The Strategy Hour Podcast: Systems and Marketing for Service-Based Businesses with Boss Project
Episode 923: The Backwards Launch Playbook: Why Selling First Works
Release Date: February 4, 2025
Host: Abagail Pumphrey - Business Strategist

Overview

In Episode 923 of The Strategy Hour Podcast, host Abagail Pumphrey delves into the concept of the "Backward Launch" or pre-selling strategy. This approach involves selling a product before it is fully developed, allowing entrepreneurs to validate demand, minimize risk, and tailor their offerings based on real-time customer feedback. Abagail shares her personal experiences, the benefits of this strategy, actionable steps to implement it, and success stories from her clients.

1. Introduction to the Backward Launch Strategy

Abagail introduces the concept of pre-selling a digital product, emphasizing that it’s not only possible but also one of the smartest ways to launch a product.

"What if I told you you could sell a digital product before you ever create it? And not only is it possible, I think it's the smartest way to launch."
— Abagail Pumphrey, [03:20]

She contrasts traditional launch methods, where creators invest significant time and resources upfront without guaranteed sales, with the backward launch approach that prioritizes validating demand first.

2. Personal Experience with Pre-Selling

Abagail recounts her first experience with pre-selling, where she invested heavily in creating a digital product before testing its market viability. The product's success, bringing in $8,000 in the first month, affirmed her belief in the backward launch strategy.

"I made every aspect of this digital product and I poured a lot of time and energy into it and I didn't know if it was going to sell and I'm so grateful that it was so successful."
— Abagail Pumphrey, [05:10]

However, she acknowledges that subsequent launches using the backward approach were smarter and more efficient, yielding better insights and alignment with audience needs.

3. Why Pre-Selling Works

Abagail outlines the primary reasons why pre-selling is effective:

• Risk Minimization: By validating demand before creation, entrepreneurs reduce the financial and emotional risks associated with product development.

  "At the end of the day, I just want to eliminate risk for you. The only way to ensure demand and validate your idea is to put it in front of people."
  — Abagail Pumphrey, [06:45]

• Audience Validation: Pre-selling provides direct feedback from potential customers, allowing for adjustments to better meet their needs.

• Motivation and Accountability: Having paying customers creates a sense of responsibility to deliver, ensuring the project stays on track.

  "Nothing like a paying customer that's going to keep you focused and accountable."
  — Abagail Pumphrey, [12:30]

4. Benefits of Launching Backwards

Launching backwards offers numerous advantages over traditional methods:

• Clarity and Confidence: Understanding what the audience truly wants leads to more targeted and effective product development.

  "I got so many insights just from the process of selling the product that ultimately it changed the thing I developed."
  — Abagail Pumphrey, [09:15]

• Tailored Solutions: Products can be refined based on real-time feedback, ensuring they solve actual pain points.

• Efficient Resource Allocation: Resources are invested based on validated demand, preventing wasted efforts on unwanted products.

5. Steps to Pre-Sell Your Digital Product

Abagail provides a step-by-step guide to implementing a backward launch:

a. Identify the Problem

Focus on a specific, urgent problem that your audience is desperate to solve. Ensure it’s a need, not a mere want.

"You're selling a solution to their pain point. So understanding their pain is essential."
— Abagail Pumphrey, [22:00]

b. Pass the Grandma Test

Ensure that your product description is simple enough for someone outside your industry (like your grandma) to understand.

"If you can't explain what your digital product does or who it's for in a way that your grandma understands, it's too complicated."
— Abagail Pumphrey, [24:50]

Example:
"This course teaches busy moms how to plan healthy meals in under 10 minutes a day."

c. Craft a Clear Sales Page

Keep the sales page simple and focused on the benefits rather than features. Highlight what the product will do for the customer.

"Focus on benefits, not features. It's about what it's going to do for them, not what it is."
— Abagail Pumphrey, [28:40]

d. Set a Goal

Determine a minimum number of sales required to proceed with product development. This threshold helps assess viability.

"Aim for a number that feels reasonable. No less than 5, 10 is a great number."
— Abagail Pumphrey, [31:15]

e. Launch Before Creating

Instead of building the product first, promote and sell it first. This approach ensures you're creating something people actually want.

"Once you've sold the product, then you can work on creating it."
— Abagail Pumphrey, [33:50]

6. Client Success Stories

Abagail shares stories of clients who successfully implemented the backward launch strategy:

a. Financial Buffer for an Accountant

A client, an accountant, pre-sold her offer during her busiest season to create a financial cushion. By aligning the product delivery with her less busy period, she earned over $10,000 from the launch.

"She did over ten grand on that launch. Anna had her first hundred thousand dollar month going through my launch process."
— Abagail Pumphrey, [45:30]

This strategy allowed her to manage her workload effectively while securing additional income.

b. Digital Product Jumpstart

Abagail’s own digital product, Digital Product Jumpstart, was launched using the backward approach. By selling the course before building it, she was able to tailor the content based on early customer feedback, resulting in one of her top-selling products.

"I wanted to get the right people in the door so I could tailor it even more to their specific needs. Digital Product Jumpstart has been hugely successful."
— Abagail Pumphrey, [50:10]

7. Handling Potential Failures

Abagail addresses the fear of no sales, emphasizing that lack of sales is valuable feedback. It indicates that the product may not meet market needs, allowing entrepreneurs to pivot before significant resources are invested.

"That's feedback all on its own and it's better that you know now than to find out after you've spent hours creating something that no one wants."
— Abagail Pumphrey, [55:00]

She encourages embracing this feedback as a learning opportunity rather than a setback.

8. Leveraging Tools Wisely

While advocating for clarity and personal touch in product creation, Abagail acknowledges the usefulness of tools like ChatGPT for refining sales copy.

"You can use AI as a tool to improve what you're already doing. Fantastic. But you don't need to use it as a crutch now."
— Abagail Pumphrey, [58:20]

She advises using AI to enhance, not replace, personal expertise and creativity.

9. Conclusion and Encouragement

Abagail wraps up the episode by reiterating the benefits of the backward launch strategy. She urges listeners to consider pre-selling as a viable method to validate ideas, reduce risk, and ensure their products genuinely address customer needs.

"Selling first is going to help reduce that risk. It's going to help you build clarity and ensure that the product you're offering solves a real problem."
— Abagail Pumphrey, [1:02:10]

She invites listeners to take actionable steps by identifying a product to pre-sell and offers further resources through her website.

Key Takeaways

• Pre-Selling Validates Demand: Launching backwards allows you to test the market before fully developing a product, ensuring there is genuine interest and need.

• Minimizes Risk: By securing sales upfront, you reduce the financial and emotional risk associated with product development.

• Enhances Product Quality: Direct feedback from early customers helps refine and tailor the product to better meet their needs.

• Boosts Accountability: Paying customers create a sense of responsibility to deliver a quality product, ensuring commitment to the project.

• Clarity in Messaging: Simplifying your product’s value proposition makes it easier to communicate its benefits and attract the right audience.

Resources Mentioned

• Pre-Sell Launch Plan: Access the full two-week launch plan, including marketing strategies, email copy, and social posts at bossproject.com/box.

• Digital Product Jumpstart: Learn more about Abagail’s successful digital product at bossproject.com/jumpstart.

• Launch Challenge: Participate in the one-day launch challenge to master pre-selling techniques at bossproject.com/launch.

Final Thoughts

Abagail Pumphrey champions the backward launch as a transformative strategy for service-based businesses. By prioritizing sales before creation, entrepreneurs can ensure they are meeting real needs, reducing unnecessary risks, and creating products that resonate with their target audience. This episode serves as a comprehensive guide for anyone looking to adopt a smarter, more efficient approach to product launches.