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 a 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 are all about?Before you #launch, you need to create opportunities for people to experience you, your brand, and your work. Here's how: 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 you need to do is create content that adds value for others.
You may not like blogging, or 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 you serve in, you have to create content on a regular basis.
What does “on a regular basis” mean? When I say regular, I don’t mean once a month. You need to create content at least once a week and share that content on social media multiple times each day to make a difference and help people.
Step #2 – Create Valuable Free Offers
When you give the first thing away for free, and it’s of high value, people will want to buy whatever comes next.
A free offer could be a webinar, a video training series, an eBook, or a white paper. Whatever it may be, it needs to be what I call premium content, meaning it better be good or they’re going to take their email address back by unsubscribing.
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. When you do this, they will come to know, like, and trust you. 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 with high-value content. If you don’t provide value in your emails, what makes you think they’ll believe you are going to give them value in the training programs they buy from you?
Demonstrate Credibility, Build Community, and Test the Waters
You need to demonstrate your credibility through the content that you create. Once you do that for a while, you can begin selling 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. Toss an idea out there and ask people to let you know if they are interested or not—I call this invitation marketing.
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.
These are 3 high-level tips, but if you want an even more in-depth explanation of what it takes to have a successful launch, you’re going to want to check out episode 26 of She Talks Business, called Million Dollar Launch with Sigrun.
If you’ve ever thought, “I wish I could launch a product and make money!” Sigrun is the woman to tell you how to do it. Listen in to hear her explain what makes a great launch, how to set one up for success and how to keep your clients coming back for your products… Even if you DON’T have a huge list of followers!
So, what will you be launching next? Drop me a comment to let me know!
Founder and CEO of the Lisa Larter Group, master strategist, author, speaker, podcast host, social media expert, consultant, and business coach. Lisa inspires entrepreneurs and business owners to see the possibilities for their organizations when it comes to strategy. She uncomplicates modern marketing and creates (and implements) strategies for businesses that are guaranteed to increase visibility, inbound leads, and revenue.