When do I start talking about a launch to create buzz?
When do I start telling people about my launch?
How can I prepare my audience for a launch?
If you need answers to these questions, I've got you covered in this post. Because I’m giving you four ideas for content that will help you show up before your launch even starts.
What we’re talking about in this post is your “pre-launch” period to help you build buzz around your launch before you even begin to promote it.
What is a pre-launch anyway?
The best way to think about this is if your launch is promoting your offer that you want to sell, then the prelaunch is promoting the launch itself.
Think about it, if you were getting married, having a big party, or hosting an event you would probably send out a save the date or another type of announcement. This would let your guests know that they should save the date, and give them time to look forward to it.
Your launch should be no different.
Let your folks know when your webinars and challenges are going to take place. You should be planning that out WAY in advance so that you have time to create a buzz about your launch.
This means your first step is to decide when and what you are launching. Ideally you should prepare a few weeks or months in advance to really give yourself time to prepare your audience and create a buzz.
At this stage, you can also test out different types of emails and subject headers that are really going to land with your audience. The more time you give yourself the more variations you will be able to try.
Real Client Example:
One of my clients is having a huge launch in June. They launch only once each year, and while their actual launch begins in June, we’re starting their pre launch runway and creating buzz in March.
Now, this client launches just once a year. So if you are someone who is planning to launch multiple times be sure to take that into consideration when planning your pre launch content.
The reason that this time period is so important is because without it you are leaving opportunity on the table.
You want to be able to reach new audiences and nurture them prior to selling to them. If you start running ads to a webinar registration you are only giving them the opportunity to get to know you for a very short time.
You want to build a deep connection with them so that they are more likely to purchase what you are selling.
By not having a pre launch runway there are three things that you are missing in your launches:
- 1. The opportunity to test out your content. Facebook Ads are not free, which means that you want to have a clear understanding of the type of content, messaging, and audience that connects with you before putting money behind it.2. The opportunity to build a bigger audience. This should be a focus in between every launch because it will mean that you are consistently bringing new people in that you can serve. You want to be actively telling people who you are and what you do so that when it comes time to launch they have actually heard of you before. This is your prime time to build a connection with them and to build your know like and trust factor which will lead to more sales.3. The opportunity to train the Facebook Algorithm. When you are creating good content in your pre launch and maybe even spending a little bit on Facebook Ads you are giving Facebook the opportunity to learn who is interacting and interested in your content and it will go find more of them. This means that more people will be warmed up for your launch, and ultimately that more people will purchase.
There are four main types of content that will help you create buzz & excitement for your next launch.
- 1. Polarizing Content
- 2. Inspirational Content
- 3. Entertainment Content
- 4. How to ContentEach one of these pieces of content are extremely important in getting your audience ready for your launch. Each one serves a specific purpose.
This type of content is used to filter out those members of your audience who are not a great fit to work with you. And while this type of content is something that people tend to shy away from because they want everyone to like what they are putting out it makes sales so much easier.
A great way to create polarizing content is through a thought reversal video. A thougth reversal is where you take a belief that is in the “norm” for your niche and present an alternative point of view.
For example, in my last launch for Ads on Fire, I ran a pre-launch video that was speaking about why you're keeping yourself stuck if you avoid using Facebook ads.
I presented a different point of view to show that you can achieve more by using Facebook ads.
Of course, some people hated this and really wanted to stick to organic messaging. That showed me that they weren't the right audience for my offer and the people who agreed were the right fit. Those were the kind of people I wanted to continue to talk to and keep in my audience!
These are the people that would be willing to hear my offer during the actual launch and take action. This type of content then will allow Facebook to find more of those people.
When it comes to inspirational content here are a few questions you can ask yourself to create content that will connect and convert.
What is your purpose?
Why do you do what you do?
What breakthroughs have you had that have helped to get you to where you are now?
What moments have you had that you can share with your audience to have them follow in your footsteps?
This type of content lets your audience learn more about you and what you stand for. When you can get that message across in video form, people get a true sense of who you are and how you can help.
When you are clear in this type of content you can draw more people in. Video is powerful, don’t underestimate it! This is a great way to build your audience prior to your launch.
Ads tip: when you create this type of inspirational content through video before your launch you can create a video engagement audience inside ads manager that you can then use as your target audience for your main launch ads.
This type of content is a great way to attract the attention of your desired audience by doing something a little quirky and shows your personality. This does not mean that you need to become a stand up comedian by any means.
The goal of this type of content is to create something that will get your audience to truly enjoy and remember you!
People connect with people and when you can show a slight sense of humor, and that you are an actual human being you can entertain them and keep them engaged.
A few ideas for creating this type of content would be to head over to Reels or Tik Tok or even just creating a boomerang and showcase what you do, or bring attention to the problem that you are solving in an unexpected way.
If they connect with your audience you will be able to crop those and use them in your Facebook Ads.
Here is an example of my own entertainment content that I created with a small call to action
“How To” Content
This type of content is what a lot of people steer towards because it's telling a group of people how to do things and how something is going to make their life better.
“How to” Content should actually NOT be the type of content that makes up most of your pre launch. This should be saved more for your actual launch.
Your launch is really what tells them how and what they can do to move forward.
You want to give them a sense of how you can solve their problems by your program or working with you. This will move them towards your program because it's where they will get ALL the details they need to take action.
Now you should add in this type of content to your pre launch because your audience will think that if your FREE content is this amazing, what is going to happen during the actual launch event?
They will be more likely to join when they come across you CTA to register for you launch event.
How to Create Buzz & Excitement for Your Next Launch: Main Takeaways
I hope this helps you create a whole bunch of buzz and excitement for your next launch.
Remember, it is never too early to start planning and you should always try and lean towards video content since you can use that to create a custom audience in your Ads Manager.
Video helps constantly build your audience and connect with them on a completely different level.
So if you have a launch coming up or you're starting to plan, be sure to use these content ideas so that you can build your launch buzz and prepare your audience for all that's to come!
THANK YOU SO MUCH FOR LISTENING …
Thank you so much for listening to the Launch Lab Podcast! I hope this episode has helped you become more aware of how you can create serious buzz before and during your launch. Be sure to register for my latest FREE Facebook ads training: The A.C.T. Method: A Simple Ad Strategy that Boosts Visibility, Leads & Sales!
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