Working as a design assistant for creative entrepreneurs entails many unique projects. I’m grateful that my days are varied and the work is always interesting. There are some weekly tasks – blog post related graphics, mostly, but a lot of my work ends up relating to launches.
Like you, clients of mine may be launching a new funnel, a new group program, a new course, etc. When you think about a launch I’m sure the first few things that run through your mind are… creating content, making funnels, webinars, other PR efforts, etc. Something that you probably don’t consider right away are all the visual components of a launch – and trust me, there are a ton!
"Don't forget the visual components of every launch!" (tweet that!)
In my experience, there are a few main categories every launch (whether it be a course, a new service, a product, etc.) absolutely needs. There are definitely more that would help make a launch even more successful, but these 4 are the top necessities.
A SUB-BRAND OR IDENTITY
Similar to your main business, a course or challenge or whatever it is that you are launching could use a sub-brand or identity as a base for all the other visual components. Maybe your business, in general, is targeting young moms with kids under 5, but your course is even more specifically for young moms with kids under 5 who want to use all natural and organic things in their home. You want to pull away from your main branding, even slightly, to make that distinction clear. Maybe you’ll adapt your color palette slightly, or use one of your tertiary colors more throughout the launch, etc.
A lot of the projects I work on go ahead and create their own logo or mark for a launch, that way everything within this new program (or course or whatever) can use that.
Basically a sub-brand or identity can be intensely different or just a tweak, but either way it needs to be considered and intentional. What you should not do is just pick random colors and fonts and stylistic direction with no thought behind it.
LANDING PAGE OR SALES PAGE GRAPHICS
We all know how important copy can be on your landing page or sales page for your new offering. Similarly, we also know how much people don’t love reading huge novels on a website, scrolling for hours, and being lost and confused about what they actually are supposed to be doing.
Not only can a designer work with your sales or landing page to make it flow well, have obvious hierarchy, and easy to understand “BUY NOW” cues – they can also add some custom graphics that help break up chunks of text and add an air of authority and professionalism.
Take a second and envision a great sales page (maybe one that got you to actually buy). Was it just hoards and hoards of text? Or were there icons to break down each section visually, maybe a fun border or pattern used throughout, and other visual cues to help you navigate around?
For me, a well-designed and impactful sales or landing page says, “I’m legit. This is legit. This is worth your money.” On the other hand, a sales or landing page that is clunky, stuffy, and wordy makes me think that whatever it is I am purchasing will also be clunky, stuffy, and wordy (and that’s not how I want to learn, work, etc.).
So while I agree that great copy is essential for these types of pages, I have to argue that it being visually appealing will make people actually read the copy and be impacted.
"Having a well designed sales or landing page can make or break your launch" (tweet that!)
SOCIAL MEDIA GRAPHICS + SHARING GRAPHICS
Once you’ve decided to launch something you definitely have to take the time to promote it, right? Social media graphics are key here, and even better, creating graphics that your purchasers/students/clients can share on your behalf is a fantastic way to get the word out.
Every single launch I’ve worked on has had a huge number of social media graphics – sized for every platform, designed/worded to sound like they are coming from the content creator, the user, and the guest experts (so everyone can share!), and using the ‘tweaked’ (or brand new) identity.
If you’re doing the whole online business thing, I know you know the value of social media – so I won’t write about that. But I will say that having beautiful visuals related to your launch to share on social media (and have others share) is going to impact your bottom line.
Similar to a sales or landing page, you want them to be well designed, intentional, easy to understand, etc. Clunky and unappealing graphics will do you more harm than good – you want to come across as high end, professional, and polished (so people will be more willing to spend their money).
A WORKBOOK/PDF/DOWNLOAD
If your launch doesn’t include some sort of downloadable PDF/Workbook – it should! What a key way to get more subscribers, charge more (because people are getting more), and/or showcase that you are top-shelf quality because you have all the bases covered.
Creating workbooks is hands down my favorite thing to do. It’s such a great way to further your content and engage people more – and having something that is well designed will definitely help.
Just think, if you had a beautiful worksheet that went along with your challenge (or whatever) and people actually printed it out, posted it on social media, and used your hashtag… free advertising! You can even put the direction or idea to do that within your workbook or worksheet! Ask people to share it and do a small giveaway as an incentive. This is how things can go viral, okay!
Having some sort workbook or PDF is also great for advertising within all those social media graphics you are going to have as well. Instead of just saying, “get the XYZ solution” you can show the workbook and show how someone is going to get it. That resonates so much stronger with your audience (which means a better launch for you).
Hi! I’m Kaitlyn!
I believe that you can create a life and business you love by listening to your own inner guidance system. I think there's plenty of strategies + hacks to learn and a ton of “how to” content you can consume but ultimately you are your best guide, the best guru, the best compass, and the best source of inspiration! I’m here to help you learn to trust that voice inside, step into your incredible power, and create YOUR dream business + life.
Let’s work together!