Two words: Online. launch.
Those words can incite fear in even the most experiences of online business owners! And with all the fear-based marketing that we see when it comes to launches it’s no wonder we have some resistance, as well as a keen curiosity, into how to launch our own products and services WELL without burnout or stress.
Earlier this year (2018) I generated my first five-figure launch from my online course – Shine on Social Media Without Selling Your Soul. My goal was to have 40 people signed up to this course that I had poured my heart and soul into, and I was thrilled when I closed the cart with 49 incredible women signed up.
Despite having worked with clients launching THEIR products and services for the last decade, the launches I’ve done in my own business have provided me with SO many key learnings!
Based on my own experiences, I’ve put together 5 tips below that are relevant for you no matter what you might be launching online – whether it’s a coaching program, online course, e-book or online product.
Let’s dive in…
1. Be seriously strategic
Something I see that’s really common is when people put a LOT of energy into creating their online product or service, and then – usually because by the end they’re so exhausted – they throw it out into the world without a second thought.
Be just as intentional about your launch process as you are with the creation of your product.
First of all, be really clear on what it is that you want to achieve from your launch. This will be different depending on what stage of business you are in.
How many people do you ideally want to purchase from you?
What does that look like financially for you?
Are there any other goals that you would like to achieve (for example – growing your email list, growing your social media platforms, having your name associated with a specific niche i.e. being ‘the leading wellness coach for mothers with newborns’. Goals don’t JUST need to be financial!)
Know your intention for your launch, and what role this launch plays in your business overall. By being clear about your goals, you can then strategically plan your launch so that you meet these goals. It’s a sure-fire way to ensure you aren’t wasting your time and energy on tactics that don’t align for you!
As Jack Canfield says, “I believe that people make their own luck by great preparation and good strategy.”
Amen to that, Jack!
2. It’s all about the pre-launch
Another common mistake is the desire to get your product or service out into the world IMMEDIATELY, without warming up your audience.
One of the biggest secrets of launching is that the power is in the pre-launch.
Gary Vee talks about this as the ‘jab, jab, jab, right hook’ method. That is, for every ‘launch’ or ‘sell’ you first provide value THREE times over.
This is especially relevant during a launch period.
The best way to build trust and credibility online is to first provide CONSISTENT VALUE. That means creating freebies, showing up on live video, answering questions and sharing your knowledge on particular topics consistently. If your community see that you provide immense value for free, then they will only be able to imagine the sort of paid content you might create!
Social media is incredibly powerful during this pre-launch period to create as much ‘buzz’ as possible by giving people reasons to talk about you and your offerings. The ultimate aim is to ensure that you are consistently driving people back to your EMAIL LIST. As an online business, those email addresses are your most powerful asset!
3. Master your mindset
The only thing as important as creating an amazing launch strategy, is ensuring you have a mindset to match.
This means spending the time to constantly upgrade and up-level your mindset to support you to take your life and business to the next level. As much as it pains to me to say it – if you don’t truly believe or feel you are worthy of achieving launch success, then chances are you won’t.
In fact, there is only ONE common factor that I’ve recognised in successful entrepreneurs: RADICAL SELF-BELIEF.
We all know that self-belief isn’t something that comes easily, but I truly believe it can be cultivated over time.
Some tactics I use to make sure I’m always feeling my most aligned, confident and capable include:
- Mantras that set me up for success. For example, during the Shine on Social Without Selling Your Soul launch I told myself every morning ‘I have been chosen to share this work, and have all that I need within me to succeed.’
- Getting enough sleep! Seriously, I know it’s obvious but running yourself into the ground without getting enough sleep is ludicrous. I made my fair share of mistakes during the launch, but sacrificing sleep was not one of them!
- I use guided meditations on Insight Timer, as well as the ones created by one of my biz besties Amelia Harvey, and rotate through the different types depending on the energy and intention I have for each day. I’ll admit, I totally allowed my meditation practice to fall away during my last launch, and I believe it was part of the reason why my health suffered! Stay connected to your vision and come back to your intention for your launch. Keeping your focus is key.
4. Bring your energetic A-game
One of the most common pieces of positive feedback I (very gratefully) received during the launch of Shine on Social Without Selling Your Soul was that people could feel my ENERGY.
And you know why that was? I was BLOODY EXCITED!!
I wanted everyone to be able to experience this course because I believe in the content SO much!
And I know you feel that way too. As a heart-centred business owner, you KNOW you have a lot you can offer to the world.
So, lovely one, make sure you bring all those emotions to your content. Bring the excitement, bring the fire, bring the energy. Because that energy is contagious, and if other people can feel what you feel then why wouldn’t they want to purchase from you?
5. Listen to the needs of your community
Last of all, your launch needs to be entirely customer-centric.
That means that your entire launch should be all about what your ideal customer wants from you. The only way you will know that is if you truly listen, ask questions and take notes.
Have conversations with people in your community that match the profile of an ideal client, ask questions through Instagram stories and survey your email list. The data and information you receive from your community is PURE GOLD.
Once you have that information, you can ensure you devote your launch cycle to solving the problems of your ideal client again, and again, and again.
There is, of course, a LOT to say on the topic of launching.
In my work as a Mindset & Marketing Coach, I work with a lot of my 1:1 clients to support them with their online launches.
I support them through tactics such as list building, creating the right content and learning how to use tools such as Facebook advertising to grow and leverage their businesses.
If you’re looking to launch your new product or service then I’d LOVE to chat with you to see if we’re the right fit for one another. Find out more about how you can work with me HERE.
Big love and launch success,