Launch Mistakes Your Business Can’t Afford
Episode 445: Show Notes
Today we are going to be talking about the 23 launch mistakes that your business can’t afford to make. But before we get started, first and foremost, we want to encourage you to get into the mindset of treating every single thing in your business like a launch. Whether that’s an Instagram post, a blog post, creating a course, new brand colors – treat it like a launch. Because if you do not treat it like a launch, it becomes one of those things that sits in your to-do list and doesn’t get done! As soon as you treat it like a launch, you will take the steps you need to in order to make it happen.
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We have gone through the process of launching an obscene amount of times, and we have helped so many others do the same. Through these experiences have noticed a pattern of common mistakes made throughout the launch process, and today we want to share the top 23 mistakes we see happening in a launch. From aiming for perfection, to poor planning and promotion, or just not reaching out for support. There are small (and big) things we can do to maximize any launch and keep our sanity in the process! We believe in you and If you’re thinking about launching, you are in the process of launching, or you are just wondering how you can improve on your next launch – this episode is an absolute must!
The Number One Mistake People Make When Launching
First of all, you all are waiting for perfection and we’re here to tell you that it’s not going to happen! We want to give you permission to know that good, is good enough. We have launched courses before even recording them and launched websites before the pages were all complete. The reason? You will never learn anything if you are waiting for perfection. So push it put!
The second mistake is that you’re trying to keep it a secret. What you do in your business, everyone should know about it! If you are trying to create and grow a business you have to tell people what is going on, without being afraid of what they might think. So shout it from the rooftops all the time.
The third problem is people throw money at a problem with the thought that it is going to get them somewhere huge. They will throw money at software or ads, without doing the work first and understanding what needs to be put in place before they start investing money in things.
The fourth mistake is not thinking about who is supporting you in your business. People are so crucial to helping you run a business, so who has your back? And who are you going to go through this journey with? Reach out to those people and keep them in the loop. You need human support, especially during launch time!
The fifth mistake is only telling people once. Every time you launch something you need to put it out there, and then put it out there again and again on different platforms, or even the same platform. People do not see everything you put in front of their faces. Your audience might not be in your same zone! So don’t be afraid to repeat. Oftentimes, people appreciate it.
Why You Need To Put All Of Your Eggs In One Basket
The sixth mistake is not putting all of your eggs in the same basket. This means, you need to be telling people about your launch on all platforms. So, you put it out there on Instagram, but what about your blog, your email list, Facebook? It’s not about being “perfect” on all these platforms, but it’s really just about showing up to where all of your people are. You don’t own Instagram, it could crash in a second! So how can you diversify and go after people in different ways?
Number seven is assuming people know what you’re offering. People just don’t know what is in your brain. Don’t just assume that everybody knows that you’re a website designer, or do graphics or that you’re a photographer. You have to continue to tell people how they can buy from you.
Number eight is not spending enough time on your “Why?” We encourage you to really dig into your, “Why?” Why do people need your product or service? Why do you create it or offer it in the first place? What is the purpose? Ask questions, beyond the surface stuff. Having this clarity, will give you confidence in your business, product, service and even yourself!
Number nine is quit staying in your bubble. People will often find their circle, the people they like to work with and they will get comfortable and not leave that bubble. Being around new people and places that have different types of businesses will give you a fresh perspective, keep new ideas and possibilities rolling and help your business to avoid staying stagnant. You need to constantly be learning, so get out of that comfort zone!
You Can’t Just Have a Launch Plan: Putting A Dream In Action
Part of treating everything like a launch, is breaking everything down and putting a date on them. Your big hopes and dreams will remain hopes and dreams if you don’t make a plan, break it down and put a due date on it. You have to hold yourself accountable, even if you need to do this publicly, so that you are forced to stick to your promise.
Number eleven - you can’t just have a launch plan. You need to have two, or even three. What if a website crashes, what if your payment system goes offline? This has happened to us and we lost out on thousands of dollars because we had no plan B! Make sure you have a backup plan, with the hope you’ll never have to use it!
Number twelve is not making a big enough deal. We want you to think that you are the shit. Whatever you are offering, whatever you made – the world needs it because it’s the best thing they’ve ever heard of. If you believe in that and you feel that to your core, other people will too.
Number thirteen is the mistake of bad timing. If you are planning a big launch – don’t do it the same weekend you are getting married or have a major deadline. Because people can sniff it out. They can sniff it out when you are too stretched out and are not engaged. You need to be there for your community; answering questions, emails, staying engaged. It will make the world of difference! You will literally make more money, when you clear your schedule for a launch. Plus, it’s just better for your sanity. Period.
Live Promotion Versus Planned Promotion And How To Get Ahead
Number fourteen is live promotion versus planned promotion. Launch time can be a stressful time but if you plan your promotion schedule you will be far more at ease. So, plan what it is you are going to say and where and when is it going to get posted to? What’s the graphic? What’s the video or what’s the image? And what is the call to action? Batch those out before you’re going to go live. This will save you time, energy and again your sanity. As opposed to, on the day of the launch, scrolling through Instagram looking for something to post and wondering what the heck to say. This is bound to get you frazzled.
Number fifteen is falling behind in your planning. It might seem like you have an unclear path, so figure out beforehand where you want your customers to go and what is the process to getting them there? What needs to happen to warm them up so that they are ready when they come out on the other end? Do they need to read a blog post, or download an opt-in? Map it out so no one gets confused.
Number sixteen is lacking personal support. Here, we are talking about your family, friends and your close personal circle. Tell these people when you are launching so they can support you and understand that you might be busy and stressed over a launch period. Make plans in your personal life to get it running as smoothly as possible, so you can be fully focused on your launch and not an emotional wreck.
Number seventeen is not setting intentions. What do you need from your launch? How many sales do you need? How many customers do you need? How many people do you need to opt-in? If you don’t have a goal, how will you know if you got there? Goals are always shifting, yes, but put a time-stamp on it. Sometimes, you can’t guarantee a number but aim for one!
Self-Positivity And Being Your Own Cheerleader
Number eighteen is not having self-positivity and being your own cheerleader. You have to believe in yourself. Bad days will come, negativity will come – but know how to handle it. Know what you need to get you through those days. Whether it’s someone to talk to or an inspirational message – whatever it is that is going to help you stay positive.
Number nineteen is not knowing how to manage the inevitable tweaks. Last minute changes are sure to come up and last-minute changes tend to have more mistakes. But you can also tweak for the better. Sometimes, something urgent might come up that you didn’t plan for, so you need to address what is most important to the overall vision. Rather than sticking to the plan you had that might not be needed for your audience. This is where having your schedule cleared up will come in handy!
Number twenty is letting the fluster takeover. If you have to tweak the email, tweak the marketing message or throw in a last-minute pro-bono – that’s okay. Do what you can to stick to your deadline and get it done. If something goes wrong, don’t get flustered. Just complete the plan and after everything is done, you can go back and recap. Panic mode is not okay.
Number twenty-one is not doing a mock walkthrough. Every time we do a mock walkthrough of a launch, we always find something that is broken. Whether that’s a broken link, a wrong image, a strange word in your confirmation email etc. You have to walk through your process like you are a customer, so that you know where people could get stuck and so that you can better help them. There is so much tech and they are easy fixes, if you know the process.
Don’t Dream Small But Dream Realistic
Number twenty-two is not being realistic. We’re not saying dream small, we’re saying dream realistic with what you have and what you can give right now. We don’t want you to be down on yourself halfway through launch or after launch because you set yourself to reach something that was just not attainable.
Last but not least, number twenty-three: we don’t want you to think that a launch is going to make or break you. We don’t want you to feel like you’ve lost the world, or been defeated, or that it’s never going to work if it didn’t work the first time. No business, even ours, should ever rely on one launch for it to stay in business and that should be the same for you. If your launch makes or breaks you, it doesn’t mean it’s going to be one or the other, forever. No one launch has that much weight, so don’t give it that weight.
Launching takes practice and you can learn from your launch to better grow your business. The more you do it, the better at it you will get. Yes, your first launch is bound to have some kinks. But that’s no reason not to launch. Because you won’t grow and you won’t learn if you don’t try.
So get out there, and do it! It will only get easier. We want you to put your work out there into the world because, well, we believe in you!
Quote This
We want to give you permission to know that good is good enough.
Highlights
Find out why the number one mistake people make when launching is aiming for perfection. [0:03:40.1]
Why you need to put all of your eggs in one basket and shout your launch from the rooftops! [0:09:45.1]
Understanding why you can’t just have a launch plan and how to put a dream into action. [0:14:17.1]
The difference between live promotion versus planned promotion and how to get ahead by mapping. [0:22:30.1]
The importance of self-positivity, being your own cheerleader and staying calm. [0:30:30.1]
Learning not to dream small, but to dream realistic: why launching takes practice. [0:37:03.1]
ON TODAY’S SHOW
Abagail & Emylee
The Strategy Hour Podcast
We help overwhelmed and creative entrepreneurs break down their Oprah-sized dreams to create a functioning command center to tame the chaos of their business. Basically, we think you’re totally bomb diggity, we’re about to uplevel the shiz out of your business.
KEY TOPICS
The perfection trap, Launch strategies, Planning a launch, Top launching mistakes, Promoting a launch
