Streamlined & Stress-Free Launches with Dolly Delong

PodcastMarketing

Feb 7

Episode 820: Show Notes

I literally have hundreds of students who are all thinking about launching. The launch process is something that can really weigh on people looking to get started. But it doesn’t have to be complicated! On this episode, Lifestyle and Brand photographer, Dolly DeLong, joins us to talk about launching. We’re talking about how to make launches more stress-free and streamlined, lean into facts over feelings, and create an awesome launch.

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Why Dolly Gives Herself Plenty of Time For Each Launch

Dolly has experience working behind the scenes on hundreds of launches. Instead of a ninety-day cycle, Dolly structures her calendar with 6 to 9-month periods in mind. I believe that the more people you’re wrangling, the longer the timeline you need. Sometimes, even 6 to 9 months can feel like crunch time, but I’ve also turned a product around in literally a week! Sometimes, a launch needs a lot of pre-planning, and other times, feedback along the way is way more necessary.

The One Thing You Really Need to Consider During Launch-Planning

Additional support is not a guarantee! Some people get support, and others do not. I really want you to understand how much additional support is necessary to make certain things possible. If you’re looking at some of the big names in this industry, they might have a team of 50! Making the decision to switch platforms before her launch was costly, but it enabled Dolly to work out all the kinks before launching to the world! Having some buffer time in between facilitated her working out those ‘oh no’ moments.

How to Leverage Technology to Communicate Your Thoughts

Dolly loves Loom! She uses it to create videos, which she includes in emails to send out to the contributors and affiliates who are part of her launches. One reason for this is that she has a tendency to be pretty wordy in her emails. It also supports her mission to ensure that people working with her feel valued and that their time has been taken into consideration. Templates are another time-saver to lean into, from tweaking old copy to re-using a wireframe from a different project.

Who to Share Your Failures With When They Inevitably Happen

Last year, Dolly launched a group program focusing on collaborations and bundles, and it only sold to one person! You can believe that you shouldn’t put your worth into a launch, but when it’s happening to you, it’s so personal! This is one of the reasons that I have leaned into launching all the time instead of a production leading up to a certain moment. I want to encourage you that even at this level, I’ve had launches that have totally failed. Sometimes, communicating what’s happening in the moment can harm your brand. My advice? Get people in your corner that you can share the real stuff with!

What Dolly Reminds Herself Of Everyday to Stay Focused on Facts over Feelings

Leaning into the facts can be challenging. It can be tough to stick with a realistic viewpoint and hold both the data and your feelings. That’s why Dolly stays grounded in leaning into the facts. Because I care so deeply about facts, I’ve been working on a conversion calculator to help you to reverse engineer how many impressions you would need to hit your sales numbers. I think it’s going to be really helpful. It’s not just for launching but something you can use daily, whether for digital products, courses, or services.

Dolly’s Advice to Anyone Getting Started

Give yourself a lot of time to plan! Build in that extra time for the ‘what ifs’. Tech breaks, links break, things don’t always work out; how can you allow yourself to be flexible and troubleshoot? Lean into what works for you, whether it’s a template or a wireframe, and reuse it, tweaking it to fit each context. If you feel like you’re shouting from the rooftops about your product or program, you’re probably barely whispering! Give yourself ample amount of time to promote, and figure out what works best for your energy.

How to Get Your Priorities in Order Leading Up to a Launch

Before the start of each week, Dolly and her husband discuss priorities for the week. Communicating with your spouse can be a game-changer! At the end of each day, she prays to God. That’s how she recalibrates on a daily basis. I’ve learned to communicate my expectations during each launch period and communicate what’s going to change in my schedule, and what I’ll need from my partner. Balancing that out with really making sure I’m enjoying the downtime I have is really important to me.

The Systems and Workflow Bundle

Every year, Dolly releases a new iteration of her Bundle, which talks about something really specific. This year, Dolly and I have been working on the Launch Edition of the Systems and Workflow Bundle. It’s made with the solo business owner in mind or for a business owner with one or two team members. They want to know how to launch! And how to integrate launching into marketing their businesses better. Whether it’s your first or next launch, I know there’s a ton of resources inside, so definitely check it out!

Quote This

I want to make sure that people who are going to be working with me feel valued and know that they are not just a tool being used for my purposes.

—Dolly DeLong

Highlights

Why Dolly Gives Herself Plenty of Time For Each Launch [0:05:25]
The One Thing You Really Need to Consider During Launch-Planning [0:09:04]
How to Leverage Technology to Communicate Your Thoughts [0:20:00]
Who to Share Your Failures With When They Inevitably Happen [0:22:54]
What Dolly Reminds Herself Of Everyday to Stay Focused on Facts over Feelings [0:31:20]
Dolly’s Advice to Anyone Getting Started [0:35:05]
How to Get Your Priorities in Order Leading Up to a Launch [0:35:05]
The Systems and Workflow Bundle [0:44:56]

OUR GUEST:

Dolly DeLong

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Dolly DeLong is a Nashville Branding and Family Photographer and a Workflow and Systems Educator for Creative Business Owners. She is a long-time supporter of Boss Project, and she has successfully moved through six launches.