Why you need a launch strategy

Why do you need a strategy to launch? Why is it so important to have that strategy? Why can't you just have a launch plan and take action, or just go out there and blindly take action and figure it out? You can do that, absolutely, and you'll get the launch. The planning and the action will get you the launch, but strategy is what will get you that profit.

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Why it is so important to have a launch strategy for your digital product

It's not uncommon for somebody to come to me and say, Steph, I launched and nobody bought. And then I ask them a little bit about their strategy. I ask them, how long did you spend warming up your audience before you launched to them? What content did you share? What objections did you address? How did you address the objections? What kind of deadlines did you have? What kind of launch trigger did you have? And as I'm asking these questions, usually I can see the realization dawning on their faces as they're realizing, oh, okay, I didn't do any of these things in my launch. Or if they did do the things in their launch, they did them more for the sake of doing them.

Let's talk about webinars for a second. Webinars and challenges are both very common launch triggers, and I personally love webinars. With a webinar, you're not just teaching a webinar so that people can see you and buy, because they've seen what value you deliver and how much you know. The point of a webinar is not to prove how much you know or prove that you're the expert. There's a whole art and a science and a strategy to a webinar that converts in a launch, right? And I think that's where a lot of people go wrong. They think, oh, I just need to do a webinar. I just need to send emails out to my list, rather than looking at the strategy behind, why are we sending each of these emails, and what are we trying to say in each email?

I was in a Facebook group today. I don't go on Facebook very often. I really don't like it, but I'm in a program at the moment, and the community is on Facebook. And when I jumped in there today, somebody had asked a question about how many emails to send during their Cart open, or I think she'd said, I'm sending nine emails during my Cart open. Is that too much?

And it's funny because a lot of my students in previous rounds of Launch Magic have asked that very same question. Is this too many emails? Is this not enough emails? I don't know. And the real answer to that question is, there's no right or wrong answer. It depends on your strategy, and it depends on what people need to know to be ready to buy from you. And if it takes nine emails to get the message across, great. If it takes three emails, great. If it takes 15 emails, that's great too.

There's no right or wrong answer to all of this stuff because it's all determined by your strategy. That's why you can't just get away with having a plan, or with just taking action blindly, right? A plan on its own is not going to get you a launch, because you need to take action. Action on its own is going to be a hell of a mess, and you're probably not going to get there. It's going to take you a long time to get to your launch, and strategy on its own, well, you're not going to get any action, you're not going to get anywhere. So that's why strategy is super important in your launch, in combination with planning and with execution.

 

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