Launch

Hope is not a strategy. To succeed, you must harness the power of planning and leverage the tools at your disposal, like the internet, to control your chances of success.

1. Escape the Hazard of Hope Marketing

Many businesses fail when they rely on what is called "hope marketing," the risky strategy of hoping a product will sell without concrete plans. Success requires engaging directly with potential customers, and the internet provides unparalleled tools to achieve this.

In years past, businesses had to rely on snail mail, phone calls, or surveys sent through the post to gauge interest. This was slow, costly, and often imprecise. With email and online tools, businesses can now assess prospects' interest in minutes at minimal cost. This fast feedback loop allows entrepreneurs to pivot quickly toward what works.

For example, a small business can email a survey to potential buyers to determine interest in a product. If responses are negative, the creator can refine or abandon the idea before investing too much time or money. This approach removes the guesswork from launching a product, protecting businesses from wasting resources.

Examples

• A baker tests new cake flavors via customer emails before rolling them out in-store.
• A fitness coach emails polls asking clients which workout plans excite them most.
• A graphic designer offers free downloadable templates and gauges response rates to determine demand.

2. Mental Triggers Capture Attention

Every successful marketer knows the power of mental triggers—psychological tactics that drive human decision-making. Two of the most compelling triggers are authority and scarcity.

Authority establishes trust. People instinctively listen to experts, whether it’s doctors recommending medicine or athletes endorsing gear. By showcasing achievements, qualifications, or endorsements, businesses cultivate belief in their product or service. For instance, listing certifications or awards lends weight to claims.

Scarcity turbocharges demand. When something feels limited, like exclusive event tickets or limited-time deals, people feel an urgency to act. For a product launch, stating that prices will rise after a certain period or that only a select number of units are available can drive sales faster.

Examples

• An online educator promotes their course by stating registration is only open for 48 hours.
• A tech gadget company announces early-bird pricing for the first 500 buyers.
• A fashion brand highlights that its luxury handbag line is limited to 100 pieces.

3. Build Anticipation Using Sequences and Stories

Launching is not just about the product; it's about the buildup. Sequences, such as multi-day marketing campaigns, and stories, which resonate emotionally, are effective tools for engaging an audience.

Sequences create momentum. Think of movie trailers—each teaser adds excitement, pulling audiences closer to the premiere date. Businesses can release content like blog posts, videos, or articles to foster interest drip by drip.

Stories humanize products. People are more drawn to emotionally charged narratives than dry statistics. A business selling fitness gear could share stories of real customers transforming their health rather than just listing product features.

Examples

• A travel company posts a series of videos about a couple’s adventures using its tour packages.
• A serial entrepreneur announces online training with installments outlining her journey to success.
• An indie author releases chapters weekly to pique readers' curiosity before publishing a novel.

4. Mailing Lists Are Goldmines

A mailing list is an entrepreneur's most valuable tool for reaching and retaining customers. Your list should contain engaged and loyal followers who are likely to convert into buyers.

Large mailing lists aren't the only metric of success. What's more important is the engagement of your audience. A modest, highly active list of 100 individuals can generate more sales than a disinterested audience of 1,000. Building this list requires offering value, like free resources or exclusive content, in exchange for email addresses.

Squeeze pages can support list building. By requiring potential subscribers to enter their email to claim their free gift, businesses can rapidly grow their base of engaged prospects.

Examples

• A skincare brand offers a free "10-Minute Skincare Secrets" PDF to subscribers.
• An online chef shares free recipes, asking recipe-hunters to join the mailing list.
• A career coach creates a squeeze page offering a free mock interview checklist.

5. Start Small with a Pre-Prelaunch

Before the official marketing campaign begins, start with a small "pre-prelaunch." This is your chance to feel out your audience and tweak your product based on their input.

The pre-prelaunch phase should be low-key and rely on curiosity. Entrepreneurs can send a short, straightforward email to subscribers announcing a new product concept and asking for feedback through surveys. This feedback ensures that the product aligns with customer needs before more resources are allocated.

A pre-prelaunch builds early interest that can snowball later. Even a brief mention of an exciting project primes customers to stay engaged.

Examples

• A local chef emails customers to ask what cuisines excite them for an upcoming menu.
• An app developer sends survey links to gauge demand for potential new features.
• A yoga instructor posts in a private Facebook group about upcoming class themes, asking for member input.

6. Use the Prelaunch to Ignite Emotional Connections

In the prelaunch stage, entrepreneurs deploy marketing material in stages to build emotional connections and answer key questions: “Why should I care?” “What’s the product?” and “How does it benefit me?”

First, create content that answers why the product matters. This could highlight how it improves customers' lives. Next, dive into what the product does, using success stories or testimonials to emphasize credibility. Finally, show customers how it works and make it easy for them to take action.

Examples

• A career coaching program publishes a story featuring a turnaround of a struggling job seeker.
• A subscription service explains its unique benefits through animated video demos.
• A tech startup provides early access to beta testers, sharing user feedback.

7. Scarcity and Time Constraints Create Urgency

Sales spike when shoppers feel urgency. During your launch, emphasize time-limited offers or limited inventory to drive purchases.

Scarcity convinces customers they’ll miss out if they delay. For instance, setting an end date for discounts ensures that customers don’t procrastinate, increasing impulse buying. If properly timed, this strategy turns hesitant shoppers into immediate buyers.

Examples

• A photography course offers a free bonus "Lighting Pack" for the first 100 buyers.
• A fitness app runs a flash sale available for only 48 hours.
• A software company announces they'll double prices after the initial launch week.

8. Even Without a Product, You Can Start

You can launch a business before you have a product. The "seed launch" method allows you to create demand, gather feedback, and refine your concept iteratively.

Begin by proposing an idea to a small list, even if just social media followers. Use their responses to shape a basic offering tailored to their needs. After the first sale, collect detailed customer feedback to refine future launches.

Examples

• An artist pre-sells sketches to determine interest before finalizing paintings.
• A speaker promotes webinar sessions without slides, refining the content live as participants provide feedback.
• A designer pre-sells logo packs before creating the finalized designs.

9. Partner with Affiliates to Maximize Reach

Your efforts can grow exponentially by collaborating with affiliates who already have large mailing lists.

By offering commissions, you can incentivize others to drive their customers to your product. For instance, online experts in similar industries can cross-promote products if they align with their audience's interests.

Examples

• A language learning app partners with travel bloggers to promote.
• A meal subscription service teams with fitness influencers to attract new clients.
• An author collaborates with fellow writers to introduce a new financial education book.

Takeaways

1. Build relationships with your customer base by maintaining active communication. Collect feedback regularly to improve.
2. Leverage mental triggers such as scarcity to create urgency and drive immediate engagement with each new product launch.
3. Start small and adjust continuously; even a tiny mailing list or a preliminary product idea can blossom with careful strategy.