Brenna McGowan, a pre-launch expert, shares her insights on warming up markets before a launch. She highlights the crucial differences between pre-launch and launch emails, emphasizing the importance of strategic communication. Brenna dives into common pitfalls like confusing education with direct selling and the 'curse of knowledge' that traps many entrepreneurs. By tailoring content to client awareness stages, she stresses how effective pre-launch strategies can dramatically enhance sales outcomes. Her real-life success stories bring her strategies to life.
Pre-launch emails should focus on nurturing interest by addressing belief systems and preparing the audience for the upcoming offer.
Creating curiosity gaps in pre-launch communications engages readers effectively, encouraging them to seek further information without overwhelming them.
Deep dives
Understanding Pre-Launch vs. Launch
The key difference between pre-launch and launch emails lies in their purpose: pre-launch emails aim to sell the concept or method behind the offer, while launch emails focus on selling the actual product. During pre-launch, the goal is to spark interest and prepare the audience by addressing the belief systems necessary for them to accept the upcoming offer. For instance, when a program is being pre-launched, the emphasis should be on conveying how the program can simplify future launches or enhance sales rather than pushing for immediate sales. Misunderstanding this distinction often leads to copywriters confusing their messaging, causing them to lose the opportunity to nurture potential clients effectively before the actual sales period.
The Importance of Buyer’s Belief Statement
A crucial concept in effective copywriting is the buyer's belief statement, which addresses the underlying beliefs a potential buyer must hold to be ready to invest in a solution. Copywriters often make the mistake of assuming their audience shares their own confidence in the product, which can lead to premature selling and missed engagement opportunities. It's essential to raise the audience’s awareness and belief about the problem they face before introducing them to the solution. For example, a copywriter might illustrate the transformative benefits of a program to help the audience recognize their unawareness of the severity of their current issues, moving them toward being receptive to the subsequent offer.
Utilizing Curiosity Gaps in Emails
Creating curiosity gaps in pre-launch emails is vital to engage readers without overwhelming them with excessive information early on. By teasing outcomes and inspiring questions about how success was achieved, copywriters can encourage recipients to seek the solutions that will fill those gaps. An effective case study email illustrates achievements without divulging all the details, prompting readers to want more information on how they too can achieve similar results. Recognizing the balance between storytelling and providing necessary information can lead to increased interest and ultimately higher conversions throughout the launch phase.
What’s the opposite of a confident salesperson who makes it easy for you to buy?
A nervous salesperson who jumps the gun and makes you want to run away!
Today’s returning champion, Brenna McGowan, understands this difference all too well. She has mastered the arts of the pre-launch and the launch, and she knows all the big and little differences.
Because besides the successful implementers, Brenna’s she’s also seen nervous copywriters and offer owners jump the gun all too often.
And ruin their chances at having a successful launch down the road by spilling too much information too early on!
Brenna believes there’s a lot of misunderstanding of what a pre-launch does, as well as what it should NOT do.
So she agreed to come back on the show and tell us today.
Brenna’s specialty is pre-launches—warming up your market by letting them get to know you even before your launch begins.
Perhaps the best advantage it gives you is it puts you front and center in your prospects’ minds, and at the same time gets them eagerly looking forward to getting the full details about what you’re going to launch.
But a lot of people confuse what to do during a pre-launch and what to do during the launch itself. And that’s what she’s going to clear up for us today.
Here’s what we asked her:
1. What’s the biggest difference between a pre-launch email and a launch email?
2. What is the role of the pre-launch emails? How do you know if something belongs in a pre-launch email versus a launch email?
3. You say one of the biggest mistakes in launch emails is educating too much. Why is that a problem?
4. Can you give us an example of how a case study email can go wrong in a pre-launch—and how to fix it?
5. How does something you learn in pre-launch affect your launch?
6. Why is it important to adjust your launch copy, based on what you learn during the pre-launch?
7. Let's say someone doesn't have time to write a full pre-launch. What should they do?
Brenna’s offer: Pre-launch calendar
https://brennamcgowan.co/launchcalendar/ Download.
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