Why you need to launch something right now

Hey there, solopreneur!

Something hit different last week.

I was sitting in my sauna in Cyprus, letting the heat melt away the stress of last week, when something clicked:

Everybody's creating content, but almost nobody's launching products.

As someone who’s:

• Launched multiple products

• Generated over 7figs in total from them

• Helped thousands of creators earn their first digital dollars

…Let me tell you 1 thing:

You should be using this inefficiency to your advantage.

Because I've noticed some wild patterns about what happens the moment you finally put something out there...

Magic Internet Money Hits Different

Here's something that sounds cliche but hits hard - the first time digital dollars hit your account, a flip in your brain switches.

It's almost impossible to describe if you've never felt it. Could be:

• A $1 PDF guide

• A $27 template

• A $19/month Saas

• A $997 course

Doesn't matter. Once you taste that sweet leveraged money printing, you get hooked (in a good way). It makes everything 100x more real.

Making $1 proves to yourself that you can make $1M. or $100MM!

So here's what you need to do: Get your first digital dollar ASAP. Don't overthink it. Just ship something small.

The Ultimate Authority Boost

Want to know something surprising about successful launches?

After my first one:

• 2 of the biggest creators in the space reached out to me

• Business Insider wrote a piece about my journey

• My inbox exploded with opportunities

Because when people see you can actually execute, they respect you (most people will never do what they say!)

Your launch becomes your resume. It speaks louder than any X thread ever could.

The Get-Your-Shit-Together Effect

Launching a product is the ultimate forcing function.

Learning about marketing won't bring results. Reading about business won't make you money. Those anxiety attacks when nobody clicks? That's where growth happens.

It's like having a baby, you know it's coming soon so it's time to:

• Let go of bad habits

• Build real systems

• LOCK THE FUCK IN

Today we can use Claude or ChatGPT as mentors, making it 100x easier to reach that 70% skill level across all business domains.

Use that launch deadline to light a fire under your ass. Nothing motivates like a public commitment.

Builders vs. Talkers

Creating content is easy. Creating good products is hard and takes 100x the persistence and grit.

But that’s the beautiful part.

The harder something is, the less competition you'll face.

90% of people won't try anything challenging. The moment you step into product world, your competition will shrink like crazy.

That pain you're feeling while building is your edge. Lean into it.

The Rubber Band Effect

Launch hype works like a rubber band, the longer you pull it back, the harder it snaps.

It’s simple but powerful psychology.

• We're social animals

• We base decisions on others' actions

• Growing waitlists trigger FOMO

• Anticipation compounds interest

You need to become your own propaganda department. Build that tension until it's ready to explode. Plan your hype timeline backwards from launch day.

Trust me on this one. Post and share 3x more than you think is enough.

Email Money Printer Goes Brrrrr

Listen carefully:

95% of my sales happen through email.

Of course, social media is great for:

• Driving traffic to my email list

• Authority

• Network

But email is where the actual monetization occurs.

No matter what you do (YouTube, podcast, X, whatever), send everything to an email list.

The money's in the list isn't just some boomer marketing saying. It's fucking real.

Last-Second Psychology

Something that still blows my mind:

30-50% of all sales happen on the last day, most in the final 2-3 hours.

I like to do time-restricted launches (3-4 days) and every single time I'd be sweating because sales were slow on days 2 & 3.

Capping the time where people can buy or giving special one-time discounts brings real scarcity to the digital world. Works like a charm every single time. Also don’t sweat if sales fall off in the days between start and finish, it’s 100% normal.

The Price Mind-Fuck

No matter what you sell, from my experience most people vastly undervalue what they can charge.

There's almost some kind of shame and guilt connected to charging enough online.

In my case? I raised prices by almost 2x and conversion stayed exactly the same.

Try this: Double your prices. Then double them again. Keep going until it breaks. You'll be shocked how high you can go. Some people will complain. It’s okay.

Always remember: Higher-paying customers = fewer complaints.

The Hidden Job Creator

After successful launches, multiple big creators and companies reached out wanting to hire me to do the same for them.

You don't have to pull in crazy numbers, you'd be surprised how many people want to pay for your battlefield knowledge.

(I never took those offers because I don't want to work for someone else, but it's a nice option to have).

No risk, no fun for me.

Email Blast Truth

When you're in promo phase, send way more emails than feels comfortable.

If you plan to send 6 launch emails, make it 18. Whatever number you're thinking, multiply it by 3.

You'll get unsubscribes. But those free riders were never going to buy anyway.

Better to send too many emails than watch your launch flop because you were scared of "bothering" people.

The Launch Nuclear Bomb

Real talk about what a product launch does to your brain:

• I've lived on RedBull for weeks straight (my liver thanks me for quitting)

• Forgot to eat regular meals

• Ghosted friends while in Berlin

• Relationship suffered

• Checked metrics at 3 AM

Set up working windows. Wind down 2 hours before sleep. It's a marathon, not a sprint. Your brain will thank you later. Go to the sauna, hit the gym, meditate or light a candle to summon to the launch gods.

Make Celebration Part of the Job

Big mistake I made: After my first product launch, I just jumped back into working.

Nobody will celebrate your milestones for you.

Make it part of your process. Invite friends for dinner. Even if it's just your first sale.

You'll always look back on these moments later.

Ole's Bookmarks

Oren is the goat when it comes to brand/marketing content, this is a masterclass in content for brands

If you are in the process of finding your next business to build, I highly recommend this video (also recommend it for everyone else;))

If you want to commit to launching something, send me a reply and use that as a reference on launch day.

When I see you launch, I’ll support you on X :)

See it as free marketing

I'm rooting for you 🫡 

Ole two-caps-are-better-than-one-Lehmann