The best types of content to post when launching

Most of the heavy lifting in a launch happens in that 60 to 90 days and the content that you share in that launch has the power to make or break the success.

Today, I'm talking about the kinds of content to post in a launch because I know this is something that comes up time and time again. What should you post in a launch that you're not giving it all away for free and what should be the difference between your free content and your paid content?

I'm constantly asked these questions. So I'm super excited to dive a little bit deeper into what exactly to post in your free content in a launch. So let me be a little bit specific here. When I talk about your launch, I'm not just talking about what happens when you've finished creating your product and doors are open and it's available for the set.

When I talk about a launch, I mean that 60 to 90 days leading up to doors open. In that 60 to 90 days, you really have an opportunity to nurture your audience and get them to the point where they need to be, to be ready to buy when doors open and you might be thinking that you don't really want to wait for another 60 to 90 days to get it out there.

One of my favourite ways to launch and create a digital product is to launch it first and then create it once people buy it or alternatively launch and create it at the same time. Use that 60 to 90 days while you are launching the product to create it at the same time.

That is a great way of validating whether anybody will pay money for it. So that you're not wasting time and energy creating something that you're not sure if people even want to pay money for.

So when I'm talking about the content in today's blog, I want you to keep in mind a couple of key principles that I live by when it comes to content.

 

Key principles when it comes to content

 

Creating content for content's sake

I see this way too much where people think they need to post on Instagram five days a week and then when they get to about day three and they're like, oh, I've got nothing else to say nothing interesting to say. I'm just going to reshare this quote that I saw posted on this other person's Instagram and they reshare this quote and it's just noise.

There's nothing interesting about it and we don't want that. We don't want to contribute to the noise. I would rather suggest that you posted once a week and it was a really good quality post, instead of trying to post every single day.

The other thing that I mean when I say not content for content's sake is that it's not just saying the same thing that everybody else is saying. It's non-obvious content so how can you post content that is different from what others in your industry are already saying.

 

Create clear content for who it's not for

The other thing to keep in mind is that I would love it if your content wasn't aimed at everybody. It wasn't aimed at the broadest audience possible but instead, it's clear who it's not for and it's very clear who it is for. So rather than trying to talk to all business owners, maybe you're just talking to health and wellness E-commerce owners.

Picking that niche and making sure that what you are posting is spot on for the right person. There will be more than enough of the right person and I know it can be really scary deciding to niche down and it can bring up all sorts of doubts.

Those fears are very valid but it's also you trying to keep yourself safe and what I've found is that niching tends to have the opposite effect to what we think it will. We think it's going to limit the number of people we can serve but it actually means we end up helping more people because it's super obvious that we are the right fit for the right people.

And it becomes an instant no for the wrong people and that's a great place to be when you are launching anything.

 

Choose your preferred content platforms

You can choose what content platforms you want to be on. You don't have to be on social media if you don't want to, you don't have to be on Instagram if you don't want to. Pick one place that is really comfortable for you to share.

For me, my podcast is my main place to share. If I feel like it, I'll post content on Instagram. I also send emails to my email list a couple of times a week. That's all I aim for in terms of content.

I used to be very similar to many of you where I thought, oh, I have to post a certain number of posts each week on Instagram otherwise, people won't follow me. People won't like me, the algorithm won't like me and what I actually realised was that I didn't really see any results from showing up that much and what was happening is we were putting out content, that was content for content's sake.

So if you don't want to be on social media, that's cool! You don't have to be.

 

Types of content to post in a launch

 

Content that teaches your audience what they need to know to be ready to buy your digital product.

Where most people go wrong with their launch content is they try to take people straight from point A to point C but there's a point B in between and point B is that point where they are ready to buy.

That point B is where they are ready to start taking action to solve that problem or get that transformation and most people skip over it. They don't realise that people might not be ready to start taking action to solve that problem or make that transformation. There might be a few other things that they need to know or believe or understand first.

The big misconception is that we need to show people how much value is inside our digital products by giving bits of it away for free. They don't need to learn the things that you are teaching inside your digital products to be ready to buy from you.

Your product solves a problem or delivers a transformation and your ideal customer currently believes certain things about this problem or this transformation.

To come up with these kinds of content ideas, pay attention to what's going on in your audience's lives. How is that problem that they've got showing up for them? Or what do they believe about the transformation? What do they currently believe about the transformation?

What are those mistakes? Tell them about the mistakes. Explain why it's a mistake. Maybe they have myths that they believe.

Now tell them what misconceptions they have about solving the problem and achieving the transformation. Brainstorm all of these and you'll have more than enough content ideas for your launch.

 

Content that grows your email list with the right people for your digital product

I don't care about how many followers you have in your launch. You could have 10 followers and that doesn't mean you're going to have an unsuccessful launch. Your email subscribers, that is what I care about. That is where the real value in your launch is.

My email open rates are consistently 20 to 30%. I have an email list called the daily biz boosters where I send an email every single day and these get a 50% open rate.

So I don't understand why everyone's just so obsessed with building their following when an email is such a powerful tool and it's still working. We're not at the whims of algorithms.

Now, once you have grown your email list, you need to make sure that you are sharing content that teaches your audience what they need to know to be ready to buy your digital product. So it's content we looked at in the first tip in this episode, those mistakes, those myths, those misconceptions and some examples of content that will grow your email list is typically going to be content that has some kind of call to action to download a freebie, also known as an opt-in or a lead magnet.

You can still build your email list without having a lead magnet. However, a lead magnet does make building your email list easier because it's very challenging to find somebody who has only just come across you for the very first time ever and is also willing to give you their email address straight away.

It would take a little bit longer to get them onto your email list and you would have to nurture them elsewhere. Whereas if you have a lead magnet, you can bring somebody onto your email list and then nurture them using email as a form of content rather than having to constantly post to social media or nurture them elsewhere.

A lead magnet does not have to be a PDF, or a video series, it doesn't have to be a webinar. There's no specific type of lead magnet. You have to create, it can take on so many other forms. I've seen awesome quizzes, many courses and even gated blog posts. Long-form blog posts, where you have to opt-in to be able to read the entire thing.

A piece of content that I might share with you to grow my email list would be a podcast episode walking you through some of the steps in planning your digital product idea and then from that episode, I might say, if you want to continue working through these steps, download my free digital product kickstart kit. It's a workbook that steps you through how to create a digital product step by step.

 

Content that addresses any hesitations your audience might have about buying your digital product

Even once your audience knows you, likes you and trusts you enough to buy from you, they will still probably have some objections to buying your particular digital product or whatever it is that you are selling and there are some objections that apply to pretty much every kind of digital product that you are launching.

Time, money, will this work for me? Is this applicable to somebody like me? That's always going to be an objection. Another one that I've noticed creeping up quite a lot in the digital product space lately is I already have too many courses I haven't completed or too many eBooks I haven't completed, etcetera. So those are going to apply regardless of what you are launching.

Now there will also be some hesitations or some objections that are specific to the topic you are teaching or specific to the product that you are delivering. Often these objections are disguised as questions.

So when you are launching, start paying attention to what kinds of questions people are asking and then the next time you launch that same product again, you can now preempt these objections and can address these questions, these objections in your launch content and this is one reason why I love launching the same product multiple times because the first time that you are launching it, you have to guess what their objections might be.

But then in subsequent launches, you have actual insight from the previous time you've launched it and you have customers that you can work with.

 

Content that showcases what's possible for your audience

Even if your product is amazing and your audience wants it, they still might not believe that it's possible for them to achieve that transformation or solve that problem and an objection might be that is this possible for someone like me?

Interviewing a past student or past client on your podcast and sharing their journey, where were they before they signed up. What was the process of solving that problem or achieving that transformation? What kind of steps did they take? What kind of obstacles did they face and what was that end result?

The idea here is that the person listening might be able to relate to this other person's story. They might hear the starting point and think, oh, that's me too.

I also tried a million solutions and thought it was never possible for me but if this person managed to achieve it, maybe I can too. So we want them to start to realise that this is possible for someone like them as well.

 

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