Why Launching is the Best Sales LEVERAGE [Plus How-to Master Launches]
Jun 22, 2025
LET'S TALK LAUNCHING
So many entrepreneurs have expressed to me that launching is the most stressful part of their business. It drains them, it causes anxiety, or they get bored. They don't know how long their launch should be. They have been sold on this idea that attraction marketing will do the heavy lifting. They freak out that if no one buys at the early bird price no one will buy at all. Or they get analysis paralysis when they go to write the sales copy. I mean it really is the worst part of business for like 90% of entrepreneurs.
I thought I was so weird when I first discovered people hated launching. I was in sales doing door to door, retail, and sales presentations and then MLM prior to building my own corporation and I was always thrilled when there was a launch or a sale. It gives you leverage in the sales conversation. Instead of selling something they can literally buy anytime (AKA no urgency), during a launch you have a launch date, and you can use that to create momentum.
Now, don't get me wrong, launching can come with stress, so let me give you some launch insights and save you from having to investing $20k on a launch program to get these golden nuggets.
LAUNCH WINDOW
There are no hard rules here, but keep in mind people typically buy after 5-7 exposures to an offer so you need enough time to regularly promote. The algorithm won't show it to the same people each time so you can't just post 7 times, it'll need to be significantly more. Generally, low ticket launches that are ticketed between $0 to $500, you’ll want to launch for approximately 3-4 weeks. A mid-ticket offer of $500 to $999, would be 4 weeks. High ticket offers from $1000 take 6-8 weeks and ultra high ticket, so 5-figures and up, your launch period should be between 2-4 months. This is a guideline, you can vary from this, but these are tried and true.
GAME PLAN
I love intuitive approaches to launches, however if you haven't had a successful launch, I'd encourage you to use a plan to make sure you do everything you need to do to show up, engage, market and sell your offer.
90% OF THE SALES HAPPEN IN THE LAST 3 DAYS BEFORE THE OFFER LAUNCHES
I wish someone had told me this. I really could have been saved so many failed launches if someone had just given me this one piece of advice. This is particularly true for mid to high ticket offers. Some very low ticket offers will just sell regularly throughout the launch, but the higher ticket is a bigger time and financial commitment, so people tend not to willy nilly jump in. This means you can't allow your fear to get in the way, you’ve got to keep showing up until the end of launch.
For example, when Tony Babcock and I ran the 3-Week Entrepreneurs Retreat in summer of 2020 it was $ 2000 and 10 people registered, 8 bought the Friday before we started.
RELATIONSHIP BUILD
We buy from people we feel a connected to and that vibe with us. When we show an interest in others, they show an interest in us. Make it a habit to build connections with your niche, not cold pitch, just genuine connections.
PROMOTE NON-STOP
People can't buy if they don't know about it. Post on your profile, in groups (that allow it), go live, promote to your mailing list, talk about in on your podcast or blog, etc.
WATCH OUT FOR SELF SABOTAGE
Notice if you procrastinate on doing your launch activities. What feelings and thoughts are coming up? I had a crippling fear of failure. My ego couldn't handle it so I'd self sabotage by not promoting and then I got the false benefit of getting to say, "well it flopped because I didn't fully show up but if I had shown up it would've worked!" When I became aware of it and finally pushed past the fear and fully showed up, I did sell out - and that's when I discovered that most people buy in the last 3 days!
MARKETING ISN’T ENOUGH
Marketing drums up your leads, selling closes the deal. Again, sure, low ticket you might sell right off the post, but mid or high ticket, unless it's with current customers in an established business, prepare to have sales conversations! Be proactive.
GEAR UP FOR THE EMOTIONAL ROLLERCOASTER
You announce you offer and feel excited. No one immediately buys so you feel worried. You keep promoting and nothing, now you're wondering if it's going to flop. You get your head back in the game and know how great it will be and feel amazing. Someone says they're going to buy, and you're titillated. Then one week from launch no one has bought and you're a ball of self doubt. You get yourself back at it and go all out promoting despite the fear. You have the sales calls, sell the spots, and feel like an entrepreneurial God. It's an emotional roller-coaster.
Please keep reminding yourself that the bulk of people buy last minute, trust that showing up and doing the work will pay off, so you don't psyche yourself out!
Now, who’s excited to launch?
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