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Have you ever wondered: What is a launch? What is the difference between a launch and a challenge? You’re not alone.
There are a lot of people in online businesses who have never launched and they might not even be sure what a launch is. A launch and a challenge are two different things.
To clear things up and possibly help you find clarity if you’re thinking of launching a new offerings, I’ll go over what a launch, what is isn’t and different parts of a launch
So today, I want to talk a little bit about what a launch is, what it’s not, and maybe a little bit about the different pieces of a launch.
What Is a Launch?
A launch is a marketing term used to describe the process of bringing a new product to market. When you have a new product, you have to create some excitement about it – sometimes even far in advance. You have to start telling people about it.
It’s also important to have a way for people to understand what it is that you’re trying to sell them and get them excited about the process of buying.
Creating a launch is putting together all those different pieces. You’re going to have to have a sales page, of course, for your product. An email sequence is also important along with some sort of social media posts – maybe even Facebook ads.
You’re also going to want to have some way to introduce people to you and get them on your email list.
A Challenge Can Be Part of a Launch or Your Funnel
Some people run challenges. That’s one way that you can start to launch a product. You market your challenge, get people in a Facebook group and on your email list, and you help them learn one thing that they need to know before they would need your product.
That way, at the end of the process, you launch your product to tell them about it and show the benefits. Consider using the challenge as a jumping off point to create excitement for this new offer.
You don’t have to use a challenge as the way that you launch your product. There are other alternatives like:
- Hosting a webinar or masterclass
- Promoting a free download like a workbook or worksheet
- Using an email funnel
Something these things get interested people on your list and start bringing them towards your product and what it could offer for them.
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Open Cart of Closed Cart?
One of the things I think people get confused about when it comes to launches is — do you have to do an open/close cart launch? The answer is no, you don’t have to close your cart. However, you will miss out on some of the urgency that a cart close can provide.
Realistically speaking, the majority of sales are going to come in that last day. Once you get people excited, they’re going to put off buying even if they know they want to get into whatever your offer is. They’re going to put it off until the last possible minute because we are all humans and that’s what we do.
Having some things that create that sense of urgency to tell people “all right, I got to do this right now, I’ve got to sit down and find my credit card,” or whatever it is that they need to do. Closing the cart is one of those things that’s really going to get them to bite the bullet and just buy your thing.
Consider Doing a Semi-Closed Cart
It can be really good to do an open and close cart. But you don’t have to. There are ways around it if you want to have an on-demand webinar that cookies people when they watch it. Then they get sort of their own personal deadline using something like Deadline Funnels. You can have an open/close cart and then kind of have a secret evergreen funnel that goes along for new people that sign up so that you’re not really closing the cart for other people
Although you don’t want to lie. So make sure that if you are going to keep it open the people that you’ve been marketing to actually do get a closed cart. Make sure you do close it for them because you don’t want to tell them, “Oh yeah, no, this is closing!” and then the next day they get an email that they could still buy it because that’s just slimy.
Is It Still a Launch If the Product or Offer Isn’t New?
Absolutely. You could launch your product three times a year, once a quarter, or open your membership every two months.
Just because it’s something that you’ve put out there before doesn’t mean that it’s not worth launching. You can totally do a whole build up with a new opt-in, challenge, or freebie to get people excited again and then relaunch the same product that you’ve launched before.
Hopefully, this answers your “What is a launch?” questions and how it works. In my future posts, I’m going to kind of walk you through different parts of the launch that you need. Whether it’s a webinar or a challenge, your sales page, or an email sequence I’ll discuss the different parts that you’re going to need and how to tie it all together.