Step #4: Create Crazy-Compelling Pieces of Pre-Launch Content

Add a brief overview or the name of the lesson here.

It’s time to stir up some excitement before announcing your course to the world! Each piece of pre-launch content needs to tie into your course theme and get people excited about your topic, without giving away the content of the actual course. Leave them wanting more! 

This specific content will be used as a lead-generating freebie, so you can collect more email addresses for your prospect list. The more compelling and relevant your freebie, the more people will join your list, which in turn leads to more sales in the long run.

You’ll also be creating and hosting a sales webinar or livestream, so make sure your pre-launch content leads into your webinar topic.

What makes content compelling?

• An eye-catching headline. Your words should jump off the page and pull your reader in.
• Advice that promotes action. Give your audience actionable tips they can implement in their business and then a call to action (aka tell them what to do next).
• Relevancy. Know your audience and speak to their pain points and struggles.
• Exclusivity. Create original content your audience deserves. This is not the time to republish an old blog post or to use done-for-you content. Your audience shouldn’t find this content anywhere else online.

Choosing a Pre-Launch Topic

Sometimes this exercise gets a little tricky. One could argue that the pre-launch content should be the same subject as your paid product; but how much information from your paid product do you want to give away for free?

Let’s think of two scenarios:

A health coach has self-published her book about living a gluten-free lifestyle. She covers the reasons why people live gluten-free, how to ease the transition from gluten to gluten-free, and also includes a 30-day menu plan with recipes for a gluten-free life.

Scenario #1: Should she still give away gluten-free recipes in her pre-launch content? It’s a possibility. Or her potential purchasers may think, “Why should I buy the book when she gives us free recipes? Maybe there’s more on her site.”

Scenario #2: Or should her pre-launch content talk about “5 Common Reasons Why You’re Experiencing Intestinal Discomfort”? Intestinal discomfort is one symptom of gluten intolerance, but she’s not focused solely on that topic. She can also include information about IBS, Crohn’s disease, and ulcers as other reasons for the discomfort. 

Do you see how the “5 Common Reasons” idea is related to gluten-free living but not specific enough to give away all her secrets?

Your pre-launch content should give just enough information to your audience that they are ready to buy your product once you lead them to it.

Today's Action:  Put your creative hat on!

1. Create your first piece of pre-launch content for day 1 of your launch. Make sure it’s easy-to-digest, actionable and short – like a downloadable PDF that warms up your audience to the topic. This will also give affiliates something free to promote to grow your list(s) and help them win the leads contest (if offered).
2. Your second pre-launch content will go out on day 3 of your launch and will work best as a short video series or quiz. Now that your audience is more familiar with your topic, what else can you create that will make the course itself feel super relevant to them?