How To Launch A New Service or Product

Launching a new product or service is incredibly stressful.

There's so much time and?energy that goes into creating something new, it's devastating if you can't generate sales out of the gate.

Today, we launched our brand new private community for marketing professionals.?

I wanted to take you behind the scenes and show you my launch plan to get this community to $100k/mo.

Before I get into the 6 launch tactics, I need to cover something that's the most important part of any launch.

I call it the "customer bullseye".

Essentially, it's just a framework that helps us organize the launch based on the "temperate level" of our audience.

This is SO IMPORTANT and it’s why so many folks fail with launches, or marketing in general.

You CANNOT run the same messaging to everyone, you have to understand how to segment your messaging based on your audience levels.

For example...

• HOT audiences are those that have displayed a high level of interest in our services. The messaging that we want to serve to them is a?traditional type of launch announcement. They care about about products, so we can just alert them that we have a new product for them.
• WARM audiences might know you, but have never really expressed interest before. So no, they are not going to care about you launching something else - we can't just serve them the same messaging as our HOT audiences. So here is where you have to start to GIVE VALUE in order to GET ATTENTION. It’s literally why I am writing this email, giving you value, instead of just a video letting you know our product?is live. After GIVING YOU VALUE, I earn the right to pitch you.
• COLD audiences needs an entirely different offer, one that allows you to speak to people who don’t know you. Again, if you try and run ads saying “hey pay for our?service”, it’s not going to land. We have to understand the root of WHY they would be interested, then create an offer around that why.

Using this framework, we're launching with 6 tactics:

1. A series of email + Slack announcements to our existing community
2. A series of organic social media posts for our warm audiences
3. Monthly webinars delivered on YouTube LIVE, helping to solve marketing problems for our audience
4. Slow drip email campaigns that feed traffic over time
5. Remarketing funnels on social media to convert traffic
6. Outreach to “best of” lists to try and get ourselves featured

Want to see me unpack these tactics more?

Want to join the community?

• Check us out here

Have a great day!