When I worked on my first launch, well before the word “launch” was a thing, we basically threw everything up on the wall and watched to see what stuck and what… didn’t. Every launch since then, I’ve been tweaking, learning, watching, doing.
And it became clear that there were very specific steps or phases that every successful launch goes through.
Want to know the secret? Well, here you go:
The 6 P’s of Launching
Too often, people plan backwards and start with how much money they need to earn quickly instead of starting at the beginning – the product/service that you are creating. Which never leads to a successful launch.
Instead, you need to start with the product itself. Maybe you already have an idea in mind or are on the other end of the spectrum, and have a lot of ideas but aren’t sure which one to choose. Neither approach is ideal or leads to success.
Your product isn’t about your idea – it’s about what will provide the most value to your customer. The number one solution that you can deliver to them, to get them the transformation or solution they are seeking.
Choosing your product, along with how you are going to deliver it (course/eBook/membership site, etc.), pricing, timeline, and so on – is the most important step of the entire launch process. Get this “P” wrong or even slightly off, and you won’t be able to even get close to the potential of your launch.
Shannon Whitehead from Factory45.co, is a distinguished sustainable apparel designer, who now helps other aspiring designers learn how to take their design idea to launch. Can you imagine – having a fashion sketch and then finally knowing how to get it made? You can do that just that in her program (applications are open until March 2nd).
In this episode, Shannon talks about her accelerator program Factory 45. She walks us through two different launches with different approaches and what her best advice is, for people looking to create their own program.
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It never fails. You saw your favorite online personality or coach just launch their new product and think:
“This is so easy, why don’t I create my own product and launch it to the world? It’s an easy way to earn a quick buck.”
Anyone who has ever launched, just read that and sighed on your behalf. Launching looks easy on the outside, maybe even a quick way to earn money and be your own boss, but it’s not nearly as easy as it looks.
Why It Looks Easy?
Let’s clear on why someone else’s launch looks so easy… and why yours won’t be nearly as “easy” as you think it will.
For starters, you have no idea the work that has gone in to the backend of the launch. Next, you have no idea how well their launch is actually selling or converting – and even if you think you know, trust me… you aren’t really getting the true numbers. You have no idea how many people are working on the launch, how many people are on their list, and how many times it’s be launched before – with varying degrees of success and failure.
In other words, just remember it’s never as easy as it looks.
Launching Isn’t A Quick Way to Earn Money
Now that I’ve reminded you how appearances can be deceiving, I want to dispel you of the notion that launching is a great way to earn fast cash. There are many people out there encouraging business owners to simply create a product… and voila: instant cash flow.
That couldn’t be further from the truth.
We’ve all seen it happen. Maybe you’ve even done it yourself. You see someone else, maybe someone “big,” run an amazing launch and you want yours to be just as good.
So you copy their launch. Copy is the biggest form of flattery, right?
Obviously they are successful – so why can’t you just plug and play into their launch plan/sequence and get the same 6-figure results? They’re the “big guys” for a reason.
Except when you copy their approach, you don’t get the same results. Perhaps you sold less products than last time.
It’s an easy trap to fall into – copying someone else’s launch for a similar product of your own. But it’s one of the worst traps you can fall into for the success of your product.
3 Reasons Why Copying Doesn’t Work
1. Your Biggest Differentiator is YOU
There are a lot of plug and play systems out there that provide you with the framework and even scripts, to ensure your success. But in those systems, much like if you simply copied your favorite online marketer, you lose your “special sauce.” You don’t incorporate what makes you likeable to your audience in the first place – you.
We all have our own point of view, voice, thoughts, theories, and so on. Your audience signed up to your list or come back to your blog or buy your products and services because of your unique point of view. So why would you ignore that element?
Audience size is one of those subjects that tends to freeze people into place. Most entrepreneurs don’t feel like they have a big enough audience.
That they need to spend a lot of time and money on traffic generation or acquiring new leads, before they can launch something. And let’s not get started on how we even define a “big audience” (more on that later).
Here’s the truth: you can sell products and services without a list at all.
Gasp. It’s true. It’s probably not what the traffic and online marketing experts are telling you, but the bottom line is this – an email list is not the end-all-be-all to sell things as a business owner.
In fact, let’s get real here… email lists are a relatively new concept. Products and services have been sold for thousands of years before the collection of emails was a thing.
Know this – you can sell without a list.
But I need a list… right?
The truth is, right now it is easier to sell your products and services to people who have signed up to your list. They trust you enough to welcome you into their inbox and want to hear what you have to say.
Your email list is definitely the most effective way to sell your products and services, especially when compared to other online methods, such as social media or advertising. But not having a list shouldn’t be a barrier for you to sell.