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- 🚀 launch like a legend
🚀 launch like a legend
the 8-step launch sequence that put keshty on the map (no product or marketing skills required!)
Neda Sahebelm
October 23, 2024 • read time: 11 minutes
table of funtents
As a reminder, I started building keshty in public because:
- Most of us don’t come from a long line of entrepreneurs (me included)
- I wanted to equip minority misfits with tools to scale their own impact
- HENCE, I needed to live transparently (no BS) through my own journey
👋🏼 it’s me, hi
WELCOME BACK, MISFITS! 🍁
I’m so excited to share today’s post with you. It represents one of my biggest learning curves starting out, so arguably one of the more practical episodes you’ll have read so far.
I’m also writing in great spirits because London’s finally getting with the seasonal programme, just in time for Halloween *laughs in monster mash*
until december, anyway
This week’s been a personal record for crunchy leaves and spiced teas. 11 years here and British Autumn (“Fall” is a blasphemy) still gets this SoCal gal every time (ICYMI: we have no seasons).
ANYWAY - BACK TO THE POINT. A launch in season feels like the appropriate time to talk the no bs launch game, so grab your broomstick (heh) and let’s dive in.
🚀 reporting for launch
I launched keshty on LinkedIn with zero product or marketing experience whatsoever - just (debatable) transferrable skills. Building a launch sequence was easily my first crash course into one of the most crucial skills an entrepreneur can have.
In today’s episode, I’ll take you through ALL the no bs launch posts and data. While there are plenty of examples out there, I want you leaving with an honest flavour of how a launch strategy performs in practice to better inform yours.
1. pre-launch activity
Before announcing keshty to the world, I posted 5x a week on LinkedIn for 4 weeks. If I could go back, 3 weeks would be my sweet spot and I’d set them up as follows:
Week | Explanation |
|---|---|
1: Re-intro yourself | If you haven’t announced leaving your workplace or your LinkedIn’s as dry as the Sahara, now’s the time for a re-intro. People buy into people, so you want to build cred without selling anything first. Your aim is to generate a new following and re-engage your existing one. |
2: Befriend the algo | You want LinkedIn’s algorithm to prioritise your posts by sensing regularity. If you’re going for 5 posts a week, 2-3 posts should add credible value (for free) and 1-2 should essentially say “something exciting is coming - want to be the first to hear about it? [insert call to action for your audience].” |
3: Have a launch schedule | Have a sequence that still gives people value without selling (think 4:1 ratio give and take). I’d do mine slightly differently knowing what I know now, but all in all would consider it successful: it generated buzz and started convos that would eventually convert to paid gigs. |
2. the 8-post sequence
I made an 8-part launch schedule that generated 400 followers to keshty’s business page and 70 email subscriptions (on a landing page - no website!) in its first week.
8 posts to rule them all
Use the grid below to check out each post in the sequence - click on any image snippet to see the full post.
 Post 1: Re-intro |  Post 2: Launch incoming |
 Post 3: LAUNCH! |  Post 4: keshty’s name |
 Post 5: Thank you, crew |  Post 6: Podcast |
 Post 7: Week 1 wrap up |  Post 8: No BS build in public |
3. the no bs performance data
Now that we’ve seen the posts, let’s dig into how they performed in context.
A reminder of key LinkedIn definitions:
Impressions: # of times your post displays on screen
Members reached: # of unique members the post got to
Engagements: # of reactions (likes etc.), comments + reposts
generate a new following: 8 posts combined totalled 37.8k impressions, with the launch post alone reaching 8k members - significantly more than the 2k followers I started with!
re-engage your existing following: while my re-intro post didn’t get to loads of people, it generated similar engagement to the launch post, encouraging existing connections to follow along.
While the numbers help tell the story, here’s my greatest qualitative takeaway. In the midst of everything we’re bad at when we start, I’ll never regret the hours spent:
Researching great product launches
Adopting a data-driven approach to marketing
Deeply learning and finessing my unique tone of voice
💩 no bs good to knows
🥁 Build hype
If you’ve left something and are about to start something new, make it clear! Let people know you’re about to launch something cool and promise details to come. Start crafting a story, get people engaged and build anticipation.
🤝 Connect with your ideal client
Find your ideal future client on LinkedIn and start adding or following them; it helps your algo detect similarity. If you’re on LinkedIn free, you can only send 5 customised messages - but don’t let this deter you. Following someone and engaging authentically with their content naturally lends well to a future connection request. If you do have premium, milk it for those custom messages!
📊 Track your data from day 1
I have a simple space in iPhone notes where I track follower #, their title demographic, engagements and impressions every week. Who says you need a snazzy tool for everything? Either way, you’ll thank yourself for keeping this habit going.
🎁 a different kind of gift
🔊 We interrupt our regular #SmoothOperator programming with an update:
Many of you wonderful humans have asked if you can share the minority misfit with another current / aspiring founder who’d benefit from my weekly rambles.
First off: of course. While I’m not in this for growth, no part of me wants to gatekeep lessons learned. The objective of this newsletter is to enable others to succeed faster, better and smarter.
With that said, your endorsement means the world to me, and I want to be able to personally thank you for it.
SOOO: I’m introducing a referral thank you gift 🎉
This enables me to track who comes in via referrals and gives you the appreciation you deserve for helping me better serve the ecosystem.
BUT rather than give you something you don’t really want or need, could you vote in the poll below letting me know the best way to thank you?
referral gift surveywhat's the best way to thank you? |
For those who’ve already asked, feel free to start sharing (see end of email) as I’ll retroactively thank you once we’ve nailed what that little something is 🥰
* Regular ops toolkit programming will resume from next week!
👑 misfit wisdom nuggets
👼🏻 Each week, we feature a minority misfit answering the question: if you could do it all again knowing what you know now, what would you tell your younger self?
✍🏼 Meena Sangar, Fractional CPO and Founder at talonX HR writes:
“Manage your emotions and be your own best salesperson.
Business is an emotional journey - stay grounded through the highs and lows. Keep your passion steady, and you'll make better decisions.
Also, remember that no one will sell your vision better than you. Embrace this role with confidence, as your belief in your business will inspire others to believe in it too.
Always give back and help others wherever you can because karma is real!
And yes, you are going to meet some sh*tty people along the way. Brush yourself off, get back up and use this experience to drive you forward. You got this!”
📣 HEY MISFIT! If you’d like to be featured in an upcoming issue, email me with your answer to this question and LinkedIn profile. Let’s learn together 🫶🏼
Thanks for joining #5, misfits - I hope you enjoyed it! Don’t forget: next week’s Halloween, AKA our spookiest episode yet 💀
Before you go, let me know what you thought of this issue with the pulse check below! Good intent feedback is always welcome ⬇️
xo, Neds
vibe check on the minority misfit:how did you find today's newsletter? |