5 Ways To Start Planning Your Launch
It’s been said before and I’ll say it again- if you’re not in launch, then you’re in pre-launch.
Your pre-launch plays a significant role in how people are going to understand your offer, service, or product before they get it in their hands. As a rule of thumb you will need at least 2 weeks of heavy promotion in your pre-launch mode.
Here are some tips to start defining your pre-launch strategy so that when the cart opens, your audience will already be primed and ready to go.
1. Start Building Buzz
Don’t wait until your cart opens to start telling people about your offer. Build buzz with a content calendar that centers around hot topics your offer will address.
Your offer should be a solution to someone’s problem. But if they don’t know they even have a problem that needs solving, you’ve done your offer a disservice!
Here are a few ways to build buzz around your upcoming launch:
- Drop your title so people will be expecting your offer soon, and the sale won’t come as a surprise
- Co-create with your audience and ask them to help you come up with content ideas
- Share testimonials of beta testers or other audience members
- Tease your audience with bits of imagery and bonuses that your offer will provide
2. Start Tackling Objections
Start to forecast what your audience’s obstacles are going to be before purchasing or working with you and start to tackle those now. When you show your clients or customers that you understand their objections and know how to answer them, it puts their minds at ease.
Here are some common objections and some tips for making them null and void.
The objection: Why does this matter to me?
The solution: You will 3x your conversion rate, generate income on repeat, and spend more time doing what you love.
*Give actionable results that your client or customer will achieve by working with you or spending money. Be results-oriented.
The objection: I don’t really want to spend that much.
The solution: You’d be losing more money in future revenue by NOT investing.
* Remind them of the valuable information they will be getting. Compare the alternatives and show what a deal this is compared to how much they could be spending.
The objection: I don’t have time for this.
The solution: It just takes 15 minutes a day. You can listen to the modules while driving the kids to school.
*Be upfront about the time investment, but let them know it is not as time-consuming as they think. Encourage them that it is possible.
3. Warm Up Your Email Audience
One of the best ways to measure the statistics of how many people are converting from your offer is through your email list. Prior to a launch, get them in a rhythm of hearing from you. You don’t want to go from crickets to blasting their inboxes with your offer.
To help ease this transition, ramp up your pace of emails. If you normally send one a month, try to double or triple that. If you send one a week, try sending two a week prior to your launch. You want them to be used to hearing from you.
4. Get Beta Testers
Beta testers can become powerful ambassadors for your brand and you want to treat them right. Not only will they provide you with powerful testimonials that can lead to even more conversions, but they will be out spreading the word about your product via social media and other channels.
Offer them exclusive benefits and thank them for shaping what you are doing.
5. Set Up Launch Goals
If you don’t set up your expectations before a launch, you will not know how to measure the outcomes.
Here are some samples of launch goals you can have:
- Sales goals. Ex. 35 new members in your program
- Conversion goals. Ex. 3% of your audience converted
- Leads goals. Ex. 200 new subscribers after your launch
- Social media goals. Ex. A 10% growth in followers and engagement
Pro Tip: 3% of a funnel is a NORMAL conversion rate. That means, if you want to earn $10,000 from your launch, with a product at $169, you will need about 60 sales. At a three percent conversion rate, to get 60 people to buy, your list needs to have at least 2000 people.
Once you have taken the time to address these 5 steps in your pre-launch process, your offer will be primed for success. Need some more help with your launch strategy and copy? Let’s chat!