Three things that I have learnt about launching in 2021

2021 was a pretty big year. Maybe not so much as 2020, but I've learned a lot from having two launches of Launch Magic, which is my signature program. Launching it twice in 2021, versus only launching it once for the very first time back in 2020. So the more times that you launch something, you'll also find that the more you learn in each launch.

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3 lessons I've learnt from my launches in 2021

These last two launches, I've learned a lot.

 

What you do in between launches matters, too

So the first thing that I've learned is that it's not just what you do during your launch that matters, it's also what you do between your launches. It might even matter just as much or even more than what you do during your launch. And if you're new here, when I talk about your launch, I mean that 60 to 90 days leading up to cart open. That's 60 to 90 days leading up to when you start asking for the sale, when you ask people to buy from you.

So that is what I mean by your launch. And then what I mean between your launches is what's happening between that 60 to 90 days. So a lot of the time people will launch, they will open doors, they'll close doors, they'll get students in and then they'll spend the next two, three, four months delivering their product, teaching the course or delivering the membership, doing whatever it is that they're selling. And they forget, they forget to show up for their audience. They forget to keep podcasting or blogging or whatever they started doing during their launch.

So there's so much that needs to be happening between your launches, as well as during your launch. Your audience growth, it's not just something that you need to focus on during your launch. It's also something to focus on in between launches. And I'm launching a new course in 2022 that will be focused on how you can grow and nurture your audience in between those launches. So that when you are launching, you're not launching to crickets. You've already got people who are there and who are nurtured and warm and ready to buy from you.

The other thing that you need to do between launches is keep showing up for your audience. It's really easy to get in the habit of showing up every week while you are launching, and then forget about it when you're not launching. Same with nurturing your audience, right? You want to keep sharing content that's going to nurture them. So that the next time you launch, they're warm.

 

Consistency really does matter

The second thing that I've learned about launching this year is that consistency is everything. It's not just about posting once, right? It's about consistently posting. It's not just about pitching one podcast. It's about consistently pitching podcasts. Consistency builds trust. Consistency gets you those results. Consistency gets you that growth and it gets you that visibility.

That is how you grow your audience. That is how you get visible. That is how you start to have bigger launches. And I realized that consistency was a huge challenge for me in my business. So I've been thinking about how can I put in place structure and systems so that I can make that consistency as easy as possible for me.

 

It's important to stand out

The third thing that I have learned this year, and I guess it's not a new learning, but it's shown me, 2021 has shown me just how important it is. And that is to stand out from everyone else. You need to be different from everyone else in the market. And this is even more so true now where it's quite likely that your competitors are also launching digital products.

A few years ago, you might have been the only person in your industry with an online course or a membership or an eBook. And now chances are that a lot of your competitors are launching them. So you need to figure out what is setting you apart. Is it a different messaging? Is it different perspective? Your personality? A different approach? A different solution? What are you doing that's different? Right?

And this is not price. Your price should not be what sets you apart. If you say, well, what makes me different is I'm the cheapest solution. It's very easy for somebody else to come in and undercut you. And suddenly you are no longer the cheapest solution. And then you have to cut your prices even more. That's not where we want to be. Right?

And for me in my launches, it also goes a little bit further in, oh, I have to think, okay, so everyone's running free webinars at the moment. How can I make mine stand out? How can I show people that mine's not just another webinar? Same with free lead magnets and free opt-ins and downloads and all of that. How can I show people that mine is better? Mine's not just yet another one that's there for the sake of it.

 

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