You’ve heard it before—if you want to make money in your business, you need to launch something.
It sounds simple, but when you sit down to figure out how to actually launch, it’s like trying to assemble IKEA furniture without the instructions. Do you host a webinar or a challenge? Do you focus on social media or launch lazy to your email list? And how much should you spend on ads (or not)? It’s confusing, overwhelming, and makes you want to throw your laptop out the window.
But what if it flops?
The thought of launching, putting in all that effort, only to hear crickets? Terrifying. The fear of failure is real, and no one wants to pour their heart, soul, and countless hours into a launch only to see it fizzle out.
But here’s the deal—a successful launch isn’t about luck; it’s about strategy. It’s about knowing exactly what steps to take to give your offer the best chance to succeed.
Breathe easy!
I’m here to help you cut through the noise and focus on what really matters—getting your offer out there and making those sales. In this blog, I’m sharing a straightforward launch plan that will guide you through the process.
Step 1: Identify and Define Your Ideal Audience and Offer
Let’s start with the basics—who are you even talking to? Knowing your audience inside and out is crucial. We’re talking about understanding their needs, desires, pain points, and aspirations like you’re reading their minds. This isn’t just about demographics; it’s about getting inside their heads. Because when you can speak directly to what they’re feeling, your offer suddenly becomes the answer they’ve been searching for.
Now, let’s talk about your offer. If you’re just starting out, it’s often wise to keep it simple. Start with a low-ticket offer to test the waters and gather feedback. If you’ve got an established audience, maybe you’re ready to go big with a signature program. But here’s a little-known secret for testing your offer—Collaborative Bundles.
If you want to grow your email list quickly and test your offer idea on a NEW audience, collaborative bundles are your best friend. With the right free or low-ticket offer, you can add hundreds of subscribers to your list in just a week. It’s also a great way to test your higher-ticket offer idea on a cold list.
We dive deep into this strategy and give you all the resources you need in the Visibility Builders Society for just $27 a month.
The key is to tailor your offer to what your audience actually wants—not what you think they need. By knowing your audience and testing your offer, you can ensure you’re launching something that’s primed for success.
Step 2: Craft an Engaging Pre-Launch Content Strategy
Before you officially launch, you need to build some hype. Think of it like throwing a party—you don’t just send out invites the day before and hope people show up. You tease it, you talk about it, you get people excited. Decide whether you’re doing a webinar or a challenge (pick what feels right for you). Then, start dripping out content that gives value and hints at what’s coming.
Create blog posts, videos, social media teasers, and emails that offer real value. Your goal is to leave your audience thinking, “Wow, if this is the free stuff, imagine what I’ll get if I pay!”
Step 3: Leverage Email Marketing
Ah, email marketing—my old friend. If you’ve been following me for a while, you know I’m all about using email to nurture your audience. During your pre-launch, your emails should be like little breadcrumbs leading people to your offer. Send out valuable content that warms them up, so by the time you launch, they’re practically begging for the buy button.
During the launch itself, don’t be shy about sending emails. A good rule of thumb is to send five emails leading up to your launch event and about ten during your open cart period (depending on how long it is).
Adjust based on your audience, but remember—consistent communication is key.
Step 4: Implement a Strategic Social Media Campaign
Social media can be a helpful tool during a launch, but it’s not something you should rely on entirely. Here’s the truth—the algorithm is a beast, and the odds of getting the engagement you want for the work you put in are slim. So, instead of killing yourself over daily posts, consider using the low-lift method:
- Instagram: Pin a 3-grid post to the top of your profile.
- Facebook: Update your personal page banner (if it’s in creator/professional mode) and post strategically to drive traffic.
A few well-placed posts can get the job done without overwhelming yourself. Keep your sanity, and save the heavy lifting for your emails and other marketing efforts.
My Launch Fails: The Hard Lessons Learned
Now, let me be real with you—I’ve had my fair share of launch fails. I’ve done six 5-day live launches, meaning a workshop a day for five days straight, plus a bonus workshop on Saturday. Talk about exhausting! Creating, promoting, and following up takes a ton of work. And if you’re new to launching, I don’t recommend this strategy—it requires additional landing pages, an email series, and a lot of tech to pull off.
And then there was the time I spent $7,000 on ads during the pandemic to fill a Facebook group for a live launch. Yes, I made the money back, but it wasn’t the best investment, and the exhaustion was real.
Lesson learned: bigger isn’t always better.
Step 5: Create Sales Page Copy That Converts
This is where the magic happens. Your sales page is the final stop before someone decides whether to pull out their credit card. Make sure it’s doing the heavy lifting for you. The copy should be clear, persuasive, and speak directly to your audience’s pain points and desires. Showcase testimonials, address objections, and make the benefits of your offer crystal clear.
Remember, the top of your sales page should hit them in the feels, while the rest should answer their logical questions. You want them saying “YES!” before they even scroll halfway down.
Step 6: Implement a Countdown Strategy
Nothing says “you better act fast” like a ticking clock. A countdown timer can create that sense of urgency you need to nudge people off the fence. Whether it’s in your emails, on your sales page, or blasted across social media, use it to remind people that this offer won’t be around forever.
Step 7: Offer Irresistible Bonuses
Who doesn’t love a good bonus? Adding extra value can be the final nudge someone needs to hit “buy.” Think about what you can offer that doesn’t add too much extra work for you but still feels like a big win for your audience. Maybe it’s a bonus training, a workbook, a 1:1 onboarding call, or access to a private group—whatever it is, make sure it feels like a no-brainer for them.
Step 8: Know Your Numbers
Here’s the reality check—only about 3% of your audience is ready to buy at any given time. And no, those social media followers who like or comment on your posts don’t count. I’m talking about the people on your email list who’ve already shown interest by opting in.
Let’s break it down with an example: Say you have 1,000 engaged followers on your email list, and you decide to do a “lazy launch,” relying mostly on email to drive sales. If you have an average open rate of 20%, that means only 200 people will actually open your email. From there, your email copy has to be so compelling that it motivates them to click through to your sales page. But here’s the kicker—only a small percentage of those 200 will even make it to the sales page, let alone purchase your offer.
Too many gurus out there preach about six-figure launches, but what they don’t always tell you is that they often have massive email lists, run paid ads, and have a team to help them execute. If you’re just starting out, it’s easy to fall into the “Field of Dreams” mindset—thinking that if you build it, they will come. But the reality is, if your list is cold, your launch results could be too.
But don’t get discouraged! It doesn’t take a massive list to sell your offers. An engaged audience—no matter the size—can deliver real results.
The key is to nurture your list consistently and keep it warm so that when you do launch, your audience is primed and ready to buy. With the right offer and a strategic plan, you can absolutely achieve success, even if you’re starting with a smaller list.
Wrapping It Up:
Launching doesn’t have to feel like pulling off a heist. With a solid strategy, a clear understanding of your audience, and a willingness to put in the work, you can launch successfully and start seeing the results you’ve been dreaming about.
Remember, every launch is a learning experience. Take notes, see what works, tweak what doesn’t, and keep going. And most importantly, give yourself some grace—Rome wasn’t built in a day, and neither is a six-figure business. But with dedication and the right plan, you’re on your way.
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If you’re ready to amplify your online authority AND add hundreds of subscribers to your email list and get more leads (in a month) without launches, Facebook ads, or relying on social media…
Join the Visibility Builders Society! The system works even if you have a small audience or haven’t created an offer yet!
