Okay, so let’s say you have a list built. You have been blogging. Your social media is consistent. You email regularly and consistently, and you have a good opt-in offer on your website. Let’s say you now have something you want to sell. Maybe it is our new program, Healthy Habits; maybe it is just your 6-month program you want to use to fill your calendar….Well, it is time to launch.
A good launch is an art form.
I can still remember my first online product launch. It was “Sharing the Health E-Book”.
It was a special challenge because there was $0.00 budget. It was a fund raiser for JDRF (Juvenile Diabetes Research Foundation).
That offered a benefit in that the purchasers could feel good about purchasing…they got a great book and Juvenile Diabetes got all the money for research. I went to B-School, so I knew how to target my customer, write good letters, team up with the big-wigs, find a way that was different than anyone else, speak to my crowd…but I didn’t really have a launch plan. I looked for one…but no one had it spelled out.
At the time,, that is what I really wanted an A-Z on how to create a launch plan. Since then, I have created many product launches. Studied several launch theories, including Jeff Walker’s Sideways Sales Letter. Just using Infusionsoft has taught me a lot about communication and marketing. Still, it is good to have a launch plan.
Founder, The Health Coach Group
No two launches are ever the same, but they can all start with the same planning platform.
That very first launch taught me that a good launch creates an incredible rush of adrenaline. It is exciting and nerve wracking and a ball all at the same time.
Take your time to go through what is below and play with it. Get comfortable and see the potential in it. I hope that it will make your next launch a little easier.
- Know your niche
- Know your ideal client
- Have a strong social media presence
- Have a website with a good opt-in
- Have a mailing list and autoresponder.
- Release a weekly newsletter consistently.
- Always create a blog that has good quality content.
- Scribble sheet for ideas, brainstorming and wild thoughts.
- Launch spreadsheet for goals, infrastructure, before, during and after tasks
- Your Weekly Checklist
- Launch Calendar (Social Media, Advertising, emails, webinars, editorial)
- Goals and Tasks Worksheet
- Word document for emails
- Begin talking about your program.
- Give glimpses.
- Ask questions.
- Use the questions and answers you get to shape the information you provide in your launch.
- Establish FAQ’s based on your engagement with your ideal client.
- Prep your referral partners (affiliates).
- Show results of people who used your program before.
- Give tips.
- Leave posters and flyers in locations your ideal client frequents.
- Set up a form to add opt-ins (ask for name and email).
- Write a thank you for completing the form.
- Offer a free webinar
- Put the offer and the form in a blog, on facebook, twitter, LinkedIn and in your email.
- Send out a mailing to your mailing list.
- After loads of practice, give your webinar.
- Record your webinar.
- Offer your listeners a discount if they purchase the day of your webinar.
- Use the recording in an email.
- Make your webinar available to your affiliates through a link.
- Begin to send out emails 2-3 days apart with your webinar, then 1/4 the details of your program, then 1/4 more and on.
- Release your referral partner info and links.
- Set up your social media bursts and advertising to opt in for more information.
- Test, test, test!
- Outline your timeline in your email.
- Add anything else in the email that speaks to your ideal client.
- On your final email, link to your VERY well written sales page that includes all the points, objections and answers you learned during week 4.
- Either give a deadline, a sale price or value added to give your ideal client a reason to take action. Include a call to action.
- Clear your calendar to answer questions
Don’t forget the most important part. After a successful launch – OVER DELIVER!
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Please tell us about your experience with launches. What are your fears? What are some of your strong points that will make your launch special? Share below.