Product launch campaigns are extremely effective at building excitement and ultimately boosting sales during your launch. New and even veteran marketers often feel overwhelmed with planning a launch, but this tested email sequence will help you succeed with your launch.
You can use this for a product you’ve created – or you can use it for a product you’re planning to create live. If you’re planning to teach live, you can adapt your product as you get feedback during the launch. Even if you’ve already created the product, plan to record a bonus session if you get feedback during the launch – that way you know your product is keyed exactly to what your subscribers want.
Remember, once you’ve taught your live class series, you can turn the recordings into a product. Go back and edit your launch campaign to remove references to the live class, then put it in your autoresponder sequence to create an autopilot, evergreen launch.
Here’s the email sequence outline:
Preselling Email #1: Preselling email
Title this email “What are you struggling with?” and include a few sentences asking your prospect what they’re struggling with in your niche. Something like “What’s your biggest goal in XYZ? What are the 3 biggest things holding you back?” is a good question. Invite your subscribers to hit “reply” and let you know their thoughts. A personal reply is a good idea to build rapport.
Preselling Email #2: Here are the answers to yesterday’s questions…
Highlight a few of the challenges you received yesterday (you’ll probably notice the same big ones came up in many of the replies) and give a brief suggestion for each.
Preselling Email #3: How would it feel to XYZ…
Ask your prospect how it would feel to achieve the results they’ll achieve when they go through your product. For example: “how would it feel to know you could take your dog for a walk without having to worry about her jerking endlessly on the leash?” or “how would it feel to have a real, open conversation about what’s going on in your teenager’s heart?” These questions stir your prospect’s imagination and make them hungry for that result.
Sales Email #1: Here is my brand new XYZ training program (or class, etc.)
This is your main launch email, and it can be a simple paragraph stating you’ve released your product, or opened enrollment for your training program / class series. You can make the hyperlink to the product the same as the headline on your sales page.
Sales Email #2: Q&A About (Product Name)
You’ll likely receive questions about your new product – so you can answer…