The 3 most important rules I’ve learned when it comes to product launches

by

Ascend 101

Lessons about building a one-person business, writing, and self-improvement

A few days ago I wrote a long-form post for LinkedIn.

But it turned out to be a really valuable post, so I thought I’d share it with you via email as well.

Be sure to follow me on LinkedIn (which you can do here https://www.linkedin.com/in/alexvandromme/) because I won’t always cross-post the same stuff.

With that said, here you go:

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My first product launch only netted me $500.

Here’s 3 things I’ve learned since then to have a killer launch every time:

1) Email … a LOT

If you want to have a killer product launch, you’ll need an email list.

Best-case scenario, you’ve already been building your list before this product launch.

But if this isn’t the case, then you need to start teasing the hell out of your product everywhere you can. Schedule multiple posts a day on all of your socials and make as much noise as you can. Then invite everyone to join your waiting list because you’ll be releasing an incredible product soon and everyone on your waitlist will get first dibs.

Once launch week is coming, you’ll want to email like crazy.

That means at least 2 emails a day the whole week and at least 3 emails the last day of the launch (I’ve sent as many as 14 emails in 2 days on occasion).

And no that’s not “too much”.

Not as long as you don’t break the holy rule of email: “Don’t be boring”. (this means no blatant sales pitches)

2) Make use of early-bird pricing

Having a launch is all good and well. But there needs to be a reason for people to buy your product NOW as opposed to next week, next month, or even “sometime soon”.

You can do this in multiple ways.

You could add disappearing bonuses such as extra teaching material or a one-time LIVE workshop for early buyers, or you could even close the cart, making your product unavailable after launch.

But one of the easiest ways is early-bird pricing.

If you want to launch a $249 product, then make it available for purchase for only $129 during launch week.

This gives people a reason to buy sooner rather than later and incentivizes early action-takers.

3) Have upsells in place ready to go

Having an upsell (or multiple) in place is your way of asking “Would you like fries with that?” when someone’s at the checkout.

This could easily double your profits depending on the products you’re selling and the amount of upsells (and downsells) you have.

Even if this is the first product you’ve ever created, make sure you’ve got an upsell.

If you’re selling a video course, sell the audio transcript as an upsell—either as an e-book or as a physical book if you want to increase the value even more.

If you’re selling a workout plan, you could create a “workout with me” video where you go through all the sessions on camera or you could host regular workshops (bonus for having a continuity offer) or just a one-time video coaching session.

There’s never a reason not to include an upsell.

The only rule you’ll have to follow is to make them somewhat related.

Don’t upsell your email marketing course to someone buying a set of gardening tools.