Module 6: The launch sequence

Pre-launch: building the runway (2–4 weeks)

Start 2–4 weeks before cart opens. Week 1–2: publish valuable free content on the problem (blog posts, videos, guest spots) — no pitching, just teaching. This builds the audience you'll sell to and positions you as the guide. Week 3: open the waitlist with a compelling reason to join ("founding-member pricing + a bonus module for waitlist only").

Email the waitlist 3–4 times before launch: the story behind the product, a free lesson or sample chapter, answers to common questions, and the launch announcement with exact open/close dates. Each email should deliver standalone value — people stay subscribed to useful emails and tolerate the pitch at the end.

Line up affiliates or partners now if relevant: 3–5 people with aligned audiences who'll share for a 30–50% commission. Give them swipe copy and a unique link. Even two active affiliates can double a first launch.

During pre-launch, seed curiosity without revealing everything: share the problem you're solving, a surprising insight from your research, a behind-the-scenes look at building. The goal is "I want to see what this is" — not a full product reveal. Launches that start from silence feel like ambushes; launches that start from a story feel like events people want to attend.

Launch week: the 7-day playbook

Day 1 (Monday): cart opens — announcement email to full list + waitlist, social posts, affiliate notifications. Days 2–4: value emails addressing objections (a case study, a behind-the-scenes look, FAQ answers). Day 5: midpoint reminder ("3 days left") with a testimonial. Day 6: bonus expiry or price-increase warning if applicable. Day 7 (Sunday): three emails — morning ("closes tonight"), afternoon (objection handling), final hour ("doors closing").

The final 24 hours typically produce 30–50% of total sales — this is normal buyer psychology, not a sign your earlier emails failed. Don't apologize for the email frequency during launch week; set expectations upfront ("I'll email daily this week, then back to normal"). People who mind will ignore; buyers need the reminders.

Monitor in real time: is checkout working? Are emails delivering? Is the buy button visible on mobile? Have a friend test-purchase on day 1. Technical failures during launch week are the most expensive bugs you'll ever ship.

Post-launch: cart close and follow-up

Close the cart when you said you would — even if sales are climbing. Honored deadlines build the trust that powers launch #2; extended deadlines teach your audience to ignore you. Send a "doors closed" email thanking everyone, and a separate email to non-buyers with a downsell: a smaller product, a payment plan reminder, or a spot on the evergreen waitlist.

Week after launch: onboard buyers properly (welcome email, quick-start guide, "start here" module), collect testimonials while excitement is high (ask at the moment of first win, not months later), and process refunds gracefully — a smooth refund today becomes a buyer of your next product.

Thank everyone publicly — buyers, affiliates, even people who shared but didn't buy. A genuine "we did this together" post turns a transactional launch into a community moment, and it sets up launch #2 with an audience that feels invested. Gratitude is also strategy: people remember how launches made them feel long after they forget the discount.