Let's talk launches.

This is a topic near and dear to my heart because this past year I've been in launch mode. I mean, seriously in launch mode.

I'm talking about 8 different offers sent out into the wild. That's a lot of late nights, a lot of coffee (waaay too much), and a whole lot of nail-biting anticipation.

Want to know how many of those 8 launches really took off?

One.

Yep, just one. But here's the kicker - that one 6 figure success has made all the difference. It's kept the lights on, paid the bills and put in place foundations for a 7-figure business.

What did we do after hitting pay-dirt? We did it again. Same offer, same launch. Same result. And we’re about to do it again (but even bigger).

I'm on a mission to turn this launch process into a science. And today, we're going to apply everything I've learned to launching your AI app.

Let’s get started:

The Launch Mindset

I’ve covered launches (and will continue to cover them as it’s a big topic for me at the moment) in other Playbooks. Make sure to refer to them for greater detail.

First things first: launching isn't just about flipping a switch and hoping for the best. It's a strategic process that starts long before your app goes live. Here's the mindset we need to adopt:

1. Every launch is an experiment

2. Simplicity above all

3. Launches are not for revenue

4. The launch is just the beginning

For Science!

First things first: launching isn't just about flipping a switch and hoping Elon Musk tweets (sorry, xeets) about you. It's an experiment, plain and simple. You're not failing; you're collecting intel.

Think of yourself as a scientist, but instead of mixing chemicals, you're mixing features, pricing, and marketing messages. Some experiments will fizzle out. Others might explode in your face. But every now and then, you'll create something magical.

The key is to embrace this experimental mindset. Don't get too attached to any one idea or approach. Kill your darlings as needed. And for the love of all that is holy, measure everything. That data is your new best friend. Treat it better than your cat (who doesn’t like you that much anyway… 😘 )

Simplicity Above All

Now, let me share a crucial lesson I learned the hard way: when it comes to your initial launch, K.I.S.S. - Keep It Simple, Sexy. That’s what it means right…?

You know what kills more launches than anything else? Complexity. It's kryptonite. You start with a simple idea, and before you know it, you're trying to build the next operating system.

Stick to one clear offer. One pricing tier. One key feature that solves one specific problem. It's not about building the perfect product. It's about getting something out there that people can actually use and give you feedback on.

Remember, you can always add more later. But if you never launch because you're trying to make it perfect, well, you've already failed.

Launches are Not for Revenue

This one upsets people.

Here's a counterintuitive truth: your launch is not about making money.

I know, I know, we're all in this to get rich and buy a yacht or whatever. But that comes later.

Your launch is about validation. It's about proving that people will actually open their wallets for your solution.

Let me tell you a quick story. Back in the day, I won a Lean Startup Machine contest in New York City with a team run by Jen Du. Here she is looking fabulous with the product devised during the competition that she went on to make:

Want to know why we won? We were the only team who got people to hand over cold, hard cash. How much? A whopping $4 per customer.

Now, $4 might sound like chump change. But you know what? It's infinitely more than $0. It was proof that people valued our solution enough to pay for it.

Embrace this with your first launch - the goal isn’t retirement. You're trying to prove that your idea has legs.

The Launch is Just the Beginning

Last but not least, remember this: the launch is the starting pistol. The real race begins after you hit that publish button.

Too many founders think launching is the finish line. They throw a launch party, pop some champagne, and then wonder why they're not millionaires by morning.

The truth is, launching is when the real work starts. That's when you start getting real feedback from real users. That's when you discover all the things you got wrong (and trust me, there will be many. It’s part of it). That's when you start iterating, improving, and really building something valuable.

So don't think of your launch as the end of the journey. Think of it as the beginning of a whole new adventure.

Now, let's get into the nitty-gritty of pricing and selling this puppy.

Pricing Your AI App

Pricing is an art and science all of its own. I took a whole damn class on it during my MBA. It was more interesting than you’d think! For your purposes right now here are some pointers and a prompt:

1. Keep it Simple: One clear offer, one clear price. No options for now.

2. Make it Affordable: Lower the barrier to entry. Remember, we're optimising for number of paying customers, not revenue per customer, in our first launch. More customers, more data.

3. Offer a One-Time Payment: This reduces commitment and makes it easier for people to say yes. I know I know I know that Monthly Recurring Revenue is the holy grail for indie builders but good god subscriptions are much harder to sell.

Here's a prompt to help you decide on your initial pricing:

You are an AI specialising in pricing strategies for product validation. Based on the following AI app description, recommend a simple, one-time payment pricing strategy for initial launch. The goal is to maximise the number of paying customers for validation purposes, not to maximise revenue.

AI App Description: [Insert your app description]

Target Market: [Describe your ideal customer]

Please provide:
1. Recommended one-time price point
2. Rationale for the recommendation
3. Suggestions for presenting this as a special launch offer
4. Ideas for future pricing evolution after validation

Pricing is really an art. It’s something myself and Harminder (my business partner) spend an inordinate amount of time discussing. So if blocked shoot us an email or join a live session one day.

Crafting Your Sales Page

Your sales page is your 24/7 salesperson. It needs to clearly communicate your app's value proposition and convince visitors to become customers. Here's what you need to focus on:

Start with a compelling headline that clearly states the main benefit of your app. This is your first impression, so make it count. Follow it up with a problem statement that resonates with your target audience. You want them nodding along, thinking "Yes, that's exactly what I'm struggling with!"

Next, dive into your solution. Explain how your app solves the problem, but don't get bogged down in technical details. Focus on benefits, not features. Remember, people don't buy products; they buy better versions of themselves.

Social proof is crucial. Include testimonials, case studies, or user stats if you have them. If you're just starting out, consider getting quotes from beta testers or industry experts who've reviewed your app.

When it comes to pricing, keep it simple and clear. Display your one-time price prominently, and if you're offering a special launch discount, make sure that's front and centre.

Address common questions or objections in an FAQ section. This can help overcome last-minute hesitations that might prevent someone from buying.

Finally, end with a strong call to action. Make it crystal clear what you want visitors to do next, whether that's "Buy Now," "Start Your Free Trial," or "Get Early Access."

How long? Lower the price the shorter the page. We’re aiming for a lower ticket first launch therefore shorter rather than long-form page!

Here's a prompt to help you draft your sales page copy:

You are an AI copywriter specialising in SaaS sales pages. Based on the following AI app description and target market, create compelling copy for a sales page. The goal is to drive initial sales for validation, with a focus on a simple, one-time payment offer.

AI App Description: [Insert your app description]

Target Market: [Describe your ideal customer]

Key Features: [List 3-5 key features]

Price Point: [Your chosen one-time price]

Please provide:
1. An attention-grabbing headline
2. An opening paragraph that states the problem and hints at the solution
3. 3-5 benefit-driven feature descriptions (build upon user inputted features)
4. A section highlighting the simplicity and value of the offer