Why setting up a launch while you're finishing your product is a bad idea (and what to do instead) - Kathleen Celmins
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Why setting up a launch while you’re finishing your product is a bad idea (and what to do instead)

You shouldn’t think too much about launching for a product that you’re still putting the finishing touches on.

I have always said that the promotion side of your brain and the creative side of the brain are separate.

I was talking to a friend of mine who is just finishing a product and she said, ”Okay. I’m going to finish it on Thursday and I’d like to do the whole launch by Saturday.” My thought was, that’s crazy, but I didn’t want to discourage her. So instead I asked her, “Are you going to keep the shopping cart open?” The answer was yes, she’s not doing any sort of crazy limited time only thing.

She’s doing what she can. She’s sending emails to her list and talking about on Instagram. And that’s all fine. Some sales will come in. But then after she’s had her initial push that’s when she should regroup.

I was talking to her about the program that I’m doing in June where I’m walking people through everything they need to get ready for a launch in one month. But she thought that was too long of a time period. I get it because nobody who creates wants to think about marketing for that long.

But the point of marketing is to let people know that you have something for sale.

And it’s hard to do that over and over and over again. It makes you feel like that person at a potluck who has told the same story 14 times, but thinks maybe the people around haven’t heard it yet.

It’s just not natural for creators to talk about their stuff that much. So what I encouraged my friend to do and what I would encourage you to do, is do what you can as soon as you finish it. You know send emails, go live on Instagram, pay for Facebook ads if you want.

But once you’ve done that once you’re what we call the toothpaste outside of the tube. That’s when you should start thinking about putting a launch together in a different way.

One of the reasons that it’s a good idea not to close a shopping cart is so that sales can continue to come in over time. Once you’ve already launched something you have a better idea of what should be included in your offer and you can add bonuses to it. Then you just give those same bonuses to people who bought early.

You can call your first launch the founder’s launch or the beta launch. I don’t really like beta because typically the people that I work with will not launch anything until it’s absolutely done. So it’s not a beta product. But you could encourage people to become founding members of your new product.

You can do something like that before you do too much marketing And then you go and you look at your sales page and you see where you should be adding to it. And then you put together a free offer and the free offer is going to build your list and build momentum toward sales of your product.

The Launch Accelerator

If you want to join me, I’m going through this live in four weeks. Every week we’re going to get a lot done. In the first week, we’re going to talk about you’re offer and your sales page. In the second week, we’re going to talk about your lead generating opt-in, a webinar, or a quiz or something similar. The next week we’re going to talk about emails and calls to action and how to turn visitors into subscribers. And then we’re going to make sure we’re ready in the last week.

It’s a lot. It’s going to be intense. And I would love to see you there. It’s going to be really valuable. It’s going to be really worthwhile. Click here to find out more about the Launch Accelerator.

Case study:

How we earned $100,000 in a year on a digital product

Get the three things that made the most difference when we marketed a digital course and it earned $100,000 in just 12 months.

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