41 - Tip Tuesday - How To Create a Launch Strategy That Sells with Farideh Ceaser

Farideh Ceaser is a musician and a launch strategist.  Farideh was a musician for 15 years, and she had a successful career.  She lived in a remote part of Canada, and had to do everything herself, like finding the money for her tours, promoting it, and working to find fans.  There ended up being things that really became way too physically demanding for her, and she had to take a look at her lifestyle.  She got engaged and the thought of having kids while touring, just didn’t seem appealing. 

She loved writing the marketing plans so much, that she ended up really teaching other entrepreneurs to launch their products successfully.  She loves finding ways to help people think outside of the box when it comes to a launch strategy.

What is a launch?  Launching is releasing a product, and you’re launching it into the world, and you’re essentially creating buzz around it.  It’s not available all the time, or there is special about that date where you’re getting a discount, etc.  You’re creating excitement, and encouraging people to purchase where it gets you seen.

What really goes into a launch?  The first, is making sure the product you’re offering is something that people really want.  So the first step is really doing your homework, and making sure someone really wants it.    Also, make sure that even if they want it, are they going to use it on the terms that you’re creating, i.e. they want to take a course versus having someone hold their hand.

What does it really take to create a plan?   One way is to test the plan is to do a launch, then create the product behind it.  One way you can start planning is by creating excitement around it.  Take photos, do interviews.   The mistake is to wait til launch date until the talk about it.  But one of the best things that you can do is to take people along on the journey.   Just start creating buzz as soon as you can.  One of the power of the online business, is that people can start seeing into your life.  People love a story, and they love the behind the scenes. 

Farideh recommends planning at least 6 weeks in advance.  Find out how you can start creating buzz, who you can ask for help.   It can be from a tech person, or even just letting your family know you might be out-of-pocket for a while. 

What types of ways do you suggest for creating buzz?  The best way usually is by going the simplest route.  There are no rules on what you have to do for your launch.  Keeping it small is usually the best strategy.

Should your product be it’s own separate entity or something within your company?  It’s going to depend on your business, and what will work best for your company.  Having a separate page might be the most clear way for you to organize everything. 

Also be sure to see this as a journey.  Every launch you’ll learn new things, and see it as an experience to continue to make it better.             

When should you bring in affiliates?  You shouldn’t launch first with affiliates.  If your product isn’t tested, it’s going to be harder for them to line up. It’s usually better just to start small.  It’s another user group you have to keep motivated, keep them excited, and get them excited.

More About Farideh:  Farideh Ceaser is a musician turned launch strategist. After 15 years on the road touring as a musician, Farideh switched gears and now helps entrepreneurs launch their big ideas and online courses. She regularly delivers her wisdom in the form of a ukelele and a song on www.farideh.ca.


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