The first thing anyone planning a launch has to do is sit down and take inventory of everything they have at their disposal that might be used to get this product in people’s hands. Stuff like:
- Relationships (personal, professional, familial, or otherwise)
- Media contacts
- Research or information from past launches of similar products (what worked, what didn’t, what to do, what not to do)
- Favors they’re owed
- Potential advertising budget
- Resources or allies (“This blogger is really passionate about [insert some theme or connection related to what you’re launching].”)
It is essential to take the time to sit down and make a list of everything you have and are willing to bring to bear on the marketing of a project. Aside from racking your own brain, one of my favorite strategies to kick off this process is simply to ask your world.
– Ryan Holiday, “Perennial Seller”
