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How to Launch a Digital Product in 2025 (without ads) — Transcript

by Jay Clouse · 4,882 words · 693 segments · language en · Watch on YouTube

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0:00I made $607 23 in 4 days selling a
0:04digital product and in this video I will
0:06take you through the exact four-step
0:07strategy I used to do it along with the
0:09five mistakes I made that you should
0:11avoid now this wasn't my first launch
0:13but it was easily the most successful
0:15I've been doing the Creator product
0:17thing for 7 years at this point and I've
0:19earned more than $1.5 million since 2022
0:22but if I'm being honest with you I've
0:24never been good at launches until one
0:26conversation changed everything and I
0:28learned that a successful launch
0:30actually happens before you start
0:32selling let's start with some context
0:34I'm going to assume you already have
0:35some distribution Channel or will have
0:37one before selling a product it may be
0:39your YouTube channel an email list or
0:42some other social platform my email list
0:44which had 58,000 subscribers was the
0:46main Channel I used in this strategy
0:49your distribution Channel may be smaller
0:50than that right now which is totally
0:52okay I launched my first product with
0:54just a few hundred subscribers just keep
0:56that in mind when setting your launch
0:57expectations which is something I didn't
1:00do and it really sucked but we'll get to
1:01that later this video isn't about email
1:03marketing everything I say will apply to
1:05whatever Channel you have although I
1:07would highly recommend you do use email
1:09or start trying to build an email list
1:12email is one of the only platforms where
1:14you can reliably reach your audience it
1:16isn't an algorithmic feed so if you have
1:1810,000 subscribers you know 10,000
1:21people will see that content so if you
1:23want me to make a video about growing an
1:25email list let me know in the comments
1:27all right I want you to think about your
1:29most recent purchase how did that
1:31purchase happen first you knew that the
1:33product existed second you had to be
1:35taught what it would do for you then you
1:38considered whether or not you wanted it
1:40finally you ultimately decided to
1:41purchase it this is your four-step sales
1:44funnel AE C awareness that the product
1:48exists education what the product will
1:51do for you consideration of whether or
1:54not you want that outcome and then
1:56transaction the literal purchase of the
1:58product this is a s funnel you need to
2:01think about the buying process in stages
2:03like this because you need to
2:04communicate with people differently
2:06depending on which stage of the funnel
2:07they're in this is so so so ridiculously
2:10incredibly important that I'm going to
2:11say it again people in different stages
2:13of the sales funnel need to hear
2:15different information to move forward so
2:18you have to adjust your communication
2:20accordingly if someone is aware of the
2:22product already you can focus on
2:24educating them on the benefits if they
2:26understand the benefits you can focus on
2:28helping them consider purchasing in the
2:30past I was trying to move everyone
2:31through all of these stages at once the
2:33moment I made you aware of the product I
2:35was also trying to convince you to buy
2:36the product I thought that was great
2:38until I had a conversation with my
2:40friend Kieran Drew Kieran came into my
2:42membership Community the lab to talk
2:44about how he launched his high impact
2:46writing course which brought in about a
2:48half million dollar between three
2:49launches and this conversation was
2:52incredible he shared his approach to
2:54showing social proof offering time
2:56limited bonuses and setting up feedback
2:59loops all things we'll cover today but
3:01the biggest key was building
3:03anticipation and this literally changed
3:06my entire approach before we get into
3:08that let me show you how you can come up
3:10with viral video ideas using today's
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3:14this channel about crafting your own
3:16ideas titles and thumbnails based on
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3:26we're going to head to one of 10.com and
3:28go to the filters tab we'll set the
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3:33will only show us videos that had five
3:35times the views relative to the average
3:38of that Channel's last five videos and
3:40we want these videos to have at least
3:42200,000 views and were posted in the
3:44last year Let's Pretend We're a fitness
3:46channel looking to come up with our next
3:48big idea but remember we want to look
3:50outside our Niche so I'm going to search
3:53I don't know dinner check out this one
3:56cauliflower has never tasted so good a
3:59simple quick dinner recipe what if we
4:02did lifting has never felt so good a
4:05simple and quick bicep workout knowing
4:07where to start and getting your creative
4:08juices flowing can feel like a really
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4:18code Creator thank you to one of 10 for
4:20sponsoring this video so this
4:22conversation with Kieran made me realize
4:24that the key to a good launch is
4:25creating anticipation almost like
4:28stretching out a rubber band so that
4:29when you let go launch it it has this
4:32big reaction I realized I could
4:34frontload the work of creating awareness
4:36education and consideration before
4:39people even had the option to buy doing
4:41that builds up a lot of pent up demand
4:43for the product so that by the time you
4:45make it available to purchase people
4:47have already been anticipating the
4:48opportunity to buy it you end up
4:50creating this big exciting launch that
4:52makes people feel like they were a part
4:54of something too before we go further I
4:56need to tell you about the product
4:57itself it's called creator HQ and I told
5:01you it's a notion template which is true
5:03but really undersells it I built Creator
5:05HQ to be an all-in-one workplace
5:07designed to save you more time create
5:09more content and really drive more
5:11Revenue it's quite literally the
5:13operating system that runs the entire
5:15Creator science business I use it to
5:17manage everything in this business
5:19including my goals projects tasks
5:22content production and sponsorship
5:23campaigns this video was scripted inside
5:26of Creator HQ by leveraging Creator HQ
5:28we are publishing more than ever and
5:30nearing $1 million in annual revenue
5:33because of it it brings all of your data
5:35and processes into one place with
5:37custombuilt dashboards to reduce
5:38friction and managing tasks creating
5:40content and even collaborating with your
5:42team I knew my audience would love
5:44Creator HQ because I personally used it
5:46for years before I even thought about
5:48selling it whenever I'd show parts of
5:50the system to members of the lab they'd
5:52ask if they could use it too so my
5:54entire goal during the pre-launch phase
5:56was to create awareness and educate my
5:59subscribers about what Creator HQ could
6:01do for them if I did this well people
6:03would opt into a wait list which would
6:05signal to me that they had moved into
6:07the consideration stage of the funnel
6:09and I could communicate with them more
6:11effectively to encourage a purchase let
6:14me show you exactly how I did that
6:16starting with the top two levels of the
6:18funnel awareness and education 3 months
6:22before the Creator HQ launch date I sent
6:24two emails per week each of those emails
6:27would start with one to three paragraphs
6:29about Creator HQ what was in those first
6:31few paragraphs depended on where they
6:33were in the funnel I use a tool called
6:36kit for email I've been using this since
6:382020 it's fantastic and I highly highly
6:40recommend it there's an affiliate Link
6:42in the description if you want to check
6:44it out two of the most useful kit
6:47features are link triggers and tags for
6:50my email list I focused heavily on
6:52awareness and education something like
6:54I'm making this notion operating system
6:56designed to help you save time create
6:57more content and drive more Revenue and
6:59I would end each section by saying this
7:02is going to launch on this date and if
7:03you want to be one of the first to know
7:05click here and I would link that click
7:08here text using a link trigger in kit
7:11it's called a link trigger because the
7:13link triggers an action in kit so that
7:16link trigger would add the tag Creator
7:19HQ weight list to the subscriber I now
7:22know that anyone with that tag is
7:24genuinely interested in this product and
7:26are more likely to purchase remember
7:28that point it'll be become important
7:30later in the same emails I sent to the
7:32full list subscribers with the weight
7:34list tag got slightly different content
7:36at the top of the email this is a little
7:39Technical and nerdy but it utilizes a
7:41coding language called liquid this was
7:43developed by Shopify but it supported in
7:46kit and basically you can use Liquid to
7:48display different text to each reader
7:51based on tags that they have or don't
7:53have applied to their subscriber record
7:55so using the weightless tag I could give
7:57those subscribers progress up dates and
7:59a deeper education on the product itself
8:02since they were already aware of the
8:03product which we know because they
8:05actively clicked to join the weit list I
8:07was able to focus on moving them into a
8:09deeper stage of the sales funnel by the
8:11way I know that sending two emails per
8:12week may sound like a lot or that you're
8:14spamming them but I looked at my data
8:16and there was no difference in how many
8:18people unsubscribed from my sales emails
8:20versus typical emails plus using the
8:23same link trigger functionality in kit
8:25you can actually give people the ability
8:26to opt out of your sales emails so in my
8:29experience there is literally no
8:30downside to doing it this way more
8:32emails typically result and more sales
8:34this awareness and education strategy
8:36got 2200 people to opt into the wait
8:39list moving them into the consideration
8:42stage of the funnel that's about 4% of
8:44my total email list which may not sound
8:46like a lot but that 4% of people led to
8:5040% of overall sales you'll understand
8:53why when we get to the launch the
8:55consideration stage is about giving
8:57potential customers more reasons to
8:59purch purchase things like discounts
9:01bonuses and providing social proof
9:03during the pre-launch phase I really
9:05focused on Gathering social proof we'll
9:07also talk about discounts and bonuses in
9:09a minute so hold tight social proof is
9:11one of if not the most compelling sales
9:14tactic an endorsement from someone else
9:16your audience knows or identifies with
9:18is super effective I mean when was the
9:20last time you purchased something
9:22without reading customer reviews so I
9:24utilize social proof in two ways
9:26testimonials and Affiliates there are
9:28two types of testimonials product
9:30testimonials and character testimonials
9:33for product testimonials I let members
9:35of my membership the lab test Creator HQ
9:37for free before launch I highly
9:40recommend getting your product in the
9:42hands of a select few people early you
9:44get great feedback which helps you
9:46pinpoint any major problems that can be
9:48fixed so you can launch a better product
9:50and you get great case studies from
9:52people who have actually used the
9:53product and that makes your sales page
9:55way more effective now if you're not in
9:56a position to do this pre-launch whether
9:58it's because your audience is smaller or
10:00whatever that is totally fine you do not
10:02need product testimonials for your first
10:04launch you can ask for character
10:06testimonials instead these testimonials
10:09don't necessarily come from customers
10:11but from well-respected people who are
10:13basically endorsing you and your ability
10:16to deliver on your promises I did this
10:18by reaching out to 15 of my Creator
10:20friends and people I look up to some you
10:23probably know like John Yi and Patty
10:25Galloway Justin Welsh I sent them an
10:27email giving them access to the product
10:29and asked for either a product
10:31testimonial or a character testimonial
10:33that I would use on my sales page and
10:35here's a template of that email you can
10:37pause the video and read it or
10:38screenshot it and save it if you want to
10:40we'll also have a link at the end of
10:41this video for you to download it
10:43overall this went great almost everyone
10:45responded and was super supportive only
10:48one person declined it was actually the
10:50first person I asked and it did make me
10:52a little worried and self-conscious
10:54about asking others but you can't take
10:56that personally I would definitely
10:57double down on this in future launches
10:59is there were some people I didn't reach
11:00out to because honestly I was just
11:02scared I felt like I didn't have a good
11:04enough relationship or I didn't want to
11:06feel like I was bothering some bigger
11:07people in the space which I know is
11:09silly all they could have said was no
11:11which would not have put me in any worse
11:13of a position so I shouldn't have let
11:15that fear affect my actions and neither
11:17should you the other aspect of social
11:19proof that I mentioned was Affiliates I
11:22wanted to make it super easy for my
11:24biggest Advocates to sell for me and
11:26make money doing it Affiliates generated
11:284 , 336 of Revenue where they made
11:33$867 just by sharing the product with
11:35their audiences that's a good mutually
11:37beneficial relationship right there but
11:39I could have done more here to do this
11:41strategy well you really need to give
11:42Affiliates a lot of advanced notice and
11:44even some swipe files that they can use
11:46to prepare but since then I built a
11:49feature directly into Creator HQ itself
11:51that makes it super easy for anyone who
11:53uses the product to become an affiliate
11:56which includes you if you're interested
11:58there's actually a link in the
11:58description that you can use code
12:00YouTube to get 20% off your own copy of
12:03Creator HQ that's everything in the
12:05pre-launch phase I know that was a lot
12:07but don't worry there will be a summary
12:09graphic at the end of the video that
12:11Recaps everything in one place for you
12:14now it's time to move on to the launch
12:16phase the goal during the launch is to
12:18capitalize on the anticipation of the
12:20pre-launch and create some urgency if
12:23people don't need to make a purchasing
12:25decision right now they usually won't
12:27that's why you need to have a specific
12:29launch window where you offer incentives
12:32that will expire when the launch window
12:34closes you can keep selling the product
12:35afterwards but your audience needs to
12:37know that the incentives will go away
12:40after the launch window my launch window
12:42for Creator HQ was 4 days yours doesn't
12:45have to be 4 days but I would avoid
12:47making it too long or Too Short too long
12:50and there's no urgency and you're left
12:51with this period in the middle of the
12:52launch where nothing really happens too
12:54short and your audience may not have
12:56enough time to consider purchasing while
12:57you're offering incentives especially if
13:00your product is on the more expensive
13:01side so I felt 4 days was a nice Middle
13:03Ground where it was short enough to
13:05create the urgency of an event while
13:08still giving people enough time to
13:09consider a
13:10$297 purchase if I did it again I'd
13:13still do 4 days here is every bonus I
13:16offered each person who bought Creator
13:18HQ received an invite to a live
13:20onboarding session and Q&A an entry into
13:23a free coaching session giveaway and my
13:26newsletter master class which is
13:27normally $99 I actually think these
13:30bonuses were pretty weak so we'll go
13:32over what I'd change in the mistakes
13:34section of this video outside of the
13:36bonuses podcast listeners and people on
13:38the wait list were offered a 10%
13:40discount so during my 4-day launch
13:41window I sent out 10 emails 18 tweets
13:45one instagram Story one instagram feed
13:48post five LinkedIn posts and one
13:51exploding podcast episode let's go
13:53through some of these individually
13:55starting with email remember when I said
13:57knowing who in your audience is more
13:59likely to purchase is really important
14:01this is where that comes in of those 10
14:03emails seven were sent only to people in
14:06the consideration stage of the funnel
14:08the subscribers with the weight list tag
14:11those emails led to 113 purchases out of
14:15the total
14:16286 this shows the importance of
14:18targeting you don't need to spend all of
14:20your time trying to convince everyone
14:22find out who is already kind of
14:23interested and helped them become very
14:26interested one of the ways I did this
14:27was by offering people on the wait list
14:29that 10% discount I mentioned discounts
14:32are tricky because you don't want to
14:33teach your audience to expect or wait
14:35for them but offering discounts to your
14:37first purchasers is a great thing
14:39because it rewards early action however
14:42you need to be very careful about how
14:44you offer the discount and there'll be
14:45more on that when we talk about mistakes
14:48now on to Instagram to be honest I
14:50didn't utilize my Instagram nearly
14:52enough I only did one feed post and one
14:55story which came on the last day of the
14:57launch window and the thing is I got a
14:59really good reaction on my story I would
15:01say hey by the way I'm launching this
15:03product I'm doing this launch it's about
15:05this tool if you have any questions put
15:07them here and I used the the question
15:09sticker and people asked questions and I
15:11shared their questions and answered them
15:13on my story so it was effective because
15:16I did see a couple of people have
15:17conversations with me in the DMS and
15:19then they went to purchase the product
15:21so I feel like I could have done like 3
15:24or 4X that effort on Instagram and it
15:26probably would have been really good
15:28next is LinkedIn I made five posts and
15:31the main thing that did Super well was
15:33actually a sales video I recorded this
15:36in-depth 12min screen share and posted
15:38it natively to LinkedIn and Twitter and
15:40surprisingly it outperformed a majority
15:43of my recent post by like a lot I think
15:45because it was 12 minutes people ended
15:47up watching a decent bit of it and also
15:49engaged by you know congratulating me or
15:51asking questions and that sent this
15:54positive signal to the algorithm which
15:56then put it in front of more people so I
15:58learned that uploading a native sales
16:00video announcing your product even just
16:02a simple walkthrough of it can actually
16:04work really well next I made an 8-minute
16:06episode of my podcast talking about
16:08Creator HQ which I then deleted after
16:11the 4-day launch window ended at the end
16:13of the show I included a podcast
16:15specific discount code for 10% off so I
16:18could attribute who came from the
16:19podcast and that episode led to 18
16:22purchases which is awesome I wasn't sure
16:24how that would work out but it did and I
16:25would for sure do that again the last
16:27thing I did that ended up being great
16:29was using purchasing power parody
16:31pricing p p p p I guess this adjusts the
16:35cost of your product to the purchasing
16:36power of that person's native currency
16:39since we're all creators on the internet
16:41our audiences can be from all over the
16:42world and I don't want my products to be
16:44inaccessible to somebody because their
16:46local currency is significantly weaker
16:48in comparison to the US dollar so for
16:51this I now use a website called parody
16:53deals.com where they automatically
16:55detect the website visitor's country but
16:57in the beginning I just had a line my
16:59FAQs that told people looking for PPP
17:01because even though it's four Ps it goes
17:02by PPP it told people looking for PPP to
17:06email me directly now here's the thing
17:08about this sales funnel it's not over as
17:11soon as people get to the transaction
17:13stage and the launch window ends
17:15throughout this process you had all
17:17these people that didn't make it to that
17:19final level on one hand this is good you
17:22still have this list of people who
17:23showed some level of interest and may
17:26still have some interest but they didn't
17:28purchase
17:29why not it's up to you to find out after
17:32the launch ended I sent out a survey
17:33that asked one question why did you
17:36decide create HQ wasn't for you here are
17:38the answers they could choose from bad
17:40timing price I don't use notion I miss
17:44the deadline I'm too early in my journey
17:47I didn't understand what it does I
17:49already use another or other which was a
17:52right in option if people responded with
17:54price I asked two follow-up questions
17:57what price would make this feel like
17:58like a bargain and what price would be a
18:01stretch but might be worth it something
18:03really important to note here is that
18:05the answer to that second follow-up
18:06question is not what your price should
18:09have been it is how much people valued
18:11the product based on what they know so
18:14don't get too caught up in the specifics
18:16of that answer most people in my case
18:18ended up saying price which makes sense
18:20it's a $297 product and that's not a
18:22small amount of money but does this mean
18:25that I should have charged less not
18:27necessarily when you get push P back on
18:29price what people are saying is that
18:31they don't perceive the value of the
18:33product to be worth that price you then
18:35have two options you can lower the price
18:38to the audience's perception or you can
18:41raise the audience's perception to the
18:43price that you've set the second option
18:45is obviously harder but it's also more
18:47valuable long term now let's talk about
18:50mistakes like I mentioned earlier I
18:52think the bonuses I offered were kind of
18:53weak they weren't really novel to this
18:55launch in future launches I'm going to
18:57double down on Pur bonuses but I'm going
18:59to make sure that any content people get
19:02is brand new because if they've already
19:04been a member of my audience for some
19:05time they may already have the thing
19:08that I'm marketing as a bonus in which
19:10case it isn't even a bonus it's just an
19:12extra thing that they don't need I want
19:14any bonus content to feel exclusive to
19:17that launch like without purchasing this
19:19thing you will miss out on this extra
19:21stuff that won't be available anywhere
19:23else the second mistake was that I may
19:25have unintentionally ruined the customer
19:27experience for people on the wait list
19:29by offering them the discount it wasn't
19:31the discount itself but it was how I
19:34offered it in the emails I sent to the
19:36wait list I would say hey here's your
19:37discount code that brings the price down
19:38to 267 click here to use that discount
19:41code and that link would take them right
19:43to the checkout in my head this was
19:46great because it removed the friction of
19:47making the purchase and they didn't have
19:49to remember a code but in doing that
19:51they skipped right past the sales page
19:53they would skip the new video trailer
19:55that I made they would skip all this new
19:56content showcasing the product that they
19:58never seen before so the people who
20:00clicked that discount code link had a
20:02significantly different experience than
20:03intended and by giving them that
20:05shortcut I did not provide them with the
20:07same opportunity to learn and build
20:09desire as someone who wasn't on the wait
20:11list the lesson here is to always
20:13consider the customer Journey everyone
20:15will have all the way through the
20:17transaction mistake number three was
20:19that I used bad vocabulary to describe
20:21Creator HQ initially I described creater
20:24HQ as a notion template it's not
20:27inaccurate but it undervalued the
20:29product when people hear template they
20:31think of a lightweight simple set of
20:33pages but this is a complete system that
20:36runs my entire life both personal and
20:38professional goals projects tasks
20:41sponsorship content planning notes even
20:43our shopping list it all runs through
20:45Creator HQ it's super robust but the
20:48term notion template carries a certain
20:50price expectation because there are ton
20:52of notion templates right so if the
20:54product is priced lower than that
20:56expected price range people may be
20:57skeptical of the quality and if it's
20:59priced higher than that range I end up
21:01fighting an uphill battle to convince
21:03people that this is worth it and more
21:05valuable than other notion templates so
21:07be careful about the vocabulary you use
21:09to describe your product and how that
21:11will affect the perception of value and
21:13the thing is I knew my price was going
21:15to be higher than a typical notion
21:16template so I was setting myself up for
21:18an uphill battle using that term this
21:21leads us to big mistake number four I
21:23didn't talk about the price until the
21:25actual launch which yeah in hindsight is
21:27really dumb but I didn't want to talk
21:29about the price until people could watch
21:30a video showing them what was inside
21:33Creator HQ I was worried that people
21:35would hear the price assume what a
21:37notion template is and say 297 is too
21:39high for that product so I thought well
21:41if I can show them the video and show
21:43them the sales page they could see what
21:45this thing could do 297 will feel like a
21:47bargain and I just didn't have that
21:49sales page done until like a day or two
21:51before the launch so I didn't end up
21:53mentioning the price until I sent the
21:55email announcing the product was live I
21:57actually had someone email me and say
21:58hey psychologically if you don't tell me
22:00the price I'm going to think that it's
22:02overpriced and I think they're right
22:04here's a breakdown of the launch window
22:05sales by day just over half the sales
22:08came on the last day and I believe a big
22:11reason for this was that people had to
22:13spend those three or four days
22:15considering the price as you can
22:17probably tell from all of what we've
22:18talked about in this video launching a
22:20product takes a ton of time and is very
22:22stressful and I was not prepared for
22:24that stress and it was probably the
22:25biggest mistake that I made throughout
22:27the entire Creator HQ to launch I had
22:29poor emotional management like I was a
22:32nightmare the Cloud's hold was not a
22:34very fun place to be during this time
22:36and that was my fault I didn't set
22:38proper goals or expectations for this
22:40launch I had like this moonshot goal
22:43that it would be really cool and
22:44marketable if I hit six figures on this
22:46launch knowing that it probably wouldn't
22:48happen but then I didn't give myself any
22:50other goal outside of that so as the
22:52launch happened the first couple of days
22:54felt slow Thursday was $116,000 which is
22:58really good money but launches typically
23:00look like a u shape and the biggest days
23:03of Revenue are the first and the last so
23:05if I had this moonot goal of
23:07$100,000 that $16,000 on day one didn't
23:10feel like I was on the right track and I
23:13had no other number in my head to track
23:15what I would be happy with so I just
23:17didn't know how to feel anything other
23:19than that moonshot result that again I
23:21knew I probably wouldn't hit felt like a
23:23disappointment and that's not healthy so
23:25you need to set proper expectations for
23:27yourself and that includes looking at
23:29your audience size I know the packaging
23:31of this video is the hype around making
23:34$60,000 but you need to take that in the
23:36context of the platform that I had I had
23:38about 58,000 email subscribers 45,000
23:41Twitter followers 40,000 followers on
23:43LinkedIn 7,000 on Instagram and about
23:465,000 people listen to each episode of
23:48my audio podcast and this was by far my
23:51most successful launch personally so
23:54scale expectations to where you are in
23:56your journey there's no certain dollar
23:58amount that determines success or
24:00failure the important thing is that you
24:02actually take the step to get that
24:04brilliant idea of yours into reality
24:07here are some graphics outlining
24:08everything we talked about here today
24:10you can actually download those at the
24:11link in the top of the description and
24:13if you got to the end of this video and
24:15realize that you might not be ready to
24:16launch a product that's totally okay
24:18there are plenty of different ways you
24:20can build a stronger Creator business
24:22which you can learn about in this video
24:23where I talk about how I made $300,000
24:26in 2022 when I only had 3,000
24:28subscribers

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