Ever wonder what the process is for launching something? Like is there a blueprint out there? Well, tune in today, because that is just what we give you! 

This episode isn’t for launching your FIRST product/service (aka your business). This is for launching something new within your brand or business. There’s not a one-size-fits-all launch plan that is 100% copy and pastable to every launch, every business, and every product. It just doesn’t work that way. But if you back up far enough (30,000 ft perspective) there are some pretty standard, repeatable steps you’ll probably follow for almost every launch. 

That’s the formula we’re gonna give you today and then we’ll dive into some of the more nuanced aspects of a launch and some things you may want to consider.

 

STEP 1: Revisit your ideal client

Is this a specific sub-client within your ICA? Totally new? Exact same? Create complete clarity on who you’re serving and selling to in this entire process. 

 

STEP 2: Determine launch date

Reverse engineer from there. Set it far out enough – you’ll ALWAYS need more time than you think you do. 

 

STEP 3: Map Out Launch Plan

Launch plan: the step-by-step process for how you’re revealing and presenting your new offer to your audience. This WILL look different for every product, so hold this loosely for now. We’ll give you ideas later in this episode of how this could look. But in the 30,000-foot view, this step is still vital to create clarity to know your plan and then know how to prepare for it. 

 

STEP 4: Nurture your audience (build brand trust)

Make sure you’re posting consistently, showing up, be top of mind. Serve serve serve before you sell. This is an ongoing step, it’s not an “Oh I do this once and it’s done” thing. No. You always do this.

 

STEP 5: Prepare Launch Materials

Does what you’re launching require a website software or account to prepare? Start working on getting the backend system and launch materials ready. 

• Sales systems (Shopify, Kajabi, ThriveCart)
• Social graphics/content
• Emails written for the launch
• Affiliate marketing materials if you need them.
• Create any marketing materials needed for this launch 

 

STEP 6: Subconsciously prepare your audience (prime them)

Utilizing marketing in advance with very subtle psychological prep. For example: if you’re launching a new brand in a few weeks, maybe post to social with a recap of your journey in business so far and the changes you’ve experienced in your growth. If you’re launching a new product serving busy moms, maybe you share a little bit more about your motherhood journey and the lessons you’ve learned. The goal here is to be extra strategic with your brand before your new offer is even announced by creating content (emails, podcasts, social posts, YouTube videos, etc) that subconsciously connect, resonate, and speak to your ideal customer for this product and also subconsciously share your expertise or authority in this area in a way that builds trust. You want your ideal customer to subconsciously prepare to need and want what you’re about to give them. 

 

STEP 7: Build Excitement

This can look SO different for every single launch. This step has the absolute most nuances and differences based on your specific launch plan. The goal here is to build excitement in your audience for what’s coming either directly by telling them it’s coming OR indirectly by priming them. Bonus points if the thing you do to help build excitement also incentivizes your audience to share. 

 

Examples we’ve done:

• When we launched our Dallas Heart Conference, for over a month before we launched tickets we created a scavenger hunt to drop cryptic easter egg-style clues on social, email, and our website hinting at the location – created hype and made it a fun game to get people excited to come or even just excited to solve a puzzle – people LOVE challenges
• When we launched this podcast back in 2019 we had a group of our ride-or-dies help us launch it. We added them to a private Facebook group and gave them marketing materials in the group. Then gave them things to incentivize sharing:
  • First access to listen
  • First to see podcast cover and episodes
  • Giveaway for a couple of coaching calls to who shared the most
• For the Instagram Major launch we did a 3-day Caption Bootcamp where we dove DEEP on caption strategy and training and at the end of the event we revealed the new course. (No one knew before that!!!)
  • A quick note with this: we strategically had our podcast episodes for at least a couple of months leading up to that launch [or any] subconsciously preparing them to want this course and showcase our knowledge. (The whole summer was basically Instagram topics on the show)

 

Launch plan ideas or things to consider:

Open and close cart or evergreen (stays open?)

Are you doing email marketing, FB ads, IG, TikTok, or all the above?

Determine quantity (if there’s limited access, inventory, availability, etc)

A launch team via Facebook group

Affiliate marketing (with incentives like kickbacks, etc)

Free or paid Webinar 

PDFs or freebies

Challenge

Giveaway

Discount off services/products for launch week

Waitlist for first dibs, exclusive discount, etc

Gamify (scavenger hunt, clues, etc)

Hype promo videos

 

 

Show notes

Shopify: www.shopify.com/heart

 

KAJABI REFERRAL LINK: https://app.kajabi.com/r/yAnAFBUz

 

Website templates: www.theheartuniversity.com/website-templates

 

Courses: www.theheartuniversity.com/courses

 

Watch on YouTube: https://youtube.com/@theheartuniversitychannel?si=33lzxpBA9UxKlgTE

 

If you want to connect with us and other listeners in the Heart and Hustle community join our Facebook group here.

 

PODCAST10 for 10% off anything from The Shop!

www.theheartuniversity.com/shop

Follow along:

www.instagram.com/mrslindseyroman

www.instagram.com/evierupp

www.instagram.com/theheartuniversity