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What Kayla Itsines Can Teach You About Launching A Product

What Kayla Itsines Can Teach You About Launching A Product

Fab Giovanetti

As creatives we love creating. 

See, this is the exciting part. Creating, designing, scheming and mind-mapping.

Let’s be real here: I launched over seven product since I have been in business. My name is Fab, and I am a serial ‘product launcher’ – if such a thing does even exist.

A bit like an AA for creatives.

The learning curve has been immense, and I’ve been implementing my own strategy since then. As a company, we cover different types of products, such as courses, ebooks, and even starting up your food business.

If you get stuck in the ‘launching rut’, you may want to read this  As a case study, I am going to use Kayla Itsines from the SWEAT app and Bikini Body Guide, which turned her into an online sensation.

These are the ideal answers I’d receive from hypothetical X when talking about their launching strategy:

“But Fab, I don’t want to annoy people”

This is a biggie, especially if you wear lady pants. Goddamit, I thought it was a British thing. Unfortunately, it’s not.

We don’t want to annoy people by reminding them that, hey, we are launching something. One Instagram picture and a tweet will do. And potentially sending one email 3 weeks in advance.

Uhmpf, that was hard work.

Guess what: you have to learn the fine art of being everywhere all the time. It’s a tough world the online one, and you have to be in people’s mind 24/7 if you want your launch to be successful.

Case Study: Kayla uses Instagram as her main marketing tool. Posting 5 times a day on average, including her link to her app on average 70% of the times. Plus we count the before and after pictures. Se also sends emails with articles and links to her guides regularly. This girl owns her product without fear of being annoying or invasive.

Action step: A lot of people make this mistake: the launch is over, and you are good to go. Pat yourself on the shoulder, and move on. Yes, that was sarcasm. You still have people sitting there on a mailing list (if you start with a good 6/8 weeks in advance you may have 100+ name ). I recommend you sending targeted emails every month. Include highlights, new bonuses and testimonials from people who took your challenge. Make them LONG to be on your challenge. You cheeky lil’ thing.

“Wait, I don’t have time now to create a campaign”

Most times we work backwards, putting 80% of our efforts into the content, bonuses, and pretty graphics, and 2 weeks before we launch we get on the marketing side of things. If you want to see results, you gotta flip that ratio. If you have an amazing idea for something that will change everyone’s life, make sure you grab your calendars now and set in stone the date of the launch, and the start of your launch campaign (one month in advance).

Now it’s time to get down to work.

Case Study: Kayla re-launched her BBG1 and announced she was going to join her ‘army’ on a set date, and encouraged new and old BBGs to join her squad (now it feels like a war zone movie). The point is, she started hinting at the new round of BBG1 one month in advance, making sure that her existing audience would get excited and send it viral. For her app, she released three months worth of free videos before opening subscriptions. Planning is sexy.

Action step: I recommend having 3 or more emails scheduled for any new launch. As we are talking on topic, remember to send an email on the same day of your early birds closing to increase your signups. The main objection is that you are going to annoy people and they will unsubscribe. And so it is! Especially if these people are in a separate list you set up, they would be there sitting around otherwise. Actively remind them of how AWESOME your product is.

“But Fab, where can I promote my launch?”

This one does not need explanation. I am giving you some examples just now: events, networking events, Facebook page, your Facebook group, somebody else’s Facebook group, your signature, your business card, Twitter, Instagram, Pinterest, LinkedIn, your new blogposts, old blogposts that are relevant for the launch, webinars, workshops, videos, optins, newsletters, follow-up newsletters, automation funnels.

What was the question again?

Case Study: Kayla Itsines is pro at this. She mixes live events with social media and her own blog, plus guest blogging in big publications. Being sure to reuse the message in different instances and in a unique format. You don’t want to promote your launch for the sake of it, you want to create content that makes people feel like they NEED you to help them solving a problem.

Action step: It’s extremely important that you have some free lead magnets (aka, freebies). I’d say at least two. Once people opt-in your website, they’ll be added to a special mailing list. This will allow them to receive behind-the-scene updates about your upcoming product. This is the easiest way to remind people of what you have in the pipeline.

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“Wait a second, how can I find people who’ll work with me”

The community is at the core of Kayla’s strategy. When you identify these brand ambassadors, highlight their contributions on your own platforms — in effect making them recognised experts about your product — by writing a blog about them, by showcasing them on your front page, and by providing them with “leaked” news first, or behind-the-scenes information about the product that they, as group leaders and respected 3rd party sources, can then disseminate to their followers.

No matter what tools you use, and no matter what your campaign is, there are people that will be able to influence their networks to help push your message .

Case study: Kayla celebrates her community and is clearly always aware of what they are up to: it’s not only a matter of progress photos. Kayla and her team clearly spotlight smaller groups dotted around the world in order to widen their reach and support them.

Action step: take time ahead of each launch to find selected partners who can support you grow your business idea and vision. Email 10 people expecting to hear back from 5 of them, and set up a quick call to introduce your new, shiny product.

Bonus tip: tap into social proof for added benefits

In Influence by Dr Robert Cialdini   Dr Cialdini breaks down what influences us, tactics used by marketers, salespeople, advertising agencies and many, many more. These are then categorised into 6 key principles that influence us.

  • Reciprocity
  • Scarcity
  • Social Proof
  • Consistency
  • Liking
  • Consensus

These 6 principles are highly effective strategies that can be implemented on your website. Social Proof then has 4 subcategories: Authority, User, Wisdom of the Crowd, Wisdom of Friends.

  • Authority: Public Figures, Celebrity Endorsements, Expert Opinions, Twitter/Instagram Verified Badges
  • User: Online Reviews, Social Media Comments/Shares
  • The wisdom of the Crowd: Having a large following on Social Media, millions of views of your app, huge queues outside a restaurant makes us immediately think “It must be good”.
  • The wisdom of Friends: Hearing a friend talk about a product, share on Social Media or introduce you to a product

Hundreds upon hundreds of social proof experiments have been conducted and there’s some incredibly interesting content out there (read this article for reference).

Gustaf Alstromer the Former Head of Growth at AirBnb was quoted saying

“adding live Social Proof was #1 driver of increased revenue in all my experiments while at AirBnb.

I’m sure if you’re a frequent traveller and use AirBnb or you’ll have seen the popups saying “83 others looking at these dates” or “Only 1 Room Left” or “17 others purchased in the past 24 hours” – these are all psychological persuasion tactics using both Social Proof and The Fear of Missing Out.