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writing in the margins

Did you Hear Crickets on Your Big Launch? I Did.

First, let’s address the big elephant in the room. What’s a launch? Like a rocket ship launch that propels astronauts in motion to fly into space, a business launch sets a plan in motion to promote a new product or service for a business.

I’ve been officially a full-time photographer for a year, and I’ve had 3 launches. All of which I heard crickets. And although a piece of me wants to cry and throw in the towel, I believe too much in my business. I believe a whole LOT in my ideal clients, the budding entrepreneurs who are in the trenches with me. And I fervently believe in the affectionate families that choose me to document their legacy.

I launched 3 times. And 3 times I heard crickets. But with each chirp, I learned a valuable lesson.

LAUNCH 1: Last year I did Fall Minis. I learned that minis are a great cash injection for your business and fall in the northeast is magical, so I gave it a go. I made my flyer. Posted on IG and waited for the families to start pouring in.

 No one reached out. Not one single family.

What did I learn from these crickets?

I learned that I had to start promoting earlier. 1 week was not enough time to reach out to my families.  

LAUNCH 2: I promoted an educational opportunity. I had 2 packages that were pretty different. One package was for parents with middle school or high school students in homeschool who needed a creative outlet.

The second package was designed for mothers who wanted to learn how to use their camera and compose quality images to document their very own family.

Again. Super excited. Did the flyers, gave myself 2 weeks this time to promote.  I had one person inquire but no investment was made.

What did these crickets teach me?

I had to warm up my audience.

I couldn’t sell to a cold audience. I mean, not long before this second launch did I announce that I was in business. Before I became a photographer, I was a teacher. But I couldn’t expect people to connect those dots. I didn’t give my audience enough time.  

LAUNCH 3: I felt so ready for this launch. I invested in a Mastermind to help formulate my vision. I joined Social Curator—a SAS Company spearheaded by small business guru Jasmine Star herself. I spent 6 months creating copy, email templates, creating a landing page for my website, reaching out to families to create a portfolio, and documenting behind-the-scenes footage.  A LOT of behind-the-scenes went into this service.

I set a date. August 15th, Pereyra Photos will officially be serving families with a 3 Generational Experience.

I gave myself a month to warm up my audience, to educate them on what this service entails. Below is the outline of my 3 Generation Launch Strategy:

As you can tell. I thought I had this one in the bag. I learned from the crickets. I even added a giveaway component.

And you guessed it. Crickets.

I was supposed to go live on IG to announce the giveaway winner and blow confetti in the air…. No joke, I bought confetti and cleaned the filter of my vacuum  to clean up the mess I would make on the floor of my office space at home.

This was a $1500 experience I was giving away for FREE 99!

August 15th came and went and the confetti sitting on my desk feels like it’s mocking me.

Crickets. Again.

What did I learn from these crickets?

I learned that I have to give myself grace. I’m still learning how to run a business. I’m offering a service to the world that has never been done before. It’s something I know families will benefit from, but it’s a service many don’t know they need.

The chirps said:

“Keep going. You did the best you could. Don’t give up. Keep learning. Keep growing. The world really needs this very special offer that you are marketing.”

I recently listened to a podcast and the guest speaker said something that stuck. She told the story of 2 business owners who wanted to launch a new sneaker. They went to a third-world country to investigate the market.

The first business owner noticed that none of the locals wore shoes so he reasoned: there is no opportunity here. They won’t buy my product because they don’t use shoes.

The second business owner noticed the bare feet everywhere and reasoned… there is SO MUCH opportunity here, no one wears shoes!

Both business owners saw the same thing yet came to very different conclusions.

The difference is in perception.

So, I will gladly continue to listen to the crickets. I will keep learning lessons from each move and perceive my “failures” as opportunities to grow as an entrepreneur.

I choose to stay positive. Do you know what I did today? I reached out to a local radio company to see if they would market my business on the air. I’m waiting for a callback.

I’m not giving up. And I don’t want you to give up either. I could say I failed, but I choose to see this as another lesson. I’m diligently writing down all the lessons that the crickets share with me.

What lessons have the crickets taught you? Share the goods by commenting below.

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