Every launch begins with a conversation - doesn’t matter who you have it with.
It may be a coach. It might be your journal. Maybe a friend.
But you need to have this conversation.
It’s the step most systems, calls, programs, courses don’t really talk about.
There’s a checklist of things that starts somewhere between knowing who your audience is (important) and what they want to buy from you (uber important).
This is the mother of all kick off calls. The kick off before the team gets hired and before the partners get contacted...before any launch leak happens or a webinar is announced.
...I like to think of this conversation as more of a confessional...where you lay out your hopes, dreams, fears, and plans (if you’ve got them already) for the launch and why you’re doing it.
Don’t worry - it’s not a loosey goosey conversation...
Before we get into the specifics, something you should know--
Your launch convo must be had with someone who knows you and your business well. Coach, mastermind partner, business bestie. Someone who you can trust to let you share without the fear of judgement of any kind.
Because it’s a mix of specifics and elements that aren’t completely defined, it’s important someone can ask you the right questions and let you share whatever comes out.
I. Part one of the conversation will be talking, answering, getting clear on some of the more surface questions:
II. Part two of the conversation you’ll probably start working on some deeper details together - and you’ll either be writing it out as you talk or putting sticky notes on your calendar.
Grab the 10 steps you should go through in the Launch Workbook.
We’re still not all the way deep yet, though.
III. Part three is probably more important than everything you talk about.
Lots of people talk about the launch story or the launch narrative...but not really telling you how to create it.
So, it’s no wonder you kind of guess what the words launch story even mean in the first place!
I’ll go into depth on creating your launch story in an upcoming post, but for now, here’s how to create in the most easy, straightforward sense.
For example, Fearless Launching isn’t so much about being scared to launch but being prepared, curious and willing to revise in order TO launch… those things allow you to be Fearless. And so - I like to bring in these little touches throughout the launch--in emails….
Think to yourself - what does this thing I’ve created all come back to > what’s the narrative, the reason, the underlying belief and mission….how you got here or where you are now and why you’re doing this.
There are three critical parts to a launch story….actually they’re more like layers really.
And I see them over and over and over again in my most successful client/student launches.
This is the visible reason you are launching or something that will be easy to see and talk about every single time - you write a blog post or send out an email.
Pretty much anything you can think about as the “why you’re so pushed to do this launch right now” is okay. There is no wrong answer...you just have to keep it very clear as to why.
Let me give you a few specific current examples.
Fearless Launching is just about to kick of a special what I call “Closing Cuz We’re Upgrading” launch.
I must close the doors in order to finish building out our new home and all the new content for the program.
Instead of holding off until everything’s ready, I want to give you a chance to join the program right now - at the current pricing, get your upgrades for free, plus watch the before & after in progress. That’s the story this time around.
In addition to the surface reason you’re doing the launch - the more visible obvious reason...there’s usually at least one more narrative at play when you launch anything….
And this seemingly sub or lesser story is really the undercurrent which gets up close to the real reason your product even exists.
It gives your launch depth and meaning.
Simon Sinek talks about your why in his famous book “Start With Why” for a reason.
If you’re launch was an Iceberg - above the water would be the visible reason for the event...and below the water...well, we know that’s actually what anchors the iceberg…
If your time of the year is the surface reason for launching, your deeper why is that you know the time of year might trigger a certain emotion that you’re hoping to help people through….
This is the case if your product is business or personal related. We are emotional beings and it’s critical to understand that as humans we are emotional no matter what we do.
The final ingredient in this whole story is understanding when to talk about the surface or the emotional part… when to lay it on thick and when to pull back.
Striking a balance between emotions, logistics, and practical reasons for someone to pay attention to what you’re offering is definitely something you get better at over time...and you never stop aiming to get better doing.
Understanding your audience is key to understanding when the thread is strong or weak or simply non-existent.
We go into this in more depth inside Fearless Launching, if you know you need help creating your story.
In the meantime, start today by doing the following.:
We’ll also be opening a very special promotion for Fearless Launching, so get to work on the steps above and you’ll be ready for us to start working on your launch together!