What are you launching in the next year?
Downloadable prints? An ebook? A jewelry line? An ecourse?
Did your mind just wander to a thought like…
“Well, I’m writing an ebook but I’m not really going to ‘launch’ it.”
“I’m working on some new jewelry pieces but I’m just going to add them to my Etsy shop. I don’t actually ‘launch’ them.”
“I really want to create an ecourse and I hope I finish it this fall, but I don’t really understand the whole ‘launch’ thing.”
If so, you’re pretty much like all the women inside of my membership program, Sunday Society.
Every month I teach a workshop inside of Sunday Society and last month, in the workshop, I walked the women through planning their next launch.
After the workshop, I went back through the chat (because my monkey mind has to know what the women were saying during the call) and I realized that almost all of them had no idea what a launch entailed.
This kinda blew my freaking mind since I had just assumed most people did. (I mean…I don’t know why I assumed this. It’s not like we learned this in algebra class or something.)
Most had never launched a product even though they’d been in business for months or years.
And, if they had launched a product, they’d done a very small launch, never really considering all the components that could make their launches waaaaaay more successful such as:
- Writing an ideal customer avatar.
- Making sure you’ve got a solid brand identity including fonts and a color palette.
- Writing a sales page.
- Creating free lead generation content.
- Having a landing page with an opt-in form.
- Making a thank you page.
- Writing blog posts.
- Email marketing.
- Creating Facebook, Instagram, Twitter and Pinterest posts.
- Sharing behind-the-scenes content.
- Creating content upgrades.
- Producing ads.
- Creating photos, illustrations, screenshots, infographics, quotes, and testimonials.
- Using Facebook and Instagram Live.
- Using Facebook and Instagram Stories.
- Using YouTube.
- Producing other videos.
- Hosting a blog tour or crawl.
- Having affiliates.
- Hosting Q&A calls and webinars.
- Hosting podcasts or doing interviews.
- Writing guest posts.
- Doing Instagram takeovers.
- Doing giveaways.
- Hosting challenges.
- Having a customer service plan.
- Creating a self-care plan.
If you’re a living, breathing person (not an alien or vampire–if you’re a vampire, I half want to meet you and half feel my body going numb with fear since you actually exist), you’re probably overwhelmed after reading that list.
Take a deep breath.
Come on. I’ll do it with you.
In and out.
Once more. In and out.
I’ve got good news and bad news.
The bads news is that launches are a lot of work. They take planning and weeks–if not months–of hard work.
But, there’s A LOT of good news.
Launches pay off. All of that hard work will build your list and make you a lot more money than you usually make.
Another bit of good news is that you don’t launch all of the time.
Most people launch two or three or four times a year. No one could sustain launching all the time. They would burn out and so would their customers. You work reallllllly hard for a month or two and then you have some down time. You rest and recuperate.
You take a vacation to Italy and eat more pasta and pizza than you do in an entire year. Yum! You read the Harry Potter series with your kids and having extra “cuddle sessions” with your spouse. You spend three weeks in sweatpants, knitting Christmas presents for your whole family while watching every episode of Friends.
Also, that big list up there. You don’t do all of the things on it. Think of it like a buffet. You’ve got all these options to pick from which is actually kinda awesome if you think about it. It means that you can pick your favorites, the ones that work best for you and your brand.
There are some non-negotiables like writing an ideal customer avatar and creating a sales page and email marketing. But most of the things on the list are optional. The more you do, the more successful your launch will be, but you should start where you feel comfortable and grow from there.
Don’t start by trying to do it all.
Your eyeballs will feel like they’re falling out of your head halfway through your launch.
But also don’t give yourself an out. Push yourself and have fun.
Remember this is YOUR business. You’re in charge and you make the decisions.
If you want details about all of the things on the list above and help planning your next launch, I highly recommend joining Sunday Society. As soon as you register, you get instant access to the 98-minute workshop along with the 30-page workbook.
And…even though it’s pre-recorded, you can join any of the upcoming Q&A calls (that I host every month) to ask all the questions you have about launching.