How to Launch Things to the Web

November 5th, 2011. Nayarit, Mexico.

"I am going to launch something."

I know this, because I've just said it. I'm sitting at a cafe, eating eggs and tomatoes.

I asked across the table: "what do you want to know from me?"

"I want to know how you do launches so effortlessly."

"I hate writing about launches."

"I know you do, but that's exactly why you need to launch this. Because you told me if I keep answering questions that annoy the shit out of me, that means I have a potential launch on my hands. And the launch questions I ask you annoy the shit out of you."

Now? I'm sitting in another cafe. I've just received my 'jugo verde', and I'm sitting down. I'm going to write the sales page today.

I don't like launches. They're hard. Launches are bringing something into the world, and everything I bring into the world I know it will eventually die. Oh, and while it's alive? Some people will hate it. Simultaneously, I realize that launches really help people. It gives them an opportunity to learn, grow -- go deeper.

The benefit to me? Launches give me an opportunity to make a whole lot of money. Then? I can afford to travel around and enjoy jugo verde.

The financial goal for this launch? $17,395. Ideally, I'll make this in one day.

I know it'll be a little less than that, because of taxes and Amazon Payments. I don't focus on how it'll be a little less. I think about the total incoming number, right now. I write it down. I frame it in my mind.

Launch day? It's Tuesday, November 8th, 2011. That's when the sales page goes up (what I'm writing now, and what you're reading now.)

Ship day? That's Monday, November 14th, 2011. How long will the project last? Every single day for 5 days. Monday, Tuesday, Wednesday, Thursday, Friday.

I don't get a day off during this launch. Then again, neither do you.

I've decided only 35 people will be part of this launch. Only 35 people will know what I'm going to write. Each one of these 35 people will pay $497 for what I'm going to write.

Less than $100 a day for a 5-day intensive plunge experience isn't a lot of money.

I'm listening to Kill Hannah on my headphones. Why? Because they're the band that I used to listen to as a late teenager, jumping up and down in Chicago. For some reason, listening to Kill Hannah helps me launch.

I don't ask questions, I just listen as I'm writing this launch page.

The first rule of launching? You're going to get this for free.

The reason I'm giving it to you for free is because it's the most important aspect of any launch. I hope that you share this with everyone you know. Why? Because it's my ultimate pet peeve about launches. Pay attention.

I only launch to people who have given me permission.

This is why I gather permission every day. I do this on Evbogue.com. I do this on Google+. I do this at the end of every email I send out.

Have you ever been pitched on something you don't need? It happens to me all the time.

Here are some poor ways to launch that will make people hate you.

Launch on social media, Facebook, Twitter, Google+.
Email people (especially friends!) who didn't sign up for your list.
Walk up to people on the beach and pitch them on your didgeridoo music, then tell them they're heartless when they say "no."
Launch something that no one needs.
Launch something that only fills the needs of the person shipping, not the person on the receiving end.

If you haven't gathered permission, you're violating someone's personal space.

Seth Godin wrote a book in 1999 that changed my life. It's called Permission Marketing. I want to get a copy shipped to Mexico, so I can smack Didgeridude over the head with it the next time I see him. However, they tell me there's no postal service here.

Permission Marketing taught me this: the single most important rule of launches.

You MUST gather permission before you launch a Thing.

I don't particularly want to talk about launches. However, it is an important topic, and pivotal to making money online. I'm getting so many requests for this, and it's annoying me -- so I decided to turn it into a launch.

The likelihood of me doing this again? Low.

It's 8:50 am on Saturday. The clouds are clearing over the rainforest just beyond the town square. I've finished my jugo verde. I'm ready to push publish. I create a page in WordPress. I design artwork. I set up a new list in Mailchimp. I set it to charge a one-time fee of $497. I'll keep an eye on the list, to make sure it doesn't exceed 35 people.

I'll see you on the inside, Ev