How to Care for Your Nervous System During a Launch
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A seemingly inevitable part of doing business is that launch periods are stressful. For so many of us, even the word “launch” can trigger a stress response in our bodies.
It is massively courageous to have an idea and bring it into the world. So when it comes time to share about that idea, the fear and scarcity gremlins can get especially loud.
As the creator, you’ve spent so much time behind the scenes creating this thing and now you get to present it to the world, hoping that it resonates. So many details go into setting everything up on the backend that by the time you begin sharing about it, you may be already exhausted. I’ve seen it time and time again with my clients where the build-up to the launch is so taxing, and then the emotional toll of being so very visible during the launch is overwhelming.
Launch periods are also a time to interact with your audience more directly. You will likely be fielding more questions and answering some of those (or simply being more visible at that time), which may bring up some insecurities.
Because of this, it’s especially important that you and your nervous system are well resourced as you head into any launch period, and you continue to prioritize caretaking yourself throughout that time, both through well-chosen self-care practices, opening up to your community, and letting your systems work for you.
Here are some things to consider that could make all the difference during your next launch:
What do you want to commit to doing and not doing during this time that supports your nervous system?
Will you take daily walks in nature? Get more sleep? Dedicate a few extra minutes of meditation? Meal prep to stave off the hangries? Your energetic body will be going through a lot at this time. What can you do to support your physical and mental bodies?
What will you not do during this time? This might look like a reduced client schedule, limited screen time, and fewer draining social engagements. If possible, you can also lighten up on other necessary life tasks during this short period, such as hiring out cleaning (or just skipping the deep stuff) or sticking with more basic, easy-to-prepare meals.
Schedule a buffer day before the launch begins.
On this day, you are not working on the thing, but instead, you are committed to supporting yourself emotionally, spiritually, mentally, and energetically. It is a lot on your nervous system to be that open and visible during the launch period when you are actively putting your creation out into the world! I find it incredibly helpful to build in at least one buffer day from when everything is wrapped up and ready to go and when you announce it to the world to bask in gratitude for everything and everyone that supported you in bringing this offering to life.
Choose your timing carefully.
Because launching can be quite taxing, I find it’s helpful to have a designated, fairly short launch period, about 1-3 weeks. This can provide some nice psychological boundaries around the launch. I also prefer a short launch because it’s hard to keep up that intense work pace for much longer. (When I try to do a longer launch, I find that I burn out early and get less done in that extra time anyway.) It’s also helpful to consider what is going on astrologically, as well as in your own life, and also the world at large. While we cannot plan for the unforeseen, we can be mindful of holidays and notable events that we may want to coordinate with or avoid.
Mind your language.
This can be hugely beneficial to both you and your audience. I don’t understand why, but a lot of the language surrounding launch periods is especially harsh. (Why do we have to give everything names like “exploding offers” and “tripwires”?!) Even the word “launch” can have an effortful, urgent energy that can cause stress. (I’ve heard people use the word “release” instead, which they found very helpful!)
I believe that the words we use matter, and I don’t want to be engaged in disguised tactics that force a sense of false urgency onto someone within my audience. Utilizing that sense of urgency is a tried-and-true method of capitalism that is wreaking havoc on our psyches.
Instead, how can you consciously write your copy to be more clear and invitational rather than manipulative?
Use your data.
Allow your systems to work for you! Most email marketing software programs allow you to segment or tag your audience based on their past interactions with you. That segmentation enables you to curate the experience based on their relation to you. For example: You may want to communicate a little more frequently with those folx who have never worked with you before. They might need a little more information to help build that trust with you before they are inclined to make the purchase. In contrast, your past clients who already know you, may not need to hear from you quite as often because the trust is already there. Knowing how to communicate with different parts of your audience can make your launch efforts much more impactful!
Give your audience a choice.
It’s easy to take things personally, but we have to remember that just because we’ve deemed this the perfect launch period for us, we cannot know what everyone else is going through. It may simply be that your launch period is not a good time for your audience. It doesn’t mean that your idea or your offering is bad. You could have plenty of folx who are interested but simply do not have the capacity to engage right now. So what do you do? Offer them a choice! Allow them to opt-out of receiving launch emails but to stay on your list. And/Or give them the option to be notified when you open it up for enrollment again. This flexible energy around launching allows space for your audience’s needs as well as your own, which is good for everyone in the long run.
Embrace your network.
We are communal beings, and I love thinking about how we can bring the idea of interdependence into business. Yes, of course, this offering you’re launching is your creation, and you also have a solid foundation of friends, colleagues, peers, and co-conspirators who have cheered you along as you created this thing. When it’s ready to announce to the world, see about enlisting their help! These are people near and dear to you who love you and what you’re creating. Sometimes, all it takes is a direct ask, but I promise, you will have people who will gladly spread the word.
Creating an affiliate program can also be a great way for your network to spread the word while receiving a gift from you or a portion of the sales. This is reciprocity at work!
And of course, when it’s their time to launch a new offering to the world, be their cheerleader as well!
Launch time is often a pivotal point for our businesses, and it’s so easy to put so much pressure on ourselves, our offering, our audience, and our business as a whole during this season.
I want to leave you with this: this is just a small blip of time in the life of your business (and possibly even this specific offering), and the stakes may not be as high as you think they are. Yes, we need to make money, but we’ve been led to believe that our business success depends on a five-figure launch, sold-out group programs, and record-breaking numbers in all of our metrics.
Remember, if the launch doesn’t quite work out the way you hope it will, you can always try something else. You can try different timing, a different communication strategy, or even some tweaks to your offering. Often, tiny iterations are all that’s required.
I find that this flexible, open-hearted approach does wonders for my nervous system during a launch—and in my life in general. The more I adopt this mindset, the more peaceful I feel during a notoriously stressful time. It’s remarkable what is possible with a healthy blend of pre-planning and then letting go and letting be.
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Photo credit: Creating Light Studio