O que é LANÇAMENTO DIGITAL? Como fazer no MARKETING DIGITAL

You’ve probably heard about launches, especially if you've seen any type of content about creating online businesses, digital entrepreneurship, digital marketing, creating courses, info products, and so on. This video is going to get straight to the point, clarifying all the main concepts of what a launch is. Can you really make six figures, seven figures, get rich, and so on with a launch?

I'll talk about that, but mainly, I'll bring clarity to this topic. So, let's go. I'll quickly define the concept of launches in general business terms, and then we'll quickly move to the context of digital marketing and digital products.

Check this out: a launch is a sequence of actions designed to sell a product or service at a specific time. For example, a real estate launch: you see this all the time, a whole set of marketing actions by the construction company to put that property up for sale. Launch of a new iPhone model: the entire set of marketing actions taken by Apple to create public awareness about this new model, generate hype among people, and drive a high volume of sales on the specified date and thereafter.

These actions are chosen to increase public awareness and desire for that product or service, and thus the sales volume is higher when the sales begin. So think about it: Apple could simply put a new iPhone model on sale in the store without telling anyone. It would sell X.

But instead, they plan a series of communication actions over time to make more people aware and desire this new product. Then, when the new product finally becomes available, you have a crowd of people interested in it, eager for it, and it sells 10X instead of X. In summary, that's a launch.

It's present in your life all the time. You see movie launches, product launches, video game launches; practically all areas and markets have launches. You just have to start noticing.

But now we get to the part you really want to hear about, right? Launches in the context of digital products, the ones you hear people talking about online. If you search "how to launch" on YouTube, you'll find videos by Érico Rocha, Marcos Paulo, Thales Quinderé, Priscila Zillo, and many others.

In this context, in this universe, what is a launch? It's the same thing I just explained: a sequence of communication actions to create awareness and desire in an audience so that a product is sold at the end. But in this case, the product in question is a digital product: an online course, mentorship, a recorded online course, a live online course, anything digital based on information, which is called an info product.

It's when you take knowledge you have and package it to sell online. This type of product, being more intangible, is not something you can touch or wear; the sales process involves convincing the audience, generating desire, and building expectations so they want to buy this digital product. The audience has to be convinced that this product will help them, that it will be useful, that it will bring some positive result to their life.

In this context, the idea of a launch fits very well, because a launch involves a sequence of communication educating the audience about the opportunity that this product brings or the problem it can solve, to the point that, when done very well, it leaves people eager to acquire it, hopeful for that transformation in their lives. All thanks to this communication sequence taken before putting it on sale. This drives people’s desire through the roof, makes them want it badly, and consequently, they act when the sale opens.

An easy way to visualize these types of launches, and even plan yours if that's the case, is to look at the timeline backwards, starting from the sales opening day. So, imagine I'm going to start selling my digital product on Monday, June 1st. The week before, I can hold three or four online classes talking about the problems my product can solve or the transformation it can bring to your life.

I can do one of these classes on Monday, another on Wednesday, another on Friday, and another on Sunday. In the first moments of these classes, I don’t need to talk directly about the product but rather about how to achieve this particular opportunity or solve this particular problem. The narrative is built so that the obvious path to achieve this opportunity or solve this problem is to acquire my product.

But, for people to participate in these classes, they need to see that it’s part of something bigger; they need to be aware of the existence of this class to want to participate, they need to see that these classes are interconnected. I can take all these classes I’ll do before the sales and transform them into a kind of online event, called "intensive something", "week of something", "journey of who knows what". You've probably seen this many times, right?

Like "Online Business Intensive", "Japanese Language Intensive" (which I created), "Japanese Language Week" (which I also use), "Healthy Weight Loss Week", and many other event names which, in the end, are just the classes of this pre-launch period packaged into an event. The goal of these classes is to generate desire in the audience so they will buy the product on the set date. For whom do I promote these free classes?

I promote them to my followers, my audience, people on my Instagram, my Facebook, my YouTube, my email list, my WhatsApp groups, my WhatsApp contacts. I invite these people to the event before it happens, telling them that, from a certain day, I will hold this series of classes within such event, teaching A, B, C, D. They sign up to participate in this event, leave their email, join a WhatsApp group.

This way, I have access to them and can communicate with them. When the event starts, I can contact them to invite them to these classes. This period before the event, when I'm inviting people to participate, is what we call the capture period.

I'm capturing people to participate in this event, and for those who participate in the event, I'll launch my product. It’s a lead capture period. Leads are people who sign up for something within your business and who can become customers later.

We invite these people to the event through our channels. This is what we call organic traffic. But we also run ads on major traffic channels, promoting this event even to people who don't know us yet, through paid traffic, targeting what we call cold leads.

So, in the end, we have a certain number of people registered for this event, a number of leads. So, combining this, a period where I invite people to participate in an online event made up of free classes. Within these free classes, I build the value of my product, making people desire it until, on a certain day, I open the sales for this product.

Generally, this is a digital product launch. The one who started with this launch format for selling digital products was an American named Jeff Walker, back in 2005, 2006, something like that. He started teaching this through a course called Product Launch Formula.

This course was licensed and launched in Brazil by Érico Rocha under the name Formula de Lançamento, in 2013. From then on, the idea of inviting people to an online event, participating in classes, and that being a very well-orchestrated sales process began to popularize in Brazil. The format has changed a lot over time, adapting to the market evolution.

In Jeff Walker's original formula, for example, there was no idea of naming the classes as an event and inviting people. It was done directly, calling people from your list to the classes. The one who invented and did it for the first time was my friend Mairo Vergara, a great early internet English teacher, who was also one of the pioneers of launches in Brazil.

I exchanged a lot of ideas with him at that time, we developed a lot together, including the concept of eternal lead capture before doing the launch. In fact, the idea of turning the series of free classes into an event and having this capture period came from there. As people kept working on this format, altering the actions taken for the launch execution, new methods started to emerge.

These methods have been given different launch names. Each type of launch you see out there is just a different recipe for doing a digital product launch, changing some significant elements in the timeline and process execution. The set of strategies and actions taken to launch a product, the process of this launch, can be packaged and named.

This can be done by the person who created or organized this set of strategies, because to pass it on and communicate, it's easier if you package it all in a name. I ended up creating one myself, the so-called "Passariano Launch". At first, it was a creation almost by accident, making some alterations from my head, but then I saw it had a lot of foundation.

Who gave this name to this launch again was Mairo Vergara, because at the time I just did it my way, shared it, it worked really well. He tested it, it worked really well. Other major digital market players did and do it to this day, and it also worked really well.

So, the launch became known. I even gave a talk about it at Fire, which is Hotmart's event and one of the biggest digital entrepreneur masterminds in Brazil. Even Jeff Walker, the creator of launches, used it too, with a small typo in the name, he wrote "passari".

But in the end, every launch has its purpose and its right time to be used. There’s a person, for example, Thales Quinderé, who invented the so-called "Meteoric Launch", primarily based on using WhatsApp, something no one did before and now has become almost indispensable. Thus, a new type of launch emerged that can be included in our sales strategy repertoire.

Launches are that: sales strategies for our business. We can do one type of launch, several types of launches, launches in different situations and contexts. There's also the "Possessed Launch" by Bruno Gimenes, the "Godzillo Launch" by Priscila Zillo, each with its own peculiarities, working better at a particular moment and context of the digital business.

Now look, launches are usually presented tied to a financial opportunity, right? They’re sold as a money-making opportunity. So, the question is: can you really make money or not?

If you understand what a launch is, then you should conclude that the answer is yes because a launch is nothing more than a way to sell a product or service. And then you consider the fact that it’s a digital product. If you create a digital product and sell it at scale, naturally you make money.

Just as if you sell any product with a reasonable margin at scale, you make money too. That's how businesses work in general. So yes, if you develop a good product and a good marketing campaign for it, whether the campaign is based on launches or not, with a good sales process, the natural result is revenue.

This is basically how my life has worked for the past 10 years. I founded an online Japanese language school and learned in the early days, back in 2013, to do launches to sell my course enrollments. Thanks to that, I had large sales flows, and my business grew.

In the end, you could say I made some money from it. I got so involved that the marketing techniques I created for my business spread to many other businesses because I was always sharing them, more behind the scenes than publicly, like I'm doing now. Today, I'm here to talk about this topic I love so much and help more people learn marketing too.

But at the end of the day, it's work. You have to learn new things, implement new things, take certain risks, sell products, and basically run a business like any other. Sure, with many advantages because it's a digital business, but at the end of the day, it's pure entrepreneurship.

I believe that understanding things conceptually, as I'm explaining here, can speed up your progress a bit because it clears up some of the noise in your head, noise often generated by marketing content creators themselves who don't explain things as clearly and directly as I believe they should. As I've said before, in digital marketing, not everything is black and white, there are many things that aren't explicit, if you know what I mean. But I'll leave it here, I really hope this video has clarified things for you, I hope it has been a real lesson on what launches are and that now you can look at the market with new eyes.

My goal here is to be a clarity agent, explaining things as comprehensibly as possible to help you. So now, I need you to help me know how I can help you. Leave a comment telling me what you thought, but mainly with any questions you might have about the digital market and how a video like this, in this same format, could help you.

I'll leave it here, talk to you later, see you next time.