You’ve been quietly toiling away behind the scenes at a new or refined offer for months on end. It feels like you’ve finally found the perfect formula, developed the best way to deliver the message inside the offer and nailed down exactly what your client needs to have in hand before ever stepping foot into this new course, program, or service.
*But then you freeze* “Oh yeah, I do have to TELL THEM about this launch at some point before the cart opens, don’t I?” And here you find yourself doing a mental math exercise trying to determine when you’re meant to announce the launch/relaunch of your offer or service before ever opening cart…
If you haven’t launched before or you’re relaunching an offer or service for the very first time, it can feel overwhelming to determine when the best time to tell the world is.
STOP. It doesn’t need to be this complicated.
Want to Know a Secret?
There’s actually nothing complex about selecting your offer announcement date. Simply take the day you’ve decided to open cart and work back either one week or two weeks from that exact date to determine the best day to announce your offer.
We’re giving them just the right about of time to be ready, ask questions or gain final points of clarity, feel like something is actively happening to be excited about, move funds around if needed (those dang bank transfer delays), and to make the arrangements to be in the best possible place to participate in your open cart without feeling burnt out by sales messaging.
This is crucial: your ramp-up period WILL determine when you announce your offer in accordance with your open cart date. See below for even more details on why this ramp-up period is actually more important than your open cart week, but to cut to the chase…
*If you have a 1-month ramp up you’ll announce your offer 1 week prior to open cart, and if you have a 2 or 3-month ramp up you’ll announce your offer 2 weeks prior to open cart.*
Open Cart Date: Tuesday, January 24
Ramp-Up Period: 2 Months
Offer Announcement Date: Two Weeks Before 1/24 = Tuesday, January 10
These dates will end up fitting right in with your Prime > Announce > Remind > Milestone 3 > Open Cart schedule that you’ve predetermined [if you want my insight on this entire ecosystem of dates, join me inside Live Launch Academy’s “When to Announce Your Offer & Amending Your Milestone Dates” deep dive lesson].
What You’re Doing for THEM
For our buyers, familiarity is sweet. Imagine they have a routine, every Tuesday AM they sit down for 15 minutes to clear their inbox and warm up with a mug of coffee before getting dressed and hopping on a quick weekly zoom that lasts for 20 minutes before they leave to take their kiddos to school. This is hardwired into their behavior, and they can likely expect to do and feel the same way each Tuesday.
So when you drop the news on Tuesday (for example sake, let’s say it’s the first Tuesday of the month), they are in the middle of this routine and can now envision themselves doing the EXACT same thing on open cart day in just one or two Tuesdays from now. They’re able to imagine that they can quickly checkout during their 15-minute inbox scroll and move on with their day… your open cart is now already a part of their future plans.
But There’s More to Know
While your offer announcement date and your open cart tactics are important in the overall success of your launch, they pale in comparison to the real value of a solid ramp-up strategy. Rather, it’s what you’re doing for the weeks and months PRIOR to your offer announcement and open cart that is actually preparing your audience to be hungry for the type of offer you’re serving up (and they don’t even know it yet)!
There certainly is much to consider, between creating the best-fit launch plan for your offer, creating a spicy hot ramp-up period, working around holidays or special happenings, and amending your milestone dates to perfectly accommodate your launch… you may be feeling like you need some additional guidance.
Want to get the full breakdown (and I mean step by step by step) of your launch timeline so that you can NAIL your ramp-up period and enjoy smooth sailing into your offer announcement and open cart? Join me inside Live Launch Academy, where I’m handing over the bulletproof launch plan you can use to create repeatable cash infusions with an audience on the edge of their seats.
The Goods is your weekly download of all things business scaling and magnetic marketing, from exclusive content by Shannon to incredible guest contributors. We’ve got what you need.