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Welcome to Part 7, the final part of our series on how to validate, create, market, and launch your product. In this episode, we’ll be talking about the launch process itself.
If you’ve followed all of the steps up to this point, people will have known the date for months now. You’ve set the deadline months in advance and you’ve been telling them exactly when you’re going to launch. They’ve had a ton of time to get excited and the buzz is building.
Now, you just need to get them to your landing page so they can buy. For this, I like to do a 48-hour launch.
The 48-Hour Launch
The reason I like 48-hour launches is because if you’ve been following the process outlined in this course for building buzz and ramping up to your launch for at least six months, people are very aware of when your launch date is.
48 hours is enough time for people to go to your page and buy, but it’s also short enough to really push the urgency. This time frame also gives you several natural opportunities to promote due to its length.
Obviously, you are promoting this date for months in advance, but as you near the final week before your launch, you want to really turn up the heat.
If you haven’t been doing daily emails up to this point, the final week is absolutely critical for doing daily emails. If you’ve been effectively building buzz, people will be excited to receive the emails and not annoyed by them.
If you’re looking for types of emails to provide value to your subscribers, go back to the last episode in Part 6 of this series where I give you several examples. Here’s what the process looks like:
In the week prior to your launch, you want to be sending emails every day providing various kinds of value and preemptively answering questions.
While the months leading up to the launch have primarily been educational, use this opportunity to transition to talking more about your product.
Introduce emails that contain things like answers to frequently asked questions, an overview of the benefits of your products, past customer testimonials, and samples from your paid product.
On the day before your launch, send an email to your list letting them know that the launch is tomorrow. This is just a friendly reminder to make sure they’re aware of it and they won’t forget.
Invite them to reply to the email to ask you any questions they have about the product beforehand. Tell them you’ll personally respond to every question.
Day-Of Email (Early)
On the day of your launch in the morning, send an email to your list letting them know that the landing page is live and they can go buy!
This can be very short and sweet. In fact, it definitely should be short and sweet. You don’t want it to be overly long to where the call-to-action is not clear. Your call-to-action is to get people to the landing page. Make a nice big clear button and a text link that takes people there and don’t put too much else. You’ve already done the hard work.
Second-Day Email (Early)
Since this is a 48-hour launch, you have another opportunity to email the people who haven’t bought on the morning of the second day and remind them that this is the last day.
This is where you can explain what the price will increase to, or what bonuses are going away, or whatever other method of urgency you’ve used to incentivize early purchases.
Once again, this email can be short and sweet, just mention the early purchase incentives and give them a nice clear link.
Second-Day Email (Last Chance)
Your “Last Chance” email may be the single most important email you send. You’ll often see just as many sales come from your “Last Chance” email as you do the first launch email.
This is simply because people wait until the last minute and they procrastinate. Send your final email about two hours before the launch promotion goes away or closes and let them know that only two hours are left.
Increase the Price But Never Discount
Reassure people that you won’t be bringing the price back down or discounting it later. I recommend launching at an introductory or early bird price and then increasing it permanently after the launch.
When people learn that you won’t ever discount your products later, they will be much more inclined to buy early because they have confidence that it will be the best deal.
Build a lasting brand of loyal customers who buy from you early rather than those who wait for you to discount.
You’ll have better customers in the long run, easier times launching, and ultimately you’ll be more profitable than brands who discount.
Landing Page Critiques
This series was so jam-packed and I didn’t even have time to get into landing page creation! That’s something I’ll probably need to dedicate an entire course to at some point.
If you’re currently working on your landing page and are looking for critiques, I highly recommend you join the Community.
There’s some really smart people there who can give you excellent feedback on your landing page. I’ve also been known to record landing page critique videos for members inside the Community. Membership is $39, but a 5-minute critique video from me or piece of advice from someone else in the Community could make a difference of thousands in revenue with your next launch.
Time and again people are saying that they made their investment back the very first day and every day again thereafter. I hope you enjoyed this series and I hope to see you inside the Community!