Even if you dream of hearing those PayPal notifications *ping* whilst you’re playing with your kids before bedtime… you’ll still need to host a few ‘live’ launches each year.
Live launches (the kind that requires you to open and close the cart in real-time) are a wonderful way of growing your audience, gathering data about your audience and enable you to test new content.
And, if you’ve ever launched a digital product before, you know there are a lot of moving parts and it’s easy to become overwhelmed.
Here’s the thing: an unplanned launch, is a messy launch.
UM, WHAT IS A LAUNCH PLAN?
A launch plan is a step-by-step workflow you can create for each of your product or program launches. It allows you to map out every part of your launch from your pre-launch content, up to the day you close your cart.
The wonderful thing is once you’ve successfully launched the product or program once, you don’t need to reinvent the wheel.
Instead, you can make adjustments, test new content, subject lines, launch timelines, but in essence, the workflow can stay the same.
WHY DO I EVEN NEED A LAUNCH PLAN?
A launch plan will help you:
● Carefully plan your pre-launch and launch content, so that it has your audience nodding along and saying “OMG just take my money already”
● Stay away from shiny objects, the last thing you need during a launch is your inner critic and self-doubt showing up… you’re either focused or f*cked.
● Get super clear and comfortable with your numbers, you’ll be able to see, hear and smell (okay perhaps not smell) your dream clients, what it will feel like to work with them and how incredible it will be to work with them.
And, whilst this makes me want to roll my eyes out loud… you’ll be able to “show up”
See, I told you. *eye roll*
But, have you ever found yourself wanting to snuggle on the sofa under a blanket with a carton of Halo Top and binge-watch Queer Eye… when you have a shit ton of work to do?
Or, maybe you’ve found yourself so “busy” during your launch that you forget to post on your Instagram Stories?
Well, that’s the opposite of showing up. It’s hiding. It’s fear. And I don’t want that for you.
So, basically a launch plan is going to help you get super cozy with your content but it will also help you face your launch fears head-on.
HOW TO CREATE YOUR LAUNCH PLAN
REVERSE ENGINEER YOUR LAUNCH
Always start with the end in mind, so choose your ‘close cart’ date and work 6-8 weeks back.
During this time you’ll want to ensure every piece content you share is aligned with your offer, this helps to take your audience on a clear journey with you. Most people make the decision of whether or not they want to buy before the cart even opens, so don’t neglect the power of a ‘pre-launch’.
PLAN YOUR CONTENT THEMES
Map out a series of content themes for your pre-launch that you can share across your business. Use your offer as the foundation for your content, and then ask yourself: what do I need my ideal client to believe before they are ready to buy?
You’ll want to get super specific, stay in your own lane and continue to mention your course or product throughout the pre-launch.
PLAN YOUR PRE LAUNCH CONTENT
We don’t typically buy digital products through social media.
Most people buy a digital product or coaching via an email list, challenge, webinar or masterclass, etc because you’ve been “nurtured” first. Your questions have been answered, you’ve connected with the person and can taste the value!
Creating a deeper connection with your audience is critical during your pre-launch, answering their questions, allaying their fears and reassuring them that it’s not their fault are all wonderful ways to build the ‘know, like and trust’ factor.
FIRST DRAFT SALES PAGE COPY
There are few things I dislike in my business, but writing sales pages is one of them.
If you’re like me and don’t feel like a literary genius then you probably leave your sales page until last.
Well, learn from my mistakes and write it first. Your sales copy will help you write all of your launch content, so get the first draft written ASAP.
EMAIL SALES FUNNEL
If you’ve launched before and sent a sales email funnel to your subscribers then don’t reinvent the wheel. You do not, I repeat DO NOT need to write a new sales funnel #gasp If your open and click rates stink then, sure, make some adjustments, but don’t be afraid to repurpose your launch content.
(And, if you’re worried that the same people reading the same content will be a turn-off… that’s a good thing! You want people to take action. Buy or Bye. Sitting on your list and doing nothing is just monkeying with your open rates.)
SOCIAL MEDIA POSTS
Create your social media content using your sales page and sales funnel, don’t be afraid to share the same thing across multiple platforms — people need to hear or read the same thing multiple times before they commit.
Plus, we’re busy. The baby wakes up… the doorbell goes… something interrupts our buying process, so don’t be afraid to show up everywhere (and now you have a plan you CAN show up!)
Even if you’re a ‘fly-by-the-seat-of-your-pants’ kinda person, you can see the importance of planning (I mean, why else would you be reading this??).
You don’t need to be super Type-A, wonderfully organized or have a Marie Kondo’ed sock drawer to benefit from a launch plan — you just need to have a clear understanding of your ideal client, your offer and how to convey the transformation in their language.
Ready to start planning your next launch? Don’t forget to grab your free content guide and 12-month planner here.