What to do in the 90 days before your launch—without annoying your followers and subscribers

When I tell people a launch needs to be 90 days, they're usually shocked — surely you can't talk about your product for 90 days without really annoying your subscribers and followers?! But, there's so much more to a launch, well beyond what your product is actually about. In today's episode, I'm sharing more about what to do in the 90 days before opening doors to a launch.

– The importance of crafting and validating your messaging and your offer rather than *guessing* what problem you solve and who you solve it for.
– Why focusing on growing your audience—especially your email list—will help to build your audience with the *right* people for your offer.
– Why educating and nurturing your audience makes up the bulk of your launch content.
– The different types of “things” you need to get ready for your launch, such as your sales page, cart open emails, webinar etc.

Launching a product or service is an intricate process that ideally spans 90 days. This timeframe surprises many, who think it's impossible to talk about a product for such an extended period without annoying followers and subscribers. However, a launch involves much more than just talking about the product. Here's a breakdown of what to do in those critical 90 days to ensure a successful launch.

Craft and Validate Your Messaging and Offer

The first and most crucial step is to craft and validate your messaging and offer. You might think you know exactly what problem you solve and who you are solving it for, but deeper validation is essential. This involves asking questions, talking to your ideal customers, putting content out there, and listening to the responses—or lack thereof. This feedback loop is continuous throughout your launch and helps refine your messaging to ensure it resonates with your audience.

Grow Your Audience, Especially Your Email List

In the 90 days leading up to your launch, focus on growing your audience, particularly your email list. While it's beneficial if your Instagram following grows, your primary effort should be on expanding your email list. Unlike social media platforms that show your content to fewer followers, email allows direct and consistent communication with your audience. Utilize a launch lead magnet, a valuable piece of free content designed to attract the right people for your launch, to grow your list. This could be an ebook, mini-course, audio training series, or quiz.

Educate and Nurture Your Audience

Educating and nurturing your audience is the bulk of your launch preparation. This isn't about sharing snippets of your course or teasing your membership content. Instead, focus on helping your audience overcome mindset shifts and limiting beliefs that prevent them from solving the problem your product addresses. For example, if your course is about growing an audience, help your audience understand that growth isn't just about posting more often or using the right hashtags, but involves strategic content and engagement.

Prepare for Cart Open

Finally, get everything ready for when your cart opens. This includes writing and scheduling emails, social media posts, and your sales page. Preparing these assets ahead of time allows you to focus on engaging with your audience and managing the launch as it happens. The 90-day lead-up provides ample time to get organized and avoid last-minute stress, ensuring you have a smooth and successful launch.

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