5 Functions of Pre-launch Content
Did you know that the prelaunch period is a BIG portion of what makes a launch work?
Think about it…
If you were to just open Instagram one day or check your inbox one morning to find someone promoting their new offer out of nowhere, you’d be pretty confused, right?
Where did this come from?
What is this all about?
Wait… who is this even for?
Those are all questions that would likely start going through your head.
THAT is what happens when you skip the pre-launch period and jump straight into launching your offer without priming your audience for it.
This is one of the biggest mistakes that I see business owners making, which is why in LaunchFlow™ Accelerator, there’s an entire section dedicated to helping you map out a proper work flow so you can avoid this.
When you properly plan for your launch and include a pre-launch period, you can typically expect greater results because your audience is READY for it!
So, to help you better understand what pre-launch content is and the 5 major functions it serves, keep reading. ⬇️
What Is Pre-launch Content?
Put simply, pre-launch content is the strategic creation of content, teasers, and valuable resources to build anticipation and generate interest for your upcoming launch.
It serves as a crucial component of any marketing strategy, offering several benefits that can significantly impact the success of your launch.
Essentially, pre-launch content sets the stage by creating anticipation and excitement among your audience by piquing their curiosity and capturing attention, making them eager to learn more.
By sharing new value and solutions to common pain points and problems that your audience is likely facing, you position yourself as a trusted source, making it more likely for your audience to engage with your offer when it launches.
Overall, your pre-launch content helps create momentum leading up to the launch by consistently delivering valuable content and generating buzz beforehand, keeping your audience engaged and primed to take action when your offer becomes available.
The 5 Functions of Pre-launch Content
Now that you understand what exactly pre-launch content is, let’s move into the 5 main functions that this type of content serves!
- Capture and nurture cold leads, so you can build up and warm up a list specific to this launch.
One of the 5 key LaunchFlows™ is Lead Flow, meaning you’re speaking to the right group of people throughout your launch.
Pre-launch content is one of the BEST ways to capture those people and make sure they’re in your bubble and in tune with what you’re doing.
By strategically crafting content that addresses their pain points, interests, or needs, you can attract these leads and guide them through a journey of awareness, interest, and desire, ultimately warming them up to your offer and turning them into engaged prospects primed for conversion.
- Re-engage warm and hot leads on your list, so they get excited about your latest offer.
Your existing audience, composed of warm and hot leads, holds immense potential for conversion. Pre-launch content allows you to reignite their excitement and interest in your brand by showcasing the value and innovation of your latest offer.
Whether it’s through exclusive sneak peeks, special incentives, or personalized messaging, re-engaging these leads ensures that they remain invested in what you’re offering and eager to participate in your upcoming launch.
- Create a buzz around your offer to create and generate urgency.
Urgency is one of the 3 *must have* ingredients for a successful launch and your pre-launch content can be one of the things to help you create that!
By tapping into the psychological triggers of anticipation and sometimes even FOMO, you can create a sense of urgency that motivates your audience to act swiftly and decisively when your offer becomes available.
- Build your credibility and authority, so potential clients know why they should buy from YOU.
Establishing credibility and authority is essential for earning the trust of potential clients and setting yourself apart from competitors. Your pre-launch content provides an opportunity to showcase your expertise, values, and unique selling propositions, positioning you as a trusted advisor and industry leader.
By delivering value through thought leadership style content, you instill confidence in your audience, making it clear why they should choose to do business with you.
- Take your leads most of the way across the bridge so they’re ready to hit the BUY button.
Lastly, pre-launch content plays a crucial role in guiding leads across the finish line towards conversion. By providing valuable information, addressing objections, and offering irresistible incentives, you remove barriers to purchase and pave the way for a seamless buying journey.
Whether it’s through persuasive calls-to-action, limited-time bonuses, or other incentives, you ensure that your leads are not just interested, but ready and eager to hit the buy button and become satisfied customers.
Resources For Your Next Launch
Overall, pre-launch content plays a pivotal role in the success of any product or service launch.
By strategically capturing and nurturing leads, re-engaging warm prospects, creating buzz, building credibility, and guiding leads towards making a purchase decision, pre-launch content sets the stage for a successful launch day and beyond.
It’s not merely about promoting a product – it’s about building relationships, establishing trust, and creating value for your audience.
By investing time and effort into crafting compelling pre-launch content, you not only increase the chances of a successful launch, but also lay the groundwork for long-term loyalty and business growth.
So, whether you’re gearing up for your next big launch or planning your first one, remember the power of pre-launch content in shaping your results.
And if you aren’t sure how to start with this whole launch thing, I’ve got you covered!
- The LaunchFlow™ Roadmap – this roadmap was created to help you learn the 5 flows of fun and repeatable big money launches. 💸
- 4 Keys to Successful, Repeatable, and Sustainable Launches – this blog post walks you through the 4 things you need to have in place when planning your next launch
- 3 Ways You Can Prepare For the Unknown During Launches – this blog post helps you navigate how to prepare for the many unknowns that can happen during launching
Take what you need and connect here for more launch strategy and copywriting tips!