The Secrets Behind Successful Launches
I hope you’ve been enjoying this series so far. There are two key steps remaining for us to cover in my 6-part framework for building a successful creative business from scratch.
If you missed last week’s post about Step 4: Offers, you can catch up on it here. It’s all about creating irresistible offers that your audience can’t wait to get their hands on.
Today, we’re diving into Step 5: Launching.
Why Launching Matters
Creating amazing offers is just the beginning. If you want your creative business to thrive, you need a plan for how you’re going to release those offers into the world.
Think about it like the way movies are released. They don’t just quietly show up in theaters one day.
Instead, there’s a strategic build-up:
Teaser trailers and official trailers that build anticipation.
Ads and interviews with the stars to get audiences excited.
Exclusive early screenings at film festivals to create buzz.
And finally, the big premiere night.
Launching your creative offers is no different. It’s about building excitement, creating momentum, and encouraging people to take action.
My Story: Learning to Launch
When I was just starting out, I knew I needed to learn how to effectively launch my offers. So in 2018, I made two big investments that would change everything for me.
The first was Stu McLaren’s Membership Course, which taught me how to create a membership program and add recurring revenue to my business for more stability. Stu is the guru of memberships and his program was invaluable in helping me figure out how to structure a membership model that made sense.
The second was Jeff Walker’s Product Launch Formula (PLF). Jeff is the guru of launching, and his framework has been used by thousands of entrepreneurs to create successful launches across all kinds of industries.
These were big investments at the time, so I had a hard-and-fast rule: Make my investment back within the year of buying the program.
That mindset was important because it kept me from getting stuck in learning mode. Yes, I love to learn, and I’m a lifelong learner, but the truth is, growth only comes when you take action and implement what you’ve learned. It doesn’t do you any good if all the learning stays stuck in your brain.
So, I took what I learned from Jeff Walker’s Product Launch Formula and applied it to launching my very first membership program called The Pattern Club.
And it worked.
I didn’t get everything right the first time, but I launched. And then I launched again. And each time, I got better.
The Key to Successful Launches
Launching isn’t just about having an amazing product or service to offer. It’s about creating a sense of excitement, urgency, and desire.
A successful launch often includes:
Building Anticipation: Creating awareness before you ever make your offer.
Providing Value: Offering helpful resources, free workshops, or valuable content that shows your audience you’re here to help.
Creating Urgency: Encouraging people to take action now rather than later.
Learning and Improving: Every launch is a learning experience. Each one helps you refine your process and improve for the next time.
The 3 Key Questions to Ask Yourself
To help you prepare for your own launches, here are three questions to consider:
Question 1: How will you build anticipation before making your offer?
Think about how movies create excitement before their release. They use trailers, sneak peeks, and interviews to get people excited.
Reflect: How can you build anticipation for your offer before your official launch day?
Question 2: What value can you offer upfront to build know, like and trust?
People are more likely to invest in what you offer if you’ve already demonstrated your expertise and value.
Can you offer free resources, live Q&As, or behind-the-scenes content that helps your audience before you even make your offer?
Reflect: What will you give your audience to make them excited to work with you?
Question 3: How will you turn your launch into a journey, not just a single transaction?
This is where the idea of the first purchase being just the beginning comes in. Your launch isn’t just about a single sale—it’s about welcoming people into your world and providing ongoing value.
Reflect: How can you make your audience’s first purchase the start of a long, meaningful journey with you?
Putting It All Together
Launching can feel daunting, but it’s an essential skill for every creative business owner. And just like everything else, you get better by doing.
The key is to start simple, test your process, and improve over time. Even the most successful business owners learn something new from every launch.
And remember, every launch is an opportunity not just to make a sale, but to build a relationship that can last for years.
Download Your Worksheet
I’ve put together a simple worksheet with these three questions to help you map out your next successful launch.
📄 Download Your Launch Worksheet Here
Join Me Live on Wednesday
As usual, I’ll be live on Facebook & YouTube on Wednesday at noon PT / 3pm ET.
📌 Facebook: https://www.facebook.com/annelafolletteart
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Come hang out and bring your questions—I can’t wait to see you there!
xo,
Anne
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MEET ANNE
Hi…I’m Anne!
My creative inspiration comes from a lifetime of observation. I grew up in Paris on the Place St. Sulpice and walked to school through the Luxembourg gardens. And that was only the beginning… Learn more by watching the video on my About page.
