#81 ?? 5 Pre-Launch Mistakes Costing You Thousands: Boost Your Launch Success

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Launching a new product or service can be a make-or-break moment for your business. However, many entrepreneurs overlook the crucial pre-launch phase, which can potentially cost you thousands.

In this article, we'll explore common pre-launch mistakes and strategies to set your launch up for success.

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Common Pre-Launch Mistakes

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1. Insufficient planning

Depending on your offer, you generally need a six-week pre-launch window, or longer if you can, because the longer your pre launch the more successful you will be. Most coaches jump straight in to selling without properly planning their strategy. This can lead to a failed launch, which can really affect your confidence. So, it's really worth making sure that your audience is fully primed and wanting what you have to offer.

2. Neglecting audience building

This has been a key learning of mine over the past two years. I grow my audience every single week. Without fail, it is the number one task I prioritise in my business. There's no point putting out content to the same people again and again. You need to continuously grow. You can do this in lots of different ways - I primarily use LinkedIn.

3. Inconsistent messaging

A lack of a clear, consistent message will confuse your audience. For example, for a two-month period earlier this year I ran a programme, Elevate, so for that whole period I didn’t mention my signature programme, the Business of Coaching, so I could focus on one clear message.

4. Ignoring data

Not tracking your metrics will leave you unmotivated. With this in mind, the 'Atomic Habits' book makes it really clear that we need to see rewards to maintain good habits. If you don't see tangible results ongoing, it's easy to lose momentum and stop putting in the consistent effort you need to continue to grow.

5. Weak value proposition

Failing to clearly communicate the value and the transformation that your offer will provide is a key pre-launch mistake that many coaches make. If people don't quickly 'get' what you're selling, and are hooked by the 'bleeding neck' problem you are offering to solve, they're not going to buy from you.

These five mistakes will seriously impact your launch success and you'll be wondering why your amazing offer isn't selling.

The Importance of a Pre-Launch Phase

So, if you're wondering how you can avoid making these pre-launch mistakes, here's how.

A pre-launch or launch phase involves a warm up stage around your offer, by:

-? Building anticipation and buzz around your upcoming offer.

- Establishing trust and credibility with your audience; you wouldn't go on a first date with someone then ask them to marry you straightaway!

- Allowing you to get people on board with your offer. You can do this by asking their opinion via polls on LinkedIn, for example. Asking for their insights really shows that you value them and builds a two-way relationship.

- Creating a sense of exclusivity and urgency to buy. I was lucky to sell out my in person event, which is a really hard thing to do as you're asking people to make a big commitment, travelling to join you. I achieved this by doing my pre-launch phase really well.

- Warming up your audience, making them more receptive to your offer, especially if you've prioritised how important they are and you've really listened to where they're at.

Key Elements of a Successful Pre Launch

To execute a successful pre launch, focus on these key elements:

1. Content Strategy: Develop valuable, targeted content to your ideal client, addressing their pain points and showcasing your expertise. In the first two weeks of your pre-launch plan, don't even mentioning selling your offer. This initial phase is about building trust.

2. Audience Building: Continuously grow your audience, aiming for consistent growth each month. Your primary goal will be to grow your mailing list - because they've chosen to give you their contact details, they're already engaged with you and interested in what you have to offer.

3. Relationship Building: Engage with your audience through live Q&As, webinars, workshops, or challenges. This is about getting people to interact with you so they can get to know you.

4. Teaser Campaign: Create excitement by sharing behind-the-scenes glimpses of your upcoming offer. Let them know that something exciting is coming. Building anticipation is an excellent marketing technique.

5. Social Proof: Share testimonials, case studies and results from previous clients to establish your credibility. It's incredibly powerful to have these genuine endorsements and clearly demonstrate to your ideal client what it's like working with you and the results they can expect.

The Power of a Waitlist

This is the most powerful learning I've had in the last six months. A waitlist strategy can be a game-changer for your launch. A waitlist is similar to an email list. You'll have a sign-up page that they fill out, which then leads to a thank you page and an email telling them they're on your waitlist. It's a warm, captive audience waiting for your launch and wanting what you have. It enabled me to send five emails in a three day window, meaning I could go really big on my sales strategy, which is why it was so successful.

• Creates scarcity and urgency
• Allows for targeted marketing
• Collects valuable customer data
• Builds commitment from prospects
• Offers early-bird incentives
• Gauges interest in your offer

You do need to offer an incentive for people to join your waitlist, as why would they bother otherwise. I gave my network a coupon code to give them a discount, and I also offered a special bonus available only to the waitlist.

Think really carefully about what's going to capture their attention enough to join your waitlist.

If people aren't joining your waitlist, that's sometimes a sign that your launch isn't going to go well. Furthermore, maybe you don't have a big enough audience yet, or perhaps you haven't nurtured them enough. Or do you need to put more time into thinking about your ideal client and what they want. What transformation are they looking for?

Conclusion

To sum up, a successful launch doesn't start on launch day – it begins months earlier. By avoiding common pre-launch mistakes and implementing effective strategies, you can significantly boost your chances of a successful launch. Remember, proper planning and audience engagement are key to turning your offer into a profitable venture.

And for those ready to take action, I'm running a "Offer to Market in 30 Days" programme in September.

This is the lowest cost way of personally working with me and is for you if you want the step by step strategy of what to say and do each day for 30 days to effectively create and launch your offer.

Sign up now to get instant access and an in-depth personal offer review if you sign up prior to 10 September (we start on Monday 16 September and the longer your pre-launch period the better!).

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