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How a Pre-Launch Strategy Helped Her Do Less and Sell More
What if your pre-launch strategy didn’t need more Instagram Reels, more ads, or more hours glued to your phone?
That question was on my mind after I opened Facebook one morning and saw that one of the first online business owners I learned from was shutting down her business.
It hit me because I’ve heard so many experienced business owners express the same kind of exhaustion lately.
Things feel harder. Strategies that worked before aren’t necessarily producing the same results. And when sales slow down, it’s very easy to assume the answer is: do more.
But what if it isn’t?
Why Your Pre-Launch Strategy May Need to Change
One of my Pre-Launch Plan students, Annemarie, had been in business for more than a decade when she came to me.
She wasn’t a beginner who needed someone to explain the basics.
She was frustrated, tired, and wondering whether she should throw in the towel.
Her membership was great once people got inside. Her customers loved what they received. But the way she was communicating the value of that membership before people bought wasn’t creating the same response.
That’s where we started—not with another social platform, but with her pre-launch strategy and messaging.
Because a pre-launch isn’t simply a calendar that tells you to post something on Tuesday and send an email on Thursday.
It’s about understanding what your buyer needs to think, feel, see, and believe before they’re ready to buy.
What Her Pre-Launch Strategy Revealed
As we worked together, a few important things started becoming clear:
- Her pre-launch strategy needed messaging that reflected her current ideal client, not necessarily the client she had been speaking to before.
- The channels taking the most energy weren’t necessarily the channels creating sales.
- Her data showed that YouTube and email—not Instagram and Facebook—were her primary channels for leads and conversions.
- Doing less could work, but only if what remained became much more intentional.
So Annemarie did something that might make a few marketers twitch.
She stopped doing social media.
The Pre-Launch Strategy Result: A 214% Increase
After working on her pre-launch content and focusing her energy differently, Annemarie saw a 214% increase in sales.
She reported that 91% of those sales were specifically for her membership.
And she didn’t run a single ad.
She actually kept checking the numbers because she couldn’t believe sales had more than doubled.
But I think there’s an even more interesting part of this story: they doubled while she was doing less.
That doesn’t mean everyone reading this should delete Instagram today.
It means your marketing should be based on what your buyers need and what your own data tells you—not on an assumption that more content automatically creates more sales.
Build a Pre-Launch Strategy Around Buyer Readiness
This is why I care so much about what happens in the four to six weeks before you launch.
A thoughtful pre-launch strategy lets you build demand before the cart opens instead of asking your launch week to do all the heavy lifting.
And when your messaging helps buyers connect the dots before you make the offer? Cart week gets to be cart week (not an desperate attempt to convince everyone in seven days).
Want to see how this works?
Listen to this episode of Before the Launch to hear Annemarie’s full story and the shifts we made to her messaging and marketing.
Join me for The New Launch Model for 2026 on September 23, 2026, where I’m teaching three pre-launch moves to help you build demand, pre-sell spots, and take the pressure off cart week.
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
