The no-hassle guide to a digital product launch

Launches are one of the most widely used strategies among digital entrepreneurs. And for good reason: it's one of the models that delivers the most results in today's market.

You've probably been on the receiving end of a launch and noticed how effective this strategy is. So now you want to use it for your next digital product. In this article, we'll help you do it the best way possible by explaining:

• What a digital product launch is
• Four pillars of a successful digital product launch
• Types of digital product launches
• Phases of a digital product launch
• How much you need to invest in this strategy

What is a digital product launch

In short, it's a sales model created in the United States by marketing entrepreneur Jeff Walker. With the Product Launch Formula™, he changed his family's life in the '90s.

In the 2000s, the strategy came to Brazil through Érico Rocha. Since then, digital entrepreneurs have been copying and adapting it every day.

Over the years, countless kinds of digital product launches have been created. But they all have something in common: they happen over a short period (which varies by launch model) and are built on four main pillars:

• Story
• Scarcity
• Mental triggers
• Calls to action

Even with a shorter sales window, it turns out that running this strategy twice a year can bring in more sales than keeping the cart open all the time.

So what do the pillars of a digital product launch mean?

1. Story

You're walking down the street and someone comes up to hand you a flyer.

Your phone rings, and from the number alone you can tell it's telemarketing.

In these and similar situations, what happens? You run, because you already know it's a pitch for some product or service. To keep the same thing from happening to your digital product, you need to get closer to your audience and spark their interest. The best way to do that is with good storytelling. A good story.

Whatever launch you choose, there's a period of “warming up” the audience. That's when you, who should already have a consistent online presence, start building your narrative and explaining what your product is, why it matters, and how it will help whoever buys it.

To be effective, put your customer at the center, not your product. Focus on pain points and needs, and only then show the solution. The idea isn't to sell the product, but the solution it holds.

2. Scarcity

Except for evergreen launches (we'll explain below), every launch builds a sense of urgency into its narrative. That helps not only with decision-making but also with creating perceived value.

Here, it's important to understand who your audience is and what your product is before choosing which trigger to use. Just to illustrate, a low-ticket product can hardly offer an aggressive discount to its first customers.

3. Mental triggers

Scarcity is a mental trigger in itself. But it's not the only one you can use during a launch. Other options include:

• Authority: show you know your stuff through achievements, awards, courses, etc.;
• Social proof: if you have other digital products, show what people said about them and how they changed their lives;
• Exclusivity: whether it's limited spots, exclusive terms, or other offers, make it feel like something for a select (and important) few;

The better you know your persona, the easier it will be to figure out which triggers will work.

4. Calls to action

Also known as a CTA (call to action), it needs to be a strategic part of your communication. But just adding a “buy now” button isn't enough. It's important to understand the context of each message and the best way to get your audience to engage.

Whatever the format, three rules apply: the CTA must be single, clear, and written in the imperative.

Types of digital product launches

Traditional launch

Traditional launches generally last 60 days. During that time, the creator warms up the audience, runs paid and organic traffic, and uses lead magnets such as livestreams and free lessons. Only then is the cart opened for a set period.

Seed launch

A seed launch is a good option for anyone who wants to test a product while building it, since it's a pre-launch strategy where you offer perks to people who buy before the launch.

That way, you can find out whether there's demand and raise funds for the official launch.

Meteoric launch

In short, its messaging focuses on scarcity, anticipation, and belonging. A meteoric launch takes 15 days at most. The goal is to warm up the audience and close sales within a few days.

Evergreen launch

Unlike the other options, with an evergreen launch you present your digital product to your audience and new leads without a set date for closing the cart. In other words, the product is always available to buy.

In this case, the ideal is to test the product and strategically pick an option that can be used in other launches, such as an upsell, downsell, or cross-sell.

Phases of a digital product launch

In short, a good launch is split into four stages. The first is definition and market research, and depending on how mature your business is, you may already have the answers and can skip ahead to the next ones.

During the pre-launch, you're already talking directly to your audience. This is the time to build the narrative and spark interest. At this stage, your strategy might include:

• Free live classes;
• Waitlist;
• E-books;
• Free masterclasses;
• Q&A sessions on Instagram.

In other words, anything that brings the audience closer and shows the value of your product is welcome. The pre-launch is also when you'll announce your offer's price and the cart open and close dates, and lean heavily on paid traffic to attract potential customers.

Next, at launch, it's time to sell. During the days the cart is open, using the mental triggers (mentioned earlier) can really boost your sales. Finally, once sales close, the work should keep going, both analyzing your metrics and serving and building relationships with customers, with future sales already in mind.

How much to invest in this strategy

There's no fixed cost for running a digital product launch. It depends on several factors, such as your lead acquisition cost and the tools you'll use.

The more complex the launch, the more expensive it will be.

It's worth stressing how important it is to keep nurturing the leads you win after the launch, so you can monetize them in future strategies. At Cademí, Brazil's first Member Hub, there's no limit on how many users you can add to your platform. That means you can add all your lead magnet leads, for example, to the member area and make internal sales at any time.

In a case we like to mention, a digital creator sold a mentorship program directly to a lead magnet lead, skipping several stages and closing a sale that would normally take months to even be offered.

If you want to run a launch backed by the best platform to grow your business, book a time with one of Cademí's specialists and see how we can help.