Launching to your Audience on social media is a wide, less focused approach.
You may hit a big audience but they are less engaged with you and your work.
For your newsletter launch this will be different.
Your subscribers are your Tribe: people who have actively raised their hand and said “yes please I want to hear more from you.”
They did this by first giving you their email address and then by continuing to open the newsletters you send them.
These people are more likely to become customers than those on social media.
Launching to your newsletter is a similar process of teasing, announcing and then reminding people.
But I like to also reward newsletter subscribers more than social media audience. You may have noticed in my newsletter I give away free books every-time I publish a new one. This is a way to say thank you and it boosts my early Amazon sales and reviews. Win-win.
You can do something similar with your Gumroad products by using discount codes.
You can make discount codes in Gumroad by:
Click Checkout
Click New Discount in top right
Filling out the discount details
Set your discount to apply to just the new product. Choose how much of a discount to give your subscribers.
Optionally set a usage limit - this is a nice way to create scarcity. For instance if you have 5000 subscribers you might set a usage limit of 500 first come first served.
This will ensure that people actually bother to claim the discount! Otherwise maybe people will think “ah I’ll just do it later” and will invariably forget.
Even fans who love your work will forget. People are busy!
Once you have a discount set up create a special newsletter announcing the launch or add a section to an upcoming newsletter with an announcement.
Here’s a nice simple prompt:
Act as an expert newsletter writer
Announce a new product and exclusive discount code to the subscribers.
The product is [name] and it is [description]
The normal price is [$] and the discount is [%]
Emphasise limited nature of discount to ensure action