I’ve been launching products and offers for over 30 years now.

(Yes, long before webinars and sales pages… back when launches meant printing costs and envelope stuffing.)

So it’s safe to say I’ve seen (and tested) a lot.

The trends, the “best practices,” the magic formulas.

In fact, there are so many myths and “rules” that still float around – usually recycled by people who’ve read a blog post or watched a guru on YouTube – that don’t necessarily hold up in the real world or have changed.

So I thought I’d share a few of the ones I’ve personally tested (sometimes by choice, sometimes by accident!)… and what’s actually true now…

❌ Myth 1: January and September are the best times to launch

You’ll see a lot of the big names launching in January and September (including us sometimes!) and historically, there was a reason for that.

Fresh-start energy. Back-to-school routines. A sense of new beginnings. They were great months to launch.

But … everyone’s doing it now.

And when inboxes are full of webinars, masterclasses, countdown timers and “last chance” emails – it’s all too easy to get completely lost in the noise.

So what used to be a golden window… is starting to become less of a perfect time slot.

Meanwhile, the quiet summer months – July and August – are often completely written off.

But I’ve found they can actually work brilliantly, depending on your audience.

For some of our products, we’re targeting a slightly older market – one that isn’t restricted by school holiday schedules.

They’re not juggling childcare or fighting for space at the beach.

In fact, many of them intentionally avoid traveling and holidays in peak summer chaos.

They’re at home, so when an email lands in their inbox that feels helpful and well-timed…

They’re far more likely to read it – and respond – than in the madness of September.

So no, summer isn’t a write-off.

It might actually be the sweet spot for your audience.

❌ Myth 2: Never launch in December

This is one I used to believe wholeheartedly.

I was told – and repeated – the line: “Nobody buys in December.”

Until one year, we had a launch planned for November that got delayed… and then delayed again.

It ended up going live in the first week of December. I winced as we pressed publish.

And guess what?

It turned into a 6-figure success.

I’m not saying mid-to-late December is ideal (I’m still not brave enough to test a launch on 22nd December!).

But early December when the inbox is surprisingly quiet and people are wrapping things up for the year…

Don’t write it off.

❌ Myth 3: You can only do evergreen OR live launches

There seems to be a weird divide online – evergreen funnel fans on one side, live launch loyalists on the other.

But honestly. You can do both.

We do, and it works brilliantly – we do it all the time, especially with our Prompt2Profit product.

Live launches bring energy, urgency, and momentum and the big numbers.

Evergreen funnels give you long-term consistency.

Why wouldn’t you use both?

❌ Myth 4: A launch has to last [insert sacred number] of days

5 days. 7 days. 10 days. I’ve seen every “magic number” quoted under the sun.

But here’s the truth: there is no one-size-fits-all.

Some of our most effective launches have been short and sharp.

Others worked better with a bit more breathing space. And sometimes – honestly – it’s just what has made sense for our calendar.

So think about your energy, your audience, your offer.

That’s what dictates the timing – not someone’s random template from 2019.

❌ Myth 5: Most sales happen on Day 1… and then again on the last day

To be honest this is the one that has shocked me the most.

Because for years, it was true. You could almost, to the exact figure predict the progress of the rest of a launch based on the first day of sales.

But it’s changing.

Recently we’ve seen launch sales curves behave completely differently.

Day 1 might bring in a trickle… and then nothing for a couple of days… and then suddenly, the final 24 hours explodes.

And if you’re new to launching, this can be gutting.

You go live, and see a handful of sales… and think: “Well, that flopped.”

But it didn’t. It just needed time.

People need to think. Rewatch. Ask questions. Get paid.

So don’t give up mid-launch. The last day might just be your best.

And a quick caveat

You can plan the timing perfectly.

Choose the exact week that should, in theory, be ideal for your audience. Have your emails lined up and your tech tested.

But then… something shifts.

A news event dominates attention.
The tech breaks down.
The weather breaks in an unexpected way.
Or – and I’ve seen this many times, especially back in my financial publishing days – the markets wobble and suddenly nobody wants to spend a penny.

Sometimes the timing is off through no fault of your own.

That’s not failure. That’s life.

It’s why I always build in a little flexibility, and why I never judge a launch purely by the numbers on day one.

So… when is the perfect time to launch?

There is NO perfect time, but here’s what I know for sure:

The best time to launch is when it makes sense for your audience’s real life – not some generic internet calendar.

For example…

🟡 Teachers? Avoid exam season.
🟡 High-ticket offer? Launch just after payday rather than at the end of the month when money might feel extra tight.
🟡 Parents? Maybe don’t ask them to join a 5-day challenge during school holidays unless your offer actually helps with that chaos.
🟡 Midlifers with grown-up kids and flexible schedules? Summer might be perfect.

Know your buyer. Time it around them. That’s your “perfect time.”

And if you want help building a course and a launch plan that fits you and your people – make sure you’re on the waitlist for Course Creation Academy – which you access here.

You don’t need a perfect time. You need a real plan.

And that’s what I teach inside CCA.