The ‘Sneak Peek’ Strategy: How to Build a Waitlist and Warm Up Buyers Before Your Launch
Imagine this: You’ve poured your heart and soul into creating a new program, course, or offer. You’re excited to launch. You post about it on social media. You send out an email. You wait. And then... silence.
No sign-ups. No excitement. Just crickets.
It’s a frustrating (but common) experience for entrepreneurs who assume that when they announce an offer, people will immediately buy. The truth? Most potential buyers need time to warm up before making a purchasing decision.
This is where the ‘Sneak Peek’ Strategy comes in. Instead of launching to a cold audience, you’ll build anticipation, exclusivity, and demand—ensuring that by the time you officially open doors, your audience is already eager (and ready) to buy.
Why You Need a Waitlist and Pre-Launch Warm-Up
High Initial Hesitation: Approximately 97% of visitors aren't ready to buy on their first visit to your website.
Lead Conversion Challenges: A significant 80% of new leads never translate into sales, often due to inadequate nurturing.
The Importance of Nurturing: Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost.
By implementing the ‘Sneak Peek’ Strategy, you’ll eliminate the guessing game of launches, fill your offer with engaged buyers, and avoid last-minute scrambling to get sales.
In this deep dive, we’ll break down exactly how to:
✔ Create buzz before your launch (so your audience is eagerly waiting for it).
✔ Build a high-converting waitlist (and make it irresistible to join).
✔ Nurture your audience so they’re primed and ready to buy before you even open doors.
Let’s dive in!
Step 1: Crafting a Compelling Pre-Launch Tease
One of the biggest mistakes entrepreneurs make when launching a new offer is assuming that their audience is just waiting for them to drop it. In reality, most people need a reason to care, get excited, and take action.
That’s where the pre-launch tease comes in. Think of it like the movie trailer before a blockbuster film—your goal is to create curiosity, anticipation, and a little bit of FOMO (fear of missing out) so that when your offer is officially live, your audience is already primed and eager to buy.
Why Pre-Launch Hype Matters
Building anticipation increases conversions because it:
✔ Captures early interest: Your audience becomes emotionally invested before they even see the full details.
✔ Creates a sense of exclusivity: People love feeling like they’re getting VIP access before the general public.
✔ Encourages engagement and conversations: The more people are talking about your offer, the more visibility it gains.
Example: When Apple launches a new iPhone, they don’t just drop it out of nowhere—they spend weeks teasing the features, hosting keynote events, and strategically leaking details to build buzz.
How to Tease Your Offer Without Giving Everything Away
You don’t want to overwhelm your audience with too much information upfront. Instead, drip-feed curiosity-driven content leading up to the full reveal. Here’s how:
1. Share the ‘Why’ Before the ‘What’
Rather than immediately announcing your offer, start by talking about the problem it solves.
Post about common pain points your ideal clients face.
Share behind-the-scenes insights on why you created this offer.
Ask engaging questions to spark conversations (e.g., “What’s the #1 struggle you face with [X problem]?”).
Example Post:
"Something exciting is coming soon! If you’ve ever struggled with social anxiety, you’ll want to stay tuned. I can’t wait to share what’s been in the works behind the scenes!"
2. Drop Hints Through Behind-the-Scenes Content
People love to feel like they’re part of something before it happens. Share sneak peeks of:
Your creative process (brainstorming, mock-ups, testing).
A blurred-out screenshot of your new course, workbook, or landing page.
A time-lapse video of you working on the project.
Example: A nutrition coach launching a meal-planning program might share a photo of their workspace with post-it notes everywhere, captioned: "Mapping out something BIG for all of you who struggle with meal prep! Can't wait to share more soon."
3. Use Social Proof (Without Revealing the Offer Yet)
Got early testers? Testimonials? Positive reactions from a beta round? Start sharing them now to build credibility.
Quote an early participant: "This was a total game-changer for my business! I can’t wait for others to experience it."
Share results-driven content: "After just two weeks of testing this new system, I already feel 10x more organized!"
Drop a teaser about your past clients: "My private clients have been loving this—soon, it’ll be available to YOU too!"
4. Create a Countdown or 'Coming Soon' Campaign
Let people know that something exciting is around the corner by using:
A countdown timer on your website.
A pinned post on Instagram announcing the upcoming reveal date.
A weekly teaser series, where each post unveils a new clue.
Example: A fitness coach launching a program might do an Instagram Story poll: “What do you struggle with more—motivation or consistency? Stay tuned, I’ve got something special to help!”
Build Momentum Before the Next Step
Your goal in this stage isn’t to sell—it’s to spark curiosity and get people invested in what’s coming next. Every post, email, and teaser should include a soft call-to-action to keep them engaged.
Try:
✔ “Want first access when I reveal the details? Drop a 🔥 in the comments!”
✔ “DM me ‘WAITLIST’ if you want to be the first to know when this launches!”
✔ “Stay tuned—next week, I’m sharing ALL the details! Who’s excited?”
Now that you’ve built intrigue, it’s time to channel all that excitement into a waitlist—where your warmest leads will be the first to get access.
Step 2: Creating a High-Converting Waitlist
Building anticipation is great, but where do you direct all that excitement? A waitlist isn’t just an email form—it’s a VIP list that makes people feel like insiders, increasing their likelihood of buying when you launch.
What Makes a Waitlist Effective?
A simple “Sign up for updates” won’t cut it. Your waitlist should:
✔ Create exclusivity – Offer early access, special bonuses, or insider content.
✔ Build urgency – Let people know spots, bonuses, or pricing incentives are limited.
✔ Give a clear reason to join – What’s in it for them? Why should they sign up now?
Example: Instead of “Join the waitlist for my program”, try “Get first access + an exclusive bonus before doors open!”
How to Set Up a Waitlist That Converts
1️⃣ Use a Simple, High-Converting Landing Page
Keep it clean and clear: A strong headline, bullet points of benefits, and a simple signup form.
Recommended tools: ConvertKit, Leadpages, MailerLite or even your own website landing page connected to your email marketing platform.
2️⃣ Follow Up with an Engaging Email Sequence
Welcome Email: Confirm they’re in and hint at what’s coming.
Behind-the-Scenes Email: Share why you created this offer.
Teaser Email: Drop sneak peeks or early wins.
Launch Day Email: Give them first dibs before it opens to the public.
3️⃣ Promote It Consistently
Talk about it on social media, in your newsletter, and on your website.
Use Stories, polls, and countdowns to create FOMO.
Add it as a CTA in your free resources or lead magnets.
Pro tip: If you have a small audience, personally invite engaged followers or past clients to join!
Once your waitlist is growing, the key is keeping those subscribers engaged so they don’t lose interest before your launch.
Step 3: Nurturing Your Waitlist with Value
Getting people on your waitlist is just the beginning. Now, you need to keep them engaged so they’re still excited when your offer launches. If you go silent, they’ll forget why they signed up in the first place.
Send Regular Updates:
Keep your waitlist in the loop with consistent emails that share behind-the-scenes progress, early testimonials, or industry insights related to your offer.
Deliver Exclusive Content:
Provide waitlist members with insider tips, mini-guides, or short videos that address key pain points. This not only reinforces your expertise but also gives them a taste of what’s to come.
Build Anticipation:
Use subtle reminders about upcoming bonuses or early-bird discounts. Phrases like “Just a few more days until you see what’s next” can effectively maintain excitement without over-promising.
Engage Personally:
If your list is small, consider personalized messages or a quick survey to understand their needs. Even a brief interaction can boost their anticipation and make them feel valued.
When done right, nurturing your waitlist turns curious sign-ups into committed buyers—making your launch easier and more successful.
Step 4: Offering VIP Early Access or Pre-Sale Incentives
Your waitlist subscribers are your warmest leads, so don’t make them wait until the public launch. Instead, reward them with VIP early access or exclusive pre-sale incentives to boost conversions before your official launch.
Ways to Encourage Early Sign-Ups
Early-Bird Pricing: Offer a special discount or bonus for those who join before the official launch. Example: “Waitlist members get $100 off if they enroll before [date]!”
Exclusive Bonuses: Provide an extra resource, bonus session, or behind-the-scenes training just for early buyers.
Limited Spots or Urgency: If your offer has a cap, highlight it. Example: “Only 10 early-access spots available!”
First Dibs: Let waitlist members secure their spot before the general public to create a VIP experience.
How to Announce Early Access
1️⃣ Email Your Waitlist First: Give them an exclusive access link before announcing it elsewhere.
2️⃣ Use a Countdown Timer: Remind them of the deadline to claim their early-bird perks.
3️⃣ Showcase Social Proof: If people start buying, share testimonials or comments to encourage others to act.
Providing early access gives your most engaged leads a reason to act fast while creating momentum for your full launch.
Step 5: Transitioning from Waitlist to Full Launch
By now, your waitlist members are excited, engaged, and primed to buy—but the transition from pre-sale to public launch needs to be seamless. Here’s how to make it happen without losing momentum.
1. Give Waitlist Members One Last Chance to Join Early
Send a final reminder email with urgency: “Your early access ends in 24 hours!”
Reinforce the benefits of joining now (bonuses, pricing, limited spots).
Use social proof: Share testimonials or success stories from early buyers.
2. Make a Strong Public Announcement
Shift from exclusive access to full launch mode—hype it up!
Announce your launch everywhere (email, social media, website, collaborations).
Consider live Q&A sessions or behind-the-scenes content to boost engagement.
3. Keep Up the Momentum During Open Cart
Use countdown timers and reminders to drive last-minute action.
Address common objections through content (FAQs, case studies, testimonials).
Create urgency: “Doors close soon—don’t miss your chance to join!”
A well-executed transition keeps early buyers excited while bringing in new ones, ensuring your launch gets maximum traction.
Let’s Recap
A successful launch of your new offer doesn’t start on launch day—it starts weeks (or even months) in advance by building anticipation, nurturing leads, and giving your audience a reason to take action early.
By implementing the Sneak Peek Strategy, you:
✔ Create buzz before your offer is even live.
✔ Build a high-converting waitlist of eager buyers.
✔ Keep subscribers engaged so they don’t lose interest.
✔ Secure early sales with VIP access and pre-sale incentives.
✔ Seamlessly transition from warm leads to full launch mode.
When done right, your launch becomes effortless—because instead of scrambling for last-minute sales, you already have a line of buyers ready to say yes!
For more deep dives on creating, marketing and selling your offers, join the On a Mission Momentum email list and I will send you my FREE Offer Confidence Checklist: 10 Questions to Ensure Your Offer is Aligned, Marketable and Ready to Sell.
