When you think of launching, does your brain immediately go to things like analytics, conversions, landing pages, and all of the "technical" aspects of launching? While those things are important, there are SO many other things that go into a successful digital product launch. Here are some reflections from our 70-person launch of Money & Momentum.

1. Build Up Value

One of the most profound lessons I learned from this launch was the importance of showing up for my people before asking for the sale. Alex Hermozi, a renowned entrepreneur, once emphasized the importance of providing value to others online for an extended period before attempting to sell anything.

Too many people (especially in the coaching and course-creation fields) fall into the trap of throwing out a few Instagram reels and immediately diving into sales mode. However, my experience with the launch of Money & Momentum made me appreciate the immense impact of showing up over a period of time.

Reflecting on this journey, I realized that I had dedicated more than two years to nurturing a community and consistently delivering valuable content. During this time, I focused on establishing trust, cultivating relationships, and genuinely helping my audience. By consistently providing valuable insights, engaging discussions, and actionable advice, I had gradually built a foundation of credibility.

2. Create an Offer for Someone New

Throughout the two-year period mentioned earlier, we primarily focused on selling a high-ticket offer, ranging from $2,000 to $5,000. However, during this time, we decided to launch a lower-priced course priced at $997. Reflecting on the incredible response we received, I firmly believe that this decision made all the difference.

The most important thing we realized was the importance of expanding the buyer base and creating a more accessible offer that could be a stepping stone to out other programs. By creating an offer that specifically appealed to a slightly different demographic than our typical audience, we unlocked a whole new part of our community.

Consider how you can adapt your offerings to resonate with parts of your community who haven't yet been reached by your offer. By looking at your existing customer base and identifying potential untapped segments, you can craft an offer tailored to their unique needs, desires, and budget. This not only expands your customer base but also creates opportunities for increased revenue and growth.

One thing to note: it is essential to ensure that the new offer aligns with your brand and maintains the same level of quality and value that your existing offerings provide. It is important to maintain consistency while addressing the specific needs of a different buyer demographic, but by striking this balance, you can successfully attract a wider segment of your community and foster long-term relationships.

3. Include Your Community in the Process

One of the most crucial lessons we learned from our digital product launch was the power of including our community in the process. We didn't just assume we knew what our people wanted; we took the time to ask them directly. We reached out and asked about their struggles, their preferred learning methods, what motivated them to engage, and even their budget considerations. Armed with this valuable insight, we tailored our offer to align perfectly with their needs and desires.

By involving our community in the decision-making process, we created a sense of ownership and collaboration. It wasn't about us dictating what they should want; it was about genuinely understanding their pain points and desires. Their input guided us in crafting an offer that resonated with them on a deep level.

We discovered that by actively seeking their opinions and incorporating their feedback, we were able to deliver a product that met their expectations and addressed their specific challenges. The result was a stronger sense of connection and trust between us and our community, as they could clearly see that we had their best interests at heart.

4. Know the Outcomes, Name Accordingly

In the case of our course, Money & Momentum, we kept it simple and straightforward. We wanted to show our audience how they could make more money and build momentum in their online businesses using the resources already at their disposal. So, we named our course Money & Momentum because that's precisely what it delivered.

Choosing a name that aligns with the outcomes of your offer is crucial. It sets the right expectations and instantly communicates the value your product provides. Think about it—when potential customers come across your course, they want to know what they'll gain from it. A name that correlates directly with the outcomes of your offer not only piques their interest but also gives them a clear understanding of what they can expect.

Consider brainstorming names that capture the essence of what your customers will achieve. Think about the emotions, the goals, and the tangible outcomes your offer provides. Craft a name that resonates with your target audience, speaks to their desires, and sparks curiosity. Remember, a well-thought-out name can be a powerful marketing tool, drawing in potential customers and setting the stage for a successful launch.

5. Roll Out the Red Carpet for Your Existing Clients!

We wanted to express our gratitude to our loyal clients, so we offered them an exclusive opportunity to join our new container at a discounted rate. We recognized that certain aspects of the curriculum overlapped with their current investment, and we wanted to acknowledge their ongoing commitment. This thoughtful gesture not only made our existing clients feel valued and appreciated but also had a significant impact on the results of our launch.

By inviting our existing clients to join the new container, we fostered a sense of exclusivity and recognition. They knew that their loyalty was recognized and rewarded. This created a deeper bond between us and our clients, reinforcing their trust and commitment to our brand. Their enthusiastic participation in the launch further boosted our overall results and contributed to a more successful outcome.

Remember, your existing clients are your biggest advocates and supporters. Inviting them to be a part of something new not only acknowledges their loyalty but also provides an opportunity for them to continue their growth journey with you. By offering a discounted rate and demonstrating that you value their ongoing investment, you strengthen the client-business relationship and pave the way for continued success.

6. Presale Pricing Your Digital Product: It's Essential, but Not Everything

We learned that a strong presale pricing strategy can ignite excitement and prompt eager individuals to jump on board. Offering a discounted rate for a brief period, typically 24-48 hours, creates a sense of urgency and rewards those who take swift action. It's a win-win situation – customers are financially incentivized to move quickly, while we witness a surge of enthusiastic buyers coming on board.

Interestingly, even with the enticing presale pricing, we experienced a remarkable number of customers who willingly purchased the offer at full price. This taught us a valuable lesson: presale pricing is important, but it's not everything. Sometimes people are simply willing to pay more for the value they see in your offer, regardless of discounts. It's easy to fall into the trap of thinking that if the presale numbers don't meet our expectations, we should extend the offer. However, what if extending the offer actually prevents some customers from happily paying the full price?

In essence, it's crucial to strike a balance. Presale pricing can be a powerful tool to encourage immediate action and reward early adopters, but it's important to recognize that some customers are willing to invest in your product at its full value. By understanding the value your offer provides and effectively communicating that value to your audience, you create an environment where customers are eager to invest, regardless of discounts.

7. Leverage Anticipation in Your Digital Product Launch

Instead of revealing all the details at once, we learned the value of unveiling them slowly over time. By providing sneak peeks, showcasing behind-the-scenes glimpses of ourselves working on the offer, and dropping hints and clues for our community to decipher, we created an atmosphere of excitement and intrigue. It's akin to Taylor Swift's famous Easter eggs, where fans connect the dots to unravel hidden meanings. (In the Momentum Launch System, I guide you on how to master this art of building anticipation.)

By teasing details out to our audience, we engaged their curiosity and kept them eagerly anticipating the full reveal. This approach not only creates a buzz around your launch but also deepens the connection between you and your community. It invites them to actively participate in the journey, deciphering the clues and sharing their excitement with others. The sense of involvement and anticipation builds a stronger sense of community and sets the stage for an impactful launch.

8. Seize the Opportunity: Last-Minute Payment Options

As the final 24 hours of our launch approached, we decided to extend a slightly extended payment plan, and to our delight, we saw an additional 10 people eagerly join the container. It was a clear validation that this approach works, and we highly recommend incorporating it into your own launch.

By providing a last-minute payment option, you create a sense of urgency and cater to individuals who may have been on the fence or needed a bit more flexibility. This strategic move allows potential customers to overcome any financial barriers and seize the opportunity to be a part of your offering. The additional sign-ups we experienced during this period demonstrated that providing this option can be a game-changer in driving sales and expanding your customer base.

9. Remember Who the F*ck You Are

During that transformative launch, I found myself fully tapped into my purpose and vision. Countless hours were spent contemplating the profound impact this container would have on the world. It was a moment of deep reflection, where I revisited the peaks and valleys of my own journey. Every twist and turn seemed perfectly aligned to lead me to that very moment.

In those pivotal moments, I harnessed the power of self-awareness. I acknowledged my strengths and accepted my weaknesses, understanding that both were integral parts of my unique journey. By grounding myself in the results we had already achieved for the people within our world, failure ceased to exist in my mind. I knew, with unwavering certainty, that this launch would be an unequivocal success. I held onto that belief, allowing it to guide my actions and decisions throughout the process.

Embrace the Big Picture of What Your Product Launch Means for You and Your Business

By staying true to yourself and acknowledging the impact you're destined to create, you'll navigate your launch with unwavering conviction and propel yourself toward remarkable success. We have witnessed firsthand the power of building up value over an extended period, creating offers that cater to different buyers, involving our community in the process, aligning the name of our course with the desired outcomes, extending a special invitation to existing clients, leveraging anticipation to generate excitement, and providing last-minute payment options. Each lesson has contributed to the overall success of our launch and has left a lasting impression on our approach to future endeavors.

Throughout this journey, we have also learned the importance of staying true to ourselves. By tapping into our purpose, reflecting on our personal growth, and acknowledging our strengths and weaknesses, we were able to ground ourselves in the belief that our launch would be a resounding success. This unwavering confidence fueled our actions and decisions, allowing us to navigate challenges with resilience and determination.

Remember, success in the digital product space is not just about the launch itself, but also about the journey of growth, learning, and connection that accompanies it. Embrace these lessons, infuse them into your own unique story, and step into the world of digital product launches with confidence and purpose. Your success awaits, and we are here to support you every step of the way.