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The Pre-Launch Strategy That Turned a Stressful Launch Into a Breakthrough
When it comes to launches it’s so easy to focus on the days the cart is open.
But what if the real results come from what happens before the launch?
In this episode, I chatted with Tess Masters — founder of the Skinny 60 program and author of The Blender Girl cookbooks — to talk about the pre-launch strategy that completely changed how she approaches launches.
And the results were bananas.
Her next launch became the largest one she’d had in four years, and her webinar conversions doubled. Not to mention, she lowered her ad costs.
Tess isn’t new to business. She’s sold hundreds of thousands of books and tens of thousands have used her programs to reach their health goals.
So what actually changed?
Why a Pre-Launch Strategy Matters More Than You Think
For years, Tess had built her business through referrals and loyal fans.
That worked well — until she wanted to grow.
The challenge was reaching people who had never heard of her before.
That’s where a pre-launch strategy became essential.
Instead of jumping straight into selling, Tess started preparing her audience ahead of time. She began sharing ideas, stories, and insights that introduced people to her philosophy and approach.
By the time the launch began, people were already familiar with the problem she solved.
And that made a big difference.
How a Pre-Launch Strategy Improves Messaging
One of the biggest breakthroughs came from voice-of-customer research.
Tess realized something surprising: she already understood her audience’s struggles. The problem wasn’t knowledge — it was how she communicated it.
Refining the messaging inside her pre-launch strategy helped her:
- Speak directly to what her audience was experiencing
- Frame her offer in a way that felt supportive, not pushy
- Build emotional connection before the webinar even began
The result?
People showed up to her webinars already feeling understood.
Many were ready to buy before the sales conversation even started.
A Pre-Launch Strategy Can Change the Entire Launch Experience
Before implementing this approach, Tess described launches as stressful.
She didn’t have a clear system and often felt like she was piecing things together at the last minute.
The pre-launch strategy created structure.
Instead of rushing into sales mode, she was able to guide people through a natural journey of awareness and trust.
That shift alone led to:
- More booked calls from the webinar
- Higher webinar conversion rates
- Lower cost per lead from ads
- A more confident and relaxed launch experience
Why a Pre-Launch Strategy Makes Selling Feel Better
One of the most powerful parts of Tess’s story was the mindset shift around selling.
For years, she felt uncomfortable charging for her program — even though it was transforming lives.
But once she saw how her work helped people reclaim their health, everything changed.
Instead of feeling like she was selling, she felt like she was inviting people into something meaningful.
And that’s exactly what a strong pre-launch strategy helps you do.
It builds trust first — so the offer feels like the natural next step.
Want to Build Your Own Pre-Launch Strategy?
If launching has ever felt chaotic or stressful, this episode will completely shift how you think about it.
Inside the conversation, Tess shares what changed, how she restructured her webinar, and why preparing your audience before the launch makes everything easier.
Listen to the full episode to learn how a simple pre-launch strategy can transform your results.Or if you’re ready to build your own launch plan, you can learn more about working together here:
https://brennamcgowan.co/services/
Next Steps:
- Let’s work together! Book a strategy call
- Join the Behind the Launch Facebook Group
- Connect on Instagram
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Thanks for Listening!
Brenna
