Though I still consider myself somewhat new to e-commerce, I do feel that I have some experience under my belt. And one of the skills I have worked to evolve over the past few years is how to do a new digital product launch. Reason being, the launch IS very important…at least in my opinion.
For those just starting their own online business, launching a new product may seem daunting. I can certainly understand why. First, it took you lots of time just to create the product…now you have to get the word out successfully. So how do you do that?
I don’t know if there’s a complete right way, at least it’s not the same for everyone…but there are some basics that work for me and I think also across the board.
Whenever I create a new digital product, whether it be a new brushset or a social media template, I always have the ‘list’ handy. For example; when I develop a new Procreate brushset, I spend almost equal time with the preview images as I do creating the set (well not always, but oftentimes).
Everyone knows that packaging sells and digital products are no different.
You could have a beautiful set of brushes, but your presentation (ie packaging) is not up to par – yet it should be. Your buyers want to see your brushes in action, how they work and what they can do. So you have to create artwork using those brushes. Then after that, you have to present them in a way that’s attractive to the eye. I’ll admit, I am still working on my skills in that area.
I want to express that your product needs to be good. You should always put everything you have to make it a high quality product. And while ‘packaging’ is important – too many times I have seen beautifully done presentation images for Procreate brushsets, only to find the brushes themselves are just…meh.
Personally, I do all my own presentation art (I’ve heard that some brushmakers don’t). I do my own because it’s important to me to be authentic and to give Procreate newbies an accurate depiction of how my brushes work. I’m no Rembrandt and that’s ok…most of us aren’t…but we still like to create art.
Once I’ve created my artwork, I then get to setting up the preview images. This is where I lay out the artwork images, copy and any other visuals that I need to give the best presentation of my set. After these images are mostly complete, I then make a video showing the brushes in action. Then I will work further on the images…sizing them appropriately, choosing the font, adding any other visual elements to pretty up the scene.
After all that is complete, I start on what I need to get the word out. I upload my new product to the Sofydoll Shop, set up an intro 30% discount and send an email to my subscribers. I create a .gif for the email that shows all the preview images with a link that takes folks to my product page. I will then upload to Etsy, Design Cuts, etc.
The next step is to upload to Instagram (and Facebook). Instagram is where I also promote my product. I post all the preview images, add the text, and then do a paid promotion. I don’t have a huge budget so I do what I can afford, and it helps get the word out.
There are a few other ways I promote my work. I’ve recently started creating ‘landing pages’ on my website for new product launches and invested in a funnel/checkout. This is what I use to attract new customers. I’m doing this as a trial run for my Procreate sets – ultimately I plan to use it for my educational digital products. As you can see, even a new Procreate brushset launch takes some thought. Also, you have to always be willing to try new and different things to promote your business.
However you decide to launch a new product, don’t let confusion get in the way. It may all sound a bit overwhelming but I assure you, you can do it. Think of all the ways you want to get the word out. Write everything down and use it as a template for every future launch.
Over time, that list may change. You’ll see what works, what doesn’t and what new things you can add to it. Also, don’t be afraid to invest a little to make your launches even more impactful. This will come with trial and error, and eventually you’ll get better and better and become a pro. I’ve been doing this a few years and I’m still learning. So don’t get frustrated…just be patient with yourself.
If any of this sounds confusing, or you have questions, feel free to reach out. Either here in the comments or by email. Happy to offer some tips!
Until next time…
