What I learned from my recent launch

Reflections and strategies for you to try out

It’s 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. 😅

In this post, I’ll share reflections and strategies that you can use for your own launches too. I’ll tell you what I did, what I tweaked and what the result of the launch was.

Next week you’ll get part two of this email in your inbox, all about what I’d 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 made—and 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:

1. While I thought I was going into this launch in a “low key” 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.

2. 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.

3. I can email more frequently during a launch without being “gross”. 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 “too much” for me, might feel just right for you. There is no one size fits all here.

You don’t need to apologise for sending launch emails, or worry about not offering enough value.

This is what I tell my clients:

1. People need more reminders of new offers than you think—we 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 them—but to help them gently and honestly decide.

2. If you’re 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.

3. You don’t need to apologize for sending launch emails. Many of my clients struggle with sending emails that they feel don’t provide enough “value”. But not every email has to offer “value” (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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