Recently a business owner said, “I’m getting ready to launch my new program. I want to set up a consultation with you, but I’m not sure I’m ready. You focus on marketing. I’m still working out how to position this program and identify the best target market. That’s not marketing, is it?”
This business owner is not unusual.
Take a random survey and people will tell you they define marketing as advertising … and copywriting as wordsmithing.
But more important, many of us are hard-wired to assume processes are linear; for instance, most career change books set up a pattern of discover your self, find careers that fit and find a job in one of those careers. In fact, as Herminia Ibarra points out in her book, Working Identity, career change is a process of serendipitous stumbling around.
We also see the classical story line as a straight line. Hero sets out on a fine day. Hero encounters obstacles. Hero overcomes obstacles. Hero lives happily ever after. Most iconic stories- such as fairy tales – follow this pattern.
So it’s not surprising: business owners often assume product launching is a linear process.
You develop a strategy — your position, target, USP, differentiation points, and purpose. You might hire a marketing coach, strategist or branding pro.
Once that process is complete, you hire a copywriter. (Some people hire a designer first. Bad move. Here’s why. )
You get the sales page. Maybe you even get two versions so you can test. You get copy for the email sequences.
And then you celebrate your launch.
That’s rarely how launching really happens with businesses who want to market their programs simply and profitably.
Usually the process is non-linear. After you write the copy, you realize you need to revise the strategy … and of course after you get responses from clients, you might need to go back and revise everything.
It doesn’t mean you got it wrong the first time. It means you’re normal … and most likely to get better results.
You can see the difference in more detail in this blog post — with two infographics I created to demonstrate the difference. Please visit and write a comment!
Reply to this message if you’ve got questions about your next launch, whether it’s a website, course or special program.
And if your last launch was too complicated, time-consuming or unproductive … let’s set up a consultation! There’s no need to feel overwhelmed by the famous L-word “Launch.”