Pre-Launch Buzz

Launch Content to Build Hype and Drive Sales

Whether it’s a digital course, a service, or a product launching something new can feel exciting but slightly terrifying.

When I decided to launch my latest venture, Scot & Soul, which is still in the launch process, I knew I wanted it to reflect my personality using a blend of Scottish humour, sustainability, and mindfulness.

But would people see the vision?

Would they connect with it?

That’s where pre-launch strategies come in.

Building anticipation, creating excitement, and ensuring your audience is poised and ready to hit that “Buy Now” button the moment you go live.

These steps have been my secret weapon to ensure Scot & Soul launches with a bang, and they’ll work for your niche too.

1. Share Teasers That Create Intrigue

Think of your favourite film trailers. They don’t give away the whole story, do the same with your pre-launch content.

• Post Behind-the-Scenes Content: Show snippets of the creation process. For instance, if you’re launching a digital course, share a screenshot of the modules or a sneak peek of one lesson.

• Ask for Feedback: Share two options for your logo or packaging and ask your audience to vote. Not only does this create engagement, but it also makes your audience feel invested.

  
  

Pro Tip: Keep your teasers consistent. Use your brand colours and language to start building recognition early.

2. Build an Excited Audience

Your audience is your biggest asset, so warm them up before the launch day. This is where storytelling comes into play.

• Share Your Why: Why are you launching this? Tell your audience the story behind your product or service. Did you create it because you couldn’t find the solution elsewhere? Let them know!

• Use social media to Hype: Post regularly and show your excitement. Share countdown posts, polls, and even short videos explaining why they need to keep an eye out.

  
  

For example, if you’re a jewellery designer launching a new collection, you could post: “Can’t wait to show you the new collection inspired by my favourite winter walks. Launching in 3 days! ❄️✨”

3. Offer Incentives They Can’t Resist

Everyone loves a deal or a bonus. Reward those who join you early.

• Early Bird Offers: Offer a discount for the first 10 customers or a limited-time lower price for those who purchase within 48 hours of the launch.

• Exclusive Bonuses: Include a bonus for early buyers. If you’re launching a coaching program, offer a free one-on-one session for the first five sign-ups.

• Referral Perks: Create a referral program where your audience gets a discount or reward for every person they bring in.

  
  

4. Engage with Your Audience Before Launch

Start conversations that matter. Pre-launch engagement builds trust and makes your audience feel heard.

• Host Q&A Sessions: Jump on a live session to answer questions about your product or service. Use this time to address potential objections.

• Run a Giveaway: A pre-launch giveaway can generate buzz. Ask your audience to share your page or tag friends for a chance to win a free product or discount.

• Create a VIP List: Encourage sign-ups to an exclusive email list where subscribers get early access, special discounts, or insider updates.

  
  

5. Harness the Power of Email Marketing

Emails are one of the most effective ways to connect with your audience. Use your list to build anticipation.

• Drip Campaigns: Send out a series of emails leading up to the launch, each one offering a bit more information or a special incentive.

• Personalised Messages: If you have a smaller audience, consider sending personal emails to those most engaged with your content.

  
  

6. Collaborate with Influencers or Partners

Partnering with someone your audience already trusts can fast-track your pre-launch success.

• Gift Products or Services: Let influencers try your product before the launch and share their honest feedback with their audience.

• Cross-Promote: Collaborate with businesses or individuals in complementary niches to reach a broader audience.

  
  

7. Set the Stage for FOMO (Fear of Missing Out)

Create a sense of urgency making them feel they’ll miss out if they don’t act quickly.

• Limited Availability: Mention if your product is only available for a limited time or if stock is restricted.

• Social Proof: Share testimonials from beta testers or early users.

• Live Launch Event: Create an event around your launch with exclusive access or bonuses for attendees.

  
  

Make It Personal and Relatable

Regardless of your niche, the key to a successful pre-launch is making your audience feel connected to you and your product. Share your journey, celebrate small wins along the way, and keep the communication two-way.

A relatable, genuine approach will always outshine hard-sell tactics.

Here’s the Real Secret

Launching a new venture, whether it’s a product, service, or shop like Scot & Soul, is all about making your audience feel involved. Every teaser, story, and incentive is designed to make them part of the process.

If you’re gearing up for your launch, these strategies are your golden ticket to a buzz-worthy start. And if you need a hand creating that pre-launch magic, you know where to find me.

P.S. Don’t forget to check out Scot & Soul, it’s launching soon, and I can’t wait to share it with you! 👉 Scot & Soul