Note: The Everyday Author team was not provided any compensation by the course owner for this review.
Are you ready to share your product, book, or idea with the world, but unsure of exactly how to do just that?
Nick Stephenson (known for the book Reader Magnets and the Your First 10k Readers program) outlines his method of launching your book or product in his course, “Your First Six-Figure Launch”. This detailed course breaks up your launch sequence into three simple phases: Pre-Launch, Launch, and Post Launch.
When thinking about launching your book, it’s common to solely focus on the Launch phase as this is where the majority of sales come from. However, many people forget the importance of the Pre-Launch and Post-Launch phases, which can more than double your sales, according to Stephenson.
Let’s take a look at each of these phases.
The Pre-Launch phase prepares people to buy your book. As 90% of customers are not ready to buy the moment you decide to launch, a sudden mass Facebook post that your “Techno-Thriller comes out TODAY!” will not entice as many to purchase your book as giving them a heads up before it launches.
This stage of the launch sequence is all about leading people up the mountain to get them from where they currently are (not ready to buy) to where you want them to be (ready to buy). Your audience should want to learn more about your book before you ever give them a price or information about where to buy.
Stephenson gives a few tips on how we can create interest among our audiences.
- Identify your customer’s pain points. What is your product or book going to fix? Will it entertain, inspire, motivate? Why would people buy it?
- Acknowledge your customer’s “as-is” state. What negative factors are they currently facing in their lives?
- Demonstrate their “after” state by showing them it is possible to get away from their negative “as-is” state.
- Show them how your book can fill their knowledge gap between where they currently are and where they want to be.
- Share “The Hero’s Journey”. Tell your customers your story – how what they’re facing was a problem for you too, but how you overcame it.
- Prime the sale. Don’t tell people specifically what your product is, but mention that there is going to be a product on the way that helped you (your story) and will help other people get from the before to the after.
- Overcome objections before your customers know they have them.
All of the above information can be shared with your audience in a variety of ways: a series of blog posts, podcasts, video training (which can be super effective for non-fiction), Facebook ads or any other medium that resonates with your audience.
If done properly, the Pre-Launch phase can help you connect on an emotional level to your audience as you tell YOUR story. It also helps to prove your expertise, to teach your audience how to get from where they are now to where they want to be, and, ultimately, to prime the sale.
The next phase is your actual launch.
Stephenson describes two types of launches: the Private Launch and the JV Launch. The Private Launch is the best option for your first ever launch as it will only go to your email lists. On the other hand, the JV (or affiliate) Launch will put you in front of affiliate’s email lists. The JV Launch is reserved for after you have already proven that you have a winning formula or product that is perfect for your affiliate’s audience.
Regardless of which type of launch you use, it’s important to send out multiple messages during your launch so that your audience has ample opportunity to consume your pre-launch process and to get all of the information. Each message should be valuable, inspiring, and teach the reader something so they value receiving the messages rather than tire of them.
The Launch phase helps you get your audience to the top of the mountain (where you want them to be). This phase:
- Outlines your promise of how your product will solve your audience’s problem.
- Removes risk from purchases by offering money back guarantees and support systems such as forums or community groups.
- Combats procrastination by noting “limited time availability”, bonuses, and discounts to show scarcity of the product during the launch and promote early sales.
- Reveals the price after (and only after) your audience understands the value of the messages shared in the Pre-Launch phase.
The Post Launch phase is often forgotten after all of the hard work put into the Pre-Launch and Launch; however, your launch does not end with your launch deadline. After all, you do want to keep the new customers you worked so hard to get (as they are 10x more likely to purchase from you in the future) and continue to reach out to those who just weren’t ready to buy yet.
After the launch deadline, those who purchased your product enter a “buyer’s sequence” where you follow up with them, make sure they’re happy and ultimately can send information about future products.
Those who didn’t purchase your product enter an alternate sequence where they receive other content (articles, blog posts, etc.) to keep them engaged with you and your product. At a later date, you can invite them to join a webinar where they receive the offer again.
The Post-Launch phase helps to reduce refunds from buyers suddenly having buyer’s remorse and encourages advocacy in you and your product as well as assisting customers to spread your product by word of mouth. Most importantly, the Post-Launch gives non-buyers another chance to buy later.
The Perpetual Launch
Once you have your first launch under your belt, you can relaunch your product again and again to new people completely on autopilot – what Stephenson calls the “Perpetual Launch”. The Perpetual Launch is advanced but allows each person who opts into your sequence to automatically receive the pre-launch content (videos, blog posts, etc.) and be sent the offer with a countdown timer for availability. Those who purchase enter the same “buyer’s sequence” that everybody else did.
The bottom line
Writing a book that readers will enjoy or derive value from is less than half the battle. No matter how or who you learn it from, marketing is a vital step to advance your author career.
Launching your book or product is simple with Stephenson’s course which includes detailed, transparent information full of examples, timelines, and resources that he actually used during his launch. At this time, “Your Six-Figure Launch” is not open for enrollment, but authors looking to learn more about Stephenson’s marketing strategies (and receive notifications when this course opens again) should sign up for his mailing list at Your First 10k Readers.