Five Things No One Told You About Your Launch Strategy

Dec 6, 2018

Back-to-back all-nighters.  Burning the midnight oil, and the 2 AM, 3 AM, and 4 AM oil.  You are pouring your blood, sweat, tears, sleep and your Starbucks budget into this thing you are creating. Finally, the day arrives, you click publish and launch your masterpiece into the world.

Then crickets.   You share on social media and it feels like shouting into a deep silent void.  And here come the thoughts of doubt, of wondering if your offer is good enough, wondering if you are good enough.  Or has this just happened to me?

Chances are the problem is not your product.  Deep relieved sigh. The culprit is likely your launch strategy.

I have SO been there friend.  I have put my heart and soul out into the world and watched it go nowhere, beyond some super sweet encouragement from my friends.  We all need cheerleaders and I could not be more grateful for mine.

I just could not figure it out.  People around me were cranking out launches right and left it seemed.  I knew the quality of my products weren’t the issue. So, what was?

I was determined to find out.  

As part of my masters thesis I just finished (this girl now has her MA in Organizational Leadership 🎉), I subscribed to approximately 200 opt-ins (the fun freebies we all sign up for that land us on a bagillion email lists) and then studied the tactics different folks used in their email game and launch/sales strategy.  

I know.  I’m a walking nerd alert.  Grad school would be my hobby if my finances let it!

I learned SO much I wished someone had told me.  So, I’m going to be that someone for you. Ready? Here we go!

You Need an Actual Strategy

Ok, maybe that is overly obvious.  But for the longest time, I thought if I just created enough value, put enough out into the world, something would eventually stick.  As in the right noodle would finally stick to the wall and I’d know my pasta was done.

However, in a crowded market, we need the right strategy to stand out.  To find the right niche that isn’t being filled, the gap in the market that no one is pursuing and go fill that.  

I get it. Marketingese might as well be Martian.  Funnels and triggers and targets, oh my.  We aren’t in Kansas anymore Dorothy.  And there are a 100 expert gurus telling you 500 different things with no way to know how to put it all together, let alone figure out what is relevant to your business. It’s utterly confusing and so we say, “Whatever, I’m gonna fling the whole dang pot of pasta at the wall and see what sticks.”

Winning Marketing Connects With Felt Needs; Winning Products Meet Actual Needs.

Tell me it’s not just me.  I can dream all day long about amazing products and content I just know people will love.  I get super excited and go into mass creation whirlwind mode and then shoot it out online. Eureka! I launched.  Sort of.

I launched what I thought was needed.

I  marketed what I thought the selling points should be.

See a theme?  What I thought…

It’s such a common creative problem.  Sometimes we get so excited about our shiny new idea, we forget to ask our customers if they connect with it or feel they would be served by it.

For my Masters, I polled a focus group of creatives about their business planning needs.  Guys I learned so much. We need to ask our crew for input. And listen to them.  They will tell us what they want.

The best businesses are collaborations between client/customer and content creator.  

Build It, Then Launch It.  Not the Other Way Around.

I might be stepping on some toes here.  But I’m going to be adamant.

I have heard this strategy touted again and again from online biz coaches. Coaches encouraging folks to launch and sell the product; then build it out in the squished time between launch and delivery.  And for 95% of us, it’s a terrible idea. Here’s why.

Even though you think you know what you are creating, it is bound to change and morph as you are creating it. Rigid expectations that have already been paid for can mean unnecessary stress and constraint.  Not to mention we might miscalculate the time we need to develop this product.

Pre-selling is pressure.  Some people work well under it.  But so many things can happen on the way to creating and delivering your goods.  It is a financial obligation hanging overhead and I just don’t work well with my cortisol and adrenaline throwing all-night parties at my expense.

Plus, personally, selling a product that still existed 90% in my head feels a little scammy. But maybe that is just me.  Build it and they will come. If we launch and market it correctly that is.

Launches Don’t Have to Break the Bank

If you have ever looked into hosting a webinar, you know those online services come with sticker shock at no extra charge.  Launches can cost tens of thousands of dollars. But they don’t have to. You can DIY your launch with a few simple elements, most of which are FREE.  The most expensive part of launching is the time put in to make it happen.

Here are a few DIY launch design hacks:

  • WRITING: Google Docs
  • PROJECT MANAGEMENT:  Trello
  • CALENDAR: Google Calendar
  • SELLING: Shopify
  • WEBSITE:  SquareSpace or ShowIt 5
  • EMAIL MARKETINGConvertKit
  • WEBINAR:  Website Page, YouTube Live/Google Hangouts, ConvertKit

{Some links are affiliate links}

What Happens After the Launch is Often More Important Than the Launch Itself.

It is easy to run so hard during the launch period, we don’t pace ourselves and flop as soon as the launch window closes.  Crash hard. But wait. We have students, clients eagerly waiting their purchase and needing support and encouragement. Truthfully the window after the launch window, can make or break the launch itself.  

It is so important to fulfill and exceed the expectations we have set.  Which means, we need to be super strategic about these expectations. Are they realistic?  Can we fulfill them or do we need to hire more help? Do we need to communicate more clearly to cut the confusion?  Do we have a post-launch strategy to make sure our new client/student family feel welcome and empowered in the structure we have built for them.  How can we pace ourselves and plan in advance for the increased demands?

Phew, that’s a LOT friend!

Ready for a freebie? Nab these 10 emails crucial to having a successful launch…

If it seems all a bit overwhelming still, deep breath.  I’ve got you covered. Remember when I said so much of this was a part of my Master’s Thesis project?  

Seeing as many of us are planning on launching new things next year (yes?), I took highlights from my thesis, combined with 20+ years of experience starting stuff and put it in a toolkit filled with all the findings and tools to help you launch your next offer.  

Meet the Dream-to-Done™ Live Launch Toolkit. 

This is filled with the verbatim strategy I use every day, created based on some pretty intense academic research and about 20 years of experience.  

To celebrate the season, I’m practically giving this kit away for a limited time.  It comes complete with:

  • My hand-illustrated Live Launch Design Illustration Set
  • Taming the Terms (Learning to Speak Launch Design)
  • How to Run a Webinar Without a Webinar Platform
  • Complete Live Launch Roadmap
  • Planning Workbook
  • Email Workflows
  • My Complete Live Launch Mega Trello Planning Board with ALL My Step-by-Step To-Do Lists & Resource Links

FIND OUT HOW TO GET YOURS HERE!

I am so looking forward to hear what YOU are getting ready to launch this coming year.  Let me know in the comments so I can cheer you on!

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Guess what?  This is just the beginning.  I'm in the middle of writing & compiling & creating a whole resource library you can peruse for FREE.  My gift to you.  It is just getting started, but we are going to grow it together.  Your story matters because YOU matter friend.  So glad you are here.

CHECK OUT THE RESOURCE LIBRARY HERE

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Running after what sets your soul on fire doesn't mean you have to run solo.

Brave Soul, You don't have to Do This alone.  i'm cheering you on.

@dmicheleperry

Running after what sets your soul on fire doesn't have to be a lonely journey.

Brave Soul, You don't have to Do This alone.  i'm cheering you on.

@dmicheleperry

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