How to Warm Up Your Audience Before a Launch (So You Actually Make Sales)
Okay, real talk: You've spent weeks building your offer. You've got the curriculum dialed in, the sales page looking beautiful, all the tech set up. You're finally ready to launch.
You hit publish and... nothing.
Maybe a couple people sign up. But nowhere near what you need. And you're sitting there like, what the actual fuck?
Here's what happened: You forgot to warm people up first.
I see this constantly with the creative service providers I work with. They pour everything into creating the perfect offer, then wonder why it doesn't sell. And honestly? It's usually not because the offer sucks. It's because their audience had no idea it was coming, no reason to care, and no trust built up yet.
That's what we're fixing today.
What Warming Up Your Audience Actually Means
Let me be super clear: warming up your audience is NOT just posting more on Instagram. It's not "being consistent" or whatever other vague advice you've been getting.
Warming up your audience means building trust and creating demand before you ever open doors.
Think about itโwould you marry someone on the first date? No, because that person doesn't know you yet. They haven't built trust with you. They're not invested.
Same with your offers. If someone just found you last week, they're probably not ready to drop $3K on your program. They need time to:
- Actually understand what you do and why it matters
- See that you know your shit
- Trust that you can get them results
- Feel connected to you as a human, not just a service provider
The warm-up is the bridge between "who is this person?" and "take my money."
Why Launches Flop (Spoiler: It's the Warm-Up)
I know what you're thinking. The warm-up feels slow. You want to launch now. You need money yesterday. So you skip straight to selling.
But when you skip the warm-up, you're basically asking cold strangers to buy from you. And cold strangers don't convert. They scroll past. They ignore your emails. They might even be interested, but they don't trust you enough yet.
That traditional launch methodโtease for three days, then go on saleโdoesn't work anymore. Audiences are more skeptical than ever. They've been burned by coaches overpromising. They're overwhelmed by options.
Trust-building timelines are taking longer than ever. That's just where we're at right now. You can fight it, or you can work with it and build the warm-up into every launch.
$150.00 USD
How Long Should You Actually Warm Up Your Audience?
This is the question everyone asks: Kelsey, how long does the warm-up need to be?
Honestly? It depends on how cold your audience is.
Hot audienceโpeople who already engage, already trust you, already know your work? Maybe 3-4 weeks.
Cold audience? Just starting to build your list or your following is pretty new? You're looking at 2-3 months minimum.
Hot Audience (3-4 weeks)
- They engage with your content regularly
- They know what you do and how you're different
- They've been on your list for a while
- Maybe they've even bought something small from you
Warm Audience (6-8 weeks)
- They follow you but don't always engage
- They know of you but don't really know you
- They're on your list but don't open every email
- They're interested but not sold yet
Cold Audience (2-3+ months)
- Most just found you recently
- They're not sure what makes you different
- They rarely engage
- They need way more trust-building
The colder your audience, the more time you need. And that's fine. You're not behind. You're building the foundation.
Also: The more specific your offer and expertise, the faster people warm up. "Launch expert for creative service providers" is way easier to understand than "I'm a marketing expert." Specificity sells. And it warms people up faster.
The Three Things Your Warm-Up Needs to Do
Your warm-up needs to accomplish three things: get visible, build connection, and create belief.
Get Visible
Before people can buy from you, they need to know you exist.
This sounds obvious, but so many people stay in their bubble, posting to the same 500 followers, wondering why they're not getting new clients.
Visibility means getting in front of NEW people. People who've never heard of you. People actively looking for what you offer.
How to do it:
- Guest on podcasts
- Collaborate with people who have similar audiences
- Show up in comment sections and DMs (not just yours)
- Use platforms where discovery happens (Threads, TikTok, LinkedIn)
- Run free workshops or trainings
- Get featured in newsletters your ideal clients read
The goal isn't to be everywhere. It's to expand your reach so more of the right people find you.
Build Connection
Once people know you exist, they need to actually connect with you.
This is where people fumble. They post generic tips. They share advice but never let anyone in. Everything stays surface-level.
But connection requires vulnerability. Letting people see who you are, not just what you do.
How to build it:
- Share your backstoryโhow you ended up doing this work
- Talk about your values and what pisses you off
- Show your daily routines and quirks (yes, people care about your morning smoothie)
- Work in publicโshare the messy middle, not just the finished product
- Have actual conversations (not just broadcasting)
- Be opinionatedโshare your hot takes
People don't just buy services. They buy from people they trust. And trust comes from connection.
I talk about my squiggly brain, my move to Australia, working in the music industry. I let people into my world. That's what makes them actually care.
Create Belief
Finally, people need to believe you can actually help them.
This is where you build credibility. Show them you know your shit. Prove you get results.
How to build it:
- Share case studies and testimonials (real results)
- Teach valuable content that solves actual problems
- Demonstrate your expertise through free resources
- Show your own resultsโwalk the talk
- Address objections head-on
The belief piece is about making yourself the obvious choice in your space. Not just another option.
When you nail visibility, connection, and belief, your warm-up becomes a machine. People find you, connect with you, and trust you enough to invest.
What You're Actually Doing During the Warm-Up
Okay, enough theory. Let's talk about what you're actually doing during these weeks or months.
Build a Waitlist
Your waitlist is honestly the MVP of your warm-up. It's a list of your hottest leadsโpeople who literally raised their hand and said "yes, I want to know more."
A waitlist lets you:
- Forecast sales before you launch
- Talk directly to people who are interested
- Create demand and exclusivity
- Start selling before you open to the public
Waitlists typically convert at 7-15%. So if you want to sell 10 spots, you need about 70-100 people on your waitlist.
I have an entire episode breaking down waitlist strategy on The Warm UpโI'll link it at the end.
Work in Public
This is one of my favorite strategies because hardly anyone does it.
Instead of building your offer in secret and doing a big reveal, bring your audience along.
Share what you're working on. Ask for input. Let them see the process. Make them feel like they're building something with you.
Working in public creates:
- A main character story (people invest in YOU)
- A clear destination (they know what you're building toward)
- Tension (will you hit your goal? they're invested in finding out)
When I was building up to my 100K launch, I shared my goal publicly. Talked about what I was doing to get there. Let people in on the messy parts.
By the time doors opened, people were already invested. They'd been watching the journey. They wanted to be part of the outcome.
Actually Talk to Your Audience
Stop guessing what people want. Ask them.
Send surveys. Jump in DMs. Do discovery calls. Host Q&As. Get on the phone with potential clients.
The best marketing doesn't come from you and a whiteboard. It comes from conversations.
When I built Launch Her Own Way, I asked people: "What's your biggest struggle with launching?" They told me. And I built a solution around what they actually needed, not what I thought they needed.
Market research isn't boring. It's just talking to people and listening.
Create a Freebie That Actually Helps
A good freebie isn't just a lead magnet. It's a trust builder.
It shows people you can actually help. Gives them a quick win. Makes them think: "Damn, if this is free, imagine the paid stuff."
Your freebie should:
- Solve a specific, immediate problem
- Be directly related to your paid offer
- Showcase your unique approach
- Make people want more
I've used freebies to grow my list by thousands. Those people become paying clients. But only because the freebie actually delivered.
Show Social Proof
People need to see your stuff works. Not just for you, but for people like them.
During your warm-up:
- Share testimonials and case studies
- Interview past clients
- Show before-and-after results
- Let other people sell your offer for you
Social proof is one of your most powerful tools. Use it.
Send Weekly Emails
If you're not emailing weekly, you're leaving money on the table.
Your email list is the ONE platform you own. Instagram could disappear tomorrow. Your list? That's yours.
During the warm-up, send valuable content every week. Teach something. Share a story. Give behind-the-scenes access.
You're not selling in every email. You're staying top of mind so when you DO open doors, they're ready.
Get Visible Somewhere New
Your warm-up is the perfect time to expand your reach.
Pitch yourself for podcasts. Collaborate with other creators. Show up in communities where your ideal clients are.
The more new people you bring in during the warm-up, the bigger your launch.
What NOT to Do During Your Warm-Up
Let's talk about what messes up warm-ups:
You're just posting, not actually warming anyone up
Posting โ warming up.
Warming up requires intention. Strategy. You need to think: "What does my audience need to see/hear/experience before they're ready to buy?"
You're trying to warm up everyone
Not everyone is your ideal client. Stop trying to appeal to everyone.
Your warm-up should speak directly to people who are the right fit. Everyone else can keep scrolling.
The more specific, the better it works.
You're not giving yourself enough time
Three days of teasing is not a warm-up.
If your audience is cold, you need months.
Plan backward from your launch date. Give yourself the time you actually need.
You're hiding
Your audience doesn't just want tips. They want to know who you are.
Stop being so buttoned-up. Share your personality. Let people in.
Connection sells. Not perfection.
You're not tracking anything
If you're not paying attention to what resonates, you're just guessing.
Look at your metrics. What content gets engagement? What emails get opened? What conversations are happening?
Your audience is telling you what they care about. Listen.
A Simple Timeline You Can Actually Follow
8-12 Weeks Out:
- Start building your waitlist
- Increase visibility (collabs, podcasts, new content)
- Share your backstory and values
- Begin working in public
6-8 Weeks Out:
- Release a high-value freebie
- Send weekly emails with actual value
- Share social proof
- Have conversations (surveys, DMs, calls)
4-6 Weeks Out:
- Ramp up waitlist promotion
- Share more behind-the-scenes
- Address objections
- Tease what's coming
2-4 Weeks Out:
- Give waitlist early access or special pricing
- Share your launch goal
- Do a final visibility push
Launch Week:
- Open to waitlist first
- Celebrate early wins publicly
- Open to public
- Keep showing up
This isn't a rigid formula. It's a framework. Adapt it to your business and timeline.
You Can't Skip This Part
Look, I know the warm-up feels slow. I know you want to launch already and start making money.
But here's the truth: Launching louder doesn't work. Launching warmer does.
You don't need a million followers. You don't need to be everywhere. You just need to build trust with the right people before you ask for the sale.
That's what the warm-up does. It's not optional.
And once you nail your warm-up process, launching becomes so much easier. You're not scrambling. You're not panicking about whether anyone will buy.
You're just opening doors to people who are already warm and ready.
Want the Full Warm-Up Strategy?
This is just scratching the surface. If you want the complete breakdownโexactly how to build your waitlist, work in public, and create a launch campaign that actually convertsโlisten to The Warm Up podcast.
Every episode breaks down a different piece, with real examples and honest conversations about what it takes to launch successfully.
Start with these:
- Working in Public
- Behind-the-Scenes of My 100K Launch
- Offer Messaging That Converts
$150.00 USD
And if you're ready to plan and execute your launch, Launch Your Own Way is where I teach the full framework.
Now go warm up that audience.
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