked: Leaning into Creativity and Personalization

Shannon’s creative, Taylor Swift-inspired theme brought an energy and experience to the launch that kept her audience engaged week after week. Pairing that with highly personalized outreach during Encore Week helped close more sales. Shannon shared, “That personal outreach really closed sales during Encore Week.” 

This proves that even in large-scale launches, personal touches can move the needle​.

Her strategic use of repurposed content also paid off. Instead of creating everything from scratch, she refreshed past high-performing assets and wove them seamlessly into the launch. “We were able to package up some of our top-performing pieces throughout the years, refine them to fit into this format,” Shannon explained​.

What Didn’t Work: The Effort vs. Return Gap

Despite pulling off a six-figure launch, Shannon candidly acknowledged the significant effort it took compared to past launches. (And in general, I think I can say with a fair amount of confidence, this is why Shannon is now consistently launching her signature group coaching program, Creating Your Signature.)

The market has changed, and what once worked effortlessly now requires more energy and innovation to achieve similar results. Shannon highlighted that even with a bigger audience and stronger marketing, her results didn’t match her previous highs.

Key Takeaways for Course Creators

• Create Experience-Driven Launches: Shannon’s Taylor Swift-inspired launch shows how aligning marketing with cultural trends and brand personality can captivate audiences. Make your launch feel like an event, not just a promotion.
• Leverage Personal Touch in Sales: Shannon’s personalized outreach during Encore Week converted hesitant buyers. Direct, thoughtful communication can significantly boost sales, especially when reaching out to warm leads​.
• Repurpose High-Performing Content: Refreshing past successful marketing materials saved Shannon time and energy. Reuse and refine what’s already working instead of reinventing the wheel​.
• Offer Value-Stacked Incentives: Shannon paired limited-time discounts with relevant bonuses, creating urgency without resorting to gimmicks. Stack value intentionally to drive action​.
• Adapt to Market Shifts: Shannon noted that strategies that once worked effortlessly now require more creativity and effort. Stay flexible and innovate to keep up with evolving market demands​.
• Engage Your Audience Consistently: Shannon’s success was rooted in long-term audience engagement. Show up consistently through social media, emails, and personal interactions to build trust and authority​.
• Simplify Tech to Focus on Connection: Shannon opted for manual, personalized emails over complex automation, allowing for more authentic communication. Sometimes simple methods outperform automated systems​.
• Make Use of Private Podcasts and Quizzes: Shannon’s use of private podcasts tied to quiz results created a personalized experience that warmed up leads before the pitch​.

Shannon’s experience is a clear reminder that today’s course launches demand creativity, strategy, and adaptability. Even for seasoned entrepreneurs, success doesn’t come from the status quo—but staying innovative, listening to your audience, and leaning into what feels authentic can make all the difference.