Ten Steps To The Art Of Launching

Posted on /by Natalie Sisson/ in Build Your Online Business / 10 comments

Taking the first steps towards developing your first product can be both exciting and daunting. Exciting because you are creating and putting your best work out there for people to buy and daunting, well because there is so much to do!

Never fear though, with some planning and breaking things down into actionable steps, you’ll be sharing that awesome product with the world in no time.

Here are the key lessons I learned during my first digital product launch last year:

1. Decide on what type of product you want to create

Will it be an audio based product? An ebook? Video based? Teleclass?

For your first product, I would recommend following the K.I.S.S principle (Keep it short and simple). Why? Because there are many parts to a successful launch and often finding the balance between creating a product and launching it is not easy to strike. So you might want to have one launch under your belt and then add more bells and whistles to your product as you get more comfortable with the process.

2. Create an outline for your product

Some things to consider: What is your compelling offer? What problem are you hoping to solve for your potential customers?

3. What resources will you need?

Will you be developing the entire product or will there be collaborators?  Will you need help crafting the copy for your sales page? What about graphics? Word of advice: Communicating your vision whether it is the sales page or ebook cover can sometimes take longer than expected. Plan for this!

4. How will you promote your product?

There are many ways that you can promote your product whether it is through guest posting, affiliates, social media, your newsletter, blog and more. Decide on which ones you will prioritise and add those to your launch plan. And don’t wait until the last possible minute when it comes to ads. Facebook ads can sometimes take up to 24 hours to be verified.

5. Pick a launch date!

Now that you have an idea of the various things involved in your product development and launch, it’s time to pick a date and commit to it.  Having that date on your calendar will really seal the deal and light that fire you need to get cracking. Working backwards from your tentative date will help you determine whether or not it is realistic. And as I mentioned, add some buffer to take into account the back and forth that can result when working with many people.

6. Create your product

Now it’s worth mentioning, (if it isn’t obvious yet) that many of these activities will need to happen in parallel. For example, even though you are still working on creating your product you will want to start reaching out to various bloggers to contribute guest posts (should you choose that route). Similarly, you will want to start communicating with your audience that something is in the works to get them prepared for your eventual launch.

7. Your compelling offer

So your product is nearly ready and it’s almost time to get your launch sequence going. Will you throw in any added bonuses for people who buy early? As I mentioned in the first point, you can always have a few extras that don’t have as much of a development cost. For instance, in my case it was giving the option to buy just the ebook alone or the 2nd option to buy the ebook with two live group coaching calls.

8. Pre-craft key messages

Let’s face it; you’re going to be doing a lot in the days leading up to your launch. Take some time to create some key tweets about your product as well as Facebook posts that you can schedule throughout the day. This doesn’t replace actual engagement on the various platforms, but you can at least be sure that the word about your product is getting out there while you are still busy working on it!

9. Test your customer experience

Try buying your own product. Ensure that there are no hiccups and that everything goes smoothly. Is there a thank-you page redirect? If there is a membership site, when do they get the welcome email?

10. Ready, Set, Sell!

You’ve reached the finish line and your product is ready to go. It’s time to celebrate, and then do it again, of course 😉 But seriously, take the time to evaluate what you’ve learned and what you can improve on for the next time around. Don’t forget to get testimonials from your customers and incorporate them in your next launch. Good luck!

And there you have it, some of the key things I learned while launching my first product. Would I do it again? For sure!

It may sound like a lot but you don’t have to do it alone. I had a great group of awesome women in WE Mastermind supporting me and helping me along the way. Not only did the mastermind give me access to this wonderful group of action-taking women, the training modules also helped provide a framework to get through product development and launch.

So what are you waiting for?

Sandy Sidhu on the art of launchingSandy is the founder of SidekickPM where she helps budding entrepreneurs get unstuck and launch their ideas. Whether it is getting clarity, figuring out the techy-stuff and which tools to use, or keeping up with the fast-paced changes in the online-world, she’s here to help!


  • Hello Natalie and Sandy (It was a little unclear who wrote it),
    I am very early in my blogging but want to start developing products but have been slow to start. After reading this post, I now know why. The second I decided to “make a product” I automatically assumed it had to be massive, huge, insane! It had to include a guide, online movies, spreadsheets, and part ownership of my first child (slight exaggeration).

    …Now thinking about it rationally, of course, that makes no sense at all. I don’t know why (nor how) it never occurred to me to “Keep it short and simple”. That is so much smarter and easier than “Do it long and complicated” 🙂

    This post is very useful. Thanks.

  • Great post Sandy and I hear you Izzy!

    We recently launched our first online program using what we learnt on WE Mastermind and it was a LOT of work!

    Although the timing was right for Jo and I and we wouldn’t change our decision, I would definitely recommend to those in the earlier stages of their biz to start small, as Sandy suggests.

    We already had lots of processes in place so it wasn’t as tough for us to go a bit bigger with our product. We’ll be sharing our results and biggest learnings with Natalies readers soon too, so watch this space!

    Thanks Sandy and Natalie, keep up the great work.

  • Hi Sandy!
    Excellent post. Thank you for sharing your experience. It’s been so great working with you in WE Mastermind and watching your skyrocketing progress! Congratulations on so many awesome accomplishments in such a short time. You’re rockin’ it…. way to go!

  • Hi Sandy,
    Love the Keep it Short & Simple. Not only is that true, It is much better than the more often used ‘simple, stupid’. (I’ve never liked calling either myself or others stupid).

    You’ve broken down the launch process beautifully. Thanks for being such an inspiration!

  • Sandy you really get to the heart of matters. This list is spot on! I’m printing out a copy to keep by my desk as a reminder to keep on task.

  • A simple step by step guide to the launch process. love this one sandy. I’m clipping this as I’ll be launching my first paid e-book soon

  • Thank you for all the wonderful feedback!
    @Claire, totally hear you. I prefer keep it short and simple as well 🙂

    @Janine, I agree as well. If you have the processes in place already it is definitely easier to invest more time an effort into a larger scale product. But if you’re just starting out…simple is the way to go. Looking forward to hearing your story!

    @Izzy For sure! You’re probably not the first one to think that way..somehow we associate product with massive amounts of work…but it doesn’t have to be! Good luck!

  • Great job Sandy! Very great advance that I will remember as I move forward with my product launch.

  • The support of an experienced Master Mind during launch is a great asset.

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