Getting ready to launch a new offer involves much more than just creating a product and putting it up for sale. You need time to build your audience’s interest and get them excited about your new offer.
What’s the best way to do that? Build a launch plan.
By planning ahead, you can generate excitement for your offer so your customers are ready to buy on launch day. Plus, you give yourself time to create, test, and optimize the launch to improve your customer’s experience.
We’ve gone through our share of launches, and we’ve learned what to do (and what not to do). Here are our top tips for creating a launch plan that minimizes stress and maximizes sales.
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1 | Consider Your Goals
Before you create your launch plan, take a few minutes to sit down and think about your goals. What do you want to accomplish with this launch?
Write down some clear, specific goals. It’s best to set measurable goals (like a specific number of sales). That way, you can easily determine whether or not you meet them.
It’s much harder to decide if you’ve succeeded when your goal is something vague, like having the launch “go well.”
Plus, having clear goals helps during the post-launch period when you’re figuring out what you want to change for your next launch.
2 | Build a Launch Runway
After you’ve set your goals, it’s time to build a launch runway. This is a comprehensive plan to promote your launch so your audience is excited to purchase your new offer.
A launch runway includes several elements:
- Warm-up emails
- Social media engagement
- Newsletters
These are all ways to get in touch with your audience to show them what you’re working on.
For example, you can use your social media platforms to post some behind-the-scenes footage. Teaser emails can include a sneak peek or a relevant freebie to catch the recipient’s attention.
Related post: The Importance of a Launch Runway for Your New Offer
3 | Don’t Forget to Test
You can’t guarantee that nothing will go wrong on your launch day, but you can reduce the chances by testing everything as much as possible.
Make sure every page on your website is working properly (including new landing pages or sales funnels). Verify that all the links in your emails and social medial pages are right.
Test your cart and checkout features — launch day isn’t the time to incorporate a new automation or widget.
Get the tech setup complete as soon as possible so you’ve got time to test it and fix any issues before launch day.
4 | Create a Realistic Schedule
You’ve crafted your warm-up emails and decided how you’re going to promote your launch on social media.
Now it’s time to take the next step: create and schedule your content.
It’s tempting to just think that you’ll send emails and post updates when it’s convenient.
But chances are there won’t be many “convenient” times in the days and weeks leading up to your launch.
That’s why it’s so important to schedule things ahead of time. Decide when you’ll send our teaser emails or newsletters. Plan out your social media campaign.
The more you plan ahead, the less time you’ll spend stressing out and scrambling.
Related post: What to Do Before Launching a Brand New Product
5 | Find the Right Cadence
As you’re planning your schedule for promo materials, keep your audience in mind. You need to find the right cadence for interacting with them.
Going overboard with too many teasers and promotional posts gets annoying fast. You don’t want potential customers to think you’re desperate.
At the same time, you need to make sure you’re posting often enough.
Before you start sending out launch-related emails, think about the last time you engaged with your audience. Was it a while ago?
If so, don’t start promoting your launch right away. Send an update or a valuable freebie. Don’t make your audience feel like you only contact them when you want to sell something.
Related post: How to Launch a New Online Shop Product to Existing Customers
6 | Optimize the Customer Experience
It’s easy to get caught up in all the preparations for your launch, but don’t forget to think about the event itself!
Mark the occasion with something special to get your audience excited. A giveaway, challenge, or webinar are good options. Or you can pick something smaller, like a live social media post.
Next, consider each customer’s experience. You don’t just want them to buy, you want them to be invested and excited about their purchase.
Think through the onboarding process — how can you make your new clients feel welcome and excited to be there?
Building up your launch is important, but it’s crucial to make sure you deliver on everything you promised.
And once things die down, don’t forget to review the launch. Did you reach your goals? What things went well? What do you want to improve next time?
Every launch is a great opportunity to analyze and refine your process before your next offer.
Final Thoughts
A comprehensive launch plan gets your audience excited and can lead to big sales on launch day. Building a successful launch plan involves knowing your audience so you can use the right platforms and frequency to promote your launch.
Don’t forget to test the technology you’ll use during your launch, and make sure you’ve got all your promotional materials scheduled in advance. And finally, ensure you’re ready to give your customers a great onboarding experience.
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