5 things that move the needle most in a launch

Today we're talking about the five things that move the needle most in your launch. Obviously, I understand not everyone has the time to do every single thing that they can possibly do in their launch. So, if you are a little bit strapped on time, these are probably the five things that you should focus on most in your launch because they will deliver the most results for the time that you put in.

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Top 5 things to make the biggest impact in your launch

 

#1 – Knowing your audience

The first thing is knowing your audience, the problem that your audience has and communicating with them using their words, not yours. So meeting them where they are at, not where you are. And I had talked about this a lot in the past. I use James Wedmore's analogy because I think he just describes it so well. He says, “It's like your audience has a headache and you're the expert in fixing headaches.” You, as the expert know that their headache is caused by dehydration. But if you go to your audience and you say, “Hey, here's a product that's going to cure your dehydration.” They're going to say, “No, thank you. I need a cure for my headache.” So, so much of the work in launching your product is knowing who these people who have the headache are, knowing that that problem is dehydration and knowing that they actually describe it as a headache, that's how it shows up in their lives. So, we're meeting them where the customers are, not where the experts are.

 

#2 – Building an email list

The second thing that really moves the needle is building an email list, not spending all of your time on Instagram or Facebook or TikTok or Clubhouse or wherever you're hanging out these days trying to get more followers or more likes. Building your email list is your own platform. You have this audience. The followers and the likes, they will come organically when you start intentionally building your email list, right? I have I think over 27,000 followers on Instagram now. But I don't do anything other than sharing content that I think is valuable and strategic. Other than that, I don't do anything to purposely build my following. I've never spent time liking and unliking and following people hoping they'll follow me back. I'm hopeless at engaging with people. I don't comment on other people's posts. I don't even comment on my friend's posts anymore. So if you spend that time building your email list, the people will come across and follow you on social media if they like what you're doing.

 

#3 – Sharing strategic content

The third thing that I would say moves the needle is sharing strategic content, and they lead up to opening doors for your product. So a launch is not, “Hey guys, I have a product. Buy my product. Oh, get excited about my product. Oh, look, all of these people are talking about my product.” It's not about your product. You're sharing content that is communicating about the problem. It's communicating about the solution. It's strategically planned in that 60 to 90 days so that when you open doors, your audience is like, “Oh, I already know that I have this problem. I already know that this product solves my problem. Take my money.” I call that period of 60 to 90 days, the launch, right? Some people will call it the prelaunch, and that's cool. I use the two words interchangeably. But your launch is not what happens once your product is there, “Hey guys, buy it.” That's not your launch.

 

#4 – Make sure you have some kind of launch trigger

The fourth thing that moves the needle is having some kind of launch trigger, like a webinar or a challenge. This is like the hype part, right? This is where people get excited. It compels people to take action a lot more than trying to build hype on social media does. As long as you use a strategic framework and I've seen so many people put a lot of energy into creating a webinar or a challenge, it just doesn't convert because they haven't followed a framework.

And that's why I give all my Launch Magic students a complete framework within a Trello board that all they have to do is swipe and fill in the blanks for their own webinar.

 

#5 – Use the cart open period to address objections

The fifth thing that moves the needle is using that cart open period to have conversations and address objections rather than just trying to build hype and talk about your product all the time. Okay. Like, yes, there is a certain amount of, “Hey guys, doors are open. Sign up for my product.” But a lot of the stuff that you should be doing during that time is actually, “Hey guys, what questions do you have? What's holding you back?” And then addressing those. That's going to get people off the fence a lot more than seeing you talk about your product nonstop.

 

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