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Launch Strategy
You built something real. Let's make sure the right people meet it.
A launch strategy for founders bringing a course, program, cohort or service into the world, including launches built on Kajabi. We start with the people you're launching to, then build the funnel, the ads and the community around them, so launch week feels like a conversation, not a shout.
The Social Charlotte, marketing strategy for founders · Charlotte, NC and virtualWhy most launches go quiet
Launch week isn't where it's won. It's where it shows.
Most launches go one of two ways. Either you post the announcement, share it twice, and hear crickets. Or people show up, look around, and quietly leave before they ever say yes.
Neither one means your idea isn't good. It usually means the people you're launching to met the pitch before they met the problem, the proof or you. A launch is a decision your buyer makes in stages, and the work is meeting them at each one.
I've been doing this for more than a decade, including on the team behind Power Your Launch, the accelerator that supported more than 10,000 founders. The pattern is the same every time. The launches that land are the ones where the groundwork was done before anyone pressed publish.
How we build it
Four parts, in this order.
Your people
We research who you're launching to and name them, usually three or four distinct people, each with their own life, worry and reason to say yes.
Your messages
We map each person through the 7-Stage Creative Method, from noticing the problem to being ready to buy, so every post, email and ad has a job.
Your path
We walk your launch the way a stranger would, on a phone, from the first post to the checkout, and fix the moments where interested people quietly leave.
Your plan
A week-by-week calendar for before, during and after launch, with what goes out where, what to measure, and when to adjust.
Try it on your own content
Which stages does your content already cover?
Think about your last month of posts and emails. Tap every stage you've actually shown up for.
Where you are right now
How far away is your launch?
What you walk away with
A launch you can actually run.
- Audience research and persona profilesThree or four people, written in their own words.
- Your 7-Stage message mapA hook for every person at every stage of their decision.
- Launch path auditYour page, form and checkout, walked on a phone and fixed for friction.
- Pre-launch, launch and post-launch calendarWhat goes out, where, and when.
- Launch emails outlineWarm-up, open, last call and after, with one clear invitation each.
- Paid ads plan, if you're running themAudiences, budget split and creative briefs, video first.
- A measurement planThe few numbers that matter, and when to check them.
- A rebuild checkpointWhen to refresh and what to change if launch week runs quiet.
- Kajabi and back end reviewYour product, checkout, email automations and onboarding, checked so buyers get a smooth welcome.
- A community planHow launch buyers become a community that stays, refers and buys again.
Launch Strategy
Built with you over a few working sessions, then handed over as a plan your team can run. If you'd like us to run the launch with you, we can build that in.
Talk it through on a free call →The method, in practice
Same framework. Real results.
Is this for you
This fits a certain kind of launch.
yes, if you...
- Have a program, product, service or cohort ready, or almost ready, to share
- Want to know who you're launching to before you decide what to say
- Want a plan that keeps working after launch week
- Are willing to be part of the strategy
probably not, if you...
- Need a launch next week with no time for groundwork
- Want hype, countdown timers and pressure tactics
- Haven't decided what you're launching yet
Not sure what you're launching yet? Start with a Strategy Intensive. Ninety minutes is often enough to find it.
Questions
Before you reach out.
How far ahead should I start?
Six to eight weeks before launch day is ideal. It gives us time to research your people, warm them up and fix the path before anyone is asked to buy.
Do I need to run paid ads?
No. Many launches run beautifully on organic content and email. If ads make sense for yours, the plan will say so and show you how much to spend.
Will you run the launch for me?
The strategy is built for you or your team to run. If you'd like us to carry it, we can pair it with organic social or paid ads management.
What if launch week is quiet?
That's what the rebuild checkpoint is for. We decide ahead of time which numbers we'll watch and what we'll change, so a slow start becomes information, not panic.
What founders say
In their own words.
Our social media game was on point and that has everything to do with Nicole Crawley and her business The Social Charlotte. If you're looking for help on your business's social media presence, Nicole is so creative and incredibly hard-working.
I got the vibe that Social Charlotte was creating real relationships with real clients and their real businesses. Not just posting for the unfaced masses.
I thought marketing was magic. My greatest takeaway was think. Now I feel like I got it. The consistency is already realized.
Worked with The Social Charlotte? Share your story on Google.
Why founders choose The Social Charlotte
Strategy, launch and community, under one roof.
Most agencies hand you one piece: the posting, the ads, or the launch. We build the whole arc with you, and we run the back end that keeps it working, so nothing falls between the cracks of three different vendors.
Other ways to work together
Find the door that fits this season.
Ready when you are
Let's plan the launch your work deserves.
Bring what you're building and when you'd like it out in the world. We'll look at it together, and you'll leave knowing what it needs.
Have a question first? Write to nicole@thesocialcharlotte.com