What I learned from my recent launch
Reflections and strategies for you to try out
Itβs been nearly three months since the doors to my new group programme Marketing without social media closed. The launch was good, emotional, a lot, fun, exciting, expansive and exhausting. π
In this post, Iβll share reflections and strategies that you can use for your own launches too. Iβll tell you what I did, what I tweaked and what the result of the launch was.
Next week youβll get part two of this email in your inbox, all about what Iβd do differently next time. Spoiler: what I will certainly do differently next time is not having a 5 week launch window.
The launch plan I madeβand changed
I planned to have a very low-key launch with one launch email and two tie-ins with my newsletter.
But a couple of days into the launch I had a realisation:
While I thought I was going into this launch in a βlow keyβ way, I was actually hiding. I was scared to overwhelm or offend my subscribers by emailing too much. And by doing so, I was not giving them the chance to find out about the programme and decide whether it was right for them.
The subscribers on my list are on my list because they want to hear from me. And they can always delete emails or unsubscribe completely.
I can email more frequently during a launch without being βgrossβ. Emailing more frequently during a launch is not the same as employing sleazy sales tactics.
The feelings that we have about launching, and especially sending launch emails, differ for everyone. What might feel like emailing βtoo muchβ for me, might feel just right for you. There is no one size fits all here.
You donβt need to apologise for sending launch emails, or worry about not offering enough value.
This is what I tell my clients:
People need more reminders of new offers than you thinkβwe all do. I do, certainly. And, especially when it comes to bigger offers, people need time to think, to percolate, to decide. Your launch emails are meant to help your subscribers decide whether this offer is right for them. Not to force them or trick themβbut to help them gently and honestly decide.
If youβre reluctant to email more during a launch, gently challenge yourself. What is stopping you? What stories and feelings? Not emailing often comes from a fear of taking up space, of being too much, of not wanting to be a nuisance.
You donβt need to apologize for sending launch emails. Many of my clients struggle with sending emails that they feel donβt provide enough βvalueβ. But not every email has to offer βvalueβ (however you may define it). You run a business and when signing up for a small business newsletter, our subscribers also sign up for receiving emails about new products and offers.
The launch
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