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people need to know at this time?
Whoa, we’re almost ready! This communication happens right before the

launch, sometimes as late as the day before. The message is: “This is the calm
before the storm. We’re coming down to the wire and are really excited about
this.” Any last-minute reminders or launch details are included here, and the goal
is to convert anticipation into an actual decision. (You want prospects to decide
in advance that they want what you’re putting together.)

OMG, HERE IT IS! The message is: “It’s finally here, everyone has been
waiting, and now we’re ready to go.” This communication tends to be shorter
than the others because if you’ve done your job right, many buyers are already
prepared to purchase. Here’s where you open the gates to the hordes … or at
least that’s what you hope will happen. In this message you send them a link (or
give them another way to purchase) and encourage them to take action.

INTERLUDE

Let’s pause here for a moment. What happens immediately after this point
is just as important as what has happened already. A good marketer doesn’t
rest on her laurels after a launch, because she knows she can probably
increase the results significantly with little effort. A launch often results in a
response cycle like this:

If the launch is a week long, you’ll tend to see a strong response on the first
and second days, followed by a significant downturn and then a big uptick
right before the close. This further illustrates why you need a launch cycle:
If you have no closing, you won’t see the uptick! If you just launch and
move on, you’ll have no opportunity for growth. Now back to the story …