As a copywriter, I’m pretty familiar with most of the popular launch models out there.

Most start with a launch event — something splashy and flashy to draw new people in and energize the existing audience — then they have a pitch when the cart officially opens, and a series of emails to nurture, persuade, and remind people to make a decision before the deadline.

There are lots of popular formulas and blueprints for putting these pieces together in slightly different ways. Some use videos, some use live webinars, some use on-demand webinars, some do multi-day trainings or challenges…

So what do all the launch methods have in common?

They position you as a thought leader.

Whether you’re doing a Product Launch Formula three-video series, an Amy Porterfield sales webinar, a Mariah Coz High Ticket Hybrid funnel, a challenge, a bootcamp, or whatever — what these launch events all have in common is that they rely on thought leader messaging to work.

Think about it: all of them rely on you understanding who you are as a though leader, how you are sitting in your space, how you’re different from other people, and how to lead with unique messaging.

But trying to launch without thought leader messaging…

If your message isn’t clear or unique enough, your launch event won’t get enough traction, you’ll have to spend more on ads, and you won’t see the conversion rate you want during your launch.

  • Nobody’s going to opt-in for a webinar they feel like they’ve seen a dozen times already.
  • No one is going to watch a video that says what everybody else in the industry is saying.
  • No one will join a challenge if they aren’t clear on the results.

But when you’ve done the work to position yourself as a thought leader, you’ll already know how your product, service, or business is different from everything else in your industry.Even better, your audience will know it, too.You won’t have to shout to be heard, because people will be opting in to listen to what you have to say.

Your ideal customers will have already bought in to your premise and practice before you ever make the offer. So, regardless of which launch tactics appeal most to you — you must have developed and defined yourself as a thought leader before you launch for them to work as advertised.

What’s the alternative?

But what if there were an alternative to stressful launch events?

I had someone ask me recently if they HAD to do a launch event. (Like, a live webinar, a challenge, a bootcamp, etc.)

The answer — of course — is no! You don’t HAVE to do anything you don’t want to do.

The purpose of a launch event is to increase the number of people in your audience and get them excited about the offer. That’s why we have an event at the beginning of a launch.

So you need one if you don’t have enough people in your audience to hit your revenue goals, or if your audience isn’t warmed up enough to say yes to your offer.But they can be super stressful. Lots of planning, lots of content to create, lots of things that can go wrong when you’re doing something live.

So… What’s the alternative?

Instead of spending so much time and energy on a very short time period, and a single event to do all that heavy lifting for your launch, what if you could drip it out over time?

What if you could spend a bit of energy each week or each day instead of blowing it all in one go?

That’s what the content BETWEEN launches can do for you — and that’s the best place to hone your thought leadership, so that people are ready to give you their money as soon as you make an offer.