PSA: A launch isn’t just putting your product out there

Today I'm looking at something that is a super common myth, or I guess a super common mistake that so many people make when they are launching. I hear this one a lot, people will say to me, “Steph, I launched and nobody bought my product. Nobody wants it.” And then they tell me about their launch and all they did was put the product on their website and then try to find customers.

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Putting your product on your website is not the same as launching

This is such a common assumption that launching is what happens after you open doors and make your product available for sale. A lot of people think that the launch is actually just creating the product and then putting it out there. And actually no, you can launch without even having created the product. The launching has nothing to do with the creation of the product. If you are putting your product on your site and then only looking for customers at this point and only starting to promote it at this point, you've left it too late.

If you were to look for customers after you've already put your product out there on your website and you've got nobody who's bought it and you're thinking, okay, now I need people to buy this product. Let's say you made lasagna, you cooked a lasagna, you took it out the oven and then you called all your friends to see if somebody was free on their Saturday night and wanted to help you to eat it before it gets cold. The magic in your launch happens in that 60 to 90 days before you open doors, before you put your product out there to buy. That way when you launch, when you open doors you've already got friends seated at the table waiting for you to serve up the lasagna. Once your product is available to buy, that's what I call card open. Your launch is what's happening before cart open. And if you don't already have people ready and waiting to buy your product at card open you've left it too late.

Now, when you see somebody else launching it's really easy to assume that their launch is just what's happening in that cart open period, but that's because we can't really see the rest of somebody else's launch. Unless we're paying close attention, we don't notice the content that they're sharing in the lead up to the launch. We don't read all of the emails that they're sending out before they open doors. The rest of that launch just feels like business as usual, but with strategic content that's designed to get your audience to the point where they feel like they are ready to buy.

And that's why Launch Magic exists. If a launch was simply what you did after you opened doors I wouldn't have 12 weeks worth of things to teach you inside Launch Magic, would I? It would be like maybe a four-week mini-course, but there's a reason why Launch Magic is 12 weeks long. There's a reason why there is so much support and handholding in the course. Because launching is a big project in your business and it does take a while, but when you get it right the payoff is amazing. You can build a lifestyle and a business that feels easy and simple and it gives you that freedom that you started your business for.

 

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