This is it. GO time. Game day. It’s ON.
You’ve just created a fabulous new offering that you just KNOW everyone is going to love.
It’s so darn helpful! It’s beautifully packaged! The price is right! You worked soooo hard on it! This is your big ticket, baby!
You slap it up on your website (hooray!), take the payment system for a quick test drive (it works!) and triple-check for typos on your sales page (all clear!)
Everything is sheer perfection. You send out a quick “It’s HERE!” announcement to your mailing list, dash over to grab a few champagne flutes, and you’re jussst about to pop open a chilled bottle of bubbly, until … you realize that not one single sale has come through.
Even worse, you haven’t heard a peep from anyone about the offer.
No maybe’s. No hell-no’s. Just nada.
Wait a second … here’s something … aw, shoot. Just a congratulatory tweet from your BFF. Sweet, but tweets don’t pay the bills.
Right about now, you’re feeling like smashing that bottle of champagne over the top of your laptop. Or crying. Or both.
But don’t let your launch dreams get shattered, just yet.
Here’s a reality check:
When you launch a new offering — a product, a service, an event, even a freebie — the most important thing to remember is that creating your offering is just the beginning. Once it’s ready for the world to enjoy, you should expect days, weeks (or even months) of focused promotion.
Now, that reality check might’ve drained all the bubbles right out of your champagne. Selling, pitching, hustling, emailing, calling, tweeting, posting witty updates with ever-so-subtle sales invitations on Facebook, desperately begging your business-buddies to help promote your stuff to their audiences … it all seems completely exhausting (and … it is.)
But it’s not the only way to launch.
Today, I’m here to show you a better way to release your offering into the world — and make promoting it feel like a total guilty pleasure.
(‘Cause pleasure is something I’m very, very good at.
Here’s a behind-the-scenes peek into my process:
:: Promote It Like An Edge-Of-Your-Seat Movie Trailer
I’m completely addicted to movie trailers. I’m the girl who shows up 20 minutes early to every movie, so I don’t miss a single milli-second of the previews.
I even blast dramatic, heart-pounding movie trailer music during my workouts. (Most of my playlists begin with a deep, booming voice saying something like: “In a world of greed + war, a hero will rise, and risk it all …”)
There’s a reason nearly every blockbuster movie campaign looks, feels + sounds kinda the same: because “building anticipation” is a formula that works!
And so, with every business launch, I pretend I’m releasing a big Hollywood movie.
First, I create a little “teaser” message (usually just a simple newsletter) to give people a juicy taste of what’s coming, without giving it all away. For my latest workshop, A Thousand Times, Yes!, I used a mock save-the-date wedding invitation (delivered via email) to get people excited.
After that, I drip out a series of promotional emails + blog posts that are chock full of helpful, inspiring + addictive content — with lessons that are thematically linked to whatever I’m launching. (Cough, cough. You’re lookin’ at one.
Of course, I save the best promo pieces for last, to create that “OMG-I-must-have-it-now!” moment.
Oh, and all of this happens while blasting the Man of Steel soundtrack (obviously.)
Obey The Sage Wisdom Of Ben Affleck
You may have noticed that I’m prrretty obsessed with Ben Affleck. I loved his early-career turn in Mallrats. The Town is still my favorite movie trailer of all time (that song is my morning anthem!). I even stuck by him through Gigli (but, let’s not talk about it.) Naturally, he will one day produce and direct the pilot episode of my HBO series.
Just like Ben’s career, every launch has its ups and downs — big days with razzle-dazzle success, quiet days with zero orders, ecstatic super-fans, a handful of unhappy customers, high praise and nasty critics — but as Ben once said:
“It doesn’t matter how you get knocked down in life. That’s going to happen.
All that matters is you’ve got to get up.” —Ben Affleck
So true. (And check it out: I made you a pretty info-graphic with Ben’s quote. Click here to see it and make it your desktop wallpaper on the first day of your next launch, so you don’t forget it!)
Pumpkin Lattes For The Win!
At the risk of sounding like a car insurance commercial: Life is full of uncertainty.
And when everything feels like a whirlwind, it’s important to find something (legal + non-harmful) that brings you back to your happy place.
For me, all it takes is one steamy, spicy sip of a pumpkin latte. Unfortunately, I’m currently settling for vanilla lattes with a sprinkle of pumpkin pie spice until Starbucks gets its act together and offers pumpkin lattes year-round.
Whether it’s your morning meditation, a couple episodes of a guilty pleasure TV show, a frothy hot beverage, or an pre-bedtime bubble bath — find something that’s equal parts grounding + pleasurable, and indulge constantly throughout your launch.
(Or, y’know … forever.)
So, that’s how I get PUMPED to launch a new offering. Your turn:
What’s ONE thing that stresses you out when you’re launching something new?
And what’s ONE thing you could start doing differently, to make the whole process (a million times more) fun?
And hey: it doesn’t matter if you’re selling free donuts or orgasms or solid bricks of gold — if there’s no personality in your offer (or launch plan), nobody’s buying.
Give your signature offer a whole new shine in A Thousand Times, Yes!