Launch plans are a necessary evil if you want to do your absolute best to get your new course or product out there. But so many business owners don’t use them. Most want everything now; pick a date and just throw it out there, then be upset when nothing happens. When this happens, you spend more time, days, weeks, and conversations re-tracing your steps, wondering what went wrong than it would have taken you to put a plan together.
Developing a launch plan takes time; I know this because I’ve worked on my own plans for clients, and executing them takes just as long. That is why many small business owners take the shortcut, throwing it all out there in the hope that they get a bite.
From concept to delivery, a launch plan takes time, and the thought of getting everything out of your head and into a well-structured strategy is overwhelming. I hear it often.
If you’re looking for a book to give you some deep insight into how to launch your idea, then Launch by Jeff Walker is a great place to start. The original blue cover version of mine is covered head to toe with pencil and notes and I’ve now just bought his current version. FYI, I picked up my copy from Booktopia, and it’s in stock and will be delivered in 2 days. If I purchased it on Amazon, I could expect it in October.
For over 11 years, I’ve spent time working on a number of launches for clients. I’ve got to sit in the same zoom room as some of the most amazing individuals who went from struggling to millions a year consistently, and I’ve been a part of that journey in some way. At the moment, I’m working on a massive launch for a client involving multiple team members in Australia and the USA.
Below are 6 areas that you should focus on when it comes to your product launch. These areas are often not given the attention they need but are the most public-facing
- Create anticipation – build up the hype. We all love to be enticed, and a teaser campaign is a great way to do this. Share the key features of your product.
- Generate leads – identify whom to sell to. Is there an option for an affiliate? Using a variety of tactics and focusing on building excitement and anticipation can help.
- Nurture your email list – structure your marketing efforts. Treat those on your list as VIPs. Build relationships with your subscribers. Engage with them. Share the good stuff with them.
- Create compelling content – build trust by defining your target market. Authenticity is key. Showcasing snippets of your product is a great way to generate interest.
- Leverage social media – focus on where your leads hang out and analyze the metrics. This data will be important to help you refine the social media for your launch.
- Convert leads to customers – maximise your success with a robust launch plan. Your lead magnet has to be something your customers want. A sales message that focuses on the benefits of your product and answers its pain points is a must.
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