To prime an audience, your pre-launch content must build three beliefs. They must trust you as the expert, believe your unique method is the solution, and, crucially, believe in their own capability to get results using it.

Go beyond persuasion during a sales call. Use "pre-suasion" to shape the conversation's context beforehand. By strategically sending relevant content, links, and discussion topics, you can prime the prospect to focus on your strengths, making the eventual sales meeting far more effective.

Only 5% of your audience is ready to buy. For the other 95%, the goal is to build "mindshare"—a runway of awareness and trust through valuable content. This ensures that when they eventually enter a buying cycle, your brand is already a known and respected entity.

Don't wait until a campaign to focus on audience growth. Proactively schedule dedicated list-building activities (like a new quiz or free workshop) on your calendar during your 'off-seasons.' This builds a warm audience and strong relationships before you need to make an ask, leading to more successful launches.

Overly nurturing content often attracts 'non-buyer energy'—people who are inspired but never purchase because you've given everything away for free. Shift to 'activating' content that embodies conviction and authority, which mirrors possibility and attracts buyers ready to invest immediately.

During the pre-launch, your content shouldn't mention the product. Instead, focus entirely on building belief in your unique methodology. If customers buy into your *process* as the solution, they will be ready to buy the product that delivers it.

Don't push cold traffic directly to a sale. Instead, funnel users into a "holding pattern"—like an email newsletter or podcast—where you can build trust and maintain attention. This makes eventual "selling events," like a webinar or email campaign, far more effective.

Structure your pre-launch content around four key pillars: Personality (builds trust), Authority (establishes expertise), Credibility (provides proof with testimonials), and Empathy (shows you understand the customer's struggle). This well-rounded approach builds deep trust before you sell.

Don't tie your pre-launch timeline to your product's price. The key factor is your audience's current state of readiness. Authors pre-launch a $20 book for six months because they need to build significant audience readiness from a cold state.