Launch Lessons From Taylor Swift

I can’t concentrate since Taylor put up the countdown to launch her new album over 12 days ago. She’s been dropping hints for weeks but we’re officially within 4 hours of new music and I. Can’t. Even.

You think I only reserve this level of excitement for Harry Styles?! You’d be right. Except Taylor.

I haven’t worked in a week.

I’m too distracted.

Checking her Instagram stories constantly. Falling down reddit rabbit holes. Reading into Taylor theories.

I am fucking obsessed.

I’ve timed my whole day today to revolve around the moment the music drops.

Now imagine your last launch.

If I was a betting woman I’d say you threw together a sales page and a bunch of posts for socials. And if you’re organised enough you probably did a webinar or a three part video series or a challenge to kick it off. Finishing off with an announcement email that enrolments were open.

And sure you got a few dedicated hardcore fans sign up.

But the first day numbers were underwhelming.

But it’s okay because everyone tells you that no one buys the first day anything drops.

Because they need to prepare themselves to purchase. They need to read the sales page more than once. They need to be convinced by your sales emails even more to buy from you.

And therein lies your problem.

You didn’t do the pre-launch work.

Taylor Swift planned a secret mural for months leaving clues for fans to find in Nashville on launch day. A bit over the top? We’ll discuss that after she smashes streaming records in the next 24 hours.

Taylor Swift changed her branding to match her new launch and sprinkled photos across her socials to whet the appetite. A bit extreme? How’s that for hardcore belief and trust in her launch that every single detail is aligned.

Taylor Swift started a countdown without any context over 12 days out. A bit drawn out? Enough time for everyone to clear their calendar for the exact moment to listen the moment it drops, not when the cart is closing.

Everything you do before the buy matters.

What Tay Tay’s done is prepare us to do exactly what she wants us to do at exactly the right time.

How have you prepared your people to purchase from you the moment you drop your course and not the moment the cart closes?

In the business world we’re all so quick to launch. Go hard and fast and figure it out later.

And I’m all for not procrastinating and launching something as soon as possible.

But 99% of you are missing out on sales because you’re missing out on the preparation.

 Your prelaunch is the key to your best launch ever.

One email isn’t going to cut it.

One webinar isn’t going to cut it.

One week long challenge isn’t going to cut it.

But consistent pre-launch content? That’ll send your audience into a buying frenzy.

So all you have to do is smile that beautiful smile and all the guys in the front row scream your name. That’s a White Horse throwback lyric reference for the serious Taylor fans.

But seriously, it’s time to take your launch out of the woods and into the profits now. And that’s a 1989 throw back lyric. Because masterpiece.