Pre-launch jitters? Mastering the art of building hype for your startup
You've been working night and day on your startup and now your product is finally ready to launch. This should be an exciting time - and it is, but you’re feeling nervous. Maybe you’re even second-guessing the decisions you’ve made over the last months or years. Pre-launch jitters are totally normal, even for experienced founders. However, letting anxiety get the best of you right before launch could undermine your chances of success. Here's how to turn pre-launch nerves into positive momentum.
Craft a compelling narrative
Before you hit the ground running, start by crafting a compelling narrative for your startup. Your mission, values, and the problem your product or service solves should be clear and something you can easily articulate. These things may change post-launch since you’re still evaluating Product-Market Fit and may not have a clear sense of your target persona. However, going into your launch with clear messaging will allow people to connect with your story. A well-crafted narrative will resonate with your target audience, setting the stage for a successful launch.
Curate an exclusive waiting list
Don't just open your doors and expect people to show up on day one. Start building excitement by creating an exclusive waiting list that people can sign up for via your website and social channels. This allows you to capture contacts for your email list so you can notify them the moment your product is live and nurture them as time goes on. Consider giving waiting list members early access privileges to make it even more enticing to sign up.
Strategically share sneak peeks
Give your audience a taste of what's to come by sharing sneak peeks of your product on social media and your email list. Post previews of your interface design or functionality. Share photos from behind the scenes as you prepare to launch. Post on LinkedIn to talk about your founder journey. The key is getting people excited about what you're building without giving everything away. You should be timing these sneak peeks strategically in the weeks leading up to launch and after launch as well to continue excitement and begin soliciting feedback.
Leverage influencers and industry connections
Who in your network could help amplify word about your upcoming product? Reach out to relevant bloggers, media contacts, social media influencers, friends with large followings, and figures in your industry who may be interested in what you're working on. See if they would be willing to preview your product pre-launch and promote it to their audiences. For these people, you can also offer special early access privileges, especially if you don’t have the capital to pay them directly, including free access for life or develop a referral program where they get product credits or cash compensation per referral. Influencer endorsements can work magic for driving pre-launch buzz.
Develop and promote content
Plant seeds for your launch by creating content like blogs, social media graphics, and videos that feature your product name, branding, and hashtag. Publish this content leading up to launch day. Not only does this help establish your digital presence, but it ensures your brand will already have momentum when you officially debut your startup. Pretty soon real people will start engaging with and sharing your content and your brand awareness will grow along with organic traffic to your site.
Host events and webinars
Interactive events and webinars provide an opportunity to connect with your audience directly and showcase your product or service in a more personal setting. Pre- and post-launch, host virtual or in-person events, inviting your network, industry experts, potential customers, and investors to participate.
Launching your startup is a strategic process that requires creativity, consistency, and effective communication. By using wait lists, content distribution, influencer partnerships, hosting events, and giving sneak peeks, you can create a buzz that propels your startup to success. Remember, the pre-launch phase is not just about showcasing your product—it's about building a community of excited advocates who will be with you on the journey ahead. Embrace the pre-launch jitters as a sign that you're on the brink of something extraordinary, and let the anticipation propel your startup to new heights.
