Your Launch Era is Here

NOBODY launches better than Taylor Swift. 

Taylor’s marketing strategy should be studied in business schools.  It’s absolute brilliance! She plants seeds for her launches MONTHS before an announcement is made. 

Her fans are obsessed with theories and will analyze every public sighting, every instagram post looking for clues. This is what I like to call the “nurture” phase – we don’t know a new album is coming, but we’re happy for the potential easter eggs to over analyze while we wait. 

When you’re launching in your business – you can use the nurture phase to create really good content that speaks to the desires of your client or offers education that will help them understand the value of your future offer.

This is also a perfect time to focus on list building. 

Days before an announcement – things start to change. Taylor’s Instagram colour palette will change or her multi-post images in her feed will line up again.  We’re paying VERY CLOSE attention to Taylor when this happens. This is what I call the “anticipation building” phase. 

In your business, this might look like creating desire or problem-aware content that helps your audience feel seen and listened to.

Your focus could be on making your content binge-worthy and unmissable. 

Then Taylor makes the big announcement!  She’ll release a date for a new album or new tour dates and we’re really paying attention now! This announcement always comes with a call to action to pre-purchase the album or sign up for a pre-sale code for concert tickets. 

In your business, this is the first active “selling” phase of your launch. You won’t be selling your offer just yet, but you’ll be promoting something like a free webinar or challenge and inviting your audience to join your list to learn more from you.

Your call to action is to invite your audience to join your challenge or webinar.

Taylor ROCKED this pre-launch period with her Midnights album release by showing up every night at midnight on Tik Tok with a new “Midnights Mayhem with Me” post where she would pick a number out of a BINGO cage and announce the track name associated with that number. 

Finally, release day comes and Taylor is actively engaging with fans’ posts, liking and commenting on their Tik Tok videos, especially the ones where fans are using her sounds or talking about the release. You can only imagine the excitement of possibly being noticed by Taylor – the result is A LOT of viewer-made content promoting the album. Genius. 

This is the active selling phase where the only thing you should be doing during this phase is showing up and selling your offer, answering questions, and being your personal hype person while your cart is open. 

The key to not burning out before this period is to strategically map out the work you need to do so that when open cart happens you can focus your energy there.

Preparation is key for a launch that is both successful and supportive of your nervous system.

Now – this doesn’t mean that Taylor would bomb her launch if she didn’t mastermind them this way. She’d still be successful – but would she be holding all of the top 10 spots in the Billboard charts kind of successful? 

The opposite of a strategic launch is a whimsical launch.  This is the kind of launching where everything is in your head, you post based on what feels good to post, and you have nothing ready or planned ahead of time. 

If you’ve got a good offer – this kind of launch will probably still bring in sales – but at what cost to your energy? 

Whimsical launching often leads to missed marketing opportunities, way fewer touch points, lack of clarity for both you and your audience, and launch fatigue or burnout from trying to manage it all in your head rather than using a system to organize each phase of your launch. 

I’m supporting some clients through launches right now and we’re using a system I’ve dubbed, “Women who Launch”. My 1:1 clients get access to this goodness as part of their VA or OBM packages – but I know there are some die-hard DIYers out there who love to work on their own. 

If you’re a DIY business owner and you’re launching a program anytime between now and October – I made you something! 

Your Launch ERA is here. 

Here’s to masterminding your next launch T Swift style!!