One of the biggest mistakes I see people make when they have something to offer is a lack of having a launch plan. You may think you can create something cool, and then just flip on the switch and people will come. Unfortunately, that is not the way it happens. In fact, if all you do is flip the switch I can guarantee that your launch is going to flop. In Episode 17 of Just One Simple thing, I’ll share how to keep your launch from flopping by having a launch plan.
Whether it’s a launch for a new product, service, or course, there is one thing all launches have in common: They can flop if you haven’t properly prepared for them.
Successful launches don’t just happen. They require 2 big components to really be effective:
A Marketing Strategy AND a Launch Plan.
Let’s start by looking at the greatest launch plan ever created … the one that Jesus gave the disciples and early church to spread the gospel. In Acts 1, before he ascended to heaven, Jesus ordered the disciples to stay in Jerusalem until the Holy Spirit came to equip them.
You need a launch plan because:
- A time of preparing and equipping before you send out what you created helps you reach as many people as possible.
- Having a structured launch plan allows you to better manage your time.
- Your launch plan will identify in advance the resources you need to successfully carry out your launch.
- Having a launch plan helps you get over the bumps that come with every launch.
So now that you are convinced you to need a launch plan, what does one look like? A launch plan is simply having an intentional and focused way to put your amazing creation out into the world. It involves a sequence of activities aimed at educating your audience and helping them decide if your offer is right for them.
A launch has a specific beginning and an ending. And there is no “one-size-fits-all” launch plan. You’ll create a plan that is fit for the purpose of your offer and what you are able to put into it.
Your timeline will vary, but here are some general timing guidelines:
- The preparation period happens long before you start talking about your new product. 4–6 weeks before the actual launch or open cart.
- The prelaunch period, where you are educating your audience and creating interest. Can be 2–4 weeks long.
- For a typical online event (like a masterclass, webinar, or short online retreat), the open cart period will be one to two weeks before the event.
- For a course, membership, or one-time purchase, the open cart is typically 4–7 days.
- For something evergreen in nature, like a book, a new podcast, or a journal, the launch promotion period can be 2–3 weeks.
Combining the preparation, prelaunch, launch, and open cart periods, your total launch plan may cover up to 8 or 10 weeks. You can see why it is important to start thinking about your launch plan long before you are ready to offer your new thing to the world.
I told you that your launch needs both a plan and a strategy. My friend Esther Littlefield is sharing what a launch strategy is and why you need one on her Christian Woman Business Podcast, so head over there and listen to Episode 46. If you are planning to launch something soon, come join my free Facebook group Plan & Pray with Do A New Thing and tell us about it. We’d love to hear what you are up to.
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