Launch Etiquette 101

I’ve done a lot of launches. I’ve launched products, programs, events, group programs, services, new websites, books… the whole lot. And results range from $0 in sales to a million.

But this post isn’t about how to have a successful launch or business; it’s all about how YOU behave when someone else is launching.

Consider this my first hand experience in what not to do. It’s a mental list that I’ve cultivated over years and dozens of launches. These guidelines are entirely my personal opinion – share with me in the comments if you agree or disagree!

1. Don’t pitch the launching business – I cannot say this enough. When someone is in a launch, nothing else is on the radar. Now is NOT the time to say, “oh hey, want to write a guest post for me?” or “I want to interview you!” Your request immediately goes to the bottom of the list.
2. Read the f’ing sales page – customer service is used to answering your questions and even repeating themselves, but do yourself and them a favor and actually read the sales page before shooting off an email. I know, you’re busy, but your answers will often come easier and faster on the page.
3. Read the emails – if you’re interested in the offer at all, read the emails to evaluate if the product/program/service/book will work for you. If you don’t read those emails, you forfeit claims to whine and complain about the deadline, price increases, or lack of availability. Don’t expect the owner of a business to revolve their business around your lack of attention.
4. Act like a grown up – The same people who would never walk into a department store and scream about the price of a computer being “unfair” sometimes find no issue telling an entrepreneur that their pricing is too high. What you’re willing to pay for anything is a personal choice that depends on your values and goals. Sure, ask yourself if the investment is worth it to you but don’t lash out because you think the price should be cheaper, or free.
5. Be aware of what you ask for – it always amazes me that when hosting a free event or giveaway, it opens the door to everyone assuming that you will say yes to every request. I’ve had requests for scholarships, delayed payment plans, extra time, double the coaching in a program, coupons, and 2-for-1 deals. While reasonable requests can often be considered, be aware of what you’re asking. My rule goes back to the store model – if you wouldn’t expect to get something free or set your own price at the grocery store, it probably won’t work for an online business either.
6. Show gratitude – When you’re the client, it’s easy to think that it’s all about me, me, me; but if you get value from what a business is offering for free, please say thank you without any strings attached. Trust me, business owners who get a “thank you can I have a free session?” don’t feel the gratitude. See #5.
7. Know that you’re not seeing 100% – just like the iceberg that sits 80% underwater, you’re likely only seeing 20% of a launch. From the outside, you don’t usually get to see the hours that went into a video or workbook, the time it took to put up a website, how many ads were tested before the one you saw, or even the behind the scenes staff. Keep that in mind when you’re looking at an offer to evaluate what you get – often, delivery has been made possible by thousands of behind the scenes decisions and moments that you’ll never know about.

Overall, launching is the biggest rush for an entrepreneur and can take months of work, thousands of (wo)man hours and countless late nights. It may seem effortless to those watching (we hope!) but never take for granted all the work that goes into a successful launch.

The best way to experience the pressure cooker of a launch is to do it yourself, but in the meantime, keep these guidelines in mind when others are launching. Above all, attitude goes a long way, even with some of those crazy requests!