How many times have you launched something, only to have little to no success with it? All too often, we put the cart before the horse and we find ourselves feeling frustrated, disappointed and angry about the way our launch went.
So, what should you do before you launch?
The Test Drive Analogy
I really want you to take a moment to stop and think about this.
You would not walk into Mercedes dealership and buy a $100,000 car without ever sitting in the driver’s seat and taking it for a test drive, would you? So, why do you think that you can go direct to launch without actually having somebody test drive what you and your business is all about?You need to create opportunities for people to experience you, your brand, and your work. Click To Tweet
You need to understand their issues and you need to get to know your audience really, really well before you launch anything. This will allow you to give your customers the perfect test drive as you’ll be able to deliver exactly what they need.
Step #1 – Create Content With High Value
The very first thing that you need to do is create content and that content needs to add value for others.
You may not like blogging and you may not think you look good on video, but the truth of the matter is if you want to build credibility and establish authority in the space that you serve in, you’ve got to create content on a regular basis.
Let’s quickly look at what “on a regular basis means.” When I say regular, I don’t mean once a month. You’ll want to create content at least once a week and share that content on social media multiple times each day to try to make a difference and help people.
Step #2 – Create Valuable Free Offers
A free offer could be a webinar, a video training series, an eBook or a white paper. There are lots of ways to give people something for free. I call it premium content and premium means it better be good or they’re going to take their email address back by unsubscribing. You need to create something free that has really high perceived value in order to build your list because if you don’t have a list before you launch, you can’t serve and increase sales.
Step #3 – Keep in Touch, Often
You need to nurture, build rapport and establish a relationship with the people who are on your list before you launch.Treat the people on your list like they are a crucial part of your community - because they are! Click To Tweet
Make them feel good about hearing from you. Ideally, you want the information that you send out to be so good that if you miss a week, you have subscribers emailing you to ask you what’s going on.
Ask yourself the following questions: is the content you are sending out to your list good? If you were on your list, would you want to read your own emails? If the answer to these questions is no, you need to up your game.
You need to do a better job at nurturing your list and providing them really high-value content because if you don’t give them good value when you email them, what makes you think they’ll think that you are going to give them good value in the training programs that they buy from you?
Demonstrate Credibility, Build Community + Test the Waters
You need to demonstrate your credibility through the content that you create. Once you do that for a certain period of time then you can offer something. Perhaps you start with a little mini launch to test the waters and see if people are interested before you launch something in a big way. Then, toss an idea out there and ask people to let you know if they are interested or not.
Launching anything can be overwhelming. Instead of starting with a paid launch, start with the high-value free offers and see how your list reacts to your content. Once you test the waters there, you can then move forward with paid offers with much more confidence and ease.
In Pilot To Profit: Navigating Modern Entrepreneurship to Build Your Business Using Online Marketing, Social Media, Content Marketing and Sales the importance of your content is covered in Section 2: Content Principles. The Pilot To Profit Program dives even deeper into content creation in the second segment of the program, The Content Pilot. Both of these resources can help make your launches successful!