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Launch Marketing Is Changing…
Here’s a question someone recently asked me when they were considering the Pre-Launch Plan Program:
Won’t launching just keep changing over the years?
Yes. Your launch marketing will change. Platforms come and go. Tactics evolve. What I recommended two or three years ago might look a little different from what I recommend today.
But that doesn’t mean you need to throw out everything you know and start over.
In fact, if you’re an experienced business owner, the thing standing between you and a stronger launch probably isn’t an entirely new strategy.
It’s refinement.
Why Launch Marketing Tactics Change but Buyers Don’t
A few years ago, I wasn’t convinced every launch needed a live event.
Today? I’m much more likely to recommend a workshop, challenge, masterclass, or another opportunity for people to actually hear from you.
We’re marketing to more skeptical buyers. Trust matters. Your audience needs more opportunities to understand what you do, why it matters, and why you are the person they want to learn from.
My friend Steph Crowder recently shared a fantastic example of this on her Courage & Clarity podcast. She had a $197 offer that felt like a no-brainer…and it wasn’t selling the way she expected.
Instead of assuming the offer was doomed, she got clearer and added a webinar. The launch changed dramatically from there.
Listen to Steph’s episode:
From 6 to 41 (How I Turned Around a Failing Launch)
The tactic changed.
The underlying psychology didn’t.
What Hasn’t Changed About Launch Marketing
Your buyers still need to believe three things before they’re ready to buy:
- They need to believe in you.
- They need to believe in your process.
- They need to believe in themselves and their ability to get the result.
- And your launch marketing needs to intentionally build those beliefs before you make the offer.
That’s why I haven’t completely overhauled the Pre-Launch Plan Program every year.
Buyer psychology hasn’t suddenly become something entirely different.
What has changed is what you can get away with.
Why Better Launch Marketing Requires Refinement
There was a time when C-level marketing could still produce pretty decent results.
Right now, the bar is higher.
The marketing I see working isn’t necessarily doing something wildly innovative. It’s doing the fundamentals with more intention, specificity, and nuance.
And this gets especially important when you’re experienced.
You probably aren’t making one giant, flashing-neon-sign marketing mistake.
You might be 80% right.
It’s the remaining 20% that’s hard to see—the message that’s almost specific enough, the pre-launch content that exists but isn’t anchored to a strategy, or the tiny gaps between what you mean and what your buyer actually hears.
There’s doing it.
And then there’s doing it really, really well.
Your Launch Marketing May Need Refinement, Not Reinvention
IThat’s the conversation I want you to take away from this episode.
Launching will keep changing.
But you don’t need to chase every new platform, tactic, or AI-generated strategy that comes along.
You need to know the fundamentals well enough to recognize what should change—and what shouldn’t.
Listen to the full episode to hear what I believe has changed about launching, why live events matter more right now, where AI can take experienced marketers off track, and why your next launch might need refinement rather than reinvention.
And if you’re ready to put that refinement into practice, the Pre-Launch Plan Program is where we do exactly that.
You can also learn more about ways to work with me at brennamcgowan.co/services.
Because better launch marketing isn’t necessarily about finding something new.
Sometimes it’s about getting much, much better at what already works.
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
