Do you need funnels and paid ads to launch? Lessons learned from a failed launch | Part 2
Last week, after sharing my first launch lesson - the importance of the right idea - it has been SO exciting to receive replies along the lines of “I’ve got three ticks!” and “I guess I should make my idea happen then…’” Let me tell you nothing fills me with joy more than seeing others give themselves permission to pursue their ideas and dreams!
Once you’ve got your idea, the next step is to think about launching it, which is really just a fancy way of saying ‘introducing it to people’.
Now when you hear the phrase launch, what comes to mind?
Complicated funnels?
Icky sales tactics?
Using new platforms and content types?
Paid Ads?
Free challenges?
I feel you, I used to assume the same. But let me show you how simple it can be.
LESSON #2 - MARKETING A LAUNCH IS ABOUT SPEAKING LOUDER AND CLEARER.
At its core, your launch marketing should be on the same platforms, with the same content and the same values as you usually do, except you’re speaking louder and clearer.
Additional elements (ads, funnels, free challenges etc) can be beneficial addons but they’re by no means essential.
So, what do I mean by louder and clearer?
Speaking louder comes down to two things - the frequency of your content and the energy that sits within it.
When introducing anything new to an audience, a level of repetition is needed (insert some fact about you have to say something 5 times for your audience to remember it) so when it comes to launching, your content should be a little more frequent. Now, I’m not telling you to put out a grid post an hour if you’re used to one a week, but I am encouraging you to up the frequency a little. For example, when I’m launching I go from 2-3 grid posts a week to daily.
And then the other side of speaking louder is about showing up with more energy and excitement. When you’re taking people through a launch (pre - during - post) you’re really just building, sustaining and then lowering the energy in your content. Energy is infectious so by showing up with it, your audience is going to pay attention and, if they’re relevant for it, get in on the excitement for what you’re launching. We can do this by bringing more personality into our content, showing our own excitement for what’s launching and ultimately, keeping our energy topped up throughout.
And then the other side of launching - speaking clearer - this is down to the message you’re sharing.
Using my business as an example, when I’m not launching I share around a number of topics - marketing, business strategy, productivity, goal setting, money etc. That works! But when I am launching, I need to zoom in on only the messages which are related to the offering I’m about to or currently selling.
If you head to my Instagram grid you’ll see content around the importance of working ON in the run up to my ON IT launch, content about goal setting and organisation in the run up to and during my product launch and right now, a lot of conversation around launching. By zooming in on the specific topic / theme that relates to your offering, pre-launch your audience builds their trust with your expertise and gets them thinking about their need for it and during-launch their attention is laser focused on the solution you’re selling. It’s about minimising the number of messages going on so you can maximise the repetition and therefore your audience's awareness of what's launching.
SO IN CONCLUSION…
Does marketing a launch take work and consistency and energy? Yes.
But does it have to mean a complex and out-of-the-ordinary plan? Absolutely not.
I’ll be back in your inbox next week to share the third and final lesson that my launches have taught me so until then, let’s connect on Instagram!
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