Whether you’re a new company announcing your arrival to the world or an established company launching a new product, service, or division, it’s important that you launch the right way.
In light of the recent premiere of #CallsWithChris, we decided to evaluate what key ingredients contribute to a successful launch.
1. Be early.
In other words: Beta is the new black.
Movies have teasers and trailers for a reason. Take a cue from Hollywood and promote your content before it’s available to get your audience excited.
If you’re launching something on September 1st, the week or two leading up to that date are critical. You want to create enthusiasm about what’s coming up, not what’s out now. Focus on building that hype, and then deliver on it.
At Curaytor, we provide help, not hype. But when you’re about to launch something new, you’d be doing your business a disservice not to build hype. Just remember you have to deliver on that hype.
2. Be everywhere.
It’s becoming difficult to be everywhere. There are so many social media platforms out there, but at launch, it’s important to be everywhere.
Examples: On the day we launched #CallsWithChris, we were everywhere. We had an email in your inbox, ads on Facebook and Twitter and LinkedIn, a YouTube video, an Instagram story... it takes extra effort, but it's important to be everywhere.
We even did what we call a homepage takeover of Curaytor.com - giving the podcast placement as the featured image, CTA, and even changing our Intercom chat messages to drive awareness and subscriptions.
3. Be unique.
You have to stand out. You can bang your pots and pans as loud as you want and people will notice it, but if there’s not a good rhythm, they’re going to turn away. One way to be unique is through transparency.
“It’s easy to get the attention but it’s easier to lose it.” - Seth Godin
At Curaytor, we want to be a company that has nothing to hide in a world where businesses are shady.
I got a funny message from our onboarding specialist Holly about the podcast before we launched - she said "I can't wait to hear the new show. I'm really interested to know what you're going to edit out."
We aren't editing anything out, we're letting people hear the whole call.
Be experimental (immediately).
Having sharp instincts for what will and won’t work is a key to success, but perhaps even more important is willingness to recognize and change when you were wrong.
Learn from your mistakes and your successes. Cut your losses on what’s bad, take what’s worked for you and double down.
Be in it for the long haul.
Take a look at the iTunes charts and you'll see that most of the top audio podcasts have hundreds of episodes, not 4 or 5. While the launch is fun, longevity is even better.
This reminds me of one of my favorite quotes from Walt Disney, who nearly went bankrupt several times while trying to make Walt Disney World a reality: