Launching first info product – whether it’s an ebook, online course, workshop, or template collection – is an exciting milestone for any entrepreneur or creator. It’s your chance to share your expertise, solve problems for your audience, and build a new income stream. However, the process can also feel overwhelming, especially for beginners. Where do you even start? What steps can’t you afford to miss?

That’s where this comprehensive checklist comes in. We’ve broken down the entire info product launch process into three manageable phases: Pre-Launch Preparation, Launch Day Execution, and Post-Launch Activities. Follow these steps, and you’ll be well on your way to a successful and less stressful launch.

Think of this as your roadmap. Tick off each item as you complete it, and you’ll gain the confidence that you’re covering all the essential bases. Let’s dive in!

Phases of Launching First Info Product

Phase 1: Pre-Launch Preparation (Laying the Foundation)

This is arguably the most crucial phase. Thorough preparation sets the stage for a smooth launch and significantly increases your chances of success. Don’t rush this part!

Idea Validation & Market Research

• Identify Your Target Audience’s Pain Points: Who are you trying to help? What specific problems, frustrations, or desires do they have that your info product can address? Get crystal clear on this.
• Research Existing Solutions: What other products or resources already exist in your niche? Analyze their strengths, weaknesses, pricing, and marketing. How can you differentiate yourself?
• Validate Your Product Idea: Don’t build something nobody wants! Test your concept. Run surveys, conduct interviews, offer a small pilot version (beta test), or even try pre-selling the product to gauge interest before full creation.
• Define Your Unique Selling Proposition (USP): What makes your info product stand out? Is it your unique approach, the depth of content, specific results promised, your personal experience, or the format? Clearly articulate why someone should choose *your* product over others (or doing nothing).

Product Creation & Content Development

• Outline Your Product Structure: Break down your topic into logical modules, lessons, chapters, or sections. Create a clear flow that guides the user from start to finish.
• Create High-Quality Content: Develop the core material. This could involve writing text, recording videos, creating audio lessons, designing worksheets, templates, or checklists. Focus on clarity, value, and actionable advice.
• Design Graphics and Branding Elements: Create a professional look and feel for your product and related materials (cover images, logos, presentation slides, worksheet designs). Ensure consistency with your overall brand identity.
• Choose Your Product Format & Platform: Finalize how you’ll deliver the content (e.g., PDF ebook, video course on Teachable/Kajabi, members area on WordPress, downloadable templates). Select the technology or platform you’ll use.
• Proofread, Edit, and Refine: Typos, grammatical errors, or poorly structured content can kill credibility. Thoroughly review and edit everything. Consider getting a second pair of eyes (a friend, colleague, or professional editor) to review it. Test any technical elements like video playback or download links.

Setting Up Your Sales Funnel

• Choose a Sales Platform/Host: Decide where and how you’ll sell your product. Options include dedicated course platforms (Teachable, Thinkific, Kajabi), digital product marketplaces (Gumroad, SendOwl, Etsy), or setting up e-commerce functionality on your own website (e.g., using WooCommerce or Easy Digital Downloads for WordPress).
• Design a Compelling Sales Page: This is your digital storefront. It needs to grab attention, clearly explain the product’s benefits (not just features), build trust, address objections, and have a clear call to action.
• Write Persuasive Sales Copy: Craft compelling text for your sales page. Include a strong headline, highlight the transformation or results the customer will achieve, use benefit-driven language, incorporate social proof (testimonials, if available from beta testers), detail what’s included, state the price clearly, offer a guarantee (if applicable), and have multiple strong calls to action (e.g., “Buy Now,” “Enroll Today”).
• Set Up Your Payment Gateway: Integrate a payment processor like Stripe or PayPal with your chosen sales platform so you can securely accept payments. Test the payment process thoroughly.
• Create Email Sequences: Prepare automated email sequences for:
  • Leads/Waitlist: Nurture potential customers who showed interest before the launch.
  • Buyers: Welcome new customers, provide access details, offer support, and potentially upsell related products later.
• Set Up Checkout Process & Delivery: Ensure the checkout process is smooth and user-friendly. Configure the system to automatically deliver the product (or access instructions) immediately after a successful purchase. Create a ‘Thank You’ page that confirms the purchase and tells customers what happens next.

Building Pre-Launch Buzz

• Create a Lead Generation Landing Page: Set up a simple page to capture email addresses before the launch. Offer a valuable freebie (a “lead magnet”) related to your upcoming product (e.g., a checklist, a short guide, a free workshop) to incentivize sign-ups. This builds your waitlist.
• Build/Nurture Your Email List: Your email list is often your most valuable asset for a launch. Start building it early and regularly provide valuable content to your subscribers to build trust and rapport.
• Tease Your Upcoming Product: Hint at what you’re working on across your platforms (social media, blog, podcast). Share behind-the-scenes glimpses, talk about the problem your product solves, and build anticipation without giving everything away.
• Engage With Your Audience: Ask questions, run polls, and respond to comments and messages. Involve your audience in the process (e.g., ask for feedback on potential titles or cover designs).
• Consider Affiliate/Partner Outreach (Optional): If relevant, identify potential partners or affiliates who serve a similar audience and might be willing to promote your product during the launch in exchange for a commission. Reach out well in advance.

Final Pre-Launch Checks

• Test the Entire Sales Funnel: Go through the complete customer journey yourself. Opt-in on your landing page, go through the checkout process (use a test transaction or a 100% discount code), and verify that you receive the product/access correctly and get the right emails. Click every link!
• Review All Content and Materials: One final check of the product itself, the sales page copy, email sequences, and any marketing graphics for errors or inconsistencies.
• Set Up Tracking and Analytics: Install tracking codes like Google Analytics, Facebook Pixel, or others relevant to your marketing channels. Ensure you can track website traffic, conversions, and sales sources.
• Prepare Launch Emails and Social Media Posts: Write and schedule the emails and social media updates you’ll send out on launch day and during the launch period.
• Confirm Launch Date and Time: Double-check everything is ready for your chosen launch date and time (including time zones if your audience is global).
• Backup Everything: Backup your website, your product files, your email list, etc. Better safe than sorry!

Phase 2: Launch Day Execution (Going Live!)

The big day is here! Preparation was key, and now it’s time to execute your plan and be actively present.

Announce the Launch

• Send Launch Email: Send the primary announcement email to your list (including the waitlist and general subscribers). Clearly state the product is live, highlight the main benefit, and provide a direct link to the sales page.
• Publish Launch Posts: Share the news enthusiastically on all your relevant social media channels. Use compelling visuals and a clear call to action. Pin important posts to the top of your profiles if possible.
• Update Website: Make the launch prominent on your website homepage (e.g., update banners, add a site-wide announcement bar, feature it in your navigation).

Monitor & Engage

• Watch Sales and Traffic: Keep an eye on your sales dashboard and website analytics. See what’s happening in real-time.
• Monitor Communication Channels: Check email, social media comments, direct messages, and any other places where potential customers might ask questions.
• Be Available for Support: Respond quickly and helpfully to inquiries. Prompt support can often convert hesitant buyers.
• Check for Technical Glitches: Ensure the website, sales page, checkout, and product delivery system are all functioning correctly. Address any technical issues immediately.

Amplify the Message

• Encourage Early Buyers: Ask satisfied early customers if they’d be willing to share their excitement or a quick testimonial (you can offer a small bonus for this). User-generated content is powerful.
• Send Reminder Emails/Posts: Don’t just announce once! Follow up during your launch period (if it spans multiple days). Remind people of the offer, share testimonials, answer common questions, and mention any deadlines or scarcity (e.g., launch discount ending, limited spots) if applicable.
• Coordinate with Partners/Affiliates: If you have launch partners, check in with them, provide support, and track their results.

Phase 3: Post-Launch Activities (Sustaining Momentum)

The initial launch buzz might fade, but the work isn’t over. This phase is about nurturing customers, learning from the launch, and planning for the future.

Gather Feedback & Testimonials

• Send Follow-Up Surveys: A week or two after purchase, send buyers a survey asking for feedback on the product, their experience, and the results they’re getting.
• Request Testimonials and Reviews: Actively ask happy customers for testimonials or reviews that you can use on your sales page and future marketing materials. Make it easy for them (e.g., provide a direct link or a simple form).
• Analyze Feedback: Use constructive criticism to identify areas for improvement in your product or your processes.

Customer Support & Community Building

• Provide Ongoing Support: Ensure customers know how to get help if they have questions or issues after the launch period.
• Foster a Community (Optional): Consider creating a dedicated space for customers (like a private Facebook group, Slack channel, or forum) to connect, ask questions, and support each other. This adds significant value.
• Handle Issues Professionally: Address any refund requests or complaints promptly and professionally according to your stated policy.

Analyze Launch Performance

• Review Key Metrics: Dive into your analytics. Look at total sales, revenue, conversion rates (visitors to buyers), traffic sources, email open and click-through rates, refund rates, etc.
• Identify Successes and Failures: What marketing activities drove the most sales? Which emails performed best? What parts of the funnel had drop-offs? What didn’t work as expected?
• Document Lessons Learned: Write down your key takeaways. What would you do differently next time? What processes can be improved? This documentation is invaluable for future launches.

Transition to Evergreen (or Plan Next Launch)

• Decide on Future Availability: Will you keep the product open for purchase continuously (an “evergreen” product), or will you close cart and only offer it during specific launch windows?
• Optimize for Evergreen Sales: If making it evergreen, refine your sales page, email sequences, and marketing strategy for ongoing, automated sales (e.g., using ads, content marketing, an automated webinar funnel).
• Plan Future Promotions/Launches: If closing the cart, start planning when you might re-open it or launch your next product, incorporating the lessons learned from this one.
• Update Marketing Materials: Add the powerful testimonials you gathered to your sales page and other marketing assets.

Conclusion

Launching your first info product is a significant undertaking, but breaking it down into manageable phases and following a checklist makes it far less daunting. Remember that preparation is paramount, engagement during launch is key, and learning from the results is crucial for long-term success. Don’t strive for impossible perfection on your first try; focus on delivering value, learning the process, and completing each step. Use this checklist as your guide, trust your expertise, and take the leap. Your audience is waiting to learn from you!