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Behind the Scenes of a Successful Launch

Behind the curtain of a successful launch

Let’s pull back the curtain, look behind the scenes, and see what that wizard is really doing.

Watching a product launch is a thing to behold! It’s amazing to watch a successful marketer take you along a problem-solution path, where he connects with you over a common problem (which is good), tells you how to solve the problem with a DIY solution (better) but then shows you the “done-for-you” solution (best). Next thing you know, you feel a burning need for that thing that didn’t exist a short time ago.

What just happened?

I’m going to show you. Let’s go behind the scenes and see the back end of my successful launches. (To me, a successful launch is one where you have either met your financial goal, came very close, or learned something valuable in the process. It’s not about reaching a certain dollar figure.)

A successful launch

There are two ends to every product launch, much the same way as there are two ends to every blog – the front end and the back end. What you are looking at right now is the front end of my blog, the blog face that I display for you to see. But behind the scenes, there is a dashboard with a text editor and plugins and widgets and other cool things that make this blog look and run the way I want it to. It’s not all that different from a product launch. There is the front end that you see and the back end you don’t.

Let’s explore the back end of a successful launch

I have a set of tools and processes that I use for every product launch. I have turned my launch strategy into a system, which has become straightforward for me and my team to use. Plus, it works. That is why I run through the same steps for every product launch, tweaking the system just a little each time, in an effort make it better and better. I have found a system that works. And I’d like to share it with you.

Mark down key dates and circle them in red

The first and most important step to a successful product launch is to schedule your key dates, along with necessary tasks. Key dates include “Open Cart” day (the day your product becomes available for purchase) and “Close Cart” day (the day your product is taken down) if your product will not always be available. Also, mark down on your calendar when preliminary tasks must be completed. Make sure that each task is assigned to someone, even if that someone is you.

Set up your web pages

Next, set up the web pages you will need well in advance. I like to provide a 4-part video series leading up to the launch of a new product. For this, I need four web pages to deliver each of these videos. Each page is linked to the other three pages. I also need a sales page and a “notify me” page to collect email addresses before the videos start. I’ll need a “thank you” page or two, along with a waitlist page to display after the launch is over.

Counting these up, I can see that I will need to create at least nine web pages before launching my product. This may sound overwhelming, but it’s not. I can create beautiful landing pages in a snap with LeadPages. It’s fast. My pages look great. I couldn’t ask for more. Leadpages is my number one tool in my toolbox for creating great looking web pages super fast.

Create your free content

A product launch becomes brilliant when you give away something of tremendous value, whether your prospects ever buy from you or not. However, when that free gift points to the paid product, exalting it as the ultimate solution, you will have a winning hand. Creating a freebie should not be an afterthought. Put as much time and attention into your free content as you do your paid content. Make your free stuff as good as your competition’s paid stuff. When you do this, you will truly stand out from the pack.

Your free content might include downloadable PDFs, such as checklists, cheat sheets, sample chapters, etc. Or your content may take the form of videos or audios. Create content in the format that your ideal customer would appreciate the most. Always keep that person top of mind throughout your whole launch preparation process. This is what makes a launch successful.

After you upload your freebie to your “thank you” or delivery page, set up your opt-in form. I use Leadboxes from LeadPages. Again, it’s super easy to create these forms! Your opt-in form should collect names and email addresses. The information is collected by your email service provider, which will then deliver the download link via email. Test your opt-in sequence from beginning to end to ensure that everything is working properly.

Set up your product in your shopping cart and test it!

After your sales page is created, your images are uploaded, and your testimonials are copied in, it’s time to run a test. You don’t want your customers to be your guinea pigs. Be your own guinea pig! Add your product to your shopping cart. Link your product in your shopping cart to your “Buy Now” button on your sales page. Then click that button. Run a test order all the way through to make sure everything is working the way you want it to. If successful, give yourself a high five and a refund. 😉

And now, it’s time to launch!

You have run through your checklist twice. You’ve tested all your systems. You are ready to launch. This is the scariest part of the whole process. It is for astronauts too. But do it anyway. Launch! It doesn’t have to be perfect (unless you are an astronaut, that is). It just has to happen. Pray. Press the button. Get it out there. Your product won’t do anyone any good unless you launch it. You can do this. A successful launch is just a few steps away.

successful take-off

What is the scariest aspect of launching your new product? Post in the comments below.

P.S. Did I mention already… you got this!