Pre-Launch Traps to Avoid with Brenna McGowan

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May 5, 2025

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.

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INSIGHT

Pre-Launch vs Launch Explained

The biggest difference is that pre-launch sells the idea behind your offer, while launch sells the actual offer itself.
Pre-launch builds belief in the buyer's mindset, preparing them to accept the solution later.

ADVICE

Use Pre-Launch to Raise Awareness

Use pre-launch emails to sell the "why" behind the how, increasing prospect awareness step-by-step.
Avoid mixing awareness raising with direct selling in the launch phase to keep messaging clear.

INSIGHT

Correcting Prospects' Wrong Assumptions

Many prospects try wrong solutions because they misidentify their real problem.
Correcting this misunderstanding is critical before they can accept your true solution.

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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/
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