Your launch strategy isn’t working because your audience is onto you.
Let’s get real for a minute: if you’re seeing your launch results tank lately, it’s probably not because your sales strategy suddenly stopped working. It’s because your audience has gotten smarter than your marketing.
I’ve been watching this trend unfold, and here’s what I’m seeing: Your loyal followers? They’ve memorized your launch patterns. They know exactly when you’re going to open cart again. They know it’s not as exclusive as you make it seem in the beginning of the launch sequence. And most importantly? They’re not buying with the urgency they used to.
This is why we need to have an honest conversation about why traditional launch strategies might not cut it in 2025.
The Three Pillars of a Successful Launch Strategy
Let me break this down for you. To have a successful launch strategy that consistently brings in revenue throughout the year, you need three key elements:
- Creative and exclusive marketing (and I mean actually exclusive)
- A solid sales strategy
- A launch model that genuinely works for your business
Here’s the thing – most people have the sales strategy part down. You’ve probably invested in courses, coaches, and programs that gave you a solid foundation for how to sell. But when launches start failing, everyone immediately points fingers at the sales strategy.But think about it: if it was truly a bad sales strategy, it never would have worked in the first place. If you’ve had even one successful launch using a particular strategy, the strategy isn’t your problem.
What Apple Can Teach Us About Modern Marketing
Let’s look at Apple for a minute. They launch new iPhones once a year. Once. Yet they maintain excitement, engagement, and sales throughout the entire year. How? Through strategic campaigns that target different segments of their audience in unique ways.
They’re not just selling phones – they’re creating experiences. They’re hosting workshops for seniors learning tech. They’re creating content for filmmakers using iPhone cameras. They’re constantly finding new ways to speak to different portions of their audience.
Too many people in the online space are content with only capturing a small percentage of their ideal client base. But what if you could actually appeal to all of your ideal clients instead of a niche fraction of them?
The Problem with the Classic A/B Launch Model
Most of us are stuck in this A/B launch cycle where we’re rotating between two offers throughout the year. We’re essentially training our audience to expect the same thing, presented the same way, every few months.
And sure, maybe you’re switching up the bonuses or tweaking the messaging slightly, but your audience isn’t dumb. They see through it. They know another launch is coming soon, so where’s the real urgency?
Here’s what big brands like Skims understand that most online entrepreneurs don’t: true exclusivity drives action. When Skims says something is exclusive to their waitlist, they mean it. You won’t see that same offer anywhere else. Their audience knows this, which is why their waitlists fill up fast.
Meanwhile, in the online space, people don’t join waitlists because they know they’ll see everything on Instagram anyway. We’ve trained them to expect that nothing is truly exclusive.
The Solution: Rethinking Your Entire Launch Model
As we head into 2025, here’s what needs to change:
1. Stop treating every marketing channel the same
Your Instagram doesn’t need to mirror your email list. In fact, it shouldn’t. Create broader content for your social media that speaks to your overall brand message, while keeping the specific offer details exclusive to your email list.
2. Start segmenting your audience
Not everyone buys for the same reason. Some people only buy during sales. Others need to see celebrity/influencer endorsements. Some need extensive education first. Start creating campaigns that speak to these different segments.
3. Create true exclusivity
If you say something is exclusive to your email list, mean it. Train your audience to trust that when you say they need to be on a specific list to get access, you’re not bluffing. The first time you bluff, you lose their trust and they’ll never buy from fake urgency again.
4. Think in campaigns, not just launches
Instead of focusing solely on open/close cart periods, think about the broader campaigns you can run throughout the year that speak to different segments of your audience.
Revolutionizing Your 2025 Marketing Approach
If you’re wrapping up your 2024 launches and heading into Black Friday, now is the perfect time to start retraining your audience. Use these final months of the year to establish new patterns and set new expectations for how you’ll be showing up and selling in 2025.
Remember: your conversions aren’t just about your sales strategy – they’re a direct result of how you’ve trained your audience to buy from you. The good news? You can start changing that today.
Your audience is smart. Your marketing needs to be smarter. And it starts with breaking free from the traditional launch cycles that everyone’s gotten too comfortable with.
Ready to revolutionize your launch strategy for 2025? Stay tuned – I’ve got something special coming for Black Friday that’s going to help you do exactly that.
