Launching can be one of the most exciting and stressful moments for entrepreneurs. In part one of this two-part mini-series, Tatiana is covering the five pieces to a successful business or product launch. She will break down the steps needed to build trust with your customers, launch strategy tips, and motivation for your upcoming launch. If you are preparing to launch a new product or business this episode is for you!
Launching is one of the most exciting and stressful times in a business. It’s full of tons of tasks, mixed emotions, and so many possibilities. When talking about launching it’s important to know exactly what a launch is and what it’s not.
A launch is the journey of you connecting with your customers over a dedicated period of time leading up to the announcement of your product being ready to purchase. It is NOT announcing people can purchase something. There needs to be a strategy in place that builds up the anticipation before it’s time to buy. This will build trust with your audience and lead to people wanting to support you because you’ve been top of mind.
The time frame of the launch will vary but if you are a brand new business 90 days is my recommendation for truly establishing your new business. When you commit to regularly showing up on your social platforms, delivering value, and educating our customers it’s the recipe for a great launch.
So ask yourself these pre-launch questions…
- Is this my first time doing this service/selling this type of product?
- Do I want it to be a successful and profitable launch? (should of course be yes!)
- Do I already have people ready to purchase as soon as it’s available?
If it’s your first time AND you don’t already have people ready to purchase the 90-day launch is for you! If you answered no to question 1 and yes to question 3, well you are in a good place and can do a launch for a lot less time, I’d recommend 4-6 weeks.
So let’s talk about what the recipe of this launch strategy is and how you can implement it into your upcoming plans.
Launching Is A Journey + Setting Measurable Goals
It’s important to realize that launching is a process that you are constantly learning and perfecting over the life of your business. As you grow, trends change, and you release new things you will have to approach it from a new view each time.
Be open to the process and realize it’s not you. Sometimes it takes practice and learning what truly works for your audience and what doesn’t. It’s not a sign that your product sucks, it’s a sign that you need to keep trying.
So think about the product/business you’re launching. What can you use to track your progress? This can be the amount sold, revenue, opt-in sign-ups, etc. The more you have tracked the more you can see what’s working and use it as a metric for future launches. It’s also great for seeing the progress along the way and being able to tweak your strategy if you’re not hitting the numbers you expected.
Planning Is Key
Planning should start 3-4 months ahead of time to allow for all details to be covered.
Know your audience and create relevant content. It’s important to know your audience and their pain points. Think about how you can turn your product or service into multiple topics over the launch period.
Think of all of the struggles, myths, and issues that happen around these topics. Being able to address their needs is very important. You can do this through your content by peeling the layers back.
Approach it like building a relationship. Start with the education of your process, business mission, yourself, etc. Then lead into the topic(s) you specialize in so they know if they’re in the right place. You want potential customers to be clear on what you do and if they belong there. This positions your business in their minds as you continue to educate them.
What type of launch? Think about the type of launch you’re having as well. It could be a pre-order, made-to-order, etc. Decide how much inventory will be available or create a cap on how many you will have when it’s available for purchase. This can be shared through a promotion that there may be limited quantities available and useful for backend prep.
If it’s a digital product there are infinite amounts unless you want it to be an intimate group of people to sign up. This is perfect for beta testing or trying out a new service for the first time.
Value Value Value
This is almost a tired phrase, “provide value” but it’s so needed. When thinking about this consider what your potential customers need and why they need it. Your product or service will fill in the gap between what they need and HOW they can get the desired result.
Example: I recently did a series on my YouTube channel sharing all about email list building. I shared tons of things during the series about what an email opt-in is, why it’s needed for your business, and what you can use to set it up. I even covered how to promote it and what to say to your audience after they are on the list. This series helped so many gain clarity and even helped someone get 200 people on their list.
This led to me sharing that I created the Email List Building toolkit for those that wanted the HOW. The free content was extremely valuable and that’s what you want to achieve.
So think about how you can create the same experience. Share what you know but you don’t have to give it all away, save that for your product or service. Maybe you have a special method you include in a journal you’re releasing. So answer what the method is and what problem would it solve. Explain why the method could be helpful and even share maybe one step or a portion. Then, your product becomes the HOW. Create as much value as you can around the what and why (maybe even a little how if you’re feeling nice haha!)
Value can be provided in many ways including email opt-ins, social content, series, giveaways, and more! Get your audience a quick win and then they will realize the paid option can be the thing they need to keep going and accomplish what they are really wanting to do.
There are many times when people will skip the launch and just announce it. Then they will be disappointed when they don’t get the result they hoped for. A big part of entrepreneurship is selling and convincing people why they need your product or service. It can be hard to consistently show up when people aren’t showing you the attention you want.
In order to be successful, you have to keep talking about it. Then, keep showing up and talking about it over and over again. Keep educating and providing value. It will feel draining and you might feel discouraged but this is part of the process and the growing pains of running a business.
This is the time to get uncomfortable and try all the things to get attention. You have to find the people and then you have to keep posting to be seen especially with algorithms working against you. It’s not always instant and overnight. It’s a consistent showing up that gets you to the goal you want.
We will dive into this more in the second part of this mini-series. However, I want to leave you with a bit of encouragement. It’s so hard and can feel defeating to bring something new into the world. It comes with a wide range of emotions during a launch and it’s a brave step to take. So it’s natural to feel discouraged when it’s not working. I am here to just tell you to keep going. If it’s something in your heart you have to keep going.
You have something amazing that you have created, your customers just don’t know about it yet. When you feel like you’ve done it all, there is always more you can do. Give yourself a chance to grow by not giving up so easily.
We will touch on the emotional side of launching in the next episode! Until then, start coming up with your launch plan and how you can make it a journey to remember!