292: Launch Is Too Late to Start Marketing — Here's What You Need in Pre-Launch

Why Your Launch is Too Late to Start Marketing: The Power of Pre-Launch

When it comes to launching your online course or digital offer, there’s one mistake that can make or break your success: waiting until launch week to start marketing. As Tina Tower emphasized in Her Empire Builder Show episode 292, “If the first time your audience is actually hearing about your offer is when you open cart, it is already too late.”

So, what’s the secret to a successful course launch? It’s all in the pre-launch. Here’s how you can maximize your results by starting your marketing efforts early, warming up your audience, and building real anticipation.

What is Pre-Launch (And Why is it Non-Negotiable)?

Pre-launch is the 6-8 week period before you open the doors to your offer. According to Tina, “Pre-launch to me is just all the time you’re not launching but you’re really kicking it into that pre-launch marketing plan.”

During this window, your main focus should be on:

• Building Awareness: Making sure people know who you are and what you do.
• Building Desire: Creating excitement and desire for your upcoming offer.
• Building Readiness: Ensuring your audience is primed and ready to buy as soon as you open the cart.

A solid pre-launch campaign is what transforms “crickets into conversions.”

The Must-Haves for Your Pre-Launch Marketing Plan

1. Crystal Clear Messaging

Get laser-focused on the transformation you promise. You should be able to communicate exactly who your product is for, what it delivers, and why it matters—in one simple sentence. If your launches have flopped before, chances are it came down to confusing messaging.

Start “seeding the offer without selling.” Mention your program and its results regularly, so your audience knows what’s coming long before launch day.

2. Content That Builds Desire

Content is your pre-launch superpower. Mix up your approach:

• Educational Content: Live videos, face-to-camera Reels, how-tos, and expert tips position you as the go-to authority.
• Storytelling: Share your journey, student success stories, and behind-the-scenes moments. This humanizes your brand and illustrates transformation.
• Testimonials & Case Studies: Social proof is king. Make it easy for happy customers to share their wins—automate testimonial requests at key touchpoints.
• Objection Busting: Address doubts before they even arise. Speak directly to reasons people hesitate to buy, whether it’s time, money, or belief in themselves.

3. Build Your Email List

“The results you get in your launch are directly proportionate to the size and quality of your email list.” Use irresistible lead magnets (like Tina’s “Start Your Online Course Checklist”), waitlists, free training, quizzes, and collaborations to keep your list growing—especially during pre-launch.

4. Nurture and Engage Your Audience

Don’t let your list grow cold! Use polls, social media questions, voice notes, and personalized DMs to create two-way conversations. A lively, engaged audience is far more likely to convert.

5. Map Out Your Nurture Sequences

Every touchpoint—lead magnet sign-up, waitlist, or webinar—should be followed by a series of nurturing emails. Educate, entertain, and build anticipation week by week. Share your “why,” give behind-the-scenes peeks, and stoke excitement as launch day approaches.

What to Avoid

• Waiting until Launch Week: Don’t keep your offer a secret. Start talking early and often.
• Over-Teasing Without Substance: Don’t just say “something is coming.” Pair your teasers with genuine value (education, entertainment, or inspiration).
• Making It All About You: Focus on your audience and their transformation, not just your brand.

Your Pre-Launch Roadmap

• Always be seeding your offer, even outside the launch window.
• Ramp up activity 6-8 weeks out—think of pre-launch as the “invitation” and launch as the “party.”
• Consistency is everything—pre-launch is a slow burn, not a loud bang. Save the fireworks for launch week!

Remember: The more you invest in warming up your audience ahead of time, the bigger and better your launch results will be. Start now, and get ready to celebrate your best launch ever!