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3 Pre-Launch Strategy Myths That Could Be Costing You Sales?
I had a completely different podcast episode recorded for this week. Then I scrapped it.
Why? Because there are a few pre-launch strategy misconceptions I keep hearing that I couldn’t stop thinking about. And if you’re launching a course, program, membership, or digital product, believing them could be making your launch harder than it needs to be.
So I grabbed the mic and decided to clear the air.
Why Your Pre-Launch Strategy Matters Before Cart Open
One of the biggest assumptions I hear is: The people who were going to buy were going to buy anyway.
But are they?
A small percentage of your audience may already be ready to pull out their credit card. The rest aren’t necessarily there yet—even when they have the exact problem your offer solves.
Knowing you have a problem and deciding, I’m solving this now, are two very different things.
That’s where your pre-launch strategy comes in.
Instead of expecting your launch emails to shift every belief, overcome every objection, establish trust, and create urgency in seven days, your pre-launch content can start doing that work much earlier.
What a Pre-Launch Strategy Changes for Your Buyers
Before someone buys, I believe they need three important beliefs: belief in you, belief in your process, and belief in themselves.
And those beliefs don’t necessarily appear because you sent an “Enrollment is open!” email.
Inside this episode, I’m digging into:
- Why your pre-launch strategy can help move a problem from “I’ll deal with that someday” to “I’m ready to solve this.”
- The hidden opportunity cost of deciding you’ll “do pre-launch next time.”
- Why the content you’re already creating could be doing much more of the heavy lifting for your launch.
- The difference between having information about pre-launch and actually knowing how to implement it.
There’s also a client result I share that illustrates just how much this work can matter: after implementing the pre-launch process, she saw a 214% increase in sales.
Why a Pre-Launch Strategy Isn’t Just More Content
I know what you might be thinking:
Brenna, please don’t tell me I need to create MORE stuff.
I’m not.
You’re probably already creating content before your launch. You’re emailing your list, recording a podcast, writing a Substack, or posting on Instagram.
The question is whether that content has a job.
Strategic pre-launch content isn’t about piling more onto your calendar. It’s about intentionally using what you’re already creating to help your buyers understand their problem, trust your approach, and become more prepared to make a buying decision.
Or, as I say in the episode: during your pre-launch, you’re not selling your offer. You’re selling your process.
That’s a very different way of thinking about content.
Is Your Pre-Launch Strategy Doing the Heavy Lifting?
If your entire sales strategy starts when the doors open, you’re asking your launch period to do a lot of work in a very short amount of time.
In this episode of Before the Launch, I’m breaking down three misconceptions that may be keeping you from using pre-launch more strategically—and there’s a fourth one I’m saving for next week because it deserves an entire conversation of its own.
Listen to the episode to learn how a pre-launch strategy can get your audience more prepared to buy before you ever ask for the sale.
Also, if you’d like to see if you’re a good fit for the Pre-Launch Plan Program, head over to https://bot.brennamcgowan.co.
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
