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In this blog post, we’ll explore the essential strategies for creating a successful pre-launch plan with Brenna Mcgowan, a business owner who initially started as a social media manager, she quickly pivoted to copywriting, focusing on launch copy after recognizing the importance of pre-launch strategies. Discover the essential strategies for creating a successful pre-launch plan that not only builds excitement but also establishes trust with your audience, effectively communicate your message, understand your audience’s pain points, and create a cohesive visual experience that amplifies your marketing efforts.

Establish Who You Are as a Business Owner

In the first week of your pre-launch, it’s crucial to establish your identity as a business owner and clarify the problem and solution you offer. Brenna emphasizes, “People want to know who they’re doing business with,” highlighting the importance of relatability and trust. Sharing personal anecdotes or values can help create a connection with your audience. For instance, Brenna mentions, “I started my business out of vanity,” which not only humanizes her but also makes her relatable. This week sets the foundation for building rapport and trust, which are essential for a successful launch.

Double Down on the Pain

The second week should focus on addressing the pain points your audience is experiencing. Brenna notes, “We have to be reminded of the pain that we’re in,” indicating that empathy is key in this stage. Instead of agitating the pain, aim to empathize with your audience’s struggles and make them feel understood. This approach helps your audience realize that they are not alone in their challenges, fostering a deeper connection. By acknowledging their pain, you create a safe space for them to consider your solution.

Address Myths

In the third week, it’s time to tackle the myths that may be holding your audience back from taking action. Brenna explains, “Now that we’ve established I know what pain you’re in, now these things come up,” referring to the misconceptions that can cloud judgment. By debunking these myths, you can clarify misunderstandings and guide your audience toward the truth. For example, if someone believes that their problem will resolve itself, you can explain why that’s not the case. This week is about educating your audience and helping them see the reality of their situation.

Remove Objections

The fourth week should focus on addressing any objections your audience may have regarding your solution. Brenna states, “You’re going to be helping me come to the point where you’re slowly removing objections to the solution that you offer.” This involves understanding the common hesitations your audience might have and proactively addressing them. By doing so, you can build confidence in your solution and make it easier for your audience to say “yes.” This step is crucial for paving the way for a successful launch.

Set Up for Transformation

Finally, the last week of your pre-launch should be dedicated to helping your audience envision the transformation they can achieve. Brenna emphasizes, “Can I actually see myself on the other side of this pain?” This is the moment to paint a vivid picture of the benefits and outcomes your audience can expect from your solution. Use testimonials, case studies, or compelling visuals to illustrate the transformation. By helping your audience see the potential for change, you create a strong desire for your offer, making them more likely to engage when you finally present it.

Brenna’s Advice to Current and Future WorkPlay Members:

“When something feels off, in that visual… we’re sending our clients and customers hours away from where we want them to be. When we can dial this all in together, it starts to flow.” -Brenna