So, you’re doing a live launch? Hell. Yes. If you’ve live launched before then you know how much of a boost they can give to your revenue. But let’s not forget how time-consuming and energy-draining they can be.
This quick n' easy strategy will make your next launch easier and more successful, with just a couple of hours of upfront work.
Whether it’s your first rodeo or you’re a seasoned pro, buckle up - ‘cause I’m about to give you the inside scoop on how your pre-prelaunch strategy can save you countless painful hours of launch stress, boost your launch sales, and help make your next launch the easiest yet.
But WTF is a pre-pre-launch and why is there something else to add to the endless launch to-do list?
Everyone talks about the open cart and most people are getting wise to the value of a pre-launch. But warming your audience up even earlier, and giving them an opportunity to collaborate with you before you even hint at a launch can give your sales a huge boost when the thing finally goes live.
Adding in an extra step to your launch strategy might seem like more upfront work, but if you’re prepared to invest more time now, you’ll reap the rewards later. And you’ll be pleased to hear, it’s not much work.
Picture this, imma set the scene: it’s 8am on a weekday, you’re running round after your family, trying to navigate the school run with a kid that’s fighting over wearing their uniform, meanwhile you’re trying to wrangle kid #2 into the car. You make it to the school gates, kids in tow, hair unbrushed and finally sit down at your desk at 9.30. There’s 47 unread emails in your inbox and 23 are newsletters from other business owners you admire or signed up to get another unread PDF. “But it was free!” - I know, I know.. Been there.
It’s a miracle if you get to read any one of those newsletters, so which are you gonna open (if you haven’t already sent them into the dusty depths of the Google sin bin)?
Probably one of the following categories -
Emails from people you love hearing from
Emails with can’t-ignore-’em subject lines
Emails where you know you’re gonna get value
Emails where you’re invested in the contents in some way
The rest? Forget it.
So if you’re live launching on email and people aren’t expecting you to launch, or they aren’t already excited about your product, you have a harder job to sell them on it. Mostly ‘cause they might miss or actively ignore a week of open cart emails. So how can you get the busy mums and frantic business owners to sit up and pay attention?
It comes back to the pre-prelaunch. By investing just a couple of hours, you can warm your audience up to the idea that something exciting is coming soon.
That way, they should be looking out for your emails and taking notice.
Here’s some other great reasons to give your reader plenty of warning before you launch..
1. It’s more ethical.
They’re not having to make a panic purchase they can’t really afford because you agitated their pain and now they need you to solve their problems with your offer. Giving them time to plan to spend money on your thing means they can stay in control of their finances and make a logical decision, rather than an emotional one.
2. It helps different personality types make a decision.
Different personality types make decisions differently. Some people need time to think about investments, even small ones like buying your new digital product or signing up for your membership for a month.
They may need to know all the facts and figures, see a bunch of success stories, and know every detail of your offer before they’re ready to buy. Giving them warning that you’re selling something soon gives them time to sit up and pay attention to all the value you share in your pre-launch content and open-cart emails, so they have time to process that information and make sure they’re making the right decision for them.
3. It builds anticipation and excitement.
Teasing that something is coming without sharing all the juicy details is an instant way to pique your readers’ curiosity. By telling them you’re working on something and that it’s going to help them achieve/overcome/smash X goal.. Of course they’re gonna want to know how.
By building anticipation, you’re increasing the likelihood of them opening your emails and reading them, hoping to find the answers to their problems. More opens + more read emails = more sales. Conversion maths at its finest.
4. You can refine your offer based on data, before you launch.
You can use it to Invite your reader to share their input on your final offer, which makes them feel more invested in it. Heard of the IKEA effect? It’s a psychological principle where we think things are more valuable when we’ve helped create it.
As with IKEA furniture where you can flex your DIY skills (or lack of, in my case) - you’re gonna feel more invested in the thing you’ve created and maybe even weirdly obsessed with it.
If your audience help you build your offer into something amazing, they’re already more likely to feel invested in it. Don’t feel you have to incorporate everything they say but if you do use their ideas, remind them of the things they wanted in your launch sales emails.
So what do you need to create for this to work?
Here’s the good news - it’s not a ton of work! You need a couple of emails and a landing page - give yourself 3 hours and bash it out. Trust me, you got this.
👉 Email #1 - the tease + the ask - Get them excited about what’s coming without oversharing. Ask for their input on your offer.
👉 Landing Page - give enough current info on your offer and embed a 1-question survey to get some audience insights.
👉 Email #2 - the follow up - only send to people who didn’t fill out the original survey, or visit the landing page.
Fin.
Easy, right?
If you plan to add this to your next launch, lemme know how it goes!
Want more tips on executing a successful launch? I save all the best stuff for people on my email list. Get access to that, here. 👇