So you’ve got a shiny new thing that you’re stoked to start selling to your audience. You’re confident that it’s going to change lives, it’s priced right, and the content is *chefs kiss* But if you just show up, launch, and start offering it to your people, you’re probably gonna hear a boatload of crickets instead of payment notifications. Yep, even if your copy’s on point. This is why you’ve got to start your pre-launch marketing plan early. Build anticipation. Make ‘em feel crazy enough about your thing to camp out in the parking lot the night before it goes on sale.
But what exactly is a pre-launch marketing plan, you ask?
A good pre-launch marketing plan includes an 8-12 week warm-up period full of juicy pre-launch, seed-planting, belief-shifting, nurturing content to build anticipation.
And don’t worry, if you’ve kinda ghosted your list for a hot sec you can use this pre-launch strategy to make them remember who you are and revive their love for you.
The Logistics Of The Pre-Launch
In a perfect world, you’d sit down at the beginning of the year, look at your products, and decide what you launch, when. Then you’d walk backward and plan your nurture content calendar accordingly. Step back 8-12 weeks and begin planting seeds in your audience’s mind about your product.
Sometimes, though, things don’t *quite* go that smoothly, amirite?
The data suggest that the longer your pre-launch period, the better your launch.
After all, in addition to building anticipation for your launch, you can also use that pre-launch time to gather intel about your customers. You can use that time to ask them questions, send them surveys, take polls on Instagram — all of which can build your engagement and give you valuable data that you can use to inform your copy...even tweak your product.
‘Cuz when you know ~how~ your customers are talking about their problems, pain points, limiting beliefs, and desires, you can reflect those words back to them in your sales copy and massively boost conversions
But.
If you haven’t planned out an elegant, 8-week long pre-launch period complete with research time, you can still pull off a great launch if you’ve got at least three weeks to start promoting.
Elements Of A Solid Pre-Launch Strategy
Assuming you already know where and when you’re prospects are hanging out online, then you know how to reach them, right?
Obviously, if your people are on Instagram, you’re going to want to head over there and start promoting your stuff. If your blog’s where people enter your world, then you’re going to amp up your Pinterest game and get writing. If your YouTube channel is your best lead source, then go there.
But don’t forget to love up on your email list, OK?
Email subscribers are buyers. Plus, with any social media platform, only a small percentage of your followers will even see your content. Please, please, please make email a central figure in your marketing plan. *rant over*
What The Heck Should I Talk About?
When it comes to crafting the strategy for your pre-launch content, no matter where exactly it appears, I find it helpful to think about your customers’:
Fears
Questions
Objections
Doubts
Pain points
Desires
If you spend some time digging into these nuggets, your pre-launch content becomes...dare I say easy to brainstorm, because your customer and their goals come into sharp focus.
Ok, but HOW do I talk about these things???
Stories
Testimonials
When your mapping out your prelaunch content, focus on these two methods of delivery, and you’re golden.
Let’s say, for example, you’re selling a program to help women conquer migraines by fasting.
Well, they’re gonna be afraid because they don’t really *like* being hungry, right? What can you do to temper those fears?
And they’re gonna have questions because they’ve probably never heard of doing something like this before. What are the questions you typically get from clients? What other questions do you think potential clients might have? Spend time answering these in your content.
They’re definitely going to object to the thought of not eating for days at a time. How can you counter those objections? What stories can you tell about fasting? Can you make them relatable and/or funny?
Some women will probably think that fasting won’t work…what proof can you offer them from clients who have gotten results?
Think about your ideal client. Have they lost faith in themselves or the medical establishment? Have they tried a million and one things with no results? Speak to that part of their struggle.
And finally, what does your client want? To live a life without migraines, right? Paint a gorgeous picture of what their life could be like after they’ve succeeded in your program.
Get Ready To Rock Your Launch
Now that you’re prelaunch content’s all sorted, it’s time to move on down the funnel to your launch copy.
Which, ahem, happens to be my specialty.
Whether you’re looking for another set of eyes on your sales page or you need your copy written for you, I can help.
Yep, I can whip up a sales page or 10 glorious sales sequence emails in just a week. We’re talking juicy, wallet-opening kinda copy. The kind that makes sales because it’s speaking life right into the heart of your *perfect* client.
Click here to learn more about the VIP Experience.