Last week on the blog, we covered what you can do leading up to your launch to set yourself up for success. This is the first step in the launch process, where you focus on how you can better connect with buyers (so you can convert them into clients later).

This week, I want to continue talking about launch prep by filling you in on everything creation phase-related when it comes to your launch and offer.

In this post, I’ll cover: 

• How you can craft messaging and copy that sparks action
• Creating assets for your launch
• Things to do during your launch to stay nimble and responsive, and 
• How to keep your community in the center of your launch. 

These tips are meant to help you make more sales and interact with your audience in a way that encourages them to click “add to cart” and “purchase.”

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Nailing the Creation Phase of Your Launch

First up is how you can really nail the creation phase of your launch. In this part of the process, it’s important to talk about your offer before it launches so that your audience isn’t surprised by it. 

It’s important to give your audience enough time to warm up to the idea of your launch. You want them to get excited about it and understand why it’s the perfect offer for them. Give them the time they need to think about the concept. 

To do this, you don’t have to share every detail of the launch before it’s out. However, you want to warm them to the general idea of your offer. 

Giving your audience a “heads up” about your launch helps them understand what pain point your offer resolves for them and what transformation it will provide. Sales emails aid in doing this effectively. 

Start with a more factual email at least a week before your launch goes live. This will cover the who, what, where, when, why, and how of your offer. 

The next email should be more of a personal appeal that speaks to their emotions. Something along the lines of, “I know you’ve wanted this and asked for it, so here’s what’s coming!”

Writing Copy that Sparks Action

Next up in your path to a successful launch is writing sales copy that is compelling and that ultimately sparks action from your audience. Something I’ve discussed here before that will help with this is writing to one person rather than to a large group. Speaking to that one person whose needs fit what your offer provides is the concept of writing to a muse. 

If you’re still stuck after trying that tactic, actually speak what you’re looking to say. Use the voice-to-text feature on your phone and send it to a transcription tool. Or actually talk to someone that knows your business and understands your offer. Record this conversation and use it in creating the copy that will really convert your audience. This helps you get your main points down and the end result will feel completely genuine. 

PRO TIP: Keep the final, nitty-gritty details of your offer on the sales page and out of your sales emails, though. Remember that your sales page is there to convert visitors and convince people to buy. The goals of your emails are to get them to visit the sales page, not to sell the offer entirely. 

Each email should have a sole focus and direct subscribers to your sales page. As you craft your emails, ensure that you’re crystal clear on your offer’s promise and why someone should care about it. Think through, what are the promises that my offer fulfills to them?

What to Do During Your Launch for Maximum Success

Now, I want to cover what you can and should do during your “open cart” phase to maximize your launch success. 

The first thing you should do is be able to adapt as you go. To facilitate this ability, give yourself time in your calendar to account for adapting. This white space is so important in allowing you to take observations and information you receive once your launch is live and apply it in a useful and productive way.

Another thing you should do during your launch is to allow people to opt-out of your sales emails. Realize that not everyone will have an interest in your offer. That’s completely normal! Show them courtesy and respect by adding a PS to the end of a sales email that gives them the chance to unsubscribe. As you plan out sales emails, pick one to specifically include this opt-out.

Finally, ask your buyers what their objections are during your launch. Do this by messaging people who are repeatedly viewing your page and offer but not buying. Ask them what’s holding them back. It’s as simple as that! 

You can also use a tool called HotJar to create a poll on the thank you confirmation page for your buyers. Ask them what ALMOST stopped them from buying. You will learn surprising things here, and those findings can help you alter your messaging and launch in general to accommodate those objections as you go.

Being nimble in this way is really helpful. Do whatever is needed to collect this information – get on calls with people, DM people, post polls and questions on social media, or ask people for feedback via email. 

Don’t be afraid to interrupt sales emails in order to get the information you need from your audience. Make a plan to get clear on buyers’ objections and use that to your advantage during your launch and you’ll find a lot more success.

Put Your Audience First: The Bottom Line

The entire creation phase of your launch and how you act and react during your launch revolves completely around you putting your audience first. Keeping this group top of mind and acting in a way that caters to them will drastically increase your conversion rate.

Thank you for reading! If you love what you learned, be sure to connect with me over on Instagram and share your biggest takeaways. I’d love to hear from you! 

And if you’re ready to set up your waitlist page for your upcoming offer, head on over to the Copy Template Shop to grab your waitlist page copy template today!

Want to understand how users behave on your site, what they need, and how they feel? Sign up for Hotjar for even more ways to do your pre-launch market research.

See you back here in the next post — and remember, I’m rooting for you, always.