I’ve been in this creative world for almost a decade, which means I’ve launched various things and have made plenty of mistakes when launching. From a new brand and website design, new services, tangible products, digital products, etc. So, I definitely have my fair share of experience on what a good vs bad launch looks like and thought I’d share my tips when launching!
Here’s the thing, I’m guessing you are here reading this because you are looking to launch your new website and brand or maybe even new product or course.
If so, I’m hoping this post will help you not make the mistakes I made in the past ;)
To be honest, this is something that needs to be done WELL BEFORE you even think to launch that ‘thing’ you have. Those have been following me for years probably remember when I had an actual ‘online store’ with notecards, notepads, mugs, etc. That meant I invested and printed a ton of prints, coffee mugs, notecards, etc with my calligraphy on it and shipped it to my customers.
I LOVED every minute of the process too. From the design concepts, the packaging, the promotion, etc..I couldn’t wait to share it with the world. But, then I launched it…and CRICKETS. Yes, I did sell a few here and there..but it was so much more work (time) and money on the backend, especially because they weren’t selling like hotcakes and took away from my client projects.
Why? Because I didn’t take the time to understand and RESEARCH who my customers were, what they needed, and what they wanted from me. Not only that, I did it when the calligraphy ‘mug-game’ was just becoming popular and didn’t realize how important it was to create something unique to my business and potential customers.
I just did it because I wanted to do it..not because it was going to serve others.
AKA: If I did my research (and asked around), I would have realized that more people wanted to see/use my calligraphy digitally. I could have sold digital prints, graphics, patterns, etc online and probably would have made a profit.
This goes for a new website or service too. You NEED to know who you are marketing towards and truly understand what they want. It’s not about you, it’s about them.
I am a believer in the sneak peeks. YES, there is a bit of mystery when you don’t really show much at all..but that also can cause a bit of a ’shock’ when launched.
Example: The first time I decided to re-brand and re-design my blog into a website I swapped it all overnight. I did a drastic change with my logo, color palette, my fonts and even changing up my blog to a website (aka: landing on a homepage instead of a blog like it was).
It was exciting, but also confusing because NOBODY knew about it. They didn’t know if I changed my business to something else and if I was no longer blogging, etc. Yes, it was received well in terms of the design, but if I could go back I would have shared more peeks to make it less confusing.
Sharing sneak peeks will help build intrigue and excitement in the big change…encouraging them to tune in to see more. BUT, more importantly, the more someone sees something (repetition), the more likely they are to remember it.
So, when I was launching my LAUNCH KIT here I kept sharing peeks at all the goodies inside of it. I would share a peek at least 2x a week if not more, to build that intrigue..especially for those who might be in the process of a new launch. AKA: reiterating to them that they will need the kit if they plan to launch.
For those who missed the actual launch of it, I can almost guarantee that they thought of my launch kit the minute they were prepping to launch their own new website or product!
This kind of goes with #2, but so much bigger…and probably one of the biggest tips when launching your new brand, website, product, service or course.
Do you have a goal with your launch? Do you know who you’re targeting and trying to convert (if it’s a client or a customer)? Do you know how that person would be more willing to hire or purchase from you? Do you know where the majority of your customers or clients are coming from? Do you clearly define what you are launching and your value proposition?
This is just a small list of the questions you need to ask yourself prior to launching. This is why not having a plan is such a big mistake businesses make when launching their new brand, website or product.
A Launch Plan with a strategy on how to convert your followers will take your launch to the next level.
You just spent months (if not longer) working on this ‘new thing’, so why wouldn’t you take the extra time to shout it from the rooftops…it deserves it!
When you have a clear plan, you are able to target your ideal clients and customers, create valuable content, cohesive graphics, intentional funnels, etc. Everything that will help you stand out with your launch.
Not only that, but I believe that those who have a well-planned launch means they really do care. Care about their business, care about their new site or product, and care about their customers/clients. Which is a reflection on them and the business they are building.
P.S.S. If you aren’t ready to commit to that, I do have a FREE Launch Starter Workbook that pulled out just a couple pages from the kit..just to give an idea of what you could expect in the full kit.