Hey Reader,

Before we dig in, I have a teeny-tiny favor to ask you. I’m putting together a solo business barometer that will help us all make better business decisions. Would you spare ±8 minutes to fill it in, pretty please? It’s here and, of course, you will be the first to get the results.

Now let me ask you this: do you dread launches? Do they fill you with anxiety?

My first two launches were exactly like this. I was a tight ball of anxiety because I had no clue whether it would work or not.

See, my first launch was me premiering my system. My second one was testing it because if it only worked once, it could be a fluke.

Since then, I used this system with minor tweaks in another four launches, plus a dozen or so for my clients. And it worked every time.

Now that I have proof that it’s not a fluke, nor is it dependent on my context, I’ll share it all with you right after this message from today’s partner, which, BTW, might be exactly what you need to make launches and continuous selling even more successful.

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Launching shouldn’t feel like holding your breath for a week. It’s a conversation that starts with proof and ends with delivery. Your job is to guide adults from “this is a real problem for me right now” to “I can see exactly how this solves it—and I’m ready.”

Last week, we spoke about how fake urgency won’t save a bad product or a bad launch. Let’s see how you can make sure you won’t need fake countdown timers.

Start with one sentence that keeps you honest (Day 0)

As soon as the idea for a new product/offer pops into your head, try expressing it in the sentence below:

If that line is woolly, the offer is woolly. Tighten it before you touch a headline, a price, or anything below.

The only optional thing here is the timeframe. Some offers may not have a timeframe that you can commit to. In that case, you can offer a ballpark or be honest about the fact that it depends on the client.

A few examples:

• 90-min workshop: “Creators stuck on pricing → a practical pricing system you can implement this afternoon.”
• Template pack: “Solo service pros → ready-to-send proposals within 48 hours.”
• Pre-written emails (my product) “Founders stuck on launch copy → send your high-converting launch sequence within less than 10 mins.”

So far, you’ve got a compelling promise. Or something that sounds compelling to you.

Validate demand for your new idea (Days 1-7)

​Demand-O-Meter, my custom GPT, will tell you how many units you can expect to sell based on your current audience. Try it and then validate it in the real world – because AI is never 100% reliable.

Start by asking an honest question:

Yes/No

Use this poll in emails, on social media, or both. This is how I built my second product → the full breakdown here.

However, keep in mind that people are supportive. They have the best intentions, and they want to see you succeed, so most of them will say “yes” and cheer you on. The sentiment is nice, but it can really mess up your math.

So dig deeper. Through new surveys or interviews with former clients. Ask questions like:

1. What outcome do you want in the next 30–60 days?
2. What’s blocking you right now? (give 5 options + “other”)
3. When do you need this solved? (this month / this quarter / later)
4. Which format helps most? (live workshop/async kit/sprint/productised service)
5. Can I follow up with you once the offer is live?

How to read the results like a strategist

• Look for clustering on outcome + near-term timing.
• Map blockers so you can design the right offer in the right format (if time is a blocker → shorter sessions; if the tech holds them back → done-with-you setup).

Important intermezzo: tailor your overall content strategy too

From this point on, your content (email and social media) needs to pre-suade. This means that everything you write should be directly tied to the topic of your upcoming offer.

This is another point of validation. How many people engage with your content helps you gauge interest.

For instance, when I launched The Profitable Content Engine (the workshop, then the masterclass), I spoke about content for 6+ weeks — in my newsletter and on social media.

I talked about common pitfalls, how to use AI in content creation, ideation, distribution, and more.

You can read the play-by-play plus how I structured my launch here.

Smoke-test the interest you can count on (days 7-14)

Create one simple page: outcome headline, three bullets (who/what/when) with a single CTA: Join the waitlist.

Also, add a link to join the waitlist in your emails (automate it so people are added instantly).

Around day 10, look at the numbers: how many people signed up for the waitlist? If only 10% of them converted to paying customers, would you meet your goals?

If the answer is yes, move to the next phase. If math isn’t on your side, regroup and polish your offer.

PSA: In my experience, waitlists convert at 10-25%. Use these numbers as guardrails, but plan for the lowest, not the highest conversion rate. It’s always better to be pleasantly surprised.

Start emailing your waitlist (days 14-28 or choose your own time frame)

How many emails you want to send is entirely up to you. I recommend at least 5-7 of them. Here’s my typical structure:

• Email 1 (the email they get automatically when they sign up for the waitlist): give them the summary and ask a question. My go-to is “What’s your biggest struggle with X (X = the topic of your offer”) with 3 options. This will help you send personalized emails later on, if you want to. The full flow for personalization is here.
• Email 2: make the cost of waiting visible with numbers from their world. Lift verbiage your audience uses to explain why this offer is relevant to them.
• Email 3: sneak peek — show your method and introduce any bonuses you might offer.
• Email 4: social proof. You won’t have testimonials for this particular offer, so share some that speak to your problem-solving abilities or character.
• Email 5: cart open. Give your waitlisters a chance to buy, ideally with a discount or a different bonus only they have access to. Make it time-bound (“the discount/bonus expires in 36 hours”).
• Email 6: bonus reminder.
• Emails 7-X: various reminders, especially if your offer has a natural deadline i.e., it’s a live workshop/cohort.

Email your entire list and post on social media (public launch — approx one week)

As soon as the waitlist bonus expires, you can start emailing everyone on your list and posting about it publicly. Ideally, you should have no more than ± 2 days between the time you promote the waitlist and when you switch into full-blown promotion.

For this phase, you can borrow some copy from your waitlist emails. A typical launch sequence (you can use for both emails and social posts) looks like this:

• Day 1 (outcome): who it’s for, outcome, how it works, price/tiers, what happens next.
• Day 2 (story): believable before→ after with context and numbers.
• Day 3 (method in action): walk through the steps; buyers purchase a path they can imagine following.
• Day 4 (FAQ/objections): time, niche fit, delivery, support; use questions from your inbox/waitlist.
• Day 5 (proof parade): screenshots, metrics, replies, quick wins.
• Day 6 (decision day): AM/PM reminders; wins recap.

The MOST important thing here is to

Build a runway that tells ONE coherent story

One of the most common mistakes I see in launches is founders throwing random tips and outcomes at their audience. My favorite analogy is that of before and after fitness pics, the kind you see everywhere on social media.

This is what you need to do with your words during a launch.

I call it the PPP formula — Problem → Path → Proof

• Problem (resonance): Name the costly pattern and the root causes. Quantify the leak once, then move on, you don’t want to over-agitate the pain.
• Path (method): Preview your approach with small, legible pieces — 5-minute demo, a before/after teardown, a peek at fulfilment so people can see their own “after” picture.
• Proof (receipts): Show believable wins with context — screenshots, timelines, “what changed” DMs.

Every asset needs a job: align with where your people actually are, move them through belief stages, and make each touchpoint do one thing (clarify the problem, reveal the path, or reduce risk).

Treat launch like a system, not a noisy week.

Post-launch checklist

Your launch doesn’t end when the cart is closed. Launches are premium marketable moments, so it would be a shame not to use them to the fullest.

If you’re launching an evergreen product:

• Do a post-mortem analysis of your launch (I do these every time). This is your chance to give people a behind-the-scenes sneak peek, and everyone loves those. More importantly, it’s your chance to talk about the product at length.
• Share social proof — you should have the specific kind by now.
• Don’t leave your product in a dusty virtual drawer. Talk about it every chance you get, whenever it fits the context. A good primer on evergreen launches here.

If you’re launching a live offer (workshops, webinars, cohorts):

• Once again, do the post-mortem I mentioned above. The transparency will serve you well for your next launches.
• Use the feedback from your clients to polish your next launches.
• Consider selling parts of that offer (templates, recordings, and so on) after the live event is over. For instance, I sell all my workshops as pre-recorded masterclasses indefinitely. If you choose the same path, don’t forget to email the people who subscribed to your waitlist but didn’t buy first — they are your warmest audience.

​Swipe the full checklist and use it every time you launch something new. Make a copy of this Google Doc so you can edit it.​

✋ Limitations

Take the timeframe above as a suggestion, not gospel. The launch timeframe expands if you launch something BIG (like a book) and shrinks if you launch a tiny, low-cost template.

As always, I’m here to make you think, so adapt this framework to make it your own. What matters is that you keep the principles:

• Your launch is backed by demand, not dreams of prosperity.
• You create a cohesive narrative following the PPP formula.
• You don’t stop talking about your product after the launch is over.

Everything else is up to you.

Now go out there and nail your next launch. You’ve got this!

P.S.: Want to run your next launch by someone who's overseen dozens so far? Schedule a 1:1 strategy session with me, and we'll make sure that you meet all your goals.

Here's what my clients say about our time together:

​Book yours!​
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🔦 Community Spotlight

How influential are you? Any clues?

In just two minutes, the research-backed Influence Assessment will tell you what area of influence you're best at, and what could use the most work. Your results will also include a concrete playbook to help you get better at that thing.

In full transparency, I hate Buzzfeed-like quizzes but this is NOT one of them. I took it because I trust Sam Millunchick, its creator. He's one of the most skilled communicators I know, so needless to say, the results I got were somewhat surprising and definitely useful! What do yours say?​

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That's it from me today! See you next week in your inbox. Here to make you think, Adriana ​

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