July 21, 2025 • 24 mins
Ever experienced the crushing disappointment of launching a product you're excited about only to hear crickets instead of cha-chings? You're not alone. Product-based business owners everywhere are making the same critical mistake..posting their products with zero strategy and hoping for sales magic.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to the Ali D Show, the show for product-based
business owners who are readyto turn their passion into
profit and build a brand thatactually sells.
I'm your host, ali D, and I'vesold millions of dollars in
products and currently have mybrand in retailers across the
globe.
Now I'm teaching you to do thesame Each week.
(00:21):
We'll dive into real talk,proven strategies and
behind-the-scenes tips to helpyou grow your sales, scale your
systems and create the businessand life you've been dreaming of
.
If you're ready to go fromoverwhelmed to sold out, you're
in the right place.
Let's dive in.
Hello, welcome to the Ali DShow.
(00:41):
Okay, I already know that thisepisode is going to become one
of your faves, because this issuch an issue that I see across
the board with product-basedbusiness owners, and it's how to
go from cricket product drops,cricket launches, to actually
(01:03):
launching the right way so youcan get a crap ton of sales from
your product launches.
So if you're out there andyou're like, yeah, I've hyped
myself up for a launch and thenI'm still getting crickets, I
just want you to know you are sonot alone, and it's why I'm
creating this episode.
So we're going to break downwhy most product-based business
owners totally miss the markwhen it comes to launching and
(01:24):
what you actually need to bedoing instead.
So in this episode, I'm goingto break down the three-phase
launch three-phase launch thatyou need to start implementing.
Literally, I just had a clientuse this last week and she went
from $0 launches to doing alaunch using the three-phase
(01:45):
system and making $1,200 insales in less than an hour.
Okay, zero to four figures inless than an hour, and that was
just the first hour.
So this thing is freakingmagical and not magical in a
sense that, like you know, yougot to wave a magic wand and
hope for some fairy dust to landon your launch.
(02:06):
Magical because it's a strategyyou can implement and reuse
every single fricking time youlaunch to generate sales for
your business.
So are you pumped?
Yeah, because here's the deal.
I know what happens is you haveand if this is you, you're
going to be like, yep, this isso me.
But listen, I've done this too.
Okay, that's why I know aboutthis.
But you have, like, let's say,you get a cute product that you
(02:28):
either like maybe you create it,or you have a new arrival, you
know arrive at your store, yourwarehouse, and you open it up
and you're like, oh my God, thisis so cute, like I want to drop
this ASAP.
So maybe, like that day, oreven like the next day, you get
your makeup on right and you'relike, oh, I'm going to steam it,
I'm going to get it all ready,or I'm going to get the
packaging ready, or whateverthat looks like for you and
(02:49):
you're like, and then I'm goingto post about it, I'm going to
launch the sucker, it's going tosell out.
So that's what you do.
Like literally, you get theproduct and you almost
immediately launch it with noplan, no, like you know,
blueprint, you're just likeposting and hoping that
someone's going to see it andthat people are going to
actually buy it.
(03:09):
So many things wrong.
No offense, I again.
I've been here too with thisplan and this is literally what
99% of the people do.
And then you're confused,you're sad, you're depressed,
you're disappointed because youlaunched your super cute new
thing and nobody bought it.
So then you know, you know whatthe next step is of this phase,
of the failed launch phase.
(03:29):
You start second guessingeverything.
You're like okay, well, maybeit was the pricing, maybe the
product isn't cute enough, maybeit's me and I'm like, I'm like
not cool enough for social media.
I don't have the personality orlike, maybe.
And then all of a sudden you'reyou're like second guessing
your entire life plan justbecause you had a failed product
launch when, in reality, youdid not set yourself up for
(03:51):
success in the first place, myfriend.
So this is the good news isthat you can actually fix this
pretty quickly, and this podcastis gonna be the means to get
you there.
So are you super excited?
Okay?
So I talked about you need tohave a three-phase launch.
What most business owners do isa one-phase launch, the launch
(04:14):
phase but they skip the twophases that go before the launch
phase that actually set you upto make money.
So you ready to learn whatthose are?
Get your notebook out, savethis episode.
I don't care what it tastes,but you got to fricking.
Do this your next launch, okay,and you're going to see like a
night and day difference Again.
Anytime I've helped anyone withthis launch phase plan, the
(04:37):
results blow their mind and I'mlike listen, it's not because
I'm like again, a wizard overhere, it's literally because you
weren't doing jack squat beforeand now you have a freaking
plan.
Okay, your plan was just to puton makeup and talk about it.
That doesn't work right.
So first, again, we have threephases.
The first phase I need you toknow about and really get good
(05:01):
at is the prep phase.
Okay, and really get good at isthe prep phase, okay.
So the prep phase can happenanywhere from like four to six
weeks out, maybe less, dependingon you and your business.
So if you're doing weekly drops, this is too far out.
But if you're doing like a drop, like every couple of weeks or
once a month or whatever thatlooks like for you in your
(05:23):
product-based business, again,everybody's totally different.
But this, this framework, willwork for any business.
You just need to adjust thetiming of the launch to fit you
and your business, okay.
So maybe for some people it's afew days, maybe for some people
it's weeks, but I'm going to gowith like, if this is your
first time ever doing a reallaunch, this is what I want you
(05:45):
to do, okay.
So even if you like haveproducts coming out every week,
you can do your own, your, yourlike regular thing.
So the next few weeks, asyou're working on your quote
unquote first real launch, whichis going to happen four to six
weeks for now.
And here's what you're doing inthe prep phase.
Okay, this is where all thepre-planning goes down.
So this is where you get superclear on what your messaging is
(06:07):
going to look like for yourlaunch.
This is also where you startplanning your content.
Yes, four weeks in advance,planning your content, shooting
your content, getting your video, getting your B-roll, thinking
about your email graphics,what's going to go on your offer
(06:29):
details so you're creating allthese what we call assets in the
business ahead of time.
Okay, this has to be done inphase one.
How many of you are like theday before, scrambling to get
your content and your picturesand your graphics and your video
ready?
And it's like the day beforeyour quote unquote launch day,
right?
No, my friend, if you want tohave a successful launch, if you
(06:51):
want to do four, five, sixfigure launches, you need to
have it planned way in advance,four to six weeks out.
So what this is, what's goingto happen, is you're going to
start shooting and filming yourcontent.
It's going to give you time toedit it, to go okay.
Well, I actually need thisangle.
Well, I want to do this.
I want to talk about this Likeit gives you some time to really
get into the creativity of thething and to get it done without
(07:13):
feeling rushed.
So it's nice and pretty andclear, okay.
Again, if you are writingcaptions the night before your
launch, you are in trouble, allright.
So that's what goes down in theprep phase.
Another important thing that'sgoing to go down in the prep
phase that I want you to knowabout is this is when you're
(07:34):
adding all your product, withthe product photos that you're
taking in the prep phase, toyour Shopify dashboard or
wherever you sell your stuff.
Okay, you can keep it hiddenuntil the launch date and, by
the way, I think Shopify has anoption now where you can
actually set your launch date soyou don't like.
There's been times before I'vedone launches and forgotten to
hit publish on the products.
(07:55):
Right, how many of us have donethat?
Okay, we're not perfect overhere, we're just, we're just
doing our best, but sometimes weforget to publish.
And then, like my social mediagirl's, like, hey, allie, the
products aren't live on thewebsite.
And I'm like oh, she is,because she's got people DMing
her like how do I buy it?
How do I buy it?
How do I buy it and I'm like,uh, allie, so now that is not my
job anymore, we have someoneelse do that.
But also there is a way for youto schedule when the products
(08:20):
go live now.
So all that needs to be done inthe prep phase.
Okay, your products are ready onShopify.
This is also going to help youmoving forward with your
messaging in the next phases ofyour launch.
You've already written productdescriptions, so you've already
really gotten into the nittygritty of photographing the
product, thinking about themessaging how does it relate to
(08:41):
your ideal customer?
What is the transformation thatit's offering?
What does the productdescription look like?
All that, since that's beingdone in the prep phase, your
next phase is going to be somuch more effective and easy
because you're going to havedone all the planning.
Okay, again, four to six weeksbefore your launch date.
(09:02):
This is what you're doing andthe reason why I say four to six
weeks, because if you're tryingto plan a content, shoot or get
models, or whatever the casemay be, you need to give
yourself a little time, like,maybe you need to book a
photographer, maybe they're twoweeks out.
So that's why I'm saying thisis a good initial prep phase and
kind of what I want you to giveyourself this very first time,
using this launch tactic, thislaunch framework give yourself
(09:26):
time, time, time, time.
Okay, we wanna get it good.
So that's prep phase.
That's phase one.
After prep phase is over, we nowgo into the pre-launch phase.
Now pre-launch phase is usuallyaround seven to 10 days before
your launch date.
Seven days is kind of a goodinitial marker because it's
(09:48):
enough time to get your peoplelike excited and hyped about the
product, but not so long thatit drags out and they're bored
and they're over it.
So again, depending on you andyour business and what products
you sell, seven days is a goodgeneral lead time to give
yourself to actually to launchday.
Okay, so seven days up to thelaunch day is our pre-launch
(10:11):
phase.
What are we doing in thepre-launch phase?
This is literally where all thefreaking magic happens.
You nail your pre-launch phase,you nail your launch day.
If you suck at your pre-launchphase, which you your launch day
.
If you suck at your pre-launchphase, which you may suck at it
the first few times, your launchis still not gonna be great.
So your job is to do this, toput in the reps, to learn to
(10:32):
figure out the strategies sothat you can really nail the
pre-launch phase.
I'm just speaking the truth here.
Okay, I don't wanna tell youthat everything's going to be
like super honky dory withoutgiving you the truth.
I'm all about the truth andauthenticity in here, and like
pulling back the curtain on whatworks.
If you, if you go through thepre-launch phase and you still
don't have a good launch, yourpre-launch phase was not good
(10:53):
enough, which is okay, all right, that's the whole thing here.
We're just like practicinglearning, tweaking, figuring it
out and, listen, let's set theexpectations that your first
launch will possibly not be thelaunch of your dreams because
you are doing this for the firsttime.
It's just like anything rightPost.
Like go look at your firstpiece of content you ever posted
(11:13):
.
Right, we have to get good atthis to really have a great
launch, and this is for.
So, for example, the woman thatI work with the reason why she
was able to have a $0 launch toa $1,200 in the first hour
launch was because she wasworking directly with me on this
and out there, like, if you'rejust listening to this, you're
DIYing it.
It's going to be a longerlearning curve, but I was
(11:36):
literally telling her exactlywhat to do in her pre-launch
phase.
Now go make this.
Now you need to post that.
Now you need to screenshot this, like I was like literally
voice noting back and forth herentire pre-launch phase and
that's why it was so successful.
So I want you to understandthat this is again.
If you're DIYing this and you'reout there and you're just going
to figure it out on your own,you will.
(11:56):
If you want my help, of courseyou know you can DM me.
We can talk about maybeplanning a launch for you or
something like that.
Maybe you can book a strategysession.
I don't know.
We can figure it out.
I'm always here to help, butthis is a particular private
client, like long term.
So we just have this.
You know, we can voice noteback and forth inside Telegram
thing.
So that's what I want to do isset the expectations as well.
(12:18):
Okay.
So the pre-launch phase againis set the expectations as well,
okay.
So the pre-launch phase again iswhere all the magic happens.
This is where you're buildingthe hype.
This is where you're startingto drum up interest.
This is where you're, behindthe scenes, getting the momentum
really fricking rolling.
Okay, you're teasing theproducts.
You're showing what they are,you're posting video, you're
talking about why it's going totransform their lives, whatever
(12:39):
the case may be.
Okay, maybe it's a pair ofjeans and it's going to give you
your best ass ever or whatever,I don't know.
Okay, that's for you and yourcreativity and your messaging to
figure out, right.
But that's what's going on inthe pre-launch phase is you're
flooding your feed and yourInstagram stories and your
TikTok wherever you sell.
Okay, facebook, you're startingto tell what all the product is
(13:04):
that's going to be launching onlaunch days, even if you have
one product like it's one candleyou're launching.
Or two new scents, you're goingto follow the same thing, even
if it's a, you know, acollection that has five items,
whatever the case may be, forseven days leading up to the
launch day, you are pumpingthose items.
So you're showing them andyou're doing all the things that
(13:25):
we talk about, you know, inthis podcast and in my community
on how you sell products.
But what you're doing inaddition here that makes this so
next level and you really leanheavy into this is social proof,
okay.
So what I always say is createa wait list for the drop so you
have somewhere to direct thepeople that are excited in the
(13:46):
traffic that's building and themomentum and the DMS.
You have somewhere to send thembefore the product even
launches.
That way, they're off socialmedia and they're into your
database, because otherwisewe're going to be depending upon
social media on launch day toactually get the feed into the
people that are most likely tobuy.
And what do we know aboutsocial media is we?
(14:08):
It's very hard to get our stuffin people's feeds, even if
they're following us, so don'tput your eggs in Instagram's
basket and hope that on launchday, your post is going to be
seen by your people, right?
We want to make sure thatthey're going to know your
launch day because you'veremoved them off of the platform
into your own database.
So you're going to have a waitlist and all seven days in the
(14:31):
pre-launch, you're drivingpeople to that wait list, which
is like a landing page on yourwebsite or something like that.
Okay, that's what the wholefocus is is getting them off the
platform onto a wait list,because now, when launch day
comes, you'll be able to reachthem without question and
without hoping and praying thatthese social media platforms are
(14:51):
gonna deliver your perfectlaunch day content into their
feeds, right.
So that's what we're doing.
We're also building a crap tonof social proof and FOMO the
entire seven days.
So let's say you post a reel andit's B-roll of your product.
And let's say it's a candle,right, and the candle's like
glistening.
Maybe it's a girl that's like,maybe it's a fall candle and
(15:13):
she's like walking around in apumpkin patch or whatever the
case may be, I don't know.
That's your job.
You build the excitement inyour content, right.
But let's say the call toaction for that reel is comment
the word waitlist to be thefirst one to get access or dibs
to our new limited edition cozyfall scent.
(15:34):
So in that one thing, whatwe're doing is we're creating a
call to action.
The call to action is commentthe word waitlist.
Once they do that, your job isto then either manually DM them
and give them the link to jointhe waitlist, or you can set up
an automation, like a many chatautomation, where anyone who
comments the word waitlist onyour post is going to
automatically get a DM from youwith the link to join your
(15:57):
waitlist.
Okay, and then, as thosecomments start rolling in or
people start DMing you maybethey're responding to your
stories with the word waitlist.
You start screenshotting that.
Right, you're creating socialproof here that people are
actually commenting waitlist,like people are excited about
your stuff and then someone'sgoing to wait.
I want to be excited too.
I need to be excited.
I love cozy, false sense.
And then they comment waitlistand it builds this whole
(16:19):
momentum thing.
And if you haven't done thisbefore and you're like Allie, I
don't believe it, I'm tellingyou this is the way.
There is no other way.
This is the way.
Fomo, social proof, gettingthem off the platform is the way
to have a successful, crazysuccessful launch.
Okay, it works, it works, itworks, it works, it works.
(16:40):
Do not even second guess.
It Do not go.
I don't know if that's gonnawork for me.
It's gonna work for me, it'sgoing to work for you.
Now, and will it maybe take alittle time for you to figure
out how to do this?
Yeah, but that's okay, we're init for the long haul.
We don't build million dollarbusinesses overnight.
We don't have four or five, sixfigure launches overnight.
Okay, we get good at it, webuild this stuff.
So the whole pre-launch phasethis is.
(17:07):
I know this is a lot for onepodcast, but it's really
important that you understandthis.
I've also created an entiretraining on this that is like
literally mind-blowing, insideTrendsetter 2.0, which is going
to be launching late August.
So if you want any informationon that, just DM me.
But there's going to be.
This is one of the likemultitude of trainings that's
going to be coming up soon inTrendsetter 2.0, but you can get
it here right now.
Okay, I know you get what I'msaying, but I just want you to
know you will have access tolike a full training on this.
(17:28):
So, pre-launch phase we'rebuilding hype, we're building
interest, fomo, social proof,we're getting people off the
platform to your wait list.
Okay, again, this is the wholekey and other ideas that you can
, you can like do during yourpre-launch phase is you can even
like answer questions, likequestion boxes.
You can do polls, you can, um,you can actually address any
(17:52):
objections that people may have,like oh, I don't know if the
candles never smell good forvery long, right, that's like
maybe an objection someone has.
So you can even put in yourcontent like we have the longest
smelling candles in the entireuniverse, right?
Or again, like jeans never lookgood on me.
These jeans make everybody'sass look good.
Okay, whatever the case may be,you can address these
(18:14):
objections that you know peoplenormally have for your type of
product in this content as well.
Holy shnikes, this is going tochange the entire game for you.
Literally, this is going tochange the entire game.
Okay, and then the third phase.
So, phase one, prep, phase two,pre-launch most important one
(18:35):
Okay, phase two has to befricking killer.
And then phase three is yourlaunch phase.
The launch phase is the daythat the carts actually open and
things are available to buy.
Now can you see how you can'thave a successful launch without
doing phase one and phase two?
And if you're just doing phasethree like so excited new
(18:57):
arrivals dropping on Friday andit's Wednesday or Thursday, you
miss the whole window to createthe FOMO, the social proof, the
waitlist, the objections, allthe things that get people to
buy on launch day.
Now, if you're superestablished you're like, I don't
know, kylie Jenner or whateverand you're a super major
celebrity, their launch plan'sprobably a little different, but
(19:18):
it's probably not right,because they're still creating
that FOMO, that social proofthat I want it, that it girl
thing leading up to the launch.
They also have a celebrity tohelp back it.
Right, but we can do this too,without being a celebrity,
without being an influencer.
It all goes back to this phase.
So the launch phase again,you're opening the carts, okay,
(19:40):
the products go live.
You're emailing daily now aboutthe products You're talking
about.
You know what are the thingspeople have purchased so far.
We're screenshotting that.
We're showing what people areordering.
Of course, we're making surewe're cutting out their names
and addresses and anything.
You wanna keep this anonymouswhen you're showing social proof
, but we're showing what arepeople buying.
(20:00):
What are people like, what arethey commenting, what are they
saying.
All that gets screenshotted andadded to reels, to stories, to
carousels.
Like you, for the next sevendays in your launch phase, you
are blasting the fact thateverybody and their mother wants
your stuff.
Maybe you sold out of something?
Okay, so we're sold out of thefirst scent.
We only have four left of thisscent, okay.
(20:22):
You're creating urgency,scarcity.
You're using all of the tacticsthat we learn about here
Launches.
It's not just about magicallywanting everything to sell out,
it's about preparation andplanning.
So, again, most people skip thefirst two things entirely.
Right, we're not going to dothat anymore.
(20:43):
We're not going to do thatanymore because we know how to
do it.
Okay, so that's the threephases of launching.
This was like the quick versionthat I could fit into a podcast
episode that I feel like you canactually save.
This now put it into action.
And here's another thing I wantto tell you If you want to
learn more about launching.
I know I said that it was goingto be in Trendsetter 2.0, but
(21:03):
I'm also hosting a free 14 daychallenge 14 days, me and you
working together, where I'mgoing to teach you all of the
frameworks, including launching,including content strategy,
including sales strategy, emailliterally everything under the
sun you need to learn about inorder to start getting 10K per
(21:24):
month in sales for your onlinestore.
So, if you have a brick andmortar, you're doing 10k 20k in
the store, but your online salesare stuck at like 1 to 2k.
This is for you If you'resomeone who's recently launched
a store or you're thinking aboutlaunching a store and you're at
zero dollars.
This challenge is for you Ifyou're someone who's maybe been
at it for a couple of years andyou're still not seeing the
(21:45):
sales that you want to see andyou're still kind of stuck maybe
between 2 to 5K per month andyou want to be doing 10K per
month in online sales.
This challenge is for you, andI want you to tell your friends
about it too.
My entire goal of this communityis to actually get as many
women in the world to understandwhat it takes to build a
seven-figure business, and itstarts with learning how to do
(22:08):
five-figure months right 10K permonth in sales.
This is our initial buildingblog that I want you to really,
really work towards, and we'redoing this inside the free
challenge.
You know what I'll do.
I'll put the link in the shownotes here, but if you go to any
of my social media, likeInstagram, tiktok, you will see
that the link for this challengeis in my bio.
All it is is alidceocom slashchallenge.
(22:33):
That's what it is.
So type in A-L-I-D-E-E-C-E-Ocombackslash challenge and it'll
take you right to the page toenter your email and your name
so you can get inside the freechallenge.
We're starting in August, so I'mgoing to give like a solid
three, four weeks to get as manypeople inside this challenge as
(22:56):
possible, because I want tolike you got to hear about my
dream for a second I want toteach the masses on how to do
this stuff.
I am so obsessed with teachingyou how to grow your own seven
figure business, like so, sofricking obsessed.
I love this work more thananything.
I love when you guys DM me andtell me like, oh my God, allie,
I tried the strategy frompodcast episode blah, blah, blah
(23:16):
and it's fricking working.
I'm like I know girl, I know,by the way, we're almost at
episode 100 of the podcast.
I think this is like 92, 93,something like that.
So, anyways, okay, you got thethree phase launch plan.
Go back and listen to thisagain.
Again, we're going to be talkingthis about talking more about
this inside my free challenge.
(23:36):
There'll be a full training onthis again.
So if you're like, eh, I stillwant more, the free challenge is
the place to go.
Okay, I can't wait to see youin there.
And when you join the challenge, do me a favor, say, dm me and
go, allie, I'm in the challengeso I can follow you and
celebrate you Like I am not justa nameless, faceless person out
here I know it's feels likethat because it's a podcast but
like I'm literally a real personwho loves hearing from you,
(24:00):
like I love it.
So please DM me, let me knowyou're inside the challenge.
I hope this podcast is going tochange the game for you.
I know it will Startimplementing this right away for
your next launch and I can'twait to hear the results.
Have a great day.
Welcome to the Ali D Show, the show for product-based
business owners who are readyto turn their passion into
profit and build a brand thatactually sells.
I'm your host, ali D, and I'vesold millions of dollars in
products and currently have mybrand in retailers across the
globe.
Now I'm teaching you to do thesame Each week.
(00:21):
We'll dive into real talk,proven strategies and
behind-the-scenes tips to helpyou grow your sales, scale your
systems and create the businessand life you've been dreaming of
.
If you're ready to go fromoverwhelmed to sold out, you're
in the right place.
Let's dive in.
Hello, welcome to the Ali DShow.
(00:41):
Okay, I already know that thisepisode is going to become one
of your faves, because this issuch an issue that I see across
the board with product-basedbusiness owners, and it's how to
go from cricket product drops,cricket launches, to actually
(01:03):
launching the right way so youcan get a crap ton of sales from
your product launches.
So if you're out there andyou're like, yeah, I've hyped
myself up for a launch and thenI'm still getting crickets, I
just want you to know you are sonot alone, and it's why I'm
creating this episode.
So we're going to break downwhy most product-based business
owners totally miss the markwhen it comes to launching and
(01:24):
what you actually need to bedoing instead.
So in this episode, I'm goingto break down the three-phase
launch three-phase launch thatyou need to start implementing.
Literally, I just had a clientuse this last week and she went
from $0 launches to doing alaunch using the three-phase
(01:45):
system and making $1,200 insales in less than an hour.
Okay, zero to four figures inless than an hour, and that was
just the first hour.
So this thing is freakingmagical and not magical in a
sense that, like you know, yougot to wave a magic wand and
hope for some fairy dust to landon your launch.
(02:06):
Magical because it's a strategyyou can implement and reuse
every single fricking time youlaunch to generate sales for
your business.
So are you pumped?
Yeah, because here's the deal.
I know what happens is you haveand if this is you, you're
going to be like, yep, this isso me.
But listen, I've done this too.
Okay, that's why I know aboutthis.
But you have, like, let's say,you get a cute product that you
(02:28):
either like maybe you create it,or you have a new arrival, you
know arrive at your store, yourwarehouse, and you open it up
and you're like, oh my God, thisis so cute, like I want to drop
this ASAP.
So maybe, like that day, oreven like the next day, you get
your makeup on right and you'relike, oh, I'm going to steam it,
I'm going to get it all ready,or I'm going to get the
packaging ready, or whateverthat looks like for you and
(02:49):
you're like, and then I'm goingto post about it, I'm going to
launch the sucker, it's going tosell out.
So that's what you do.
Like literally, you get theproduct and you almost
immediately launch it with noplan, no, like you know,
blueprint, you're just likeposting and hoping that
someone's going to see it andthat people are going to
actually buy it.
(03:09):
So many things wrong.
No offense, I again.
I've been here too with thisplan and this is literally what
99% of the people do.
And then you're confused,you're sad, you're depressed,
you're disappointed because youlaunched your super cute new
thing and nobody bought it.
So then you know, you know whatthe next step is of this phase,
of the failed launch phase.
(03:29):
You start second guessingeverything.
You're like okay, well, maybeit was the pricing, maybe the
product isn't cute enough, maybeit's me and I'm like, I'm like
not cool enough for social media.
I don't have the personality orlike, maybe.
And then all of a sudden you'reyou're like second guessing
your entire life plan justbecause you had a failed product
launch when, in reality, youdid not set yourself up for
(03:51):
success in the first place, myfriend.
So this is the good news isthat you can actually fix this
pretty quickly, and this podcastis gonna be the means to get
you there.
So are you super excited?
Okay?
So I talked about you need tohave a three-phase launch.
What most business owners do isa one-phase launch, the launch
(04:14):
phase but they skip the twophases that go before the launch
phase that actually set you upto make money.
So you ready to learn whatthose are?
Get your notebook out, savethis episode.
I don't care what it tastes,but you got to fricking.
Do this your next launch, okay,and you're going to see like a
night and day difference Again.
Anytime I've helped anyone withthis launch phase plan, the
(04:37):
results blow their mind and I'mlike listen, it's not because
I'm like again, a wizard overhere, it's literally because you
weren't doing jack squat beforeand now you have a freaking
plan.
Okay, your plan was just to puton makeup and talk about it.
That doesn't work right.
So first, again, we have threephases.
The first phase I need you toknow about and really get good
(05:01):
at is the prep phase.
Okay, and really get good at isthe prep phase, okay.
So the prep phase can happenanywhere from like four to six
weeks out, maybe less, dependingon you and your business.
So if you're doing weekly drops, this is too far out.
But if you're doing like a drop, like every couple of weeks or
once a month or whatever thatlooks like for you in your
(05:23):
product-based business, again,everybody's totally different.
But this, this framework, willwork for any business.
You just need to adjust thetiming of the launch to fit you
and your business, okay.
So maybe for some people it's afew days, maybe for some people
it's weeks, but I'm going to gowith like, if this is your
first time ever doing a reallaunch, this is what I want you
(05:45):
to do, okay.
So even if you like haveproducts coming out every week,
you can do your own, your, yourlike regular thing.
So the next few weeks, asyou're working on your quote
unquote first real launch, whichis going to happen four to six
weeks for now.
And here's what you're doing inthe prep phase.
Okay, this is where all thepre-planning goes down.
So this is where you get superclear on what your messaging is
(06:07):
going to look like for yourlaunch.
This is also where you startplanning your content.
Yes, four weeks in advance,planning your content, shooting
your content, getting your video, getting your B-roll, thinking
about your email graphics,what's going to go on your offer
(06:29):
details so you're creating allthese what we call assets in the
business ahead of time.
Okay, this has to be done inphase one.
How many of you are like theday before, scrambling to get
your content and your picturesand your graphics and your video
ready?
And it's like the day beforeyour quote unquote launch day,
right?
No, my friend, if you want tohave a successful launch, if you
(06:51):
want to do four, five, sixfigure launches, you need to
have it planned way in advance,four to six weeks out.
So what this is, what's goingto happen, is you're going to
start shooting and filming yourcontent.
It's going to give you time toedit it, to go okay.
Well, I actually need thisangle.
Well, I want to do this.
I want to talk about this Likeit gives you some time to really
get into the creativity of thething and to get it done without
(07:13):
feeling rushed.
So it's nice and pretty andclear, okay.
Again, if you are writingcaptions the night before your
launch, you are in trouble, allright.
So that's what goes down in theprep phase.
Another important thing that'sgoing to go down in the prep
phase that I want you to knowabout is this is when you're
(07:34):
adding all your product, withthe product photos that you're
taking in the prep phase, toyour Shopify dashboard or
wherever you sell your stuff.
Okay, you can keep it hiddenuntil the launch date and, by
the way, I think Shopify has anoption now where you can
actually set your launch date soyou don't like.
There's been times before I'vedone launches and forgotten to
hit publish on the products.
(07:55):
Right, how many of us have donethat?
Okay, we're not perfect overhere, we're just, we're just
doing our best, but sometimes weforget to publish.
And then, like my social mediagirl's, like, hey, allie, the
products aren't live on thewebsite.
And I'm like oh, she is,because she's got people DMing
her like how do I buy it?
How do I buy it?
How do I buy it and I'm like,uh, allie, so now that is not my
job anymore, we have someoneelse do that.
But also there is a way for youto schedule when the products
(08:20):
go live now.
So all that needs to be done inthe prep phase.
Okay, your products are ready onShopify.
This is also going to help youmoving forward with your
messaging in the next phases ofyour launch.
You've already written productdescriptions, so you've already
really gotten into the nittygritty of photographing the
product, thinking about themessaging how does it relate to
(08:41):
your ideal customer?
What is the transformation thatit's offering?
What does the productdescription look like?
All that, since that's beingdone in the prep phase, your
next phase is going to be somuch more effective and easy
because you're going to havedone all the planning.
Okay, again, four to six weeksbefore your launch date.
(09:02):
This is what you're doing andthe reason why I say four to six
weeks, because if you're tryingto plan a content, shoot or get
models, or whatever the casemay be, you need to give
yourself a little time, like,maybe you need to book a
photographer, maybe they're twoweeks out.
So that's why I'm saying thisis a good initial prep phase and
kind of what I want you to giveyourself this very first time,
using this launch tactic, thislaunch framework give yourself
(09:26):
time, time, time, time.
Okay, we wanna get it good.
So that's prep phase.
That's phase one.
After prep phase is over, we nowgo into the pre-launch phase.
Now pre-launch phase is usuallyaround seven to 10 days before
your launch date.
Seven days is kind of a goodinitial marker because it's
(09:48):
enough time to get your peoplelike excited and hyped about the
product, but not so long thatit drags out and they're bored
and they're over it.
So again, depending on you andyour business and what products
you sell, seven days is a goodgeneral lead time to give
yourself to actually to launchday.
Okay, so seven days up to thelaunch day is our pre-launch
(10:11):
phase.
What are we doing in thepre-launch phase?
This is literally where all thefreaking magic happens.
You nail your pre-launch phase,you nail your launch day.
If you suck at your pre-launchphase, which you your launch day
.
If you suck at your pre-launchphase, which you may suck at it
the first few times, your launchis still not gonna be great.
So your job is to do this, toput in the reps, to learn to
(10:32):
figure out the strategies sothat you can really nail the
pre-launch phase.
I'm just speaking the truth here.
Okay, I don't wanna tell youthat everything's going to be
like super honky dory withoutgiving you the truth.
I'm all about the truth andauthenticity in here, and like
pulling back the curtain on whatworks.
If you, if you go through thepre-launch phase and you still
don't have a good launch, yourpre-launch phase was not good
(10:53):
enough, which is okay, all right, that's the whole thing here.
We're just like practicinglearning, tweaking, figuring it
out and, listen, let's set theexpectations that your first
launch will possibly not be thelaunch of your dreams because
you are doing this for the firsttime.
It's just like anything rightPost.
Like go look at your firstpiece of content you ever posted
(11:13):
.
Right, we have to get good atthis to really have a great
launch, and this is for.
So, for example, the woman thatI work with the reason why she
was able to have a $0 launch toa $1,200 in the first hour
launch was because she wasworking directly with me on this
and out there, like, if you'rejust listening to this, you're
DIYing it.
It's going to be a longerlearning curve, but I was
(11:36):
literally telling her exactlywhat to do in her pre-launch
phase.
Now go make this.
Now you need to post that.
Now you need to screenshot this, like I was like literally
voice noting back and forth herentire pre-launch phase and
that's why it was so successful.
So I want you to understandthat this is again.
If you're DIYing this and you'reout there and you're just going
to figure it out on your own,you will.
(11:56):
If you want my help, of courseyou know you can DM me.
We can talk about maybeplanning a launch for you or
something like that.
Maybe you can book a strategysession.
I don't know.
We can figure it out.
I'm always here to help, butthis is a particular private
client, like long term.
So we just have this.
You know, we can voice noteback and forth inside Telegram
thing.
So that's what I want to do isset the expectations as well.
(12:18):
Okay.
So the pre-launch phase againis set the expectations as well,
okay.
So the pre-launch phase again iswhere all the magic happens.
This is where you're buildingthe hype.
This is where you're startingto drum up interest.
This is where you're, behindthe scenes, getting the momentum
really fricking rolling.
Okay, you're teasing theproducts.
You're showing what they are,you're posting video, you're
talking about why it's going totransform their lives, whatever
(12:39):
the case may be.
Okay, maybe it's a pair ofjeans and it's going to give you
your best ass ever or whatever,I don't know.
Okay, that's for you and yourcreativity and your messaging to
figure out, right.
But that's what's going on inthe pre-launch phase is you're
flooding your feed and yourInstagram stories and your
TikTok wherever you sell.
Okay, facebook, you're startingto tell what all the product is
(13:04):
that's going to be launching onlaunch days, even if you have
one product like it's one candleyou're launching.
Or two new scents, you're goingto follow the same thing, even
if it's a, you know, acollection that has five items,
whatever the case may be, forseven days leading up to the
launch day, you are pumpingthose items.
So you're showing them andyou're doing all the things that
(13:25):
we talk about, you know, inthis podcast and in my community
on how you sell products.
But what you're doing inaddition here that makes this so
next level and you really leanheavy into this is social proof,
okay.
So what I always say is createa wait list for the drop so you
have somewhere to direct thepeople that are excited in the
(13:46):
traffic that's building and themomentum and the DMS.
You have somewhere to send thembefore the product even
launches.
That way, they're off socialmedia and they're into your
database, because otherwisewe're going to be depending upon
social media on launch day toactually get the feed into the
people that are most likely tobuy.
And what do we know aboutsocial media is we?
(14:08):
It's very hard to get our stuffin people's feeds, even if
they're following us, so don'tput your eggs in Instagram's
basket and hope that on launchday, your post is going to be
seen by your people, right?
We want to make sure thatthey're going to know your
launch day because you'veremoved them off of the platform
into your own database.
So you're going to have a waitlist and all seven days in the
(14:31):
pre-launch, you're drivingpeople to that wait list, which
is like a landing page on yourwebsite or something like that.
Okay, that's what the wholefocus is is getting them off the
platform onto a wait list,because now, when launch day
comes, you'll be able to reachthem without question and
without hoping and praying thatthese social media platforms are
(14:51):
gonna deliver your perfectlaunch day content into their
feeds, right.
So that's what we're doing.
We're also building a crap tonof social proof and FOMO the
entire seven days.
So let's say you post a reel andit's B-roll of your product.
And let's say it's a candle,right, and the candle's like
glistening.
Maybe it's a girl that's like,maybe it's a fall candle and
(15:13):
she's like walking around in apumpkin patch or whatever the
case may be, I don't know.
That's your job.
You build the excitement inyour content, right.
But let's say the call toaction for that reel is comment
the word waitlist to be thefirst one to get access or dibs
to our new limited edition cozyfall scent.
(15:34):
So in that one thing, whatwe're doing is we're creating a
call to action.
The call to action is commentthe word waitlist.
Once they do that, your job isto then either manually DM them
and give them the link to jointhe waitlist, or you can set up
an automation, like a many chatautomation, where anyone who
comments the word waitlist onyour post is going to
automatically get a DM from youwith the link to join your
(15:57):
waitlist.
Okay, and then, as thosecomments start rolling in or
people start DMing you maybethey're responding to your
stories with the word waitlist.
You start screenshotting that.
Right, you're creating socialproof here that people are
actually commenting waitlist,like people are excited about
your stuff and then someone'sgoing to wait.
I want to be excited too.
I need to be excited.
I love cozy, false sense.
And then they comment waitlistand it builds this whole
(16:19):
momentum thing.
And if you haven't done thisbefore and you're like Allie, I
don't believe it, I'm tellingyou this is the way.
There is no other way.
This is the way.
Fomo, social proof, gettingthem off the platform is the way
to have a successful, crazysuccessful launch.
Okay, it works, it works, itworks, it works, it works.
(16:40):
Do not even second guess.
It Do not go.
I don't know if that's gonnawork for me.
It's gonna work for me, it'sgoing to work for you.
Now, and will it maybe take alittle time for you to figure
out how to do this?
Yeah, but that's okay, we're init for the long haul.
We don't build million dollarbusinesses overnight.
We don't have four or five, sixfigure launches overnight.
Okay, we get good at it, webuild this stuff.
So the whole pre-launch phasethis is.
(17:07):
I know this is a lot for onepodcast, but it's really
important that you understandthis.
I've also created an entiretraining on this that is like
literally mind-blowing, insideTrendsetter 2.0, which is going
to be launching late August.
So if you want any informationon that, just DM me.
But there's going to be.
This is one of the likemultitude of trainings that's
going to be coming up soon inTrendsetter 2.0, but you can get
it here right now.
Okay, I know you get what I'msaying, but I just want you to
know you will have access tolike a full training on this.
(17:28):
So, pre-launch phase we'rebuilding hype, we're building
interest, fomo, social proof,we're getting people off the
platform to your wait list.
Okay, again, this is the wholekey and other ideas that you can
, you can like do during yourpre-launch phase is you can even
like answer questions, likequestion boxes.
You can do polls, you can, um,you can actually address any
(17:52):
objections that people may have,like oh, I don't know if the
candles never smell good forvery long, right, that's like
maybe an objection someone has.
So you can even put in yourcontent like we have the longest
smelling candles in the entireuniverse, right?
Or again, like jeans never lookgood on me.
These jeans make everybody'sass look good.
Okay, whatever the case may be,you can address these
(18:14):
objections that you know peoplenormally have for your type of
product in this content as well.
Holy shnikes, this is going tochange the entire game for you.
Literally, this is going tochange the entire game.
Okay, and then the third phase.
So, phase one, prep, phase two,pre-launch most important one
(18:35):
Okay, phase two has to befricking killer.
And then phase three is yourlaunch phase.
The launch phase is the daythat the carts actually open and
things are available to buy.
Now can you see how you can'thave a successful launch without
doing phase one and phase two?
And if you're just doing phasethree like so excited new
(18:57):
arrivals dropping on Friday andit's Wednesday or Thursday, you
miss the whole window to createthe FOMO, the social proof, the
waitlist, the objections, allthe things that get people to
buy on launch day.
Now, if you're superestablished you're like, I don't
know, kylie Jenner or whateverand you're a super major
celebrity, their launch plan'sprobably a little different, but
(19:18):
it's probably not right,because they're still creating
that FOMO, that social proofthat I want it, that it girl
thing leading up to the launch.
They also have a celebrity tohelp back it.
Right, but we can do this too,without being a celebrity,
without being an influencer.
It all goes back to this phase.
So the launch phase again,you're opening the carts, okay,
(19:40):
the products go live.
You're emailing daily now aboutthe products You're talking
about.
You know what are the thingspeople have purchased so far.
We're screenshotting that.
We're showing what people areordering.
Of course, we're making surewe're cutting out their names
and addresses and anything.
You wanna keep this anonymouswhen you're showing social proof
, but we're showing what arepeople buying.
(20:00):
What are people like, what arethey commenting, what are they
saying.
All that gets screenshotted andadded to reels, to stories, to
carousels.
Like you, for the next sevendays in your launch phase, you
are blasting the fact thateverybody and their mother wants
your stuff.
Maybe you sold out of something?
Okay, so we're sold out of thefirst scent.
We only have four left of thisscent, okay.
(20:22):
You're creating urgency,scarcity.
You're using all of the tacticsthat we learn about here
Launches.
It's not just about magicallywanting everything to sell out,
it's about preparation andplanning.
So, again, most people skip thefirst two things entirely.
Right, we're not going to dothat anymore.
(20:43):
We're not going to do thatanymore because we know how to
do it.
Okay, so that's the threephases of launching.
This was like the quick versionthat I could fit into a podcast
episode that I feel like you canactually save.
This now put it into action.
And here's another thing I wantto tell you If you want to
learn more about launching.
I know I said that it was goingto be in Trendsetter 2.0, but
(21:03):
I'm also hosting a free 14 daychallenge 14 days, me and you
working together, where I'mgoing to teach you all of the
frameworks, including launching,including content strategy,
including sales strategy, emailliterally everything under the
sun you need to learn about inorder to start getting 10K per
(21:24):
month in sales for your onlinestore.
So, if you have a brick andmortar, you're doing 10k 20k in
the store, but your online salesare stuck at like 1 to 2k.
This is for you If you'resomeone who's recently launched
a store or you're thinking aboutlaunching a store and you're at
zero dollars.
This challenge is for you Ifyou're someone who's maybe been
at it for a couple of years andyou're still not seeing the
(21:45):
sales that you want to see andyou're still kind of stuck maybe
between 2 to 5K per month andyou want to be doing 10K per
month in online sales.
This challenge is for you, andI want you to tell your friends
about it too.
My entire goal of this communityis to actually get as many
women in the world to understandwhat it takes to build a
seven-figure business, and itstarts with learning how to do
(22:08):
five-figure months right 10K permonth in sales.
This is our initial buildingblog that I want you to really,
really work towards, and we'redoing this inside the free
challenge.
You know what I'll do.
I'll put the link in the shownotes here, but if you go to any
of my social media, likeInstagram, tiktok, you will see
that the link for this challengeis in my bio.
All it is is alidceocom slashchallenge.
(22:33):
That's what it is.
So type in A-L-I-D-E-E-C-E-Ocombackslash challenge and it'll
take you right to the page toenter your email and your name
so you can get inside the freechallenge.
We're starting in August, so I'mgoing to give like a solid
three, four weeks to get as manypeople inside this challenge as
(22:56):
possible, because I want tolike you got to hear about my
dream for a second I want toteach the masses on how to do
this stuff.
I am so obsessed with teachingyou how to grow your own seven
figure business, like so, sofricking obsessed.
I love this work more thananything.
I love when you guys DM me andtell me like, oh my God, allie,
I tried the strategy frompodcast episode blah, blah, blah
(23:16):
and it's fricking working.
I'm like I know girl, I know,by the way, we're almost at
episode 100 of the podcast.
I think this is like 92, 93,something like that.
So, anyways, okay, you got thethree phase launch plan.
Go back and listen to thisagain.
Again, we're going to be talkingthis about talking more about
this inside my free challenge.
(23:36):
There'll be a full training onthis again.
So if you're like, eh, I stillwant more, the free challenge is
the place to go.
Okay, I can't wait to see youin there.
And when you join the challenge, do me a favor, say, dm me and
go, allie, I'm in the challengeso I can follow you and
celebrate you Like I am not justa nameless, faceless person out
here I know it's feels likethat because it's a podcast but
like I'm literally a real personwho loves hearing from you,
(24:00):
like I love it.
So please DM me, let me knowyou're inside the challenge.
I hope this podcast is going tochange the game for you.
I know it will Startimplementing this right away for
your next launch and I can'twait to hear the results.
Have a great day.
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