I have to admit when I first started selling digital products, I had no idea what I was doing. Until that point, I’d only sold physical products with my first brand, PoshLifeBling.
I felt like my digital product + course launches were all over the place and there wasn’t a true strategy. I would simply go live on Instagram and then send out a link at the end of my live for people to join me in whatever the product was that I was selling. That really worked very well in the beginning because of one reason.
I was going live five days per week.
As my business grew, I knew that I wasn’t going to continue going live every single day because my schedule would not allow for it. Also, as much as I love talking to the Community… I have so many responsibilities in my day-to-day life being a Mami, and all of the other commitments that I have, that again… I knew going live every day was not going to be the solution to scaling my business.
Beyond that, there wasn’t a clear method in that plan of eliminating live streams, for being able to do what every single business needs… and that is to constantly have new customers coming in.
I had to think about what I was going to do for the bigger picture as I built my brand and sold digital products.
Over the last four years, I have invested the time and commitment to my business to learn how to create successful launches and set up each of my products as an ongoing offer that helps me ‘make money in my sleep’.
Here are some of the tips that I’ve used to launch my most recent product, PGC Brand School successfully.
#1. So the very first thing I do when preparing to launch a new product is think about the audience I’m creating it for. You need to have such clarity on your audience because everything else that you do when you’re selling this product is going to revolve around the people that you are targeting for it now, and in the future.
I am very aware that every single person in my audience may not need the specific product that I’m offering at a given time. I have people who are at the beginning of their journey ,some in the middle, some closer to the end- before they get ready to scale to the next level.
I always want the audience to be very clear on who it’s for and how it’s going to help them. Be sure that you identify all of the different audiences and features that may apply to people at different stages of their growth.
#2. The next thing to consider is that you have a timeline that’s very clear for when you will launch. Inside of my product PGC Launch School, I developed a system that updates your data for the objectives of your launch, depending on the dates that you add to the document. This formula is a game changer for my enrollees, because the clarity of timelines is the game changer.
So whether I’m planning my launch in 30, 60, or 90 days… I can input the date and the spreadsheet will tell me exactly what I need to be doing for those weeks in advance of the launch right up until launch day.
What this gives me is a clear picture on what I need to be accomplishing each day for my launch to go off without any problems! Timelines for any teammates, accountability, and ease of mind knowing that I’m in control of my progress.
I started planning the PGC Brand School launch about 40 days ago (it’s been a 10 day open cart) and each day I have different tasks to get through.
Some days I’m working on writing emails, some days I’m working on design for Instagram story graphics to schedule in my Planoly.
Some days it’s putting all the pieces together once they’ve been created.
But the best part of it all is that I have the time that I need to be able to plan a very successful launch and I can expect great results at the end.
And now, #3.
The final tip for the purpose of this article is to be very clear about all of the struggles that your ideal customer is dealing with.
In part one of getting to know your audience and understanding what their needs, wants, and desires are, we focused a lot on the benefits to the audience. But you’ll want to be very clear about what your audience is struggling with so that you know the pain points they need resolved and how to position your offer.
You will use this content on repeat in multiple places including your sales pages, your graphics, your ads, your Instagram stories as you talk to your audience.
As I build out the plan for creating my emails, blogs, and speaking points for Instagram stories or any lives that I do while promoting my product (ie; sharing the value), inside of my timeline spreadsheet, I can identify the exact days for when I’m wanting to execute each task.
Monday may have an email that goes out with a story graphic or video where I’m talking about what’s also included in Monday’s email.
Tuesday I may do an Instagram post with a long-form caption where I explain a specific story that connects to the overall value of the product, and then instruct people to go to Instagram stories where I follow that up.
Wednesday might be all Instagram story graphics where it’s just the actual sales offer.
Creating this clarity in advance gives you the time that you need to prepare to launch with success — have clarity for yourself and across your team when you have one.
There it is- my process that I use when I launch any product, just like I did this time with launching PGC Brand school.
What’s PGC Brand School? Learn more here.
Hit me up in our private slack Community where you can connect, collaborate, and continue to grow your brand or your career.
Keep hustling, babe.
Xx, Tori 💋