When pre-launch doesn’t work
Two years ago, I was putting the finishing touches on my pre-launch POWER framework and my free guide: How to POWER up Your Pre-Launch.
In it, I talked about how your pre-launch content is crucial for priming your audience so they’re in the right state of mind to buy your product…
And how it can result in the Big Sexy Benefit TM: help you make more sales on Day 1 of your launch!!
To be clear, I wasn’t pulling that benefit out from thin air.
Those were the results my clients shared with me after I mapped out pre-launch strategy for them.
Like, becoming profitable during their early-bird and converting more of their waitlist.
Plus the general consensus in the launch space is that the first and last days of a live launch is usually when you pull in the most sales.
But the more I dive into the world of launches, the more I realise I may be wrong.
More specifically, creating pre-launch content doesn’t always lead to more sales early on. (Especially in today’s online marketing landscape).
This became clear when I jumped on the waitlist for a course from a larger creator who, I felt, successfully adopted all the elements of my POWER framework –
Their emails built up my desire for the transformation they were promising – which was basically to become less scatter-brained and more productive across all areas of my life.
They shifted my beliefs by showing me how my current way of organising my life (AKA keep everything stored in my head and pray nothing falls out) was a dumpster fire. And the beauty of adopting their organisational framework instead.
The content helped me relate to the founder’s story, his expertise, and his “why.” And further cemented why I should learn from him over anyone else.
I hate daily emails. But I opened their daily pre-launch ones religiously.
I was so primed and ready to invest that I was counting down the days till doors opened, eyeing my Expenses account, and even earmarking a certain portion of funds to spend.
Finally, launch day arrived.
As soon as I saw their “It’s here” email, I leapt onto their sales page and smashed the CTA button in their hero section so I could check the price and head to the checkout…
…only to start rapidly smushing the back button instead.
The price was fine.
The value was there.
But there was no payment plan option.
And although I’d normally be able to afford it…
…some unexpected expenses meant I couldn’t justify (more) 4-figure amounts flying out of my bank account at once.
It wasn’t an easy decision.
I ummed and I aaahed. Read the sales page 5 times. Even reached out to their team to see if they’d pretty-please-with-a-cherry-on-top offer me a payment plan.
So I accepted I wouldn’t be a customer…
…this time round.
Not because their copy was bad.
Not because I wasn’t in the right state of mind to buy.
Not because their course wasn’t valuable.
There were simply other factors out of my control that prevented me from investing.
And no extra early-bird bonus (except for a payment plan) or FOMO-inducing statement that “this is the lowest price it’ll ever be!!” was going to get me to buy.
But you know what?
The next time they open their doors in 2024, you bet I’m going to grab a seat in their cohort.
Their pre-launch content had sold me on their framework, the transformation inside the course, and the expertise of the founder.
It forever changed the way I think about how I organise my systems & projects.
And I’m willing to jump into his course next time even though it’ll be at a slightly higher cost.
(Here’s hoping his team implement my feedback and include an accessible payment plan.)
Here are the main takeaways:
One) You can do everything “right” for your launch and some people still won’t buy.
90% of the time, it’s usually not because of you.
And if it is “you,” it’s usually something you can optimise for next time.
So try, if you can, not to take your arbitrary launch results personally.
Two) Creating pre-launch content is still worth it even if you don’t end up unleashing a flood of buyers early on.
Some people need more time to warm up or get in the right state of mind. But that doesn’t mean your strategy or content isn’t making an impact.
Your pre-launch plants a seed that will only continue to grow whenever they read a piece of your content.
Meaning the next time you launch, they’ll be more likely to hop in.
(You don’t need a truckload of content either. Even 7 days or 1 well-written email goes a long way in priming your audience.)
Three) Don’t discount the intangible results.
In the online business world, we’re conditioned to expect instant, visible results, like sold-out launches and 4/5/6/7-figure paydays.
And while more money is cool and all – I’m learning to help myself and my clients place more value on the bigger picture.
Maybe it wasn’t a sold-out launch…
But you’ve primed the folks inside to be in the right state of mind to * use * the product –
Which means they’re more: engaged, attentive and willing to complete the course and leave drool-worthy, heart-warming testimonials.
Maybe not everyone on your waitlist bought your course…
But they’ve changed their mindset or approach as a result of what you’ve shared. And they’re spreading the word to others who may benefit from it!
I personally do happy dances when people tell me they’re more intentional with their pre-launch content now. How my POWER framework has made it easier for them to smash out their emails or socials to nurture their audience. And how they’ve shared it with other people in their industry on my behalf.
So while pre-launch may not always yield huge returns early on –
Sitting in the consumer seat of that launch only confirmed to me that every piece of content we create does make a difference to our prospects’ state of mind.
And who knows, it may even be the reason why they invest in (more of) our offers next time.
To learning and tweaking as we go,
PS. Got an upcoming launch but zero clue what content to create that’ll get your audience earmarking a portion of their Expenses because they’re already sold on your offer?
Then say hello to The Pre-Launch POWER Pack.
AKA everything you need to transform your pre-launch phase into a profit-maker!
Specifically it’s where you’ll identify the most compelling topics to guide your prospects to the right state of mind so your course is positioned as a must-buy offer…
AND you’ll get the theme-plates showing you how to write & structure your content to drum up desire for your offer and get people flocking to your waitlist.
Plus 3 x content calendars spelling out exactly when to hit publish on your content so you can roll into your launch with a pre- launch that’s done the job of getting your audience excited and eager to sign up!
PPS. Here’s what Angela Tan had to say after leaning on The Pre-Launch POWER Pack for her most recent launch:
“If you want to stop overthinking and second-guessing what type of pre-launch and launch content to create, The Pre-Launch POWER pack is for you.
I knew Ash was the go-to person in the industry for all things pre-launch and I’m so glad I enrolled!
The POWER framework has really opened my eyes to creating pre-launch content.
I’ve always known that you can’t just launch out of the blue and you have to prime your audience.
And with the framework that Ash teaches, I’m now able to recognize strategic pre-launch content opportunities by interacting with my audience VS creating content without intention.
The examples/case studies provided were really helpful to see the framework in action! The different pre-launch timelines were so helpful!
Oh, and the state of mind matrix! If you take the time to fill it out, it is such an amazing resource that you can constantly refer to not only for creating launch content, but also website copy, IG captions, etc.
The process of launching is ALOT of work, without any guaranteed results. And the Pre-Launch POWER pack will equip you with the resources to create launch content so you can actually get conversions from your launch!”
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