A launch is a key part of every entrepreneur’s business. You create a new product, course, eBook or service – then you launch it. All you need is a simple launch plan.
But. . .there’s the snag. How exactly do you launch something new?
When preparing for a launch, remember to Keep It Simple!
A common mistake made by business owners is that they overcomplicate the launch. They spend weeks stressing over which platforms to use, how often to post advertisements, and what they should charge for early bird specials.
Most of the time, this indecision leads to inaction. That means, no launch at all. When something feels so big and so overwhelming, it can feel so much easier to just cancel the whole deal and not bother with it.
. . .Inaction for extended periods of time can lead to stress.
. . .Stress leads to overthinking.
. . .Overthinking leads to inaction.
It’s a vicious cycle to get caught in.
The good news is, the way around this overthinking/inaction cycle is really easy. The key is to keep it simple!
A Simple Launch Plan
This means deciding things like the release date, advertising schedule, and platform without second-guessing your choices. Make a decision, and then stick to it – don’t seesaw back and forth; this will just confuse your audience.
But how do you make that decision in the first place?
First, consider how much time is needed to create the actual content – the slides, the video, the audio. How many days or weeks do you need to complete that? Set the launch a week to a month after that time period.
Next, find a platform you like. This could be one you already use, have already paid for or has been recommended by someone.
Pick it, start and stick with it – don’t cancel halfway through. Even if you hate the platform, stick it out. I promise there’s a reason, and we’ll get to that at the end.
Finally, decide your advertising schedule by working with what you already have. If you’ve got a social media plan, schedule in your promo posts within this framework. If you have a Virtual Assistant, OBM, or marketing strategist, they can help with this. If you don’t, do what feels natural. Aim for at least 2-3 posts per week that refer to your upcoming launch.
You will benefit from having a posting calendar to keep you on track. This can be as simple as dates/platforms written on a piece of paper. You might like to schedule it in your business management system or sync it with Google or iCal on your phone.
Stick To Your Plan
Put it in the diary and stick to it… even when you don’t want to!
Once you’ve made these decisions, write them down. Commit to it in your diary, planner or business management system like Trello or Asana. Dedicate yourself to following this plan.
Acknowledge every roadblock as it comes up. Figure out where the fear is coming from.
Is it really that the platform you’ve chosen is clunky and hard to use? Or are you looking for an exit strategy because you’re scared of failing?
I encourage you to push through, whether it’s fear or a genuine dislike of the program you chose. The reason I suggest this is so that you see it through to completion. It will give you valuable experience that you can use next time (with a better system!) to create an even more engaging course, webinar or eBook.
It’s Time To Launch
As you approach launch day, steadily ramp up your promotions. More content, more newsletters, more links to your sign up page.
Spread the word in groups, in-person events and online. You’ve committed to launching this thing, so it’s time to do the countdown.
If you’re holding a live event using tech like Zoom or Google Hangouts, do a trial run with a friend. Make sure you can set things up smoothly so the tech side of things won’t be an issue on the day.
Even for eBooks or downloads, check that everything is set up and working in the days leading up to the launch. If you’re especially busy, pencil in these last-minute checks in your diary. Set them a week or two in advance if necessary.
Still Feeling Overwhelmed?
If you’re still feeling overwhelmed by an upcoming launch, consider booking in for a strategy call. Together we can create a simple plan that works for you.